The Macah, a Native American tribe from the Northwest, built functional seagoing
canoes that are considered works of art by modern shipbuilders. By definition, these
boats would be considered ________.
A) high art products
B) style and cultural icons
C) low art products
D) craft products
In an online ________, members share opinions and recommendations about products.
A) market segment
B) consumption community
C) marketing database
D) culture jam
A small company, Craig Inventions, produced a pill that had the nutrient value of a
healthy breakfast. The company put the product on the market as a substitute for
breakfast for busy people. The product failed. Craig Inventions then marketed the pill as
a diet product and it became very successful. What does the example best demonstrate?
A) The company did not position the product well. It was difficult to convince
consumers that a pill was a breakfast on the superordinate level; however, it did appear
to fit appropriately within the superordinate category of diet pills.
B) The company confused a subordinate level with a basic level of categorization,
which led to the company’s failure to identify the product’s most important competitors.
C) The company confused a superordinate level with a subordinate level of
categorization.
D) The determinant attributes between diet pills and breakfast were not sufficiently
strong.
The ________ function of attitudes applies when a person is in an ambiguous situation
and needs order, structure, or meaning.
A) knowledge
B) utilitarian
C) value-expressive
D) ego-defensive
In the past, ketchup formed an unbecoming ‘scum” on its surface when exposed to air,
so manufacturers created the traditionally shaped ketchup bottle with the narrow
opening. When chemicals were developed to reduce this oxidation, it was then possible
to sell ketchup in more conveniently shaped containers. Customers, however, rejected
bottles that didn’t have the traditional ketchup shape. This is an example of the power of
________ in the marketplace.
A) sensory overload
B) thresholds
C) hyperreality
D) schema
Which of the following values is most associated with materialists?
A) honesty
B) status
C) loyalty
D) frugality
A consumer experience that integrates multiple media channels, ranging from
television, email, and digital, to engage a community of players who collaborate to
solve a puzzle is called a(n) ________.
A) social game
B) casual game
C) transmedia story
D) alternate reality game
All consumers carry schemata in their minds when they enter the marketplace.
According to the principles of perceptual vigilance and defense, a marketer should be
careful to create a promotion for the new product that ________.
A) conforms to the customers’ schemata
B) violates the customers’ schemata
C) requires that customers defend their current views about the product category
D) is simple and easy to understand
In general, advertising is more effective when it ________ than when it ________.
A) tries to create new product preferences; reinforces our existing product preferences
B) reinforces our existing product preferences; tries to create new product preferences
C) relies upon word-of-mouth tactics; relies upon viral marketing tactics
D) relies upon viral marketing tactics; relies upon word-of-mouth tactics
In instrumental conditioning, what is the distinction between negative reinforcement
and punishment?
A) There is no difference. They are two words for the same concept.
B) Negative reinforcement can occur when a stimulus is positive, and punishment
occurs when a stimulus is painful.
C) Negative reinforcement occurs when a negative outcome is avoided, while
punishment occurs when an action causes a negative outcome.
D) Negative reinforcement creates a preference for negative results, while punishment
teaches people to avoid negative results.
From a semiotic perspective, every marketing message has three basic components.
Which of those components is the sensory image that represents the intended meaning?
A) the sign
B) the object
C) the interpretant
D) the structure
Approximately 60% of Hispanic Americans are of ________ descent.
A) Mexican
B) Puerto Rican
C) South American
D) Dominican
The importance people attach to worldly possessions is known as ________.
A) materialism
B) ethics
C) values
D) wealth
A hair cream remover meant to replace the razor was marketed to men but failed
miserably. Which determinant of diffusion was most likely to blame?
A) compatibility
B) trialability
C) relative advantage
D) observability
Crescive norms are ________.
A) strict “must do” rules of behavior in a society
B) followed only by the females of a culture
C) associated with monetary rewards and punishments
D) subtle rules discovered as we interact with others
The day reconstruction method requires a respondent to ________.
A) dispose of any unused product during a specified period of time
B) keep a record of everything he or she recycled during the month
C) try to remember what he or she did a month ago on the same day of the week
D) keep a diary of everything he or she did during the day
Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they
are pretty good, but some ads have a trait that really bothers her. What is that trait most
likely to be?
A) ads that focus on product features
B) ads that talk down to her
C) humorous product ads
D) lengthy product ads
A marketer who segments a population by age and gender is using ________ to
categorize consumers.
A) demographics
B) psychographics
C) roles
D) lifestyle