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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. financial failure
Harriet is very frugal, so she regularly combs the grocery ads looking for bargains.
Usually she'll go to a particular store just to buy an advertised item, but sometimes she
purchases other items that were not advertised as well. The purchase of the unadvertised
items represent which type of sales?
A. incremental sales
B. spillover sales
C. marginal sales
D. sales plus
E. impulse sales
Which of the following is a current American value?
A. uniformity
B. active
C. religious
D. youth
E. overcome nature
Quaker introduced its "Quaker Oats to go" bar and marketed it as a healthy and
convenient breakfast choice. Quaker's marketing message is designed to help the
consumer to _____.
A. search for information
B. engage in self-assessment
C. recognize a problem
D. acknowledge breakfast as important and make it a priority in the their busy day
E. c and d
Purchases made in a retail outlet that are different from those the consumer planned to
make prior to entering that retail outlet are called _____.
A. incremental purchases
B. irrational purchases
C. unplanned purchases
D. emotional purchases
E. deviant purchases
Jessica and her friends are 16 years old like to shop at Aeropostale, which is a clothing
store targeted to teens and young adults. They like to go in that store because there are
usually some pretty cute guys working and shopping there. Even though there are some
parents shopping with their teens, the other customers are usually teens like themselves.
The other individuals present in this store represent the _____.
A. servicescape
B. social surroundings
C. physical surroundings
D. store atmosphere
E. temporal perspective
All EXCEPT which of the following nonmarketing factors affect a consumer's actual
state?
A. past decisions
B. normal depletion
C. product/brand performance
D. reference group
E. availability of products
An attempt to develop an ongoing, expanding exchange relationship with a firm's
customers is called _____.
A. relationship marketing
B. internal marketing
C. personal marketing
D. formal marketing
E. acquisition marketing
Which color is arousing?
A. red
B. yellow
C. blue
D. a and b
E. a, b, and c
Which of the following is the most widely used technique for measuring consumers'
judgments of brand performance on specific attributes?
A. rank ordering scales
B. semantic differential scales
C. constant sum scales
D. Likert scales
E. nominal scales
The tendency of many consumers to discount claims made by sales people and ads is
related to the need _____.
A. for ego defense
B. for focus
C. for assertion
D. to attribute causation
E. none of the above
Which of the following sources is rated as the most important information source for
purchasers and purchase influencers within organizations?
A. online database services
B. B-to-B magazines
C. salespeople
D. television business networks
E. general business press
While Asian-Indian Americans are diverse in many ways, they do share a number of
important cultural traits. Which of the following is NOT one of these shared traits?
A. They place a great value on education, particularly their children's education.
B. They are concerned with financial security and save at a rate much higher than the
average American.
C. Husbands and wives tend to share an equal role in family decisions.
D. They do not have a "throw-away" mentality; they shop for value and look for quality
and durability.
E. all of the above are shared traits
Using one marketing strategy across various cultures is referred to as _____.
A. standardization
B. optimization
C. cross-culturalization
D. marketing imperialism
E. cross-fertilization
_____ are rules that specify or prohibit certain behaviors in specific situations.
A. Norms
B. Precepts
C. Sanctions
D. Prescriptions
E. Values
Which online shopping segment found by Experian is less likely than average to have
bought online in the past 12 months, and enjoys shopping?
A. Mall Maniacs
B. Virtual Shoppers
C. Status Strivers
D. Shopping Lovers
E. Mall Rats
A manufacturer of a digital music player asked several consumers the problems
associated with using these types of products. Several consumers said that they had
trouble downloading music onto their computers and then onto their music players.
Which approach to problem recognition is this marketer using?
A. activity analysis
B. product analysis
C. problem analysis
D. human factors research
E. emotion research
