FOOT CREAM MINI CASE: Athlete’s Aid is a foot cream designed to prevent athlete’s
foot with once-daily application after showering. Athlete’s Aid advertising features Tom
Brown, a well known football player, giving a testimonial on how effectively Athlete’s
Aid prevents athletes foot and the terrible foot smell associated with it. These television
ads are placed at the end of the advertising series immediately before kick-off in a
number of important games during the football season, with the ad repeated during the
rest of the game.
In the FOOT CREAM MINI CASE, Athlete’s Aid emphasizes the use of its product to
prevent athlete’s foot. This is an example of ________.
A) deceptive advertising
B) positive message framing
C) corrective advertising
D) comparative advertising
E) negative message framing
Answer:
Relative to working-class study participants, young professionals are more likely to
perceive themselves as ________.
A) average
B) frustrated about their ability to finish things
C) uncertain about the future
D) undisciplined
E) empowered in the sense that they could achieve whatever they set their minds to
Answer:
Mobile devices provide four types of value to users. ________ value describes the
characteristic that the value consumers receive for the money exceeds the value
consumers receive from using non-mobile devices.
A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social
Answer:
_________________ is an unpaid form of promotion, oral or written, in which satisfied
customers tell other people how much they like a business, product, service or event.
A) Word-of-mouth
B) Source credibility
C) Comparative influence
D) Normative influence
E) Symbolic influence
Answer:
From a marketing perspective, the process by which individuals acquire the purchase
and consumption knowledge and experience that they apply to future related behavior,
which evolves and changes as consumers acquire knowledge from experience,
observation, and interactions with others to impact future behavior, is known as
________.
A) brand loyalty
B) brand equity
C) positive reinforcement
D) consumer learning
E) perceptual blocking
Answer:
Price and channels of distribution are significant ________ of the marketer and the
marketer’s product.
A) verbal communications
B) rituals
C) cultures
D) symbols
E) enculturations
Answer:
In the theory of trying to consume, the consumer’s attempts to consume may be a result
of ________ or ________ impediments that prevent the desired action or outcome.
A) personal; social
B) personal; environmental
C) social; environmental
D) physical; economic
E) economic; environmental
Answer:
The notion of ________ suggests that consumers attribute various descriptive
personality-like traits or characteristics to different brands.
A) brand personality
B) consumer dogmatism
C) consumer innovation
D) consumer need for cognition
E) sensation seeking
Answer:
Which of the following describes Amazon’s customers with high bonds and modest
purchase levels?
A) inertia-driven customers
B) transactional customers
C) loyal customers
D) delighted customers
E) fans
Answer:
Attitude change via the peripheral route may be an outcome of ________ like cents-off
coupons, free samples, beautiful background scenery, great packaging, or a celebrity
endorsement.
A) core route
B) primary inducements
C) functional route
D) secondary inducements
E) passive route
Answer:
The production concept makes sense for a business when ________.
A) consumers are more interested in product availability than in product variation
B) consumers are interested in obtaining the product that offers them the highest
quality, best performance, and most features
C) consumers have changing needs and insist that those needs be satisfied
D) consumers are unlikely to buy the product unless they are persuaded to do so
E) consumers are not sensitive to price
Answer:
When discussing subcultures, it is important to note that each individual could be a
member of ________.
A) either the dominant culture or a subculture
B) one subculture only
C) two subcultures only
D) four subcultures at the most
E) many subcultures, as there is no limit
Answer:
The purpose of rehearsal is to hold information in short-term storage long enough for
________ to take place.
A) recall
B) retrieval
C) involvement
D) comprehension
E) encoding
Answer:
Which of the following is NOT one of the motivations of opinion leaders?
A) Reduce post-purchase dissonance
B) Reduce search and shopping time
C) Gain attention from others
D) Show off expertise
E) Gain experience converting others
Answer:
________ is original data collected by individual researchers or organizations to meet
specific objectives.
A) Reliable data
B) Valid data
C) Secondary data
D) Objective data
E) Primary data
Answer:
If a consumer is concerned he will be embarrassed when his friends see him with a
particular product, he is perceiving ________ risk.
A) financial
B) psychological
C) time
D) physical
E) functional
Answer:
A consumer’s ________ is a digital calculation that evaluates people’s buying power
and value as consumers that is largely invisible to the consumers.
A) Google Analytic rank
B) e-score
C) data broker score
D) beacon
E) AdChoice score
Answer:
During the ________ stage of the adoption process, the consumer undertakes a “mental
trial” of the innovation.
A) awareness
B) trial
C) adoption
D) interest
E) evaluation
Answer:
Insights on what is suitable to wear for a specific occasion, and other dress codes, are
something we learn through ________.
A) travel
B) culture
C) values
D) technical learning
E) consumer behavior
Answer:
The Nike Swoosh is an example of a(n) ________.
A) nonverbal symbol
B) acculturation output
C) verbal symbol
D) technical learning output
E) enculturation output
Answer:
Unfilled needs lead to ________, which spurs learning.
A) feedback
B) cues
C) response
D) motivation
E) reinforcement
Answer:
The most difficult step in the consumer research process is ________.
A) accurately defining the objectives of the research
B) collecting and evaluating secondary data
C) collecting primary data
D) analyzing primary data
E) preparing a report of the findings of primary data
Answer:
Ryan runs a store that caters to athletes. He divides the athletic market into different
subsets of shoe consumers, such as runners, basketball players, and golfers. Ryan
decides to focus his attention on that segment of the market that is interested in running.
This selection of a specific market segment is known as ________.
A) social marketing
B) market targeting
C) product placement
D) market segmentation
E) product positioning
Answer:
________ refers to the development of a distinct image for the product in the mind of
the consumer.
A) Targeting
B) Positioning
C) Placement
D) Promotion
E) Segmenting
Answer:
The rationale for using ________ is that “birds of a feather flock together,” or families
of similar socioeconomics reside in the same neighborhoods or communities.
A) sociodemographics
B) social class
C) social strata
D) geodemographics
E) ISC
Answer:
A ________ is the exploratory phase of purchase behavior in which consumers attempt
to evaluate a product through direct use.
A) gift purchase
B) trial purchase
C) loyalty purchase
D) repeat purchase
E) long-term commitment purchase
Answer:
_____________________ is the believability of the endorser, spokesperson, or
individual in an advertisement.
A) Source degradation
B) Source informality
C) Source formality
D) Source credibility
E) Source attractiveness
Answer:
The process by which one person informally influences the actions or attitudes of others
is known as ________.
A) targeting
B) positioning
C) opinion leadership
D) referencing
E) blogging
Answer:
________ suggests repeated exposure to TV commercials, or low involvement
information processing, induces purchase decisions before the formation of consumer
attitudes toward products.
A) Cognitive learning
B) Left-brain learning
C) Hemispheric lateralization
D) Passive learning
E) Central route learning
Answer:
The societal marketing concept ________.
A) endeavors to satisfy the needs and wants of the target market in ways that preserve
and enhance the well-being of consumers and society as a whole
B) fulfills the needs of target consumer markets more effectively than competitors
C) fills the marketplace with products that can be produced and sold cheaply
D) crafts messages to consumers that get them to buy products that do not meet their
needs
E) maximizes consumers’ short-term values
Answer:
BZZAGENT MINI CASE: BzzAgent is a word-of-mouth marketing agency that runs
brand advocate programs for global brands. It recently partnered with a company to
pair its social media and word-of-mouth insights with shopper loyalty data. The results
indicated that consumers who were making repeat purchases were also more engaged
and created a higher volume of advocacy. The information from this study is important
to marketers, who are trying to find ways to engage advocates and influencers,
especially via social media. Marketers are trying to figure out the characteristics of
individuals who are most likely to influence others.
In the BZZAGENT MINI CASE, which of the following is a likely motivation for the
individuals who influence others?
A) Reduce post-purchase dissonance
B) Gain experience converting others
C) Gain attention from others
D) Show off expertise
E) All of the above
Answer:
Which of the following is NOT tracked during online navigation to inform behavioral
targeting?
A) the sites consumers visit
B) the pages consumers look at on a site
C) lifestyles and personalities
D) how often consumers return to a site
E) brick-and-mortar purchases
Answer:
The sponsor’s first step in developing a communication for a consumer is ________.
A) select an appropriate medium to send the message
B) design the message in an appropriate manner
C) decode the message
D) establish objectives of the message
E) measure exposure
Answer:
COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be
regarded as a symbol of American values and society and has traditionally supplied
beverages to the United States Armed Forces. Given that Islamic law prohibits the
consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing,
non-alcoholic beverages in the Middle East. Due to current geopolitical conditions,
however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful
marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola
plans to tailor its marketing message to the specific needs and values of the potential
markets in the Middle East. Market research, however, has been hindered by laws in the
area, especially in Saudi Arabia, where gatherings of more than four people are illegal,
making focus group research a near impossibility.
In the COLA MINI CASE, marketers of Fizzy Cola must undergo a process of
________ in order to recognize the relevant factors pertaining to the usage of its
products in the Middle East.
A) enculturation
B) acculturation
C) proculturation
D) novoculturation
E) adculturation
Answer: