________ are physical characteristics of the product itself, such as size, color, flavor, or
aroma.
A) Intrinsic cues
B) Product quality ratings
C) Extrinsic cues
D) Brand images
E) Brand personalities
Answer:
Roy is looking to buy a new HDTV set. He knows from friends that LCD set screens
reflect less light than plasma set screens, but that LCD sets are also more subject to
blurring than plasma sets. This is an example of the ________ component of his attitude
toward HDTVs.
A) conative
B) objective
C) cognitive
D) affective
E) situational
Answer:
The income, social class, age, and sex of target customers may differ dramatically
between two different countries. This is an example of which of the following basic
research issues in cross-cultural analysis?
A) differences in language and meaning
B) differences in marketing segmentation opportunities
C) differences in consumption patterns
D) differences in perceived benefits of products and services
E) differences in economic and social conditions and family structure
Answer:
________ refers to the fact that consumers believe the more people who purchase a
brand, the higher the brand’s quality and that consumers believe global brands develop
new products and technologies faster than local brands.
A) Quality signal
B) Country of origin
C) Global myth
D) Glocal branding
E) Social responsibility
Answer:
Which of the following is a collectivist country?
A) United States
B) United Kingdom
C) Mexico
D) Australia
E) Canada
Answer:
Depth interviews are 20- to 60-minute, non-structured interviews between the
interviewer and the respondent in which ________.
A) the interviewer actively directs and leads the respondent in certain directions
B) the respondent answers a series of prepared questions in brief
C) the interviewer minimizes his or her own participation
D) the respondent is encouraged to be positive about the topic of discussion
E) the respondent is asked to answer a series of multiple choice questions
Answer:
Bob wants to save electricity and considers energy-efficient light bulbs. He finds that
the light they emit is too faint to be acceptable, and so he returns to using less
energy-efficient bulbs. Bob made his bulb choice using a(n) ________.
A) affective decision rule
B) noncompensatory decision rule
C) effective decision rule
D) compensatory decision rule
E) cognitive decision rule
Answer:
Several years ago, after inaccurately advertising that Listerine prevented colds, the FTC
required Listerine to run a second set of ads that pointed out to consumers that the
previous advertising claim was false. This second set of ads is known as ________.
A) deceptive advertising
B) truth-in-advertising
C) corrective advertising
D) stimulus generalization
E) advertorial content
Answer:
RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports
nationwide. It specifically targets vacationers and advertises in travel magazines and
through travel websites with a campaign that emphasizes its quality customer service
and well-maintained cars. Rosetta stocks its lots based on a number of factors,
including climate and the type of activities it expects its renters to undertake. For
example, Rosetta stocks more convertible cars in its warm California lots than in New
York. Its Colorado lots stock a large number of station wagons, vans, and SUVs to
accommodate skiers and snow-boarders and all their gear.
In the RENTAL CAR MINI CASE, Rosetta exercises ________ when it stocks more
convertible cars in California than in New York.
A) demographic segmentation
B) geographic segmentation
C) sociocultural segmentation
D) psychographic segmentation
E) usage-situation segmentation
Answer:
Which product was criticized for trying to appeal to underage drinkers with a
fruit-flavored beverage that was endorsed by the rapper Snoop Dogg, who also
mentioned the brand in one of his songs?
A) Budweiser Energy
B) Miller Lite
C) Wodka
D) Four Loko
E) Blast by Colt 45
Answer:
________ includes means of interactions among people in which they create, share, and
exchange information and ideas in virtual communities and networks.
A) Social media
B) Traditional media
C) Retargeting
D) Mass media
E) Application media
Answer:
Which of the following is NOT one of the advantages of impression-based targeting?
A) less waste coverage
B) the ability for consumers to interact with advertisements
C) the ability to gain immediate feedback
D) the ability to reach diverse mass audiences who are not part of the target audience
E) the ability to eliminate ad skipping and time shifting
Answer:
The sources of ________ are organizations that develop and transmit appropriate
messages through their marketing departments, advertising or public relations agencies,
and spokespersons.
A) informal communication
B) word-of-mouth communication
C) interpersonal communication
D) impersonal communication
E) intrapersonal communication
Answer:
Before e-readers, many women avoided reading printed erotica books in public because
they felt the titles and covers of the books would reflect badly on them. The use of
e-readers made the consumption of erotica books in public less __________________.
A) stigmatized
B) conformist
C) conspicuous
D) influential
E) acceptable
Answer:
How much do marketers spend each year to promote foods and beverages to America’s
children?
A) less than $5 billion
B) less than $8 billion
C) less than $10 billion
D) at least $10 billion
E) at least $20 billion
Answer:
In a consumption-oriented society, such as that of the United States, the core value of
________ often means the acceptance of change, new products, or services designed to
fulfill unsatisfied needs.
A) achievement and success
B) activity
C) material comfort
D) progress
E) freedom
Answer:
SOUP MINI CASE: White Mountain Soups sells ready-to-eat soups packaged and sold
in microwave-ready, single-serving plastic containers that can be used as bowls and
then recycled. White Mountain makes a variety of soups, including New England clam
chowder, vegetarian minestrone, and beef and tomato soups. Its advertising emphasizes
the use of wholesome ingredients produced by independent farmers, and suggests that
White Mountain soup can be a quick and easy lunch, or a wholesome mid-afternoon
snack alternative to a bag of potato chips or a candy bar.
In the SOUP MINI CASE, White Mountain offers a variety of types of soup in order to
appeal to which of the following American core values?
A) practicality
B) material comfort
C) individualism
D) freedom
E) external conformity
Answer:
Positioning Bounty, a paper towels brand, as “the quicker picker upper” is an example
of ________.
A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning
Answer:
Of the four Ps of the marketing mix, promotion includes ________.
A) payment methods
B) public relations
C) warranties
D) discounts
E) product size
Answer:
FURNITURE MINI CASE: Andrews Mountain Furniture is a manufacturer of home
furnishings in eastern North Carolina. Andrews has been in business for 150 years and
its advertising emphasizes the company’s long history of production and sales in the
United States. It also encourages cross-generational brand loyalty within families by
suggesting adults should buy the same furniture that their parents had in their homes.
In the FURNITURE MINI CASE, Andrews Mountain Furniture is most likely to appeal
to consumers who are ________ and value tradition over novelty.
A) low in ethnocentricity
B) low in dogmatism
C) high in dogmatism
D) sensation seekers
E) novelty seekers
Answer:
Big Jim’s Furniture Store frequently advertises on the local radio station. The type of
media Big Jim’s is using is broadly categorized as ________.
A) comparative media
B) traditional media
C) social media
D) informal media
E) symbolic media
Answer:
Josie directs her advertising agency to focus on the benefits of her company’s product
without mentioning the competition. She is asking for a ________.
A) one-sided message
B) two-sided message
C) positive frame
D) negative frame
E) vocal cue
Answer:
The degree of a consumer’s willingness to adopt new products and services shortly after
they have been introduced is known as ________.
A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism
Answer:
CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when
mixed with water, will remove the toughest stains from carpets and upholstery. The
manufacturer, Clean Brite, has placed an advertisement in a magazine that is designed
to look like an editorial and presents information about the harmful chemicals present
in most household cleaners, while highlighting the mild ingredients in Oopsy All Gone
that are tough on stains but soft on skin. Oopsy All Gone also uses advertisements that
say it is the “best cleaner available.” Clean Brite has also arranged for Oopsy All Gone
to appear in a popular sitcom, where the main character spills a drink on his neat-freak
friend’s white couch while housesitting for the weekend.
In the CLEANER MINI CASE, the magazine ad is an example of ________.
A) buzz marketing
B) viral marketing
C) product placement
D) an advertorial
E) urgent ad-formation
Answer:
Results to a consumer’s search query that appear even though an advertiser is not
paying Google for them are called ________ search results.
A) sponsored
B) nuclear
C) fundamental
D) organic
E) subsidized
Answer:
The physiological needs for food, water, and air are called ________ needs.
A) secondary
B) innate
C) acculturated
D) psychogenic
E) acquired
Answer:
Home Depot uses its individual customer purchase history to design customized ads.
This is an example of ________.
A) psychographic segmentation
B) geodemographic segmentation
C) countersegmentation
D) mass marketing
E) behavioral targeting
Answer:
WATCH MINI CASE: Bob is interviewing for high-level managerial jobs in the Boston
area. He decides that, in order to make himself more appealing for the job, he should
wear expensive suits and carry expensive business accessories. To this end, he has
decided to purchase an Icon watch, because Bob perceives that Icon watches are
expensive and typically worn by people with high social status. In fact, Icon specifically
targets its wristwatches to image-conscious business executives and has its best results
focusing its marketing efforts on men between the ages of 35 and 50 living in affluent
zip codes of New York City and its surrounding suburbs.
In the WATCH MINI CASE, Icon seems to be appealing to a target market of
consumers seeking a wristwatch that provides ________.
A) a sense of achievement
B) a sense of power
C) a sense of being well-educated
D) a sense of status
E) a sense of importance
Answer:
In ________, the moderator-researcher usually analyzes the responses received,
whereas in ________, the research supervises the analysis.
A) observational research; physiological research
B) quantitative research; qualitative research
C) qualitative research; quantitative research
D) physiological research; observational research
E) secondary research; primary research
Answer:
Consumers’ characteristics can be classed as either behavioral or cognitive. In this
context, cognitive factors are abstract, can be determined only through more complex
psychological and attitudinal questioning, and generally have no single, universal
definitions. Examples of cognitive factors include ________.
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and education
C) personality traits, lifestyles, and gender
D) education, usage situation, and social class
E) cultural values, personality traits, and benefits sought
Answer: