Question 1

Social classes show distinct product and brand preferences in all the following areas EXCEPT ________.

Accepted Answer

A) clothing 
B) home furnishings 
C) leisure activities 
D) automobiles 
E) fast food 
A) clothing 
B) home furnishings 
C) leisure activities 
D) automobiles 
E) fast food

Question 2

People choose products that reflect and communicate their role and actual or desired ________ in society.

Accepted Answer

A) group 
B) status 
C) attitudes 
D) beliefs 
E) feelings 
A) group 
B) status 
C) attitudes 
D) beliefs 
E) feelings

Question 3

What is brand personality and what five traits have been linked to it?

Accepted Answer

Brand personality is the specific mix of

Question 4

The brand personality of a new product is characterized as having the trait of ________ if promotional messages consistently portray the product as being reliable,intelligent,and successful.

Accepted Answer

A) sincerity 
B) excitement 
C) competence 
D) sophistication 
E) ruggedness 
A) sincerity 
B) excitement 
C) competence 
D) sophistication 
E) ruggedness

Question 5

Repeated exposures to information provide greater opportunity for processing and thus the potential for ________.

Accepted Answer

A) more profits 
B) more sales 
C) stronger associations 
D) increased brand personality 
E) more one-to-one relationships 
A) more profits 
B) more sales 
C) stronger associations 
D) increased brand personality 
E) more one-to-one relationships

Question 6

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________.

Accepted Answer

A) needs 
B) wants 
C) desires 
D) brand beliefs 
E) consuming attitudes 
A) needs 
B) wants 
C) desires 
D) brand beliefs 
E) consuming attitudes

Question 7

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

Accepted Answer

Selective retention says that consumers

Question 8

________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

Accepted Answer

A) Image 
B) Personality 
C) Beliefs 
D) Heredity 
E) Culture 
A) Image 
B) Personality 
C) Beliefs 
D) Heredity 
E) Culture

Question 9

The five-stage model of the consumer buying process includes all of the following stages EXCEPT ________.

Accepted Answer

A) problem recognition 
B) information search 
C) social interaction 
D) purchase decision 
E) postpurchase behavior 
A) problem recognition 
B) information search 
C) social interaction 
D) purchase decision 
E) postpurchase behavior

Question 10

Abraham Maslow sought to explain why people are driven by particular needs at particular times.Describe Maslow's hierarchy of needs.How does Maslow's theory help marketers?

Accepted Answer

In order of importance,they are physiolo

Question 11

Frederick Herzberg developed a ________ that distinguishes dissatisfiers and satisfiers.

Accepted Answer

A) trait-role theory 
B) psychological constraint theory 
C) probability scale 
D) leadership model 
E) two-factor theory 
A) trait-role theory 
B) psychological constraint theory 
C) probability scale 
D) leadership model 
E) two-factor theory

Question 12

People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli.

Accepted Answer

A) True 
 B)False

Question 13

According to Herzberg's two-factor theory,satisfiers will make the major difference as to which brand the customer buys.

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

Consumers who worry about the environment and want products to be produced in a sustainable way have been named ________.

Accepted Answer

A) "Green" 
B) "Tree Huggers" 
C) "LOHAS" 
D) "Socialists" 
E) "Mamas" 
A) "Green" 
B) "Tree Huggers" 
C) "LOHAS" 
D) "Socialists" 
E) "Mamas"

Question 16

A role consists of the activities a person is expected to perform.

Accepted Answer

A) True 
 B)False

Question 17

Secondary groups require continuous interaction to be effective and meaningful.

Accepted Answer

A) True 
 B)False

Question 18

Gordon Jones is considering purchasing a computer from Best Buy.He has created a scale whereby he has rated eight different computers on three different characteristics.Gordon has decided that for a computer to make his short-list,it must score at least a seven on his scale on all three characteristics.Describe the type of choice heuristic that Mr.Jones is using as he selects a computer.

Accepted Answer

Mr.Jones is using what is called a conju

Question 19

When marketers profile the customer buying-decision process by thinking about how they themselves would act,these marketers are employing the ________.

Accepted Answer

A) retrospective method 
B) introspective method 
C) consumption system method 
D) prospective method 
E) prescriptive method 
A) retrospective method 
B) introspective method 
C) consumption system method 
D) prospective method 
E) prescriptive method

Question 20

Because mass-market advertising is target nonspecific,all ethnic and demographic niches respond to it in the same way.

Accepted Answer

A) True 
 B)False

Exam 6: Analyzing Consumer Markets

Social classes show distinct product and brand preferences in all the following areas EXCEPT ________.

People choose products that reflect and communicate their role and actual or desired ________ in society.

What is brand personality and what five traits have been linked to it?

The brand personality of a new product is characterized as having the trait of ________ if promotional messages consistently portray the product as being reliable,intelligent,and successful.

Repeated exposures to information provide greater opportunity for processing and thus the potential for ________.

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________.

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

________ is a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

The five-stage model of the consumer buying process includes all of the following stages EXCEPT ________.

Abraham Maslow sought to explain why people are driven by particular needs at particular times.Describe Maslow's hierarchy of needs.How does Maslow's theory help marketers?

Frederick Herzberg developed a ________ that distinguishes dissatisfiers and satisfiers.

People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli.

According to Herzberg's two-factor theory,satisfiers will make the major difference as to which brand the customer buys.

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

Consumers who worry about the environment and want products to be produced in a sustainable way have been named ________.

A role consists of the activities a person is expected to perform.

Secondary groups require continuous interaction to be effective and meaningful.

When marketers profile the customer buying-decision process by thinking about how they themselves would act,these marketers are employing the ________.

Because mass-market advertising is target nonspecific,all ethnic and demographic niches respond to it in the same way.

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

Filters