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 of life.
The initiator is the family member who first recognizes a need or starts the purchase
process.
Limited rebuy is the approach used in an organizational buying situation when the
purchase is moderately important to the firm or the choice is somewhat complex.
Personal space and resulting crowding perceptions can vary from culture to culture.
Determining the exact meaning of a marketing message is a simple process.
Consumer behavior is a complex, multidimensional process.
Addison is a brand manager and wants consumers to form attitudes that are strong,
resistant to counterpersuasion attempts, more accessible from memory, and more
predictive of behavior. Which route of the elaboration likelihood model should he
encourage consumers to take?
A. primary route
B. secondary route
C. central route
D. peripheral route
E. direct route
A technique that requires consumers to judge the similarity of alternative brands is
_____.
A. conjoint analysis
B. attitude survey
C. semantic differential scale
D. perceptual mapping
E. none of the above
Which of the following is NOT a stage of McNeal’s model of how children learn to
shop?
A. Stage I: Observing
B. Stage II: Making Requests
C. Stage III: Making Selections
D. Stage IV: Making Recommendations to Other Children
E. Stage V: Making Independent Purchases
The ability of an individual to distinguish between similar stimuli is called _____.
A. stimulus generalization
B. perceptual generalization
C. perceptual discrimination
D. sensory perception
E. sensory discrimination
How did Okamoto, head of Japan’s Oita Prefecture Fisherman’s Cooperative, hope to
reposition mackerel (saba)?
A. as a premium brand of saba, identified by a weight and measure stamp on the fish
B. as the best net caught saba in the world
C. as premium seki saba, demanding up to $58 per fish
D. as the best source for daily fish oil consumption
E. as the poor man’s sushi
For years, Doan’s Pills advertised that this medication is superior for relieving back
pain. The FTC found this claim to be deceptive and ordered Doan’s to run advertising
that informed consumers of this deception in an attempt to cause consumers to unlearn
the inaccurate information. What type of advertising is this known as?
A. controvertible advertising
B. redundant advertising
C. conforming advertising
D. corrective advertising
E. retractive advertising
Theories based on which need view the consumer as a problem solver who approaches
situations as opportunities to acquire useful information or new skills?
A. teleological need
B. need for tension reduction
C. utilitarian need
D. need for autonomy
E. need for identification
Which of the following is an important means of reaching virtually all of the
native-language speakers of any nationality nationwide?
A. Broadcast television
B. Direct broadcast satellite (DBS)
C. Cable television
D. Sports Illustrated magazine
E. Satellite radio
Which marketing strategies are appropriate for nominal decision making?
A. maintenance strategy and disrupt strategy
B. capture strategy and intercept strategy
C. preference strategy and acceptance strategy
D. maintenance strategy and intercept strategy
E. capture strategy and acceptance strategy
Which group of consumers doubts the sincerity or effectiveness of cause-related
marketing programs?
A. Skeptic
B. Balancer
C. Attribution-oriented
D. Socially concerned
E. Apathetic