If a customer is dissatisfied with a company’s product, the company would prefer that
he or she complains to the company.
Problem recognition is the first stage of the consumer decision process.
Most purchases are the result of extended decision making and therefore involve
considerable external search prior to purchase.
Consumers are usually explicitly aware of the role lifestyle plays in their purchase
decisions.
Advertising can stimulate and simulate word-of-mouth but not opinion leadership.
Corrective advertising is advertising run by the government to cause consumers to
unlearn inaccurate information they acquired as a result of a firm’s earlier advertising.
The outcomes of a firm’s marketing strategy are determined by its interaction with the
consumer decision process.
A brand community is a geographically bound community, based on a structured set of
social relationships among owners of a brand and the psychological relationship they
have with the brand itself, the product in use, and the firm.
Brand image and store image are similar concepts.
Reasoned-action theory suggests that if a stimulus doesn’t change, over time we adapt
or habituate to it and begin to notice it less.
In a compensatory decision, a brand’s weakness on one attribute cannot be overcome by
its strength on another attribute.
The children of the original baby boomers, generation Y born between 1977 and 1994,
are sometimes referred to as the “baby bust” generation.
Consumers higher in individualism are more likely to complain, switch, or engage in
negative word-of-mouth.
Nick is 23 years old and trying to balance school and work so that he can afford to buy
the latest iPhone to keep in touch with his friends. Which African American market
segment identified by Yankelovich best describes Nick?
A. Boomer Blacks
B. Connected Black Teens
C. Black Onliners
D. Stretched Black Straddlers
E. Healthy Indulgers
The U.S. Census overall projections of ethnic subculture size understate the importance
of ethnic groups to specific _____.
A. people
B. points in history
C. geographic regions
D. languages
E. none of the above
Which type of reference group influence occurs when an individual fulfills group
expectations to gain a direct reward or to avoid a sanction?
A. informational
B. normative
C. identification
D. transient
E. permanent
Which of the following are the most commonly described subcultures?
A. ethnic groups
B. religions
C. generations
D. genders
E. geographic areas
Which of the following statements is true regarding Americans’ other-oriented values?
A. A strong emphasis on collectivism is one of the defining characteristics of American
society.
B. Since World War II, Americans have increasingly valued diversity.
C. The impact that the family has on the individual is great.
D. Older people are considered wiser than young people and are looked to as models
and leaders in American society.
E. America is a cooperative rather than a competitive society.
Compare and contrast (a) other-oriented values, (b) environment-oriented values, and
(c) self-oriented values.
Which of the following is a major concern regarding legal and ethical behavior with
respect to marketing communications?
A. the tastefulness of the ad
B. the accuracy of the information provided
C. the media used to deliver the ad
D. the creativity of the ad
E. the effectiveness of the ad
According to Roper Starch (a market research company), the 10 percent of the
population that have broad social networks that allow them to influence the attitudes
and behaviors of the other 90 percent of the population are called _____.
A. market mavens
B. opinion leaders
C. shopping experts
D. market leaders
E. influentials
_____ is everything the consumer must surrender in order to receive the benefits of
owning/using the product.
A. Value
B. Consumer cost
C. Price
D. Opportunity cost
E. Value proposition
Firms with a limited reputation sometimes do which of the following with a reputable
firm so as to gain from the quality associated with the known brand?
A. conduct blind tests
B. form brand alliances
C. use two-sided messages
D. form conjoint alliances
E. form conjunctive alliances
Which type of family consists of a married couple, one or both of whom were
previously married, their children, and the children from the previous marriage of one
or both parents?
A. nontraditional family
B. traditional family
C. nonfamily household
D. stepfamily
E. combination family
Which of the following is NOT a step in the information-processing model?
A. exposure
B. comparison
C. attention
D. interpretation
E. memory
Which of the following is one of Experian’s technology profiles based on an extensive
analysis of attitudes, lifestyle, and adoption and usage patterns related to technology?
A. Wizards
B. Journeymen
C. Apprentices
D. Novices
E. all of the above
Placing ads in videogames is known as _____.
A. video advertising
B. integrated advertising
C. advergaming
D. message integration
E. entertainment integration
Which of the following is a major area of concern regarding the large amount of time
children devote to watching television?
A. The impact of commercial messages on children’s values.
B. The impact of commercial messages on children’s health and safety.
C. The impact of commercial messages on children’s education.
D. a and b
E. a, b, and c
All those factors particular to a time and place that do not follow from knowledge of the
stable attributes of the consumer and the stimulus and that have an effect on current
behavior are known as _____.
A. situational influence
B. motivators
C. consumption triggers
D. consumption influencers
E. motivational influence
Which of the following is strongly associated with occupation?
A. income
B. education
C. age
D. a and b
E. a, b, and c
Which marketing strategy requires consistent attention to product quality, distribution,
and a reinforcement advertising strategy because the brand is purchased habitually by
the target market?
A. capture strategy
B. acceptance strategy
C. maintenance strategy
D. preference strategy
E. disrupt strategy
Laurie purchased an entertainment armoire from a national chain furniture retailer.
Unfortunately, one of the doors did not operate properly, so she called the retailer to
complain. A service representative was sent out to adjust the door, but just a few weeks
later, the problem reoccurred, so Laurie called again and asked for a new armoire. The
store manager said that another service rep would have to come out to determine if it
was due to a manufacturer’s defect before it could be replaced. Because the service
representative failed to show up, the manager decided to offer Laurie a new armoire.
Unfortunately the replacement had the same problem and Laurie demanded her money
back. Now she tells everyone she knows the problems she’s had with this retailer.
Which value most likely underlies Laurie’s complaining behavior?
A. diversity
B. uniformity
C. fatalistic
D. individualism
E. status