Marketing Management, 14e (Kotler/Keller) Chapter 6 Analyzing Consumer Markets

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Marketing Management, 14e (Kotler/Keller)
Chapter 6 Analyzing Consumer Markets

1) ________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. A) Target marketing

B) Mind mapping
C) Consumer activism
D) Consumer behavior
E) Product differentiation
Answer: D
Page Ref: 151
Objective: 1
Difficulty: Easy

2) Which of the following would be the best illustration of a subculture? A) a religion
B) a group of close friends
C) your university
D) a fraternity or sorority
E) your occupation
Answer: A
Page Ref: 153
Objective: 1
AACSB: Multicultural diversity
Difficulty: Moderate

3) The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior constitute ________. A) a culture

B) a subculture
C) a social class
D) a family
E) a group
Answer: C
Page Ref: 153
Objective: 1
Difficulty: Easy

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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

4) A person's ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.
A) subculture
B) family
C) social class
D) reference groups
E) social networks
Answer: D
Page Ref: 153
Objective: 1
Difficulty: Easy

5) A(n) ________ group is one whose values or behavior an individual rejects. A) aspirational
B) disassociative
C) membership
D) primary
E) procreational
Answer: B
Page Ref: 153
Objective: 1
Difficulty: Easy

6) Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________. A) transactional leader

B) opinion leader
C) role model
D) gate-keeper
E) international marketer
Answer: B
Page Ref: 153
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate

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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

7) For a high-school student, Tim is highly concerned about environmental issues. He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood. He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause. This group of environmental activists can be categorized under which of the following reference groups? A) primary group

B) secondary group
C) aspirational group
D) dissociative group
E) cognitive group
Answer: C
Page Ref: 153
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate

8) Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive, and they are appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason? A) silent majority

B) protestor
C) protector
D) adapter
E) opinion leader
Answer: E
Page Ref: 153
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate

9) Social classes differ in media preferences, with upper-class consumers often preferring ________ and lower-class consumers often preferring television. A) movies
B) radio
C) video or computer games
D) magazines and books
E) music downloads
Answer: D
Page Ref: 153
Objective: 1
Difficulty: Easy

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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

10) If a direct-mail marketer wished to direct promotional efforts toward the family of...
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