Why is China very attractive to marketers around the world?
A. because it represents a collective approach to marketing in contrast to the traditional
individualist approach used in the United States and other western cultures
B. Chinese consumers are very brand loyal
C. they are the heaviest users of the Internet
D. Chinese teens are easier to understand because they are less “trendy” than teenagers
from other countries
E. because of its massive population, rising income, and emerging youth market
Approximately what percentage of the U.S. population has completed college?
A. 30%
B. 43%
C. 50%
D. 75%
E. 87%
What is the LAST step in market segmentation?
A. describing each group
B. selecting an attractive segment(s) to serve
C. identifying product-related need sets
D. grouping customers with similar need sets
E. deciding the segmenting scheme
Which of the following statements is true regarding ethnic subcultures?
A. European ethnic groups constitute a significant and growing part of the U.S.
population.
B. Hispanics are the largest population group in the South and urban areas in the
Northeast and Midwest.
C. The influence of one’s ethnic heritage on behavior is not influenced by situational
factors.
D. All subcultures are very diverse, and general descriptions do not apply to all of the
members.
E. Ethnicity is the only factor that influences an individual’s behavior.
Which of the following is NOT an objective uncovered through research that drives the
management of privately held firms?
A. building a place for the entire family to work and be involved
B. becoming wealthy
C. avoiding corporations and working for others
D. build a lasting “empire”
E. change governmental regulations
How many of the CARU’s general guiding principles relate to a child’s ability to
comprehend commercial messages?
A. 1
B. 4
C. 5
D. 6
E. all of them
_____ occurs when individuals or groups make consumption decisions that have
negative consequence for their long-run well-being.
A. Disintermediation
B. Conspicuous consumption
C. Disenfranchisement
D. Injurious consumption
E. Demarketing
Nat wants to comply with the FTC’s recommendations regarding consumer-oriented
commercial websites that collect personal identifying information from or about
consumers. Which of the following is NOT one of the recommendations made by the
FTC?
A. provide notice to consumers that are transparent
B. allow consumers to choose how information concerning them will be used in a
simplified manner
C. require parental consent when collecting information from children under the age of
18
D. offer consumers reasonable access to the information a website has collected about
them
E. privacy by design
Which type of reasoning allows consumers to use an existing knowledge base to
understand a new situation or object?
A. operant reasoning
B. analogical reasoning
C. cognitive reasoning
D. affective reasoning
E. conscious reasoning
Elizabeth is 15 years old and is asking her parents for more freedom. She wants to make
more of the decisions that affect her, such as the clothes she wears, how late she can
stay out, and what school she attends. This is an example of Elizabeth’s need for _____.
A. objectification
B. ego defense
C. expression
D. autonomy
E. assertion
James likes to eat a strawberry Pop-Tart for breakfast before school. After about two
weeks of this, he starts to get bored with that and switches to waffles. James is
displaying which type of behavior?
A. variety-seeking
B. brand-switching
C. entertainment
D. limited search
E. extended search
_____ is the assignment of meaning to sensations.
A. Attention
B. Perception
C. Interpretation
D. Hemispheric lateralization
E. Information processing
Mike is a 23 year old recent college graduate and is starting his career as a
pharmaceutical sales representative. He will be living in an extended-stay hotel in the
city where he will undergo training, but once he finishes that, he plans on renting a nice
apartment with a friend of his from college. He also wants to purchase a sports car and
save money for a ski vacation next year. To which stage of the household life cycle does
Mike belong?
A. Single I
B. Single II
C. Beginning
D. Introduction
E. Growth
In terms of the Asian American market, which segment identified by Market Segment
Research is older, often retired, has strong identification with their original culture,
tends to use their native language as their primary language, and is not concerned about
status?
A. Traditionalists
B. Established
C. Living for the Moment
D. Market followers
E. Contented
A major basis for concern about marketing to children is their inability to fully process
and understand commercial messages. Much of the theory and research in this area is
based on _____.
A. Asche’s diffusion theory
B. Weber’s intellect enhancement theory
C. Piaget’s stages of cognitive development
D. Pavlov’s process acquisition stages
E. none of the above
Carla and John are both children, but they use their family’s electronic equipment such
as TVs, DVD players, and stereo equipment. They did not play much of a role in the
purchase decision on which brands to buy, but their parents did consider their needs
when deciding on which products and brands to purchase. In terms of family purchase
roles, what role do these children play?
A. initiator
B. information gatherer
C. influencer
D. user
E. c and d
Simply presenting a brand to an individual on a large number of occasions to make the
individual’s attitude toward the brand more positive is known as _____.
A. mere exposure
B. the familiarity effect
C. positive exposure
D. repetitive exposure
E. the saturation effect
Consumers’ general approaches or patterns of external search are termed _____.
A. social status
B. shopping orientations
C. involvement
D. motives
E. differentials
Sales personnel, websites, and advertising represent which type of information source?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources