莫利亚提《广告学：原理与实务（第11版）》题库chapter 7.doc

1、Advertising & IMC: Principles and Practice, 11e (Moriarty et al.)Chapter 7 Segmenting and Targeting the Audience1) Which of the following is NOT a step in the consumer decision process?A) need recognitionB) cognitive dissonanceC) information searchD) postpurchase evaluationE) purchase decisionAnswer

2、: BLearning Objective: 7.1: Explain how the consumer decision process works.Difficulty: Moderate2) _ is the consumer decision-making stage in which brand communication helps sort out products on the basis of tangible and intangible features.A) Need recognitionB) Information searchC) Evaluation of al

3、ternativesD) Risk perceptionE) Adoption rateAnswer: CLearning Objective: 7.1: Explain how the consumer decision process works.Difficulty: Moderate3) Which of the following statements regarding business-to-business decision making is FALSE?A) Businesses buy goods and services because they need ingred

4、ients for the products they manufacture.B) Businesses buy goods and services because they need those goods and services for their business operations.C) Quality is less important in business-to-business buying than in consumer buying.D) Buying decisions are often made by committees rather than indiv

5、iduals.E) The actual price of the purchased goods and services is negotiated by a buyer.Answer: CLearning Objective: 7.1: Explain how the consumer decision process works.Difficulty: Moderate4) A shopper waiting in a supermarket checkout line decides to buy a candy bar. Which of the following is most

6、 likely the path to the shoppers decision? A) think/do/feelB) think/feel/doC) feel/think/doD) do/feel/thinkE) feel/do/thinkAnswer: DLearning Objective: 7.1: Explain how the consumer decision process works.Difficulty: ModerateAACSB: Analytical thinking5) An invitation to go skiing for the weekend for

7、ced Donna to look at her current wardrobe. She decided she should have a much warmer coat. Donna was in which stage of the purchase decision? A) product evaluation B) situational analysis C) need recognition D) problem screening E) information search Answer: CLearning Objective: 7.1: Explain how the

8、 consumer decision process works.Difficulty: ModerateAACSB: Analytical thinking6) Lexus works to keep customers happy after each sale, aiming to delight the customer in order to gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer decision process?A) need recognitio

9、nB) information searchC) evaluation of alternativesD) purchase decisionE) postpurchase evaluationAnswer: ELearning Objective: 7.1: Explain how the consumer decision process works.Difficulty: ModerateAACSB: Analytical thinking7) In an advertisement for a local carpet retailer, a well-known radio pers

10、onality explains how the company solved his problem of replacing his old, stained carpet. Toward what part of the consumer decision process was this ad aimed?A) evaluation of alternativesB) purchase decisionC) need recognitionD) brand loyaltyE) postpurchase evaluationAnswer: CLearning Objective: 7.1

11、: Explain how the consumer decision process works.Difficulty: ModerateAACSB: Analytical thinking8) _ describes how individuals or groups select, purchase, or use products, as well as the needs and wants that motivate these behaviors.A) MarketingB) ConsumptionC) Consumer behaviorD) PsychologyE) Segme

12、ntationAnswer: CLearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: Easy9) Which of the following is a social influence on consumer decision making?A) state of mindB) innovationC) satisfactionD)

13、 familyE) personalityAnswer: DLearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: Moderate10) Which of the following is a psychological influence on consumer decision making?A) motivationsB) inn

14、ovationsC) familyD) cultureE) brand relationshipsAnswer: ALearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: Moderate11) _ is made up of tangible itemssuch as art, literature, buildings, and mu

15、sicand intangible conceptssuch as knowledge, laws, morals, and customsthat together define a group of people or a way of life.A) SocietyB) CultureC) EthnicityD) BehaviorE) Social classAnswer: BLearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consume

16、r responses to marketing communication.Difficulty: EasyAACSB: Diverse and multicultural work environments12) The boundaries each culture establishes for proper behavior are called _.A) referencesB) valuesC) normsD) subculturesE) core valuesAnswer: CLearning Objective: 7.2: Describe the cultural, soc

17、ial, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: EasyAACSB: Diverse and multicultural work environments13) _ are simply rules learned through social interaction that specify or prohibit certain behaviors.A) NormsB) ReferencesC) ValuesD) Attit

18、udesE) MotivationsAnswer: ALearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: EasyAACSB: Diverse and multicultural work environments14) Norms come from a cultures _, which represent underlying

19、belief systems.A) valuesB) legal systemsC) social systemsD) social classesE) education systemsAnswer: ALearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: EasyAACSB: Diverse and multicultural wo

20、rk environments15) An exciting life, equality, wisdom, self-respect, social recognition, a sense of accomplishment, family security, and inner harmony are all examples of _.A) normsB) cultureC) core valuesD) behaviorsE) attitudesAnswer: CLearning Objective: 7.2: Describe the cultural, social, psycho

21、logical, and behavioral influences on consumer responses to marketing communication.Difficulty: ModerateAACSB: Diverse and multicultural work environments16) The position you and your family occupy within your society is known as your _.A) subcultureB) cultureC) ethnic groupD) reference groupE) soci

22、al classAnswer: ELearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: EasyAACSB: Diverse and multicultural work environments17) Which of the following is NOT typically used to determine social cl

23、ass?A) incomeB) ageC) family prestigeD) occupationE) educationAnswer: BLearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: ModerateAACSB: Diverse and multicultural work environments18) Office ru

24、les, rigid work hours, and dress codes are all aspects of _.A) cross-cultural valuesB) corporate cultureC) brand communitiesD) cultural cohortsE) reference groupsAnswer: BLearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketi

25、ng communication.Difficulty: EasyAACSB: Diverse and multicultural work environments19) A _ is a group of people an individual uses as a model for behavior in specific situations.A) subgroupB) social classC) reference groupD) normal groupE) cohortAnswer: CLearning Objective: 7.2: Describe the cultura

26、l, social, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: EasyAACSB: Diverse and multicultural work environments20) Which of the following can be used to provide marketers with a deeper understanding of how low-attention processing actually work

27、s and what motivates people into unconscious, intuitive decision making?A) microtargetingB) niche marketingC) neuromarketingD) behavioral targetingE) profile marketingAnswer: CLearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to ma

28、rketing communication.Difficulty: ModerateAACSB: Information technology21) Which of the following is for many people the most important reference group because of its formative role and the intensity of its relationships?A) neighborsB) teachersC) familyD) employersE) coworkersAnswer: CLearning Objec

29、tive: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: ModerateAACSB: Diverse and multicultural work environments22) According to the U.S. Census definition, a _ consists of two or more people who are related by

30、 blood, marriage, or adoption, and live in the same household.A) subcultureB) familyC) householdD) reference groupE) normative groupAnswer: BLearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: E

31、asy23) A _ consists of all those who occupy a dwelling, whether or not they are related.A) subcultureB) familyC) householdD) reference groupE) normative groupAnswer: CLearning Objective: 7.2: Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing communication.Difficulty: Easy24) The