Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,

Chapter Five

The Consumer Audience

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


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


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


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


In reality, customers are specific types of consumers.

a) True

b) False


In reality, customers are specific types of consumers.

a) True

b) False


Is it accurate to say that buyers may not be the users and users may not be the buyers?

a) Yes

b) No


Is it accurate to say that buyers may not be the users and users may not be the buyers?

a) Yes

b) No


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


Social influences on consumer decisions may include:

a) Perception, learning, motivation, attitude, and personality

b) Social class, reference groups, family, and demographics




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




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




According to Maslow’s Hierarchy of Needs, ego needs sit at the top of the pyramid.

a) True

b) False


According to Maslow’s Hierarchy of Needs, ego needs sit at the top of the pyramid.

a) True

b) False


In many product categories, a small number of users may buy a large percentage of the products.

a) True

b) False


In many product categories, a small number of users may buy a large percentage of the products.

a) True

b) False


Can it be said that the brand decision process is the same for both low and high-involvement decisions?

a) Yes

b) No


Can it be said that the brand decision process is the same for both low and high-involvement decisions?

a) Yes

b) No


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


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


It is never a good idea to treat the market as homogenous.

a) True

b) False


It is never a good idea to treat the market as homogenous.

a) True

b) False


Life stage segmentation could be based upon categories such as:

a) Urban, rural, suburban, or Northb) How people spend their money or

timec) Product category and brand usaged) Children, couples, college

students, or seniors living alone


Life stage segmentation could be based upon categories such as:

a) Urban, rural, suburban, or Northb) How people spend their money or

timec) Product category and brand usaged) Children, couples, college

students, or seniors living alone


Are niche markets really just sub-segments of more general markets?

a) Yes

b) No


Are niche markets really just sub-segments of more general markets?

a) Yes

b) No


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 mediad) Both b and c


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 mediad) Both b and c


Would a profile read like a description of your best friend?

a) Yes

b) No


Would a profile read like a description of your best friend?

a) Yes

b) No


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Chapter Five The Consumer Audience. Prentice Hall, © 2009 5-2 Consumer behavior can be best described as: a) How individuals or groups select, purchase,