________ is the process and tools used to study consumer behavior.
A) Behavioral targeting
B) Consumer research
C) Psychoanalysis
D) Ethnography
E) Dynamic marketing
Answer:
Customer profitability-focused marketing ________.
A) tracks costs and revenues of individual customers and then categorizes those
consumers into tiers based on consumption behaviors that are specific to the company’s
offerings
B) minimizes the cost of production in order to offer the product at the best price
possible
C) aggressively markets products to consumers who do not necessarily think that they
need the product
D) continually updates the product without regard to the needs of the consumer
E) invests money in attracting customers that are very sensitive to price and are not
loyal to any given brand
Answer:
A controlled experiment ensures that differences in outcomes of different test groups
are due to ________.
A) demographic differences between test subjects
B) multiple factors in the test environment
C) differences in test environment
D) differences in test administrator
E) different treatments of the variable under study
Answer:
Cognitive learning theory suggests that ________.
A) the kind of learning most characteristic of human beings is problem solving, which
enables individuals to gain some control over their environment
B) a person’s level of involvement during message processing is a critical factor in
determining which route to persuasion is likely to be effective
C) most individual learning occurs in a controlled environment in which individuals are
“rewarded” for choosing an appropriate behavior
D) each aspect of the marketing mix must reinforce the others if cues are to serve as the
stimuli that guide consumer actions in the direction desired by the marketer
E) conditioned learning results when a stimulus that is paired with another stimulus that
elicits a known response serves to produce the same response when used alone
Answer:
Which of the following is true of qualitative research?
A) Sample sizes are generally quite large, which allows findings to be generalized to
larger populations.
B) Sample sizes are generally small, which allows findings to be generalized to larger
populations.
C) Sample sizes are generally small, which prevents findings from being generalized to
larger populations.
D) Sample sizes are generally quite large, which prevents findings from being
generalized to larger populations.
E) Findings of quantitative research may typically be generalized to larger populations,
regardless of the size of the study.
Answer:
________ is promotion that is designed to promote a company’s overall image without
overtly referring to specific products.
A) Status advertising
B) Institutional advertising
C) Store image
D) Brand image
E) Global advertising
Answer:
The image and unique identity of a product, service or brand in consumers’ minds is
called its ________.
A) position
B) perception
C) segment
D) target
E) imposition
Answer:
The largest Asian American subsegment is the ________ nationality.
A) Indian
B) Chinese
C) Japanese
D) Korean
E) Vietnamese
Answer:
Only through ________ can the sender of a message determine whether and how well
the message was received.
A) creative use of media
B) specifically identifying the target market
C) feedback
D) the sales response
E) receivers’ facial expressions and body language
Answer:
Barry has avoided purchasing a new laptop because prices keep falling and he is
worried that, if he buys a laptop today, the same laptop will be cheaper in six months.
Barry perceives ________ associated with the purchase of a new laptop.
A) financial risk
B) social risk
C) psychological risk
D) functional risk
E) time risk
Answer:
Using sexual imagery to sell a product primarily appeals to Freud’s conceptualization of
the ________.
A) ego
B) self-image
C) superego
D) id
E) super-id
Answer:
________ is the number of alternatives and the amount of information available for
each alternative.
A) Information organization
B) Psychological field
C) External source
D) Time constraint
E) Task complexity
Answer:
According to the BBDO “GenWorld Global Teen Study,” the “coolest” teens are
________.
A) Wired Elitists
B) Activists
C) Traditionalists
D) Agnostics
E) Creatives
Answer:
CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to
seven-day cruises along five Caribbean routes. It has developed a reputation as a party
cruise operator and the majority of its revenue comes from vacationing college
students. This type of customer demand is highly cyclical, and Sunshine finds that
repeat purchase is high while its consumers are in college, but practically disappears
after graduation. In an effort to encourage its customers to continue taking Sunshine
Cruises after they have graduated, the cruise operator has begun offering Adventure
Cruises, with port stops on islands known for eco-tourism and biodiversity, both on
land and off shore, appealing to young professionals who like to hike and scuba dive or
snorkel. In contrast to its party cruises, Sunshine focuses its marketing message for
Adventure Cruises on activities at port stops and the convenience of being able to
explore several Caribbean destinations from the comfort of a single ship. Adventure
Cruises are roughly 15% more expensive than party cruises, priced to discourage a
raucous college-age party crowd, and do not allow children under 18. The first season
of Adventure Cruises was a great success and, much to Sunshine’s surprise, attracted
not only the intended young professional crowd, but also many empty nester couples
that were looking for a reasonably priced, active vacation.
In the CRUISE MINI CASE, of the eight VALS segments, Sunshine is most likely
targeting ________ with its new Adventure Cruises.
A) Makers
B) Survivors
C) Experiencers
D) Strivers
E) Believers
Answer:
To simplify life, people have a natural tendency to select stimuli from the environment
and organize them into groups and perceive them as a unified whole. In a perception
context, this is known as ________.
A) figure-ground
B) perceptual blocking
C) perceptual mapping
D) grouping
E) closure
Answer:
Professional observers who pose as customers in order to evaluate the quality of a
company’s service are known as ________.
A) undercover agents
B) mystery shoppers
C) verification officers
D) acting researchers
E) drive-by shoppers
Answer:
________ are considered to be largely family oriented, highly industrious, and strongly
driven to achieve a middle-class lifestyle.
A) African Americans
B) Hispanic Americans
C) Latin Americans
D) Asian Americans
E) Eastern European Americans
Answer:
Ragu, a spaghetti sauce maker, has decided to launch its most popular sauce flavors in a
small pouch format that is more convenient to use. When they choose to launch their
most popular sauce flavors, which are “tried and true,” instead of new flavors, Ragu is
seeking to minimize consumers’ perception of ________.
A) physical risk
B) functional risk
C) psychological risk
D) financial risk
E) time risk
Answer:
In high risk situations, consumers are likely to engage in complex and extensive
________.
A) information search
B) need recognition
C) routinized behavior
D) psychological field reorganization
E) self-assessment
Answer:
Focus groups and depth interviews are examples of ________ research.
A) quantitative
B) empirical
C) experimental
D) physiological
E) qualitative
Answer:
Americans place an extraordinary amount of importance on being involved and keeping
busy. This is a widely accepted core value that relates to ________.
A) achievement and success
B) freedom
C) efficiency and practicality
D) time and activity
E) external conformity
Answer:
According to Karen Horney, ________ individuals desire independence, self-reliance,
and self-sufficiency.
A) compliant
B) subversive
C) aggressive
D) detached
E) obtrusive
Answer:
When a company that produces cookies heats bus shelters in Chicago and makes them
smell like fresh-baked cookies, they are engaged in ________.
A) interactive television(iTV)
B) out of home media
C) ambient advertising
D) branded entertainment
E) advergames
Answer:
According to Freud’s theories, the ________ is a conceptualization of the basic biogenic
needs for which the individual seeks immediate satisfaction without concern for the
specific means of satisfaction.
A) ego
B) id
C) super-id
D) self-image
E) superego
Answer:
Which of the following is NOT one of the factors that affects the relationship between
the effectiveness of messages and the spokespersons or endorsers they feature?
A) synergy between the endorser and the type of product/service advertised
B) similarity between the endorser’s demographic characteristics and those of the target
audience
C) the trust the consumer has in the marketer of the advertised product
D) whether the spokesperson is a member of a symbolic reference group
E) the congruency of the contents of the message with the spokespersons’ qualifications
Answer:
Standing in a crowd waiting for a retail shopping experience, shoppers see themselves
as making the right buying decision ” a concept known as _______________________.
A) diffusion of responsibility
B) diffusion of innovation
C) social queuing
D) social loafing
E) social proof
Answer:
Alfred Adler, a neo-Freudian theorist, believed that ________.
A) unconscious needs and drives are at the heart of human motivation
B) people continuously attempt to establish significant and rewarding relationships with
others
C) human beings are seeking to attain various rational goals, which he called style of
life
D) personality is measured in terms of specific psychological characteristics called
traits
E) personality is largely impacted by child-parent relationships and the individual’s
desire to conquer feelings of anxiety
Answer:
Jonas noticed that he got better results from his direct marketing television campaign
when his ad appeared first in the series of advertisements. He is likely experiencing the
impact of the ________.
A) primacy effect
B) recency effect
C) positive frame
D) negative frame
E) symbolic effect
Answer:
In the WEDDING MINI CASE, the wedding is considered a ________.
A) custom
B) value
C) ritual
D) belief
E) culture
Answer:
_____________________________ are groups that serve as sources of comparison,
influence and norms for people’s opinions, values and behaviors.
A) Age cohorts
B) Reference groups
C) Norming groups
D) Norming cohorts
E) Social conduct groups
Answer:
A ___________________ is when celebrities appear on behalf of products with which
they may or may not have any direct experience or familiarity, for extended periods of
time.
A) celebrity testimonial
B) celebrity endorsement
C) celebrity actor
D) celebrity spokescharacter
E) celebrity official
Answer:
Because McDonald’s uses a blend of standardized and local elements in order to secure
the benefits of their different marketing strategies, it is characterized as a(n) ________.
A) smart company
B) global company
C) multinational company
D) hybrid company
E) international company
Answer:
In the name of the core value of ________, Americans appear to be more receptive to
product claims that stress “new,” “improved,” “longer lasting,” “quicker,” and increased
strength.
A) achievement and success
B) activity
C) material comfort
D) progress
E) individualism
Answer:
CRAFT MINI CASE: Global Craft is an importer of crafts from Indian and African
craftsmen to the United States. The company broadcasts a standardized advertising
campaign nationwide emphasizing the fair price that it pays for the crafts that it
imports, supporting rather than exploiting these craftsmen. Its advertising also serves
to introduce American consumers to international craft products to which they may not
have been already introduced.
In the CRAFT MINI CASE, the majority of Global Craft’s consumers fall into the
________ consumer segment.
A) Global Citizens
B) Global Dreamers
C) Global Indifferents
D) Antiglobals
E) Global Agnostics
Answer: