CONSUMER BEHAVIOR FINAL
19. Asian American consumers are more likely to ________________ when shopping than the general population. A. Patronize discount stores B. Check products and prices on the internet before purchasing C. Buy products without considering their value D. Respond to multicultural advertising
B
See Customer acquisition model (xls attached) - for next 2 questions (see extra practice questions in customer acquisition model.xls file) 92. In year 1 what is the minimum average order for Unique Visitors to break even on advertising expenditures? A. $3.41 B. $7.35 C. $10.00 D. $7.00
D
13. The ___________ market is comprised of those consumers over age 65. A. Gray B. Baby boomer C. Generation x D. Slacker
A
61. Teen behavior is very similar across cultures whereas adult behavior can differ significantly. A. True B. False
A
11. The baby boomers are those who were born between: A. 1906 and 1924. B. 1966 and 1984. C. 1926 and 1944. D. 1946 and 1964.
D
39. ______ are members of the household who collect and control information important to the decision. A. Influencers B. Gatekeepers C. Deciders D. Buyers
B
28. Social class tends to be a better predictor of consumption than income when: A. Income is high. B. Income is low. C. It reflects lifestyles and values. D. It involves large monetary expenditures.
C
66. For a questionnaire, it is advisable to make short, declarative statements to which the respondent can indicate numerically his/her strength of or weakness in agreement. A. True B. False
A
65. For a questionnaire, it is advisable to use subjective words meaning different things to different respondents. A. True B. False
B
15. Dual-career families have led an increasing number of husbands to: A. Assume greater responsibility for household tasks and child rearing. B. Early retirement due to stress. C. Spend more time away from home trying to attain the ideal lifestyle. D. Avoid going back to school to change careers.
A
16. Because of the close proximity in which people live and work, residents in one area can often: A. Develop similar patterns of purchasing behavior. B. Have low levels of homophily. C. Have similar levels of price sensitivity. D. Develop the same commuting patterns.
A
31. Two individuals have the same income but one is from the upper class and one is from the middle class. We can tell immediately which class they come from by looking at their purchases, their houses, and their neighborhoods. This is an example of how social class can often explain A. How income is used. B. Attention to advertising. C. Dealproneness. D. Coupon usage.
A
33. In terms of the status of family background, researchers have made a distinction between A. Inherited and earned status. B. Ethnicity and culture. C. Region and city. D. Education and intelligence.
A
36. The acquisition and visible display of luxury goods and services to demonstrate one's ability to afford them is best known as A. Conspicuous consumption. B. Conspicuous waste. C. Visible acquisition. D. Visible consumption.
A
44. As a marketing manager, Michael needed information on the effects of comedy television shows on potato chip consumption. To start, he found a study done by a marketing researcher on the effects of television viewing on junk food consumption. To Michael, the results of this study provide what is best known as A. Secondary data. B. Tertiary data. C. Targeted data. D. Specific data.
A
45.Focus groups must be conducted differently in Japan because A. The culture dictates against disagreeing with the group. B. There is too much disagreement in groups. C. Opinions differ widely. D. It is not as expensive as the interview method and thus not valued as highly.
A
53. The research method that collects data via mail, telephone interviews, mall intercepts or email is called: A. Survey research B. Qualitative research C. Quantitative research D. Correlational research
A
57. Organizational buying (B2B) differs from C2B in that: A. There is considerably less emphasis on brand image in B2B. B. There are fewer decision makers weighing in during the purchase decision process in B2B C. There tends to be more mass market advertising D. No difference between B2B and C2B.
A
60. Inculcating the product into the everyday lifestyle of locals in a foreign market. A. Product acculturation B. Marketadaptation C. Cross-cultural application D. Product morphing
A
67. Which of the following is accurate with regard to the relationship between public relations and advertising? A. Advertising is usually more costly B. Adverting is usually seen as more credible than public relations C. Advertising is usually more focused on internal audiences than public relations D. Public relations is narrower in scope
A
69. Which best describes the relationship between public relations and marketing? A. Marketing professionals generally speak of customers and consumers, while public relations practitioners tend to focus on publics, audiences and stakeholders. B. Marketing professionals are seen as subservient to more seasoned public relations practitioner. C. Marketing professionals aren't generally concerned with stakeholders D. Neither is concerned with advertising initiatives
A
74. Mass media effects increase when A. People cannot verify information through personal experience or knowledge. B. A specific medium has a greater reputation. C. Parental guidance is lacking. D. People have no prior information or attitude disposition regarding it
A
75. The most difficult persuasive task is to A. Change or neutralize hostile opinions. B. Conserve favorable opinions. C. Crystallize latent opinions. D. Maintain goodwill among supporters.
A
77. What type of impact does a group setting have on an individual's mental activity? A. Ability to affect increases, intellectual function decreases B. Ability to affect decreases, intellectual function decreases C. Ability to affect increases, intellectual function increases D. Ability to affect decreases, intellectual function increases
A
8. Xers find success and achievement by: A. Being at the very cutting edge of technology. B. Investing in the stock market. C. Trying to change the world. D. Being rebellious.
A
85. Making Vicks available in smaller tins made sense since: A. The lowing income customers typically traveled with family members by scooter and needed to save space. B. They could sell more at much higher prices. C. Nobody was buying the larger size D. That is what Vicks did everywhere else.
A
87. LG understood that Brazilians would respond favorably to better service. This is likely due to more business interaction with the USA and other western countries. A. True B. False
A
89. From research, LG understood that Brazilians would likely respond favorably to better service. The researchers rightly observed that _______________ has conditioned Brazilians to _______________ a higher standard. A. Increased trade with North America; value B. Decreased trade with North America; undervalue C. Increased trade with local partners; expect D. Increased corruption; deliver
A
90. See table. Which is a plausible argument. (Assume total subscribers is the same.). Table A. System A is worth more due to significantly more higher value drama and romance viewers. Drama and romance viewers watch TV uninterrupted for extended periods. B. System B is worth more due to high % of news subscribers. News subscribers watch TV uninterrupted for extended periods.
A
Cheryl is considering purchasing a new MP3 player but does not know if she should to buy an Apple iPod or a Microsoft Zune. Cheryl remembers that Her friend Rick is really interested in electronics and asks him for advice. Rick tells her about his new iPod Touch, all the cool features it has and why Cheryl would love it. Taking Rick's advice into consideration Cheryl proceeds to the electronics store and purchases an iPod Touch. 50. Based on the scenario Rick was the: A. Influencer B. Buyer C. Decider D. Gatekeeper
A
See Customer acquisition model (xls attached) - for next 2 questions (see extra practice questions in customer acquisition model.xls file) 93. If in year 3, 50% of the Returning visitors click through, revenue from Returning visitors will be: A. $5,040,000 B. $10,440,000 C. $12,090,000 D. $5,560,000
A
18. Anheuser-Busch uses Hispanic actors, as well as both Spanish and English language in its ads that are targeting Hispanic consumers. This is an example of a company using _____________ to appeal to a target market. A. Multicultural marketing B. Ethnocentric marketing C. Ethnic stereotypes D. Accommodation theory
A OR D
80. We watched a video in class with Steve Jobs showing the Apple launch of the original iPhone. What he emphasized in that clip (and in all Apple communications) is: A. Empowerment B. Dependence C. Grievance D. Revolution
A OR D
17. Clustering techniques are based on the principle that A. External factors can have a big impact on consumer behavior. B. Consumers in the same neighborhood tend to buy the same products and services. C. Ethnicity exerts a strong influence on the shopping behavior of consumers for products and services. D. Culture exerts a strong influence on the shopping behavior of consumers for products and services.
B
2. Company meetings are being held to discuss introduction of a new cell phone. An expert on cell phones extolls the virtues of it. An oversees manager speaks and states that she knows nothing about cell phones, but the idea of a new phones to similar too the other company produces concerns her. Which of the two parties has the most immediate ability to change attitudes of the audience? What will happen over time? A. The expert will have the most ability to change attitudes and his influence will be maintained even weeks later. B. The expert will have the most ability to change attitudes, but his influence will decrease over time as the woman's argument gains in force. C. Because the expat manager is most in agreement with other managers there, her opinion will have the most immediate influence, but over time the expert's opinion will gain in force D. The managers opinion will be more likely to influence the audience initially, and her influence will extend into the future.
B
21. Acculturated Hispanic Americans are those who: A. Speak mostly Spanish but have adopted some regional U.S. customs. B. Speak mostly English and have a high level of assimilation. C. Can function in either English or Spanish. D. Have not adapted but forgotten tradition.
B
23. Consumers who have a high level of intensity of ethnic identification are more likely to: A. Be variety seekers. B. Exhibit the consumption patterns of the ethnic group. C. Be brand loyal to the brand that they see the most on television. D. Have a high level of motivation to seek out consumers in other ethnic groups.
B
25. Mormons are prohibited from consuming liquor, tobacco, and caffeine. Orthodox Jews do not eat pork or seafood, and all meat and poultry they eat must be certified as kosher. These are best thought of as examples of: A. Regional differences in consumption. B. Religious influences on consumption. C. Religious influences on acquisition. D. Cultural influences on consumer behavior.
B
3. The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________. A. Culture and ethnicity B. Credibility and attractiveness C. Credibility and recency D. Attractiveness and recency
B
35. During times of downward mobility, _________ can serve the purpose of protecting one's self-worth. A. Television advertising B. Consumption and acquisition C. Disposition D. Newspaper advertising
B
37. A major feature that distinguishes the middle class from other classes is that they A. Engage in conspicuous consumption. B. Look to the upper class for guidance on certain behaviors. C. Engage in compensatory consumption. D. Save a lot of their money.
B
47. You will start a Moslem cola company to serve the large Arab markets in England and France. You study secondary research (census data, demographics, income, consumer behavior, etc.), some of which is presented below. Clip shown in class. Secondary findings for cola 20% of purchases made at supermarket by women 90% of drinkers are women Drink cola at meals only Age of high cola drinkers: 60-80 Most are retired professionals with bachelors degrees The data is: A. Mildly positive B. Mildly negative C. Highly positive D. Highly negative
B
48. Tamara realized that her office is out of paper and proceeds to order more online. What type of decision/purchase did Tamara make? A. Procedural purchase B. Routine decision C. Performance purchase D. political decision
B
5. Source ________ refers to the message source's perceived social value. A. Valence B. Attractiveness C. Class D. Hierarchy
B
55. Rachel asked Ruby to name a few antiperspirants and Ruby came up with the following list: Speed stick, Arm & Hammer, Dove and Gillette. The fact that Ruby knew that Dove made antiperspirants proves that she has: A. Brand understanding B. Brand awareness C. Brand acknowledgment D. Brand separation
B
6. What is one caveat about advertising to teens through a company website? A. Teens are not likely to use the Internet. B. Teens tend not to be loyal to an individual site unless there is a specific appeal. C. TV is a better medium for reaching teens. D. Teens use the Internet primarily for accessing Facebook and other social networking sites.
B
70. Which of the following is NOT an accurate statement regarding relationship between public relations and journalism? A. Journalists write primarily for mass audiences, while public relations professionals segment into publics. B. Journalists are advocates for causes, while public relations practitioners are objective. C. Communication is the "end" activity in journalism, while public relations uses communication as a means to an end. D. Journalists generally use 1 channel, and public relations multiple channels.
B
71. Once self-interest is involved, opinion is A. Adaptable. B. Not easily changed. C. Based on current events/issues. D. Usually made public.
B
73. Cultivation of key opinion leaders before a new product is publicly announced is important because A. Opinion leaders determine the timing and context of the new product announcement. B. Journalists rely on opinion leaders to provide objective judgments about the quality of the product. C. Journalists tend to be negative about any new product. D. Opinion leaders are the only way to reach the mass public.
B
81. In speaking about Apple in the interview shown in class, Steve Jobs indicates that Apple was run solely by him in an autocratic way. A. True B. False
B
84. The protagonist reached northern Indian clients by using: A. Helicopter B. Local traders who knew the terrain C. Mail D. Billboards
B
86. According to the LG case __________ sought managerial control over LG business in their country. A. Brazilians B. Indians C. Chinese D. Russians
B
88. according to the LG case, _______________ are more brand and prestige conscious than most. A. Chinese B. Russian C. Brazilians D. Indians
B
9. At as one of the: age 28, Bill has a part-time job and lives with his parents. Bill could be considered A. Home stayers. B. Boomerang kids. C. Home Xers. D. Refilled nesters.
B
Cheryl is considering purchasing a new MP3 player but does not know if she should to buy an Apple iPod or a Microsoft Zune. Cheryl remembers that Her friend Rick is really interested in electronics and asks him for advice. Rick tells her about his new iPod Touch, all the cool features it has and why Cheryl would love it. Taking Rick's advice into consideration Cheryl proceeds to the electronics store and purchases an iPod Touch. 49. In this scenario Cheryl was the: A. Influencer B. Buyer C. Decider D. Gatekeeper
B OR D
1. A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model, if the dark- haired model was not perceived to be too cultural unfamiliar. What two ideas of using celebrities as communication sources are most likely to be in play here? A. Celebrities should be attractive, but not too attractive. B. The celebrity's image should match that of the product, and blond-haired models are too common for the exclusive image of gold. C. The celebrity's image should match that of the product and should embody cultural meaning. D. The celebrity's image should embody cultural meanings that contrast with the product's cultural stereotypic image.
C
10. Born and bred on TV, Xers tend to: A. Be quite open to influence by advertising. B. Find exaggerated claims less objectionable than other generations. C. Be cynical about obvious marketing techniques. D. Find ads for unpopular products less objectionable than other generations.
C
14. Features in retail stores that are designed to better meet the needs of mature consumers might include all of the following except: A. Easier-to-read labels. B. Comfortable seating throughout the store. C. Web site services at every restaurant and coffeehouse. D. Well-lighted parking lots.
C
22. _________ Hispanic Americans are those who can function in either English or Spanish. A. Southern B. Acculturated C. Bicultural D. Traditional
C
24. Regarding advertising, African American consumers are: A. Less likely to trust a spokesperson from their own ethnic group in an advertisement. B. Less likely to respond to messages targeted specifically to them. C. More likely to pay attention to ads. D. More likely to trust brands that are not advertised.
C
26. Social class structures have a strong influence on: A. Income. B. Which region of the country an individual is from. C. Norms and values. D. Consumer information-processing speed.
C
40. In which type of household are children likely to influence family decision making the most? A. Authoritarian and democratic B. Permissive and neglectful C. Democratic and permissive D. Traditional and conservative
C
42. Consumers can decide to be designated representatives of the marketer's target market. Every time these consumers go shopping, their purchases are recorded at the cash register. This type of research uses: A. Interviewing. B. Observation. C. Purchase panels. D. Focus groups.
C
46. Suppose Apple has collected extensive survey data about its new iPhone and respondents have rated it on twenty different features and benefits. Now researchers want to reduce the amount of data to a few underlying dimensions. Which data analysis technique should the researchers use: A. Cluster analysis B. Conjoint analysis C. Factor analysis D. Multidimensional scaling
C
56. Every time Sue Samuels comes in from a long selling trip, she always makes sure to give reports to all her colleagues on knowledge she has gained and experiences she had while on the road. She has found that her "information tips" are a great way to set the stage for decision-making that she would like to go her way. Based on her actions, what role is Sue playing in her organization? A. Initiator B. Gatekeeper C. Influencer D. User
C
59. Which of the following is NOT a characteristic associated with American culture? A. Centered on the individual B. Places primary faith in rationalism and is future oriented C. Submissive to authority D. All of the above
C
62. Susan picks and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purpose. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases? A. Neophyte bias B. Order bias C. Response bias D. Affinity bonding bias
C
63. Which is an advantage of focus groups A. Able to obtain highly reliable data B. People are not able to engage as depthfully as they might in a 1:1 interview C. Produces results which are easy to understand and representative of segments of the population D. Responses of each participants are not independent
C
64. All of the following are limitations of focus groups EXCEPT: A. Convenience sampling and small sample size limit ability to generalize B. a few dominant focus group members can dominate the results C. Anyone can easily lead one well D. The data which result, though rich, can sometimes be difficult to analyze because they are so unstructured
C
78. According to the article, numerous strengths make for a good consultant, among these are _______________ listening skills, curiosity and ______________. A. Wonderful; coolness B. Intense; playfulness C. Sensitive; courage D. Masterful; courage
C
82. In his Stanford commencement speech, Jobs ends with "Stay hungry, stay ________." A. Ignorant B. Withwindows C. Foolish D. Introspective
C
83. In the earlier Steve Jobs Netflix interview shown in class, Jobs indicates that the condor was ranked as the most efficient animal in terms of energy output to distance traveled. Man was low on the scale. But when measured using a _______________ man excelled way past all others, thus Jobs surmised man are tool builders. A. Stick B. Pair of sneakers C. Bicycle D. Skateboard
C
72. Which best describes an opinion leader? A. Good listeners and team players B. Measured and calculated in adopting new ideas C. Skeptical of the mass media D. Highly interested in subject matte
D
76. Which of the following factors is NOT considered a possible downside of using celebrity endorsements? A. Overexposure of an individual celebrity B. Inability for the audience to remember who endorses what C. Endorsers actions could undercut the product or service D. Lack of public trust in celebrity
D
12. Which of the following behaviors and attitudes do not characterize Baby Boomers? A. They spend more time browsing the Internet than any other group. B. They are heavy users of financial services. C. Many are still in their peak earning years. D. They value groups and collectivism.
D
20. In marketing Pampers disposable diapers, Procter & Gamble developed different versions of a TV ad to account for variations in language and accent in different regions of the German-speaking world. This is an example of marketers appealing to A. Consumption patterns, as affected by the region of a country. B. Disposal patterns, as affected by income level. C. Attention to acquisition, as affected by distribution. D. Communication patterns, as affected by the region of a country.
D
27. Many middle class Americans copy the leisure activities such as golf and tennis of upper classes. This is an example of: [do one on status float which is when upper follows lower] A. Status float. B. Classelevation. C. Wannabe millionaires. D. The trickle-down effect.
D
29. ________ tends to be a better predictor of consumption than social class when there are large monetary expenditures. A. Ethnicity B. Subculture C. Nationality D. Income
D
30. Both income and social class are needed to explain A. Consumption that reflects values or beliefs. B. Consumption that involves small monetary expenditures. C. Attention to advertising. D. The acquisition of status symbols.
D
32. Education is considered the most reliable determinant of consumers' income potential and A. Subculture. B. Inscribed social class. C. Socialfloat. D. Spending patterns.
D
34. Individuals from higher-status families A. Are half as likely to maintain their status than members of the lower classes are to achieve a higher status. B. Rarely slide in socioeconomic status. C. Almost always increase in socioeconomic status. D. Are twice as likely to maintain their status than members of the lower classes are to achieve a higher status.
D
38. Members of the working class are more likely than the middle class or upper class to A. Buy a foreign-made automobile. B. Travel internationally. C. Attend adult education classes. D. Support a local sports team.
D
4. What does the sleeper effect suggest about source credibility? A. If a receiver is not paying attention, a message cannot be effective. B. Many people can learn the important parts of a message even when asleep. C. The effectiveness of a message will increase over time. D. The effectiveness of positive sources over negative sources can be erased over time.
D
41. A type of experiment that is conducted in the real world is best known as a A. Conjoint analysis. B. Laboratory experiment. C. Judgment sampling test. D. Field experiment.
D
43. Data originating from a researcher and collected to provide information relevant to a specific research project is best known as A. Secondary data. B. Tertiary data. C. Targeted data. D. Primary data.
D
51. Research questions often serve to satisfy all of the following except: A. Market selection decisions B. Price decisions C. Product development decisions D. Branding and product positioning decisions
D
52. What are the three types of research design? A. Survey, experiential and explanatory B. Nomothetic, idiographic and exploratory C. Qualitative, quantitative and correlational D. Survey, experimental and qualitative
D
54. Heather has signed up for a focus group for owners of sedans. The email confirmation that she received stated that she would be one of 5 participants and all participants would receive compensation of $150 for their time. Heather has participated in all of the following except: A. Idiographic research B. Qualitative research C. Interpretive research D. Secondary research
D
58. Which of the following is NOT a characteristic associated with Chinese culture? A. Resents class-based distinctions B. Places primary faith in rationalism and is future oriented C. Places value on horizontal dimensions of interpersonal relationships D. All of the above
D
68. A publicist would most likely be considered an "honorable" term in A. Corporate America B. Non profit organizations C. Agency business D. Entertainment/celebrity business
D
7. For marketers, the teen years are important. ______________ is (are) established at this time. A. Occupations B. Housing and automobile purchasing patterns C. Income D. Brand loyalties
D
79. According to the Apple Stores case all of the following are true EXCEPT: A. It became clear that selling computers as empowering tools could not be done in an environment that didn't support consumer involvement B. Apple's stores were born with the intention to engage consumers in an active exploration of their digital needs. C. It was hoped that, as a result, the commoditized personal computer would look like an irritatingly inadequate machine. D. Apple sought to limit contact between salespeople and customers.
D
91. Which might represent the less profitable 5th category of viewer. A. Action/adventure B. Mystery C. Nature D. Business only
D
