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Personal space refers to the nearness that others can come to you in various situations without your feeling uncomfortable. The technology segment labeled Wizards consists of consumers driven by desire for new technology as a means for improving all aspects […]

Perceived risk is considered a consumer characteristic as well as a product characteristic. Psychographics is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers. Answer: FALSE Atmospherics is the process managers use […]

Failure on a given product or service characteristic often has a stronger effect on consumers than success on that same characteristic. This is known as ______. A. technology bias B. service design flaw C. customer failure D. negativity bias E. […]

Tracking consumers’ online activity and sending them specific banner ads based on that activity is known as behavioral targeting. The five primary sources of information available to consumers are memory, personal sources, independent sources, marketing sources, and experiential sources. Answer: […]

The types of individuals who work in the organization represent the organization’s _____. A. size B. composition C. macrosegment D. reference group E. demographic group A shift from a focus on sensual gratification to abstinence in America would most likely […]

Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just couldn’t see the reason to purchase a new color television if his old one was working just fine. […]

When orange juice attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation? A. communication B. usage C. purchase D. disposition E. all […]

Samantha and Greg have owned an MG for several years and enjoy taking road trips through the Rockies with other MG owners every year. Which characteristic of brand communities does this illustrate? A. rituals and traditions B. similarity C. brand […]

Lori purchased new tires for her car, and she can bring it back every 5,000 miles to have the tires rotated free of charge. However, Lori doesn’t do it because that would require that she take her car to the […]

Marketing strategy is formulated in terms of the marketing mix; that is, it involves determining the product, features, price, communications, distribution, and services that will provide customers with superior value. This entire set of characteristics is often referred to as […]

Which condition is appropriate to attempt to influence generic problem recognition? A. It is early in the product life cycle. B. The firm has a high percentage of the market. C. External search after problem recognition is apt to be […]

The changing and expanding roles of women throughout much of the world is creating new opportunities as well as challenges for marketers. The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion: direct route and indirect route. Answer: […]

Why is China very attractive to marketers around the world? A. because it represents a collective approach to marketing in contrast to the traditional individualist approach used in the United States and other western cultures B. Chinese consumers are very […]

The regulation of marketing activities aimed at children focuses primarily on product safety, advertising and promotions, and child pornography. The fact that consumers need to attribute cause underlies an area of research known as cognitive theory. Answer: FALSE The tendency […]

With respect to advertising, _____ can involve themes designed to encourage current owners to talk about the brand or prospective owners to ask current owners for their impressions. A. simulating B. stimulating C. parroting D. modeling E. slice of life […]

In general, multiple memory nodes are activated simultaneously. To better understand a consumer’s behavior, we must know about the consumer, about the primary stimulus object, and about the situation. Answer: TRUE Consumers respond to marketing influences and the situation simultaneously. […]

What are two important long-term memory structures? A. primary and secondary B. schema and scripts C. semantic and conceptual D. conceptual and imagery E. iconic and vicarious For years, L’Oreal hair color would say in their ad that L’Oreal is […]

Which generation was the first to gain a very broad view of a family, which may include parents, siblings, stepparents, half-siblings, close friends, live-in lovers, and others? A. Depression generation B. baby boom generation C. Generation X D. Generation Y […]

Given the following information, which of the following compact disc players would be chosen using the elimination-by-aspects decision rule? A. Sony B. Sanyo C. Pioneer D. Sony and Pioneer would be considered further. E. none of the above Which of […]

Which of the following can influence an organization’s decision to buy or not buy a given product, or to buy or not buy from a given supplier? A. trade associations B. financial analysts C. dealer organizations D. business press E. […]

If the target market engages in limited decision making and the brand is not part of their evoked set, the objective will be to _____. A. disrupt the existing decision patterns B. capture as large a share of the purchases […]

_____ describes a population in terms of its size, structure, and distribution. A. Economics B. Demographics C. Psychographics D. Geographics E. Lifestyles The vertical axis in the HLC/occupational category matrix represents _____, which determines the problems the household will likely […]

Which category of Web 2.0 participants are bloggers and post ratings and reviews, and tend to be in their late teens to mid-twenties? A. Creators B. Critics C. Joiners D. Spectators E. Jumpers Estimates of the number of TV ads […]

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus. A. subversive B. sublingual C. lateralized D. subliminal E. unfocused Eric […]

Which of the following statements is FALSE regarding the religious/secular value in American society? A. A religious group does not control the educational system, government, or political process. B. Most people’s daily behaviors are not guided by strict religious guidelines. […]

Explicit memory is characterized by the conscious recollection of an exposure event. Consumers’ efforts to reduce their reliance on consumption and material possessions have been termed dematerialization. Answer: FALSE Voluntary simplicity is the term used to describe consumers’ efforts to […]

Which of the following statements is FALSE regarding appropriate alternatives? A. An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem. B. The brand found completely unworthy of further consideration is […]

Tylenol, which is an analgesic known as acetaminophen, warns in some of its advertising that consumers should read labels carefully because several other types of medications include acetaminophen (e.g., Tylenol Sinus) and consumers could overdose on this medicine and potentially […]

It is predicted that the total web-influenced in-store sales will be _____ in 2015. A. $217 million B. $38 billion C. $1.2 billion D. $232 billion E. $1,543 billion Kimberly loves the ham and turkey from the Heavenly Ham store. […]

The degree to which an individual behaves in a manner unique to a subculture depends on _____. A. the extent to which the individual identifies with that subculture B. how long the individual has been in this country C. the […]

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts? A. imagery B. concepts C. episodes D. semantics E. schema Which subculture is the most diverse group, with numerous nationalities, […]

Disposition of the product or the product’s container may occur before, during, or after product use. The logic underlying the multiattribute attitude model is that all the components of an attitude are generally inconsistent. Answer: FALSE In the simplest version […]

Consumers who do not place heavy weight on the opinions and feelings of others are called _____. A. independents B. interdependents C. high self-monitors D. low self-monitors E. conspicuous consumers For which stage of the product life cycle is the […]

Which of the following is NOT considered one of the firm’s outcomes of the marketing strategy and consumer behavior process? A. product position B. customer satisfaction C. service D. sales and profits E. all of the above are considered outcomes […]

Mobile marketing efforts can be viewed in much the same way as those on the Internet; that is, driving information to consumers (pull strategy) and driving consumers to information (push strategy). The Bureau of the Census defines Hispanic as a […]

The technology segment of consumers labeled Apprentices are disconnected from emerging technology and resistant to change. Banner ads are one way to drive a firm’s information to consumers. Answer: TRUE A banner ad is embedded into a Web page and […]

The term used to reflect the fact that most products in developed economies satisfy more than one need is customer value. Europe has the highest number of Internet users. Answer: FALSE Asia has the highest number of Internet users. Observable […]

Which segment of Experian online shoppers is driven by the desire for new technology as a means for improving all aspects of life? A. Minimalists B. Wizards C. Journeymen D. Apprentices E. Novices Mitch likes Toyota automobiles because he thinks […]

Which of the following is a strategy for altering the cognitive component of a consumer’s attitude? A. change beliefs B. shift importance C. add beliefs D. change ideal E. all of the above _____ consists of trustworthiness and expertise. A. […]

Stage 2 of Piaget’s stages of cognitive development is the period in which the child develops the ability to apply logical thoughts to concrete problems. Shoppers who only care about mall essentials are known as destination shoppers. Answer: FALSE Shoppers […]

Chaz was asked by a market researcher which criteria he uses when purchasing beer. He told the researcher that taste and price are important to him. Which method did the researcher use to obtain this information from Chaz? A. direct […]

Which of the following statements is FALSE regarding problem recognition? A. Problem recognition is the first stage in the consumer decision process. B. Only when the desired state is greater than the actual state will a problem exist. C. Problem […]

Payments, warranties, delivery dates, and so forth represent _____. A. purchase specifications B. product specifications C. terms and conditions D. postpurchase evaluation E. relationship marketing Which criterion is used to classify groups? A. membership B. strength of social tie C. […]

Blake doesn’t much care about cars but is engaging in a substantial amount of information search about cars since he is about to buy a new car. In terms of involvement, Blake is _____. A. high in product involvement; low […]

Two distinct categories of nominal decision making are brand loyal decisions and repeat purchase decisions. Affective choices tend to be holistic in nature. Answer: TRUE The brand is evaluated on the way it will make the user feel as it […]

John is an older, retired Japanese American. He has a strong identification with his Japanese culture, still speaks primarily Japanese and is not concerned about status. Which segment of the Asian American market identified by Market Segment Research best describes […]

Consumers 55 years of age and over constitute the _____ market. A. baby boom B. mature C. generational D. gerontological E. aging Kevin buys the same brand of clothing all the time. He continues to buy it because it fits […]

Which of the following statements is FALSE regarding African American Internet usage? A. African Americans utilize mobile devices to access social media more than whites. B. African Americans are more likely to access the Web for news and information, such […]

The upper-middle class achieve their social position primarily _____. A. through their unusually high incomes B. by their occupation and career orientation C. through inherited position D. through their children’s accomplishments E. none of the above Kodak markets digital cameras […]

_____ represent about 10 percent of the adult online community, but their influence is extensive as they communicate, news, information, and experiences to a vast array of people both online and offline. A. Market mavens B. Internet mavens C. E-fluentials […]

Marketing skills include a firm’s financial expertise, general managerial skills, production capabilities, research and development capabilities, technological sophistication, and reputation. Evaluative criteria can differ in type, number, and importance. Answer: TRUE For fairly simple products consumers use relatively few evaluative […]

The various dimensions, features, or benefits consumers look for in response to a specific problem are called _____. A. alternatives B. choices C. heuristics D. evaluative criteria E. motives Which of the following statements is FALSE regarding consumer decisions and […]

If a customer is dissatisfied with a company’s product, the company would prefer that he or she complains to the company. Problem recognition is the first stage of the consumer decision process. Answer: TRUE Consumer decisions are frequently the result […]

Consumers in which technology segment are young and established, knowledgeable and confident in their use of new technology, and just a notch down from Wizards in their enthusiasm for technology? A. Seekers B. Techno-Strivers C. Journeymen D. Apprentices E. Media […]

Asian Americans are the highest educated and highest income group with substantial purchasing power. Research indicates that disclaimers such as “Part of a nutritious breakfast” or “Each sold separately” are fully understood even by children as young as 3 years […]

Current estimates vary, but common benchmarks put the size of the gay market at 10 to 15 percent of the adult U.S. population. Asian Americans are predicted to be the fastest growing ethnic subculture in the United States between 2010 […]

Which of the following is NOT an individual characteristic influencing consumer behavior? A. culture B. attitudes C. task definition D. social class E. motivation Bob and his friends go out every weekend and drink until they get drunk. Then they […]

Churn is a term used to refer to turnover in a firm’s customer base. The level of one’s desire to resolve a particular problem depends on two factors: the actual state and the desired state. Answer: FALSE The level of […]

Kasi is seeking the advice of her parents in her decision on which college to attend. Which source of information is Kasi using? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources Advertising is frequently […]

J&J Produce is a distributor of fresh produce. They conducted a thorough analysis of its market and identified groups of consumers that had similar product-related needs. One particular market identified wanted fresh and unique produce, such as Swiss chard, radicchio, […]

Campbell’s soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was “Soup is good food,” and another was “Never underestimate the power of soup.” Which type of problem recognition was Campbell’s […]

Value-expressive appeals involve informing the consumers of one or more functional benefits that are important to the target market. Marketing across cultural boundaries is a difficult and challenging task. Answer: TRUE The success of global marketers depends on how well […]

Attribute-based choice requires _____. A. the knowledge of specific attributes at the time the choice is made. B. attribute-by-attribute comparisons across brands. C. summary impressions. D. a and b E. all of the above Which of the following is FALSE […]

Which of the following is a situation in which consumer behavior occurs? A. communications situation B. purchase situation C. usage situation D. disposition situation E. all of the above Roger owns 200 shares of stock in Home Depot. Which type […]

Which type of organizational purchase situation is characterized by high purchase importance and complexity, a large and evolving decision-making unit that includes the top of the organization, a long time to decision, extensive information search and analysis techniques, and a […]

Which part of the FTC Privacy Protection Framework relates to data security, reasonable collection units, sound retention practices, and data accuracy? A. simplified choice B. greater transparency C. privacy by design D. Internet Privacy Act E. none of the above […]

Green marketing, like food supplement marketing, is unregulated and marketers can make unsubstantiated claims without penalty. The color blue connotes femininity in Holland but masculinity in Sweden and the United States. Answer: TRUE Symbols have varying meanings across cultures. Though […]

For many products and services, there are wide variations in profitability across customers. Geographic concentration of the Asian American market enhances marketing efficiency. Answer: TRUE Sixty-five percent of both the Asian American population and spending power resides in just 6 […]

George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and […]

Sinclair is from accounting and is a member of a committee to purchase a new mainframe computer system for his company. Sinclair is a member of the _____. A. strategic business unit (SBU) B. decision center (DC) C. decision-making unit […]

The fact that consumers have limited capacity for processing information is referred to as _____. A. bounded rationality B. instrumental capacity C. cognitive capacity D. cognitive dissonance E. all of the above The multiattribute model is which type of decision […]

Which situational characteristic deals with the effect of time on consumer behavior? A. physical surroundings B. social surroundings C. temporal perspective D. task definition E. antecedent states Advertising run by a firm to cause consumers to unlearn inaccurate information they […]

The most complex form of cognitive learning is _____. A. operant learning B. vicarious learning C. iconic rote learning D. analytical reasoning E. modeling This segment of mature consumers has accepted their old-age status and has adjusted their lifestyles to […]

Which of the following also includes a situation-specific component? A. personality B. self-concept C. involvement D. demographics E. brand image Different functional areas of an organization often do all of the following EXCEPT _____. A. play different roles in the […]

Individual characteristics affecting interpretation include traits, learning and knowledge, and expectations. Terminal materialism is the acquisition of things to enable one to do something. Answer: FALSE Terminal materialism is the acquisition of items for the sake of owning the item […]

As part of developing your company’s marketing strategy, you are tasked with analyzing the new-product capabilities, channel strength, advertising abilities, service capabilities, marketing research abilities, and market and consumer knowledge. Which aspect of your company’s capabilities are you assessing? A. […]

Unplanned purchases can be further subdivided into substitute and impulse purchases. Repeat purchasers continue to buy the same brand because of their emotional attachment to it. Answer: FALSE They may do so out of habit, or because they don’t see […]

Maria was raised as a Catholic, but she has not been attending church regularly since she moved out of her parents’ home into her own apartment. However, when she does attend mass, she remembers the sequence of events and what […]

Nonconventional marketing activities that use a limited budget and can increase buzz are known as: A. gorilla tactics B. guerilla marketing C. undercover marketing D. online guides E. e-gossip A completely nominal decision does not even include consideration of _____. […]

Which dimension of self-concept refers to the individual’s perception of who I would like to be? A. actual self-concept B. ideal self-concept C. private self-concept D. social self-concept E. future self-concept Ads that encourage consumers to remember past personal experiences […]

Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources Which of the following is NOT a country from which […]

The newest generation born after 1994 is known as the Millennials. Physical conditions of store atmosphere include layout, equipment, colors, furnishings, and space. Answer: TRUE A store’s atmosphere affects the shopper’s mood/emotions and willingness to visit and linger. Buyers with […]

Positive experiences are more powerful motivators of WOM than are negative experiences. Sometimes consumers purchase products and do not use them. Answer: TRUE Nonuse can occur because the situation or the purchaser changes between the purchase and the potential usage […]

Consumers conducting a generic search in an Internet search engine use which type of terms? A. retailer-related terms B. brand-related terms C. general product-related terms D. brand-plus product-related terms E. price-related terms Sarah is a retired grandmother of two who […]

The teen Internet maven’s primary role is as _____. A. initiator B. information gatherer C. decision maker D. purchaser E. user What are the two types of materialism? A. primary and secondary B. internal and external C. instrumental and terminal […]

Rebecca is a single woman in her 40s. She sold her Honda Civic and bought an Acura CSX, which is considerably more expensive. She was going to her brother’s house with her mother, and she asked her mother to drive […]

What is the basis for virtually all societies? A. family unit B. government C. schools D. religion E. workplace Which of the following statements is FALSE regarding ritual situations? A. Rituals are receiving increasing attention by marketing scholars and practitioners. […]

Which of the following is NOT a key situational dimension or characteristic that influences consumer behavior? A. physical surroundings B. social surroundings C. alternative evaluation D. temporal perspectives E. task definition Eric booked a hotel through hotels.com. However, when he […]

What is a major difference between delayed full nest I and younger new parents? A. the number of children B. income C. education D. commitment E. years married The emotional response that owning or using the product or outlet provides […]

Searches for information from a mobile device pertaining to the current (or future planned) geographic location of a consumer are known as local mobile search. Collectivism is a defining characteristic of American culture. Answer: FALSE Individualism is a defining characteristic […]

Concern regarding credit card security is one of the major reasons given among those who are online but have never made a purchase online. Problem recognition is the result of a discrepancy between a desired state and an actual state […]

If competing brands are comparable in terms of product features (central cues), then consistent with the elaboration likelihood model, under high involvement, peripheral cues like pleasant music will have no influence on brand preferences. Consumer behavior occurs within four broad […]

Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which […]

Which of the following reflects temporary states of being rather than temporary states of mind? A. moods B. momentary conditions C. task definition D. personality traits E. self-concept Lane is test driving several models of automobiles to help him decide […]

Claire is six years old and begged her mother for a Barbie doll that she saw ice skating in a television commercial. Her mother explained to her that the doll won’t be able to ice skate and that she will […]

Impression management is a conflict resolution approach that misrepresents the facts in order to win. Attribute-based choices involve the use of general attitudes, summary impressions, intuitions, or heuristics. Answer: FALSE Attitude-based choices involve the use of general attitudes, summary impressions, […]

John and Dawn have been married for over twenty years. They have lived in their home in Northville, MI (a suburb of Detroit) with their three children for most of those years. According to the Census Bureau, which type of […]

Friends, family, and others are examples of which source of information? A. memory B. personal sources C. independent sources D. marketing sources E. experiential sources A market researcher asked Adam to place an “X” on one of the seven spaces […]

Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement? A. classical conditioning B. operant conditioning C. iconic conditioning […]

Which HLC group is basically the unmarried members of the Generation Yers? A. Single I B. Single II C. Single III D. Single X/Y E. Empty nest Individuals frequently purchase products thought to be used by a desired group in […]

The beliefs and attitudes an organization’s members have about the organization and how it operates is known as _____. A. policy and procedure B. firmographics C. lifestyle D. organizational style E. organizational culture Which of the following is a marketing […]

Selecting the optimal alternative, minimizing the decision effort, and maximizing the ease with which a decision can be justified are examples of consumer _____. A. metagoals B. rational goals C. evoked goals D. affective goals E. primary goals Tony and […]

Which of the following is NOT a basic approach that individuals in a family use to resolve purchase conflicts after they have arisen? A. bargaining B. use of authority C. physical force D. playing on emotion E. reasoning Which of […]

Thelma and Louise look forward to Saturday morning when they can drive to their local diner and have breakfast. They laugh at people who spend their weekends at the mall shopping. To which shopping orientation do Thelma and Louise belong? […]

Which generation is both cynical and sophisticated about products, ads, and shopping? A. Generation Y B. Generation X C. baby boom D. echo boom E. boomerang Which of the following is a characteristic associated with emotions? A. Emotions occur independently […]

Carla watches television shows whenever she has time because she uses a digital video recorder to record the shows. When she watches them, she fast-forwards through the commercials, which is known as _____. A. zipping B. zapping C. muting D. […]

Consumers higher in individualism are more likely to _____ when faced with poor service performance. A. complain B. switch C. engage in negative word-of-mouth D. a and b E. a, b, and c Which of the following is considered an […]

Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli. An e-community is a community that interacts over time around a topic of interest on the Internet. Answer: FALSE An online community interacts over […]