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When orange juice attempted to expand the various times of day when consumers
would see orange juice as an appropriate beverage to consume, they were trying to
influence which situation?
A. communication
B. usage
C. purchase
D. disposition
E. all of the above
Amelia is a marketing researcher and conducts studies to determine which evaluative
criteria consumers use in a given purchase situation, their judgments of brand
performance on specific criteria, and the relative importance they place on evaluative
criteria. Explain how Amelia does this.
Which of the following is NOT an appropriate condition to attempt to influence generic
problem recognition?
A. It is early in the product life cycle.
B. The firm has a small percentage of the market.
C. External search after problem recognition is apt to be limited.
D. It is an industry-wide cooperative effort.
E. all of the above are appropriate conditions to attempt to influence generic problem
recognition
A television commercial for Senseo brand of coffee maker that can make coffee similar
to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to
remember the experience of drinking their favorite coffee drinks at these types of shops.
This coffee maker allows consumers to experience that sensation at home. What is this
marketer trying to encourage?
A. maintenance rehearsal
B. chunking
C. elaborative activities
D. conceptualization
E. conditioning
What are the types of consumer problems?
A. latent and manifest
B. primary and secondary
C. low involvement and high involvement
D. active and inactive
E. actual and perceived
Individuals who filter, interpret, or provide product and brand-relevant information to
their family, friends, and colleagues are known as _____.
A. opinion leaders
B. market mavens
C. interpreters
D. screeners
E. market leaders
When did Americans begin to place increased emphasis on leisure, immediate
gratification, and sensual gratification?
A. after the end of the Civil War
B. after the end of World War I
C. during the Depression
D. after the end of World War II
E. after the Vietnam War
Marketing strategy begins with _____.
A. market segmentation
B. targeting
C. conducting an outcomes assessment
D. objective setting
E. conducting a market analysis
Any source of products or services for consumers is referred to as a _____.
A. retail outlet
B. contact point
C. transaction point
D. distribution outlet
E. channel outlet
Frank Chen is a Chinese immigrant in his mid-50s and has a master's degree in
Engineering from MIT. He is a conservative professional with no need or desire for
native-language programming. He is willing to pay premium prices for high quality
products. Which segment of the Asian American market identified by Market Segment
Research best describes him?
A. Traditionalists
B. Established
C. Living for the Moment
D. Market followers
E. Contented
Connie just purchased her first new car, and she's actually feeling a little bad about it.
She's concerned about how much money she spent and how long she will be making car
payments. She's not sure she made the right choice, either. She liked another car a little
better, but ended up purchasing another model. Connie is experiencing _____.
A. postpurchase worry
B. postpurchase guilt
C. postpurchase dissonance
D. postpurchase shame
E. postpurchase fear
Which type of consumer decision making includes the evaluation of only a few
attributes, simple decision rules, and few alternatives?
A. routine decision making
B. nominal decision making
C. extended decision making
D. simple decision making
E. limited decision making
The level of one's desire to resolve a particular problem depends on which factors?
A. the consumer's perception of his or her actual state and the desired state
B. the length of time required to make a decision and the level of purchase involvement
C. the magnitude of the discrepancy between the desired and actual states and the
relative importance of the problem
D. the degree of brand loyalty and the amount of time required to make a decision
E. the direction of the discrepancy between the desired and actual states and the relative
importance of the purchase
Learning a concept or the association between two or more concepts in the absence of
conditioning is known as _____.
A. operant learning
B. iconic rote learning
C. vicarious learning
D. modeling
E. analytical reasoning
