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Given the following information, which of the following compact disc players would be
chosen using the elimination-by-aspects decision rule?
A. Sony
B. Sanyo
C. Pioneer
D. Sony and Pioneer would be considered further.
E. none of the above
Which of the following is a variable that influences brand decisions inside a retail
outlet?
A. point-of-purchase materials
B. price reductions
C. outlet atmosphere
D. stockout situations
E. all of the above
Which online environment option is a growing source of potential consumer feedback
and input?
A. surveys
B. blogs
C. Facebook
D. Twitter
E. b, c, and d
A price with which other prices are compared is known as a(n) _____.
A. reference price
B. comparison price
C. base price
D. starting price
E. internal price
While marketers must be sensitive to nationality-based differences, some variables
create sufficient cultural homogeneity for most products and advertising campaigns
targeted to the Hispanic market. Which of the following is one of those variables?
A. common language
B. common religion
C. emergence of national Spanish-language media
D. emergence of national entertainment figures
E. all of the above
_____ is defined as the exponential expansion of word-of-mouth.
A. Dispersion
B. Buzz
C. Infection
D. Gossip
E. Dissemination
Ads in such places as school buses, scoreboards, bulletin boards, as well as coupons and
free samples represent which of the following?
A. in-school ads
B. ads in classrooms
C. corporate-sponsored educational materials and programs
D. corporate-sponsored contests and incentive programs
E. mobile games
Which of the following is a factor affecting the spread of innovations?
A. type of group
B. type of decision
C. compatibility
D. observability
E. all of the above
Cost and performance features are examples of which type of evaluative criteria?
A. tangible
B. intangible
C. primary
D. secondary
E. instrumental
_____ involves incorporating brands into movies, television programs, and other
entertainment venues in exchange for payment or promotional or other consideration,
with the goal being to add realism to the scene, give subtle exposure to the brand, and
influence consumers in an unobtrusive manner.
A. Ad integration
B. Product integration
C. Brand integration
D. Product placement
E. Product synergy
