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FURNITURE MINI CASE: Andrews Mountain Furniture is a manufacturer of home
furnishings in eastern North Carolina. Andrews has been in business for 150 years and
its advertising emphasizes the company's long history of production and sales in the
United States. It also encourages cross-generational brand loyalty within families by
suggesting adults should buy the same furniture that their parents had in their homes.
In the FURNITURE MINI CASE, by encouraging consumers to remain loyal to the
brands to which their parents were loyal, Andrews Mountain is appealing to consumers
with low ________.
A) dogmatism
B) ethnocentricity
C) need for cognition
D) inner-directedness
E) need for uniqueness
Answer:
As a base for market segmentation, ________ is/are commonly computed as a weighted
index of education, occupation, and income.
A) social class
B) family life cycle
C) personality traits
D) sociocultural values
E) psychographics
Answer:
Which DSWI Household Classification group is most likely to consume healthy food
items and avoid convenience foods?
A) dual low occupation career couples, white-collar husband
B) nonworking wives
C) low husband occupation households
D) dual low occupation career couples, blue-collar husband
E) very high occupation career couples
Answer:
Once or twice a year, when Estee Lauder runs a particularly good promotion, Candace
buys some new make-up. She typically only spends the minimum required to qualify
for the promotion. On the customer profitability pyramid, Candace is most likely to fall
into the ________ tier.
A) gold
B) lead
C) silver
D) iron
E) platinum
Answer:
Stacy notes that, after her freshman year of college, her daughter is more mature and is
willing to listen to points of view other than those with which she agrees. This supports
the contention that personality ________.
A) is consistent
B) reflects individual differences
C) can change
D) is more apparent in childhood than in adulthood
E) is enduring
Answer:
What is the FOURTH 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:
When a researcher selects the most accessible population members from whom to
obtain the information, this is considered a ________.
A) simple random sample
B) convenience sample
C) judgment sample
D) cluster sample
E) quota sample
Answer:
A ________ is characterized by the gearing up of manufacturing skills in order to
expand production.
A) marketing concept
B) product concept
C) selling concept
D) production concept
E) societal concept
Answer:
Examples of ________ include tests of different sales appeals of package designs,
prices, or copy themes, and identify cause and effect.
A) motivational research
B) causal research
C) trial and error
D) internal secondary data
E) behavioral research
Answer:
In a consumer behavior context, a(n) ________ might consist of a well known brand
symbol that implies quality, whereas a(n) ________ might consist of new products
bearing the well-known symbol.
A) unconditioned stimulus; conditioned stimulus
B) conditioned stimulus; conditioned response
C) unconditioned stimulus; unconditioned response
D) conditioned stimulus; unconditioned stimulus
E) unconditioned response; conditioned response
Answer:
Derek was the primary decision maker when it came to automotive purchases in his
household, but asked for and considered feedback from his wife and children when they
went to purchase a new car. Derek's approach makes the car purchase an example of
a(n) ________.
A) husband-dominated decision
B) wife-dominated decision
C) joint decision
D) autonomic decision
E) heuristic decision
Answer:
________ define themselves by acquiring possessions.
A) Object visualizers
B) Spatial visualizers
C) Highly materialistic consumers
D) Verbalizers
E) Highly dogmatic consumers
Answer:
The fact that Skippy peanut butter is preferred on the coasts, and Jif is preferred in the
South and Midwest, is an indication that marketers must research ________
subcultures.
A) demographic
B) geographic
C) racial
D) ethnic
E) religious
Answer:
The theory of ________ suggests that the memory of a negative cue, such as a
low-credibility source, simply decays faster than the memory of the message itself,
leaving behind the primary message content.
A) the sleeper effect
B) advertising wearout
C) disassociation
D) differential decay
E) the dissipation effect
Answer:
Jeb works for a company that collects data from users' browsers, Google, Yahoo, and
Facebook and builds models that marketers use to design the ads consumers see, which
are delivered based on demographics and past advertising exposures. His company is
a(n) ________.
A) Broadcast Media Company
B) Data Aggregator
C) Interactive Spy
D) Data Mash-up
E) Consumer Agent
Answer:
Yuppies are members of the ________ subculture.
A) Generation X
B) Baby Boomer
C) Senior
D) Generation Y
E) Tween
Answer:
Bill is an avid coin collector and belongs to a coin collectors' club, receiving a monthly
magazine and invitations to exclusive events. This coin collectors' club is an example of
a(n) ________ group.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer:
Which of the following global consumer market segments is most focused on social
relationships and family?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
Answer:
If an undergraduate student was considering getting a tattoo and stopped to ask herself
what her parents would think of such behavior, such a reflection would constitute her
________.
A) internal attribution
B) subjective norm
C) direct experience
D) external attribution
E) niche
Answer:
A consumer who selects the product with the highest overall rating when considering all
its attributes has used a(n) ________.
A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule
Answer:
Professional tennis players may constitute a(n) ________ group for an amateur tennis
player who identifies with certain players by imitating their behavior whenever possible
despite the fact that the amateur tennis player does not qualify for membership as a
professional tennis player because he/she has neither the skills nor the opportunity to
compete professionally.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer:
________ is the process through which individuals learn behavior by observing the
behavior of others and the consequences of such behavior.
A) Massed learning
B) Passive learning
C) Observational learning
D) Positioning
E) Distributed learning
Answer:
Subcultures are ________.
A) mutually exclusive in terms of membership
B) a hindrance to market segmentation
C) dynamic and evolving
D) vastly different in values and beliefs from dominant American culture
E) static
Answer:
JONES MINI CASE: Bob Jones is 75 years old, but feels like he's only 60. He enjoys
fishing and golf and recently bought a house in North Carolina so that he could be
closer to his grandchildren. He and his wife, Shirley, have Internet access in their home
and, most recently, used the Internet to purchase a birthday present for their youngest
grandchild.
In the JONES MINI CASE, which of the following labels best describes the Joneses?
A) traditional elderly
B) new-age elderly
C) old-old
D) stereotypical elderly
E) technophobic elderly
Answer:
The process of dividing a market into distinct subsets of consumers with common needs
or characteristics is known as ________.
A) target marketing
B) market segmentation
C) mass marketing
D) the marketing concept
E) market evaluation
Answer:
Which of the following is NOT a factor that increases prepurchase search?
A) high price
B) short periods of time between successive purchases
C) no past experience
D) a socially visible product
E) high product involvement
Answer:
A ________ involves the introduction of a modified product rather than a totally new
product, and has the least disruptive influence on established patterns.
A) discontinuous innovation
B) dynamically discontinuous innovation
C) dynamically continuous innovation
D) statically continuous innovation
E) continuous innovation
Answer:
AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the
United States and western Europe, and claims to deliver "a first class experience for
every passenger." All ticket purchases are made online, and users of the Transatlantic
website must register before they search for flights. Transatlantic uses this information
to determine which consumers are generating the most profits for the company, which
services they purchase most frequently, and which services they are potentially
interested in but are not purchasing. This information is then used to make specific
promotional offers to profitable customers in an attempt to retain their business and to
expand the range of flight services that they purchase. Transatlantic also uses this
information to provide unexpected perks to highly profitable customers, like free
upgrades to first class.
In the AIRLINE MINI CASE, by tracking flight searches and developing services to
better meet customers' unfulfilled needs, Transatlantic adheres to the ________.
A) social marketing concept
B) production concept
C) selling concept
D) marketing concept
E) product concept
Answer:
A married couple and one or more children constitute a(n) ________.
A) work group
B) nuclear family
C) extended family
D) friendship group
E) life cycle
Answer:
Identify the three conditions under which customization is most likely to be effective
and provide an example of a successful customizable offering that meets these criteria.
Answer:
ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run
exclusively on battery power and require no fossil fuels. Its advertising focuses on the
amount of carbon emissions that the Ecolite driver will avoid emitting compared to
comparable compact cars, and the positive impact that will have on the environment.
Ecolite has also put together a SuperGreen add-on package that includes additional
interior features, a portion of the proceeds of which are donated to the Arbor Day
Foundation. Ecolite has decided to advertise its new vehicle by offering them to car
rental agencies at a discounted price to enable people to drive the cars risk free and to
get them seen on the street. Ecolite has also provided vehicles to a popular television
show about models so the models will be seen driving the vehicles on the television
show and hired actors to pose as product users to provide information about the car as
they drive it around.
In the ECOLITE MINI CASE, Ecolite's support of the Arbor Day Foundation is an
example of ________.
A) covert advertising
B) green marketing
C) advertainment
D) buzz marketing
E) cause-related marketing
Answer:
Consumers' characteristics can be classed as either behavioral or cognitive. In this
context, behavioral data can be determined from direct questioning and categorized by a
single objective measure. Examples of behavioral data include ________.
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and psychographics
C) personality traits, lifestyles, and family life cycle
D) education, quantity of product purchased, and gender
E) level of involvement, awareness of product alternatives, and benefits wanted
Answer:
Which of the following is NOT one of the ways consumers cope with missing
information during the decision-making process:
A) develop arguments for why the missing information is important
B) delay the decision until the missing information is obtained
C) ignore missing information and continue with current decision rule using available
attribute information
D) change customarily used decision strategy to one that better accommodates missing
information
E) infer the missing information
Answer:
COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that
she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee.
Linda replies that she really prefers to drink her coffee in the peace and quiet of her
own home. One morning, Linda is running late and doesn't have time to make herself a
cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a
great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a
co-worker comments on her alert, up-beat attitude that morning. Linda replies that it
must be the great weather that day, sunshine after a week of solid rain. The following
morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go
again.
In the COFFEE MINI CASE, Linda attributes her upbeat attitude and alertness to the
change in the weather. This is an example of ________.
A) internal attribution
B) utilitarian attribution
C) conative attribution
D) external attribution
E) defensive attribution
Answer:
When a product is first introduced, the ________ consider purchasing it to be risky
because it is new. After a relatively small but not insignificant number of consumers
purchased the product (and probably after the price has gone down), they conclude that
purchasing the product is wise.
A) innovators
B) early adopters
C) early majority
D) late majority
E) laggards
Answer:
