Families in the parenthood stage are an important market for luxury goods, new
automobiles, expensive furniture, and vacations to faraway places.
Answer:
Low-risk perceivers have been described as narrow categorizers because they limit their
choices to a few safe alternatives.
Answer:
Psychological risk is the risk that a poor product choice may result in social
embarrassment.
Answer:
The majority of Hispanic Americans speak only Spanish.
Answer:
Social media is only used by large, well known brands.
Answer:
As consumers use more and more highly convenient technologies, it becomes harder
and harder for consumer researchers to gather electronic records of their consumption
patterns.
Answer:
According to Weber’s law, a consumer will notice a 25 cent rise in the price of a 50 cent
product more than a 25 cent rise in the price of a $10 product.
Answer:
Retargeting occurs when ads for specific products that consumers have pursued online
follow them and show up repeatedly whenever they go online using the same computer.
Answer:
Targeting is the process of dividing a market into subsets of consumers with common
needs or characteristics.
Answer:
Rehearsal is the process by which we select a word or visual image to represent a
perceived object.
Answer:
The appropriate message framing decision depends on consumer’s attitudes and
characteristics as well as the product itself.
Answer:
Education, occupation, and income tend to be closely correlated.
Answer:
Products that are used in private are diffused more easily than products that have a high
degree of social visibility.
Answer:
A person’s ethnic identification is the degree to which she identifies herself as a member
of her ethnic group.
Answer:
Consumers believe that the more people who purchase a brand, the higher the brand’s
quality, which often results in a global brand being able to command a premium price.
Answer:
Consumers exposed to substantively varied ads process more information about product
attributes and have more positive thoughts about the product than those exposed to
cosmetic variation.
Answer:
Consumers may be able to control consumption by organizing less-structured offerings.
Answer:
In order to increase the response rate to telephone surveys, researchers typically send
notification letters as well as follow-up letters.
Answer:
The number of alternatives available when making a purchase decision does not affect
the decision-making process.
Answer:
Disney agreed not to feature any smoking in Disney-branded films in an effort to be a
good corporate citizen.
Answer:
Consumers worldwide believe that local brands develop new products and
breakthrough technologies at a faster pace than global brands.
Answer:
Young Europeans are now avoiding American fashions.
Answer:
When L’Oreal appeals to self-esteem with the tagline, “Because you’re worth it,” they
are appealing to physiological needs.
Answer:
Most products do not have substitutes or similar products in the marketplace, so having
a distinct benefit is usually unimportant for marketers.
Answer:
When Qantas offers First Class, Business Class, Premium Economy, and Economy,
with different features and amenities for each segment, they are engaged in positioning.
Answer:
Most unsatisfied customers complain to customer service and switch to competitors.
Answer:
A symbolic group is a reference group to which an individual is unlikely to belong, but
whose values and behaviors that person adopts.
Answer:
Unlike informal sources, the formal communications sources are typically considered to
be more credible because they have nothing to gain from the persuasive impact of the
message.
Answer:
The relative influence of a husband and wife on a particular consumer decision depends
in part on the product or service category.
Answer:
Lotteries, sweepstakes, door prizes, and contests that require certain consumer
behaviors for eligibility are examples of variable ratio reward schedules.
Answer:
Instrumental learning theorists believe that learning occurs through a trial-and-error
process, with habits formed as a result of rewards received for certain responses or
behaviors.
Answer:
The primary objective of providing value to customers continuously and more
effectively than the competition is ________.
A) to monopolize the market
B) to produce a compelling advertising message
C) to help recruit a dedicated workforce
D) to avoid government regulation of the industry
E) to create and to retain highly satisfied customers
Answer:
When automobile makers started producing more environmentally sound cars to
minimize the dire consequences of emissions on our planet and its inhabitants, they
were engaged in ________.
A) efficiency
B) health and fitness
C) green marketing
D) youthfulness
E) achievement
Answer:
While obtaining secondary data before engaging in primary research offers many
advantages, it also has some limitations. Which of the following is an example of these
limitations?
A) Secondary data is more expensive to obtain than primary data.
B) Secondary data takes longer to obtain than primary data.
C) Secondary data is inappropriate for use in exploratory research.
D) Secondary data may not be accurate because of errors in gathering or analyzing the
data for the original study.
E) Secondary data makes it challenging to identify difficulties that are likely to arise
during the full-scale study.
Answer:
________ media are online channels, social networks and mobile electronic devices.
A) Comparative
B) New
C) Traditional
D) Informal
E) Symbolic
Answer:
Which of the following global consumer market segments is known for seeking
knowledge and insight, and having a keen interest in books and new media?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
Answer:
The study that identified intra-country segments with respect to how a country’s citizens
view global brands characterized ________ as the individuals who use a company’s
global success as an indication of product quality and innovativeness, and are
concerned that a firm acts in a socially responsible manner.
A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots
Answer:
To overcome a narrow and culturally myopic view, marketers must go through a(n)
________ process.
A) acculturation
B) enculturation
C) proculturation
D) adculturation
E) novoculturation
Answer:
________ consist of channels where consumers pass along messages about brand to one
another.
A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media
Answer:
Of the four Ps of the marketing mix, price includes ________.
A) payment methods
B) public relations
C) warranties
D) distribution centers
E) packaging
Answer:
CAR MINI CASE: In the early 1900s, Henry Ford made a fortune manufacturing
Model T cars and selling them cheaply, making the automobile affordable for a much
larger proportion of the population than had previously been the case. He
accomplished this by producing only one model of car and doing so cheaply and at
high volumes through the utilization of assembly line manufacture. In 1923, General
Motors decided to increase its market share in the automobile industry by offering,
instead of just one model, as Ford did, a variety of affordable mass-produced models to
meet the various differing needs of different types of consumers.
In the CAR MINI CASE, Ford’s business strategy focused on ________.
A) targeting the market
B) positioning its product
C) developing a value proposition
D) segmenting the market
E) minimizing production costs
Answer:
A child’s immediate family is a ________ group that plays an important role in molding
the child’s general consumer values and behavior.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer:
In which of the following situations is the child likely to have the most influence?
A) an older child from higher socio-economic class regarding the purchase of a
child-related item
B) a younger child from a lower socio-economic class regarding the purchase of a
non-child-related item
C) a younger child from a lower socio-economic class regarding the purchase of a
child-related item
D) an older child from a lower socio-economic class regarding the purchase of a
child-related item
E) an older child from a higher socio-economic class regarding the purchase of a
non-child-related item
Answer:
The first people to purchase a new product are considered ________.
A) consumer innovators
B) nonadopters
C) laggards
D) trial drivers
E) test consumers
Answer:
An individual’s perception of the performance of a product or service in relation to one’s
expectations is known as ________.
A) market segmentation
B) customer satisfaction
C) market targeting
D) product placement
E) product promotion
Answer:
If the audience is friendly to the advertiser’s products, initially favors the
communicator’s position, or if it is not likely to hear an opposing argument, then a
________ is most effective. If the audience is critical or unfriendly and well educated,
then a ________ is likely to be more effective.
A) positive message frame; negative message frame
B) two-sided message; one-sided message
C) peripheral route to persuasion; central route to persuasion
D) negative message frame; positive message frame
E) one-sided message; two-sided message
Answer:
________ media are the original communications channels that advertisers have used,
and include print and broadcast.
A) Comparative
B) Traditional
C) Social
D) Informal
E) Symbolic
Answer:
The learning of a new or foreign culture is known as ________.
A) acculturation
B) exculturation
C) proculturation
D) inculcation
E) enculturation
Answer:
The focus of the ________ was to sell more of what the manufacturing department was
able to produce.
A) marketing concept
B) selling concept
C) product concept
D) production concept
E) market orientation
Answer:
The ________ level of cultural norms reflects the underlying dimensions of culture that
impact multiple societies.
A) supranational
B) national
C) group
D) reference group
E) subcultural
Answer:
Interview surveys most often take place in a public space or in retail shopping areas.
The latter are referred to as ________.
A) mystery shops
B) mall intercepts
C) shopping experience surveys
D) shop stops
E) focus groups
Answer:
Verve shampoo has come out with a new hair-care product that is a shampoo and
conditioner in one, so consumers can wash and condition their hair in one easy step.
This product appeals to Americans’ value of ________.
A) efficiency
B) achievement
C) progress
D) freedom of choice
E) success
Answer:
Norman dislikes the health insurance plan provided by his employer, but is unwilling to
switch to a different health insurer because obtaining private health insurance would be
significantly more expensive than the employer-subsidized plan in which he is currently
enrolled. With regard to health insurance, Norman is best described as a(n) ________.
A) loyalist
B) apostle
C) hostage
D) terrorist
E) mercenary
Answer:
The adoption of digital technologies has introduced drastic changes into the business
environment, including which of the following?
A) Customers are forced to deal with distribution outlets and middlemen in order to
obtain goods.
B) The exchange between marketers and customers is less interactive than in the past.
C) Consumers face more barriers to accessing information.
D) Marketers can offer more products and services than ever before.
E) Market research has become significantly more difficult.
Answer:
The Elaboration Likelihood Model proposes that consumers’ attitudes are changed by
two distinctly different routes to persuasion: ________ routes and ________ routes.
A) central; logical
B) main; secondary
C) central; peripheral
D) rational; emotional
E) direct; indirect
Answer:
FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs
down by only serving its food through drive-through windows. In response to increasing
concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a
grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In
addition to chicken and beef tacos, Speedy’s menu also includes Speedy Burritos and
Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand,
Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy
name on its line of salsa and tortilla chips sold to consumers through grocery stores. To
entice consumers to try its salsa and chips, Continental Foods set up sampling booths
at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that
sampled the chips and salsa were given coupons toward the purchase of Continental
Foods’ Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount
coupon for salsa on the back of every bag of tortilla chips.
In the FAST FOOD MINI CASE, Speedy Taco’s addition of chicken tacos to its menu
constitutes ________.
A) product form extension
B) product category extension
C) product line extension
D) product reputation extension
E) product brand extension
Answer:
________ are sought outcomes to be achieved by using a given product or service.
A) General goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-specific goals
Answer:
Central brand claims that are critical to the evaluation of the product’s utilitarian
attributes are most likely processed via the ________.
A) central route
B) tricomponent route
C) functional route
D) primary route
E) peripheral route
Answer:
________ is constructing a map-like diagram representing consumers’ perceptions of
competing brands along relevant product attributes.
A) Perceptual mapping
B) Umbrella mapping
C) Reposition mapping
D) Attribute mapping
E) Umbrella positioning
Answer:
________ is the measure of the proportion of viewers who interact with an ad or
application.
A) Unique visitors
B) Interaction rate
C) Actions taken
D) Conversation-related measures
E) Visitors’ demographics
Answer:
Which of the following is true of attitudes and their relationship with behavior?
A) Attitudes are permanent, but the behaviors they reflect change over time.
B) Consumers always demonstrate consistency between their attitudes and their
behaviors.
C) There is no demonstrable link between attitudes and behavior.
D) When consumers are free to act as they wish, we anticipate that their actions will be
consistent with their attitudes.
E) Attitude change is always followed by behavior change.
Answer:
The ________ stage of the basic family unit occurs with the death of one spouse.
A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution
Answer: