Marketing Final

Licensing occurs when a company ___________

"rents" a well-known name

What modern American ceremony would come closest in intent to a Native American potlatch?

A marriage

An individual with a high need for ________ would be most likely to place a premium on products and services that signify success.

Achievement

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

An Art product

________ are universally recognized ideas and behavioral patterns.

Archetypes

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

Atmospherics

Difference between augmented reality in virtual reality

Augmented reality includes the physical world while virtual reality is a totally immersed digital experience

A component of the ABC model of attitude is ________.

Behavior, cognition, affect

A store environment that has been made to resemble a living room where customers can relax, hang out with friends, or even learn is referred to as a(n) ________.

Being Space

________ 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

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

Classical conditioning takes place when an ______ is continuously match with an _______

Conditioned stimulus, unconditioned stimulus

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

Culture production system (CPS)

Motivational research relies on ________ of individual consumers.

Depth Interviews

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

Drive theory

The Japanese greatly value products that make efficient use of space because of the cramped conditions in urban areas in Japan. This is an example of ________ in Japan's cultural system.

Ecology

Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?

Experiencers

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

When Sally sees an ad in a newspaper about a particular product, goes to the store, reviews the actual product offer in the store, rejects the product, and tells the salesperson why she did not buy the product, she is providing ________ in the communications model established by the store.

Feedback

A small group of consumers that come into a facility to try a new product while being observed is called

Focus Group

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

All of the following are important components of social class except for ________.

Gender

________ refers to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information.

Geodemography

Fred Johnson lives, eats, and breathes pro football. His favorite team is the Dallas Cowboys. His home looks like a Dallas Cowboy's museum. Which level of the extended self would most likely apply to Fred's situation?

Group level

As manufacturing cost decrease in the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide _______ Value

Hedonic

A mental or problem-solving shortcut to make a decision is called a(n) ________.

Heuristic

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

High-Context culture

Sam hums the Purina cat chow jingle as he drives down the expressway. He wonders to himself how he knows this jingle, Sam knows this jingle is

Incidental learning

The VALS2™ group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.

Innovators

__________ Refers to the meanings reassign to sensory stimuli

Interpretations

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 structure

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

Mark Kay, Avon, Amway

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

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.

Tanya type scans the newspaper ads every day for new information about current fashion styles and trends, even though she isn't thinking about buying clothes anytime soon. Tanya is engaging in a(n) ________ search.

Ongoing

Culture is best described as a society's ________.

Personality

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

Plutonomy

The success of ________ hinges on the marketer's ability to convince the consumer to consider its product within a given category.

Positioning strategy

Research has indicated that the color _______ creates feelings of arrousal and stimulate appetite

Red

Phillip admires the qualities of the Sigma Chis on his college campus. Since he has decided to try and pledge this group, he begins to imitate the qualities that he perceives the group has. What type of power does the fraternity seem to be displaying with respect to Phillip and his behavior?

Referent Power

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

Self-concept

A green giant ad campaign relied on the ________ when it used a redesign package for green giant products that show the green giant in a sea of green

Similarity principal

________ refers to the passage of individuals from one social class to another.

Social mobility

________ describes the capacity to alter the actions of others.

Social power

Consumers who buy everything in sight are called ________.

Spendthrifts

The personality of a retail store is also called ________.

Store image

According to webers law the ________ the initial stimulus, the greater a change must be for people to notice

Stronger

__________ Refers to the tendency that people have to react to a stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus

The Halo Effect

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

The sleeper effect

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

Theory of cognitive dissonance

An extended family unit is characterized by ________ living together.

Three generations of family

Hedonic shopping motives include ________.

Thrill of the hunt, social experiences, interpersonal attraction

"Casual Fridays" in American workplaces encourage the expression of a person's ________.

Unique self

A department store decides to use "secret shoppers "at unannounced times to test for service quality among its personnel store personnel are rewarded for providing excellent customer service which reinforcement schedule has been used in this situation

Variable-interval reinforcement

Through the process of ________, immigrants make the unfamiliar familiar by integrating symbols from their former lives into their new homes.

Warming

Jim sees himself as being confident, powerful, and heroic. According to the BrandAsset Archetypes model developed by ad agency Young & Rubicam, Jim would be classified as a ________.

Warrior

What is an example of primary data?

a focus group

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

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________.

approach-avoidance conflict

Which theory listed below assumes that learning takes place as a result of responses to external events

behavioral learning

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

bigger

Which of the following was first demonstrated by Ivan Pavlov

classical conditioning

Which term refers to the sensations that subtly influence how we think about a product

context effect

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

contrast

The source of a message has an impact on whether the message will be accepted or not. Two particularly important source characteristics are ________.

credibility and attractiveness

The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________.

de-ethnicization

Statistics that measure observable aspects of a population

demographics

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases, with value

frequency

The 80/20 rule targets what user group

heavy users

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

id

Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products that will convey a positive image.

impression management

Innovative merchants have turned to retail theming to provide new ways to stimulate and encourage consumers during their shopping experience. A retailer that used a simulated outdoor environment (such as a fishing pond with real fish) to attract outdoor enthusiasts to the retail store is using a ________ theme.

landscape

Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters if his favorite musical group and stacks of CDs. The different between the two rooms reflects a difference in ________ between Justin and Craig.

lifestyle

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

peripheral

According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________.

physiological

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

product personalization

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