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Fear appeals are unlikely to be effective among persons to score high on the personality
variable termed ________.
A) dogmatism
B) promotion-focused
C) disgust aversion
D) need for cognition
E) sensation seeking
Answer:
SMITH MINI CASE: Nathan Smith is single and lives in Detroit, where he works on the
assembly line at the local automobile manufacturing plant and is a member of the
Automobile Workers Union. He views work as a means to buy things to enhance his
leisure time and recently purchased a new television so that he could better watch his
favorite team, the Detroit Lions, play football. Nathan has always followed the Lions,
largely because his dad was a big Lions fan.
In the SMITH MINI CASE, Nathan is most likely considered to be in the ________
stage of the traditional family life cycle.
A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution
Answer:
WATCH MINI CASE: Bob is interviewing for high-level managerial jobs in the Boston
area. He decides that, in order to make himself more appealing for the job, he should
wear expensive suits and carry expensive business accessories. To this end, he has
decided to purchase an Icon watch, because Bob perceives that Icon watches are
expensive and typically worn by people with high social status. In fact, Icon specifically
targets its wristwatches to image-conscious business executives and has its best results
focusing its marketing efforts on men between the ages of 35 and 50 living in affluent
zip codes of New York City and its surrounding suburbs.
In the WATCH MINI CASE, seeking a job with higher income and greater prestige,
Bob is trying to exercise ________.
A) downward mobility
B) conspicuous consumption
C) downward comparison
D) power
E) upward mobility
Answer:
The inner psychological characteristics that both determine and reflect how a person
responds to his or her environment compose an individual's ________.
A) role
B) self-image
C) individuality
D) personality
E) status
Answer:
Popular methods of covert marketing include ________.
A) actors posing as customers telling people the product benefits and giving them a
chance to try the product
B) paying bartenders for praising brands of alcoholic beverages and recommending
them to customers
C) paying employees to pose as customers online and spread positive word-of-mouth
about the product
D) disguising emails as urgent or personal thank-you notes
E) all of the above
Answer:
In product placement scenarios, marketers place an advertised product into a TV show
or film by having it used by the cast, integrated into the plot, or associated with a
character. In product placements, the product is considered the ________ and the show
is the ________.
A) entertainment; brand
B) figure; ground
C) ground; perceptual organization
D) perceptual block; perceptual organization
E) ground; figure
Answer:
WEDDING MINI CASE: Susan is planning her wedding. Susan knows what music is
appropriate for her ceremony because she has been to a number of weddings before.
She has questions, though, about the appropriate wording of her invitations, so she
reviews the helpful information provided by professional wedding planners on
specialist wedding sites to familiarize herself with customary wording and style rules.
In choosing a wedding dress, Susan has decided to have a dress designer make a
custom wedding dress for her.
In the WEDDING MINI CASE, Susan has chosen to have her wedding dress custom
made, in line with the core American value of ________.
A) material comfort
B) activity
C) conformity
D) humanitarianism
E) individualism
Answer:
Protestant denominations, Roman Catholicism, and Judaism are the principal organized
subcultures based on ________.
A) nationality
B) religion
C) age
D) gender
E) geographic location
Answer:
Which media type provides access to large audiences; offers the ability to design and
publish ads quickly; has considerable clutter; and offers messages with short lives?
A) television
B) magazines
C) radio
D) newspapers
E) interactive television
Answer:
Which of the following is true of the middle class in emerging markets?
A) Companies can expect middle class consumers worldwide to earn roughly the same
income.
B) Middle-class consumers in less-developed nations often cannot afford to pay as
much for a product as consumers in the more advanced economies do.
C) The majority of the global middle class lives in developed nations.
D) Only one-third of people living in developing countries are literate.
E) The emerging middle class constitutes the highest percentage of the total country
population in Mexico.
Answer:
People with a high ________ tend to be more self-confident, enjoy taking calculated
risks, actively research their environments, and value feedback.
A) need for prestige
B) need for power
C) need for affiliation
D) need for achievement
E) need for affection
Answer:
The ________ affects the persuasive impact of the message.
A) credibility of the level
B) credibility of the noise
C) credibility of the source
D) credibility of the receiver
E) credibility of the feedback
Answer:
After buying a Mini Cooper, Kate began paying more attention to advertisements for
Mini and spent more time on websites reading about how much Mini drivers love their
cars because she was sympathetic to these messages and found them pleasant. This is an
example of ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization
Answer:
TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come
out with its own line of Kleenex-like face tissues. In order to promote its new product,
Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of
April on local network television stations. During March, leading up to the movie
series, Paper Queen advertised the upcoming event during the same time slot on a
number of competing television stations in an effort to expose even channel surfers to
its advertising. After the promotions started, Paper Queen measured the success of its
advertising campaign based on the number of boxes of tissues it sold.
In the TISSUE MINI CASE, which of the following is most likely to be used to track
the sales effects of the promotional campaign?
A) brain wave analysis
B) attitudinal measures
C) UPC codes
D) Facial EMG
E) Likert scales
Answer:
Savings accounts, insurance policies, and education are all means by which individuals
satisfy the need for ________.
A) self-actualization
B) self-esteem
C) safety and security
D) social acceptance
E) self-fulfillment
Answer:
The ________ constitutes the first half of the "mass market" of consumers who would
purchase a somewhat-established product.
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggard
Answer:
COLLEGE MINI CASE: Evelyn is a high-school senior from Philadelphia looking to
apply to colleges. She has decided to apply to the University of Pennsylvania, Cornell,
and Princeton. She chose not to apply to Brown, Dartmouth, or Yale because she
considers them to be too far away from home. A college counselor had suggested to her
that Columbia has a comparable reputation to the schools Evelyn was considering, but
Evelyn didn't perceive Columbia as having any particular advantage over the schools
to which she had already decided to apply. She is eventually accepted to, and decides to
attend Cornell University. Upon arriving on campus, Evelyn immediately notices a
deliberate effort on the part of the college to make new students not only feel at home,
but that they have absolutely made the right decision in attending Cornell. In the
COLLEGE MINI CASE, Yale is part of Evelyn's ________.
A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set
Answer:
A marketer uses a ________ when it acknowledges competing products in its marketing
communications.
A) one-sided message
B) two-sided message
C) positive frame
D) negative frame
E) vocal cue
Answer:
Which of the following are considered to be underlying factors that are likely to
produce a subjective norm?
A) conative predispositions and cognitions
B) normative beliefs and motivation to comply with relevant others
C) affective predispositions toward the behavior and motivation to comply with others
D) intrinsic and extrinsic attributions
E) intention and normative beliefs
Answer:
Consumers' characteristics can be classed as either consumer-intrinsic or
consumption-specific. In this context, consumption-specific features are attitudes and
preferences toward specific products or buying situations. Examples of
consumption-specific features include ________.
A) demographics, gender, and benefits sought
B) attitudes toward shopping, benefits sought in products, and frequency of leisure
activities
C) personality traits, lifestyles, and income
D) education, usage situation, and gender
E) personality traits, awareness of product alternatives, and attitudes toward political
issues
Answer:
Mobile advertising accounts for ________ percent of the total advertising spending in
the United States and worldwide.
A) one
B) two
C) three
D) four
E) five
Answer:
A ___________________ involves a celebrity who attests to the product's quality based
on his/her own personal usage of the product.
A) celebrity testimonial
B) celebrity endorsement
C) celebrity actor
D) celebrity spokesperson
E) celebrity official
Answer:
Aggression and rationalization are examples of ________ that people sometimes adopt
to protect their egos from feelings of failure when they do not attain their goals.
A) fulfillment mechanisms
B) defense mechanisms
C) substitute goals
D) subjective criteria
E) secondary behaviors
Answer:
Purchasing a diamond represents ________ because consumers buy diamonds
infrequently and have no established criteria for evaluating them.
A) impulse purchase behavior
B) limited problem solving
C) habitual purchase behavior
D) routinized response behavior
E) extensive problem solving
Answer:
The ________ concept in business assumes that consumers are mostly interested in
product availability at low prices.
A) marketing
B) societal
C) product
D) production
E) technology
Answer:
________ offer(s) order, direction, and guidance for problem solving by providing tried
and true methods of satisfying physiological, personal, and social needs.
A) Beliefs
B) Values
C) Self-concept
D) Culture
E) Rationality
Answer:
Which of the following is most likely to be used to generate new ideas, like for
positioning or repositioning a product?
A) applied economics
B) complaint analysis
C) controlled statistics
D) quantitative research
E) qualitative research
Answer:
COFFEE MINI CASE: Linda is a heavy coffee drinker and a friend recommends that
she try Sunrise Coffee, a new coffee house in town, because it sells delicious coffee.
Linda replies that she really prefers to drink her coffee in the peace and quiet of her
own home. One morning, Linda is running late and doesn't have time to make herself a
cup of coffee, so she stops by Sunrise and is greeted by a cheerful staff and a
great-tasting coffee, all of which put Linda in a good mood. Upon arriving at work, a
co-worker comments on her alert, up-beat attitude that morning. Linda replies that it
must be the great weather that day, sunshine after a week of solid rain. The following
morning, Linda recalls what a pleasant experience she had at Sunrise and decides to go
again.
In the COFFEE MINI CASE, Linda's initial resistance to the idea of trying Sunrise
Coffee arises from which of the following multiattribute attitude models?
A) attitude-toward-behavior model
B) trying-to-consume model
C) attitude-toward-object model
D) attitude-toward-consumer model
E) attitude-toward-the-ad model
Answer:
RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but,
due to space and budgetary constraints, he recognizes that he will not be able to offer
the same variety and selection of products as does the local athletic mega-store, so he
has decided to focus specifically on runners. He stocks shoes and related gear for
runners, and maintains a staff that is knowledgeable and enthusiastic about running.
Ryan's advertising campaign emphasizes his store's high standard of customer service
and selection of products specifically tailored to meet the needs of the runner.
In the RYAN'S RUNNERS MINI CASE, the process of dividing the athletic market
into different subsets of shoe consumers, such as runners, basketball players, and
golfers, is known as ________.
A) market targeting
B) product placement
C) product positioning
D) market segmentation
E) social marketing
Answer:
SMITH MINI CASE: Nathan Smith is single and lives in Detroit, where he works on the
assembly line at the local automobile manufacturing plant and is a member of the
Automobile Workers Union. He views work as a means to buy things to enhance his
leisure time and recently purchased a new television so that he could better watch his
favorite team, the Detroit Lions, play football. Nathan has always followed the Lions,
largely because his dad was a big Lions fan.
In the SMITH MINI CASE, Nathan roots for the Lions because his dad did. This is an
example of ________.
A) subjective measurement
B) geodemographic clustering
C) intergenerational transfer
D) syncratic decision making
E) status consumption
Answer:
Cross-cultural studies should address willingness to buy foreign-made products, which
is also known as ________.
A) acculturation
B) ethnic self-identification
C) national self-identification
D) ethnocentrism
E) consumption culture
Answer:
The Lambert family (which has five family members) gives their babysitter a high
school graduation gift. This is an example of ________.
A) interpersonal gifting
B) intercategory gifting
C) intergroup gifting
D) intrapersonal gifting
E) intragroup gifting
Answer:
Uncovering ________ is the primary objective of marketers as they seek to teach
consumers how they can fill their needs by buying certain products and brands.
A) consumer motives
B) consumer cues
C) covert responses
D) overt responses
E) reinforcement mechanisms
Answer:
SMITH MINI CASE: Carl Smith is a 45-year-old Baptist, African American living in
Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care
products. Pinkerton's is a large store that sells a wide range of products, from jewelry
to groceries to lawn mowers. Carl recently received direct-mail advertising from
Pinkerton's urging him to purchase his holiday decorations before the season rush
starts.
In the SMITH MINI CASE, the best way for Pinkerton's to advertise to Carl is through
________.
A) mainstream radio
B) television directed specifically toward African Americans
C) mainstream television
D) mainstream magazines
E) radio directed specifically toward African Americans
Answer:
________ are chunks of software installed on one's computer, tablet or smartphone that
are gateways to games, online resources, and social networking.
A) Cookies
B) UPC codes
C) Apps
D) Viruses
E) Blogs
Answer:
