John is an older, retired Japanese American. He has a strong identification with his
Japanese culture, still speaks primarily Japanese and is not concerned about status.
Which segment of the Asian American market identified by Market Segment Research
best describes John?
A. Traditionalists
B. Established
C. Living for the Moment
D. Market followers
E. Contented
Factors such as information quality, navigation, price, merchandise availability,
purchase process, and order tracking are part of which dimension in online satisfaction
and dissatisfaction?
A. security and privacy
B. fulfillment and reliability
C. customer service
D. website design and interaction
E. all of the above
Which of the following is a concern marketing managers have related to problem
recognition?
A. discovering consumer problems
B. developing the marketing mix to solve consumer problems
C. helping consumers recognize problems
D. suppressing problem recognition among consumers
E. all of the above
Which marketing strategy is appropriate if the brand is not part of consumers’ evoked
sets?
A. disrupt strategy
B. maintenance strategy
C. capture strategy
D. preference strategy
E. all of the above
Which of the following was the source of the most immigrants into the United States in
2009?
A. Asia
B. Mexico
C. Europe
D. Latin America
E. Africa
How does mere exposure enhance attitudes?
A. by changing beliefs
B. by adding beliefs
C. through enhanced familiarity
D. through shifting importance
E. by changing perceptions of the ideal
In Germany, one concern retailers have is ensuring that cash drawers have enough
money to make change when consumers make purchases. One company went so far as
to use a computerized model that monitored the weight of the cash drawer and signaled
a need for replenishment. This is such a concern because consumers typically use cash
to make purchases, which differs from other countries, such as the U.S., where credit
card use is more common. Which cultural value does this illustrate?
A. hard work/leisure
B. competitive/cooperative
C. material/nonmaterial
D. postponed gratification/immediate gratification
E. sensual gratification/abstinence
Rachel is going to the mall to purchase a wedding gift for a co-worker. Based on
research, which type of product is she likely to buy?
A. expensive
B. inexpensive
C. expressive
D. utilitarian
E. hedonic
_____ is the amount of money one must pay to obtain the right to use the product.
A. Consumer cost
B. Total cost
C. Price
D. Value
E. Customer value
With respect to demographics, which of the following describes the society in terms of
age, income, education, and occupation?
A. size
B. distribution
C. concentration
D. structure
E. composition
Stephanie and her husband are considering the purchase of a 52″ plasma television.
They have visited several manufacturers’ websites, looked at the ads in the Sunday
newspaper, and have spoken with sales people at several electronics stores. Which
source of information are they using?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
A given consumer’s or target market’s perception of all the attributes associated with a
retail outlet is generally referred to as the _____.
A. store atmosphere
B. servicescape
C. store image
D. store ambiance
E. store personality
The energizing force that activates behavior and provides purpose and direction to that
behavior is known as _____.
A. motivation
B. personality
C. emotion
D. perception
E. needs
Consumers who exhibit a positively biased behavior toward a specific brand are
exhibiting _____.
A. brand loyalty
B. brand leverage
C. brand image
D. brand equity
E. brand bias
The percentage who click through a banner ad to the corporate website is known as
_____.
A. response rate
B. turnover rate
C. click-through rate
D. rating
E. hits
Which of the following is a way that gifts communicate symbolic meaning?
A. In many cases price can be known and can be interpreted as a measure of the esteem
the giver has for the receiver.
B. The image and functionality of the gift implies the giver’s impression of the image
and personality of the receiver.
C. It reflects on the image and thoughtfulness of the giver.
D. It can signify the type of relationship the giver has or desires with the receiver.
E. all of the above