Responding positively to an intention to buy question with regard to a brand will
increase the likelihood of that consumer purchasing the brand.
Answer:
Google identifies searchers’ zip codes via their IP addresses.
Answer:
Marketers encode messages by using words, pictures, symbols, spokespersons and
special channels.
Answer:
The recall of a commercial and its central theme is evidence of its attention-getting and
persuasive power.
Answer:
It is argued that stealth marketing will result in increased consumer trust of product
information.
Answer:
Marketing-oriented companies try to persuade consumers to buy what the firm has
already produced, regardless of whether those goods satisfy consumers’ needs.
Answer:
In marketing-oriented firms, consumer research is almost always composed of a single
study.
Answer:
The extent of consumer materialism is more or less the same from country to country.
Answer:
Social media depend on mobile and web-based technologies to create highly interactive
platforms via which individuals and communities share, co-create, discuss, and modify
user-generated content.
Answer:
Although Americans deeply embrace freedom of choice and individualism, they
nevertheless accept the reality of conformity.
Answer:
A lawyer wears conservative clothing at work but wears trendy clothing when she goes
out with her friends, which illustrates different reference groups may influence the
beliefs, attitudes and behaviors of individuals under different circumstances.
Answer:
A researcher is interested in examining how consumers select a washing machine, so he
goes to the mall and gives people paper and pencil surveys about their preferences. He
is a participant-observer.
Answer:
Showrooming sends promotional alerts to the smartphones of customers who opt-in
when the customers enter or near the store.
Answer:
People perceive all stimuli to which they are exposed.
Answer:
Socially responsible activities improve a company’s image among consumers,
stockholders, the financial community, and other relevant publics.
Answer:
Physical vanity is excessive concern or inflated view of one’s personal achievements.
Answer:
Symbols can have contradictory meanings.
Answer:
Global brands are viewed differently than local brands, and consumers worldwide
associate global brands with three characteristics: quality signal, global myth, and social
responsibility.
Answer:
One study discovered that a strong graphic threat message had a greater effect for a
familiar issue than it did for an unfamiliar issue.
Answer:
The downside of electronic communications is marketers have less ability to gauge the
effectiveness of their promotional messages than they did via traditional media outlets.
Answer:
The societal marketing concept advocates a short-term perspective in driving for
increased market share and quick profits.
Answer:
The four parental styles are classified across two dimensions: permissive vs. restrictive
and very nurturing vs. non-nurturing.
Answer:
Conspicuous possessions serve as markers or indicators of one’s own status and the
status of others.
Answer:
China and Mexico are collectivistic cultures.
Answer:
Because expensive and important purchases often require compromise when choosing
among alternatives, post-purchase dissonance commonly occurs.
Answer:
The FTC holds marketers responsible for determining their ads’ potential to mislead
consumers.
Answer:
Task complexity, information organization, and time constraint are the three major
contextual factors in decision tasks.
Answer:
Children are less likely than adults to imitate the behavior they see on TV with little or
no evaluative judgment.
Answer:
When designing questionnaires, research has shown that the more ambiguous the
questions, the more motivated the respondent will be to complete the questionnaire.
Answer:
A clear perceived fit between a message’s sponsor and the entity being sponsored can
strongly enhance the sponsor’s credibility.
Answer:
Geographic characteristics serve as the core of almost all segmentations.
Answer:
Ads that communicate that the consumer “owes it to him/herself” to provide a
justification for the acquisition of goods and services are appealing to the Americans’
core values of achievement and success.
Answer:
Users “pay” for the Facebook service by providing Facebook with data about their
interests, hobbies, activities, opinions, shopping, friendships, and social contacts.
Answer:
Personality traits and cultural values are consumer-intrinsic cognitive factors.
Answer:
________ is how consumers actually see themselves, whereas ________ refers to how
consumers would like to see themselves.
A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image
Answer:
Which of the following is NOT true regarding humor appeals?
A) Using humor is more appropriate for low-involvement than high-involvement
products.
B) Humor is more effective in targeting consumers that already have a positive attitude
for the product.
C) Lower sensation seekers are more receptive to humor appeals than higher sensation
seekers.
D) Humor that is relevant to the product is more effective than humor unrelated to the
product.
E) Humor attracts attention and enhances one’s liking of the product advertised.
Answer:
During testing for the movie Her, test audiences used dials (located in their armrests) to
indicate their levels of interest or disinterest during the showing of the movie. This
feedback is an example of ________.
A) physiological measures
B) UPC codes
C) attitudinal measures
D) day-after recall tests
E) net income tests
Answer:
One outcome of the fact that consumers find environmental labels difficult to
understand is ________.
A) wider appeal for green products
B) increased price sensitivity regarding green products
C) greater understanding of how to reduce global warming
D) greater engagement in green product markets
E) easier identification of green products
Answer:
Based on the three criteria for successful customization, which of the following is least
likely to be effectively customized?
A) running shoes
B) fountain pens
C) sunglasses
D) laundry detergent
E) an automobile
Answer:
________ are specialized, non-geographically bound communities formed on the basis
of attachment to a product or brand.
A) Buzz marketers
B) Brand communities
C) Branded marketers
D) Opinion leaders
E) Publicity
Answer:
CLOTHING MINI CASE: Outer Limits Outfitters is a Swiss company that makes
clothes for skiing and snowboarding. The company produces standardized lines of
clothing for sale at its retail outlets worldwide. In Switzerland,. Outer Limits’
advertising portrays the company as a distinctly Swiss brand. In other countries,
however, it creates localized advertising, using local actors and local scenery. Outer
Limits also makes substantial donations to regional natural preservation charities in its
various markets because it knows that natural conservation is very important to its core
consumers.
In the CLOTHING MINI CASE, the majority of Outer Limits’ consumers fall into the
________ consumer segment.
A) Global Citizens
B) Global Dreamers
C) Global Indifferents
D) Antiglobals
E) Global Agnostics
Answer:
Which tier of customers is most likely to get “fired” by a firm?
A) gold
B) lead
C) silver
D) iron
E) platinum
Answer:
The reason that many products fail when marketed in a foreign country is ________.
A) many companies do not insure their products against theft
B) many companies assume that if a product is a success domestically, it will be
accepted anywhere
C) marketers do not go through enough enculturation education
D) marketers’ use of localized marketing strategies negatively influence consumer
preferences
E) country of origin effects
Answer:
When it comes to consumer behavior, ancestral pride associated with ________ is
manifested most strongly in the consumption of ethnic foods, in travel to the
“homeland,” and in the purchase of numerous cultural artifacts.
A) age subcultures
B) nationality subcultures
C) race subcultures
D) religious subcultures
E) gender subcultures
Answer:
When People’s Trust Bank advertises its involvement in free consumer credit training to
help low-income families manage their earnings and qualify for mortgages, People’s
Trust is engaging in ________.
A) shameless self-promotion
B) cause-related marketing
C) viral marketing
D) green marketing
E) buzz marketing
Answer:
The ________ asks consumers to make subjective judgments regarding their future
behavior.
A) Likert scale
B) semantic differential scale
C) rank-order scale
D) bipolar scale
E) behavior intention scale
Answer:
Chris notices the label for a popular brand of yogurt suggests the yogurt has more
potassium than a banana. Chris had not previously associated the yogurt brand, or any
other yogurt, with potassium. In this example, the marketer ________.
A) changed the relative evaluation of an existing attribute
B) changed the importance of an existing attribute
C) added a new attribute
D) developed a favorable attitude toward the ad
E) used priming
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 measured the effectiveness of its advertising
via the ________.
A) sleeper effect
B) primacy effect
C) sales effect
D) publicity effect
E) persuasion effect
Answer:
Gloria always uses Tide laundry detergent and stocks up whenever she sees a sale. As a
result, she rarely pays full price for detergent. On the customer profitability pyramid,
Gloria is most likely to fall into the ________ tier.
A) gold
B) lead
C) silver
D) iron
E) platinum
Answer:
________ is producing and promoting reusable and ecofriendly products.
A) Humanitarianism
B) Health orientation
C) Green marketing
D) Youthfulness
E) Achievement
Answer:
Campbell’s Soup Company continues to add new food products to its product line under
the Campbell’s brand name. This is known as ________.
A) corporate marketing
B) family branding
C) capital branding
D) licensing
E) positioning
Answer:
The orientation of trait theory is primarily ________.
A) empirical
B) qualitative
C) subjective
D) extroverted
E) interpretive
Answer:
Culture can exist and sometimes reveal itself at different perceived or subjective levels.
The ________ level reflects the underlying dimensions of culture that impact multiple
cultures or different societies.
A) supernational
B) supranational
C) subnational
D) national
E) group
Answer:
Matthew recently purchased a new laptop for $1,500. He subsequently saw an
advertisement for what appeared to be a similar model being sold for only $1,350. In
order to resolve his ________, Matt decided that the cheaper model must not have as
many attractive features as the model he purchased.
A) indirect experience
B) attitude formation
C) subjective norm
D) post-purchase dissonance
E) situational influence
Answer:
Lonnie is responsible for online customer acquisition at a direct marketing firm. His
objective is to drive low-cost, high quality traffic to the company’s website. Which
metric would be the best indicator of how efficiently he spent his online advertising
budget?
A) unique visitors
B) cost per unique visitor
C) return visits
D) time spent
E) page views
Answer:
AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the
United States and western Europe, and claims to deliver “a first class experience for
every passenger.” All ticket purchases are made online, and users of the Transatlantic
website must register before they search for flights. Transatlantic uses this information
to determine which consumers are generating the most profits for the company, which
services they purchase most frequently, and which services they are potentially
interested in but are not purchasing. This information is then used to make specific
promotional offers to profitable customers in an attempt to retain their business and to
expand the range of flight services that they purchase. Transatlantic also uses this
information to provide unexpected perks to highly profitable customers, like free
upgrades to first class.
In the AIRLINE MINI CASE, when Transatlantic upgrades the seat assignment of
especially loyal customers, the airline is attempting to increase ________.
A) net revenue
B) production capacity
C) customer satisfaction
D) social responsibility
E) profit margins
Answer:
Which of the following is true of gender roles and consumer behavior?
A) Women have traditionally been cast as the providers or breadwinners.
B) Men show superior affect and purchase intention toward ads that are verbal and
complex.
C) Women are prone to such shopping motives as uniqueness and assortment seeking,
social interaction and browsing.
D) Women exhibit superior affect and purchase intention toward ads that are
comparative, simple, and attribute-oriented.
E) Women are less loyal to local merchants than their male counterparts.
Answer:
Which of the following is an example of a formal communications source?
A) a parent
B) a friend
C) a salesperson
D) a work colleague
E) a doctor
Answer:
Newspaper or magazine articles, direct-mail brochures, and websites are considered
________ prepurchase information sources.
A) external
B) evoked
C) independent
D) network
E) personal
Answer:
A group to which a person either belongs or would qualify to belong to is called a(n)
________ group.
A) comparative
B) normative
C) membership
D) informal
E) symbolic
Answer:
When conducting a research study, primary data is collected before secondary data.
Answer:
Successful marketers define their markets in terms of ________.
A) the product the company has decided to produce
B) the lowest price for which a particular product can be manufactured
C) the needs they presume to satisfy
D) the ethnicity of their primary consumers
E) the geographic location of their primary consumers
Answer:
Which of the following customer retention measurement methods is described: the
percentage of customers at the beginning of the year that are still customers by the end
of the year?
A) customer valuation
B) retention rate
C) complaint analysis
D) defection rate
E) benchmark
Answer:
Which of the following is a characteristic of an opinion leader?
A) They lack self-confidence
B) They are withdrawn in social situations
C) They belong to different socioeconomic groups than the opinion receivers
D) They follow new products that come into the markets in the product category
E) They are part of the early majority in their area of expertise
Answer: