Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

________ 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)  Psychographic segmentation 
C)  Psychology 
D)  Consumer behavior 
E)  Product differentiation 
A)  Target marketing 
B)  Psychographic segmentation 
C)  Psychology 
D)  Consumer behavior 
E)  Product differentiation D

Question 3

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  False

Question 4

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 5

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 6

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 7

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 8

When a consumer makes the final decision on which brand to buy,he or she selects a brand from the ________ set.

Accepted Answer

A)  total 
B)  awareness 
C)  consideration 
D)  choice 
E)  belief 
A)  total 
B)  awareness 
C)  consideration 
D)  choice 
E)  belief

Question 9

Jason writes a weekly column in his school's newspaper about movies he has seen,books he has read,and concerts he has attended.His column provides information and opinions.Feedback from his fellow students is positive,and they are appreciative of the advice that is given.Which of the following would be the most apt description of the role played by Jason

Accepted Answer

A)  Silent majority 
B)  Protestor 
C)  Protector 
D)  Muckraker 
E)  Opinion leader 
A)  Silent majority 
B)  Protestor 
C)  Protector 
D)  Muckraker 
E)  Opinion leader

Question 10

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

Accepted Answer

Selective retention says that consumers

Question 11

Describe how the problem recognition process works in the five-stage model of the consumer buying process.

Accepted Answer

The buying process starts when the buyer

Question 12

A(n)________ is the person who offers informal advice or information about a specific product or product category,such as which of several brands is best or how a particular product may be used.

Accepted Answer

A)  reference group 
B)  opinion leader 
C)  family of procreation 
D)  social factor 
E)  anchoring heuristic 
A)  reference group 
B)  opinion leader 
C)  family of procreation 
D)  social factor 
E)  anchoring heuristic

Question 13

If a product poses a threat to the physical well-being of a consumer,this is called psychological risk.

Accepted Answer

A) True 
 B)False

Question 14

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 15

IKEA has achieved widely recognized success by offering consumers leading-edge Scandinavian furniture design at bargain prices.IKEA delivers 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 16

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 17

________ risk occurs if the product fails to perform up to expectations.

Accepted Answer

A)  Physical 
B)  Financial 
C)  Social 
D)  Psychological 
E)  Functional 
A)  Physical 
B)  Financial 
C)  Social 
D)  Psychological 
E)  Functional

Question 18

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 19

Explain the concept of multicultural marketing.

Accepted Answer

Multicultural marketing grew out of care

Question 20

In marketing,________ are more important than reality because they affect consumers' actual behavior.

Accepted Answer

A)  ideals 
B)  values 
C)  social classes 
D)  perceptions 
E)  heuristics 
A)  ideals 
B)  values 
C)  social classes 
D)  perceptions 
E)  heuristics

Exam 6: Analyzing Consumer Markets

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

________ 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.

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.

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

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.

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

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

When a consumer makes the final decision on which brand to buy,he or she selects a brand from the ________ set.

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

Describe how the problem recognition process works in the five-stage model of the consumer buying process.

A(n)________ is the person who offers informal advice or information about a specific product or product category,such as which of several brands is best or how a particular product may be used.

If a product poses a threat to the physical well-being of a consumer,this is called psychological risk.

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

IKEA has achieved widely recognized success by offering consumers leading-edge Scandinavian furniture design at bargain prices.IKEA delivers value to consumers who are ________.

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

________ risk occurs if the product fails to perform up to expectations.

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.

Explain the concept of multicultural marketing.

In marketing,________ are more important than reality because they affect consumers' actual behavior.

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