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Consumers use ________ to attempt to express new versions of themselves and/or to
take on the appearances of other types of people.
A) brand personification
B) anthropomorphization
C) vanity
D) status
E) self-altering products
Answer:
In ________, the marketer adds related products to an already established brand.
A) product form extensions
B) product category extensions
C) product line extensions
D) product differentiation
E) product generalization
Answer:
Strivers are dedicated to technology, knowledge, and learning, and are the highest
consumers of media.
Answer:
The segment of global youth aged 14 to 24 that acts as the hub of online social
networks, focuses on revolution, creativity and deconstruction, and has members that
prefer cult brands like Vespa and Vans, is called ________.
A) in-crowd
B) pop mavericks
C) networked intelligentsia
D) thrill renegades
E) pop rebels
Answer:
PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen
in preparation for the college graduation season. Prior to launching its new product,
United carries out research on different promotional ideas in an attempt to select an
advertisement design that will optimize the pen's sales. United has pre-selected four
advertising themes that it will test. In these tests, individuals are shown a series of print
ads with one of the four test advertisements inserted randomly in the series. Test
subjects are then asked to recall certain elements of the pen advertisement. By
comparing data from different sets of test subjects shown different versions of the
advertisement, United will be able to determine which of the four advertising themes
most effectively communicates United's intended message about the quality and
prestige of the new product.
In the PEN MINI CASE, test subjects were chosen based on their level of education
and the ages of their children. The sample used would be best described as a ________.
A) judgment sample
B) simple random sample
C) convenience sample
D) cluster sample
E) quota sample
Answer:
On a questionnaire, a(n) ________ question is one where the respondent merely checks
the appropriate answer from a list of options.
A) open-ended
B) closed-ended
C) disguised
D) undisguised
E) exploratory
Answer:
In marketing and consumer research, the conative component of the tricomponent
attitude model is frequently treated as an expression of the consumer's ________.
A) attitude
B) level of familiarity
C) intention to buy
D) attitude toward the object
E) ego-defensive function
Answer:
In the context of marketing, the most important role of the family is ________.
A) intergenerational brand transfer
B) peer socialization
C) socialization of family members
D) shared shopping experience
E) parental socialization
Answer:
When a researcher divides the population into mutually exclusive groups (such as age
groups), then random samples are drawn from each group, this is known as a ________
sample.
A) simple random
B) quota
C) stratified random
D) cluster
E) systematic random
Answer:
Of the four Ps of the marketing mix, place includes ________.
A) discounts
B) public relations
C) warranties
D) distribution centers
E) packaging
Answer:
________ is our tendency to make the same responses to slightly different stimuli.
A) Stimulus discrimination
B) Stimulus generation
C) Stimulus generalization
D) Classical conditioning
E) Advertising wearout
Answer:
COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to
apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell,
and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she
considers them to be too far away from home. A college counselor had suggested to her
that Columbia has a comparable reputation to the schools Evelyn was considering, but
Evelyn didn't perceive Columbia as having any particular advantage over the schools
to which she had already decided to apply. She is eventually accepted to, and decides to
attend Cornell University. Upon arriving on campus, Evelyn immediately notices a
deliberate effort on the part of the college to make new students not only feel at home,
but that they have absolutely made the right decision in attending Cornell.In the
COLLEGE MINI CASE, Columbia is part of Evelyn's ________.
A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set
Answer:
HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on
relieving headache pain. Under the slogan "If you really want to fix a problem, you
have to use the right tools," Fast Relief advertising points out that while its tablets
aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical
trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving
headaches. At the beginning of the advertising spot, a woman is shown with her eyes
shut tight and her hand pressed against her forehead. Over the course of the ad, the
woman's face gradually relaxes and she begins to look relieved and comfortable. Fast
Relief also advertises its products by having its tablets used by actors to relieve their
headaches during popular television shows.
In the HEADACHE MINI CASE, the woman shown in the television ad demonstrates
that Fast Relief is helping relieve her headache by using ________.
A) interpersonal communication
B) nonverbal cues
C) celebrity endorsement
D) corrective communication
E) verbal cues
Answer:
A ________ is a type of symbolic activity consisting of a series of steps occurring in a
fixed sequence and repeated over time.
A) communication
B) ritual
C) symbol
D) culture
E) target
Answer:
Ashley is a marketer for Barry's Ice Cream Sandwiches. Barry's is considering reducing
the number of sandwiches in a pack from 12 to 10 without reducing the price. In order
to anticipate consumers' response to this kind of effective price increase, Ashley is
reviewing records of customer complaints received two years ago, when Barry's
reduced its packs from 15 to 12 sandwiches. These records constitute ________.
A) external secondary data
B) primary data
C) a focus group
D) a test market
E) internal secondary data
Answer:
WEDDING MINI CASE: Susan is planning her wedding. Susan knows what music is
appropriate for her ceremony because she has been to a number of weddings before.
She has questions, though, about the appropriate wording of her invitations, so she
reviews the helpful information provided by professional wedding planners on
specialist wedding sites to familiarize herself with customary wording and style rules.
In choosing a wedding dress, Susan has decided to have a dress designer make a
custom wedding dress for her.
In the WEDDING MINI CASE, a bridal bouquet would be considered a ritual
________.
A) artifact
B) symbol
C) culture
D) custom
E) value
Answer:
________ serve to stimulate learning, and ________ are the stimuli that direct them.
A) Motives; reinforcements
B) Motives; cues
C) Cues; responses
D) Cues; motives
E) Responses; reinforcements
Answer:
Another term for psychographic characteristics is ________.
A) age
B) lifestyles
C) benefits sought
D) use-situation factors
E) use-related factors
Answer:
When Joe wanted to get a new outboard motor for his sailboat, he consulted a forum for
British Seagull motors and connected with Jim. Jim gave him information about the
outboard motor he was considering. Jim, the individual Joe met and respected online
who gave him product information and advice, is an example of a(n)
_________________________.
A) symbolic source
B) formal source
C) informal source
D) normative source
E) comparative source
Answer:
Social class stems from ________, which is the degree of prestige the members of one
social class have in comparison with members of the other social classes.
A) religion
B) power
C) social status
D) upward mobility
E) education
Answer:
Barry wants a sandwich for lunch. Tom wants a turkey sandwich with lettuce, tomato,
and mayonnaise from Subway. Barry has a(n) ________, whereas Tom has a(n)
________.
A) generic goal; product-specific goal
B) objective goal; subjective goal
C) product-specific goal; objective goal
D) subjective goal; generic goal
E) product-specific goal; generic goal
Answer:
JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended
yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name
as well. The company's research determined that there was a potential niche market for
organic fruit juices packaged in small single servings and sold as an alternative to
canned soft drinks typically consumed during lunch. In trying to price the new line of
drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable
quality cost, and what they considered to be a fair price for this kind of drink. With the
slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly
colored bottle of juice on a completely white background and are placed in magazines
specializing in health and wellness.
In the JUICE MINI CASE, Fruit Fusions' print ads are meant to draw a reader's
attention through ________.
A) consumers' need for closure
B) an attribute focus
C) figure and ground relationships
D) consumers' tendency to jump to conclusions
E) consumers' tendency to group stimuli together
Answer:
The image of Vogue magazine adds status to the products advertised within the
magazine. This is an example of ______________________.
A) message credibility
B) celebrity credibility
C) medium credibility
D) general credibility
E) time credibility
Answer:
Research reveals that for older consumers ________ appears to be more important in
determining consumer behavior than ________.
A) cognitive age; chronological age
B) generational age; chronological age
C) cognitive age; generational age
D) chronological age; cognitive age
E) generational age; cognitive age
Answer:
________ is a company which has analyzed and indexed data in hundreds of privacy
policies across the web and developed a scale ranking websites from 0 to 100 based on
how the site collects and uses personal data.
A) Adlock
B) Google Analytics
C) AdChoice
D) PrivacyChoice
E) Carrier IQ
Answer:
The short-term orientation embraced by most business executives stems from
________.
A) short consumer memory of good corporate behavior
B) the short-term orientation of the consumers they target
C) the fact that managerial performance is usually evaluated on the basis of short-term
results
D) the fast-paced nature of media flows in today's hyper-stimulated environment
E) the increasing importance of public relations as a vehicle for communicating with
consumers
Answer:
What are the three criteria used in the Starch Readership Ad Study?
A) involvement with the ad, discriminating the advertised brand from competitive
brands, providing greater share of wallet to the advertised brand
B) involvement with the ad, shopping for the advertised product, loyalty to the
advertised product
C) associating the ad with the brand advertised, shopping for the advertised product,
loyalty to the advertised product
D) noticing the ad, associating the ad with the brand advertised, and involvement with
the ad
E) noticing the ad, shopping for the advertised product, loyalty to the advertised product
Answer:
A husband and wife and one or more children, together with at least one grandparent
living within the household, constitutes a(n) ________.
A) empty nest
B) married couple
C) extended family
D) single-parent family
E) nuclear family
Answer:
________ is the measure of the amount of time from the start of the visit until the end
of the last activity on the page.
A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views
Answer:
A researcher who was developing a segmentation strategy for a new online dating
service might collect ________, such as population statistics from the U.S. Census, then
conduct a ________, such as a focus group, to gather information about the target
populations attitudes and concerns.
A) primary data; qualitative research
B) qualitative research; questionnaire
C) secondary data; quantitative research
D) qualitative research; secondary data
E) secondary data; qualitative research
Answer:
Which of the following is a limitation of mobile advertising for marketers?
A) Consumers are reluctant to receive mobile ads.
B) Mobile ads help consumers find useful information like referrals.
C) Ads can take the entire mobile screen; mobile screens are getting larger.
D) Mobile marketers are experimenting with inserting ads in places consumers do not
expect to see any.
E) Banner ads are inexpensive.
Answer:
One of the challenges associated with conducting consumer research studies in other
countries is ________.
A) it is illegal to stop people on the streets in some countries
B) gatherings of four or more people (with the exception of family and religious
gatherings) are outlawed in some countries
C) surveys that ask personal questions arouse suspicion in some countries
D) scales of measurement are not adequate in some countries
E) all of the above
Answer:
