Claudia Norman, a marketing consultant, recommended that brand equity for a new
environmentally-friendly product could be established by giving initial customers free
memberships in the Sierra Club organization. Claudia used which of the following in
her recommendation?
A) Promotional consideration
B) Emotional learning
C) Classical conditioning
D) Instrumental conditioning
Answer:
When a product elicits emotional bonds of warmth and affection, the user is said to
have a(n) ________ type of relationship with the product.
A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love
Answer:
A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys
another drink even though he had not initially planned on buying two and even though
he is no longer thirsty. This is an example of ________.
A) purchase momentum
B) rational decision making
C) behaviorally influenced purchase
D) inertia
Answer:
The sensory characteristic of a product that sticks with consumers, helping them to
remember the product in a unique way, is called the ________.
A) phoneme
B) schema
C) sensory input
D) interpretant
Answer:
The ability of a person to pass from one social class to another is called ________.
A) status hierarchy
B) plutonomy
C) hedonic adaption
D) social mobility
Answer:
The ________ Generation includes people who were born between the two World Wars.
A) Interbellum
B) War Baby
C) Baby Boomer
D) Silent
Answer:
Our culture’s current fascination with novels and movies such as the Harry Potter
Series and The Lord of the Rings, in which the magicianand the patriarch triumph over
the sorcerer and the dictator, emphasizes the importance of ________.
A) consumption movies
B) archetypes
C) extroversion overcoming introversion
D) the superego overcoming the id
Answer:
The ________ function of attitudes applies when a person is in an ambiguous situation
and needs order, structure, or meaning.
A) knowledge
B) utilitarian
C) value-expressive
D) ego-defensive
Answer:
A component of a person’s subculture is ________.
A) age
B) race
C) ethnic background
D) all of the above
Answer:
Consumers who have ________ are particularly good targets for marketing
communications that use fantasy appeals.
A) self-fulfilling prophecies
B) looking-glass selves
C) a small gap between their real and ideal selves
D) a large gap between their real and ideal selves
Answer:
A typical antecedent state that a consumer might experience as he or she approaches the
purchase environment is ________.
A) time pressure
B) sales interactions
C) product disposal
D) point-of-purchase stimuli
Answer:
________ refers to the strategy of getting visitors to a Web site to forward information
on the site of their friends in order to make more consumers aware of a product.
A) Foot-in-door marketing
B) Guerrilla marketing
C) Viral marketing
D) Demand-based marketing
Answer:
People often make decisions on the basis of a mental accounting. One facet of this
accounting is making a decision based on the way a problem was posed. This is called
________.
A) framing
B) the sum-cost fallacy
C) loss aversion
D) positioning
Answer:
A customer buying an unfamiliar product that carries a fair degree of risk would most
likely engage in ________ decision making?
A) cognitive
B) limited
C) habitual
D) affective
Answer:
A marketing manager who wants to identify opinion leaders for her product category
should ________.
A) find government officials who use the product
B) find socially active persons who are intensely interested in the product category and
who are similar to the other customers
C) find intellectuals who can write and speak well so that product communication will
be facilitated
D) look for people who stand out in a crowd
Answer:
________ describes consumption at the low end.
A) Routine buying
B) Complex buying
C) Inertia
D) Utilitarian
Answer:
What form do psychographic studies take?
A) Lifestyle profile
B) Product-specific profile
C) General lifestyle segmentation
D) All of the above
Answer:
A group composed of people that the consumer actually knows is called a(n) ________
reference group.
A) aspirational
B) tribal
C) membership
D) networked
Answer:
According to the information process-approach to studying the memory process, in the
________ stage, information enters in a way the system will recognize it.
A) storage
B) retrieval
C) encoding
D) decoding
Answer:
Japan is a very tightly knit culture with rich history and social identification. In this
culture, people tend to infer meanings that go beyond the spoken word. This classifies
Japan as a ________ culture.
A) high-context
B) low-context
C) progressive
D) paradigm
Answer:
The source of a message has an impact on whether the message will be accepted or not.
Two particularly important source characteristics are ________.
A) culture and ethnicity
B) credibility and attractiveness
C) credibility and recency
D) attractiveness and recency
Answer:
Advertisements reminding people to stay focused while driving and to avoid texting
while driving are examples of ________.
A) social media marketing
B) social marketing
C) public service marketing
D) services marketing
Answer:
A marketing study found that respondents believed that a dark-haired model would be
more effective in selling gold jewelry than a blond-haired celebrity would if the
dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities
as communication sources are most likely to be at work here?
A) Celebrities should be attractive, but not too attractive.
B) The celebrity’s image should match that of the product, and blond-haired models are
too common for the exclusive image of gold.
C) The celebrity’s image should match that of the product and should embody cultural
meaning.
D) The celebrity’s image should embody cultural meanings that contrast with the
product’s cultural stereotypic image.
Answer:
A stage in the cognitive development process is ________.
A) cued
B) limited
C) strategic
D) all of the above
Answer:
When Coke weaves a sound into a piece of music, the advertisement is using ________.
A) sound marketing
B) audio watermarking
C) sound watermarking
D) music marketing
Answer:
A person who receives rewards and status because of his hard work is said to have
________ status.
A) nouveau riche
B) hierarchical
C) achieved
D) longitudinal
Answer:
Consumer researchers have adapted some of Sigmund Freud’s ideas. In particular, his
work highlights the potential importance of ________ that influence(s) our purchases.
A) rational thinking
B) unconscious motives
C) conscious motives
D) deviant behaviors
Answer:
A(n) ________ is a particular model, or exemplar, or appearance.
A) ideal of beauty
B) self-concept
C) cathexis
D) ideal self
Answer:
Innovative merchants have turned to retail theming to provide new ways to stimulate
and encourage consumers during their shopping experience. A retailer that used a
simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor
enthusiasts to the retail store is using a ________ theme.
A) marketscape
B) cyberspace
C) mindscape
D) landscape
Answer:
Memories of products are often replaced (forgotten) as we learn additional information.
This displacement of information is called ________.
A) the highlighting effect
B) interference
C) decay
D) generalization
Answer:
The ability to find and purchase goods is called ________.
A) market access
B) retailing
C) market penetration
D) social marketing
Answer: