SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods’ annual tour of the
Oscar Mayer Wienermobiles became a cross-country road rally called the
Wienermobile Run. Consumers were encouraged to follow the promotion on social
media like Facebook, Instagram and Twitter and share messages about the
Wienermobile Run with their friends. The men and women who drove the six
Wienermobiles, also known as Hotdoggers, were divided into teams. Each team’s
vehicle had its own name. Teams raced around the country to accumulate points.
Drivers performed tasks or challenges submitted by the public on a website,
wienermobilerun.com. The goal was to get consumers to engage on a deeper level with
the Wienermobiles by introducing games in order to take advantage of a trend toward
gamification. They also allowed consumers to use social media to request the
Wienermobiles show up at their events to give consumers a more visceral experience
with the vehicles.
In the SOCIAL MEDIA MINI CASE, the use of Twitter is an example of ________.
A) intranet wikis
B) branded blogs and micro-blogs
C) social networks
D) widgets, games and apps
E) mobile phones
Answer:
A group of irate parents who join together to protest the opening of an adult, X-rated
book store across from the elementary school is an example of a(n)
___________________________.
A) friendship group
B) shopping group
C) virtual community
D) advocacy group
E) aspirational group
Answer:
From a marketing standpoint, ________ is/are important since that is often what the
marketers sell.
A) result of the ritualistic behavior on society
B) outcome of the ritual
C) consistency of the ritual over time
D) artifacts that are associated with the performance of the ritual
E) the pervasiveness of the ritual in the society
Answer:
Researchers have identified two interrelated forms of customer engagement with
marketers: ________ and ________.
A) customer satisfaction; commercial exchange
B) social exchange; commercial exchange
C) emotional bonds; customer satisfaction
D) customer satisfaction; transaction-based relationships
E) emotional bonds; transaction-based relationships
Answer:
Downscale consumers are more brand loyal than upscale consumers because ________.
A) they have found the brand that satisfies their needs the best
B) upscale consumers are never satisfied
C) they cannot afford to make mistakes by switching to unfamiliar brands
D) they have loyalty towards companies that target them specifically
E) intergenerational brand transfer is more prevalent in these households
Answer:
Lifestyles, also known as ________, consist of activities, interests, and opinions.
A) psychographics
B) demographics
C) geodemographics
D) personality traits
E) benefit segmentation
Answer:
The personal cultural orientation that questions whether the consumer avoids talking to
strangers and prefers a routine is ________.
A) Risk Aversion
B) Interdependence
C) Power
D) Social Inequality
E) Masculinity
Answer:
Which of the four disciplines that helps shape our understanding of consumer behavior
is defined as the study of the human mind and the mental factors that impact behavior?
A) psychology
B) sociology
C) anthropology
D) communication
E) economics
Answer:
Which of the following is true of Baby Boomers?
A) Baby Boomers are the youngest age cohort in America.
B) Baby Boomers are cynical and do not like to be marketed to.
C) Baby Boomers are consumption oriented.
D) Baby Boomers are set in their ways and unwilling to try new products and services.
E) Echo Boomers are the most sought-after subgroup of Baby Boomers.
Answer:
The study that identified intra-country segments with respect to how a country’s citizens
view global brands characterized ________ as the individuals who evaluate global
brands the same way they evaluate local brands.
A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots
Answer:
Big Y Supermarkets sometimes issued poker chips of different values when consumers
checked out at their supermarkets. The consumers did not get one each time they
checked out, and they did not know what the reward was going to be if they got one.
This is an example of a ________ reward schedule.
A) systematic
B) variable ratio
C) random
D) fixed ratio
E) continuous
Answer:
A consumer is most likely to use ________ when purchasing a new, updated version of
something that he or she has purchased before, such as replacing an old laptop with a
new one.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer:
Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from
regular sodas, but has a negative attitude towards diet. Diet Coke promotes its
association with the American Heart Association, which generates goodwill from Tom.
What strategy did the company use?
A) changing the relative evaluation of attributes
B) associating the product with a special group, event or cause
C) changing the basic motivational function
D) changing consumer beliefs about competitor brands
E) changing consumers’ subjective norms
Answer:
People sometimes resolve frustration by inventing plausible reasons for being unable to
attain their goals or deciding that the goal is not really worth pursuing. This is known as
________.
A) aggression
B) rationalization
C) withdrawal
D) projection
E) regression
Answer:
PRICE SURVEY MINI CASE: Capital Clothing wants to get a better understanding of
consumers’ perceptions of the price and quality of its sweaters. After reviewing data
from Yankelovich on consumer lifestyles and consumption patterns, Capital Clothing
identified specific consumer characteristics of its target market, which helped it
develop a screening questionnaire. The screening questionnaire was used to select
participants for its price/quality survey. The following is the survey administered by
Capital Clothing to evaluate customer perceptions of the price and quality of its
sweaters.
1. Rank to following clothing companies in terms of the quality of their sweaters.
2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
3. Please check the point on the following continuum that best expresses your
impression
of the price of Capital Style Sweaters.
4. How likely are you to purchase a Capital Style sweater in the next six months?
In the PRICE SURVEY MINI CASE, question #3 measures response on a ________.
A) Likert scale
B) bipolar preference scale
C) semantic differential scale
D) behavior intention scale
E) rank-order scale
Answer:
The ________________________ method measures opinion leadership by tracking
person-to-person communications about a product or brand among members of a
community where most people know each other by name.
A) heuristic
B) key informant
C) self-designated
D) sociometric
E) Klout
Answer:
The ________ of a product or service is the process by which a company creates a
distinct image and identity for its products, services and brands in consumers’ minds.
A) segmentation
B) target
C) positioning
D) psychographic inventory
E) concentrated marketing strategy
Answer:
In the Japan-VALS framework, primary motivations include ________.
A) tradition, achievement, self-expression
B) ideals, achievement, self-expression
C) ideals, self-confidence, intelligence
D) tradition, self-confidence, leadership skills
E) energy, self-confidence, self-expression
Answer:
________ feature(s) brands embedded in video games that are played at home, in
arcades, or online.
A) Interactive television(iTV)
B) Out of home media
C) Webisodes
D) Branded entertainment
E) Advergames
Answer:
Traditionally, the ________ has been the focus of most marketing efforts.
A) mother
B) family
C) individual
D) child
E) teen
Answer:
According to the trio-of-basic-needs theory, the ________ is closely related to the ego
need.
A) affection need
B) affiliation need
C) power need
D) prestige need
E) achievement need
Answer:
PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen
in preparation for the college graduation season. Prior to launching its new product,
United carries out research on different promotional ideas in an attempt to select an
advertisement design that will optimize the pen’s sales. United has pre-selected four
advertising themes that it will test. In these tests, individuals are shown a series of print
ads with one of the four test advertisements inserted randomly in the series. Test
subjects are then asked to recall certain elements of the pen advertisement. By
comparing data from different sets of test subjects shown different versions of the
advertisement, United will be able to determine which of the four advertising themes
most effectively communicates United’s intended message about the quality and
prestige of the new product.
In the PEN MINI CASE, the study described is best characterized as a(n) ________.
A) consumer panel
B) qualitative study
C) secondary study
D) exploratory study
E) quantitative study
Answer:
Stores where clothes are sold and the items’ prices are ________ of their quality.
A) rituals
B) customs
C) artifacts
D) slang
E) symbols
Answer:
In the VALS typology, Achievers are motivated by achievement and tend to have high
resources. They have goal-oriented lifestyles that center on family and career. This
segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers
Answer:
Oftentimes consumer research respondents may be unaware of their motives or are
unwilling to reveal them when asked directly. In such situations, researchers use
________ to delve into the consumer’s unconscious or hidden motivations.
A) quantitative techniques
B) projective techniques
C) Likert scales
D) telephone surveys
E) empirical techniques
Answer:
When advertising to teens, Matt’s Mobile Services focuses its messaging on how its
expansive network enables subscribers to stay connected with friends at all times, so
subscribers are always accessible and “in the loop” on the latest social news. This is an
example of ________.
A) a unique social proposition
B) societal marketing
C) communicating the benefits the product provides
D) product placement
E) broadcasting
Answer:
When Breyers sells Oreo Cookies and Cream ice cream, Breyers purchases ground
Oreo cookies for inclusion in the ice cream and prominently displays the Oreo name on
its packaging. This is an example of ________.
A) shaping
B) licensing
C) modeling
D) family branding
E) chunking
Answer:
According to B.F. Skinner, ________.
A) the kind of learning most characteristic of human beings is problem solving, which
enables individuals to gain some control over their environment
B) conditioned learning results when a stimulus that is paired with another stimulus that
elicits a known response serves to produce the same response when used alone
C) a person’s level of involvement during message processing is a critical factor in
determining which route to persuasion is likely to be effective
D) most individual learning occurs in a controlled environment in which individuals are
“rewarded” for choosing an appropriate behavior
E) each aspect of the marketing mix must reinforce the others if cues are to serve as the
stimuli that guide consumer actions in the direction desired by the marketer
Answer:
External search effort associated with purchase is greatest when ________.
A) consumers have high product category knowledge
B) consumers do not care about the purchase
C) the purchase situation is low-risk
D) product category knowledge is low
E) subjective knowledge is high
Answer:
Which of the following is NOT a strategy that helps consumers engage in dissonance
reduction when they encounter prices that are significantly different from their
expectations?
A) seeking additional information
B) forming cognitions that justify the high price
C) perceiving the price as within the given acceptable price range
D) considering buying other brands
E) trivializing some aspects of the buying situation
Answer: