Which of the following is NOT an individual characteristic influencing consumer
behavior?
A. culture
B. attitudes
C. task definition
D. social class
E. motivation
Bob and his friends go out every weekend and drink until they get drunk. Then they
drive home in that condition. Which type of consumption does this represent?
A. injurious consumption
B. severe consumption
C. conspicuous consumption
D. unethical consumption
E. anti-social consumption
Which of the following is NOT one of Experian’s technology profiles?
A. Wizards
B. Journeymen
C. Apprentices
D. Enthusiasts
E. Novices
Which type of consumer problem is one the consumer is aware of or will become aware
of in the normal course of events?
A. latent
B. manifest
C. active
D. inactive
E. blatant
Which of the following is a type of consumer choice process?
A. affective choice
B. attitude-based choice
C. attribute-based choice
D. a and b
E. a, b, and c
Amelia wanted to purchase a nice watch for her husband, but she was overwhelmed by
the amount of information available on the Internet for this product. She visited one
website that offered a service that would do the searching and comparisons for her, so
she decided to use it. The service Amelia used is referred to as a(n) _____.
A. minimizer
B. shopping bot
C. search engine
D. personal data assistant
E. Internet organizer
Brand managers at Tommy Hilfiger, a famous brand of clothing, are increasing their
efforts to reach the Hispanic teen market. Which of the following would have the
greatest impact on this market by helping Hispanic bicultural teens differentiate from
the U.S. mainstream?
A. Stress an urban and Spanglish twist on their brands.
B. Stress how this expensive brand will communicate to others that they are
“Americanized.”
C. Communicate only in English.
D. Stress the quality of the brand.
E. Stress how American teens will follow their sense of style.
_____ refers to the traits of femininity and masculinity.
A. Gender
B. Sex
C. Gender identity
D. Gender roles
E. Gender continuum
For products in which stage of the product life cycle is the purchasing function of an
organization likely to be the key function influencing the purchase decision?
A. introduction
B. growth
C. maturity
D. decline
E. fortification
Which of the following is a type of cognitive preservation motive?
A. need for tension reduction
B. teleological need
C. need for objectification
D. need for stimulation
E. need for ego defense
Talbot’s is a women’s clothing store that offers classic fashions at a slightly premium
price (i.e., a wool skirt typically costs over $100). During the process of market
segmentation, Talbot’s identified a group of consumers who are larger than average
women yet still want stylish clothing. Further research into this segment revealed that
these women tend to be between the ages of 35 and 50, are career-oriented, have a
household income over $50,000, and are married with children under the age of 18
living at home. This group is also heavy users of magazines and newspapers as well as
prime-time television. Which step of market segmentation does this describe?
A. identifying product-related need sets
B. grouping customer with similar need sets
C. describing each group
D. selecting an attractive segment(s) to serve
E. profiling current customers
Which of the following is NOT an alternative if a consumer decides to retain a product’s
package?
A. store it
B. use it for original purpose
C. recycle it
D. use it for a new purpose
E. all of the above are alternatives in this situation
In several ads for Listerine over a period of more than a year, the company made
statements that previous ads were not true in that Listerine cannot kill the germs that
cause a cold. Which type of advertising does this illustrate?
A. controvertible advertising
B. redundant advertising
C. conforming advertising
D. corrective advertising
E. retractive advertising
An attribute used to stand for or indicate another attribute is known as a _____.
A. determinant attribute
B. substitute indicator
C. surrogate indicator
D. secondary indicator
E. proxy
Which of the following is the primary determinant of how material is learned?
A. education level
B. age
C. level of involvement
D. occupation
E. gender
Which of the following offers marketing managers a useful technique for measuring
and developing a product’s position by taking consumers’ perceptions of how similar
various brands or products are to each other and relates these perceptions to product
attributes?
A. regression analysis
B. conjoint analysis
C. analytical mapping
D. perceptual mapping
E. laddering
_____ refers to the physical location of individuals in terms of geographic region and
rural, suburban, and urban location.
A. Size
B. Structure
C. Distribution
D. Dispersion
E. Concentration
Which type of consumer decision making includes only a limited internal information
search and no external search for information?
A. routine decision making
B. nominal decision making
C. extended decision making
D. simple decision making
E. limited decision making