Marketing skills include a firm’s financial expertise, general managerial skills,
production capabilities, research and development capabilities, technological
sophistication, and reputation.
Evaluative criteria can differ in type, number, and importance.
Income enables purchases but does not generally cause or explain them.
Sales increases generated by the addition of various types of P-O-P materials in
supermarkets are called “lift.”
Attitude-based choices are not used for important decisions.
Consumers shop online for different reasons than they shop using catalogs.
Consumers must directly experience a reward or punishment to learn.
The Census Bureau has a classification of households that includes blended families.
Group influence is strongest when the use of the product or brand is visible to the
group.
Which of the following is a challenge facing marketers who implement cause-related
marketing programs?
A. It does not increase consumers’ trust in the company.
B. A company’s commitment to a cause is not important to most consumers.
C. Only a small percentage of consumers are likely to switch brands based on CRM
when price and quality are equal.
D. Consumer skepticism and apathy are demonstrated.
E. all of the above
Carl likes to support marketers that support causes or charities that are important to
him. However, he is concerned about a marketer’s motive behind cause-related
marketing programs and uses good judgment on which ones to support. Carl is best
described as belonging to which group of consumers?
A. Skeptic
B. Balancer
C. Attribution-oriented
D. Socially concerned
E. Apathetic
_____ is the result of a discrepancy between a desired state and an actual state that is
sufficient to arouse and activate the decision process?
A. Alternative evaluation
B. Problem recognition
C. Information search
D. Purchase
E. Postpurchase evaluation
Which of the following are bases for subcultures in the United States?
A. ethnic groups
B. religions
C. geographic areas
D. generations
E. all of the above
Which demographic factor has the least influence on U.S. adult Internet usage?
A. gender
B. ethnicity
C. age
D. income
E. education
What has been found to improve the results of cause-related marketing programs?
A. the amount of money donated
B. the fit between the company and the cause
C. supporting causes that help children
D. supporting causes that help the environment
E. longer commitments to supporting a cause
Smaller women like to purchase fashionable clothes just as much as any women.
However, most clothes are not proportioned for their smaller size and do not fit well. As
a result, several manufacturers offer “petite” sizes of clothing for this group of
consumers. Women who comprise this group have needs that differ somewhat from the
total market and represent a _____.
A. demographic segment
B. lifestyle segment
C. market potential
D. sub-market
E. market segment
Richard is reassessing his life and asking himself, “How am I seen by others?” He is
also asking himself, “How would I like to be seen by others?” Richard is seeking his
_____.
A. actual self-concept
B. ideal self-concept
C. private self-concept
D. social self-concept
E. real self-concept
Emma noticed that she was almost out of gas, so she pulled into the nearest gas station
and filled up her tank. Emma’s decision on which gas to purchase is characterized by
_____.
A. a high level of cognitive processing
B. a low level of purchase involvement
C. limited decision making
D. extended decision making
E. a high level of affective processing
Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not
even noticing the price of each. After about two hours of this, she tried one on and
exclaimed, “This is it!” That particular dress was the one that she thought made her look
fabulous, so she bought it. Which type of choice did Amy use to select this dress?
A. affective choice
B. attitude-based choice
C. rational choice
D. attribute-based choice
E. instrumental choice
Which of the following is NOT a classification of commercialization of schools?
A. in-school ads
B. ads in classrooms
C. corporate-sponsored educational materials and programs
D. corporate-sponsored contests and incentive programs
E. mobile games
Janice and her mother were visiting an art gallery, and they were looking at modern art.
When they came to one painting, Janice said, “I like that.” When her mother asked her
why she liked it, all she could say was, “I don’t know, I just like it.” Which component
of attitude does this represent?
A. cognitive
B. affective
C. behavioral
D. latent
E. manifest
Research has shown that most of the online search leading up to a purchase was _____.
A. brand only
B. generic
C. brand-item
D. retail
E. price-related
What are the two dimensions of the VALS typology of consumers?
A. age and gender
B. age and stage of family life cycle
C. stage of family life cycle and resources
D. primary motivation and resources
E. primary motivation and age
Miles is considering the purchase of a new car. Price is the most important criterion for
him, and he will only consider those models that do not exceed $20,000. Since several
models satisfy this criterion, he then considers how each alternative performs with
respect to gas mileage, and he will not consider any that get less than 20 miles per
gallon in the city. Which decision rule is Miles using?
A. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. compensatory
In order for online retailers to convert website visitors to buyers they must
A. design appropriate landing pages.
B. offer deep discounts.
C. offer free merchandise.
D. advertise with videos.
E. use pop-ups to get their attention.
Which of the following is the most difficult to regulate?
A. the explicit verbal content of ads
B. the subtle meanings implied by the visual content of ads
C. the adequacy of the information provided in ads
D. a website’s privacy policy with respect to children
E. the use of corrective advertising
The purchase of products involves the risk that they may not perform as expected,
causing which of the following to be high?
A. social cost
B. time cost
C. effort cost
D. physical cost
E. all of the above
Which of the following is NOT a way emotional ads may enhance persuasion?
A. by increasing attention of the ad and, therefore, ad recall
B. by increasing liking of the ad
C. by increasing product liking through classical conditioning
D. by increasing product liking through high-involvement processes
E. all of the above are ways emotional ads may enhance persuasion
Beyond projective techniques, a popular tool for identifying motives is _____?
A. laddering
B. means-end chain
C. benefit chain
D. latent listing
E. a, b, c
Name and briefly describe the stages of the household life cycle (HLC) in terms of age
of the adults, their marital status, and the age of children at home.
Describe the field of consumer behavior, and discuss the four key aspects of consumer
behavior that make it an important area of study.
List and briefly describe the four steps involved in market segmentation.
You just graduated from college and started a new job at a consumer packaged goods
manufacturer. You will be involved with marketing activities aimed at children. Briefly
describe the controversial marketing activities aimed at children that you should be
aware of.
Discuss the five determinants of the degree of reference group influence on a consumer.
Define store image, and discuss five of the several dimensions of store image.
Name and describe four of the eleven African American market segments identified by
Yankelovich.