Consumers conducting a generic search in an Internet search engine use which type of
terms?
A. retailer-related terms
B. brand-related terms
C. general product-related terms
D. brand-plus product-related terms
E. price-related terms
Sarah is a retired grandmother of two who is resistant to change. Her grandchildren
have managed to teach her how to e-mail them at college, but she doesn’t want to do
more. To which technology segment does Sarah belong?
A. Wizards
B. Journeymen
C. Apprentices
D. Novices
E. Mouse Potatoes
Which of the following is a common technique for inducing trial behavior?
A. coupons
B. free samples
C. point-of-purchase displays
D. tie-in purchases
E. all of the above
Binge drinking among college students can be described as a(n) _____.
A. ritual behavior
B. socially desirable behavior
C. task accomplishing behavior
D. antecedent behavior
E. value-expressive behavior
Bessie is at the grocery store and is trying to remember some of the things she needs to
buy. She is in the cleaning products aisle looking at the floor cleaning products. She’s
pretty sure she has another bottle left at home, so she doesn’t purchase another. Bessie’s
perception of her current situation regarding this product reflects her ____.
A. current state
B. desired state
C. actual state
D. self-concept
E. self-assessment
What are the major challenges facing Walmart, Carrefour and Tesco in the Chapter 2
opener?
A. The superstore and hypermarket formats do not always work in Latin America and
Asia
B. Higher levels of selection are generally required in the Latin American and Asian
stores compared with the European and North American stores.
C. The sizes of the Latin American and Asian markets are attractive, but they are
complex in nature and are very different from European and North American markets.
D. a and c
E. b and c
Which type of processing involves the recall and mental manipulation of sensory
images, including sight, smell, taste, and tactile (touch) sensations?
A. imagery processing
B. mental processing
C. episodic processing
D. transient processing
E. conditioned processing
Juan has segmented the market for boats and is currently analyzing each with respect to
several factors, such as size, growth rate, competitor strength, fit with company image,
distribution available, cost to serve, and risk before deciding which segment to target.
Which step of market segmentation is Juan conducting?
A. identifying product-related need sets
B. grouping customer with similar need sets
C. describing each group
D. selecting an attractive segment(s) to serve
E. profiling current customers
_____ is how a person lives.
A. Personality
B. Self-concept
C. Lifestyle
D. Subculture
E. Consumption
A shopping style that puts particular emphasis on certain activities or shopping
motivations is called a _____.
A. shopping segment
B. shopping typology
C. shopping orientation
D. shopping perspective
E. store atmosphere
Darryl is a chemist at a pharmaceutical company, and he was asked by the
decision-making unit at his company to visit and evaluate potential vendors that will
supply his company with the chemicals required to manufacture their products and to
conduct laboratory tests of a new product that can be used in the manufacture of their
products. Darryl is assisting the company with which type of information search?
A. formal
B. informal
C. priority
D. secondary
E. direct
The likelihood and ease with which information can be recalled from long-term
memory is termed _____.
A. retrieval
B. elaboration
C. maintenance
D. accessibility
E. learning
Jose was born in Mexico and came to the United States in 1975. He still speaks
primarily Spanish, has not graduated from high school and works as a day laborer in the
agricultural industry in California. He and his family still possess traditional values
which include him making all the decisions for his family’s welfare. The Pew Hispanic
Center would identify Jose as which generation of Hispanic adults?
A. First generation adults
B. Second generation adults
C. Third generation adults
D. Primary generation adults
E. Secondary generation adults