The 'core' product is most closely associated with
Answer: The fundamental benefits that the product delivers to buyers.
The 'core' product is most closely associated with
The presentation stage is at the core of the order- _____ selling process, and its objective is to convert a prospect into a customer.
The presentation stage is at the core of the order- _____ selling process, and its objective is to convert a prospect into a customer.
Answer: getting
In relationship selling, the salesperson builds ties with customers based on attention and commitment to customer needs
In relationship selling, the salesperson builds ties with customers based on attention and commitment to customer needs
Answer: over time
Making a good first impression is critical in the ______ stage of the personal selling process.
Making a good first impression is critical in the ______ stage of the personal selling process.
Answer: approach
The preapproach stage of the personal selling process includes which two of the following?
The preapproach stage of the personal selling process includes which two of the following?
Answer: -Obtaining further information on the prospect and deciding best method of approach.
Which of the following are major tasks involved in implementing the sales plan?
Which of the following are major tasks involved in implementing the sales plan?
-Salesforce motivation and compensation
-Salesforce recruitment and selection
An order ______ is a salesperson who processes routine orders or reorders for products that were already sold by the company.
An order ______ is a salesperson who processes routine orders or reorders for products that were already sold by the company.
Answer: Taker
Which of the following are good techniques for handling objections from prospects?
Which of the following are good techniques for handling objections from prospects?
-Acknowledge and convert the objection
-Postpone
-Agree and neutralize
-Accept the objection
-Denial
-Ignore the objection
______ in the presentation stage of the selling process often reflect prospect skepticism or indifference that may be overcome with the use of proper techniques.
______ in the presentation stage of the selling process often reflect prospect skepticism or indifference that may be overcome with the use of proper techniques.
Answer: Objections
The _____ of the sales plan involves assessing whether sales objectives were met and account management policies were followed.
The _____ of the sales plan involves assessing whether sales objectives were met and account management policies were followed.
Answer: evaluation
A(n) _____, a type of quantitative assessment, contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.
A(n) _____, a type of quantitative assessment, contains specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.
Answer: Sales quota
_____ the sale means obtaining a commitment from the customer to make a purchase.
_____ the sale means obtaining a commitment from the customer to make a purchase.
Answer: Closing
Which of the following tasks occur during the sales plan formulation process?
Which of the following tasks occur during the sales plan formulation process?
-Setting objectives
-Organizing the sales force
-developing account management policies
Which two of these methods are typically employed in the evaluation of a salesforce?
Which two of these methods are typically employed in the evaluation of a salesforce?
-Quantitative assessments
-Behavioral assessments
In personal selling, the prospective sage is the search for and qualification of ________
In personal selling, the prospective sage is the search for and qualification of ________
Answer: potential customers
Forms of personal selling include order- _____ and order-_____.
Forms of personal selling include order- _____ and order-_____.
Answer: taking, getting
Marianne watches a shopping channel for at least 10 hours each day. Buying items she mostly never uses, she has recently reached the credit limit on all seven of her credit cards. Marianne suffers from which disorder?
Marianne watches a shopping channel for at least 10 hours each day. Buying items she mostly never uses, she has recently reached the credit limit on all seven of her credit cards. Marianne suffers from which disorder?
Answer: Compulsive shopping disorder
Which of the following statements is not true regarding cyberbullying?
Which of the following statements is not true regarding cyberbullying?
Answer: The U.S. Department of CyberSpace ruled that text messages are not categorized as cyberbullying.
_______ has been compared to chemical dependency by some psychologists.
_______ has been compared to chemical dependency by some psychologists.
Answer: Social media addiction
A nefarious antibusiness organization plans to introduce poison at the production facility of a major food producer. What misguided strategy does this describe?
A nefarious antibusiness organization plans to introduce poison at the production facility of a major food producer. What misguided strategy does this describe?
Answer: Bioterrorism
Excessive and repeated shopping used as an antidote to tension, anxiety, depression, or boredom is called _____________.
Excessive and repeated shopping used as an antidote to tension, anxiety, depression, or boredom is called _____________.
Answer: Compulsive consumption
Shoplifting and employee theft lead to inventory and cash losses. The industry term for this type of crime is shrinkage. Based on information you have read in this chapter, which of the following statements is incorrect?
Shoplifting and employee theft lead to inventory and cash losses. The industry term for this type of crime is shrinkage. Based on information you have read in this chapter, which of the following statements is incorrect?
Answer: Shoplifting costs U.S. retailers approximately $30 million annually.
____ occurs when companies make false or exaggerated claims about how environmentally friendly their products are.
____ occurs when companies make false or exaggerated claims about how environmentally friendly their products are.
Answer: Greenwashing
The U.S. EPA definition of _________ states that everything we need for our survival and well-being depends, either directly or indirectly, on our natural environment.
The U.S. EPA definition of _________ states that everything we need for our survival and well-being depends, either directly or indirectly, on our natural environment.
Answer: Sustainability
The business strategy that attempts to maximize returns by providing benefits to the communities where the organization operates is the _____________.
The business strategy that attempts to maximize returns by providing benefits to the communities where the organization operates is the _____________.
Answer: social bottom line
The financial bottom line, social bottom line, and environmental bottom line are all elements of __________________________.
The financial bottom line, social bottom line, and environmental bottom line are all elements of __________________________.
Answer: Triple bottom-line orientation
This group is characterized as the largest minority market in the United States.
This group is characterized as the largest minority market in the United States.
Answer: Disabled people
Antoine recently received an email from a fraudulent organization that sought his personal financial account information. Recognizing the scam, he deleted the email without providing any information. Which unethical strategy was the company using?
Antoine recently received an email from a fraudulent organization that sought his personal financial account information. Recognizing the scam, he deleted the email without providing any information. Which unethical strategy was the company using?
Answer: Phishing
As demonstrated in several examples in this chapter, customers can get rather creative with ways to gripe about companies they don't like. Which of the following is the wrong reason for encouraging companies to allow consumers to complain?
As demonstrated in several examples in this chapter, customers can get rather creative with ways to gripe about companies they don't like. Which of the following is the wrong reason for encouraging companies to allow consumers to complain?
Answer: If a company can identify the complaining consumer, they can retaliate.
Between 1998 and 2013, Yoplait USA, Inc.'s commitment to breast cancer research raised approximately $35 million from all the organization's donation programs. Which marketing strategy does the company employ?
Between 1998 and 2013, Yoplait USA, Inc.'s commitment to breast cancer research raised approximately $35 million from all the organization's donation programs. Which marketing strategy does the company employ?
Answer: Cause marketing
A professor at a small private college in New Hampshire that studies buyer behavior has joined with a group of other professors from the area to promote research projects that include the goal of helping people or bringing about social change. In which type of research is the group involved?
A professor at a small private college in New Hampshire that studies buyer behavior has joined with a group of other professors from the area to promote research projects that include the goal of helping people or bringing about social change. In which type of research is the group involved?
Answer: Transformative consumer
Many firms attempt to integrate (a) _____ into their processes as it encourages the organization to make a positive impact on consumers, employees, and the environment.
Many firms attempt to integrate (a) _____ into their processes as it encourages the organization to make a positive impact on consumers, employees, and the environment.
Answer: corporate social responsibility
This is the term used to describe a website dedicated to giving dissatisfied customers a forum to complain about products, services, and companies.
This is the term used to describe a website dedicated to giving dissatisfied customers a forum to complain about products, services, and companies.
Answer: Gripe site
_____ endorse(s) research projects that include the goal of helping people or bringing about social change.
_____ endorse(s) research projects that include the goal of helping people or bringing about social change.
Answer: Transformative consumer research
Irritated customers have launched hundreds of gripe sites to share their dissatisfaction against companies. Based on this fact, which of the following statements is incorrect?
Irritated customers have launched hundreds of gripe sites to share their dissatisfaction against companies. Based on this fact, which of the following statements is incorrect?
Answer: Less than 5,000 domain names end in "sucks.com"
Jessie went to the store to buy cosmetics. At the cosmetics counter, she reviewed several different colors and brands, but before making her final selection, she researched each product to ensure that the companies had not used animal testing in the manufacturing process. Which of the following best describes Jessie's purchasing decision?
Jessie went to the store to buy cosmetics. At the cosmetics counter, she reviewed several different colors and brands, but before making her final selection, she researched each product to ensure that the companies had not used animal testing in the manufacturing process. Which of the following best describes Jessie's purchasing decision?
Answer: Consumers consider a brand's ethical practices before purchasing their products.
_____ refers to the importance people attach to worldly possessions, and the role of business in encouraging this outlook.
_____ refers to the importance people attach to worldly possessions, and the role of business in encouraging this outlook.
Answer: Materialism
Isaac believes that his technical skills empower him to choose how, when, and even if he will interact with corporations. He's not alone. Today, many people dictate to companies the types of products they want and how, when, and where (or even if) they want to learn about those products. Which term applies to the new environment?
Isaac believes that his technical skills empower him to choose how, when, and even if he will interact with corporations. He's not alone. Today, many people dictate to companies the types of products they want and how, when, and where (or even if) they want to learn about those products. Which term applies to the new environment?
Answer: Consumerspace
In Japan, it's called kuroi kiri (black mist), in Germany, it's schmiergeld (grease money), Mexicans refer to la mordida (the bite), the French say pot-de-vin (jug of wine), and Italians speak of the bustarella (little envelope). To which still-popular but potentially unethical business practice do these terms refer?
In Japan, it's called kuroi kiri (black mist), in Germany, it's schmiergeld (grease money), Mexicans refer to la mordida (the bite), the French say pot-de-vin (jug of wine), and Italians speak of the bustarella (little envelope). To which still-popular but potentially unethical business practice do these terms refer?
Answer: Providing buyers with "gifts" to secure business
This act of Congress makes it illegal for American executives to bribe individuals to gain business.
This act of Congress makes it illegal for American executives to bribe individuals to gain business.
Answer: Foreign Corrupt Practices Act
Some researchers specialize in studying psychophysiological reactions to brands, products, or advertisements that occur in the brain or elsewhere in the body. Specifically, _________ uses physiological measures such as EEG (electroencephalogram), GSR (galvanic skin response), eye tracking, heart rate monitors, and facial muscle movement tracking.
Some researchers specialize in studying psychophysiological reactions to brands, products, or advertisements that occur in the brain or elsewhere in the body. Specifically, _________ uses physiological measures such as EEG (electroencephalogram), GSR (galvanic skin response), eye tracking, heart rate monitors, and facial muscle movement tracking.
Answer: neuromarketing
A(n) ______ is a controlled study where researchers randomly assign respondents to different "conditions" and measure how they behave as a result. Researchers may conduct an experiment if they want to identify whether one variable (an independent variable) "causes" another (a dependent variable). By varying respondents' exposure to one or more independent variables and (hopefully) holding everything else constant, the researcher can with some degree of confidence attribute any changes in behavior to the things that were manipulated.
A(n) ______ is a controlled study where researchers randomly assign respondents to different "conditions" and measure how they behave as a result. Researchers may conduct an experiment if they want to identify whether one variable (an independent variable) "causes" another (a dependent variable). By varying respondents' exposure to one or more independent variables and (hopefully) holding everything else constant, the researcher can with some degree of confidence attribute any changes in behavior to the things that were manipulated.
Answer: experiment
A(n) consumer _______ consists of a set of questions about a consumer-related topic that the researcher typically administers to a reasonably large sample of respondents.
A(n) consumer _______ consists of a set of questions about a consumer-related topic that the researcher typically administers to a reasonably large sample of respondents.
Answer: survey
Food and beverage companies often conduct ________ . In these cases, researchers visit people's homes and catalog what they have in their refrigerator or on their shelves.
Food and beverage companies often conduct ________ . In these cases, researchers visit people's homes and catalog what they have in their refrigerator or on their shelves.
Answer: pantry checks
A(n) ________ essentially moves ethnographic studies to the online world. It's a qualitative approach that examines the kinds of cultural stories people swap online about brands. These might be as simple as recipe suggestions brand users post that incorporate a food product, or the analyst might examine many kinds of blogs, forums, and other online content to get a sense of the issues people grapple with in their RL (real life) worlds and how they view certain brands as solutions to these problems.
A(n) ________ essentially moves ethnographic studies to the online world. It's a qualitative approach that examines the kinds of cultural stories people swap online about brands. These might be as simple as recipe suggestions brand users post that incorporate a food product, or the analyst might examine many kinds of blogs, forums, and other online content to get a sense of the issues people grapple with in their RL (real life) worlds and how they view certain brands as solutions to these problems.
Answer: netnography
A(n) ________ is when a researcher accompanies people while they shop in a store. In this "shadowing" activity, the researcher will ask questions as the respondents look at different options to get a sense of their turn-ons or turn-offs.
A(n) ________ is when a researcher accompanies people while they shop in a store. In this "shadowing" activity, the researcher will ask questions as the respondents look at different options to get a sense of their turn-ons or turn-offs.
Answer: shop-alongs
A(n) ________ is a research technique adapted from anthropology that requires the researcher to "live with the natives," in other words, to immerse herself into a natural setting where people consume the product of interest.
A(n) ________ is a research technique adapted from anthropology that requires the researcher to "live with the natives," in other words, to immerse herself into a natural setting where people consume the product of interest.
Answer: ethnography
Market Vision, a marketing research company based in Cincinnati, is conduting qualitative research to learn more about what people think about their client's new line of ribs. They are using _______ to bring small groups of people together to discuss topic, either in person or in some kind of online format. A trained interviewer leads the discussion and tries to focus the conversation on the issue without letting some people dominate or go off on tangents.
Market Vision, a marketing research company based in Cincinnati, is conduting qualitative research to learn more about what people think about their client's new line of ribs. They are using _______ to bring small groups of people together to discuss topic, either in person or in some kind of online format. A trained interviewer leads the discussion and tries to focus the conversation on the issue without letting some people dominate or go off on tangents.
Answer: focus groups
Marketing researchers can use _______ to ask detailed and in-depth questions. This qualitative research method involves probing for additional responses which can provide insights more formal methods can't. These one-on-one discussions can lead to a meaningful insights by probing deeper into the why behind consumer behavior.
Marketing researchers can use _______ to ask detailed and in-depth questions. This qualitative research method involves probing for additional responses which can provide insights more formal methods can't. These one-on-one discussions can lead to a meaningful insights by probing deeper into the why behind consumer behavior.
Answer: interviews
Brian Wansink, a researcher at Cornell University, conducted research involving bowl/plate sizes and food judgments. What did we learn from this research?
Brian Wansink, a researcher at Cornell University, conducted research involving bowl/plate sizes and food judgments. What did we learn from this research?
Answer: Most people thought that they had served themselves more pasta in the small bowl than in the big bowl.
According to Denis Dutton's TED talk on beauty, the evolution of the peacock's tail (and how it is beautiful to the eyes of the peahen) is due to the principle of evolution called ...
According to Denis Dutton's TED talk on beauty, the evolution of the peacock's tail (and how it is beautiful to the eyes of the peahen) is due to the principle of evolution called ...
Answer: sexual selection.
In terms of the semiotic approach, the focus of the message is referred to as the _______.
In terms of the semiotic approach, the focus of the message is referred to as the _______.
Answer: object
Which of the following would not be used by marketers as a positioning strategy?
Which of the following would not be used by marketers as a positioning strategy?
Answer: Attention
A(n) _______ is a sign that connects to a product because it shares some property (for example, the lemon on some cleanser products conveys the shared property of fresh scent).
A(n) _______ is a sign that connects to a product because it shares some property (for example, the lemon on some cleanser products conveys the shared property of fresh scent).
Answer: index
Marketers use _____, a discipline that studies the correspondence between signs and symbols and the meanings we attach to them, to understand how consumers interpret the meanings of symbols.
Marketers use _____, a discipline that studies the correspondence between signs and symbols and the meanings we attach to them, to understand how consumers interpret the meanings of symbols.
Answer: semiotics
According to Denis Dutton's TED talk on beauty, the evolution of the pancreas, our disgust towards rotten meat, our fear of snakes, and our liking of sweet and fatty foods, are due to the principle of evolution called ...
According to Denis Dutton's TED talk on beauty, the evolution of the pancreas, our disgust towards rotten meat, our fear of snakes, and our liking of sweet and fatty foods, are due to the principle of evolution called ...
Answer: natural selection.
Studies of Stimulus Selection Factors indicate that ______ will have an impact on what we are most likely to notice and what we ignore.
Studies of Stimulus Selection Factors indicate that ______ will have an impact on what we are most likely to notice and what we ignore.
Answer: position
What consumer insights should we strive to develop?
What consumer insights should we strive to develop?
Answer: new to the client/company and useful for product development and/or marketing campaigns
Simply put, what is a consumer insight?
Simply put, what is a consumer insight?
Answer: profound understanding of consumer behavior
A research study using a small sample size found a spurious relationship between a person's shoe size and how much they spend on clothing per month, such that people with smaller shoe sizes tended to spend more money on clothing. What type of relationship is observed between a person's shoe size and their spending on clothing?
A research study using a small sample size found a spurious relationship between a person's shoe size and how much they spend on clothing per month, such that people with smaller shoe sizes tended to spend more money on clothing. What type of relationship is observed between a person's shoe size and their spending on clothing?
Answer: a negative correlation
The ______ approach to consumer behavior research includes the idea that any behavior is subject to multiple interpretations rather than one single explanation.
The ______ approach to consumer behavior research includes the idea that any behavior is subject to multiple interpretations rather than one single explanation.
Answer: Consumer Culture Theory (CCT)
The Pyramid of Consumer Behavior Research describes both micro and macro issues. An example of a macro issue would be: ______________.
The Pyramid of Consumer Behavior Research describes both micro and macro issues. An example of a macro issue would be: ______________.
Answer: The members of seven local Rotary clubs all purchase their golf clubs at Paul's Pro Shop.
According to the Pyramid of Consumer Behavior Research, ________ issues include Cultural Anthropology, History, and Demography.
According to the Pyramid of Consumer Behavior Research, ________ issues include Cultural Anthropology, History, and Demography.
Answer: macro
When they monitor spikes in Google queries for words such as flu and fever, epidemiologists at the Centers for Disease Control can identify specific areas of the United States that have been hit by flu outbreaks even before the local authorities notice a rise in hospital admissions. This is an example of how _______.
When they monitor spikes in Google queries for words such as flu and fever, epidemiologists at the Centers for Disease Control can identify specific areas of the United States that have been hit by flu outbreaks even before the local authorities notice a rise in hospital admissions. This is an example of how _______.
Answer: Big Data influences what we know and do
Ron's Hardware store tracks consumer buying habits and then uses that data to design marketing messages. For instance, data analysis indicated that consumers who purchased flower plants such as geraniums, rhododendrons, and azaleas usually returned within 30 days to purchase fertilizer designed for outdoor flowing plants. Therefore, Ron tailored a two-week follow-up marketing message for this segment that highlighted sales on flowering plant fertilizers. Marketers refer to this process as_____________.
Ron's Hardware store tracks consumer buying habits and then uses that data to design marketing messages. For instance, data analysis indicated that consumers who purchased flower plants such as geraniums, rhododendrons, and azaleas usually returned within 30 days to purchase fertilizer designed for outdoor flowing plants. Therefore, Ron tailored a two-week follow-up marketing message for this segment that highlighted sales on flowering plant fertilizers. Marketers refer to this process as_____________.
Answer: database marketing
Marketers use the term ___________ to identify a bond between a product and a consumer that is nearly impossible for a competitor to break.
Marketers use the term ___________ to identify a bond between a product and a consumer that is nearly impossible for a competitor to break.
Answer: brand loyalty
Jessie shared her opinion about the new Moto Android phone in an online group. Luis, who is looking for a new phone, read the review and used Jessie's opinion to help select his new phone. This scenario demonstrates participation in a ______________.
Jessie shared her opinion about the new Moto Android phone in an online group. Luis, who is looking for a new phone, read the review and used Jessie's opinion to help select his new phone. This scenario demonstrates participation in a ______________.
Answer: consumption community
What is the result of one set of assumptions or beliefs being challenged by a new set of assumptions or beliefs?
What is the result of one set of assumptions or beliefs being challenged by a new set of assumptions or beliefs?
Answer: Paradigm shift
Research that considers consumption from a social and cultural point of view, rather than more narrowly as an economic exchange, is known as what?
Research that considers consumption from a social and cultural point of view, rather than more narrowly as an economic exchange, is known as what?
Answer: Consumer culture theory
Researchers who study consumer behavior by considering macro issues may concentrate on which of the following?
Researchers who study consumer behavior by considering macro issues may concentrate on which of the following?
Answer: Consumption patterns of subcultures
When researching consumer behavior, which type of research is focused on the individual consumer rather than larger groups of collective activities?
When researching consumer behavior, which type of research is focused on the individual consumer rather than larger groups of collective activities?
Answer: Micro
Social media platforms have helped to create a belief in the ability to freely interact with others and to allow the sharing of content. This enables which of the following?
Social media platforms have helped to create a belief in the ability to freely interact with others and to allow the sharing of content. This enables which of the following?
Answer: A culture of participation
Which of the following has been identified as one of the biggest influences on consumer behavior?
Which of the following has been identified as one of the biggest influences on consumer behavior?
Answer: The digital revolution
According to one of the fundamental premises of consumer behavior, why do people often by products?
According to one of the fundamental premises of consumer behavior, why do people often by products?
Answer: For their meaning
According to role theory, what is the relationship between a person and a product that is part of the user's daily routine?
According to role theory, what is the relationship between a person and a product that is part of the user's daily routine?
Answer: Interdependence
_____ is the collection of analysis of extremely large datasets based on consumer purchasing habits.
_____ is the collection of analysis of extremely large datasets based on consumer purchasing habits.
Answer: Big Data
In addition to tracking consumers' buying habits, how do marketers utilize database marketing?
In addition to tracking consumers' buying habits, how do marketers utilize database marketing?
Answer: To tailor messages to consumer wants and needs
Marketers who have realized that a key to success is building long-term efforts between customers and product lines focus on which type of marketing?
Marketers who have realized that a key to success is building long-term efforts between customers and product lines focus on which type of marketing?
Answer: Relationship
By specifically defining a market segment based on identifying a product's most faithful users, a company can work to build ________?
By specifically defining a market segment based on identifying a product's most faithful users, a company can work to build ________?
Answer: Brand loyalty
What does an organization use to identify the specific group of consumers who would be interested in a product or service?
What does an organization use to identify the specific group of consumers who would be interested in a product or service?
Answer: Market segmentation strategies
The Internet allow users to share opinions and recommendations in which type of form?
The Internet allow users to share opinions and recommendations in which type of form?
Answer: Consumption communities
A brand overhaul by Pepsi that included its new smiley-face logo and the tagline "The Choice of a New Generation" had the so-called ________ age segment squarely in its sights.
A brand overhaul by Pepsi that included its new smiley-face logo and the tagline "The Choice of a New Generation" had the so-called ________ age segment squarely in its sights.
a. Gen Z
b. Gen X
c. Gen Y
d. Gen N and Z
e. Gen X and Z
Answer: Gen Y
Marketers increasingly use religious and spiritual themes to talk to consumers as the quest for ________ has influenced demand in product categories such as books, music, and cinema.
Marketers increasingly use religious and spiritual themes to talk to consumers as the quest for ________ has influenced demand in product categories such as books, music, and cinema.
A.prototypical acceptance
B. belonging
C. cognitive acceptance
D. peer approval
E. spirituality
Answer: e. spirituality
Seniors are a more important market segment than many marketers realize. By 2030, ________ percent of the population in the U.S. will be over the age of 65.
Seniors are a more important market segment than many marketers realize. By 2030, ________ percent of the population in the U.S. will be over the age of 65.
a. 20
b. 37
c. 42
d. 10
e. 35
Answer: a. 20
The nouveau riche group of consumers monitor the cultural environment to ensure that they do the "right" thing, wear the "right" clothes, get seen at the "right" places, use the "right" caterer, and so on. They suffer from ________.
The nouveau riche group of consumers monitor the cultural environment to ensure that they do the "right" thing, wear the "right" clothes, get seen at the "right" places, use the "right" caterer, and so on. They suffer from ________.
A. counteractive construal
B. augmented reality
C. status anxiety
D. bitcoin
E. bottom of the pyramid syndrome
Answer: c. status anxiety
Which phrase is used by marketers to describe consumers who use their money to buy things that will last and have enduring value?
Which phrase is used by marketers to describe consumers who use their money to buy things that will last and have enduring value?
A. Luxury is functional
B. Luxury is my right
C. Luxury is reward
D. Luxury is unnecessary
E. Luxury is indulgence
Answer: a. luxury is functional
Shirley buys a genuine mink fur and then sees a woman walking on Worth Avenue with a faux fur. Shirley decides to disguise her genuine fur because she believes that truly high-status people do not need to display expensive logos, whereas those who do demonstrate that they belong to a lower status. Marketers would describe this coping strategy as ________.
Shirley buys a genuine mink fur and then sees a woman walking on Worth Avenue with a faux fur. Shirley decides to disguise her genuine fur because she believes that truly high-status people do not need to display expensive logos, whereas those who do demonstrate that they belong to a lower status. Marketers would describe this coping strategy as ________.
A. reclamation
B. outsourcing
C. abranding
D. a habitual rebuyer
E. straight rebuy
F. flight
Answer: c. abranding
Our confidence in our future, as well as in the overall economy, determines how freely we spend our money and the types of products we buy. The field of ________ studies how consumers decide what to do with their money.
Our confidence in our future, as well as in the overall economy, determines how freely we spend our money and the types of products we buy. The field of ________ studies how consumers decide what to do with their money.
A. weekly state
B. semantical budget
C. psychological construct
D. habitual budget
E. behavioral economics
Answer: e. behavioral economics
Citigroup strategists coined the term ________ to describe an economy that's driven by a fairly small number of rich people.
Citigroup strategists coined the term ________ to describe an economy that's driven by a fairly small number of rich people.
A. plutonomy
B. richonomy
C. autonomy
D. zero-social-mobility
E. parodies of effect
Answer: a. plutonomy
_____ is the state of mind consumers have about their own personal situation. This state of mind as well as their feelings about their overall economic prospects help to determine whether they will purchase goods and services, take on debt, or save their money.
_____ is the state of mind consumers have about their own personal situation. This state of mind as well as their feelings about their overall economic prospects help to determine whether they will purchase goods and services, take on debt, or save their money.
A. Consumer confidence
B. Debt confidence
C. Digital divide
D. Value confidence
E. Hedonic confidence
Answer: a. consumer confidence
Old money families tend to live largely on inherited funds and following the Great Depression of the 1930s, they ______________.
Old money families tend to live largely on inherited funds and following the Great Depression of the 1930s, they ______________.
A. distributed 50% of their wealth to the needy
B. led the transition into the digital divide
C. became more discreet about exhibiting their wealth
D. became part of the frugalistas class
E. fled into old family mansions in Manhattan
Answer: c. became more discreet about exhibiting their wealth
The particular products that count as status symbols vary across cultures. In China, parents want to show off their pampered child and are eager to surround their "little emperors" with luxury goods. Chinese families spend ________ of their disposable income on their children.
The particular products that count as status symbols vary across cultures. In China, parents want to show off their pampered child and are eager to surround their "little emperors" with luxury goods. Chinese families spend ________ of their disposable income on their children.
A. one-third to one-half
B. ninety-eight percent
C. twenty-five percent
D. one hundred percent
E. one-half to three-quarters
Answer: a. on-third to one-half
Social analyst Thorstein Veblen criticized the "decorative" role of women, as rich men showered them with expensive clothes, pretentious homes, and a life of leisure as a way to advertise their own wealth. Today, we refer to these women as ________.
Social analyst Thorstein Veblen criticized the "decorative" role of women, as rich men showered them with expensive clothes, pretentious homes, and a life of leisure as a way to advertise their own wealth. Today, we refer to these women as ________.
A. nouveau riche
B. habitual rebuyers
C. trophy wives
D. cosmopolitans
E. parody displays
Answer: c. trophy wives
Studies in both industrial and consumer purchase settings underscore the idea that although information from impersonal sources creates ________, consumers rely on WOM in the later stages of evaluation and adoption.
Studies in both industrial and consumer purchase settings underscore the idea that although information from impersonal sources creates ________, consumers rely on WOM in the later stages of evaluation and adoption.
A. membership reference
B. a dispreferred marker
C. media multiplexity
D. aspirational reference
E. brand awareness
Answer: e. brand awareness
________ refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.
________ refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.
A. Sociosimilar
B. Mass connector
C. Homophily
D. Tie strength
E. Sociometricity
Answer: c. homophily
According to market research, ________ unite those individuals who share a mutual passion for products such as music, clothes, automobiles, and beer.
According to market research, ________ unite those individuals who share a mutual passion for products such as music, clothes, automobiles, and beer.
A. unboxing videos
B. consumer fests
C. virtual consumption communities
D. the hierarchy of needs
E. milieus
Answer: c. virtual consumption communities
Opinion leaders are sources of valuable information and can influence the attitudes and behaviors of others through their knowledge power, referent power, and high technical competence, also known as ____ power.
Opinion leaders are sources of valuable information and can influence the attitudes and behaviors of others through their knowledge power, referent power, and high technical competence, also known as ____ power.
A. social
B. expert
C. marketing
D. surrogate
E. reward
Answer: b. expert
The Word-of-Mouth Marketing Association announced a set of rules and guidelines for word-of-mouth advertising. The trade group maintains that marketers must make sure that people ________ disclose for whom they work.
The Word-of-Mouth Marketing Association announced a set of rules and guidelines for word-of-mouth advertising. The trade group maintains that marketers must make sure that people ________ disclose for whom they work.
A. teaching a marketing class
B. working in a minimal group paradigm
C. talking up products or services
D. buying up loads of stock
E. with executive power
Answer: c. talking up products or services
A ________ is a term that describes a person who enjoys transmitting many types of marketplace information. These shopaholics are not necessarily interested in the goods they recommend; they simply enjoy a general interest in marketplace activities.
A ________ is a term that describes a person who enjoys transmitting many types of marketplace information. These shopaholics are not necessarily interested in the goods they recommend; they simply enjoy a general interest in marketplace activities.
A. market maven
B. dispreferred marker
C. lurker
D. conformist
E. surrogate consumer
Answer: a. market maven
_______ are organized by companies to encourage a sense of community, and can build _______ loyalty and reinforce group membership.
_______ are organized by companies to encourage a sense of community, and can build _______ loyalty and reinforce group membership.
A. Coercive power groups; sociometric
B. Brandfests; brand
C. Influencer memberships; media
D. Communityfests; K]lout
E. Buyingfests; social
Answer: b. brandfests; brand
Other people and groups, especially those that possess ________, can influence our decisions as studies have revealed that they actually have the capacity to alter the actions of others.
Other people and groups, especially those that possess ________, can influence our decisions as studies have revealed that they actually have the capacity to alter the actions of others.
A. homophily tendencies
B. social power
C. virtual goods
D. tie strength
E. digital virtue
Answer: b. social power
_______ communities unite consumers who share a common passion for a product.
_______ communities unite consumers who share a common passion for a product.
a. brand
b. passion
c. common
d. group
e. concept
Answer: a. brand
A ________ is a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players.
A ________ is a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players.
A. Nintendo ninja
B. leaderboard
C. social game
D. Klout scorer
E. media multiplexity
Answer: c. social game
Individuals have influence in a group to the extent that they possess social power. Types of social power include information power, referent power, legitimate power, expert power, ________.
Individuals have influence in a group to the extent that they possess social power. Types of social power include information power, referent power, legitimate power, expert power, ________.
A. looking glass power, and ideal power
B. fantasy power, and actual power
C. reward power, and coercive power
D. concept power, and impression power
E. actual power, and ideal power
Answer: c. reward power, and coercive power
Amazon's ability to recommend books to you based on what other people with similar interests buy gets better as it tracks more and more people who enter search queries. The quality of the site improves as the number of users increases. This is an example of ________.
Amazon's ability to recommend books to you based on what other people with similar interests buy gets better as it tracks more and more people who enter search queries. The quality of the site improves as the number of users increases. This is an example of ________.
A. Klout score
B. leaderboards
C. badge masters
D. lurker phenomenon
E. network effects
Answer: e. network effects
Much of what we know about products we learn through ________ communication rather than formal advertising.
Much of what we know about products we learn through ________ communication rather than formal advertising.
a. Yahoo
b. google
c. WOM
d. cbs
e. cnn
Answer: c. WOM
________ communication is the most important driver of product choice and the information is deemed more reliable and trustworthy since we receive it from people we know.
________ communication is the most important driver of product choice and the information is deemed more reliable and trustworthy since we receive it from people we know.
a. brand
b. flaming
c. antibrand
d. avoidance group
e. word-of-mouth
Answer: e. word-of-mouth
Those who conform to satisfy the expectations of others or to be accepted by the group are affected by ________ influence.
Those who conform to satisfy the expectations of others or to be accepted by the group are affected by ________ influence.
a. market maven
b. normative social
c. self-level
d. neighborhood level
e. informational social
Answer: b. normative social
______ who are knowledgeable about a product and whose views are highly regarded tend to influence others' choices.
______ who are knowledgeable about a product and whose views are highly regarded tend to influence others' choices.
A. MMORPGs
B. Utilitarians
C. Lurker groups
D. Avoidance groups
E. Opinion leaders
Answer: e. opinion leaders
Interior decorators, stockbrokers, professional shoppers, and college admissions consultants are all examples of ________.
Interior decorators, stockbrokers, professional shoppers, and college admissions consultants are all examples of ________.
A. aspirational references
B. market mavens
C. dispreferred markers
D. surrogate consumers
E. lurkers
Answer: d. surrogate consumers
______ are exchanges of resources, information, or influence among members of the network.
______ are exchanges of resources, information, or influence among members of the network.
A. Nodes
B. Exchanges
C. MMORPGs
D. Flows
E. Resource exchanges
Answer: d. flows
______ have provided access to a plethora of opinions supplied by others regarding products and services. This access has changed the way we learn about and select products.
______ have provided access to a plethora of opinions supplied by others regarding products and services. This access has changed the way we learn about and select products.
A. Expectancy theorists
B. Social media platforms
C. Lurkers
D. Retail therapists
E. Sadvertising specialists
Answer: b. social media platofrms
A celebrity or an influential industry executive is by definition easy to locate. That person has national or at least regional visibility or has a listing in published directories or on social media. In contrast, ________ tend to operate at the local level, and they might influence only a small group of consumers rather than an entire market segment.
A celebrity or an influential industry executive is by definition easy to locate. That person has national or at least regional visibility or has a listing in published directories or on social media. In contrast, ________ tend to operate at the local level, and they might influence only a small group of consumers rather than an entire market segment.
A. homophilies
B. opinion leaders
C. referent power groups
D. members of gaming platforms
E. surrogate consumers
Answer: b. opinion leaders
These individuals or groups can be imaginary or actual and their opinions or behaviors are particularly important to consumers. The term that most closely matches this description is: ________.
These individuals or groups can be imaginary or actual and their opinions or behaviors are particularly important to consumers. The term that most closely matches this description is: ________.
A. reference groups
B. social identity theorists
C. affinity groups
D. sadvertising models
E. trend setter groups
Answer: a. reference groups
Marketers pump huge sums of money into lavish ads; yet, statistics prove that WOM is far more powerful: It influences up to ________ percent of sales of all consumer goods.
Marketers pump huge sums of money into lavish ads; yet, statistics prove that WOM is far more powerful: It influences up to ________ percent of sales of all consumer goods.
a. 50
b. 20
c. 12
d. 30
e. 17
Answer: a. 50
Johnny convinces his friends to purchase memberships in the Auto 2 Club, and then gets a cut of every sale he makes. This strategy of ________ gets customers to sell a product to other customers on behalf of the company.
Johnny convinces his friends to purchase memberships in the Auto 2 Club, and then gets a cut of every sale he makes. This strategy of ________ gets customers to sell a product to other customers on behalf of the company.
A. acceptance groups
B. the Red Sneakers Effect
C. social loafing
D. viral marketing
E. the two-step flow model
Answer: d. viral marketing
Joe modeled his behavior after other members of the team because he takes others' behavior as evidence of the correct way to act. Joe is conforming because of ________.
Joe modeled his behavior after other members of the team because he takes others' behavior as evidence of the correct way to act. Joe is conforming because of ________.
A. reference power
B. normative social influence
C. informational social influence
D. self-transformation influence
E. executive power
Answer: c. informational social influence
In social media, flows of communication go in many directions at any point in time and often on numerous platforms. Marketers use the term media _______ to describe this communication flow.
In social media, flows of communication go in many directions at any point in time and often on numerous platforms. Marketers use the term media _______ to describe this communication flow.
a. tie strength
b. multiplexity
c. word-of mouth marketing
d. serial reproduction
e. maker
Answer: b. multiplexity
The famous psychologist Sigmund Freud proposed that much of one's adult personality stems from a fundamental conflict between a person's ________________ and the necessity to function as a responsible member of society.
The famous psychologist Sigmund Freud proposed that much of one's adult personality stems from a fundamental conflict between a person's ________________ and the necessity to function as a responsible member of society.
A. individual values and beliefs
B. perspective of harmful behaviors
C. view of himself
D. desire to gratify his or her physical needs
E. consumer habits
Answer: d. desire to gratify his or her physical needs
Websites sometimes post parodies on YouTube that make fun of brands and advertising. In 2012dash-2013, CollegeHumor.com sponsored live-action parodies of Dora the Explorer starring Modern Family's Ariel Winter; these were viewed by millions. Which term does the author cite for a posting that looks like the original, but is in fact a critique of it?
Websites sometimes post parodies on YouTube that make fun of brands and advertising. In 2012dash-2013, CollegeHumor.com sponsored live-action parodies of Dora the Explorer starring Modern Family's Ariel Winter; these were viewed by millions. Which term does the author cite for a posting that looks like the original, but is in fact a critique of it?
A. Reversible figure
B. Doppelganger brand image
C. Ambiguous image
D. Glib image
E. Parody brand image
Answer: e. doppelgänger brand image
A ________ looks for items that differentiate between users and nonusers of a product.
A ________ looks for items that differentiate between users and nonusers of a product.
A. product-specific profile
B. gender/occupation study
C. general lifestyle segmentation
D. product-specific segmentation study
E. lifestyle profile
Answer: e. lifestyle profile
The laundry detergent Cheer was once advertised as "all-tempa-Cheer," with the promise that it was effective regardless of water temperature. Today, its ads promote it for its color-safe properties. Which strategy was involved in developing the brand's new personality?
The laundry detergent Cheer was once advertised as "all-tempa-Cheer," with the promise that it was effective regardless of water temperature. Today, its ads promote it for its color-safe properties. Which strategy was involved in developing the brand's new personality?
a. psychographics
b. priming
c. enculturation
d. re-segmenting
e. repositioning
Answer: e. repositioning
Which term refers to a form of performance art in which participants wear elaborate costumes that represent a virtual world avatar or other fictional character?
Which term refers to a form of performance art in which participants wear elaborate costumes that represent a virtual world avatar or other fictional character?
a. MMORPG
b. Makers
c. MMOGS
d. strivers
e. cosplay
Answer: e. cosplay
_______ is the process of learning the value system and behaviors of another culture (often a priority for those who want to understand consumers and markets in foreign countries).
_______ is the process of learning the value system and behaviors of another culture (often a priority for those who want to understand consumers and markets in foreign countries).
a. deculturation
b. acculturation
c. enculturation
d. culturecide
e. saturation
Answer: b. acculturation
Which is an example of anthropomorphism?
Which is an example of anthropomorphism?
A. A researcher speaks one on one with a subject for two hours about why he buys the brand of sneakers he wears.
B. A car owner thinks that his car is cool and fun. He sometimes talks to it as a friend.
C. A salesperson classifies her customers by personality type.
D. An underwear maker releases a controversial print ad that many believe is too explicit.
E. A marketer launches a new product designed for middle-aged men with high incomes.
Answer: B. a car owner things that his car is cool and fun. sometimes talks to it as a friend
________ are the most powerful age segment because of their size and economic clout.
________ are the most powerful age segment because of their size and economic clout.
A. Children
B. Generation Xs
C. Millennials
D. Generation Zs
E. Baby Boomers
Answer: e. baby boomers
Marketers need to consider the sensibilities of believers carefully when they use ________ to appeal to members of different denominations.
Marketers need to consider the sensibilities of believers carefully when they use ________ to appeal to members of different denominations.
A. cognition models
B. knowledge functions
C. a parody of effects
D. intermediaries
E. religious symbolism
Answer: e. religious symbolism
As teenagers in the ________, the Woodstock generation, also called "Baby Boomers" by market researchers, created a revolution in style, politics, and consumer attitudes.
As teenagers in the ________, the Woodstock generation, also called "Baby Boomers" by market researchers, created a revolution in style, politics, and consumer attitudes.
A. 1960s and 1970s
B. pre-World War II era
C. depression
D. 1940s and 1950s
E. 1980s and 1990s
Answer: a. 1960s and 1970s
Because teens are interested in so many different products and have the resources to obtain them, many marketers avidly court them. The global youth market is massive and represents about ________ in spending power.
Because teens are interested in so many different products and have the resources to obtain them, many marketers avidly court them. The global youth market is massive and represents about ________ in spending power.
A. $100 trillion
B. $10,000 trillion
C. $100 billion
D. $10,000 billion
E. $100,000 billion
Answer: c. 100 billion
According to the author, ________ are large groups that exist within a society, and membership in them often gives marketers a valuable clue about individuals' consumption decisions.
According to the author, ________ are large groups that exist within a society, and membership in them often gives marketers a valuable clue about individuals' consumption decisions.
A. subcultures
B. psychological gangs
C. acculturation agents
D. membership-only clubs
E. leading-edge groups
Answer: a. subcultures
Older adults, referred to as "seniors" by market researchers, control more than ________ percent of discretionary income, and worldwide consumers older than the age of 50 spend nearly $400 billion a year.
Older adults, referred to as "seniors" by market researchers, control more than ________ percent of discretionary income, and worldwide consumers older than the age of 50 spend nearly $400 billion a year.
a. 28.7
b. 25
c. 75
d. 50
e. 37.4
Answer: d. 50
Researchers measure ________ age on several dimensions, including "feel-age" (for example, how old a person feels) and "look-age" (for example, how old a person looks).
Researchers measure ________ age on several dimensions, including "feel-age" (for example, how old a person feels) and "look-age" (for example, how old a person looks).
a. leading-edge
b. perceived
c. actual
d. halal
e. PRIZM
Answer: b. perceived
Marketers believe that there are certain affiliations that are the most central to how we define ourselves. Important sources of consumer identity include gender, race/ethnicity, religion, age, and ________.
Marketers believe that there are certain affiliations that are the most central to how we define ourselves. Important sources of consumer identity include gender, race/ethnicity, religion, age, and ________.
A. place of residence
B. halal certification
C. perceived market
D. ambiculture agents
E. acculturation agents
Answer: a. place of residence
Researchers estimate that children directly influence about ________ of family purchases in a year. They report that, on average, children weigh in with a purchase request every two minutes when they shop with parents.
Researchers estimate that children directly influence about ________ of family purchases in a year. They report that, on average, children weigh in with a purchase request every two minutes when they shop with parents.
A. 23 percent
B. $453 million worth
C. 17 percent
D. $453 billion worth
E. 1/3
Answer: d. 453 billion worth
Because many teens ________, they are a particularly important segment for many nonessential or expressive products, ranging from chewing gum to clothing fashions and music.
Because many teens ________, they are a particularly important segment for many nonessential or expressive products, ranging from chewing gum to clothing fashions and music.
A. purchase food and carbonated drinks
B. are still in the adolescent stage of life
C. are spiritual influencers in their generation
D. grew up using B2B consumer behavior
E. earn money but have few financial obligations
Answer: e. earn money but have few financial obligations
Key issues in reaching members of racial/ethnic subcultures are consumers' degree of ________ into mainstream U.S. society and the recognition of important cultural differences among subgroups.
Key issues in reaching members of racial/ethnic subcultures are consumers' degree of ________ into mainstream U.S. society and the recognition of important cultural differences among subgroups.
a. acculturation
b. connexity
c. cohabitation
d. recognition
e. warming
Answer: a. acculturation
When researchers use the term ________, they are referring to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live as a means of identifying consumers who share common consumption patterns.
When researchers use the term ________, they are referring to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live as a means of identifying consumers who share common consumption patterns.
A. sociography
B. amniography
C. mammography
D. geodemography
E. anemography
Answer: d. geodemography
Jimmy is a teen who is trying to break away from his family. However, he feels he needs to attach himself to a support structure, such as peers, to avoid being alone. Saatchi & Saatchi, an advertising agency that has identified four basic conflicts common to teens, would classify Jimmy in which of the following groups?
Jimmy is a teen who is trying to break away from his family. However, he feels he needs to attach himself to a support structure, such as peers, to avoid being alone. Saatchi & Saatchi, an advertising agency that has identified four basic conflicts common to teens, would classify Jimmy in which of the following groups?
A. Narcissism versus intimacy
B. Rebellion versus conformity
C. Appearance versus behavior conformity
D. Idealism versus pragmatism
E. Autonomy versus belonging
Answer: e. autonomy versus belonging
Gen Z describes kids who were born in the ________.
Gen Z describes kids who were born in the ________.
A. late 1970s to early 1990s
B. late 1990s to early 2000s
C. late 1950s to early 1960s
D. late 1960s to early 1980s
E. late 2000s to early 2010s
Answer: b. late 1990s to early 2000s
The rapidly growing diversity of U.S. culture is one of the most important drivers of change in this century. The U.S. Census Bureau projects that by 2018, it won't be possible to place a majority of children younger than the age of 18 into a ________
The rapidly growing diversity of U.S. culture is one of the most important drivers of change in this century. The U.S. Census Bureau projects that by 2018, it won't be possible to place a majority of children younger than the age of 18 into a ________
A. halal age cohort
B. PRIZM family
C. progressive learning model
D. single racial or ethnic group
E. connexity community
Answer: d. single racial or ethnic group
Mainstream houses of worship market themselves aggressively. In the United States, there are approximately 1,600 ________, and each serves 2,000 or more congregants per week.
Mainstream houses of worship market themselves aggressively. In the United States, there are approximately 1,600 ________, and each serves 2,000 or more congregants per week.
A. DINKS
B. megachurches
C. ambicultures
D. echo boomers
E. salvation clubs
Answer: b. megachurches
Jonathan was born between 1956 and 1964, and came of age after Vietnam and the Watergate scandal. Demographers distinguish between two subgroups of Baby Boomers. In which category does Jonathan belong?
Jonathan was born between 1956 and 1964, and came of age after Vietnam and the Watergate scandal. Demographers distinguish between two subgroups of Baby Boomers. In which category does Jonathan belong?
A. Leading-edge
B. Trailing-edge
C. Perceived age
D. Cohabitate-age
E. Actual age
Answer: b. trailing-edge
We have many things in common with others because they are similar to us in age. Consumers who grew up at the same time share many cultural memories because they belong to a common age cohort, so they respond well to marketers' ________ that remind them of these experiences.
We have many things in common with others because they are similar to us in age. Consumers who grew up at the same time share many cultural memories because they belong to a common age cohort, so they respond well to marketers' ________ that remind them of these experiences.
A. family identifications
B. geodemography
C. control groups
D. family life cycles
E. nostalgia appeals
Answer: e. nostalgia appeals
Kids play a big role in many household purchases. ________ occurs when a mother or father (the decision maker) "surrenders" to a child's request.
Kids play a big role in many household purchases. ________ occurs when a mother or father (the decision maker) "surrenders" to a child's request.
A. The Fishbein model
B. Child compliance
C. Parental yielding
D. Objectification
E. Family identification
Answer: c. parental yielding
Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices. African Americans, Hispanic Americans, and ________ are the three most important ethnic/racial subcultures in the United States.
Our memberships in ethnic, racial, and religious subcultures often guide our consumption choices. African Americans, Hispanic Americans, and ________ are the three most important ethnic/racial subcultures in the United States.
A. Jewish Americans
B. Caucasian Americans
C. Eastern Americans
D. Asian Americans
E. Islamic Americans
Answer: d. asian americans
Residents of different PRIZM clusters display marked differences in their consumption of products, from annuities to Ziploc bags. The system also ranks these groupings by income, home value, and occupation (for example, a rough index of social class) on a ________.
Residents of different PRIZM clusters display marked differences in their consumption of products, from annuities to Ziploc bags. The system also ranks these groupings by income, home value, and occupation (for example, a rough index of social class) on a ________.
A. COO scale
B. IQ scale
C. Ziploc scale
D. Digerati scale
E. ZQ scale
Answer: e. ZQ scale
This system classifies every U.S. zip code into one of 66 categories, ranging from the most affluent "Blue-Blood Estates" to the least well-off "Public Assistance."
This system classifies every U.S. zip code into one of 66 categories, ranging from the most affluent "Blue-Blood Estates" to the least well-off "Public Assistance."
A. Young Digerati
B. ZipCode.com
C. FLC
D. PRIZM
E. Ziploc Quality
Answer: d. PRIZM
Three developmental stages in children:
Three developmental stages in children:
1. Limited (younger than 6)
2. Cued (age 6-12) employ storage and retrieval strategies but only when prompted to
3. Strategic (12+) employ storage and retrieval strategies independently.
In the US ___% of kids under the age of 5 use the internet at least once a week.
In the US ___% of kids under the age of 5 use the internet at least once a week.
Answer: 80%
Children weigh in every ___ minutes when they shop with parents.
Children weigh in every ___ minutes when they shop with parents.
Answer: 2 minutes
Research estimates that children directly influence about ____ worth of family purchases in a year.
Research estimates that children directly influence about ____ worth of family purchases in a year.
Answer: $453 billion worth
Four Factors that determine the degree to which one or the other spouse or both jointly will decide what to buy:
Four Factors that determine the degree to which one or the other spouse or both jointly will decide what to buy:
1. Sex Role Stereotypes
2. Spousal Resources
3. Experience
4. Socioeconomic Status
In India it is common for many successful men to consult
In India it is common for many successful men to consult
Answer: their mothers for advice daily, some tycoons even put their mothers on their boards of directors.
Factors that determine how much family decision conflict there will be:
Factors that determine how much family decision conflict there will be:
Interpersonal need
Product involvement and utility
Responsibility
Power
Families make two basic types of decisions:
Families make two basic types of decisions:
Consensual Purchase Decisions
Accommodative Purchase Decisions
Families with young children are more likely to consume
Families with young children are more likely to consume
Answer: health foods like fruit, juice and yogurt.
Young bachelors and newlyweds are the most likely to
Young bachelors and newlyweds are the most likely to
Answer: Exercise, go out to bars concerts and movies, and to drink. Account for less than 4% of spending their expenditures are well above average for apparel, electronics and gasoline
Four Variables that affect the FLC:
Four Variables that affect the FLC:
1. Age
2. Marital Status
3. Presence or absence of children in the home
4. Ages of children, if present
Two important factors that determine how a couple spends time and money are
Two important factors that determine how a couple spends time and money are
1. whether they have children
2. whether the woman works
Examples of pet-smart marketing:
Examples of pet-smart marketing:
Kennels look like spas for the furry.
Designer pet products from Gucci, Harley Davidson, IKEA.
Vitamin enriched dog-water.
Freeze-drying dead pets to preserve them.
Which advertising agency adopted an open source wiki platform as its intranet, letting several people change a document on the web page and the track those changes?
Which advertising agency adopted an open source wiki platform as its intranet, letting several people change a document on the web page and the track those changes?
Answer: Razorfish
How does org. decision making differ from consumer decision making?
How does org. decision making differ from consumer decision making?
1. Decisions involve more people,
2. Use precise technical specifications
3. Impulse buying is rare
4. Decisions often are risky
5. Dollar volume is substantial
6. Emphasizes personal selling more than advertising or promotion
Factors that influence the organizational buyer's perception of the purchase situation:
Factors that influence the organizational buyer's perception of the purchase situation:
1. Expectations (product quality, prior experience)
2. Organizations climate (How the company rewards performance and what it values)
3. Assessment (whether he believes in taking risks)
What consumer inferences send quality signals to the consumer?
What consumer inferences send quality signals to the consumer?
-Price-perceived Quality
-Advertising Intensity
-Warranties
-Country of Origin (COO)
-Brand Effects
What are the stimulus characteristics that affect interpretation?
What are the stimulus characteristics that affect interpretation?
Answer: -traits -organization -changes
How do subliminal stimuli work?
How do subliminal stimuli work?
Answer: Critics of subliminal persuasion often focus on ambiguous shapes in drinks that supposedly spell out provocative words as evidence for the use of this technique. EXPAND ON LATER
What is hemispheric lateralization?
What is hemispheric lateralization?
Answer: a term applied to activities that take place on each side of the brain.
What are the individual factors that affect consumer attention?
What are the individual factors that affect consumer attention?
Answer: motivation and ability
What is product placement?
What is product placement?
Answer: provides exposure that consumers don't try to avoid-it shows how and when to use the product and enhances the product's image.
What is exposure? What is selective exposure?
What is exposure? What is selective exposure?
Answer: Exposure occurs when a stimulus is placed within a person's relevant environment and comes within range of his or her sensory receptor nerves.
What is the process of perception?
What is the process of perception?
-exposure
-attention
-interpretation
What is the diffusion process?
What is the diffusion process?
Answer: the manner in which innovations spread throughout a market
How can marketers create buzz?
How can marketers create buzz?
Answer: Can be defined as the exponential expansion of WOM.
What are market mavens?
What are market mavens?
Answer: Market Mavens are generalized market influencers.
-A special type of opinion leader (i.e., not domain specific)
-Provide a significant amount of information to others across a wide array of products
-Provide information on product quality, sales, usual prices, product availability, store personnel characteristics, etc.
-Extensive users of media
-Tend to be extroverted and conscientious, which drives their tendency to share information with others.
What influences create a powerful urge for consumers to respond?
What influences create a powerful urge for consumers to respond?
-Reciprocation
-Commitment & Consistency
-Social Proof
-Likeability
-Authority
-Scarcity
In what ways do consumers resist conformity?
In what ways do consumers resist conformity?
-Independence
-Anticonformity
-Psychological Reactance
What affects the degree of reference group influence?
What affects the degree of reference group influence?
Answer: -the individual's confidence in the purchase situation
What are the three forms of reference group influence?
What are the three forms of reference group influence?
-Informational influence
-Normative influence
-Identification influence
What are the different types of groups?
What are the different types of groups?
-Reference Group
-Primary Groups
-Secondary Groups
-Dissociative reference groups
- Aspiration reference groups
What are the four categories of spousal roles in buying decisions?
What are the four categories of spousal roles in buying decisions?
- Individualized (autonomic)
-Husband dominant
-Wife Dominant
-Joint (syncratic)
What are the determinants of family purchase roles?
What are the determinants of family purchase roles?
-culture and subculture in which the family exists
-the role specialization of different family members
-the degree of involvement each has in the product area of concern
-the personal characteristics of the family members
What are the ethical concerns associated with marketing to children?
What are the ethical concerns associated with marketing to children?
-Limited ability of younger children to process information and to make informed purchase decisions
-result in inappropriate diets
-cause unhealthy levels of family conflict
What are the three ways that parents teach their children consumer skills, consumption-related preferences, and consumption-related attitudes?
What are the three ways that parents teach their children consumer skills, consumption-related preferences, and consumption-related attitudes?
-Instrumental training
-Modeling
-Mediation
What are Piaget's stages of cognitive development?
What are Piaget's stages of cognitive development?
Answer: A widely accepted set of stages of cognitive development:
-The Period of sensorimotor intelligence 0-2 years
-The Period of preoperational thoughts- 3-7 years
-The Period of concrete operations- 8-11 years
The period of formal operations- 12-15 years
What is consumer socialization?
What is consumer socialization?
Answer: The process by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace.
What is the Household Life Cycle?
What is the Household Life Cycle?
Answer: -Prioritizing -Embodying -Adapting
What are the types of family households?
What are the types of family households?
-Traditional Family
-Nuclear Family
-Extended Family
-Step Family
-Multi-Generational Family
What are the types of households?
What are the types of households?
-Family household
-Nonfamily household
Products such as those created by Applelong—or Hydrox, Harley-Davidson, Jones Soda, Chick-Fil-A, and Manolo Blahniklong—command fierce consumer loyalty, devotion, and maybe even worship by consumers. Market researchers use the term ________ to describe these products.
Products such as those created by Applelong—or Hydrox, Harley-Davidson, Jones Soda, Chick-Fil-A, and Manolo Blahniklong—command fierce consumer loyalty, devotion, and maybe even worship by consumers. Market researchers use the term ________ to describe these products.
a. cult products
b. drive theory
c. emotional oracle effect
d. inertia brands
e. envy products
Answer: cult products
The model for L'Orééal cosmetics exclaims, "Because I'm worth it!" This is a marketer's attempt to try to help consumers overcome a(n) ________ conflict by convincing them that they deserve luxuries.
The model for L'Orééal cosmetics exclaims, "Because I'm worth it!" This is a marketer's attempt to try to help consumers overcome a(n) ________ conflict by convincing them that they deserve luxuries.
a. luxury-dissoance
b. approach-approach
c. approach-avoidance
d. needs-wants
e. avoidance-avoidance
Answer: approach-avoidance
_______ proposes that expectations of reaching desirable outcomeslong dash—positive incentiveslong dash—rather than being pushed from within can motivate our behavior.
_______ proposes that expectations of reaching desirable outcomeslong dash—positive incentiveslong dash—rather than being pushed from within can motivate our behavior.
a. expectancy theory
b. approach-approach conflict
c. avoidance-avoidance conflict
d. approach-avoidance conflict
e. drive theory
Answer: expectancy theory
Jessie, a college student, is getting ready for spring break. She is considering going home for the holidays, but she has also been offered the chance to go on a skiing trip with friends. She is having a hard time deciding which to do because she wants to do both. This is an example of ________.
Jessie, a college student, is getting ready for spring break. She is considering going home for the holidays, but she has also been offered the chance to go on a skiing trip with friends. She is having a hard time deciding which to do because she wants to do both. This is an example of ________.
a. theory of two-wants conflict
b. dual wants theory
c. conflict dissonance
d. emotional oracle effect
e. approach-approach conflict
approach-approach conflict
Evidence suggests that _________ can lurk below the surface, and cues in the environment can trigger a goal even when we don't recognize it: Marketers refer to this as incidental brand exposure.
Evidence suggests that _________ can lurk below the surface, and cues in the environment can trigger a goal even when we don't recognize it: Marketers refer to this as incidental brand exposure.
a. mood congruency
b. perceived risks
c. motives
d. benign envy
e. cognitive dissonance
Answer: motives
Consumers experience a range of ________ responses to products and marketing messages; these responses range from evaluations, to moods, to full-blown emotions.
Consumers experience a range of ________ responses to products and marketing messages; these responses range from evaluations, to moods, to full-blown emotions.
a. non-affective
b. unilateral-affective
c. affective
d. unilateral mood
e. ARG
Answer: affective
Consumers experience different kinds of motivational conflicts that can impact their purchase decisions. A person has a(n) ________ when he or she must choose between two desirable alternatives.
Consumers experience different kinds of motivational conflicts that can impact their purchase decisions. A person has a(n) ________ when he or she must choose between two desirable alternatives.
a. approach-approach conflict
b. drive dilemma
c. needs versus wants conflict
d. dissonance reduction conflict
e. expectancy theory
Answer: approach-approach conflict
We might face a choice with two undesirable alternatives: for instance, the option of either spending more money on an old car or buying a new one. Marketers call this a(n) ________ conflict.
We might face a choice with two undesirable alternatives: for instance, the option of either spending more money on an old car or buying a new one. Marketers call this a(n) ________ conflict.
a. approach-avoidance
b. avoidance-avoidance
c. dissonance-approach
d. needs-wants
e. approach-approach
Answer: avoidance-avoidance
Contemporary research on novel consumption experiences indicates that even when we decide to do unusual things (like eating bacon ice cream), we might do so because we have a ________.
Contemporary research on novel consumption experiences indicates that even when we decide to do unusual things (like eating bacon ice cream), we might do so because we have a ________.
a. negative state relief
b. theory of cognitive dissonance
c. mood congruency
d. motivation conflict
e. productivity orientation
Answer: productivity orientation
________ are valenced (for example, positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal.
________ are valenced (for example, positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal.
a. ARGs
b. evaluations
c. material accumulations
d. mood congruencies
e. brand loyalties
Answer: evaluations
When a consumer is highly involved with a specific product, this is the Holy Grail for marketers because it means he or she exhibits ________, which is repeat purchasing behavior that reflects a conscious decision to continue buying the same brand.
When a consumer is highly involved with a specific product, this is the Holy Grail for marketers because it means he or she exhibits ________, which is repeat purchasing behavior that reflects a conscious decision to continue buying the same brand.
a. brand loyalty
b. consumerism
c. consumer dissonance
d. inertia
e. risk management
Answer: brand loyalty
Companies increasingly involve consumers in the process of developing advertising and other marketing actions. Using ________ as a means of involving consumers with marketing is expected to significantly increase their engagement with the brand.
Companies increasingly involve consumers in the process of developing advertising and other marketing actions. Using ________ as a means of involving consumers with marketing is expected to significantly increase their engagement with the brand.
a. differential threshold
b. AAA
c. audio watermarks
d. the endowment effect
e. co-creation
Answer: co-creation
Which process occurs when a need is aroused that the consumer wants to satisfy?
Which process occurs when a need is aroused that the consumer wants to satisfy?
a. retail therapy
b. motivation
c. brand exposure
d. drive
e. a goal
Answer: motivation
Which term refers to when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes?
Which term refers to when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes?
a. chunking
b. classical conditioning
c. instrumental conditioning
d. incidental learning
e. cognitive learning
Answer: instrumental conditioning
Marketers use the term _______ to describe the process of a consumer imitating the behavior of others.
Marketers use the term _______ to describe the process of a consumer imitating the behavior of others.
a. repetition
b. incidental learning
c. modeling
d. mimicry socialization
e. shaping
Answer: modeling
_______ is a relatively permanent change in behavior that is caused by experience.
_______ is a relatively permanent change in behavior that is caused by experience.
a. spacing effect
b. encoding
c. memory
d. perception
e. learning
Answer: learning
As described in this chapter, _______ parents are hostile, restrictive, and emotionally uninvolved. They strictly censor the forms of media their children view and most often have negative views of advertising.
As described in this chapter, _______ parents are hostile, restrictive, and emotionally uninvolved. They strictly censor the forms of media their children view and most often have negative views of advertising.
a. neglecting
b. restrictive
c. indulgent
d. schema
e. authoritarian
Answer: authoritarian
Parents often influence consumer _________ in their children both directly and indirectly as they deliberately attempt to introduce their own values while controlling the degree to which their children come into contact with other information sources, such as television, internet viewing, and peers.
Parents often influence consumer _________ in their children both directly and indirectly as they deliberately attempt to introduce their own values while controlling the degree to which their children come into contact with other information sources, such as television, internet viewing, and peers.
a. power
b. encoding
c. equity
d. socialization
e. theory
Answer: socialization
Individuals use either recognition or recall techniques to measure _______________ for product information. Shoppers are more likely to identify an advertisement if it is presented to them than they are to recall one without being given any prompts.
Individuals use either recognition or recall techniques to measure _______________ for product information. Shoppers are more likely to identify an advertisement if it is presented to them than they are to recall one without being given any prompts.
a. memory
b. market effectiveness
c. incidental learning
d. frequency marketing
e. highlighting effect
Answer: memory
According to this chapter, the three types of possessions consumers most value are furniture, visual art, and ________.
According to this chapter, the three types of possessions consumers most value are furniture, visual art, and ________.
a. a personal facebook page
b. a fast internet connection
c. pets
d. an expensive car
e. photos
Answer: photos
If you score high on a(n) ________ scale, you would probably respond well to such statements as: "When walking through stores, I find that touching the products is fun" or "After I physically touch and examine a product, I feel more comfortable in purchasing it."
If you score high on a(n) ________ scale, you would probably respond well to such statements as: "When walking through stores, I find that touching the products is fun" or "After I physically touch and examine a product, I feel more comfortable in purchasing it."
a. automated attention analysis
b. NFT
c. closure principle
d. weber's law
e. augmented reality
Answer: NFT
A television commercial introduces an attractive new automobile. After we see the car in action, the final ten seconds show the vehicle prominently displayed along the waterfront, with a few boats barely visible in the background. According to the Gestalt figure-ground principle, what role does the car play in the final scene?
A television commercial introduces an attractive new automobile. After we see the car in action, the final ten seconds show the vehicle prominently displayed along the waterfront, with a few boats barely visible in the background. According to the Gestalt figure-ground principle, what role does the car play in the final scene?
a. figure
b. star
c. closure
d. ground
e. principle
Answer: figure
Associations that marketers create between products or services and desired attributes often take on lives of their own as consumers begin to believe that the publicity (or build-up) is, in fact, real. Researchers call this condition _______.
Associations that marketers create between products or services and desired attributes often take on lives of their own as consumers begin to believe that the publicity (or build-up) is, in fact, real. Researchers call this condition _______.
a. endowment effect
b. adaptation
c. figure-ground principle
d. hyper reality
e. automated attention analysis
Answer: hyper reality
Although evidence that _______ is effective is virtually nonexistent, many consumers continue to believe that advertisers use this technique.
Although evidence that _______ is effective is virtually nonexistent, many consumers continue to believe that advertisers use this technique.
a. advertising clutter
b. sensory marketing
c. subliminal persuasion
d. stimulus advertising
e. persuasive marketing
Answer: subliminal advertising
Our brains receive external stimuli, or __________, on a number of channels. We may see a marketing sign, hear a jingle on the radio, feel the softness of a brushed cotton sweater, taste a new flavor of candy, or smell a fresh baked funnel cake.
Our brains receive external stimuli, or __________, on a number of channels. We may see a marketing sign, hear a jingle on the radio, feel the softness of a brushed cotton sweater, taste a new flavor of candy, or smell a fresh baked funnel cake.
a. adaptations
b. sensory inputs
c. hyper realities
d. indexes
e. endowment effects
Answer: sensory inputs
______________ is the process by which people select, organize, and interpret sensations. Marketers study what we add to these raw sensations to give them meaning.
______________ is the process by which people select, organize, and interpret sensations. Marketers study what we add to these raw sensations to give them meaning.
a. perception
b. halo effect
c. momentum effect
d. plinking
e. buying effect
Answer: perception
Researchers believe our experience of touch is much like a primal language, learned before writing and speech. Some researchers have identified the important role the _______ (touch) sense plays in consumer behavior.
Researchers believe our experience of touch is much like a primal language, learned before writing and speech. Some researchers have identified the important role the _______ (touch) sense plays in consumer behavior.
a. semiotic
b. haptic
c. schema
d. positioning
e. textural
Answer: haptic
Weber's Law is an important concept to consider when dealing with markdowns or sales. For instance, if a retailer believes that a markdown should be at least 20 percent for the reduction to make an impact on shoppers, it should cut the price on a pair of socks that retails for $10 to $8 (a $2 discount) for shoppers to realize a difference. However, a sports coat that sells for $100 would not benefit from a $2 discount; the retailer would have to mark it down _______ to achieve the same impact.
Weber's Law is an important concept to consider when dealing with markdowns or sales. For instance, if a retailer believes that a markdown should be at least 20 percent for the reduction to make an impact on shoppers, it should cut the price on a pair of socks that retails for $10 to $8 (a $2 discount) for shoppers to realize a difference. However, a sports coat that sells for $100 would not benefit from a $2 discount; the retailer would have to mark it down _______ to achieve the same impact.
a. 20
b. 25
c. 15
d. 30
e. 10
Answer: 20
As a rule, judges grant _______ protection only when consumers might be confused about what they buy because of similar coloration of a competitor's packages.
As a rule, judges grant _______ protection only when consumers might be confused about what they buy because of similar coloration of a competitor's packages.
a. trade dress
b. sensory appeal
c. context effects
d. perceptual protection
e. limbic appeal
Answer: trade dress
Market researchers understand that the meaning we give a stimulus depends on the ________, or set of beliefs, to which we assign it.
Market researchers understand that the meaning we give a stimulus depends on the ________, or set of beliefs, to which we assign it.
a. adaptation
b. schema
c. absolute threshold
d. augmented reality
e. differential threshold
Answer: schema
United Parcel Service is also known as Big Brown. DHL Express carriers are recognizable by their yellow uniforms and trucks. The U.S. Postal Service is associated with the colors red, white, and blue. Which term is associated with the strategy of associating companies with colors or color combinations?
United Parcel Service is also known as Big Brown. DHL Express carriers are recognizable by their yellow uniforms and trucks. The U.S. Postal Service is associated with the colors red, white, and blue. Which term is associated with the strategy of associating companies with colors or color combinations?
a. limbic dress
b. perceptual appeal
c. trade dress
d. augmented reality
e. sensory appeal
Answer: trade dress
The final step in the process of perception is _______.
The final step in the process of perception is _______.
a. attention
b. interface
c. interpretation
d. stimulus
e. exposure
Answer: interpretation
A new hotel manager has used her knowledge of consumer behavior to make changes in the experience the hotel provides. When guests arrive, they now hear low-volume classical music, see a plush lobby, and are served complimentary wine while waiting for reception service. Upon entering their room, the light aroma of rose petals greets them, and they are told of the high thread-count linen that will ensure comfortable sleeping. What marketing strategy is the new manager following?
A new hotel manager has used her knowledge of consumer behavior to make changes in the experience the hotel provides. When guests arrive, they now hear low-volume classical music, see a plush lobby, and are served complimentary wine while waiting for reception service. Upon entering their room, the light aroma of rose petals greets them, and they are told of the high thread-count linen that will ensure comfortable sleeping. What marketing strategy is the new manager following?
a. direct
b. exposure
c. semiotic
d. sensory
e. multilevel
Answer: sensory
When marketers study the semiotic perspective, they see that every marketing message has three basic components: _______, a sign (or symbol), and an interpretant.
When marketers study the semiotic perspective, they see that every marketing message has three basic components: _______, a sign (or symbol), and an interpretant.
a. connector
b. an object
c. a stimuli
d. a marketing meaning
e. a transponder
Answer: an object
This word denotes consumption based on multidisciplinary, fantasy, and emotional aspects of consumers' interactions with products.
This word denotes consumption based on multidisciplinary, fantasy, and emotional aspects of consumers' interactions with products.
a. differential threshold
b. endowment effect
c. context effects
d. hedonic
e. figure-ground principle
Answer: hedonic
A(n) _______ is a symbol that connects to a product because it shares some property. (For example, the lemon on some cleanser products conveys the shared property of fresh scent.)
A(n) _______ is a symbol that connects to a product because it shares some property. (For example, the lemon on some cleanser products conveys the shared property of fresh scent.)
a. symbol
b. icon
c. index
d. connector
e. interpretant
Answer: index
Which Gestalt principle states that people tend to perceive an incomplete picture as complete?
Which Gestalt principle states that people tend to perceive an incomplete picture as complete?
a. encapsulation
b. closure
c. adaption
d. coding
e. laddering
Answer: closure
A candy bar producer has determined through research that a 4-ounce candy bar can be reduced by 0.385 ounces without consumers noticing the reduction. If the company exceeded the 0.385-ounce reduction, what would that change represent?
A candy bar producer has determined through research that a 4-ounce candy bar can be reduced by 0.385 ounces without consumers noticing the reduction. If the company exceeded the 0.385-ounce reduction, what would that change represent?
a. golden triangle
b. perceptual defense
c. hedonic consumption
d. hyper reality
e. just noticeable difference
Answer: just noticeable difference
People everywhere are seeing more touchscreens on computers, ATM machines, and digital cameras due to an outgrowth of the _______ philosophy of computer design.
People everywhere are seeing more touchscreens on computers, ATM machines, and digital cameras due to an outgrowth of the _______ philosophy of computer design.
a. natural user interface
b. e-reader interface
c. sensory engineering
d. hedonic consumption
e. kansei engineering
Answer: natural user interface
According to semiotician Charles Sanders Peirce, signs relate to objects in several ways. One example is the _______, which is a sign that resembles the product in some way, such as the galloping horse on the hood of the Ford Mustang.
According to semiotician Charles Sanders Peirce, signs relate to objects in several ways. One example is the _______, which is a sign that resembles the product in some way, such as the galloping horse on the hood of the Ford Mustang.
a. icon
b. marketing meaning
c. transponders
d. stimuli analysis
e. connectors
Answer: icon
Engineers at Sony repeatedly observed people in focus groups automatically swiping the screen of its older, nontouch models. This observation led to the offering of _______ on its e-readers.
Engineers at Sony repeatedly observed people in focus groups automatically swiping the screen of its older, nontouch models. This observation led to the offering of _______ on its e-readers.
a. tactile interface
b. kensei engineering
c. attention interface
d. GPS devices
e. touchscreens
Answer: touchscreens
When Erica has the television set at volume level 10, she has to turn it up only 2 notches to 12 to notice a difference. When she has the television set at volume level 20, she needs to turn it up to 24 to notice the difference. What law or theory explains this phenomenon?
When Erica has the television set at volume level 10, she has to turn it up only 2 notches to 12 to notice a difference. When she has the television set at volume level 20, she needs to turn it up to 24 to notice the difference. What law or theory explains this phenomenon?
a. semiotics
b. weber's law
c. schema
d. psychophysics
e. hyper reality
Answer: weber's law
According to this chapter, which of the following is true of color as a variable in consumer behavior?
According to this chapter, which of the following is true of color as a variable in consumer behavior?
A. As we get older, our eyes mature and our vision takes on a yellow cast.
B. Older and more mature customers are much more likely to select a black car.
C. Women are 16 times more likely to be color-blind than are men.
D. Colors look brighter to older people, so they prefer white and other bright tones.
E. Men are drawn toward brighter tones, and they are more sensitive to subtle shadings and patterns.
Answer: as we get older, out eyes mature and our vision takes on a yellow cast
Some Japanese companies use _______, a philosophy that translates customers' feelings into design elements.
Some Japanese companies use _______, a philosophy that translates customers' feelings into design elements.
a. kansei engineering
b. context effects
c. golden triangle
d. differential threshold
e. closure principle
Answer: kansei engineering
A _______ involves the correspondence between stimuli and the meaning of signs.
A _______ involves the correspondence between stimuli and the meaning of signs.
a. communication analysis
b. semiotic analysis
c. product analysis
d. consumer analysis
e. sensory analysis
Answer: semiotic analysis
When a product or service satisfies our specific needs or desires, we may reward it with many years of _______, which is a bond between product and consumer that is difficult for competitors to break.
When a product or service satisfies our specific needs or desires, we may reward it with many years of _______, which is a bond between product and consumer that is difficult for competitors to break.
a. market segmentation
b. popular culture
c. brand image
d. brand loyalty
e. positivism
Answer: brand loyalty
Diapers come in pink versions for girls and blue for boys. This is an example of _____ distinction in product marketing.
Diapers come in pink versions for girls and blue for boys. This is an example of _____ distinction in product marketing.
a. gender
b. age
c. ethnicity
d. social class
e. family structure
Answer: gender
The deeper meanings of a product may help it stand out from other comparable goods and services. The fascination with Peeps, a creepy little candy chick, demonstrates one of the fundamental premises of the modern field of consumer behavior. This fundamental premise is:
The deeper meanings of a product may help it stand out from other comparable goods and services. The fascination with Peeps, a creepy little candy chick, demonstrates one of the fundamental premises of the modern field of consumer behavior. This fundamental premise is:
A. People often buy products not for what they do, but for what they mean.
B. Members of a large society, such as the United States, share certain cultural values or strongly held beliefs about the way the world should function.
C. Brands often have undefined images, or "personalities," that advertising, packaging, branding, and other marketing elements help to shape.
D. There is pressure on each group member to buy things that will distinguish them from the group's culture.
E. The conversations we have with others transmit a lot of product information, as well as recommendations to use or avoid particular brands.
Answer: People often buy products not for what they do, but for what they mean
Identifying your most faithful customer, or heavy user, and then focusing your marketing efforts on them is a clever marketing strategy. In many cases, marketers use the _______ rule, where _______ percent of the users account for _______ percent of the sales.
Identifying your most faithful customer, or heavy user, and then focusing your marketing efforts on them is a clever marketing strategy. In many cases, marketers use the _______ rule, where _______ percent of the users account for _______ percent of the sales.
A. 70/30: 70: 30
B. 80/20: 20: 80
C. 90/10: 90: 10
D. 60/40: 40: 60
E. 50/50: 50: 50
Answer: 80/20: 20: 80
Technologies such as Bluetooth connectivity enable consumers to interact with products more intimately, which in turn reinforces their relationships. Which of the following defines a relationship in which the product assists in establishing the user's identity?
Technologies such as Bluetooth connectivity enable consumers to interact with products more intimately, which in turn reinforces their relationships. Which of the following defines a relationship in which the product assists in establishing the user's identity?
a. interdependence
b. nostalgic attachment
c. need
d. self-concept attachment
e. love
Answer: self-concept attachment
Consumer behavior is a process. As part of this process, we study _______, which are descriptive characteristics of a population.
Consumer behavior is a process. As part of this process, we study _______, which are descriptive characteristics of a population.
a. B2Cs
b. consumption communities
c. virtual worlds
d. demographics
e. digital natives
Answer: demographics
The use of _______ allows an organization to target its product, service, or idea only to specific groups of consumers rather than to everybody—even if it means that other consumers who don't belong to this target market aren't exposed to it.
The use of _______ allows an organization to target its product, service, or idea only to specific groups of consumers rather than to everybody—even if it means that other consumers who don't belong to this target market aren't exposed to it.
a. the 80/20 rule
b. family structure
c. horizontal revolution
d. market segmentation strategies
e. net neutrality
Answer: market segmentation strategies
Evolving from a mass culture in which many consumers share the same preferences to a diverse one in which we each have an almost infinite number of choices makes it more important than ever to _____________.
Evolving from a mass culture in which many consumers share the same preferences to a diverse one in which we each have an almost infinite number of choices makes it more important than ever to _____________.
A. identify technology natives and sell them on the new specialized touch screen technology
B. enable Gen X and Y consumers to interact with products less intimately
C. identify distinct B2B consumers and then expand that group to include B2C consumers
D. identify distinct market segments and develop specialized messages for those groups
E. attract new gender groups by consistently repeating the same message
Answer: identify distinct market segments and develop specialized messages for those groups
A marketer of a new fragrance decides to focus on young urban women between the ages of 16 and 25 who have above-average discretionary income. On which market segmentation base has this target market been defined?
A marketer of a new fragrance decides to focus on young urban women between the ages of 16 and 25 who have above-average discretionary income. On which market segmentation base has this target market been defined?
a. demographics
b. lifestyle
c. pastiche
d. ethnicity
e. psychographic
Answer: demographics
Market segmentation is an important aspect of consumer behavior that leads researchers to segment consumers according to many dimensions. Three of the most important dimensions discussed in this chapter include product usage, demographics, and _____________.
Market segmentation is an important aspect of consumer behavior that leads researchers to segment consumers according to many dimensions. Three of the most important dimensions discussed in this chapter include product usage, demographics, and _____________.
a. role theory
b. asynchronous interactions
c. psychographics
d. positivism
e. interpretivism
Answer: psychographics
Technology and culture have created a new "always-on" consumer. These consumers grew up "wired" in a highly networked, always-on world where digital technology has always existed. The term for these consumers is which of the following?
Technology and culture have created a new "always-on" consumer. These consumers grew up "wired" in a highly networked, always-on world where digital technology has always existed. The term for these consumers is which of the following?
a. B2C markets
b. digital natives
c. peak-time user
d. non-digital user
e. big data collectors
Answer: digital natives
A _______ is defined as something a person must have to live or achieve a goal.
A _______ is defined as something a person must have to live or achieve a goal.
a. desire
b. meaning life
c. want
d. social class
e. need
Answer: need
The Internet enables marketers to both identify and reach market segments with specific product interests, as consumers today share opinions online about everything from Barbie dolls to baseball fantasy league team lineups. Which term best describes these groups of consumers with similar interests?
The Internet enables marketers to both identify and reach market segments with specific product interests, as consumers today share opinions online about everything from Barbie dolls to baseball fantasy league team lineups. Which term best describes these groups of consumers with similar interests?
a. consumption community
b. neighborhood community
c. barbie doll community
d. horizontal community
e. positivism community
Answer: consumption community
People choose between competitors largely because of their _______ —meanings that have been carefully crafted with the help of legions of rock stars, athletes, slickly produced commercials, and many millions of dollars.
People choose between competitors largely because of their _______ —meanings that have been carefully crafted with the help of legions of rock stars, athletes, slickly produced commercials, and many millions of dollars.
a. consumer behavior
b. narrative clips
c. need
d. brand image
e. role theory
Answer: brand images
Many organizations focus on establishing relationships with customers. Which scenario best describes the nostalgic attachment relationship a consumer may feel with a product or service?
Many organizations focus on establishing relationships with customers. Which scenario best describes the nostalgic attachment relationship a consumer may feel with a product or service?
A. Sally awakens at 7:00 a.m. every morning and walks a mile to her favorite coffee shop to purchase a large coffee with cream and sugar.
B. Bill, a 20-year-old man, buys a "Happy Days" lunchbox for investment purposes.
C. Rick is motivated to buy a charm bracelet for his six-year-old daughter after seeing it in a store window.
D. Jim has decided to buy a Harley Davidson motorcycle because he thinks that the brand will help him express his self-perception to others.
E. Each year Martha sends a Currier and Ives Christmas card to her grandchildren because she remembers how much the same brand of card meant to her when she received one annually from her own grandmother.
Answer: Each year Martha sends a Currier and Ives Christmas card to her grandchildren because she remembers how much the same brand of card meant to her when she received one annually from her own grandmother.
Hello Kitty is a character that was first introduced in Japan in 1974 and made its way onto American products in 1976. Although the brand enjoyed moderate success, in recent years it has become a worldwide phenomenon due to fans across the globe visiting "Hello Kitty" inspired Web sites and sharing their thoughts, feelings, and experiences. Which term best describes the fans involved in this consumer-to-consumer online activity?
Hello Kitty is a character that was first introduced in Japan in 1974 and made its way onto American products in 1976. Although the brand enjoyed moderate success, in recent years it has become a worldwide phenomenon due to fans across the globe visiting "Hello Kitty" inspired Web sites and sharing their thoughts, feelings, and experiences. Which term best describes the fans involved in this consumer-to-consumer online activity?
a. B2C community
b. native community
c. zealous brand community
d. synchronicity
e. virtual brand community
Answer: virtual brand community
The United Nations defines a metropolitan area with a total populace of more than 10 million individuals as a ____________. By 2011, there were already 20 such areas in the world.
The United Nations defines a metropolitan area with a total populace of more than 10 million individuals as a ____________. By 2011, there were already 20 such areas in the world.
a. B2C
b. popular culture
c. virtual world
d. megacity
e. C2C
Answer: megacity
Consumer behavior is a process. In the study of this important topic, we learn that the _______ is a transaction in which two or more organizations or people give and receive something of value.
Consumer behavior is a process. In the study of this important topic, we learn that the _______ is a transaction in which two or more organizations or people give and receive something of value.
a. arbitration
b. 80/20
c. exchange
d. barter
e. pastiche
Answer: exchange
______ tracks specific consumers' buying habits closely and crafts products and messages tailored precisely to people's wants and needs based on this information.
______ tracks specific consumers' buying habits closely and crafts products and messages tailored precisely to people's wants and needs based on this information.
a. horizontal revolution
b. megacity
c. asynchronous interaction
d. database marketing
e. B2C e-commerce
Answer: database marketing
What is true of megacities or trends in regional population?
What is true of megacities or trends in regional population?
a. the united nations defines "megacities" as a metropolitan area with a total population of more than 5 million people
b. research indicates that by 2030, 1 in 5 people will live in cities
c. the majority of people still live in rural and suburban areas around the world
d. by the UN definition, as of the year 2011, there are more than 50 megacities in the world
e. research shows that by year 2030 more than 2 billion people will live in slums adjacent to mega cities
Answer: research shows that by year 2030 more than 2 billion people will live in slums adjacent to mega cities
The popularity of chat rooms where consumers can go to discuss various topics with like-minded "netizens" around the world grows every day, as do immersive _______ such as Second life, Habbo hotel, and Kaneva.
The popularity of chat rooms where consumers can go to discuss various topics with like-minded "netizens" around the world grows every day, as do immersive _______ such as Second life, Habbo hotel, and Kaneva.
a. podcast worlds
b. virtual worlds
c. podcasters
d. family structures
e. populations
Answer: virtual worlds
A(n) ________ identifies a need or desire, makes a purchase, and then disposes of the product during the three stages of the consumption process.
A(n) ________ identifies a need or desire, makes a purchase, and then disposes of the product during the three stages of the consumption process.
a. mass culture
b. consumer
c. digital native
d. paradigm
e. influencer
Answer: consumer
When they monitor blips in google queries for words such as flu and fever, epidemiologists at the centers for disease control can identify specific areas of the united states that have been hit by flu outbreaks even before the local authorities notice a rise in hospital admissions. This is an example of how _________.
When they monitor blips in google queries for words such as flu and fever, epidemiologists at the centers for disease control can identify specific areas of the united states that have been hit by flu outbreaks even before the local authorities notice a rise in hospital admissions. This is an example of how _________.
a. big data influences what we know and do
b. data from flu outbreaks is controlled by the media
c. data mining fails in marketing strategies
d. marketers carefully define customer segments and listen to people in their markets as never before
e. data does not travel fast enough for marketers to respond
Answer: big data influences what we know and do
Important demographic variables help market researchers identify what makes one consumer the same as or different from others. some of the largest and most important demographic dimensions include:__________
Important demographic variables help market researchers identify what makes one consumer the same as or different from others. some of the largest and most important demographic dimensions include:__________
a. age, gender, ethnicity, eye color
b. age, gender, ethnicity, fam structure
c. age, gender, ethnicity, weight
d. age, gender, ethnicity, height
e. age, gender, ethnicity, hair color
Answer: Age, Gender, Ethnicity, and family structure
The distinction between a "happy" and "meaningful" life brings up an important question for market researchers, but before we answer that question, we need to understand that a ________ is a specific manifestation of a need that personal and cultural factors determine.
The distinction between a "happy" and "meaningful" life brings up an important question for market researchers, but before we answer that question, we need to understand that a ________ is a specific manifestation of a need that personal and cultural factors determine.
A. Brand image
b. Digital native
c. consumer image
d. need
e. want
Answer: Want
A New York couple funded their $80,000 wedding by selling corporate plugs; they inserted coupons in their programs and tossed 25 bouquets from 1-800-FLOWERS. This is an example of ______________.
A New York couple funded their $80,000 wedding by selling corporate plugs; they inserted coupons in their programs and tossed 25 bouquets from 1-800-FLOWERS. This is an example of ______________.
Answer: reality engineering
_____ occurs when marketers select appropriate elements of popular culture to use in their promotional strategies.
_____ occurs when marketers select appropriate elements of popular culture to use in their promotional strategies.
Answer: Reality engineering
According to the ______________, when we find the information in a persuasive message relevant or interesting, we pay careful attention to it.
According to the ______________, when we find the information in a persuasive message relevant or interesting, we pay careful attention to it.
Answer: Elaboration Likelihood Model
The Elaboration Likelihood Model assumes that under conditions of high involvement we take the central route to persuasion. When we are faced with conditions of low involvement, we take a _______ route.
The Elaboration Likelihood Model assumes that under conditions of high involvement we take the central route to persuasion. When we are faced with conditions of low involvement, we take a _______ route.
Answer: peripheral
The ______________ explains the fine line between familiarity and boredom; it proposes that two separate psychological processes operate when marketers repeatedly show an ad to a viewer.
The ______________ explains the fine line between familiarity and boredom; it proposes that two separate psychological processes operate when marketers repeatedly show an ad to a viewer.
Answer: two-factor theory
TJ's job requires him to travel by automobile quite often. In fact, he drives about 160 miles per day and finds himself listening to the radio quite a bit of that time. In the beginning, he used to change the channel every time a specific advertisement came on that he did not like, but eventually, with repeated exposure, he began to like the familiarity of the commercial. Psychologists would call this ______________.
TJ's job requires him to travel by automobile quite often. In fact, he drives about 160 miles per day and finds himself listening to the radio quite a bit of that time. In the beginning, he used to change the channel every time a specific advertisement came on that he did not like, but eventually, with repeated exposure, he began to like the familiarity of the commercial. Psychologists would call this ______________.
Answer: mere exposure phenomenon
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