________ occurs when a product’s performance is below expectations and the consumer
is dissatisfied.
A) Positive disconfirmation of expectations
B) Negative disconfirmation of expectations
C) Reverse dissonance
D) Postpurchase analysis
E) Brand loyalty
Answer:
According to the ________ measure of social class, the phenomenon of social class is
one that reflects an individual’s sense of belonging or identification with others.
A) subjective
B) consumption
C) reputational
D) status
E) objective
Answer:
Which of the following determinants of customer satisfaction with online websites and
merchants while shopping online is characterized by the merchant’s ability to match
purchase recommendations to one’s needs and customize products and advertisements
so the customer feels unique and valued?
A) trust
B) engagement
C) network
D) interactivity
E) adaptation
Answer:
ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run
exclusively on battery power and require no fossil fuels. Its advertising focuses on the
amount of carbon emissions that the Ecolite driver will avoid emitting compared to
comparable compact cars, and the positive impact that will have on the environment.
Ecolite has also put together a SuperGreen add-on package that includes additional
interior features, a portion of the proceeds of which are donated to the Arbor Day
Foundation. Ecolite has decided to advertise its new vehicle by offering them to car
rental agencies at a discounted price to enable people to drive the cars risk free and to
get them seen on the street. Ecolite has also provided vehicles to a popular television
show about models so the models will be seen driving the vehicles on the television
show and hired actors to pose as product users to provide information about the car as
they drive it around.
In the ECOLITE MINI CASE, the donation from the SuperGreen package is an
example of ________.
A) covert advertising
B) green marketing
C) advertainment
D) cause-related marketing
E) buzz marketing
Answer:
Friends, neighbors, coworkers, and salespeople are considered ________ prepurchase
information sources.
A) impersonal
B) evoked
C) independent
D) network
E) external
Answer:
A study is ________ if it collects the appropriate data needed to answer the research
objective.
A) reliable
B) subjective
C) legitimate
D) objective
E) valid
Answer:
In which product category would the role of the opinion leader during the decision
making process likely be most important to the marketer?
A) laundry detergent
B) television sets
C) automobiles
D) doctors
E) computers
Answer:
The ________________ method of measuring opinion leadership employs a
self-administered questionnaire that requires respondents to evaluate the extent to
which they have provided others with information about a product category or brand.
A) heuristic
B) key informant
C) self-designated
D) sociometric
E) challenge
Answer:
What is the longest adult life stage for most consumers?
A) pre-adulthood
B) early adulthood
C) middle adulthood
D) later adulthood
E) post-adulthood
Answer:
The feeling of social-group membership is referred to as ________.
A) reputational measures
B) class identification
C) social class involvement
D) class consciousness
E) reputational class
Answer:
Researchers often present respondents with a list of products or product attributes for
which they are asked to indicate their relative feelings or evaluations. The instruments
most frequently used to capture this evaluative data are called ________.
A) mechanical observations
B) attitude scales
C) consumer panels
D) metaphor analyses
E) focus groups
Answer:
Emerging digital technologies are allowing consumers to have more power than ever
before. This means that now customers ________.
A) are required to buy goods and services from local vendors
B) are limited in the time of day that they are able to buy products
C) can locate the best prices for products or services
D) are more limited in the range of products that they can purchase
E) are forced to acquire used items through middlemen instead of directly from the
original owner
Answer:
The three primary ethnic subcultures in America, in order from most populous to least
populous, are ________.
A) Asian Americans, African Americans, and Latinos or Hispanics
B) Asian Americans, Latinos or Hispanics, and African Americans
C) African Americans, Asian Americans, and Latinos or Hispanics
D) African Americans, Latinos or Hispanics, and Asian Americans
E) Latinos or Hispanics, African Americans, and Asian Americans
Answer:
In the VALS typology, Makers are motivated by self-expression and tend to have low
resources. They choose hands-on constructive activities and spend leisure time with
family and close friends. This segment tends to prefer ________.
A) familiar products and established brands
B) value over luxury, and tend to buy basic products
C) products that offer durability, functionality, and value
D) products that reflect cultivated tastes for upscale niche products and services
E) premium products that demonstrate success to their peers
Answer:
Disney gets its cast members to go out of their way to make people happy by valuing its
employees like internal customers, which is also known as ________.
A) termination costs
B) internal manipulation
C) customer gratitude
D) customer gratuity
E) internal marketing
Answer:
In the ________ stage of the traditional family life cycle, single young individuals have
established households apart from their parents.
A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution
Answer:
Acculturation is a dual learning process. What is the first step?
A) Marketers must teach the members of the society to break with their traditions.
B) Marketers must learn everything that is relevant to the product and product category
in the society they plan to market.
C) Marketers must devise promotional strategies that will change attitudes.
D) Marketers must develop a strategy that encourages members of society to modify
their traditions.
E) Marketers much teach the members of the society to adopt a new product.
Answer:
When describing consumer innovativeness, the term “global innovativeness” refers to
________.
A) a pattern of actions or responses that indicate early acceptance of change and
adoption of innovations
B) a high level of demonstrated consumer ethnocentrism
C) a tendency for innovativeness to exist independent of any context
D) a high degree of rigidity that an individual displays toward the unfamiliar
E) a tendency for innovativeness to exist within a very specific domain or product
category
Answer:
Of the three levels of consumer decision making, ________ requires the greatest effort
on the part of the consumer.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer:
TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come
out with its own line of Kleenex-like face tissues. In order to promote its new product,
Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of
April on local network television stations. During March, leading up to the movie
series, Paper Queen advertised the upcoming event during the same time slot on a
number of competing television stations in an effort to expose even channel surfers to
its advertising. After the promotions started, Paper Queen measured the success of its
advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, Paper Queen’s advertising campaign delivery is best
described as ________ communication.
A) formal, interpersonal
B) informal, interpersonal
C) interactive, interpersonal
D) formal, impersonal
E) informal, impersonal
Answer:
Which of the following global consumer market segments considers material things to
be extremely important?
A) strivers
B) devouts
C) fun seekers
D) creatives
E) intimates
Answer:
________ consists of looking at merchandise at a physical store, scanning its barcode
with smartphones and using these devices to check the items’ prices and purchase the
items online.
A) Mobile Targeting
B) Geofencing
C) Psychographics
D) Showrooming
E) GPS marketing
Answer:
Which of the following is not one of the dimensions in measuring the credibility of a
person or organization?
A) Expertise
B) Perseverance
C) Trustworthiness
D) Attractiveness
E) Likability
Answer:
Marketing scholars who believe the ________ believe three exposures to an
advertisement are needed: one to make consumers aware of the product, a second to
show consumers the relevance of the product, and a third to remind them of the product.
A) three-experience rule
B) three-introduction principle
C) three-hit theory
D) three-knock standard
E) three-exposure norm
Answer:
Which of the following is NOT a factor in cross-cultural analysis?
A) differences in language and meaning
B) differences in market segmentation opportunities
C) differences in consumption patterns
D) differences in the perceived benefits of products and services
E) All of the above are factors in cross-cultural analysis.
Answer:
Which PRIZM segment should marketers of very expensive vacations and conspicuous
luxury goods study and/or target?
A) Striving Singles
B) Young Accumulators
C) Accumulated Wealth
D) Sustaining Seniors
E) Cautious Couples
Answer:
PRICE SURVEY MINI CASE: Capital Clothing wants to get a better understanding of
consumers’ perceptions of the price and quality of its sweaters. After reviewing data
from Yankelovich on consumer lifestyles and consumption patterns, Capital Clothing
identified specific consumer characteristics of its target market, which helped it
develop a screening questionnaire. The screening questionnaire was used to select
participants for its price/quality survey. The following is the survey administered by
Capital Clothing to evaluate customer perceptions of the price and quality of its
sweaters.
1. Rank to following clothing companies in terms of the quality of their sweaters.
2. Do you agree or disagree with the following statement? (Check one)
Sweaters from Capital Style provide good value for price.
3. Please check the point on the following continuum that best expresses your
impression
of the price of Capital Style Sweaters.
4. How likely are you to purchase a Capital Style sweater in the next six months?
In the PRICE SURVEY MINI CASE, question #2 measures response on a ________.
A) Likert scale
B) semantic differential scale
C) behavior intention scale
D) bipolar scale
E) rank-order scale
Answer:
________ is the processes by which young people acquire skills, knowledge, and
attitudes relevant to their functioning as consumers in the marketplace.
A) Consumer socialization
B) Media consumption
C) Self-regulation
D) Perception
E) Materialism
Answer:
________ segmentation differentiates among heavy users, medium users, light users,
and nonusers of a specific product, service or brand.
A) Brand awareness
B) Brand loyalty
C) Usage rate
D) Sociocultural
E) Benefit
Answer:
In some cultures, the female head of household is the primary decision maker when it
comes to purchases for the family. In others, it is the male head of household. This is an
example of which of the following basic research issues in cross-cultural analysis?
A) differences in language and meaning
B) differences in marketing research possibilities
C) differences in consumption patterns
D) differences in perceived benefits of products and services
E) differences in economic and social conditions and family structure
Answer:
Hank wants a new digital camera and will accept for consideration any camera with
greater than 10 megapixel resolution. Hank is using a(n) ________.
A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule
Answer:
Which of the following factors does NOT make a one-sided message more effective
than a two-sided message.
A) The audience uses the advertiser’s products.
B) The audience is critical.
C) The audience initially favors the communicator’s position.
D) The audience is not likely to hear an opposing argument.
E) All of the above make a one-sided message more effective than a two-sided message.
Answer:
________ express(es) the collective principles, standards, and priorities of a
community.
A) Social class
B) Cultural values
C) Conformity
D) Consumer behavior
E) Subculture
Answer: