Marketing 312 Mid Term

The likelihood and ease with which information can be recalled from long-term memory is termed

Accessibility

__________ is the total accumulation of prior learning experiences.

Memory

The segment(s) within the larger market on which an organization will focus its marketing effort is referred to as the

Target market

______ is the lowest intensity of a stimulus that consumers are capable of perceiving.

The absolute threshold

A family purchase decision differs from an organizational decision in

The level of emotion involved

Advertising is frequently criticized as fostering overly materialistic, self-focused, and short-term values in children (T/F)

True

What are two important long-term organizational memory structures?

schema and scripts

Attention is determined by which factor?

the stimulus, the individual and the situation

____ is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

Consumer behavior

__________ is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

Consumer behavior

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is known as a

Consumption subculture

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?

Continuous innovation

Which of the following statements is true regarding culture?

Culture is acquired

The type of socialization where a person learns his or her native culture is referred to as:

Enculturation

__________ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.

Exposure

Cultures are static and rarely change (T/F)

False

The societal marketing concept focuses exclusively on meeting the needs of a company's customers (T/F)

False

Weber's Law is an example of a contribution to consumer behavior that comes from pharmacology (T/F)

False

Which of the following is the primary source of consumer socialization?

Family

__________ is the process by which decisions that directly or indirectly involve two or more family members are made

Family decision making

A __________ has at least two members related by birth, marriage, or adoption, one of whom is the householder (i.e., the one who owns or rents the residence).

Family household

CARU guidelines allow for the use of price minimizations such as "only $19.99." (T/F)

Fasle

While culture heavily influences marketing strategy, culture is not influenced by marketing strategy (T/F)

Fasle

Two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent is known as a(n)

Group

Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information?

Informational

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer

Interpretation

__________ is the assignment of meaning to sensations.

Interpretation

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the

Just noticeable difference

Any change in the content or organization of long-term memory or behavior is known as

Learning

Some individuals have information about many different kinds of products, places to shop, and other aspects of markets. They can be considered a special type of opinion leader and are known as

Market mavens

A part of the larger market whose unique needs & characteristics differ from other parts of the market is referred to as a (n) _____.

Market segment

To be successful, a product must

Meet the needs of the target market better than the competition does

__________ occurs when a child learns appropriate, or inappropriate, consumption behaviors by observing others

Modeling

Which of the following is considered an individual factor affecting attention?

Motivation

Which of the following is the American advertising industry's primary self-regulatory body?

National Advertising Division of the Council of Better Business Bureaus

Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?

Normative

__________ are rules that specify or prohibit certain behaviors in specific situations.

Norms

The type of socialization where a person learns a culture other than their native culture:

Acculturation

Stages of the household life cycle are based on

All of these choices are correct

Which of the following is a cultural factor that affects consumer behavior and marketing strategy?

All of these choices are correct

Which of the following is a factor determining a reference group's influence on a consumer?

All of these choices are correct

Which of the following is considered a symbol that has varying meaning across cultures?

All of these choices are correct.

__________ values reflect a culture's view of the appropriate relationships between individuals and groups within that society.

Other-oriented

One basis for the concern over marketing to children is based on

Piaget's stages of cognitive development.

Which of the following is NOT an adopter category?

Procrastinators

Which of the following is not an adopter category?

Procrastinators

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called

Product positioning

The allowable practice of making exaggerated claims about products is called.

Puffery

Which of the following statements is false regarding marketing practices?

Regulating marketing activities requires a higher level of understanding of consumer behavior than does managing marketing programs.

Which of the following statements is false regarding short-term memory (STM)?

STM is a static structure.

Which type of reference group involves relatively weak ties and less frequent interaction among its members?

Secondary group

Using one marketing strategy across various cultures is referred to as

Standardization

Which of the following statements is FALSE regarding self-concept and culture?

Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary across cultures.

In the VALS typology, individuals are classified according to their primary motivations, which are ideals motivation, achievement motivation, or self-expression motivation (T/F)

True

It is critical that a firm consider value from the customer's perspective (T/F)

True

Marketing practices are sometimes controversial (T/F)

True

Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli (T/F)

True

In studying reference groups, identification influence is also called __________ influence.

Value expressive

Which of the following act as limits on marketers' activities?

a, b, and c

Which dimension of self-concept refers to the individual's perception of who I am now?

actual self-concept

Which of the following is NOT an outcome of studying consumer behavior?

better human resource management

What are the two basic forms of conditioned learning?

classical and operant

Advertising run by a firm to cause consumers to unlearn inaccurate information they acquired as a result of the firm's earlier advertising is called

corrective advertising.

According to the Modern Marketing Concept, what is required for an organization to provide superior customer value to customers?

doing a better job of anticipating and reacting to customer needs than the competition does

Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?

iconic rote learning

Which type of self-concept emphasizes the individual, self-reliance, and is more often associated with Western cultures?

independent self-concept

One of the major distinctions of self-concept is between __________ and __________—which is also related to an important value dimension in the United States and abroad.

independent self-concept; interdependent self-concept

Which type of training occurs when a parent or sibling specifically and directly attempts to bring about certain responses through reasoning or reinforcement?

instrumental training

According to the Census Bureau, a __________ household is a householder living alone or exclusively with others to whom he or she is not related.

non family

Which of the following is not a type of cognitive learning?

operant

What are the two dimensions of the VALS typology of consumers?

primary motivation and resources

Attempts to develop quantitative measures of lifestyle were initially referred to as _____, which is a term that is frequently used interchangeably with lifestyle by consumer researchers.

psychographics

______ is the field of science that studies characteristics of human sensation/perception.

psychophysics

The form of consumer research that focuses on understanding and interpreting, and that is characterized by researchers generating hypotheses from data collected is known as the ___.

qualitative perspective

Changing the channel when a radio commercial comes on, flipping past the ads in a newspaper or magazine, and avoiding a salesperson at BestBuy are all examples of ways for consumers to selectively avoid exposure to marketing messages, often referred to as

selective exposure

_____ suggests that when consumers perceive a match between their self-concept and a brand/product image, positive outcomes (e.g., positive evaluations, greater satisfaction) are more likely.

self-congruity theory

Richard is reassessing his life and asking himself, "How am I seen by others?" He is also asking himself, "How would I like to be seen by others?" Richard is seeking his

social self-concept.

All of the following are elements of a marketing ethnography except.

statistical generalizations

Which of the following refers to what children learn with respect to consumption?

the content of consumer socialization

Which of the following refers to how children learn with respect to consumption?

the process of consumer socialization