CHAPTER 1CONSUMER BEHAVIOR AND CONSUMER RESEARCH

MULTIPLE CHOICE
1. Which of the following activities are characteristic of a customer-centric firm?
a. Identifying customers needs.
b. Formulating strategies to fit customers needs.
c. Consumer research and analysis to monitor trends.
d. A and B
e. A, B, and C
ANS: E
2. Consumer behavior consists of which of the following activities?
a. Obtaining
d. A and B
b. Consuming
e. A, B, and C
c. Disposition
ANS: E
3. Consumer behavior can be defined as:
a. a field of study focusing on marketing activities
b. a field of study focusing on consumer activities
c. a study of pricing
d. the study of decision rules
e. None of the above.
ANS: B
4. ____ refers to activities leading up to and including the purchase or receipt of the product.
a. Purchase
d. Obtaining
b. Consumption
e. Disposal
c. Exchange
ANS: D
5. ____ refers to how consumers get rid of the product and packaging.
a. Purchase
d. Obtaining
b. Consumption
e. Disposal
c. Exchange
ANS: E
6. The key element in the definition of the marketing concept is:
a. Consumption
d. Purchase
b. Disposal
e. Accommodation
c. Exchange
ANS: C
7. Consumption analysis refers to:
a. why and how people use products.
b. why and how people make products.
c. when and where people dispose of products.
d. A and B
e. A, B, and C
ANS: D

8. Successful organizations believe:

a. consumers are influenced by the needs and wants of the organization.
b. marketing is the process of transforming or changing an organization to have what people
will buy.
c. marketing is not really important.
d. marketing is the process of transforming consumer wants into the firm's product offering.
e. None of the above.
ANS: B
9. Which of the following areas can be better understood by studying consumer behavior?
a. Consumer preferences for different advertisements
b. Financial decisions
c. Voting in elections
d. A and C
e. A, B, and C
ANS: E
10. ____ activities are used by public health advocates to influence people to abstain from illegal drugs or
stop underage smoking.
a. Promotional
d. Demarketing
b. Marketing
e. All of the above.
c. Advertising
ANS: D
11. Which of the following is not an example of demarketing activities aimed at consumers?
a. Warning labels
b. Advertising restrictions
c. Bans from smoking in public places
d. Higher taxes on cigarettes
e. All of the above are examples of demarketing activities.
ANS: E
12. Only the customer can fire us all implies that:
a. consumers determine which firms survive and which fail.
b. customers can be manipulated into buying goods and services.
c. customers are concerned only when prices go higher.
d. firms should not bother with research as the customer is fickle.
e. None of the above.
ANS: A
13. Many firms are trying to develop relationships with their customers because:
a. people are naturally brand loyal.
b. new customers are very expensive to recruit.
c. doing so makes it easier to retain them.
d. consumer behavior is very difficult to understand.
e. B and C are correct.
ANS: E

14. Consumer product manufacturers study consumer behavior to influence:

a. brand choice
d. None of the above.
b. purchase
e. All of the above.
c. consumption
ANS: E
15. The retail supply chain does not include:
a. Manufacturers
b. Retailers
c. Wholesalers
d. Public policy makers
e. The retail supply chain includes all of the above.
ANS: D
16. Facilitating organizations include:
a. advertising and research firms
b. financial institutions
c. transportation or logistic firms
d. All of the above are types of facilitating organizations.
e. Only A and C are types of facilitating organizations.
ANS: D
17. In the early days of the American Colonies, the power within the retail supply chain was held primarily
by:
a. Wholesalers
d. Consumers
b. Manufacturers
e. None of the above.
c. Retailers
ANS: A
18. The selling of the Ford Model T was an example of a ____ orientation.
a. marketing
d. manufacturing
b. comprehensive consumer
e. retailer
c. wholesaler
ANS: D
19. Having what consumers are likely to buy is a characteristic of a ____ orientation.
a. manufacturing
d. All of the above.
b. selling
e. None of the above.
c. marketing
ANS: C
20. Whereas a ____ focuses on how an organization adapts to consumers, a ____ extends this focus to how
all organizations in a demand chain adapt to changing consumer lifestyles and behaviors.
a. selling orientation; marketing orientation
b. marketing orientation; comprehensive consumer orientation
c. manufacturing orientation; selling orientation
d. comprehensive consumer orientation; manufacturing orientation
e. None of the above.
ANS: B

21. Consumer research has three major methodological approaches. These are:
a. observational, interviews and surveys, critical relativism
b. observational, interviews and surveys, experimentation
c. observational, critical relativism, experimentation
d. experimentation, critical relativism, interviews and surveys
e. experimentation, post-modernism, critical relativism
ANS: B
22. ____ is a method in which a researcher accompanies consumers through the shopping and
consumption processes.
a. Focus groups
d. Shadowing
b. Longitudinal studies
e. None of the above.
c. Experimentation
ANS: D
23. A consumer researcher conducting psychophysiological observations would be more likely to use
which of the following methods to gather data?
a. Biofeedback
d. A and B
b. Magnetic resonance imaging
e. A, B, and C
c. Vocal analysis
ANS: E
24. Focus groups and longitudinal studies are examples of:
a. Experimentation
d. Post-modernism
b. Interviews and surveys
e. Critical relativism
c. Observation
ANS: B
25. ____ usually consist of 8 to 12 people involved in a discussion led by a moderator skilled in getting
consumers to discuss a subject thoroughly.
a. Focus groups
d. Shadowing studies
b. Longitudinal studies
e. None of the above.
c. Experiments
ANS: A
26. Suppose you are interested in measuring consumers' opinions repeatedly over time in order to see if
there is a change in these opinions. Which type of methodology would be most appropriate for you to
use?
a. Focus groups
d. Shadowing studies
b. Longitudinal studies
e. None of the above.
c. Experiments
ANS: B

27. ____ attempts to understand cause-and-effect relationships by carefully manipulating independent

variables.
a. Focus groups
d. Shadowing studies
b. Longitudinal studies
e. None of the above.
c. Experiments
ANS: C
28. According to Chapter 1, which of the following is not a drawback of choice modeling?
a. Interrelations of independent variables could make it unreliable to interpret.
b. Gender differences in the participant pool may bias the analysis.
c. Data may not be sufficient, accurate, up to date or relevant.
d. All of the above are identified in Chapter 1 as drawbacks of choice modeling.
e. None of the above are identified in Chapter 1 as drawbacks of choice modeling.
ANS: B
29. Chapter 1 indicates that the text was written with some underlying principles about consumers. Which
of the following is not one of them?
a. The consumer is sovereign.
b. The consumer is global.
c. Consumers are different; consumers are alike.
d. The consumer has rights.
e. All of the above are underlying principles discussed in Chapter 1.
ANS: E
30. Which of the following is not one of the Consumer Bill of Rights discussed in Chapter 1?
a. The right to safety.
b. The right to be informed.
c. The right to choose.
d. The right to enjoy a clean and healthful environment.
e. All of the above are listed in the Consumer Bill of Rights.
ANS: E
31. ____ refers to the activities leading up to and including the purchase or receipt of a product while ____
refers to how, where, when, and under what circumstances consumers use products.
a. Acquiring; expend
d. Obtaining: consuming
b. Purchase; utilize
e. None of the above.
c. Selecting; using
ANS: D
32. When consumer analysts recognize similarities within groups of consumers but differences between
groups exist across national boundaries, this is know as:
a. intermarket segmentation
d. trans-national segmentation
b. market segmentation
e. international segmentation
c. national segmentation
ANS: A

33. In which of the following eras did the consumer have the most influence?
a. Manufacturer
d. Production
b. Wholesaler
e. Selling
c. Retailer
ANS: C

CHAPTER 2CREATING MARKETING STRATEGIES FOR CUSTOMERCENTRIC ORGANIZATIONS

MULTIPLE CHOICE
1. A firm pursuing a customer-centric focus would be involved in all of the following except:
a. producing new or improved products
b. utilizing evolving marketing methods
c. focusing on new or changing target markets
d. improving financial efficiencies
e. All of the above are areas in which a customer-centric firm is involved.
ANS: D
2. Having a customer-centric organization means that a firm has which of the following characteristics?
a. System-wide simultaneous training
b. Customer-based metrics
c. Cross-function integration
d. Shared vision and values
e. All of the above are characteristics of a customer-centric organization.
ANS: E
3. Value is:
a. money
b. the difference between what consumers give up for a product and what they pay
c. the benefits consumers receive from the product
d. less than product quality
e. None of the above.
ANS: E
4. ____ involves the allocation of resources to develop and sell products or services that consumers will
perceive to provide more value then competitive products or services.
a. Market analysis
d. Market diversification
b. Market segmentation
e. Implementation
c. Marketing strategy
ANS: C
5. Marketing strategy is a process that involves which of the following areas of strategy formulation and
implementation?
a. Brand strategy
d. A and C
b. Market analysis
e. A, B, and C
c. Market segmentation
ANS: E
6. Consumer analysis should include all of the following except:
a. consumer trends
b. communication methods to reach target markets
c. global consumer markets
d. models to predict purchase and consumption patterns
e. It should include all of the above.
ANS: E

7. Market analysis should include all of the following except:

a. the consumer
d. the legal environment
b. the company
e. It should include all of the above.
c. competitors
ANS: E
8. To gain a competitive advantage in todays environment, a firm should develop and communicate
which of the following components to consumers?
a. Brand
d. A and B
b. Price
e. A, B, and C
c. Product features
ANS: E
9. For a new product to avoid failure in todays market and be successful it must:
a. satisfy the needs, wants, and objectives of the management team.
b. satisfy the objectives of the companys shareholders.
c. perform in a manner that is comparable to existing products on the market.
d. provide the consumer with all of the benefits and product characteristics offered by the
leading competitive brand.
e. None of the above.
ANS: E
10. ____ is an understanding of consumers' expressed and unspoken needs.
a. Consumer analysis
d. Consumer insight
b. Consumer focus
e. None of the above.
c. Consumer intuition
ANS: D
11. When marketers study the consumer environment, they would look at all of the following except:
a. demographic trends
b. personal and group influences
c. knowledge, attitudes, and motivations
d. They would look at all of the above.
ANS: D
12. Firms should anticipate which of the following from their competitors?
a. Product giveaways
d. B and C
b. Advertising blitzes
e. All of the above.
c. Price cuts
ANS: E
13. The process of identifying a group of people similar in one or more ways is called:
a. Market research
d. Market segmentation
b. Target marketing
e. None of the above.
c. Market analysis
ANS: D

14. A group of consumers with similar needs and behavior that differs from those of the entire mass
market is called a:
a. Market niche
d. Market unit
b. Market segment
e. Target market
c. Mass market
ANS: B
15. ____ occurs when an organization chooses to market and sell the same product and service to all
consumers.
a. Niche marketing
d. Mass market customization
b. Market aggregation
e. Target marketing
c. Market consolidation
ANS: B
16. Factors leading to the demise of mass marketing include:
a. consumer affluence
d. Only A and B
b. manufacturing technology
e. All of the above are factors.
c. multiple distribution channels
ANS: E
17. Which of the following is not a variable used for segmenting consumer markets?
a. Demographics
b. Psychographics
c. Purchase behavior
d. Geographical characteristics
e. All of the above are variables used for segmenting consumer markets.
ANS: E
18. Customizing goods or services for individual customers in high volumes and at relatively low costs is
known as:
a. target marketing
d. mass customization
b. niche marketing
e. niche customization
c. mass marketing
ANS: D
19. Which is not a factor in determining the attractiveness of a market segment?
a. Measurability
d. Substantiality
b. Marketability
e. Congruency
c. Accessibility
ANS: B
20. The ability to obtain information about the size nature and behavior of the market segment refers to:
a. Measurability
d. Substantiality
b. Marketability
e. Congruency
c. Accessibility
ANS: A

21. The degree to which a market can be reached is called:

a. Measurability
d. Substantiality
b. Marketability
e. Congruency
c. Accessibility
ANS: C
22. The size of the market refers to:
a. Measurability
b. Marketability
c. Accessibility

d. Substantiality
e. Congruency

ANS: D
23. How similar members are to each other refers to:
a. Measurability
d. Substantiality
b. Marketability
e. Congruency
c. Accessibility
ANS: E
24. The four elements of the marketing mix are:
a. product, price, place, and prestige.
b. price, position, place, and promotion.
c. place, product, price, and promotion.
d. promotion, place, prestige, and product.
e. position, price, product, and promotion.
ANS: C
25. The total bundle of utilities obtained by consumers in the exchange process is called the:
a. Price
d. Prestige
b. Promotion
e. Place
c. Product
ANS: C
26. In the 4 Ps that comprise the marketing mix, product refers to:
a. goods
d. A and B
b. services
e. A, B, and C
c. tangible and intangible attributes
ANS: E
27. In the 4 Ps that comprise the marketing mix, ____ is when the firm decides on the most effective
outlets through which to sell their products and how best to get them there.
a. position
d. place
b. promotion
e. location
c. product
ANS: D

10

28. The total bundle of disutilities given up by consumers in exchange for a product is the:
a. Price
d. Prestige
b. Promotion
e. Place
c. Product
ANS: A
29. In the 4 Ps that comprise the marketing mix, price refers to the disutilities given up by consumers.
These disutilities include:
a. cash or credit card debt.
d. A and B only
b. time or inconvenience.
e. A, B, and C
c. psychological risk.
ANS: E
30. According to consumer research, which of the following prices would be most likely to evoke
perceptions of high quality?
a. $30.00
d. $29.75
b. $29.98
e. $27.99
c. $25.50
ANS: A
31. In the 4 Ps that comprise the marketing mix, promotion refers to:
a. advertising and public relations.
d. A and B
b. sales promotion.
e. A, B and C
c. price.
ANS: D
32. Which of the following cannot be viewed as a brand?
a. Firms
b. Institutions
c. People
d. Service
e. All of the above can be viewed as a brand.
ANS: E
33. The functional elements of a brand does not include:
a. Quality
b. Performance
c. Logistics
d. Service
e. All of the above are functional elements of a brand.
ANS: D
34. The emotional elements of a brand includes:
a. Image
b. Personality
c. Style

d. Evoked feelings
e. All of the above.

ANS: E

11

35. Which is not one of the seven R's of the marketing mix?
a. Resources
d. Retailer
b. Reliability
e. Repetitiveness
c. Rate
ANS: E
36. Of the seven R's, which one is concerned with dependency on the supply chain?
a. Resources
d. Retailer
b. Reliability
e. Repetitiveness
c. Rate
ANS: B
37. Of the seven R's, which one is concerned with speed to market?
a. Resources
d. Retailer
b. Reliability
e. Repetitiveness
c. Rate
ANS: C
38. Which of the following would not strengthen customer loyalty?
a. Instituting a total quality control policy
b. Building realistic expectations
c. Providing guarantees
d. Soliciting customer feedback
e. All of the above should strengthen customer loyalty.
ANS: E
39. The final stage of marketing strategy in customer-centric organizations is:
a. brand strategy.
b. implementation.
c. market analysis.
d. market segmentation.
e. manufacturing and production efficiencies.
ANS: B
40. Thinking globally requires the ability to understand markets beyond one's own country of origin with
respect to:
a. sources of demand
b. sources of supply
c. methods of effective management and marketing
d. A and B
e. All of the above.
ANS: E
41. ____ is the comparison of similarities and differences in behavioral and physical aspects of cultures.
a. Ethnographics
d. Country-of-origin research
b. Cross-cultural analysis
e. Intermarket analysis
c. Cultural empathy
ANS: B

12

42. The ability to understand the inner logic and coherence of other ways of life and refrain from judging
other value systems is called:
a. Ethnographics
d. Country-of-origin research
b. Cross-cultural analysis
e. Intermarket analysis
c. Cultural empathy
ANS: C
43. ____ can help analyze the subtle ways buyers and sellers interact in the marketplace and can be useful
in business negotiation processes.
a. Ethnographics
d. Country-of-origin research
b. Cross-cultural analysis
e. Intermarket analysis
c. Cultural empathy
ANS: A
44. The identification of groups of customers who transcend traditional market or geographic boundaries
is called:
a. Ethnographics
d. Country-of-origin research
b. Cross-cultural analysis
e. Intermarket analysis
c. Cultural empathy
ANS: E
45. Some advertising messages and specific product characteristics tend to be better suited than others for
a globalized advertising approach. These include:
a. The product satisfies universal needs and desires
b. The communication message is based on similar lifestyles
c. The appeal of the ad is to basic human needs and emotions
d. A and C
e. All of the above.
ANS: E

13

CHAPTER 12FAMILY AND HOUSEHOLD INFLUENCES

MULTIPLE CHOICE
1. What % of all U.S. households owns a pet?
a. 37%
b. 48%
c. 56%

d. 61%
e. 74%

ANS: C
2. Families are important to businesses because:
a. many products are purchased by the family unit.
b. individuals' buying decisions may be influenced heavily by other family members.
c. families are easier to target than individuals.
d. A and B
e. A, B, and C
ANS: D
3. The term ____ is used to describe all persons, both related and unrelated, who occupy a housing unit.
a. nuclear family
d. co-habitation
b. extended family
e. None of the above.
c. household
ANS: C

14

4. The ____ is the nuclear family, plus other relatives, such as grandparents, uncles, and aunts, cousins
and parents-in-law.
a. nuclear family
d. family of procreation
b. extended family
e. None of the above.
c. family of orientation
ANS: B
5. A group of two or more persons related by blood, marriage, or adoption is known as a:
a. family
d. family of orientation
b. household
e. None of the above.
c. family of procreation
ANS: A
6. The family into which one is born is called the:
a. extended family
d. family of orientation
b. nuclear family
e. None of the above.
c. family of procreation
ANS: D
7. The family into which one marries is called the:
a. extended family
d. family of orientation
b. nuclear family
e. None of the above.
c. family of procreation
ANS: C
8. Which of the following terms can be used by marketers to study families as a unit of analysis?
a. Households
d. A and B
b. Consumer unit
e. A, B, and C
c. Minimal household unit
ANS: E
9. The term CU refers to:
a. consumer unit
b. customer unit
c. competitive unit

d. customer unity
e. None of the above.

ANS: A
10. The term MHU stands for:
a. maximum household unit
b. minimal household unit
c. maximal household unit

d. marginal housing unit

e. None of the above.

ANS: B

15

11. Structural variables affecting households and families include:

a. marital status
d. A and C
b. employment status
e. A, B, and C
c. presence of children
ANS: E
12. Which of the following is not one of the sociological variables used to explain how families function?
a. Cohesion
b. Adaptability
c. Communication
d. Structure
e. All of the above are sociological variables that can be used to explain how families
function.
ANS: D
13. ____ is the emotional bonding between family members.
a. Affect
d. Commitment
b. Cohesion
e. None of the above.
c. Unity
ANS: B
14. Adaptability measures the ability of a family to change its:
a. power structure
d. A and B
b. role relationships
e. B and C
c. income
ANS: D
15. A/an ____, also known as functional roles, involves financial performance and other functions
performed by group members.
a. instrumental role
d. supportive role
b. expressive role
e. None of the above.
c. family role
ANS: A
16. A/an ____ involves supporting other family members in the decision-making process and expressing
the family's aesthetic or emotional needs, including upholding family norms.
a. instrumental role
d. supportive role
b. expressive role
e. None of the above.
c. family role
ANS: B
17. Which of following is not one of the individual roles in family decision making?
a. User
d. Transmitter
b. Decider
e. Initiator
c. Influencer
ANS: D

16

18. Which of the following is not one of the categories used for representing the relative influence of
spouses in family buying decisions?
a. Joint
b. Wife dominant
c. Husband dominant
d. Child dominant
e. All of the above are categories used for representing spousal influence.
ANS: D
19. What does the term FLC mean?
a. Forever Lifetime Customers
b. Family Life Cycle
c. Family Lifestyle Consumption

d. Family Lessons Continue

e. None of the above.

ANS: B
20. What does CLC stand for?
a. Continuous Lifetime Customers
b. Consumer Life Cycle
c. Consumers Love Competition

d. Competition Learns Continuously

e. None of the above.

ANS: B
21. Which of the following terms can be used to describe the series of stages a family passes through over
time?
a. Family life cycle
d. A and B
b. Household life cycle
e. A, B, and C
c. Consumer life cycle
ANS: E
22. At which stage of the family life cycle is the family most satisfied with its financial position?
a. Newly married couples
d. Empty nest I
b. Full nest I
e. Empty nest II
c. Full nest III
ANS: D
23. Which of the following changes related to marriage and family have not been occurring in American
society over the past three decades?
a. Higher rates of divorce
b. Delays in second marriages
c. Nonmarital cohabitation
d. The ratio of married and single households are almost equal
e. All of the above are changes that have been occurring.
ANS: B
24. The basic structure of families and households is changing in which of the following?
a. United States
d. B and C
b. Canada
e. A, B, and C
c. Europe
ANS: E

17

25. Over the past three decades, the average household size in the United States has ____.
a. increased
c. remained the same
b. decreased
ANS: B
26. In terms of their career orientation, working women can be classified as:
a. hard workers versus lazy workers.
b. get the job done workers versus career workers.
c. just-a-job workers versus career workers.
d. part-time workers versus full-time workers.
e. None of the above.
ANS: C
27. Chapter 12 discusses how LeoShe has divided mothers into different groups. Which of the following is
not one of these groups?
a. Miracle Mothers
b. Tug of War Moms
c. Strong Shoulders
d. Mothers of Invention
e. All of the above are groups mothers are divided into.
ANS: A
28. According to Chapter 12, which of the following stores do children like to shop at?
a. Convenience stores
d. Grocery store
b. Mass merchandisers
e. All of the above.
c. Specialty stores
ANS: E
29. Children average just over ____ store visits per year, either alone or with parents.
a. 200
d. 2000
b. 500
e. 5000
c. 1000
ANS: A
30. Most children make their first independent purchase at:
a. convenience stores.
d. music stores.
b. grocery stores.
e. None of the above.
c. electronics stores.
ANS: A
31. On which of the following do children aged 4-12 spend the most money?
a. Apparel
d. Electronics
b. Entertainment
e. Other
c. Food and Beverages
ANS: C

18

32. Cohabitating couples made up ____ percent of the population in 1970 compared to ____ percent in
2000.
a. 1.04; 7.0
d. 1.0; 5.0
b. 0.3; 5.6
e. None of the above.
c. 2.7; 3.4
ANS: D

19

CHAPTER 13GROUP AND PERSONAL INFLUENCE

MULTIPLE CHOICE
1. Which of the following is capable of exerting reference group influence?
a. Sports teams
d. A and C
b. Families
e. A, B, and C
c. Famous or admired individuals
ANS: E
2. Which of the following is not a type of reference group?
a. Primary
b. Aspirational
c. Transient
d. Formal
e. All of the above is a type of reference group.
ANS: C
3. ____ groups usually exert the greatest reference group influence.
a. Primary
d. Formal
b. Aspirational
e. Informal
c. Secondary
ANS: A
4. ____ groups are a social aggregation that is sufficiently intimate to permit and facilitate unrestricted
direct interaction.
a. Primary
d. Formal
b. Aspirational
e. Informal
c. Secondary
ANS: A
5. ____ groups have face-to-face interaction, but it is more sporadic, less comprehensive, and less
influential in shaping thought and behavior.
a. Primary
d. Formal
b. Aspirational
e. Informal
c. Secondary
ANS: C
6. ____ groups are those with which the individual tries to avoid association.
a. Primary
d. Disassociative
b. Formal
e. Aspirational
c. Informal
ANS: D

20

7. ____ groups are characterized by a defined structure and a known list of members and requirements
for membership.
a. Primary
d. Membership
b. Formal
e. Aspirational
c. Informal
ANS: B
8. What are the three primary types of influence that affect individuals decisions, behaviors, purchases,
and lifestyles?
a. Normative; Social image; Primary
b. Secondary; Informational; Aspirational
c. Membership; Social image; Formal
d. Informational; Normative; Value-expressive
e. None of the above.
ANS: D
9. Which of the following is not a type of group influence discussed in Chapter 13?
a. Normative influence
b. Social image influence
c. Informational influence
d. Value-expressive influence
e. All of the above is a type of group influence discussed in Chapter 13.
ANS: B
10. ____ influence occurs when a need for psychological association with a group causes acceptance of its
norms, values, attitudes, or behaviors.
a. Social Image
d. Normative
b. Value-Expressive
e. Formal
c. Informational
ANS: B
11. ____ influence occurs when individuals alter their behaviors or beliefs to meet the expectations of a
particular group.
a. Social Image
d. Normative
b. Value-Expressive
e. Formal
c. Informational
ANS: D
12. Reference groups:
a. help in the socialization process.
b. provide a useful basis for social comparison.
c. are important in obtaining compliance with societal norms.
d. A and C
e. A, B, and C
ANS: E

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13. A change in beliefs or actions based on real or perceived group pressures is called:
a. conformity
d. observance
b. compliance
e. None of the above.
c. acceptance
ANS: A
14. ____ occurs when an individual conforms to the wishes of the group without accepting all its beliefs or
behaviors.
a. Conformity
d. Observance
b. Compliance
e. Conspicuousness
c. Acceptance
ANS: B
15. ____ occurs when an individual actually changes his or her beliefs and values to those of the group.
a. Conformity
d. Observance
b. Compliance
e. Conspicuousness
c. Acceptance
ANS: C
16. The term ____ is used to refer to a weakened respect for social norms.
a. disregard
d. anomie
b. apathy
e. disrespect
c. disassociative
ANS: D
17. People are more likely to conform to group norms when:
a. the rewards for conforming are high.
b. the costs of conforming are low.
c. the behavior is not publicly conspicuous.
d. A and B
e. A, B, and C
ANS: D
18. Which of the following is not one of the ways celebrities are used in advertising?
a. Giving testimonials.
b. Giving endorsements.
c. Appearing as an actor or actress.
d. Serving as a company spokesperson.
e. Celebrities are used in all of these ways in advertising.
ANS: E
19. Which of the following represent dyadic exchanges?
a. Word-of-mouth communication
d. A and B
b. Service encounters
e. A, B, and C
c. Advertising
ANS: D

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20. The informal transmission of ideas, comments, opinions, and information between two people is
called:
a. opinion leadership
d. acceptance
b. word-of-mouth communication
e. None of the above.
c. compliance
ANS: B
21. Personal influence in the form of opinion leadership is most likely to occur when:
a. the consumer has limited product knowledge.
b. the consumer lacks the ability to evaluate the product.
c. the product is not highly visible to others.
d. A and B
e. A, B, and C
ANS: D
22. The characteristics of opinion leaders include:
a. being very involved with a product category.
b. being less socially compliant.
c. possessing greater self-confidence.
d. A and C
e. A, B, and C
ANS: D
23. ____ refers to individuals who are the first to try new products.
a. Product innovator
d. Diffuser
b. Surrogate consumer
e. None of the above.
c. Market maven
ANS: A
24. A ____ is an individual who acts as an agent to guide, direct, and/or conduct activities in the
marketplace.
a. product innovator
d. receiver
b. surrogate consumer
e. None of the above.
c. market maven
ANS: B
25. ____ refers to the detailed understanding and focus on customers needs, lifestyles, and behaviors in an
effort to create a deep cultural connection with customers.
a. Trickle-down theory
d. Relationship marketing
b. Customer intimacy
e. Customer relationship management
c. Reverse customer intimacy
ANS: B
26. ____ refers to how well marketers facilitate customers knowing the marketer.
a. Trickle-down theory
d. Relationship marketing
b. Customer intimacy
e. Customer relationship management
c. Reverse customer intimacy
ANS: C

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27. According to trickle-down theory:

a. children learn shopping from their parents.
b. small companies adopt the marketing practices of larger companies.
c. lower-class consumers often emulate the behavior of their higher-class counterparts.
d. opinion leaders disseminate information to opinion seekers.
e. None of the above.
ANS: C
28. According to ____, information can flow directly to different types of consumers, including opinion
leaders, gatekeepers, and opinion seekers.
a. the two-step flow of communication model
b. trickle-down theory
c. the multistep flow of communication model
d. personal influence model
e. None of the above.
ANS: C
29. Ways to stimulate word-of-mouth communication include:
a. lending opinion leaders a product to display and use.
b. getting an opinion leader to use his or her home for a product presentation.
c. providing incentives for new customers.
d. A and B
e. A, B, and C
ANS: D

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CHAPTER 11CULTURE, ETHNICITY, AND SOCIAL CLASS

MULTIPLE CHOICE
1. Over half of the world's consumers live in a/n ____ society.
a. individualistic
d. business-oriented
b. collectivist
e. None of the above.
c. consumer-oriented
ANS: B
2. Culture refers to:
a. a set of values
b. ideas
c. artifacts

d. other meaningful symbols

e. All of the above.

ANS: E
3. Culture helps individuals to:
a. communicate
b. evaluate
c. interpret

d. A and C
e. A, B, and C

ANS: E
4. Which of the following is not an influence on culture?
a. Ethnicity
d. Artifacts
b. Race
e. All of the above influence culture.
c. Religion
ANS: D
5. Which of the following is not a cultural artifact?
a. Books
b. Buildings
c. Computers
d. A pair of Levi jeans
e. All of the above are cultural artifacts.
ANS: E
6. Abstract elements of a culture can include:
a. Attitudes
b. Values
c. Summary constructs

d. B and C
e. A, B, and C

ANS: E

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7. Material components of a culture are sometimes referred to as:

a. cultural artifacts
d. brand names
b. products
e. None of the above.
c. symbols
ANS: A
8. According to Chapter 11, products cannot also be utilized to provide:
a. symbols of meaning
d. family relationships
b. icons
e. None of the above.
c. ritual behavior
ANS: E
9. Which of the following is not influenced by culture?
a. Values and norms
b. Beliefs and attitudes
c. Mental processes and learning
d. Sense of self and space
e. All of the above are influenced by culture.
ANS: E
10. Norms are:
a. values and symbols that apply to entire society.
b. values and symbols of a respective group or segment of consumers.
c. rules of behavior about how individuals should behave.
d. A and C
e. B and C
ANS: C
11. The processes by which people develop their values, motivations, and habitual activities are called:
a. macroculture
d. norms
b. microculture
e. None of the above.
c. socialization
ANS: C
12. ____ refers to the values and symbols that apply to an entire society or most of its citizens.
a. Macroculture
d. Norms
b. Microculture
e. None of the above.
c. Socialization
ANS: A
13. Culture does not influence which stage of the decision-making process?
a. Search
b. Pre-purchase alternative evaluation
c. Purchase
d. Consumption
e. Culture influences all of these stages of the decision-making process.
ANS: E

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14. The basic group of products essential to a stores traffic, customer loyalty, and profits is known as
____.
a. core values
d. consistent earners
b. standard products
e. None of the above
c. core merchandise
ANS: C
15. Which of the following statements about core values is incorrect?
a. Core values define how products are used in a society.
b. Core values provide negative and positive valences for brands and communication
programs.
c. Core values define acceptable market relationships.
d. Core values define ethical behavior.
e. None of the above is incorrect.
ANS: E
16. Chapter 11 acknowledges that changes in values may alter the responses of consumers to which of the
following?
a. service offerings
d. A and C
b. retailing formats
e. All of the above.
c. advertising
ANS: E
17. Chapter 11 acknowledges that values are changing for several reasons. Which of the following is not
one of these reasons?
a. Changing family influences
b. Changing marketing practices
c. Changing religious influences
d. Changing educational institutions
e. All of the above are discussed in Chapter 11 as reasons for changing values.
ANS: B
18. According to Chapter 11, which of the following is not one of the changes occurring in the family?
a. Increasing divorce rates
b. More time for in-home or parent-child influence.
c. The isolated nuclear family
d. A and C
e. All of the above are changes occurring in the family.
ANS: B
19. Which of the following is not one of the trends in religion occurring in the United States?
a. An increase in loyalty to traditional churches and religions.
b. Women becoming more religious.
c. An increase in non-Christian religions.
d. A shift from traditional religion to spirituality.
e. All of the above are religious trends in the United States.
ANS: A

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20. Which of the following is not one of the consumer age cohorts discussed in Chapter 11?
a. The Depression cohort
b. The Boomers cohort
c. The Generation X cohort
d. The Drivers cohort
e. All of the above all are cohorts discussed in Chapter 11.
ANS: D
21. Which of the following is not a core American value?
a. Material well-being
b. Time is money
c. Self-indulgence
d. Mastery over nature
e. All of the above are core American values.
ANS: C
22. Which of the following is not a dimension that is common to different cultures?
a. Uncertainty avoidance
d. Masculinity-Femininity
b. Individualism
e. None of the above.
c. Power distance
ANS: E
23. One difference between consumers in Canada and the United Sates is that Canadians:
a. are more laissez-faire economically than Americans.
b. less observant of law and order than Americans.
c. worship success less than Americans.
d. are more cautious than Americans.
e. All of the above.
ANS: D
24. Which of the following variables is not important to consumer analysts in understanding a consumers
social class?
a. Occupation
b. Personal performance
c. Possessions
d. Class consciousness
e. All of the above are important to consumer analysts in understanding consumers social
class.
ANS: E
25. In defining ethnicity, a(n) ____ definition is derived from sociocultural categories while a ____
perspective reflects ascriptions people make about themselves.
a. subjectivist; objectivist
d. objectivist; subjectivist
b. objectivist; individualist
e. collectivist; individualist
c. individualist; collectivist
ANS: D

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26. ____ is the degree to which a consumer has learned the way of a different culture compared to how
they were raised.
a. Acculturation
d. Integration
b. Assimilation
e. None of the above.
c. Acquiescence
ANS: A
27. According to Chapter 11, which country has contributed the greatest number of immigrants to the
United States?
a. France
d. Mexico
b. England
e. Ireland
c. China
ANS: B
28. Which of the following ethnic groups has the highest average income?
a. Non-Hispanic white
d. African American
b. Hispanic
e. American Indian
c. Asian
ANS: C
29. The primary structural influences shaping African American markets today include:
a. Income
d. A and B
b. Education
e. A, B, and C
c. Families
ANS: E
30. Compared to other ethnic groups, Asian-Americans are more likely to:
a. have a lower income.
d. B and C
b. own their own business.
e. A, B, and C
c. be more educated.
ANS: D
31. Humberto Valencia has identified several types of blunders made in marketing to Hispanics. Which of
the following is not one of them?
a. Translation blunders
b. Cultural ethnocentrism
c. Failing to appreciate Hispanic segment idiosyncrasies
d. Culture misunderstandings
e. All of the above are types of blunders made in marketing to Hispanics.
ANS: B
32. Which of the following is not an attribute typically important to Latinos in their purchase behavior?
a. Product quality
b. Price
c. Shopping ease
d. All of the above are attributes typically important to Latinos in their purchase behavior.
ANS: D

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33. ____ is a relatively permanent and homogenous division in a society into which individuals or families
sharing similar values, lifestyles, wealth, education, economic positions, and behavior can be
categorized.
a. Status group
d. Status segment
b. Social class
e. None of the above.
c. Social club
ANS: B
34. ____ occurs when people rate high on one variable but low on another in measuring social class.
a. Social stratification
d. Parody display
b. Status inconsistency
e. None of the above.
c. Social mobility
ANS: B

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