Question 1

________ is the tendency to interpret information in a way that will fit our preconceptions.

Accepted Answer

A)  Selective retention 
B)  Cognitive dissonance 
C)  Selective distortion 
D)  Subliminal perception 
E)  Selective embellishment 
A)  Selective retention 
B)  Cognitive dissonance 
C)  Selective distortion 
D)  Subliminal perception 
E)  Selective embellishment

Question 2

A consumer who uses Google to find comparative reports on new automobiles, 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 3

According to the research conducted by Jennifer Aaker, one of the five traits of a product's brand personality is its physical structure.

Accepted Answer

A) True 
 B)False

Question 4

A person's position in a group is defined in terms of role and status.

Accepted Answer

A) True 
 B)False

Question 5

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 6

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

Question 7

People can emerge with different perceptions of the same object because of three perceptual processes. List and briefly characterize these processes.

Accepted Answer

The three processes are selective attent

Question 8

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 9

What do you understand by the term market partitioning?

Accepted Answer

Marketers need to identify the hierarchy

Question 10

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 11

For an employee at an organization, annual appraisal can be considered as a critical life event that impacts his/her consumption behavior.

Accepted Answer

A) True 
 B)False

Question 12

A(n)________ group is one whose values or behavior an individual rejects.

Accepted Answer

A)  aspirational 
B)  disassociative 
C)  membership 
D)  primary 
E)  procreational 
A)  aspirational 
B)  disassociative 
C)  membership 
D)  primary 
E)  procreational

Question 13

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

Accepted Answer

A) True 
 B)False

Question 14

IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices. IKEA is delivering value to consumers who are ________.

Accepted Answer

A)  money constrained 
B)  time constrained 
C)  brand constrained 
D)  value constrained 
E)  self-concept constrained 
A)  money constrained 
B)  time constrained 
C)  brand constrained 
D)  value constrained 
E)  self-concept constrained

Question 15

A person's personality portrays the "whole person" interacting with his or her environment.

Accepted Answer

A) True 
 B)False

Question 16

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 17

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 18

Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers. How does Herzberg's theory affect sellers' marketing strategy?

Accepted Answer

Herzberg's theory has two implications.

Question 19

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 20

The buying process starts when the buyer recognizes a(n)________.

Accepted Answer

A)  product 
B)  advertisement for the product 
C)  salesperson from a previous visit 
D)  problem or need 
E)  internal cue 
A)  product 
B)  advertisement for the product 
C)  salesperson from a previous visit 
D)  problem or need 
E)  internal cue

Exam 6: Analyzing Consumer Markets

________ is the tendency to interpret information in a way that will fit our preconceptions.

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

According to the research conducted by Jennifer Aaker, one of the five traits of a product's brand personality is its physical structure.

A person's position in a group is defined in terms of role and status.

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

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.

People can emerge with different perceptions of the same object because of three perceptual processes. List and briefly characterize these processes.

What do you understand by the term market partitioning?

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?

For an employee at an organization, annual appraisal can be considered as a critical life event that impacts his/her consumption behavior.

A(n)________ group is one whose values or behavior an individual rejects.

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices. IKEA is delivering value to consumers who are ________.

A person's personality portrays the "whole person" interacting with his or her environment.

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

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

Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers. How does Herzberg's theory affect sellers' marketing strategy?

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

The buying process starts when the buyer recognizes a(n)________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

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 Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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