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What is the most important advertising component that will blend with the local
culture?
A) language
B) localizing product attributes
C) use of local models
D) using local music
E) using local advertising settings
Answer:
________ are moral principles that govern marketers' behavior.
A) Marketing objectives
B) Consumer protection laws
C) Legal standards
D) Marketing ethics
E) Marketing goals
Answer:
Georgiana collects matchbooks from hotels and restaurants she has visited around the
world. She is passionate about her matchbooks and goes out of her way to acquire
more, even if she needs to plan a special trip to do so. This is an example of ________.
A) ethnocentrism
B) innovativeness
C) fixated consumption
D) materialistic consumption
E) compulsive consumption
Answer:
Corporate-sponsored special events include ________.
A) marching bands
B) fireworks displays
C) parades
D) traveling art exhibits
E) all of the above
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.
In the SOUP MINI CASE, White Mountain suggests that consumers eat a cup of White
Mountain soup instead of a candy bar or bag of chips as an afternoon snack. If we
consider taking a break for a mid-afternoon snack to be a ritual for many consumers,
the soup (or candy bar or bag of chips) would be considered the ________.
A) ritual artifact
B) ritualistic behavior
C) consumer value
D) symbol
E) acculturated activity
Answer:
Almost all personal care and grooming products, as well as most clothes, are bought to
satisfy ________.
A) growth needs
B) physiological needs
C) social needs
D) self-actualization needs
E) safety and security needs
Answer:
If Walmart pays Facebook when a Facebook user clicks on Walmart's ad, Walmart is
utilizing ________.
A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media
Answer:
Microsoft wants to measure public attitudes toward the default media-playing software
included in its Windows operating system. Which of the following types of
multiattribute attitude models would be most appropriate for Microsoft to use?
A) theory-of-reasoned-action model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-behavior model
E) attitude-toward-the-ad model
Answer:
Generation Y, Generation X, baby boomers, and seniors are four subcultural segments
based on ________.
A) race
B) age
C) gender
D) geographic location
E) religion
Answer:
Consumers with ________ are less likely to consider peripheral cues, such as endorser's
likeability, in processing the ad.
A) high need for cognition
B) low need for cognition
C) low involvement
D) low need for stimulation
E) high need for stimulation
Answer:
When Gary buys ice cream, he typically buys whichever brand is on sale that week.
With regard to ice cream, Gary is best described as a(n) ________.
A) brand advocate
B) apostle
C) hostage
D) terrorist
E) mercenary
Answer:
PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have
Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves
many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly
traditional Irish music sessions . Like many of his friends, Sean enjoys the feeling the
pub gives him of connection with his Irish heritage. The pub advertises at community
centers and churches in predominantly Irish areas of the city. On its posters,
underneath a photo of a group of attractive young people in a cozy corner of the pub
drinking and laughing together, is the pub's slogan: "Because being Irish is about more
than just St. Paddy's Day."
In the PUB MINI CASE, by targeting people with strong attachments to their Irish
heritage, The Celtic Knot is taking advantage of the ________ function of their target
market's attitudes.
A) utilitarian
B) value-expressive
C) knowledge
D) attribution
E) ego-defensive
Answer:
When the material presented first produces a greater effect than material presented later,
this is known as the ________. When the material presented last produces a greater
effect than material presented earlier, this is known as the ________.
A) central route to persuasion; peripheral route to persuasion
B) recency effect; primacy effect
C) primacy effect; recency effect
D) positive message framing; negative message framing
E) peripheral route to persuasion; central route to persuasion
Answer:
Tanya and her marketing team at a fast food restaurant are breaking their company's
target audience into groups that have shared needs that are different from the needs
shared by other groups. They are engaged in ________.
A) market targeting
B) positioning
C) placement
D) promotion
E) market segmentation
Answer:
MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she
runs. She currently runs with a CD player, but is irritated with the frequency with which
it skips and the limited amount of music that can be stored on a CD. After reviewing
several consumer reviews on various tech websites, she identifies 5 different MP3
player models that might meet her needs. She decides that she needs at least 20
gigabytes of data storage on her player, and eliminates all options with fewer than 20
GB. There are now 3 models remaining. She then decides that she will only accept
players with at least 15 hours of battery life. She is now considering only 2 players.
Player A is heavier, but has a longer battery life. Player B is lighter, but has a shorter
battery life. Judy chooses Player A because she believes that the longer battery life
more than compensates for the additional weight.
In the MP3 MINI CASE, Judy's need recognition style makes her a(n) ________ type.
A) desired state
B) affective state
C) actual state
D) aspired state
E) deficiency state
Answer:
In an American cultural context, whereas ________ is its own direct reward, ________
implies an extrinsic reward.
A) success; achievement
B) activity; success
C) achievement; success
D) achievement; efficiency
E) success; efficiency
Answer:
________ are three basic designs used in quantitative research.
A) Observation, experimentation, and survey
B) Interviews, focus groups, and metaphor analysis
C) Focus groups, observation, and survey
D) Survey, interviews, and experimentation
E) Metaphor analysis, survey, and observation
Answer:
Recent research using Karen Horney's CAD theory found that ________ personalities
tend to prefer name-brand products such as Bayer aspirin.
A) submissive
B) aggressive
C) detached
D) compliant
E) subversive
Answer:
DOG TREAT MINI CASE: Observing consumers at veterinary clinics, pet superstores,
and grocery stores, Happy Dog determined that consumers were more likely to buy
expensive dog treats at their veterinarians' offices than at grocery stores or pet
superstores. Happy Dog researchers also observed that consumers spent less time
looking at the pet treats before purchasing them when the treats were purchased at the
veterinarian's office because they assumed that anything on offer at a veterinarian's
office must be good for their pets. As a result of this research, Happy Dog Beef Treats
are sold only at the offices of veterinarians and dog groomers and are more expensive
than the average dog treat that pet owners might purchase at the supermarket. Happy
Dog recently modified its treat recipe to come out with NEW, JUICIER Beef Treats for
pet owners to use to reward their dogs. Advertisements promoting the new recipe show
a young boy teaching his dog a series of tricks by rewarding her consistently with
Happy Dog Beef Treats. At the end of the commercial, the boy cues his dog for the
tricks in front of his parents, she performs, and his parents clap proudly.
In the DOG TREAT MINI CASE, Happy Dog's development of NEW, JUICIER Beef
Treats appeal to which of the following core American values?
A) activity
B) progress
C) humanitarianism
D) materialism
E) freedom
Answer:
Which of the following is NOT true about the effect of expectations and motives on
perceptions?
A) People see what they expect to see based on familiarity, previous experience, and
expectations.
B) Stimuli that conflict sharply with expectations often receive less attention than those
that conform to expectations.
C) Irrelevant sexuality can distract from the ad's main message.
D) People tend to perceive the things they need or want.
E) There is decreased awareness of stimuli that are irrelevant to a consumer's needs.
Answer:
When the translation of the Pepsi slogan, "Come alive with the Pepsi Generation"
translated to mean "Pepsi will bring your ancestors back from the dead" in Taiwan, it
was an example of a(n) ________.
A) product adaptation
B) legal barrier
C) collectivistic appeal
D) individualistic appeal
E) linguistic barrier
Answer:
Which of the following is NOT a characteristic of compulsive buyers?
A) Compulsive buyers feel compelled to spend all or part of their money.
B) Compulsive buyers buy products they do not need despite having little money left.
C) Compulsive buyers feel others would be horrified if they knew about their shopping
habits.
D) Compulsive buyers are more likely to be males (75% of compulsive buyers).
E) Compulsive buyers knowingly write checks that will bounce.
Answer:
When a marketer stresses the benefits to be lost by not using the product, s/he is using
________.
A) visual complexity
B) psychologically noise
C) positive message framing
D) negative message framing
E) a two-sided appeal
Answer:
Peter wants to segment the target audience for his frozen yogurt shop based on benefits
sought. Unlike demographic variables, the benefits sought variable is difficult to
measure, so it is not as ________.
A) profitable
B) stable in terms of consumption patterns
C) identifiable
D) inaccessible
E) expensive to pursue
Answer:
Chaz is tired of lugging around a digital camera on location site visits as he tries to
identify potential retail properties, so he decides to buy a new cell phone with a high
quality digital camera. The desire for the new camera was prompted by ________.
A) marketing mix
B) prepurchase search
C) need recognition
D) evaluation of alternatives
E) psychological field
Answer:
________ is the stage of real memory in which information is processed and held for
just a brief period.
A) Sensory store
B) Rehearsal
C) Short-term store
D) Recall
E) Long-term store
Answer:
Antoine is in charge of customer acquisition and retention. He allocates more of his
budget to customer retention than customer acquisition. Why does Antoine's decision
make sense?
A) Low customer turnover is correlated with higher profits.
B) High customer turnover is correlated with higher profits.
C) Low customer acquisition is correlated with higher profits.
D) Low customer acquisition is correlated with higher employee satisfaction.
E) High customer acquisition is correlated with higher employees satisfaction.
Answer:
The South and Midwest prefer white soft bread; the East and West coasts prefer firmer
breads. This is an indication that marketers must recognize ________ subcultures.
A) demographic
B) geographic
C) racial
D) ethnic
E) nationality
Answer:
Digital cameras and digital video recorders were somewhat disruptive to consumers,
but did not change the basic behavior patterns established with photography and film.
These are best described as ________.
A) discontinuous innovations
B) dynamically discontinuous innovations
C) dynamically continuous innovations
D) statically continuous innovations
E) continuous innovations
Answer:
Hype Mobile Phones wants to learn how consumers decide which mobile phones to
purchase, so it places researchers in mobile phone stores and has them pose as
salespeople. In this example, researchers are ________.
A) third-party observers
B) actors
C) participant-observers
D) active researchers
E) imitators
Answer:
Parents with complaints about advertising to children should contact ________.
A) the Department of Homeland Security
B) the Federal Communications Commission
C) the Children's Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert
Answer:
McDonald's slogans "You deserve a break today," "Make every time a good time," and
"I'm Lovin' It" are examples of ________.
A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning
Answer:
A(n) ________ is manufactured, packaged, and positioned the same way regardless of
the country in which it is sold.
A) local brand
B) world brand
C) hybrid brand
D) customized brand
E) intra-cultural brand
Answer:
The most popular segmentation system combining lifestyle and values is ________.
A) PALS
B) VALS
C) LAPS
D) SALS
E) CALS
Answer:
