Long stays and repeat visits to a product’s website are not related to high levels of
product and purchase involvement or purchase intentions.
Answer:
According to Maslow, individuals seek to satisfy higher-level needs before lower-level
needs emerge.
Answer:
Feedback from ads placed in traditional media is usually delayed and often of limited
use.
Answer:
Content analysis can identify the intentions, focus, or communication trends of an
individual, group, or institution.
Answer:
Culture gradually but continually evolves to meet the needs of society.
Answer:
When marketing to low involvement consumers, the quality of the argument presented
in the persuasive message, rather than the imagery of the promotional message, has a
greater impact on the consumption decision.
Answer:
Culture determines whether a product is a necessity or a discretionary luxury.
Answer:
Consumers are more responsive when advertising content is adapted to their local
needs.
Answer:
U.S. consumers are more likely to seek new and different products than French and
German consumers.
Answer:
Fathers are stronger consumer socialization agents than their wives.
Answer:
Binge viewers are people who record an entire season of a TV series and then watch all
the episodes consecutively and without commercials.
Answer:
The PRIZM “Accumulated Wealth” segment shies away from buying conspicuous
luxury goods because they regard them as in poor taste/showing off money.
Answer:
The principle of redundancy suggests marketers should repeat exposures to advertising
messages to overcome psychological noise and facilitate message reception.
Answer:
Age and religion are especially important as a means of locating concentrations of
consumers with specific social-class membership.
Answer:
The American value of individualism stimulates acceptance of customized or unique
products that enable a person to “express his or her own personality.”
Answer:
Cultural values express the collective principles, standards, and priorities of a
community.
Answer:
Keeping busy and remaining active and involved is related to one of the American core
values.
Answer:
Feedback from mass communication is generally direct.
Answer:
Women show superior affect and purchase intentions toward ads that are verbal,
harmonious, complex, and category-oriented.
Answer:
A distributed ad campaign, with ads repeated on a regular basis, results in more
long-term learning and is relatively immune to extinction.
Answer:
Marketers can take advantage of people’s frustrations by portraying their products as
means to resolve a particular set of frustrations.
Answer:
Opinion leaders are never opinion receivers.
Answer:
Incorporating personality traits into websites’ designs can generate more favorable
attitudes from visitors and more clicks.
Answer:
The contents of media, advertising, and marketing reflect cultural values and convey
them to all members of society very effectively.
Answer:
Diffusion of innovation is the macro process by which the acceptance of an innovation
takes place among members of a social system over time.
Answer:
Impression-based targeting occurs when advertisers pre-negotiate prices for advertising
space in media whose audiences largely match the profiles of the target audience.
Answer:
Because services are intangible, image becomes a key factor in differentiating a service
from its competition.
Answer:
Structured activities for children, along with constantly being surrounded by mass
media and online social networks, provide children with lots of time to explore their
creativity.
Answer:
According to Maslow, once a lower-level need is met, it never becomes dominant again.
Answer:
People who are high in dogmatism are more likely to prefer innovative products to
established or traditional alternatives.
Answer:
Teenagers appear to have quite similar interests, desires, and consumption behavior no
matter where they live.
Answer:
Consumers who have strong links to particular brands see such brands as representing
an aspect of themselves.
Answer:
Social media only reaches young consumers.
Answer:
Negative message framing is likely to appeal to which two groups?
A) consumers with high need for cognition and consumers with an independent
self-view
B) consumers with low need for cognition and consumers with an independent
self-view
C) consumers with low need for cognition and consumers with an interdependent
self-view
D) consumers with high need for cognition and consumers with an interdependent
self-view
E) consumers with high need for cognition and consumers who have ample opportunity
to process the ad’s content
Answer:
The ________ is a widely used self-administered value inventory that is divided into
terminal and instrumental value items.
A) Rokeach Value Survey
B) List of Values
C) VALS
D) Chapin’s Value Structure Scale
E) Attitude Toward Helping Others Scale
Answer:
The most widely accepted framework for researching service quality stems from the
premise that a consumer’s evaluation of service quality is a function of the ________ of
the gap between the customer’s expectations of service and the customer’s assessment of
the service actually delivered.
A) type and physical characteristics
B) intangible attributes
C) extrinsic cues
D) magnitude and direction
E) intrinsic cues
Answer:
________ are examples of subcultural categories based on age.
A) Lower, middle, and upper
B) Greek, Italian, and Russian
C) Eastern, Southern, and Southwestern
D) Female and male
E) Teens, Generation Xers, and older Americans
Answer:
CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to
seven-day cruises along five Caribbean routes. It has developed a reputation as a party
cruise operator and the majority of its revenue comes from vacationing college
students. This type of customer demand is highly cyclical, and Sunshine finds that
repeat purchase is high while its consumers are in college, but practically disappears
after graduation. In an effort to encourage its customers to continue taking Sunshine
Cruises after they have graduated, the cruise operator has begun offering Adventure
Cruises, with port stops on islands known for eco-tourism and biodiversity, both on
land and off shore, appealing to young professionals who like to hike and scuba dive or
snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for
Adventure Cruises on activities at port stops and the convenience of being able to
explore several Caribbean destinations from the comfort of a single ship. Adventure
Cruises are roughly 15% more expensive than party cruises, priced to discourage a
raucous college-age party crowd, and do not allow children under 18. The first season
of Adventure Cruises was a great success and, much to Sunshine’s surprise, attracted
not only the intended young professional crowd, but also many empty nester couples
that were looking for a reasonably priced, active vacation.
In the CRUISE MINI CASE, Sunshine markets Adventure Cruises as a way to see
multiple islands from the comfort of a single ship, alleviating the hassle of flying
between islands and staying in a different hotel every couple of nights. Targeting
consumers who view this convenience as appealing is an example of ________.
A) countersegmentation
B) cultural segmentation
C) usage rate segmentation
D) demographic segmentation
E) benefit segmentation
Answer:
Which of the following is true of the characteristics of risk-averse consumers?
A) they tend to be outer-directed
B) they are not dogmatic
C) they have a low need for conformity
D) they are unlikely to be brand loyal
E) when assembled or unassembled products are available, they buy assembled versions
of products, even if they are a bit more expensive
Answer:
In reference to consumer characteristics, ________ can be determined from direct
questioning or observation and categorized by a simple objective measure, whereas
________ are abstract and can be determined only through more complex psychological
and attitudinal questioning.
A) consumption-based features; consumer-intrinsic features
B) behavioral data; cognitive data
C) product-specific features; consumption-based features
D) cognitive data; behavioral data
E) consumer-intrinsic features; consumption-based features
Answer:
Successful positioning focuses on communicating the ________.
A) segments that the company views as prospective customers
B) distinct benefits that the product provides
C) retail shelf space the product should occupy
D) competing offerings that are available
E) product instructions for use
Answer:
Which of the following is most likely to be used to gather descriptive and numerical
information?
A) motivational research
B) complaint analysis
C) controlled statistics
D) quantitative research
E) qualitative research
Answer:
________ are considered high-involvement, so they are processed by the brain’s
________ side.
A) Print advertisements; right
B) Print advertisements; left
C) Television advertisements; right
D) Television advertisements; left
E) Pictorial advertisements; left
Answer:
Your interpretation of visual and sensory input about polo shirts may be different from
your classmate’s because perception is ________.
A) objective
B) subjective
C) irrelevant
D) noise
E) based on personality traits
Answer:
Joe passes many billboards on his way to work, but rarely even recognizes that they are
there because he is paying attention to the road. By protecting himself from being
overwhelmed by the billboards, Joe is engaging in ________.
A) defensive stimulation
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization
Answer:
A distinct cultural group that exists as an identifiable segment within a larger, more
complex society is known as a(n) ________.
A) trait
B) subculture
C) race
D) religion
E) ideology
Answer:
The degree of reference group influence on purchase decisions varies according to
product _________________, or how much it stands out and is noticed by others.
A) conformity
B) power
C) experience
D) personality
E) conspicuousness
Answer:
Why would a brand want to update its image?
A) to create emotional bonds between brands and consumers
B) to fulfill a need in a straightforward way
C) to be more similar to competitors
D) to hide its core benefit
E) to be perceived as a “me too” offering
Answer:
In identifying the core values of a society, three criteria must be met. Identify and
explain these three criteria.
Answer:
HEADACHE MINI CASE: Fast Relief sells a pain killer that is especially effective on
relieving headache pain. Under the slogan “If you really want to fix a problem, you
have to use the right tools,” Fast Relief advertising points out that while its tablets
aren’t as effective at relieving muscle pain as Cure-All, its leading competitor, clinical
trials have shown that Fast Relief is 10 times more effective than Cure-All at relieving
headaches. At the beginning of the advertising spot, a woman is shown with her eyes
shut tight and her hand pressed against her forehead. Over the course of the ad, the
woman’s face gradually relaxes and she begins to look relieved and comfortable. Fast
Relief also advertises its products by having its tablets used by actors to relieve their
headaches during popular television shows.
In the HEADACHE MINI CASE, by pointing out that Fast Relief is not very effective
at relieving muscle pain, the company is engaging in ________.
A) deceptive advertising
B) two-sided advertising
C) corrective advertising
D) comparative advertising
E) positive message framing
Answer:
SOUP MINI CASE: White Mountain Soups sells ready-to-eat soups packaged and sold
in microwave-ready, single-serving plastic containers that can be used as bowls and
then recycled. White Mountain makes a variety of soups, including New England clam
chowder, vegetarian minestrone, and beef and tomato soups. Its advertising emphasizes
the use of wholesome ingredients produced by independent farmers, and suggests that
White Mountain soup can be a quick and easy lunch, or a wholesome mid-afternoon
snack alternative to a bag of potato chips or a candy bar.
From a consumer’s point of view, in the SOUP MINI CASE, White Mountain’s soup
packaging is an appeal to which of the following American core values?
A) achievement
B) efficiency
C) material comfort
D) individualism
E) freedom
Answer:
The preference of lower classes for goods with an external point of identification
constitutes a cultural difference on the ________ level.
A) supranational
B) national
C) individual
D) reference
E) group
Answer:
A recent study discovered that consumers who scored high on ________ and
innovativeness were more likely to incorporate volunteerism into their vacations.
A) dogmatism
B) ethnocentrism
C) need for cognition
D) sensation seeking
E) materialism
Answer:
Rosetta Car Rental exercises ________ when it stocks more convertible cars in
California than in New York.
A) demographic segmentation
B) geographic segmentation
C) sociocultural segmentation
D) psychographic segmentation
E) usage-situation segmentation
Answer:
Within the context of the model of consumer decision making, the ________ represents
the internal influences that affect consumers’ decision-making processes.
A) marketing mix
B) prepurchase search
C) decision
D) evaluation of alternatives
E) psychological field
Answer:
________ is the uncertainty that consumers face when they cannot foresee the
consequences of their purchase decisions.
A) Reference price
B) Service quality
C) Brand image
D) Intrinsic cues
E) Perceived risk
Answer:
The process of turning visitors into users/shoppers is also known as ________.
A) conversion
B) repetition
C) exchange
D) adaptation
E) transformation
Answer:
A(n) ________ can take the place of a primary goal when an individual cannot attain a
specific goal or type of goal that is expected to satisfy certain needs.
A) specific goal
B) biogenic goal
C) substitute goal
D) secondary goal
E) objective goal
Answer:
STUMBLEUPON MINI CASE: StumbleUpon calls itself a “discovery engine” because,
at one time, 50.27% of all traffic from a top 10 list of social sites came from
StumbleUpon. Their relatively small group of users (15 million) often out-refers the
larger user base from Facebook (over 1.15 billion). In fact, the influential users of
StumbleUpon generate 1 billion page referrals per month. Their users, called
“Stumblers”, introduce other Stumblers and non-users to web content, providing a
“map to an adventure you wouldn”t otherwise have found out about.” The influence of
these Stumblers was deemed valuable by film marketers, who worked with
StumbleUpon to promote films like Jurassic Park 3D and Evil Dead. Stumblers are
young and highly engaged, so studios see the personalized search engine, which
“learns” the preferences of its Stumblers, as a way to reach early influencers.
In the STUMBLEUPON MINI CASE, if the Stumblers are the first people to go see a
new movie, they are considered ________.
A) consumer innovators
B) nonadopters
C) laggards
D) trial drivers
E) test consumers
Answer:
Hispanic youths are more fashion conscious and are more likely to seek out and be
loyal to well-known brands than their non-Hispanic counterparts. This is an example of
a subcultural characteristic based on ________.
A) age
B) ethnicity
C) religion
D) geographic region
E) gender
Answer:
The category of shopping motivations where consumers do not have an urgent-product
need in mind, but go shopping for the personal enjoyment of shopping is known as
________.
A) recreational shopping
B) activity-specific shopping
C) fill-in shopping
D) demand-specific shopping
E) self-image shopping
Answer:
Individuals act and react on the basis of ________, not on the basis of ________.
A) objective reality; their previous experiences
B) their previous experiences; their perceptions
C) their perceptions; objective reality
D) their perceptions; their previous experiences
E) their previous experiences; peer pressure
Answer:
MUSEUM MINI CASE: Central City Art Museum is looking to increase museum
revenues by trying to draw more people to the museum. Research has shown that the
most frequent users of the museum are over 55 years old, have college degrees, and
have a household income of over $100,000. Less frequent users of the museum have the
same education and income profile as frequent users, but tend to be younger, between
35 and 55. Surveys suggest that these younger adults would use the museum more
frequently, but do not have enough time due to the demands of their children and
families. In order to increase museum entrance revenues, the administrative team wants
to attract people who are likely to become heavy users of the museum when they get
older, and try to bring them into the heavy user category at an earlier age. In an effort
to encourage heavy museum use, the museum has begun a membership program that
offers discounts on museum entrance and gift shop purchases and special exhibit
preview events for members. The museum has also begun to offer free children’s art and
museum appreciation classes on weekend afternoons that will allow younger adults to
drop their children off once a week and then enjoy the museum’s exhibits and caf. In
order to promote its new children’s programming, the museum acquired an address list
of local households with children, including the ages of those children, and intends to
send tailored messages specifically highlighting programming that is age-appropriate
for each household’s children.
In the MUSEUM MINI CASE, the most important differentiating factor between
frequent and less frequent users is ________.
A) income
B) age
C) gender
D) education
E) stage of family life cycle
Answer:
When celebrity/pro golfer Phil Mickelson appears in a commercial to talk about his
experience with a prescription medication for arthritis, he is serving as a
_____________________.
A) celebrity testimonial
B) celebrity endorsement
C) celebrity actor
D) celebrity spokesperson
E) celebrity official
Answer:
________, or the silent, mental repetition of information, must take place for
information to have a chance to be transferred to the long-term store.
A) Recall
B) Rehearsal
C) Involvement
D) Comprehension
E) Encoding
Answer:
A company that includes a blend of standardized and local elements in order to secure
the benefits of their different marketing strategies is using a(n) ________ marketing
strategy.
A) confused
B) global
C) multinational
D) hybrid
E) intranational
Answer:
The 4 Ps of the marketing mix are ________.
A) product/service, price, place, people
B) potential, price, place, people
C) product/service, price, place, promotion
D) product/service, promotion, potential, price
E) price, purchase, placement, product/service
Answer:
How is the Japan-VALS framework used? How does the Japan-VALS framework
segment consumers?
Answer:
What does a Klout score measure?
Answer:
Identify and discuss the reasons for which small reductions in customer defections
produce significant increases in profits.
Answer:
What is cognitive dissonance and when does it happen?
Answer:
Consumers are frequently presented with incomplete information. Identify four
strategies that consumers can adopt for coping with missing information.
Answer:
Give an example of a generic goal, and an example of a product-specific goal.
Answer:
Provide an example of how data helps advertisers identify consumers and send
narrowcast messages.
Answer:
One of the multiattribute models is the attitude-toward-behavior model. Explain the
model and give an example.
Answer:
Why do marketers target affluent households? If affluent households are such great
targets, why not target them exclusively?
Answer:
Identify and describe the three supportive roles a family plays in the socialization
process and consumer behavior.
Answer:
Identify and give an example of what happens during each of the five stages of the
adoption process.
Answer:
Identify the four functions that serve as motivators under the functional approach and
provide an example of each.
Answer:
Identify and discuss the elements of a good complaint analysis system.
Answer:
Differentiate between qualitative and quantitative research designs. What are the
differences between the two in terms of study purpose, data collection methods, and
sampling methods?
Answer:
How do some marketers make use of the concept of stimulus generalization?
Answer:
What is consumer ethnocentrism? Cite some examples.
Answer: