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Value-expressive appeals involve informing the consumers of one or more functional
benefits that are important to the target market.
Marketing across cultural boundaries is a difficult and challenging task.
Studies continue to show that price is frequently the prime reason consumers select a
retail outlet.
The terms psychographics and lifestyles are frequently used interchangeably.
Consumers who are single due to the death of a spouse are labeled as 'single by
circumstance."
_____ involves presenting the stimulus in such a way that it is perceived as the focal
object to be attended to and all other stimuli are perceived as the background.
A. Proximity
B. Closure
C. Inference
D. Figure-ground
E. Fore-ground
Giving out candy to children on Halloween, giving chocolate and roses to sweethearts
on Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are
all examples of _____.
A. ritual situations
B. momentary conditions
C. prescriptives
D. schemas
E. social surroundings
Which type of marketing ties a company and its products to an issue or cause with the
goal of improving sales or corporate image while providing benefits to the cause?
A. cause-related marketing
B. green marketing
C. nonprofit marketing
D. image marketing
E. corporate marketing
_____ is the application of marketing strategies and tactics to alter or create behaviors
that have a positive effect on the targeted individuals or society as a whole.
A. Social marketing
B. Consumer behavior
C. Regulation
D. Proactive marketing
E. Ethical marketing
A _____ is a gathering of owners and others for the purposes of interacting with one
another in the context of learning about and using the brand.
A. consumption gathering
B. convention
C. consortium
D. brand community
E. brand fest
Which type of memory involves the nonconscious retrieval of previously encountered
stimuli?
A. explicit memory
B. schematic memory
C. implicit memory
D. constructed memory
E. concrete memory
Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is
appropriate for this brand?
A. capture strategy
B. acceptance strategy
C. maintenance strategy
D. preference strategy
E. disrupt strategy
While any given advertisement for a product may focus on only one or a few
purchasing motives, the _____.
A. advertising campaign should focus more on manifest motives since they always have
a stronger influence on purchase decisions.
B. overall campaign should attempt to position the product in the schematic memory to
correspond with the target market's purchase motives
C. advertising campaign needs to cover all the important purchase motives of the target
market
D. a and b
E. b and c
A consumer's propensity to pursue differentness relative to others through the
acquisition, utilization, and disposition of consumer goods is exhibiting _____.
A. consumer ethnocentrism
B. a need for cognition
C. a need for uniqueness
D. extroversion
E. agreeableness
Exploding demand and short product life-spans for high-tech gadgets such as cell
phones, personal computers, and various other personal electronic devices is creating
growing concerns over _____.
A. e-waste
B. poisonous waste
C. hazardous waste
D. reusable waste
E. recyclable waste
An advertisement for AT&T long distance telephone service split the screen in two and
showed a person on each screen talking on the telephone. Below each person, there was
a running total of the cost of the call. At the end of the commercial, the total cost on the
AT&T side was lower than that for the Sprint side. This is an example of which type of
ad?
A. one-sided message
B. two-sided message
C. fear appeal
D. third-party endorsement
E. comparative ad
Which type of self-concept emphasizes family, cultural, professional, and social
relationships?
A. group self-concept
B. individual self-concept
C. interdependent self-concept
D. independent self-concept
E. connected self-concept
The basic knowledge and feelings an individual has about a concept is known as _____.
A. episodic memory
B. primary memory
C. accessible memory
D. semantic memory
E. conditioned memory
Which of the following is a VALS segment of consumers?
A. Traditionalists
B. Minimalists
C. Blue Blood Estates
D. Believers
E. Enthusiasts
An advertisement for Topol toothpaste, which is targeted at smokers and coffee and
wine drinkers, stresses how this is the only brand that can remove the stains associated
with these consumption behaviors. Which type of problem recognition is this marketer
attempting to stimulate?
A. generic problem recognition
B. selective problem recognition
C. active problem recognition
D. inactive problem recognition
E. primary problem recognition
Which of the following aspects is evaluated when determining a firm's ability to meet
customer needs?
A. financial condition
B. general managerial skills
C. production capabilities
D. technological sophistication
E. all of the above
Which of the following is NOT used to classify McGuire's psychological motives?
A. Is the mode of motivation cognitive or affective?
B. Is the motive focused on preservation of the status quo or on growth?
C. Is this behavior actively initiated or in response to the environment?
D. Is the outcome of the behavior temporary or permanent?
E. Does this behavior help the individual achieve a new internal or a new external
relationship to the environment?
Compare and contrast one-sided and two-sided messages, and explain why marketers
would use a two-sided message.
Alex is a brand manager tasked with discovering consumer problems related to the
several products and brands his company manufactures. Name and describe three of the
several approaches discussed in the chapter that he could use to identify consumer
problems.
Given the number of decisions families make daily, disagreements are inevitable. How
they are resolved is important to marketers as well as to the health of the family unit.
Name and describe the six basic approaches that research has revealed that individuals
use to resolve purchase conflicts after they have arisen.
Discuss the emerging trends regarding the Asian American market that are worth
watching.
Compare and contrast the terms gender, gender identity, and gender roles.
