Marketing myopia causes companies to focus on crucial changes in the marketplace as
they look through the window rather than into the mirror.
Answer:
Coca-Cola is associated with the color red, which connotes excitement.
Answer:
Apps collect users’ personal information and provide the information to the app
developers.
Answer:
Japanese consumers have been abandoning their loyalty to expensive, premium grade
homegrown rice in favor of cheaper alternatives from China, Australia and the United
States.
Answer:
Marketers should aim to develop a single message that would appeal simultaneously to
its total audience.
Answer:
Innovators seem to find new products threatening to the point where they prefer to
delay purchase until the product’s success has been clearly established.
Answer:
Extinction and forgetting are the same thing.
Answer:
Gloria recently tried a new brand of shampoo that ended up leaving her hair looking
matted and greasy. This outcome is an example of negative reinforcement.
Answer:
Most adolescents and teens prefer to look to their parents and older siblings in the
development of consumer behavior norms.
Answer:
Individuals with more purchasing power or a greater ability to make purchases have
more status.
Answer:
Increasing the number of repetitions of a message increases the message’s retention,
without any known satiation point.
Answer:
The role of experience in learning indicates that all learning is deliberately sought.
Answer:
Nationality is inconsequential as a subcultural reference that guides what people value
and what they buy.
Answer:
Mass communications feedback is usually inferred.
Answer:
When Amazon buyers find books instantly, read sample pages and reviews posted by
other readers, and begin reading purchased books within minutes after placing their
orders, Amazon collects information about what books they looked at, the sample pages
and reviews they clicked on, and the time spent on each activity. This is an example of a
value exchange.
Answer:
Learning occurs only when responses are overt.
Answer:
Attitudes can be directly observed.
Answer:
The marketer’s objective is to far exceed consumers’ JND for product improvements in
order to engender greater brand loyalty from consumers.
Answer:
If a first request for a $1,000 contribution to your university’s alumni foundation is
followed by a second, less costly request for $150, the person soliciting the funds may
be using the door-in-the-face technique.
Answer:
Not-for-profit sources generally have more credibility than for-profit sources.
Answer:
Humor does not harm the comprehension of ads, and, in some cases, it aids
comprehension.
Answer:
Every day when John leaves for work, he walks around the car to check the tires, pats
the hood, then gets in the car and starts the ignition. This constitutes a ritual.
Answer:
Me-too products lack a unique image or benefit.
Answer:
Researchers usually rely on a combination of various research techniques to try to
establish the presence and strength of various motives.
Answer:
By itself, one tasteless ad has little impact on our values. However, cumulatively, such
ads may persuade consumers to act unwisely or develop undesirable attitudes.
Answer:
Hispanics have replaced African Americans as the largest minority group in the United
States.
Answer:
Jill was recently complemented on her piano playing skills. She attributed her skill to
the quality and skill of her instructor. This is an example of defensive attribution.
Answer:
AOL is the largest entity online.
Answer:
Material comfort and pleasure have become more recently associated with quality
rather than quantity.
Answer:
A firm’s success in marketing a product or service in a number of foreign countries is
likely to be influenced by how similar the beliefs, values, and customs are that govern
the use of the product in the various countries.
Answer:
In marketing and consumer research, the conative component of the tricomponent
attitude model is frequently treated as an expression of the consumer’s intention to buy.
Answer:
Portable people meters are small devices, equipped with GPS, that consumers clip onto
their belts and wear all day in exchange for monetary incentives.
Answer:
Truth-in-advertising laws protect consumers from false advertisements.
Answer:
The ________ consists of giving respondents index cards with about 100 or so jobs
listed on them and asking them to arrange the cards from the most to the least
prestigious.
A) ladder of conspicuous consumption
B) ladder of social ranking
C) occupational prestige scale
D) collective will scale
E) social-class consciousness scale
Answer:
In addition to segmenting markets in terms of cultural factors, marketers also segment
societies into smaller ________ that consist of people who are similar in terms of their
ethnic origin, customs, and ways of behavior.
A) micromarkets
B) individual markets
C) mass markets
D) subcultures
E) microsocieties
Answer:
“Buy American” and “Keep America Working” are both tag-lines used by companies to
attract the ________ consumer.
A) dogmatic
B) ethnocentric
C) innovative
D) variety-seeking
E) compulsive
Answer:
An example of the ________ function of motivation is for Crest to point out how its
new toothbrush is superior to all other toothbrushes in controlling gum disease by
removing more plaque.
A) ego-defensive
B) knowledge
C) utilitarian
D) value-expressive
E) intention
Answer:
Ford developed a series of ________, or short videos shown online featuring
entertainment centered around its Focus brand, aimed at college students and the active
lifestyle.
A) interactive television(iTV)
B) out of home media
C) webisodes
D) branded entertainment
E) advergames
Answer:
Advertisements for high-style clothing and cosmetics usually promise that their
products will enhance the consumer’s exclusive or distinctive character and set him or
her apart from others. This is an appeal to which American core value?
A) materialism
B) achievement and success
C) freedom
D) individualism
E) humanitarianism
Answer:
“Me too” products are ________.
A) products that need to be bought along with the original product
B) secondary products that customers need to be reminded to buy
C) products that lack a unique image or benefit in the eyes of consumers
D) products aimed at helping children learn to share with each other
E) products that are included for free with the desired product
Answer:
Marketers measure their communications’ ________, or whether the messages of a
given campaign have generated the sales level defined in the campaign’s objectives.
A) direct effects
B) indirect effects
C) sales effects
D) persuasion effects
E) net income effects
Answer:
When a product fails to perform satisfactorily, it triggers ________ need recognition.
A) hypothetical state
B) actual state
C) desired state
D) avoidance state
E) psychological state
Answer:
When segmenting women who work outside the home, the ________ is single, not
necessarily looking for a husband, aspires to luxury brands, uses social networks for
image management, and sees a wedding as a party (vs. a ritual).
A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess
Answer:
Socially beneficial forms of doing business include ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Answer:
While obtaining secondary data before engaging in primary research has its limitations
it also offers many advantages. Which of the following is an example of these
advantages?
A) Secondary data is always categorized in units that match those that the researcher
seeks.
B) Secondary data rarely exhibits bias.
C) Secondary data can provide ideas for the methods to be used and the difficulties that
are likely to occur during a full-scale study.
D) Secondary data is generally current and up-to-date.
E) Secondary data is always accurate.
Answer:
Weber’s law states that ________.
A) the stronger the initial stimulus, the weaker the second stimulus must be to exceed
the JND
B) the JND of a second stimulus is inversely related to the strength of the original
stimulus
C) the stronger the initial stimulus, the greater the second stimulus must be to exceed
the JND
D) consumers who buy the same products regularly are more likely than those who buy
less frequently to notice changes in price, packaging, or product attributes
E) the more information consumers are given about a particular product, the more likely
they are to purchase that product
Answer:
The ________ serves as the primary agent for enculturation.
A) teacher
B) media
C) religions institution
D) family
E) educational institution
Answer:
________ are bits of computer code placed on browsers to keep track of online activity.
A) Data minerals
B) Candies
C) Cookies
D) Binodes
E) Geofences
Answer:
Which of the following global consumer market segments is responsible, respectful,
and conservative?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
Answer:
A study of ________ suggests postpurchase dissonance results from unsuccessful
prepurchase search.
A) search frustration
B) out-of-stock situations
C) discretionary search
D) search regret
E) cognitive challenges
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 element of the trio of basic needs?
A) power
B) self-actualization
C) affection
D) affiliation
E) achievement
Answer:
________ are consumers who use coupons or sales to decide among brands and
products that fall within their evoked set.
A) Practical loyalists
B) Opportunistic switchers
C) Bottom-line price shoppers
D) Deal hunters
E) Cherry pickers
Answer:
SMITH MINI CASE: Nathan Smith is single and lives in Detroit, where he works on the
assembly line at the local automobile manufacturing plant and is a member of the
Automobile Workers Union. He views work as a means to buy things to enhance his
leisure time and recently purchased a new television so that he could better watch his
favorite team, the Detroit Lions, play football. Nathan has always followed the Lions,
largely because his dad was a big Lions fan.
In the SMITH MINI CASE, Nathan is most likely to be a part of which of the following
social classes?
A) lower-upper class
B) upper-middle class
C) lower-middle class
D) upper-lower class
E) lower-lower class
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, question #4 measures response on a ________.
A) Likert scale
B) bipolar preference scale
C) semantic differential scale
D) behavior intention scale
E) rank-order scale
Answer:
________ include acquisition costs, profits generated from the individual sales to each
customer, the costs of handling customers and their orders, and the expected duration of
the relationship.
A) Consumer panels
B) Data generators
C) Quota samples
D) Probability samples
E) Lifetime value profiles
Answer:
The Hispanic American market is an example of which subculture?
A) social class
B) ethnic
C) race
D) religious
E) gender
Answer:
________ is the process by which a company intentionally changes the distinct image
and identity that its product or brand occupies in consumers’ minds.
A) Premier position
B) Positioning against competition
C) Repositioning
D) Key attribute positioning
E) Umbrella positioning
Answer:
Products and services are often evaluated by the size and direction of the gap between
________.
A) consumer expectations and objective performance
B) the target market and the income of the average consumer
C) consumer expectations and product cost
D) the cost of production and the price at sale
E) the price of the final product and the company’s marketing expenditures
Answer:
An individual may redefine a frustrating situation by assigning blame for his or her own
failures and inabilities on other objects or persons. This is known as ________.
A) aggression
B) rationalization
C) withdrawal
D) projection
E) regression
Answer:
SOUP MINI CASE: White Mountain Soups sells ready-to-eat soups packaged and sold
in microwave-ready, single-serving plastic containers that can be used as bowls and
then recycled. White Mountain makes a variety of soups, including New England clam
chowder, vegetarian minestrone, and beef and tomato soups. Its advertising emphasizes
the use of wholesome ingredients produced by independent farmers, and suggests that
White Mountain soup can be a quick and easy lunch, or a wholesome mid-afternoon
snack alternative to a bag of potato chips or a candy bar.
In the SOUP MINI CASE, White Mountain draws attention to its patronage of
independent local farmers in order to appeal to which of the following American core
values?
A) humanitarianism
B) fitness and health
C) individualism
D) freedom
E) activity
Answer:
In consumer research, ________ is new research especially designed and collected for
purposes of a current research problem.
A) primary research
B) secondary information
C) experimentation
D) negativism
E) positivism
Answer:
Why do many researchers maintain that America’s middle class has been shrinking?
A) the global shrinkage of the middle class
B) the failing economy
C) the geographic shift from metropolitans to the suburbs
D) some members are moving upstream to upper-middle class while others are slipping
backward to the working class
E) the expansion of educational opportunity
Answer:
Customers have different expectations when they purchase a Lexus than when they
purchase a Hyundai. These expectations affect ________.
A) market segmentation
B) the value proposition
C) customer satisfaction
D) the corporate vision
E) the market targeting
Answer:
According to ________, discomfort occurs when a consumer holds conflicting thoughts
about a belief or an attitude object.
A) attitude-change strategies
B) cognitive dissonance theory
C) attribution theory
D) self-perception theory
E) attitude research
Answer:
The example in the text notes San Francisco City Attorney sued ________ because the
company chose to market caffeinated energy drinks to children despite alleged health
risks.
A) Monster Beverage Corp.
B) Hansen’s Natural Beverage Corp.
C) The Coca-Cola Company
D) Pepsico
E) Red Bull GmbH
Answer:
COOKING OIL MINI CASE: Value Mart is a national grocery store chain that markets
its own line of store-brand food products as a low-cost, high-value option for the
cost-conscious consumer. Based on an evaluation of sales data from various product
categories collected from scanners at checkout points, Value Mart has determined that
there may be a market for a Value Mart brand cooking oil. In order to further explore
customer preferences and potential marketing tactics, Value Mart has decided to
conduct focus group sessions with Value Mart consumers. After conducting the focus
groups, Value Mart decides to do a small-scale trial of a store-brand cooking oil
exclusively at its stores in the New York area to see if consumers will buy the product.
In the COOKING OIL MINI CASE, the sales data collected from scanners at checkout
points constitutes ________.
A) external primary data
B) internal secondary data
C) mechanical primary data
D) internal primary data
E) external secondary data
Answer:
Provide three specific examples of how the Internet and related technologies improve
marketing transactions by adding value that benefits marketers and/or customers.
Answer:
How is the working-woman market segmented?
Answer:
Differentiate between intrinsic cues and extrinsic cues and provide examples of each.
Answer:
Talk about the sleeper effect in advertising.
Answer:
Explain what viral marketing is and provide an example of how it is used.
Answer:
What is the theory of trying to consume? Give an example from your own experience.
Answer:
Provide an example of how a marketer might modify their product and/or its
positioning to better meet the needs of targeted consumers and suit the subculture’s
values and tastes.
Answer:
How do mass media senders infer feedback from their messages?
Answer:
How is the elderly market segmented?
Answer:
Name five factors that are likely to increase prepurchase search with regards to a
product or service.
Answer:
What is subliminal perception? How does it relate to marketing?
Answer:
Identify and briefly describe four of the nine metrics used to analyze websites’ visits.
Answer:
Identify and discuss some of the defining characteristics of opinion leaders.
Answer:
What is social comparison theory? How might marketers use this theory in advertising?
Answer:
What are the steps to design a social media campaign?
Answer:
Compare consumer fieldwork, specifically field observation, to content analysis and
value measurement instruments as research approaches to examining culture.
Answer:
What makes the Baby Boomer market so attractive to marketers?
Answer: