________ is a process that links the consumer, customer and public to the marketer
through information in order to identify marketing opportunities and problems, evaluate
marketing actions, and evaluate marketing strategies’ performances.
A) Data analysis
B) Data collection
C) Market research
D) Marketing communication
E) Consumer complexes
Answer:
The amount of information available for delivery from short-term storage to long-term
storage depends on the amount of ________ it is given.
A) recall
B) rehearsal
C) retrieval
D) shaping
E) encoding
Answer:
PARTY BEER MINI CASE: Party Beverages brews beer and specifically targets its
products to college students and young professionals. Its advertisements typically show
a group of young adults having fun and drinking Party Beer together, along with their
slogan “Without the right Beer, it’s just not a Party.”
In the PARTY BEER MINI CASE, Party Beverages’ advertisements suggest that Party
Beer will satisfy which of Murray’s psychogenic needs?
A) needs associated with inanimate objects
B) needs concerned with human power
C) needs that reflect ambition, power, accomplishment, and prestige
D) needs concerned with exhibition
E) needs concerned with affiliation or affection between people
Answer:
Consumers often develop shortcut decision rules to facilitate the decision-making
process and to cope with ________.
A) lack of information
B) too much information
C) contradicting information
D) negative information
E) inconsistent information
Answer:
Members of a specific ________ possess beliefs, values, and customs that set them
apart from other members of the same society.
A) subculture
B) demographic
C) trait
D) race
E) ideology
Answer:
PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have
Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves
many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly
traditional Irish music sessions . Like many of his friends, Sean enjoys the feeling the
pub gives him of connection with his Irish heritage. The pub advertises at community
centers and churches in predominantly Irish areas of the city. On its posters,
underneath a photo of a group of attractive young people in a cozy corner of the pub
drinking and laughing together, is the pub’s slogan: “Because being Irish is about more
than just St. Paddy’s Day.”
In the PUB MINI CASE, ________ is the attitude object.
A) the pub
B) the Irish community
C) the advertising message
D) Sean
E) the price point
Answer:
________ is sending promotional messages to consumers’ cell phones, iPads, electronic
readers, and other devices that people carry while on the go.
A) Social media advertising
B) Word-of-mouth advertising
C) Outdoor advertising
D) Mobile advertising
E) Guerrilla advertising
Answer:
Customized messages that are sent to particular consumers based mostly on the
consumers’ prior shopping behavior, which marketers have observed and analyzed, are
also called ________.
A) traditional media
B) broadcasting
C) addressable advertising
D) informal interpersonal media
E) symbolic media
Answer:
Before the recent report that indicates U.S. companies have spent more on mobile
advertising than any other country, which country was the leader in mobile advertising?
A) Germany
B) Switzerland
C) India
D) Japan
E) China
Answer:
The type of food that is typically shared with family and others is categorized as
________ in the context of cultural settings.
A) symbolic
B) individual
C) cultural
D) social
E) experience
Answer:
________ measure how many consumers were exposed to the message and its
characteristics.
A) Message receipt measures
B) Media exposure effects
C) Customer profile measures
D) Data aggregation measures
E) Nielsen net effects
Answer:
Which of the following is an example of how the Internet affects prices and
distribution?
A) Consumers use smart phones to compare prices as they shop, leading to price
matching guarantees from retailers.
B) Apple distributes iBooks via its digital bookstore, reducing prices of high school
textbooks by almost 90%.
C) Marketers are using smartphone apps to target shoppers in stores who are looking for
information about products.
D) Amazon installed Amazon Lockers in grocery, convenience and drugstores that
accept packages for customers to pick up later.
E) all of the above
Answer:
According to Pavlov’s theory, ________.
A) learning can occur only when responses are overt
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) 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
D) there is a limit to the amount of repetition that will aid retention
E) learning depends on the ability of individuals to generalize
Answer:
If a consumer looks up a pair of Cole Haan shoes on Rue La La’s website, and then an
ad promoting Cole Haan’s sale follows her and shows up when she is reading her
newsfeed on Facebook, the marketer is engaged in ________.
A) segment auctions
B) cyberstalking
C) segment-based targeting
D) data warehousing
E) retargeting
Answer:
Some firms engage in ________, where they contribute a portion of the revenues they
receive from selling certain products as helping people inflicted with incurable diseases
or hurt by inclement weather.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Answer:
When Snapple failed to reduce the level of sweetness before offering it to the Japanese
market, sales came in significantly below anticipated levels. This is an example of
failure due to which of the following three P’s?
A) Placement
B) Pricing
C) Promotion
D) Product
E) People
Answer:
Whereas ________ takes place when parents, older siblings, and family members teach
younger members how to behave, ________ takes place when children imitate the
behaviors of others like family, friends, or TV and movie heroes and characters.
A) informal learning; technical learning
B) technical learning; informal learning
C) informal learning; formal learning
D) formal learning; informal learning
E) technical learning; formal learning
Answer:
________ reference groups influence broadly defined values or behavior.
A) Comparative
B) Normative
C) Membership
D) Informal
E) Symbolic
Answer:
Ads for cosmetics and personal care products acknowledge the fact that people want to
protect their self-images from inner feelings of doubt. This is consistent with which
basic motivational functions?
A) the ego-defensive function
B) the knowledge function
C) the utilitarian function
D) the value-expressive function
E) the intention function
Answer:
When anthropologists immerse themselves in the environment under study, this
technique is called ________.
A) value measurement
B) depth interviews
C) field observation
D) group observation
E) content analysis
Answer:
Low-risk perceivers have been described as broad categorizers and tend to ________.
A) make their choices from a wide range of alternatives
B) limit their choices to a few safe options
C) exclude some perfectly good alternatives in order to minimize the chance of a poor
selection
D) avoid new products about which they know little
E) be very brand loyal
Answer:
RYAN’S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but,
due to space and budgetary constraints, he recognizes that he will not be able to offer
the same variety and selection of products as does the local athletic mega-store, so he
has decided to focus specifically on runners. He stocks shoes and related gear for
runners, and maintains a staff that is knowledgeable and enthusiastic about running.
Ryan’s advertising campaign emphasizes his store’s high standard of customer service
and selection of products specifically tailored to meet the needs of the runner.
In the RYAN’S RUNNERS MINI CASE, which of the four elements of the marketing
mix does Ryan use to differentiate his store in the marketplace?
A) place
B) positioning
C) promotion
D) price
E) product/service
Answer:
With its slogan “Because self-confidence is priceless,” Iron Band Deodorant is trying to
attract customers by emphasizing the brand’s ________.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
Answer:
Which of the following is NOT one of the five underlying dimensions of a brand’s
personality?
A) sincerity
B) excitement
C) competence
D) ruggedness
E) cosmopolitanism
Answer:
What was the ultimate result of Oldsmobile’s repositioning strategy, which tried to shift
perceptions of Oldsmobile as an “old folks” car?
A) Oldsmobile shifted the image and identity of its brand, but did not sell more units.
B) Oldsmobile sold more units, but did not shift the image and identity of its brand.
C) Oldsmobile did not shift the image and identity of its brand, and GM stopped
producing the brand.
D) Oldsmobile did not shift the image and identity of its brand, so GM tried a different
position.
E) Oldsmobile shifted the image and identity of its brand and sold more units.
Answer:
In ________, advertisers specify the criteria of the persons they wish to reach online
and then bid in real time for the opportunities to reach such people.
A) segment auctions
B) impression-based targeting
C) segment-based targeting
D) data aggregation
E) retargeting
Answer:
The degree of rigidity towards information and opinion contradictory to one’s beliefs
and views or close-mindedness; the opposite of being open-minded is known as
________.
A) dogmatism
B) inner-directedness
C) social character
D) innovativeness
E) need for uniqueness
Answer:
The term “traditional media” is synonymous with broadcast media and mass media.
Answer:
Jill gets good grades because her parents will punish her if she doesn’t receive at least a
3.5 GPA. Julia gets good grades because she likes the sense of accomplishment she
feels when she gets a straight-A report card. Jill’s goal is referred to as a(n) ________,
whereas Julia’s goal is referred to as a(n) ________.
A) approach object; avoidance object
B) avoidance object; defensive object
C) positive object; negative object
D) avoidance object; approach object
E) physical object; psychological object
Answer:
Which of the following is NOT a characteristic of field observation?
A) It takes place within a natural environment.
B) It is generally performed without the subjects’ awareness of being watched.
C) It focuses on observation of behavior.
D) It most frequently focuses on in-home product usage and consumption.
E) All of these are characteristics of field observation.
Answer:
Which of the following global consumer market segments is young in age and outlook?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
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, the screening questionnaire is developed based
on ________ from Yankelovich.
A) internal secondary data
B) quantitative primary data
C) external secondary data
D) qualitative primary data
E) qualified primary data
Answer:
________ implies a hierarchy in which individuals in the same class generally have the
same degree of status, whereas members of other classes have either higher or lower
status.
A) Usage rate
B) Subculture
C) Family life cycle
D) Social class
E) Religion
Answer:
A billboard with a built-in camera snapped pictures of passersby and posted them on the
billboard with the notification of “Person of Interest Identified” to promote a new show
on citizen-surveillance. The category of media the billboard falls into is ________.
A) interactive television(iTV)
B) out of home media
C) webisodes
D) branded entertainment
E) advergames
Answer: