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In ________, advertisers pre-negotiate prices for advertising space in media whose
audiences largely match the profiles of the consumers the advertisers target.
A) segment auctions
B) impression-based targeting
C) segment-based targeting
D) data aggregation
E) retargeting
Answer:
________ are personal goals, while ________ are the basic approaches that an
individual might take to achieve those goals.
A) Instrumental values; terminal values
B) Social values; core values
C) Core values; cultural values
D) Terminal values, instrumental values
E) Cultural values; terminal values
Answer:
Jerry bought a new washing machine for his home, but he has some tension over
whether he made the best decision. Which of the following is NOT a strategy Jerry
might use to reduce post-purchase dissonance?
A) rationalize his decision
B) "sell" friends on the positive features of the washing machine
C) look for satisfied owners of the washing machine
D) seek out ads for competitive products he did not choose
E) seek out ads for the washing machine he chose
Answer:
One study of American and Thai consumers discovered that the persuasive ability of
comparative ads was related to two personality traits: ________ and need for cognition.
A) self-construal
B) interdependence
C) submissiveness
D) dogmatism
E) stability
Answer:
Mobile devices provide four types of value to users. ________ value describes the
characteristic that mobile devices make consumers feel good and relaxed when using
the device.
A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social
Answer:
The ________ refers to the specific brands a consumer considers in making a purchase
within a particular product category.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer:
Which of the following is NOT one of the variables that is combined to make the family
life cycle composite variable?
A) marital status
B) size of family
C) age of family members
D) family income
E) employment status of the head of household
Answer:
CAR MINI CASE: In the early 1900s, Henry Ford made a fortune manufacturing
Model T cars and selling them cheaply, making the automobile affordable for a much
larger proportion of the population than had previously been the case. He
accomplished this by producing only one model of car and doing so cheaply and at
high volumes through the utilization of assembly line manufacture. In 1923, General
Motors decided to increase its market share in the automobile industry by offering,
instead of just one model, as Ford did, a variety of affordable mass-produced models to
meet the various differing needs of different types of consumers.
In the CAR MINI CASE, which of the following elements of the marketing mix was
central to Ford's business model?
A) promotion
B) product
C) price
D) placement
E) production
Answer:
Carla learned how to go about shopping for a new car when her father specifically sat
her down and told her what to look for at dealerships and how to negotiate the best
price. This constitutes ________.
A) formal learning
B) media learning
C) informal learning
D) televised learning
E) technical learning
Answer:
In consumer research, ________ is information that has already been collected for some
other purpose, and is often helpful in designing a new research project.
A) primary research
B) secondary data
C) experimentation
D) negativism
E) positivism
Answer:
OIL CHANGE MINI CASE: Mr. Greasy is a national car care chain that specializes in
providing routine services like oil changes and safety inspections. It advertises
nationally, particularly around Memorial Day, Independence Day, and Labor Day,
when it runs an advertising blitz to encourage drivers to bring their cars in for a check
up before holiday road trips. Mr. Greasy's advertisements emphasize the importance of
changing a car's oil regularly in order to prevent costly engine failure. Its stores are
recognizable from the road by their gray and yellow color schemes. To encourage
brand loyalty, Mr. Greasy offers customers reward cards that customers get stamped
every time they get an oil change, and can receive the sixth oil change free after the
purchase of the first five. Fast Oil, a North Carolina chain that offers the same kind of
services, paints its stores black and yellow in an effort to appear like Mr. Greasy stores
and benefit from Mr. Greasy's extensive advertising. Thus many customers have
developed positive perceptions of Mr. Greasy, note Fast Oil's store color, and mistake
Fast Oil stores for Mr. Greasy stores.
In the OIL CHANGE MINI CASE, the Mr. Greasy Reward Card offers customers
positive reinforcement on a ________ schedule.
A) total
B) variable ratio
C) systematic
D) continuous
E) random
Answer:
The ________ stage of consumer socialization occurs when a child is 3-7 years old,
which is when children begin to distinguish ads from programs, associate brand names
with product categories, and understand the basic script of consumption.
A) cognitive
B) hedonic
C) perceptual
D) analytical
E) reflective
Answer:
Which of the following is NOT one of the benefits of retaining loyal customers?
A) Loyal customers are more likely to purchase high margin supplemental products.
B) Loyal customers are more price-sensitive.
C) It is less expensive to service existing customers.
D) Loyal customer refer other customers and engage in positive word-of-mouth.
E) Loyal customers make employees' jobs easier and more satisfying.
Answer:
Classical conditioning and instrumental conditioning theory are examples of ________.
A) perception theories
B) behavioral learning theories
C) cognitive associative theory
D) involvement theory
E) cognitive learning theories
Answer:
The principle of ________ suggests people accept or take credit for success, but assign
failure to others or outside events.
A) distinctiveness
B) defensive attribution
C) door-in-the-face
D) consensus
E) compliance
Answer:
Which is the most studied advertising appeal?
A) comparative appeal
B) fear appeal
C) humor appeal
D) negative frame
E) timeliness appeal
Answer:
Customer surveys can be conducted in several popular ways. Which of these is the least
expensive method?
A) mail surveys
B) telephone interview surveys
C) personal interviews
D) online surveys
E) mall intercepts
Answer:
Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens
who are heavy cell-phone users and live in households earning over $150,000 per year.
In tailoring the plan for a specific group of consumers based on their particular needs,
Matt's Mobile Services has provided an example of ________.
A) societal marketing
B) broadcasting
C) market targeting
D) the selling orientation
E) the product concept
Answer:
The availability of ________ has allowed marketers to reallocate resources (e.g.
moving inventory around the country and shifting ad expenditures) geographically in
order to increase the profitability of brands.
A) scanner data
B) topological factors
C) linguistic cues
D) content analysis
E) field observation
Answer:
The psychoanalyst that adapted Freud's psychoanalytical techniques to study
motivations and consumer buying habits was ________.
A) Abraham Maslow
B) Earnest Dichter
C) Henry Murray
D) Karen Horney
E) Henry Ford
Answer:
Positioning Joy (a fragrance brand) as "the costliest perfume in the world" is an
example of ________.
A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning
Answer:
Which media type provides high geographic and demographic audience selectivity,
short lead-time for producing and placing ads, and online access to most broadcasts?
A) television
B) magazines
C) radio
D) newspapers
E) interactive television(iTV)
Answer:
Ragu, a spaghetti sauce maker, has decided to launch its most popular sauce flavors in a
small pouch format that is more convenient to use. When they choose to launch their
most popular sauce flavors, which are "tried and true," instead of new flavors, Ragu is
trying to appeal to ________.
A) low-risk perceivers
B) broad categorizers
C) consumer innovators
D) narrow categorizers
E) process-oriented consumers
Answer:
STUMBLEUPON MINI CASE: StumbleUpon calls itself a "discovery engine" because,
at one time, 50.27% of all traffic from a top 10 list of social sites came from
StumbleUpon. Their relatively small group of users (15 million) often out-refers the
larger user base from Facebook (over 1.15 billion). In fact, the influential users of
StumbleUpon generate 1 billion page referrals per month. Their users, called
"Stumblers", introduce other Stumblers and non-users to web content, providing a
"map to an adventure you wouldn"t otherwise have found out about." The influence of
these Stumblers was deemed valuable by film marketers, who worked with
StumbleUpon to promote films like Jurassic Park 3D and Evil Dead. Stumblers are
young and highly engaged, so studios see the personalized search engine, which
"learns" the preferences of its Stumblers, as a way to reach early influencers.
In the STUMBLEUPON MINI CASE, the influencers are expert informal sources of
information, also known as ____________________________.
A) Salespeople
B) Consumer Reports
C) Opinion leaders
D) Spokespeople
E) Buzz agents
Answer:
________ parents are very permissive, but provide their children with little or no
nurturing during consumer socialization.
A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian
Answer:
When marketers plan to sell their products in foreign or multinational markets, they
must go through a process of ________ in order to ensure that their products and
marketing messages are suitable for the foreign culture.
A) acculturation
B) exculturation
C) proculturation
D) inculcation
E) enculturation
Answer:
________ in the form of competing advertising messages or distracting thoughts can
impact the reception of a promotional message.
A) Selective exposure
B) Symbolic noise
C) Psychological noise
D) Informal exposure
E) Symbolic exposure
Answer:
Licensing is a marketing strategy that operates on the principle of ________.
A) stimulus differentiation
B) product category extensions
C) repetition
D) product line extensions
E) stimulus generalization
Answer:
________ refers to consumers' perceptions of all the components of products, services
and brands, and to how consumers evaluate the quality of marketers' offerings.
A) First impressions
B) Consumers' stereotypes
C) Consumers' imagery
D) Symbolic features
E) Symbolic attributes
Answer:
Families that do not readily fit into the family life cycle are called ________.
A) atypical families
B) extended families
C) non-family households
D) nuclear families
E) nontraditional families
Answer:
Which capability is identified as the outstanding capability of mobile advertising?
A) screen size
B) use of geographic locations to deliver contextually relevant offers
C) improved use of referrals
D) improved use of cookies
E) ad creativity
Answer:
________ involve both the beliefs that the consumer attributes to relevant others, such
as friends and parents, and the consumer's motivation to comply with the beliefs held by
those relevant others.
A) Niche markets
B) Subjective norms
C) Direct experiences
D) External attributions
E) Foot-in-the-door techniques
Answer:
What company is the largest provider of data and targeting tools that advertisers need
for impression-based targeting, as well as the major supplier of real-time bidding to
advertisers seeking impressions among consumers who fit certain criteria?
A) Akamai
B) Yahoo
C) Acxiom
D) ChoicePoint
E) Google
Answer:
