Consumer Behavior, 9e (Solomon)
Chapter 1 Consumers Rule

1) A marketer who segments a population by age and gender is using ________ to categorize consumers.
A) demographics
B) psychographics
C) roles
D) lifestyle
Answer: A
Diff: 1 Page Ref: 6
Skill: Concept
Objective: 1-3

2) A consumer researcher who examines consumers' lifestyles and personalities is studying ________.
A) demographics
B) psychographics
C) social class
D) roles
Answer: B
Diff: 1 Page Ref: 6
Skill: Concept
Objective: 1-3

3) The growth of consumption communities, which give members a forum for sharing opinions and recommendations about specific products, has been most affected by which of the following?
A) more frequent use of market segmentation strategies
B) the growth of the Web
C) decreasing brand loyalty in tough economic times
D) the increasing diversity of the American population
Answer: B
Diff: 2 Page Ref: 6
Skill: Concept
Objective: 1-4
AACSB: Use of IT

4) A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.
A) market filtering strategies
B) market segmentation strategies
C) the 80/20 strategy
D) economies of information
Answer: B
Diff: 1 Page Ref: 6
Skill: Concept
Objective: 1-3

5) The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas , or experiences to satisfy needs and desires is called ________.
A) lifestyle marketing
B) role marketing
C) consumer behavior
D) marketing research
Answer: C
Diff: 1 Page Ref: 7
Skill: Concept
Objective: 1-1

6) A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.
A) marketer
B) consumer
C) influencer
D) behavior researcher
Answer: B
Diff: 1 Page Ref: 8
Skill: