Consumers often use memory automatically and/or unintentionally to make judgments
without realizing that they are using memory. This is known as:
a. implicit memory
b. recognition
c. cued recall
d. unaided recall
e.explicit memory
The heart of internet marketing is_______.
a. interactivity
b. sharing
c. Facebook
d. smart phones
e. wi-fi
PRIZM is a segmentation tool that uses psychographies.
a. True
b. False
Power distance is a dimension of cultural core values that describes the extent to which
less powerful members of a culture tolerate large gaps between powers.
a. True
b. False
Which of the following statements about the process of motivation is true?
a. The process of motivation begins when a need is aroused.
b. The tension to reduce or eliminate a need is called a drive.
c. Reducing tension and returning to a desired state is called the goal or goal-state.
d. Motivation focuses attention on goals.
e. All of the above are true.
Social mobility describes the movement of one social class to another.
a. True
b. False
Joseph Kahl described social class as a matter of______, social networks, and personal
prestige.
a. Income
b. Style
c. Status
d. Facebook
When car salespersons try to get an initial commitment from their customers and then
change the deal they are using the door-in-the-face technique.
a. True
b. False
The consideration set will typically contain a subset of the total number of alternatives
available in the marketplace.
a. True
b. False
Consider the graph. What does it represent?
a. A true utility function for ice cream
b. A perceived product market for ice cream
c. Market share for ice cream
d. The satisfaction paradox
e. Variety seeking for ice cream
Craig wants to run for class president, but feels he needs incredible luck to win. He
feels like it might not be in his destiny so he is reluctant to run. Craig most likely:
a. has a low level of self-monitoring
b. has a high level of self-esteem
c. has a high level of self-monitoring
d. has an external locus of control
e. has an intemallocus of control
Within the VALS System, Strivers have the fewest resources, often feel powerless, and
are primarily concerned with safety and security.
a. True
b. False
Consider the equation presented in your readings: AR(l-CA). In this equation, what does
the term A refer to?
a. Arguing
b. Aptitude
c. Attitude
d. Attribute
e. Source Attractiveness
Need for cognitive closure measures an individual’s natural tendency to engage in and
enjoy thinking and intellectual activities.
a. True
b. False
______ purchase goods and services to produce other goods or services, or resell them,
or run their operation.
a. Manufacturers
b. Non-profit organizations
c. Organizational consumers
d. Government agencies
e. All of the above are correct.
______ suggests that mood alters the weighting of product attribute information such
that when consumer is in a good mood, positive product attributes are weighted more
heavily.
a. Self-determination theory
b. Mood-as-information model
c. Excitation transfer theory
d. Affect confrrmation model
e. Discrepancy-interruption theory
When are consumers likely to use a choice heuristic? When are they unlikely to do so?
What is the goal in analyzing and engaging in the development of market segments?
What are the three main categories that e-tailers need to focus on when designing a web
site?
What is want creation? What is the “darkside” of marketers engaging in want creation?
Define the four categories of linguistics.
Consider the means-end chain process depicted below and fill in the blanks.
