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Tom wants a candy bar and is trying to decide between a Crunch, a Snickers, or a Milky
Way. These three candy bars are in Tom's ________.
A) inert set
B) inept set
C) emotional set
D) independent set
E) evoked set
Answer:
The study that identified intra-country segments with respect to how a country's citizens
view global brands characterized ________ as the individuals who view global brands
as quality products and are not particularly concerned about the social responsibility
issue.
A) Global Citizens
B) Global Dreamers
C) Antiglobals
D) Global Agnostics
E) Global Zealots
Answer:
Deborah is married and has a career. She multitasks and teaches her children how to
become good consumers. She lets them learn from experience and make buying
mistakes. When characterizing mothers' socialization-related attitudes, Deborah would
be categorized as a ________.
A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic
Answer:
The members of the ________ category of adopters take a relatively long time to
evaluate whether or not they would benefit from owning a product and, most likely,
perceive more risk in all consumption situations than members of the preceding adopter
groups.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard
Answer:
FOOT CREAM MINI CASE: Athlete's Aid is a foot cream designed to prevent athlete's
foot with once-daily application after showering. Athlete's Aid advertising features Tom
Brown, a well known football player, giving a testimonial on how effectively Athlete's
Aid prevents athletes foot and the terrible foot smell associated with it. These television
ads are placed at the end of the advertising series immediately before kick-off in a
number of important games during the football season, with the ad repeated during the
rest of the game.
In the FOOT CREAM MINI CASE, the Athlete's Aid commercial is an example of
________ communication.
A) formal, interpersonal
B) informal, interpersonal
C) interactive, interpersonal
D) formal, impersonal
E) informal, impersonal
Answer:
Marge and Steve treat themselves (a small family unit) to a Caribbean cruise for their
25th wedding anniversary. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer:
For ________ purchases, consumers are more likely to be narrow categorizers, whereas
for ________ purchases, consumers are more likely to be broad categorizers.
A) high involvement; low involvement
B) brand equity; brand loyalty
C) evoked set; shaped
D) positive reinforcement; negative reinforcement
E) massed; distributed
Answer:
Direct-to-consumer pharmaceutical advertising has increased the consumption of
numerous categories of medications. Consumers confirm that they receive most of the
information about these medications from TV commercials rather than from their
physicians. In response, the pharmaceutical industry has developed voluntary
restrictions regarding this marketing method. Why have they done this?
A) to slow sales and reduce the incidence of out-of-stock situations
B) to avoid government regulation of their marketing practices
C) to improve consumers' perceptions of their companies
D) to save money
E) to increase sales
Answer:
Within cultural values, being forgiving, helpful, and polite 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:
PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have
Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves
many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly
traditional Irish music sessions . Like many of his friends, Sean enjoys the feeling the
pub gives him of connection with his Irish heritage. The pub advertises at community
centers and churches in predominantly Irish areas of the city. On its posters,
underneath a photo of a group of attractive young people in a cozy corner of the pub
drinking and laughing together, is the pub's slogan: "Because being Irish is about more
than just St. Paddy's Day."
In the PUB MINI CASE, Sean enjoys the feeling the pub gives him of connection with
his Irish heritage. This is the ________ of his attitude toward the pub.
A) affective component
B) effective component
C) cognitive component
D) conative component
E) prospective component
Answer:
Research indicates that companies with low credibility and poor reputations should
create ________ mobile ads.
A) humorous
B) entertaining
C) novel
D) serious
E) complex
Answer:
According to the ________, attitudes consist of three major components: a cognitive
component, an effective component, and a conative component.
A) dual mediation model
B) tricomponent attitude model
C) self-perception theory
D) multiattribute attitude model
E) functional approach
Answer:
Physiological observation devices ________.
A) electronically monitor product inventory
B) tabulate sales and revenue
C) describe interactions between people
D) evaluate customer satisfaction
E) monitor respondents' patterns of information processing
Answer:
________ include the knowledge and perceptions that are acquired by a combination of
direct experience with the attitude object and related information from varied sources.
A) Affectations
B) Emotions
C) Cognitions
D) Objectives
E) Conations
Answer:
A serious deterrent to widespread implementation of the societal marketing concept is
________.
A) the short-term orientation embraced by most business executives in pursuing
increased market share and quick profits
B) the long-term focus of most business executives, who are primarily focused on the
long-term viability of the business
C) aggressive action taken by consumer advocacy groups
D) the prevailing practices of very specific consumer segmentation and targeting
E) the prevalence of digital media and continuing shift of marketing dollars from old
media to digital
Answer:
________ consists of marketing messages and promotional materials that appear to
come from independent parties although, in fact, they are sent by marketers.
A) Stimulus generalization
B) Stimulus differentiation
C) Product placement
D) Covert marketing
E) Broadcast media
Answer:
________ is the measure of the total cost of placing the application or ad divided by the
number of unique visitors.
A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views
Answer:
There are four possible global marketing strategies, one of which is a mixed strategy,
which involves offering ________.
A) a standardized product and a customized message
B) a customized pricing scheme and a standardized message
C) a standardized product and a standardized message
D) a customized product and a customized message
E) a uniform product and a standardized pricing scheme
Answer:
Marketers take advantage of ________ when they extend a brand name associated with
one line of products to another.
A) physical appearances
B) perceptual blocking
C) the halo effect
D) the persistence of first impressions
E) consumers' tendency to jump to conclusions
Answer:
Hillary has a high income and a Master's degree. She is rational and teaches her
children to shop and spend responsibly. She resents the influence of the media on her
children. When characterizing mothers' socialization-related attitudes, Hillary would be
categorized as a ________.
A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic
Answer:
According to ________, children can easily form associations between stimuli and
outcomes.
A) Maslow's Hierarchy of Needs
B) Freudian theory
C) Pavlov's experiments
D) attribution theory
E) stimulus-response theory
Answer:
WEIGHT LOSS MINI CASE: Gloria sees herself as being a bit heavy and has made a
New Year's resolution to lose 10 pounds by Memorial Day. She receives a postcard in
the mail from her local gym chain that specializes in women's fitness. The
advertisement suggests that the chain is fun and welcoming " a place where women can
work out comfortably with friends, in contrast to the potentially intimidating
environments at other gyms. After consulting a few friends, she decides to join. She is
particularly excited to try the various group classes the gym offers, many of which she
has never heard of before.
In the WEIGHT LOSS MINI CASE, Gloria sees herself as being a bit heavy. This is
Gloria's ________.
A) social self-image
B) "ought-to" self
C) extended self
D) expected self-image
E) actual self-image
Answer:
Changing attitudes according to their applicable consumer motivations is known as the
________.
A) favorable approach
B) functional approach
C) competitive approach
D) industrial approach
E) goodwill approach
Answer:
The process of dividing a market into subsets of consumers with common needs or
characteristics is known as ________.
A) market targeting
B) ethical marketing
C) product positioning
D) market segmentation
E) market stewardship
Answer:
Within the context of the model of consumer decision making, the marketing mix
activities of organizations and non-marketing sociocultural influences are the chief
________ factors.
A) cognitive
B) output
C) decision
D) input
E) emotional
Answer:
In the VALS typology, Thinkers are motivated by ideals and tend to have high
resources. They tend to be well educated and actively seek out information in the
decision-making process. This segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers
Answer:
Kosher seals on food items are placed to cater to a(n) ________ subculture.
A) ethnic
B) racial
C) religious
D) nationality
E) geographic location
Answer:
________ reference groups serve as benchmarks for specific or narrowly defined
attitudes or behavior.
A) Comparative
B) Normative
C) Membership
D) Informal
E) Symbolic
Answer:
Ethnicity, religion, race, and age are examples of sociocultural and demographic
variables upon which ________ is/are based.
A) societal analysis
B) cross-national cultural analysis
C) societal classifications
D) subcultural divisions
E) cultural classifications
Answer:
________ is/are defined by computing an index based on three quantifiable variables:
income, education and occupation.
A) Demographics
B) Social class
C) Psychographics
D) Personality traits
E) Sociocultural values
Answer:
The mother who comments about her teenage son that her child "has been impulsive
from the day he was born," is supporting the contention that personality ________.
A) is enduring
B) can change
C) reflects individual differences
D) is more apparent in childhood than adulthood
E) develops as a result of social circumstances
Answer:
WEIGHT LOSS MINI CASE: Peter has decided that he wants to lose weight and
develop a more defined physique in order to make himself more attractive to women. To
this end, he joins a gym and begins eating low-fat, low-calorie foods. In particular, he
cuts potato chips out of his diet and packs fruit in his lunch instead. After a few weeks,
Peter decides that he actually prefers fruit with his lunch.
In the WEIGHT LOSS MINI CASE, Peter's motivation is in a(n) ________ direction.
A) negative
B) subjective
C) positive
D) objective
E) intrinsic
Answer:
An example of a company that applied the production concept in the early twentieth
century is ________.
A) Google
B) Microsoft
C) Ford
D) General Motors
E) Apple
Answer:
WATCH MINI CASE: Bob is interviewing for high-level managerial jobs in the Boston
area. He decides that, in order to make himself more appealing for the job, he should
wear expensive suits and carry expensive business accessories. To this end, he has
decided to purchase an Icon watch, because Bob perceives that Icon watches are
expensive and typically worn by people with high social status. In fact, Icon specifically
targets its wristwatches to image-conscious business executives and has its best results
focusing its marketing efforts on men between the ages of 35 and 50 living in affluent
zip codes of New York City and its surrounding suburbs.
In the WATCH MINI CASE, Icon's focus on men of a given age in specific zip codes is
an example of ________.
A) affluence targeting
B) single-variable indexing
C) geodemographic clustering
D) autonomic decision making
E) socialization
Answer:
