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Which of the following statements is FALSE regarding the religious/secular value in
American society?
A. A religious group does not control the educational system, government, or political
process.
B. Most people's daily behaviors are not guided by strict religious guidelines.
C. America is basically a religious society.
D. Religious-based beliefs do influence decisions.
E. Many Americans for whom religion is especially important are conservative in their
beliefs.
Deliberate external search that occurs in the absence of problem recognition and is done
both to acquire information for possible later use and because the process itself is
pleasurable is known as _____.
A. internal search
B. ongoing search
C. eternal search
D. continuous search
E. perpetual search
What is typically absolutely necessary of any firm that desires to capture the loyalty of
the gay community?
A. must have separate promotion efforts in gay and mainstream media
B. must have gay themes in ads placed in mainstream media
C. must offer discounts to gay consumers
D. must have internal policies that do not discriminate against gay employees
E. must use cause-related marketing programs that support causes relevant to gay
consumers (i.e., AIDS research)
Which type of reference group influence do marketers use when developing
advertisements?
A. informational
B. normative
C. identification
D. a and b
E. a, b, and c
Todd purchased a Harley-Davidson motorcycle because he identifies himself with what
he feels is the typical owner of a Harley. Many other owners of this brand also feel this
way, and they get upset when they see someone riding one who they think is not the
"right" kind of person to own this brand. Which characteristic of brand communities
does this illustrate?
A. consciousness of kind
B. rituals and traditions
C. moral responsibility
D. similarity
E. brand fanaticism
Bob is in the 6th grade. His family does not own a computer, and he really needs one to
do his homework. He also wants one so he can play some of the games he hears his
friends talking about. His parents realize that he needs a computer, but they really have
no need for one and probably will never use it. Since they don't know much about
computers, they are letting Bob do all the research and asked him to find the options
that will meet his needs. However, his parents are the ones who will make the final
decision on how much to spend and which computer to purchase. In terms of the family
purchase roles, which role do Bob's parents play?
A. initiator
B. information gatherer
C. influencer
D. decision maker
E. user
Lakeisha is an architect, and her husband, Timothy, is an engineer. Both are in their
early 30s. They represent a growing percentage of the workforce along with others who
generate new ideas and technologies for a living or engage in complex problem solving.
Lakeisha and Timothy are part of the _____.
A. social reengineering movement
B. cutting edge
C. creative class
D. true naturals
E. young developers
Rod is surveying consumers to gain a better understanding of his restaurant's image
relative to competing restaurants. Rod is concerned with his restaurant's _____.
A. position
B. equity
C. placement
D. driver
E. satisfaction index
Magazines, consumer groups, and government agencies represent which source of
information?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
Sam is a retiree with considerable resources, so he doesn't really spend much time on
purchase decisions. His belief is that the most expensive brand is probably also the best
in terms of quality. Sam uses price as a _____ indicator of quality.
A. surrogate
B. proxy
C. primary
D. substitute
E. secondary
Melanie lives in a small city that does not have a lot of the interesting retail stores. She
and her two best friends take a trip twice a year to places such as Atlanta, Dallas, and
Chicago to go shopping. It's so exciting for them to go in some of the stores because
they are so unique, and they have only seen them online or in catalogs. Also, several
cities now have lifestyle centers or town centers that are reminiscent of downtown in
bygone days. All of the factors such as d©cor, sounds, aromas, lighting, weather, and
configurations of merchandise or other materials surrounding the merchandise that
Melanie and her friends make a special trip to experience comprise which situation
characteristic?
A. physical surroundings
B. social surroundings
C. temporal perspectives
D. task definition
E. antecedent states
