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
Page: 151
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
Page: 153
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
Page: 153
4
A person’s consist(s) of all the groups that have a direct (face-toface) or indirect influence on his/her attitudes or behavior.
A) subculture
B) family
C) social class
D) reference groups
E) social networks
Page: 153
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5
A(n) group is one whose values or behavior an individual rejects.
A) aspirational
B) disassociative
C) membership
D) primary
E) procreational
Page: 153
B
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
Page: 153
B
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
Page: 153
C
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
2 / 4
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
Page: 153
E
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
Page: 153
D
10
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.
A) orientation
B) procreation
C) immediacy
D) intimacy
E) reference
Page: 154
A
11
The family in a buyers life consisting of parents and siblings is the .
A) family of procreation
B) family of influence
C) family of efficiency
D) family of orientation
E) purchasing family
Page: 154
D
12
3 / 4
When Gary was a high school student, he enjoyed rock music and regularly
purchased hip clothing sported by his favorite rock band. However, five years
later, when Gary became an accountant, his preference shifted toward
formal clothing. Which of the following personal characteristics is likely to
have had the most influence on Gary’s preferences during his high school
days?
A) education
B) age
C) income
D) gender
E) physiological needs
Page: 155
B
13
Marriage, childbirth, and divorce constitute the that shape the
consumption pattern of individuals.
A) psychological life cycle
B) product life cycle
C) social status
D) postpuberty cycles
E) critical life events
Page: 156
E
14
Identify an economic circumstance that can greatly affect any product or
brand choice.
A) retirement
B) values
C) lifestyle
D) borrowing power
E) relocation
Page: 156
D
15
refers to a set of distinguishing human psychological traits that lead
to relatively consistent and enduring responses to environmental stimuli.
A) Image
B) Personality
C) Psychological transformation
D) Lifestyle
E) Acculturation
Page: 156