Question 1

According to Maslow's hierarchy of needs model,recognition,self-esteem,and status would constitute a person's social needs.

Accepted Answer

A) True 
 B)False

Question 2

Consistent with the elaboration memory model,consumer brand knowledge in memory can be conceptualized as consisting of a brand node in memory with a variety of linked associations.

Accepted Answer

A) True 
 B)False

Question 3

________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive.

Accepted Answer

A) Selective attention 
B) Selective distortion 
C) Selective retention 
D) Selective choice 
E) Selective embellishment 
A) Selective attention 
B) Selective distortion 
C) Selective retention 
D) Selective choice 
E) Selective embellishment

Question 4

The prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function.

Accepted Answer

A) True 
 B)False

Question 5

________ portrays the "whole person" interacting with his or her environment.

Accepted Answer

A) Attitude 
B) Personality 
C) Lifestyle 
D) Self-concept 
E) Subculture 
A) Attitude 
B) Personality 
C) Lifestyle 
D) Self-concept 
E) Subculture

Question 6

A(n)________ is a descriptive thought that a person holds about something.

Accepted Answer

A) attitude 
B) belief 
C) desire 
D) feeling 
E) emotion 
A) attitude 
B) belief 
C) desire 
D) feeling 
E) emotion

Question 7

Explain the differences between a role and status.

Accepted Answer

A role consists of the activit

Question 8

What is a reference group? Describe three different types of reference groups that can have an impact on a consumer's purchasing behavior.

Accepted Answer

Reference groups consist of all the grou

Question 9

The family is the most important consumer buying organization in society,and family members constitute the most influential primary reference group.We can distinguish between two family categorizations in the buyer's life.Name the two families and their impact on buying behavior.

Accepted Answer

The family of orientation consists of pa

Question 10

Standard Chartered bank's "Here for good" ad campaign is meant to market the bank as having the brand personality of ____________.

Accepted Answer

A) sincerity 
B) intelligence 
C) imagination 
D) sophistication 
E) ruggedness 
A) sincerity 
B) intelligence 
C) imagination 
D) sophistication 
E) ruggedness

Question 11

Social class is the fundamental determinant of a person's wants and behavior.

Accepted Answer

A) True 
 B)False

Question 12

A consumer who uses Google to find comparative reports on new cars,is most likely using which of the following information sources for assistance?

Accepted Answer

A) personal 
B) public 
C) experiential 
D) commercial 
E) under-the-radar 
A) personal 
B) public 
C) experiential 
D) commercial 
E) under-the-radar

Question 13

Sigmund Freud assumed that the psychological forces shaping people's behavior are largely unconscious,and that people cannot fully understand their motivations.

Accepted Answer

A) True 
 B)False

Question 14

At the top of Maslow's hierarchy of needs (shown as a pyramid in the text)are ________ needs.

Accepted Answer

A) esteem 
B) self-actualization 
C) social 
D) safety 
E) physiological 
A) esteem 
B) self-actualization 
C) social 
D) safety 
E) physiological

Question 15

Volvo has the reputation for being one of the most "safe" cars on the road.For those that value safety,Volvo would be the logical choice.This is an example of the lexicographic heuristic of consumer choice.

Accepted Answer

A) True 
 B)False

Question 16

________ is the study of how individuals,groups,and organizations select,buy,use,and dispose of goods,services,ideas,or experiences to satisfy their needs and wants.

Accepted Answer

A) Target marketing 
B) Mind mapping 
C) Consumer activism 
D) Consumer behavior 
E) Product differentiation 
A) Target marketing 
B) Mind mapping 
C) Consumer activism 
D) Consumer behavior 
E) Product differentiation

Question 17

Identify three types of risk consumers might perceive in the context of purchasing a car.

Accepted Answer

Consumers might perceive physical risk (

Question 18

Amtex electronics,a consumer products brand,advertises its products inside supermarkets and retail stores frequently to promote the process of ________ and stimulate purchase.

Accepted Answer

A) memory verification 
B) memory retrieval 
C) memory decoding 
D) memory formation 
E) memory augmentation 
A) memory verification 
B) memory retrieval 
C) memory decoding 
D) memory formation 
E) memory augmentation

Question 19

Explain the concept of selective retention and its association with marketing.

Accepted Answer

Selective retention says that consumers

Question 20

A person's ________ consist(s)of all the groups that have a direct (face-to-face)or indirect influence on his/her attitudes or behavior.

Accepted Answer

A) subculture 
B) family 
C) social class 
D) reference groups 
E) social networks 
A) subculture 
B) family 
C) social class 
D) reference groups 
E) social networks

Exam 6: Analyzing Consumer Markets

According to Maslow's hierarchy of needs model,recognition,self-esteem,and status would constitute a person's social needs.

Consistent with the elaboration memory model,consumer brand knowledge in memory can be conceptualized as consisting of a brand node in memory with a variety of linked associations.

________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive.

The prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function.

________ portrays the "whole person" interacting with his or her environment.

A(n)________ is a descriptive thought that a person holds about something.

Explain the differences between a role and status.

What is a reference group? Describe three different types of reference groups that can have an impact on a consumer's purchasing behavior.

The family is the most important consumer buying organization in society,and family members constitute the most influential primary reference group.We can distinguish between two family categorizations in the buyer's life.Name the two families and their impact on buying behavior.

Standard Chartered bank's "Here for good" ad campaign is meant to market the bank as having the brand personality of ____________.

Social class is the fundamental determinant of a person's wants and behavior.

A consumer who uses Google to find comparative reports on new cars,is most likely using which of the following information sources for assistance?

Sigmund Freud assumed that the psychological forces shaping people's behavior are largely unconscious,and that people cannot fully understand their motivations.

At the top of Maslow's hierarchy of needs (shown as a pyramid in the text)are ________ needs.

Volvo has the reputation for being one of the most "safe" cars on the road.For those that value safety,Volvo would be the logical choice.This is an example of the lexicographic heuristic of consumer choice.

________ is the study of how individuals,groups,and organizations select,buy,use,and dispose of goods,services,ideas,or experiences to satisfy their needs and wants.

Identify three types of risk consumers might perceive in the context of purchasing a car.

Amtex electronics,a consumer products brand,advertises its products inside supermarkets and retail stores frequently to promote the process of ________ and stimulate purchase.

Explain the concept of selective retention and its association with marketing.

A person's ________ consist(s)of all the groups that have a direct (face-to-face)or indirect influence on his/her attitudes or behavior.

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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