Multiple Choice

1) ………….. is the activity, set of institutions, and processes

for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and
society.
A) Consumer Behavior
B) Marketing
C) Selling
D) Production
Answer: B
2) Classico’s pasta sauce contains the same ingredients that
consumers use when they make their own sauce. This is
example of …………….
A) Consumer Behavior
B) Marketing
C) Selling
D) Production
Answer: B
0 3) A business approach conceived by Henry Ford,
maintains that consumers are mostly interested in
product availability at low prices. This is example of ………
0 A) Production concept
B) Product concept
C) Selling concept
D) Marketing concept
Answer: A
0 4) ………….. makes sense when consumers are more
interested in obtaining the product than they are in specific
features, and will buy what’s available rather than wait for
what they really want.
A) Product concept
B) Production concept
C) Selling concept
D) Marketing concept
Answer: B
0 5) ………….. leads the company to strive constantly to
improve the quality of its product and to add new features if
they are technically feasible, without finding out first
whether consumers really want these features.
A) Marketing orientation
B) Production orientation
C) Product orientation
D) Selling orientation
Answer: C
0 6) …………………… assumes that consumers will buy the
product that offers them the highest quality, the best
performance, and the most features.
A) Marketing orientation
B) Production orientation
C) Product orientation
D) Selling orientation
Answer: C
0 7) The assumption of …………… is that consumers are
unlikely to buy the product unless they are
aggressively persuaded to do so.
A) marketing concept
B) selling concept
C) product concept
D) production concept
Answer: B
0 8) Consumer research is a form of …………….., a process
that links the consumer, customer, and public to the
marketer through information in order to identify
marketing opportunities and problems & evaluate
marketing actions.
0 A) Market research
0 B) Inbound marketing
0 C) Internal marketing
0 D) Consumer research
0 Answer: A
0 9) The Marketing orientation stresses on the needs of the
…………., but the selling orientation stresses on the
needs of the …………
0 A) manufacturer & seller
0 B) buyer & seller
0 C) manufacturer & buyer
0 D) seller & buyer
0 Answer: B
0 10) The Societal marketing concept stresses on the needs
of …………..
0 A) business
0 B) customers
0 C) society
0 D) all of the above
0 Answer: D
0 11) ………………..is a process that links the consumer,
customer and public to the marketer through information in
order to identify marketing opportunities and problems,
evaluate marketing actions, and evaluate marketing strategies'
performances.
0 A) Marketing mix
0 B) Market research
0 C) Consumer research
0 D) Marketing myopia
0 Answer: B
0 12) Product, Price, Place & promotion are elements
of……………
0 A) Marketing mix
0 B) Market research
0 C) Consumer research
0 D) Marketing myopia
0 Answer: A
0 13) The advertising, sales promotion, public relations are
examples of …………..
0 A) price
0 B) market research
0 C) promotion
0 D) product
0 Answer: C
0 14) warranties and return policies are examples of
…….
0 A) price
0 B) market research
0 C) promotion
0 D) product
0 Answer: D
0 15) ……………… has revolutionized the marketing mix, as
well as segmentation, targeting, positioning, and
customer retention
0 A) value exchange
0 B) Technology
0 C) digital marketing
0 D) digital consumer behavior
0 Answer: B
0 16) At Amazon, buyers can find books instantly, read
sample pages, and begin reading purchased books within
minutes after placing their orders, simultaneously, when
consumers visit Amazon’s website, the company records
every aspect of their visits, including the books they looked
at, and the time spent on each activity, this example
of……..
0 A) digital marketing
0 B) information technology
0 C) value exchange
0 D) digital consumer behavior
0 Answer: C
0 17) Technology heavily affects on ………..
0 A) marketing mix
0 B) market segmentation, targeting & positioning
0 C) customer retention
0 D) all of the above
0 Answer: D
0 18) In the online world, specialized “information exchanges”
track who is interested in what through …………….
0 A) information technology
0 B) cookies
0 C) e-business
0 D) none of the above
0 Answer: B (invisible bits of code stored on Web pages)
0 19) Audi posted three versions of its ad on
YouTubeAudi.com and let consumers select which ending
should air; Ford Motor’s Lincoln brand started a Twitter
campaign that asked people to tweet their most memorable
road-trip stories. This example of………
0 A) interactivity between the seller and buyers
0 B) two way communication
0 C) promotional messages are designed by the customers.
0 D) all of the above
0 Answer: D
0 20) ………….. consists of tracking and targeting users
across their computers, mobile phones, and tablets.
0 A) Information technology
0 B) Cookies
0 C) Cross screen marketing
0 D) none of the above
0 Answer: C
0 21) The ratio between customers’ perceived benefits and
the resources they use to obtain those benefits is the
…………….
0 A) marketing mix
0 B) consumer research
0 C) customer value
0 D) cross screen marketing
0 Answer: C
0 22) Invisible bits of code stored on Web pages. This is
called …………….
0 A) Technology
0 B) Internet
0 C) exchange value
0 D) cookies
0 Answer: D
0 23) …………….is turning individual consumer
transactions into long-term customer relationships by
making it in the best interests of customers to stay
with the company rather than switch to another firm.
0 A) customer retention
0 B) consumer research
0 C) customer value
0 D) customer satisfaction
0 Answer: A
0 24) …………. consists of marketing the organization to
its personnel.
0 A) Content Marketing
0 B) Digital Marketing
0 C) Inbound Marketing
0 D) Internal Marketing
0 Answer: D
0 25) …………….. helps employees understand the
significance of their roles and how their roles relate to
those of others.
0 A) Internal marketing
0 B) Inbound marketing
0 C) Inward marketing
0 D) all of the above
0 Answer: A
0 26) Marketers use ……………research to
identify the most appropriate media in which
to place advertisements.
0 A) targeting
0 B) segmentation
0 C) positioning
0 D) marketing mix
0 Answer: B
0 27) The new technology enables advertisers to “push”
ads to mobile phones based on the interests people
expressed while surfing the Internet. This is called…….
0 A) Internal marketing
0 B) Content marketing
0 C) Cross screen marketing
0 D) Marketing mix
0 Answer: C
0 28) …………. of a product or service is the process by
which a company creates a distinct image and identity
for its products, services and brands in consumers'
minds.
0 A) Market segmentation
0 B) Effective targeting
0 C) Positioning
0 D) Behavioral targeting
0 Answer: C
0 29) To be targeted, a segment must be ……………,
which means that marketers must be able to
communicate with its consumers effectively and
economically.
0 A) profitable
0 B) accessible\ reachable
0 C) measurable
0 D) all of the above
0 Answer: B
0 30) Marketers divide consumers into separate
segments on the basis of common or shared needs by
using demographics, lifestyles, and other factors
named……………
0 A) market segments
0 B) positioning
0 C) bases segmentation
0 D) behavioral targeting
0 Answer: C
0 31) A …………………….begins by dividing the market for
a product into groups that are relatively homogeneous
and share characteristics that are different from those
of other groups.
0 A) Cognitive data
0 B) Behavioral data
0 C) segmentation strategy
0 D) none of the above
0 Answer: C
0 32) ……………..are abstracts that “reside” in the
consumer’s mind, can be determined only
through psychological and attitudinal
questioning, and generally have no single,
universal definitions
0 A) Cognitive data
0 B) Behavioral data
0 C) Information technology
0 D) none of the above
0 Answer: A
0 33) Age, occupation, and social class are examples of
……….
0 A) psychographic segmentation
0 B) psychological segmentation
0 C) benefit segmentation
0 D) demographic segmentation
0 Answer: D
0 34) Where a person lives determines some aspects of
consumption behavior. For example, climates determine
the types of clothing most people own, and fashions and
styles in large cities are often very different from those in
nonurban areas. This is an example of …………..
0 A) psychographic segmentation
0 B) geoemographics segmentation
0 C) benefit segmentation
0 D) demographic segmentation
0 Answer: B
0 35)Consumers who are open-minded and generally
perceive less risk than others in trying new things are
likely to be……………..
0 A) loyalists
0 B) defectors
0 C) innovators
0 D) dogmatist
0 Answer: C
0 36) In marketing, lifestyles are named ……….., which
include consumers’ activities, interests, opinions.
0 A) Psychographics
0 B) demographics
0 C) geomographics
0 D) all of the above
0 Answer: A
0 37) A hybrid segmentation scheme based on the
premise that people who live close to one another are
likely to have similar financial means, tastes,
preferences, lifestyles, and consumption habits. This
is called…………..
0 A) media based segmentation
0 B) geodemographics segmentation
0 C) usage rate segmentation
0 D) none of the above
0 Answer: B
0 38) …………… is reflects the differences among heavy,
medium, and light users, and nonusers of a specific
product, service, or brand.
0 A) Media based segmentation
0 B) Benefit segmentation
0 C) Usage rate segmentation
0 D) none of the above
0 Answer: C
0 39) The segmentation base that is often the most
accessible and cost-effective way to identify a target
market is ……….
0 A) Demographic
0 B) Geographic
0 C) Psychological
0 D) Media based
0 Answer: A
0 40)A hierarchy in which individuals in the same class
generally have the same degree of status, whereas
members of other classes have either higher or lower
status is the…………
0 A) Age
0 B) Occupation
0 C) Gender
0 D) Social class
0 Answer: D
0 41) …………………..recognizes that consumers
purchase some products for specific occasions
(Ramadan, birthdays & valentine's day)
0 A) Usage rate segmentation
0 B) Usage occasion segmentation
0 C) Benefit segmentation
0 D) none of the above
0 Answer: B
0 42) "I always buy my wife candy on Valentine’s Day"
this is an example of …………..
0 A) Usage occasion segmentation
0 B) Usage rate segmentation
0 C) Benefit segmentation
0 D) none of the above
0 Answer: A
0 43) …………….consists of sending consumers
personalized and prompt offers and promotional
messages designed to reach the right consumers and
deliver to them highly relevant messages at the right
time and more accurately than when using conventional
segmentation techniques.
0 A) Usage occasion segmentation
0 B) Usage rate segmentation
0 C) Behavioral targeting
0 D) none of the above
0 Answer: C
0 44) ………………is the process by which a company
creates a distinct image and identity for its products,
services, or brands in consumers’ minds.
0 A) segmenting
0 B) usage rate segmentation
0 C) Positioning
0 D) targeting
0 Answer: C
0 45) The positioning strategies used most often
are………………
0 A) Umbrella positioning
0 B) Premier position
0 C) Un-owned perceptual position
0 D) all of the above
0 E) none of the above
0 Answer: D
0 46) In Egypt, the country it is rumored to have
originated in, the dessert becomes available in all
bakeries during Ramadan, the holy month for the
followers of Islamic faith. This is an example of……
0 A) Umbrella positioning
0 B) Usage rate segmentation
0 C) Un-owned perceptual position
0 D) Usage occasion segmentation
0 Answer: D
0 47) The image and unique identity of a product,
service or brand in consumers' minds is called its
…………….
0 A) segment
0 B) Benefit
0 C) Position
0 D) target
0 Answer: C
0 48) Mobinil, a mobile network company in Egypt, does the
same with its slogan “Dayman maa baad” (“always
together”). This slogan focuses on the notion of a unified,
interconnected community facilitated by a mobile network
operator. This is the example of …………..
0 A) Umbrella positioning
0 B) Premier position
0 C) Un-owned perceptual position
0 D) Key attribute
0 Answer: A
0 49) the marketer of Joy (a fragrance brand) positioned
it as “the costliest perfume in the world.” This is
example of ……………..
0 A) Umbrella positioning
0 B) Premier position
0 C) Un-owned perceptual position
0 D) Key attribute
0 Answer: B
0 50) The positioning of 7Up as the “Uncola” recognized
that Coke dominates the soft drink market. This is
example of ………
0 A) Umbrella positioning
0 B) Premier position
0 C) Un-owned perceptual position
0 D) Positioning against competition
0 Answer: D
0 51) The marketer of Bounty, a paper towels brand,
initially positioned it as “the quicker picker upper”
(presumably against Viva, its major competitor), later
on as “the quilted picker upper,” and then as “the clean
picker upper.” This is example……….
0 A) Umbrella positioning
0 B) Premier position
0 C) Key attribute
0 D) Positioning against competition
0 Answer: C
0 52) Positioning strategy based on relevant attributes
often expresses the brand’s superiority. This is ……
0 A) Umbrella positioning
0 B) Key attribute
0 C) Un-owned perceptual position
0 D) Positioning against competition
0 Answer: B
0 53) ……………..loosely means a perception that is not
clearly associated with a brand or product.
0 A) Umbrella positioning
0 B) Key attribute
0 C) Un-owned position
0 D) Positioning against competition
0 Answer: C
0 54) ……………. is the process by which a company
strategically changes the distinct image and identity
that its product or brand occupies in consumers’
minds.
0 A) Umbrella positioning
0 B) Key attribute
0 C) Un-owned position
0 D) Repositioning
0 Answer: D
0 55) when consumers begin to view the old positioning
as dull, marketers must freshen up their brands’
identities. This example of ………
0 A) Umbrella positioning
0 B) Key attribute
0 C) Un-owned position
0 D) Repositioning
0 Answer: D
0 56) At times, too many competitors stress the same
benefit in their positioning, so marketers must
uncover other attributes that consumers perceive as
important. This is statement express about………….
0 A) Umbrella positioning
0 B) Repositioning
0 C) Un-owned position
0 D) Key attribute
0 Answer: B
0 57) At present Fage Greek yogurt is “ridiculously thick”
and Chobani (a competing brand of Greek yogurt) is
marketed as “authentic, real, and indulgent.” Let’s assume
that a new brand of Greek yogurt is introduced as “thickly
authentic.” This is example of …………….
0 A) Umbrella positioning
0 B) Key attribute
0 C) Un-owned position
0 D) Repositioning
0 Answer: D
0 58) GM tried for years to convince younger consumers
that Oldsmobile was not an “old folks” car and tried to
reposition it as being “not your father’s Oldsmobile’’.
This is example of ……….
0 A) Umbrella positioning
0 B) Key attribute
0 C) Un-owned position
0 D) Repositioning
0 Answer: D
0 59) …………. is constructing a map-like diagram
representing consumers’ perceptions of competing
brands along relevant product attributes.
0 A) Umbrella positioning
0 B)Perceptual mapping
0 C) Un-owned position
0 D) Repositioning
0 Answer: B
0 60) Rate of usage is strongly related to two cognitive
dimensions: …………………&…………………….
0 A) personality & motivation
0 B) targeting & positioning
0 C) personification & perception
0 D) Product awareness status & product involvement
0 Answer: D
0 61) Colgate’s website classified its toothpastes into:
(1) long-lasting fresh breath; (2) plaque and gingivitis
protection; (3) sensitivity relief; and (4) tooth
whitening. This is an example of ……………...
0 A) Usage rate segmentation
0 B) Benefit segmentation
0 C) Behavioral targeting
0 D) none of the above
0 Answer: B
0 62) The New York Times' positioning as "All the news
that's fit to print" is an example of ………………
0 A) Umbrella positioning
0 B)Perceptual mapping
0 C) Premier position
0 D) Repositioning
0 Answer: C
0 63) About 25% of all those who drink coca cola
account for about 75% of all coca cola consumed. This
is an example of ………….
0 A) Umbrella positioning
0 B)Usage occasion segmentation
0 C) Usage rate segmentation
0 D) Repositioning
0 Answer: C
0 64) ……………. is the driving force that impels people to
act. It represents the reasons one has for acting or
behaving in a particular way.
0 A) Life style
0 B)Motivation
0 C) Perception
0 D) Personality
0 Answer: B
0 65) …………. are circumstances or things that that are
wanted or required, and they direct the motivational
forces.
0 A) Life style
0 B)Motivation
0 C) Perception
0 D) Needs
0 Answer: D
0 66) …………. drives consumers to buy and is triggered
by psychological tension caused by unfulfilled needs.
0 A) Life style
0 B)Motivation
0 C) Perception
0 D) Needs
0 Answer: B
0 67) ………….. needs are innate\ primary and fulfilling
them sustains biological existence, that include the
need for food, water, air & clothing.
0 A) Biological
0 B)Biogenic
0 C) physiological
0 D) all of the above
0 Answer: D
0 68) Procter and Gamble defines its business as
"providing branded products and services of
quality and value that improve the lives of the
world's consumers," they are using a ________.
0 A) selling focused definition
0 B) need focused definition
0 C) product focused definition
0 D) perception focused definition
0 Answer: B
0 69) Needs that are learned from our parents, social
environment, and interactions with others. These
needs are …………
0 A) Learned
0 B) Psychological
0 C) all of the above
0 D) none of the above
0 Answer: C
0 70) ………. are the sought-after results of motivated
behavior.
0 A) Biological needs
0 B)Goals
0 C) personalities
0 D) all of the above
0 Answer: B
0 71) ………….. are outcomes that consumers seek in
order to satisfy physiological and psychological needs.
0 A) generic goals
0 B) Product specific goals
0 C) psychological needs
0 D) none of the above
0 Answer: A
0 72) when a student tells his parents that he wants to
become an entrepreneur, he expresses a ………….,
while If a he says he wants to earn an MBA from
Stanford, he expresses a ……………..
0 A) generic goals & product specific goals
0 B) Product specific goals & generic goals
0 C) psychological needs & physiological needs
0 D) none of the above
0 Answer: A
0 73) ……….goals are outcomes that consumers seek by
using a given product or service.
0 A) generic
0 B) Product specific
0 C) production specific
0 D) none of the above
0 Answer: B
0 74) A decrease in body temperature will induce
shivering, which makes the individual aware of the
need for warmth. This is an example of …………
0 A) generic goals
0 B) motivation
0 C) need arousal
0 D) none of the above
0 Answer: C
0 75) When person may be encouraged to start exercising
in order to avoid health problems (negative outcome)
……….., or in order to look more attractive and dynamic
(positive outcome)…………….
0 A) approach object; avoidance object
0 B) avoidance object; approach object
0 C) generic goals & product specific goals
0 D) product specific goals & generic goals
0 Answer: B
0 76) The …………… is the feeling that results from
failure to achieve a goal.
0 A) personality failure
0 B) need arousal
0 C) Frustration
0 D) none of the above
0 Answer: C
0 77) …………………. need refers to an individual’s desire
to fulfill his or her potential—to become everything
that he or she is capable of becoming.
0 A) social
0 B) security
0 C) self actualization
0 D) egoistic
0 Answer: C
0 78) ………… consists of the inner psychological
characteristics that both determine and reflect how
we think and act.
0 A) Life style
0 B) Motivation
0 C) Personality
0 D) Perception
0 Answer: C
0 79) The characteristics of personality are …………….
0 A) Personality reflects individual differences
0 B) Personality is consistent and enduring
0 C) Personality may change
0 D) all of the above
0 E) none of the above
0 Answer: D
0 80) ………………. is the degree of a consumer’s
willingness to adopt new products and services
shortly after the products are introduced.
0 A) Life style
0 B) Innovativeness
0 C) Dogmatism
0 D) Materialism
0 Answer: B
0 81) …………. are the first to try new products, product
line extensions, and services because they are open to
new ideas and practices.
0 A) Defectors
0 B) Loyalists
0 C) Promoters
0 D) Innovators
0 Answer: D
0 82) ………. is one’s degree of rigidity—the opposite of
being open-minded—toward information and opinion
contradictory to one’s beliefs and views (i.e., closed-
mindedness).
0 A) Life style
0 B) Innovativeness
0 C) Dogmatism
0 D) Materialism
0 Answer: C
0 83) Consumers’ ………………………… is defined as an
individual’s pursuit of differentness relative to others
that is achieved through the acquisition of consumer
goods in order to enhance one’s personal and social
identity.
0 A) Materialism
0 B) Innovativeness
0 C) Dogmatism
0 D) Need for uniqueness
0 Answer: D
0 84)………………. consumers rely on their own inner values or
standards in evaluating new products and are likely to be
consumer innovators. Conversely, ……………….. consumers look
to others for guidance as to what is appropriate or
inappropriate and are unlikely to be consumer innovators.
0 A) Inner directed & other directed
0 B) Other directed & inner directed
0 C) Inbound marketing & outbound marketing
0 D) Innovators & dogmatists
0 Answer: A
0 85) The customers that prefer creative products that
counter conformity and are outside group norms, and
avoid the similarity reflected in buying mainstream
products. This is called as…………..
0 A) Materialism
0 B) Need for uniqueness
0 C) Dogmatism
0 D) Optimum stimulation level
0 Answer: B
0 86)…………………… occurs when consumers attribute
human traits or characteristics to a brand.
0 A) Materialism
0 B) Need for uniqueness
0 C) Brand personification
0 D) Optimum stimulation level
0 Answer: C
0 87) When the consumers attributing human
characteristics to something that is not human. This is
called as…………..
0 A) Materialism
0 B) Brand personality
0 C) Brand personification
0 D) Anthropomorphism
0 Answer: D
 True or False
0 1) Marketing explains how individuals make decisions to
spend their available resources (i.e., time, money, effort)
on goods that marketers offer for sale (F)

0 2) Marketing-oriented companies try to persuade

consumers to buy what the firm has already produced
(F)

0 3) companies must produce only those goods that they

have already determined that consumers would buy (T)
0 4) The product approach makes sense when
consumers are more interested in obtaining the
product than they are in specific features (F)

0 5) Production concept which assumes that consumers

will buy the product that offers them the highest quality,
the best performance, and the most features (F)

0 6) Predictive analytics often focuses on noticing

significant changes in a consumer’s buying behavior
(T)
0 7) Implementing the marketing concept requires sellers to use
consumer research, market segmentation, a combination of the
product, price, place, and promotion strategies, provide value
and result in long-term customer satisfaction and retention
(T)

0 8) The assumption of the Marketing concept is that consumers

are unlikely to buy the product unless they are aggressively
persuaded to do so (F)
0 9) The Internet allows consumers to compare prices more
effectively than ever before (T)
0 10) sales efforts designed to build awareness of and demand
for the product or service is example of place (F)
0 11) Fast-food restaurant that develops foods that contain less
fat and starch and more nutrients; marketers should not
advertise foods to young people in ways that encourage
overeating is example of advertising concept (F)
0 12) Many companies have incorporated social goals into
their mission statements (T)
0 13) Targeting consists of defining or identifying groups
with shared needs that are different from those shared
by other groups (F)
0 14) When consumers compare products online, they look at
the features and attributes of various models and brands
side-by-side, this process provide the sellers information
about their direct competitors and the product attributes that
consumers (T)
0 15) The internet offers marketers the ability to customize
their products, services, and promotional messages to
individual consumers, make the communication tools more
interactive and improving the ability of customers of
comparing prices (T)
0 16) Content marketing consists of tracking and targeting
users across their computers, mobile phones and tablets.
(F)
0 17) Technological innovations sometimes force marketers
to alter long-established marketing strategies (T)
0 18) Oakley offers several models of backpacks where
consumers can choose the item’s primary and contrast
colors, as well as the colors of trim, logo, and zipper tape is
the example of improving distribution ways (F)
0 19) Amazon has installed large metal cabinets, named
Amazon Lockers, in grocery, convenience stores, and
drugstores, that function like virtual doormen, accepting
packages for customers for later pickup is example of
customizing promotional strategies (F)
0 20) Loyal customers are less price-sensitive and pay
less attention to competitors’ advertising (T)
0 21) Loyal customers buy more products and constitute a
ready-made market for new models of existing products
as well as new ones, and also represent an opportunity for
cross-selling (T)
0 22) Technologies often enhance customer relationships
and retention by engaging consumers with brands (T)
0 23) The opportunities for technology-enabled added
value are virtually limited (F)

0 24) Loyalists feel neutral or merely satisfied with the

company and are likely to switch to another company
that offers them a lower price (F)

0 25) The Platinum Tier includes heavy users who are not
price-sensitive and are willing to try new offerings (T)
0 26) Positioning is the process of dividing a market into subsets
of consumers with common needs or characteristics (F)

0 27) Target developed a model that detects changes in

women’s buying pattern to identify their pregnancies early
on. This is called as predictive analysis (T)

0 28) Local customers, as opposed to visiting tourists, are

also a distinct segment. This is an example of demographic
segmentation (F)
0 29) All consumers are alike because they have same needs,
wants, and desires, and different backgrounds, education
levels, and experience (F)

0 30) Ethnicity is an important variable for distinguishing

between market segments, because it indicates an ability
or inability to pay for a product model or brand (F)

0 31) Marketers use segmentation research to identify the most

appropriate media in which to place advertisements (T)
0 32) Most marketers prefer to target consumer segments that
are relatively stable in terms of demographic and
psychological factors, identifiable, profitable, accessible &
viable (T)

0 33) To be a viable market, a segment must consist of enough

consumers to make targeting it accessible (F)

0 34) The dimensions of demographics include consumers’

buying patterns, opinions about consumption and/or
social issues, values, hobbies & leisure activities (F)
0 35) To be targeted, a segment must be identifiable, which
means that marketers must be able to communicate with its
consumers effectively and economically (F)

0 36) A segmentation strategy begins by dividing the market for

a product into groups that are relatively heterogeneous and
share characteristics that are different from those of other
groups (F)

0 37) Behavioral data of segmentation consists of consumer-

intrinsic (age& gender) & consumption-based factors (quantity
& frequency) (T)
0 38) Behavioral data are abstracts that “reside” in the
consumer’s mind, can be determined only through
psychological and attitudinal questioning (F)
0 39) Whereas demographics determine consumers’ needs
for products and the ability to buy them , psychographics
explain buyers’ purchase decisions and choices (T)
0 40) Being a student and having limited financial resources
are demographic factors, but how students spend their
resources is a function of their lifestyles, values, and
interests (T)
0 41) Psychographic segmentation divides consumers according
to age, gender, ethnicity, income and wealth, occupation &
marital status (F)

0 42) The demographic segmentation is more objective,

empirical & can be easily determined through observation
(T)

0 43) Social class is an important base for market segmentation

in the form of a weighted index of education, occupation, and
income (T)
0 44) Local customers, as opposed to visiting
tourists, are distinct segment. This is an example
of demographic segmentation (F)
0 45) Loyalists are more likely to buy a new
product when it is first introduced and before
many other consumers buy it (F)
0 46) In marketing, lifestyles are named
psychographics, which include consumers’
activities, interests, and opinions (T)
0 47) Colgate Total provides 12 hours of germ fighting, which other
toothpastes do not. This is an example of benefit segmentation
(T)
0 48) Usage occasion segmentation reflects the differences among
heavy, medium, and light users, and nonusers of a specific
product, service, or brand (F)
0 49) Usage rate segmentation also focuses on the factors that
directly affect the usage behavior (T)
0 50) Behavioral targeting can be implemented by tracking online
navigation, current geographic location, and purchase behavior
(T)
0 51) The Gold Tier consists of customers whose spending
volume and profitability do not merit special treatment
from the company (F)
0 52) The result of effective positioning is a unique perception
of the product in consumers’ minds relative to competing
offerings (T)
0 53) Most new products fail because consumers perceive them
as “me-too” offers that do not provide any advantages or
unique benefits over competitive products (T)
0 54) Anthropomorphism refers to attributing human
characteristics to something that is not human (T)
0 55) Consumers often view certain brands as
“exciting,” sophisticated,” or “warm.” This is an
example of brand personality (T)
0 56) Individuals strive both consciously and
subconsciously to enhance this tension through
selecting goals and subsequent behavior that they
anticipate will fulfill their needs and thus relieve them
of the tension they feel (F)
0 57) Personality characteristics guide the goals that
people set and the courses of action they take to attain
these goals (T)
0 58) Physiological needs only affect our buying
decisions. (F)
0 59) Most of an individual’s needs are dormant much
of the time (T)
0 60) The arousal of any need at a specific moment in
time may be caused by biological stimuli, emotional or
cognitive processes, or stimuli in the outside
environment (T)
0 61) Most of these physiological cues are involuntary,
but they arouse needs that cause uncomfortable
tensions until they are satisfied (T)
0 62) Many promotional messages are cues designed to
arouse consumer needs (T)
0 63) Usually, consumers set purchase-related goals
that satisfy more than one need (T)
0 64) For any given need, there is only one goal (F)
0 65) Human needs are never fully or permanently
satisfied (T)
0 66) The Personalities that individuals select depend on
those individuals’ personal experiences and knowledge,
physical capacity & prevailing cultural norms and
values (F)
0 67) Needs and goals are interdependent; neither exists
without the other (T)
0 68) Individuals who achieve their goals usually do not
set new and higher goals for themselves (F)
0 69) Frustration is the feeling that results from failure to
achieve a goal, and defense mechanisms are cognitive
and behavioral ways to handle frustration (T)
0 70) The identification of specific personality
characteristics associated with consumer behavior
has been highly effective in the development of
market segmentation and promotional strategies
(T)
0 71) The personality is generally enduring, so under
any circumstances, personalities may not change (F)
0 72) A person who is low dogmatic approaches the
unfamiliar defensively and with uncertainty and
discomfort (F)
0 73) Generally, consumers who are not dogmatic prefer
innovative products rather than traditional ones (T)
0 74) Other-directed consumers rely on their own inner
values or standards in evaluating new products and are
likely to be consumer innovators (F)
0 75) Inner-directed people prefer ads that stress product
features and personal benefits (T)
0 76) Consumers that have need for uniqueness prefer
creative products that counter conformity and are outside
group norms, and avoid the similarity reflected in buying
mainstream products (T)
0 77) Individuals with a high need for uniqueness adopt new
products and brands quicker than others (T)
0 78) Other-directed people prefer ads that stress product
features and personal benefits, but inner-directed people prefer
ads that feature social acceptance (F)
0 79) Highly dogmatic consumers tend to be more receptive to ads
that contain appeals from authoritative figures, such as
celebrities and expert (T)
0 80) Dogmatists are the first to try new products, product line
extensions, and services because they are open to new ideas and
practices (F)