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Tripp runs a product development division at a software company. His division was
focused on producing a word processing software that performs better and has more
features than any competitive product, so they added every feature that was technically
feasible. However, they found that consumers were satisfied with fewer features and
unwilling to pay more for the advanced software. Tripp and his team suffered from
________.
A) marketing myopia
B) over-segmentation
C) target marketing
D) technology devotion
E) marketing vision
Answer:
Neo-Freudian theorists believe that ________.
A) consumption situations are extensions of the consumer's personality
B) human drives are largely unconscious
C) social relationships are fundamental to the formation and development of personality
D) consumers are primarily unaware of their true reasons for making decisions
E) consumer purchases are a reflection of an individual's personality
Answer:
Positioning Avis using the claim that "We're No. 2. We Try Harder." was an example of
________.
A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning
Answer:
Despite the various countries of origin of Hispanic Americans, this subcultural group is
often considered as a single market based on ________.
A) age
B) nationality
C) geographic location
D) religion
E) language
Answer:
Which media type provides access to large, heterogeneous audiences; is expensive; and
suffers from consumers' time shifting?
A) television
B) magazines
C) radio
D) newspapers
E) interactive television
Answer:
________ increases the strength of the association between a conditioned stimulus and
an unconditioned stimulus and slows the process of forgetting.
A) Feedback
B) Perceptual defense
C) Repetition
D) Generalization
E) Discrimination
Answer:
________ are messages that companies transmit through their marketing departments,
advertising or public relations agencies and spokespersons.
A) Interpersonal communications
B) Impersonal communications
C) Receiver communications
D) Noise communications
E) Informal communications
Answer:
What is the FIFTH step in the positioning process?
A) Create a positioning statement focused on the benefits and value that the product
provides.
B) Determine the target market's preferred combination of attributes.
C) Define the market in which the product or brand competes, relevant buyers and
competitors.
D) Develop a distinctive, differentiating, value-based positioning concept.
E) Research how consumers perceive competing offerings on relevant attributes.
Answer:
Marketers are beginning to blend promotion and program content by positioning a TV
commercial so close to the storyline of a program that viewers are unaware they are
watching an advertisement until they are well into it. Because this was an important
factor in advertising to children, ________ has strictly limited the use of this technique.
A) the Children's Advertising Review Unit
B) the Federal Trade Commission
C) Commercial Alert
D) the Department of Health and Human Services
E) the Federal Communications Commission
Answer:
Americans' love affair with products that save time and effort, such as the microwave,
are examples of the important core value of ________ in this culture.
A) progress
B) achievement and success
C) freedom of choice
D) efficiency and practicality
E) external conformity
Answer:
A popular pop singing sensation is a spokesperson for a cellular phone company. As a
non-expert celebrity endorser, her presence in communications about the cellular phone
company's service is likely to be processed via the ________.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route
Answer:
The ________ consists of brands the consumer excludes from the purchase
consideration because they are felt to be unacceptable.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer:
___________________, or the source's persuasive impact, stems from its perceived
expertise, trustworthiness, and believability.
A) Source recognition
B) Source encoding
C) Source decoding
D) Source degradation
E) Source credibility
Answer:
When stimuli are highly ambiguous, an individual will usually ________.
A) ignore them
B) block them out
C) interpret them according to one's own needs, wishes, and interests
D) take extra time to understand the intentions of the source
E) consult others as to their meaning
Answer:
Which of the following is NOT a part of a research report?
A) a brief executive summary of the findings
B) recommendations for marketing action
C) a full description of the methodology used
D) the results of the research efforts
E) All of the above are part of a research report.
Answer:
The likelihood of a consumer accepting or rejecting foreign-made products is known as
________.
A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism
Answer:
________ are examples of subcultural categories based on geographic region.
A) Lower, middle, and upper
B) Greek, Italian, and Russian
C) Eastern, Southern, and Southwestern
D) Female and male
E) Teenagers, Generation Xers, and the elderly
Answer:
The annual discretionary income of seniors amounts to ________ of the net worth of
American households.
A) 30%
B) 40%
C) 50%
D) 60%
E) 70%
Answer:
When a consumer's motivation or assessment skills are low, learning and attitude
change tend to occur via the ________ to persuasion.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route
Answer:
Self-reliance, self-interest, self-fulfillment, self-esteem, and self-confidence are all
exceedingly popular expressions of ________, one of the American core values.
A) materialism
B) achievement and success
C) freedom
D) individualism
E) humanitarianism
Answer:
Paul is an analyst at an investment bank. He notices that many of the senior executives
at his office wear Rolex watches, so he decides to save up and buy a Rolex so that he
will appear to be more like those executives. Paul's comparison of his own material
possessions with those owned by others to determine his relative social standing is an
example of ________.
A) Social Comparison Theory
B) affluent consumption
C) downward comparison
D) social stratification
E) antisocial comparison
Answer:
According to Maslow's hierarchy of needs, protection, order, and stability are examples
of ________.
A) self-actualization needs
B) egoistic needs
C) social needs
D) safety and security needs
E) physiological needs
Answer:
SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the
Oscar Mayer Wienermobiles became a cross-country road rally called the
Wienermobile Run. Consumers were encouraged to follow the promotion on social
media like Facebook, Instagram and Twitter and share messages about the
Wienermobile Run with their friends. The men and women who drove the six
Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's
vehicle had its own name. Teams raced around the country to accumulate points.
Drivers performed tasks or challenges submitted by the public on a website,
wienermobilerun.com. The goal was to get consumers to engage on a deeper level with
the Wienermobiles by introducing games in order to take advantage of a trend toward
gamification. They also allowed consumers to use social media to request the
Wienermobiles show up at their events to give consumers a more visceral experience
with the vehicles.
In the SOCIAL MEDIA MINI CASE, if the marketers from Kraft Foods wanted to
determine which team had the most loyal, long-term followers during the summer-long
road rally, they would track ________ to the team pages on the website.
A) unique visitors
B) cost per unique visitor
C) return visits
D) time spent
E) page views
Answer:
In the study of personality, three distinct properties are of central importance. These are
that ________.
A) personality reflects individual differences, personality is consistent and enduring,
and personality can change
B) personality reflects similarities between individuals, personality is consistent and
enduring, and personality can change
C) personality reflects individual differences, personality is consistent and enduring,
and personality does not change
D) personality reflects similarities between individuals, personality is consistent and
enduring, and personality does not change
E) personality reflects individual differences, personality is inconsistent and fleeting,
and personality can change
Answer:
Custom Interiors, an interior design firm, sends a holiday basket of Florida citrus fruit
to its accounting firm. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer:
_________________ sources generally have more credibility than _______________
sources.
A) For-profit; not-for-profit
B) Not-for-profit; for-profit
C) Neutral; for-profit
D) For-profit; neutral
E) Neutral; negative
Answer:
When consumers buy the most expensive model to mitigate the risk of purchasing a
poorly performing product, they are using ________ to minimize their risk.
A) information-seeking behavior
B) brand loyalty
C) narrow categorization
D) the price/quality relationship
E) perceptual blocking
Answer:
Which of the following statements is true about spokespeople?
A) When message comprehension is low, the expertise of the spokesperson has little
impact on the receiver's attitude.
B) A physically attractive model always enhances message credibility.
C) Consumers with strong ethnic identities are more likely to be persuaded by endorsers
with similar ethnicity than individuals with weaker ethnic identities.
D) The endorser's credibility substitutes for corporate credibility, therefore, companies
are sure to hire highly credible spokespeople to overcome the lacking credibility of the
company itself.
E) As long as a celebrity is giving the testimonial, it doesn't matter whether or not the
specific wording of the endorsement lies within the recognized competence of the
spokesperson.
Answer:
The actions that consumers display in searching for, purchasing, using, evaluating, and
disposing of products and services that they expect will satisfy their needs is known as
________.
A) the production orientation
B) consumer behavior
C) narrowcasting
D) positioning
E) the marketing mix
Answer:
________ is a technique that allows advertisers to reach the right user, in the right
place, at the right time and assign an individual value to a particular ad impression.
A) Real-time bidding
B) Dynamic targeting
C) Segment-based targeting
D) Data aggregation
E) Retargeting
Answer:
The ________ component of the consumer decision-making model draws on external
influences as sources of information about a particular product that influence a
consumer's product-related values, attitudes, and behavior.
A) marketing mix
B) output
C) decision
D) input
E) emotional
Answer:
A(n) _______________ is either a person or medium providing consumption-related
information and hired and paid by and organization. A(n) __________________ is
person whom the message receiver knows personally, such as a parent or friend who
gives product information or advice, or an individual met and respected online.
A) informal source; symbolic source
B) informal source; formal source
C) formal source; symbolic source
D) formal source; informal source
E) symbolic source; formal source
Answer:
