CB MIDTERM 1

What is the role of a product and how does it relate to marketing activities?

Products meet existing needs, and marketing activities only help to communicate their availability. The economics of information perspective regards advertising as an important source of consumer information learning. This view emphasizes the economic cost of the time we spend to search for products. Accordingly, advertising is a service for which consumers are willing to pay because the information it provides reduces their search time.

Explain why advertising is necessary.

Advertising helps to communicate products' availibity and usefulness.

Is a lasting, general evaluation of people, objects, advertisements, or issues. A) An object B) A power C) An attitude D) An image

C) An attitude

According to the functional theory of attitudes, attitudes exist because they are hereditary. True or False

False

Attitudes only serve one function at a time. This is what makes them easy to study and chart. True or False

False

Business ethics are rules of conduct published by the Better Business Bureau that guide actions in the marketplace. True or False

False

In the standard learning hierarchy model, attitude is based on behavioral learning processes. True or False

False

The object of an attitude (Ao) can be an object or an issue, but not a person. True or False

False

According to the ________ hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide). A) experiential B) habitual C) low-involvement D) standard learning

A) experiential

The ________ function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. A) knowledge B) utilitarian C) value-expressive D) ego-defensive

A) knowledge

When consumers are unhappy with a product, they boycott the product and/or store and express dissatisfaction to friends. This is called a ________ response. A) private B) third-party C) voice D) public

A) private

Ralph Nader's book, Unsafe at Any Speed, was published in part to enforce the consumer's right to ________. A) safety B) complain C) choose D) redress

A) safety

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment? A) utilitarian function B) value-expressive function C) ego-defensive function D) knowledge function

A) utilitarian function

Which act makes it illegal for American executives to bribe foreigners to gain business? A) Lanham Act B) Foreign Corrupt Practices Act C) Patriot Act D) Robinson-Patman Act

B) Foreign Corrupt Practices Act

The functional theory of attitudes was initially developed to explain how ________. A) people identify with products B) attitudes facilitate social behaviors C) attitudes are learned from family and friends D) attitudes change over an individual's lifetime

B) attitudes facilitate social behaviors

The importance people attach to worldly possessions is called ________. A) ego products B) materialism C) needs D) wants

B) materialism

Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving? A) social media marketing B) social marketing C) public service marketing D) services marketing

B) social marketing

So called "gripe sites" exist for consumers to publish ________ responses against products or stores with which they are dissatisfied. A) private B) third-party C) voice D) complaint

B) third-party

When consumers are unhappy with a product, they may file a complaint in the form of legal action, Better Business Bureau complaint, or publishing a negative review. This is called a ________ response. A) private B) third-party C) voice D) complaint

B) third-party

Which attitude function relates to the consumer's self-concept or central values? A) utilitarian B) value-expressive C) ego-defensive D) knowledge

B) value-expressive

Rules of conduct that guide actions in the marketplace are called ________. A) social obligation B) social responsibility C) business ethics D) social awareness

C) business ethics

The consumer's focus on personal health is merging with a growing interest in global health. Some analysts call this new value ________. A) consumer addiction B) consumed consumers C) conscientious consumerism D) compulsive consumption

C) conscientious consumerism

Bayer HealthCare Pharmaceuticals established a new campaign for Yaz birth control to ensure consumers understand that Yaz does not treat PMS, a claim which had been made in early Yaz advertisements. Bayer is using ________. A) cooperative advertising B) subliminal advertising C) corrective advertising D) reminder advertising

C) corrective advertising

The ________ hierarchy of effects assumes the consumer does not initially have a strong preference for one brand over another. Instead, a consumer acts on the basis of limited knowledge and then forms an evaluation only after the product has been purchased or used. A) experiential B) habitual C) low-involvement D) standard learning

C) low-involvement

Though the Organization for Economic Cooperation and Development (OECD) outlaws bribery in business practices, it is still common in ________. A) Japan B) Mexico C) Germany D) All of the above

D) All of the above

Which of the following is NOT one of the consumer rights established in President John F. Kennedy's Declaration of Consumer Rights? A) Right to safety B) Right to be informed C) Right to choice D) Right to desire more

D) Right to desire more

The U.S. government is trying to encourage businesses and consumers to select green cleaning products. Which of the following is an example of a company that pursues such products? A) Arm & Hammer B) Unilever C) Nestle D) SC Johnson & Co.

D) SC Johnson & Co.

A component of a hierarchy of effects is ________. A) non-experiential hierarchy B) standard learning hierarchy C) high involvement hierarchy D) all of the above

D) all of the above

A component of the ABC model of attitude is ________. A) behavior B) cognition C) affect D) all of the above

D) all of the above

A(n) ________ is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. A) principle B) belief C) personality trait D) attitude

D) attitude

Psychologist David Katz developed the ________ of attitudes. A) clinical theory B) classical theory C) neoclassical theory D) functional theory

D) functional theory

The Federal Cigarette Labeling and Advertising Act ________. A) bans cigarette smoking in public places B) requires cigarette manufacturers to list ingredients C) bans cigarette smoking in restaurants D) requires cigarette packages to carry warning labels from the Surgeon General

D) requires cigarette packages to carry warning labels from the Surgeon General

Advertising is a service for which consumers are willing to pay because the information it provides reduces their search time. True or False

True

Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes. True or False

True

Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important. True or False

True

Jason believes that wearing a coat and tie suggests that he is a man who is "dressed for success." Therefore, Jason dresses formally even in class and for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes. True or False

True

Products meet existing needs, and marketing activities only help to communicate their availability. True or False

True

The three components of the ABC model are affect, behavior, and cognition. True or False

True

The utilitarian function relates to the basic principles of reward and punishment. True or False

True

If you are unhappy with a product or service, what are your three possible courses of action?

You may use a voice response, private response, or third-party response. The voice response is the best for the marketer because it enables a correction to the problem.