Mobile marketing efforts can be viewed in much the same way as those on the Internet;
that is, driving information to consumers (pull strategy) and driving consumers to
information (push strategy).
The Bureau of the Census defines Hispanic as a person of Cuban, Mexican, Puerto
Rican, South or Central American, or other Spanish culture or origin regardless of race.
Early adopters are innovative organizations that derive a great deal of their success
from leading change.
Bargain Seekers are motivated by their perceived role as a shopper who gets good deals
and lower prices.
America is basically a secular society.
Baby boomers are characterized by high education levels, high incomes, and
dual-career households.
For a target market using the elimination-by-aspects rule, it is critical to meet or surpass
the consumers’ requirements on one more (in order) of the criteria used than the
competition.
Inner-scope Research recently found that DVR users who zip through TV ads are less
“engaged” with the ads than those who did not.
For many people in-store shopping is perceived as neither fun nor an efficient use of
time.
The information processing model has four major steps or stages: exposure, attention,
interpretation, and memory.
Broadcast media, particularly television, appear to be better vehicles for comparative
advertisements, because broadcast lends itself to more thorough comparisons.
Over 50 percent of Americans have completed college.
Learning cannot occur in the absence of reinforcement.
Before doing most things, Erin considers what others will think of her actions and how
her behavior will affect them. Others’ opinions and feelings really matter to her, more so
than most people she knows. Erin is an example of a(n) _____.
A. independent
B. thinker
C. high self-monitor
D. low self-monitor
E. conspicuous consumer
Jimmy is a 55 year old African American who lives in the suburbs with his family. He is
not in good health, and he has not been able to buy health insurance with his limited
income. In terms of Yankelovich’s segments of African Americans, which one best
describes Jimmy?
A. Sick and Stressed
B. Family Struggles
C. Stretched Black Stragglers
D. Faith Fulfills
E. Digital Networkers
Pat is purchasing new tires for his car. Since he expected to spend $400 or more for
these tires, he started researching on the Internet. He spent several days learning about
this product and studied several consumer magazines (e.g., Consumer Reports). He
decided to purchase Yokohama tires because they were rated the best tire value. Which
type of learning situation does this illustrate?
A. explicit learning
B. implicit learning
C. primary learning
D. low-involvement learning
E. high-involvement learning
While women are vital members of the workforce in the U.S., they are still considered
the primary care givers of the children in a family. This represents women’s _____ in
American society.
A. gender
B. sex
C. gender identity
D. gender role
E. gender continuum
Which of the following is NOT a factor influencing nonverbal communications?
A. etiquette
B. time
C. relationships
D. values
E. things
Jamie wants to purchase a notebook computer, but she has limited product knowledge
about computers other than how to turn one on and use it. She expects to pay over
$1,000 for this computer, so this is an important decision for her and she wants to make
the right choice. For Jamie, this represents a(n)_____.
A. enduring purchase situation
B. marketing dilemma
C. high-involvement purchase situation
D. consumer dilemma
E. Asch phenomenon
Wendy was in Walmart and noticed a display with baking items collected together and a
little pad with recipes to tear off. She looked at the recipe and decided that this would
make a nice dessert for Thanksgiving, so she purchased the products that were
conveniently located on the display. Which type of decision making did Wendy
undertake?
A. automatic decision making
B. limited decision making
C. nominal decision making
D. extended decision making
E. truncated decision making
Which technology segment is characterized by the statement “technology is life?” These
folks are enthusiastic and adventurous users of new technology.
A. Wizards
B. Journeymen
C. Apprentices
D. Novices
E. Enthusiasts
Which type of message framing stresses either the positive outcomes of performing a
behavior or the negative outcomes of not performing a behavior?
A. attribute framing
B. two-sided framing
C. goal framing
D. end-state framing
E. benefit/loss framing
The totality of the individual’s thoughts and feelings having reference to himself or
herself as an object is known as _____.
A. self-concept
B. lifestyle
C. self-profile
D. personal space
E. ideal-self
Thomas is studying for a vocabulary exam by merely repeating the words and their
definitions over and over. Which type of cognitive learning is this?
A. operant learning
B. vicarious learning
C. modeling
D. analytical reasoning
E. iconic rote learning
Amal immigrated from Jordan and has become a U.S. citizen. To which ethnic
subculture does Amal belong?
A. Hispanic
B. Asian American
C. Asian-Indian American
D. Arab American
E. Native American
Maria is a pharmaceutical sales representative who calls on hospitals. She is taking on a
new territory, and she is trying to learn the internal influences on each hospital’s culture.
Which of the following is something that she should consider with respect to internal
influences?
A. firmographics
B. organizational values
C. reference groups
D. lead users
E. competitors’ marketing activity
Carlos is trying to understand the organizational buyer behavior of firms in his sales
territory. Which of the following is an external influence on an organization’s culture
that he should examine?
A. organizational values
B. needs
C. desires
D. firmographics
E. motives
The minimum amount that one brand can differ from another with the difference still
being noticed is referred to as the ______.
A. discriminatory difference
B. sensory difference
C. just noticeable difference
D. recognition difference
E. obvious difference
Donald has just learned that he has Type II diabetes, so he wants to learn as much as he
can to manage his health. He reads health magazines, visits health-related websites, and
reads product nutrition and ingredient information on packages. Donald’s strength of
learning is most likely to be strong due to which factor that affects the strength of
learning?
A. mood
B. punishment
C. importance
D. repetition
E. dual coding
Those capabilities necessary for purchases to occur such as understanding money,
budgeting, product evaluation, and so forth are referred to as _____.
A. buying skills
B. consumption-related preferences
C. consumption-related attitudes
D. instrumental skills
E. consumer skills
Which of the following refers to the continual repetition of a piece of information in
order to hold it in current memory for use in problem solving or transferal to long-term
memory?
A. schema
B. scripts
C. imagery
D. maintenance rehearsal
E. chunking
Many consumers associate Mercedes automobiles with status, luxury, quality
engineering, and high price. This is an example of Mercedes’ _____.
A. brand equity
B. brand image
C. brand leverage
D. brand position
E. brand identity