Campbell’s soup used several advertising campaigns that stressed the benefits of soup in
general. For example, one tagline used was “Soup is good food,” and another was
“Never underestimate the power of soup.” Which type of problem recognition was
Campbell’s attempting to stimulate?
A. generic problem recognition
B. selective problem recognition
C. active problem recognition
D. inactive problem recognition
E. primary problem recognition
Which generation is NOT part of the mature market?
A. pre-Depression
B. Depression
C. Generation X
D. baby boom
E. all of the above are part of the mature market
Buzz is a self-employed construction worker. He is proud of his ability to do “real
work” and sees himself as the often-unappreciated backbone of America. He dislikes
the upper-middle class and prefers products and stores positioned toward his
social-class level. Which term best describes Buzz?
A. working-class stiff
B. “blue blood” class
C. white collar worker
D. working-class aristocrat
E. no-collar worker
_____ is consumers’ efforts to reduce their reliance on consumption and material
possessions.
A. Downsizing
B. Dematerialization
C. Voluntary simplicity
D. Demarketing
E. Voluntary withdrawal
Which type of family consists of a married couple and their own or adopted children
living at home?
A. nontraditional family
B. traditional family
C. blended family
D. stepfamily
E. combination family
_____ is used by loyal consumers, whereby they ‘seal off” the negative information as a
way to quarantine.
A. avoiding
B. discrediting
C. discounting
D. containment
E. skipping
Which of the following is the largest ethnic subculture in the United States?
A. African American
B. Hispanic
C. Asian
D. Native American
E. Caribbean
Which group classification variable refers to the closeness and intimacy of the group
linkages?
A. membership
B. strength of social tie
C. number of members
D. type of contact
E. attraction
Which of the following occurs when a company provides financial support for an event
such as the Olympics or a concert?
A. third-party endorsement
B. sponsorship
C. celebrity endorsement
D. source credibility
E. two-sided message
What is the key to success of store brands?
A. low price
B. low quality, but at a low price
C. high quality at a high price
D. high quality at a reasonable price
E. attractive packaging
Marcie will soon be 50 years old, so to pamper herself, she decided to get a massage.
With respect to the typology of service environments, this type of service would be
categorized as _____.
A. utilitarian
B. personal
C. hedonic
D. intangible
E. moderate
Any communication or activity that implies, or from which one could reasonably infer,
that an organization is associated with an event, when in fact it is not is known as
_____.
A. gorilla marketing
B. tangential marketing
C. stealth marketing
D. ambush marketing
E. product placement
Tara is a marketing professor and is a member of the American Marketing Association.
The members of this organization are associated with the discipline of marketing, either
as academicians or as practitioners. The purpose of this organization is to disseminate
research about marketing, to share best practices, and to foster the professional
development of marketers. The American Marketing Associate is an example of a
_____.
A. group
B. cohort
C. generation
D. primary group
E. consumer group
Julie and Bart are both in their late 20s and recently married. They have no children and
are learning how to make joint decisions. Recent purchase/service decisions were
related to household furnishings, a washer and dryer, and insurance coverage. Which
stage of the household life cycle are they experiencing?
A. young married
B. full nest
C. empty nest
D. introduction
E. growth
Channel One is an example of _____.
A. in-school ads
B. ads in classrooms
C. corporate-sponsored educational materials and programs
D. corporate-sponsored contests and incentive programs
E. mobile games
Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program
on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides
up-to-date medical information for viewers. Sometimes he recommends specific
products, and Valerie, a regular viewer of the program, trusts what he says or
recommends because he doesn’t seem to have an apparent motive to mislead viewers.
Which characteristic does Dr. Rosenfeld possess?
A. source credibility
B. source derogation
C. source experience
D. source likeability
E. source attractiveness
Which of the following is an emerging American value?
A. materialistic
B. individual
C. admiring nature
D. masculine
E. postponed gratification
For which product category would a reference group’s influence be strongest?
A. vitamins
B. toilet tissue
C. running shoes
D. insurance
E. clothes washer