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If the target market engages in limited decision making and the brand is not part of their
evoked set, the objective will be to _____.
A. disrupt the existing decision patterns
B. capture as large a share of the purchases as practical
C. intercept the consumer during the search for information on the brands in the evoked
set
D. develop a strong position on those attributes important to the target market
E. defend against the disruptive tactics of competitors
Which of the following is a nonmarketing factor affecting consumers' actual state?
A. social status
B. household characteristics
C. product/brand performance
D. motives
E. culture
Anything that increases the likelihood that a given response will be repeated in the
future is considered _____.
A. punishment
B. a reward
C. reinforcement
D. a conditioned stimulus
E. an operant
Which of the following is NOT a category of organizational objectives?
A. commercial
B. governmental
C. nonprofit
D. cooperative
E. temporal
Karen believes in cause-related programs, but she doesn't always act accordingly. That
is, she likes to patronize retailers that claim to donate a portion of her purchases to
charity, but she only shops there when it is convenient for her to do so. Which consumer
group would Karen belong?
A. Skeptic
B. Balancer
C. Attribution-oriented
D. Socially concerned
E. Apathetic
Earl did not complete high school and works as a janitor at two jobs. His income is very
low, and he does not possess any skills to help him get a better paying job. Which social
class best describes Earl?
A. lower-lower class
B. upper-lower class
C. working class
D. lower-middle class
E. middle class
A(n) _____ is the way an individual perceives his or her feelings and situation to be at
the present time.
A. current state
B. actual state
C. desired state
D. self-concept
E. self-assessment
Which group of consumers is better able to chunk product information?
A. younger consumers
B. older consumers
C. males
D. females
E. product experts
With respect to the specific lifestyle scheme developed by Porsche, which segment of
consumers is ambitious and driven, values power and control, and expects to be
noticed?
A. Top Guns
B. Elitists
C. Proud Patrons
D. Bon Vivants
E. Fantasists
Which of the following reflects the relatively stable behavioral tendencies that
individuals display across a variety of situations?
A. motivation
B. personality
C. emotion
D. perception
E. needs
The physiological ability of an individual to distinguish between similar stimuli is
called _____.
A. just noticeable difference
B. sensory discrimination
C. consumer inference
D. closure
E. expectations
