As part of developing your company’s marketing strategy, you are tasked with
analyzing the new-product capabilities, channel strength, advertising abilities, service
capabilities, marketing research abilities, and market and consumer knowledge. Which
aspect of your company’s capabilities are you assessing?
A. financial strength
B. marketing skills
C. general managerial skills
D. production capabilities
E. reputation
Shondra is an African American who can’t afford to go out after work, so she spends a
lot of her free time watching television and visiting her friends. She doesn’t use brands
to indicate to others her style and identity and tends to be more price sensitive than
others. In terms of Yankelovich’s segments of African Americans, which one best
describes Shondra?
A. Sick and Stressed
B. Family Struggles
C. Stretched Black Stragglers
D. Faith Fulfills
E. Digital Networkers
Shawn tries to obtain information that might assist his company whenever he talks with
sales representatives, attends trade shows, or when he reads the journals related to his
industry. Shawn is conducting _____.
A. formal information search
B. informal information search
C. direct information search
D. indirect information search
E. secondary information search
Which approach to problem recognition starts with a problem and asks respondents to
indicate which activities, products, or brands are associated with (or perhaps could
eliminate) those problems?
A. activity analysis
B. product analysis
C. problem analysis
D. human factors research
E. emotion research
When asked what the concept “New Year’s” meant to Holly, she mentioned the
following: party, holiday, new beginning, football, fun, resolution, and winter. Holly’s
basic knowledge and feelings she has about this concept comprises her _____.
A. episodic memory
B. primary memory
C. accessible memory
D. semantic memory
E. conditioned memory
Which of the following statements regarding education is FALSE?
A. Education is increasingly critical for a “family wage” job.
B. Traditional high-paying manufacturing jobs that required relatively little education
are rapidly disappearing.
C. Education clearly drives income in today’s economy.
D. Education does not influence how one thinks, makes decisions, and relates to others.
E. Education has a strong influence on one’s tastes and preferences.
If, in response to a problem, a consumer recalls a single, satisfactory solution, no
further information search or evaluation may occur. The consumer purchases the
recalled brand and _____ has occurred.
A. automatic decision making
B. limited decision making
C. nominal decision making
D. extended decision making
E. truncated decision making
Which factor affecting the spread of innovations refers to the consistency with the
individual’s and group’s values or beliefs?
A. relative advantage
B. complexity
C. compatibility
D. observability
E. type of decision
Which strategy for overcoming the barriers presented by DVR involves holding the ad
visual relatively constant while the ad is fast-forwarded through by the viewer?
A. Ad integration
B. Still-frame ads
C. Hybrid ads
D. Product placement
E. Ad compression
To which set do alternatives the consumer does not know about belong?
A. inert set
B. inept set
C. unawareness set
D. unknown set
E. evoked set
Which type of customer has an emotional attachment to the brand or firm?
A. repeat purchaser
B. satisfied buyer
C. total buyer
D. committed customer
E. affective customer
Which social class consists of office workers, school teachers, lower level managers,
plumbers, and factory supervisors?
A. upper-middle
B. working class
C. lower class
D. middle class
E. lower-lower class
Which index is published by the Human Rights Campaign Foundation and measures
how equitably a company treats its GLBT (Gay, Lesbian, Bisexual, and Transgender)
employees, customers, and investors?
A. corporate equality index (CEI)
B. corporate GLBT index
C. corporate identity index (CII)
D. gay rights index (GRI)
E. green index
Which of the following is predicted to be the fastest growing ethnic group in the United
States between 2010 and 2030?
A. Whites
B. Blacks
C. Hispanics
D. Asian
E. South Americans
Which of the following has the purpose of ensuring that consumers are provided with
adequate information?
A. Telephone Consumer Protection Act
B. truth-in-lending legislation
C. FTC Corrective Advertising Act
D. Internet Protection Act
E. FTC’s unfairness authority
How can firms enhance consumers’ control with regard to online privacy concerns?
A. don’t ask for information
B. use bots
C. use blogs
D. use “opt in” approach
E. use search engine optimization approaches