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The door-in-the-face technique becomes less effective as the time between requests
increases.
a. True
b. False
Which two factors are combined to form a consumers perceive product market?
a. Cluster size and cluster variance
b. Internal uncertainty and external uncertainty
c. True brand universe and the perceived brand universe
d. Perceived brand universe and perceived utility function
e.True utility function and the perceived utility function
Utility describes the amount of happiness and satisfaction a consumer gains from a
product or service.
a. True
b. False
A picture frame would most likely be considered a:
a. information good
b. search good
c. experience good
d. credence good
e. online product
Sales people who sell insurance, software, or other types of services frequently show
potential customers stacks of letters from satisfied customers. This tactic applies to
which principle of compliance?
a. Commitment and consistency
b. Reciprocity
c. Social validation
d. Scarcity
e. Authority
For attribute-based choice to work, a prior brand attitude must exist.
a. True
b. False
Horne Depot, a home-improvement retail chain, sells scorpion traps in its stores in New
Mexico, Texas, Arizona, and Californi a. This is an example of geographic
segmentation.
a. True
b. False
Research on the affirmation of the consequent shows that people are less likely to help a
person when many other people are present.
a. True
b. False
According to Maslow's hierarchy of needs, needs related to safety and security, such as
shelter and protection from the elements, is the lowest order of need that must be met
before higher order needs can be pursued.
a. True
b. False
Torn and Kelly watching a movie they rente d. They are engaged in a consumer
purchase activity.
a. True
b. False
Which of the following is an example of a negative correlation?
a. As advertising increases, sales increase
b. As advertising increases, sales go either up or down
c. As advertising decreases, sales decrease
d. As advertising increases, sales decrease
e. Both C and D are correct.
The Scientific Method should only be used in the physical sciences, not in marketing.
a. True
b. False
Facial expressions, gestures, postural shifts, and touching are types of body language.
a. True
b. False
Cindy, Bob, and Tina are all college students. Cindy is a music major. While she enjoys
composing and playing her own music, she doesn't have strong ambitions toward
having a career. Ideally, she would like to find a nice guy (but not a business major), get
married, move out to the country so she can have a garden and maybe even a horse, and
teach piano lessons out of her horne. Bob is currently a frnance major, after recently
changing from management. (He has also been a political science major and an
engineering major- they all seem cool, but none of the majors seem to be able to hold
his interest.) Besides changing majors, Bob loves to play club sports, really enjoys
going to bars and socializing with his fraternity brothers, and considers himself to be
fairly "hip" and "cool." Tina is an education major. Like Cindy, she eventually wants to
settle down, get married, and have children, although she wants to work with children
as a school teacher. Ideally, she would like to move back to her small-town horne,
where the rest of her family lives. She often goes horne on the weekends because her
strong Christian religion doesn't condone drinking and "partying." Based on the
descriptions provided above and according to the V ALS System, which student most
likely belongs to the "makers" segment?
a. Cindy
b. Bob
c. Tina
d. None of them belong to the makers segment.
e. All of them belong to the makers segment.
Mass customization is the targeting of large segments, or traditionally mass markets,
with highly customized products.
a. True
b. False
_____ occur when consumers perceive a decline in their actual conditions while their
desired condition remains the
same.
a. Opportunities
b. Customer delight
c. Needs
d. Wants
e. Satisfaction
Activities through which consumers purchase goods and services, including all of the
search and evaluation activities that lead up to purchase, are classified as what type of
consumer activity?
a. Purchase activity
b. Consumption activity
c. Use activity
d. Disposal activity
e. None of the above is correct.
