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Positive experiences are more powerful motivators of WOM than are negative
experiences.
Sometimes consumers purchase products and do not use them.
Expanded usage situation strategies can produce major sales gains for established
products.
The conjunctive decision rule establishes minimum required performance standards for
each evaluative criterion and selects the first or all brands that meet or exceed these
minimum standards.
Demographics describe a population in terms of its size, distribution, and structure.
The VALS segment known as Achievers are strongly traditional and respect rules and
authority.
Format refers to the placement of an object in physical space or time.
A credible source can enhance message processing and acceptance.
Self-image congruity is likely to matter more when the situation involves public or
conspicuous consumption.
Roughly half of online teens report using social networking sites.
Color and the nature of the programming surrounding the brand's advertisement are
examples of _____ present in the situation that can play a role in consumer
interpretation independent of the actual stimulus.
A. stimulus characteristics
B. contextual cues
C. situational organization
D. stimulus cues
E. stimulus traits
People in this group retain their physical health, but life events (i.e., death of a spouse)
have reduced their self-concept and they become withdrawn.
A. Healthy Indulgers
B. Ailing Outgoers
C. Healthy Hermits
D. Frail Recluses
E. Ailing Indulgers
A series of activities by which stimuli are perceived, transformed into information, and
stored is called _____.
A. marketing
B. interpretation
C. learning
D. information processing
E. positioning
The children of the original baby boomers are known as _____.
A. the baby bust generation
B. Generation X
C. Generation Y
D. Generation Z
E. the Millennial generation
Karen was at the checkout at the grocery store and remembered that she was out of
chewing gum that she normally likes to keep in her purse. Without much thought, she
grabbed two packages of the gum she likes. What type of consumer decision does this
illustration?
A. primary decision
B. top-of-mind decision
C. low-involvement decision
D. automatic decision
E. self-related decision
Rebecca is opening a women's shoe store. She is carefully considering the quality,
selection, style, and price that she wants for her store. Which dimension of store image
is she concerned with?
A. merchandise
B. service
C. physical facilities
D. store atmosphere
E. institutional
The segment(s) within the larger market on which an organization will focus its
marketing effort is referred to as the _____.
A. need set
B. target market
C. customer set
D. strategic market
E. primary market
Which of the following factors influences the expected benefits and perceived costs of
search?
A. market characteristics
B. product characteristics
C. consumer characteristics
D. situation characteristics
E. all of the above
The horizontal axis in the HLC/occupational category matrix represents _____, which
provides a range of acceptable solutions.
A. a set of occupational categories
B. the number of children in the household
C. the household income
D. stage in the household life cycle
E. current economic conditions
The generation of Asian Americans which was born in the United States to immigrant
parents is sometimes referred to as _____.
A. Generation 2.0
B. the Next Generation
C. the Millenials
D. Generation American
E. Generation 3.0
A soft drink manufacturer is running a promotion in which consumers text message
from their cell phone a code that they can find under the bottle cap. Consumers entering
can win various prizes. This is an example of which type of marketing activity aimed at
children that is considered controversial?
A. violent entertainment products
B. kids' clubs
C. mobile marketing
D. commercialization in schools
E. Internet marketing
Jeffrey is a 35 year old African American who is positive about the future. He describes
himself as Black, but feels Black slang should be avoided. To which segment of the
African American market identified by Yankelovich would Jeffrey belong?
A. New Middle Class
B. Black Onliners
C. Digital Networkers
D. Boomer Blacks
E. Faith Fulfills
Jeep Jamboree, Jeep 101, and Camp Jeep, in which owners of Jeeps gather for the
purposes of interacting with one another in the context of learning about and using their
Jeeps, are examples of a _____.
A. consumption gathering
B. convention
C. consortium
D. brand event
E. brand fest
Which need results in the consumer playing various roles and gaining pleasure from
adding new, satisfying roles and by increasing the significance of roles already
adopted?
A. need for stimulation
B. need for identification
C. need or objectification
D. teleological need
E. need for expression
Which of the following is NOT a factor accounting for inconsistencies between
measures of beliefs and feelings and observations of behavior?
A. lack of need
B. lack of ability
C. weakly held beliefs and affect
D. failure to consider negative reactions
E. failure to consider interpersonal influence
Which decision rule states that the brand that rates highest on the sum of the consumer's
judgments of the relevant criteria will be chosen?
A. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. compensatory
Which boomer segment, identified by Focalyst, is highly connected with friends and
community, which may explain their positive outlook?
A. yesterday
B. today
C. tomorrow
D. futurists
E. optimists
Which of the following variables is associated with cognitive age?
A. health
B. education
C. income
D. social support
E. all of the above
