Multiple choice:
1. In which situation do marketers attempt to place their ads in appropriate media contexts to enhance their effectiveness?
communications
purchase
usage
disposition
preliminary
2. Mimi is a teenager and wants to be accepted by her friends. In fact, she might act a certain way not because she really wants to, but rather, she does it because others around her are doing it. The influence these others have on Mimi represent which situational characteristic?
temporal perspective
physical surroundings
task definition
antecedent states
social surroundings
3. Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is influencing her behavior?
physical surroundings
social surroundings
temporal perspective
task definition
antecedent states
4. James is giving his cousin, Conor, a new video game for his birthday. Which of the following is the most likely reason James is giving this gift?
he is required to do so
it is a ritualized consumption experience
to elicit return favors
as a return favor
because he hopes the receiver will share the gift
5. John is a salesman and gave one of his customers an expensive watch. Which of the following is the most likely reason John gave this gift?
social expectations
it is a ritualized consumption experience
to elicit a return favor
it is a business requirement
as an expression of loving and caring
6. One study found that wedding gifts tend to be _____ while birthday gifts tend to be _____.
expensive; inexpensive
inexpensive; expensive
fun; utilitarian
utilitarian; fun
large; small
7. Which of the following statements is true regarding moods?
Moods are relatively stable states that are tied to a specific event or object.
Moods affect the consumption process, but they are not affected by the consumption process.
Positive moods have not been shown to affect shopping behavior.
Consumers do not actively try to manage their mood states.
Ad and brand attitudes are often influenced in a mood-congruent manner.
8. Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are all examples of _____.
ritual situations
momentary conditions
prescriptives
schemas
social surroundings
9. Which of the following is a step in the approach for developing situation-based marketing strategies that was given in the textbook?
Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product.
Survey a large sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment.
Construct a person-situation segmentation matrix.
Evaluate each cell in terms of potential.
all of the above
10. Consumers typically attend the theater for utilitarian purposes.
True
False
11. Emma noticed that she was almost out of gas, so she pulled into the nearest gas station and filled up her tank. Emma's decision on which gas to purchase is characterized by _____.
a high level of cognitive processing
a low level of purchase involvement
limited decision making
extended decision making
a high level of affective processing
12. Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate?
routine decision
repeat purchase decision
primary decision
brand loyal decision
low visibility decision
13. Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase?
routine decision
repeat purchase decision
secondary decision
inconsequential decision
indifferent decision
14. Rita is doing her family's grocery shopping and purchases ice cream. She's purchased Blue Bell ice cream before and purchases it again. She's not committed to this brand; it's just that she and her family like it. Which type of nominal decision is this?
inconsequential decision
indifferent decision
automatic decision
repeat purchase decision
secondary decision
15. Which of the following statements is FALSE regarding problem recognition?
Problem recognition is the first stage in the consumer decision process.
Only when the desired state is greater than the actual state will a problem exist.
Problem recognition is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.
Without recognition of a problem, there is no need for a decision.
all of the above are true regarding problem recognition
16. Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this?
latent
manifest
active
inactive
blatant
17. The Martins' home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?
latent
manifest
active
inactive
dangerous
18. Which of the following is a nonmarketing factor affecting problem recognition?
social status
previous decisions
motives
situation
all of the above
19. Which nonmarketing factor affects a consumer's desired state?
culture/subculture
normal depletion
product/brand performance
availability of products
all of the above
20. Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems?
activity analysis
intuition
product analysis
problem analysis
qualitative research
21. How has the Internet changed consumers' ability to search for information?
allows easy access to manufacturers' websites
allows easy access to other consumers
allows easy access to government agencies
expands the ability of marketers to provide information to consumers
all of the above
22. A consumer decision requires information on which of the following?
The appropriate evaluative criteria for the solution of a problem.
The existence of various alternative solutions.
The performance level or characteristic of each alternative solution on each evaluative criterion.
a and b
a, b, and c
23. All of the brands that a consumer thinks of as potential solutions are known as the _____.
awareness set
evaluative criteria
alternative set
preferred set
consideration set
24. Karen is going to the mall to purchase new shoes. Based on her prior experience with Nine West and her positive attitude toward them, she plans on looking at the Nine West store first. Her decision to visit the Nine West store is based on which source of information?
memory
personal sources
independent sources
marketing sources
experiential sources
25. Which source of information includes inspection or product trial?
memory
personal sources
independent sources
marketing sources
experiential sources
26. Lane is test driving several models of automobiles to help him decide which one to purchase. Which source of information does this represent?
memory
personal sources
independent sources
marketing sources
experiential sources
27. Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making?
How can they get more consumers to use the Internet instead of seeking information from salespeople?
How can they drive their information to consumers?
How can they drive consumers to their information?
How (if at all) can online selling be utilized or integrated with existing channels?
all of the above are major issues marketers must deal with
28. Which marketing strategy is appropriate if the brand is not part of the evoked set and the target market engages in nominal decision making?
capture strategy
acceptance strategy
maintenance strategy
preference strategy
disrupt strategy
29. A major motivator of online search is to find warranty information.
True
False
30. Searches for information from a mobile device pertaining to the current (or future planned) geographic location of a consumer are known as local mobile search.
True
False
31. The fact that consumers have limited capacity for processing information is referred to as _____.
bounded rationality
instrumental capacity
cognitive capacity
cognitive dissonance
all of the above
32. Evaluative criteria differ on all EXCEPT which of the following?
type
number
quality
importance
evaluative criteria can differ on all of the above
33. Andrew is considering the purchase of a portable DVD player. He is comparing alternatives on the basis of screen size, battery life, and price. Andrew is using which type of evaluative criteria?
tangible
intangible
primary
secondary
instrumental
34. Which indirect measurement techniques used to determine consumers' evaluative criteria allow the respondent to indicate the criteria someone else might use?
tangible
intangible
projective techniques
perceptual mapping
conjoint analysis
35. A technique that requires consumers to judge the similarity of alternative brands is _____.
conjoint analysis
attitude survey
semantic differential scale
perceptual mapping
none of the above
36. Jamie was participating in a market research study regarding computers when he was presented with 24 different computers that varied on four criteria. He was asked to rank all 24 descriptions in terms of his preference for those combinations of features. Which approach to assess the relative importance Jamie places on evaluative criteria was this research using?
perceptual mapping
regression analysis
factor analysis
conjoint analysis
cluster analysis
37. John drinks Schwepps Ginger Ale for dinner as a beverage, while Jack uses it only as a mixer in his cocktails. Which factor that influences the importance of evaluative criteria is this?
usage situation
competitive context
advertising effects
quantity of criteria
temporal perspective
38. Speed of service and convenient location are criteria Jake considers when deciding at which restaurant to eat lunch during a work day. However, when he and his wife go out for a romantic dinner, the ambiance and quality of the food are more important. Which factor is influencing the importance he places of various criteria?
usage situation
competitive context
advertising effects
experience
social influences
39. Given the following importance weights Price = 50, Quality = 40, and Ease of use = 10, which of the following computers would be chosen using a compensatory decision rule?
Dell
A tie between Compaq and Dell.
NEC
Compaq
A tie between NEC and Dell.
40. The conjunctive decision rule establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards.
True
False
41. Greg is a carpenter and his wife, Marsha, is a second grade teacher. They use their computer to keep in touch with their children, and rarely shop online. In which online shopping segment do they belong?
Virtual Shoppers
Status Strivers
Just the Essentials
Original Traditionalists
Shopping Lovers
42. Which online shopping segment found by Experian is younger, heavily female, and sees shopping as fun?
Virtual Shoppers
Status Strivers
Mall Maniacs
Fun Seekers
Mall Rats
43. Hank is seen by others as the go-to if they have questions related to finding good deals on the Internet. He likes to shop online because, to him, it's more fun than going to a store. To which online shopping segment does Hank belong?
Virtual Shoppers
Status Strivers
Mall Maniacs
Fun Seekers
Mall Rats
44. Omni-channel shoppers
rely on mobile and mobile shopping apps
belong to Gen Y
belong to Gen X
a and b
all of the above
45. Good product offers and information, value, and alignment with consumers' interests are components of which dimension of online retailer image?
usefulness
enjoyment
trustworthiness
style
familiarity
46. The retail attraction model is also called the _____.
retail gravitation model
retail dispersion model
retail composition model
retail network model
retail concentration model
47. A shopping style that puts particular emphasis on certain activities or shopping motivations is called a _____.
shopping segment
shopping typology
shopping orientation
shopping perspective
store atmosphere
48. Which of the following is a variable that influences brand decisions inside a retail outlet?
point-of-purchase materials
price reductions
outlet atmosphere
stockout situations
all of the above
49. Online marketers of apparel will never be able to overcome the lack of "touch" issue with consumers and as a consequence, apparel is having little sales success online.
True
False
50. A major component of store atmosphere is the number, characteristic, and behavior of other customers.
True
False
51. Jon purchased an antique watch on eBay from another consumer. Which type of sale is this known as?
direct-to-consumer sale
consumer-to-consumer sale
personal sale
private sale
electronically-mediated sale
52. When perceptions of product performance match expectations that are at or above the minimum performance level, _____ generally results.
satisfaction
dissatisfaction
nonsatisfaction
elation
surprise
53. Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of _____.
nonsatisfaction
extended decision making
commitment
relationship marketing
customer value
54. What are the two dimensions to performance for products?
instrumental and symbolic
latent and manifest
immediate and delayed
direct and indirect
consummatory and instrumental
55. Which dimension of product performance relates to the physical functioning of the product?
affective
direct
instrumental
attributional
consummatory
56. Employees who deal directly with consumers are known as _____.
foot soldiers
clerks
consumer-level employees
frontline employees
primary employees
57. Factors such as information quality, navigation, price, merchandise availability, purchase process, and order tracking are part of which dimension in online satisfaction and dissatisfaction?
security and privacy
fulfillment and reliability
customer service
website design and interaction
all of the above
58. Every time Hannah buys a sandwich at Super Subs, she gets a stamp on a card. Once she has 10 stamps, she'll get a free sandwich. This is an example of a(n) _____.
food stamp program
acquisition program
customer loyalty program
tie-in program
overlay program
59. Nominal and most limited decision making will not produce postpurchase dissonance.
True
False
60. Consumers might experience guilt by the use of a product or a service.
True
False