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Samantha and Greg have owned an MG for several years and enjoy taking road trips
through the Rockies with other MG owners every year. Which characteristic of brand
communities does this illustrate?
A. rituals and traditions
B. similarity
C. brand traditions
D. brand festing
E. consumers of kind
_____ refers to the flow of purchase influence within an industry.
A. User reference groups
B. Reference group infrastructure
C. Diffusion of innovations
D. Two-stage decision process
E. Buying centers
Which of the following is NOT a segment of the African American market identified by
Yankelovich?
A. Broadcast Blacks
B. Black is Better
C. Digital Networkers
D. Faith Fulfulls
E. Black is Beautiful
Auxiliary or peripheral activities that are performed to enhance the primary product or
primary service is referred to as _____.
A. service
B. supplemental product
C. intangible benefits
D. secondary product
E. ancillary attributes
Procter & Gamble is the manufacturer of Pampers diapers. At one time, the price of a
typical package of diapers was relatively high (i.e., over $12 a package). Due to the
threat of store brands stealing market share because of their lower price, P&G decided
to lower the price for Pampers. While most consumers noticed the price reduction
because P&G promoted that fact, what most of them did not notice was that the number
of diapers per package also decreased. However, the reduction was only one or two
diapers per package. Which of the following best explains why consumers did not
notice the reduction in the quantity?
A. Number of diapers per package was not important to consumers.
B. The reduction in the quantity did not reach the level of a just noticeable difference.
C. Price is more important than quantity to consumers.
D. Consumers are price conscious for this product category.
E. Consumers are brand loyal.
Cathy was babysitting her two nieces on a Saturday morning, and they were watching
cartoons together. She noticed that every time a commercial pod came on, there was a
little jingle telling the kids that "after these messages, we'll be right back." This is an
example of _____.
A. a discriminator
B. a warning
C. a separator
D. a primer
E. corrective advertising
Which of the following is a key element of relationship marketing?
A. Customizing the relationship to the individual customer.
B. Pricing in a manner to encourage loyalty.
C. Augmenting the core service or product with extra benefits.
D. Marketing to employees so that they will perform well for customers.
E. all of the above
Transient feeling states that are generally not tied to a specific event or object are
known as _____.
A. noncontextual effects
B. traits
C. temporal effects
D. social surroundings
E. moods
The voluntary simplicity movement in America represents a shift in which value?
A. active/passive
B. problem solving/fatalistic
C. masculine/feminine
D. material/nonmaterial
E. youth/age
Features of the individual person that are not lasting characteristics, such as momentary
moods or conditions, are called _____.
A. personality
B. antecedent states
C. context effects
D. task definition
E. self-concept
Bobbie is 47 years old, has never been married, and does not have any children of her
own. She lives alone and doesn't like to cook because most recipes feed more than one
person. She can only eat so many leftovers, and she usually forgets about it if she
freezes to eat at a later date. So she purchases frozen dinners and canned food that come
in single servings. To which stage of the household life cycle does Bobbie belong?
A. middle-aged single (or single II)
B. middle-aged empty nest
C. empty nest I
D. empty nest II
E. single III
The Martins' home has potentially unsafe levels of radon, but they have no idea because
it is odorless and they have not been feeling any ill effects from it. In fact, several
homes have this problem and the owners are not aware of it, and they may never
become aware of it unless testing is done. What type of consumer problem is this?
A. latent
B. manifest
C. active
D. inactive
E. dangerous
According to the authors, American culture increasingly values _____.
A. diversity
B. uniformity
C. collectivity
D. fatalism
E. none of the above
When a couple has children, expenditures on which of the following do NOT usually
decrease?
A. alcoholic beverages
B. meals out
C. health care
D. personal care products
E. adult apparel
Which portion of total memory is devoted to permanent information storage?
A. short-term memory
B. long-term memory
C. primary memory
D. secondary memory
E. established memory
According to Piaget's stages of cognitive development, children lack the ability to fully
process and understand information, including marketing messages, until around age
_____.
A. 5
B. 8
C. 10
D. 12
E. 15
Which of the following is NOT a key element of relationship marketing?
A. Developing a core service or product around which to build a customer relationship.
B. Pricing in a manner to encourage loyalty.
C. Augmenting the core service or product with extra benefits.
D. Marketing to employees so that they will perform well for customers.
E. Standardize the relationship across customers.
Which of the following is NOT a global lifestyle segment identified by Roper Starch
Worldwide?
A. Strivers
B. Devouts
C. Intimates
D. Creatives
E. Rustics
