Charles was the last person on his block to purchase a color television set, and that was
in the 1980s. He just couldn’t see the reason to purchase a new color television if his old
one was working just fine. He finally purchased one because his old TV stopped
working. In terms of adopter categories, Charles would be classified as a(n) _____.
A. innovator
B. early adopter
C. early majority
D. late majority
E. laggard
Barry is always searching information about wine. He reads Wine Spectator every
month, has several books related to wine, visits wine-related websites frequently, and
has visited several wine regions throughout the world. While he purchases wine
frequently, he does not conduct this information search for just that reason. He just
enjoys learning about wine. For Barry, his search for information about wine is a(n)
_____.
A. internal search
B. ongoing search
C. eternal search
D. continuous search
E. perpetual search
An estimate by the consumer of how much money he or she has available to spend on
nonessentials is known as _____.
A. objective discretionary income (ODI)
B. adjusted gross income (AGI)
C. adjusted discretionary income (ADI)
D. subjective discretionary income (SDI)
E. subjective gross income (SGI)
A closed-in feeling created by a crowded store will result in adaptive strategies that
could _____.
A. lengthen shopping time, shorten purchases, and increase the use of in-store
information
B. shorten shopping time, increase purchases, and decrease the use of in-store
information
C. reduce shopping time, reduce purchases, and alter the use of in-store information
D. reduce shopping time, reduce purchases, and greatly increase the use of in-store
information
E. none of the above
James begged his mother to buy him some high-top Converse shoes. When asked why
he wanted these shoes, he said that he wanted them because they are comfortable. He
really wanted them because his two best friends have them, and if he had them, he
would be considered “cool,” but he didn’t want to tell his mother that. Wanting to appear
“cool” to his friends represents which type of motive?
A. manifest
B. hidden
C. secondary
D. latent
E. social
Which of the following is NOT a way that retailers have responded to the needs of the
Hispanic market?
A. lowering prices on nationally-branded products
B. increasing the number of bilingual salespeople
C. using Spanish language signs and directions
D. using Spanish language point-of-purchase displays
E. having merchandise assortments that reflect the needs of the local Hispanic
community
One’s position relative to others on one or more dimensions valued by society is known
as one’s _____.
A. societal rank
B. social status
C. social standing
D. social sphere
E. social realm
MVM (My Virtual Model) helps consumers shopping online overcome which barrier?
A. security
B. information quantity
C. lack of touch
D. flow
E. difficulty
How are actual behaviors and response tendencies most often measured?
A. physiological measures
B. multiattribute models
C. SAM and adSAM
D. direct questioning
E. 100-point constant-sum scales
Which of the following statements is true regarding brand communities?
A. Brand communities seem most relevant for low-involvement, routinely-purchased
products.
B. Once a consumer becomes a member of a brand community, he or she is always a
member.
C. Brand communities create value through a set of activities that create brand
engagement.
D. Brand communities can add value to the ownership of the product, but they do not
build loyalty.
E. Fostering a community requires the owners of the brand to come together on their
own to establish relationships.
Carissa is highly involved is a purchase decision for a new car. She has searched the
Internet, visited car dealerships, talked to friends and family, and paid attention to
advertisements. According to the elaboration likelihood model, by which route is
Carissa likely to be persuaded?
A. primary route
B. secondary route
C. central route
D. peripheral route
E. direct route
Which type of advertisement or sales presentation presents both good and bad points?
A. unbiased message
B. one-sided message
C. two-sided message
D. positive/negative message
E. balanced message
Tacoda Systems tracks consumers’ online activity and delivers specific banners based
on that activity. This tracking and ad delivery system has been installed on almost 3,000
websites, and advertisers pay on a pay-for-performance basis, which means that
advertisers pay Tacoda Systems only when a consumer clicks on their ad. The tracking
of online activity and delivery of ads based on that activity is called _____.
A. click-throughs
B. behavioral targeting
C. spamming
D. blogging
E. cookie targeting
The College of Business at a major university is considering the purchase of technology
necessary to enable them to put their curriculum online. This decision is very important
and includes a very large and evolving decision-making unit. Which type of
organizational purchase situation does this represent?
A. nominal
B. straight rebuy
C. modified rebuy
D. new task
E. limited
The segment of mobile phone users who are younger, feel communication is key, and
that a mobile device helps them connect socially is known as _____.
A. Mobirati
B. Mobile Professionals
C. Social Connectors
D. Pragmatic Adopters
E. Basic Planners
Which of the following characterizes opinion leaders?
A. younger
B. older
C. enduring involvement in the product or activity
D. highly educated
E. high income
The behaviors considered appropriate for males and females in a given society are
known as _____.
A. Gender
B. Sex
C. Gender identity
D. Gender roles
E. Gender continuum
Elsie and her two sisters are all in their mid- to late-sixties. They are part of the _____
market.
A. Generation X
B. mature
C. generational
D. gerontological
E. aging
Innovative organizations that derive a great deal of their success from leading change
are referred to as _____.
A. innovators
B. lead users
C. government regulators
D. market mavens
E. opinion leaders