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J&J Produce is a distributor of fresh produce. They conducted a thorough analysis of its
market and identified groups of consumers that had similar product-related needs. One
particular market identified wanted fresh and unique produce, such as Swiss chard,
radicchio, and exotic fruits, and they were willing to pay higher prices for these choices.
J&J Produce decided to focus its marketing effort on this segment of the total market.
This segment is J&J's _____.
A. need set
B. primary market
C. customer set
D. target market
E. market focus
Which of the following is a decision rule used by consumers?
A. conjunctive
B. disjunctive
C. lexicographic
D. compensatory
E. all of the above
When a consumer notices a new product in a store because of the point-of-purchase
display, reads about the attributes of the product and recalls an unresolved problem that
this product will solve, and then purchases the product, _____ has occurred.
A. automatic decision making
B. limited decision making
C. nominal decision making
D. extended decision making
E. truncated decision making
Spokescharacters can be _____.
A. animated animals
B. animated people
C. animated products
D. animated objects
E. all of the above
Which of the following is a major PRIZM social group?
A. urban
B. family life
C. mature years
D. younger years
E. all of the above
_____ refers to the process of learning to respond differently to similar but distinct
stimuli.
A. Stimulus generalization
B. Stimulus reasoning
C. Stimulus discrimination
D. Stimulus contrasting
E. Stimulus identification
Which of the following is NOT a core trait in the Five-Factor Model of personality?
A. extroversion
B. instability
C. reliability
D. openness to experience
E. conscientiousness
The exchange of advice and information between group members can occur _____.
A. directly in the form of WOM when one individual seeks information from another
B. directly in the form of WOM when one individual volunteers information
C. indirectly through observation as a by-product of normal group interaction
D. a and b
E. a, b, and c
Which of the following statements is FALSE regarding short-term memory (STM)?
A. STM is short-lived.
B. STM has limited capacity.
C. STM is a static structure.
D. Elaborative activities occur in STM
E. STM is also called working memory.
Marketers must promote _____ rather than _____, especially for less knowledgeable
consumers and for complex products.
A. features, benefits
B. benefits, avoidance
C. benefits, features
D. features, contents
E. consistency, inconsistency
The "Green Guides" provide examples of acceptable and unacceptable practices dealing
with advertising and package claims relating to such areas as the environment, in
general, as well those relating specifically to
A. ozone friendly
B. biodegradable
C. recyclable
D. recycled content
E. all of the above
Savannah works at the front desk at a Marriott Hotel. If a guest has a complaint, she is
empowered to make amends up to a certain amount without her supervisor's approval.
Savannah is known as a _____.
A. decision maker
B. key employee
C. consumer-level employee
D. frontline employee
E. primary employee
To be successful, a product must _____.
A. meet the needs of the target market better than the competition does
B. be lower priced than competitors' products
C. be of higher quality than competitors' products
D. be advertised more than competitors' products
E. have greater distribution than the competition does
Families considering the purchase of products such as a house, furniture, or a vacation,
typically use which type of family decision making?
A. husband-dominant
B. wife-dominant
C. individualized
D. joint
E. child-dominant
Two prominent sets of motives under regulatory focus theory are termed _____.
A. approach and latent
B. excess and manifest
C. promotion and prevention
D. acute and chronic
E. motivate and conflict
Piaget's theory of cognitive development holds that _____.
A. children must be taught how to be consumers
B. marketing stimuli play a critical role in child socialization
C. intellectual capabilities can continue to expand throughout the lifecycle
D. intellectual capabilities continue to expand until late middle age
E. none of the above
When purchasing an innovation, individual consumers presumably go through a series
of distinct steps or stages known as the _____.
A. product life cycle
B. consumer life cycle
C. adoption process
D. consumption process
E. diffusion of innovations
Rod wasn't expecting much from the painters that came to his house. True to form, they
did not do a good job and confirmed his low-performance expectations. Rod is most
likely experiencing _____.
A. satisfaction
B. dissatisfaction
C. nonsatisfaction
D. elation
E. anger
Microsoft is a company that has derived a great deal of success from leading change,
and other computer-related companies look to Microsoft for cues as to where
technology will be heading in the future. Microsoft would be classified as which type of
user reference group?
A. lead user
B. industry leader
C. early adopters
D. followers
E. supportive firm
Which of the following is true regarding postpurchase dissonance?
A. All consumer purchase decisions are followed by postpurchase dissonance of some
sort.
B. The importance of the decision to the consumer is one factor that influences the
probability and magnitude of postpurchase dissonance.
C. The individual's tendency to experience anxiety is not related to postpurchase
dissonance.
D. The easier it is to alter the decision, the more likely postpurchase dissonance will be.
E. Nominal decision making usually results in the greatest magnitude of postpurchase
dissonance. Dissonance is not common in high-involvement extended decision making
where tradeoffs among desirable attributes create conflict.
