MKT201

c

1) Culture is best described as society's ________. a. attitude b. consciousness c. personality d. feelings

a

10) Which of the following best describes a norm? a) A norm is what is considered normal within a group. They are so taken for granted that most people don't know what their norms are until they see one violated. b) Norms are the laws of a culture. They are behaviors that are so important that they are written into law. c) Norms are so "normal" to a group that even small children can describe them in detail to outsiders. d) Norms are the universal behaviors that set us apart as humans irrespective of the culture in which a person happens to live. Norms allows people to understand at least parts of other cultures.

a

2) The accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society is a definition of ________. a) culture b) social class c) the family life cycle d) a reference group

d

3) All of the following are listed by the text as functional areas of a cultural system EXCEPT for ________. a) ecology b) social structure c) ideology d) socio-psychology

c

4) Which functional area of culture is most closely related to the idea of a common worldview? a) ecology b) social structure c) ideology d) socio-psychology

c

5) Although every culture is different, several dimensions appear to account for much of the variability among different cultures. Which of the following is NOT among those dimensions? a) power distance b) uncertainty avoidance c) general psychology d) masculinity/femininity

a

6) Cultures differ in terms of how influence is distributed and how people react to others who have more or less influence. This dimension of culture is called ________. a) power distance b) uncertainty avoidance c) masculinity/femininity d) individualism

c

7) A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________. a) legend b) ritual c) myth d) folklore tale

c

8) Which of the following statements best describes a myth? a) A myth is a fiction that large numbers of people in a culture believe to be true. b) A myth is a story that people enjoy because it separates those in the know from those who are not culturally aware. c) A myth is a story containing shared cultural symbolic meaning. The story may literally be true or false,but it conveys some cultural truth. d) A myth is an old story that has existed for so long that everyone in a culture can relate to it through shared memories.

a

9) Pavel was an inventor. He read that there were several million people who could not sleep at night until they looked under the bed. He invented a light that could be put under a bed and went on automatically when someone looked there. Pavel's product is designed to help people perform a ________. a) ritual b) symbolic exchange c) convention d) rite of passage

a

A marketer who segments a population by age and gender is using ________ to categorize consumers. demographics psychographics roles lifestyle

d

A researcher interested in studying how consumer preferences spread throughout a social group most likely has the disciplinary focus of ________. experimental psychology semiotics history sociology

b

According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is not part of consumer behavior. True False

d

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls and his mouth begins to water. He looks around and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is most closely associated with which of the following learning methods? incidental learning Gestalt learning cognitive learning behavioral learning

a

QN= 11 Another name for instrumental conditioning is ________ conditioning. a. operant b. neo-classical c. stimulus d. reward

a

QN= 11 The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel. a. absolute b. differential c. intensity d. relative

C

QN= 11 The way a culture arranges values in order of importance is referred to as ________. a. differential values b. an acculturated importance set c. a value system d. enculturation

c

QN= 13 In instrumental conditioning, what is the distinction between negative reinforcement and punishment? a. There is no difference. They are two words for the same thing. b. Negative reinforcement can occur when a stimulus is positive, and punishment occurs when a stimulus is painful. c. Negative reinforcement occurs when a negative outcome is avoided, while punishment is a negative outcome in response to an action. d. Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results.

C

QN= 13 Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling? a. the goal process b. the directionality process c. the motivation process d. the involvement process

b

QN= 13 The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli. a. absolute b. differential c. intensity d. relative

D

QN= 14 A beverage company has just developed a new sport drink. The company's promotion recognizes that people get thirsty when they exercise. The company's ads, therefore, attempt to create a(n) ________ for their new product. a. drive b. hedonic goal c. expectancy d. want

b

QN= 14 According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change. a. more typical b. stronger c. weaker d. more unusual

d

QN= 14 What mechanism is used when a consumer learns to perform responses that produce positive outcomes? a. extinction b. punishment c. negative reinforcement d. positive reinforcement

b

QN= 15 A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-response connection has weakened. Which of the following processes explains what has occurred to the woman in the example? a. negative reinforcement b. extinction c. punishment stimulation d. coercion

D

QN= 15 An automobile company emphasizes such qualities as high miles per gallon of gasoline, an excellent rating in safety, and high resale value of its product in its advertising. The company is trying to appeal to which of the following consumer needs? a. psychogenic needs b. biogenic needs c. hedonic needs d. utilitarian needs

c

QN= 15 ________ occurs when a stimulus is below the level of an individual's awareness. a. Absolute threshold b. Differential threshold c. Subliminal perception d. Perceptual selection

d

QN=1 The immediate response by our eyes, nose, mouth or fingers to such basic stimuli as light, color, sound, odor and texture is called ________. a. reception b. awareness c. perception d. sensation

d

QN=1 ________ refers to a relatively permanent change in behavior that is caused by experience. a. Adjustment b. Shaping c. Reinforcement d. Learning

C

QN=1 ________ refers to the process that causes people to behave as they do. a. Goals b. Needs c. Motivation d. Drives

D

QN=10 A ________ is a belief that some condition is preferable to its opposite. a. need b. want c. goal d. value

c

QN=10 According to the theory of classical conditioning, ________ should be encouraged when marketing an old, established product. a. stimulus generalization b. look-alike packaging c. stimulus discrimination d. extinction

d

QN=10 When a stimulus comes within the range of someone's sensory receptors ________ occurs. a. vibration b. retention c. subliminal suggestion d. exposure

b

QN=12 If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation? a. neutral reinforcement b. positive reinforcement c. negative reinforcement d. symbolic reinforcement

c

QN=12 The minimum difference that can be detected between two stimuli is known as the ________. a. "bare" minimum b. gradual differentiation c. j.n.d. (just noticeable difference) d. graded difference

D

QN=12 The process of learning the beliefs and behaviors endorsed by one's own culture is called ________. a. acculturation b. accumulation c. change management d. enculturation

b

QN=16 The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________. a. advertising bombardment b. sensory overload c. sensory shifting d. circuit overcapacity

A

QN=16 The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal. a. True b. False

d

QN=16 The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased. a. rebate b. discount c. reward d. frequency

c

QN=17 Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________. a. perceptual defense b. perceptual vigilance c. subliminal perception d. adaptation

B

QN=17 Motivation explains the strength of behavior, but not its direction a. True b. False

c

QN=17 What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment? a. instrumental conditioning b. classical conditioning c. cognitive learning d. operant conditioning

a

QN=18 An individual may not process stimuli that are in some way threatening, or may distort the meaning of the stimuli to make it less threatening. This type of perceptual filter is called ________. a. perceptual defense b. perceptual vigilance c. subliminal perception d. adaptation

A

QN=18 Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior. a. True b. False

a

QN=18 ________ learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviors. a. Observational b. Encoding c. Retrieval d. Masked

b

QN=19 According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases. a. adapt b. habituate c. prime d. overload

A

QN=19 Maslow's hierarchy of needs implies that the order of needs is fixed. a. True b. False

a

QN=19 ________ involves a process of acquiring information and storing it over time so that it will be available when needed. a. Memory b. Recognition c. Comprehension d. Attention

b

QN=2 A consumer researcher who examines consumers' lifestyles and personalities is studying ________. a. demographics b. psychographics c. social class d. roles

c

QN=2 Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning. a. stage one b. subliminal c. incidental d. evoked

c

QN=2 The process by which people select, organize, and interpret sensory information is called ________. a. reception b. awareness c. perception d. sensation

D

QN=2 When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. a. goals b. need c. desire d. motivation

c

QN=20 According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail. a. exposure b. vigilance c. discrimination d. relevance

A

QN=20 Involvement can be seen as the motivation to process information a. True b. False

b

QN=20 ________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong. a. Sensory b. Episodic c. Primary d. Elaborative

c

QN=21 According to the information processing-approach to studying the memory process, information enters in a way the system will recognize in the ________ stage. a. storage b. retrieval c. encoding d. decoding

a

QN=21 Size, color, position, and novelty are all strategies for creating which of the following? a. contrast b. adaptation c. positioning d. thresholds

c

QN=22 Which of the following refers to the meanings we assign to sensory stimuli? a. schema b. semiotics c. interpretation d. perception

b

QN=22 ________ memory permits temporary storage of information we receive from our senses. a. Short-term b. Sensory c. Cognitive d. Working

a

QN=23 In the process of ________, certain properties of a stimulus evoke a schema. a. priming b. differentiating c. indexing d. perceptual mapping

c

QN=23 Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on ________. a. retro-interference b. the halo effect c. nostalgia d. memory spikes

a

QN=24 All consumers carry a schema in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________. a. conforms to the customers' schemata b. violates the customers' schemata c. requires that customers defend their current views about the product category d. is simple and easy to understand

b

QN=25 John wants to teach his dog to do tricks such as "sit up," "roll over," and "fetch a stick." By systematically rewarding his dog for responding in the correct way, John is able to accomplish great progress over a 30-day period. John was able to teach his dog using which of the following learning processes? a. classical conditioning b. instrumental conditioning c. stimulation conditioning d. extinction conditioning

a

QN=25 The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning. a. semiotics b. enunciation c. Gestalt d. hyperreality

d

QN=26 Claudia Norman was a marketing consultant. She recommended that brand equity for a new environmentally-friendly product could be established by giving her initial customers free memberships in the Green Peace organization. Claudia used which of the following in her recommendation? a. promotional conditioning b. emotional learning c. classical conditioning d. instrumental conditioning

a

QN=26 From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning? a. the sign b. the object c. the interpretant d. the structure

c

QN=27 A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice? a. subliminal persuasion b. figure ground projection c. semiotic relationships d. consumer-modeling connections

b

QN=27 According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject? a. only by asking the subject if he or she had learned something b. by measuring a behavioral change that could directly be tied to a previous experience c. by measuring the brainwave pattern of the subject d. by relying upon an intuitive feel for the amount of learning the subject had experienced

a

QN=28 Learning refers to a relatively permanent change in behavior that is caused by experience. a. True b. False

c

QN=28 What is the primary purpose of a perceptual map? a. The map outlines how the product process functions. b. Perceptual maps diagram the differences between the sense systems. c. Perceptual maps outline where a product stands in comparison to competitors in the minds of consumers. d. The map shows the threshold values of various retail stimuli.

a

QN=29 Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times. a. True b. False

b

QN=29 Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace. a. personality b. position c. priming d. trade dress

b

QN=3 Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning? a. energy and work b. stimulus and response c. thought and memory d. sensation and perception

D

QN=3 In the motivation process, the desired end state is the consumer's ________. a. drive b. need state c. benefit d. goal

b

QN=3 The growth of consumption communities, which give members a forum for sharing opinions and recommendations about specific products, has been most affected by which of the following? a. more frequent use of market segmentation strategies b. the growth of the Web c. decreasing brand loyalty in tough economic times d. the increasing diversity of the American population

b

QN=3 Which of the following is NOT one of the three stages of the process of perception? a. interpretation b. adaptation c. attention d. exposure

a

QN=30 Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged? a. exposure b. attention c. adaptation d. interpretation

b

QN=30 The observational learning process begins with a step called motivation. a. True b. False

b

QN=4 Research has indicated that the color ________ creates feelings of arousal and stimulates appetite. Answer: B a. blue b. red c. yellow d. black

c

QN=4 The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas , or experiences to satisfy needs and desires is called ________. a. lifestyle marketing b. role marketing c. consumer behavior d. marketing research

B

QN=4 What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? a. instinct theory b. drive theory c. expectancy theory d. need theory

a

QN=4 Which form of learning listed below assumes that learning takes place as the result of responses to external events? a. behavioral learning b. cognitive learning c. incidental learning d. Gestalt learning

B

QN=5 Early work on motivation ascribed behavior to ________, a view that is now largely discredited. a. economics b. instinct c. demand d. goals

a

QN=5 People who belong to the same social class have which of the following in common? a. income levels b. personalities c. ethnicity d. family structure

c

QN=5 Some color combinations come to be so strongly associated with a corporation that they become known as the company's ________. a. position b. icon c. trade dress d. schema

a

QN=5 ________ was first demonstrated by experiments performed on dogs by Ivan Pavlov, a Russian physiologist doing research on digestion in animals. a. Instrumental conditioning b. Classical conditioning c. Rejection conditioning d. Extinction conditioning

c

QN=6 Classical conditioning takes place when a ________ is continuously matched with a ________. a. conditioned stimulus; conditioned response b. unconditioned response; conditioned response c. conditioned stimulus; unconditioned stimulus d. unconditioned stimulus; unconditioned response

b

QN=6 Wal-Mart tracks the habits of the 100 million customers who visits its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing. a. undifferentiated b. database c. relationship d. consumer-generated

c

QN=6 When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers. a. one-on-one b. subliminal c. differentiated d. sensory

D

QN=6 Which of the following IS NOT a biogenic need? a. the need for food b. the need for shelter c. the need for water d. the need for achievement

b

QN=7 An advertisement for a national shampoo that shows a plain-looking woman using the product, then transforming to a beautiful woman with a new hairstyle, dressed in elegant clothes, waiting for the "man of her dreams" to appear on her doorstep, would best illustrate which of the following criticisms of the marketing system? a. Marketing makes society overly materialistic. b. Marketers promise miracles. c. Marketers create artificial needs. d. Marketers control popular culture.

d

QN=7 If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________. a. unlearning b. interference c. the spacing effect d. extinction

c

QN=7 When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing shopping? a. visual b. basic orientation c. haptic d. liminal

A

QN=7 When a woman buys an expensive mink coat, which of the following needs is probably being expressed? a. hedonic b. utilitarian c. rational d. biogenic

a

QN=8 A philosophy that translates customers' feelings into design elements is called ________ engineering. a. Kinsei b. pleasure c. relationship d. reverse

c

QN=8 Stimulus generalization refers to ________. a. the tendency for stimuli to be similar in nature b. the fact that most conditioned stimuli are similar to unconditioned stimuli c. the tendency of stimuli similar to a conditioned stimulus (CS) to evoke similar, conditioned responses d. the tendency for extinction to occur when an unconditioned stimulus does not follow a stimulus similar to a conditioned stimulus

D

QN=8 ________, or perceived personal relevance, probably explains why one student wants the newest version of Apple's iPhone and another student does not. a. Goal formulation b. Asset appreciation c. Needs appreciation d. Involvement

a

QN=9 Males and females have different appreciations of textures (touch sensitivity). When feeling fabrics, men evaluate which of the following as "high class"? a. wool b. silk c. denim d. cotton

B

QN=9 Person, object, and situational factors are the three types of influences that determine a person's level of ________. a. enculturation b. involvement c. values d. wants

d

QN=9 The ________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus. a. masking illusion b. competitive blurring c. cueing effect d. halo effect

b

The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant. True False