____ occurs when an organization chooses to aggregate the market and offer the same
product or service and marketing mix to all consumers.
a. Niche marketing
b. Mass marketing
c. Market consolidation
d. Micromarketing
e. Mass customization
Giving someone a reason to comply with a request is rarely sufficient to gain
compliance.
a. True
b. False
Which of the following statements demonstrates the formation of a segment based on
demographics?
a. A local restaurant is open for breakfast and lunch, and then closes at 3:00PM.
b. GE has developed a microwave that can run on batteries.
c. “University Park” is a new set of student apartments rented exclusively to graduate
students.
d. Procter & Gamble offers a $1.00 coupon when consumers purchase three bottles of
Pert Shampoo.
e. Cengage Publishing Company publishes a magazine called “Taste of Living”
specifically for audiences who enjoy cooking and trying new recipes.
When a company recruits individuals from the target market to talk about its products in
the market and spread positive word-of-mouth, these individuals are called product
pushers.
a. True
b. False
Which of the following is not a concept that helps explain the framing effect?
a. Diminishing sensitivity
b. Transitivity
c. Loss aversion
d. Reference dependence
e. Risk aversion
Consumers often overestimate the strength the relationship between price and quality,
leading to an over-reliance on the price-quality heuristic. This is due to what
phenomenon:
a. endowment effect
b. dominance effect
c. selecting thinking
d. framing effect
e. None of the above is correct.
The Motivation Research movement left two important legacies to the field of
consumer research: ( 1) a focus on consumer motivations, and (2) the technique of
focus group research.
a. True
b. False
Research has shown that there is a relationship between a person’s shoe size and their
writing proficiency, such that people with larger shoe sizes tend to have greater writing
skill. What type of relationship is this?
a. A causal relationship
b. A positive correlation
c. A zero correlation
d. An illusory correlation
e. A negative correlation
The trio of needs includes the need for achievement, which refers to the need to
accomplish difficult tasks and be successful.
a. True
b. False
Stylish design is an example of a tangible attribute.
a. True
b. False
A recommendation agent is an interactive decision aid that helps consumers to
eliminate options by using information about their personal preferences or about their
prior purchase histories.
a. True
b. False
Product placement often have a longer ‘shelflife” than traditional advertising.
a. True
b. False
Cultural values are comprised of a collective set of beliefs about what is important,
useful, and desirable.
a. True
b. False
Which model suggests that attitudes are not always formed strictly from beliefs?
a. The theory of reasoned action
b. Information integration theory
c. Zanna and Rempel’s model
d. The expectancy-value model
e. All of the above models suggest attitudes are always formed from beliefs.
Which of the following about product placements are true?
a. Product placements primarily take place in movies and television only.
b. Producers must get permission from a company before placing a product in a
production.
c. Brand integration is the least invasive form of product placement.
d. Paid product placements must now be disclosed in the credits at the end of a
production in the U.S.
e. None of the above statements is true.
A consumer’s perceived utility function for a product rarely differs from his/her true
utility function. When this occurs, a satisfaction paradox is created.
a. True
b. False
For a brand to be in the consideration set, it must first have been in the evoked set.
a. True
b. False
Social class is better than income at predicting low-dollar expenditures reflecting status.
a. True
b. False
______ are attributes that can be judged or rated by examining a product without
necessary using or buying it.
a. Consumption attributes
b. Search attributes
c. Credence attributes
d. Experience attributes
e. Information attributes
The Implicit Association Test is often used to measure implicit attitudes related to
stereotypes and prejudices.
a. True
b. False
Henry Ford, founder of the Ford Motor Co., is generally considered the first mass
marketer.
a. True
b. False
As risk perceptions increase, fear appeals become less effective.
a. True
b. False
______is naturally occurring word-of-mouth.
a. Organic word-of-mouth
b. Buzz marketing
c. Viral marketing
d. Fluid word-of-mouth
e. Old word-of-mouth
______involves assigning both human form and human traits to non-humans.
a. Brand personification
b. Brand anthropomorphism
c. Brand dimensionality
d. Brand diversification
e. Brand extension