Claire is six years old and begged her mother for a Barbie doll that she saw ice skating
in a television commercial. Her mother explained to her that the doll won’t be able to
ice skate and that she will have to make the doll move. She was trying to explain to
Claire that the toys she sees in advertisements are probably going to look more fun than
they actually are. Claire’s mother is exhibiting _____.
A. mediation
B. interpretation
C. modeling
D. terminal training
E. interference
Asian societies (i.e., Japan) value collective activity. That is, consumers look toward
others for guidance in purchase decisions and do not respond favorably to promotional
appeals focusing on individualism. Which category of cultural values does this
represent?
A. internally-oriented
B. environment-oriented
C. other-oriented
D. self-oriented
E. group-oriented
Vicki likes to visit a social network site called Fanfiction.com and read the stories that
others post on this site. She doesn’t really visit very often, and she has never posted a
story on this site. Vicki is which type of social media participant?
A. Joiners
B. Critics
C. Spectators
D. Inactives
E. Creators
Consumers have described Apple’s iPod products, such as the MP3 music player and
the new video player, as imaginative and up-to-date. The brand is also considered to be
daring, changing the traditional media models. Based on this description, which
dimension of brand personality best describes the iPod?
A. sincerity
B. excitement
C. competence
D. sophistication
E. ruggedness
The external ice cube chute on Cade’s refrigerator door was not working properly. She
could hear the ice falling into the chute, but nothing would come out. She looked inside
and realized there was a solid block of ice clogging the chute, and she couldn’t get it
loose. Cade decided to use a hair dryer to melt the ice, and it worked. Cade’s using a
hair dryer in a new way represents _____.
A. counterfactual thinking
B. prefactual thinking
C. use innovativeness
D. usage expansion
E. extended use thinking
How can an organization provide superior customer value to customers?
A. by conducting market research
B. by offering their products at the lowest price
C. by offering extended warranty coverage on products
D. by doing a better job of anticipating and reacting to customer needs than the
competition does
E. by offering more variations of a product
Which of the following is the primary source of consumer socialization?
A. school
B. advertising
C. friends
D. family
E. government
A non-geographically bound community, based on a structured set of social
relationships among owners of a brand and the psychological relationship they have
with the brand itself, the product in use, and the firm is known as a _____.
A. brand community
B. cohort group
C. purchase consortium
D. clone group
E. census track
Whole Foods Supermarkets have been described as down-to-earth, honest, wholesome,
and cheerful. Which dimension of brand personality does this represent?
A. sincerity
B. excitement
C. competence
D. sophistication
E. ruggedness
_____ represents the number of cues in the stimulus field.
A. Interestingness
B. Contrast
C. Expectations
D. Information Quantity
E. Size/Intensity
Forty-eight percent of females classified as “Single I” _____.
A. live alone
B. live with parent(s)
C. live with others
D. are divorced
E. are engaged to be married
Identification influence is also called _____ influence.
A. informational
B. normative
C. value-expressive
D. affective
E. utilitarian
Many Jeep owners elect to become members of a Jeep _____ and attend brand fests
such as Jeep Jamboree, Jeep 101, and Camp Jeep.
A. exchange
B. speedway-sponsored event
C. insurance policy
D. community
E. a and b
Which of the following is NOT an example of an environment-oriented value?
A. cleanliness
B. tradition/change
C. nature
D. competitive/cooperative
E. problem solving/fatalistic
Which of the following is an infrastructure reference group?
A. business press
B. followers
C. early adopters
D. lead firms
E. government regulators
Which of the following is included in marketing communications?
A. advertising
B. sales force
C. public relations
D. packaging
E. all of the above