Churn is a term used to refer to turnover in a firm’s customer base.
The level of one’s desire to resolve a particular problem depends on two factors: the
actual state and the desired state.
Families pass through an orderly progression of stages, each with its own
characteristics, financial situation, and purchasing patterns.
Celebrity endorsers are often a useful way to personify a brand since the characteristics
and meanings of the celebrity can be transferred to the brand.
Attention is determined by three factors: the stimulus, the individual, and the situation.
Stimulus characteristics affecting interpretation include traits, organization, and
changes.
Attempts to influence generic problem recognition are appropriate for brands that have
a high market share.
Nominal and most limited decision making will not produce postpurchase dissonance.
High-impact zones in print ads and other print documents tend to be more toward the
bottom and right of the ad.
Education provides a complete explanation for consumption patterns.
Sales of additional items to customers who come to purchase an advertised item are
referred to as spillover sales.
A consumer can be neither satisfied nor dissatisfied.
Even ads clearly not targeting children can have potentially harmful consequences for
them.
Gender roles refer to the traits of femininity and masculinity.
Universal problem recognition involves a discrepancy that a variety of brands within a
product category can reduce.
Before a marketing manager or a public policy decision maker can develop a sound
strategy to affect consumer decisions, he or she must determine all EXCEPT which of
the following?
A. which evaluative criteria are used by the consumer
B. how the consumer perceives the various alternatives on each criterion
C. the relative importance of each criterion
D. all of the above must be determined
E. none of the above
Consumers in which stage of the household life cycle are over 64 years of age, are
either fully or partially retired, are healthy, active, and often financially well-off, and
are a big market for RVs, cruises, and second homes?
A. single I
B. single II
C. empty nest I
D. empty nest II
E. delayed empty nest
All EXCEPT which of the following nonmarketing factors affect consumers’ desired
state?
A. reference group
B. household characteristics
C. normal depletion
D. financial status/expectations
E. culture
Which of the following involves techniques designed to ensure that a company’s Web
pages appear high on an Internet search result list?
A. market segmentation
B. search engine optimization
C. spam
D. blogging
E. behavioral targeting
Renee has been going to the same dentist for years. However, her employer changed her
dental insurance plan, and her dentist was not part of the plan. She had to switch to an
approved dentist. Which reason for changing providers does this represent?
A. involuntary switching
B. responses to service failures
C. pricing
D. attraction by competitors
E. ethical problems
Which type of reference price or price range does a consumer retrieve from memory to
compare with a price in the market?
A. base reference price
B. historical reference price
C. private reference price
D. internal reference price
E. repeat reference price
In the United States, promptness is considered a virtue. Americans are expected to be
on time to an event, and they expect others to do so as well. Which aspect of culture
best explains this behavior?
A. Culture is a simple concept.
B. Culture is something one is born with.
C. Culture is unique to each individual in a society.
D. Culture is time-bound.
E. Culture is acquired, that is, it is learned.
Brand communities can deliver value-creating activities by _____.
A. social networking
B. community engagement
C. brand use
D. impression management
E. all of the above
Online shopping services, such as PriceGrabber.com assist consumers _____.
A. with more complex decisions
B. with forming their evoked sets
C. by making the final choice for them
D. a and c
E. a and b
Which type of sale occurs when one consumer sells a product directly to another with
or without the assistance of a commercial intermediary?
A. direct-to-consumer sale
B. consumer-to-consumer sale
C. personal sale
D. private sale
E. direct marketing
Robert and his wife, Jan, were both born in the 1950s. The last of their three children
will graduate from college soon, which is leaving them with increased discretionary
income and time. To which generation do Robert and Jan belong?
A. pre-Depression generation
B. Depression generation
C. baby boom generation
D. Generation Z
E. Generation Y
The Smith’s oldest daughter, Olivia, is a senior in high school. She has all “A’s” and
scored a 34 on the ACT. She is president of the debate team and the national honor
society as well as a member of the cheerleading squad. Olivia wants to attend medical
school, so both she and her parents are very concerned about which undergraduate
school she attends. They have spent countless hours on the Internet examining
universities, and they have already visited five campuses. For Olivia and her parents,
which type of decision making does this represent?
A. limited decision making
B. nominal decision making
C. extended decision making
D. complex decision making
E. complete decision making
Which type of communication involves individuals sharing information with other
individuals in a verbal form including face-to-face, phone, and the Internet?
A. mass advertising
B. word-of-mouth
C. impersonal
D. two-step
E. multistep
Which of the following is NOT an adopter category?
A. innovators
B. early adopters
C. early majority
D. late majority
E. procrastinators
Magdalena and her family live in a Honduran neighborhood of Queens, New York. She
is looking forward to the extravagant Egyptian-themed party her parents are giving her
for her upcoming fifteenth birthday where she will be carried in on a platform by six of
her classmates. This party will celebrate Magdalena’s __________.
A. bar mitzvah
B. bat mitzvah
C. Cinco de Mayo
D. quincea±era
E. confirmation
The culture of most organizations is influenced most heavily by which of the
following?
A. government
B. overall membership
C. founder and top management
D. competition
E. customers
Your family owns an upscale jewelry store. Because you are a marketing major, your
father asked you to develop an advertisement for the store. You know that it is
important for consumers to pay attention to your ad or else the money you’ve spent on
media exposure is wasted. Define attention, discuss how five of the several stimulus
factors influence attention to a stimulus, and explain how you can use each in your
advertisement.
Grant is the marketing manager for a consumer package goods manufacturer. He
realizes that consumers use nominal decision making when purchasing his products.
Explain how the marketing strategies and tactics he should use would differ if his
company’s brand is in the consumers’ evoked set compared to when it is not.
Evaluative criteria are the various dimensions, features, or benefits a consumer looks
for in response to a specific problem. Discuss the two types.
Compare and contrast the Census Bureau’s definitions of a household, a family
household, and a nonfamily household.
Discuss the Net Promoter Score and its use by marketers to quantify and manage
loyalty.
Describe the nature of situational influence on consumer behavior, and briefly discuss
the four broad categories or types of situations.
Describe the four types of consumption subcultures and their importance for marketing.
With respect to the Internet’s role in information search and decision making, marketers
have at least three major strategic issues to deal with. Identify all three issues, and
discuss the first two.
List the cultural factors that influence consumer behavior and marketing strategy.
Tim is looking for a gift for his relatively new girlfriend that he likes a lot but is not
sure if she’s “the one.” He’s facing somewhat of a dilemma with this gift because he
doesn’t want to send the wrong message to her, but he doesn’t want to appear cheap,
either. Moreover, he’s not sure how she really feels about him. Explain the types of
symbolic meaning the gift he selects might hold.