A marketing message is a special type of an attitude object.
a. True
b. False
Answer:
What will baby boomers not spend more on than other age cohorts?
a. being connected through electronic media
b. food
c. apparel
d. household furnishings
Answer:
Claire remembers that uniquely wonderful taste that can only come from a “frosty mug”
of root beer. As she heads to the soft drink aisle in her grocery store, she decides that
today is the day to experience root beer again. Claire has just conducted what is called
an internal search for information.
a. True
b. False
Answer:
Shaping is the term used for learning by imitating the behaviour of others.
a. True
b. False
Answer:
Children who are exposed to new methods of aggression in television shows (e.g., by
cartoon heroes) may try to use these behaviours themselves at a later time. This form of
learning is termed modelling.
a. True
b. False
Answer:
Store managers realize that under conditions of low involvement, consumers are
affected by product placement and other cues in the shopping environment such as
surprise specials. Managers with the behavioural influence perspective try to facilitate
“impulse” buying decisions.
a. True
b. False
Answer:
P&G’s “Being a Girl” offers the same content to consumers is 40 countries. This is an
example of a(n):
a. transtheoretical perspective.
b. etic perspective.
c. emic perspective.
d. niche strategy.
Answer:
A blue chair has the ability to stimulate which feeling?
a. relaxation
b. hunger
c. envy
d. arousal
Answer:
The Garrets are a lower-class family and have four children. The Devlins are
middle-class family that has only two children. The fact that the Garrets have more
children is an example of:
a. differential fertility.
b. strata ascription.
c. status achievement.
d. distinguishing effects.
Answer:
A major class difference involves the worldview of consumers. These behaviours are
typical of working classes EXCEPT:
a. their buying behaviour is dictated by immediate or short-term needs.
b. they have a more intimate and constricted view of the world, involving their relatives
and community.
c. their vacation trips tend to be short and nearby.
d. they envy higher social classes and try to maintain the appearance of a high-status
lifestyle.
Answer:
An injunctive norm:
a. communicates what people commonly do.
b. communicates what is counternormative in society.
c. is a norm that communicates what others in society approve of.
d. verbally communicates negative reinforcement.
Answer:
What is a major distinction between customers who purchase a product because they
are brand loyal and those who purchase by inertia?
a. the consumer’s degree of risk aversion
b. the degree to which the consumer seeks out hedonic attributes
c. whether the consumer is a repeat purchaser
d. whether the customers hold a very positive or weak attitude toward the product
Answer:
Of the following, which has a cycle that reaches the regression stage the slowest?
a. classic
b. seasonal classic
c. fad
d. cyclical fad
Answer:
Why do companies use the masked branding strategy?
a. to create discernible brand extensions
b. to confuse customers into buying their product instead of buying their competitor’s
product
c. yo deliberately hide a product’s true origin
d. yo facilitate a penetration pricing strategy
Answer:
All of the following are true, EXCEPT:
a. masculinity and femininity are biological characteristics.
b. maleness and femaleness are biological characteristics.
c. masculine behaviour is culturally derived.
d. a consumer’s subjective feelings about his/her sex are crucial.
Answer:
The adage, “You’re only as old as you feel!” is closely related to the concept of the
mature person’s perceived age.
a. True
b. False
Answer:
Jeannette seeks out lots of information, considers information carefully, and arrives at a
thoughtful decision about a home theatre system. The hierarchy exhibited here is:
a. Zajonc’s
b. low involvement
c. sensory selection
d. high involvement
Answer:
Keith went into a store to return a shirt. The owner of the store replied that she needed
Keith’s address and phone number to refund his money. After providing his information,
Keith asked what the information was needed for, but the owner of the store would not
tell him. The owner’s actions are in direct violation of the Competition Act.
a. True
b. False
Answer:
Gasoline is the only product commonly purchased that is priced down to a fraction of a
cent. This is so because gasoline is selected for purchase following a low-involvement
hierarchy that makes point-of-purchase factors more important.
a. True
b. False
Answer:
The Campbell Soup Company recently started using “the Campbell Kids” again in their
ads. They and other companies doing similar revivals of past imagery reflect the power
of:
a. nostalgia.
b. the “wonder years” effect.
c. persuasive embed.
d. recognition.
Answer:
A garage sale is an example ________.
a. the profit motive
b. renewing
c. casting away
d. lateral recycling
Answer:
The Coca-Cola bottle was designed specifically to appeal to consumers’ sense of:
a. taste.
b. smell.
c. sight.
d. touch.
Answer:
The late Roger Ebert, the film critic, was an example of a cultural gatekeeper.
a. True
b. False
Answer:
While marketers cannot create needs, they:
a. may affect an environment in which specific needs may be activated.
b. can always sell to somebody.
c. are close to being able to create needs in the next five years.
d. control the mass mediaalmost the same thing.
Answer:
In the 1950s, a perspective called ________ attempted to use Freudian ideas to
understand the deeper meanings of products and advertisements.
a. psychic research
b. sexual symbology
c. motivational research
d. psychographics
Answer:
A temporal factor is one that reflects your sense of time.
a. True
b. False
Answer:
Symbolic interactionism stresses that people are influenced by the interpretations of
meaning shared by others in a symbolic environment.
a. True
b. False
Answer:
While most automobile companies want to be viewed as being stylish or safe, Subaru
appealed to dog owners in a series of innovative advertisements. This was part of
Subaru’s:
a. positioning strategy.
b. market segmentation.
c. consumer profiling.
d. primary research.
Answer:
If Maple Leaf Foods of Toronto were to donate a certain percentage of its annual profits
to adult literacy, they would be engaged in:
a. lifestyle segmentation.
b. irresponsible practices.
c. corporate giving.
d. database marketing.
Answer:
Regional segmentation refers to segmenting the market according to their lifestyle
patterns around leisure and travel.
a. True
b. False
Answer:
The __________ is the average number of children that would be born per woman if all
women
lived to the end of their childbearing years and bore children according to a given
fertility
rate at each age.a. life cycle rate
b. total fertility rate
c. net birth rate
d. population rate
Answer:
Joshua was born into a wealthy family and never had to work in his life. He eventually
became bored with his life and went looking for a job to keep him busy. His parents
were very angry with him and would not speak to him. Joshua could be categorized as
belonging to the:
a. inviduous class.
b. conspicuous class.
c. middle class.
d. leisure class.
Answer: