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In ________, advertisers pre-negotiate prices for advertising space in media whose audiences largely match the profiles of the consumers the advertisers target. A) segment auctions B) impression-based targeting C) segment-based targeting D) data aggregation E) retargeting Answer: ________ are personal […]

Tripp runs a product development division at a software company. His division was focused on producing a word processing software that performs better and has more features than any competitive product, so they added every feature that was technically feasible. […]

The appeal of the attitude-toward-behavior model is that it allows researchers to understand consumers’ subjective norms and the factors that form them. Answer: Asian American consumers value quality, often associating quality with well-known upscale brands. Answer: TRUE In both qualitative […]

FURNITURE MINI CASE: Andrews Mountain Furniture is a manufacturer of home furnishings in eastern North Carolina. Andrews has been in business for 150 years and its advertising emphasizes the company’s long history of production and sales in the United States. […]

Google Analytics measures how many consumers were exposed to messages in magazines and radio and the characteristics of those consumers. Answer: The reputation of the retailer who sells the product has a major influence on message credibility. Answer: TRUE American […]

Families in the parenthood stage are an important market for luxury goods, new automobiles, expensive furniture, and vacations to faraway places. Answer: Low-risk perceivers have been described as narrow categorizers because they limit their choices to a few safe alternatives. […]

Consumers use ________ to attempt to express new versions of themselves and/or to take on the appearances of other types of people. A) brand personification B) anthropomorphization C) vanity D) status E) self-altering products Answer: In ________, the marketer adds […]

FOOT CREAM MINI CASE: Athlete’s Aid is a foot cream designed to prevent athlete’s foot with once-daily application after showering. Athlete’s Aid advertising features Tom Brown, a well known football player, giving a testimonial on how effectively Athlete’s Aid prevents […]

When a product is ________, memory of the ________-related attributes increases. A) scented; non-scent B) non-scented; scent C) auditory; non-auditory D) non-auditory; auditory E) quiet; scent Answer: The ________ component of the consumer decision-making model is concerned with how consumers […]

Campbell’s slogan “soup is good food” is an example of ________. A) premier position B) positioning against competition C) umbrella positioning D) key attribute positioning E) un-owned perception positioning Answer: Which of the following factors is NOT an inspiration for […]

________ are physical characteristics of the product itself, such as size, color, flavor, or aroma. A) Intrinsic cues B) Product quality ratings C) Extrinsic cues D) Brand images E) Brand personalities Answer: Roy is looking to buy a new HDTV […]

When segmenting women who work outside the home, the ________ has a number of degrees, is trying to evolve an identity that is more than being a wife and a mother, uses clothing and supplemental products to seek prestige beauty, […]

The sociometric method of measuring opinion leadership captures person-to-person communications about a product or brand among members of a community where most people know each other by name. Answer: Hispanic Americans are the most diverse ethnic group in the United […]

According to a study of external search effort associated with different product categories, as search effort increased, consumer attitudes toward shopping became more ________ and ________ time was made available for shopping. A) negative; more B) negative; less C) positive; […]

Reinforcement performed before the desired consumer behavior actually takes place is called modeling. Answer: All affluent consumers share the same lifestyle. Answer: FALSE Although it is relatively easy to get information into the consumer’s sensory store, it is difficult to […]

Occupation, amount of income, and education are typical variables used as ________ measures of social class. A) subjective B) consumption C) reputational D) status E) objective Answer: ________ is the value associated with a preference for well-defined objectives and completing […]

Which of the following is true of the relationship between consumers’ perceptions and their expectations? A) Individual motivation does not affect perception. B) Ads with irrelevant sexuality generally lead to better recall of the product advertised due to the attention-getting […]

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods’ annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram […]

Compliant individuals are those who move against others; they desire to excel and win admiration. Answer: Implementing the marketing concept includes consumer research, market segmentation, a combination of the product, price, place and promotion strategies, providing value, and long-term customer […]

________ is a process that links the consumer, customer and public to the marketer through information in order to identify marketing opportunities and problems, evaluate marketing actions, and evaluate marketing strategies’ performances. A) Data analysis B) Data collection C) Market […]

Comments of a friend, an editorial in the newspaper, and usage of a product by a family member are examples of ________. A) policy factors B) output factors C) process factors D) marketing inputs E) sociocultural inputs Answer: Studying societies […]

Marketing myopia causes companies to focus on crucial changes in the marketplace as they look through the window rather than into the mirror. Answer: Coca-Cola is associated with the color red, which connotes excitement. Answer: TRUE Apps collect users’ personal […]

Egoistic needs can take either an inward or an outward orientation, or both. Inwardly directed ego needs reflect an individual’s need for ________. A) reputation B) prestige C) self-esteem D) recognition from others E) status Answer: Western culture consumers are […]

The three drivers of successful relationships between marketers and customers are customer value, high levels of customer satisfaction, and customer retention. Answer: The societal marketing concept requires marketers to fulfill the needs of the target audience in ways that improve, […]

Tom wants a candy bar and is trying to decide between a Crunch, a Snickers, or a Milky Way. These three candy bars are in Tom’s ________. A) inert set B) inept set C) emotional set D) independent set E) […]

In a consumer behavior context, ________ are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object. A) attitudes B) beliefs C) values D) feelings E) intentions Answer: When Colgate offers Colgate Total, […]

________ occurs when a product’s performance is below expectations and the consumer is dissatisfied. A) Positive disconfirmation of expectations B) Negative disconfirmation of expectations C) Reverse dissonance D) Postpurchase analysis E) Brand loyalty Answer: According to the ________ measure of […]

Long stays and repeat visits to a product’s website are not related to high levels of product and purchase involvement or purchase intentions. Answer: According to Maslow, individuals seek to satisfy higher-level needs before lower-level needs emerge. Answer: FALSE Feedback […]

Responding positively to an intention to buy question with regard to a brand will increase the likelihood of that consumer purchasing the brand. Answer: Google identifies searchers’ zip codes via their IP addresses. Answer: TRUE Marketers encode messages by using […]

What is the most important advertising component that will blend with the local culture? A) language B) localizing product attributes C) use of local models D) using local music E) using local advertising settings Answer: ________ are moral principles that […]

Employees should be encouraged to Tweet without guidelines or monitoring for compliance so they feel free to express themselves. Answer: Most marketers prefer to target consumer segments that are relatively stable in terms of demographic and psychological factors and that […]

________ can simply be described as “How we see the world around us.” A) Knowledge B) Perception C) Motivation D) Attitude E) Understanding Answer: Surveys take several forms. Which of the following is the most expensive interview method? A) mail […]

Marketers of new brands or brands that are not market leaders may argue against __________________, trying to convince consumers not to follow the crowd. A) conformity B) group power C) individual experience D) individual personality E) conspicuousness Answer: ________ attempts […]

________ is the process and tools used to study consumer behavior. A) Behavioral targeting B) Consumer research C) Psychoanalysis D) Ethnography E) Dynamic marketing Answer: Customer profitability-focused marketing ________. A) tracks costs and revenues of individual customers and then categorizes […]

Which of the following determinants of customer satisfaction with online websites and merchants while shopping online is characterized by the customer’s willingness to count on the merchant to successfully complete the purchase transaction and feeling the merchant is reliable and […]

Fear appeals are unlikely to be effective among persons to score high on the personality variable termed ________. A) dogmatism B) promotion-focused C) disgust aversion D) need for cognition E) sensation seeking Answer: SMITH MINI CASE: Nathan Smith is single […]

OIL CHANGE MINI CASE: Mr. Greasy is a national car care chain that specializes in providing routine services like oil changes and safety inspections. It advertises nationally, particularly around Memorial Day, Independence Day, and Labor Day, when it runs an […]

________ refers to the fact that consumers view global brands as a cultural ideal and their purchase and use makes the consumer feel like a citizen of the world and gives them an identity. A) Quality signal B) Country of […]

Large inventory levels in one’s home pantry could increase the quantity of food one believes is appropriate for a meal. Answer: Design complexity hurts attention to the brand and attitude toward the ad, whereas feature complexity enhances paying attention to […]