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17136C Understanging Buyers

17136C Understanging Buyers. Ch.10 Lifestyles, values and culture Section A:True or False. 1. Lifestyle is defined by the way we choose to allocate our time and resources. Answer: T page 278 2. The most common measuring instrument in lifestyle research is the AIO inventory.

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17136C Understanging Buyers

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  1. 17136C Understanging Buyers Ch.10 Lifestyles, values and culture Section A:True or False

  2. 1. Lifestyle is defined by the way we choose to allocate our time and resources. Answer: T page 278 2. The most common measuring instrument in lifestyle research is the AIO inventory. Answer: T page 278 3. ‘Values segments’ in Australia reveal the existence of 8 groups in Australia. Answer: F page 281 4. Marketers need to change their marketing mix, particularly promotions, to take account of the changing role of men in Australian society. Answer: T page 287 5. Culture is based on our basic system of political interests. Answer: F page 291

  3. 6. A society is a group of people who live and interact while sharing common goals. Answer: T page 291 7. Norms and values are the same thing. Answer: F page 291 8. Subcultures have their own set of values that are completely different from the wider community. Answer: F page 292 9. Social classes exist in older countries like Britain, but not in newer countries like Australia. Answer: F page 301 10. In most purchase decision situations, the criteria that consumers use to evaluate products will vary across social classes. Answer: T page 306

  4. 17136C Understanging Buyers Ch.10 Lifestyles, values and culture Section B: Multiple Choice

  5. Question 1 Lifestyle is: a) The way we live b) The way we choose to allocate our time and resources c) Measured based on activities, interests and opinions d) All of the above Answer: D page 278 Question 2 A complex system of knowledge, values, customs and beliefs that are shared by society is known as: a) Attitudes b) Psychographics c) Culture d) Values Answer: C page 278

  6. Question 3 Widely held beliefs about what is acceptable and/or desirable are known as: a) Attitudes b) Psychographics c) Culture d) Values Answer: D page 278 Question 4 Lifestyle factors fall into the ________________ segmentation variable. a) Psychographic b) Demographic c) Socio-cultural d) Benefits sought Answer: A page 278

  7. Question 5 The term ‘ageing population’ means that: a) People are living longer b) The population is getting more mature c) The proportion of older people in the population is getting larger each year d) Is nonsense as children are being born all the time. Answer: C page 279 Question 6 The Roy Morgan VALS model: a) Is a good looking woman b) Contains 8 major lifestyle segments c) Contains 10 major lifestyle segments d) Contains 10 major demographic segments Answer: C page 279

  8. Question 7 The Roy Morgan VALS model combines: a) Attitudes and demographics b) Attitudes and psychographics c) Demographics and benefits sought d) Demographics and family life cycle stage Answer: A page 279 Question 8 A person who is a young professional and is an ambitious, progressive thinker probably belongs in the _______________ segment. a) Visible achievement b) Look at me c) Socially aware d) Young optimism Answer: D page 281

  9. Question 9 A person who is career oriented and seeks quality and value for money probably belongs in the _______________ segment. a) Visible achievement b) Look at me c) Socially aware d) Young optimism Answer: A page 281 Question 10 A person who is mature and likes a safe, ordered society probably belongs in the _______________ segment. a) Traditional family life b) Real conservatism c) Socially aware d) A fairer deal Answer: B page 281

  10. Question 11 A person who is a semi-skilled worker with financial insecurity probably belongs in the _______________ segment. a) Traditional family life b) Real conservatism c) Socially aware d) A fairer deal Answer: D page 281 Question 12 A young person who is unsophisticated but very fashion conscious probably belongs in the _______________ segment. a) Visible achievement b) Look at me c) Something better d) Young optimism Answer: B page 281

  11. Question 13 A marketing manager for an Australian magazine publisher would most depend on ___________________ to understand various magazine markets. a) Market research b) Syndicated research c) Roy Morgan’s VALS segment model d) The VALS segment model developed by SRI Answer: C page 284 Question 14 Time poor consumers are probably a reason that: a) Real estate agents often close on Mondays b) Some banks open until 5.00 pm on Fridays c) Some supermarkets now stay open 24 hours d) There has been a massive growth in lifestyle programmes Answer: C page 285

  12. Question 15 The changing role of men in society has led to a market opportunity for: a) Male oriented skin care products b) Hardware stores advertising to women c) Increased numbers of uni-sex clothes stores d) A decrease in readership of motoring magazines Answer: A page 287 Question 16 In advertising, a ‘Cinderella’ script is most appropriate for: a) Young girls b) Baby boomers c) The teen market d) The over-55s Answer: B page 289

  13. Question 17 Advertisements that show quick and easy solutions are most appropriate for: a) Adventurous over-55s b) Baby boomers c) Family minded 30-39 year olds d) All of the above Answer: D page 290 Question 18 The boundaries that culture sets on behaviour are called: a) Roles b) Specifications c) Values d) Norms Answer: D page 291

  14. Question 19 __________________ are widely held beliefs that affirm what is desirable. a) Roles b) Cultural values c) Norms d) Sanctions Answer: B page 291 Question 20 The best media vehicle for a marketer wanting to particularly target the Vietnamese community would be: a) SBS radio b) SBS TV c) Pay TV d) Free to air TV Answer: A page 292

  15. Question 21 A marketer for a new alcoholic mixer drink aimed at the late teenage and early 20s age segments might use: a) Free to air TV b) Dance party promotions c) Magazines d) Sale promotions at fashion stores Answer: B page 297 Question 22 In Australia, social class is based on: a) Demographic characteristics b) Income c) Psycho-social characteristics d) Family history Answer: C page 300

  16. Question 23 When considering social class and consumer behaviour, marketers need to understand that: a) Consumer behaviour is unique to each social class b) Consumer behaviour is often shared between different social classes c) Social class has little impact on consumer behaviour d) Each social class reacts very differently to messages directed at them Answer: B page 301 Question 24 Social class is measured by: a) Subjective measurement b) Reputational measurement c) Objective measurement d) All of the above Answer: D page 303

  17. Question 25 Using subjective measurement to identify an individual’s social class, a) Individuals are asked which social class they think they belong to b) Other people in the community are asked which social class they think the individual belongs to c) An individual’s social class is determined by income, occupation and education d) An individual’s social class id determined by geodemographic data Answer: A page 304

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