tComplete Test Bank Consumer Behavior 12th Edition Schiffman Questions & Answers with rationales (Chapter 1-16)

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ConsumergBehavior,g12eg(Schiffman/Wisenblit)
Chapterg2g g MarketgSegmentationgandgReal-TimegBidding

1) Thegprocessgofgdividinggagmarketgintogdistinctgsubsetsgofgconsumersgwithgcommongneedsg
orgcharacteristicsgisgknowngasg .
A) targetgmarketing
B) marketgsegmentation
C) consumergbehavior
D) thegmarketinggconcept
E) marketgevaluation
gAnswer:g B
Diff:g1
Skill:g Concept
LO:g 2.1:gTogunderstandghowgtogsegmentgmarketsgalonggdemographics,glifestyles,gproductg
benefitsgandgusage,gandgmediagexposure.
AACSB:g Reflectivegthinking

2) QantasgAirlinesgtargetsgfourgdistinctgsegments:gcoachgpassengers,gpremiumgeconomy,gbusines
sgandgfirstgclass,gandgusesg
togclearlygdifferentiategbetweengthegoptionsgtargetedgatgeachgsegment.
A) positioning
B) behavioralgtargeting
C) geographicgsegmentation
D) reversegtargeting
E) countersegmentation
gAnswer:g A
Diff:g2
Skill:g Application
LO:g 2.1:gTogunderstandghowgtogsegmentgmarketsgalonggdemographics,glifestyles,gproductg
benefitsgandgusage,gandgmediagexposure.
AACSB:g Applicationgofgknowledge

3) Theg
ofgagproductgorgservicegisgthegprocessgbygwhichgagcompanygcreatesgagdistinctgimagegandgid
entitygforgitsgproducts,gservices,gandgbrandsgingconsumers'gminds.
A) segmentation
B) target
C) positioning
D) psychographicginventory
E) concentratedgmarketinggstrategy
gAnswer:g C
Diff:g1
Skill:g Concept
LO:g 2.1:gTogunderstandghowgtogsegmentgmarketsgalonggdemographics,glifestyles,gproductg
benefitsgandgusage,gandgmediagexposure.
AACSB:g Reflectivegthinking

1
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4) WhichgofgthegfollowinggisgNOTgonegofgthegcharacteristicsgofgangeffectivegtarget?
A) identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruentgwithgthegmarketer'sgobjectivesgandgresource
sgAnswer:g D
Diff:g1
Skill:g Concept
LO:g 2.2:gTogunderstandghowgtogidentify,gselect,gandgreachgtargetgmarkets.gAACS
B:g Reflectivegthinking

5) AgfinancialgfirmgadvertisinggingthegWallgStreetgJournalgshouldgusegwhichgdatabasegtogdetermin
egwhichggeographicgareasgofgthegcountrygincludegsubstantialgnumbersgofgtheirgBusinessgClassgse
gment?
A) NielsengMyBestSegments
B) VALS
C) PRIZM
D) NielsengNetRatings
E) MagazinegReadersgIndexg(MRI)
gAnswer:g C
Diff:g3
Skill:g Application
LO:g 2.2:gTogunderstandghowgtogidentify,gselect,gandgreachgtargetgmarkets.gAACS
B:g Applicationgofgknowledge

6) Consumers'gcharacteristicsgcangbegclassifiedgasgeithergbehavioralgorgcognitive.gIngthisgcontex
t,gbehavioralgdatagcangbegdeterminedgfromgdirectgquestioninggandgcategorizedgbygagsinglegobject
ivegmeasure.gExamplesgofgbehavioralgdatagincludeg .
A) demographics,ggender,gandgbenefitsgwanted
B) usagegrate,glevelgofginvolvement,gandgpsychographics
C) personalitygtraits,glifestyles,gandgfamilyglifegcycle
D) education,gquantitygofgproductgpurchased,gandggender
E) levelgofginvolvement,gawarenessgofgproductgalternatives,gandgbenefitsgwante
dgAnswer:g D
Diff:g3
Skill:g Concept
LO:g 2.1:gTogunderstandghowgtogsegmentgmarketsgalonggdemographics,glifestyles,gproductg
benefitsgandgusage,gandgmediagexposure.
AACSB:g Analyticalgthinking




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7) Consumers'gcharacteristicsgcangbegclassedgasgeithergbehavioralgorgcognitive.gIngthisgcontext,g
cognitivegfactorsgaregabstract,gcangbegdeterminedgonlygthroughgmoregcomplexgpsychologicalgan
dgattitudinalgquestioning,gandggenerallyghavegnogsingle,guniversalgdefinitions.gExamplesgofgcog
nitivegfactorsgincludeg .
A) demographics,ggender,gandgbenefitsgwanted
B) usagegrate,glevelgofginvolvement,gandgeducation
C) personalitygtraits,glifestyles,gandggender
D) education,gusagegsituation,gandgsocialgclass
E) culturalgvalues,gpersonalitygtraits,gandgbenefitsgsough
tgAnswer:g E
Diff:g3
Skill:g Concept
LO:g 2.1:gTogunderstandghowgtogsegmentgmarketsgalonggdemographics,glifestyles,gproductg
benefitsgandgusage,gandgmediagexposure.
AACSB:g Analyticalgthinking

8) Consumers'gcharacteristicsgcangbegclassedgasgeithergconsumer-intrinsicgorgconsumption-
gspecific.gIngthisgcontext,gconsumer-
intrinsicgfeaturesgstemgfromgthegconsumer'sgphysical,gsocial,gandgpsychologicalgcharacteristics.
gExamplesgofgconsumer-intrinsicgfeaturesgincludeg .
A) demographics,ggender,gandgbenefitsgsought
B) usagegrate,glevelgofginvolvement,gandgpsychographics
C) personalitygtraits,gculturalgvalues,gandgincome
D) education,gconsumption-specificgattitudes,gandgsocialgclass
E) attitudesgregardinggshopping,gawarenessgofgproductgalternatives,gandgbenefitsgwante
dgAnswer:g C
Diff:g3
Skill:g Concept
LO:g 2.1:gTogunderstandghowgtogsegmentgmarketsgalonggdemographics,glifestyles,gproductg
benefitsgandgusage,gandgmediagexposure.
AACSB:g Analyticalgthinking

9) Consumers'gcharacteristicsgcangbegclassedgasgeithergconsumer-intrinsicgorgconsumption-
gspecific.gIngthisgcontext,gconsumption-
specificgfeaturesgaregattitudesgandgpreferencesgtowardgspecificgproductsgorgbuyinggsituation
s.gExamplesgofgconsumption-specificgfeaturesginclude
.
A) demographics,ggender,gandgbenefitsgsought
B) attitudesgtowardgshopping,gbenefitsgsoughtgingproducts,gandgfrequencygofgleisuregactivities
C) personalitygtraits,glifestyles,gandgincome
D) education,gusagegsituation,gandggender
E) personalitygtraits,gawarenessgofgproductgalternatives,gandgattitudesgtowardgpoliticalgissue
sgAnswer:g B
Diff:g3
Skill:g Concept
LO:g 2.1:gTogunderstandghowgtogsegmentgmarketsgalonggdemographics,glifestyles,gproductg
benefitsgandgusage,gandgmediagexposure.
3
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