Test Bank for Consumer Behavior, 12th Edition by
Schiffman/Wisenblit | Complete All Chapters with
Answers.
Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 2 Market Segmentation and Real-Time Bidding
1) The process of dividing a market into distinct subsets of consumers with common needs or
characteristics is known as ________.
A) target marketing
B) market segmentation
C) consumer behavior
D) the marketing concept
E) market evaluation
Answer: B
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Reflective thinking
2) Qantas Airlines targets four distinct segments: coach passengers, premium economy, business
and first class, and uses ________ to clearly differentiate between the options targeted at each
segment. A) positioning
B) behavioral targeting
C) geographic segmentation
D) reverse targeting
E) countersegmentation
Answer: A
Diff: 2
Skill: Application
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Application of knowledge
3) The ________ of a product or service is the process by which a company creates a distinct
image and identity for its products, services, and brands in consumers' minds.
A) segmentation
B) target
C) positioning
1
,D) psychographic inventory
E) concentrated marketing strategy
Answer: C
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Reflective thinking
4) Which of the following is NOT one of the characteristics of an effective target? A)
identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruent with the marketer's objectives and resources
Answer: D
Diff: 1
Skill: Concept
LO: 2.2: To understand how to identify, select, and reach target markets.
AACSB: Reflective thinking
6) Consumers' characteristics can be classified as either behavioral or cognitive. In this context,
behavioral data can be determined from direct questioning and categorized by a single objective
measure. Examples of behavioral data include ________. A) demographics, gender, and
benefits wanted
B) usage rate, level of involvement, and psychographics
C) personality traits, lifestyles, and family life cycle
D) education, quantity of product purchased, and gender
E) level of involvement, awareness of product alternatives, and benefits wanted Answer: D
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Analytical thinking
7) Consumers' characteristics can be classed as either behavioral or cognitive. In this context,
cognitive factors are abstract, can be determined only through more complex psychological and
attitudinal questioning, and generally have no single, universal definitions. Examples of
cognitive factors include ________.
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and education
C) personality traits, lifestyles, and gender
D) education, usage situation, and social class
E) cultural values, personality traits, and benefits sought
2
,Answer: E
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Analytical thinking
8) Consumers' characteristics can be classed as either consumer-intrinsic or consumptionspecific.
In this context, consumer-intrinsic features stem from the consumer's physical, social, and
psychological characteristics. Examples of consumer-intrinsic features include ________.
A) demographics, gender, and benefits sought
B) usage rate, level of involvement, and psychographics
C) personality traits, cultural values, and income
D) education, consumption-specific attitudes, and social class
E) attitudes regarding shopping, awareness of product alternatives, and benefits wanted Answer:
C
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Analytical thinking
5) A financial firm advertising in the Wall Street Journal should use which database to determine
which geographic areas of the country include substantial numbers of their Business Class
segment?
A) Nielsen MyBestSegments
B) VALS
C) PRIZM
D) Nielsen NetRatings
E) Magazine Readers Index (MRI)
Answer: C
Diff: 3
Skill: Application
LO: 2.2: To understand how to identify, select, and reach target markets.
AACSB: Application of knowledge
9) Consumers' characteristics can be classed as either consumer-intrinsic or consumptionspecific.
In this context, consumption-specific features are attitudes and preferences toward specific
products or buying situations. Examples of consumption-specific features include ________.
A) demographics, gender, and benefits sought
B) attitudes toward shopping, benefits sought in products, and frequency of leisure activities
C) personality traits, lifestyles, and income
3
, D) education, usage situation, and gender
E) personality traits, awareness of product alternatives, and attitudes toward political issues
Answer: B
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Analytical thinking
10) In reference to consumer characteristics, ________ can be determined from direct
questioning or observation and categorized by a simple objective measure, whereas ________
are abstract and can be determined only through more complex psychological and attitudinal
questioning.
A) consumption-based features; consumer-intrinsic features
B) behavioral data; cognitive data
C) product-specific features; consumption-based features
D) cognitive data; behavioral data
E) consumer-intrinsic features; consumption-based features
Answer: B
Diff: 2
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Reflective thinking
12) Age, gender, and income are bases of which of the following types of segmentation?
A) geographic segmentation
B) sociocultural segmentation
C) benefit segmentation
D) demographic segmentation
E) psychological segmentation
Answer: D
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Reflective thinking
13) ________ is/are defined by computing an index based on three quantifiable variables:
income, education, and occupation.
A) Demographics
B) Social class
C) Psychographics
D) Personality traits
4
Schiffman/Wisenblit | Complete All Chapters with
Answers.
Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 2 Market Segmentation and Real-Time Bidding
1) The process of dividing a market into distinct subsets of consumers with common needs or
characteristics is known as ________.
A) target marketing
B) market segmentation
C) consumer behavior
D) the marketing concept
E) market evaluation
Answer: B
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Reflective thinking
2) Qantas Airlines targets four distinct segments: coach passengers, premium economy, business
and first class, and uses ________ to clearly differentiate between the options targeted at each
segment. A) positioning
B) behavioral targeting
C) geographic segmentation
D) reverse targeting
E) countersegmentation
Answer: A
Diff: 2
Skill: Application
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Application of knowledge
3) The ________ of a product or service is the process by which a company creates a distinct
image and identity for its products, services, and brands in consumers' minds.
A) segmentation
B) target
C) positioning
1
,D) psychographic inventory
E) concentrated marketing strategy
Answer: C
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Reflective thinking
4) Which of the following is NOT one of the characteristics of an effective target? A)
identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruent with the marketer's objectives and resources
Answer: D
Diff: 1
Skill: Concept
LO: 2.2: To understand how to identify, select, and reach target markets.
AACSB: Reflective thinking
6) Consumers' characteristics can be classified as either behavioral or cognitive. In this context,
behavioral data can be determined from direct questioning and categorized by a single objective
measure. Examples of behavioral data include ________. A) demographics, gender, and
benefits wanted
B) usage rate, level of involvement, and psychographics
C) personality traits, lifestyles, and family life cycle
D) education, quantity of product purchased, and gender
E) level of involvement, awareness of product alternatives, and benefits wanted Answer: D
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Analytical thinking
7) Consumers' characteristics can be classed as either behavioral or cognitive. In this context,
cognitive factors are abstract, can be determined only through more complex psychological and
attitudinal questioning, and generally have no single, universal definitions. Examples of
cognitive factors include ________.
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and education
C) personality traits, lifestyles, and gender
D) education, usage situation, and social class
E) cultural values, personality traits, and benefits sought
2
,Answer: E
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Analytical thinking
8) Consumers' characteristics can be classed as either consumer-intrinsic or consumptionspecific.
In this context, consumer-intrinsic features stem from the consumer's physical, social, and
psychological characteristics. Examples of consumer-intrinsic features include ________.
A) demographics, gender, and benefits sought
B) usage rate, level of involvement, and psychographics
C) personality traits, cultural values, and income
D) education, consumption-specific attitudes, and social class
E) attitudes regarding shopping, awareness of product alternatives, and benefits wanted Answer:
C
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Analytical thinking
5) A financial firm advertising in the Wall Street Journal should use which database to determine
which geographic areas of the country include substantial numbers of their Business Class
segment?
A) Nielsen MyBestSegments
B) VALS
C) PRIZM
D) Nielsen NetRatings
E) Magazine Readers Index (MRI)
Answer: C
Diff: 3
Skill: Application
LO: 2.2: To understand how to identify, select, and reach target markets.
AACSB: Application of knowledge
9) Consumers' characteristics can be classed as either consumer-intrinsic or consumptionspecific.
In this context, consumption-specific features are attitudes and preferences toward specific
products or buying situations. Examples of consumption-specific features include ________.
A) demographics, gender, and benefits sought
B) attitudes toward shopping, benefits sought in products, and frequency of leisure activities
C) personality traits, lifestyles, and income
3
, D) education, usage situation, and gender
E) personality traits, awareness of product alternatives, and attitudes toward political issues
Answer: B
Diff: 3
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Analytical thinking
10) In reference to consumer characteristics, ________ can be determined from direct
questioning or observation and categorized by a simple objective measure, whereas ________
are abstract and can be determined only through more complex psychological and attitudinal
questioning.
A) consumption-based features; consumer-intrinsic features
B) behavioral data; cognitive data
C) product-specific features; consumption-based features
D) cognitive data; behavioral data
E) consumer-intrinsic features; consumption-based features
Answer: B
Diff: 2
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Reflective thinking
12) Age, gender, and income are bases of which of the following types of segmentation?
A) geographic segmentation
B) sociocultural segmentation
C) benefit segmentation
D) demographic segmentation
E) psychological segmentation
Answer: D
Diff: 1
Skill: Concept
LO: 2.1: To understand how to segment markets along demographics, lifestyles, product benefits
and usage, and media exposure.
AACSB: Reflective thinking
13) ________ is/are defined by computing an index based on three quantifiable variables:
income, education, and occupation.
A) Demographics
B) Social class
C) Psychographics
D) Personality traits
4
