Consumers in which technology segment are young and established, knowledgeable
and confident in their use of new technology, and just a notch down from Wizards in
their enthusiasm for technology?
A. Seekers
B. Techno-Strivers
C. Journeymen
D. Apprentices
E. Media Junkies
Swiss Miss instant hot chocolate uses images of winter Olympic athletic events with
athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not
an official sponsor of the winter Olympics, consumers viewing the ads might
reasonably infer that they were. What type of marketing is this?
A. gorilla marketing
B. stealth marketing
C. product placement
D. unethical marketing
E. ambush marketing
_____ occurs when a stimulus is placed within a person’s relevant environment and
comes within range of their sensory receptor nerves.
A. Perception
B. Attention
C. Interpretation
D. Perceptual offense
E. Exposure
The decision by a marketer to try to achieve a defined brand image relative to
competition within a market segment is called _____.
A. product extension
B. brand extension
C. brand leveraging
D. product positioning
E. product equity
Employees who deal directly with consumers are known as _____.
A. foot soldiers
B. clerks
C. consumer-level employees
D. frontline employees
E. primary employees
The fact that all aspects of the perception process are extremely selective is referred to
as _____.
A. perceptual selectivity
B. sensory screening
C. ego defenses
D. perceptual defenses
E. none of the above
A socially defined occasion that triggers a set of interrelated behaviors that occur in a
structured format and that have symbolic meaning is referred to as a _____.
A. ritual situation
B. momentary condition
C. prescriptive
D. schema
E. holiday
_____ attempts to create an association between a response (e.g., buying a brand) and
some outcome (e.g., satisfaction) that serves to reinforce the response.
A. Operant conditioning
B. Iconic rote conditioning
C. Classical conditioning
D. Modeled conditioning
E. Vicarious conditioning
Which of the following is NOT a segment used to describe consumers with respect to
their environmental activism?
A. Respectful Stewards
B. New Green Mainstream
C. Proud Traditionalists
D. Skeptical Individuals
E. Green Naives
Ron owns a small retail establishment and is seeking your advice regarding getting
shoppers’ attention in the store. What should you recommend to Ron to help him get
shoppers’ attention?
A. Ron should use cool colors, such as blues and grays, for displays.
B. Ron should not use large displays because that can overwhelm shoppers.
C. Ron should use warm colors, such as reds and yellows, because they are more
arousing than cool colors.
D. Ron should use displays with as much information as possible because shoppers will
be able to attend to all of it.
E. Ron should not use displays with moving parts because they will distract shoppers.
Taittinger is a famous champagne maker in France. Part of this company’s market
research of U.S. consumers looked at education levels of champagne consumers. What
education level is the likely consumer of champagne to have attained?
A. did not graduate high school
B. graduated high school
C. attended college
D. graduated college
E. none of the above