49. A customer would be more price sensitive when buying gum than when buying
a. gasoline.
b. paper.
c. bananas.
d. a laptop.
50. A customer loyalty program for high-involvement products would take the form of
a. brand communities.
b. price discounts.
c. buy one, get one free.
d. giveaways.
51. Which products need to be widely available so the customer can pick them up without much thought?
a. all products
b. medium-involvement products
c. low-involvement products
d. high-involvement products
52. The promotion for a high-involvement purchase will have a lot more __________ associated with it.
a. brand names
b. information
c. noise
d. pictures
53. If you are not in the market for a new house, you will most likely __________ ads for new houses.
a. hear
b. see
c. ignore
d. pay attention to
54. When do consumers want to learn more about a product?
a. when consumer involvement is high
b. when the company advertises more often
c. when prices are reduced
d. when brand awareness is increased
55. Why is Dell’s darker, deep blue color trademarked?
a. It creates customer involvement.
b. The color is popular.
c. The blue color is pleasing to the eye.
d. The blue color is well associated to Dell’s brand.
56. Colors convey cultural meaning. In the United States, brides wear white because it symbolizes
a. love.
b. passion.
c. beginnings.
d. purity.
57. What type of music should be played in a retail store to encourage consumers to spend more?
a. energetic, with a quick tempo
b. slow
c. jazz
d. classical
58. Why are consumers willing to spend so much more for a Harley than a Honda motorcycle?
a. the Harley logo
b. the distinct sound of a Harley
c. the feel of the materials
d. the color of a Harley
59. Why do women who work the cosmetic counters in department stores wish to spray you with perfume?
a. to get you to notice the name of the perfume
b. to get you to notice the packaging of the perfume
c. to appeal to your sense of smell and make you remember the product
d. to demonstrate that it’s easy to apply
60. What is a classic marketing exercise that is used to declare that one’s own food or drink product is superior
to the market leader?
a. blind smell tests
b. blind taste tests
c. advertising recognition test
d. blind feel tests
61. Creating well-designed products is the predominant way of conveying brand imagery through
a. smell.
b. touch.
c. sight.
d. sound.
62. Which of the following is NOT an example of design?
a. good ergonomics
b. clean lines
c. sensual experience
d. pleasant smell
63. When an ad is shown for such a short time that it doesn’t meet the threshold of consciousness, it is called
a. fast.
b. liminal.
c. subliminal.
d. unconscious.
64. __________ is a subtle phenomenon that uses colors and fonts to affect how the message feels.
a. Sensory perception
b. Perceptual fluency
c. Subliminal messaging
d. Unconscious messaging
65. Sensory and perceptual impressions can become
a. brand associations.
b. perceptual fluency.
c. brand names.
d. catch slogans.
66. Learning is the process by which associations get past the sensory and perception stages into
a. brand associations.
b. perceptual fluency.
c. short-term memory.
d. long-term memory.
67. With repetition and elaboration, associations can get into
a. brand associations.
b. short-term memory.
c. brand names.
d. long-term memory.
68. Ivan Pavlov with his salivating dogs is an example of what type of learning process?
a. classical conditioning
b. operant conditioning
c. new age conditioning
d. associative conditioning
69. Which of these is an example of stage 4 of classical conditioning?
a. A bell rung in front of the dog initially elicits no response.
b. A food bowl placed in front of a dog naturally elicits its drool.
c. A bell rung in front of the dog elicits drool.
d. A bell rung while a food bowl is simultaneously placed in front of the dog elicits drool.
70. Philip Morris recently changed its name to Altria
a. because of a merger.
b. so it could remove the negative association with its name.
c. to restructure the company.
d. in an effort to simplify the brand.
71. B.F. Skinner discovered __________ with his studies on pigeons pecking at a target to get a food pellet.
a. classical conditioning
b. operant conditioning
c. new age conditioning
d. associative conditioning
72. Operant conditioning is based on
a. lack of reinforcement.
b. neutral reinforcement.
c. positive reinforcement.
d. negative reinforcement.
73. Marketers use Maslow’s hierarchy of needs by
a. focusing their advertising on a particular level.
b. focusing on self-actualization needs.
c. looking at which needs yield the largest profits.
d. identifying their product with a certain level of needs.
74. If a marketer is focusing on people who __________, she will promote a popular brand.
a. are individual
b. like to conform
c. are outgoing
d. have lots of money
75. What are a mix of beliefs and importance weights?
a. moods
b. visions
c. perceptions
d. attitudes
76. Marketers typically classify customers by __________ a given purchase.
a. how much they care about
b. how much they spend on
c. how much they think about
d. their perception of
77. John is considering buying a new car. It’s important to him that the car has Bluetooth. If the car he looks at
doesn’t have Bluetooth, then he will not consider it for purchase. This is an example of a __________
mechanism.
a. decision criteria
b. quality
c. non-compensatory
d. compensatory
78. Which of the following elements is considered characteristic of a social class?
a. habits
b. age
c. family background
d. gender
79. The baby boomer generation is societal minded, so we might expect to see large-scale
a. altruism.
b. spending.
c. saving.
d. shifts in attitudes.
80. China’s rising economy is creating a large demand for
a. investment bankers.
b. tacos.
c. luxury goods.
d. cars.
81. Describe the three phases of the purchase process.
82. Describe the three types of purchases in a B2C transaction.
83. Describe how visual stimuli are important to marketers and explain how colors are involved.
84. Explain subliminal advertising.
85. Using Pavlov’s dogs as an example, explain the four stages of classical conditioning.
86. Explain the process of operant conditioning and how to maximize results using it.
87. List the five levels of Abraham Maslow’s hierarchy of needs. List from the lowest needs to the highest.
88. Describe one of the ways marketers use the hierarchy of needs and give an example of this strategy.
ANSWER: Any one of the following is acceptable.
pro athlete to endorse its brand, thereby making the consumer think he will be faster if he uses this shoe.
89. Explain the make-up of attitudes.
90. Explain how marketers use social class.