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moriarty_adv-imc9_tif_ch5.doc - News

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moriarty_adv-imc9_tif_ch5.doc - News

Advertising & IMC: Principles and Practice, 9e (Moriarty)

    Chapter 5 Segmenting and Targeting the Audience

1) ________ 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

    Answer: C

    Diff: 1 Page Ref: 130-131

    Skill: Concept

    Objective: 5-1

2) 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

    Answer: D

    Diff: 2 Page Ref: 131

    Skill: Concept

    Objective: 5-1

3) 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

    Answer: B

    Diff: 2 Page Ref: 131

    Skill: Concept

    AACSB: Multicultural and diversity understanding Objective: 5-1

    1

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

4) 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 Answer: A

    Diff: 1 Page Ref: 131 Skill: Concept

    Objective: 5-1

    5) 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

    Answer: E

    Diff: 2 Page Ref: 131 Skill: Concept

    Objective: 5-1

6) 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: E

    Diff: 2 Page Ref: 131 Skill: Concept

    Objective: 5-1

7) 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 Answer: D

    Diff: 3 Page Ref: 131 Skill: Concept

    Objective: 5-2

    2

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

    8) ________ is made up of tangible items

A) Society

    B) Culture

    C) Ethnicity

    D) Behavior

    E) Social class

    Answer: B

    Diff: 1 Page Ref: 132

    Skill: Concept

    AACSB: Multicultural and diversity understanding Objective: 5-1

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

    A) references

    B) values

    C) norms

    D) subcultures

    E) core values

    Answer: C

    Diff: 1 Page Ref: 132

    Skill: Concept

    AACSB: Multicultural and diversity understanding Objective: 5-1

10) ________ are simply rules learned through social interaction that specify or prohibit certain

    behaviors.

    A) Norms

    B) References

    C) Values

    D) Attitudes

    E) Motivations

    Answer: A

    Diff: 1 Page Ref: 132

    Skill: Concept

    AACSB: Multicultural and diversity understanding Objective: 5-1

    3

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

11) 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

    Answer: A

    Diff: 1 Page Ref: 132

    Skill: Concept

    AACSB: Multicultural and diversity understanding Objective: 5-1

12) 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

    Answer: C

    Diff: 2 Page Ref: 132-133

    Skill: Concept

    AACSB: Multicultural and diversity understanding Objective: 5-1

    13) 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

    Answer: E

    Diff: 1 Page Ref: 134

    Skill: Concept

    AACSB: Multicultural and diversity understanding Objective: 5-1

    4

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

    14) Which of the following does NOT determine an individual's social class? A) income

    B) wealth

    C) education

    D) occupation

    E) geography

    Answer: E

    Diff: 2 Page Ref: 134

    Skill: Concept

    AACSB: Multicultural and diversity understanding

    Objective: 5-1

    15) 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

    Answer: B

    Diff: 2 Page Ref: 134

    Skill: Concept

    AACSB: Multicultural and diversity understanding

    Objective: 5-1

16) 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. Answer: C

    Diff: 3 Page Ref: 134

    Skill: Concept

    AACSB: Multicultural and diversity understanding

    Objective: 5-1

    17) 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

    Answer: C

    Diff: 1 Page Ref: 134

    Skill: Concept

    Objective: 5-1

    5

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

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

    A) cultural

    B) social

    C) personal

    D) psychological

    E) business

    Answer: B

    Diff: 2 Page Ref: 135 Skill: Concept

    Objective: 5-1

19) 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: C

    Diff: 2 Page Ref: 135 Skill: Concept

    Objective: 5-1

20) 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

    Answer: B

    Diff: 1 Page Ref: 135 Skill: Concept

    Objective: 5-1

    21) 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

    Answer: C

    Diff: 1 Page Ref: 135 Skill: Concept

    Objective: 5-1

    6

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

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

    A) wants

    B) desires

    C) values

    D) needs

    E) attitudes

    Answer: D

    Diff: 2 Page Ref: 135

    Skill: Concept

    Objective: 5-1

23) ________ 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

    Answer: A

    Diff: 2 Page Ref: 135

    Skill: Concept

    Objective: 5-1

24) ________ 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

    Answer: C

    Diff: 1 Page Ref: 135

    Skill: Concept

    AACSB: Multicultural and diversity understanding Objective: 5-1

    25) Acquired needs are also called ________ needs. A) secondary

    B) primary

    C) physiological

    D) innate

    E) safety

    Answer: A

    Diff: 2 Page Ref: 135

    Skill: Concept

    AACSB: Analytic skills

    Objective: 5-1

    7

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

26) 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 Answer: D

    Diff: 2 Page Ref: 136 Skill: Concept

    Objective: 5-1

27) 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 Answer: A

    Diff: 2 Page Ref: 136 Skill: Concept

    Objective: 5-1

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

    A) self-actualization

    B) ego

    C) belongingness

    D) safety

    E) physiological

    Answer: E

    Diff: 2 Page Ref: 136 Skill: Concept

    Objective: 5-1

    29) 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

    Answer: C

    Diff: 2 Page Ref: 136 Skill: Concept

    Objective: 5-1

    8

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

30) 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

    Answer: B

    Diff: 2 Page Ref: 136

    Skill: Concept

    Objective: 5-1

31) 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

    Answer: D

    Diff: 2 Page Ref: 136

    Skill: Concept

    Objective: 5-1

32) 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

    Answer: D

    Diff: 1 Page Ref: 136

    Skill: Concept

    Objective: 5-1

    33) ________ 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

    Answer: D

    Diff: 1 Page Ref: 137

    Skill: Concept

    Objective: 5-2

    9

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

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

    Answer: B

    Diff: 1 Page Ref: 137

    Skill: Concept

    Objective: 5-2

35) 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

    Answer: B

    Diff: 2 Page Ref: 138

    Skill: Concept

    Objective: 5-2

36) 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

    Answer: A

    Diff: 1 Page Ref: 138

    Skill: Concept

    Objective: 5-2

    10

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

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