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.
Multi-channel shoppers generally spend less money than single-channel shoppers.
Teens labeled “Internet gurus” have a greater knowledge about the Web-based
marketplace than other teens.
Marketing strategy begins with objective setting.
Market characteristics that influence the expected benefits and perceived costs of search
include the number of alternatives, price range, store distribution, and information
availability.
A two-sided message presents both good and bad points.
Timothy and his wife are considering the purchase of a new car. In addition to the price,
they are also considering the cost of insurance, gasoline, maintenance, finance charges,
and license fees. All of these factors combined represent the _____.
A. value
B. price
C. opportunity cost
D. consumer cost
E. value proposition
_____ include(s) advertising, the sales force, public relations, packaging, and any other
signal that the firm provides about itself and its products.
A. Value promotions
B. Brand equity
C. Distribution
D. Market segmentation
E. Marketing communications
Which of the following is true regarding consumers who are highly involved in a
specific product category?
A. They are more likely to pay attention to relevant marketing messages.
B. They are more likely to engage in analytical reasoning to process and learn new
information.
C. They are more likely to seek out information from numerous sources prior to a
decision.
D. They are more likely to act as opinion leaders.
E. all of the above
What has research revealed regarding consumers’ variety-seeking behavior?
A. Once a consumer tries another brand, there is a high probably that he or she will not
return to the previous brand.
B. Consumers usually switch to options within the same brand.
C. Consumers are unwilling to switch to options within the brand.
D. Consumers are more likely to become bored on sensory attributes such as taste.
_____ is separating a stimulus object from other objects.
A. Positioning
B. Isolation
C. Formatting
D. Contrasting
E. Lateralization
Which of the following is one of the defining characteristics of American society?
A. aversion to change
B. collectivism
C. individualism
D. extended family
E. status
Which of the following CARU principles addresses the impact of commercial messages
on children’s values and their health and safety?
A. Although there are many influences that affect a child’s personal and social
development, it remains the prime responsibility of the parents to provide guidance for
children. Advertisers should contribute to this parent-child relationship in a constructive
manner.
B. Advertisers are encouraged to capitalize on the potential of advertising to serve an
educational role and influence positive personal qualities and behaviors in children.
C. Advertisers should avoid social stereotyping and appeals to prejudice, and are
encouraged to incorporate minority and other groups in ads and to present positive role
models whenever possible.
D. Products and content which are inappropriate for children should not be advertised
or promoted directly to them.
E. all of the above
Harriett wants to describe the population of a new market in which her firm wishes to
enter. She wants to describe the population in terms of its size, distribution, and
structure. Which of the following should she use?
A. psychographics
B. behaviorgraphics
C. censographics
D. demographics
E. geographics
Barbara derives the meaning of herself from her relationships with her family. She has
never sought a career of her own, and she is most happy when she is “taking care of
someone.” If her grandchildren do not like what is prepared for dinner, she will make
them something else. Which type of self-concept does Barbara have?
A. role-based self-concept
B. individual self-concept
C. interdependent self-concept
D. independent self-concept
E. connected self-concept
Teresa and John are both in their 40s and have two children living at home. Their
daughter, Erin, is 14 years old, and their son, Stephen, is 11 years old. To which stage of
the household life cycle do they belong?
A. young married
B. full nest I
C. full nest II
D. delayed full nest I
E. laggards
Jill is a breast cancer survivor. She posts a blog, which is her online journal, on a site
that is specifically for others to share their experiences and support one another. She
and others discuss products that help them deal with the side effects of their treatments
as well as products that can help them maintain their self-esteem (e.g., wigs). Jill is
participating in a(n) _____.
A. online consortium
B. online community
C. consumption subculture
D. subversive community
E. electronic community
Which term is used to refer to the liking/disliking aspect of a specific feeling?
A. emotion
B. affect
C. hedonic
D. cognition
E. valence
Marketers have responded to Americans’ increasing concern for the environment with
an approach called _____.
A. green marketing
B. clean marketing
C. environmental marketing
D. activist marketing
E. cause-related marketing
Which decision rule requires the consumer to rank the criteria in order of importance,
and then the consumer selects the brand that performs best on the most important
attribute?
A. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. compensatory