CHAPTER 1
CONSUMERS RULE
Multiple Choice
Fact
1. If a marketer were to segment a population by age and gender, the marketer would
be utilizing a category of information called ________.
a. demographics
b. psychographics
c. roles
d. lifestyle
(a; Easy; p. 6) {AACSB: multicultural and diversity}
2. If a consumer researcher were to study consumers from the perspective of a
person's lifestyle and personality, the researcher would be studying a category
called ________.
a. demographics
b. psychographics
c. character
d. roles
(b; Moderate; p. 6) {AACSB: communication}
,3. If you were a member of a(n) ______, you would share opinions and
recommendations on anything from Barbie dolls to Palm Pilots.
a. catalog distribution list
b. an online consumption community
c. a political party
d. a gender group
(b; Moderate; p. 6) {AACSB: communication}
4. The study of the processes involved when individuals or groups select, purchase,
use, or dispose of products, services, ideas and experiences to satisfy needs and
desires is called ________.
a. lifestyle marketing
b. role marketing
c. consumer behavior
d. marketing research
(c; Easy; p. 7) {AACSB: reflective thinking}
,5. The sociological perspective of _______ takes the view that much of consumer
behavior resembles actions in a play.
a. role theory
b. group theory
c. economics
d. differentiation theory
(a; Easy; p. 7) {AACSB: communication}
6. Marketing to heavy users of a product can be more efficient than trying to market
the product to everyone. Identifying heavy users is done by ________ the population.
a. filtering
b. segmenting
c. defining
d. promoting to
(b; Easy; p. 9) {AACSB: analytic skills}
7. Interacting with customers on a regular basis and giving them reasons to maintain a
bond with the company over time is the result of the pursuit of ________.
a. differentiated marketing
b. global marketing
c. services marketing
d. relationship marketing
(d; Moderate; p. 13) {AACSB: communication}
8. In the future if you have a wearable computer that assists you in becoming part of
the network itself, you will be exposed to a new form of commerce called _______.
, a. U-commerce (ubiquitous commerce)
b. e-commerce (electronic commerce) turbo
c. G-commerce (global commerce)
d. L-commerce (lifestyle commerce)
(a; Hard; p. 17) {AACSB: use of IT}
9. Business ethics are ________.
a. standards applied to Fortune 500 companies
b. rules of conduct enforced by the Bureau of Ethical and Consumer Affairs
c. diminishing in importance as we move to a "wired world" where personal
contact is being reduced
d. rules of conduct that guide actions in the marketplace
(d; Easy; p. 21) {AACSB: ethical reasoning}
CONSUMERS RULE
Multiple Choice
Fact
1. If a marketer were to segment a population by age and gender, the marketer would
be utilizing a category of information called ________.
a. demographics
b. psychographics
c. roles
d. lifestyle
(a; Easy; p. 6) {AACSB: multicultural and diversity}
2. If a consumer researcher were to study consumers from the perspective of a
person's lifestyle and personality, the researcher would be studying a category
called ________.
a. demographics
b. psychographics
c. character
d. roles
(b; Moderate; p. 6) {AACSB: communication}
,3. If you were a member of a(n) ______, you would share opinions and
recommendations on anything from Barbie dolls to Palm Pilots.
a. catalog distribution list
b. an online consumption community
c. a political party
d. a gender group
(b; Moderate; p. 6) {AACSB: communication}
4. The study of the processes involved when individuals or groups select, purchase,
use, or dispose of products, services, ideas and experiences to satisfy needs and
desires is called ________.
a. lifestyle marketing
b. role marketing
c. consumer behavior
d. marketing research
(c; Easy; p. 7) {AACSB: reflective thinking}
,5. The sociological perspective of _______ takes the view that much of consumer
behavior resembles actions in a play.
a. role theory
b. group theory
c. economics
d. differentiation theory
(a; Easy; p. 7) {AACSB: communication}
6. Marketing to heavy users of a product can be more efficient than trying to market
the product to everyone. Identifying heavy users is done by ________ the population.
a. filtering
b. segmenting
c. defining
d. promoting to
(b; Easy; p. 9) {AACSB: analytic skills}
7. Interacting with customers on a regular basis and giving them reasons to maintain a
bond with the company over time is the result of the pursuit of ________.
a. differentiated marketing
b. global marketing
c. services marketing
d. relationship marketing
(d; Moderate; p. 13) {AACSB: communication}
8. In the future if you have a wearable computer that assists you in becoming part of
the network itself, you will be exposed to a new form of commerce called _______.
, a. U-commerce (ubiquitous commerce)
b. e-commerce (electronic commerce) turbo
c. G-commerce (global commerce)
d. L-commerce (lifestyle commerce)
(a; Hard; p. 17) {AACSB: use of IT}
9. Business ethics are ________.
a. standards applied to Fortune 500 companies
b. rules of conduct enforced by the Bureau of Ethical and Consumer Affairs
c. diminishing in importance as we move to a "wired world" where personal
contact is being reduced
d. rules of conduct that guide actions in the marketplace
(d; Easy; p. 21) {AACSB: ethical reasoning}
