If a consumer is following the lexicographic rule in her decision making, then she
would select a brand that is the best on the most important attribute.
Asian Americans as a whole tend to be an easy target market to communicate with
because of their cultural similarity to one another.
The typical immigrant today in the United States is most likely from Europe.
Learning refers to a relatively permanent change in behavior that is caused by
experience.
Asian Americans look closely at brands but are not very brand loyal. This is likely the
result of heightened status consciousness.
The absolute threshold is dependent upon how strong a marketer makes a stimulus.
Traditionally, consumer researchers have approached the study of decision making from
an information-processing perspective.
Creolization occurs when foreign influences integrate with local meanings.
A normative community is an actual or imaginary individual or group conceived of
having significant relevance upon an individual’s evaluations, aspirations, or behavior.
Sustainability and green marketing are the same thing.
Lateral cycling means reducing how much product one uses so there is less waste.
Demographics refer to aspects of a person’s lifestyle and personality.
Cohort experiencesare important to marketers but they have no way of measuring it.
The fact that some customers will pay three to four times as much as others to fly first
class, even though the plane arrives at the same time for every passenger, demonstrates
the importance of both the social and physical surroundings in the marketplace.
Sylvester is a financially poor college student. He tries to make every purchase decision
a wise one because of his economic situation. Based on the types of risk mentioned in
the text, Sylvester’s primary risk when making decisions would appear to be a
psychological risk.
In advertising terms, a(n) ________ refers to a view or exposure to an advertising
message.
A) node
B) impression
C) connection
D) reference
A woman no longer receives compliments on the perfume that she wears. In learning
terms, the stimulus-response connection has weakened. Which of the following
processes best explains what has occurred in the example?
A) negative reinforcement
B) extinction
C) discrimination
D) generalization
The World Gold Council recently launched the “Lost Ring Hunt” with a billboard in
Times Square announcing that a woman lost her gold wedding band. Viewers of the ad
are encouraged to follow Twitter to discover clues that will help them find the lost ring.
The first person to identify the location of the ring will win a cash prize and a trip to
New York City. The “Lost Ring Hunt” is an example of a(n) ________.
A) virtual world
B) widget
C) alternate reality game
D) broadcast medium
Which of the following is the WEAKEST argument against using ethnic symbolism in
marketing messages?
A) Few ethnic subcultures today have powerful stereotypes the general public
associates with them.
B) Members of ethnic subcultures have increasing economic power.
C) Symbols that once seemed acceptable may come to be seen as negative.
D) Marketers may not understand possible negative interpretations of ethnic
symbolism.
What do we call the learning process when we learn the beliefs and behaviors endorsed
by our own culture?
A) acculturation
B) enculturation
C) immersion
D) modeling
Which type of reinforcement best characterizes what an individual would typically
experience while fishing?
A) fixed-interval reinforcement
B) variable-interval reinforcement
C) fixed-ratio reinforcement
D) mixed-ratio reinforcement
________ refers to a consumer’s subjective evaluation of his or her physical self.
A) Looking-glass self
B) Self-concept
C) Ideal self
D) Body image
The Food and Drug Administration (FDA) polices advertising claims related to the
contents of edible products and pharmaceuticals.
Immigrants who exhibit ________ live and shop in places physically separated from
mainstream Anglo consumers.
A) warming
B) adaptation
C) segregation
D) movement
A consumer researcher who examines consumers’ lifestyles and personalities is
studying ________.
A) demographics
B) psychographics
C) social class
D) usage rates
Stimulus generalization refers to ________.
A) the tendency for stimuli to be similar in nature
B) the fact that most conditioned stimuli are similar to unconditioned stimuli
C) the tendency of stimuli similar to a conditioned stimulus to evoke similar,
conditioned responses
D) the tendency for extinction to occur when an unconditioned stimulus does not follow
a stimulus similar to a conditioned stimulus
Which of the following marketing philosophies emphasizes interacting with customers
on a regular basis and giving them reasons to maintain a bond with a company’s brands
over time?
A) differentiated marketing
B) global marketing
C) social marketing
D) relationship marketing
A ________ is that part of the self that our group membership defines.
A) culture
B) subculture
C) social identity
D) cohort
Wal-Mart tracks the habits of the 100 million customers who visit its stores each week
and responds with products and services directed toward those customers’ needs based
on the information collected. This is an example of ________ marketing.
A) undifferentiated
B) database
C) relationship
D) consumer-generated
What is the distinction between cause marketing and social marketing?
Define perceptual selection and describe the types of filters that prevent clear
perception and reception of marketing stimuli.
The average American’s standard of living continues to improve. This shift in income
has been linked to two key factors. What are these factors? Provide explanatory
comments on each factor.
A female writer looks at a common myth of the Western culture and writes a novel
applying that myth to fictional modern characters. Using the concept of a culture
production system (CPS), explain how this writer will market her ideas to her readers.
Briefly explain how marketers play a significant role in our view of the world and how
we live in it. Give a specific example.