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Kasi is seeking the advice of her parents in her decision on which college to attend.
Which source of information is Kasi using?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
Advertising is frequently criticized for fostering which type of values in children?
A. overly materialistic
B. self-focused
C. short-term
D. a and b
E. a, b, and c
Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will
cause consumers to switch providers for which reason?
A. core service failure
B. service encounter failure
C. pricing
D. attraction by competitors
E. ethical problems
The purchase decision and consumption process always occur in the context of _____.
A. others
B. a specific situation
C. marketing communications
D. an extended decision-making process
E. a social surrounding
A portion of a larger market whose needs differ somewhat from the larger market is
referred to as a(n) _____.
A. market segment
B. niche
C. subgroup
D. ancillary market
E. secondary market
"Royal makes tires for the Jeep Liberty" is an example of
A. a direct claim.
B. a logical implication.
C. a pragmatic implication.
D. an inferred claim.
E. none of the above
An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading
(49 city/51 highway). The copy also noted that owners of this automobile may be
eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00
per gallon, which made the information important to consumers. This is an example of
which type of appeal?
A. value-expressive appeal
B. comparative ad
C. two-sided message
D. utilitarian appeal
E. supportive appeal
Which changing American value has been blamed for the fact that people age 18 to 40
are most likely to admit that they are spending beyond their comfort range?
A. the shift toward immediate gratification
B. the shift toward a more religious society
C. the shift toward voluntary simplicity
D. the shift toward becoming more active
E. the shift away from being fatalistic
Which VALS segment of consumers comprises successful, sophisticated, active,
take-charge people with high self-esteem and abundant resources and are driven by a
mix of motivations?
A. Achievers
B. Makers
C. Innovators
D. Thinkers
E. Experiencers
Karen went to a movie and was disappointed because the main character died. She
prefers happy endings to movies, and this one really put her in a bad mood for the rest
of the day. This movie was in contrast with which need of Karen's?
A. need for stimulation
B. teleological need
C. utilitarian need
D. need for tension reduction
E. need for objectification
