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

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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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