MTKG 341 example questions (final)

Which of the following are two interrelated components of memory?

short-term and long-term memory

• Which of the following is a decision rule used by consumers?

( Conjunctive Disjunctive Lexicographic Compensatory ) all the above

• Which of the following is a concern marketing managers have related to problem recognition?

( Discovering consumer problems Developing the marketing mix to solve consumer problems Helping consumers recognize problems Suppressing problem recognition among consumers ) All the above

• Which of the following factors influences the expected benefits and perceived costs of search?

( Market characteristics product characteristics Consumer characteristics Situation characteristics ) all the above

• A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down, you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of _____.

Advertising wearout

• Amy is shopping for a dress to wear to a formal dance. She tried on several dresses, not even noticing the price of each. After about two hours of this, she tried one on and exclaimed, "This is it!" That particular dress was the one that she thought made her look fabulous, so she bought it. Which type of choice did Amy use to select this dress?

Affective choice

• Bobbie bought a Dell computer because her brother has one, and he seems to be satisfied with it. She did not compare any other computers when making this choice. Which type of choice process did Bobbie use?

Attitude-based choice

• Joseph is considering the purchase of a computer, and he is comparing brands on the basis of price, memory, speed, and reliability. He mentally ranks each alternative on these attributes and makes a selection based on these rankings. Joseph is using which type of choice process?

Attribute-based choice

• The famous Pepsi challenge had consumers taste two brands of cola without letting them know the brand name of either. Which type of test is this?

Blind tests

• A limited capacity for processing information is known as _____.

Bonded rationality

• The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.

Brand equity

• Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.

Brand image

• When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____.

Brand leverage

• Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of

Chunking

• The term used to refer to turnover in a firm's customer base is _____.

Churn

• What are the two basic forms of conditioned learning?

Classical and operant

• Coca-Cola does not advertise during the evening news because the marketer does not want the often negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

Classical conditioning

• Which of the following is the major reason consumers give for shopping online?

Convenience

• To determine which criteria are used by consumers in a specific product decision, the marketing researcher can utilize which two methods of measurement?

Direct and indirect

• Carl and his family purchased a new home, and the builder left half empty paint cans in the garage. Carl doesn't know what to do with them because he cannot put them out in the regular trash. Carl is concerned with which of the following with regard to the paint?

Disposition

• A television commercial for senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g. Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage?

Elaborative activities

• Thomas is aware of several different brands of electric shavers, but he is only considering seriously three different brands. These three brands that Thomas is evaluating represent his _____.

Evoked set

• Nathan is purchasing a new computer, so he asks his friends and family for help in selecting one. He also has searched the Internet and visited the Dell, Gateway, and Apple websites and has consulted Consumer Reports. Nathan is conducting which type of information search?

External search

• A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent?

Implicit memory

• The Martins' home has potentially unsafe levels of radon, but they have no idea because it is odorless and they have not been feeling any ill effects from it. In fact, several homes have this problem and the owners are not aware of it, and they may never become aware of it unless testing is done. What type of consumer problem is this?

Inactive

• One marketer for a brand of shampoo learned through research that consumers in the target market engage in limited decision making but that this marketer's brand is not part of their evoked set. Which marketing strategy is appropriate for this company?

Intercept strategy

• Rudy is a product category manager for a major consumer packaged goods manufacturer. Part of his job requires that he analyze a given product category and logically determine where improvements could be made. Rudy has determined several consumer problems this way. Which of the following best describes how Rudy uncovers consumer problems?

Intuition

• 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

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

Low in product involvement; high in purchase involvement

• Coca-Cola has a large brand-loyal purchaser segment. Which marketing strategy is appropriate for this brand?

Maintenance strategy

• Shoppers who browse and/or purchase in more than one channel simultaneously are known as _____.

Omni-channel shoppers

______ attempts to create an association between a response (e.g. buying a brand) and some outcome (e.g. satisfaction) that serves to reinforce the response

Operant conditioning

• _____ refers to the fact that repeat and particularly committed customers tend to buy the brand consistently rather than waiting for a sale or continually negotiating price.

Price premium

• A manufacturer of a digital music player asked several consumers the problems associated with using these types of products. Several consumers said that they had trouble downloading music onto their computers and then onto their music players. Which approach to problem recognition is this marketer using?

Product analysis

• The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____.

Purchase involvement

• An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is called _____.

Relationship marketing

• How can accessibility of information stored in long-term memory be enhanced?

Repetition,Rehearsal , Elaboration

• Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list?

Search engine optimization

• Service employees that are uncaring, impolite, unresponsive, or unknowledgeable will cause consumers to switch providers for which reason?

Service encounter failure

• Amelia wanted to purchase a nice watch for her husband, but she was overwhelmed by the amount of information available on the Internet for this product. She visited one website that offered a service that would do the searching and comparisons for her, so she decided to use it. The service Amelia used is referred to as a(n) _____.

Shopping bot

• Brands owned and sold by a specific retail outlet are known as _____.

Store brands

• Which of the following is FALSE regarding committed customers?

They are less likely to forgive an occasional product or service failure

• Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing?

maintenance rehearsal

• Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing _____.

postpurchase dissonance

• Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of ¬¬¬¬_____.

stimulus generalization

Which of the following statements is FALSE regarding short-term memory (STM)

stm is a statistic