kotlerchapter5Word格式.docx
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D）AandB
E）alloftheabove
2PageRef:
3）Economic,technological,andculturalforcesareall________inthestimulus-responsemodelofbuyerbehavior.
A）buyerresponses
B）stimuli
C）componentsofthebuyer'
sdecisionprocess
D）buyercharacteristics
E）buyingattitudes
B
137
4）Mostlargecompaniesresearch________buyingdecisionstofindoutwhattheybuy,wheretheybuy,howandhowmuchtheybuy,whentheybuy,andwhytheybuy.
A）market
B）permanent
C）consumer
D）social
E）group
C
136
5）Thestartingpointofunderstandingaconsumer'
sresponsetovariousmarketingeffortsisthe________ofabuyer'
sbehavior.
A）belief
B）subculture
C）postpurchasefeeling
D）stimulus-responsemodel
E）postpurchasedissonance
6）MarketingstimuliconsistofthefourPs.WhichisNOToneofthese?
A）product
B）politics
C）price
D）promotion
E）place
7）Themarketerwantstounderstandhowthestimuliarechangedintoresponsesinsidetheconsumer'
s________,whichhastwoparts.First,thebuyer'
scharacteristicsinfluencehowheorsheperceivesandreactstothestimuli.Second,thebuyer'
sdecisionprocessitselfaffectsthebuyer'
A）culture
B）blackbox
C）belief
D）lifestyle
E）socialclass
8）Inthemodelofbuyerbehavior,whichofthefollowingisNOTamajortypeofforceoreventinthebuyer'
senvironment?
A）economic
B）technological
C）political
D）channel
E）cultural
9）________is（are）themostbasiccauseofaperson'
swantsandbehavior.
A）Culture
B）Brandpersonality
C）Cognitivedissonance
D）Societalfactors
E）Selectiveperception
A
5-2
10）Marketersarealwaystryingtospot________inordertodiscovernewproductsthatmightbewanted.
A）lifestyles
B）culturalshifts
C）groups
D）dissonance
E）attitudes
3PageRef:
11）Eachculturecontainssmaller________,orgroupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituations.
A）alternativeevaluations
B）cognitivedissonances
C）subcultures
D）motives
AACSB:
MulticulturalandDiversity
12）WhichofthefollowingisNOTconsideredanimportantAmericansubculturebymarketers?
A）Hispanics
B）AfricanAmericans
C）matureconsumers
D）opinionleaders
E）AsianAmericans
13）Thisgroupofconsumerstendstobuymorebranded,higher-qualityproducts.andtomakeshoppingafamilyevent,withchildrenhavingabigsayinthepurchasedecision.Ingeneral,theyareverybrandloyal,andtheyfavorcompanieswhoshowspecialinterestinthem.
A）Hispanic
B）AfricanAmerican
C）Asian
D）mature
E）gayandlesbian
137-138
14）________,thefastest-growingU.S.demographicsegment,nownumbermorethan45million.
A）AfricanAmericans
B）Hispanics
C）AsianAmericans
D）Matureconsumers
E）Gaysandlesbians
15）Althoughmoreprice-consciousthanothersegments,________consumerstendtobestronglymotivatedbyqualityandselection.Brandsareimportant.Theyenjoyshoppingandaremorefashionconsciousthanotherethnicgroups.
C）mature
D）Asian
E）babyboomer
139
16）________,themostaffluentAmericandemographicsubculture,nowhavemorethan$450billioninannualspendingpower.
D）Gaysandlesbians
E）GenXers
17）________arebecomingaveryattractivemarket:
theyaretheidealmarketfortravel,restaurants,high-techhomeentertainmentproducts,andconvenientservices
B）AsianAmericans
C）Matureconsumers
D）AfricanAmericans
E）Teenagers
140
18）WhichofthefollowingisNOTtrueofmatureconsumers?
A）Thebeststrategyistoappealtotheiractive,multidimensionallives.
B）Theyareanidealmarketfor"
do-it-for-me"
services.
C）High-techhomeentertainmentproductsappealtothem.
D）Theyplacemoreimportanceonbrandnamesandaremorebrandloyalthanmembersofotheragegroups.
E）Theyareagoodmarketforcosmeticsandpersonalcareproducts.
19）________aresociety'
srelativelypermanentandordereddivisionswhosememberssharesimilarvalues,interests,andbehaviors.
A）Socialclasses
B）Cultures
C）Referencegroups
D）Attitudes
E）Lifestyles
20）WhatisonewaythatsocialclassisNOTmeasured?
A）occupation
B）education
C）income
D）numberofchildreninthefamily
E）wealth
21）WhichofthefollowingstatementsistrueregardingsocialclassintheUnitedStates?
A）Socialclassisdeterminedprimarilybyincomelevel.
B）LinesbetweensocialclassesintheUnitedStatesarefixedandrigid.
C）Socialclassesshowdistinctproductpreferencesinclothingandautomobiles.
D）Wealthismorecriticalthaneducationlevelinmeasuringsocialclass.
E）PeoplearerelegatedtoapermanentclasslayerintheUnitedStates.
22）________aregroupstowhichanindividualwishestobelong,aswhenateenagedbasketballplayerhopestoplaysomedayfortheLosAngelesLakers.
A）Membershipgroups
B）Aspirationalgroups
C）Leadingadoptergroups
D）Leisuregroups
E）Socialclassgroups
23）________arepeoplewithinareferencegroupwho,becauseofspecialskills,knowledge,personality,orothercharacteristics,exertinfluenceonothers.
A）Opinionleaders
B）Habitualbuyers
C）Socialnetworkers
D）Stealthmarketers
E）Buzzmarketers
141
Communication
24）Opinionleadersaresometimesreferredtoas________.
A）theinfluentials
B）theupperuppers
C）themiddleclass
D）buzzmarketers
E）networkers
25）Manycompanies,suchasJetBlueandSony,enlisteverydayconsumerswhoareenthusiasticabouttheirbrandstobecome________,brandambassadorswhosharetheirpassionforacompany'
sproductswithlargecirclesoffriendsandacquaintancesinreturnforinsiderknowledgeandotherrewards.
A）leadingadopters
B）brandevangelists
C）directmarketers
D）directsellers
E）influencers
26）Companieswhousebrandambassadorsareparticipatingin________.
A）opinionleading
B）traditionalmarketing
C）buzzmarketing
D）directmarketing
E）valuesmarketing
27）MySandYouTubearebothexamplesof________.
A）buzzmarketing
B）opinionleaders
C）socialnetworks
D）earlyadopters
E）word-of-mouthmarketing
143
UseofIT
28）Whichofthefollowingbestexplainswhyarushofmarketersnowparticipateinestablishedonlinesocialnetworks?
A）Socialnetworkinghasbeenproventobemoreeffectivethantraditionalmarketing.
B）Socialnetworksallowcompaniestohavegreatercontroloverbrand-relatedcontentthanothermediado.
C）Membersofsocialnetworkingsitesareunlikelytotuneoutpersonalizedadvertisingmessages.
D）Companieshavefoundtheirownsocialnetworkstobeunsuccessful.
E）Consumersaremorelikelytoviewtopeer-to-peercommunicationascredible.
E
144
29）The________isthemostimportantconsumerbuyingorganizationinsociety;
therolesandinfluencesofdifferentmembershavebeenresearchedextensively.
A）family
B）socialclass
C）membershipgroup
D）subculture
E）referencegroup
145
Sk
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