chapter 5 principles

_______ refers to the practice of including ethnic themes within a company’s mainstream marketing.
Cross-cultural marketing
Which of the following is most likely a true statement about social class
Social classes show distinct product preferences in areas such as clothing.
Which of the following is a social factor that influences consumer buying behavior?
family
A shoe company’s ads feature the members of a popular country music band. Product sales increase significantly among the band’s fans. From the fans’ viewpoint, the band is a(n) ________.
reference group
________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.
Opinion leaders
Which of the following types of marketing involves creating opinion leaders to serve as brand ambassadors to spread the word about a company’s products?
buzz marketing
Opinion leaders are also known as ________.
leading adopters
When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________.
generating person-to-person brand conversations
Which term refers to the activities a person is expected to perform according to the people around him or her?
role
A(n) ________ reflects the general esteem given to the different roles of a person by society.
status
Which of the following is a personal factor that influences a consumer’s buying behavior?
life-cycle stage
A marketing firm has been assigned the task of watching trends in personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers’ ________.
economic situations
Which of the following is a psychographic characteristic of a consumer?
lifestyle
________ refers to the unique psychological characteristics that distinguish a person or group.
Personality
Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?
brand personality
A(n) ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.
motive
According to Sigmund Freud’s theory, a person’s buying decisions are ________.
affected by subconscious, hidden motivations
Which of the following needs in Maslow’s hierarchy is generally satisfied last?
self-actualization needs
According to Maslow’s hierarchy of needs, which of the following is most likely an esteem need?
status
According to Maslow’s hierarchy of needs, which of the following is true?
Lower-level needs are fulfilled before higher-level needs.
People tend to interpret new information in a way that will support what they already believe. This is called ________.
selective distortion
________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands.
Selective retention
A(n) ________ becomes a motive when it is directed toward a particular stimulus object.
Drive
________ are minor stimuli that influence where, when, and how a person responds to an idea.
Cues
A(n) ________ describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.
attitude
Which of the following is the first stage of the buyer decision process?
need recognition