Question 1

Cognitive psychologists believe that memory is ________,so that once information becomes stored in memory,its strength of association decays very slowly.

Accepted Answer

A) highly perceptual 
B) somewhat collective 
C) highly communicative 
D) often reflective 
E) extremely durable 
A) highly perceptual 
B) somewhat collective 
C) highly communicative 
D) often reflective 
E) extremely durable

Question 2

Steve has only 20 minutes to have lunch.Although he really likes McDonald's,the line is very long and he is concerned that he will not have a chance to get through the line and eat his lunch before he is due back at work.Steve perceives ________ in going to McDonald's today.

Accepted Answer

A) time risk 
B) functional risk 
C) physical risk 
D) psychological risk 
E) social risk 
A) time risk 
B) functional risk 
C) physical risk 
D) psychological risk 
E) social risk

Question 3

Consumers who experience money constraints are prone to multitasking.

Accepted Answer

A) True 
 B)False

Question 4

________ refers to the manner in which consumers code,categorize,and evaluate financial outcomes of choices.

Accepted Answer

A) Cost accounting 
B) Financial accounting 
C) Behavioral accounting 
D) Mental accounting 
E) Factual accounting 
A) Cost accounting 
B) Financial accounting 
C) Behavioral accounting 
D) Mental accounting 
E) Factual accounting

Question 5

Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people's inner selves.

Accepted Answer

A) time famine 
B) sophistication 
C) money constrain 
D) social class 
E) core values 
A) time famine 
B) sophistication 
C) money constrain 
D) social class 
E) core values

Question 6

Identify an economic circumstance that can greatly affect any product or brand choice.

Accepted Answer

A) retirement 
B) values 
C) lifestyle 
D) borrowing power 
E) relocation 
A) retirement 
B) values 
C) lifestyle 
D) borrowing power 
E) relocation

Question 7

________ are rules of thumb or mental shortcuts in the decision process.

Accepted Answer

A) Attitudes 
B) Beliefs 
C) Heuristics 
D) Discriminations 
E) Biases 
A) Attitudes 
B) Beliefs 
C) Heuristics 
D) Discriminations 
E) Biases

Question 8

Which of the following would be the best illustration of a subculture?

Accepted Answer

A) a religion 
B) a group of close friends 
C) your university 
D) a fraternity or sorority 
E) your occupation 
A) a religion 
B) a group of close friends 
C) your university 
D) a fraternity or sorority 
E) your occupation

Question 9

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs according to importance.

Accepted Answer

A) True 
 B)False

Question 10

Explain the differences between a belief and an attitude.

Accepted Answer

A belief is a descriptive thought that a

Question 11

Richard Petty and John Cacioppo's ________,an influential model of attitude formation and change,describes how consumers make evaluations in both low- and high-involvement circumstances.

Accepted Answer

A) introspective model 
B) elaboration likelihood model 
C) stimulus-response model 
D) associative network memory model 
E) expectancy-value model 
A) introspective model 
B) elaboration likelihood model 
C) stimulus-response model 
D) associative network memory model 
E) expectancy-value model

Question 12

Joe is a computer service technician.People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware,as they believe that he has access to far more information on computer technology than the average consumer.The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products.Within this context,Joe can be called a(n)________.

Accepted Answer

A) transactional leader 
B) opinion leader 
C) role model 
D) gate-keeper 
E) international marketer 
A) transactional leader 
B) opinion leader 
C) role model 
D) gate-keeper 
E) international marketer

Question 13

Marketers need to be aware of the status-symbol potential of brands because people usually choose products which reflect their role and their actual or desired status in a society.

Accepted Answer

A) True 
 B)False

Question 14

Briefly explain Freud's theory on human motivation and explain how this might be related to marketing.

Accepted Answer

Sigmund Freud assumed that the psycholog

Question 15

Heuristics can come into play when consumers forecast the likelihood of future outcomes or events.When would a consumer use an anchoring and adjustment heuristic?

Accepted Answer

Consumers will use this heuris

Question 16

Memory is a very constructive process.This means people do not remember information and events completely and accurately and often remember only bits and pieces that they fill in based on whatever else they know.

Accepted Answer

A) True 
 B)False

Question 17

________ are a person's enduring favorable or unfavorable evaluations,emotional feelings,and action tendencies toward some object or idea.

Accepted Answer

A) Discriminations 
B) Values 
C) Beliefs 
D) Feelings 
E) Attitudes 
A) Discriminations 
B) Values 
C) Beliefs 
D) Feelings 
E) Attitudes

Question 18

The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called ________.

Accepted Answer

A) elaboration likelihood 
B) consumer disengagement 
C) consumer involvement 
D) variety seeking 
E) low involvement 
A) elaboration likelihood 
B) consumer disengagement 
C) consumer involvement 
D) variety seeking 
E) low involvement

Question 19

Brand personality is the specific mix of human traits that may be attributed to a particular brand.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following products is most likely to be characterized by low involvement but significant brand difference?

Accepted Answer

A) toothpastes 
B) digital cameras 
C) packet of salt 
D) a milk carton 
E) furniture 
A) toothpastes 
B) digital cameras 
C) packet of salt 
D) a milk carton 
E) furniture

Exam 6: Analyzing Consumer Markets

Cognitive psychologists believe that memory is ________,so that once information becomes stored in memory,its strength of association decays very slowly.

Steve has only 20 minutes to have lunch.Although he really likes McDonald's,the line is very long and he is concerned that he will not have a chance to get through the line and eat his lunch before he is due back at work.Steve perceives ________ in going to McDonald's today.

Consumers who experience money constraints are prone to multitasking.

________ refers to the manner in which consumers code,categorize,and evaluate financial outcomes of choices.

Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people's inner selves.

Identify an economic circumstance that can greatly affect any product or brand choice.

________ are rules of thumb or mental shortcuts in the decision process.

Which of the following would be the best illustration of a subculture?

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs according to importance.

Explain the differences between a belief and an attitude.

Richard Petty and John Cacioppo's ________,an influential model of attitude formation and change,describes how consumers make evaluations in both low- and high-involvement circumstances.

Marketers need to be aware of the status-symbol potential of brands because people usually choose products which reflect their role and their actual or desired status in a society.

Briefly explain Freud's theory on human motivation and explain how this might be related to marketing.

Heuristics can come into play when consumers forecast the likelihood of future outcomes or events.When would a consumer use an anchoring and adjustment heuristic?

Memory is a very constructive process.This means people do not remember information and events completely and accurately and often remember only bits and pieces that they fill in based on whatever else they know.

________ are a person's enduring favorable or unfavorable evaluations,emotional feelings,and action tendencies toward some object or idea.

The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called ________.

Brand personality is the specific mix of human traits that may be attributed to a particular brand.

Which of the following products is most likely to be characterized by low involvement but significant brand difference?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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