From a traditional advertising perspective, the basic communication model is referred
to as a _____ approach.
a. “one-to-one”
b. “many-to-one”
c. “one-to-many”
d. “many-to-many”
e. “one-way-street”
Which of the following types of evaluation do consumers use to evaluate alternatives
across a set of features or characteristics that are considered relevant to the purchase
situation?
a. Attribute-based evaluation
b. Benefit-based evaluation
c. Belief-based evaluation
d. Affect-based evaluation
e. Content-based evaluation
Marketing of a product using unconventional means is called _____ marketing.
a. guerrilla
b. affinity
c. ambush
d. communal
e. cloud
Men tend to share some feminine traits in a culture with low _____.
a. masculinity
b. individualism
c. uncertainty avoidance
d. power distance
e. long-term orientation
_____ is the marketing technique that involves using fake identities in online
discussions to promote a product.
a. Shilling
b. Infiltrating
c. Diffusing
d. Activating
e. Evading
William is planning a vacation to Europe. He looks for travel packages that provide
accommodation and travel facilities. He finds two packages that provide these criteria.
He gives package 1 belief ratings of 8 and 7 respectively, and package 2 belief ratings
of 9 and 5 respectively. Next, he gives these criteria evaluative ratings of 3 and 2
respectively. Finally, he calculates the overall attitude using the attitude-toward-object
model and chooses package 1 over package 2 based on the score. Which of the
following is the overall attitude score of package 1?
a. 37
b. 75
c. 15
d. 14
e. 38
LANDSCAPING SCENARIO
Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the
chief agriculturist of the firm, in an interview to a home and garden magazine, talks
about how landscaping can be a tightrope walk. “Our prices vary vastly according to
what our clients want. A major haul may cost anything between $300,000 or more for
an area spanning a 100 sq.ft. We try and give our clients their money’s worth.” Mr. Roth
explains further, “However, we cannot rule out times when our opinion differs with the
client’s opinion of “worth”. We had a client who wanted his garden to have a “bit of an
air of sophistication without major change.” I suggested switching to a finer, more
delicate grass. However, when it was done he complained that “the grass was still
green” and that he cannot see any “refinement.” So, it’s important to know exactly what
the client wants and get to the specifics of it in detail.” Such stories should not
discourage interested entrepreneurs from foraying into landscaping. “Another client
asked for something novel and a little different. So, we installed only colored leaves.
The idea of a garden with no flowers required a little getting used to for him but he was
pleased with the aesthetics.” The work gives you an opportunity to brighten people’s
lives. “Once, a mother came with the request for a “fairy tale garden” for her daughters.
So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different
characters from famous fairy tales. The mother beamed, “It’s as it should be.” A word of
caution, however, its not just happy endings all the way in the land of landscaping. “We
gave a full refund to a client who wanted us to recreate his childhood. We created a
green and lush environment with swings on trees, but unfortunately, he grew up in an
arid country with sparse vegetation. So, what we gave him “never gave him a feeling of
his childhood” as it was very different from where he grew up.” Refer to Landscaping
Scenario. The idea of a garden with no flowers required a little getting used to for one
of Mr. Roth’s clients. However, the client was pleased with the garden’s aesthetics as he
wanted it to be a little different. With respect to cognitive categorization, which of the
following reactions best illustrates the client’s response?
a. Assimilation
b. Accommodation
c. Contrast
d. Selection
e. Distortion
Sam, a high school student, lives in a busy neighborhood. When he sits down to study,
he can hear different noises”a phone ringing somewhere, a baby crying, a car
honking”even though he does not pay attention to them. These noises will be stored in
Sam’s _____.
a. long-term memory
b. sensory memory
c. workbench memory
d. short-term memory
e. procedural memory
A _____ orientation apart from understanding customers, stresses the need to monitor
and understand competitor actions in the marketplace and the need to communicate
information about customers and competitors throughout the organization.
a. consumer
b. product
c. production
d. market
e. stakeholder
GOURMET RESTAURANT SCENARIO
Stella works for a publishing house in Midtown Manhattan. When her company
relocated her to a new city for six months, she had a tough time. She loves Italian food,
but couldn”t find herself a decent Italian gourmet restaurant in the city. When she
finally found one, Olive’s, she started eating there regularly. The food at Olive’s was not
satisfactory and nothing compared to the menu Stella was used to at fancy Italian
restaurants in Midtown Manhattan. However, Stella found the staff at Olive’s friendly
and believed that they could understand her preferences in food and wine. When her
colleagues heard her predicament, they suggested a place she might like but Stella
decided against it as it was a three-hour drive from where she stays. She wished the six
months will end soon and she would visit Italia, her favorite restaurant in Manhattan,
again. Stella vows that after the completion of six months, she is never going to come
back at Olive’s. Refer to Gourmet Restaurant Scenario. Stella vows that after the
completion of six months, she is never going to come back at Olive’s. Which of the
following best reflects Stella’s postconsumption behavior?
a. Satisficing
b. Loyalty
c. Hoarding
d. Switching
e. Complaining
The level of a particular benefit that will lead to a valued end state is referred to as a(n)
_____.
a. expectation
b. attribution
c. desire
d. need
e. confirmation
Prior to the 1930s, diamond engagement rings did not enjoy much significance in the
United States. However, persistent promotions by diamond companies such as
associating diamond as symbolic of the “forever” element in marriage, diamond
engagement rings have now become the norm, so much so that now, it has become a
cultural requirement. Which of the following accounts for the cultural significance
gained by diamond engagement rings?
a. Distributive fairness
b. Meaning transference
c. Consumption frequency
d. Positive disconfirmation
e. Cognitive dissonance
Which of the following describes the idea that perfectly rational decisions are infeasible
at times due to constraints found in information processing?
a. Limited capacity
b. Satisficing rationality
c. Bounded rationality
d. Search regret
e. Information overload
Refer to Coffee-Maker Scenario. Jane was concerned about paying several hundred
dollars for a coffee maker. Which of the following best reflects Jane’s concern?
a. Financial risk
b. Physical risk
c. Performance risk
d. Time risk
e. Social risk
The rate at which a promotion is transitioned into a sale is known as promotional _____
rate.
a. consolidation
b. evolution
c. transition
d. optimization
e. conversion
_____ refers to the fact that consumers feel uneasy about buying things that others have
previously touched.
a. Product contagion
b. Product dissociation
c. Buyer’s remorse
d. Buyer’s dissonance
e. Product contamination
Which of the following is a demographic trend shaping consumer behavior patterns?
a. Increasing family size
b. Increasing households having two primary income providers
c. Increasing birthrates in the U.S. and Europe
d. Lower levels of consumer affluence in the U.S.
e. Decreasing life expectancy in the U.S.
_____ refers to a distinguishable characteristic that describes one’s tendency to act in
relatively consistent manner.
a. A trait
b. Motivation
c. An impulse
d. Self-concept
e. Intuition
CIGARETTE MARKETING SCENARIO
The marketing of cigarettes, a legal product, has a storied past. Prior to 1971, this
product was advertised heavily on television. Some ads even suggested that doctors
recommended certain brands over others. Consumer groups have claimed that tobacco
manufacturers knew the harmful effects of smoking but hid it from consumers and
continued to market the product. Now there are several restrictions on the marketing of
cigarettes, many resulting from a master settlement with several states to limit liability
from future lawsuit claims. Gone are the days of sports sponsorships and billboards that
tobacco manufacturers relied on heavily after the broadcast advertising ban. The current
threat to cigarette marketing is the Tobacco Control Act, which requires graphic
warning labels that will take up a substantial portion of the package.
Refer to Cigarette Marketing Scenario. Jose owns a convenience store and refuses to
sell cigarettes even though he knows he can make a lot of money by doing so. He
believes that it is a disservice to consumers to sell things that are harmful to them.
Which of the following best represents Jose’s belief about selling cigarettes?
a. Moral equity
b. Relativism
c. Contractualism
d. Teleology
e. Utilitarianism
When a consumer faces a situation involving conflicting expectations based on cultural
expectations, he or she is said to be experiencing _____ conflict.
a. armed
b. relational
c. physical
d. structural
e. role
Carla is a 75-year-old woman. Her life’s choices have been influenced by her
experiences of the Great Depression as well as World War II. She spends sparingly and
buys only what is of practical use to her. Which of the following generational
microcultures is Carla most likely to belong?
a. Baby Boomers
b. Silent generation
c. Generation X
d. Generation Z
e. Millennials
Which of the following theories views the memory process as utilizing three different
storage areas”sensory memory, workbench memory, and long-term memory”within the
brain?
a. The fuzzy trace theory of memory
b. The multicomponent model of working memory
c. The dual coding theory of memory
d. Baddelay’s model of working memory
e. The multiple store theory of memory
BABY BOOMERS SCENARIO
The Baby Boomers represent a generational microculture that has lived the same
defining moments in history such as post-war affluence and progress. A huge
percentage of the Baby Boomers have reached retirement age, but according to a
survey, most Americans between the ages of 50 and 55 want to move on to an “encore
career” instead of retiring to a life of leisure like previous generations. Many of these
encore careers combine income with social impact, meaning these individuals want to
do something that can change the world. “Social sector” industry jobs, such as health
care, educational services, nonprofits, performing arts, museums, and libraries, are
expected to experience robust growth in the next decade, fitting nicely with the
aspirations of the Baby Boomer generation. Some Baby Boomers want to get involved
with social causes as a way to identify themselves as distinct from their predecessors.
The fact that many of them are now pursuing encore careers would mean that they
won”t have much time to spare in caring for their grandchildren. Their children might
be upset because they expect their parents to help with child care just as their
grandparents did for their parents. Many of these Baby Boomers have lesser number of
grandchildren than earlier generations as most of their children either decide to have no
kids or adopt a one-child policy. This makes it possible for their children to maintain a
lifestyle similar to their parents even though most of them are not as affluent or well-off
as their parents. Many firms that provide services for taking care of the elderly are
aware of the spending power of this specific population. The firms are conducting
research on the Baby Boomers to assess their needs based on attributes such as age,
income, gender, and religion. Refer to Baby Boomers Scenario. Which of the following
would best describe the Baby Boomers as a generational microculture that has lived the
same defining moments in history such as post-war affluence and progress?
a. Club
b. Class
c. Cohort
d. Network
e. Order
The social class into which a consumer is born into is referred to as his/her _____
status.
a. achieved
b. ideal
c. ascribed
d. desired
e. aspired
Diane loves to splurge on clothes. However, when she was out shopping the other day,
Diane bought much less than she usually does as she had left her credit card at home.
Which of the following antecedent conditions is most likely accountable for Diane’s
reduced volume of purchase?
a. Consumer’s buying power
b. Consumer budgeting
c. Consumer’s orientation
d. Consumer’s mood
e. Consumer’s perception of security
Which of the following terms is used to refer to the product attributes that consumers
consider when reviewing possible solutions to a problem?
a. Evaluative criteria
b. Hedonic criteria
c. Informative criteria
d. Predictive criteria
e. Constructive criteria
Marketpro Inc., a marketing firm, has been asked to conduct a market research on
consumers’ attitudes toward online shopping websites. In order to achieve its research
objectives, Marketpro has been actively monitoring consumers’ attitude over time
through information collected from several social networking sites and blog posts. This
process is best described as _____.
a. attitude tracking
b. marketing audit
c. affect monitoring
d. situation analysis
e. market segmentation
Kayla Smith is engaged in research that seeks to explain inner meanings and
motivations associated with customers’ purchase of clothing. She records customers’
words and observes their interactions as they shop. From her observations, she develops
an understanding of what motivates shoppers. What type of research is Kayla
performing?
a. Quantitative research
b. Interpretive research
c. Grounded theory research
d. Clinical research
e. Archival research
Which of the following is an internal influence on consumer value?
a. Costs
b. Learning
c. Social class
d. Time
e. Family
What do the x- and y-axes on a perceptual map represent?
a. How competitors perform on the two most important attributes to consumers-price
and quality
b. The ideal combination of attributes and the actual combination of attributes of all
competitors in the market
c. Dimensions used to separate competitors on a specific characteristic
d. Growth rate of the market and market shares of each competitor
e. Factors used to identify market segments
Which of the following reactions occurs when a stimulus has characteristics such that
individuals readily recognize it as an example of a specific category?
a. Assimilation
b. Accommodation
c. Contrast
d. Distortion
e. Anticipation
Jennifer wants to buy Shine, a hand dishwashing brand that positions itself as a product
that can help you avoid “grease and embarrassment” in front of guests. In buying Shine,
Jennifer is adopting a(n) _____ focus.
a. promotion
b. prevention
c. fixation
d. accommodation
e. assimilation
List the factors that determine the type of evaluative criteria that consumers use.
In economics, the term “buoyancy” represents the degree to which a consumer is
sensitive to changes in some product characteristic.
Self-report measures are less obtrusive than biological measures because they don”t
involve physical contraptions.
A social stereotype captures the role expectations of a person of a specific type.
The process by which goods, services, or ideas are used and transformed into value is
referred to as cost behavior analysis.
According to the elaboration likelihood model of persuasion, if the consumer is
influenced more by peripheral cues than central cues, any resulting belief or attitude
change will likely be enduring.
Retailers who build up procedural switching costs may gain temporary repeat purchase
behavior, but they fail to establish the connection with the customer that wins them true
loyalty.
Brand loyalty involves deeply-held commitment to rebuy a product or service
regardless of situational influences that could lead to switching behavior.
Everyday on his drive to work, Hank passes by many billboards and many ads play on
the radio in his car. However, he only sees and hears a few of them. This is an example
of selective distortion.
Consumers who are right brain dominant may respond particularly well to metaphors.
Prototypes present concepts in an associative network.
Fit refers to how appropriate the elements of an environment are for a given
environment.
Describe the Consumer Value Framework (CVF), including its basic components.
The informational influence of a group is particularly strong if the group is seen as
being credible.
The role provides a signal as to the behaviors that one should perform to truly belong to
the group.
The varying ethnicities of consumers in the U.S. have no effect on their consumption
patterns.