Midterm Quiz - MKT 405

African Americans constitute about __________ percent of the U.S. population. 13 7 19 10 26

13

lululemon's strength of brand can be attributed to its Multiple Choice ability to see customers; buying power as soon as they walk in the store. ability to bond with its customers and the community. savvy dcor and staffing model. consciousness of time and money. None of these choices are correct.

Ability to bond with its customers and the community

Which segment of mature customers is psychologically well adjusted but has physical challenges? Healthy Indulgers Ailing Outgoers Frail Recluses Healthy Hermits Healthy Indulgers and Frail Recluses

Ailing Outgoers

Marketing to children can be accomplished by Multiple Choice advertising through direct mail. advertising in magazines with strong readership among children. advertising on the Internet. advertising in magazines with strong readership among children and advertising on the Internet. All of these choices are correct.

All are correct

The heterogeneous nature of American society is being accentuated by non-European immigration. differential birthrates. increased ethnic identification. All of these choices are correct. None of these choices are correct.

All are correct

The baby boom generation is characterized by time poverty. more tech savvy than previous generations. faced with taking care of parents. All of these choices are correct. None of these choices are correct.

All of these are correct

Which of the following is an environment-oriented value? cleanliness performance/status tradition/change cleanliness and tradition/change All of these choices are correct.

All of these are correct

McNeal's five-stage model of how children learn to shop by visiting supermarkets and other retail outlets with a parent consists of Multiple Choice observing. making requests. making selections. observing and making selections. All of these choices are correct.

All of these choices are correct

Affective interpretation is a process whereby stimuli are placed into existing categories of mean a. true b. false

B. False. Affective interpretation is the emotional response triggered by a stimulus such as an ad.

Advertorials are program-length commercials with an 800 number and/or web address through which to order or request addition information a. true b. false

B. False. These are infomercials

Attention generally increases across repeated exposures, and repetition often increases recall. a. True b. False

B. false. Attention generally decreases across repeated exposures, and repetition often increases recall.

A method marketers use in response to ad avoidance is known as? a. product synergy b. product placement c. product integration d. ad integration e. brand placement

B. product placement

In most individuals, the left brain appears to control a. verbal material b. emotions c. rational thought & verbal material d. rational thought e. emotions and rational thought

C. rational thought and verbal material

Which of the following is/are true regarding CRM and social marketing? Social marketing benefits a firm's image. Cause-related marketing has no direct benefits to a firm. Social marketing requires a "fit" between the firm and social causes. Cause-related marketing ties a company and its products to an issue or cause. All of these choices are correct.

Cause-related marketing ties a company and its products to an issue or cause.

Hispanics of __________ origin tend to have the highest income level among Hispanics. Central American Cuban and Puerto Rican Puerto Rican Mexican Cuban

Cuban and Puerto Rican

A series of activities by which stimuli are perceived, transformed into information, and stored is known as? a. The adoption process b. classical conditioning c. operant conditioning d. information processing e. none of the above

D. information processing

Which of the following are common single-item indexes of social class? age income age and education education and income education

Education and income

The approximate population of the United States today is 249 million. T/F

F

A nonfamily has at least two members related by birth, marriage, or adoption, one of whom is the one who owns or rents the residence. True or False

False

A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as social norms. True or False

False

Americans began to place a decreased emphasis on leisure, immediate gratification, and sensual gratification after the end of World War II. T/F

False

Appeal marketing involves creating or sponsoring an event that has a particular appeal to a market segment. T/F

False

Asian Indian Americans tend to share the family decision-making duties and responsibilities between the wife and husband. True or False

False

Cause-related and personal marketing both refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity. T/F

False

E-gossip is an online "pass-it-along" marketing strategy. True or False

False

Families considering the purchase of products such as a house, furniture, or a vacation typically use husband-dominant decision making. True or False

False

Gender is the most widely applied single cue we use to initially evaluate and define individuals we meet. T/F

False

Generation X is also referred to as the echo boomers. T/F

False

Identification influence is also called informational influence. True or False

False

Market mavens tend to be middle-aged shoppers with great influence over older, lower-income shoppers. True or False

False

Marketers rarely target multigenerational families because their purchasing power is minimal. True or False

False

Mexican Americans tend to live in California, New York, and Florida. t/f

False

Product and service offerings that target the GLBT community almost never require modification. T/F

False

Psychographics describe a population in terms of its size, structure, and distribution. T/F

False

The "Skeptical Individuals" environmental activist segment is highly dismissive of environmental concerns, and doesn't believe global warming exists. T/F

False

The behaviors considered appropriate for males and females in a given society are known as gender identity. T/F

False

The constant flow of communication occurs when one person receives information from the mass media or other sources and passes it on to others. True or False

False

The most relevant factor influencing the growth of a global culture is travel. T/F

False

The newest generation born 2010 to the present is known as the Tweens. T/F

False

The nouveaux riches are most commonly associated with the upper-upper class. T/F

False

The organization is the basic consumption unit for most consumer goods. True or False

False

The voluntary simplicity movement in America relates to a shift in the masculine/feminine value. T/F

False

Traditionally, China has tended to value individualism over collectivism. T/F

False

Twenty-five percent of millennial fathers claim primary or shared responsibility for grocery shopping. T/F

False

When a couple has children, expenditures on personal care products usually increase. True or False

False

Ethnic groups are the sole basis for subcultures in the United States. T/F

False (religious and geographic)

The cost of a specialty market basket of products bought in a given country relates to the purchasing power parity (PPP) concept. T/F

False (standard market, not specialty market)

Co-branding is when an existing brand extends to a new category with the same name

False. This is brand extension Co-branding is an alliance in which two brands are put together on a single product

Consumers who are above-average viewers of FOX News Channel tend to have graduated from high school. graduated from college. not graduated from high school. attended college. education is not a factor in determining who watches CNN.

Graduated from Highschool

Which of the following is true regarding the Roman Catholic subculture? It is highly structured and hierarchical. A basic tenet is that the primary purpose of marriage is procreation. Twenty-nine percent of adult Catholics are Asian. It is highly structured and hierarchical and A basic tenet is that the primary purpose of marriage is procreation. All of these choices are correct.

It is highly structured and hierarchical and A basic tenet is that the primary purpose of marriage is procreation.

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 Multiple Choice a reference group. a primary group. a secondary group. an associative group. None of these choices are correct.

None of these

Which of the following groups is characterized by emphasis on individual responsibility and control, a strong work ethic, and relatively small families? Multiple Choice Buddhists Roman Catholics Atheists Born-again Christians Protestants

Protestants

__________ result when cultural norms are violated. Values Precepts Norms Prescriptions Sanctions

Sanctions

A stepfamily consists of a married-couple family household with at least one child under the age of 18 who is a stepchild (i.e., a son or daughter through marriage). T/F

True

Brand ambassadors are paid users of a product to encourage others to become consumer of a given brand. True or False

True

Buzz marketing is known as the exponential expansion of WOM. True or False

True

Cohort analysis involves describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behaviors. T/F

True

Embodying happens when a lifecycle change occurs and its physical manifestations are anticipated in relation to physical space needs. True or False

True

Fatalists tend to feel they don't have control over the outcome of events. T/F

True

Language is one of the cultural factors that affect consumer behavior and marketing strategy T/F

True

Less than 50 percent of American adults exercise regularly. T/F

True

Many Muslims are reluctant to eat in American restaurants due to concerns with how the food is prepared. T/F

True

Older singles who are single by circumstances (i.e., death of a spouse) tend to engage in coping behaviors such as spending more time watching television. True or False

True

Product involvement indicates motivation or an interest in a specific product category, and it can be temporary or enduring

True

Terminal materialism refers to the acquisition of items for the sake of owning the item itself. T/F

True

The Connected Black Teens segment identified by Yankelovich is young, tech savvy, brand conscious, and not as focused on only interacting with those of the same ethnicity. T/F

True

The adoption process is the series of steps or stages a consumer goes through when purchasing an innovation. True or False

True

Which of the following is not an approach to green marketing? -utilizing only local components in products -producing products in a manner less harmful to the environment -developing products that have a positive impact on the environment -producing products whose use is less harmful to the environment -All of these choices are approaches to green marketing.

Utilizing only local components in products

For many Americans, from the late 1980s until 1995 real income values became much less important than time. grew fairly rapidly. declined sharply. were stagnant or declining. None of these choices are correct.

Were stagnant or decling

An age cohort refers to a group of people who feel the same age. a statistical method for analyzing age-based consumption. a group of people who have experienced a common social, political, historical, and economic environment. the physical process associated with aging. None of these choices are correct.

a group of people who have experienced a common social, political, historical, and economic environment.

A cultural norm is - punishment for violating a cultural value. - a set of rules that specify ranges of appropriate behaviors. - limited interpretative boundaries for individual behavior. - a widely held belief that affirms what is desirable and has an impact on activities. - All of these choices are correct.

a set of rules that specify ranges of appropriate behaviors.

Expectations is an individual characteristic that influences interpretation. a. True b. False

a. True Expectations can lead to interpretation that is inconsistent with objective reality

A positive mood during the presentation of information such as brand names enhances learning. a. True b. False

a. true

Chunking occurs when a person organizes individual items into groups of related items that can be processed as a single unit. a. true b. false

a. true

Imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations. a. true b. false

a. true

Memory is the total accumulation of prior learning experiences. a. True b. False

a. true

One way for a marketer to avoid memory interference is to avoid competing advertising a. true b. false

a. true

Clutter refers to the density of stimuli in the environment. a. True b. False

a. true. cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display

The household life cycle is based on Multiple Choice age, marital status, and social class. marital status and social class. age and social class. age, marital status, and the presence and age of children. None of these choices are correct.

age, marital status, and the presence and age of children.

Cultures differ in terms of - demographics - nonverbal communications - values - languages - all are correct

all are correct

Which of the following is a factor influencing nonverbal communications? symbols etiquette time All are factors relationships

all are factors

Normative influence occurs when Multiple Choice individuals use the perceived group norms and values as a guide for their own attitudes and values. an individual uses the behaviors and opinions of reference group members as potentially useful bits of information. an individual fulfills group expectations to gain a direct reward or to avoid a sanction. All of these choices are correct. None of these choices are correct.

an individual fulfills group expectations to gain a direct reward or to avoid a sanction.

A person who consistently filters, interprets, and/or provides information to other group members is Multiple Choice a role stereotype. an opinion leader. a filter agent. an innovator. None of these choices are correct.

an opinion leader

When the receptor nerves are activated and pass the sensations on to the brain for processing, _____ has occurred. a. cognition b. attention c. interpretation d. exposure e. none of these

b. Attention.

Learning is a. the ability to relate to stimulus objects. b. any change in the content or organization of long-term memory and/or behavior. c. the ability to recall a stimulus object. c. the link between stimuli and information processing. d. none of these

b. any change in the content or organization of long-term memory and/or behavior

Perception involves the information-processing stages of? a. converting feelings into thoughts b. exposure, attention, and intepretation c. relating external and internal influences d. converting stimuli into effect e. none of the above

b. exposure, attention, and interpretation

Interpretation occurs when a stimulus is placed within a person's relevant environment and comes within range of their receptor nerves a. true b. false

b. false Exposure occurs this way

In cognitive learning, forgetting is often referred to as extinction a. true b. false

b. false in cognitive learning, forgetting is often referred to as retrieval failure

Transient memory, also known as working memory, is the portion of the total memory that is currently in use. a. true b. false

b. false short-term memory, also known as working memory, is the portion of the total memory that is currently in use.

A script is a memory structure involving a complex web of association a. true b. false

b. false A script is a memory of how an action sequence should occur

Which type of memory is acute memory for the circumstances surrounding a surprising and novel event? a. conditional memory b. flashbulb memory c. episodic memory d. primary memory e. acute memory

b. flashbulb memory

Individuals tend to use which approaches to resolve purchase conflict? Multiple Choice impression management and paying off the other family members bargaining and impression management paying off the other family members bargaining impression management

bargaining and impression management

Which segment of the African American market identified by Yankelovich is middle age, female, has the lowest income, feels "Black slang" should be avoided, and strongly supports "Buying Black?" New Middle Class Broadcast Blacks Digital Networkers Black is Better Black Onliners

broadcast blacks

Classical conditioning involves a. using reinforcement to alter the probability that a given behavior will be repeated. b. basing one's behavior on the observed outcomes of similar behaviors by others. c. using an established relationship between a stimulus and response to generate the same response to a different stimulus. d. using reasoning to develop new knowledge. e. none of these.

c. Using an established relationship between a stimulus and response to generate the same response to a different stimulus

______ holds that, over time, consumers adjust to and quit noticing repeated stimuli a. subliminal simulation b. hemispheric lateralization c. adaption level theory d. information overload e. none of these

c. adaption level theory

Playing popular music in the background of an ad with the expectation that the advertised product will then elicit the same positive feelings is based on a. modeling b. ironic rote learning c. classical conditioning d. operant conditioning e. none of these

c. classical conditioning

When scandals hurt the scandalized brand but also damage competitors in the industry, the term for this effect is a. sabotage b. contamination c. spillover d. discrimination e. contrast

c. spillover

Primary groups are Multiple Choice made up entirely of an individual's relatives. characterized by limited interpersonal contact. members of the same subcultural group. characterized by frequent interpersonal contact. None of these choices are correct.

characterized by frequent interpersonal contact.

Which of the following values would be most critical for the success of a new antibacterial grocery cart handle? nature sensual gratification/abstinence problem-solving/fatalistic diversity-uniformity cleanliness

cleanliness

The process of using reinforcement to alter the probability that a given behavior will be repeated is known as a. cognitive learning. b. iconic rote learning. c. classical conditioning. d. operant conditioning. e. none of these.

d. operant conditioning

Which of the following factors does NOT determine attention? a. the stimulus b. the individual c. the situation d. the interpretation e. all of these determine attention

d. the interpretation

Cultures that value __________ accept a wide variety of personal behaviors and attitudes, foods, dress, and other products and services. power cooperation collectivism uniformity diversity

diversity

High involvement learning a. occurs when the individual is paying little attention to the material b. is not relevant to consumer behavior c. occurs primarily in response to television commercials d. is not very effective e. none of the above

e. none of the above High involvement learning occurs when the consumer is motivated to process or learn the material

Attraction is a group classification variable that refers to the closeness and intimacy of the group linkages. True or False

false

The teenage segment is challenging to marketers because of their limited spending ability. T/F

false

Major firms such as American Express do not market directly to the gay market. market directly to the gay market using modified products and services. first approached the gay market using standard ads. All of these choices are correct. None of these choices are correct.

first approached the gay market using standard ads.

The term that refers to the degree to which a person has various levels of the traits of masculinity or femininity is sexual orientation. gender role. gender identity. ascribed role. None of these choices are correct.

gender identity.

Self-oriented values include - hard work-leisure, active-passive, and religious-secular. - postponed gratification-immediate gratification, active-passive, and competition-cooperation. - humor-serious, hard work-leisure, and tradition-change. - youth-age, diversity-uniformity, and individual-collective - risk taking-security, active-passive, and cleanliness

hard work-leisure, active-passive, and religious-secular.

Compared to the general population, Asian Americans have a higher average income. have a lower average income. have about the same average income. All of these choices are correct. None of these choices are correct.

higher than average

Compared to Delayed Full Nest I households, Full Nest I households have Multiple Choice less income. more income. fewer children. smaller mortgage payments. None of these choices are correct.

less income

Why has the population of the United States grown steadily since 1960? longer life expectancies immigration increasing birth rate longer life expectancies and immigration All of these choices are correct.

longer life expectancies and immigration

Traditionally, America was considered a heterogeneous collection of individuals with few common values. melting pot with values derived more or less equally from all the various immigrant groups. collection of distinct groups with some shared values and many unique ones. melting pot with Western European values. None of these choices are correct.

melting pot with Western European values.

Which of the following values would be most critical for the success of mandated package recycling? material/nonmaterial active/passive performance/status postponed gratification/immediate gratification nature

nature

Product sampling is sometimes called Multiple Choice seeding. WOM. networking. buzz. giveaways.

seeding

The degree of consistency an individual has across all the status dimensions is known as congruency. status variation. status crystallization. status level. None of these choices are correct.

status crystallization

The household is Multiple Choice relevant primarily to marketers of durable goods. a decreasing phenomenon in America. the basic consumption unit for most consumer goods. relevant primarily to marketers of nondurable goods. None of these choices are correct.

the basic consumption unit for most consumer goods

The greater the role specialization and the more closely related the product is to the area of specialization Multiple Choice the more likely a husband-dominated decision will be made. the less likely a joint decision will be made. the more likely a wife-dominated decision will be made. the more likely a joint decision will be made. None of these choices are correct.

the less likely a joint decision will be made

A shift from an active to a passive orientation would most likely affect -the types of advertising themes used. -the role of price in purchase decisions. -the nature of gender roles portrayed in advertising. -the complexity of decision rules used in purchase decisions. -All of these choices are correct.

the types of advertising themes used.

A group is broadly defined as Multiple Choice an aggregate of individuals sharing some common characteristic. 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 behavior is interdependent. an aggregate of individuals whose presumed perspective or values are being used by an individual as the basis for current behavior. two or more individuals whose behaviors are interdependent. None of these choices are correct.

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 behavior is interdependent.

Cultural values are -unique response patterns associated with geographic regions. -a set of sanctions associated with societal rules. -precise guidelines for appropriate behaviors. -widely held beliefs that affirm what is desirable. -None of these choices are correct.

widely held beliefs that affirm what is desirable