TUTORIAL 5 UNDERSTANDING CONSUMER BEHAVIOR

Which of the following is a social factor that influences consumer buying behavior?

• family

• life-cycle stage

• economic situation

• personality

• occupation

________ involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products.

• Social marketing

• Traditional marketing

• Buzz marketing

• Direct marketing

• Values marketing

A marketing firm has been assigned the task of watching trends in spending, personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ________.

• social network usage rates

• economic situations

• occupational needs

• purchasing perceptions

• brand affiliations

________ refers to the unique psychological characteristics that distinguish a person or group.

• Personality

• Lifestyle

• Status

• Attitude

• Role

X decides to purchase a BMW to impress others with her success. This illustrates the importance of understanding the role of ________ in the marketing process.

• motive

• attitude

• learning

• perception

• personality

Marketing stimuli consist of the four Ps. Which is NOT one of these Ps?

• product

• politics

• price

• promotion

• place

What is one way that social class is NOT measured?

• occupation

• education

• income

• number of children in the family

• house type

A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a ________.

• membership group

• reference group

• brand personality

• subculture

• lifestyle

Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about their brands to become ________ who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards.

• early adopters

• brand ambassadors

• direct marketers

• direct sellers

• aspirational consumers

Family is one of the ________ factors that influence consumer behavior.

• cultural

• social

• personal

• psychological

• business