Susan McManus
Marketing Exam
Target Markets & Consumer Behavior
Please circle the best response: (4 pts each)
1. Markets comprised of individuals with diverse product needs are called ________ markets.
a. Homogeneous
b. Differentiated
c. Segmented
d. Heterogeneous
2. The number of potential customers within a unit of land area is referred to as the
a. Market segment
b. Target market
c. Market density
d. Market total
3. The sales forecasting method that relies specifically on historical sales data is
a. Expert surveys
b. Market tests
c. Time series analysis
d. Executive judgment
4. By conducting a customer survey, the forecaster gains information about consumers’
a. Actual purchases
b. Intended purchases
c. Past purchases
d. Buying power
5. If a marketer for Pepsi measured purchases and consumer responses to price, promotion, and
distribution of its new product, Strawberry Pepsi, it would be using which of the following sales
forecasting techniques?
a. Time series analysis
b. Regression analysis
c. Surveys
d. Market tests
6. Which type of problem solving is used when a product is purchased quickly, with little or no mental
effort?
a. Routinized response behavior
b. Limited problem solving
c. Extended problem solving
d. Intensive decision making
7. Peter is going to buy soap. In making his decision, he will most likely use
a. Extended problem solving
b. Routinized response behavior
c. Comprehensive problem solving
d. Intensive decision making
8. The Smith’s are on a family road trip and get a flat tire. Using the spare, they drive to the nearest gas
station to buy a new tire. Here, the buying process was affected by
a. A situational factor
b. Cognitive dissonance
c. Framing
d. Internal search
9.
Attitudes
a. Have little influence on consumer behavior
b. Are learned and therefore cannot be changed
c. Are acquired through experience and interaction with others
d. Of consumers towards a particular firm have no influence on the firm’s marketing strategy
10. Culture is defined as
a. A set of actions that an individual is expected to perform
b. A group of people with similar social ranking
c. A society’s accumulation of values, knowledge, beliefs, customs and concepts
d. The characteristics of various social classes
Word Box –Please choose the word or phrase that best fits each statement: (3 pts each)
Maslow’s hierarchy of needs
Trend Analysis
Perception
Extended problem solving
Homogeneous
Market Segment
Motive
Personality
11. _________________ is best defined as internal traits and distinct behavioral tendencies that result in
consistent patterns of behavior. (personality)
12. The five levels of needs that humans seek to satisfy, from most to least important, are known as
___________________. (Maslow’s hierarchy of needs)
13. The process by which an individual selects, organizes and interprets information to produce meaning
is known as ________ _____. (perception)
14. A _________________ focuses on aggregate sales data, such as a company’s annual sales figures,
over a period of many years to determine whether annual sales are generally rising, falling or
remaining the same. (trend analysis)
15. A __________________ market exists when a large proportion of customers have similar needs for a
product. (homogeneous)
16. The process in which a buyer spends substantial time and effort seeking out alternative products and
evaluating them to determine which one will be most satisfying is known as ___________________.
(extended problem solving).
17. A ________________ is an internal energizing force which directs a person’s behavior toward
satisfying needs or achieving goals. (motive)
18. A ________________ consists of individuals, groups or organizations that share one or more similar
characteristics, which give them relatively similar product needs. (market segment)
Matching-Match the example with the corresponding answer: (4 pts each)
_____19. Extended (B)
_____20. Selective exposure (C)
_____ 21. Surveying (A)
_____ 22. Psychographics (E)
_____23. Problem Recognition (D)
A. Samantha is an employee of Dell. To create a
company sales forecast, she questioned customers
and sales personnel. Which sales forecasting
technique was she using?
B. Last week Michael went to Best Buy to purchase a
new big screen television. His experience mostly
likely consisted of what type of problem solving?
C. At 11a.m. Applebee’s beings airing radio ads about
their lunch specials. Applebee’s is capitalizing on this
aspect of perception.
D. Before hosting a dinner part, Sarah notices she does
not have enough dishes. At which stage of consumer
buying decision is Sarah?
E. Despite a similarity in size, Hawaiian Tropic focuses
more of its marketing efforts on Miami rather than
Portland. In this case Hawaiian Tropic is responding to
differences in what?
Extended Response Questions: Answer the following questions in paragraph form. (8 pts each)
24. Discuss the 5 elements of Maslow’s hierarchy of needs. In addition, use the pyramid below and
place each element in the appropriate level.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Suggested Response:
Maslow’s hierarchy of needs is based on his theory of human motivation. Maslow believed that basic human
needs needed to be fulfilled before a person could reach a point of unselfishness and personal growth. He
categorized these needs into five levels-physiological, safety, social, esteem and self actualization. He
claimed that lower level needs such as physiological needs, must be met first in order to achieve self
actualization.
25. Identify and discuss the four methods of segmenting a market.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Suggested Response:
Market segmentation consists of classifying people who form a market into smaller groups. There are
four methods used for segmenting a market. First are demographics, which refer to statistics that
describe a population in terms of personal characteristics such as age, race, and gender. Second are
geographics, which segment the market based on where people live. The third method is using
psychographics, which involves grouping people with similar lifestyles, values and opinions together.
Finally, the fourth method is using behavior. With this method researchers look at buyer behavior
and look for similar buying patterns and benefits desired by consumers in order to group them
together.
Excellent
Number of
Questions
& Appropriate
Question Types
20 pts.
Good
Fair
Poor
20
25 or more
questions using
the appropriate
question types
(20)
22-24
questions using
the appropriate
question types
19-21
questions using
mostly the
appropriate
question types
(19-17)
(16-13)
19-0
questions, not
all question
types correct or
used
(12-0)
18
Thoughtful, well
developed
questions that
promote higher
level thinking
All questions
are thoughtful,
well-developed
and promote
higher level
thinking
Most questions
are thoughtful,
well-developed,
and promote
higher level
thinking
(19-17)
20 pts.
Some
questions are
thoughtful, welldeveloped, or
promote higher
level thinking
(16-13)
(20)
No questions
are thoughtful,
well-developed,
or promote
higher level
thinking
(12-0)
17
Created in
Word using
features
discussed in
class
20 pts.
Marketing
Content,
Spelling and
Grammar
Clearly displays
knowledge of
Word Features
discussed in
class
Displays
knowledge of
Word Features
discussed in
class
Barely displays
knowledge of
Word Features
discussed in
class
Does not use
features
discussed in
class
(20)
(19-17)
(16-13)
(0)
20
Content is
accurate/No
Spelling or
Grammar
Content is
accurate/Less
than two
spelling or
Content is
accurate/More
than two
spelling or
Inaccurate
Content and
more than two
spelling or
Errors
20 pts.
grammar errors
grammar errors
(19-17)
(16-13)
grammar errors
(12-0)
(20)
19
Visual
Appearance
Extremely
attractive and
organized
Attractive and
organized
Organized and
unattractive
Unattractive
and
unorganized
(16-13)
20 pts.
(20)
(19-17)
(12-0)
94/100