Which of the following terms refers to lingering doubts about a decision that has
already been made?
a. Buyer’s remorse
b. Cognitive dissonance
c. Search regret
d. Buyer’s guilt
e. Cognitive inertia
Community Trust Bank is analyzing its customer data to determine if groups other than
the business customers can be identified. The bank is looking at the frequency of branch
visits, use of ATMs, online banking activity, loan activity, and account balances for each
customer. The bank has identified three groups of customers based on these factors and
is considering offering different products to better meet the needs of each group. Which
of the following marketing concepts is represented by this exercise?
a. Total value concept
b. Market segmentation
c. Value reengineering
d. Marketing audit
e. Environmental scanning
The Chevrolet Volt, an electric car, was given the International Engine of the Year
Award for the best fuel economy in the green engine category in 2012. The Chevrolet
Volt is an example of a _____ product.
a. deficient
b. salutary
c. pleasing
d. desirable
e. convenience
Visually apparent and easily recognizable attributes of a product are known as _____
attributes.
a. objective
b. perceptual
c. underlying
d. primary
e. determinant
Henry considers himself a cheese connoisseur and subscribes to the Cheese
Connoisseur magazine.He spends his weekends buying and trying out different kinds of
cheese. Henry would be best described as a(n) _____.
a. whistle-blower
b. spokesperson
c. product enthusiast
d. idea champion
e. boundary spanner
WALMART SCENARIO
Walmart is the largest retailer in the world with more than 4,000 stores located in 14
countries outside the United States. The corporation has learned, sometimes the hard
way, that the Walmart business model cannot be applied to every country it enters due
to cultural differences. For example, the retailer ran into difficulties in many European
countries because stores are not open 24-hours a day, seven days a week, like Walmart
Supercenters in the United States. When negotiating the purchase of Trust-Mart stores
in China, the company had to develop “enduring” relationships with executives before
even discussing business opportunities. Making inroads into the Chinese market was
particularly difficult for Walmart. Chinese customers generally believe in the
superiority of home-made products to foreign ones. Establishing trust with these
customers was difficult as Chinese customers don”t warm up easily to foreign brands
and view them with suspicion. Most of the customers perceived a price-risk relationship
rather than a price-quality relationship while making purchasing decisions. Even within
China, the cultural diversity was immense. Standard Chinese was spoken differently in
different parts of the country. Keeping this diversity in mind, Walmart varied its
marketing mixes based on local tastes, cultures, and economic conditions. Refer to
Walmart Scenario. Even within China, the cultural diversity is immense. Standard
Chinese is spoken differently in different parts of the country. These variations in how
languages are spoken are referred to as _____.
a. dialects
b. accents
c. slangs
d. jargons
e. lexicons
Miles, whose mother is a homemaker, was born into a traditional, middle-class family.
Miles worked hard as a student and graduated from Harvard Law School. Today, he is
considered as one among the elite of Manhattan. This description of Miles corresponds
best with his _____ status.
a. ascribed
b. desired
c. aspired
d. achieved
e. ideal
In opportunity recognition, _____.
a. a consumer’s desired state doesn”t change
b. a consumer’s actual state doesn”t change
c. a consumer’s ideal state doesn”t change
d. a consumer’s other state changes in some significant way
e. a consumer’s current state changes in some significant way
Which of the following ethnic groups is highly educated and highly affluent compared
to the other minority groups?
a. Hispanics
b. African Americans
c. Asian Americans
d. Native Americans
e. Pacific Islanders
Which of the following terms refers to a type of associative network that works as a
cognitive representation of a phenomenon that provides meaning to that entity?
a. Schema
b. Archetype
c. Specimen
d. Prototype
e. Exemplar
Refer to the Attitude Scenario. Serena sees an advertisement for Philips Model A which
states that it has the least energy consumption compared to the other models. According
to the social judgment theory, which of the following is most likely to happen when she
sees this message?
a. Her central route to persuasion will be activated.
b. Assimilation will occur.
c. She will place the message in the latitude of rejection.
d. Her ego-defensive function of attitude will be activated.
e. She will change her evaluations about Philips Model A.
The attributes, features, or potential benefits that consumers consider when reviewing
possible solutions to a problem are known as _____ criteria.
a. associative
b. adaptive
c. evaluative
d. recombinant
e. accumulative
Which of the following generation consists of consumers who must take care of both
their own children and their aging parents?
a. The sandwich generation
b. The boomerang kids generation
c. The Baby Boomers generation
d. Generation Z
e. Generation Jones
Karen Suthers, an academician and researcher, works primarily in the area of group
interactions within a society. The discipline that most closely corresponds to this study
is _____.
a. economics
b. sociology
c. philosophy
d. cognitive psychology
e. operations mangement
When Kylie bought her laptop, she searched for product information at various retail
sites on the Internet which helped her decide the attributes she was looking for in a
laptop. This is an example of product choice influenced by _____.
a. situational influences
b. financial considerations
c. online sources
d. social influences
e. marketing communications
The specific expectations that are associated with each type of person are referred to as
_____ expectations.
a. role
b. shared
c. rational
d. adaptive
e. interventional
Jane is eagerly looking forward to attend the summer festival that will take place over
the next few weeks as she believes that it will be a fun event. Jane’s belief is a reflection
of her _____ from the event.
a. substantiations
b. expectations
c. premeditations
d. confirmations
e. temptations
Better picture quality is a(n) _____ of a high-definition television.
a. element
b. attribute
c. standard
d. feature
e. benefit
Social psychologists focus on the _____.
a. intricacies of mental reactions involved in information processing
b. production and consumption of goods and services
c. value-producing activities that facilitate exchanges between buyers and sellers
d. relationships between people and their possessions
e. thoughts, feelings and behaviors that people have as they interact with other people
DISSATISFIED CUSTOMER SCENARIO
Meg went to a local nail salon to get a manicure and pedicure. Unfortunately, she got a
nasty nail infection on her left foot a day after her manicure. She didn”t go back to the
salon to complain, but she told all her friends about it and warned them to never go
there. One of her friends suggested she should go to the salon, complain, and demand a
compensation for her medical expenses, or at least get her money back for the pedicure.
Meg was so disgusted that she didn”t even want to go back there to complain. If she
ever decides to get another pedicure, she certainly won”t go back to that salon. Refer to
Dissatisfied Customer Scenario. Meg told all her friends about the infection and warned
them to never go to that salon. This is an example of _____.
a. retaliatory revenge
b. customer inertia
c. selective inertia
d. rancorous revenge
e. negative word-of-mouth
Preconsumption beliefs concerning what will occur during an exchange and/or
consumption of a product are known as _____.
a. premeditations
b. perceptions
c. confirmations
d. temptations
e. expectations
Which of the following is a dimension of materialism?
a. Bargaining proneness
b. Envy
c. Value consciousness
d. Frugality
e. Generosity
CIGARETTE MARKETING SCENARIO
The marketing of cigarettes, a legal product, has a storied past. Prior to 1971, this
product was advertised heavily on television. Some ads even suggested that doctors
recommended certain brands over others. Consumer groups have claimed that tobacco
manufacturers knew the harmful effects of smoking but hid it from consumers and
continued to market the product. Now there are several restrictions on the marketing of
cigarettes, many resulting from a master settlement with several states to limit liability
from future lawsuit claims. Gone are the days of sports sponsorships and billboards that
tobacco manufacturers relied on heavily after the broadcast advertising ban. The current
threat to cigarette marketing is the Tobacco Control Act, which requires graphic
warning labels that will take up a substantial portion of the package.Refer to Cigarette
Marketing Scenario. Tobacco companies have been fighting lawsuits brought against
them by ailing smokers or families who have lost loved ones to smoking-related
illnesses. Lawsuits that hold these companies responsible for ailing smokers are
examples of _____.
a. comparative responsibility
b. command responsibility
c. secondary liability
d. vicarious liability
e. products liability
Which of the following environments includes the people and groups who help shape a
consumer’s everyday experiences?
a. Emotional environment
b. Internal environment
c. Social environment
d. Macro environment
e. Micro environment
Which of the following is an example of haptic perception?
a. A customer tasting a new brand of pasta
b. A customer listening to a new audio in the market
c. A customer smelling a new brand of perfume
d. A customer watching a new video game in the market
e. A customer touching a new brand of bath towels
Which of the following is true of autonomic measures?
a. It requires a volitional response from a consumer.
b. It has to be personally administered by a consumer.
c. It requires the attachment of a measuring device to a consumer.
d. It requires a consumer to recall their affect state from a recent experience.
e. Its outcomes have little validity in representing consumer emotions.
The ego-defensive function of consumer attitudes:
a. is based on the concept of reward and punishment.
b. makes a consumer vulnerable to information that may be threatening.
c. enables a consumer to express his or her core values, self-concept, and beliefs to
others.
d. allows consumers to simplify decision-making processes.
e. works as a protection mechanism.
In the core societal values (CSV) dimension, the extent to which people expect each
other to take responsibility for themselves and their immediate family is referred to as
_____.
a. individualism
b. protectionism
c. isolationism
d. pluralism
e. interventionism
Which of the following represents the perceived overall goodness or badness of some
product from a consumer perspective?
a. Product warranty
b. Usability
c. Availability
d. Quality
e. Price
CHRISTMAS SHOPPING SCENARIO
Many consumers wait until the weekend before Christmas to do their gift shopping, and
Lanny is one of those consumers. She did not want to go to a crowded mall as she only
had a Saturday to do all of her shopping. She saw an advertisement that morning in the
newspaper for a new store that claims to be the “right destination for all kinds of
Christmas shopping.” She decided to go there instead of the mall in order to avoid the
crowd in the mall. While she was in the new store, she was trying to keep a track of her
purchases in her head in an attempt to avoid going overboard and winding up with a
huge credit card bill next month. In just two hours, Lanny was able to purchase all the
gifts she needed and even found a cute bracelet for herself though the bracelet was not a
part of the shopping list that she had made earlier. Refer to Christmas Shopping
Scenario. Lanny was trying to keep a track in her head of how much she was spending
in an attempt to avoid going overboard and winding up with a huge credit card bill next
month. This is an example of _____ budgeting.
a. formal
b. programmed
c. mental
d. performance-based
e. participatory
VALENTINE”S DAY SCENARIO
Todd decides to propose marriage to his girlfriend on Valentine’s Day. He wants this to
be a very special day, so he decided to take her to a fancy restaurant. He is not sure
about the choice of restaurant, and so he asks his boss, who often patronizes fancy
restaurants, for suggestions. Though Todd doesn”t have much experience in fine
restaurants, he knows what to expect: he will give his car to the valet, be seated by the
hostess, be given menus and a wine list, order, eat, pay the bill, and retrieve his car from
the valet. On the big day, he goes to his girlfriend’s apartment with a dozen roses in his
hand and the ring in his pocket. He likes the restaurant his boss suggested, and thinks
the food is really good, but finds the choice of background music odd. In his opinion, a
fancy restaurant shouldn”t be playing pop music. However, the rest of the night goes
according to plan. He will always remember how beautiful his girlfriend looks and how
happy they are when she accepts his proposal.Refer to Valentine’s Day Scenario. The
sequence of events Todd mentally went through regarding what to expect at the
restaurant is an example of _____.
a. framing
b. habituation
c. a script
d. chunking
e. an exemplar
Which of the following terms refers to a personal assessment of the net worth a
consumer obtains from an activity?
a. Quality
b. Experience
c. Prestige
d. Value
e. Effort
Choco Fond, a dessert place, introduced a new product that is served piping hot unlike
their usual cold desserts. Choco Fond’s customers were initially apprehensive of it.
However, after trying it, they found it creamy and sweet like everything else on Choco
Fond’s menu, even though it looks nothing like the other products on the menu. Which
of the following reactions is most likely to account for the customers’ cognitive
categorization of the new product?
a. Assimilation
b. Simulation
c. Accommodation
d. Contrast
e. Distortion
Which of the following is an element of the marketing mix?
a. Quality
b. Pricing
c. Design
d. Use
e. Span
Expectations about what a consumer thinks will actually occur during an experience are
also known as normative expectations.
Authenticity means something (including an experience) is real, genuine, and unique,
and has a history or tradition.
When a new product is very different from products that are currently available,
consumers avoid relying on existing category knowledge to guide their expectations
and attitudes toward the new product.
When a consumer is highly involved, there is a lesser chance that relatively high value
can be achieved, as long as things go as expected.
Boomerang kids refer to consumers who switch brand loyalties frequently.
Attitudes motivate people to behave in relatively consistent ways.
Discuss the temporal factors that affect consumer behavior.
A consumer who is running short of time is more likely to process more product
information than a consumer who is shopping leisurely.
Circadian cycle refers to the rhythm of seasons that varies with the time of the year.
Antiloyal consumers are those who will do everything possible to avoid doing business
with a particular marketer.
Peer pressure experiences are restricted to the childhood and adolescent phases of a
consumer’s life.
Define consumer value, and compare and contrast utilitarian value and hedonic value.
Describe two situations – one in which you received utilitarian value and the other in
which you experienced hedonic value. Which made you more satisfied? Explain why.
Customer lifetime value represents the approximate worth of a customer to a company
in economic terms.
The ability to control information flow increases the value of information and increases
the consumers’ ability to remember information that is gathered.
Rex always wears high-end brands to work but he is not concerned about the brands he
wears at home. Rex is most likely to have a low score on the susceptibility to
interpersonal influence scale.
With limited decision making,consumers search for extensive information on product
prices as they have limited amount of money to spend.
Need recognition occurs when a consumer’s actual state matches his/her desired state.
State-oriented shoppers’ purchasing and shopping value perceptions are unaffected by
dominance.
According to social judgment theory, a message that is perceived as being far away
from, or opposed to, the original attitude position will fall within the latitude of
rejection.
The extent to which a contract is seen as binding varies from place to place.