The upper-middle class achieve their social position primarily _____.
A. through their unusually high incomes
B. by their occupation and career orientation
C. through inherited position
D. through their children’s accomplishments
E. none of the above
Kodak markets digital cameras and is aware that consumers search for information
concerning this product on the Internet using one of the several search engines (e.g.,
Google). To ensure that Kodak appears on the first page of results, this company pays
the search engine to become a sponsored link when consumers search the key words
“digital camera.” This is an illustration of _____.
A. market segmentation
B. search engine optimization
C. spam
D. blogging
E. behavioral targeting
Which organizational buyer segment is expensive to serve, but loyal and willing to pay
for value-added services?
A. commodity buyers
B. underperforming buyers
C. partner buyers
D. most-valuable buyers
E. government buyers
John and his wife love art and travel the world to purchase artwork that is representative
of a country’s culture. Which type of materialism does this represent?
A. terminal
B. instrumental
C. cultural
D. primary
E. secondary
Denise tends to experience emotions more strongly than most people, so much so that
there are some ads that she cannot even watch because they make her cry. This trait is
known as _____.
A. physiological differentiation
B. psychological differentiation
C. affect intensity
D. cognitive intensity
E. psychological intensity
Sheila and Jim are both professionals in their late 30s and have two children under the
age of five. Which stage of the household life cycle are they in?
A. young married
B. full nest I
C. full nest II
D. delayed full nest I
E. laggards
Which of the following is the most popular indirect measurement approach to
measuring the relative importance of consumers’ evaluative criteria?
A. perceptual mapping
B. regression analysis
C. factor analysis
D. conjoint analysis
E. cluster analysis
Monique is buying a new coat for the winter. While she is concerned with how well the
coat will keep her warm, she is also concerned with how stylish it will make her look.
Her concern for stylishness represents which dimension of product performance?
A. affective
B. direct
C. instrumental
D. symbolic
E. consummatory
What is the largest single influence on the movement toward uniformity in the global
youth market?
A. mass media
B. education
C. work
D. travel
E. religion
Problem recognition, information search, alternative evaluation and selection, outlet
selection and purchase, and postpurchase processes represent _____.
A. external influences
B. internal influences
C. organizational culture
D. the decision process
E. types of buying decisions
_____ occurs when the stimulus activates one or more sensory receptor nerves, and the
resulting sensations go to the brain for processing.
A. Attention
B. Perception
C. Exposure
D. Interpretation
E. Selection
The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long.
The inventor of the ladder shows the versatility and uniqueness of this ladder, and
several “regular” people demonstrate how easy it is to use. In fact, this ladder is over 20
ladders in one because of the many different ways it can be configured. Viewers can
call the 800 number or visit the website to purchase this product. This is an example of
a(n) _____.
A. product placement
B. advertorial
C. advertising program
D. infomercial
E. infotorial
Which of the following statements is true regarding marketing to Asian Americans?
A. Asian Americans are not highly tech savvy or heavy users of the Internet.
B. Effective communication is achieved by simply translating ad copy.
C. Geographic concentration is aiding marketing efficiency.
D. There are very limited options for reaching this market through television.
E. The purchasing power of this group and its various segments is not attractive enough
for marketers to pursue it seriously.