Marketing 32264 | Course Paper

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Campbell’s slogan “soup is good food” is an example of ________.

A) premier position

B) positioning against competition

C) umbrella positioning

D) key attribute positioning

E) un-owned perception positioning

Answer:

Which of the following factors is NOT an inspiration for consumer innovativeness?

A) functional factors

B) material factors

C) hedonic factors

D) social factors

E) cognitive factors

Answer:

If a student observes that she routinely purchases the Des Moines Register on her way

to class, she is apt to conclude that she likes the Des Moines Register. This is an

example of how the ________ helps make inferences about one’s behavior.

A) elaboration likelihood model

B) attribution theory

C) self-perception theory

D) defensive attributions theory

E) formation theory

Answer:

Cultural beliefs, values, and customs continue to be followed as long as ________.

A) we learn new ones from other cultures

B) that culture exists

C) they are similar to other cultures, beliefs, and values

D) they yield satisfaction and other benefits

E) a society’s members speak a common language

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, subjects are asked: “What do you remember about the pen

advertisement you saw?” This is an example of a(n) ________.

A) metaphor analysis

B) open-ended question

C) word association

D) multiple choice question

E) closed-ended question

Answer:

COOKING OIL MINI CASE: Value Mart is a national grocery store chain that markets

its own line of store-brand food products as a low-cost, high-value option for the

cost-conscious consumer. Based on an evaluation of sales data from various product

categories collected from scanners at checkout points, Value Mart has determined that

there may be a market for a Value Mart brand cooking oil. In order to further explore

customer preferences and potential marketing tactics, Value Mart has decided to

conduct focus group sessions with Value Mart consumers. After conducting the focus

groups, Value Mart decides to do a small-scale trial of a store-brand cooking oil

exclusively at its stores in the New York area to see if consumers will buy the product.

In the COOKING OIL MINI CASE, after conducting its focus group, Value Mart

decides to try offering store-brand cooking oil in a limited geographical area to see how

consumers will respond to the new product. This is known as ________.

A) test marketing

B) surveying

C) mechanical observation

D) mystery shopping

E) probability sampling

Answer:

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods’ annual tour of the

Oscar Mayer Wienermobiles became a cross-country road rally called the

Wienermobile Run. Consumers were encouraged to follow the promotion on social

media like Facebook, Instagram and Twitter and share messages about the

Wienermobile Run with their friends. The men and women who drove the six

Wienermobiles, also known as Hotdoggers, were divided into teams. Each team’s

vehicle had its own name. Teams raced around the country to accumulate points.

Drivers performed tasks or challenges submitted by the public on a website,

wienermobilerun.com. The goal was to get consumers to engage on a deeper level with

the Wienermobiles by introducing games in order to take advantage of a trend toward

gamification. They also allowed consumers to use social media to request the

Wienermobiles show up at their events to give consumers a more visceral experience

with the vehicles.

In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team’s

degree of influence on Twitter?

A) the Twitter’s number of followers

B) the number of people following the followers

C) the frequency of updating tweets

D) the extent to which one’s tweets are reference or cited

E) all of the above

Answer:

Failure to achieve a goal often results in feelings of ________.

A) achievement

B) aspiration

C) self-awareness

D) personal promotion

E) frustration

Answer:

The judges of American Idol always have a Coca-Cola within easy reach (and view).

This is an example of ________.

A) broadcast media

B) buzz marketing

C) product placement

D) an advertorial

E) an infomercial

Answer:

During a depth interview, which of the following is NOT part of the interviewer’s

strategy?

A) Provide as much time as possible for the consumer to express his or her thoughts

and behaviors.

B) Give the consumer an opportunity to respond to specific verbal and visual materials.

C) Talk as much as possible to ensure the consumer gives the answers s/he wants.

D) Establish an atmosphere that encourages the consumer respondent to relax and open

up to provide valuable insights.

E) Probe the respondent and encourage him/her to talk freely about the product

category and/or brand under study.

Answer:

Downscale consumers often spend a higher percentage of their available incomes on

________ than do their middle-class counterparts.

A) entertainment

B) housing

C) education

D) food

E) clothing

Answer:

Which of the four disciplines that helps shape our understanding of consumer behavior

is defined as the study of the development, structure, functioning and problems of

human society?

A) psychology

B) sociology

C) anthropology

D) communication

E) economics

Answer:

For quantitative research, the primary data collection instrument is the ________.

A) questionnaire

B) interview

C) focus group

D) consumer panel

E) metaphor analysis

Answer:

According to the Rokeach typology of cultural orientation, communications aimed at

individuals who have a personal terminal value focus and moral instrumental values

should emphasize ________.

A) conformity, caring for others, and social consciousness

B) concern for societal issues and intense conviction to advance such causes

C) one’s sense of accomplishment, self-respect, and striving for a comfortable life and

independence

D) helping others and the role of one’s skills in doing so

E) moral inequity and its role in society

Answer:

Ryan runs a store that caters to athletes. He portrays his store as a one-stop-shop for all

your running needs, so he has developed a distinct image for his store. This is an

example of ________.

A) segmentation

B) targeting

C) placement

D) positioning

E) social marketing

Answer:

Extensive and limited problem solving, and routinized response behavior are three

specific levels of ________.

A) conjunctive decision rules

B) economic problem solving

C) affect referral rules

D) gifting behavior

E) consumer decision making

Answer:

________ are the sought-after results of motivated behavior.

A) Motivations

B) Goals

C) Rewards

D) Behaviors

E) Targets

Answer:

When an ad for Benetton featured the hands of two men one black and one white

handcuffed together to promote racial harmony, people perceived that a white man was

arresting a black man. This is an example of ________.

A) the halo effect

B) a consumer stereotype

C) the persistence of first impressions

D) effective product positioning

E) perceptual blocking

Answer:

Before launching his ad campaign, Jerry asked a test group of consumers to read the ad

copy and report whether they liked the message, understood the message correctly, and

regarded the message as effective and persuasive using semantic-differential and Likert

scales. This feedback is an example of ________.

A) physiological measures

B) UPC codes

C) attitudinal measures

D) day-after recall tests

E) net income tests

Answer:

Within cultural values, a comfortable exciting life, happiness, and inner harmony are

examples of ________.

A) personal aspects of terminal values

B) interpersonal aspects of terminal values

C) competence aspects of instrumental values

D) moral aspects of instrumental values

E) moral aspects of terminal values

Answer:

WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and

develop a more defined physique in order to make himself more attractive to women. To

this end, he joins a gym and begins eating low-fat, low-calorie foods. In particular, he

cuts potato chips out of his diet and packs fruit in his lunch instead. After a few weeks,

Peter decides that he actually prefers fruit with his lunch.

In the WEIGHT LOSS MINI CASE, when Peter decides that he prefers fruit to potato

chips with his lunch, this is an example of a(n) ________.

A) approach goal

B) substitute goal

C) avoidance goal

D) biogenic goal

E) primary goal

Answer:

CLOTHING MINI CASE: Outer Limits Outfitters is a Swiss company that makes

clothes for skiing and snowboarding. The company produces standardized lines of

clothing for sale at its retail outlets worldwide. In Switzerland,. Outer Limits’

advertising portrays the company as a distinctly Swiss brand. In other countries,

however, it creates localized advertising, using local actors and local scenery. Outer

Limits also makes substantial donations to regional natural preservation charities in its

various markets because it knows that natural conservation is very important to its core

consumers.

In the CLOTHING MINI CASE, the success of Outer Limits clothing abroad is most

clearly attributable to ________.

A) quality signal

B) social responsibility

C) international prestige

D) global myth

E) cross-cultural analysis

Answer:

Kim is actively saving money so that she can afford a down payment on the purchase of

a house because she thinks that home ownership is the key to creating wealth. This

personal conviction in the value of home ownership is one of Kim’s ________.

A) beliefs

B) rituals

C) cultures

D) norms

E) customs

Answer:

CLOTHING MINI CASE: Outer Limits Outfitters is a Swiss company that makes

clothes for skiing and snowboarding. The company produces standardized lines of

clothing for sale at its retail outlets worldwide. In Switzerland,. Outer Limits’

advertising portrays the company as a distinctly Swiss brand. In other countries,

however, it creates localized advertising, using local actors and local scenery. Outer

Limits also makes substantial donations to regional natural preservation charities in its

various markets because it knows that natural conservation is very important to its core

consumers.

In the CLOTHING MINI CASE, Outer Limits’ marketing strategy would be best

described as ________.

A) global

B) hybrid

C) homogenous

D) local

E) individualistic

Answer:

TOASTER MINI CASE: Ruth’s son is five years old. He recently saw a TV commercial

for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and

popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in

his kitchen at home and, when they didn’t pop out, tried to get them out with a pair of

scissors. Ruth feels that the advertisement is dangerous and should be changed.

In the TOASTER MINI CASE, Ruth’s son is in the ________ stage of consumer

socialization.

A) cognitive

B) analytical

C) reflective

D) perceptual

E) hedonic

Answer:

If Mark wants an immediate impact as he introduces his product, he should use

________; if he wants long-term, regular buying behavior, he should use ________.

A) the central route to persuasion; the peripheral route to persuasion

B) massed learning; distributed learning

C) product form extensions; product line extensions

D) modeling; vicarious learning

E) recognition; recall

Answer:

Frank tries to get buy-in from his father on the purchase of a new tablet by asking his

father to help him research the different types of tablets and getting him involved in the

shopping process. This is an example of which of the following tactics used by children

to influence their parents?

A) inspirational appeal

B) coalition tactic

C) consultation tactic

D) exchange tactic

E) rational persuasion

Answer:

Which of the following is considered an example of consumer behavior?

A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than

the store brand.

B) Javier generally gets gas on Monday mornings on his way to work.

C) Jessica prefers to buy her produce from the farmer’s market instead of the grocery

store.

D) Jeremy generally recycles his old newspapers and cardboard boxes.

E) All of the above are examples of consumer behavior.

Answer: