Which of the following is NOT a key situational dimension or characteristic that
influences consumer behavior?
A. physical surroundings
B. social surroundings
C. alternative evaluation
D. temporal perspectives
E. task definition
Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they
had no record of his reservation, and he was unable to get a room. He decided then that
he would never use this service again. Which reason for changing providers does this
represent?
A. core service failure
B. service encounter failure
C. pricing
D. attraction by competitors
E. ethical problems
How many of CARU’s basic principles focus on the concern regarding the impact of
commercial messages on children’s values and their health and safety?
A. 1
B. 2
C. 3
D. 4
E. 5
Which of the following is FALSE regarding committed customers?
A. They are unlikely to consider additional information when making a purchase.
B. They are resistant to competitors’ marketing efforts.
C. They are less likely to forgive an occasional product or service failure.
D. They are likely to be a source of positive word-of-mouth.
E. They are more profitable to the firm than mere repeat purchasers.
With the information provided by perceptual mapping the marketer can determine all of
the following EXCEPT _____.
A. how the position of brands changes in response to marketing efforts
B. how different brands are positioned according to evaluative criteria
C. how to position new brands using evaluative criteria
D. how consumers will trade one evaluative criteria for another
E. all of the above
The retail attraction model is also called the _____.
A. retail gravitation model
B. retail dispersion model
C. retail composition model
D. retail network model
E. retail concentration model
Nathan is purchasing a new computer, so he asks his friends and family for help in
selecting one. He also has searched the Internet and visited the Dell, Gateway, and
Apple websites and has consulted Consumer Reports. Nathan is conducting which type
of information search?
A. internal search
B. external search
C. primary search
D. secondary search
E. evoked search
Many companies develop special marketing mixes for a segment of a larger culture
whose members share distinguishing values and patterns of behavior. These segments
are known as _____.
A. subsegments
B. subgroups
C. secondary markets
D. subcultures
E. reference groups
Which of Maslow’s needs involves the desire for self-fulfillment, to become all that one
is capable of becoming?
A. safety
B. self-actualization
C. physiological
D. belongingness
E. esteem
A new brand of peanut butter cookies includes Hershey’s Kisses chocolates on top.
Which of the following is this new brand using in an attempt to gain from the quality
associated with Hershey’s chocolate?
A. blind test
B. brand alliance
C. two-sided message
D. conjoint alliance
E. conjunctive alliance