Tracking consumers’ online activity and sending them specific banner ads based on that
activity is known as behavioral targeting.
The five primary sources of information available to consumers are memory, personal
sources, independent sources, marketing sources, and experiential sources.
Physical surroundings represent the situational characteristic that has the greatest
impact on consumption behavior.
Firms need to satisfy consumer expectations by creating reasonable expectations
through promotional efforts and maintaining consistent quality so those expectations are
fulfilled.
All consumers have a bounded rationality.
When a consumer’s actual state is perceived as being greater than the desired state,
recognition of a problem does not occur.
Spectators consume other people’s content by reading blogs and watching videos.
Buzz is generally supported by large advertising budgets.
Marketing to African Americans should be based on the same principles as marketing to
any other group.
The relatively faster growth rate of non-European groups is due to a higher birthrate
among some of these groups and to greater immigration.
Which of the following is NOT considered a “Middle-aged” (i.e., 35-64) stage of the
household life cycle?
A. Single II
B. Full nest II
C. Delayed full nest I
D. Single parent II
E. Empty nest II
Wendy was describing to her friend what the American Girl store is Chicago is like. She
was telling her about all the different rooms that were in the store, such as a room for
each doll (e.g., Bitty Baby, Felicity, Kit, etc.), a room for furniture, a room for girl-sized
clothing that matched the dolls’ clothing, the tea room, and the auditorium where she
saw a stage show. Which dimension of store image was Wendy describing?
A. merchandise
B. service
C. physical facilities
D. convenience
E. institutional
_____ subcultures are defined as those whose members’ unique shared behaviors are
based on a common racial, language, or national background.
A. Ethnic
B. Racial
C. Religious
D. Gender
E. Geographic
Which of the following involves presenting two stimuli in close proximity so that
eventually the two are perceived to be related or associated?
A. pairing
B. combining
C. conditioning
D. operating
E. shaping
Which of the following is a segment of mature consumers?
A. Healthy Indulgers
B. Ailing Outgoers
C. Healthy Hermits
D. Frail Recluses
E. all of the above
Stacy is shopping to purchase new linens for her guest room. Which situational
characteristic is influencing her behavior?
A. physical surroundings
B. social surroundings
C. temporal perspective
D. task definition
E. antecedent states
Barry and Laurie have been married for almost twenty years, and this is the first
marriage for both of them. They have two children living at home. Which type of
family is this?
A. nontraditional family
B. traditional family
C. blended family
D. stepfamily
E. combination family
Which of the following is an example of cause-related marketing (CRM)?
A. A company donates $10,000 to a school to purchase computers.
B. A company recognizes alternative lifestyles among its employees and allows benefits
accordingly.
C. A company donates $1 to Diabetes research for every purchase of its product by
consumers.
D. A company features educational health information in its product advertising.
E. A company hires physically challenged employees.
Which of the following is NOT a guiding principle for marketing to online communities
and social networks?
A. become part of the community
B. post marketing content so it does not stand out and appears as just another
participant in the community, such as a flog
C. take advantage of the unique capabilities of each venue
D. transparency
E. a and d
Most economically developed societies are legitimately referred to as _____ societies.
A. marketing
B. proactive
C. consumption
D. competitive
E. enhanced
The desired features or characteristics required to meet a consumer’s needs are his or
her _____.
A. evoked set
B. evoked criteria
C. consideration criteria
D. evaluative criteria
E. evaluative set
Consumers who purchase only popular brands because of insecurity are most likely
influenced by the _____ motive.
A. causation
B. assertion
C. consistency
D. ego-defense
E. none of the above
Violation of cultural norms results in _____, or penalties ranging from mild social
disapproval to banishment from the group.
A. norms
B. sanctions
C. proclamations
D. ostracization
E. sentencing
What is the oldest age of a child that most regulation attempts to protect with respect to
marketing practices?
A. 2
B. 5
C. 8
D. 10
E. 12
Which of the following is false regarding trends in the global youth market?
A. Technology is mainstream and not restricted to developed countries.
B. U.S. brands are currently the leaders among global teens.
C. U.S. teens no longer lead the way in global trends.
D. Both A and B are false
E. Both B and C are false
Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to
include whiteners. To encourage consumers to adopt this brand, P&G gave away free
samples along with a high value coupon on the purchase of a tube. The hope was that
consumers would try the brand, purchase it at a discount, and finally buy it at full price.
This is an example of _____.
A. step learning
B. staging
C. stepping
D. shaping
E. modeling
Which type of ad is designed primarily to elicit a positive affective response rather than
to provide information or arguments?
A. one-sided message
B. two-sided message
C. fear appeal
D. emotional ad
E. comparative ad
Which information source is NOT actively acquired by consumers?
A. past searches
B. personal experience
C. low-involvement learning
D. independent groups
E. marketer information
Brand personality is a set of human characteristics that become associated with a brand.
What are the basic dimensions of brand personality and their facets?
Compare and contrast the three types of consumer choice processes.
Joan currently drives a Toyota automobile, and it’s been a very reliable car. However,
she desires to own a BMW, but her finances cannot support such a purchase as she has
to pay her mortgage, utilities, and her son’s college tuition. Explain the two factors that
affect one’s desire to resolve a particular problem, and specify which one most likely is
influencing Joan’s inaction to resolve this discrepancy between her actual state and her
desired state.
Explain the concept of memory interference, and discuss four strategies for reducing it.
List the four concerns marketing managers have related to problem recognition.
Briefly describe the concepts of information processing and perception.