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A marketing manager who wants to identify opinion leaders for her product category
should do which of the following?
A) She should find government officials who use the product.
B) She should find socially active persons who are very interested in the product
category.
C) She should find intellectuals who can write academic papers about the product
category.
D) She should look for people who rely on reward power to develop interest in a
product.
Kanisha is confronted with a strange set of products during her most recent visit to the
cosmetics counter at her favorite department store. Urban Grunge nail polish is "hot,
hot, hot" according to recent ads. Kanisha likes the idea of a new nail polish but is
unsure about the image that might be projected by the dull colors of the nail polish line.
With such names as Street Slime, Garbage Goo, and Trash Can, caution might be the
right move. Which of the following attitude functions most closelymatches Kanisha's
purchase decision?
A) utilitarian function
B) elaboration function
C) ego-defensive function
D) knowledge function
Vance comes from the lower-upper class, while Jeff comes from the lower-middle class.
They are both madly in love with Julia, who is beautiful enough to do part-time
modeling. According to the principle of ________, Julia is most likely to be attracted to
Vance.
A) elaborated codes
B) ascribed status
C) hierogamy
D) restricted codes
In a(n) ________ culture, members of the culture tend to be closely knit and infer
meanings beyond the spoken word.
A) acculturated
B) high-context
C) ethnic
D) low-context
In advertising terms, a(n) ________ refers to a view or exposure to an advertising
message.
A) node
B) impression
C) connection
D) reference
In a culture production system, the communications subsystem ________.
A) generates new symbols and products
B) selects and manages the distribution of new symbols and products
C) gives meaning to new products and provides a symbolic set of attributes
D) organizes the sharing of symbols
The Food and Drug Administration (FDA) polices advertising claims related to the
contents of edible products and pharmaceuticals.
The title of a popular book once proclaimed that Real Men Don't Eat Quiche. Products
that take on masculine or feminine attributes are said to be ________.
A) agentic
B) sexually explicit
C) sex-typed
D) androgynous
Members of which of the following age cohorts are part of today's gray market?
A) Generation Z
B) Generation Y
C) Generation X
D) The War Baby Generation
In Japanese, the word gemba means ________.
A) a possible interpretation of the truth
B) the one true source of information
C) the news
D) falsehoods
Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field
of spring flowers. The lighting gives all the products a warm glow, and the mood music
is just perfect for casual browsing. After her visit to the store, Julie is always in a better
mood. Springer's Old Country Gifts has attracted Julie with its ________.
A) store position
B) atmospherics
C) subliminal cues
D) marketscape theme
Which of the following is the best tool for consumer activists to use in efforts to make
the public aware of unethical or questionable marketing behavior?
A) Web 2.0
B) B2C e-commerce
C) economics of information
D) compulsive consumption
Which of the following is an object that is admired strictly for its beauty or because it
inspires an emotional reaction?
A) an art product
B) a reality-engineered product
C) a craft product
D) a trial product
Which act makes it illegal for American executives to bribe foreigners to gain business?
A) Lanham Act
B) Foreign Corrupt Practices Act
C) Patriot Act
D) Robinson-Patman Act
According to a classic view of the American class structure, the newer social elites,
drawn from current professionals, belong to which of the following social class
categories?
A) Lower-Upper
B) Upper-Upper
C) Upper-Middle
D) Lower-Middle
When new immigrants arrive in this country, they tend to cluster geographically. The
primary source of information and advice for this group comes from which of the
following?
A) mass media advertising
B) consulates or embassies
C) the local community where the immigrant locates
D) relatives in the immigrant's home country
The revolution in cyberspace has created a situation in which consumers can sell to
other consumers in communities like Etsy. This is known as ________.
A) B2C e-commerce
B) C2C e-commerce
C) B2B e-commerce
D) consumption community
A marketer uses ________ to target a brand only to specific groups of consumers who
are most likely to be heavy users of the marketer's brand.
A) asynchronous interactions
B) market segmentation strategies
C) the 80/20 strategy
D) economies of information
Which promotional strategy uses unconventional means, such as street theater, to
encourage WOM about products?
A) influence networking
B) guerilla marketing
C) viral marketing
D) POP displays
A person who is born into a rich, powerful family is said to have ________ status.
A) ascribed
B) hierarchical
C) achieved
D) longitudinal
At mymms.com, you can upload a photo and order a batch of M&Ms with a face and
personal message printed on the candy shell. This is an example of ________.
A) micromarketing
B) mass customization
C) long tail
D) mass personalization
Eun-Hee is a buyer of rugs made in Asia. She is extremely knowledgeable about her
product line. One of her clients wants to purchase a rug made by a supplier with whom
she has had little contact. Eun-Hee is more likely to engage in a broader search for
information and gather more opinions from others about this new product than someone
who was only moderately knowledgeable about the product line.
The ________ marketing perspective recognizes that people sort themselves into
groups on the basis of the things they like to do, how they like to spend their leisure
time, and how they choose to spend their disposable income.
A) personality
B) motivation
C) lifestyle
D) social
According to the theory called ________, a company can make money if it sells small
amounts of items that only a few people want if the company sells enough different
items.
A) feature creep
B) the long tail
C) Zipf's Law
D) neuromarketing
A(n) ________ is a particular model, or exemplar, of appearance.
A) ideal of beauty
B) self-concept
C) cathexis
D) ideal self
Because the brain's capacity to process information is limited, consumers are very
selective about what they pay attention to and tend to select stimuli that relate to their
current needs. This type of perceptual filter is called ________.
A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation
The term affluenza refers to ________.
A) members of the lower-middle class who are struggling to make ends meet
B) tightwads who are reluctant to spend money on anything but basic necessities
C) scrimpers who have traded down to less expensive brands to save money
D) well-off consumers who are stressed or unhappy despite or even because of their
wealth
The average adult is exposed to about 3,500 pieces of advertising information every
single day, far more information than they can or are willing to process. Consumers
who are exposed to more information than they can process are in a state of ________.
A) advertising bombardment
B) sensory overload
C) sensory shifting
D) circuit overcapacity
Though the Organization for Economic Cooperation and Development (OECD) outlaws
bribery in business practices, it is still common in ________.
A) Japan
B) Mexico
C) Germany
D) all of the above
Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself
in an online game as an armored attack robot. This visual identity is called a(n)
________.
A) avatar
B) extended self
C) ideal self
D) distorted self-image
A customer buying an unfamiliar product that carries a fair degree of risk would most
likely engage in what type of decision-making?
A) cognitive decision-making
B) limited decision-making
C) habitual decision-making
D) affective decision-making
Fallon was the son of a very wealthy banker from Connecticut. The first time Fallon
saw an artist on MTV wearing a polished bicycle chain around his neck, he knew he
had to get an item like that for himself. Fallon's behavior is best explained by the
________ theory of fashion.
A) trickle-down
B) trickle-up
C) trickle-across
D) prestige-exclusivity
