Marketing final

Which of the following statements is TRUE regarding brand communities?

Brand communities create value through a set of activities that create brand engagement.

Which of the following statements is FALSE regarding word-of-mouth (WOM) communications?

Consumers generally trust advertising as much as they do WOM

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

A brand community is a geographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm.

False

Positive experiences are more powerful motivators of WOM than are negative experiences.

False

The level of one's desire to resolve a particular problem depends on two factors: the actual state and the desired state.

False

The only aspect of music that influences consumer behavior is tempo.

False

Which adopter group represents the first 2.5 percent to adopt an innovation?

Innovators

Charles was the last person on his block to purchase a color television set, and that was in the 1980s. He just couldn't see the reason to purchase a new color television if his old one was working just fine. He finally purchased one because his old TV stopped working. In terms of adopter categories, Charles would be classified as a(n)

Laggard

Which of the following statements is FALSE regarding ritual situations?

Marketers cannot change or create consumption patterns associated with ritual situations.

The _____ flow of communication involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of it to some members of their groups, and these group members also receive information from the mass media and other members who are not opinion leaders as well.

Multistep

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as

Opinion leaders

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

Problem recognition

Which of the following is NOT an adopter category?

Procrastinators

Jessica and her friends are 16 years old like to shop at Aeropostale, which is a clothing store targeted to teens and young adults. They like to go in that store because there are usually some pretty cute guys working and shopping there. Even though there are some parents shopping with their teens, the other customers are usually teens like themselves. The other individuals present in this store represent the _____.

Social surroundings

A consumer's desired state can be influenced by previous decisions.

True

A reference group is a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior.

True

Adoption of a discontinuous innovation requires major changes in behavior of significant importance to the individual or group.

True

Approaches to discovering consumer problems include activity analysis, product analysis, problem analysis, human factors research, and emotion research.

True

Determining how products are currently used across situations can help the marketer develop appropriate advertising and positioning strategies.

True

Enduring involvement leads to enhanced knowledge about and experience with the product category or activity.

True

Firms attempt to cause selective problem recognition to gain or maintain market share.

True

Problem recognition is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

True

To better understand a consumer's behavior, we must know about the consumer, about the primary stimulus object, and about the situation.

True

When orange juice manufacturers attempted to expand the various times of day when consumers would see orange juice as an appropriate beverage to consume, they were trying to influence which situation?

Usage

To understand a consumer's behavior, we must know about the _____.

a, b, and c

A consumer decision requires information on which of the following?

a,b, and c

Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this?

active

Under conditions of crowding, consumers tend to _____.

all of the above

Which of the following is a reason consumers give gifts?

all of the above

Which of the following is NOT a situation in which consumer behavior occurs?

all of the above are situations in which consumer behavior occurs

Which of the following is NOT a key situational dimension or characteristic that influences consumer behavior?

alternative evaluation

Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. This type of group is referred to as a(n) _____.

aspiration reference group

All of the brands that a consumer thinks of as potential solutions are known as the _____.

awareness set

Which online environment option is a growing source of potential consumer feedback and input?

b, c, and d

Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called _____.

behavioral targeting

_____ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

behavioral targeting

The evoked set is also called the _____.

consideration set

Candice is on a diet and wants to lose 10 pounds. She wants to be thin right now, which represents her _____.

desired state

Groups with negative desirability are referred to as

dissociative reference group

One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this?

emotion research

Freddy is purchasing a new car, and he has decided that gas mileage, price, reliability, and styling are important to him. These attributes represent Freddy's _____.

evaluative criteria

The brands or products one will evaluate for the solution of a particular consumer problem are called the _____.

evoked set

In the United States, a man usually gives a woman a diamond ring for her to wear on her left-hand ring finger when they become engaged to be married. However, one diamond distributor has developed the idea that women should wear diamonds on their right hands as well. Marketing communications regarding the Diamond Right Hand Ring stress the independence of women and their ability to buy a diamond for themselves. One ad claims that a diamond on a left hand says "we," while a diamond on the right hand says "me." This diamond distributor is attempting to

expand the usage information

Which type of decision making involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation?

extended decision making

All of the brands thought of as potential solutions are known as the consideration set.

false

Search engine optimization involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

false

Campbell's soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was "Soup is good food," and another was "Never underestimate the power of soup." Which type of problem recognition was Campbell's attempting to stimulate?

generic problem recognition

Which problem recognition involves a discrepancy that a variety of brands within a product category can reduce?

generic problem recognition

The manager of a bank branch is concerned about the number of mistakes the tellers were making, so he started manipulating different aspects of the environment in the bank to see what effect each has on the tellers' performance. He examined factors such as the lighting, temperature, and the volume of the music playing in the bank. Which approach to problem recognition is this manager using?

human factors research

Jon needed to purchase new tires for his SUV. He consulted Consumer Reports to see how the various brands were rated. Jon consulted which type of information source?

independent sources

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what the appropriate ways to compare solutions are, and so forth. This is referred to as _____.

internal search

Mike is the owner of a restaurant that also has a bar. Based on research that studied the impact of background music on restaurant patrons, what can Mike expect if he uses slow music in his establishment?

larger amount of bar purchases

Marla is bored with her cell phone. She wants to purchase a new one that has cool ring tones and can take a picture. She's not going to conduct a big search for a new phone as she's just going to consider a few others. Which type of decision making is this?

limited decision making

Wendy was in Walmart and noticed a display with baking items collected together and a little pad with recipes to tear off. She looked at the recipe and decided that this would make a nice dessert for Thanksgiving, so she purchased the products that were conveniently located on the display. Which type of decision making did Wendy undertake?

limited decision making

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives?

limited decision making

Blake doesn't much care about cars but is engaging in a substantial amount of information search about cars because he is about to buy a new car. In terms of involvement, Blake is _____.

low in product involvement; high in purchase involvement

Susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. Which of the following is the most likely means by which she obtained this information?

low-involvement entry

Under conditions of crowding, consumers tend do to all of the following EXCEPT _____.

make more demands on the sales personnel

Sales personnel, websites, and advertising represent which type of information source?

marketing sources

Which source of information includes inspection or product trial?

marketing sources

Past searches, prior personal experiences, and prior low-involvement learning are examples of which source of information?

memory

Barry is always searching information about wine. He reads Wine Spectator every month, has several books related to wine, visits wine-related websites frequently, and has visited several wine regions throughout the world. While he purchases wine frequently, he does not conduct this information search for just that reason. He just enjoys learning about wine. For Barry, his search for information about wine is a(n) _____.

ongoing search

John doesn't know very much about electronic equipment, but he wanted to get his girlfriend a tablet for her birthday. His roommate, Hank, knows all about these types of products and made a recommendation to John. For this product category, Hank is known as a(n) _____.

opinion leader

Friends, family, and others are examples of which source of information?

personal sources

A food manufacturer asked a group of working mothers to think about the problem of serving nutritious meals to their families given their time constraints and to indicate what activities, products, or brands are associated with, or perhaps could eliminate, those problems. This manufacturer is using which approach to problem recognition?

problem analysis

A firm that introduces a new line of non-fat snack food due to increasing consumer concern with health is _____.

reacting to problem recognition

A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning is referred to as a _____.

ritual situation

Every year around the 4 th of July, families get together and celebrate a family reunion as well as Independence Day. The Normans, one such family, does this every year, and the party is pretty much the same every year. A cookout is held at one family member's home, and games for the children are played, such as a three-legged race and an egg toss competition. The family that wins the overall competition gets to take home a hideous, but meaningful trophy for that year. This is an example of a _____.

ritual situation

Giving out candy to children on Halloween, giving chocolate and roses to sweethearts on Valentine's Day, and wearing green and drinking green beer on St. Patrick's Day are all examples of _____.

ritual situations

Which of the following statements is FALSE regarding information search?

searching for information is free

Atmosphere is referred to as _____ when describing a service business such as a hospital, bank, or restaurant.

servicescape

Richard is studying how various usage situations influence the consumption of his company's products. He conducted qualitative analyses (i.e., focus group discussions and depth interviews) as well as surveyed a larger sample of consumers to better understand and quantify how products are used and the benefits sought in the usage situation by the market segment. Richard is performing the first two steps in an approach to develop _____.

situation-based marketing strategies

All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior are known as _____.

situational influence

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

the degree of commitment the individual feels to a group

One reason a consumer does an ongoing search is because the process itself is pleasurable to him or her.

true

The process of one person receiving information from the mass media or other sources and passing it on to others is known as the _____.

two step flow of communication

James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior?

variety seeking

In which of the following consumption situations will a reference group's influence be strongest?

when the use of the product or brand is visible to the group

Clara had an unpleasant experience at a local restaurant at lunch one day. She went back to work and told all her coworkers about this experience, and many of them said they would never go back to that restaurant. Which type of communication is this an example of?

word-of-mouth