MKT 302 All test questions

How did the Grateful Dead use their microculture of fans to encourage others to come to their concerts?

"Deadheads" would share their concert experience by making bootlegs, allowing The Grateful Dead to make most of their money through their live performances rather than their records.

Which of the following is a level of a person's extended self?

- Community - individual - family All of these

Hedonic shopping motives include ________.

- interpersonal attraction - interpersonal attraction - social experiences

A company who uses the home shopping party method is ________.

-Amway -Avon -Mary Kay

Which act makes it illegal for American executives to bribe foreigners to gain business?

Foreign Corruption Practices Act

________ refers to a stage in the gift-giving process, where the giver procures an item to make some event.

Gestation

A consumer's age exerts a significant influence on his/her identity. Marketers target specific age cohorts. Why is this?

Our possessions and similar life experiences let us identify with others of a certain age/ life stage. Tapping into this knowledge allows marketers to reach consumers on a deeper level based off of age.

As of right now, one way that Google makes money as a search engine is through "pay per click". What is one way they predicted that they will make money in the future?

Pay per gaze

When we ________ products, we evaluate them using schemas we typically apply to classify people.

anthropomorphize

Linda named her car, which she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car.

anthropomorphized

motivational research relies on ______ of individual consumers

depth interviews

Which group is the largest market segment consisting of 63 million people?

disabled people

Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience?

drive theory

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis

drive theory

Bart was a mortuary worker who noticed that there seemed to be a social class difference in what people placed on the graves of departed family members. What Bart observed was a class difference in how people manifest the relationship between external objects and the ________ self.

extended

A ______ is a very short lived fashion

fad

Brands that we closely link to our rituals are called ________ brands; once they become imbedded in our rituals we are unlikely to replace them.

fortress

Consumption at the extreme low end of the involvement continuum is characterized by _____, when decisions are made out of habit.

inertia

________ is the process by which the consumer surveys his or her environment for appropriate data to make a reasonable decision.

information search

Which buying decision situation has the highest level of risk and the most buyers involved in the process?

new task

According to the ______ rule, a product with a low standing on one attribute cannot make up for the position by being better on another attribute

non compensatory

In Japan, the number ____ is bad luck and products are never sold in sets of

4

Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles?

80/20 principle

___ Refers to the possession of both masculine and feminine traits

Androgyny

which of the following is the largest religious group in the USA

Atheists

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is more closely associated with which of the following learning methods?

Behavioral learning

Which theory listed below assumes that learning take place as the result of responses to external events

Behavioral learning

Which of the following is an example of a microculture?

Beyonce's Bee Hive

Which term refers to the collection and analysis of extremely large data sets?

Big data

Rules of conduct that guide actions in the marketplace?

Business ethics

As discussed in class, which of the following mattress companies offer a snooze room in their stores which allows customers to take a nap on a mattress before purchasing it?

Casper

which of the following was first demonstrated by Ivan Pavlov?

Classical Conditioning

According to the principle of least interest, the person who is least ________ has the most power in the relationship.

Committed to staying in the relationship

Which of the following is considered a post-purchase process?

Consumer satisfaction

A few years ago, people posted videos of themselves making bottle rockets by putting Mentos inside bottles of Diet Coke. These videos went viral on the internet. This is an example of....

Consumer-generated content

When the floor design in the background of a picture changed consumers' perspectives on products, they were being influenced by ___.

Context effects

Size, color, position, and novelty are all strategies for creating which of the following?

Contrast

________ refers to the set of individuals and organizations that create and market cultural products.

Culture production system (CPS)

____ are statistics that measure observable aspects of population

Demographics

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli

Differential

Chet meets each Wednesday night at his local bookstore with a small group of computer enthusiasts. The group calls itself X-Hackers because at one time all of these select members were hackers. Today, members of the group have similar values and have pledged to stop computer hacking. Which membership factor best describes what brings this group together?

Group Cohesiveness

the 80/20 rule targets what user group?

Heavy users

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

Interpretation

Which of the following is NOT considered a demographic

Lifestyle

Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him. Which of the following general statements about personality most closely matches what friends observe about Jeffrey?

Many studies have found that people do not seem to exhibit stable personalities

Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains gamblers' behavior?

Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.

Tomorrow, Janice will be attending a party with a buffet. In anticipation of splurging on delicious food, she is eating very little today. Janice is using a ________ to help her estimate consumption over time and regulate her behavior.

Mental budget

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a(n) ________.

Process

________ consumption occurs with objects and events that are considered to be ordinary and everyday.

Profane

REI has chambers with rain for people interested in buying raincoats, and rock-climbing walls in stores for customers to use while shopping. Why is this significant?

REI is retailing as theatre

which of the following did Swingline, a popular company offering office supplies, create and manufacture after the office space film?

Red stapler

____ summarizes the beliefs a person holds about his own attributes and how he/she evaluates their self on those qualities

Self concept

which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "be all you can be"?

Self- actualization needs

As discussed in class, what do GAP, Starbucks and W Hotels do as their method of store atmospherics?

Sell their own music collections so that their customers can recreate the store's vibe at home

A sales manager pays a bonus to new trainees when they develop a good sales prospectus. Later, after the trainees have completed two months of training, the manager pays a bonus only for an actual sale. Which of the following is the manager using to improve the productivity of sales trainees?

Shaping

What did a study that we talked about in class conclude about shoppers in relation to the amount of choices they have when shopping?

Shoppers are more likely to purchase a product that desire when there are less choices to choose from in a store than those with more choices

Cash losses due to shoplifting and employee theft are called

Shrinkage

Which terms refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage positive behaviors such as literacy or discourage negative behaviors like drunk driving?

Social marketing

WHih term refers to the online means of communication, conveyance, and collaboration among the interdependent and interconnected networks of people, communities, and organizations?

Social media

Les just bought a megaphone of root beer. As he drinks from the giant cup, he eventually becomes full. One of his friend's comments, "If you don't stop drinking that stuff, you will get sick." Les replies, "Hey, I bought it, and I am not going to waste one drop of it." Les's behavior best illustrates ________.

Sunken- cost fallacy

_____ occurs when people appear to "forget" about the negative source and change their attitude

The sleeper effect

____ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

The theory of cognitive dissonance

Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?

The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones

Which famous person identifies with two or more races?

Tiger Woods

An example of guerrilla marketing mentioned in class is

Tricking passengers at an airport into thinking they're wanted by the police

________ are 8- to 14-year-old children.

Tweens

If companies want to advertise on websites, there is a placement considered the "golden triangle" that will catch a viewer's attention more. This placement would be in the ___ ____ of the computer desktop screen.

Upper left

Which one of these is considered a fast fashion store?

Zara

Consumers who have ____ are particularly good targets for marketing communications that use fantasy appeals.

a large gap between their real and ideal selves.

the process of learning values from other cultures is called ________

acculturation

A component of the ABC model of attitude is ________.

affect, behavior, cognition

At a playground at an elementary school, young boys often assert themselves by staging pretend fights with sticks. The boys in this example are demonstrating

agentic goals

Mary Chen is torn between going home for the holidays to visit her parents in china or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision?

an approach- approach conflict

Which of the following is an object that is admired strictly for its beauty or because it inspires an emotional reaction?

art project

When companies use celebrities in their ads they are using the principle of _______ reference groups

aspirational

________ is the conscious designing of retail space and its various dimensions to evoke certain effects in buyers.

atmospherics

Source _______ refers to the perceived social value of a message source

attractiveness

The ______ a group is, the more likely members are to engage in social loafing

bigger

_____ Refers to a consumer's subjective evaluation of his or her physical self

body image

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

brand personalities

which fictional brand icon was brought to life

brawny man

M- commerce most likely takes place through

cell phones

_____ refers to a strategy in which a message presents two or more specifically named or recognizably presented brands and evaluates them in terms of one or more specific attributes

comparative advertising

As manufacturing costs decrease and the amount of products tat people accumulate goes up, consumers increasingly want to buy things that will provide

hedonic

motivation that is driven by raw emotions is called

hedonic

________ group members tend to be tightly knit, and they infer meaning that goes beyond the spoken word.

high- content culture

According to Freud, the part of the personality that seeks immediate gratification is called the

id

An ____ is a particular model, or examplar, or appearance

ideal of beauty

In advertising terms, a(n) ________ refers to a view or exposure to an advertising message.

impression q

When sophic hums a Mcdonalds jingle, it is an example of

incidental learning

________ is a frenzied, guilt-ridden compromise between conflicting cultural ideals of motherhood and professionalism.

juggling lifestyle

Kraft has repackaged its salad dressings as "anything" dressings to encourage people to shift their ________ and consider the dressings as a complement to more than just salads.

knowledge structures

On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used ________.

modeling

Positivism is sometimes called

modernism

A ____ creates a state of tension that drives consumers to attempt to reduce or eliminate

need

the _____ route to persuasion is taken when the receiver is not really motivated to think about the arguments made in a communication message

peripheral

______ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment

personality

David habitually reaches for his cellphone, thinking that it is vibrating, even when it is not. David Suffers from

phantom vibration syndrome

A ________ is an economy that is driven by a fairly small group of rich people.

plutonomy

The first stage in the consumer decision-making process is ________.

problem recognition

M&M allows consumers to put names and works on their candy, this is an example of

product personalization

Rosie the Riveter served this important role:

propaganda to change the female sex role

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.

red

A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

reference group

Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________.

reference group

In general, advertising is more effective when it _______ than when it________

reinforces our existing product preferences; tries to create new product preferences

getting your drivers license would be considered a

right of passage

When the audience at a sporting event stand up and take part in singing the national anthem, this is an example of a _________

ritual

Wedding rice, birthday candles, and diplomas are considered ________.

ritual artifacts

Thomas and his family recently toured the Gettysburg Battlefield on their vacation. The area was rich in history. While walking, Thomas remembered all the accounts of the battle that he had read in school. He finally understood why this place had such a special meaning in American history and to Americans in general. Gettysburg Battlefield is best classified as ________.

sacred

Tara was shopping for a new pair of shoes for work. The salesperson was very helpful and friendly, bringing Tara some styles she hadn't thought to try on but that she ended up really liking. Noticing Tara's University of Wisconsin tee-shirt, the salesperson said that she was a student there. Tara ended up buying three pairs of shoes rather than the one pair she had planned on. Tara's experience shows the effect of ________ on consumer behavior.

salespeople

In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce the oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace.

schema

____ is the way we assume others expect us to act

self-fulfilling prophecy

British psychologist Frederic Bartlett used ________ to examine how information mutates.

serial reproduction

a general attitude toward shopping is called

shopping orientation

_____is the first element in the traditional communications model

source

A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.

surrogate consumer

A ____ is a sign that relates to a product by either conventional or agreed-on associations

symbol

what is augmented reality

technology that adds digital information to physical information

People born between 1946 and 1964 belong to ________.

the Baby Boomer Generation

According to ________, a company can make money if it sells small amounts of items that only a few people want, if the company sells enough different items.

the long tail

A member of ________ has recently gained personal wealth and may experience status anxiety. Such individuals may try to display symbols of their success to make up for an internal lack of assurance about the "correct" way to behave.

the nouveau riche

In terms of ads for his years Superbowl, the Superbowl was otherwise known as

the play it safe bowl

Sharon is upset with her secretary. Though everyone in the office agreed not to give Christmas presents this year, Sharon's secretary gave her an expensive bottle of perfume. Which of the following best identifies the source of Sharon's feelings?

the reciprocity norm

________ states when a person is confronted with inconsistencies among attitude or behavior, he/she will take action to restore consistency.

theory of cognitive dissonance

Which of the following theories measures attitude toward the act of buying, rather than only the attitude toward the product itself?

theory of reasoned action

An extended family unit is characterized by ________ living together.

three generations of a family

The cultural learning acquired through ________ leads immigrants to a process of adaptation. Correct!

translation

The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

two- factor theory

Which statement best explains the research finds about using two- sided messages to communicate with consumers

two- sided messages can be quite effective, yet marketers rarely use them

The rise in consumer customization (i.e the ability to customize your Nike shoes with your initials) is related to which consumer need?

uniqueness

In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs?

utilitarian needs

As discussed in class, what company is looking to add day spas to their business?

whole foods?