Marketing Management, 14e (Kotler/Keller) Chapter 6 Analyzing Consumer Markets

7343 Words Apr 30th, 2013 30 Pages
Marketing Management, 14e (Kotler/Keller)
Chapter 6 Analyzing Consumer Markets

1) ________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
A) Target marketing
B) Mind mapping
C) Consumer activism
D) Consumer behavior
E) Product differentiation
Answer: D
Page Ref: 151
Objective: 1
Difficulty: Easy

2) Which of the following would be the best illustration of a subculture?
A) a religion
B) a group of close friends
C) your university
D) a fraternity or sorority
E) your occupation
Answer: A
Page Ref: 153
Objective: 1
AACSB: Multicultural diversity
Difficulty: Moderate

3) The relatively homogeneous and
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A) Image
B) Personality
C) Psychological transformation
D) Lifestyle
E) Acculturation
Answer: B
Page Ref: 156
Objective: 1
Difficulty: Easy

16) Brand personality analysts identified the popular music channel MTV as daring, spirited, and highly imaginative. As per Jennifer Aaker's research, which of the following brand personality traits best suits MTV?
A) excitement
B) sincerity
C) competence
D) ruggedness
E) sophistication
Answer: A
Page Ref: 157
Objective: 1
Difficulty: Easy

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17) The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor, tough cowboy type. This was done to establish what is called ________.
A) trademarking
B) a brand name
C) a brand personality
D) co-branding
E) a brand reference
Answer: C
Page Ref: 157
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate

18) Consumers often choose and use brands that have a brand personality consistent with how they see themselves, also known as the ________.
A) actual self-concept
B) ideal self-concept
C) others' self-concept
D) prohibitive self-concept
E) suggestive self-concept
Answer: A
Page Ref: 157
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate

19) Consumers often choose and use brands that have a brand personality

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