question

1) A marketer who segments a population by age and gender is using ________ to categorize consumers.

answer

demographics

question

2) A consumer researcher who examines consumers' lifestyles and personalities is studying ________.

answer

psychographics

question

3) In an online ________, members share opinions and recommendations about products.

answer

consumption community

question

4) A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.

answer

market segmentation strategies

question

5) Which of the following is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires?

answer

consumer behavior

question

6) A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.

answer

consumer

question

7) According to the basic marketing concept, a firm exists to ________.

answer

satisfy needs

question

8) Which of the following explains how a minority of a product's users make up a majority of sales of that product?

answer

the 80/20 rule

question

9) People who belong to the same social class are most likely to have which of the following in common?

answer

income level

question

10) Which of the following is NOT one of the three fastest-growing ethnic groups in the United States?

answer

Irish Americans

question

11) Which of the following marketing philosophies emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time?

answer

relationship marketing

question

12) Wal-Mart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing.

answer

database

question

13) The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play.

answer

role theory

question

14) A consumer with a(n) ________ attachment to a product uses the product as part of his or her daily routine.

answer

interdependent

question

15) Which of the following is an example of C2C e-commerce?

answer

virtual brand communities

question

16) A digital native is someone who ________.

answer

grew up in a "wired" and highly networked world

question

17) Which of the following terms refers to the online means of communication, conveyance, and collaboration among interdependent and interconnected networks of people, communities, and organizations?

answer

social media

question

18) Which of the following is NOT closely associated with what your text terms the "horizontal revolution"? A) Web 1.0 B) Web 2.0 C) C2C e-commerce D) user-generated content

answer

A) Web 1.0

question

19) Rules of conduct based on universal values such as honesty, trustworthiness, and fairness that guide actions in the marketplace are referred to as ________.

answer

business ethics

question

20) The term ________ refers to an environment in which an individual can dictate to a company the type of products he or she wants and how, when, and where he or she wants to learn about them.

answer

consumer space

question

21) A basic biological motive is called a ________.

answer

need

question

22) According to the ________ perspective, advertising is an important source of consumer information.

answer

economics of information

question

23) Which of the following is the government agency that polices advertising claims about edible products and pharmaceuticals?

answer

the Food and Drug Administration

question

24) The National Advertising Division of the Council of Better Business Bureaus is an example of a(n) ________.

answer

industry watchdog

question

25) Buy Nothing Day and TV Turnoff Week, events designed to discourage rampant commercialism, are examples of ________.

answer

culture jamming

question

26) The beginning of the modern era of consumerism is most closely associated with ________.

answer

President Kennedy

question

27) Which of the following is NOT included in the "Declaration of Consumer Rights"?

answer

the right to be guaranteed

question

28) The goals of helping people and bringing about social change are the focus of ________.

answer

Transformative Consumer Research

question

29) Many firms choose to protect or enhance the natural environment as they go about their business activities. This practice is known as ________.

answer

green marketing

question

30) Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer behavior research should ________.

answer

focus on understanding consumption for its own sake

question

31) Which of the following social science fields would most likely be associated with macro consumer behavior?

answer

cultural anthropology

question

32) Which of the following social science fields would most likely be associated with micro consumer behavior?

answer

experimental psychology

question

33) Another term for positivism is ________.

answer

modernism

question

34) Of the following, a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much.

answer

interpretivism

question

35) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science.

answer

positivism

question

36) The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm.

answer

interpretivist

question

37) A student of postmodernism is most likely to believe that the world in which we live is a(n) ________, or a mixture of images.

answer

pastiche

question

38) Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right. This decision took place in the ________ stage of Jenny's consumption process.

answer

purchase

question

39) A soft drink company decided to produce a cola drink with more caffeine than usual in hopes of preventing current teen and early-twenties customers from shifting to coffee and tea drinks after graduating from college. The company test-marketed this new product at a Midwestern university. The company has segmented the market based on ________.

answer

demographics

question

40) Professor Franklin had a time machine and traveled back to 1975. He told a 1975 marketing class that in the future it would become popular among high school and college students to put holes through various parts of their anatomy and to attach metal plugs and ornaments through those holes. The students laughed at Professor Franklin and said they couldn't imagine that anyone would do that to his or her own body. What aspect of consumer behavior did the students not understand?

answer

They didn't understand the impact of popular culture in influencing consumers.

question

41) Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which of the following types of relationships with a product best explains the reason for Lucy's purchase of the dragon bowl?

answer

nostalgic attachment

question

42) Evan does business in South America. He has mastered Spanish and many cultural norms, but he still has problems with cultural differences in ethics. Many of the regulatory officials Evan must deal with expect bribes. Evan solves this problem by bringing with him a number of moderately priced watches. When an official admires his watch, Evan offers it to him or her as a gift. Later he puts a new watch on his wrist. Evan's situation demonstrates that ________.

answer

different cultures define ethical business behaviors differently

question

43) An advertisement for a national shampoo shows a plain woman using the product, then transforming to a gorgeous woman with a new hairstyle, dressed in elegant clothes, waiting for the "man of her dreams" to appear on her doorstep. This advertisement best illustrates which of the following criticisms of the marketing system?

answer

Marketers promise miracles.

question

44) Morris Davis believes that advertising and marketing have too much impact on a consumer's daily life. To fight this problem, Mr. Davis recently launched a Web site called "Junk It!" His Web site invites disgruntled consumers to communicate with him about marketing invasions of their privacy and individual space. Mr. Davis believes that change comes slowly but that consumers must fight to preserve their culture and freedom from marketers and advertisers. Which of the following terms best expresses the actions being taken by Mr. Davis to disrupt what he perceives as inappropriate marketing and advertising actions?

answer

culture jamming

question

45) George says that he sees everything as "black or white—no in between." George would most accurately be characterized as a(n) ________.

answer

positivist

question

46) Which of the following best characterizes social critic Vance Packard's position on the possibility of marketing efforts manipulating consumers' thoughts?

answer

Marketers have used knowledge of the social sciences to channel consumer habits, decisions, and thoughts.

question

47) Amaya Simmons wants to write a consumer behavior paper about the origins of green marketing with respect to pesticides. Which of the following sources will she find most useful?

answer

Silent Spring by Rachel Carson

question

48) Social critics have maintained that marketing leads people to buy products they neither want nor need. However, the failure rate of new products is reportedly as high as 80 percent. Which of the following best reconciles these two seemingly opposite views of marketing?

answer

Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way they please.

question

49) Which of the following is the best tool for consumer activists to use in efforts to make the public aware of unethical or questionable marketing behavior?

answer

Web 2.0

question

50) Which of the following consumer behavior issues discussed in the chapter would be most accurately classified as a micro consumer behavior topic?

answer

how individual consumers perceive advertisements

question

51) According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is NOT part of consumer behavior.

answer

FALSE

question

52) When a transaction occurs between two or more organizations or people who give and receive something of value, an exchange has taken place.

answer

TRUE

question

53) Because consumer behavior is now examined as an entire consumption process that includes prepurchase and postpurchase issues, exchange theory is no longer relevant to the study of consumer behavior.

answer

FALSE

question

54) American society is shifting from a mass culture in which many consumers share the same preferences to a diverse culture in which consumers have almost an infinite number of choices.

answer

TRUE

question

55) A common way to segment consumers is to identify which consumers are heavy users of a given product.

answer

TRUE6

question

56) Demographics refer to aspects of a person's lifestyle and personality.

answer

FALSE

question

57) Demographics are statistics that measure observable aspects of a population.

answer

TRUE

question

58) A market researcher who analyzes a population of consumers using the variable of marital status is segmenting the population by the demographic category of family structure.

answer

TRUE

question

59) Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.

answer

TURE

question

60) Popular culture is both a product of marketing and an inspiration for marketing.

answer

TRUE

question

61) The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant.

answer

FALSE

question

62) According to the different categories of relationships that people may have with products, nostalgic attachment occurs if the product is part of the user's daily routine.

answer

FALSE

question

63) Global consumer culture and popular culture are interchangeable terms.

answer

FALSE

question

64) Consumer-generated content is one of the trends that helps to define the era of Web 2.0.

answer

TRUE

question

65) Texting back-and-forth with a friend is an example of asynchronous interaction.

answer

FALSE

question

66) Ethics are universal in that ethical business practices in one country are the same as in other countries.

answer

FALSE

question

67) Bribing foreigners to gain business has been against the law in the U.S. for more than 30 years.

answer

TRUE

question

68) A paradigm is a belief that guides an understanding of the world.

answer

TRUE

question

69) Wal-Mart began a new campaign to sell lawn furniture. In emphasizing how lawn furniture has been used over the decades in movies and books, by celebrities, and as essential ingredients to home entertainment, the campaign is drawing upon popular culture.

answer

TRUE

question

70) The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a "uniform." For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats.

answer

TRUE

question

71) Arthur was a good mechanic and finally opened his own repair shop. He wanted to be seen as a responsible merchant, so he installed the latest recycling and safe disposal systems for oil and anti-freeze. Arthur was engaging in green marketing.

answer

TRUE

question

72) Psychographic information is not considered to be demographic data because this type of information is not directly observable.

answer

TRUE

question

73) In the era of Web 2.0, the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce.

answer

FALSE

question

74) Some critics of marketing have said that consumers are manipulated into buying products they really don't need and wouldn't even consider buying without the false wants created by the marketing system. A strong counterargument to this criticism is that wants are basic biologically-based motives that cannot be created by marketers.

answer

FALSE

question

75) A person who believes that science can fix or find a cure for anything most likely follows the philosophy of interpretivism.

answer

FALSE

MKTG 322: Ch. 1 – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards