Comments of a friend, an editorial in the newspaper, and usage of a product by a family
member are examples of ________.
A) policy factors
B) output factors
C) process factors
D) marketing inputs
E) sociocultural inputs
Answer:
Studying societies via analysis of the content of verbal, written, and pictorial
communications is known as ________.
A) value measurement
B) consumer fieldwork
C) participant observation
D) field observation
E) content analysis
Answer:
Which media type reaches geographic, demographic and interest-focused groups with
relatively precise targeting and visually high-quality ads that have high credibility, long
message life, and increased exposure due to pass-along readership?
A) television
B) magazines
C) radio
D) newspapers
E) interactive television
Answer:
A form of quantitative research that requires manipulating one variable at a time is
called ________.
A) focusing
B) experiments
C) trial and error
D) Likert scaling
E) validation
Answer:
Two nations may use or consume the same product in very different ways or for
different purposes. This is an example of which of the following basic research issues in
cross-cultural analysis?
A) differences in language and meaning
B) differences in marketing research possibilities
C) differences in consumption patterns
D) differences in perceived benefits of products and services
E) differences in economic and social conditions and family structure
Answer:
If an MBA alumnus considers donating to the program, but is concerned about whether
he will become part of a select group if he donates, he is trying to seek reinforcement
for his initial attributions via ________.
A) distinctiveness
B) consistency over time
C) consistency over modality
D) consensus
E) self-defense
Answer:
When Damon filled out a survey for the sporting goods store he favors, it asked him to
respond to items that asked for his agreement on items about his influence on his
friends. These items were attempting to measure his opinion leadership using the
__________________ method.
A) heuristic
B) key informant
C) self-designated
D) sociometric
E) Klout
Answer:
Many marketers, finding their home markets to be nearing the saturation point in terms
of sales opportunities, are looking to the growing ________ in developing countries to
expand their sales.
A) lower class
B) working class
C) middle class
D) wealthy class
E) upper class
Answer:
According to Freud’s theories, the ________ is responsible for ensuring that the
individual satisfies needs in a socially acceptable fashion.
A) superego
B) id
C) ego
D) super-id
E) self-image
Answer:
RENTAL CAR MINI CASE: Rosetta Car Rental operates car rental lots at airports
nationwide. It specifically targets vacationers and advertises in travel magazines and
through travel websites with a campaign that emphasizes its quality customer service
and well-maintained cars. Rosetta stocks its lots based on a number of factors,
including climate and the type of activities it expects its renters to undertake. For
example, Rosetta stocks more convertible cars in its warm California lots than in New
York. Its Colorado lots stock a large number of station wagons, vans, and SUVs to
accommodate skiers and snow-boarders and all their gear.
In the RENTAL CAR MINI CASE, Rosetta focuses on vacation travelers, as opposed to
business travelers. Dividing the market in this way is known as ________.
A) psychographic segmentation
B) geographic segmentation
C) demographic segmentation
D) sociocultural segmentation
E) psychological segmentation
Answer:
Two personality traits that are related to students’ misuse of credit cards, compulsive
buying, and mobile phone addictive tendencies were ________.
A) impulsiveness and materialism
B) materialism and dogmatism
C) dogmatism and need for cognition
D) impulsiveness and need for cognition
E) impulsiveness and dogmatism
Answer:
If a consumer segment generally holds a positive attitude toward owning the latest
designer jeans and values having the latest and greatest in designer jeans, then that
segment’s attitude toward new brands of designer jeans are likely to reflect that
orientation. This is an example of the ________ of attitude.
A) ego-defensive function
B) utilitarian function
C) value-expressive function
D) knowledge function
E) intention function
Answer:
If Betty faces a problem with her teeth, seeks a solution from her dentist, accepts the
information, and starts using a different toothpaste that solves the problem, she is
engaging in a process called ________.
A) passive learning
B) observational learning
C) incidental learning
D) behavioral learning
E) cognitive learning
Answer:
GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday.
He knows she will expect the “perfect” gift. He feels like boyfriends are “supposed” to
get their girlfriends jewelry or perfume. His older sister recommends a necklace or
earrings. While he’s at the jewelry store, he also buys a watch for himself, rationalizing
that he hardly ever buys stuff for himself and he “deserves it.”
In the GIFT MINI CASE, Vanessa’s high expectations of Winston are likely to prolong
the ________ stage of the decision-making process.
A) need recognition
B) prepurchase search
C) postpurchase evaluation
D) permission marketing
E) relationship marketing
Answer:
________ is the measure of average number of times a user returns to the site in a
specific period.
A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views
Answer:
________ are procedures used by consumers to reduce the burden of making complex
decisions by providing guidelines or routines that make the process less taxing.
A) Evoked sets
B) Inert sets
C) Decision rules
D) Inept sets
E) Independent sets
Answer:
John drives by the same billboard every day on his way to work. He has seen the
billboard so many times, that he no longer notices it. This is an example of ________.
A) sensory adaptation
B) just noticeable difference
C) differential threshold
D) perceptual blocking
E) absolute threshold
Answer:
Christmas is the major gift-purchasing season of the year. This corresponds with which
type of subculture?
A) racial
B) ethnic
C) age
D) religious
E) nationality
Answer:
________ focuses on a brand’s exclusivity to give the consumer a reason to buy the
product.
A) Premier position
B) Positioning against competition
C) Umbrella positioning
D) Key attribute positioning
E) Un-owned perception positioning
Answer:
Which is NOT one of the benefits of highly satisfied customers?
A) They keep purchasing the same products.
B) They provide word-of-mouth to others.
C) They become customers for life.
D) They switch to competitors if offered a somewhat lower price.
E) They repeatedly buy the same brand.
Answer:
A(n) ________ marketing strategy stresses the diversity among consumers in different
nations.
A) diverse
B) international
C) global
D) comprehensive
E) local
Answer:
________ is turning individual consumer transactions into long-term customer
relationships by making it in the best interests of customers to stay with the company
rather than switch to another firm.
A) Market segmentation
B) Customer satisfaction
C) Market targeting
D) Customer retention
E) Product promotion
Answer:
________ produce(s) more initial learning, whereas ________ usually persist(s) longer.
A) The central route to persuasion; the peripheral route to persuasion
B) Massed learning; distributed learning
C) Product form extensions; product line extensions
D) Modeling; vicarious learning
E) Recognition; recall
Answer:
Listening to the radio on the way home from work, Paul is particularly aware of an ad
for McDonald’s because he is getting hungry. This is an example of ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization
Answer:
The ability for smartphones to communicate with each other wirelessly without Wi-Fi is
called ________.
A) narrowcasting
B) near field communications
C) zapping
D) stationary communications
E) Google Goggles
Answer:
It is difficult to overthrow a brand leader once stimulus discrimination has occurred
because the leader has had a longer period to teach consumers to associate the brand
name with the product. In general, the longer the period of learning, ________.
A) the less likely the consumer is to discriminate
B) the more likely the consumer is to discriminate
C) the more likely the consumer is to generalize
D) the more diverse the evoked set
E) the more likely the consumer is to engage in vicarious learning
Answer:
A study is ________ if the same questions, asked of a similar sample, produce the same
findings.
A) valid
B) reliable
C) subjective
D) legitimate
E) objective
Answer:
The personality trait named ________ is focused on a person’s tendency to enjoy,
engage or seek out amusement.
A) need for cognition
B) sensation seeking
C) dogmatism
D) innovativeness
E) need for humor
Answer:
Many marketers target the generation that is 18 to 34 years old, known as the
________.
A) Millenial Generation
B) Generation X
C) Generation Z
D) Net Gen
E) Baby Boomers
Answer:
The objective of the “tunathewonderfish.com” website and related campaign was to
________.
A) communicate that tuna is good for your heart
B) communicate that tuna is part of a healthy diet
C) communicate that tuna is great on the go
D) restore consumer confidence in tuna
E) all of the above
Answer:
Which of the following is an important form of external information?
A) memories
B) past experience
C) shopping
D) heuristics
E) knowledge
Answer:
________ targets advertisements based on the web page a consumer is viewing or a
search query the consumer has made and involves little or no data storage.
A) “First party” behavioral advertising
B) Misleading advertising
C) Contextual advertising
D) Covert advertising
E) PrivacyChoice
Answer:
Which of the following is true of JND?
A) Decreasing prices below consumers’ JND is likely to cause a significant rise in sales.
B) Making product improvements that far exceed consumers’ JND is likely to maximize
company revenues.
C) There is no JND for decreased product volume sold in existing packaging.
D) Making drastic changes to a company’s logo to an extent well beyond consumers’
JND allows companies to update their image without losing their ready recognition.
E) Increasing prices below consumers’ JND is likely to go unnoticed by consumers.
Answer:
Which of the following is true of the consumer behavior of African American
consumers?
A) African American consumers prefer generic products.
B) African Americans are not brand loyal.
C) African Americans tend to buy high fashions and name brands as “signals of their
success.”
D) African American teens spend less on clothing and fine jewelry than other U.S.
teens.
E) African Americans tend to make fewer trips to the grocery store during the course of
the week.
Answer: