The changing and expanding roles of women throughout much of the world is creating
new opportunities as well as challenges for marketers.
The elaboration likelihood model (ELM) of persuasion posits two routes to persuasion:
direct route and indirect route.
Education is probably the most widely applied single cue we use to initially evaluate
and define individuals we meet.
The Single I stage of the household life cycle is basically the unmarried members of the
baby boom generation.
Marketers do not attempt to change or create consumption patterns associated with
rituals.
Most consumer purchases involve relatively high-involvement decision making, and
therefore, arouse little or no post-purchase dissonance.
Generalized market influencers are referred to as opinion leaders.
The extended self consists of self plus others.
Functional performance relates to the physical functioning of the product.
Various factors beyond functional utility influence organizational decisions.
The perceived risk associated with unsatisfactory product performance increases
information search prior to purchase.
A major component of store atmosphere is the number, characteristic, and behavior of
other customers.
The affective component of an attitude is one’s tendency to respond in a certain manner
toward an object or activity.
Which PRIZM social group is characterized by smaller, less densely populated cities or
satellites to major cities?
A. Urban
B. Suburban
C. Second City
D. Town & Rural
E. Rural
Xavier was born in 1940. He was too young to remember World War II, and he matured
during the prosperous years of the 1950s and early 1960s. His favorite singer was, and
still is, Elvis Presley. To which generation does he belong?
A. pre-Depression generation
B. Depression generation
C. baby boom generation
D. Generation X
E. Generation Y
Kevin is shy and doesn’t really like to be around others. Most of the others from his
high school that went to the same college he did got involved in student organizations,
such as fraternities and sororities, business organizations, and religious groups, but
Kevin didn’t join anything. Kevin has a low need for _____.
A. categorization
B. consistency
C. autonomy
D. affiliation
E. modeling
Bob is a consumer who strives for a clear social position and is strongly influenced by
the actions, approval, and opinions of others. He drives an expensive automobile, and
only buys brands of clothing that are considered ‘status symbols.” Which primary
motivation is driving Bob’s behavior?
A. ideals motivation
B. achievement motivation
C. self-expression motivation
D. realist motivation
E. focused motivation
Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an
accomplished professional. Finally, she sees herself as a good citizen and devoutly
religious person who takes the concerns of others seriously and tries to make the world
a better place for those less fortunate than she and her family. This totality of Jennifer’s
thoughts and feelings about herself is known as her _____.
A. inner peace
B. inner self
C. self-concept
D. personal identity
E. self-identity
Which of the following is NOT evaluated when analyzing a company’s own ability to
meet customer needs?
A. competitors
B. financial strengths
C. general managerial skills
D. production capabilities
E. reputation
Customer relationship management (CRM) programs are _____.
A. increasingly less common in American firms
B. used to increase satisfaction, commitment, and retention of key customers
C. as simple as buying a computer program
D. complex database systems designed to go beyond target customers
E. all of the above
Which of the following is the American advertising industry’s primary self-regulatory
body?
A. Federal Trade Commission
B. National Advertising Division of the Council of Better Business Bureaus
C. Food and Drug Administration
D. Congress
E. media
A shift back to an emphasis on postponed gratification in America would most likely
_____.
A. increase the use of credit
B. decrease the use of credit
C. alter the timing of television commercials
D. expand the use of Internet shopping
E. none of the above
_____ refers to the manner in which the message is presented.
A. Position
B. Isolation
C. Format
D. Contrast
E. Lateralization
Leigh received a digital camera for her birthday. She was able to figure this product out
pretty easily because it only required a moderate change in how she used to take
pictures. One thing she had to get used to was printing the pictures instead of taking a
roll of film to a processor. This is an example of a _______ innovation.
A. continuous
B. dynamically continuous
C. discontinuous
D. technological
E. nontechnological
Nominal decisions can be broken into which two distinct categories?
A. brand loyal decisions and repeat purchase decisions
B. primary decisions and secondary decisions
C. high involvement decisions and low involvement decisions
D. expensive decisions and inexpensive decisions
E. first purchase decisions and repeat purchase decisions
Which of the following is NOT a type of consumer decision making discussed in your
text?
A. nominal decision making
B. extended decision making
C. complex decision making
D. limited decision making
E. all of the above are types of decision making
Which of the following is an individual characteristic that influences interpretation?
A. expectations
B. organization
C. changes
D. proximity
E. clutter
Which problem recognition involves a discrepancy that only one brand can solve?
A. generic problem recognition
B. selective problem recognition
C. active problem recognition
D. inactive problem recognition
E. primary problem recognition
Bobbie bought a Dell computer because her brother has one, and he seems to be
satisfied with it. She did not compare any other computers when making this choice.
Which type of choice process did Bobbie use?
A. affective choice
B. attitude-based choice
C. rational choice
D. attribute-based choice
E. instrumental choice
The capacity of STM is thought to be in the range of _____ bits of information.
A. 1 to 2
B. 3 to 5
C. 5 to 9
D. 10 to 14
E. 15 to 20
_____ refers to the fact that repeat and particularly committed customers tend to buy
the brand consistently rather than waiting for a sale or continually negotiating price.
A. Acquisition cost
B. Referral
C. Price premium
D. Price indifferent
E. Price insensitive
A local Kia automobile dealership owner conducted some informal market research and
found that many consumers had negative attitudes toward this brand. Explain what can
be done to change the cognitive component of consumers’ attitudes.
Identify the internal and external influences on organizational buyer behavior.
A German electronics manufacturer is expanding into the United States. This company
has commissioned your company, a marketing research firm, to explain the various
subcultures in this country. Explain the concept of subcultures, and briefly describe the
three main subcultures discussed in this chapter.
Name and describe the three types of consumer decision making, and discuss the factor
that influences the type consumers will use.
Monica is a new mother and reads several magazines and books to better understand
how her son will develop. One book she used explained Piaget’s stages of cognitive
development. Based on these stages, explain what Monica can expect as her child
grows up.
The Baby Boom market is the largest generational segment in America, but also one of
the most diverse. What are the common stereotypes of the boomer market, and provide
insight as to segmentation opportunities.
Strength of learning is one factor that determines how long-lasting a learned response
will be. That is, the stronger the original learning (e.g., of nodes and links between
nodes), the more likely relevant information will be retrieved when required. Discuss
three of the six factors enhancing the strength of learning.
Name and describe the three defense mechanisms loyal consumers use to avoid
changing their attitudes.
You are a marketing manager and want to measure the lifestyles of the various market
segments served by your company. Discuss typical variables you should include in your
studies.
Companies spend millions of dollars each year for celebrities to appear in their
marketing communications. Explain why this might be a good investment. That is,
discuss the reasons why celebrity endorsers are effective.