In China, an economic decline is rapidly decreasing the size of the middle-class
segment.
a. True
b. False
Answer:
The “nuclear family”:
a. consists of three generations living together, often including grandparents, aunts,
uncles, and cousins.
b. refers to that generation of youngish adults charged with supporting their parents as
well as their own children.
c. consists of mother, father, and one or more children
d. a modern-day lesbian or gay couple living together as a family unit.
Answer:
Brock, after months of negotiations, finally got the most popular professional team in
his market to play an entire game with the logo of his company on their uniforms.
Brock was successful in engaging in a new form of promotion called ________.
a. branded entertainment
b. brand loading
c. brand integrity
d. episode marketing
Answer:
Protection Motivation Theory suggests that:
a. people are naturally driven to protect their assets.
b. arousing fear can help change a person’s behaviour.
c. we are motivated to care for ourselves from a very young age.
d. it is difficult to persuade people to indulge in high-risk activities.
Answer:
Some people are hired to make recommendations or actual purchases for others, such as
an interior designer who “re-does” a home, or a broker who is entrusted with buy/sell
decisions on behalf of investors. In essence, the ultimate user has relinquished
decision-making control. The term for the designer or broker is:
a. gatekeeper.
b. market maven.
c. surrogate consumer.
d. mystery shopper.
Answer:
Marketing managers often reject the concept of low involvement by consumers in
processing product or brand information because:
a. it implies that much of marketing communications would be wasted effort.
b. their bosses would fire them on the spot if they thought so.
c. the billions spent on advertising can’t be wrong.
d. the proof is that consumers do buy their companies’ brands.
Answer:
Matthew served a new wine cooler to guests who complimented his choice. Matthew
will be likely to buy that brand again because he now knows that guests will praise his
choice. His learning is an example of operant conditioning.
a. True
b. False
Answer:
Joelle is buying a Blu-ray player before most of the population, but she was deliberate
in waiting to make sure that the technology really caught on before purchasing the
product. She is best categorized as a member of the:
a. innovators.
b. late adopters.
c. early majority.
d. late majority.
Answer:
In predicting demand for specific product categories over time, the usefulness of the
family life cycle has been limited because it failed to take into account all of the
following, EXCEPT:
a. changing roles of women.
b. acceleration of alternative lifestyles.
c. single-parent households.
d. changes in demands placed on incomes.
Answer:
Salespeople have discovered that consumer traits are not important; all that is important
are their product/service needs.
a. True
b. False
Answer:
Reference groups influence people in three ways: unitarian, value-expressive, and
informational.
a. True
b. False
Answer:
The three major subsystems of the CPS are:
a. creative, managerial, communications.
b. artistic, managerial, communications.
c. innovative, managerial, communications.
d. financial, managerial, communications.
Answer:
Since most Japanese citizens claim homogeneous cultural ties, ethnicity is almost
synonymous with the dominant culture in Japan.
a. True
b. False
Answer:
When something once considered sacred becomes more commonplace, even
mass-produced, we say that a process of ________ has occurred.
a. desalinization
b. desacralization
c. delineation
d. contamination
Answer:
People who play slot machines play and play and play, a behaviour difficult to
extinguish. They never know when they are going to “hit.” This reinforcement schedule
is called variable-interval reinforcement.
a. True
b. False
Answer:
Memory based upon the symbolic associations that consumers make between ideas and
product use (e.g., that virile men drive sports cars) is typically a function of:
a. physiological memory.
b. external memory.
c. semantic meaning.
d. episodic memory.
Answer:
In a typical ________ test, subjects are shown ads one at a time and asked if they have
seen them before.
a. recall
b. recognition
c. remembrance
d. recovery
Answer:
Interest in the occulttends to increase in a society when ________.
a. economic conditions begin to improve.
b. there has been a major triumph, such as winning a war.
c. members of a society feel overwhelmed or powerless.
d. people become less religious.
Answer:
A former top American politician appears in an ad for Viagra. This is an example of:
a. reporting bias.
b. source credibility.
c. source attractiveness.
d. source bias.
Answer:
One study of young male beer drinkers found a segment that was characterized as
“losers.” These were men who worked hard but had little chance of promotion, and
although they enjoyed life, thought that they were never going to get ahead. Beer ads
made to this segment had a very high fantasy appeal. What relationship between the
concepts of self in this segment was being assumed by the marketers?
a. This segment had a strong looking-glass self.
b. This segment had a large gap between their real and ideal selves.
c. This segment had low self-esteem.
d. This segment had a culturally defined inner self that was much different from their
public self.
Answer:
The “Persuasion Knowledge Model” (PKM) suggests that:
a. consumers use their knowledge to exploit agents and persuade them to improve deals.
b. marketers exploit knowledge of attitudes to target consumer segments.
c. marketers exploit agent knowledge to target sales effectively.
d. consumers develop knowledge about persuasion and use this knowledge to cope with
persuasive attempts.
Answer:
Car-sharing programs such as Car2Go allow consumers to act as transumers.
a. True
b. False
Answer:
In advertising research, a tendency of consumers to use middle values of a range,
omitting extremes, to express their ratings is known as:
a. normative social behaviour.
b. averaging.
c. identification.
d. compensating.
Answer:
How might Charlene’s lifestyle and spending habits differ from Qin Yao’s? Charlene
lives in a middle-class household in Toronto, Canada, and Qin Yao lives in a
middle-class household in Shanghai, China.
Answer:
Jasmine bought a new Linda Lundstrom coat for both style and warmth. Based on this
information, which of the following statements is correct?
a. By purchasing the coat, Jasmine was only satisfying her utilitarian needs.
b. By purchasing the coat, Jasmine was only satisfying her hedonic needs.
c. By purchasing the coat, Jasmine was satisfying her utilitarian and hedonic needs.
d. By purchasing the coat, Jasmine was not satisfying any needs because people cannot
satisfy needs, only wants.
Answer:
_____________ refers to the anxiety individuals feel when they fear they might behave
in a way that confirms a group stereotype.
a. Uncertainty avoidance
b. Stereotype threat
c. Confirmation anxiety
d. Self-concept threat
Answer:
Your employer represents a power base that can provide positive reinforcement in the
form of promotions or salary increases. Your employer has what kind of power?
a. information
b. legitimate
c. expert
d. reward
Answer:
The three components of the Fishbein model are:
a. notable beliefs, object-attribute linkages, evaluation.
b. salient beliefs, object-attribute linkages, evaluation.
c. attributes, beliefs, importance weights.
d. characteristics, beliefs, importance weights.
Answer:
Jessica has decided to purchase a new, long-lasting form of lipstick that has a distinctive
look. Many friends compliment her on how good it looks on her. She will probably
keep buying this due to:
a. hedonistic consumption.
b. unconditioned response.
c. social justification.
d. positive reinforcement.
Answer:
Allison carefully avoids doing what everyone else does. She goes out of her way to
make sure that she does not dress the same way as others of her age. She spends a lot of
time and effort to ensure that she will not be caught “in style.” Her behaviour would be
called:
a. bandwagon effect.
b. decision polarization.
c. independence.
d. anticonformity.
Answer:
What is the self-concept? How do Eastern and Western cultures differ in the ways in
which they view the self?
Answer:
Describe the foot-in-the-door technique and give a brief example.
Answer:
Explain some of the situations in which rebellious or deviant celebrities can be an asset
to a brand.
Answer:
What is the key difference between an art product and a craft product?
Answer:
Describe three factors related to the visual system that marketers can manipulate in
ways that make people eat and drink low or higher quantities.
Answer:
List the four types of learning schedules. Give one marketing example and identify
which type of schedule it is.
Answer:
Emily has narrowed down her search to two prom dresses. Each of the dresses is unique
and has desirable qualities, but she can only choose one of the dresses. Describe the
type of motivational conflict she is likely experiencing.
Answer:
The elaboration likelihood model (ELM) approach has received a lot of research
support. In one typical study, undergraduates were exposed to one of several mock
advertisements for Break, a new brand of low-alcohol beer. What three independent
variables that were crucial to the ELM were manipulated?
Answer:
Using an example, explain what perceptual defence means.
Answer:
What are social media? Give an example.
Answer:
What is a differential threshold? Give an example of why this is relevant to marketers.
Answer:
What is a reference group?
Answer:
Gradually changing the package of a brand-loyal product can be successful if each
change is minor. Over the course of a year or more the package may change totally in
appearance without offending or confusing brand-loyal customers. What factors that
influence learning and forgetting allow this marketing strategy to work?
Answer:
Wendy is in the market to purchase a new vehicle. She has several attributes she is
using to evaluate the potential options including price, styling, fuel efficiency, and
handling. Using Wendy’s case as an example, explain the notion of evaluative criteria
and determinant attributes.
Answer:
CNN News tends to be more persuasive than other sources such as TMZ. Why?
Answer:
Compare and contrast internal and external search.
Answer: