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Which of the following is NOT a basic approach that individuals in a family use to
resolve purchase conflicts after they have arisen?
A. bargaining
B. use of authority
C. physical force
D. playing on emotion
E. reasoning
Which of the following is used by firms to influence consumers?
A. ads
B. packages
C. store environments
D. sales pitches
E. all of the above
The value that Americans place on youth has _____.
A. increased dramatically in recent years
B. shown a slow reversal toward more value being placed on age in recent years
C. decreased dramatically in recent years
D. remained unchanged in recent years
E. shown a slight increase in recent years
Jamie was participating in a market research study regarding computers when he was
presented with 24 different computers that varied on four criteria. He was asked to rank
all 24 descriptions in terms of his preference for those combinations of features. Which
approach to assess the relative importance Jamie places on evaluative criteria was this
research using?
A. perceptual mapping
B. regression analysis
C. factor analysis
D. conjoint analysis
E. cluster analysis
Raymond is conducting motivation research. He is using _____, which are designed to
provide information on latent motives.
A. strategic manipulation techniques
B. projective techniques
C. latent labeling techniques
D. marketing user techniques
E. manifest techniques
Perhaps the most powerful type of reference group in industrial markets is that of
_____.
A. innovators
B. lead users
C. government regulators
D. market mavens
E. business press
Which of the following statements is FALSE regarding situational factors affecting
attention?
A. Motivation and ability are two major situational factors affecting attention.
B. In advertising, consumers pay less attention to a commercial in a large cluster of
commercials than they do to one in a smaller set.
C. Clutter represents the density of stimuli in the environment.
D. Program involvement refers to how interested viewers are in the program or editorial
content surrounding the ads.
E. Clutter and program involvement are two major situational factors affecting
attention.
Which of the following statements is FALSE regarding word-of-mouth (WOM)
communications?
A. It is estimated that two-thirds of all consumer product decisions are influenced by
WOM.
B. Negative experiences are powerful motivators of WOM.
C. Going beyond satisfaction to deliver more than was expected appears to have the
potential to generate substantial WOM.
D. Not all personal sources are equal in value.
Which of the following is true regarding word-of-mouth (WOM)?
A. WOM is a minor factor in consumer behavior.
B. Consumers trust WOM more than many other sources.
C. Satisfaction yields more WOM than does dissatisfaction.
D. Consumers do not give WOM much merit, especially negative WOM.
E. Marketers are not concerned about WOM.
The top categories of online spending include
A. travel
B. apparel
C. computers and peripherals
D. a and c
E. all of the above
_____ have experienced health problems which limit their physical activities, but their
positive outlook means they remain active within physical constraints.
A. Healthy Hermits
B. Ailing Indulgers
C. Ailing Outgoers
D. Frail Recluses
E. Healthy Recluses
Which of the following barriers to online purchasing is related to consumer fears
regarding how personal information about them that is gathered online might be used?
A. lack of "touch"
B. online privacy concerns
C. economic costs
D. opportunity costs
E. dispersion concerns
The value consumers assign to a brand above and beyond the functional characteristics
of the product is known as _____.
A. brand solvency
B. brand liquidation
C. brand image
D. brand equity
E. brand leverage
Juan's job as a purchasing agent consists mostly of reordering basic supplies and
component parts. Which type of organizational purchase situation does this represent?
A. nominal
B. straight rebuy
C. modified rebuy
D. new task
E. limited
