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Which of the following is true of the relationship between consumers' perceptions and
their expectations?
A) Individual motivation does not affect perception.
B) Ads with irrelevant sexuality generally lead to better recall of the product advertised
due to the attention-getting nature of the sexual content.
C) People tend to make observations and arrive at conclusions completely independent
of their expectations.
D) Consumers tend to perceive products and product attributes according to their own
expectations.
E) What consumers expect to see is completely dependent on their objective, first-hand
experience with the particular product or advertising medium.
Answer:
Those in favor of socially responsible marketing call on marketers to adopt the societal
marketing concept, which requires marketers to ________.
A) minimize production costs in order to offer the product at the lowest price possible
B) aggressively market all products to all segments of society
C) track customer preferences via the Internet to improve customer research databases
D) fulfill the needs of the target audience in ways that improve society as a whole,
while fulfilling the objectives of the organization
E) lobby for government regulation of their industries
Answer:
________ is responsible for stopping false or misleading ads.
A) The Children's Advertising Review Unit
B) The Federal Trade Commission
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert
Answer:
COOKING OIL MINI CASE: Value Mart is a national grocery store chain that markets
its own line of store-brand food products as a low-cost, high-value option for the
cost-conscious consumer. Based on an evaluation of sales data from various product
categories collected from scanners at checkout points, Value Mart has determined that
there may be a market for a Value Mart brand cooking oil. In order to further explore
customer preferences and potential marketing tactics, Value Mart has decided to
conduct focus group sessions with Value Mart consumers. After conducting the focus
groups, Value Mart decides to do a small-scale trial of a store-brand cooking oil
exclusively at its stores in the New York area to see if consumers will buy the product.
In the COOKING OIL MINI CASE, the information collected in the Value Mart focus
groups constitutes ________.
A) primary data
B) commercial data
C) objective data
D) mechanical data
E) secondary data
Answer:
JONES MINI CASE: Bob Jones is 75 years old, but feels like he's only 60. He enjoys
fishing and golf and recently bought a house in North Carolina so that he could be
closer to his grandchildren. He and his wife, Shirley, have Internet access in their home
and, most recently, used the Internet to purchase a birthday present for their youngest
grandchild.
In the JONES MINI CASE, 60 is Bob's ________, whereas 75 is Bob's ________.
A) chronological age; cognitive age
B) cognitive age; generational age
C) generational age; cognitive age
D) cognitive age; chronological age
E) generational age; chronological age
Answer:
________, which are small devices that monitor codes embedded into audio streams of
media that consumers receive which are equipped with GPS, that consumers clip onto
their belts and wear all day, were developed by ________.
A) PPMs; Nielsen
B) PPMs; Arbitron
C) PPMs; ComScore
D) GPSs; Nielsen
E) GPSs; Arbitron
Answer:
SMITH MINI CASE: Nathan Smith is single and lives in Detroit, where he works on the
assembly line at the local automobile manufacturing plant and is a member of the
Automobile Workers Union. He views work as a means to buy things to enhance his
leisure time and recently purchased a new television so that he could better watch his
favorite team, the Detroit Lions, play football. Nathan has always followed the Lions,
largely because his dad was a big Lions fan.
In the SMITH MINI CASE, which of the following is most likely to describe Nathan?
A) Nathan uses his credit card as a convenient substitute for cash.
B) Nathan perceives himself to be empowered in the sense that he can achieve whatever
he sets his mind to.
C) Nathan saves money primarily in the interest of safety and security.
D) Nathan is likely to attend the theater and concerts.
E) Nathan prefers to spend his leisure time on cerebral activities, like reading or visiting
museums.
Answer:
________ begins when a consumer perceives a need that might be satisfied by the
purchase and consumption of a product.
A) Marketing mix
B) Prepurchase search
C) Need recognition
D) Evaluation of alternatives
E) Psychological field
Answer:
Opinion leadership tends to be ________.
A) brand specific
B) price-point specific
C) universal
D) category specific
E) culturally specific
Answer:
________ is a weighted measure of occupation, source of income, house type, and
quality of neighborhood to assess social class.
A) Social Stratification Theory
B) Chapin's Social Status Scale
C) Social Comparison Theory
D) The Index of Status Characteristics
E) The Socioeconomic Status Score
Answer:
Beyond flavor and the presence or absence of sugar, Nicorette offers a gum that will
whiten your teeth while satisfying your nicotine craving and helping you quit smoking.
This gum has been positioned on the basis of ________.
A) demographic segmentation
B) family life cycle segmentation
C) psychographic segmentation
D) mass marketing
E) benefit segmentation
Answer:
During the ________ stage of the traditional family life cycle, married couples tend to
be most comfortable financially.
A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution
Answer:
The consumer's experience with a product plays a major role in the ________ stage of
the model of consumer decision making.
A) input
B) process
C) trial
D) output
E) decision
Answer:
TEQUILA MINI CASE: Viva Beverages has recently launched its own brand of tequila
under the slogan "I never have, but I'd like to." Viva's television advertisements are set
in a trendy night club with a well-dressed man standing at the bar. A scantily clad
woman with a Russian accent is serving drinks. She approaches him and the following
interaction ensues:
WOMAN: What can I do for you?
MAN: I don't know, something different.
WOMAN: Well, have you ever tried ... (WOMAN looks both ways, then leans across the
bar and whispers into MAN's ear)
MAN: I never have, but I'd like to ...
(WOMAN serves MAN a Viva Tequila)
In the TEQUILA MINI CASE, what kind of consumer behavior does Viva's slogan
encourage?
A) ethnocentricity
B) dogmatism
C) consumer innovativeness
D) consumer satisfaction
E) consumer uniqueness
Answer:
Relative to Hispanic and African American households, Asian American households are
more likely to ________.
A) have more buying power as a segment
B) have Internet access
C) be similar to each other
D) prefer English language ads
E) have low incomes
Answer:
Maria needs a new pair of jeans. She knows that pants from American Eagle, in size 10,
tend to fit her very well in the waist and hips and are long enough, so she goes to
American Eagle and picks up a pair. Maria's is a case of ________.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer:
In a consumer behavior context, the previously acquired consumer perception of an
existing product is the ________. When consumers try a new product by the same
brand because they believe that the new product embodies the same attribute with
which the brand's existing products are associated, this is the ________.
A) unconditioned stimulus; conditioned stimulus
B) conditioned stimulus; conditioned response
C) unconditioned stimulus; unconditioned response
D) conditioned stimulus; unconditioned stimulus
E) unconditioned response; conditioned response
Answer:
Sarah is focused on her family, and often sacrifices her own desires to meet the wants of
her children. She trusts well-known companies and brands. When characterizing
mothers' socialization-related attitudes, Sarah would be categorized as a ________.
A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic
Answer:
What is the most striking characteristic of Asian Americans?
A) high level of educational attainment
B) common language
C) homogeneity
D) high concentrations in rural areas
E) low median household incomes
Answer:
Which of the following is NOT a type of data available on Google Analytics?
A) tracking which search engines and ads referred visitors to the site
B) tracking what visitors do after they arrive at the site
C) tracking whether visitors register on the site
D) tracking whether visitors viewed a competitor's ad
E) tracking visitors' geographic location
Answer:
The most popular use of geography in strategic targeting is ________ a hybrid
segmentation scheme based on the premise that people who live close to one another
are likely to have similar financial means, tastes, preferences, lifestyles, and
consumption habits.
A) countersegmentation
B) geodemographics
C) behavioral targeting
D) social class
E) psychographics
Answer:
Which of the following is a perceived weakness of the audience measures used by
Nielsen?
A) Advertisers believe minorities are not adequately represented in Nielsen's panel.
B) It is the largest syndicated company offering measures related to media exposure and
consumption.
C) It does not provide any indication of how many consumers received the message.
D) It does not profile consumers.
E) It does not have panels consisting of groups of consumers who provide continuous
data.
Answer:
Level of agreement with which of the following statements is associated with the
Control of Life Psychographic Factor?
A) I generally give gifts because people expect me to.
B) I find it hard to speak in front of a group.
C) The look of a website is an important factor in my buying decisions.
D) My friends often ask me for advice on fashion.
E) I am more conventional than experimental.
Answer:
Marketers segment some populations on the basis of cultural heritage and ________
because members of the same culture tend to share the same values, beliefs, and
customs.
A) demographics
B) social class
C) ethnicity
D) personality traits
E) sociocultural values
Answer:
Transatlantic Airlines identifies the most profitable customers and offers them specific
incentives, a practice known as ________.
A) social marketing
B) customer profitability-focused marketing
C) market targeting
D) market segmentation
E) product positioning
Answer:
Companies from which country spend the most annually on branded entertainment?
A) Great Britain
B) United States
C) Japan
D) Korea
E) Germany
Answer:
Marketers implement ethical strategies for all of the following reasons EXCEPT
________.
A) to do the right thing
B) to improve their image in the eyes of their constituencies
C) to exploit vulnerable populations
D) to reduce scrutiny
E) to avoid government legislation
Answer:
When Aleve notes that you can take two Aleve caplets all day instead of more Tylenol
caplets, it is using a ________.
A) comparative appeal
B) fear appeal
C) humor appeal
D) negative frame
E) timeliness appeal
Answer:
The type of self-image that characterizes the way consumers see themselves is
________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
Answer:
In an example of ________, many predict that today's youngest generation, the Eco
Boomers, will experience lower living standards than their parents.
A) upward mobility
B) conspicuous consumption
C) downward mobility
D) symbolic consumption
E) reverse stratification
Answer:
WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a
New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in
the mail from her local gym chain that specializes in women's fitness. The
advertisement suggests that the chain is fun and welcoming " a place where women can
work out comfortably with friends, in contrast to the potentially intimidating
environments at other gyms. After consulting a few friends, she decides to join. She is
particularly excited to try the various group classes the gym offers, many of which she
has never heard of before.
In the WEIGHT LOSS MINI CASE, Gloria is particularly excited to try new and
different group exercise classes. Gloria is probably best described as ________.
A) highly ethnocentric
B) highly dogmatic
C) inner-directed
D) novelty seeking
E) high in her need for cognition
Answer:
Billy tries to convince his mother to buy him a new set of markers by suggesting that he
will be good and clean his room if she purchases the markers for him. This is an
example of which of the following tactics used by children to influence their parents?
A) inspirational appeal
B) coalition tactic
C) consultation tactic
D) exchange tactic
E) rational persuasion
Answer:
Marriage marks the transition from the ________ stage to the ________ stage of the
traditional family life cycle.
A) bachelorhood; honeymooner
B) honeymooner; parenthood
C) parenthood; postparenthood
D) postparenthood; dissolution
E) dissolution; bachelorhood
Answer:
What is the fastest-growing American minority?
A) African Americans
B) Asian Americans
C) Hispanic Americans
D) Pacific Islanders
E) Russian Americans
Answer:
