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________ refers to the fact that consumers view global brands as a cultural ideal and
their purchase and use makes the consumer feel like a citizen of the world and gives
them an identity.
A) Quality signal
B) Country of origin
C) Global myth
D) Global branding
E) Social responsibility
Answer:
__________________ consists of promoting a company's image without referring to
any of its offerings.
A) Institutional advertising
B) Family branding
C) Umbrella positioning
D) Formal advertising
E) Informal advertising
Answer:
CAR MINI CASE: Carl is looking to buy a new car because he needs more space for
driving his kids to and from their after-school activities and for transporting all their
gear. His wife has suggested that the family buy a station wagon, but Carl has a
negative attitude toward station wagons because he feels that they are "Mom-mobiles"
that consign their drivers to a life of car pools and PTA meetings. He then sees an ad
for Subaru with a beautiful outdoor setting and attractive young people using a Subaru
station wagon. The voice-over discusses the physical attributes of the car and the
demographics of its owners. After seeing a Subaru ad portraying its station wagon as a
trendy automotive option for exciting young people looking for more cargo room than a
sedan and better fuel-efficiency than an SUV, Carl finds himself to be much more
enthusiastic about his wife's station wagon suggestion. He purchases a Subaru, but
later begins thinking that he probably should have purchased a Volvo for its reputation
of greater safety.
In the CAR MINI CASE, Subaru's portrayal of its station wagon as a car designed for
young people who need extra cargo space to accommodate their active lives appeals to
Carl because that is how he sees himself. In this way, Subaru is appealing to the
________ function to change attitudes toward station wagons.
A) utilitarian
B) knowledge
C) ego-defensive
D) competitive
E) value-expressive
Answer:
Which major metropolitan area of the United States has the highest purchase/usage of
mouthwash?
A) New York
B) Atlanta
C) Boston
D) Chicago
E) Los Angeles
Answer:
When Fage Yogurt emphasizes its yogurt's thickness, which two positioning strategies
was it using?
A) key attribute and premier position
B) premier position and umbrella positioning
C) un-owned position and umbrella positioning
D) key attribute and un-owned position
E) key attribute and umbrella positioning
Answer:
In the consumer decision-making process, the ________ stage influences the
consumer's recognition of a product need.
A) analysis
B) evaluation
C) input
D) process
E) output
Answer:
Two people driving together may spot a billboard at different times. This means they
have different ________.
A) absolute thresholds
B) differential thresholds
C) just noticeable differences
D) adaptation levels
E) sensory adaptations
Answer:
The learning of one's own culture is known as ________.
A) acculturation
B) exculturation
C) proculturation
D) inculcation
E) enculturation
Answer:
________ is based on the premise that observable responses to specific external stimuli
signal that learning has taken place.
A) Perceived learning
B) Behavioral learning
C) Cognitive learning
D) Associative learning
E) Modernist learning
Answer:
According to the societal marketing concept, ________.
A) fast-food restaurants should develop healthier foods that contain less fat and starch
B) marketers should advertise food to young people in ways that encourage overeating
C) marketers should use professional athletes in liquor and tobacco advertisements
D) marketers should teach young drivers to get the most out of their cars by driving
them as fast as possible
E) toy manufacturers should manufacture their products out of the cheapest materials
possible, regardless of where those materials come from or what potential contaminants
they may contain
Answer:
When is a relatively similar marketing strategy most viable across nations?
A) when the nations differ widely
B) when the nations have different beliefs
C) when the nations have different values
D) when the nations are similar
E) when the nations have different customs
Answer:
PUB MINI CASE: Sean and his friends, most of whom are Irish immigrants or have
Irish parents, enjoy drinking at The Celtic Knot, a small New York pub that serves
many Irish beers, is decorated with genuine Irish paraphernalia, and holds weekly
traditional Irish music sessions . Like many of his friends, Sean enjoys the feeling the
pub gives him of connection with his Irish heritage. The pub advertises at community
centers and churches in predominantly Irish areas of the city. On its posters,
underneath a photo of a group of attractive young people in a cozy corner of the pub
drinking and laughing together, is the pub's slogan: "Because being Irish is about more
than just St. Paddy's Day."
In the PUB MINI CASE, Sean concludes that he likes The Celtic Knot because he goes
their frequently. This is an application of ________.
A) the elaboration likelihood model
B) attribution theory
C) self-perception theory
D) defensive attributions theory
E) formation theory
Answer:
Past experience is considered a(n) ________ source of information.
A) irrelevant
B) risky
C) external
D) internal
E) limited
Answer:
Qantas targets four distinct segments: coach passengers, premium economy, business
and first class, and uses ________ to clearly differentiate between the options targeted
at each segment.
A) positioning
B) behavioral targeting
C) geographic segmentation
D) reverse targeting
E) countersegmentation
Answer:
A ________ strategy involves customizing either the product or the communications
program.
A) local
B) restricted
C) national
D) global
E) mixed
Answer:
When characterizing "consumer style," or how a consumer approaches the purchase and
consumption experience, German consumers were more ________ and less ________
than their counterparts from the United States, the United Kingdom and France.
A) price sensitive; brand-loyal
B) brand-loyal; price sensitive
C) likely to seek variety; likely to seek information
D) brand-loyal; likely to seek variety
E) likely to seek variety; brand-loyal
Answer:
Ragu, a maker of spaghetti sauces, chose to launch some of its most successful flavors
in the new pouch packaging format in order to take advantage of ________ to gain
quick customer acceptance of the new format.
A) perceptual mapping
B) Gestalt psychology
C) the halo effect
D) selective exposure
E) consumers' need for closure
Answer:
According to recent projections, the middle class will increase in size by 1.8 billion
people, of which about one third will be in ________.
A) China
B) India
C) Western Europe
D) the United States
E) Russia
Answer:
Generally, the consumption habits of African American consumers are a function of
their ________ rather than their ________.
A) ethnicity; brand loyalty
B) social standing; ethnicity
C) ethnicity; convenience
D) convenience; ethnicity
E) ethnicity; social standing
Answer:
Products, packages, brand names, advertisements, and commercials are examples of
________.
A) sensations
B) receptors
C) realities
D) stimuli
E) intensities
Answer:
Marketers of many products such as soup, laundry detergent, beer, and dog food have
found that a relatively small group of heavy users accounts for a disproportionately
large percentage of the total product usage. Targeting these heavy users specifically is
an example of ________.
A) benefit-based segmentation
B) demographic segmentation
C) cross-cultural segmentation
D) usage rate segmentation
E) usage situation segmentation
Answer:
The comfort-seeking segment of Millenials that does not buy green products and cares
mostly about their businesses and their families is known as ________.
A) Hip-ennials
B) Millennial Moms
C) Anti-Millenials
D) Gadget Gurus
E) Old-School Millenials
Answer:
________ is defined as the process by which children acquire the skills, knowledge,
attitudes, and experiences necessary to function as consumers.
A) Intergenerational brand transfer
B) Peer socialization
C) Consumer socialization
D) Shared shopping experience
E) Parental socialization
Answer:
The purpose of studying consumer behavior is to enable marketers to anticipate how
they might better meet consumer needs by ________.
A) improving profit margins
B) consistently beating competitors' prices
C) offering consumers more suitable products and marketing messages
D) convincing consumers that they need the products the company can produce
E) pushing consumers to purchase products that they need but are reluctant to buy
Answer:
Frequently, ideas stemming from ________ are tested empirically with a larger sample
through ________.
A) qualitative research; quantitative studies
B) quantitative research; qualitative studies
C) primary research; secondary data studies
D) quantitative research; complaint analysis studies
E) qualitative research; complaint analysis studies
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 attitude toward Sunrise changes as a result of
________.
A) word-of-mouth
B) direct experience
C) a change in her environment
D) advertising
E) cognitive dissonance
Answer:
The type of self-image that characterizes the way consumers feel others see them is
________.
A) actual self-image
B) ideal self-image
C) social self-image
D) ideal social self-image
E) self-image awareness
Answer:
The FTC can require companies that have misled consumers to run ________, which
can sometimes result in distrust toward other products sold by the company and toward
similar products sold by unrelated marketers.
A) covert advertising
B) deceptive advertising
C) educative advertising
D) misleading advertising
E) corrective advertising
Answer:
What is the THIRD step in the positioning process?
A) Create a positioning statement focused on the benefits and value that the product
provides.
B) Determine the target market's preferred combination of attributes.
C) Define the market in which the product or brand competes, relevant buyers and
competitors.
D) Develop a distinctive, differentiating, value-based positioning concept.
E) Research how consumers perceive competing offerings on relevant attributes.
Answer:
________ is the process by which marketers learn, via cross-cultural analysis, about the
values, beliefs, and customs of other cultures and apply this knowledge to marketing
products internationally.
A) Collectivism
B) Individualism
C) Interdependence
D) Enculturation
E) Acculturation
Answer:
An electronic eye camera used to monitor the eye movements of subjects looking at a
series of advertisements would be considered a tool for ________.
A) mechanical observation
B) momentary observation
C) physiological observation
D) human observation
E) behavioral observation
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, by portraying his store as a one-stop-shop for
all your running needs, Ryan has developed a distinct image for his store. This is an
example of ________.
A) segmentation
B) targeting
C) placement
D) positioning
E) social marketing
Answer:
Purchasing Advil represents ________ because consumers have experience with
over-the-counter pain relievers and do not need to establish the criteria for evaluating
them.
A) impulse purchase behavior
B) partial problem solving
C) high involvement purchase behavior
D) routinized response behavior
E) extensive problem solving
Answer:
Which of the following is true of the "traditional elderly"?
A) They are especially knowledgeable and alert customers.
B) They see age as a physical state.
C) They are selectively innovative.
D) They seek new experiences and personal challenges.
E) They feel financially secure.
Answer:
Rate of usage is strongly related to two cognitive dimensions: product involvement and
________.
A) product awareness status
B) background
C) personality
D) awareness
E) country of origin
Answer:
