Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
________ can simply be described as "How we see the world around us."
A) Knowledge
B) Perception
C) Motivation
D) Attitude
E) Understanding
Answer:
Surveys take several forms. Which of the following is the most expensive interview
method?
A) mail surveys
B) telephone interview surveys
C) personal interview surveys
D) online surveys
E) email surveys
Answer:
Channels of ________ permit marketers to send addressable, customized messages
based on data gathered from tracing consumers' surfing and clicks online to individual
consumers or small groups.
A) narrowcasting
B) broadcasting
C) traditional media
D) informal media
E) symbolic media
Answer:
________ is communicating human features of the product in advertising.
A) Brand zealotry
B) Extended self
C) Sophistication
D) Color
E) Brand personification
Answer:
According to Murray's list of psychogenic needs, need for dominance/power may
conflict with ________.
A) needs associated with inanimate objects
B) need for prestige/ambition
C) need for affiliation/affection
D) need for achievement
E) need for information
Answer:
Using different colors to package products that are being sold in foreign countries is a
way to overcome failure due to ________ problems.
A) product
B) pricing
C) distribution
D) promotional
E) consumption
Answer:
The ________ balances the needs of society with the needs of individuals and
marketing organizations.
A) marketing concept
B) sales concept
C) production concept
D) targeting concept
E) societal marketing concept
Answer:
When banks use security cameras to observe problems customers may have in using
ATMs, this is an example of ________.
A) momentary observation
B) mechanical observation
C) complaint analysis
D) experimentation
E) physiological observation
Answer:
Describe the structure of social media.
Answer:
In relation to consumer behavior, less acculturated Hispanic consumers ________.
A) prefer new, undiscovered brands
B) traditionally shop at bodegas
C) are price- rather than fashion-conscious when it comes to clothing
D) prefer frozen to fresh or prepared food items
E) tend to be impulse buyers
Answer:
COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be
regarded as a symbol of American values and society and has traditionally supplied
beverages to the United States Armed Forces. Given that Islamic law prohibits the
consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing,
non-alcoholic beverages in the Middle East. Due to current geopolitical conditions,
however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful
marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola
plans to tailor its marketing message to the specific needs and values of the potential
markets in the Middle East. Market research, however, has been hindered by laws in the
area, especially in Saudi Arabia, where gatherings of more than four people are illegal,
making focus group research a near impossibility.
In the COLA MINI CASE, Islamic law prohibits the consumption of alcohol, leading to
a relative increase in the consumption of soft drinks by Muslims in the Middle East.
This is an example of ________.
A) differences in consumption patterns
B) differences in economic and social conditions
C) differences in market segmentation opportunities
D) differences in language and meaning
E) differences in marketing research possibilities
Answer:
________ is the customer's view of the value that he or she receives from the purchase.
A) Reference price
B) Perceived price
C) Efficiency price
D) Value price
E) Differential price
Answer:
Which media type offers two-way communications between subscribers and providers
of cable or satellite TV; enables marketers to send addressable ads and deploy
interactivity between the sender and receiver; and enables marketers to measure the
persuasive impact of their messages quickly and effectively?
A) network television
B) magazines
C) radio
D) newspapers
E) interactive television(iTV)
Answer:
________ was founded during World War II and is dedicated to the advancement of
socially worthy causes through advertising.
A) NARC
B) The Advertising Council
C) CARU
D) The Office of Emergency Management
E) The Digital Advertising Alliance
Answer:
In ________ tests, the consumer is shown an ad and asked whether he or she
remembers seeing it and can remember any of its salient points.
A) brand loyalty
B) low involvement processing
C) recall
D) recognition
E) discrimination
Answer:
One can express ________ by selecting products that friends do not have, or express
________ by purchasing similar or identical products.
A) individualism; conformity
B) collectivism; conformity
C) conformity; individualism
D) freedom of choice; materialism
E) materialism; humanitarianism
Answer:
What is the primary reason for growth of mobile advertising?
A) It is novel so marketers are testing it.
B) More and more people are using smartphones and other mobile Internet devices.
C) Marketers cannot differentiate between mobile advertising and advertising on social
media networks.
D) Marketing budgets have dramatically increased, so there is extra money to
experiment in mobile outlets.
E) Consumers think all mobile advertising is credible, regardless of its source.
Answer:
SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is
recognized as being endorsed by the hair dressers of Hollywood stars. Consumers who
are highly attuned to social risks associated with personal beauty products perceive
that Shimmer shampoo is a high quality shampoo formulation that won't damage hair
and renders hair easy to manage and style. The company has recently come out with a
line of conditioners under the Shimmer brand name in the hope that consumers will
carry their perceptions of Shimmer shampoo over to the new line of conditioners.
In the SHAMPOO MINI CASE, consumer use of Shimmer conditioner because they
believe it will embody the same attributes associated with Shimmer shampoo is the
________.
A) conditioned stimulus
B) conditioned response
C) unconditioned stimulus
D) unconditioned response
E) cognitive associative learning
Answer:
The ________ look, consisting of practical, comfortable, and timeless (vs. trendy)
clothing, is often identified with the upper social class and emulated by lower classes.
A) preppy
B) WASP
C) strata
D) symbolic
E) downscale
Answer:
Marketers that offer coupons and free samples of new products to entice consumers to
try them understand the importance of ________ in attitude formation.
A) subjective norms
B) indirect experience
C) ego defense
D) attribution
E) direct experience
Answer:
COLA MINI CASE: Fizzy Cola is a manufacturer of sodas that has come to be
regarded as a symbol of American values and society and has traditionally supplied
beverages to the United States Armed Forces. Given that Islamic law prohibits the
consumption of alcohol, Fizzy Cola sees a huge market potential for its refreshing,
non-alcoholic beverages in the Middle East. Due to current geopolitical conditions,
however, marketing Fizzy Cola as a symbol of America is unlikely to be a successful
marketing approach with Muslim consumers in the Middle East. As a result, Fizzy Cola
plans to tailor its marketing message to the specific needs and values of the potential
markets in the Middle East. Market research, however, has been hindered by laws in the
area, especially in Saudi Arabia, where gatherings of more than four people are illegal,
making focus group research a near impossibility.
In the COLA MINI CASE, Fizzy Cola's marketing research difficulties arise from
which of the following basic research issues in cross-cultural analysis?
A) differences in consumption patterns
B) differences in economic and social conditions
C) differences in market segmentation opportunities
D) differences in language and meaning
E) differences in marketing research possibilities
Answer:
Survey X asks respondents to express their impression of a given price for Product Y on
a continuum between expensive and inexpensive. This type of attitude scale is known as
a ________.
A) Likert scale
B) bipolar scale
C) semantic differential scale
D) behavior intention scale
E) rank-order scale
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, the way Paper Queen measured the effectiveness of its
advertising is considered ________.
A) inferred feedback
B) sensitive feedback
C) direct feedback
D) generalized feedback
E) interpersonal feedback
Answer:
Kim finishes a big project for school and treats herself to a coffee and piece of cake at
Starbucks. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer:
Sigmund Freud's psychoanalytic theory of personality is built on the premise that
________ are at the heart of human motivations and personality.
A) social relationships
B) conscious decision-making processes
C) efforts to avoid anxiety
D) efforts to overcome inferiority
E) unconscious needs or drives
Answer:
Towels, exercise clothes, water, and portable music players are ________ for going to
the gym.
A) symbols
B) customs
C) ritual artifacts
D) beliefs
E) values
Answer:
Relative ________ is a measure of the amount of economic assets an individual
possesses.
A) wealth
B) affluence
C) social status
D) power
E) prestige
Answer:
________ behavior is closely related to the concept of brand loyalty, which most firms
try to encourage because it contributes to greater stability in the marketplace.
A) Gifting
B) Trial purchase
C) Permission marketing
D) Repeat purchase
E) Long-term commitment purchase
Answer:
Individuals may be influenced to conform to a group based on the group's
__________________, but they are unlikely to change their attitudes or internalize their
choices if they conform for this reason.
A) attractiveness
B) power
C) experience
D) personality
E) conspicuousness
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, the Stumblers are engaged in _________ when
they advocate on behalf of products, like films, in social networks, brand communities,
and blogs.
A) e-wom
B) impersonal communication
C) brand credibility
D) opinion leadership
E) publicity
Answer:
