Thelma and Louise look forward to Saturday morning when they can drive to their local
diner and have breakfast. They laugh at people who spend their weekends at the mall
shopping. To which shopping orientation do Thelma and Louise belong?
A. Apathetic Shoppers
B. Shopping Lovers
C. Adventurous Explorers
D. Shopping Avoiders
E. Fun Seekers
Which of the following is used to evaluate the attractiveness of various market
segments?
A. segment size
B. distribution available
C. fit with company image
D. cost to serve
E. all of the above
Rational choice theory implicitly or explicitly assumes a number of things about
consumer choice that are often not true, such as _____.
A. consumers seek one optimal solution to a problem and choose on that basis.
B. consumers have the skill and motivation to find the optimal choice.
C. the optimal solution does not change as a function of situational factors such as time
pressure, task definition, or competitive context.
D. a and c
E. all of the above
SAM (Self-Assessment Manikin) is used to assess which component of attitude?
A. cognitive
B. affective
C. behavioral
D. orientation
E. personality
Unsolicited e-mail that is a major concern and irritant is known as _____.
A. PBE
B. spam
C. blog
D. junk mail
E. banner mail
Which of the following refers to how children learn with respect to consumption?
A. the process of consumer socialization
B. the rate of consumer socialization
C. the impact of consumer socialization
D. the content of consumer socialization
E. the influence of consumer socialization
The process of encouraging partial responses leading to the final desired response is
known as _____.
A. step learning
B. staging
C. stepping
D. shaping
E. modeling
Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see
how the various brands were rated. Jon consulted which type of information source?
A. memory
B. personal sources
C. independent sources
D. marketing sources
E. experiential sources
A commercial firm in which one or a few individuals owns a controlling share of the
firm is known as a(n) _____.
A. public firm
B. cooperative firm
C. private firm
D. open firm
E. nontrade firm
Heather and Jeff live on a farm in Iowa with their three children. They are concerned
about the environment because of the high cost of heating their home in winter. Which
environmental activism segment best describes Heather and her family?
A. Frugal Earth Mothers
B. Green Naives
C. Eco-Chic
D. Proud Traditionalists
E. Eco-Villains
Which of the following are teaching materials provided by corporations, usually for
free, and come in various forms including posters, activity sheets, and multimedia
teaching aids?
A. in-school ads
B. ads in classrooms
C. corporate-sponsored educational materials and programs
D. corporate-sponsored contests and incentive programs
E. mobile games
Gail was participating in a market research study, and she was given 20 pairs of brands
of shampoo and asked to indicate which pair is most similar, which is second most
similar, and so forth until all pairs were ranked. Which type of indirect measurement
technique used to assess Gail’s evaluative criteria does this represent?
A. perceptual mapping
B. conjoint analysis
C. evaluative mapping
D. regression analysis
E. factor analysis
Hispanics who identify most strongly with their Hispanic subcultures are most likely to
engage in _____.
A. wife-dominated decisions
B. husband-dominated decisions
C. joint decisions
D. child-dominated decisions
E. none of the above
Which of the following is a segmentation approach to the mature market that
incorporates aging processes and life events related to the physical health and mental
outlook of older consumers?
A. Gerontographics
B. Cognitive psychology
C. Demographics
D. Ageographics
E. Censographics
Ben is interested in golf, so he visits several golf-related websites, such as the USGA
and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it’s no
accident that he receives several banner ads for golf products and destinations. This is
called _____.
A. market segmentation
B. search engine optimization
C. spam
D. blogging
E. behavioral targeting
A culture that tends to view time as being less discrete and less subject to scheduling,
views simultaneous involvement in many activities as natural, allows activities to occur
at their own pace rather than according to a predetermined timetable is adhering to a
_____ time perspective.
A. polychronic
B. monochronic
C. linear
D. parallel
E. simultaneous