_____ represent about 10 percent of the adult online community, but their influence is
extensive as they communicate, news, information, and experiences to a vast array of
people both online and offline.
A. Market mavens
B. Internet mavens
C. E-fluentials
D. Opinion leaders
E. Cyber leaders
Mitch buys organic food and does not eat any foods containing pesticides, herbicides or
antibiotics. He based this lifestyle decision on his belief that food grown without the use
of chemicals keeps them out of our bodies directly (we don’t consume them in our food)
and indirectly (they don’t end up in our drinking water through run-off). On which
motive did Mitch base his decision?
A. economics
B. health and environment factors
C. governmental policy
D. religious reasons
E. all of the above are motives on which Mitch based his decision
Which PRIZM segment consists of consumers that are evolving into older
“empty-nester” couples as their children grow up and leave home, live in older, stable
neighborhoods with pools and patios in their backyard, and are white-collar
professionals?
A. Urban Achievers
B. Blue Blood Estates
C. Bohemian Mix
D. Pools & Patios
E. Town & Rural
Which African American market segment identified by Yankelovich is teens living at
home, over half raised by a single parent, tech savvy, and brand conscious, especially
those brands popular with their culture?
A. Boomer Blacks
B. Connected Black Teens
C. Black Onliners
D. Stretched Black Straddlers
E. Healthy Teens
Given the following information, which of the following compact disc players would be
chosen using the lexicographic decision rule?
A. Sony
B. Sanyo
C. Pioneer
D. Sony and Pioneer would be considered further.
E. none of the above compact disc players would be chosen
What is a major difference between the full nest II and delayed full nest I stages of the
household life cycle?
A. income
B. age of the parents
C. age of the children
D. number of children
E. years married
How has the Internet changed consumers’ ability to search for information?
A. allows easy access to manufacturers’ websites
B. allows easy access to other consumers
C. allows easy access to government agencies
D. expands the ability of marketers to provide information to consumers
E. all of the above
Why are the SAM and AdSAM measures effective across cultures?
A. because the pictorial representations don’t require translation or alteration
B. because the numerical representations don’t require translation or alteration
C. because they are based on emotions
D. because they are based on attitudes
E. because the musical representations do not include lyrics
Which type of training occurs when a parent or sibling specifically and directly
attempts to bring about certain responses through reasoning or reinforcement?
A. consumer training
B. instrumental training
C. modeling
D. mediation
E. coercion
The sum of all the physical features of a retail environment is referred to as the _____.
A. store situation
B. retail ambiance
C. retail surroundings
D. store atmosphere
E. merchandising mix
Which of the following is a segment used to describe consumers with respect to their
environmental activism?
A. True Blues
B. Eco-Centrists
C. Ailing Recluse
D. Healthy Hermits
E. Green Earths
Mike is the owner of a restaurant that also has a bar. Based on research that studied the
impact of background music on restaurant patrons, what can Mike expect if he uses
slow music in his establishment?
A. faster service time
B. customers spend less time at a table
C. larger amount of bar purchases
D. significantly more (i.e., 50% or more) spent on food purchases
Which of the following is NOT a research finding regarding the Internet as an
information source?
A. Online information is expected.
B. Online information boosts offline sales.
C. Online sources are viewed as valuable.
D. Online sources reduce a salesperson’s role.
E. Roughly 30% of American adults use a search engine to research a product/service
before buying it online. Approximately 87% of Americans use a search engine to
research a product/service before buying it.
In children’s information processing, the period of formal operations is characterized by
_____.
A. an absence of conceptual thought
B. the development of language
C. the development of the ability to apply logical thought to concrete problems
D. the development of the ability to apply logic to all types of problems
E. none of the above
What is the most common measurement approach to measuring self-concept?
A. semantic differential
B. Likert items
C. 100-point constant-sum scale
D. nominal variables
E. open-ended questions