1. Chapter Five The Consumer Audience

2. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase, use, or dispose of products b) Why individuals or groups select, purchase, use, or dispose of products c) The process of satisfying needs and wants through purchase d) Communicating needs and wants through advertising

3. Prentice Hall, © 2009 5-3 Consumer behavior can be best described as: a) How individuals or groups select, purchase, use, or dispose of products b) Why individuals or groups select, purchase, use, or dispose of products c) The process of satisfying needs and wants through purchase d) Communicating needs and wants through advertising

4. Prentice Hall, © 2009 5-4 Consumers can be defined as: a) Specific types of people who buy a particular type of brand or product or patronize a specific type of store b) The target locations to place the advertising message c) Those consumers who have little to no response to advertising messages d) People who buy or use products or adopt ideas that satisfy their needs and wants

5. Prentice Hall, © 2009 5-5 Consumers can be defined as: a) Specific types of people who buy a particular type of brand or product or patronize a specific type of store b) The target locations to place the advertising message c) Those consumers who have little to no response to advertising messages d) People who buy or use products or adopt ideas that satisfy their needs and wants

6. Prentice Hall, © 2009 5-6 In reality, customers are specific types of consumers. a) True b) False

7. Prentice Hall, © 2009 5-7 In reality, customers are specific types of consumers. a) True b) False

8. Prentice Hall, © 2009 5-8 Is it accurate to say that buyers may not be the users and users may not be the buyers? a) Yes b) No

9. Prentice Hall, © 2009 5-9 Is it accurate to say that buyers may not be the users and users may not be the buyers? a) Yes b) No

10. Prentice Hall, © 2009 5-10 Social influences on consumer decisions may include: a) Perception, learning, motivation, attitude, and personality b) Social class, reference groups, family, and demographics c) Frequency and innovativeness of brand usage d) Placement of advertising message in geographic location

11. Prentice Hall, © 2009 5-11 Social influences on consumer decisions may include: a) Perception, learning, motivation, attitude, and personality b) Social class, reference groups, family, and demographics c) Frequency and innovativeness of brand usage d) Placement of advertising message in geographic location

12. Prentice Hall, © 2009 5-12 Psychological influences on consumer decisions may include: a) Perception, state of mind, needs, wants, motivations, and attitudes b) Social class, reference groups, age, family status, and demographics c) Frequency and innovativeness of brand usage d) Placement of advertising message in geographic location

13. Prentice Hall, © 2009 5-13 Psychological influences on consumer decisions may include: a) Perception, state of mind, needs, wants, motivations, and attitudes b) Social class, reference groups, age, family status, and demographics c) Frequency and innovativeness of brand usage d) Placement of advertising message in geographic location

14. Prentice Hall, © 2009 5-14 According to Maslow’s Hierarchy of Needs, ego needs sit at the top of the pyramid. a) True b) False

15. Prentice Hall, © 2009 5-15 According to Maslow’s Hierarchy of Needs, ego needs sit at the top of the pyramid. a) True b) False

16. Prentice Hall, © 2009 5-16 In many product categories, a small number of users may buy a large percentage of the products. a) True b) False

17. Prentice Hall, © 2009 5-17 In many product categories, a small number of users may buy a large percentage of the products. a) True b) False

18. Prentice Hall, © 2009 5-18 Can it be said that the brand decision process is the same for both low and high-involvement decisions? a) Yes b) No

19. Prentice Hall, © 2009 5-19 Can it be said that the brand decision process is the same for both low and high-involvement decisions? a) Yes b) No

20. Prentice Hall, © 2009 5-20 Market segmenting means all but: Targeting the most profitable prospects Dividing the market into groups of people who have similar characteristics Key characteristics make groups more alike than different Key characteristics define how groups are different from others

21. Prentice Hall, © 2009 5-21 Market segmenting means all but: Targeting the most profitable prospects Dividing the market into groups of people who have similar characteristics Key characteristics make groups more alike than different Key characteristics define how groups are different from others

22. Prentice Hall, © 2009 5-22 It is never a good idea to treat the market as homogenous. a) True b) False

23. Prentice Hall, © 2009 5-23 It is never a good idea to treat the market as homogenous. a) True b) False

24. Prentice Hall, © 2009 5-24 Life stage segmentation could be based upon categories such as: a) Urban, rural, suburban, or North b) How people spend their money or time c) Product category and brand usage d) Children, couples, college students, or seniors living alone

25. Prentice Hall, © 2009 5-25 Life stage segmentation could be based upon categories such as: a) Urban, rural, suburban, or North b) How people spend their money or time c) Product category and brand usage d) Children, couples, college students, or seniors living alone

26. Prentice Hall, © 2009 5-26 Are niche markets really just sub- segments of more general markets? a) Yes b) No

27. Prentice Hall, © 2009 5-27 Are niche markets really just sub- segments of more general markets? a) Yes b) No

28. Prentice Hall, © 2009 5-28 Through targeting, an advertiser can: a) Best segment the market among all ages b) Design specific communication strategies to match audience needs and wants c) Best select the right media d) Both b and c

29. Prentice Hall, © 2009 5-29 Through targeting, an advertiser can: a) Best segment the market among all ages b) Design specific communication strategies to match audience needs and wants c) Best select the right media d) Both b and c

30. Prentice Hall, © 2009 5-30 Would a profile read like a description of your best friend? a) Yes b) No

31. Prentice Hall, © 2009 5-31 Would a profile read like a description of your best friend? a) Yes b) No

32. Prentice Hall, © 2009 5-32 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall