MKT201-Final Exam

A marketer who segments a population by age and gender is using \________ to categorize consumers.
A) demographics
B) psychographics
C) roles
D) lifestyle

A

A consumer researcher who examines consumers' lifestyles and personalities is studying \________.
A) demographics
B) psychographics
C) social class
D) roles

B

The growth of consumption communities, which give members a forum for sharing opinions and recommendations about specific products, has been most affected by which of the following?
A) more frequent use of market segmentation strategies
B) the growth of the Web
C) decreasing brand loyalty in tough economic times
D) the increasing diversity of the American population

B

A marketer uses \________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.
A) market filtering strategies
B) market segmentation strategies
C) the 80/20 strategy
D) economies of information

B

The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas , or experiences to satisfy needs and desires is called \________.
A) lifestyle marketing
B) role marketing
C) consumer behavior
D) marketing research

C

A(n) \________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.
A) marketer
B) consumer
C) influencer
D) behavior researcher

B

According to the basic marketing concept, a firm exists to \________.
A) earn profits
B) win market share
C) establish relationships
D) satisfy needs

D

Which of the following explains how a minority of a product's users make up a majority of sales of the product? A) RFID theory B) the 80/20 rule C) market segmentation D) u-commerce

B

People who belong to the same social class have which of the following in common?
A) income levels
B) personalities
C) ethnicity
D) family structure

A

Which of the following marketing philosophies emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time?
A) differentiated marketing
B) global marketing
C) services marketing
D) relationship marketing

D

Wal-Mart tracks the habits of the 100 million customers who visits its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of \________ marketing.A) undifferentiatedB) databaseC) relationshipD) consumer-generated

B

For marketers, \________ is the most important marketing phenomenon of this decade. A) consumer-generated content B) culture jamming C) transformative consumer research D) economics of information

A

The sociological perspective of \________ takes the view that much of consumer behavior resembles actions in a play.
A) role theory
B) group theory
C) relationship marketing
D) consumerspace research

A

According to your text, which of the following countries is expected to soon be the home of seven of the world's largest malls?
A) the United States
B) China
C) Australia
D) Brazil

B

If in the future you use a wearable computer that allows you to access computer networks wherever you are, you will be using a developing form of commerce called \________. A) U-commerce (ubiquitous commerce) B) e-commerce (electronic commerce) C) G-commerce (global commerce) D) L-commerce (lifestyle commerce)

A

Which of the following is an example of C2C e-commerce? A) RFID tags B) virtual brand communities C) database marketing D) u-commerce

B

Rules of conduct based on universal values such as honesty, trustworthiness, and fairness that guide actions in the marketplace are referred to as \________.
A) social marketing policies
B) consumer activism policies
C) consumer ethics
D) business ethics

D

The term \________ refers to an environment where an individual can dictate to a company the type of products he or she wants and how, when, and where he or she wants to learn about them. A) u-commerce B) consumerspace C) social market D) consumption community

B

A basic biological motive is called a \________.
A) want
B) desire
C) need
D) response

C

Which of the following best characterizes social critic Vance Packard's position on the possibility of marketing manipulating consumers' thoughts?
A) Marketers don't have enough knowledge to manipulate consumers.
B) Marketers have been successful in manipulating emotions, but not thought processes.
C) Marketers have used knowledge of the social sciences to channel consumer habits, decisions, and thoughts.
D) The public has been unnecessarily frightened by allegations of marketing manipulation that are blatantly false.

C

According to the \________ perspective, advertising is an important source of consumer information.
A) consumerist
B) database marketing
C) business ethics
D) economics of information

D

Which of the following is the government agency that polices advertising claims about edible products and pharmaceuticals?
A) the Food and Drug Administration
B) the Consumer Products Safety Act
C) the Federal Trade Commission
D) the National Advertising Division

A

Buy Nothing Day and TV Turnoff Week, events designed to discourage rampant commercialism, are examples of \________.
A) cultural terrorism
B) consumerism
C) anticonsumption
D) culture jamming

D

Many firms choose to protect or enhance the natural environment as they go about their business activities. This practice is known as \________.
A) consumer marketing
B) social marketing
C) natural marketing
D) green marketing

D

A buyer who shops to relieve tension, anxiety, depression, or boredom is best described as a(n) \________ consumer.
A) activist
B) anticonsumption
C) compulsive
D) consumed

C

People who are used or exploited, willingly or not, for commercial gain in the marketplace are referred to as \________ consumers.
A) marginal
B) destitute
C) jammed
D) consumed

D

According to a recent human behavior survey by advertising agency McCann Erickson, \________ of people say they lie regularly. A) 91 percent B) 62 percent C) 40 percent D) 19 percent

A

Shoplifting is America's fastest growing crime. What term does the retail industry use to describe inventory and cash losses from shoplifting? A) hard losses B) shrinkage C) write offs D) consumer costs

B

Which of the following is an example of anticonsumption behavior?
A) compulsively shopping
B) intentionally spreading a computer virus
C) gambling
D) culture jamming

B

Members of the clergy serving areas that are heavily populated by minorities have organized rallies to protest the proliferation of cigarette and alcohol advertising in their neighborhoods. These protests sometimes include the defacement of billboards promoting alcohol or cigarettes. This is an example of \________.
A) social marketing
B) anticonsumption
C) interpretivism
D) compulsive consumption

B

A researcher interested in studying how consumer preferences spread throughout a social group most likely has the disciplinary focus of \________.
A) experimental psychology
B) semiotics
C) history
D) sociology

D

Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer behavior research should \________. A) have a market oriented focus B) aim to apply knowledge to increasing profits C) focus on understanding consumption for its own sake D) be judged in terms of its ability to improve marketing practices

C

Which of the following social science fields would most likely be associated with macro consumer behavior through a social focus?
A) experimental psychology
B) clinical psychology
C) sociology
D) cultural anthropology

D

Another term for the dominant consumer research paradigm of positivism is \________.
A) interpretivism
B) pluralism
C) modernism
D) postmodernism

C

Of the following, a proponent of \________ would be most likely to argue that our society emphasizes science and technology too much.
A) consumerism
B) positivism
C) modernism
D) interpretivism

D

A consumer researcher who believes in the paradigm of \________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science.
A) fundamentalism
B) interpretivism
C) positivism
D) postmodernism

C

The belief that meaning is not fixed but is instead constructed by each individual is part of the \________ paradigm
A) positivist
B) pragmatic
C) interpretivist
D) consumerist

C

A student of postmodernism is most likely to believe that the world in which we live is composed of \________, or a mixture of images.
A) psychographics
B) a paradigm
C) consumerspaces
D) a pastiche

D

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right. This decision took place in the \________ stage of Jenny's consumption process. A) repurchase B) purchase C) exchange D) influence

B

A soft drink company decided to produce a cola drink with more caffeine than usual in hopes of preventing current teen and early twenties customers from shifting to coffee and tea drinks after graduating from college. The company test marketed this new product at a midwestern university. The company has segmented the market based on \________. A) psychographic B) lifestyle C) demographics D) geography

C

Professor Franklin had a time machine and traveled back to 1975. He told a marketing class that it would become popular among high school and college students to put holes through various parts of their anatomy and to attach metal plugs and ornaments through those holes. The students laughed at Professor Franklin and said they couldn't imagine that anyone would do that to his or her own body. What aspect of consumer behavior did the students not understand?
A) They didn't understand the impact of popular culture in influencing consumers.
B) They didn't understand that lifestyle issues are more important than social class issues.
C) They didn't understand the meaning of consumption.
D) They didn't understand the importance of culture jamming.

A

Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which of the following types of relationships with a product best explains the reason for Lucy's purchase of the dragon bowl? A) self concept attachment B) nostalgic attachment C) interdependence D) cohort attachment

B

Evan does business in South America. He has mastered Spanish and many cultural norms, but he still has problems with cultural differences in ethics. Many of the regulatory officials Evan must deal with still expect bribes. Evan solves this problem by bringing with him a number of moderately priced watches. When an official admires his watch, Evan offers it to him or her as a gift. Later he puts a new watch on his wrist. Evan has encountered a problem in ethics which demonstrates that \________.
A) different cultures define ethical business behaviors differently
B) laws regulating business have become uniform because of the demands of a global economy
C) a small lapse of ethics is acceptable
D) universal values are the basis of business ethics

A

An advertisement for a national shampoo that shows a plain looking woman using the product, then transforming to a beautiful woman with a new hairstyle, dressed in elegant clothes, waiting for the "man of her dreams" to appear on her doorstep, would best illustrate which of the following criticisms of the marketing system? A) Marketing makes society overly materialistic. B) Marketers promise miracles. C) Marketers create artificial needs. D) Marketers control popular culture.

B

Morris Davis believes that advertising and marketing have too much impact on a consumer's daily life. To fight this problem, Mr. Davis recently initiated a Web site called "Junk It!" His Web site invites disgruntled consumers to communicate with him about marketing invasions of their privacy and individual space. Mr. Davis believes that change comes slowly but that consumers must fight to preserve their culture and freedom from marketers and advertisers. Which of the following terms best expresses the actions being taken by Mr. Davis to disrupt what he perceives as inappropriate marketing and advertising actions?
A) marketing myopia
B) cultural symbolism
C) culture jamming
D) transformative consumer research

C

George says that he sees everything as "black or white no in between." George would most accurately be characterized as a(n) \________. A) positivist B) collectivist C) interpretivist D) consumerist

A

Amaya Simmons wants to write a consumer behavior paper about the origins of green marketing with respect to pesticides. Which of the following sources will she find most useful?
A) The Jungle by Upton Sinclair
B) The Hidden Persuaders by Vance Packard
C) Unsafe at any Speed by Ralph Nader
D) Silent Spring by Rachel Carson

D

Social critics have maintained that marketing leads people to buy products they neither want nor need. However, the failure rate of new products is reportedly as high as 80 percent. Which of the following best reconciles these two seemingly opposite views of marketing?
A) The social critics are simply wrong. People are not influenced by marketing.
B) Though consumers are highly influenced by marketing, most failed products have technical flaws.
C) Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way they please.
D) Purchase is a function of marketing, but business failure is unrelated to marketing.

C

Which of the following is the best tool for consumer activists to use in efforts to make the public aware of unethical or questionable marketing behavior?
A) Web 2.0
B) RFID technology
C) Transformative Consumer Research
D) compulsive consumption

A

Which of the following consumer behavior issues discussed in the chapter would be most accurately classified as a micro consumer behavior topic?

A) how marketing campaigns have influenced popular culture

B) how individual consumers become trapped in a cycle of compulsive consumption

C) how consumers in different geographic regions respond differently to marketing campaigns

D) how the growth of C2C e-commerce has affected marketing strategies

B

The immediate response by our eyes, nose, mouth or fingers to such basic stimuli as light, color, sound, odor and texture is called \________.
A) reception
B) awareness
C) perception
D) sensation

D

The process by which people select, organize, and interpret sensory information is called \________.
A) reception
B) awareness
C) perception
D) sensation

C

Which of the following is NOT one of the three stages of the process of perception?
A) interpretation
B) adaptation
C) attention
D) exposure

B

Research has indicated that the color \________ creates feelings of arousal and stimulates appetite.
A) blue
B) red
C) yellow
D) black

B

Some color combinations come to be so strongly associated with a corporation that they become known as the company's \________.
A) position
B) icon
C) trade dress
D) schema

C

When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of \________ marketing to influence customers.
A) one-on-one
B) subliminal
C) differentiated
D) sensory

D

When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing shopping?
A) visual
B) basic orientation
C) haptic
D) liminal

C

A philosophy that translates customers' feelings into design elements is called \________ engineering.
A) Kinsei
B) pleasure
C) relationship
D) reverse

A

Males and females have different appreciations of textures (touch sensitivity). When feeling fabrics, men evaluate which of the following as "high class"?
A) wool
B) silk
C) denim
D) cotton

A

When a stimulus comes within the range of someone's sensory receptors \________ occurs.
A) vibration
B) retention
C) subliminal suggestion
D) exposure/

D

The \________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.
A) absolute
B) differential
C) intensity
D) relative

A

The minimum difference that can be detected between two stimuli is known as the \________.
A) "bare" minimum
B) gradual differentiation
C) j.n.d. (just noticeable difference)
D) graded difference

C

The \________ threshold refers to the ability of a sensory system to detect changes between two stimuli.
A) absolute
B) differential
C) intensity
D) relative

B

According to Weber's Law, the \________ the initial stimulus, the greater a change must be for people to notice the change.
A) more typical
B) stronger
C) weaker
D) more unusual

B

\________ occurs when a stimulus is below the level of an individual's awareness.
A) Absolute threshold
B) Differential threshold
C) Subliminal perception
D) Perceptual selection

C

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of \________.
A) advertising bombardment
B) sensory overload
C) sensory shifting
D) circuit overcapacity

B

The ability to process information from more than one medium at a time is known as \________.
A) multitasking
B) perceptual hyperactivity
C) perceptual chunking
D) interactive attention

A

Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called \________.
A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation

B

An individual may not process stimuli that are in some way threatening, or may distort the meaning of the stimuli to make it less threatening. This type of perceptual filter is called \________.
A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation

A

The flip side of \________ is \________.
A) perceptual defense; adaptation
B) perceptual defense; perceptual vigilance
C) attention; adaptation
D) attention; perceptual selection

B

According to the exposure factor leading to adaptation, frequently encountered stimuli \________ as the rate of exposure increases.
A) adapt
B) habituate
C) prime
D) overload

B

According to the \________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.
A) exposure
B) vigilance
C) discrimination
D) relevance

C

Size, color, position, and novelty are all strategies for creating which of the following?
A) contrast
B) adaptation
C) positioning
D) thresholds

A

Which of the following refers to the meanings we assign to sensory stimuli?
A) schema
B) semiotics
C) interpretation
D) perception

C

In the process of \________, certain properties of a stimulus evoke a schema.
A) priming
B) differentiating
C) indexing
D) perceptual mapping

A

All consumers carry a schema in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that \________.
A) conforms to the customers' schemata
B) violates the customers' schemata
C) requires that customers defend their current views about the product category
D) is simple and easy to understand

A

When we anthropomorphize products, we evaluate them using \________ we typically apply to classify people.
A) thresholds
B) semiotics
C) autotelics
D) schemata

D

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from \________, a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.
A) Freudian psychology
B) Gestalt psychology
C) Simmons psychology
D) the Covey approach

B

\________ roughly means whole, pattern, or configuration; this perspective is best summarized by the saying "The whole is greater than the sum of its parts."
A) Freudian traits analysis
B) Marshallian psychology
C) Gestalt
D) Hobbesian pattern analysis

C

A new Green Giant ad campaign relied on the \________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner.
A) principle of similarity
B) figure-ground principle
C) interpretational principle
D) closure principle

A

The field of \________ examines the correspondence between signs and symbols and their role in the assignment of meaning.
A) semiotics
B) enunciation
C) Gestalt
D) hyperreality

A

From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning?
A) the sign
B) the object
C) the interpretant
D) the structure

A

A(n) \________ is a sign that relates to a product by either conventional or agreed-on associations.
A) icon
B) index
C) symbol
D) schema

C

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice?
A) subliminal persuasion
B) figure ground projection
C) semiotic relationships
D) consumer-modeling connections

C

What is the primary purpose of a perceptual map?
A) The map outlines how the product process functions.
B) Perceptual maps diagram the differences between the sense systems.
C) Perceptual maps outline where a product stands in comparison to competitors in the minds of consumers.
D) The map shows the threshold values of various retail stimuli.

C

The \________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.
A) positioning strategy
B) Gestalt psychology
C) sensory signature
D) priming strategy

A

Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's \________ in the marketplace.
A) personality
B) position
C) priming
D) trade dress

B

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?
A) exposure
B) attention
C) adaptation
D) interpretation

A

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to \________.
A) sensory inputs emanating from the external environment
B) sensory inputs emanating from the internal environment
C) emotional outputs
D) decision sequences dictated by sensory outputs

A

If you were designing an advertisement to warn Japanese smokers of the deadly consequences of smoking, what colors should you choose to dominate the ad?
A) black foreground with light blue background
B) white background with a red foreground
C) bright colors such as red and orange
D) brown and grays

B

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?
A) the intensity threshold
B) the differential threshold
C) the absolute threshold
D) the relative threshold

C

Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They didn't realize that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly and the teacher resumed her normal activities. This is a good example of how a consumer's ability to detect a difference between two stimuli is \________.
A) absolute
B) negligible
C) relative
D) embedded

C

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?
A) Hermann's theorem
B) Packard's law
C) Sensory theory
D) Weber's law

D

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads?
A) perceptual vigilance
B) perceptual defense
C) perceptual selection
D) adaptation

D

In the past ketchup formed an unbecoming "scum" on its surface if it was exposed to the air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce this oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of \________ in the marketplace.
A) sensory overload
B) thresholds
C) hyperreality
D) schema

D

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. How would a marketer use hyperreality to find a new use for baking soda?
A) by associating the soda with its ability to absorb odors
B) by associating the soda with a fictional character called Simon Soda
C) by emphasizing the low cost of the soda
D) by informing the customers of the historic importance of baking soda in germ protection

B

Which of the following comes closest in characterizing the concept of hedonic consumption?
A) Bill can't get an advertising jingle out of his mind when he enters a store and sees the product the jingle advertises.
B) Kim can never buy fashionable clothes without looking carefully at their construction and then feeling the quality of the cloth with her fingers.
C) Marcus often buys products just to make his wife angry. He thinks that since she is such a penny-pincher she ought to be punished. Buying unneeded items is how Marcus punishes her frugality.
D) A new computer game rapidly replaced an older one because it had much faster action.

B

One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her?
A) She could make the drink twice as sweet by adding twice the amount of sugar.
B) She would need to research how the perception of "sweetness" changed by the amount of sugar added.
C) She would need to look at the subliminal aspects of "sweetness."
D) She would need to create promotions to tell customers how "sweet" the new drink is.

B

Which of the following is most relevant to a company that wants to position a new brand on price leadership?
A) Gestalt psychology
B) Weber's Law
C) the j.n.d.
D) the closure principle

B

Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising?
A) Subliminal messages are below the threshold of perception, so cannot be utilized in marketing.
B) Subliminal ads can be effective, but customers do not like them and so marketers avoid them.
C) There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising.
D) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects.

C