Marketing Final Exam

Sculptor her other interests include scrapbooking

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Unformatted text preview: rapbooking, gourmet cooking, and NASCAR. Marketers would categorize Kendra as: a. fitting into a caregiver segment b. a member of the typical education-based target segment c. not belonging to any target market d. having a component lifestyle e. having a conforming lifestyle ANS: D A component lifestyle pieces together products and services that fit a variety of interests and needs and does not conform to any particular stereotype. PTS: 1 REF: 41 Thinking KEY: CB&E Model Customer OBJ: 04-2 TOP: AACSB Reflective MSC: BLOOMS Application 23. Lee Siracca owns two horses, brews his own beer, participates in the civic arts commission, enjoys talk radio, hikes on wilderness trails, and competes in rodeos. All of these diverse needs and interests influence his choices of the goods and services he buys. Lee has a: a. component lifestyle b. demographically oriented lifestyle c. multicultural demographic position d. fragmented market orientation e. segmented buying strategy ANS: A A component lifestyle pieces together products and services that fit a variety of interests and needs and does not conform to any particular stereotype. PTS: 1 REF: 41 Thinking KEY: CB&E Model Customer OBJ: 04-2 TOP: AACSB Reflective MSC: BLOOMS Application 24. The growth of dual-income families has resulted in: a. burnout b. a sense of entitlement c. decreased discretionary income d. decreased GNP e. increased purchasing power ANS: E Dual-income families have the money to exercise more options when purchasing. PTS: 1 REF: 41 Thinking KEY: CB&E Model Customer OBJ: 04-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 25. Which of the following events has had the greatest effect on marketing? a. The growing number of one-child families b. The increasing number of immigrants from northern Europe c. The growing number of people on the Internet d. The increasing number of working women e. The growing number of people of retirement age who are continuing work ANS: D The phenomenon of working women has probably had a greater effect on marketing than any other social change. PTS: 1 REF: 41-42 Thinking KEY: CB&E Model Customer OBJ: 04-2 TOP: AACSB Reflective MSC: BLOOMS Evaluation 26. The study of people’s vital statistics, such as age, race and ethnicity, and location, is called: a. cultural sociology b. psychometrics c. ecology d. ethnography e. demography ANS: E This is the definition of demography. PTS: 1 REF: 42 Thinking KEY: CB&E Model Customer OBJ: 04-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 27. Zimmer-Centerpulse is the world’s largest producer of replacement hips and knees for orthopedic surgery. It is particularly interested in marketing in the southwestern United States, where a large aging population lives. Which external environmental element most directly explains its continued growth? a. Economic conditions b. Political conditions c. Culture d. Demography e. Social forces ANS: D Demography considers the age of the target market. PTS: 1 REF: 42 Th...
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This document was uploaded on 09/29/2013.

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