ata are very useful for predicting consumer behavior. B) buyers logically compare choices in order to maximize their satisfaction. C) consumers should purchase only low-priced products. D) All of the above. E) None of the above. | Ans: B | Medium | LO: 1 | Pg. 116 | Comprehension | 87. The statement, "Of course people will buy our product--each of its features is better than the competition," most closely reflects which consumer behavior concept? A) psychographics B) reference groups C) needs D) competitive advantage E) the economic-buyer theory | Ans: E | Easy | LO: 1 | Pg. 116 | Self-Test | 88. The economists' view of buyers A) puts a great deal of emphasis on differences in buying behavior related to individual differences among consumers. B) is based on the idea that consumers value time and select the first alternative they learn about. C) assumes that they always buy the lowest-price alternative. D) emphasizes psychological variables rather than social influences. E) None of the above is true. | Ans: E | Medium | LO: 1 | Pg. 116 | Comprehension | 89. Which of the following is NOT an economic need? A) Dependability in use B) Hunger C) Economy of use D) Convenience E) Efficiency in use | Ans: B | Easy | LO: 1 | Pg. 116 | Application | 90. "Discretionary income:" A) is a family's income AFTER taxes. B) is a measure of a family's total purchasing power. C) is the amount of income spent on durable goods. D) is a family's income AFTER paying taxes and paying for necessities. E) both B and C are true. | Ans: D | Easy | LO: 1 | Pg. 117 | Self-Test | 91. Discretionary income is defined as: A) total market value of goods and services produced. B) gross domestic product per capita. C) income available after taxes. D) income available before taxes. E) income available after taxes and "necessities." | Ans: E | Easy | LO: 1 | Pg. 117 | Definition | 92. The amount of income a family has left after paying taxes and paying for its necessities is called its ______________ income. A) personal. B) discretionary. C) marginal. D) family. E) modified. | Ans: B | Easy | LO: 1 | Pg. 117 | Definitional | 93. The amount of income a family has left after paying taxes and paying for its necessities is called its ______________ income. A) discretionary B) family C) marginal D) personal E) modified | Ans: A | Easy | LO: 1 | Pg. 117 | Definition | 94. A young working couple earned $50,000 last year. Of that, they paid $16,000 in taxes and $15,000 in rent, food, insurance and other necessities. Their discretionary income for the year was: A) $35,000. B) $50,000. C) $19,000. D) $34,000. E) $15,000. | Ans: C | Medium | LO: 1 | Pg. 117 | Application | 95. Juliana Xavier was just promoted to marketing manager for her company. She also gets a big raise with the promotion. Because her discretionary income will increase, which of the following products is MOST likely to benefit? A) furnace repairs. B) automobile insurance. C) a CD stereo system. D) medical services. E) grocery staples. | Ans: C | Medium | LO: 1 | Pg. 117 | Application | 96. As the owner of a DVD rental store, Veronica Hostas has an income of $72,000. She pays $30,000 per year in taxes and another $22,000 per year in grocery bills, house mortgage, and car payment. Last year she spent an additional $4,000 on a two-week vacation at a Club Med in Rio de Janerio. What was Veronica's discretionary income last year? A) $20,000. B) $4,000. C) $42,000. D) $26,000. E) $50,000. | Ans: A | Medium | LO: 1 | Pg. 117 | Application | 97. Hugh Leastmoon has an annual income of $75,000 a year. He pays $25,000 in taxes, and spends another $15,000 on his home, car, food, and other "necessities." Last year, he decided to really enjoy his annual vacation, so he spent $5,000 to go skiing in Austria. What was Hugh's discretionary income last year? A) $20,000 B) $ 5,000 C) $35,000 D) $30,000 E) $50,000 | Ans: C | Medium | LO: 1 | Pg. 117 | Application | 98. Julio Alberdi is a marketing analyst and made $28,000 last year. He paid $5,000 in taxes, and spent another $10,000 for food, housing, a car, and other "necessities." Julio's discretionary income was: A) $28,000 B) $13,000 C) $23,000 D) $18,000 E) There is not enough information to tell. | Ans: B | Medium | LO: 1 | Pg. 117 | Application | 99. Samantha Alcala's salary as a sales rep was $32,000 last year. She earned an additional $10,000 in sales commissions. Her tax bill was $14,000 and bills covering other necessities such as food, housing, and transportation amounted to $11,000. Samantha's discretionary income last year was: A) $17,000. B) $11,000. C) $32,000. D) $28,000. E) $42,000. | Ans: A | Medium | LO: 1 | Pg. 117 | Application | 100. The 20 percent of U.S. families with the highest incomes receive: A) about the same total income as the next highest 20 percent. B) about twice as much income, on average, as the lowest 20 percent group. C) almost 80 percent of the total income D) almost 50 percent of the total U.S. income. E) only about 20 percent of the total U.S. income. | Ans: D | Hard | LO: 1 | Pg. 118 | Comprehension | 101. About what percentage of TOTAL U.S. income goes to the 20 percent of families with the top incomes? A) About 75 percent B) About 95 percent C) About 15 percent D) About 25 percent E) About 50 percent | Ans: E | Hard | LO: 1 | Pg. 118 | Definitional | 102. The percentage of U.S. families with incomes of $100,000 and over in 2004 received __________ percent of total income. A) About 50 B) About 75 C) 10-15 D) About 25 E) Less than 5 | Ans: A | Hard | LO: 1 | Pg. 118 | Definitional | 103. With respect to income, government data indicate that: A) the top 5 percent get more than 40 percent of total income. B) the bottom 5 percent get about 20 percent of total income. C) the median income for U.S. families is about $40,000. D) there are only a few families in the United States with incomes over $60,000. E) None of the above is a true statement. | Ans: E | Easy | LO: 1 | Pg. 118-19 | Self-Test | 104. The median family income in the U.S. in 2004 was about: A) $24,000 B) $34,000 C) $54,000 D) $74,000 E) $94,000 | Ans: C | Easy | LO: 1 | Pg. 119 | Definition | 105. The economic buyer model: A) is seen as too simplistic by most marketing managers. B) assumes that consumers are affected by psychological variables and social influences. C) suggests that men and women behave differently as buyers. D) assumes that buyers don't have enough information to make logical choices--and as a result buy products that are not a good value. E) None of the above is correct. | Ans: A | Medium | LO: 1 | Pg. 119 | Comprehension | 106. According to the text, the economic-buyer theory A) says that most consumers do not know the economic value of products they purchase. B) explains why people behave the way they do. C) includes psychological variables and social influences. D) is too simplistic to explain consumer behavior. E) assumes that consumers always buy the lowest price alternative. | Ans: D | Easy | LO: 1 | Pg. 119 | Self-Test | 107. Which of the following would be most helpful for predicting why a final consumer selects one of several similar brands? A) population data B) consumer spending patterns C) behavioral science theories D) consumer income E) all would be equally helpful | Ans: C | Easy | LO: 1 | Pg. 119 | Comprehension | 108. Which of the following is NOT a psychological variable? A) culture. B) personality. C) learning. D) perception. E) attitudes. | Ans: A | Easy | LO: 2 | Pg. 119 | Definitional | 109. Which of the following is NOT a psychological variable? A) Attitudes B) Social class C) Motivation D) Learning E) Perception | Ans: B | Easy | LO: 2 | Pg. 119 | Definitional | 110. Regarding consumer motivation, the text states that: A) needs are the basic forces which motivate people to do something. B) all needs and wants are caused by drives. C) wants are learned needs. D) the terms "needs" and "wants" mean the same thing. E) both A and C. | Ans: E | Easy | LO: 2 | Pg. 119 | Self-Test | 111. Marci Bello is status-oriented. When she buys clothing she only considers items with well-known "labels" that her friends will notice. This behavior illustrates A) satisfying a need. B) satisfying a want. C) satisfying a belief. D) the "economic buyer" model of buyer behavior. E) All of the above are equally good answers. | Ans: B | Medium | LO: 2 | Pg. 119 | Comprehension | 112. When a consumer actually purchases a particular product it is the direct result of a A) need. B) want. C) drive. D) desire for physical well-being. E) None of the above is more true than the others. | Ans: C | Hard | LO: 2 | Pg. 119 | Definitional | 113. Good marketing managers know that A) marketing strategies can't influence consumer "wants." B) marketers can't create internal drives in consumers. C) it is not that difficult to develop a marketing strategy that gets consumers to do what they don't want to do. D) All of the above are true. E) None of the above is true. | Ans: B | Medium | LO: 2 | Pg. 119 | Comprehension | 114. Which of the following statements about "needs" is true? A) A higher level need may develop before lower level needs are all satisfied. B) If lower level needs are reasonably satisfied, those at higher levels become more dominant. C) A particular product may satisfy more than one need at the same time. D) We can never completely satisfy all of our needs. E) All of the above are true. | Ans: E | Easy | LO: 2 | Pg. 120-21 | Self-Test | 115. When studying consumer needs, a marketer should: A) know that total consumer satisfaction is not likely. B) try to understand how the marketing mix can satisfy a set of needs, rather than only one. C) realize that he or she cannot create needs, merely identify them. D) all of the above. E) none of the above. | Ans: D | Medium | LO: 2 | Pg. 119-21 | Comprehension | 116. According to the "hierarchy of needs" model, the first needs most people try to satisfy are their ______________ needs. A) safety B) personal C) physiological D) social E) any of the above | Ans: C | Easy | LO: 2 | Pg. 121 | Application | 117. Ranked from lowest level to highest level, the "hierarchy of needs" model includes: A) personal, social, safety, and physiological needs. B) physiological, safety, social, and personal needs. C) safety, personal, social, and physiological needs. D) social, personal, safety, and physiological needs. E) physiological, safety, personal, and social needs. | Ans: B | Medium | LO: 2 | Pg. 121 | Definitional | 118. The text discusses a four-level hierarchy of needs. Which of the following is NOT included in that model? A) social needs. B) psychological needs. C) safety needs. D) physiological needs. E) personal needs. | Ans: B | Easy | LO: 2 | Pg. 121 | Definitional | 119. Which of the following statements about "hierarchy of needs" is FALSE? A) As soon as lower level needs are reasonably satisfied, those at higher levels become more dominant. B) A higher level need may develop before lower level needs are satisfied. C) The order in which needs are satisfied always follows a definite pattern--with lower level needs being satisfied first. D) A particular product may satisfy more than one need at a time. E) All of the above are true. | Ans: C | Hard | LO: 2 | Pg. 121 | Comprehension | 120. A marketing manager who wants to apply the "hierarchy of needs" model should keep in mind that: A) most consumers are already satisfied and promotion will be needed to "create a need." B) the same marketing mix might satisfy two or more levels of need. C) not enough attention is focused on physiological needs. D) "social needs" focus on the psychological variables in consumer behavior. E) None of the above is true. | Ans: B | Medium | LO: 2 | Pg. 121 | Comprehension | 121. Psychological theories of motivation and needs suggest that: A) lower-level needs must be completely satisfied before higher-level needs become important. B) a particular good or service might satisfy different levels of needs at the same time. C) all consumers satisfy needs in the same order. D) self-esteem is an example of a social need. E) All of the above are true statements. | Ans: B | Easy | LO: 2 | Pg. 121 | Self-Test | 122. Which of the following is NOT one of the selective processes? A) selective perception. B) selective distribution. C) selective exposure. D) selective retention. E) All of the above are selective processes. | Ans: B | Easy | LO: 2 | Pg. 122 | Definitional | 123. The fact that our eyes and minds seek out and notice only information that interests us is called: A) conscious cognition. B) selective exposure. C) selective retention. D) preconscious perception. E) selective perception. | Ans: B | Easy | LO: 2 | Pg. 122 | Definitional | 124. Camille Issa has itchy eyes and a stuffy nose, and suddenly becomes aware of many TV ads for allergy products that she never noticed before. This illustrates: A) selective exposure. B) selective perception. C) selective retention. D) reinforced cognition. E) None of the above. | Ans: A | Medium | LO: 2 | Pg. 122 | Application | 125. Carmen Corley is planning to buy a pair of running shoes. Recently, she has been noticing more Adidas advertising in magazines. This is an example of: A) a physiological need. B) dissonance. C) need satisfaction. D) selective exposure. E) a consumer expectation. | Ans: D | Easy | LO: 2 | Pg. 122 | Self-Test | 126. When consumers screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs, this is called: A) selective retention. B) selective exposure. C) selective perception. D) selective dissonance. E) selective cognition. | Ans: C | Easy | LO: 2 | Pg. 122 | Definition | 127. When consumers screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs, this is called: A) cognitive perception. B) selective perception. C) selective retention. D) conscious perception. E) selective exposure. | Ans: B | Easy | LO: 2 | Pg. 122 | Definitional | 128. On his way to a GM dealership to pick up a new truck he has purchased, Luke Bigfist hears a Ford ad that says that Ford trucks have more power than Chevy trucks. Luke thought that the ad said that the Chevys had more power. This illustrates A) selective perception. B) learning. C) selective retention. D) reinforcement. E) selective exposure. | Ans: A | Medium | LO: 2 | Pg. 122 | Application | 129. Consumers remembering only what they want to remember is called: A) conscious response. B) selective retention. C) selective exposure. D) cognitive learning E) selective perception. | Ans: B | Easy | LO: 2 | Pg. 122 | Definitional | 130. Which of the following is an example of using a cue to attract consumers? A) using a label with red, white, and blue colors to stir patriotic feelings. B) adding lemon scent to a soap. C) using a package that looks like the one for a popular brand. D) adding pine scent to a cleansing fluid. E) All of the above are examples. | Ans: E | Easy | LO: 2 | Pg. 123 | Application | 131. When Taco Bell shows a large close-up of a chicken taco in a television ad, they are: A) encouraging selective retention. B) hoping to encourage extensive problem solving by the audience. C) appealing to the social needs of the audience. D) appealing to the economic needs of the audience. E) using a cue to encourage a particular response to the hunger drive. | Ans: E | Easy | LO: 2 | Pg. 123 | Self-Test | 132. A grocery store sprays an aerosol scent that smells like fresh baked bread near its packaged bakery items. This is A) a case of a manager developing a need. B) likely to have no effect because selective retention will eliminate any effect of the smell. C) a case of linking a response with a drive. D) an example of trying to link a cue with a marketing mix. E) a violation of the selective processes. | Ans: D | Medium | LO: 2 | Pg. 123 | Application | 133. Which of the following statements about learning is NOT correct? A) Satisfaction with a product purchase is reinforcement. B) Repeated reinforcement is likely to lead to routine buying. C) A marketing manager can use a package as a "cue." D) Reinforcement in the learning process weakens the relationship between a cue and a response. E) Almost all consumer behavior is learned. | Ans: D | Easy | LO: 2 | Pg. 123 | Comprehension | 134. Which of the following statements about the learning process is TRUE? A) A cue is a strong stimulus which drives an individual. B) Learning occurs only when a drive is satisfied. C) Cues are the causes of drives. D) Reinforcement strengthens the relationship between a cue and a response. E) All of the above are true. | Ans: D | Hard | LO: 2 | Pg. 123 | Comprehension | 135. The order of the steps in the learning process is: A) drive, cue, response, reinforcement. B) cue, response, drive, reinforcement. C) cue, response, reinforcement, drive. D) drive, response, reinforcement, cue. E) reinforcement, drive, cue, response. | Ans: A | Medium | LO: 2 | Pg. 123 | Definitional | 136. Which of the following is NOT a major step in the learning process? A) Dissonance B) Drive C) Response D) Cues E) Reinforcement | Ans: A | Easy | LO: 2 | Pg. 123 | Definitional | 137. Attitudes are: A) things we believe strongly enough to be willing to take some action. B) more action-oriented that beliefs. C) reasonably enduring points of view about something. D) usually thought of as involving liking or disliking. E) All of the above. | Ans: E | Medium | LO: 2 | Pg. 124 | Definitional | 138. An attitude is: A) the same as an "intention to buy." B) a person's point of view about something. C) easy to change. D) the same as a belief. E) All of the above. | Ans: B | Easy | LO: 2 | Pg. 124 | Definitional | 139. An attitude: A) is easily changed. B) is a person's point of view toward something. C) is the same as opinion and belief. D) is a reliable indication of intention to buy. E) All of the above are true statements. | Ans: B | Easy | LO: 2 | Pg. 124 | Self-Test | 140. The statement, "I like Southwest Air," is an example of a(n): A) belief B) intention C) attitude D) drive E) none of the above | Ans: C | Easy | LO: 2 | Pg. 124 | Application | 141. The statement, "Almond Joy is made with real almonds" is an example of: A) a belief B) an intention C) an attitude D) none of the above | Ans: A | Medium | LO: 2 | Pg. 124 | Application | 142. The statement, "I plan to see the new Tom Hanks movie," is an example of: A) a drive B) reinforcement C) an attitude D) a belief E) an intention | Ans: E | Medium | LO: 2 | Pg. 124 | Application | 143. Some marketers stretch the meaning of "attitude" to include: A) intention to buy. B) needs. C) beliefs. D) psychographics. E) actual purchasing behavior. | Ans: A | Easy | LO: 2 | Pg. 124 | Definitional | 144. Regarding consumer buying behavior, A) attitudes affect the selective processes and learning. B) many consumers with a favorable attitude toward a product may have no intention to buy it. C) beliefs are less action-oriented than attitudes. D) All of the above are true. E) None of the above is true. | Ans: D | Easy | LO: 2 | Pg. 124 | Comprehension | 145. Consumers' attitudes can be learned from: A) exposure to the attitudes of others. B) promotion which is directed toward them. C) previous experiences. D) All of the above could be true. E) None of the above. | Ans: D | Easy | LO: 2 | Pg. 124 | Comprehension | 146. When dealing with consumer attitudes, marketers should know that: A) it is usually easier to change a negative attitude about a product than to reinforce a positive attitude. B) consumer attitudes tend to be enduring. C) attitudes are very good predictors of how people will behave. D) all of the above. E) none of the above. | Ans: B | Hard | LO: 2 | Pg. 124 | Comprehension | 147. Which of the following would be the most difficult task facing a marketing manager? A) discover the attitudes of the firm's target market. B) change existing negative attitudes. C) create new attitudes toward his or her brand. D) promote existing attitudes. E) strengthen existing positive attitudes. | Ans: B | Medium | LO: 2 | Pg. 124 | Comprehension | 148. An expectation is A) an event that a person likes to remember. B) a positive cue. C) an unfulfilled need. D) an outcome that a person looks forward to. E) None of the above. | Ans: D | Easy | LO: 2 | Pg. 125 | Definitional | 149. Personality affects people's behavior, but A) it is the least useful of all the social influences. B) it is impossible to observe in an actual situation. C) personality traits haven't been much help in predicting which specific products or brands people actually buy. D) takes too much research effort to measure economically. E) none of the above is true. | Ans: C | Medium | LO: 2 | Pg. 126 | Comprehension | 150. The AIO items used in life-style analysis include: A) activities, intentions, and opinions. B) attitudes, intentions, and opinions. C) attitudes, income, and opinions. D) activities, interests, and opinions. E) attitudes, interests, and opinions. | Ans: D | Medium | LO: 2 | Pg. 126 | Definitional | 151. Psychographics or life-style analysis analyzes an individual's: A) opinions. B) demographics. C) activities. D) interests. E) All of the above. | Ans: E | Easy | LO: 2 | Pg. 126 | Definitional | 152. Which of the following is NOT a social influence in consumer buying? A) Social class B) Beliefs C) Family D) Reference groups E) Culture | Ans: B | Medium | LO: 3 | Pg. 127 | Definitional | 153. Which of the following dimensions affect family spending? A) income B) age of children C) age D) marital status E) all of the above | Ans: E | Easy | LO: 3 | Pg. 127 | Comprehension | 154. Regarding the family life cycle, singles and younger couples without children A) are more willing to try new products and brands. B) tend to be carefree shoppers who are not very price-conscious. C) often wait to buy basic durable goods until they have children. D) feel more financially squeezed than couples with young children. E) All of the above are true. | Ans: A | Easy | LO: 3 | Pg. 127 | Self-Test | 155. Of the following, which are the most receptive to new products and new brands? A) families with small children. B) older people with no children. C) families with teenagers. D) families whose children are grown. E) younger people with no children. | Ans: E | Easy | LO: 3 | Pg. 127 | Definitional | 156. Of the following, which are the most receptive to new products and new brands? A) Young people B) Senior citizens C) Empty-nesters D) Middle-aged people E) All are equally receptive. | Ans: A | Easy | LO: 3 | Pg. 127 | Definitional | 157. Ivan and Jan Ali were married last year, at age 24. They have no children and both are currently working. Couples like Ivan and Jan: A) are likely to be a poor target for firms that are trying to market a new brand or new product concept. B) usually focus on buying durables--such as furniture and appliances. C) usually don't spend money on discretionary purchases. D) All of the above are true. E) None of the above is true. | Ans: B | Medium | LO: 3 | Pg. 127 | Comprehension | 158. "Empty nesters": A) are divorced people without children. B) are people over 65 who live alone. C) often have high incomes and fewer required expenses. D) are singles and couples without children--who have much discretionary income. E) None of the above is true. | Ans: C | Medium | LO: 3 | Pg. 128 | Comprehension | 159. Which of the following statements is true? A) Divorced families usually have more discretionary income than traditional families. B) Singles and young couples are more willing to try new products. C) Empty nesters are frequently big spenders. D) All of the above are true statements. E) B and C are true statements, but not A. | Ans: E | Easy | LO: 3 | Pg. 127-28 | Comprehension | 160. Peter Janca noticed during a weekly grocery shopping that 7-Up was on sale. Even though he could have saved money with the 7-Up, Peter bought Mountain Dew because that's the brand his children prefer. Peter was responding to: A) selective exposure. B) dissonance. C) marketing influence. D) social influence. E) a drive. | Ans: D | Easy | LO: 3 | Pg. 128 | Application | 161. Current consumer research suggests that the family's purchasing agent is now: A) the husband. B) the children. C) the wife. D) it varies, depending on the product and the family. | Ans: D | Easy | LO: 3 | Pg. 128 | Comprehension | 162. The social class system in the U.S. A) does not affect how people spend, but does affect how they save. B) often groups people with different incomes in the same social class. C) is based on a person's educational level. D) is more rigid than in Europe and Asia. E) does not affect people's attitudes. | Ans: B | Medium | LO: 3 | Pg. 128 | Comprehension | 163. According to the text, your social class level does not depend directly on your: A) type and location of housing. B) income level. C) occupation. D) education. E) Any of the above. | Ans: B | Easy | LO: 3 | Pg. 129 | Definitional | 164. According to the text, social class in the U.S. is usually measured in terms of: A) income. B) occupation, education, and housing arrangements. C) income, occupation, and education. D) race, religion, and occupation. E) income, occupation, and religion. | Ans: B | Easy | LO: 3 | Pg. 129 | Definition | 165. "Social class" in the U.S. is usually measured in terms of: A) race, religion, and occupation. B) occupation, education, and type and location of housing. C) income. D) income, occupation, and education. E) income, occupation, and religion. | Ans: B | Medium | LO: 3 | Pg. 129 | Definitional | 166. Which of the following statements about social class is NOT true? A) The various classes tend to have different attitudes. B) The various classes tend to spend, save, and borrow money differently. C) People with the same income level may be in different social classes. D) In the U.S., the social class system is less rigid than in most other countries. E) In the U.S., the system for measuring social class is based mainly on a person's income. | Ans: E | Easy | LO: 3 | Pg. 129 | Self-Test | 167. Which of the following statements about social class is false? A) The various classes tend to have different attitudes. B) The various classes tend to save money in different ways. C) Income by itself can be a pretty good measure of social class. D) The various classes tend to have different beliefs. E) The various classes tend to borrow money in different ways. | Ans: C | Medium | LO: 3 | Pg. 129 | Comprehension | 168. A good marketing manager knows that A) a consumer's reference group may consist of people with whom the consumer has no face-to-face contact. B) most consumers have only one reference group. C) a consumer's family is not a reference group. D) reference groups usually have the most influence on purchases of products which are not easily seen by others. E) None of the above is true. | Ans: A | Medium | LO: 3 | Pg. 129 | Comprehension | 169. Reference-group influence would be WEAKEST for determining which particular ______________ a person buys. A) watch B) cosmetics C) clothing D) laundry soap E) car | Ans: D | Easy | LO: 3 | Pg. 129 | Self-Test | 170. Reference group influence is likely to have the strongest effect on the particular BRAND of ______________ purchased. A) dishwasher detergent B) frozen peas C) batteries D) watch E) Reference group influence would be about the same for each of these products. | Ans: D | Hard | LO: 3 | Pg. 129 | Application | 171. Reference group A) influence is so strong that a person normally has only one reference group. B) influence is greatest for older people. C) influence is equally strong for all products and brands. D) members may not even know the people who influence their values and attitudes. E) Both B and C are true. | Ans: D | Hard | LO: 3 | Pg. 129 | Comprehension | 172. Daisy Gazale was interested in a new set of golf clubs. She discussed the various types with some knowledgeable friends and relied on their advice. Daisy's friends were acting as: A) an economic influence. B) routinized decision-makers. C) a social class. D) a lifestyle group. E) a reference group. | Ans: E | Medium | LO: 3 | Pg. 129 | Comprehension | 173. Opinion leaders: A) are usually better educated. B) are usually wealthier. C) are people who influence others. D) are rarely actually involved in product-related discussions with the people who "follow" them. E) All of the above. | Ans: C | Medium | LO: 3 | Pg. 130 | Definitional | 174. Opinion leaders A) for one subject are also usually opinion leaders for other subjects too. B) are usually wealthier and better educated than their followers. C) can really help a marketing mix by providing favorable word-of-mouth publicity. D) All of the above are true. E) None of the above is true. | Ans: C | Easy | LO: 3 | Pg. 130 | Comprehension | 175. Consumer buying behavior is affected by: A) opinion leaders. B) social class. C) physiological, safety, social, and personal needs. D) reference groups. E) all of the above. | Ans: E | Easy | LO: 3 | Pg. 121-30 | Application | 176. The whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people is called their: A) personal environment. B) culture. C) motivation. D) learned set. E) opinion set. | Ans: B | Easy | LO: 3 | Pg. 130 | Definitional | 177. With respect to culture and consumer behavior, A) culture is the whole set of beliefs, attitudes and ways of doing things of a reasonably homogeneous set of people. B) culture may exert many subtle influences on other aspects of consumer behavior. C) different cultural subgroups are likely to require different marketing mixes. D) all of the above are correct. E) none of the above is correct. | Ans: D | Easy | LO: 3 | Pg. 130-31 | Self-Test | 178. Compared to U.S. averages, Hispanic Americans: A) tend to be older B) are on average much older. C) tend to be younger. D) are about the same age. | Ans: C | Easy | LO: 3 | Pg. 130 | Definitional | 179. Compared to whites in the U.S., the average birthrate of Hispanic Americans is: A) slightly lower. B) much lower. C) higher. D) about the same. | Ans: C | Easy | LO: 3 | Pg. 130 | Definition | 180. Which of the following statements by marketing managers is NOT logical and true? A) "We are planning to appeal more to Hispanic consumers, since this group has surged and will soon be over 15 percent of the population." B) "We're building supermarkets that will appeal to Hispanic consumers; it's a big investment, but the Hispanic population in the U.S. is now about 48 million and growing fast." C) "We are adapting our diaper promotion to target African American and Hispanic parents, since the birthrate in those groups is higher than for whites." D) "We will target Asian Americans in San Francisco since they comprise over 20 percent of its population." E) "We are going to appeal to the African American group because it is a large, homogeneous target market." | Ans: E | Hard | LO: 3 | Pg. 130-31 | Comprehension | 181. The ethnic composition of a market can be important to marketing managers because A) treating all members of