1 The marketing concept is BEST described as:

A) a profitable philosophy adopted for conducting business.

B) a legally accepted practice for conducting business.
C) a profit maximization practice for conducting business.
D) an economic method for conducting business.
E) an appropriate philosophy for conducting business.

2 Which of the following aspects of consumer behavior presents the marketer the MOST difficult continuing challenge
A) The overt nature of consumer behavior
B) The attempt to understand the consumer
C) The attempt to understand consumer feelings
D) The dynamic nature of consumer behavior
E) The environmental aspects

3 The interpretive approach is rooted in the theories/methods of:

A) economics.
B) statistical modeling.
C) cultural anthropology.
D) sociology.
E) psychology.

4 All of the following are characteristics of consumer research EXCEPT that it:
A) utilizes a variety of techniques.
B) poses complex ethical issues.
C) is essential in highly competitive markets.
D) must be ongoing in a dynamic marketplace.
E) it is based on a small representative set of the population

5 The marketing science approach to consumer research is based on theories/methods borrowed from:
A) sociology.
B) economics and statistics.
C) psychology.
D) anthropology.
E) traffic analysis.

6 Which of the following is NOT true of marketing strategies?

A) Understanding consumers is a critical element in developing successful marketing strategies.
B) The essence of a marketing strategy is to understand markets, develop and implement superior strategies to attract
C) Marketing strategies cannot change what consumers think and feel about themselves.
D) Marketing strategies have a powerful force on consumers and society at large.
E) Marketing strategies are not unethical or inappropriate activities.

7 All of the following statements are true EXCEPT:

A) Product life cycles are becoming longer.
B) Consumer behavior is constantly changing.
C) Needs/wants change at different times for different consumer groups.
D) The consumer often does not understand their own behavior completely.
E) Constant innovation is necessary to ensure profitability.

8 Consumer feelings is the component of consumer behavior that is most difficult to research.
 1

9 Consumer behavior does not include the things in the environment that influence these thoughts, feelings pe
0

10 Much of consumer behavior involves exchanges between buyers (consumers) and sellers (marketers).
1

11 The development of successful marketing strategies requires research into and analysis of all of the following EXCEP
A) consumer affect.
B) consumer cognition.
C) consumer behavior.
D) consumer environments.
E) consumer competition.

12 All of the following are elements of affect EXCEPT:

A) emotions.
B) feelings.
C) moods.
D) values.
E) attitudes.

13 While consumer analysis may begin with any element of the process, it is assumed that marketers TEND to start wit
A) consumer affect.
B) consumer cognition.
C) specific overt behaviors needed to achieve objectives.
D) the environment.
E) consumer memory.

14 Products, brands, packaging, advertisements, coupons, stores, credit cards, price tags, salespeople’s communication
A) stimuli
B) sales promotions
C) atmospherics
D) overt influences
E) covert influences

15 Consumer analysis may be used to analyze all of the following EXCEPT:

A) organizational change.
B) a target market.
C) consumers of an industry’s product.
D) an entire society.
E) individual consumers.

16 From a consumer analysis point of view, a(n) _____ is a set of stimuli placed in consumers’ environments designed t
A) organizational change
B) culture
C) marketing strategy
D) self-concept
E) positive reinforcement
17 Consumer research includes the following types of studies EXCEPT:
A) advertising pretests.
B) sales promotion effects.
C) cost-benefit analysis.
D) traffic and shopping patterns.
E) test marketing.

18 In the Wheel of Consumer Behavior, cognition refers to their feelings about stimuli and events, such as whether the
0

19 Attitude refers to the mental structures and processes involved in thinking, understanding, and interpreting stimuli a
0

20 Behavior is critical for marketing strategy because only through behavior can sales be made and profits earned.
1

21 The factors composing the Wheel of Consumer Analysis are characterized by all of the following EXCEPT:
A) they interact with each other.
B) they influence one another.
C) they exhibit a reciprocal relationship.
D) they exhibit a continuous relationship.
E) they are capable of functioning in isolation.

22 Which of the following affective responses produces the highest level of physiological arousal?
A) Specific feelings
B) Emotions
C) Evaluation
D) Moods
E) Beliefs

23 Which of the following process involves comparing alternative solutions to a problem in terms of their relevant char
A) Evaluating
B) Understanding
C) Thinking
D) Planning
E) Deciding

24 All of the following are true of cognitive systems EXCEPT:

A) consumers interpret virtually any aspect of the environment.
B) consumers interpret their own behavior and their own affective states.
C) consumers’ interpretation can include deeper, symbolic meanings of products and behaviors.
D) consumers are always engaged in extensive cognitive activity.
E) consumers interpret the meanings of their own cognitions or beliefs.

25 Which of the following is a cognitive response?

A) Moods
B) Emotions
C) Beliefs
D) Evaluations
E) Feelings
26 Product involvement refers to:
A) the perceived complexity of the product.
B) the market position of the brand.
C) the personal relevance of the product.
D) only those products the consumer has previously purchased.
E) only very expensive products.

27 Procedural knowledge is characterized by all of the following EXCEPT:

A) it can indirectly influence a consumer’s affective responses.
B) it is stored in memory in an “if…then” format.
C) it links a concept/event with an appropriate behavior.
D) it is typically gained through experience.
E) it is a special type of proposition.

28 The four factors of the Wheel of Consumer Analysis do not interact and influence one another; hence it is easier to s
0

29 Restructuring is rare and occurs only when existing knowledge structures become excessively large and cumbersom
1

30 Affect and cognition are different types of psychological responses consumers can have in certain situations.
1

31 The consumer’s “product knowledge” is composed of meanings associated with all of the following EXCEPT:
A) product class.
B) models/features.
C) product form.
D) brand.
E) marketing strategy used.

32 All of the following are true about consumers’ levels of product knowledge EXCEPT:
A) no one level of knowledge captures all the possible meanings of an object, an event, or a behavior.
B) the concept of levels of meaning helps understand consumers’ product knowledge.
C) the product form is the broadest and most inclusive level of product knowledge and may include several product for
D) for some products, consumers can have knowledge about models, a more concrete level of product knowledge than
E) meaning categories can be separated into more specific knowledge categories.

33 The desirable consequences consumers seek when buying/using products/brands are described as:
A) outcomes.
B) benefits.
C) risks.
D) attributes.
E) features.

34 The outcomes of purchasing, using, or consuming products are described as:

A) results.
B) consequences.
C) purchases.
D) market share.
E) profit generators.

35 Which of the following statements about values is true?

A) Terminal values are preferred modes of conduct.
B) Instrumental values are broad psychological states.
C) Core values have a major influence on cognitive processes and choice behaviors.
D) Values are examined frequently and often in connection with one another.
E) Security is an instrumental value.

36 Which of the following statements about involvement is NOT true?

A) Intrinsic self-relevance is a function of both consumer and product characteristics.
B) Most consumers experience low to moderate levels of involvement in the purchase of ordinary consumer products.
C) Intrinsic self-relevance is based on the user’s past experience with a product.
D) Situational self-relevance usually activates permanent means–end linkages between a product and important conse
E) Situational self-relevance is determined by aspects of the immediate physical and social environment that make pro

37 Which of the following statements is true about the four market segments with different levels of intrinsic self-relev
A) Brand loyalists strive to buy the “best” brand for their needs.
B) Information seekers tend to respond to environmental factors such as price deals or other short-term promotions.
C) Brand switchers have positive means–end knowledge about the product category, but no particular brand stands ou
D) Routine brand buyers are interested in getting the “best” brand.
E) Routine brand buyers have low intrinsic self-relevance for both the brand and the product category.

38 Product form is used to describe various brands of a single seller that are similar in some way.
0

39 Experiencing a sense of comfort is the functional consequence of eating a bar of chocolate.

0

40 The means-end chain emphasizes on the individuality of the consumer.

1

41 Low levels of intentional exposure are the result of the following EXCEPT:
A) low involvement.
B) low self-relevance.
C) high levels of existing product knowledge.
D) pre-purchase product experience.
E) high involvement.

42 Accidental exposure can be maximized by all of the following EXCEPT:

A) saturation television campaigns.
B) intensive distribution strategies.
C) a strong internet presence.
D) a strong sampling program.
E) paid placements of products on television shows.

43 Sales, contests, and price deals are marketing strategies which can create a(n):
A) intrinsic self-interest.
B) environmental prominence.
C) situational prominence.
D) temporary state of involvement.
E) locational self-interest.

44 Which of the following is the most difficult for the marketer to influence?
A) Intrinsic self-relevance
B) Situational self-relevance
C) Temporary state of involvement
D) Environmental self-relevance
E) Accidental exposure

45 To influence consumers’ intrinsic self-relevance, the marketer must:

A) understand consumers’ comprehension processes.
B) form deep, self-relevant meanings about their products through advertising.
C) identify the product consequences and values consumers consider most important.
D) lower the prices of the products which influences consumers’ intrinsic self-relevance.
E) capture consumers’ attention by making stimuli more prominent.

46 Which of the following statements is true about the level of comprehension?

A) Shallow comprehension produces meanings at a more subjective level.
B) Deeper comprehension processes tend to produce meanings about product attributes.
C) Deep comprehension of product information might create meanings about the functional consequences of product
D) Shallow comprehension processes generate product-related meanings that are self-relevant.
E) Shallow comprehension represent more symbolic concepts.

47 All the following are true about the factors influencing comprehension EXCEPT:
A) Consumers’ ability to comprehend marketing information is largely determined by their existing knowledge in memo
B) Consumers’ involvement at the time of exposure has a major influence on their motivation to comprehend marketin
C) Exposure environment concerns the actual content and format of the marketing information.
D) With minimal knowledge, both expert and novice customers can comprehend marketing information at deep, elabo
E) A high intrinsic self-relevance for certain products motivates consumers to process the information in a more consci

48 When arousal is low, attention and comprehension suffer.

1

49 Influencing customer involvement with the marketing information requires attention to intrinsic and situational self-
1

50 Deep comprehension produces concrete and highly specific meanings.

0

51 Attitude is best defined as:

A) the overall evaluation of a concept.
B) the consumer’s purchase intentions.
C) a means-end chain.
D) a collection of factual data.
E) a manipulative tool.

52 Which of the following represents the lowest level of specificity?

A) Product form
B) Brand
C) Model
D) Product class
E) Brand/model general situation

53 Which of the following is needed to create a favorable consumer-brand relationship?

A) A positive brand attitude, based on favorable meanings and beliefs that are accessible in memory.
B) A positive brand attitude, a dedicated sales team, and a substantial marketing budget.
C) A loyal customer base, a dedicated marketing team, and a positive brand attitude.
D) An attractive marketing message, effective customer management policies, and a loyal customer base.
E) An attractive marketing message, a positive brand attitude, and effective customer management policies.

54 The strength of a consumer’s product/brand beliefs is most heavily influenced by:

A) personal experience.
B) advertising.
C) public relations.
D) favorable word-of-mouth.
E) recommendations by private/governmental organizations.

55 The best indicator of immediate consumer behavior is:

A) purchase intention.
B) overall attitude.
C) salient attitude.
D) motive content.
E) consumer attitude towards engaging in that behavior.

56 Behaviors are all of the following EXCEPT:

A) specific actions directed at some target.
B) occur in a situational context.
C) occur in an environment.
D) occur in a time frame.
E) occur randomly.

57 The theory of reasoned action proposes that a negative attitude towards an object and _____ combine to affect beh
A) a subjective norm (SN) regarding whether other people want the consumer to engage in that behavior
B) a specific behavior
C) a motivating factor
D) a positive attitude towards an object.
E) the consumer’s purchasing intention

58 The affective system automatically produces emotions.

1

59 A firm may acquire brand equity by building it, borrowing it, or buying it.
1

60 Belief strength may be increased by offering free product samples.

1

61 The key process in consumer decision making is:

A) identification of multiple purchase alternatives.
B) acquiring information.
C) the integration/evaluation process which produces a choice.
D) making the purchase decision.
E) problem identification.

62 Jane decided to purchase a car that was one or two years old with low mileage. In this regard, Jane has started visiti
A) Purchase
B) Searching for alternative solutions
C) Evaluation of alternatives.
D) Satisfaction maximization
E) Problem recognition/definition

63 A product/brand’s position in the consumer’s consideration set may be enhanced by all of the following EXCEPT:
A) repetitive advertising campaigns.
B) effective packaging design.
C) intensive distribution strategies.
D) considering familiarity/past use.
E) consistently offering lower prices.

64 A consumer has to choose between two equally attractive products each of which satisfies a desired goal; however,
A) approach-avoidance conflict.
B) avoidance-avoidance conflict.
C) approach-approach conflict.
D) satisfaction conflict.
E) choice conflict.

65 Consumer decision making is a goal-directed, problem-solving process.

1

66 In the problem-solving process, usually only a subset of all possible alternatives, called the consideration set , is eval
1

67 Beliefs about common or very similar consequences of the choice alternatives do not discriminate among alternativ
1

68 Routinized choice behavior requires high conscious control.

0

69 Marketers can try to influence less abstract end goals through promotional strategies.
1

70 In extensive decision making situations, marketers have minimal opportunities to interject their brands into consum
0

71 All of the following statements about overt consumer behavior are true EXCEPT:
A) unlike covert behavior influences, overt behavior is a simple phenomenon.
B) overt behavior may be analyzed at many levels.
C) overt behavior can be observed directly and does not need to be inferred.
D) the impact of affect/cognitive influences upon behavior is not clearly understood.
E) the success of marketing strategies depends on changing overt behavior.
72 Melody withdraws P7000 from a nearby ATM to buy a blender. Under which stage of the purchase process can this
A) Information contact
B) Store contact
C) Product contact
D) Funds access
E) Transaction

73 Which of the following information sources has the lowest credibility?

A) Personal experience
B) Product testing
C) Personal sources
D) Experiential sources
E) Advertising

74 The probability of completing an exchange may be increased by all of the following methods EXCEPT:
A) accepting only cash payments.
B) offering store credit cards/plans.
C) locating ATMs near/in stores.
D) offering deferred payment plans.
E) accepting a variety of bank credit cards.

75 Selective demand refers to:

A) the consumer’s choice of distribution outlets.
B) the consumer’s purchase of a particular manufacturer’s brands/models.
C) the existence of a highly versatile marketplace.
D) the fact that consumers engage in conscious choice behavior.
E) the fact that a marketer manipulates the consumer.

76 Once inside the store, marketers seek to help the consumer to accomplish all of the following EXCEPT:
A) locate desired products/brands.
B) physically obtain the product/brand.
C) get the product/brand to the point of exchange.
D) complete the transaction.
E) increase the marketers’ database of future consumers.

77 Marketers desire to encourage consumers to communicate all of the following EXCEPT:

A) information about themselves and their shopping/purchase habits.
B) the names of potential customers.
C) suggestions about changes in advertisements.
D) suggestions for new/improved products.
E) information about defective products.

78 For low-price, low-involvement products, consumers often try them first and then decide whether they like them an
1

79 Locating an outlet can be categorized under the prepurchase stage of a behavior sequence model for purchase of co
0

80 The probability of completing an exchange may be increased by offering deferred payment plans.
 1

81 Under which of the following process of conditioning, a neutral stimulus becomes capable of eliciting a response bec
A) Gestalt conditioning
B) Classical conditioning
C) Paired conditioning
D) Operant conditioning
E) Modeling conditioning

82 Classical conditioning focus upon behaviors:

A) that are assumed to be involuntary in nature.
B) that are conditioned by the principle of conscious control.
C) that are totally voluntary in nature.
D) that do not impact affective responses.
E) that are reasonably resistant to extinction.

83 Which of the following deals with behaviors that are usually assumed to be under the conscious control of the indivi
A) Operant conditioning
B) Pavlovian conditioning
C) Vicarious conditioning
D) Gestalt conditioning
E) Classical conditioning

84 Operant behaviors arise because of:

A) consequences that occur after the behavior.
B) stimuli that occur before the response.
C) the descending order of probability of occurrence.
D) involuntary responses.
E) the probability of making a particular desired response big.

85 Under _____, a reward may increase the probability of the behavior being repeated.
A) positive reinforcement
B) stimulus pairing
C) negative reinforcement
D) repetitive influence
E) behavioral extinction

86 Live modeling and symbolic modeling can be associated with which of the following?
A) Operant learning
B) Pavlovian learning
C) Vicarious learning
D) Gestalt learning
E) Classical learning

87 Modeling tends to be more effective when:

A) the sequence of the modeled behavior is detailed carefully and vividly.
B) the modeled behavior is juvenile.
C) the modeled behavior is overly complex/complicated.
D) the model has no apprehensions.
E) the model is a common face.
88 Marketers often pair emotional stimuli that generate strongly positive feelings with their product in advertising and
1

89 Vicarious learning can lead to response facilitation.

1

90 Modeling is least helpful in developing information contact behaviors.

0

91 Attempts to influence overt consumer behaviors begin with:

A) the development of marketing strategies.
B) the implementation of marketing strategies.
C) the development of a marketing mix.
D) the development of a new product.
E) attempting to understand consumer affect, cognitions, and behaviors.

92 Affective strategies are primarily focused upon:

A) consumers’ knowledge/meanings.
B) consumers’ beliefs.
C) consumers’ emotions, moods, feelings and evaluations.
D) consumers’ overt behaviors.
E) consumers’ covert behaviors.

93 Which of the following is an example of a trade promotion?

A) Bonus packs
B) Price deals
C) Display allowances
D) Rebates
E) Premiums

94 Coupons and sampling are prime tools of:

A) trade promotion.
B) consumer promotion.
C) retail promotion.
D) channel promotion.
E) wholesale promotion.

95 Sales promotion may seek to specifically increase purchase probability by all of the following methods EXCEPT:
A) by repositioning the product/brand.
B) by showcasing the firm’s societal concern.
C) by offering promotions to encourage a brand switch.
D) by using couponing to build/maintain brand loyalty.
E) by offering special sales on specific dates.

96 All of the following statements about social marketing are true EXCEPT:
A) its end goal is to achieve organizational objectives.
B) it is typically concerned with influencing and changing consumers’ overt behavior.
C) it can be used to influence affect and cognitions as an intermediate step.
D) it can be applied at individual, household, target market, or societal levels.
E) it can be used to increase desired behaviors and decrease undesired behaviors.

97 Regardless of the target or time frame involved, consumer behavior influence strategies should always begin by:
A) measuring current levels of consumer affect, cognition, and behavior.
B) analyzing consumers and markets.
C) selecting the appropriate strategy.
D) measuring strategic effects.
E) evaluating performance.

98 A strategy may not succeed because:

A) objectives were set too low.
B) unanticipated economic changes have occurred within the environment.
C) competitors made a major strategic error than was expected.
D) faulty measurements were used.
E) measurements may have overestimated results.

99 Consumers’ affect, cognitions, and behaviors should be measured to form the basis for successful strategies.
1

100 Products and brands cannot satisfy consumer needs and wants unless some behavior occurs.
1

101 Which of the following statements is NOT true with regard to the environment?
A) Marketers are interested in the functional environment.
B) Marketers focus on the perceptions of individual consumers.
C) Marketers seek to understand consensus interpretations of the environment.
D) Marketers need to determine the appropriate level of environmental analysis for a marketing problem.
E) Marketers need to consider factors related to the macro and micro environment when developing marketing strateg

102 Which of the following statements is true regarding the macro social environment?
A) It focuses on direct social interactions.
B) It involves interactions among small groups.
C) It involves reference groups.
D) It is controllable by the marketer.
E) It is useful for market segmentation.

103 All of the following are spatial elements of the physical environment EXCEPT:
A) stores.
B) internal design.
C) noise level.
D) products.
E) brands.

104 A "situation" is defined by the:

A) tangible physical environment.
B) objective features of the social environment.
C) person acting in an environment.
D) marketer.
E) regulators.
105 The analysis of a situation should begin with:
A) determining the major goals that define the situation for their target customers.
B) identifying key aspects of the social and political environment.
C) defining the situation for the consumer.
D) understanding cognitive, affective, and behavioral responses.
E) the development of marketing strategies.

106 Which of the following is the most critical factor influencing store contact?
A) Advertising
B) Sales promotion
C) Location
D) Sales personnel
E) Pricing

107 To combat consumer hesitancy to shop in cities that are prone to violence, and/or congestion, a marketer could imb
A) shopping through television.
B) shopping through mail.
C) shopping through the telephone.
D) coupons and rebates.
E) shopping through the Internet.

108 The environment can be analyzed only at the macro level.

0

109 In the social environment, consumers can interact with other people either directly or vicariously.
1

110 A situation is the objective features of the social environment.

0

111 It is important to remember all of the following when attempting to analyze culture, EXCEPT:
A) that social groups differ in the amount of freedom people have to adopt and use certain cultural meanings.
B) that culture can be focused upon as having shared/common meanings.
C) that cultural meanings are created by people.
D) that cultural meanings can change rapidly.
E) that cultural meanings can be analyzed only at the micro level.

112 Which of the following techniques provides the only means of showing how consumers perceive products to be rela
A) Focus groups
B) Means-end chains
C) Content analysis
D) Ethnographic fieldwork
E) Measures of values

113 Which of the following is likely to be the most powerful source of intrinsic self-relevance for products?
A) Cultural meanings
B) Product meanings
C) Personal meanings
D) Rituals
E) Habits
114 Acquisition rituals may be associated with all EXCEPT:
A) purchase.
B) divestment.
C) bargaining.
D) bidding.
E) search.

115 The use of celebrities as endorsers involves all of the following interpretations EXCEPT:
A) that the celebrity is treated as a cultural object with specific cultural meanings.
B) that it is a popular tool for "defining" the cultural meanings of products/brands.
C) that it requires a "good match" between the celebrity's image and the desired image of the product/image.
D) that the celebrity’s cultural meanings are always logically linked to the product.
E) that it can damage the firm if the celebrity incurs social disapproval.

116 In a materialistic society, possessions are all of the following EXCEPT:

A) symbols of success/achievement.
B) sources of pleasure.
C) sources of happiness.
D) representations of indulgence/luxury.
E) necessities.

117 In order for a meaning to be “cultural”, it must be uniformly held by all members of a social group.
fa

118 Procedures such as content analysis, ethnographic fieldwork, and measures of values can be used to identify import
fa

119 In a materialistic society, possession is a necessity.

tr

120 Buying and using products make their cultural meanings tangible and visible, and communicates their meanings to o
tr

121 All of the following are affective and cognitive factors useful in defining subcultures EXCEPT:
A) emotional reactions.
B) beliefs.
C) values.
D) goals.
E) behavioral norms.

122 Subcultural analysis usually begins by identifying broad subcultural groups based on general _____ characteristics.
A) demographic
B) sociographic
C) psychographic
D) geographic
E) economic

123 Identification with each social class is influenced most strongly by one’s:
A) income/family history.
B) social skills/community participation.
C) cultural level/status aspirations.
D) physical appearance/social acceptance.
E) education/occupation.

124 Which of the following is TRUE about the working class consumers of the United States?
A) They are prone to instant gratification when the money is available
B) They want to continue to pursue ease of labor and leisure
C) They definitely want to “do the right thing” and buy “what’s popular”
D) They give importance to their neighborhood
E) They invest in art

125 Income is likely to be more important than social class in the purchase of:
A) major kitchen/laundry appliances.
B) imported wine.
C) clothing.
D) automobiles.
E) living room furniture

126 Most subcultures share some cultural meanings with the overall society and/or other subcultures.
tr

127 Age groups can be analyzed as subcultures because they often have distinctive values and behaviors.
tr

128 Resistance to learning/using the language of a new culture is an indication of a lack of commitment to cultural interp
tr

129 Determining which subculture is most useful in a particular situation requires a careful analysis of the relationships b
tr

130 Social class is defined by a single characteristic such as income or education rather than a composite of many person
fa

131 Consumers seek to join/use all of the following types of reference groups EXCEPT:
A) dissociative reference groups.
B) primary reference groups.
C) membership reference groups.
D) aspirational reference groups.
E) formal reference groups.

132 Reference group influence for both product/brand purchases is weakest for:
A) public necessities.
B) public luxuries.
C) private luxuries.
D) private necessities.
E) public property.

133 A woman tells her husband about a new family restaurant that has opened in their neighborhood. She is playing the
A) decider.
B) influencer.
C) buyer.
D) user.
E) disposer.

134 All of the following statements about research into family decision making are true EXCEPT:
A) that differences in product class and their impact upon decisions must be considered.
B) that the structure of husband/wife roles must be considered.
C) that the determinants of joint decision making must be analyzed.
D) that the role of children in decision making is not important.
E) that the type of media that would appeal to target audience must be evaluated.

135 Households made up of unmarried couples are known as:

A) cohabiting couples.
B) traditional couples.
C) non traditional couples.
D) social couples.
E) modern couples.

136 The influence of reference persons and family members upon the consumer’s affective, cognitive, and behavioral re
tr

137 People may identify/affiliate with particular reference groups to avoid punishments.
tr

138 Children are most likely to play the role of influencers within their families.
tr

139 Salespeople may attempt to create a reference group influence by describing how a customer is similar to previous p
tr

140 Shopping time/stress may be reduced by automation.

tr
 T difficult continuing challenge?

borrowed from:

nt superior strategies to attract and hold them profitably.

e these thoughts, feelings people experience and the actions they perform in consumption processes.

lers (marketers).

sis of all of the following EXCEPT:

at marketers TEND to start with an analysis of:

, salespeople’s communications, and, in some cases, sounds (music), smells (perfume), and other sensory cues are examples of _____

mers’ environments designed to influence their affect, cognition, and behavior.

nd events, such as whether they like or dislike a product.

nding, and interpreting stimuli and events.

made and profits earned.

e following EXCEPT:

in terms of their relevant characteristics and selecting the best alternative?

 another; hence it is easier to study each factor in isolation.

essively large and cumbersome.

ve in certain situations.

the following EXCEPT:

or a behavior.

may include several product forms.

evel of product knowledge than brands.

described as:
f ordinary consumer products.

a product and important consequences or values.

ial environment that make products and brands seem self-relevant.

ent levels of intrinsic self-relevance for a product category and brand?

other short-term promotions.

t no particular brand stands out as superior.

duct category.
onal consequences of product use.

eir existing knowledge in memory.

ation to comprehend marketing information.

ting information at deep, elaborate levels.

e information in a more conscious, intensive, and controlled manner.

to intrinsic and situational self-relevance.

e in memory.

al customer base.
anagement policies.

nd _____ combine to affect behavioral intentions (BI) and that their relative influence varies from situation to situation.
e in that behavior
s regard, Jane has started visiting a few dealers, talking to salespeople, and has discussed the purchase with her father. Jane is current

all of the following EXCEPT:

tisfies a desired goal; however, neither product can satisfy both goals. The consumer is experiencing a(n):

d the consideration set , is evaluated.

discriminate among alternative actions.

erject their brands into consumers’ consideration sets during problem solving.
the purchase process can this situation be categorized?

ethods EXCEPT:

ollowing EXCEPT:

cide whether they like them and will buy them again.

uence model for purchase of consumer goods.

ment plans.
pable of eliciting a response because it was repeatedly paired with a stimulus which naturally causes the response?

conscious control of the individual?

heir product in advertising and in-store settings in order to enhance the likelihood of purchase of the product.

llowing methods EXCEPT:

ies should always begin by:

or successful strategies.

arketing problem.
n developing marketing strategies.
ngestion, a marketer could imbibe any of the following EXCEPT:

r vicariously.

ain cultural meanings.

rs perceive products to be related to cultural meanings?

nce for products?

 of the product/image.

social group.

can be used to identify important meanings shared by people and show how consumers perceive products to be related to those mea

mmunicates their meanings to others.

eneral _____ characteristics.

 subcultures.

and behaviors.

f commitment to cultural interpenetration.

ul analysis of the relationships between the product and the consumer.

an a composite of many personal and social attributes.

eighborhood. She is playing the role of a(n):

ve, cognitive, and behavioral responses to marketing strategies are often direct and immediate.

ustomer is similar to previous purchasers of the product.

es are examples of _____ used in marketing strategy.
her father. Jane is currently in which of the following phases of the Generic Model of Consumer Problem Solving?
to be related to those meanings.