Past searches, prior personal experiences, and prior low-involvement learning are
examples of which source of information?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
Which of the following is NOT a country from which Arab Americans come?
A. Morocco
B. Algeria
C. Egypt
D. Saudi Arabia
E. Israel
Which of the following is a reason for the significant role of salespeople in industrial
markets?
A. Because it is the least expensive form of communication for the selling organization.
B. Business buyers prefer to do business with firms they know, like, and trust, and sales
personnel are the most common representative of the selling organization.
C. Because advertising has been shown to not have any positive impact on awareness
and sales.
D. Business buyers usually are not allowed to purchase without the assistance of a sales
representative.
E. none of the above Those relationships are most often formed between members of
the firm involved, with sales personnel being the most common representative of the
selling organization.
Which approach to problem recognition examines the purchase or use of a particular
product or brand?
A. activity analysis
B. product analysis
C. problem analysis
D. human factors research
E. emotion research
Research suggests that older singles that are single by circumstance (i.e., death of a
spouse) will _____.
A. be less innovative
B. be more risk averse
C. be more price sensitive
D. engage in coping behaviors such as spending more time watching television
E. all of the above
If a brand is included in a consumer’s evoked set, which marketing strategy is NOT
appropriate?
A. maintenance strategy
B. intercept strategy
C. capture strategy
D. preference strategy
E. all of the above are appropriate
A new study suggests there is a cross-cultural group with similar values and
consumption patterns based on luxury known as the global elite. What are the
segments?
A. Conspicuous Consumers
B. Information Seekers
C. Sensation Seekers
D. a and b
E. all of the above
Hailey purchased furniture for her living room and spent quite a bit of money. After she
purchased it, she started regretting that she spent so much and she wasn’t sure she liked
the furniture. To make herself feel better, she told herself that the other furniture she
was considering really wasn’t that good and probably would not last as long as the
furniture she ended up purchasing. Which of the following is Hailey using to reduce her
postpurchase dissonance?
A. Increasing the desirability of the brand purchased.
B. Decreasing the desirability of rejected alternatives.
C. Decreasing the importance of the purchase decision.
D. Reversing the purchase decision.
E. Increasing the importance of the purchase decision.
Vanity Fair, the makers of Lee jeans, learned from market research that young men
perceived the brand as for women. As a result, they developed an advertising campaign
targeted to young men and used Buddy Lee, which is a little doll in dungarees that is
portrayed as “cool,” to alter this market’s perception of this brand. Vanity Fair’s
deliberate decision to significantly alter the way the market views its brand is an
example of _____.
A. product positioning
B. product repositioning
C. brand extension
D. brand leveraging
E. brand revival
Which online shopping segment found by Experian buys in stores and does heavy
online research prior to buying?
A. Upscale Clicks and Bricks
B. Business Users
C. Fearful Browsers
D. Virtual Shoppers
E. Original Traditionalists