【正文】 situation that involves varietyseeking behavior, the market leader can encourage variety seeking by offering lower prices or deals. Answer: False Page: 200 Level of difficulty: Hard 97. Many products are bought under conditions of low involvement. This means that the consumer does not touch them except from a distance. Answer: False Page: 200 Level of difficulty: Medium 98. A rule of thumb is called a heuristic. Answer: True Page: 201 Level of difficulty: Easy 99. In the anchoring heuristic, the consumer bases his or her predictions on the quickness and ease with which a particular example of an oute es to mind. Answer: False Page: 201 Level of difficulty: Hard 100. Prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function. Answer: True Page: 203 Level of difficulty: Medium Chapter 6: Analyzing Consumer Markets 163 Essay 101. Explain the differences between culture, subculture, and social class. Suggested Answer: Culture is the fundamental determinant of a person’s wants and behavior. Subcultures provide more specific identification and socialization of their members. Subcultures include nationalities, religions, racial groups, and geographic regions. Social class is a relatively homogeneous and enduring division in a society, that are hierarchically ordered and whose members share similar values, interests, and behaviors. Pages: 174–175 Level of difficulty: Medium 102. What is a reference group? Describe three different types of reference groups that can have an impact on a consumer’s purchasing behavior. Suggested Answer: Reference groups consist of all the groups that have a direct (facetoface) or indirect influence on his/her attitudes or behavior. Types of reference groups that can impact a consumer’s purchasing behavior include membership groups, primary groups, secondary groups, aspirational groups, and disassociative groups. Page: 177 Level of difficulty: Medium 103. What is brand personality and what five traits have been linked to it? Suggested Answer: Brand personality is the specific mix of human traits that may be attributed to a particular brand. Traits that have been associated with brand personality are sincerity, excitement, petence, sophistication, and ruggedness. Page: 182 Level of difficulty: Medium 104. Briefly, explain Freud’s theory on human motivation and how this might be related to marketing. Suggested Answer: Sigmund Freud assumed that the psychological forces shaping people’s behavior are largely unconscious, and that a person cannot fully understand his or her own stated capabilities. When a person examines specific brands, he or she will react not only to their stated capabilities, but also to other, less conscious cues. Page: 184 Level of difficulty: Hard 105. List and briefly characterize Maslow’s Hierarchy of Needs. Suggested Answer: Beginning with the most basic needs to the most advanced, the need structure is as follows: (1) physiological needs—food, water, shelter。147 Chapter 6: Analyzing Consumer Markets GENERAL CONCEPT QUESTIONS Multiple Choice 1. Marketers are always looking for emerging trends that suggest new marketing opportunities. One such trend is the ―metrosexual.‖ Which of the following items would the metrosexual most likely have some interest for? a. An IBM puter. b. Tickets to WWF wrestling. c. Saxophone lessons. d. An allover body spray by Axe. e. Cowboy boots made from elephant hide. Answer: d Page: 173 Level of difficulty: Medium 2. ________ is the study of how individuals, groups, and anizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. a. Target marketing b. Psychographic segmentation c. Psychology d. Consumer behavior f. Product differentiation Answer: d Page: 173 Level of difficulty: Easy 3. The fundamental determinant of a person’s wants and behavior is the person’s ________. a. psyche b. national origin c. culture d. peer group e. family tree Answer: c Page: 174 Level of difficulty: Medium 4. A child growing up in the United States is exposed to all of the following values EXCEPT ________. a. achievement and success b. activity c. efficiency and practicality d. the importance of the group in daily life e. freedom Answer: d Page: 174 Level of difficulty: Medium Part 3: Connecting with Customers 148 5. Which of the following would be the best illustration of a subculture? a. A religion. b. A group of close friends. c. Your university. d. A fraternity or sorority. e. Your occupation. Answer: a Page: 174 Level of difficulty: Hard 6. With respect to facts about the American consumer, which of the following consumer electronics is owned by the vast majority of consuming households with a 93 percent reporting ownership? a. A personal puter. b. TiVo DVR. c. A cellular phone. d. A microwave oven. e. A VCR. Answer: e Page: 175 Level of difficulty: Hard 7. ________ is defined as being relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior. a. Culture b. Subculture c. Social class d. The family e. A group Answer: c Page: 175 Level of difficulty: Medium 8. Social classes show distinct product and brand preferences in all the following areas EXCEPT ________. a. clothing b. home furnishings c. leisure activities d. automobiles e. fast food Answer: e Page: 176 Level of difficulty: Medium 9. A person’s ________ consist(s) of all the groups that have a direct (facetoface) or indi