Green marketing, like food supplement marketing, is unregulated and marketers can
make unsubstantiated claims without penalty.
The color blue connotes femininity in Holland but masculinity in Sweden and the
United States.
Though Americans are increasingly focusing on cooperation and teamwork, it is done
so that the team or group can outperform some other team or group.
Individuals tend to comply with group expectations, particularly when the behavior is
visible.
Four basic marketing strategies used for altering the cognitive structure of a consumer’s
attitude are: change beliefs, shift importance, add beliefs, and change ideal.
Young Digerati, Blue Blood Estates, and Golden Ponds are examples of PRIZM
segments.
The right side of the brain is primarily responsible for verbal information, symbolic
representation, sequential analysis, and the ability to be conscious and report what is
happening.
There are three major concerns focused on the information that marketers provide to
consumers, generally in the form of advertisements-the accuracy of the information
provided, the adequacy of the information provided, and the cumulative impact of
marketing information on society’s values.
Cause-related marketing (CRM) is marketing that 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.
One reason that marketers rarely target multigenerational families is that they are not
easy to identify or reach.
The presence of close family members during the shopping occasion increases impulse
buying more than close friends.
One difficulty with using intuition alone to identify consumer problems is that it is a
complex research technique that requires extensive training.
It is critical that a firm consider value from the customer’s perspective.
Sponsorship occurs when a company provides financial support for an event.
A _____ has at least two members related by birth, marriage, or adoption, one of whom
is the householder (i.e., the one who owns or rents the residence).
A. family household
B. blended family household
C. consumption unit
D. household
E. nontraditional family household
Which term reflects the fact that most products in developed economies satisfy more
than one need?
A. multiplicity
B. duplicity
C. need array
D. need set
E. value proposition
Which need is activated when one’s identity is threatened, motivating the person to
protect his or her self-concept and utilize defensive behaviors and attitudes?
A. need for cognition
B. need for expression
C. need for reinforcement
D. need for ego defense
E. need for identity preservation
A loyal consumer will often use _____ to protect their brand by reducing the
importance they put on a given attribute.
A. avoiding
B. discrediting
C. discounting
D. containment
E. skipping
A brand whose perceived performance falls below expectations generally produces
_____.
A. satisfaction
B. dissatisfaction
C. nonsatisfaction
D. elation
E. fear
Which of the following is NOT a societal outcome of marketing strategy and consumer
behavior?
A. economic outcomes
B. customer satisfaction
C. physical environment outcomes
D. social welfare
E. all of the above are societal outcomes
Which marketing strategy is appropriate if the brand is not part of the evoked set and
the target market engages in nominal decision making?
A. capture strategy
B. acceptance strategy
C. maintenance strategy
D. preference strategy
E. disrupt strategy
Which generation was born between 1965 and 1976?
A. Generation Z
B. Depression generation
C. baby boom generation
D. Generation X
E. Generation Y
Jonathon is a career-oriented person. He values predictability over change. Premium
products are important to him to show friends he is successful. To which VALS segment
does Jonathon belong?
A. Achievers
B. Makers
C. Believers
D. Experiencers
E. Innovators
Dale has to write a research report about Poland in his International Marketing class.
One aspect he must learn about the country is its size, structure, and distribution. What
does this represent?
A. psychographics
B. geography
C. demographics
D. economics
E. lifestyles
Amie was born in 1991. Her mother is a college professor, and her father is an attorney.
She’s not sure what she wants to do when she grows up, but she knows she will go to
college and embark on a career of her own. She was amazed when her grandmother told
her that women really couldn’t do that when she was young. If a woman did work,
choices were usually limited to becoming a teacher, a secretary, or a nurse. Her
grandmother told her that she was a secretary, but after she started having children, she
left the workforce and stayed home to raise her children, which was common for most
women at that time. That concept was totally foreign to Amie. To which generation
does she belong?
A. baby boom
B. Generation X
C. Generation Y
D. Generation Z
E. Millennial generation
Which of the following is considered a dimension of brand personality?
A. ruggedness
B. excitement
C. sincerity
D. competence
E. all of the above
Which of the following statements regarding age is true?
A. Proper age positioning is critical for many products.
B. Age affects a consumer’s self-concept and lifestyle.
C. Our age shapes the media we use.
D. Analyzing age cohort groups or generations often provides more meaningful
segments and marketing strategies than merely looking at census age groups.
E. all of the above
Lisa is a single mother of two and works two jobs to provide for her family and derives
little or no satisfaction from employment. To which market segment would Lisa
belong?
A. Traditional housewife
B. Trapped housewife
C. Trapped working woman
D. Career working woman
E. Modern-day woman
Malcolm is studying subcultures in the United States. He is trying to identify the
subculture that has the highest education levels and median household incomes. Which
ethnic group meets these criteria?
A. Whites
B. Blacks
C. Hispanics
D. Asian Americans
E. South Americans
Carlos is attempting to segment the market for his company’s products. Where should
he begin?
A. set objectives
B. identify product-related need sets
C. group customers with similar need sets
D. describe each group
E. select an attractive segment(s) to serve
Huata is a Native American from the largest tribe in the United States. Which tribe does
she come from?
A. Cherokee
B. Navajo
C. Sioux
D. Chippewa
E. Choctaw
Jose and his family, all Mexican by birth, went to dine at a new Mexican restaurant in
Houston, which is home to many outstanding Mexican restaurants. They were
expecting authentic Mexican food, and they got it. They most likely experienced _____.
A. satisfaction
B. dissatisfaction
C. amazement
D. nonsatisfaction
E. surprise
Which type of decision making covers the middle ground between nominal and
extended decision making?
A. limited decision making
B. partial decision making
C. mid-range decision making
D. modified decision making
E. internal decision making
The difference between all the benefits derived from a total product and all the costs of
acquiring those benefits is known as _____.
A. price
B. position
C. consumer behavior
D. customer value
E. equity
Explain the difference between a compensatory decision rule and a noncompensatory
decision rule.
In general, consumers prefer brands that match their self-concepts. However, the degree
to which such ‘self-image congruity” influences brand preference and choice depends
on various factors. Explain these factors.
Much of the American value system and the resultant political and social institutions are
derived from the Christian beliefs of the early settlers. Discuss the forms Christianity
takes in this country.
Alex is developing the marketing strategy for a brand of men’s clothing. Before he
develops his strategy, Alex will conduct research to better understand his customers.
Briefly describe a conceptual model that includes the factors he should consider in his
research.
Compare and contrast the categories of innovations, and give an example of each.
Pablo is planning on opening a Mexican restaurant in the town where he lives. He is
considering how to design the physical environment of the restaurant. Discuss the
components of the physical surroundings that can influence consumption behavior and
make some recommendations to Pablo regarding each component.
Harrison is very involved with any type of electronic product, such as televisions, sound
systems, cellular phones, and computers. According to the elaboration likelihood model
(ELM), explain how marketers of these types of products can succeed in influencing
Harrison.
Bryan is the brand manager for a brand of paper towels and knows that consumers’
involvement with this product is low. Name and briefly describe learning theories that
are appropriate for this situation, and provide an example of how Bryan can use each to
influence consumers to purchase his brand.