Question 1

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

Accepted Answer

Sigmund Freud assumed that the psycholog

Question 2

As Rita scans the yellow pages section of her phone book looking for a florist,she sees several other products and services advertised.Though interesting on first glance,she quickly returns to her primary task of finding a florist.The items that distracted her from her search were most likely stored in which of the following types of memory?

Accepted Answer

A) Short-term memory 
B) Long-term memory 
C) Middle memory 
D) Subconscious memory 
E) Subliminal memory 
A) Short-term memory 
B) Long-term memory 
C) Middle memory 
D) Subconscious memory 
E) Subliminal memory

Question 3

All consumers pass through all five of the stages of buying process when in a buying situation.

Accepted Answer

A) True 
 B)False

Question 4

Brand associations consist of all the brand-related thoughts,feelings,perceptions,images,experiences,beliefs,attitudes,and so on that become linked to the brand ________.

Accepted Answer

A) stimulus 
B) link 
C) connection 
D) personality 
E) node 
A) stimulus 
B) link 
C) connection 
D) personality 
E) node

Question 5

What does the learning theory teach marketers about demand for products?

Accepted Answer

The learning theory teaches ma

Question 6

Explain the concept of multicultural marketing.

Accepted Answer

Multicultural marketing grew out of care

Question 7

According to Freudian theory,how can the technique called laddering be used?

Accepted Answer

Shape,size,weight,material,color,and bra

Question 8

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

Accepted Answer

A) Heightened attention 
B) Short-term memory processing 
C) Subliminal processing of information 
D) Long-term memory processing 
E) Active information search 
A) Heightened attention 
B) Short-term memory processing 
C) Subliminal processing of information 
D) Long-term memory processing 
E) Active information search

Question 9

In general,the more attention placed on the meaning of information during ________,the stronger the resulting associations in memory will be.

Accepted Answer

A) encoding 
B) decoding 
C) classification 
D) retrieval 
E) memorization 
A) encoding 
B) decoding 
C) classification 
D) retrieval 
E) memorization

Question 10

James finds store-brand canned goods to be of good quality and value,but believes that store-brand dairy products are of lesser quality than competing brands.James' behavior is best described as ________.

Accepted Answer

A) generalization 
B) hedonic bias 
C) discrimination 
D) selective attention 
E) psychological repositioning 
A) generalization 
B) hedonic bias 
C) discrimination 
D) selective attention 
E) psychological repositioning

Question 11

Explain the differences between a belief and an attitude.

Accepted Answer

A belief is a descriptive thought that a

Question 12

Selective retention works to the advantage of strong brands.

Accepted Answer

A) True 
 B)False

Question 13

Consumers who feel time constrained are always interested in products that are convenient and require low involvement in order to maximize their effectiveness and efficiency.

Accepted Answer

A) True 
 B)False

Question 14

Ford believes its cars to be of higher quality than GM's but thinks that consumers wrongly believe the opposite.Ford might employ a(n)________ strategy to change buyers' perceptions of its competition.

Accepted Answer

A) real repositioning 
B) competitive depositioning 
C) psychological repositioning 
D) biased repositioning 
E) attribute repositioning 
A) real repositioning 
B) competitive depositioning 
C) psychological repositioning 
D) biased repositioning 
E) attribute repositioning

Question 15

When marketers interview a small number of recent purchasers,asking them to recall the events leading to their purchase,the marketers are using the ________ method to learn more about the consumer buying process.

Accepted Answer

A) introspective 
B) retrospective 
C) prospective 
D) prescriptive 
E) descriptive 
A) introspective 
B) retrospective 
C) prospective 
D) prescriptive 
E) descriptive

Question 16

________ teaches marketers that they can build demand for a product by associating it with strong drives,using motivating cues,and providing positive reinforcement

Accepted Answer

A) Demand theory 
B) Learning theory 
C) Economic theory 
D) Psychological theory 
E) Demographic theory 
A) Demand theory 
B) Learning theory 
C) Economic theory 
D) Psychological theory 
E) Demographic theory

Question 17

Anne prefers Yoplait strawberry yogurt over other brands.When she decides to try a different flavor,she picks another Yoplait yogurt because she believes that,if the strawberry flavor is good,other Yoplait flavors must be good as well.This behavior is best described as ________.

Accepted Answer

A) discrimination 
B) associative networking 
C) generalization 
D) heuristic thinking 
E) self-actualization 
A) discrimination 
B) associative networking 
C) generalization 
D) heuristic thinking 
E) self-actualization

Question 18

With the ________,predictions of usage are based on quickness and ease of use.

Accepted Answer

A) availability heuristic 
B) representative heuristic 
C) anchoring heuristic 
D) adjustment heuristic 
E) semantic heuristic 
A) availability heuristic 
B) representative heuristic 
C) anchoring heuristic 
D) adjustment heuristic 
E) semantic heuristic

Question 19

According to information presented in the text,the ________ cultural market segment is the most fashion conscious of all the racial groups and tends to be motivated by quality and selection.

Accepted Answer

A) African American 
B) Hispanic American 
C) Asian American 
D) European American 
E) Indian American 
A) African American 
B) Hispanic American 
C) Asian American 
D) European American 
E) Indian American

Question 20

Consumers today are experiencing a time famine because of their busy lifestyles.One way to avoid the difficulties of time famine,which is of particular interest to marketers,is ________.

Accepted Answer

A) to set fewer goals 
B) to multitask 
C) to give in to personal burdens 
D) to report frustration to management 
E) to develop a callous attitude toward marketers 
A) to set fewer goals 
B) to multitask 
C) to give in to personal burdens 
D) to report frustration to management 
E) to develop a callous attitude toward marketers

Exam 6: Analyzing Consumer Markets

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

All consumers pass through all five of the stages of buying process when in a buying situation.

Brand associations consist of all the brand-related thoughts,feelings,perceptions,images,experiences,beliefs,attitudes,and so on that become linked to the brand ________.

What does the learning theory teach marketers about demand for products?

Explain the concept of multicultural marketing.

According to Freudian theory,how can the technique called laddering be used?

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

In general,the more attention placed on the meaning of information during ________,the stronger the resulting associations in memory will be.

James finds store-brand canned goods to be of good quality and value,but believes that store-brand dairy products are of lesser quality than competing brands.James' behavior is best described as ________.

Explain the differences between a belief and an attitude.

Selective retention works to the advantage of strong brands.

Consumers who feel time constrained are always interested in products that are convenient and require low involvement in order to maximize their effectiveness and efficiency.

Ford believes its cars to be of higher quality than GM's but thinks that consumers wrongly believe the opposite.Ford might employ a(n)________ strategy to change buyers' perceptions of its competition.

When marketers interview a small number of recent purchasers,asking them to recall the events leading to their purchase,the marketers are using the ________ method to learn more about the consumer buying process.

________ teaches marketers that they can build demand for a product by associating it with strong drives,using motivating cues,and providing positive reinforcement

Anne prefers Yoplait strawberry yogurt over other brands.When she decides to try a different flavor,she picks another Yoplait yogurt because she believes that,if the strawberry flavor is good,other Yoplait flavors must be good as well.This behavior is best described as ________.

With the ________,predictions of usage are based on quickness and ease of use.

According to information presented in the text,the ________ cultural market segment is the most fashion conscious of all the racial groups and tends to be motivated by quality and selection.

Consumers today are experiencing a time famine because of their busy lifestyles.One way to avoid the difficulties of time famine,which is of particular interest to marketers,is ________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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