The three drivers of successful relationships between marketers and customers are
customer value, high levels of customer satisfaction, and customer retention.
Answer:
The societal marketing concept requires marketers to fulfill the needs of the target
audience in ways that improve, preserve and enhance society’s well-being and meet
business objectives.
Answer:
Marketers use segmentation research to identify the most appropriate media in which to
place advertisements.
Answer:
Two of the down sides of Twitter are: (1) it has become a popular mechanism of
consumer complaints and (2) hacked Twitter accounts have embarrassed and damaged
the reputations of numerous brands.
Answer:
When consumers have no established criteria for evaluating a product category, they
engage in extensive problem solving.
Answer:
A high fit between a sponsored cause and the sponsoring company’s positioning
strategy can improve the company’s image.
Answer:
The most sophisticated geodemographic segmentation is Nielsen’s PRIZM, which
combines sociodemographic and demographic factors with consumer buying and media
exposure data to locate consumers with similar lifestyles and buying behaviors.
Answer:
Companies that create personal connections with customers, and also offer diverse
product lines and competitive prices, are the ones providing the best reinforcement,
resulting in satisfaction and repeat patronage.
Answer:
As a result of the increasing criticism directed at product placements as a form of
masked advertising, companies are forecast to steadily decrease expenditures on
branded entertainment.
Answer:
The production orientation makes sense in developing countries where the main
objective is to make products available to the maximum number of consumers at the
lowest prices.
Answer:
Customization is more practical and effective for marketers who are selling low
involvement products.
Answer:
The first set of people who purchase a new product are called early adopters.
Answer:
When consumers evaluate concrete attributes of a product, such as performance and
durability, they rely less on price and brand name as indicators of quality than when
they evaluate the product’s prestige and symbolic value.
Answer:
Consumers whose actual lifestyles are equivalent to their OSL scores are likely to seek
rest or relief.
Answer:
Consumers perceive celebrities that appear in commercials often as more credible than
celebrities with lesser commercial exposure.
Answer:
Intimates are consumers focused on relationships close to home, such as spouses,
significant others, family, and friends.
Answer:
When a marketer’s goal is long-term repeat buying on a regular basis, a massed learning
schedule is preferable.
Answer:
Central inducements have greater staying power over time than secondary inducements.
Answer:
Radio is an example of an interpersonal medium.
Answer:
Social-class membership serves consumers as a framework or reference for the
development of their attitudes and behavior and provides a natural basis for market
segmentation for many products and services.
Answer:
High-involvement purchases are important to the consumer in terms of perceived risk,
so they provoke extensive problem solving and information search.
Answer:
Most human needs are fully and permanently satisfied.
Answer:
When Kohler introduced the Elevance Rising Wall Bath, they were targeting an age
subculture.
Answer:
No matter where we are born, we all have the same biological needs: needs for food,
nourishment, water, air and shelter from the environment’s elements.
Answer:
People who are preoccupied with their self-worth and have a negative view of people
(high anxiety and high avoidance) prefer exciting brand personalities, while those with
high anxiety and a favorable view of people prefer sincere brand personalities.
Answer:
Marketers can help consumers relieve their dissonance by including messages in their
advertising specifically aimed at reinforcing consumers’ decisions by complimenting
their wisdom, offering stronger guarantees or warranties, increasing the number and
effectiveness of its services, or providing detailed brochures on how to use its products
correctly.
Answer:
The marketing concept as we know it is always consistent with society’s well-being and
best interests.
Answer:
Best Buy uses Twitter effectively by having qualified employees answer technological
questions for about forty thousand followers.
Answer:
Opinion leaders are knowledgeable and can give advice about all product categories.
Answer:
There is strong evidence that subliminal advertising persuades people to buy goods or
services.
Answer:
The societal marketing concept proposes that all companies would be better off in a
stronger, healthier society, and that companies that incorporate ethical behavior and
social responsibility in all of their business dealings attract and maintain loyal consumer
support over the long term.
Answer:
Post-purchase benefits such as warranties and return policies are part of the place
element of the marketing mix.
Answer:
Public image is more important to Creatives than it is to all teens, in general.
Answer:
If an alumnus considering donating money to his or her MBA program asks how
distinctive his contribution would be and whether he would become part of an elite
group, he is concerned about consensus.
Answer:
The achievement need suggests that behavior is strongly influenced by the desire for
friendship, acceptance, and belonging.
Answer:
A unique feature of a compensatory decision rule is that it allows a positive evaluation
of a brand on one attribute to balance out a negative evaluation on some other attribute.
Answer:
Products and brands have symbolic value for individuals, who evaluate them on the
basis of their consistency with their personal pictures of themselves.
Answer:
The minimal difference that can be detected between two similar stimuli is called the
absolute threshold.
Answer:
Cross-cultural analysis determines the extent to which the consumers of two or more
nations are similar or different.
Answer:
When a child learns about social and consumer behavior by observing his/her parents
and/or older siblings, it is an example of ________.
A) massed learning
B) passive learning
C) observational learning
D) positioning
E) distributed learning
Answer:
Also known as “echo boomers” and “millenials,” members of the ________ subculture
were born between the years 1980 and 1996.
A) Generation Y
B) Twixter
C) Generation X
D) Baby Boomer
E) Seniors
Answer:
Within cultural values, a world of peace and beauty and national security are examples
of ________.
A) personal aspects of terminal values
B) interpersonal aspects of terminal values
C) competence aspects of instrumental values
D) moral aspects of instrumental values
E) moral aspects of terminal values
Answer:
The family function related to setting priorities regarding learning and education,
recreational activities, hobbies, setting career goals, media exposure, and shopping
habits is ________.
A) economic well being
B) emotional support
C) communication support
D) suitable family lifestyles
E) shopping support
Answer:
________ consist of messages sent via channels that are not owned by the marketers,
who pay for using the channels.
A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media
Answer:
Needs and goals are ________; neither exists without the other.
A) independent
B) interdependent
C) interactive
D) autonomous
E) mutually exclusive
Answer:
The popularity of ________ threatens the barter system wherein consumers allow sites
and third-party ad networks to collect information about their online activities in
exchange for open access to maps, email, games, music, social networks, and more.
A) “do not track”
B) AdChoice
C) covert marketing
D) behavioral advertising
E) contextual advertising
Answer:
Consumers who have a high need for cognition are likely to ________.
A) form positive attitudes in response to ads that feature an attractive model or a
celebrity
B) form a positive attitude in response to ads or direct mail that are rich in
product-related information
C) form negative attitudes toward ads that are rich in product information
D) feel neutral toward ads that feature attractive models or product information
E) feel neutral toward ads that are rich in product-related information
Answer:
________ are the fastest-growing religious affiliation in America.
A) Roman Catholics
B) Presbyterians
C) Baptists
D) Born-again Christians
E) Muslims
Answer:
One of the criteria used by consumers to confirm their initial attributions about objects
is ________, which means that the reaction (the prior inference) is perceived in the
same way by other consumers.
A) distinctiveness
B) consistency over time
C) consistency over modality
D) consensus
E) self-defense
Answer:
________ information is often the most accessible and cost-effective way to identify a
target market.
A) Demographic
B) Sociocultural
C) Psychological
D) Physiological
E) Benefit
Answer:
The product imitator hopes that the consumer will ________, whereas the market leader
wants the consumer to ________ among similar stimuli.
A) discriminate; select
B) generalize; discriminate
C) select; generalize
D) discriminate; generalize
E) discriminate; differentiate
Answer:
PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen
in preparation for the college graduation season. Prior to launching its new product,
United carries out research on different promotional ideas in an attempt to select an
advertisement design that will optimize the pen’s sales. United has pre-selected four
advertising themes that it will test. In these tests, individuals are shown a series of print
ads with one of the four test advertisements inserted randomly in the series. Test
subjects are then asked to recall certain elements of the pen advertisement. By
comparing data from different sets of test subjects shown different versions of the
advertisement, United will be able to determine which of the four advertising themes
most effectively communicates United’s intended message about the quality and
prestige of the new product.
In the PEN MINI CASE, the manipulated treatment is ________.
A) the store environment
B) the product features
C) the product packaging
D) the product price
E) the advertising theme
Answer:
Promotions placed on social media employ ________, which are digital tracking
devices that enable senders to monitor the receivers’ responses precisely and
immediately.
A) electronic bread crumbs
B) demographic tags
C) electronic cookies
D) QR codes
E) UPC codes
Answer:
Which of the following packaging concepts is likely to DECREASE consumption of
the presented item?
A) present juice in short, wide glasses
B) place candies in clear jars
C) place sandwiches in opaque wraps
D) present foods in an organized manner
E) offer multiple product tastings
Answer:
________ strategies are designed to distinguish a product or brand from that of
competitors on the basis of an attribute that is relevant, meaningful, and valuable to
consumers.
A) Stimulus differentiation
B) Product differentiation
C) Stimulus discrimination
D) Stimulus generalization
E) Product discrimination
Answer:
Within cognitive age, ________ is how old one feels.
A) feel age
B) look age
C) do age
D) interest age
E) chronological age
Answer:
Someone who donates $10 to Amnesty International might be persuaded to donate a
much larger amount when properly approached because that person may decide that he
or she is the kind of person who makes such charitable donations. This demonstrates the
basic premise of the ________.
A) door-in-the-face technique
B) consensus technique
C) foot-in-the-door technique
D) attribution technique
E) dual mediation technique
Answer:
HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on
relieving headache pain. Under the slogan “If you really want to fix a problem, you
have to use the right tools,” Fast Relief advertising points out that while its tablets
aren’t as effective at relieving muscle pain as Cure-All, its leading competitor, clinical
trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving
headaches. At the beginning of the advertising spot, a woman is shown with her eyes
shut tight and her hand pressed against her forehead. Over the course of the ad, the
woman’s face gradually relaxes and she begins to look relieved and comfortable. Fast
Relief also advertises its products by having its tablets used by actors to relieve their
headaches during popular television shows.
In the HEADACHE MINI CASE, Fast Relief maintains that its tablets relieve headache
pain 10 times more effectively than Cure-All. This is an example of ________.
A) deceptive advertising
B) psychological noise
C) corrective advertising
D) branded entertainment
E) positive message framing
Answer:
The type of self-image that characterizes the way consumers would like to see
themselves is ________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
Answer:
FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs
down by only serving its food through drive-through windows. In response to increasing
concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a
grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In
addition to chicken and beef tacos, Speedy’s menu also includes Speedy Burritos and
Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand,
Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy
name on its line of salsa and tortilla chips sold to consumers through grocery stores. To
entice consumers to try its salsa and chips, Continental Foods set up sampling booths
at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that
sampled the chips and salsa were given coupons toward the purchase of Continental
Foods’ Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount
coupon for salsa on the back of every bag of tortilla chips.
In the FAST FOOD MINI CASE, by printing a coupon on the back of every bag of
tortilla chips, Continental foods is reinforcing consumer purchases on a(n) ________
schedule.
A) fixed
B) continuous
C) variable
D) random
E) iterative
Answer:
COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to
apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell,
and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she
considers them to be too far away from home. A college counselor had suggested to her
that Columbia has a comparable reputation to the schools Evelyn was considering, but
Evelyn didn’t perceive Columbia as having any particular advantage over the schools
to which she had already decided to apply. She is eventually accepted to, and decides to
attend Cornell University. Upon arriving on campus, Evelyn immediately notices a
deliberate effort on the part of the college to make new students not only feel at home,
but that they have absolutely made the right decision in attending Cornell.In the
COLLEGE MINI CASE, Evelyn’s college counselor is a(n) ________ source of
prepurchase information.
A) impersonal
B) affective
C) cognitive
D) inert
E) personal
Answer:
Which of the following advertising messages would be considered puffery?
A) Fizzy Cola has 50% less sugar than the leading competitor’s diet colas.
B) Fizzy Cola will donate 5% of the proceeds of the sale of its “Pink Ribbon” cola to
support breast cancer research.
C) Fizzy Cola, the most refreshment you can get in a can.
D) Fizzy Cola, an American icon since 1956.
E) Fizzy Cola is produced locally, using local ingredients and local bottlers.
Answer:
CAR MINI CASE: In the early 1900s, Henry Ford made a fortune manufacturing
Model T cars and selling them cheaply, making the automobile affordable for a much
larger proportion of the population than had previously been the case. He
accomplished this by producing only one model of car and doing so cheaply and at
high volumes through the utilization of assembly line manufacture. In 1923, General
Motors decided to increase its market share in the automobile industry by offering,
instead of just one model, as Ford did, a variety of affordable mass-produced models to
meet the various differing needs of different types of consumers.
In the CAR MINI CASE, by offering a variety of cars to choose from, General Motors
was able to differentiate itself from Ford by demonstrating to consumers that it could
offer ________.
A) organizational buying power
B) compelling consumer research
C) an effective marketing mix
D) a unique selling proposition
E) significantly lower prices
Answer:
OIL CHANGE MINI CASE: Mr. Greasy is a national car care chain that specializes in
providing routine services like oil changes and safety inspections. It advertises
nationally, particularly around Memorial Day, Independence Day, and Labor Day,
when it runs an advertising blitz to encourage drivers to bring their cars in for a check
up before holiday road trips. Mr. Greasy’s advertisements emphasize the importance of
changing a car’s oil regularly in order to prevent costly engine failure. Its stores are
recognizable from the road by their gray and yellow color schemes. To encourage
brand loyalty, Mr. Greasy offers customers reward cards that customers get stamped
every time they get an oil change, and can receive the sixth oil change free after the
purchase of the first five. Fast Oil, a North Carolina chain that offers the same kind of
services, paints its stores black and yellow in an effort to appear like Mr. Greasy stores
and benefit from Mr. Greasy’s extensive advertising. Thus many customers have
developed positive perceptions of Mr. Greasy, note Fast Oil’s store color, and mistake
Fast Oil stores for Mr. Greasy stores.
In the OIL CHANGE MINI CASE, Fast Oil is relying on ________ to draw consumers
to its stores based on its color scheme.
A) stimulus generalization
B) family branding
C) product differentiation
D) stimulus discrimination
E) licensing
Answer:
The key factor underlying the persuasive impact of a personal or interpersonal message
received from either a formal or informal source is ________.
A) the number of times the message is sent
B) the source’s credibility
C) the number of times the message is received
D) the type of broadcast medium used
E) the extent to which the receiver’s peers understand the message
Answer:
In terms of consumer behavior, ________ is defined as the sum total of learned beliefs,
values, and customs that serve to direct the consumer behavior of members of a
particular society.
A) conformity
B) individualism
C) culture
D) society
E) subculture
Answer:
Ethnic clothing, art, music, and foreign-language newspapers are examples of
________ that can be associated with nationality subcultures.
A) cultural artifacts
B) loyalty drivers
C) ambassadors
D) fixation products
E) cross-cultural bridges
Answer:
MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she
runs. She currently runs with a CD player, but is irritated with the frequency with which
it skips and the limited amount of music that can be stored on a CD. After reviewing
several consumer reviews on various tech websites, she identifies 5 different MP3
player models that might meet her needs. She decides that she needs at least 20
gigabytes of data storage on her player, and eliminates all options with fewer than 20
GB. There are now 3 models remaining. She then decides that she will only accept
players with at least 15 hours of battery life. She is now considering only 2 players.
Player A is heavier, but has a longer battery life. Player B is lighter, but has a shorter
battery life. Judy chooses Player A because she believes that the longer battery life
more than compensates for the additional weight.
In the MP3 MINI CASE, Judy selects Player A over Player B based on a(n) ________.
A) compensatory decision rule
B) affect referral decision rule
C) lexicographic decision rule
D) disjunctive decision rule
E) conjunctive decision rule
Answer:
A(n) ______________________ assists consumers in making consumption decisions
and supports consumers’ rights.
A) friendship group
B) shopping group
C) virtual community
D) advocacy group
E) aspirational group
Answer:
The key assumption underlying the marketing concept is that ________.
A) if manufacturers make a product, consumers will buy it
B) a company must determine the needs and wants of specific target markets and satisfy
consumers’ needs better than the competition
C) the primary focus of a business should be producing as much as it can, in the
cheapest way possible
D) consumers are most interested in obtaining generic products at low prices
E) consumers are unlikely to buy a product unless they are aggressively persuaded to do
so
Answer:
Marketing and consumer behavior stem from the ________, which maintains that the
essence of marketing is satisfying consumers’ needs, creating value and retaining
customers.
A) production concept
B) product concept
C) selling concept
D) societal concept
E) marketing concept
Answer:
Why is humor used so frequently in advertisements? In your response, include evidence
from research studies on using humor in advertising.
Answer:
Talk about Freud’s psychoanalytic theory of personality. How do the three systems he
proposed interact?
Answer:
Identify the ways in which possessions can extend the self.
Answer:
Provide an example of an advertisement that was considered provocative.
Answer:
What is the Interactive Advertising Bureau’s argument against the “do not track”
mechanism?
Answer:
Compare the advantages and disadvantages of mail, personal interview, and online
surveying in terms of cost, speed, and quality of response.
Answer:
Identify and briefly describe five of the factors that determine customer satisfaction
with online websites and merchants while shopping online.
Answer:
Why is it of importance to marketers to segment the market according to religious
subcultures?
Answer:
Identify and briefly describe three of the basic principles of perceptual organization that
relate to consumer behavior.
Answer:
How do motivations drive consumer behavior?
Answer:
What are the four possible multinational marketing strategies with regard to
standardization and localization?
Answer:
Imagine you are training a marketing intern on how your company, which markets
athletic footwear, uses market segmentation, target marketing and positioning. Explain
what each is and provide an example.
Answer:
What is acculturation and how does it affect marketers?
Answer:
Fear is a frequently used appeal in advertising. Talk about its intensity versus its
effectiveness.
Answer:
How does marketing influence cultural learning?
Answer:
Differentiate between the four parental styles and their respective attitudes towards
advertising, consumption and yielding to children’s buying requests.
Answer:
Differentiate between the types of gifting and provide an example of each.
Answer:
Talk about the three systems or memory storehouses, and how information is stored.
Answer: