Deck 5: Segmenting and Targeting the Audience

Question 1

Which of the following does NOT determine an individual's social class?

A)income
B)wealth
C)education
D)occupation
E)geography

Answer 1

E

Question 2

Which of the following choices is a behavioral influence on consumer decision making?

A)culture
B)reference groups
C)personality
D)psychographics
E)innovation

Answer 2

E

Question 3

Which of the following is the most important reference group because of its formative role and the intensity of its relationships?

A)neighbors
B)teachers
C)family
D)employer
E)coworkers

Answer 3

C

Question 4

A ________ is a group of people an individual uses as a model for behavior in specific situations.

A)subgroup
B)social class
C)reference group
D)normal group
E)cohort

Question 5

Family is one of the ________ factors that influence consumer behavior.

A)cultural
B)social
C)personal
D)psychological
E)business

Question 6

Which of the following is NOT a psychological influence on consumer decision making?

A)state of mind
B)selective perception
C)satisfaction
D)personality
E)innovation

Question 7

Which of the following is NOT typically used to determine social class?

A)income
B)age
C)family prestige
D)value of home
E)neighborhood

Question 8

________ is made up of tangible itemssuch as art, literature, buildings, and musicand intangible conceptssuch as knowledge, laws, morals, and customs.

A)Society
B)Culture
C)Ethnicity
D)Behavior
E)Social class

Question 9

The boundaries each culture establishes for "proper" behavior are called ________.

A)references
B)values
C)norms
D)subcultures
E)core values

Question 10

A sense of belonging, excitement, fun and enjoyment, warm relationships, self-fulfillment, respect from others, a sense of accomplishment, security, self-respect, and thrift are all examples of ________.

A)norms
B)culture
C)core values
D)behaviors
E)attitudes

Question 11

Which of the following is NOT a social/cultural influence on consumer decision making?

A)culture
B)motivations
C)social class
D)reference groups
E)demographics

Question 12

Which of the following is NOT a psychological influence?

A)selective perception
B)needs and wants
C)motivations
D)quantity usage
E)attitudes and value

Question 13

Which of the following is a psychological influence on consumer decision making?

A)state of mind
B)innovation
C)family
D)culture
E)brand relationship

Question 14

________ describes how individuals or groups select, purchase, use, or dispose of products, as well as the needs and wants that motivate these behaviors.

A)Marketing
B)Consumption
C)Consumer behavior
D)Psychology
E)Segmentation

Question 15

Which of the following statements is true regarding social class in the United States?

A)Social class is determined solely by income level.
B)Lines between social classes in the United States are fixed and rigid.
C)People in different social classes tend to buy different products.
D)Wealth is more critical than education level in measuring social class.
E)People are relegated to a permanent class layer in the United States.

Question 16

The source of norms is a culture's ________, which represent underlying belief systems.

A)values
B)legal systems
C)social systems
D)social classes
E)education systems

Question 17

The position you and your family occupy within your society is known as your ________.

A)subculture
B)culture
C)ethnic group
D)reference group
E)social class

Question 18

________ are simply rules learned through social interaction that specify or prohibit certain behaviors.

A)Norms
B)References
C)Values
D)Attitudes
E)Motivations

Question 19

According to the U.S. Census definition, a ________ consists of two or more people who are related by blood, marriage, or adoption, and live in the same household.

A)subculture
B)family
C)household
D)reference group
E)normative group

Question 20

Which of the following is a social/cultural influence on consumer decision making?

A)state of mind
B)innovation
C)satisfaction
D)family
E)personality

Question 21

Subsegments of a more general market segment are known as ________ markets and are defined by individuals with some distinctive interest or attitude, such as being ecologically minded consumers.

A)behavioral
B)niche
C)cultural
D)generational
E)social

Question 22

Acquired needs are also called ________ needs.

A)secondary
B)primary
C)physiological
D)innate
E)safety

Question 23

Which of the following is the public spread of a private want?

A)selective satisfaction
B)cognitive dissonance
C)adaptation
D)mass desire
E)normatization

Question 24

According to Maslow's Hierarchy of Needs, which level of needs includes self-fulfillment and enriching experiences?

A)ego needs
B)belongingness needs
C)safety needs
D)self-actualization needs
E)physiological needs

Question 25

Which of the following is NOT an approach to segmenting consumer markets?

A)demographic segmentation
B)geographic segmentation
C)psychographic segmentation
D)behavioral segmentation
E)brand segmentation

Question 26

Which approach to segmentation divides the market using such characteristics such as gender, ethnicity, income, and so forth?

A)demographic segmentation
B)geographic segmentation
C)psychographic segmentation
D)benefit segmentation
E)behavioral segmentation

Question 27

________ are the statistical, social, and economic characteristics used to describe a population, including age, gender and sexual orientation, education, income, occupation, race, and family status.

A)Psychographics
B)Lifestyles
C)Geographics
D)Demographics
E)Ethnographics

Question 28

In Maslow's Hierarchy of needs, ________ needs include love, friendship and acceptance by others.

A)self-actualization
B)ego
C)belongingness
D)safety
E)physiological

Question 29

International, national, state, city, climate, and urban/rural are all ways to segment a market by ________.

A)demographics
B)geographics
C)psychographics
D)behavioral characteristics
E)benefits sought

Question 30

________ needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning.

A)Innate
B)Primary
C)Acquired
D)Selective
E)Higher-order

Question 31

________ are what we feel for more essential items, such as food and shelter; ________ occur when we desire or wish for something.

A)Needs; wants
B)Wants; needs
C)Primary needs; secondary needs
D)Acquired needs; primary needs
E)Innate wants; acquired wants

Question 32

Prestige, status, and accomplishments are all examples of which level of needs in the Maslow's Hierarchy of Needs?

A)ego needs
B)belongingness needs
C)safety needs
D)self-actualization needs
E)physiological needs

Question 33

The basic driving forces that motivate us to do something are called ________.

A)wants
B)desires
C)values
D)needs
E)attitudes

Question 34

Using which strategy do planners treat the market as homogeneous and use general appeals for all consumers?

A)multi-segment strategy
B)undifferentiated strategy
C)behavioral targeting strategy
D)microtargeting strategy
E)niche strategy

Question 35

________ means dividing the market into groups of people who have similar characteristics in certain key product-related areas.

A)Targeting
B)Marketing
C)Positioning
D)Segmenting
E)Profiling

Question 36

A(n)________ is an internal force that stimulates a person to behave in a particular manner and is produced by the tension caused by an unfulfilled want or need.

A)attitude
B)desire
C)value
D)motive
E)norm

Question 37

Which approach to segmentation divides people into groups based on product category and brand usage?

A)demographic segmentation
B)geographic segmentation
C)psychographic segmentation
D)benefit segmentation
E)behavioral segmentation

Question 38

A ________ consists of all those who occupy a dwelling whether they are related or not.

A)subculture
B)family
C)household
D)reference group
E)normative group

Question 39

In Maslow's Hierarchy of Needs, ________ needs include water, sleep, and food.

A)self-actualization
B)ego
C)belongingness
D)safety
E)physiological

Question 40

According to the theory of ________, we tend to compensate or justify the discrepancies between what we actually receive and what we thought we would receive.

A)selective satisfaction
B)cognitive dissonance
C)adaptation
D)mass desire
E)attribution

Question 41

Which of the following statements is false?

A)In the last decade, gay and lesbian consumers have become substantial target markets.
B)Few cultures are more important to U.S. marketing than the Hispanic culture because it is growing proportionately faster than other ethnic groups.
C)There are media use differences based on ethnicity.
D)In the United States during the last three decades, there has been a gradual movement from white-collar occupations to blue-collar occupations.
E)For advertisers, education tends to correlate with the type of medium consumers prefer.

Question 42

Which of the following describes people with low levels of brand loyalty who may be willing to try a new brand?

A)switchers
B)light users
C)early adopters
D)innovators
E)laggards

Question 43

Consumers with lower education tend to be higher users of ________ than consumers of higher education tend to be.

A)newspapers
B)radio
C)magazines
D)television
E)the Internet

Question 44

Of the following, which ethnic minority is expected to be about 30% of the U.S. population by 2050?

A)African Americans
B)Asian Americans
C)Hispanics
D)Native Americans
E)Arab Americans

Question 45

According to the VALS classification of consumers, what are the three primary motivations for buying products and services?

A)ideals, achievement, and self-expression
B)self-orientation, self-expression, and self-fulfillment
C)age, social class, and education
D)resources, innovations, and psychographics
E)attitudes, lifestyle, and values

Question 46

Which age-related population group is also referred to as the iGeneration?

A)Generation X
B)Millennials
C)Generation Y
D)the Greatest Generation
E)Me Generation

Question 47

Which of the following most accurately characterizes members of Generation Y?

A)They are children of baby boomers.
B)They are the most environmentally educated generation.
C)They have reached their peak earning and spending years.
D)They were once labeled "the Greatest Generation."
E)They are less immersed in technology than Gen Xers are.

Question 48

The youngest of the baby boomers are now in their ________.

A)late 20s
B)mid to late 20s
C)mid to late 40s
D)early 50s
E)early 60s

Question 49

The term ________ refers to lifestyle and psychological characteristics, such as activities, values, attitudes, interests, and opinions.

A)psychology
B)psychographics
C)attitude
D)motivation
E)personality

Question 50

Which of the following is NOT considered a consumer category of brand relationship?

A)innovators
B)ex-users
C)first-timers
D)switchers
E)regulars

Question 51

Consumers learn about new products for the first time and make the decision to buy them during the ________.

A)need recognition stage
B)adoption process
C)evaluation process
D)trial process
E)quality assessment

Question 52

Which category of the adoption process represents the 2.5 percent of the population willing to try something new?

A)innovators
B)early adopters
C)early majority
D)late majority
E)laggards

Question 53

According to SRI International, early adopters ________.

A)have many strong social contacts
B)are people involved in unusual activities and whose level of activity will disproportionately affect the behaviors of others
C)are low media users
D)have a simple history of personal relationships
E)are heavily influenced by others in their social circles

Question 54

________ refers to how much of a product category or brand a customer buys.

A)Adoption
B)Innovation
C)Motivation
D)Niche
E)Usage

Question 55

What two variables are used to organize the VALS Lifestyle Framework?

A)resources and innovation
B)age and self-orientation
C)age and social class
D)resources and psychographics
E)social class and education

Question 56

Which of the following is NOT a VALS classification of consumers?

A)Thinkers
B)Strivers
C)Makers
D)Doers
E)Believers

Question 57

Psychographic analysis looks at ________ in terms of patterns of consumption, personal relationships, interests, and leisure activities.

A)lifestyle
B)psychology
C)values
D)family
E)attitude

Question 58

Which of the following statements regarding attitudes is false?

A)Advertisers are interested in attitudes because of their impact on motivations.
B)Attitudes vary in direction and strength; that is, an attitude can be positive or negative, reflecting like or dislike, or it can be neutral.
C)Most attitudes are deeply set and cannot be changed.
D)Attitudes are important to advertisers because they influence how consumers evaluate products, institutions, retail stores, and advertising.
E)Attitudes are learned.

Question 59

What race/ethnicity is growing faster than other ethnic groups?

A)Caucasians
B)African Americans
C)Asians
D)Hispanics
E)American Indians

Question 60

________ is the amount of money available to a household after taxes and basic necessities such as food and shelter are paid for.

A)Taxable income
B)Discretionary income
C)Available income
D)Net income
E)Gross income

Question 61

Physiological needs include the need for water, food, air, and sleep.

Question 62

The social and cultural forces that impact consumer decision making include culture, social class, family, and demographics.

Question 63

________ involves selecting potentially profitable segments as the audience for a marketing communication effort.

A)Targeting
B)Positioning
C)Zoning
D)Segmenting
E)Profiling

Question 64

________ is the stage in which consumers compare various products and features and reduce the list of options to a manageable number.

A)Need recognition
B)Information search
C)Evaluation of alternatives
D)Purchase decision
E)Postpurchase behavior

Question 65

If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n)________.

A)brand personality
B)selective retention
C)postpurchase behavior
D)information search
E)product adoption

Question 66

Consumers who try a product and find it does not meet their expectations may be dissatisfied.

Question 67

________ are trend spotters who specialize in identifying trendy fads that appeal to young people.

A)Cool hunters
B)Buzz marketers
C)Trend hunters
D)Gen Y marketers
E)Trend setters

Question 68

________ can vary in terms of seriousness or importance, and the goal of advertising at this stage is to activate or stimulate the need.

A)Need recognition
B)Information search
C)Evaluation of alternatives
D)Purchase decision
E)Postpurchase behavior

Question 69

Values are defined as rules that we learn through social interaction that specify or prohibit certain behaviors.

Question 70

A need is an internal force that stimulates an individual to behave in a particular manner.

Question 71

According to the theory of cognitive dissonance, people tend to compensate or justify the discrepancies between what they actually receive and what they thought they would receive.

Question 72

Acquired needs are those we learn in response to our culture and environment and may include needs for esteem, prestige, affection, power, and learning.

Question 73

Which of the following statements regarding influences on business-to-business decision making is false?

A)In organizational buying, many individuals are involved in making the decision, often with a buying committee making the final decision.
B)Although the business buyer may be motivated by both rational and emotional factors, the use of rational and quantitative criteria dominate most decisions.
C)Quality is less important in business-to-business buying than in consumer buying.
D)The decision is sometimes made based on a set of specifications to potential suppliers who then bid on the contract.
E)The decision may span a considerable time, creating a lag between the initial contact and final decision.

Question 74

________ is your view of the relationship between what you gain by trying something new and what you have to lose if it doesn't work out.

A)Adoption
B)Adaptation
C)Perceived risk
D)Selective exposure
E)Selective distortion

Question 75

Using an undifferentiated strategy, marketers treat the market as homogeneous, purposely ignoring differences in the market and using one marketing strategy that will appeal to as many people as possible.

Question 76

________ are professional researchers hired by advertisers to identify trends that may affect consumer behavior.

A)Profilers
B)Futurists
C)Trend spotters
D)Demographers
E)Buzz marketers

Question 77

Purchasers and users have the same needs.

Question 78

Which of the following involves matching online ads to interests indicated by recency and frequency of consumer online behavior?

A)data mining
B)behavioral targeting
C)microtargeting
D)niche marketing
E)mass marketing

Question 79

Which of the following is NOT a step in the consumer decision process?

A)need recognition
B)cognitive dissonance
C)information search
D)postpurchase evaluation
E)purchase decision

Question 80

A household differs from a family in that it consists of all those who occupy a dwelling whether they are related or not.