Geographic bases for segmenting consumer markets are based on a consumer’s physical
location.
a. True
b. False
Uncertainty avoidance is when a culture is uncomfortable with definitive and structured
situations.
a. True
b. False
Torn is in the market for a new oven for his horne. He compares several models at the
store. Using the price/quality heuristic (high price is gauge for high quality), he
concludes that the new Electrolux Oven is the best choice since it is the most expensive
oven on the market. However, Torn knows nothing about this brand and so he is not
confident that he is making the right choice. According to the heuristic/systematic
model, what should Torn do?
a. Torn will go with his decision based on the price/quality heuristic he employed.
b. Torn will allow central route processing to correct his potential error in judgment.
c. Torn will engage additional heuristics and see if that changes his thinking.
d. Torn will search for additional peripheral cues to make him more confident.
e. Torn will engage in the systematic route and think more carefully about this decision.
Research on thin slice theory suggests that first impressions are often more accurate
when based on very brief observations versus when they are based on longer
observations.
a. True
b. False
It can sometimes be difficult to extend brands internationally because brand personality
traits may not be valued in the same way culture to culture.
a. True
b. False
The ultimate goal of market segmentation is better serving the consumer while
improving profitability.
a. True
b. False
Cannibalization is the phenomenon that as market segmentation increases, sales
increase; but as market
segmentation increases, costs also increase.
a. True
b. False
Which age cohort in the United States was born prior to 1930?
a. Pre-depression generation
b. Depression generation
c. Baby boomers
d. Generation Z
Samantha is getting married. She is currently evaluating six different catering
companies to cater the reception.
What concept helps best explain Samantha’s consideration set?
a. Memory-based choice
b. Subjective rationality
c. Heuristic-based choice
d. Attribute-based choice
e. Miller’s Rule
_____ is the process of dividing the large and diverse market into subsets of consumer
who share common needs, characteristics, or behaviors.
a. Market segmentation
b. Market aggregation
c. Branding
d. Advertising
e. Positioning
The decisions regarding how a consumer controls his/her physical appearance and
surroundings are called aligning activities.
a. True
b. False
Marketers embrace the notion of social class because it helps to explain shopping
habits.
a. True
b. False
An important piece of information often overlooked due to the simulation heuristic is
the base rate.
a. True
b. False
The advantages of secondary data are that the information is specific and relevant to a
specific project, is current, and the data can be controlled.
a. True
b. False
What kind of online ad is a graphic or animation or video that appears on the screen
before a user proceeds to the intended page?
a. skyscraper
b. pop-up
c. interstitial
d. superstitial
e. CPC
Which of the following is not a not a reason for the current popularity of product
placement?
a. Product placement adds realism to programming, improving the overall quality of the
media.
b. They can have a longer ‘shelf life”than traditional advertising.
c. The fees paid for product placement often help cover the costs of production.
d. They typically fall below the “absolute threshold,” allowing for true subliminal
persuasion.
e. All of the above are reasons for their popularity.
According to your readings, Michael Jordan (basketball player) is the highest paid
athlete endorser in the U.S.
a. True
b. False
According to the Freudian view, what is the role of the unconscious?
a. The unconscious helps us perform routine mental activities.
b. The unconscious allows us to form habits.
c. The unconscious assists the conscious mind.
d. The unconscious hides thoughts and ideas from us that cause mental illness.
e. There is no unconscious, according to the Freudian view.
Valoe-expressive attitudes help people deal with frustration and emotional conflict.
a. True
b. False
External uncertainty is really about uncertainty about brand information, whereas,
internal uncertainty is really about uncertainty about brand utility.
a. True
b. False