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Marketers of new brands or brands that are not market leaders may argue against
__________________, trying to convince consumers not to follow the crowd.
A) conformity
B) group power
C) individual experience
D) individual personality
E) conspicuousness
Answer:
________ attempts to explain how people assign blame or credit to events on the basis
of either their own behavior or the behavior of others.
A) Self-perception theory
B) Cognitive dissonance theory
C) Attribution theory
D) Buyer intention theory
E) Attitude theory
Answer:
A(n) ________ marketing strategy stresses the similarities among consumers
worldwide and sells the same product using the same positioning approach and
communications globally.
A) diverse
B) international
C) global
D) comprehensive
E) localized
Answer:
In relation to consumer behavior, less acculturated Hispanic consumers ________.
A) prefer well-established brands
B) traditionally shop at large grocery chains
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:
Which of the following is consistent with the societal marketing concept?
A) Fast food restaurants develop offerings with less fat and more nutrients.
B) Food marketers advertise foods to young people in a way that does not encourage
overeating.
C) Marketers do not use professional athletes in liquor or tobacco advertisements
because they may serve as role models for young people.
D) Marketers avoid featuring unreasonably slim females in their advertising campaigns
because of the potential of such images to increase eating disorders.
E) All of the above are consistent with the societal marketing concept.
Answer:
COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to
apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell,
and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she
considers them to be too far away from home. A college counselor had suggested to her
that Columbia has a comparable reputation to the schools Evelyn was considering, but
Evelyn didn't perceive Columbia as having any particular advantage over the schools
to which she had already decided to apply. She is eventually accepted to, and decides to
attend Cornell University. Upon arriving on campus, Evelyn immediately notices a
deliberate effort on the part of the college to make new students not only feel at home,
but that they have absolutely made the right decision in attending Cornell. In the
COLLEGE MINI CASE, when Cornell tries to convince students that they have made
the right decision, they are trying to encourage a positive ________.
A) need recognition
B) postpurchase evaluation
C) purchase behavior
D) evaluation of alternatives
E) prepurchase evaluation
Answer:
HSBC positions itself as "the world's local bank." A recent advertising campaign
consisted of about 20 ads centered on the theme that "different values make the world a
richer place." HSBC use of different cosmetic variations in their ads while repeating the
same advertising theme is an attempt to avoid ________.
A) advertising wearout
B) the three-hit theory
C) stimulus differentiation
D) rehearsal
E) stimulus generalization
Answer:
Which of the following is a key research tool used in motivational research?
A) mail surveys
B) focus groups
C) test markets
D) mystery shopping
E) mechanical observation
Answer:
Which global brand is universally recognized more than any other in the world because
it makes people experience fun, freedom, and refreshment?
A) Coca Cola
B) McDonald's
C) Disney
D) Google
E) Nike
Answer:
The essence of marketing is ________.
A) filling the marketplace with products that can be produced and sold cheaply
B) fulfilling the needs of target consumer markets more effectively than competitors
C) endeavoring to satisfy the needs and wants of the target market in ways that preserve
and enhance the well-being of consumers and society as a whole
D) crafting messages to consumers that get them to buy products that do not meet their
needs
E) consumers behaving completely rationally and maximizing their value when
considering a purchase
Answer:
Advertising to children is subject to self-regulation according to guidelines developed
by ________.
A) the Federal Trade Commission
B) the Federal Communications Commission
C) the Children's Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert
Answer:
________ is a macro process concerned with the spread of a new product from its
source to the consuming public.
A) Adoption
B) Assumption
C) Diffusion
D) Innovation
E) Introduction
Answer:
________ parents are very restrictive and not nurturing in respect to consumer
socialization.
A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian
Answer:
Kevin's company owns a factory that can produce 1,000 widgets per week. His primary
focus is on getting consumers to purchase as many widgets as possible to ensure that he
is maximizing his sales relative to his production capacity. Kevin's business is
exhibiting the ________.
A) marketing concept
B) product concept
C) not-for-profit concept
D) selling concept
E) market orientation
Answer:
BZZAGENT MINI CASE: BzzAgent is a word-of-mouth marketing agency that runs
brand advocate programs for global brands. It recently partnered with a company to
pair its social media and word-of-mouth insights with shopper loyalty data. The results
indicated that consumers who were making repeat purchases were also more engaged
and created a higher volume of advocacy. The information from this study is important
to marketers, who are trying to find ways to engage advocates and influencers,
especially via social media. Marketers are trying to figure out the characteristics of
individuals who are most likely to influence others.
In the BZZAGENT MINI CASE, the desirable brand advocates are engaged in
_________ when they advocate on behalf of products in social networks, brand
communities, and blogs.
A) brand credibility
B) impersonal communication
C) e-wom
D) adoption
E) publicity
Answer:
CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when
mixed with water, will remove the toughest stains from carpets and upholstery. The
manufacturer, Clean Brite, has placed an advertisement in a magazine that is designed
to look like an editorial and presents information about the harmful chemicals present
in most household cleaners, while highlighting the mild ingredients in Oopsy All Gone
that are tough on stains but soft on skin. Oopsy All Gone also uses advertisements that
say it is the "best cleaner available." Clean Brite has also arranged for Oopsy All Gone
to appear in a popular sitcom, where the main character spills a drink on his neat-freak
friend's white couch while housesitting for the weekend.
In the CLEANER MINI CASE, Oopsy All Gone's assertion that it is the best cleaner
available is an example of ________.
A) puffery
B) deceptive advertising
C) stimulus generalization
D) a scientific claim
E) a verifiable fact
Answer:
Which of the following survey methods runs the greatest risk of interviewer bias?
A) mail surveys
B) email surveys
C) personal interview surveys
D) online surveys
E) postage surveys
Answer:
The VALS typology classifies the American adult population into eight distinctive
subgroups based on their motivations and level of resources. The three primary
motivations include ________.
A) ideals, education, and achievement
B) ideals, achievement, and self-expression
C) knowledge, education, and self-expression
D) independence, aptitude, and achievement
E) aptitude, ideals, and self-expression
Answer:
________ results in the selection of a specific stimulus from among similar stimuli.
A) Stimulus generalization
B) Stimulus discrimination
C) Stimulus recognition
D) Stimulus selection
E) Stimulus differentiation
Answer:
GIFT MINI CASE: Winston needs to buy his girlfriend, Vanessa, a gift for her birthday.
He knows she will expect the "perfect" gift. He feels like boyfriends are "supposed" to
get their girlfriends jewelry or perfume. His older sister recommends a necklace or
earrings. While he's at the jewelry store, he also buys a watch for himself, rationalizing
that he hardly ever buys stuff for himself and he "deserves it."
In the GIFT MINI CASE, when Winston buys a watch for himself as a self-gift, this is
known as ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer:
Which of the following is NOT true about social marketing?
A) Companies try to increase their credibility by being good corporate citizens.
B) All marketing that promotes socially beneficial behaviors must come from
not-for-profit organizations.
C) Societal marketing programs can help create positive consumer attitudes toward
companies.
D) A solid perceptual fit between the sponsoring organizations and the causes promoted
via social marketing can increase consumer involvement in the causes.
E) A solid perceptual fit between the sponsoring organizations and the causes promoted
via social marketing can increase consumer purchase intentions.
Answer:
In a(n) ________, the consumer establishes a separate, minimally acceptable level as a
cutoff point for each brand attribute he or she is considering.
A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule
Answer:
________ represents the biggest challenge in constructing questionnaires.
A) Sequencing questions
B) Wording questions
C) Identifying appropriate respondents
D) Reaching the appropriate respondents
E) Deciding on a delivery method
Answer:
The key characteristic of the influence associated with opinion leadership is that
________.
A) it is interpersonal and formal and takes place between two or more people, none of
whom represents a commercial selling source that would gain directly from the sale of
something
B) it is impersonal and informal and takes place between two or more people, none of
whom represents a commercial selling source that would gain directly from the sale of
something
C) it is interpersonal and informal and takes place between two or more people, none of
whom represents a commercial selling source that would gain directly from the sale of
something
D) it is impersonal and formal and takes place between two or more people, none of
whom represents a commercial selling source that would gain directly from the sale of
something
E) it is interpersonal and informal and takes place between two or more people, one of
whom represents a commercial selling source that would gain directly from the sale of
something
Answer:
The ________ of formal, interpersonal marketing communications is likely to be a
targeted prospect or a customer.
A) sender
B) feedback
C) marketer
D) receiver
E) medium
Answer:
________ is felt by many marketers to be a strong indicator of the ability to pay for a
product.
A) Age
B) Gender
C) Occupation
D) Education
E) Income
Answer:
________ is the risk that the time and effort spent in product search may be wasted if
the product does not perform as expected.
A) Financial risk
B) Social risk
C) Psychological risk
D) Functional risk
E) Time risk
Answer:
The manufacturers of The Amazing Chop-It, a vegetable chopping tool, have bought a
30-minute spot on a local television channel and have hired a chef to demonstrate and
explain the benefits of the product. The spot is intended to look like a cooking show.
This is an example of ________.
A) broadcast media
B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial
Answer:
Sensory adaptation is of concern to national advertisers, who try to continuously change
their advertising campaigns. They are concerned that consumers will ________.
A) get bored of their competitors' ads
B) get used to their ads
C) not understand their ads as intended
D) develop positive reactions to their ads
E) become more attuned to competing advertising
Answer:
Beth is tired of carrying around a cumbersome CD player and a heavy collection of
CDs so she can listen to her music on-the-go, and so has decided to convert her CD
music collection to MP3 and buy an iPod. This is an example of ________ need
recognition.
A) hypothetical state
B) acquired state
C) desired state
D) avoidance state
E) psychological state
Answer:
The right brain's passive processing of information, wherein a product is paired with a
visual image repeatedly to produce a desired response, is consistent with ________.
A) observational learning
B) operant conditioning
C) classical conditioning
D) cognitive learning
E) high involvement processing
Answer:
