1. Traits like sincerity, excitement, competence, sophistication, and ruggedness are examples of what researchers have found to make up a .
a. brand's personality
b. preferred consumer's personality
c. timid consumer's personality
d. lifestyle personality
e. variety-seeking personality
2. Jeep Wranglers are considered to have personality. Which of the following is NOT a brand personality trait mentioned in the text?
a. Sincerity.
b. Ideal self-concept.
c. Competence.
d. Sophistication.
e. Excitement.
3. refers to the distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment.
a. Personality
b. Self-concept
c. Self-image
d. Attitude
e. Perception
4. Monique is designing a shoe advertisement for use in a magazine. The ad will try to show how the typical wearer of these shoes would like to see herself. If his ad is successful, Monique will have targeted their .
a. ideal self-concept
b. attitude toward life
c. actual self-concept
d. others self-concept
e. biogenic motivation
5. Aaron's hunting and fishing activities, his interest in military history, and his opinions about an all-volunteer army reflect his .
a. self-concept
b. personality
c. social class
d. lifestyle
e. demographics
6. is a person's pattern of living in the world as expressed in activities, interests, and opinions.
a. Self-concept
b. Personality
c. Social class
d. Lifestyle
e. Demographics
7. Which of the following needs, as identified by Abraham Maslow, could also be described as biogenic motives?
a. Social and esteems needs.
b. Psychological and physiological needs.
c. Self-actualization and esteem needs.
d. Physiological and safety needs.
e. Social, esteem, and self-actualization needs.
8. Biogenic needs arise from of tension, such as hunger, thirst, and discomfort.
a. motivational states
b. psychogenic states
c. increased intensity
d. psychological states
e. physiological states
9. assumed that the psychological forces shaping people's behavior are largely at the subconscious level and that people cannot fully understand their own motivations.
a. Dr. Phil
b. Sigmund Freud
c. Frederick Herzberg
d. Abraham Maslow
e. Philip Kotler
10. A is a need that is sufficiently pressing to drive the person to act.
a. personality
b. value
c. moral
d. motive
e. belief
11. According to the work of Frederick Herzberg .
a. a person moves from stated instrumental motivation to terminal ones
b. people are driven by particular needs at particular times
c. polite store clerks will not necessarily be a satisfier for a consumer, but impolite ones would be a dissatisfier
d. a bottle of Estee Lauder perfume arouses a different set of motives in consumers than an Avon perfume
e. marketers can use laddering to determine the appropriate appeal to be used in their ads
12. On the way to work, Jason drives past at least 150 signs for businesses and hears at least 20 commercials on the radio. Yet, if you ask Jason to name a single brand or commercial he has been exposed to lately, he can only think of one-an ad for his
favorite beer brand, Tsingtao Beer. This is an example of .
a. selective attention
b. selective distortion
c. selective retention
d. selective memory
e. selective disposal
13. refers to when a person learns to recognize differences in similar sets of stimuli and adjust responses accordingly.
a. Learning
b. Generalization
c. Discrimination
d. Cue formation
e. Attention
14. The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world is called .
a. impression
b. perception
c. cognition
d. comprehension
e. conviction
15. Aunt Marry is a hard person to buy a gift for. Her birthday is about a week away, and she has hinted to her nephew Peter how nice a digital camera would be. Suddenly, Peter starts seeing ads for digital cameras in newspaper and magazines and on billboards. When he goes with his girlfriend to one of GOME Electronic Appliance stores, he notices digital camera displays that he can't recall ever noticing before. Peter is probably engaging in .
a. selective attention
b. perceptual aggregation
c. selective distortion
d. selective retention
e. perceptual cuing
16. While watching "Super Girls", Yanling saw an ad for an upset stomach remedy. Although the ad was for Yunnan Baiyao, Yanling thought the ad was for her favorite brand-Tongrentang. This is an example of .
a. information overload
b. selective attention
c. perceptual aggregation
d. selective retention
e. selective distortion
17. While watching "Meet on the Road of Health," Grant noticed the show had a feature on Huakang, a food supplement that helps lower cholesterol. He has taken Huakang for
the last year and is convinced it is the only reason he is able to keep his cholesterol numbers in check. The feature began with a description of how the product works and concluded with a discussion of its potential negative side effects. Grant called his brother to tell him how the feature supported his belief in how well Huakang works at lowering cholesterol. Due to , Grant did not remember the negative side effects associated with Huakang use.
a. information overload
b. selective attention
c. perceptual aggregation
d. selective retention
e. selective distortion
18. involves changes in an individual's behavior that arise from experience.
a. Learning
b. Personality
c. Attitude
d. Perception
e. Culture
19. consist of all brand-related thoughts, feelings, perceptions, images, experiences, beliefs, and attitudes that become linked to a brand node in the associative network of a person's long-term memory.
a. Encoded information
b. Decoded information
c. Liminal associations
d. Brand associations
e. Subliminal associations
20. What type of information cannot be stored in a consumer's memory network?
a. Verbal.
b. Visual.
c. Abstract.
d. Contextual.
e. All of the above may all be stored in a consumer's memory network.
21. A researcher calls Don on the phone and asks him if he can recall any ads he has watched that evening on television. Don has been surfing channels all night, and remembers that he's seen lots of ads. But without any prompting, Don can only specifically tell the researcher about an Allstate ad regarding fraud. He feels like the rest of the commercials are on "the tip of his tongue," but is unable to give more. In this case, the forgotten ads are , but may not be without additional cues.
a. accessible; encodable
b. available; accessible
c. retrievable; available
d. refreshing; contemporary
e. encoded; decoded
22. The first step in the buying process is the .
a. information search
b. evaluation of alternatives
c. purchase decision
d. location of alternatives
e. recognition of the need or problem
23. Usually, the consumer receives the most information exposure about a product from
sources.
a. personal
b. commercial
c. organizational
d. public
e. experiential
24. When marketers try to identify the circumstances that trigger a particular need, they are more likely to do it when the consumer is in which stage of the consumer buying process?
a. Assessment of alternative options.
b. Buyer's remorse.
c. Problem recognition.
d. Information evaluation.
e. Post-purchase dissonance.
25. are a person's enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies toward an object of idea.
a. Attitudes
b. Opinions
c. Perceptions
d. Interests
e. Emotions
26. A(n) is a descriptive thought a person holds about something.
a. attitude
b. conviction
c. perception
d. opinion
e. belief
27. Benson's computer has broken. He decides to buy a new one. After studying all the information he can get his hands on about computers, he realizes that he likes the following brands: Levono, IBM and Dell. After more research, Benson decides that IBM will be the best for him. The Levono and the Dell make up Benson's .
a. awareness set
b. total set
c. choice set
d. consideration set
e. aspiration set
28. Kim Gao is considering buying a new truck. Due to budget considerations, he has eliminated all brands and models priced over ¥300,000. He also believes strongly in buying "made in China" whenever possible, so he has eliminated all foreign brands from
his list. The remaining vehicles make up his set.
a. total
b. consideration
c. choice
d. awareness
e. information
29. Because attitudes are very difficult to change, a company would be well advised to
.
a. use care when trying to change people's attitudes
b. fit its products in with existing attitudes rather than try to change people's attitudes
c. avoid all consumers who have negative attitudes
d. use aggressive campaigns to influence trusted opinion leaders
e. seek only consumers who are positively predisposed to its products
30. Rhiannon is looking to buy a new computer and has narrowed her choices down to three, an Apple iMac, a Dell, and a Lenovo. Her most important attributes for the new machine are (in order of importance) price, speed, physical appearance, and compatibility. As she does a little research online, Rhiannon decides that the Lenovo is the cheapest, the Dell is the fastest, and the iMac is the nicest looking. Which will she buy?
a. She'll buy the Lenovo because it's the cheapest.
b. You need to know how important price is over the other attributes before you can answer.
c. She'll buy the iMac, if it goes on sale for cheaper.
d. What she chooses will depend on Rhiannon's mood at the time.
e. With more detail you could make a decent guess, but not predict for sure
31. Personal computer maker HP decides it will try to create laptops that have higher perceived value in the marketplace. A complete redesign is ordered. This is an example of .
a. real repositioning
b. psychological repositioning
c. competitive depositioning
d. shifting buyer ideals
e. social positioning
32. The sudden loss of a job, a rainstorm, an encounter with a rude sales clerk, and forgetting to go by the cash machine are all examples of that can change the outcome of a consumer buying situation.
a. perceived risk
b. others' attitudes
c. motivational modifications
d. unanticipated situational factors
e. personality changes
33. One way of helping your customer feel more satisfied after purchasing your product is to .
a. raise their expectations of the product in advance of the purchase
b. understate performance levels in your advertising
c. make sure your product falls short of expectations
d. communicate the pros and cons of the purchase before you let them buy it
e. lower the price to the next customer who buys
34. Customer win-back is based on the premise that .
a. reasons for customer dissatisfaction are normally well understood
b. it can cost less to win back a lost customer than to attract a new customer
c. real repositioning is stronger than competitive depositioning
d. a company do not like to embarrass outgoing customers with surveys
customers cannot usually give good reasons for not continuing with a brand