Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Compliant individuals are those who move against others; they desire to excel and win
admiration.
Answer:
Implementing the marketing concept includes consumer research, market segmentation,
a combination of the product, price, place and promotion strategies, providing value,
and long-term customer satisfaction and retention.
Answer:
Repeated exposure to very thin "ideal" figures in promotional messages leads to
negative self-perceptions (particularly in women) and is partially responsible for the
increase in eating-related disorders.
Answer:
Every segment that can be identified is inherently viable and profitable as a basis for
targeted marketing.
Answer:
Celebrity credibility includes the audience's perception of both the celebrity's expertise
and attractiveness.
Answer:
Social norm messages are more persuasive when they are credible and believable.
Answer:
Early adulthood is the longest adult life stage for most consumers.
Answer:
Consumers are influenced by risks that exist whether they perceive the risks or not.
Answer:
The trio of basic needs includes power, affiliation, and achievement.
Answer:
The degree of reference group influence on purchase decisions is higher for shaving
cream than it is for an expensive watch.
Answer:
When Kaley Cuoco (the actress who plays Penny in the television show Big Bang
Theory) plays the role of a genie who grants wishes in a Toyota commercial, or the role
of "The Negotiator's" daughter in Priceline commercials, she is characterized as a
celebrity actor.
Answer:
Socialization begins in early childhood and culminates in early adulthood.
Answer:
Global pragmatists use a company's global success as an indication of product quality
and innovativeness, and are also concerned that the firm acts in a socially responsible
manner.
Answer:
People are often surprised at how much they consume, showing that they may have
been influenced at a basic or perceptual level.
Answer:
In high involvement situations, consumers who find fewer brands acceptable are narrow
categorizers.
Answer:
The inert set consists of the small number of brands the consumer is familiar with,
remembers, and finds acceptable.
Answer:
Although only a minority of U.S. households are considered "affluent," these
households account for the majority of household income in the United States.
Answer:
Day-after recall tests ask viewers of TV shows or listeners to radio broadcasts to
respond to interview questions a day after listening to or watching a given program.
Answer:
Enculturation is the learning of a new or foreign culture.
Answer:
A gift given to a romantic other involves lower emotional expectation than a gift given
to a friend.
Answer:
According to social comparison theory, individuals normally compare their own
material possessions with those owned by others in order to determine their relative
social standing.
Answer:
All households are families.
Answer:
Subcultures adhere to few of the dominant cultural beliefs, values, and behavioral
patterns of the larger society of which they are a subset.
Answer:
Culturally distinct segments cannot be prospects for the same product and can only be
targeted efficiently with unique promotional appeals for unique products.
Answer:
Positioning is more important to the ultimate success of a product than are its actual
characteristics.
Answer:
Irrelevant sexuality in advertising leads viewers to remember the sexual aspects of the
ad, not the product or brand advertised.
Answer:
The repetition of marketing messages is not related to cultural beliefs and values.
Answer:
The African American subcultural grouping is best described as a single,
undifferentiated market, consisting of consumers who have a uniform set of needs.
Answer:
Low-involvement purchases are not very important, hold little relevance, have little
perceived risk, and provoke limited information processing.
Answer:
Respondents are less willing to interact with an electronic voice than with a live
interviewer when conducting telephone surveys.
Answer:
Gordon's values are strongly reflected in Americans' core values.
Answer:
Some marketers have been able to create a multicultural mosaic for their brand that can
appeal across national boundaries.
Answer:
Harley-Davidson motorcycle owners who go so far as getting Harley tattoos and VW
Beetle owners who give their cars names and stroke them with affection are examples
of brand zealots.
Answer:
When a single person gives a gift to a family as a thank you for letting him visit in their
home for a week, it is an example of intercategory giving.
Answer:
Karen is buying a new laptop. She is looking for a light-weight computer. The laptop
she purchases is a little heavier than she had originally hoped, but she was willing to
accept the extra weight for a computer with a bigger, clearer screen. Karen made her
purchase decision using a(n) ________.
A) affective decision rule
B) noncompensatory decision rule
C) effective decision rule
D) compensatory decision rule
E) cognitive decision rule
Answer:
Which is the correct order of the steps to design effective social media campaigns?
A) produce campaign content; define campaign objectives & strategic approaches;
examine platforms and determine which ones to use; examine pricing models and set
expenditures needed to achieve objectives; measure campaign effectiveness
B) define campaign objectives & strategic approaches; examine platforms and
determine which ones to use; produce campaign content; examine pricing models and
set expenditures needed to achieve objectives; measure campaign effectiveness
C) define campaign objectives & strategic approaches; examine platforms and
determine which ones to use; examine pricing models and set expenditures needed to
achieve objectives; produce campaign content; measure campaign effectiveness
D) define campaign objectives & strategic approaches; examine pricing models and set
expenditures needed to achieve objectives; produce campaign content; examine
platforms and determine which ones to use; measure campaign effectiveness
E) examine pricing models and set expenditures needed to achieve objectives; define
campaign objectives & strategic approaches; produce campaign content; examine
platforms and determine which ones to use; measure campaign effectiveness
Answer:
Newspapers and magazines are examples of print mass media.
Answer:
Acxiom databases track all of the following EXCEPT ________.
A) weight
B) vacation dreams
C) household health worries
D) education
E) fingerprints
Answer:
Sheila admires her boss, Jerry, so she aspires to live her lifestyle and have similar
possessions. Jerry exerts _________________ influence on Sheila.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer:
____________________, or the reputation of the retailer who sells the product, has a
major influence on message credibility.
A) Vendor aura
B) Vendor credibility
C) Retail aura
D) Advertiser credibility
E) Advertiser aura
Answer:
From a marketing viewpoint, the best way to target the Hispanic market is on the basis
of the group's ________.
A) Spanish surname
B) Spanish spoken at home
C) country of family ancestry
D) country of origin
E) personal ethnic identification
Answer:
Sunshine Cruise Lines markets Adventure Cruises as a way to see multiple islands from
the comfort of a single ship, alleviating the hassle of flying between islands and staying
in a different hotel every couple of nights. Targeting consumers who view this
convenience as appealing is an example of ________.
A) countersegmentation
B) cultural segmentation
C) usage rate segmentation
D) demographic segmentation
E) benefit segmentation
Answer:
Egoistic needs can take either an inward or an outward orientation, or both. Outwardly
directed ego needs reflect an individual's need for ________.
A) self-acceptance
B) personal satisfaction with a job well done
C) reputation
D) independence
E) self-esteem
Answer:
In a ________, every member of the population has a known and equal chance of being
selected.
A) simple random sample
B) judgment sample
C) convenience sample
D) systematic random sample
E) cluster sample
Answer:
Whereas the ________ focuses on fulfilling the needs of target consumer markets more
effectively than competitors, the ________ requires marketers to balance society's
interests with the needs of the consumers and marketers.
A) marketing concept; societal marketing concept
B) consumer marketing concept; societal marketing concept
C) production concept; marketing concept
D) societal marketing concept; marketing concept
E) product concept; societal marketing concept
Answer:
The Protestant work ethic, which considers hard work to be wholesome, spiritually
rewarding, and an appropriate end in itself, is one of the roots of the American value of
________.
A) efficiency
B) achievement
C) practicality
D) activity
E) success
Answer:
Consumers are more likely to view price as an indicator of quality if ________.
A) they have little information to go on
B) they are confident in their ability to make the product or service choice
C) they are experts
D) they are familiar with the store where the product is purchased
E) they are familiar with the product or service
Answer:
COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be
regarded as a symbol of American values and society and has traditionally supplied
beverages to the United States Armed Forces. Given that Islamic law prohibits the
consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing,
non-alcoholic beverages in the Middle East. Due to current geopolitical conditions,
however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful
marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola
plans to tailor its marketing message to the specific needs and values of the potential
markets in the Middle East. Market research, however, has been hindered by laws in the
area, especially in Saudi Arabia, where gatherings of more than four people are illegal,
making focus group research a near impossibility.
In the COLA MINI CASE, Fizzy Cola plans to use a(n) ________ marketing strategy to
reach customers in the Middle East.
A) individualized
B) global
C) international
D) homogeneous
E) uniform
Answer:
Learning based on mental activity is called ________.
A) passive learning
B) massed learning
C) vicarious learning
D) distributed learning
E) cognitive learning
Answer:
The consumer's earliest and often most influential reference group is
__________________.
A) the family
B) their religious organization
C) their classmates
D) their friends
E) their heroes
Answer:
Which of the following is true of African Americans in relation to marketing and
media?
A) African American adults tend to place a great deal of trust in African
American-centric media.
B) Major advertisers targeting the African American market find specialized agencies to
provide no benefit over general advertising agencies.
C) Personal grooming and food products targeted to African Americans are best
advertised through mass media.
D) African Americans typically spend less time watching television than Caucasians.
E) Few African Americans believe that most advertising is targeted to white people.
Answer:
A new pharmaceutical advertisement represents the drug as more effective than the
evidence available suggests. This is an example of ________.
A) an unsubstantiated superiority claim
B) an unsubstantiated effectiveness claim
C) omitted risk information
D) an unsubstantiated inferiority claim
E) covert advertising
Answer:
A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply
embedded or a very briefly flashed image, but may still be perceived by one or more
sensory receptor cells. This is called ________.
A) subliminal perception
B) sequential transition
C) supraliminal perception
D) sensory adaptation
E) perceptual blocking
Answer:
Consumers need to protect themselves from being bombarded with stimuli by simply
tuning out such stimuli from their conscious awareness. This is known as ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual differentiation
Answer:
WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and
develop a more defined physique in order to make himself more attractive to women. To
this end, he joins a gym and begins eating low-fat, low-calorie foods. In particular, he
cuts potato chips out of his diet and packs fruit in his lunch instead. After a few weeks,
Peter decides that he actually prefers fruit with his lunch.
In the WEIGHT LOSS MINI CASE, Peter's goal is best described as a(n) ________.
A) approach object
B) ideal
C) biogenic need
D) avoidance object
E) ought object
Answer:
Secondary data can be obtained more cheaply and quickly than primary data.
Answer:
Which of the following is an example of an informal communications source?
A) a person you start a conversation with about a cell phone at an airport
B) a travel agent
C) an airline
D) a salesperson
E) a hospital
Answer:
According to Freud's theories, the ________ functions as an internal monitor that helps
balance the impulses stimulated by biogenic needs and the constraints applied by the
sociocultural setting.
A) super-id
B) self-image
C) ego
D) superego
E) id
Answer:
SMITH MINI CASE: Carl Smith is a 45-year-old Baptist, African American living in
Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care
products. Pinkerton's is a large store that sells a wide range of products, from jewelry
to groceries to lawn mowers. Carl recently received direct-mail advertising from
Pinkerton's urging him to purchase his holiday decorations before the season rush
starts.
In the SMITH MINI CASE, Carl belongs to which of the following age subcultures?
A) Generation X
B) Twixter
C) Generation Y
D) Baby boomers
E) Seniors
Answer:
Paula is a regular at Gino's Italian Bistro. She likes going there because the staff always
recognizes her, greets her by name, and makes her feel welcome at the restaurant, so
she feels an emotional connection with the staff and the restaurant. This is an example
of the ________ component of her attitude toward Gino's.
A) cognitive
B) conative
C) situational
D) perspective
E) affective
Answer:
Which global brand increases the power of its brand through innovation and used
ambush marketing at the Olympics in London?
A) Coca Cola
B) McDonald's
C) Disney
D) Google
E) Nike
Answer:
Print ads that closely resemble editorial matter are known as ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
Answer:
The process by which an individual selects, organizes, and interprets stimuli into a
meaningful and coherent picture of the world is known as ________.
A) observation
B) perception
C) realization
D) rationalization
E) understanding
Answer:
In addition to the four basic components of sender, receiver, medium, and message,
________ is the fifth essential component of communication.
A) stimulation
B) feedback
C) transfer
D) expression
E) creativity
Answer:
________ is a statement or slogan that describes a company's character without
referring to its specific branded products.
A) Premier position
B) Positioning against competition
C) Umbrella positioning
D) Key attribute positioning
E) Un-owned perception positioning
Answer:
If the purpose of a research study is to get new ideas, then a ________ is often
undertaken; alternatively, if descriptive information is sought, then some form of
________ is likely to be undertaken.
A) quantitative study; qualitative study
B) motivational study; descriptive study
C) qualitative study; motivational study
D) motivational study; quantitative study
E) qualitative study; quantitative study
Answer:
Mothers are stronger consumer socialization agents than their husbands because
________.
A) they are more involved with their children
B) they often control their children's exposure to commercial messages
C) they provide instruction in the skills needed to become consumers
D) they regulate the amount of money children can spend and how they spend it
E) all of the above
Answer:
How might a marketer unintentionally convey socially undesirable stereotypes and
images in products and advertisements? Give an example.
Answer:
SERVQUAL is a scale that is designed to measure the gap between customer
expectations or services and their perception of the service actually delivered. Describe
the dimensions on which this scale is based.
Answer:
How does ancestral pride manifest itself in consumer behavior?
Answer:
How has the growth of the middle class in developing countries impacted marketers?
Answer:
Identify and briefly describe the two interrelated forms of customer engagement with
marketers. Provide an example that shows why a company needs to consider both types
of engagement.
Answer:
What are the advantages of interpersonal communications relative to impersonal
communications?
Answer:
Identify and briefly describe the four types of value mobile devices provide to users.
Answer:
Discuss the theory that Abraham Maslow formulated with regard to human needs.
Identify the advantages and disadvantages of Maslow's hierarchy-of-needs theory.
Answer:
Identify strategies that marketers can use to overcome psychological noise.
Answer:
A recent survey conducted by The Wall Street Journal identified the number and type of
permissions sought by the most popular apps. Identify and briefly describe the four
basic kinds of information asked of app users.
Answer:
Identify the characteristics of effective social media campaigns.
Answer:
Define the term "subculture." How do subcultures relate to the common culture of the
larger society of which subcultures are a part?
Answer:
Describe the lexicographic rule and provide an example of how it might be used in the
context of an automobile purchase.
Answer:
Why are mothers generally stronger consumer socialization agents than their husbands?
Answer:
What are the three levels of consumer decision making? Briefly define each.
Answer:
What are the three types of reinforcement schedules used by marketers to reward
customers?
Answer:
A variety of different self-images have been recognized in consumer behavior. Talk
about four kinds of self-image.
Answer:
What is the difference between enculturation and acculturation? Which is most
important to marketers and why?
Answer:
