MKT201

1
MKT201 Buyer Behavior

• Chapter 6
• Review Questions

2

• In a Freudian interpretation, what is the
  function of the ego?
• The ego mediates between the sometimes
  conflicting demands of the id and the superego.
• The ego is the part of a person that determines
  the degree of self-involvement and pride a person
  will have.
• The ego operates on the pleasure principles and
  is constantly seeking psychological dominance and
  enjoyment.
• The ego is one of several archetypes that
  represent the shared memories and motives of
  almost all humans.

3

• In the 1950s, a perspective called ________
  attempted to use Freudian ideas to understand the
  deeper meanings of products and advertisements.
• psychic research
• sexual symbology
• motivational research
• lifestyle research

4

• What theory of personality suggests that one
  person differs from another because of a number
  of different characteristics such as introversion
  or extroversion?
• Trait theory
• Collective unconscious theory
• Freudian theory
• Social conflict theories

5

• _________ refers to a pattern of consumption
  reflecting a person's choices of how he or she
  spends time and money.
• Lifestyle
• Motivation
• Pattern development
• AIO inventory development

6

• One important system of marketing psychographic
  measures is AIOs. What do AIOs measure?
• Agreeableness, Ideas, and Observations
• Activity, Ideas, and Operations
• Activity, Interests, and Opinions
• Age, Interests, and Otherness

7

• According to research done by the Research
  Institute on Social Change (RISC) in Paris, the
  terms stability, creativity, tradition, and
  change would rate high on the _________ axis of
  their research scale.
• stability
• social
• exploration
• individual

8

• Frank Simms has decided to use an "old wise man"
  to promote a new model of a notebook computer.
  Frank knows that many marketing messages use
  characters to convince people about the merits of
  products. He has decided to use the technique to
  his advantage. Upon which of the following
  psychologist's ideas has Frank based his
  advertising strategy?
• Karen Horney
• Sigmund Freud
• Carl Yung
• Leo Burnett

9

• Sharon could not understand why so many of her
  high-end, outdoor spa customers drove Volvos
  until her professor explained that consumers tend
  to buy related lifestyle products if the products
  both share the same symbolic meaning. The
  professor explained that this effect is called
  ________ among marketing professionals.
• product complementarity
• motivational compliance
• conscientious association
• segment ecologies

10

• Norma Shields is a researcher investigating
  lifestyles of the rich and famous. This week she
  is examining her target audience's views on food,
  the media, fashion, and recreation. Which of the
  AIO categories does Norma seem to be working on
  now?
• Activities
• Interests
• Opinions
• Demographics

11

• Silver grocery stores are utilized a technique
  called ________. Using the procedure, information
  about city neighborhoods can be overlaid with
  income and travel pattern data.
• nonmetric-multidimensional scaling
• psychometric altimeters
• bimodal scaling
• geodemography

12

• Essay Questions
• What is a lifestyle marketing perspective?
• A lifestyle marketing perspective recognizes that
  people sort themselves into groups on the basis
  of the things they like to do, how they like to
  spend their leisure time, and how they choose to
  spend their disposable income.

13

• Essay Questions
• Indicate what psychographics are and list the
  various forms that psychographic studies may
  take.
• Psychographics involves the "use of
  psychological, sociological, and anthropological
  factors . . . to determine how the market is
  segmented by the propensity of groups within the
  marketand their reasonsto make a particular
  decision about a product, person, ideology, or
  otherwise hold an attitude or use a medium."
• Psychographic studies can take several different
  forms
• A lifestyle profile looks for items that
  differentiate between users and nonusers of a
  product.
• A product-specific profile identifies a target
  group, and then profiles these consumers on
  product-relevant dimensions.
• A general lifestyle segmentation in which a large
  sample of respondents is placed into homogeneous
  groups based on similarities of their overall
  preferences.
• A product-specific segmentation in which
  questions used in a general approach are tailored
  to a product category.