Large inventory levels in one’s home pantry could increase the quantity of food one
believes is appropriate for a meal.
Answer:
Design complexity hurts attention to the brand and attitude toward the ad, whereas
feature complexity enhances paying attention to the ad, its comprehensibility and
attitude toward the ad.
Answer:
Greater familiarity with the product category increases cognitive ability and learning
during a new purchase decision, particularly with regard to technical information.
Answer:
Highly involved consumers use attribute-based information to evaluate brands, whereas
less involved consumers apply simpler decision rules.
Answer:
Effectively catering to the distinct needs of consumers by offering them clearly
differentiated products involves much higher research, production, advertising, and
distribution costs.
Answer:
In quantitative research, the researcher usually analyzes the responses received. In
qualitative research, the responses are coded and analyzed statistically.
Answer:
The Physicians Committee for Responsible Medicine targeted Burger King in television
commercials that blame it for heart disease.
Answer:
Repeat purchase usually signifies that the product meets with the consumer’s approval
and that he or she is willing to use it again and in larger quantities.
Answer:
A cause-related message elicits more favorable consumer attitudes than a similar ad
without a cause-related message.
Answer:
Consumers are always aware of their decisions and can rationalize their consumption
behaviors.
Answer:
Attitudes are learned from direct experience with the product, word-of-mouth
information acquired from others, or exposure to mass-media advertising, the internet
and various forms of direct marketing.
Answer:
The internet offers marketers the ability to customize their products, services, and
promotional messages to individual consumers, as seen in how Amazon.com sends
emails to customers who are interested in a product category telling them about a new
promotional offer.
Answer:
If the purpose of a study is to come up with ideas for the next Campbell’s soup ad
campaign, then a qualitative study is usually undertaken.
Answer:
We can only truly understand our culture’s influence after visiting other countries and
observing local values and behaviors.
Answer:
Compared with impersonal communications in mass media, a key advantage of
interpersonal communications is the ability to obtain immediate feedback through
verbal and nonverbal cues.
Answer:
Individuals who try a brand without any inducements or individuals who buy a brand
repeatedly are more likely to consider that they buy the brand because they like it,
rather than because it was free or on sale.
Answer:
Local adaptation of marketing material only involves translating web pages into the
local language.
Answer:
The size of the sample is dependent both on the size of the budget and on the degree of
confidence that the marketer wants to place in the findings.
Answer:
Competitors often try to change the strong and positive attitudes consumers have
toward market leaders in an attempt to get consumers to switch brands.
Answer:
Cause-related advertising is less effective among more involved consumers.
Answer:
Companies that focus on understanding customers are able to continue to grow and
remain leaders in their industries in spite of increased competition and changing
business environments.
Answer:
Marketers may use qualitative research findings to discover new ideas and develop
promotional strategies and quantitative research findings to estimate the extent or
amount of consumers who react in a particular way.
Answer:
Consumer behavior includes the behavior that consumers display in searching for,
purchasing, evaluating and disposing of products and services.
Answer:
Qualitative research findings are usually generalized to the larger population.
Answer:
Airplanes, radios, TVs, automobiles, fax machines, PCs, videocassette recorders, and
the Internet are all examples of dynamically continuous innovations.
Answer:
Consumer innovators are not as interested as late adopters or nonadopters in the product
categories that they are among the first to purchase.
Answer:
Relative to Chinese consumers, American consumers are more submissive to authority
and place less emphasis on self-reliance.
Answer:
The needs of married women who work outside the home differ from those of women
who do not work outside the home.
Answer:
Much like traditional television advertising, digital technologies allow for two-way
interactive exchanges between customers and marketers.
Answer:
The most effective way to ensure that a promotional message stands out and is received
and decoded appropriately by the target audience is through effective positioning and a
unique selling proposition.
Answer:
The 21-29 year olds who are part of Generation Y are known as Tweens.
Answer:
The traditional family life cycle will go through the following stages: bachelorhood,
honeymooners, parenthood, post-parenthood and dissolution.
Answer:
When the source is well respected and highly thought of by the intended audience, the
message is much more likely to be believed.
Answer:
FOOT CREAM MINI CASE: Athlete’s Aid is a foot cream designed to prevent athlete’s
foot with once-daily application after showering. Athlete’s Aid advertising features Tom
Brown, a well known football player, giving a testimonial on how effectively Athlete’s
Aid prevents athletes foot and the terrible foot smell associated with it. These television
ads are placed at the end of the advertising series immediately before kick-off in a
number of important games during the football season, with the ad repeated during the
rest of the game.
In the FOOT CREAM MINI CASE, Athlete’s Aid’s placement of advertisements at the
end of an advertising series is an attempt to take advantage of ________.
A) primacy effects
B) repetition
C) recency effects
D) positive message framing
E) advertising resonance
Answer:
Attitude-toward-object, attitude-toward-behavior, and theory-of-reasoned-action models
are examples of ________.
A) tricomponent attitude models
B) buyer intention scales
C) attitude-change strategies
D) self-perception theories
E) multiattribute attitude models
Answer:
When Colgate divides the pre-teens toothpaste group into four segments and offers each
one its own toothpaste, they are using ________ segmentation.
A) demographic
B) sociocultural
C) psychological
D) physiological
E) use-related
Answer:
During historical periods when demand exceeded supply, businesses adopted the
________ concept.
A) marketing
B) technology
C) societal
D) production
E) product
Answer:
Perry & Swift an investment management firm used the 2001 P$YCLE Segmentation
System, which is part of a database entitled ________.
A) Nielsen MyBestSegments
B) VALS
C) PRIZM
D) Nielsen NetRatings
E) Magazine Readers Index (MRI)
Answer:
TOASTER MINI CASE: Ruth’s son is five years old. He recently saw a TV commercial
for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and
popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in
his kitchen at home and, when they didn’t pop out, tried to get them out with a pair of
scissors. Ruth feels that the advertisement is dangerous and should be changed.
In the TOASTER MINI CASE, Ruth’s son believed that he could put an Oreo cookie in
the toaster and it would pop out as a Kool-Stuf pastry because, according to ________,
children easily form associations between stimuli and outcomes.
A) the theory of reasoned action
B) equity theory
C) Maslow’s Hierarchy of Needs
D) economic consumption theory
E) the stimulus-response theory
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, Cornell is part of Evelyn’s ________.
A) inept set
B) affective set
C) cognitive set
D) inert set
E) evoked set
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 feels comfortable perceiving The Celtic Knot as a
genuine Irish pub because many of his friends believe the same thing. He is using
________ to affirm his attitude.
A) distinctiveness
B) consistency over modality
C) consistency over time
D) the central route to persuasion
E) consensus
Answer:
Which major metropolitan area of the United States has the highest purchase/usage of
frozen yogurt?
A) New York
B) Atlanta
C) Boston
D) Chicago
E) Los Angeles
Answer:
Which of the following is true of services?
A) It is more difficult for consumers to evaluate the quality of products than the quality
of services.
B) Services are simultaneously produced and consumed.
C) Services are tangible.
D) Services are highly consistent in quality.
E) Services are durable.
Answer:
In cases of ________, consumers have already established the basic criteria for
evaluating the product category and the various brands in the category, but have not
fully established preferences concerning a select group of brands.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer:
Qualitative and quantitative research are ________.
A) used independently
B) complementary
C) always used simultaneously
D) interdependent
E) mutually exclusive
Answer:
Which of the following is NOT a way to get consumers to purchase more?
A) make the store cold
B) make the store warm
C) systematically move displays and aisles so people have to wander
D) approach men and offer help as they deviate from lists
E) offer sales to people who are drinking alcohol
Answer:
________ reflects how consumers would like to see themselves, whereas ________
refers to how consumers would like others to see them.
A) Ideal self-image; ideal social self-image
B) Actual self-image; ideal self-image
C) Social self-image; self-image
D) Actual social self-image; ideal social self-image
E) Ideal self-image; actual social self-image
Answer:
Also known as the “Homeland Generation” and “Digital Natives,” members of the
________ subculture were born between 1997 and today.
A) Generation Z
B) Generation Y
C) Generation X
D) Twixters
E) Baby Boomers
Answer:
In ABC’s Extreme Makeover: Home Edition, Sears’ Kenmore appliances and Craftsman
tools are the “stars” of the show. This is an example of ________.
A) product placement
B) buzz marketing
C) broadcast media
D) an advertorial
E) an infomercial
Answer:
In cases of ________, consumers have experience with the product category and a
well-established set of criteria with which to evaluate the brands they are considering.
A) extensive problem solving
B) economic problem solving
C) limited problem solving
D) passive problem solving
E) routinized response behavior
Answer:
A(n) ______________________ provides offers expertise regarding a particular
product category, reduces uncertainty related to making an incorrect purchase, or
increases consumer confidence because it provides a collective decision.
A) friendship group
B) shopping group
C) virtual community
D) advocacy group
E) aspirational group
Answer:
Jake learned what brands of food to buy at the grocery store by going grocery shopping
with his mother as a child, watching her, and imitating her. This constitutes ________.
A) formal learning
B) media learning
C) informal learning
D) televised learning
E) technical learning
Answer:
According to the attitude-toward-the-ad model, the consumer forms various feelings
and judgments as a result of exposure to an ad. If the consumer likes the ad, ________.
A) he is more likely to buy the product
B) he is less likely to buy the product
C) he is less likely to encounter environmental impediments to consumption
D) his like or dislike has no relevance to his likelihood of purchasing the product
E) he is more likely to attribute satisfaction with the product internally
Answer:
Socially responsible activities can result in ________.
A) improved corporate image among consumers
B) improved corporate image among the financial community
C) increased sales
D) all of the above
E) none of the above
Answer:
Which of the following American core values serves as a social and moral justification
for the acquisition of goods and services in a context such as “you worked for it,” or
“you deserve it”?
A) materialism
B) progress
C) achievement and success
D) external conformity
E) individualism
Answer:
________ refers to the purchase of a brand out of habit and convenience without any
emotional attachment to the brand.
A) Premium loyalty
B) Covetous loyalty
C) Inertia loyalty
D) No loyalty
E) Conditioned loyalty
Answer:
The ________ component of the tricomponent attitude model includes a consumer’s
emotions or feelings about a particular product or brand.
A) conative
B) objective
C) cognitive
D) affective
E) situational
Answer:
In contrast to other American population segments, Hispanic Americans are ________.
A) more religious
B) more populous
C) more patriotic
D) younger
E) more highly educated
Answer:
Define and give one example of each of the following:
a. product line extension
b. product form extension
Answer:
Within the context of the model of consumer decision making, ________ is likely to
occur when a consumer is faced with a “problem.”
A) marketing mix
B) prepurchase search
C) need recognition
D) evaluation of alternatives
E) psychological field
Answer:
Pomona Fruits, a tropical fruit grower, wants to raise awareness of the health benefits of
pineapples in order to spur sales of its produce. Pomona buys a full page in a women’s
health magazine and pays a nutritionist to write a complementary article highlighting
tropical fruits, including pineapples. This is an example of ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
Answer:
When Healthy Choice positions its products as more nutritional than Italian sub
sandwiches and prepared salads, which type of positioning is it using?
A) umbrella positioning
B) premier position
C) positioning against competition
D) un-owned position
E) predictive positioning
Answer:
Individuals who successfully achieve their goals usually set new and higher goals for
themselves; that is, they raise their ________.
A) levels of self-awareness
B) social status
C) levels of aspiration
D) biogenic needs
E) motivational state
Answer:
The largest syndicated research company that assesses how many consumers received a
message and constructs a profile of those who received it is ________.
A) ComScore
B) MRI
C) Arbitron
D) Nielsen
E) Google
Answer:
COOKING OIL MINI CASE: Value Mart is a national grocery store chain that markets
its own line of store-brand food products as a low-cost, high-value option for the
cost-conscious consumer. Based on an evaluation of sales data from various product
categories collected from scanners at checkout points, Value Mart has determined that
there may be a market for a Value Mart brand cooking oil. In order to further explore
customer preferences and potential marketing tactics, Value Mart has decided to
conduct focus group sessions with Value Mart consumers. After conducting the focus
groups, Value Mart decides to do a small-scale trial of a store-brand cooking oil
exclusively at its stores in the New York area to see if consumers will buy the product.
In the COOKING OIL MINI CASE, the Value Mart focus group research format is best
described as a ________.
A) quantitative study
B) motivational study
C) behavioral study
D) descriptive study
E) qualitative study
Answer:
To combat fast-forwarding by consumers who wish to avoid TV commercials,
marketers are increasingly turning to ________, where the line between television
shows and ads is virtually nonexistent.
A) broadcast media
B) product placements
C) buzz marketing
D) advertorials
E) infomercials
Answer:
Age, gender, and income are bases of which of the following types of segmentation?
A) geographic segmentation
B) sociocultural segmentation
C) benefit segmentation
D) demographic segmentation
E) psychological segmentation
Answer:
Renee likes to try on some of the newest clothes each season to see how she looks in
the styles, and prefers to buy clothes that are very unusual. Renee is best described as
________.
A) having a high optimum stimulation level
B) highly dogmatic
C) highly ethnocentric
D) having a low optimum stimulation level
E) minimally ethnocentric
Answer:
What is a ritual? Provide an example of a ritual artifact and explain why ritual artifacts
are important to marketers.
Answer:
How does consumer behavior change among Hispanic consumers as they acculturate?
Answer:
What factors determine how extensive a consumer’s problem-solving task is?
Answer:
What is consumer innovativeness, and how does it relate to personality and consumer
behavior?
Answer:
In what ways is the traditional adoption process model inadequate in its depiction of the
consumer adoption process?
Answer:
Identify the four tiers of the customer pyramid and explain how a financial institution
might change its offerings based on the characteristics of each tier. In your response, be
sure to tie the suggested offerings to the characteristics of the tier so it is clear that you
understand the characteristics of each tier.
Answer:
How do Americans compromise between their core values of individualism and
conformity?
Answer:
What questions can be answered using predictive analytics?
Answer:
Identify three of the key findings in research investigating the relationship between the
effectiveness of an advertising message and the spokesperson or endorser employed.
Answer:
What is cause-related marketing and what impact does the choice of cause have on the
effectiveness of the marketing campaign?
Answer:
Differentiate between terminal values and instrumental values. In your response,
identify the subsets within each type of value.
Answer:
To help marketers understand the impact of advertising on consumer attitudes, they use
a certain model to help measure attitudes. Talk about this model.
Answer:
According to stimulus-response theory, children can easily form associations between
stimuli and outcomes. How does this impact the guidelines that regulate marketing
toward children?
Answer:
Differentiate between non-traditional families and non-family households. What are the
implications of the difference between these two groups for marketers?
Answer:
How do marketers assess the effects of mass communications?
Answer:
What is licensing? What is the principle behind its success?
Answer:
Differentiate between normative influence and comparative influence. In your response,
please select an example of each type of influence.
Answer:
Identify and briefly describe the three major categories of promotional violations that
occur in the marketing of drugs.
Answer:
What is the split-brain theory?
Answer: