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When segmenting women who work outside the home, the ________ has a number of
degrees, is trying to evolve an identity that is more than being a wife and a mother, uses
clothing and supplemental products to seek prestige beauty, and spends time with
children doing things that please both the children and herself.
A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess
Answer:
Which of the following is a characteristic of a conformist?
A) They always pay close attention to others' reactions to their behaviors
B) They often pick up slang expressions from others and start using them
C) They change their mannerisms and approaches if they feel someone they are
interacting with disapproves of them
D) They are guided by others' behavior if they feel unsure how to behave in a situation
E) All of the above are characteristics of conformists
Answer:
The tuna marketers' task in the "tunathewonderfish.com" website and related campaign
was to ________.
A) turn an approach object into an avoidance object
B) turn an avoidance object into an approach object
C) turn a knowledge object into a utilitarian object
D) turn a utilitarian object into a knowledge object
E) turn a utilitarian object into an avoidance object
Answer:
Which of the following does NOT enhance the credibility of a salesperson?
A) Looking the customer/prospect in the eye
B) Outward signs of success
C) Driving an expensive, late-model car
D) Dressing the part of an expert
E) All of the above enhance the credibility of a salesperson
Answer:
WEDDING MINI CASE: Susan is planning her wedding. Susan knows what music is
appropriate for her ceremony because she has been to a number of weddings before.
She has questions, though, about the appropriate wording of her invitations, so she
reviews the helpful information provided by professional wedding planners on
specialist wedding sites to familiarize herself with customary wording and style rules.
In choosing a wedding dress, Susan has decided to have a dress designer make a
custom wedding dress for her.
In the WEDDING MINI CASE, Susan learned what music is appropriate for a wedding
ceremony through ________.
A) formal learning
B) technical learning
C) enculturation
D) informal learning
E) acculturation
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 draws attention to its use of all-natural,
wholesome ingredients in order to appeal to which of the following American core
values?
A) individualism
B) freedom
C) external conformity
D) humanitarianism
E) fitness and health
Answer:
________ is defined as the ratio between the customer's perceived benefits and the
resources used to obtain those benefits.
A) Customer satisfaction
B) Customer value
C) Customer relationship management
D) Consumer decision making
E) Consumer marketing
Answer:
________ assess(es) the likelihood of a consumer purchasing a product or behaving in a
certain way.
A) Cognitive dissonance theory
B) Buyer intention scales
C) Attitude-change strategies
D) Emotionally charged states
E) Self-perception theory
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 that is made to look like an expos on
the cleaning product industry is an example of ________.
A) advocating a socially beneficial cause
B) cause-related marketing
C) green marketing
D) covert marketing
E) urgent ad-formation
Answer:
As consumers spend more time online and have more technological tools that enable
them to avoid exposure to TV ads, marketers are ________.
A) investing in flashier television advertisements to attract attention to themselves
B) buying more air time in an attempt to crowd out their competitors' advertisements
C) lobbying for legislation that will prohibit the sale of devices that allow consumers to
avoid advertising on the basis that such devices are anti-competitive
D) shifting dollars from traditional display advertising to sites like Facebook that can
deliver huge audiences
E) blocking out any mention of brand names during regular programming
Answer:
HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on
relieving headache pain. Under the slogan "If you really want to fix a problem, you
have to use the right tools," Fast Relief advertising points out that while its tablets
aren't as effective at relieving muscle pain as Cure-All, its leading competitor, clinical
trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving
headaches. At the beginning of the advertising spot, a woman is shown with her eyes
shut tight and her hand pressed against her forehead. Over the course of the ad, the
woman's face gradually relaxes and she begins to look relieved and comfortable. Fast
Relief also advertises its products by having its tablets used by actors to relieve their
headaches during popular television shows.
In the HEADACHE MINI CASE, Fast Relief outlines a side-by-side comparison
between its pain reliever and that of Cure-All. This is known as ________
A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) comparative advertising
Answer:
The term ________ refers to the age segment of the population that was born between
1946 and 1964.
A) Generation Y
B) Twixter
C) Generation X
D) Baby Boomer
E) Senior
Answer:
When a wine advertiser suggests its wine "has the most unique taste among red wines,"
it is an example of a(n) ________ claim.
A) objective
B) scientific
C) neutral
D) subjective
E) impartial
Answer:
Respondents are most hostile when administered ________ surveys.
A) mail
B) online
C) telephone
D) personal interview
E) focus group
Answer:
Which global brand stands out because of its exceptional brand management,
significant global presence, and delivering consistent quality and affordability?
A) Coca Cola
B) McDonald's
C) Disney
D) Google
E) Nike
Answer:
Within the context of the model of consumer decision making, the ________ includes
the unwritten codes of conduct that indicate which consumption behavior should be
considered "right" or "wrong."
A) marketing mix
B) output
C) decision
D) input
E) sociocultural influences
Answer:
Martin needs a new hybrid-electric car that can seat four people comfortably and has a
trunk that will hold a set of golf clubs, but isn't sure which brand of hybrid-electric car
would be best. Martin's is a case of ________.
A) habitual problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer:
In the VALS typology, Innovators are successful, take-charge people with high
self-esteem. Because they have such abundant resources, they exhibit all three primary
motivations in varying degrees. They are change leaders and are the most receptive to
new ideas and technologies. This segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers
Answer:
An advertisement is ________ when it contains dense perceptual features and/or
elaborate creative designs.
A) visually complex
B) psychologically noisy
C) overdesigned
D) incomprehensible
E) positively framed
Answer:
Geoff is responsible for online marketing for the local automotive dealership. He
manages the website, Facebook page, and twitter account. The type of media he is
responsible for is broadly categorized as ________.
A) comparative media
B) traditional media
C) new media
D) informal media
E) symbolic media
Answer:
Kevin and Lisa have been married for two years and have not yet had their first child.
What kind of family does this constitute?
A) empty nest
B) married couple
C) extended family
D) single-parent family
E) nuclear family
Answer:
Forgetting is often related to the passage of time, and is known as the process of
________.
A) encoding
B) relationship marketing
C) decay
D) advertising wearout
E) perceptual blocking
Answer:
Brand names stamped on eggs in supermarkets, featured on video screens in taxis,
placed on subway tunnels in between stations, and featured on doctor's examination
tables are examples of ________.
A) sensory adaptation
B) objective reality
C) viral advertising
D) ambush marketing
E) experiential marketing
Answer:
There are two different theories on how people learn the ________ theories and the
________ theories.
A) behavioral; affective
B) cognitive; rational
C) behavioral; cognitive
D) emotional; affective
E) experiential; intentional
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, when Oopsy All Gone appears in a popular sitcom, this
is an example of ________.
A) advocating a socially beneficial cause
B) buzz marketing
C) green marketing
D) product placement
E) urgent ad-formation
Answer:
WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a
New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in
the mail from her local gym chain that specializes in women's fitness. The
advertisement suggests that the chain is fun and welcoming " a place where women can
work out comfortably with friends, in contrast to the potentially intimidating
environments at other gyms. After consulting a few friends, she decides to join. She is
particularly excited to try the various group classes the gym offers, many of which she
has never heard of before.
In the WEIGHT LOSS MINI CASE, "fun and welcoming" describes the local gym's
________.
A) brand personification
B) dogmatism
C) brand personality
D) expected self-image
E) extended self
Answer:
________ are groups that serve as frames of reference for individuals in their
consumption decisions because they are perceived as credible sources.
A) Custom groups
B) Formal groups
C) Interpersonal groups
D) Reference groups
E) Informal groups
Answer:
As sensory input ________, our ability to detect changes in input or intensity
________.
A) decreases; increases
B) increases; increases
C) decreases; remains constant
D) remains constant; decreases
E) increases; remains constant
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, after several weeks of exercising, Peter is still not
seeing the desired results and decides that he is just too busy to go to the gym enough,
and that his employer is really to blame for his failure to lose weight. Which of the
following defense mechanisms has Peter demonstrated?
A) rationalization
B) projection
C) repression
D) aggression
E) withdrawal
Answer:
________ consist of the very large number of mental or verbal statements that reflect a
person's particular knowledge and assessment of something.
A) Beliefs
B) Rituals
C) Cultures
D) Values
E) Customs
Answer:
When consumers give themselves credit for the outcome of a behavior, they are
engaging in ________.
A) subjective attribution
B) internal attribution
C) objective attribution
D) defensive attribution
E) external attribution
Answer:
