Principles of Advertising Exam 2

What three ways are used to classify tangible goods? - by the primary demand trend of a product - by the consumption rate or degree of tangibility - by the purchasing habits of buyers - by primary motivation and the resources available - by markets or by physical attributes

- by the consumption rate or degree of tangibility - by the purchasing habits of buyers - by markets or by physical attributes

Maslow's Hierarchy of Needs

1. physiological 2. safety 3. esteem 4. self-actualization

True or false: Information in memory is stored randomly

False

True or False: Choosing groups that share an interest in a product's utility is part of the second segmentation step

True

Which has served to blur social-class boundaries? (Select all that apply) a fluid and mobile society technological advances removal of status symbols high divorce rate increases in immigration

a fluid and mobile society, high divorce rate, and increases in immigration

A person's acquired mental position regarding some idea or object is referred to as a(n) ______. a. attitude b. concept c. physiological screen d. mental file

a. attitude

Symbolism—what a brand name means to the consumer, their friends, or to some social reference group is an aspect of ______ segmentation. a. benefit b. demographic c. purchase-occasion d. psychographic

a. benefit

Business-to-______ marketing, the selling of products and services to other companies, constitutes almost half of all marketing. a. business b. supplier c. consumer d. government

a. business

Manufacturers, government agencies, wholesalers, retailers, banks, and institutions that buy goods and services constitute ______ markets. a. business b. functional c. consumer d. local

a. business

Which term refers to the mental and emotional processes and the physical activities of people who buy and use goods and services to meet needs and wants? a. consumer behavior b. physiological screens c. cognitive dissonance d. consumer involvement

a. consumer behavior

The shared meanings, beliefs, attitudes, and ways of doing things of a homogeneous social group is referred to as ______. a. culture b. karma c. justice d. hegemony

a. culture

People who have already bought something from a business or brand are called ____. a. current customers b. centers of influence c. prospective customers d. future customers

a. current customers

Which of the following is the most common consumer response after exposure to an ad based on a central route to persuasion? a. higher involvement with product b. shallow thoughts about nonproduct information c. lower involvement with product d. a negative attitude toward the advertisement

a. higher involvement with product

The primary demand trend identifies the ______. a. market potential for a product category b. geographic size of a primary market c. return on investment for a firm's primary advertising campaign d. number of segments that a firm is targeting

a. market potential for a product category

Creating exchanges that satisfy an individual's or an organization's needs, wants, and objectives is known as Blank______. a. marketing b. loss aversion c. risk aversion d. benchmarking

a. marketing

Making a product readily available for consumers to purchase at different stores in a well-positioned manner is an example of the ______ factor of nonpersonal influences. a. place b. culture c. age d. society

a. place

The copywriting themes in a product's packaging or advertisement are known as copy______. a. points b. schemes c. notes d. edits

a. points

The______ can be summarized as the progressive stages in the life of a product that affect the way a product is marketed and advertised. a. product life cycle b. total product concept c. marketing mix d. primary demand trend

a. product life cycle

A(n) Blank______ refers to light, sound, or a scent that can be detected through a person's senses. a. stimulus b. screen c. stigma d. mental file

a. stimulus

An advertisement for a new car, a window display at a local store, or a brightly-colored clearance tag on a pair of jeans all act as a ______ since they arouse our senses. a. stimulus b. perceptual screen c. cognitive trigger d. mental file

a. stimulus

Pete fertilizes his lawn periodically throughout the year and has a preferred brand of fertilizer. This spring he noticed that he had grubs in his lawn so he used a different brand of fertilizer specifically made to treat the insect. After the grubs were under control, Pete went back to using his preferred brand of fertilizer. This exemplifies the concept of brand: a. switching b. marking c. equity d. consumption

a. switching

The _____ immediately follows the market segmentation process. a. target marketing process b. market positioning process c. brand creating process d. product promoting process

a. target marketing process

A product's ability to satisfy both functional needs and symbolic wants is referred to as ______. a. utility b. disintermediation c. exposure d. placement

a. utility

The number of utilities offered by a product are perceived by the consumer as a bundle of ______. a. values b. specifications c. opportunities d. applications

a. values

Which of the following is a true statement about memory? a. Memory is stored randomly. b. Memory is susceptible to biases. c. Memory is not stored in ranks. d. Memory has an unlimited resource.

b. Memory is susceptible to biases.

______ motives are the most common energizers of consumer behavior. a. Reward b. Negatively originated c. Transformational d. Positively originated

b. Negatively originated

______ motives arise in situations in which a positive bonus is promised. a. Nonfunctional b. Transformational c. Informational d. Reductive

b. Transformational

Organizations that buy natural resources, component products, and services that they resell, use to conduct their business, or use to manufacture another product are included in ______ markets. a. buyer b. business c. institutional d. consumer

b. business

Which of the following is the market of a company that caters to upscale young families? a. government market b. consumer market c. industrial market d. business market

b. consumer market

In promoting any new product, a marketer must first ______. a. stimulate the customers' desire to satisfy their needs and wants by trying the product b. create awareness that the product exists c. provide enough compelling information about the product d. reduce the price of the product to increase demand for the product

b. create awareness that the product exists

A target market refers to a ______. a. set of promotional efforts b. group of consumers c. certain price point d. group of related products

b. group of consumers

An individual's openness or curiosity about a brand is called brand _____. a. aversion b. interest c. persuasion d. insistence

b. interest

One's family, the society, and the cultural environment of the consumer are all ______ that affect consumer behavior. a. negatively originated motives b. interpersonal influences c. positively originated motives d. personal influences

b. interpersonal influences

A ______ consists of current customers, prospective customers, and noncustomers who share a common interest, need, or desire; who have the money or resources to spend to satisfy needs or solve problems; and who have the authority to buy. a. target b. market c. utility d. resource

b. market

In order to identify ______, marketers group consumers' shared characteristics into categories. a. contract suppliers b. market segments c. develop organizational policy d. conduct employee appraisals

b. market segments

The underlying forces that contribute to a person's actions are referred to as ______. a. cognition b. motivation c. perception d. awareness

b. motivation

The information that people receive through their five senses is called ______. a. adaptation b. perception c. persuasion d. motivation

b. perception

Classifying a product helps a company define both the: a. primary demand and the target market b. product concept and the marketing mix c. primary motivation and the resources d. product life cycle and business markets

b. product concept and the marketing mix

Brand ______ occurs in response to different need states that consumers may experience from one occasion to another. a. loyalty b. switching c. equity d. marking

b. switching

A segment that a company wants to appeal to with its products and marketing activities toward are known as a ______. a. marketing mix b. target market c. buying group d. speculative market

b. target market

The Elaboration Likelihood Model proposes that the method of persuasion depends on: a. the likelihood that consumers will notice an ad or promotional message b. the consumer's level of involvement with the product and message c. the number of mental files a person has built up over time d. whether a person learns cognitively or through a stimulus-response pattern

b. the consumer's level of involvement with the product and message

Which of the following is influenced by a product's position in the life cycle? a. the cost of raw material to make the product b. the target market selected c. the product's utility d. competitors' product offerings

b. the target market selected

An apparel manufacturer that sells jackets and boots during the winter season and cotton shirts and shorts during the summer season is an example of the_____ factor of nonpersonal influences. a. gender b. time c. society d. culture

b. time

A positioning strategy's main goal is to develop a ______. a. strategy to sell a product to all market segments b. unique position for the brand in the customer's mind c. supply chain that offers continuous supply of products d. pricing strategy that offers a product at discounts

b. unique position for the brand in the customer's mind

One of the most important variables that determines behavioral segments is ______. a. country of origin b. user status c. religion d. employee privileges

b. user status

In terms of marketing and advertising, the term exchange refers to ______. a. replacing one promotional tactic with another in order to get the most exposure for a product or service b. the cash outlay that must be given for a particular good or service c. a transaction in which a person or organization trades something of value with someone else d. giving up a smaller market segment in order to capture larger, more profitable segment

c. a transaction in which a person or organization trades something of value with someone else

User status, user rate, purchase occasion, and benefits sought are the key variables of ____ segmentation. a. geographic b. demographic c. behavioristic d. psychographic

c. behavioristic

When marketers look at buying behavior when grouping consumers, they are using ______. a. geographic segmentation b. demographic segmentation c. behavioristic segmentation d. psychographic segmentation

c. behavioristic segmentation

According to theorists, the_____ route and the peripheral route are two approaches to persuasion. a. internal b. outer c. central d. external

c. central

According to _____ theory, a stimulus ignites a consumer's need or desire, which then causes a need to respond. a. attribution b. social-learning c. conditioning d. cognitive

c. conditioning

Individuals who buy for their own use form a ______ market. a. government b. business c. consumer d. industrial

c. consumer

The standards a consumer uses to judge the features and benefits of alternative products are referred to as ______ criteria. a. motivation b. perception c. evaluative d. postpurchase

c. evaluative

Which term refers to consumers' selection alternatives? a. revoked set b. provoked set c. evoked set d. invoked set

c. evoked set

Social class boundaries have become less distinct in the United States due to _____. a. low divorce rates b. decrease in immigration c. increase in physical, social, and economic mobility d. increase in the number of households with children

c. increase in physical, social, and economic mobility

What is the end result of a successful market segmentation process? a. product designs that are profitable and sustainable b. product endorsements that are recognizable and influential to consumers c. market segments that are reachable and large enough to target d. distribution networks that are efficient and responsive

c. market segments that are reachable and large enough to target

In the marketing process, manufacturers, farmers, doctors, and retailers are participants referred to as Blank______. a. resellers b. end users c. marketers d. retailers

c. marketers

The motive that arises to avoid running out of a needed household product is an example of a _____ motive. a. reward b. positively originated c. negatively originated d. transformational

c. negatively originated

As part of his experiments on operant conditioning, B. F. Skinner would reward his subjects with food if they performed a desired activity. This type of reward is an example of _____ conditioning. a. social cognitive b. classical c. operant d. precognitive

c. operant

The people who purchase products and services for use in business and government are known as ______. a. first-time buyers b. alpha consumers c. organizational buyers d. debt buyers

c. organizational buyers

In the consumer perception process, advertisers must first engage with ______. a. persuasion b. motivation c. perception d. learning

c. perception

Marketers typically begin developing a marketing mix by working with the ______ element. a. price b. promotion c. product d. place

c. product

A consumer's perception of a product as a group of utilitarian and symbolic values that satisfy a variety of needs is referred to as a______. a. marketing mix b. consumer equity c. product concept d. product element

c. product concept

People about to make an exchange or considering making an exchange are referred to as ______. a. current customers b. sponsors c. prospective customers d. centers of influence

c. prospective customers

Identifying buyers based on when they buy or use a product or service is known as the _____. a. purchase rate b. benefit sought c. purchase occasion d. usage rate

c. purchase occasion

What do motivations (or motives) stem from? a. an innate fear of punishment or negative consequences b. social conditioning and programming c. the conscious or unconscious goal of satisfying needs and wants d. psychological manipulation by external environmental forces

c. the conscious or unconscious goal of satisfying needs and wants

Measuring consumer's ______ helps marketers determine if they are light, medium, or heavy users of products. a. benefits sought b. purchase occasion c. usage rates d. user status

c. usage rates

The special relationship between a customer's needs and a product's need-satisfying potential is known as the product's ______. a. design b. shape c. utility d. brand image

c. utility

What two steps are involved in the market segmentation process? separating groups into individual members with unique needs combining groups into segments according to their interest in the brand's utility identifying groups with shared needs coordinating strategy across all members of the supply chain

combining groups into segments according to their interest in the brand's utility and identifying groups with shared needs

The theory of learning called classical _______ , is associated with the Russian psychologist Pavlov.

conditioning

Which of the following statements about the current influence of the family on consumer behavior is true? a. The influence of the family has increased along with the influence of the social and cultural environments. b. The influence of the family has increased, while the influence of the social and cultural environments has declined. c. The influence of the family has declined along with the influence of the social and cultural environments. d. The family influence has declined, while the influence of the social and cultural environments has intensified.

d. The family influence has declined, while the influence of the social and cultural environments has intensified.

All consumers with unsatisfied wants and needs who have both resources and the willingness to buy are: a. customers b. a country's population c. located in a specific region d. a market

d. a market

Studies that focus on consumer attitudes regarding the ability of a given product to meet their needs form the basis of which type of segmentation? a. purchase segmentation b. volume segmentation c. demographic segmentation d. benefit segmentation

d. benefit segmentation

A ______ is necessary for a consumer to differentiate between different products. a. unique selling proposition b. service c. marketing strategy d. brand

d. brand

The ______ process begins the moment a person recognizes a need that might be satisfied by a purchase. a. purchase satisfaction b. marketer decision c. store choice d. consumer decision

d. consumer decision

An American's love for hot dogs is an example of American _____. a. idealism b. ethics c. pathos d. culture

d. culture

The primary purpose of advertising is to truthfully tell consumers that a product is: a. more expensive but higher quality b. the same as a competitor's product c. less expensive but not very different d. different or unique

d. different or unique

A(n) ______ is any transaction in which one person or organization trades something of value with someone else. a. utility b. shift c. revision d. exchange

d. exchange

The core of marketing, both traditionally and theoretically, is the concept of ______. a. perception b. satisfaction c. positioning d. exchange

d. exchange

A relatively permanent change in thought process or behavior is known as _____. a. accommodation b. procrastination c. persuasion d. learning

d. learning

Persons or organizations that have products, services, or ideas to sell are called _____. a. consumers b. targeters c. end users d. marketers

d. marketers

The Elaboration Likelihood Model is a theory of how ______ occurs. a. commitment b. learning c. awareness d. persuasion

d. persuasion

During the Cold War era, virtually no American-made products could be sold in former Eastern bloc countries due to government intervention. This is an example of how purchase decisions can be affected by the ______ environment. a. ecological b. household c. technological d. political

d. political

The country of Linebria has imposed an embargo against the import of coffee beans from the country of Kalendra. As a result, the people of Linebria can no longer purchase coffee products made of Kalendran beans. This situation is an example of the ____ environment exerting an influence on purchase decisions. a. point-of-sale location b. household c. technological d. political

d. political

Which of the following is a major part of the product element? a. product logistics b. product promotion c. product price d. product design

d. product design

Integrated marketing communications (IMC) is one of many tools used in which aspect of marketing? a. product conception b. distribution c. pricing d. promotion

d. promotion

The frequency of need, a fad, or seasons can affect the ______. a. usage rate b. usage status c. purchase rate d. purchase occasion

d. purchase occasion

Information about where consumers live and work, what they purchase, and how they fill their free time help advertisers assess the ______ of consumers. a. customer life cycle b. economic wealth c. customer share of wallet d. shared characteristics

d. shared characteristics

To establish the content, look, and feel of its advertising, a company will begin the _____ process. a. brand creating b. market production c. market positioning d. target marketing

d. target marketing

What type of segmentation are marketers using when they measure consumers' usage rates and use that information to categorize them as light, medium, or heavy users? a. geographic segmentation b. demographic segmentation c. psychographic segmentation d. volume segmentation

d. volume segmentation

Which aspects of the marketing mix help determine how integrated marketing communications (IMC) are done and where they are placed? (Check all that apply.) Distribution Product conception Promotion Pricing

distribution, product conception, and pricing

True or false: There has been a steady increase in the percentage of children living in families with two parents since the 1960s.

false

True or false: Traditionally, sociologists believed that societal classes had no influence on customer purchases.

false

What are the three categories of interpersonal influences that affect consumer behavior? family cultural environment of the consumer perceptions of the consumer society cognition

family, cultural environment of the consumer, and society

Select all that apply What are the two most important business markets? commercial industrial government reseller

industrial and reseller

Which of the following are transformational motives? incomplete satisfaction problem avoidance intellectual stimulation sensory gratification

intellectual stimulation and sensory gratification

___ produces a person's habits and skills and also contributes to the development of interests and standards of conduct.

learning

What are two variables associated with the operant conditioning theory? negative reinforcement conditioned stimulus positive reinforcement unconditioned stimulus

negative reinforcement and positive reinforcement

What are two steps involved in the consumer decision process? problem recognition promotional decisions product positioning information search

problem recognition and information search

True or false: One of the purposes of marketing is customer satisfaction.

true

Select all that apply Which variables are associated with classical conditioning? positive reinforcement negative reinforcement unconditioned stimulus conditioned stimulus

unconditioned stimulus and conditioned stimulus