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Advertising and Promotion An Integrated Marketing Communications Perspective 11Th Edition By George Belch - Test Bank

Advertising and Promotion An Integrated Marketing Communications Perspective 11Th Edition By George Belch – Test Bank

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Advertising and Promotion An Integrated Marketing Communications Perspective 11Th Edition By George Belch – Test Bank

 Sample Questions

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Chapter 02 Test Bank

Student: ___________________________________________________________________________

  1. Market opportunities are areas where the company believes that customer needs and opportunities are being satisfied.

True    False

 

  1. A market can rarely be viewed as one large, homogeneous group of customers; rather, it consists of many heterogeneous groups, or segments.

True    False

 

  1. Dominating channels of distribution is one way of creating a competitive advantage.

True    False

 

  1. Marketers often go after the entire market with one product, brand, or service offering to create the maximum impact.

True    False

 

  1. In a typical target marketing process, the stage of segmenting the market is immediately followed by positioning one’s product or service through effective marketing strategies.

True    False

 

  1. Target market identification isolates consumers with similar lifestyles, needs, and the like, and increases the knowledge of their specific requirements.

True    False

 

  1. The more marketers segment the market, the less precise is their understanding of it.

True    False

 

  1. In the geographic segmentation approach, markets are divided into units based on consumers’ occupations and lifestyles.

True    False

 

  1. When a market is segmented based on personality, lifecycles, and/or lifestyles, it is referred to as demographic segmentation.

True    False

 

  1. The determination of lifestyles is usually based on an analysis of the activities, interests, and opinions (AIOs) of consumers.

True    False

 

  1. Segmenting the market based on consumers’ product or brand usage and the degree of use is an example of behavioristic segmentation.

True    False

 

  1. Industrial marketers refer to the 80–20 rule, meaning that 20 percent of their buyers account for 80 percent of their sales volume.

True    False

 

  1. Differentiated marketing is used when the firm selects one segment and attempts to capture a large share of this market.

True    False

 

  1. The positioning by competitor approach positions a product by associating it with a particular user or group of users.

True    False

 

  1. Premium brands positioned at the high end of the market usually use the price/quality approach to positioning.

True    False

 

  1. When positioning by product class, marketers only position against brands, and not against other product categories.

True    False

 

  1. Repositioning of a product usually occurs because of declining or stagnant sales.

True    False

 

  1. Strong symbolic features and social and psychological meaning may be more important than functional utility for many products.

True    False

 

  1. Brand equity refers to the tangible assets earned through a product’s functional purpose.

True    False

 

  1. A marketer with an integrated marketing communications (IMC) perspective is likely to link high relative ad expenditures with premium prices, and low relative ad expenditures with low prices.

True    False

 

  1. Trade advertising focuses on sales promotion efforts directed toward the ultimate consumer.

True    False

 

  1. Most consumer-product companies distribute through direct channels.

True    False

 

  1. According to the marketing and promotions process model, the marketing process begins with the
  2. development of the brand equity.
  3. development of a marketing strategy.
  4. development of the promotional mix.
  5. determination of the promotional budget.
  6. establishment of a nano-campaign marketing strategy.

 

  1. According to the marketing and promotions process model, in which of the following stages does the company decide the product or service areas and particular markets where it wants to compete?
  2. development of a marketing strategy and analysis
  3. development of the target marketing process
  4. allocation of advertising budget
  5. development of the marketing planning program
  6. creation of a positioning strategy

 

  1. The Manischewitz company broadened its marketing efforts to capture more of the mainstream market following a(n) ____________________________, which identified favorable demand trends for ethnic foods.
  2. positioning strategy
  3. opportunity analysis
  4. budget analysis
  5. promotional push strategy
  6. promotional pull strategy

 

  1. _____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands.
  2. Matrix analysis
  3. Micro analysis
  4. Situation analysis
  5. Opportunity analysis
  6. Competitive analysis

 

  1. When Coca-Cola wanted to regain market share for its vitaminwater product lines, it based its marketing strategy on a __________________, or a detailed assessment of the current marketing conditions facing the company, its product lines, and its individual brands.
  2. matrix analysis
  3. micro analysis
  4. situation analysis
  5. challenge analysis
  6. competitive analysis

 

  1. Which of the following is best defined as areas where there are favorable demand trends, customer needs and wants are not being satisfied, and where a company thinks it can compete effectively?
  2. market segmentations
  3. marketing channels
  4. marketing stubs
  5. market economics
  6. market opportunities

 

  1. A situational analysis
  2. does not include an assessment of a company’s product lines.
  3. usually starts with a positioning strategy.
  4. does not include an assessment of the conditions facing the company.
  5. typically involves creating branding strategies.
  6. includes an assessment of a company’s individual brands.

 

  1. During a routine market study conducted by CL Foods, it was noted that Chinese and Indian food products were in high demand in American society. In order to take advantage of such a demand, CL Foods manufactured and sold these food items locally. In this scenario, the company is taking advantage of a
  2. market opportunity.
  3. market aggregation.
  4. market assimilation.
  5. marketing buzz.
  6. market threat.

 

  1. FunZone Inc. identified and developed a SmartCard that can be used at fair grounds to make the ticketing process easier. The company found that the existing system was complicated and highly time-consuming. The SmartCard was easy to operate and each swipe would deduct the cost of a ride automatically. According to the given scenario, FunZone has recognized a
  2. market opportunity.
  3. marketing buzz.
  4. marketing engagement.
  5. marketing channel.
  6. market threat.

 

  1. There are several medicines that relieve allergy-related symptoms but only Sensitine comes in a quick dissolving form that can be easily swallowed without water. The manufacturer of Sensitine hopes the fact that it dissolves and enters the system more quickly than other brands will create a
  2. market aggregation.
  3. marketing assimilation.
  4. competitive advantage.
  5. cross-merchandising strategy.
  6. market disintermediation.

 

  1. ___________________ can be achieved through advertising that creates and maintains product differentiation and brand equity, as with the long-running advertising campaign for Michelin tires, which stressed security and performance.
  2. Market aggregation
  3. Marketing assimilation
  4. Brand extensions
  5. Competitive advantage
  6. Market disintermediation

 

  1. Offering quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices, or dominating channels of distribution are ways of
  2. achieving a competitive advantage.
  3. practicing cross-merchandising strategy.
  4. creating market space.
  5. practicing bait-and-switch marketing.
  6. establishing a marketing stub.

 

  1. _____ is defined as something unique or special a firm possesses or does that gives it an edge over other firms in a similar industry.
  2. Competitor indexing
  3. Switch marketing
  4. Competitive advantage
  5. Marketing stub
  6. Bait-and-switch marketing

 

  1. The strong brand images of Apple, Samsung, Nike, BMW, and McDonald’s give them a ___________________ in their respective markets.
  2. competitive advantage
  3. market opportunity
  4. micro advantage
  5. macro analysis
  6. marketing challenge

 

  1. John & Bauer Inc., manufacturers of health drugs, are the manufacturers of a painkiller called JB Revive. The painkiller is unique as it contains calcium, and it is quite unlike any other painkiller in the market. The addition of calcium led to an increase in sales of the medicine as well. In this scenario, the addition of calcium gives the company a
  2. market engagement.
  3. cross-merchandising opportunity.
  4. competitive advantage.
  5. marketing assimilation.
  6. competitive index.

 

  1. The first step in the target marketing process is to
  2. develop positioning strategies.
  3. request government approval.
  4. determine whether to use a market segmentation strategy or a mass marketing strategy.
  5. identify markets with unfulfilled needs.
  6. develop new products.

 

  1. The market segmentation process
  2. divides a market into distinct groups that have heterogeneous needs.
  3. divides a market into distinct groups that will respond similarly to marketing actions.
  4. offers one version of the product to all markets.
  5. creates products for several markets that have independent needs.
  6. positions products in the minds of prospects and customers.

 

  1. Directing a company’s efforts toward one or more groups of customers who share common needs is known as
  2. cross-merchandising.
  3. competitor indexing.
  4. mass customization.
  5. target marketing.
  6. cross-branding.

 

  1. ________________ is dividing a market into distinct groups that (1) have common needs, and (2) will respond similarly to a marketing action.
  2. Market segmentation
  3. Competitor indexing
  4. Mass customization
  5. Cross merchandising
  6. Cross-branding

 

  1. Dividing the market into units such as nations, states, counties, or even neighborhoods is known as
  2. demographic segmentation.
  3. psychographic segmentation.
  4. quantified aggregation.
  5. lifestyle aggregation.
  6. geographic segmentation.

 

  1. Which of the following is a geographic variable for segmentation of the market?
  2. family size
  3. occasions
  4. counties
  5. age
  6. gender

 

  1. Which of the following is a geographic segmentation variable?
  2. income
  3. neighborhood
  4. sex
  5. education
  6. involvement

 

  1. Delish Inc., a food manufacturer, introduced an instant soup specially designed for and advertised in the colder regions of Asia and Europe. This is an example of
  2. demographic segmentation.
  3. psychographic segmentation.
  4. sociocultural segmentation.
  5. geographic segmentation.
  6. undifferentiated marketing.

 

  1. Brown’s Frozen BBQ Sandwiches are made with goat meat drenched in a sweet onion sauce. These sandwiches would not be popular in Texas, where people prefer beef, or in Miami, where a mustard-based sauce is preferred. Which of the following segmentation approaches would be best for the company, based on its desire to target specific regions?
  2. demographic
  3. socioeconomic
  4. personality
  5. geographic
  6. behavioristic

 

  1. Brown’s Foods determined that Southerners preferred milder mustard than those in the Northeast. This led the company to develop a new “Southern Style Mustard.” This strategy best exemplifies
  2. geographic segmentation.
  3. lifestyle segmentation.
  4. socioeconomic segmentation.
  5. demographic segmentation.
  6. usage segmentation.

 

  1. Which of the following is a primary variable of demographic segmentation?
  2. lifestyle
  3. personality
  4. region
  5. marital status
  6. involvement

 

  1. Division of the market based on age, gender, household size, and other measurable characteristics is known as
  2. demographic segmentation.
  3. psychographic segmentation.
  4. socioeconomic segmentation.
  5. geographic segmentation.
  6. undifferentiated segmentation.

 

  1. Jim’s Inc., a travel agency in Texas, offers trips that are designed specifically for couples. In this scenario, the company is using _____ segmentation.
  2. geographic
  3. demographic
  4. lifestyle
  5. behavior
  6. personality

 

  1. Venus Finance aired a series of ads that targeted people born between 1980 and 1994. In this scenario, the company is using a _____ segmentation strategy.
  2. geographic
  3. demographic
  4. socioeconomic
  5. behavioristic
  6. personality

 

  1. When , targets the 34 percent of the population who are 50+, it is using a _____________________ segmentation strategy.
  2. demographic
  3. socioeconomic
  4. behavior
  5. personality
  6. geoographic

 

  1. Which of the following is a variable of the demographic segmentation strategy?
  2. personality
  3. marital status
  4. values
  5. lifestyle
  6. region

 

  1. Enliven, a sports drink manufacturer, has identified its preferred target market as men between the ages of 18 and 22 who are currently in high school or college and active in sports. Which of the following types of segmentation is Enliven using in this scenario?
  2. benefit and demographic
  3. psychographic and geographic
  4. geographic and psychographic
  5. socioeconomic and psychographic
  6. demographic and psychographic

 

  1. Dividing the market on the basis of personality, lifecycles, and/or lifestyles is referred to as
  2. geographic segmentation.
  3. demographic segmentation.
  4. psychographic segmentation.
  5. socioeconomic segmentation.
  6. behavioral segmentation.

 

  1. _____ divides a market on the basis of lifestyles.
  2. Geographic segmentation
  3. Psychographic segmentation
  4. Benefit segmentation
  5. Demographic segmentation
  6. Socioeconomic segmentation

 

  1. Merry Inc. is a nonprofit organization that employs a large number of underprivileged people. It sells art and handicrafts made by these individuals at reasonable prices. Merry’s target market consists of people who believe in helping others. It uses _____ segmentation.
  2. geographic
  3. psychographic
  4. benefit
  5. socioeconomic
  6. demographic

 

  1. With respect to psychographic segmentation of markets, AIO stands for
  2. activities, innovation, and opinions.
  3. activities, interests, and opportunities.
  4. activities, innovations, and opportunities.
  5. activities, interests, and opinions.
  6. actions, interests, and opinions.

 

  1. Which of the following is a primary variable used in psychographic segmentation?
  2. income
  3. lifestyles
  4. education
  5. marital status
  6. age

 

  1. Pluto Inc., a car manufacturer, makes high-end, expensive sports cars. The company targets people who live life in the fast lane and are generally considered to have flashy personalities. In this scenario, Pluto is using _____ segmentation.
  2. benefit
  3. psychographic
  4. socioeconomic
  5. undifferentiated
  6. demographic

 

  1. Which of the following is a primary variable defined in psychographic segmentation?
  2. personality
  3. income
  4. education
  5. family size
  6. gender

 

  1. _____ segmentation divides consumers into groups according to their usage, loyalties, or buying responses to a product.
  2. Benefit
  3. Geographic
  4. Demographic
  5. Behavioristic
  6. Psychographic

 

  1. A company that divides its target markets based on their perceived level of loyalty is using
  2. benefit segmentation.
  3. geographic segmentation.
  4. socioeconomic segmentation.
  5. behavioristic segmentation.
  6. outlet segmentation.

 

  1. Which of the following types of segmentation is employed when consumers are grouped according to their usage and buying responses to a product or service?
  2. behavioristic
  3. demographic
  4. benefit
  5. socioeconomic
  6. psychographic

 

  1. Degree of usage as a basis of segmentation is best reflected by
  2. the VALS principle.
  3. the iceberg principle.
  4. the mirror image rule.
  5. the rule of equity.
  6. the 80–20 rule.

 

  1. _____ segmentation is most closely related to the 80–20 rule, which states that 80 percent of a company’s business comes from 20 percent of its customers.
  2. Geographic
  3. Behavioristic
  4. Demographic
  5. Psychographic
  6. Benefit

 

  1. The 80–20 rule states that
  2. around 80 percent of a company’s sales comes from 20 percent of the customers.
  3. only 80 percent of a market can be segmented.
  4. market segmentation works well only 80 percent of the time, unlike market assimilation which works 20 percent of the time.
  5. only about 80 percent of the people remember the company’s positioning of a product while the remaining 20 percent create their own positioning for a particular product.
  6. about 80 percent of corporations do not understand the actual meaning of the term “market segmentation.”

 

  1. Dental Care, a dental hygiene products manufacturer, has come up with three types of toothpastes for different segments—whitening toothpaste for individuals who buy for aesthetic reasons, strawberry-flavored toothpaste for those concerned with the taste, and germ-control toothpaste for those looking to protect their teeth all day long. On what basis has it segmented the market?
  2. demographic
  3. geographic
  4. socioeconomic
  5. benefit
  6. sociocultural

 

  1. _____ segmentation is the grouping of customers on the basis of attributes sought in a product.
  2. Benefit
  3. Geographic
  4. Socioeconomic
  5. Demographic
  6. Lifestyle

 

  1. Momentum, a brand of sports cars, launched an advertising campaign with a tagline that states, “Our cars outperform most cars on the road even before you step on the accelerator.” In this scenario, the company is using _____ segmentation as it targets its product to satisfy consumers who want to satisfy performance needs.
  2. benefit
  3. demographic
  4. geographic
  5. socioeconomic

 

  1. WristTactical, a watch manufacturer, specializes in manufacturing tactical watches for Navy divers. The company launched an ad campaign that stressed the water-resistant and endurance characteristics of its watches. In this scenario, WristTactical is making use of _____ segmentation.
  2. benefit
  3. demographic
  4. geographic
  5. behavioristic
  6. socioeconomic

 

  1. The fact that some consumers want flavored bottled water and others want it with added minerals provides an opportunity for _____ segmentation.
  2. socioeconomic
  3. benefit
  4. geographic
  5. psychographic
  6. demographic

 

  1. Which of the following is a primary variable considered in benefit segmentation?
  2. attributes sought
  3. income
  4. lifestyle
  5. birth era
  6. marital status

 

  1. According to the market coverage alternatives, _____ involves ignoring segment differences and offering just one product or service for the entire market.
  2. bait-and-switch marketing
  3. concentrated marketing
  4. micromarketing
  5. neuromarketing
  6. undifferentiated marketing

 

  1. Frosty Inc., a beverage manufacturer, only had one product in its line and was targeting all types of customers. With respect to the market coverage alternatives, which of the following best characterizes the approach used by the company?
  2. concentrated marketing
  3. undifferentiated marketing
  4. bait-and-switch marketing
  5. niche marketing
  6. psychographic marketing

 

  1. Which of the following is true of undifferentiated marketing?
  2. It involves selecting one segment and attempting to capture a large market share.
  3. It involves offering just one product or service to the entire market.
  4. It involves creating a niche for a special product line.
  5. It involves customizing products for various target segments.
  6. It involves developing and offering a product for a specific market segment.

 

  1. With respect to the market coverage alternatives, _____ involves developing separate marketing strategies for a number of segments.
  2. differentiated marketing
  3. undifferentiated marketing
  4. concentrated marketing
  5. buzz marketing
  6. B2B marketing

 

  1. Mars Inc., a car manufacturer, offers cheap coupes, medium-priced sedans, as well as expensive sports cars. The company identifies and develops various products for several segments. This scenario is an illustration of
  2. concentrated marketing.
  3. loyalty marketing.
  4. buzz marketing.
  5. bait-and-switch marketing.
  6. differentiated marketing.

 

  1. Chill, a beverage manufacturer, offers varied versions of its products that include diet, cherry-flavored, vanilla-flavored, and caffeine-free versions in addition to its original product. With respect to market coverage alternatives, the given scenario reflects the company’s decision to cater to
  2. a concentrated market.
  3. a differentiated market.
  4. a buzz market.
  5. an undifferentiated market.
  6. a mass market.

 

  1. _____ is used when the firm selects one segment and attempts to capture a large share of the market.
  2. Mass marketing
  3. Undifferentiated marketing
  4. Concentrated marketing
  5. Differentiated marketing
  6. Bait-and-switch marketing

 

  1. Concentrated marketing involves focusing marketing efforts on
  2. different countries.
  3. one particular segment.
  4. mass markets.
  5. various segments.
  6. different counties.

 

  1. Star Furniture designs and sells bedroom furniture for people who are over six feet tall, in an attempt to capture a large share of this relatively small target market. Which of the following strategies is the company employing in this scenario?
  2. differentiated marketing
  3. bait-and-switch marketing
  4. undifferentiated marketing
  5. concentrated marketing
  6. mass marketing

 

  1. Pluto Inc., a high-end car manufacturer, makes only 12 cars per year. The company caters to the “super-rich” and manufacturers only on order. In this scenario, Pluto is using a(n)_____ marketing strategy.
  2. differentiated
  3. undifferentiated
  4. concentrated
  5. mass
  6. loyalty

 

  1. Which of the following is true of concentrated marketing strategies?
  2. They are used to promote multiple products in varied markets.
  3. They are used as a precursor to undifferentiated marketing.
  4. They usually involve only a single segment.
  5. They attempt to catch a minority share in the market.
  6. They are synonymous with undifferentiated marketing strategies.

 

  1. Outlander Inc. is a manufacturer of laptop computers. It plans on manufacturing computers that are targeted to users interested in video games. The computers are optimized for high-definition gaming and, hence, are expensive. By attempting to achieve a large share of a single market segment, which of the following types of marketing strategies has Outlander adopted?
  2. bait-and-switch marketing
  3. undifferentiated marketing
  4. concentrated marketing
  5. buzz marketing
  6. differentiated marketing

 

  1. _____ has been defined as “the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition.”
  2. Branding
  3. Proximity mapping
  4. Drip marketing
  5. Segmentation
  6. Positioning

 

  1. Which of the following is true of product positioning?
  2. It does not focus on a product’s competitors.
  3. It is not possible to position a service.
  4. It focuses purely on customers.
  5. It involves creating a competitive advantage.
  6. It is usually synonymous with market integration.

 

  1. A brand’s market position refers to its
  2. relative market share.
  3. location on store shelves.
  4. image in the mind of the customers.
  5. distribution intensity.
  6. stage in the product lifecycle.

 

  1. _____ relates to the image of a product and/or brand relative to competing products or brands.
  2. Segmentation
  3. Positioning
  4. Neuromarketing
  5. Branding
  6. Merchandising

 

  1. Momentum, a car manufacturer, positions one of its convertibles as “the best natural tanning tool known to man.” This scenario would reflect a positioning strategy based on
  2. product attributes and benefits.
  3. cultural symbols.
  4. product user.
  5. price/quality.
  6. product class.

 

  1. The tagline on an ad for Baker Grill, a manufacturer of gas grills, reads, “The Ultimate Durable Grill.” Baker Grill is using a positioning strategy based on
  2. product class.
  3. product attributes and benefits.
  4. price/quality.
  5. competitor.
  6. cultural symbol.

 

  1. MusC, a whey protein supplement, is positioned as a zero-carb muscle recovery drink. MusC is using a _____ positioning strategy.
  2. product class
  3. product attributes and benefits
  4. price/quality
  5. competitor
  6. cultural or national symbol

 

  1. Flash Parcel Service (FPS) built its advertising campaign around the slogan, “Our business quality speaks the language of speed.” The company positioned its services based on the speed with which it delivers the service. With respect to the positioning strategies, this positioning strategy of FPS is based on
  2. cultural symbols.
  3. demographics.
  4. product class.
  5. product attributes.
  6. socioeconomics.

 

  1. Appeal Automobiles introduced a new car into the market. The company stressed that the new car had side door air bags in an attempt to attract new buyers. Its focus on safety illustrates a strategy of positioning by
  2. cultural or national symbols.
  3. demographics.
  4. price-value.
  5. product attributes and benefits.
  6. competitor.

 

  1. Henry’s Supermarkets has been very effective in positioning itself as stores that offer superior products at a discounted rate. With respect to the positioning strategies, its strategy reflects positioning based on
  2. benefit.
  3. applications.
  4. use.
  5. price/quality.
  6. product class.

 

  1. The Quarter Burger is a hamburger sold by the international fast-food chain Sammy’s Burgers. It was given the name because it contains a patty that weighs a quarter of a pound. The burger is sold for $1 on weekdays. With reference to the various positioning strategies, Sammy’s quarter-pound burger is positioned by
  2. competition.
  3. demographics.
  4. product user.
  5. price/quality.
  6. product class.

 

  1. Treat Corp., a manufacturer of packaged soups, launched an ad campaign that provided quick and easy recipes using Treat’s products on the back of the soup packets. This is an example of positioning by
  2. product class.
  3. product use.
  4. price/quality.
  5. competitor.
  6. cultural symbol.

 

  1. Saturn Inc., a fruit juice manufacturer, came up with an advertising campaign based around the slogan, “It’s a wholesome meal.” The ad speaks about the nutritious content of the fruit juice and how it can assist in losing weight. With respect to the positioning strategies, this is an example of positioning by
  2. quality.
  3. use or application.
  4. product class.
  5. competition.
  6. cultural symbols.

 

  1. Athletic shoes advertised specifically to be used on tennis courts, for running, or for walking are using positioning strategy based on
  2. price/quality.
  3. use or application.
  4. product class.
  5. demographics.
  6. cultural symbols.

 

  1. To encourage more people to use mass transit, ads from providers of mass transportation compare the ease and comfort of riding mass transit with the difficulties of driving in congested traffic and parking headaches. With respect to the positioning strategies, these mass transportation providers are making use of positioning by
  2. product class.
  3. product user.
  4. price/quality.
  5. applications.
  6. cultural symbols.

 

  1. Pluto Inc., a fruit juice manufacturer, launches an ad that contains the slogan, “Try our fruit juices and get the freshness of real fruit,” to position itself against the category. In this scenario, Pluto Inc. is positioning its juices based on
  2. product class.
  3. product use.
  4. product price.
  5. product competition.
  6. product applications.

 

  1. When Bauer Smith opened a men’s shoe store, he decided to carry a full line of shoes in the larger, hard-to-find sizes. Today, his shoe store caters to professional basketball, baseball, and football players who often order a dozen pairs in a single visit. With respect to the positioning strategies, the shoe store uses positioning by
  2. demographics.
  3. cultural symbols.
  4. product user.
  5. competition.
  6. product class.

 

  1. Premium Sports Apparels came up with an ad for shorts that are specially designed for athletes. The ad, which was featured in a sports magazine, shows how these shorts do not shrink over time and are made of a light fabric that helps keep the wearer dry and cool. With respect to positioning strategies, the company is using positioning by
  2. product user.
  3. product demographics.
  4. cultural symbols.
  5. product class.
  6. distribution intensity.

 

  1. Yummy Soups positioned itself as better tasting and more appropriate to the adult palate to gain an advantage over Magic Soups, another packaged soup manufacturer. In the given scenario, which of the following positioning strategies has Yummy Soups used?
  2. demographics
  3. cultural symbols
  4. competitor
  5. price
  6. product class

 

  1. The use of comparative advertising has become increasingly more common. Which of the following positioning strategies does this reflect?
  2. positioning by product user
  3. positioning by product class
  4. positioning by competitor
  5. positioning by price/quality
  6. positioning by cultural symbol

 

  1. When travelers think of Gallivant Airlines, an Australian airline, the first thing that comes to their mind is the kangaroo. In the given scenario, the strong association between the kangaroo and Gallivant Airlines indicates that the airline is receiving the benefit of positioning by
  2. product class.
  3. use/application.
  4. cultural symbol.
  5. product attribute.
  6. competitor.

 

  1. Motor Corp., an automobile manufacturer, launched an ad campaign that stated, “We are yet to reach the industry leader’s position, so we try harder.” In this scenario, the company is positioning itself based on
  2. price/quality.
  3. use or application.
  4. competition.
  5. product class.
  6. distribution intensity.

 

  1. Jolly Green Giant, the Keebler elves, and Mr. Peanut are all examples of positioning by
  2. price/quality.
  3. use or application.
  4. product class.
  5. distribution intensity.
  6. cultural symbols.

 

  1. Venus Corporation engaged in a multimillion-dollar campaign to alter its image among many of its customers. The company’s customers had a perception that the company was simply a hardware manufacturer. Venus wants customers to see it as a services and technology provider. In this scenario, Venus is
  2. using a repositioning strategy.
  3. segmenting the market into niche sectors.
  4. adopting a concentrated strategy.
  5. adopting an undifferentiated strategy.
  6. employing product class segmentation.

 

  1. Initially, Flash Parcel Service (FPS) built its advertising campaign around the slogan, “Our business quality speaks the language of speed.” Back then, the company was trying to make the customers aware of the speed with which it delivers the service. Later, FPS modified its slogan and designed new ads to make customers aware of the different aspects of its delivery such as reliability, cost-efficiency, and punctuality. By moving away from promoting itself as simply a parcel delivery company, FPS has
  2. used a repositioning strategy.
  3. employed product class positioning.
  4. engaged in positioning with cultural symbols.
  5. adopted an undifferentiated strategy.
  6. employed geographic segmentation.

 

  1. Which of the following is true of repositioning?
  2. It occurs only in companies that enjoy a monopolistic market structure.
  3. It usually occurs due to a boom in the company’s sales.
  4. It must be practiced only during an economic downturn situation.
  5. It involves avoiding any alterations with the brand’s existing position.
  6. It is aimed to stem a decline in sales or counter stagnant sales.

 

  1. Which of the following marketing-mix elements is best referred to as a bundle of benefits or values that satisfies the needs of consumers?
  2. price
  3. promotion
  4. people
  5. product
  6. process

 

  1. Offerings, which may come in the form of a service, a cause, or even a person, represent which aspect of the marketing mix?
  2. price
  3. promotion
  4. people
  5. product
  6. process

 

  1. The meaning a consumer attributes to a product or brand and what he or she experiences in purchasing it is known as
  2. functional utility.
  3. product quality.
  4. brand extension.
  5. product symbolism.
  6. product utility.

 

  1. Which of the following best defines branding?
  2. It involves creating new product lines within a company in order to expand and develop the company’s product portfolio.
  3. It includes making use of more than one marketing channel to reach a huge number of customers and to cover a large geographical area.
  4. It primarily involves marketing through a mobile device which assists the customers with personalized information.
  5. It features building and maintaining a favorable identity and image of the company and/or its products or services in the mind of the consumer.
  6. It involves hiring commercial market research agents to conduct a thorough market research before entering a market with unique products.

 

  1. Brand identity is best defined as
  2. a method of defining the percentage of loyal, impulsive, and need-based customers for a particular product.
  3. the process of hiring commercial market research agents to conduct a thorough market research before entering a market with unique products.
  4. a combination of the name, logo, symbols, design, packaging, and image of associations held by consumers.
  5. the process of creating new product lines within a company to expand and develop the company’s product portfolio.
  6. a combination of print, guerilla, broadcast, and outdoor advertising to promote a company’s products.

 

  1. Which of the following is true of brand equity?
  2. It is a tangible asset that adds value to a service.
  3. It allows the seller to use undifferentiated marketing.
  4. It enables the seller to hide product successes from its competition.
  5. It is goodwill that results from a favorable impression.
  6. It allows the seller to stop all promotional activities and redirect its funds to other areas of operation.

 

  1. Which of the following best defines brand equity?
  2. It is a process of varying the width of the product range with the company to modify the return on investment of the company.
  3. It is a process which calculates the percentage of loyal, impulsive, need-based customers, and wandering customers for a particular product.
  4. It is an intangible asset of added value or goodwill that results from the favorable image and/or the strength of consumer attachment to a company name.
  5. It is the process of hiring commercial market research agents to conduct a thorough market research before entering a market with unique products.
  6. It is combination of using print, guerilla, broadcast, and outdoor advertising to promote a company’s products.

 

  1. The marketing mix variable that deals with what a consumer must give up in order to purchase a product or service is
  2. packaging.
  3. price.
  4. promotion.
  5. distribution.
  6. production.

 

  1. Which of the following is true about packaging?
  2. The package cannot be used as a branding tool.
  3. The package lacks in offering benefits like economy and storage.
  4. The package is what the consumer must give up to purchase a product.
  5. The package is often the consumer’s first exposure to the product.
  6. The package must not divulge information relating to its contents.

Chapter 04 Test Bank

Student: ___________________________________________________________________________

  1. In order to be successful, marketers need to know the specific needs customers are attempting to satisfy and how they translate into purchase criteria.

True    False

 

  1. Some purchase decisions are incidental, and may result from little more than seeing a product prominently displayed at a discount price in a store.

True    False

 

  1. Although problem recognition is caused by a difference between the consumer’s ideal state and actual state, the problem does not always imply a negative state.

True    False

 

  1. When the consumer is in the stage of information search in the decision-making process, the relevant internal psychological process is motivation.

True    False

 

  1. The insight that women like to bake cakes because they feel like they are giving birth to a baby was due to a finding from motivation research.

True    False

 

  1. When a consumer’s internal psychological process is attitude formation, she is likely to be in the stage of purchase decision in the decision-making process.

True    False

 

  1. Determining how much and which sources of external information to use involves several factors, including the importance of the purchase decision, the effort needed to acquire information, the amount of past experience relevant, the degree of perceived risk associated with the purchase, and the time available.

True    False

 

  1. Those who relate psychoanalytic theory to consumer behavior believe that consumers know why they want the products they wish to buy.

True    False

 

  1. In-depth interviews involve a structured questionnaire that includes numerous yes-or-no questions.

True    False

 

  1. Projective techniques are applauded or celebrated for being very specific, recognizing the importance of the external environment, and relying so heavily on the early development of the individual.

True    False

 

  1. An individual’s perceptual processes usually focus on elements of the environment that are relevant to his or her needs and tune out irrelevant stimuli.

True    False

 

  1. When Coca-Cola uses the color red to create contrast from other ads, it is focusing on its brand identity and trying to overcome selective exposure.

True    False

 

  1. When a consumer interprets information in a manner that supports her own position, she is said to be engaging in selective retention.

True    False

 

  1. The exact size of the evoked set varies from one consumer to another and depends on factors such as the importance of the purchase.

True    False

 

  1. When Mariah Carey’s perfume associated its product with the looks and sweetness of lollipops, it was an example of applying cognitive learning theory.

True    False

 

  1. Multiattribute models help marketers understand and diagnose the underlying basis of consumers’ attitudes.

True    False

 

  1. According to classical conditioning theory, there is no preexisting relationship between an unconditioned stimulus and unconditioned response.

True    False

 

  1. Reinforcement occurs even when an ad encourages consumers to use a particular product or brand to avoid unpleasant consequences.

True    False

 

  1. When Carfax shows how using its service will help avoid negative consequences, it is an application of classical conditioning.

True    False

 

  1. Learning occurs more slowly but lasts longer when a partial or intermittent reinforcement schedule is used and only some of the individual’s responses are rewarded.

True    False

 

  1. Cognitive learning theory has been criticized for assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors.

True    False

 

  1. Aspirational reference groups represent groups to which me might like to belong, like when the United States Army shows strong leaders in its ads.

True    False

 

  1. The more advertisers assess situational determinants of consumer behavior, the more likely they are to succeed in communicating with their target audiences.

True    False

 

  1. While psychologists study consumer responses to advertising and other forms of communication in controlled settings, sociologists and anthropologists study behavior in context.

True    False

 

  1. Everyone believes neuroscience research is superior to all other traditional methods for understanding consumer behavior.

True    False

 

  1. _____ can be defined as the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.
  2. Consumer socialization
  3. Consumer culture
  4. Consumer behavior
  5. Consumer retention
  6. Consumer assimilation

 

  1. Telluride ski resort appeals to the personality or ___________ of skiers, as these can influence purchase decisions.
  2. lifestyle
  3. loyalty
  4. impulses
  5. attenuation
  6. integration

 

  1. Robert, an automobile engineer, detects a strange noise emanating from the engine of his car. As he is an expert mechanic, he diagnosed that the car required a new fan belt. Which of the following stages of the consumer decision-making process is represented in this scenario?
  2. external search
  3. postpurchase evaluation
  4. problem recognition
  5. purchase decision
  6. alternative evaluation

 

  1. Which of the following is the first stage of the consumer decision-making process?
  2. problem recognition
  3. internal search
  4. external search
  5. selective exposure
  6. selective retention

 

  1. Which of the following is the most relevant internal psychological process associated with the problem recognition stage of the consumer decision-making process?
  2. employment status
  3. motivation
  4. assimilation
  5. dissociation
  6. internalization

 

  1. Which of the following is the most relevant internal psychological process associated with the alternative evaluation stage of the consumer decision-making process?
  2. motivation
  3. attitude formation
  4. assimilation
  5. integration
  6. differentiation

 

  1. Which of the following is the most relevant internal psychological process associated with the purchase decision stage of the consumer decision-making process?
  2. externalization
  3. perception
  4. culturalization
  5. integration
  6. learning

 

  1. Which of the following is the most relevant internal psychological process associated with the postpurchase evaluation stage of the consumer decision-making process?
  2. motivation
  3. perception
  4. assimilation
  5. learning
  6. disintegration

 

  1. When McCann Erickson asked women to draw and describe how they felt about roaches and discovered that many women associated roaches with men who had abandoned them, and therefore the women preferred roach killers that let them see the roaches die, the agency was using __________________________ research.
  2. motivation
  3. perception
  4. assimilation
  5. neuroscience
  6. disintegration

 

  1. Which of the following is the most relevant internal psychological process associated with the information search stage of the consumer decision-making process?
  2. differentiation
  3. perception
  4. valuation
  5. amalgamation
  6. disassociation

 

  1. Which of the following statements describes a situation in which marketer-induced problem recognition was used?
  2. Shopaholic, a clothing and accessories brand, sends newsletters to all its customers at the end of each summer, stating that their existing wardrobe might be out of style.
  3. Ken buys a battery charging case after purchasing a smartphone.
  4. Casey purchased Hair Care shampoo but switched to Rejuvenate shampoo when he found that the shampoo contained extensive chemicals.
  5. Upgraded, an electronics store, recently sold goods at discounted prices to people who registered themselves on the company’s website.
  6. Patrick hurt his toe while jogging and realized that his sports shoes were torn. He went to the store to purchase a new pair of shoes.

 

  1. Marketers encourage _____ by introducing new brands into markets that are already saturated and by using advertising and sales promotion techniques such as free samples, introductory price offers, and coupons.
  2. brand switching
  3. brand extension
  4. brand dilution
  5. brand loyalty
  6. brand retention

 

  1. Which of the following consumer behaviors leads them to seek different brands and try out various options?
  2. out-of-mind syndrome
  3. consumer assimilation
  4. consumer socialization
  5. novelty-seeking behavior
  6. consumer acculturation

 

  1. According to Abraham Maslow’s hierarchy of needs, the most basic level of human needs is
  2. physiological needs.
  3. esteem needs.
  4. self-actualization needs.
  5. social needs.
  6. safety needs.

 

  1. Jack, a student, has applied for a job in one of the top private banks in the United States. Jack feels securing a job with a private bank would fulfill his desire for steady employment. With respect to Maslow’s hierarchy of needs theory, by securing a career in private banking, Jack is most likely to fulfill his _____ needs.
  2. physiological
  3. esteem
  4. social
  5. safety
  6. self-actualization

 

  1. According to Abraham Maslow’s hierarchy of needs theory, the highest level of needs is _____ needs.
  2. physiological
  3. safety
  4. self-actualization
  5. esteem
  6. social

 

  1. Lower-level needs such as hunger and thirst are important to marketers because these needs
  2. are the hardest to satisfy.
  3. are an ongoing source of motivation for most consumer purchase behavior.
  4. require marketers to invest heavily on promotional activities.
  5. offer marketers a basis for differentiating their products.
  6. are the source for most market development and assimilation strategies.

 

  1. Robert, the CEO of a software company in Houston, has fulfilled his career goals. Therefore, he decides to retire and help eliminate societal problems. In order to achieve this, he starts a charitable organization that helps in educating underprivileged children. With respect to Maslow’s hierarchy of needs theory, Robert is looking to fulfill his _____ need.
  2. physiological
  3. social
  4. self-actualization
  5. esteem
  6. safety

 

  1. The desire to have satisfying relationships with others and feel a sense of love, affection, belonging, and acceptance is a reflection of _____ need.
  2. physiological
  3. social
  4. self-actualization
  5. esteem
  6. safety

 

  1. _____ theory is an approach that deals with the structure and development of personality and focuses on the underlying motivations for human behavior.
  2. Maslow’s hierarchy
  3. Psychoanalytic
  4. Lamarckian
  5. World-systems
  6. Structuration

 

  1. Psychoanalytic theory was pioneered by
  2. Abraham Maslow.
  3. Sigmund Freud.
  4. Ivan Pavlov.
  5. David McClelland.
  6. Victor Vroom.

 

  1. With respect to motivation research, which of the following is a technique in which small numbers of people with similar backgrounds and/or interests are brought together to discuss a particular product, idea, or issue?
  2. in-depth interview
  3. delphi technique
  4. focus groups
  5. association tests
  6. nominal group technique

 

  1. With respect to motivation research, which of the following is a face-to-face situation in which an interviewer asks a consumer to talk freely in an unstructured interview using specific questions designed to obtain insights into his or her motives, ideas, or opinions?
  2. Focus group interview
  3. Stress interview
  4. Projective interview
  5. Coolhunting
  6. In-depth interview

 

  1. James, an interviewer, instructs Lily to respond to his questions with the first thing that comes to her mind. James provides Lily with several stimuli such as words, pictures, and ads. With respect to motivation research, James is using a(n)
  2. predictive test.
  3. in-depth interview.
  4. association test.
  5. focus group.
  6. projective technique.

 

  1. When Bloomingdale’s New York store sprayed Donna Karan’s new perfume DKNY onto the sidewalks outside the store to introduce the perfume to consumers, it was trying to increase the level of _______________ so the product would get noticed.
  2. comprehension
  3. retention
  4. sensory input
  5. mnemonics
  6. subliminal perception

 

  1. In the context of motivation research, _____ are efforts designed to gain insights into consumers’ values, motives, attitudes, or needs that are difficult to express or identify by having them project these internal states upon some external object.
  2. projective techniques
  3. focus interviews
  4. assimilation techniques
  5. association tests
  6. subliminal tests

 

  1. Critics of psychoanalytic theory believe any results from motivation research are unusable because
  2. the results are too predictable.
  3. the theory is too sensitive to external environmental stimuli.
  4. the research relies heavily on latter individual development.
  5. the theory is too vague.
  6. the research lacks flexibility.

 

  1. Which of the following is true of the psychoanalytic theory?
  2. It is generally considered to have ignored the early development of an individual.
  3. It has been criticized for being unresponsive to the external environment.
  4. It has proven to be extremely useful as it is structured and easy to administer.
  5. It has been validated experimentally.
  6. It places less emphasis on the unconscious.

 

  1. _____ is the stage of the consumer decision-making process whereby the individual scans information stored in memory to recall past experiences and/or knowledge regarding various purchase alternatives.
  2. Problem recognition
  3. Internal information search
  4. External information search
  5. Alternative evaluation
  6. Postpurchase evaluation

 

  1. With respect to the consumer decision-making process, the stage that occurs immediately after the problem recognition stage is
  2. elaborative rehearsal.
  3. purchase decision.
  4. postpurchase evaluation.
  5. information search.
  6. goal-directed selection.

 

  1. Before purchasing a car, John sought advice from his friends and researched auto reviews on the Internet. He also visited car dealers and went for a test-drive. In which of the following stages of the consumer decision-making process is John engaged?
  2. internal information search
  3. external information search
  4. postpurchase evaluation
  5. problem recognition
  6. evoked set manipulation

 

  1. Which of the following is true of perception?
  2. Perception is an external process.
  3. Perception involves only one process—sensation.
  4. Perception is an individual process.
  5. Perception is independent of internal psychological factors.
  6. The perceptual process is unaffected by the characteristics of a stimulus like its size and color.

 

  1. Which of the following best defines perception?
  2. It is an associative learning process that helps in associating a product or service with a favorable emotional state.
  3. It is the process of presenting a new production process or product into the market and promoting the same to prospective customers.
  4. It is the process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
  5. It is the intense emotional response of a consumer when he realizes that a repressed conflict is about to emerge into consciousness.
  6. It is a situation that arises when a consumer’s prior product knowledge and buying behavior gets distorted and leads to illegal buying situations.

 

  1. Which of the following perception processes is the immediate, direct response to the taste, smell, touch, and hearing of stimuli?
  2. selection
  3. sensation
  4. assimilation
  5. disintegration
  6. interpretation

 

  1. Various brands of perfume use scented strips in their ads to influence _____ and to increase the probability that the ad will be perceived.
  2. the consumer’s level of sensory input
  3. consumer personality
  4. the internal information search
  5. the consumer’s cognitive dissonance
  6. echoic memory

 

  1. Which of the following is the first step in the selective perception process?
  2. selective attention
  3. selective comprehension
  4. selective integration
  5. selective exposure
  6. selective retention

 

  1. James wants to buy a new truck.While watching TV, he notices a series of truck ads. However, he fails to notice several other ads including those promoting cosmetics, snack foods, and sodas. In this scenario, James is exhibiting
  2. selective attention.
  3. selective retention.
  4. selective exposure.
  5. selective assimilation.
  6. selective comprehension.

 

  1. While watching a basketball game on television, Ryan leaves the room during commercial breaks and returns only when the live broadcast returns. If he deliberately avoids viewing commercials, Ryan is likely exhibiting
  2. selective attention.
  3. selective exposure.
  4. selective comprehension.
  5. selective retention.
  6. selective recall.

 

  1. The step of the perception process where consumers interpret information based on their own attitudes, beliefs, motives, and experiences is known as
  2. selective attention.
  3. selective exposure.
  4. selective comprehension.
  5. selective retention.
  6. selective conditioning.

 

  1. Through the use of mnemonics, advertisers hope consumers will not engage in _____ when they see the advertisements.
  2. selective rehearsal
  3. selective bias
  4. selective comprehension
  5. selective retention
  6. selective attention

 

  1. Symbols, rhymes, associations, and images that assist in the learning and memory processes are known as
  2. drives.
  3. cues.
  4. mnemonics.
  5. trigger points.
  6. memes.

 

  1. Ads that use telephone numbers that contain the company name are hoping to enhance
  2. selective sublimation.
  3. selective bias.
  4. selective determination.
  5. selective retention.
  6. selective understanding.

 

  1. _____ is the ability to perceive a stimulus that is below the level of conscious awareness.
  2. Selective conditioning perception
  3. Observer bias
  4. Lightness constancy
  5. Subliminal perception
  6. Stimuli interception

 

  1. The various brands identified as purchase options to be considered during the alternative evaluation process are known as the consumer’s
  2. perceptive list.
  3. attribution list.
  4. neutral list.
  5. evoked set.
  6. sublimation set.

 

  1. Todd buys a fruit-based drink every afternoon. He either buys a Relish apple juice or an orange drink made by Joy Fruit Juices. He will not consider any other brand or type of soft drink because the two drinks make up his
  2. latent set.
  3. brand attribution list.
  4. natural selection list.
  5. evoked set.
  6. subliminal choices.

 

  1. During which stage of the consumer decision-making process are evoked sets and evaluative criteria relevant?
  2. problem recognition
  3. information search
  4. postpurchase evaluation
  5. alternative evaluation
  6. purchase decision

 

  1. _____ are the dimensions or attributes of a product that are used to compare different alternatives.
  2. Evaluative criteria
  3. Salient beliefs
  4. Dissonance motives
  5. Attribute bundles
  6. Reinforcement criteria

 

  1. During which stage of the consumer decision-making process are both functional and psychosocial consequences important considerations?
  2. problem recognition
  3. information search
  4. postpurchase evaluation
  5. alternative evaluation
  6. observer bias

 

  1. Which of the following is considered to be a subjective evaluative criterion while purchasing an automobile?
  2. price
  3. warranty
  4. fuel economy
  5. styling
  6. insurance cost

 

  1. Which of the following is true of a psychosocial consequence?
  2. They are concrete outcomes of products.
  3. They are intangible in nature.
  4. They are directly experienced by consumers.
  5. They lack subjectivity.
  6. They are highly impersonal.

 

  1. _____ are the concrete outcomes of product or service usage that are tangible and directly experienced by consumers.
  2. Functional consequences
  3. Psychosocial consequences
  4. Attribute bundles
  5. Subjective consequences
  6. Personal stimuli

 

  1. With respect to the alternative evaluation stage of the consumer decision-making process, how a golf cart handles, how the brakes on a bicycle work, and how well a stain remover eliminates dirt stains are all examples of
  2. functional consequences.
  3. psychosocial consequences.
  4. schedules of reinforcement.
  5. subjective bundles.
  6. physiological stimuli.

 

  1. Which of the following is an example of a functional consequence?
  2. the need to order champagne to celebrate a birthday
  3. the desire to eat a pound of chocolate
  4. the feeling of euphoria that accompanies a purchase of a motorcycle
  5. the taste of buttered popcorn in a movie theater
  6. the joy of finding the perfect gift for a friend

 

  1. Which of the following is an example of a psychosocial consequence?
  2. the taste of a soft drink
  3. the feeling of prestige associated with wearing a luxury watch
  4. the acceleration of an automobile
  5. the processing speed of a computer
  6. the firmness of a mattress

 

  1. In terms of the alternative evaluation stage of the consumer decision-making process, how you feel when you wear new shoes, the perception of how others like your new hair style, and how a recent weight-loss makes you feel about yourself are all examples of
  2. functional consequences.
  3. psychosocial consequences.
  4. mnemonics.
  5. heuristics.
  6. physiological consequences.

 

  1. Which of the following is considered to be an objective evaluative criterion while purchasing an automobile?
  2. image
  3. price
  4. styling
  5. performance
  6. color

 

  1. Which of the following differentiates a functional consequence from a psychosocial consequence?
  2. Functional consequences are concrete outcomes of a product, whereas psychosocial consequences are abstract outcomes.
  3. Psychosocial consequences are directly experienced by a customer, whereas functional consequences are not.
  4. Functional consequences are intangible, whereas psychosocial consequences are tangible outcomes.
  5. Psychosocial consequences are bundles of product attributes, whereas functional consequences are bundles of service attributes.
  6. Functional consequences deal with how a product makes you feel, whereas psychosocial consequences deal with tangible, concrete outcomes.

 

  1. Which of the following best defines an attitude?
  2. It is defined as an intense emotional response of a consumer when the consumer realizes that a repressed conflict is about to emerge into consciousness.
  3. It is defined as a process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
  4. It is defined as a situation that arises when a consumer’s prior product knowledge and buying behavior gets distorted and leads to illegal buying situations.
  5. It is defined as a summary construct that represents an individual’s overall feelings toward or evaluation of an object.
  6. It is defined as the process of presenting a new production process or product into the market and promoting the same to prospective customers.

 

  1. Which of the following is true of saliency of beliefs?
  2. It provides insight into ways markets can stimulate consumer attitudes.
  3. It helps consumers diagnose the underlying basis of marketers’ attitudes.
  4. It tends to vary across different consumption situations.
  5. It does not vary among different market segments.
  6. It generally stays stagnant over time.

 

  1. With respect to the consumer decision-making process, which of the following stages can be considered as an immediate outcome of the alternative evaluation stage?
  2. information search
  3. problem recognition
  4. purchase decision
  5. postpurchase evaluation
  6. elaborative rehearsal

 

  1. Simplified decision rules such as “Always buy the largest size of the cheapest detergent” or “Only buy motor oil if the manufacturer is offering a rebate” are called
  2. mnemonics.
  3. heuristics.
  4. cognitions.
  5. eruditions.
  6. cues.

 

  1. In its ads, The Coffee House stresses consumers’ overall emotional impressions of the brand with an attractive slogan. Through this slogan, The Coffee House wants to convey that it sells exquisite and refreshing coffee to its consumers. It wants its consumers to purchase on the basis of this impression and not comparison. This is an example of a marketer using
  2. the affect referral decision rule.
  3. the mirror-image rule.
  4. belief-bias effect.
  5. bait-and-switch marketing.
  6. nonqualitative evaluative criteria.

 

  1. _____ is a heuristic in which consumers make a selection on the basis of an overall impression or summary evaluation of the various alternatives under consideration.
  2. Affect referral decision rule
  3. Bait-and-switch advertising
  4. Guerilla advertising
  5. The mirror-image rule
  6. Cognitive appraisal theory of emotion

 

  1. Which of the following is true of the affect referral decision rule?
  2. It is synonymous with the mirror-image rule.
  3. It is a type of heuristic.
  4. It is synonymous with bait-and-switch marketing.
  5. It can be used only by marketers who sell luxury products.
  6. It is a type of mnemonic.

 

  1. _____ is a preference for a particular brand that results in its repeated purchase.
  2. Brand extension
  3. Brand stretching
  4. Brand spin-off
  5. Brand loyalty
  6. Brand equity

 

  1. As an outcome of the alternative evaluation stage, the consumer develops
  2. a heuristic tendency toward a particular brand.
  3. a predisposition to buy a certain brand.
  4. brand heuristics.
  5. individual brand recognition.
  6. a postpurchase evaluation set.

 

  1. Peter owns several rental apartments. Initially, he used several appliance brands in his apartments and was dissatisfied with their short life span. Currently, Peter purchases appliances only from Insignia Inc., a manufacturer of home appliances, for his apartments. His repeat purchases indicate
  2. the existence of cognitive dissonance.
  3. the absence of any affect referral decisions.
  4. strong brand loyalty.
  5. extensive decision making and strong psychosocial consequences.
  6. a lack of evaluative criteria.

 

  1. Which of the following is considered as the final stage in the consumer decision-making process?
  2. postpurchase evaluation
  3. purchase decision
  4. information search
  5. alternative evaluation
  6. problem recognition

 

  1. Which of the following is a possible consequence of postpurchase evaluation?
  2. brand extension
  3. purchase intention
  4. product differentiation
  5. cognitive resonance
  6. dissatisfaction

 

  1. In the postpurchase evaluation stage, when performance of a product or service is below expectations, it would result in
  2. the development of consideration threat.
  3. the creation of an evoked set.
  4. dissatisfaction.
  5. the evaluation of attribute bundles.
  6. cognitive resonance.

 

  1. _____ is a state of psychological tension or postpurchase doubt a consumer may experience after making a difficult purchase decision.
  2. Availability heurism
  3. Self-serving bias
  4. Cognitive dissonance
  5. Impact bias
  6. Subliminal erudition

 

After purchasing a fancy-cut diamond ring for his wife, Jason feels dissatisfied with his purchase as he feels that the ring was overpriced and poorly cut. Moreover, Jason feels that he should have selected the round brilliant-cut diamond rather than the fancy-cut diamond. In this scenario, Jason is experiencing

 

  1. impact bias.
  2. cognitive dissonance.
  3. psychosocial heurism.
  4. belief-bias effect.
  5. overregularization.

 

  1. Many of the purchase decisions made by consumers for low-priced, frequently purchased products are characterized by
  2. routine response behavior.
  3. cognitive dissonance.
  4. ambivalence.
  5. high involvement.
  6. cognitive learning.

 

  1. For which of the following situations is a consumer’s purchase behavior most likely to be characterized by extended problem solving?
  2. purchase of laundry detergent
  3. selection of frozen meat
  4. purchase of a new set of skis by an avid skier
  5. selection of a restaurant for lunch with friends
  6. purchase of a brilliant-cut diamond wedding ring

 

  1. _____ is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior.
  2. Consumer lending
  3. Cognitive dissonance
  4. Consumer learning
  5. Cognitive distortion
  6. Cognitive extension

 

  1. Which of the following is true of behavioral learning theories?
  2. These theories are based on stimulus-response orientation.
  3. These theories put too much emphasis on internal psychological processes.
  4. They are also known as associative process theories.
  5. These theories disagree that the external stimulus environment will elicit fairly predictable consumer responses.
  6. These theories disprove the classical conditioning theory.

 

  1. Who among the following contributed to the classical conditioning theory by conducting studies on animals and providing well-known examples for the theory?
  2. Maslow
  3. Pavlov
  4. Vroom
  5. McClelland
  6. Freud

 

  1. A dog that salivates during feeding time does so due to an innate reflex reaction. According to the conditioning theory in relation to this scenario, food will be considered as a(n)
  2. unconditioned stimulus.
  3. external stimulus.
  4. assimilated stimulus.
  5. programmed stimulus.
  6. conditioned stimulus.

 

  1. With respect to classical conditioning, _____ occurs when an unconditioned stimulus and a conditioned stimulus occur in close proximity in time and space.
  2. repetition
  3. dissociative behavior
  4. response orientation
  5. contiguity
  6. negative reinforcement

 

  1. When Mariah Carey paired her new perfume with the looks and sweetness of lollipops, it was an application of the principles of
  2. repetition.
  3. dissociative behavior.
  4. classical conditioning.
  5. cognitive learning.
  6. operant conditioning.

 

  1. Why are principles of operant conditioning useful in the development of promotional strategies?
  2. They explain the cognitive processes that mediate a consumer’s response to advertising.
  3. They show that experiences with products provide reinforcements that affect future purchase behaviors.
  4. They explain why coupons and samples are unlikely to have any desirable effect on consumer behavior.
  5. They explain consumer behavior in both high- and low-involvement situations.
  6. They explain how the pairing of a neutral stimulus with a positive stimulus can produce an immediate desired response.

 

  1. Yummy soups, a vegetable soup manufacturing company, uses coupons and sweepstakes to promote its soup. This reflects an application of
  2. belief-bias effect.
  3. bait-and-switch promotions.
  4. operant conditioning.
  5. classical conditioning.
  6. cognitive appraisal theory of emotion.

 

  1. The presence of a prize in every box of Joy Stick Snacks is an example of
  2. classical reinforcement.
  3. continuous reinforcement.
  4. partial reinforcement.
  5. cognitive dissonance.
  6. intermittent reinforcement.

 

  1. Learning occurs most rapidly under a(n) _____ reinforcement schedule, but the behavior is likely to cease when the reinforcement stops.
  2. continuous
  3. partial
  4. intermittent
  5. disintegrated
  6. flexible

 

  1. The process of _____ is the reinforcement of successive acts that leads to a desired behavior pattern or response.
  2. shaping
  3. blocking
  4. mapping
  5. counterconditioning
  6. flooding

 

  1. Behavioral learning theories have been criticized for
  2. focusing on providing information through subliminal learning processes.
  3. using suggestive illustrations to make consumers respond to internal stimuli.
  4. employing the use of violence in altering mind-body awareness.
  5. emphasizing the role of internal psychological processes and basing the theories on stimulus-response orientation.
  6. assuming a mechanistic view of the consumer that puts too much emphasis on external stimulus factors.

 

  1. _____ refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviors can be grouped.
  2. Neoculture
  3. Subculture
  4. Social class
  5. Dissociative group
  6. Reference group

 

  1. Jemma is targeting a new tennis racquet to tennis enthusiasts with professional occupations who have annual household incomes above $250,000 and graduate degrees. Her target audience likely falls into the ___________ level of social class, which includes about 14 percent of people in the United States.
  2. upper
  3. middle
  4. lower
  5. innovator
  6. white collar

 

  1. Jorge realized his core target audience was characterized by common leisure activities (museum visits, polo matches), shopping patterns (preference for boutiques, designer labels), and media habits (read , ). His target audience may be most appropriately characterized by
  2. avoidance reference group.
  3. social class.
  4. motives.
  5. situational influences.
  6. demographics.

 

  1. Frank is a location analyst for a fast-food restaurant chain. He knows that previous restaurants have been placed in locations where most people within a three-mile radius have the following characteristics: household incomes between $50,000 and $65,000 per year, children and parents are highly engaged in after-school activities, family is valued above work, and one or both parents has some education beyond high school. His target audience likely falls into the ___________ level of social class, which includes about 70 percent of people in the United States.
  2. upper
  3. middle
  4. lower
  5. innovator
  6. blue collar

 

  1. _________________ is a broad, abstract external factor, and characterizes people based on their shared values, norms, learned meanings, and customs.
  2. Culture
  3. Geography
  4. Behavior
  5. Psychology
  6. Social class

 

  1. Before Josephine expands her business into international markets, she has to understand the impact of ____________ on consumer behavior because each country has traditions, customs, and values that may impact the market’s response to her marketing program.
  2. social class
  3. life cycle
  4. perception

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