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Which HLC group is basically the unmarried members of the Generation Yers?
A. Single I
B. Single II
C. Single III
D. Single X/Y
E. Empty nest
Individuals frequently purchase products thought to be used by a desired group in order
to achieve actual or symbolic membership in the group. This type of group is referred to
as a(n) _____.
A. primary reference group
B. secondary reference group
C. dissociative reference group
D. aspiration reference group
E. attractive reference group
General Electric commits millions of dollars a year to research and development to
develop new products. How would this be classified with respect to general
organizational objectives and the nature of the organizational activity?
A. commercial objective, routine activity
B. commercial objective, complex activity
C. commercial objective, technical activity
D. cooperative objective, technical activity
E. nonprofit objective, complex activity
Which of the following is a segment of female consumers?
A. Traditional housewife
B. Trapped housewife
C. Trapped working woman
D. Career working woman
E. all of the above
When Joan sees an ad with a kitten or puppy, she always pays attention because seeing
them makes her feel so happy. This emotional or feeling response triggered by the ads is
known as _____.
A. affective interpretation
B. consumer inference
C. cognitive interpretation
D. perceptual interpretation
E. perceptual relativity
Which VALS segment of consumers leads the most constricted lives, living simply on
limited incomes with a focus on safety and security?
A. Experiencers
B. Strivers
C. Survivors
D. Makers
E. Believers
____ are widely held beliefs that affirm what is desirable.
A. Norms
B. Cultural values
C. Precepts
D. Prescriptions
E. Orientations
Which of the following is a value representative of an innovative organization that
seeks to change, views problems as opportunities, and rewards individual efforts?
A. Risk taking is discouraged.
B. Cooperation is more important than competition.
C. Change is negative and actively avoided.
D. Hard work comes first, leisure second.
E. Rank or status is more important than performance.
In which type of ad does a person, generally a typical member of the target market,
recount his or her successful use of the product, service, or idea?
A. single message
B. two-sided message
C. comparative ad
D. testimonial ad
E. demonstration
Action-oriented consumers that strive to express their individuality through their
choices and purchase experiences are driven by which primary motivation?
A. ideals motivation
B. achievement motivation
C. self-expression motivation
D. realist motivation
E. focused motivation
Which of the following is NOT a subcategory of the awareness set?
A. evoked set
B. purchase set
C. inert set
D. inept set
E. all of the above are subcategories of the awareness set
Using a product in a new way is referred to as _____.
A. counterfactual thinking
B. prefactual thinking
C. use innovativeness
D. usage expansion
E. extended use thinking
Which term is often used to refer to the organizational culture of a business firm?
A. firmographics
B. lifestyle
C. corporate culture
D. corporate style
E. internal style
The largest, most diverse generational segment is
A. Generation X.
B. Generation Y.
C. Generation Z.
D. baby boomers.
E. tweens.
Lisa has to check her e-mail frequently to delete the unsolicited messages she gets,
typically for loans and prescription drugs. If she doesn't delete them, her inbox will fill
up and e-mails that she wants to receive won't get through. This unsolicited e-mail is
known as _____.
A. PBE
B. spam
C. blog
D. junk mail
E. banner mail
Research shows that the most important search-related use of the Internet is _____.
A. finding information
B. getting news
C. buying a product
D. using e-mail
E. checking the weather
Which of the following are types of reference prices?
A. primary and secondary
B. direct and indirect
C. latent and manifest
D. internal and external
E. high and low
Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance
exceeded their expectations. They all decided that this was the only Italian restaurant
they will ever go to again in their town. This is an illustration of _____.
A. nonsatisfaction
B. extended decision making
C. commitment
D. relationship marketing
E. customer value
Under conditions of crowding, consumers tend do to all of the following EXCEPT
_____.
A. buy less
B. make faster decisions
C. make more demands on the sales personnel
D. be less satisfied
E. all of the above
