Chapter 6
Consumer Markets and Consumer Buyer Behavior
Multiple Choice
1.What is the name of the company that is the top-in fast food.?
a.Kentucky Fried Chicken
b.Wendy’s
c.Burger King
d.McDonald’s
(d; Easy)
2.McDonald’s had attracted Hong Kong customers who were ______.
a.old people
c.middle-aged people
(b; Moderate)
3.What is McDonald’s well publicized formula?
a.ABCD
b.QCSV
c.PDCA
d.ASQC
(b; Easy)
4.McDonald’s in Asia is an intereting example of segmentation by _____.
a.time of day
b.age group
c.personality
d.income
(a; Challenging)
5._____ is never simple, yet understanding it is the essential task of marketing
management.
a.Brand personality
b.Consumption pioneer
c.Early adopter
d.Consumer buyer behavior
(d; Challenging)
6.Most large companies research _____ buying decisions to find out what they buy,
where they buy, how and how much they buy, when they buy, and why they buy.
a.market
b.permanent
d.social
(c; Easy)
7.How do consumers respond to various marketing efforts the company might use?
The starting point is the _____ of a buyer’s behavior.
a.belief
b.subculture
c.postpurchase feeling
d.stimulus-response
(d; Challenging)
8.Marketing stimuli consist of the four Ps.  Which is not one of these Ps?
a.product
b.political
c.price
d.promotion
(b; Moderate)
9.Which is not a part of the buyer’s black box?
a.observable buyer responses
b.product choice
d.dealer choice
(c; Challenging)
10.The marketer wants to understand how the stimuli are changed into responses inside
the consumer’s _____, which has two parts.  First, the buyer’s characteristics
influence how he or she perceives and reacts to the stimuli. Second, the buyer’s
decision process itself affects the buyer’s behavior.
a.culture
b.black box
c.belief
d.lifestyle
(b; Moderate)
11.The marketer needs to understand the role played by all of the following except
_____.
a.the buyer’s culture
b.the buyer’s subculture
c.the weather
d.the buyer’s social class
(c; Easy)
12._____ is the most basic cause of a person’s wants and behavior.
a.Culture
b.Brand personality
c.Cognitive dissonance
d.New product
(a; Moderate)
13.With the recent economic recovery from the _______crisis in 1998, Asia is
commonly regarded as the most attractive consumer market in the world.
c.political
d.fincancial
(d; Challenging)
14.Understanding _______ is an essesntial task of marketing management.
a.Individual behavior
b.buying behavior
d.market behavior
(b; Challenging)
15.Each culture contains smaller _____, or groups of people with shared value systems
based on common life experiences and situations.
a.alternative evaluations
c.subcultures
(c; Moderate)
16.Three important Asian subcultures mentioned by the author include all except
_____.
a.Chinese
b.Malays
c.Indians
d.Hispanics
(d; Challenging)
17.Western regions Chinese tend to follow the  _______trend when making purchases.
a.current
b.past
c.future
d.important
(a; Challenging)
18.The majority of Beijing consumers will buy a watch to replace the broken one,
They shop for the ______of the watch.
a.rarity
c.styleuppers
d.functionality
(d; Moderate)
19.This group are the social elite.  Who are they?
a.Upper uppers.
b.Lower uppers.
c.Upper middles.
d.Middle class.
(a; Moderate)
20._____ are society’s relatively permanent and ordered divisions whose members
share similar values, interests, and behaviors.
a.Social classes
b.Purchase decisions
c.Perceptions
d.Attitudes
(a; Easy)
21.What is one way that a social class is not measured?
b.education
c.income
d.number of children in the family
(d; Easy)
22._____ are ones to which the individual wishes to belong, as when a teenage
basketball player hopes to play someday for the Los Angeles Lakers.
a.Membership groups
b.Aspirational groups
c.Reference groups
d.Leisure groups
(b; Easy)
23._____ are people within a reference group who, because of special skills,
knowledge, personality, or other characteristics, exert influence on others.
a.Opinion leaders
b.Habitual buyers
c.Charismatic personalities
d.Perceptionists
(a; Easy)
24._____ marketers are now taking to the streets, as well as cafes, nightclubs, and the
Internet, in record numbers. Their goal:  to seek out the trendsetters in each
community and subtly push then into talking up a specific brand to their friends and admirers.
a.Family
b.Buzz
c.Personality
d.Opinion
(b; Easy)
25.The _____ is the most important consumer buying organization in society.
Marketers are interested in the roles and influence of the husband, wife, and
children on the purchase of different products and services.
a.family
b.social class
c.opinion leader
d.information search
(a; Easy)
26.  A _____ consists of the activities people are expected to perform according to the
persons around them.
c.lifestyle
d.perception
(b; Easy)
27.People often buy the kind of clothing that shows their _____ in society.
a.attitude
b.status
c.learning
(b; Easy)
28.  A buyer’s decisions also are influenced by _____ such as the buyer’s age and life-
cycle stage, occupation, economic situation, lifestyle, and personality and self-
concept.
a.personal characteristics
b.learning
c.habitual buying behavior
d.variety-seeking buying behavior
(a; Moderate)
29.People change the goods and services they buy over time because of two important
factors.  These are _____.
a.belief and attitude
b.perception and personality
c.age and life-cycle stage.
(c; Moderate)
30.Sony recently overhauled its marketing approach in order to target products and
services to consumers based on their life stages.  It created a new unit called the
Consumer Segment Division, which has seven life-stage segments.  Which of the                                    following is not one of these segments?
< Y
b.  D.I.N.K.s
c.opinion leaders
(c; Easy)
31.In Asia, credit card companies are known to develop different card types that target
different _____.
a.personalities
b.professionals
c.cultures
(b; Easy)
32._____ is a person’s pattern of living as expressed in his or her psychographics.
a.Personality
b.Culture
c.Lifestyle
d.Motive
(c; Challenging)

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