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Which of the following determinants of customer satisfaction with online websites and
merchants while shopping online is characterized by the customer's willingness to count
on the merchant to successfully complete the purchase transaction and feeling the
merchant is reliable and honest?
A) trust
B) engagement
C) network
D) interactivity
E) adaptation
Answer:
________ is a concept related to perception. People actively seek out messages that
they find pleasant and actively avoid painful or threatening ones.
A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization
Answer:
Which of the following class strata constitute a major market for do-it-yourself
products?
A) lower-upper class
B) upper-middle class
C) lower-middle class
D) upper-lower class
E) lower-lower class
Answer:
The purpose of institutional advertising is to ________.
A) promote a specific product line
B) promote a specific retail outlet as a way of improving the manufacturer's image
through the retail store image
C) boost the corporate image
D) enter a product category totally unrelated to the one with which the corporate name
has become synonymous
E) promote the product category as a whole
Answer:
Whether or not consumers need to be informed about a product relates to consumers'
________.
A) awareness status
B) usage situation
C) attitude
D) usage rate
E) learning-involvement
Answer:
If a mobile phone company, Mobile Power, offers a money-back guarantee to offset
concerns that the product will not be worth its cost, it is an attempt to help mitigate
consumers' perception of ________.
A) functional risk
B) financial risk
C) psychological risk
D) social risk
E) physical risk
Answer:
From a marketer's perspective, ________ involves obtaining the desired result from
using a particular product or service.
A) the central route to persuasion
B) copy testing
C) positive reinforcement
D) the peripheral route to persuasion
E) negative reinforcement
Answer:
PEN MINI CASE: United Writing Utensils is preparing to launch a new high-end pen
in preparation for the college graduation season. Prior to launching its new product,
United carries out research on different promotional ideas in an attempt to select an
advertisement design that will optimize the pen's sales. United has pre-selected four
advertising themes that it will test. In these tests, individuals are shown a series of print
ads with one of the four test advertisements inserted randomly in the series. Test
subjects are then asked to recall certain elements of the pen advertisement. By
comparing data from different sets of test subjects shown different versions of the
advertisement, United will be able to determine which of the four advertising themes
most effectively communicates United's intended message about the quality and
prestige of the new product.
In the PEN MINI CASE, the research study design is an example of ________.
A) physiological observation
B) mystery shopping
C) test marketing
D) metaphor analysis
E) mechanical observation
Answer:
________ during a visit include entering contests, responding to polls' questions,
redeeming coupons, playing games, posting comments, sending messages, inviting
friends and downloading or uploading materials and applications.
A) Unique visitors
B) Interaction rate
C) Actions taken
D) Conversation-related measures
E) Visitors' demographics
Answer:
________ is already existing information that was originally gathered for a research
purpose other than the present research.
A) Explanatory data
B) Primary data
C) Qualitative data
D) Test data
E) Secondary data
Answer:
The key factor underlying the persuasive impact of a personal or interpersonal message
received from either a formal or informal source is ________.
A) the number of times the message is sent
B) the source's credibility
C) the number of times the message is received
D) the type of broadcast medium used
E) the extent to which the receiver's peers understand the message
Answer:
MP3 MINI CASE: Judy wants a new MP3 player so she can listen to music while she
runs. She currently runs with a CD player, but is irritated with the frequency with which
it skips and the limited amount of music that can be stored on a CD. After reviewing
several consumer reviews on various tech websites, she identifies 5 different MP3
player models that might meet her needs. She decides that she needs at least 20
gigabytes of data storage on her player, and eliminates all options with fewer than 20
GB. There are now 3 models remaining. She then decides that she will only accept
players with at least 15 hours of battery life. She is now considering only 2 players.
Player A is heavier, but has a longer battery life. Player B is lighter, but has a shorter
battery life. Judy chooses Player A because she believes that the longer battery life
more than compensates for the additional weight.
In the MP3 MINI CASE, the online consumer reviews that Judy reads before selecting
a new MP3 player are part of the ________ component of the consumer
decision-making model.
A) output
B) experience
C) input
D) trial
E) process
Answer:
Ken and Kira recently married and do not currently have any children. They both work
and are conscientiously saving their money so that they can go on a cruise next summer.
Ken and Kira are best described as being at the ________ stage of the traditional family
life cycle.
A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution
Answer:
TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial
for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and
popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in
his kitchen at home and, when they didn't pop out, tried to get them out with a pair of
scissors. Ruth feels that the advertisement is dangerous and should be changed.
In the TOASTER MINI CASE, which of the following CARU guidelines does the
Kool-Stuf manufacturer violate?
A) Product presentations must not encourage children to pressure their parents to buy
the products advertised.
B) Ads must not compel children to feel that ownership of a given product will make
them more accepted by peers.
C) Product claims must not exaggerate the benefits of the product.
D) Product presentations must not exploit the child's imagination or create unrealistic
expectations.
E) Ads must not deliberately attempt to confuse children and make them believe that
the advertisement is actually the television show they are watching.
Answer:
When consumers watch advertising on TV, they ________ process and store ________
information without active involvement.
A) passively; left-brain
B) actively; left-brain
C) passively; right-brain
D) actively; right-brain
E) intentionally; left-brain
Answer:
According to Maslow's hierarchy-of-needs theory, the need for ________ refers to an
individual's desire to fulfill his or her potential.
A) self-actualization
B) safety and security
C) physiological well-being
D) social acceptance
E) egoistic fulfillment
Answer:
On a percentage basis, which of the following is the fastest-growing American
minority?
A) African Americans
B) Hispanic Americans
C) Latin Americans
D) Asian Americans
E) Eastern European Americans
Answer:
Which of the following is NOT a statement that is illustrative of opinions of an
individual with a high Need for Uniqueness?
A) I like to seek out unusual gifts for myself.
B) I enjoy it when others tell me my taste is different or uncommon.
C) I work at maintaining my own unique persona.
D) Some of my acquaintances think I'm somewhat weird in my seeking to be different.
E) I like to stay up to date with current clothing styles and fashion trends.
Answer:
How individuals react to a drive or cue constitutes their ________.
A) perceptual organization
B) learning
C) response
D) motivation
E) reinforcement
Answer:
________, the degree to which a new product is difficult to understand or use, is
especially important when it comes to innovation in high-tech consumer products.
A) Relative advantage
B) Compatibility
C) Complexity
D) Trialability
E) Observability
Answer:
________ measures the gaps between customers' expectations of services and their
perceptions of the actual service delivered.
A) Reference price
B) The SERVQUAL scale
C) The Service Index
D) Brand image
E) The Tangibility Index
Answer:
Children perceive ________ to be a close and reliable source of information, whereas
adolescents and teenagers are likely to look to ________ for models of acceptable
consumption behavior.
A) their families; their friends
B) their friends; media
C) media; their friends
D) media; their families
E) their friends; their families
Answer:
In a(n) ________, the consumer ranks a product's attributes in terms of perceived
relevance or importance, then compares the various alternatives in terms of the single
attribute that is considered most important. When two or more alternatives are
comparable for the most important attribute, the consumer rates those alternatives on
the basis of the second most important attribute.
A) lexicographic decision rule
B) affect referral decision rule
C) disjunctive decision rule
D) conjunctive decision rule
E) cognitive decision rule
Answer:
The ________ category tends to perceive little risk in adopting new products. These
consumers are even willing to pay high prices for newly-introduced products because
they enjoy being the first to own them.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard
Answer:
________ track bodily responses to stimuli.
A) Physiological measures
B) UPC codes
C) Attitudinal measures
D) Day-after recall tests
E) Net income tests
Answer:
American consumers who preferentially select products made in the USA demonstrate
high ________.
A) cultural homogeneity
B) national heritage
C) belief structure
D) international view
E) consumer ethnocentrism
Answer:
The emphasis in the definition of personality is on inner characteristics, which are
________.
A) those characteristics of an individual that are not readily apparent to others
B) those characteristics which individuals try to hide from others
C) those characteristics that distinguish one individual from others
D) those characteristics that make one individual similar to others
E) those characteristics that constitute the individual's ideal self-image
Answer:
Immediate feedback is the factor that makes ________ so effective.
A) impersonal messages
B) mass marketing
C) television advertising
D) print advertising
E) personal selling
Answer:
A ________ is a subset of the ________.
A) universe; population
B) population; sample
C) sample; population
D) population; universe
E) universe; sample
Answer:
Which of the following is NOT one of the characteristics of an effective target?
A) identifiable
B) sizeable
C) reachable
D) inaccessible
E) congruent with the marketer's objectives and resources
Answer:
A ________ is anything that represents something else.
A) belief
B) custom
C) symbol
D) more
E) value
Answer:
Which of the following is NOT an example of the recent shift in traditional gender roles
in product targeting and advertising?
A) Van Gogh Blue Vodka targeting women
B) Frito-Lay targeting women
C) television shows targeting women
D) department stores targeting men with grooming products
E) Dove Men+Care
Answer:
Which country has the highest gross income?
A) Greece
B) United States
C) India
D) Norway
E) China
Answer:
