kotler06_tif - Chapter 6: Analyzing Consumer Markets...

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Chapter 6: Analyzing Consumer Markets GENERAL CONCEPT QUESTIONS Multiple Choice 1. Marketers are always looking for emerging trends that suggest new marketing opportunities. One such trend is the “metrosexual.” Which of the following items would the metrosexual most likely have some interest for? a. An IBM computer. b. Tickets to WWF wrestling. c. Saxophone lessons. d. An all-over body spray by Axe. e. Cowboy boots made from elephant hide. Answer: d Page: 173 Level of difficulty: Medium 2. ________ 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. Psychographic segmentation c. Psychology d. Consumer behavior f. Product differentiation Answer: d Page: 173 Level of difficulty: Easy 3. The fundamental determinant of a person’s wants and behavior is the person’s ________. a. psyche b. national origin c. culture d. peer group e. family tree Answer: c Page: 174 Level of difficulty: Medium 4. A child growing up in the United States is exposed to all of the following values EXCEPT ________. a. achievement and success b. activity c. efficiency and practicality d. the importance of the group in daily life e. freedom Answer: d Page: 174 Level of difficulty: Medium 147
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Part 3: Connecting with Customers 5. 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: 174 Level of difficulty: Hard 6. With respect to facts about the American consumer, which of the following consumer electronics is owned by the vast majority of consuming households with a 93 percent reporting ownership? a. A personal computer. b. TiVo DVR. c. A cellular phone. d. A microwave oven. e. A VCR. Answer: e Page: 175 Level of difficulty: Hard 7. ________ is defined as being relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior. a. Culture b. Subculture c. Social class d. The family e. A group Answer: c Page: 175 Level of difficulty: Medium 8. Social classes show distinct product and brand preferences in all the following areas EXCEPT ________. a. clothing b. home furnishings c. leisure activities d. automobiles e. fast food Answer: e Page: 176 Level of difficulty: Medium 9. 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. culture b. subculture c. psychographics d. reference groups e. demographics Answer: d Page: 177 Level of difficulty: Medium 148
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Chapter 6: Analyzing Consumer Markets 10. 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: 177 Level of difficulty: Easy 11. If a direct mail marketer wished to direct promotional efforts toward the family of ________, efforts need to be directed toward parents and siblings of the family members.
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kotler06_tif - Chapter 6: Analyzing Consumer Markets...

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