Which of the following are abstractions of reality that capture the meaning of an item in
terms of other concepts?
A. imagery
B. concepts
C. episodes
D. semantics
E. schema
Which subculture is the most diverse group, with numerous nationalities, languages,
and religions?
A. Hispanics
B. African Americans
C. Asian Americans
D. Native Americans
E. Asian-Indian Americans
Which of the following is a traditional American value?
A. youth
B. competition
C. active
D. hard work
E. all of the above
The term used to refer to turnover in a firm’s customer base is _____.
A. turnover
B. churn
C. attrition rate
D. turn ratio
E. defection rate
Which of the following is a reason why women are an important target market?
A. Women-headed households represent almost 50 percent of all households.
B. Women are homogeneous as a group, which makes marketing to them easier.
C. A high percentage of women work outside the home.
D. Women’s purchasing power now equals men’s purchasing power.
E. all of the above
New research by NPD Group uncovered several important aspects relating to the kids’
market, including
A. top spending categories are cosmetics and outdoor merchandise.
B. the main diver of spending on kids is household income.
C. children’s influence on purchases is strong for 30 percent of mothers.
D. gender does not influence amount spent except in two cases€apparel for girls and
video games for boys.
E. brands are important in all categories, while style and look were important in some
categories.
For which type of decision making is external information search relatively important?
A. automatic decision making
B. limited decision making
C. nominal decision making
D. extended decision making
E. truncated decision making
Tess noticed that she was almost out of shampoo. Which stage of the decision process
will this observation activate?
A. problem recognition
B. information search
C. alternative evaluation
D. postpurchase evaluation
E. dissonance
John can afford the finer things, and often goes to boutiques to make his purchases. He
does, however, research brands and prices online before doing so. To which online
shopping segment does John belong?
A. Upscale Clicks and Bricks
B. Business Users
C. Fearful Browsers
D. Virtual Shoppers
E. Original Traditionalists
Which of the following is a noncompensatory decision rule?
A. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. all of the above
Conor is 15 years old. Which of the following statements is true regarding him and
other children his age?
A. He most likely still lacks the ability to fully process and understand information,
including marketing messages.
B. Most marketing programs aimed at him deliberately attempt to exploit him.
C. He most likely has the ability to fully process and understand information, including
marketing messages.
D. While he has the ability to process information, he does not yet have the ability to
understand the information.
E. Most regulation regarding marketing to children includes him.
Which of the following drives problem recognition?
A. the consumer’s perception of the actual state
B. objective reality of the consumer’s actual state
C. the amount of information available
D. the number of alternatives from which to choice
E. others’ perception of an individual’s actual state
Rayna provides a significant amount of information to others across a wide array of
products, including durables and nondurables, services, and store type. She can provide
information on product quality, sales, usual prices, product availability, store personnel
characteristics, and other features of relevance to consumers. Rayna is best described as
a(n) _____.
A. opinion leader
B. market maven
C. shopping expert
D. market leader
E. influencer
Brands that are found completely unworthy of further consideration are members of the
_____.
A. evoked set
B. inept set
C. excluded set
D. inert set
E. discarded set
Organizational objectives can be categorized as _____.
A. commercial
B. governmental
C. nonprofit
D. cooperative
E. all of the above
Attitude components tend to be _____.
A. inconsistent
B. consistent
C. irregular
D. disparate
E. none of the above