Strategic Marketing Final Review (Chapters 8-14)

Evaluating the effort when we need to make a particular choice is called the ________.

constructive process

Most opinion leaders are celebrities rather than everyday consumers.

false

Teenagers who are obsessed with their own appearance and needs but still desire to connect on a meaningful level with other people are experiencing autonomy versus belonging conflict.

false

The experiential perspective stresses the importance of learning in decision-making.

false

Emphasizing the negative consequences that may occur unless a consumer changes behavior is called ________.

fear appeal

________ occurs when an individual may have reason to believe that the group will apply sanctions to punish nonconforming behavior.

fear of deviance

Which term refers to exchanges of resources, information, or influence among members of networks?

flows

People often make decisions on the basis of a mental accounting. One facet of this accounting is making a decision based on the way a problem was posed. This is called ________.

framing

________ is the process by which the consumer surveys the environment for appropriate data to make a reasonable decision.

information search

Gasoline is the only commonly purchased product that is priced down to a fraction of a cent. This is the case because buying gasoline is a low-involvement activity, which makes point-of-purchase factors more important.

true

Groups maintain standards of conduct through normative influence.

true

A component of a hierarchy of effects is ________.

non experiential, standard learning hierarchy, high involvement hierarchy

Cedric runs out of gas on the way to work. He thinks to himself-"How stupid I am!" Cedric has experienced a form of a problem recognition that is being dominated by a downward movement in his actual state.

true

Discretionary income is the money available to a household over and above that required for a comfortable standard of living.

true

Double-Dip makes ice cream. The only advantage Double-Dip has over its competitors is taste. Double-Dip costs more and has more calories per unit weight. Promotions for Double-Dip should emphasize the experiential hierarchy of the ABC model of attitudes.

true

Education is one determining factor in future income.

true

Gen Y individuals are also included as ________.

Both Echo Boomers and Millenials

The average American's standard of living continues to improve. These income shifts are linked to two key factors: ________.

a shift in women's roles and increase in education attainment

If a retailer has decided to use a marketscape theme for its retail operations, the retailer's store images will be built on information and communications technology features.

False

An age cohort that describes kids who were born in the late 1990s to early 2000s is ________.

Generation Z

Julie Morgan loves to go into Springer's Old Country Gifts. It always smells like a field of spring flowers. The lighting gives all the products a warm glow, and the mood music is just perfect for casual browsing. After her visit to the store, Julie is always in a better mood. Springer's Old Country Gifts has attracted Julie with its ________.

atmospherics

________ 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

A politician attempts to gain support for her campaign for mayor by releasing a poll showing that almost 70 percent of the city's voters support her position on property taxes. What basic psychological principle is the politician using to persuade voters that she should be the next mayor?

consensus

________ measures how optimistic or pessimistic people are about the future health of the economy and how they will fair in the future.

consumer confidence

Which of the following is considered a post-purchase process?

consumer satisfaction

Every summer, thousands of bikers converge on Sturgis, South Dakota, filling up every campground, motel, and hotel within miles of the city. This annual meeting is an example of a gathering of a(n) ________.

consumer tribe

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

Which of the following is an unpleasant psychological state?

crowding

Evan was an aggressive, rich, and determined businessman originally from a working class family. He had become wealthier than he had ever imagined by buying and selling other businesses. Evan seemingly could do anything until he tried a hostile takeover of an established bank owned by several prestigious families. When his bid failed, Evan said "I always knew there was an elite, but up to now I thought I was part of it." What type of capital was Evan lacking?

cultural

Directories and portals, Web site evaluators, forums, fan clubs, and user groups are all forms of which of the following?

cybermediaries

If a consumer's ideal state is very near or identical to his or her actual state, which of the following best describes the type of problem recognition the consumer would most likely have?

no problem recognition

Chen Lo uses a decision rule that says "Only buy well-known brand names" when selecting a set of golf clubs. He does not look at price, the store, or even discounts when purchasing clubs. Chen Lo's purchasing pattern is an example of a consumer using a ________.

non compensatory rule

In general, advertising is more effective when it ________ than when it ________.

reinforces our existing product preferences; tries to create new product preferences

Which of the following is NOT listed as a determiner of how much a person will save (saving rate)?

the relationship between the lending prime rate and growth rates

What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia?

whether the customers hold a very positive or weak attitude toward the product

Two important factors determine how a couple spends time and money. One of these factors is whether the couple has children. What is the other factor?

whether the woman works

The first thing D'Andrea was asked when she went to work for an advertising firm is how to promote to African-Americans. After careful consideration, which of the following is the best advice D'Andrea could give her new employers?

African American children tend to gravitate toward toys and characters that look like them.

Amanda thought she had been cheated by a local car dealership. She was so upset that she created a Web site to share her story with the world. What is the most likely result of Amanda's action?

Amanda's Web site will decrease the credibility of the dealership's ad and will influence potential buyers to stay away from the dealership. Correct

Which of the following is an example of utilitarian influence?

An individual's decision to purchase a particular brand is influenced by the preferences of family members.

Which statement about Asian Americans is true?

Asian Americans are the best educated of any ethnic subculture in the United States.

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

Avon, Mary Kay, Amway

A church that serves 2000 or more congregants per week is called a ________.

Megachurch

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.

A coupon-dispensing machine in a grocery aisle and an employee handing out free samples of a new product are both examples of ________.

POP Stimuli

A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs?

Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.

The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the musical The Book of Mormon are evidence of which of the following?

Religious themes can be effectively used by mainstream marketers.

Although teenagers do not have the income of older consumers, they are still an attractive marked based on income. Why?

Teenagers don't have the income of adults, but it's almost all discretionary, meaning that they can spend it as they see fit. Correct

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than a blond-haired celebrity would if the dark-haired celebrity was not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be at work here?

The celebrity's image should match that of the product and should embody cultural meaning.

Which of the following statements about teenagers is true?

The concept of being a teenager is a relatively new historical development that did not exist prior to about 60 to 70 years ago.

Despite improvements to the Fishbein model, all of the following are considered obstacles to predicting behavior using this model EXCEPT which one?

The model has relatively weak theorems about attitudes.

The lower classes use more restrictive codes than do the upper classes. How does this knowledge change the way insurance might be sold to a working-class man compared to an upper-class man?

The promotion to the working-class man should emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper-class promotion should emphasize the long-term consequences of the choice.

Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?

Theory of cognitive dissonance

Wynona was impulsive. Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker. She wanted what she wanted and tomorrow could take care of itself. Researchers would classify her as being a hedonic variety-seeker. Which of the following time metaphors would best capture Wynona's perspective of time?

Time is a feast

Which of the following general attitude functions is most closely related to the basic principles of reward and punishment?

Utilitarian function

A nuclear family consists of ________.

a mother, father, and at least one child

The balance theory perspective involves relations among three elements (a triad). Which of the following is one of the elements of the triad?

a person and his or her perceptions

People and institutions that teach the ways of a culture are called ________.

acculturation agents

Which of the "Big Three" American subcultures makes up more than 13% of the population?

african american

A component of a person's subculture is ________.

age, race, and ethnic background

Which of the following variables related to social class distinction is identified by the text as being unclear and the subject of debate with respect to its role as an indicator of social class?

amount of income

Which of the following is a new kind of avoidance group that has grown in popularity through the Web?

anti brand communities

The plain and simple fact is that Ralph has body odor. Worse than that, Ralph does not seem to care. Ralph's clothes are in shambles, and his personal hygiene could certainly be improved. For most people, Ralph would be in which of the following groups?

avoidance groups

Items such as Swiffer, Keurig, and Dove target ________.

baby boomers

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

Which of the following phrases is the best illustration of homogamy?

birds of a feather flock together

Most religion-oriented marketing activity in America can be traced to the ________ community.

born again Christian

The "good enough" perspective on decision making is known as ________.

bounded rationality

A consumer who buys the same brand over and over again exhibits ________.

brand loyalty

The importance of weak ties in a social system is demonstrated by their ________.

bridging function

M-commerce most likely takes place through ________.

cell phones

A company wants to persuade a customer to buy its products. If the consumer has a high degree of involvement with products that are sold by the company, what route to persuasion will the company most likely take?

central route

The actual number of years a person has been alive is their ________ age.

chronological

Others who are present in a consumer's physical and social environment when purchases are made are called ________.

co consumers

A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in ________ decision making?

cognitive

An age ________ consists of people of similar ages who have undergone similar experiences.

cohort

Shannon Reeves and Tish Phillips remember their days as student protesters in the 1960s. Shannon remembers seeing Jim Hendrix at Woodstock and Tish remembers burning her bra in front of the central administration building at Yale. These memories about cultural heroes and events are one of the chief characteristics of an age ________.

cohort

The ________ influence is the reference group influence that helps the consumer make decisions about specific brands or activities.

comparative

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 ethicization

Features actually used to differentiate among choices are called ________ attributes.

determinant

Money available to a household over and above what is required to have a comfortable standard of living is called ________.

discretionary income

Fred has been a farmer all his life. He inherited the family farm when he was 35, but that was twenty years ago. Due to the economy, Fred has lost the farm and has taken a manual labor job in the city to support his family. What form of mobility best describes Fred's position?

downward mobility

Dimensions we use to judge the merits of competing options are called ________.

evaluation criteria

According to the ________ hierarchy of effects, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide).

experiential

________ derives from the knowledge that a consumer possesses about a content area.

expert power

Bill jokes that a nuclear family is one that is about ready to explode because having your grandmother living with you can cause a lot of disruptions. Although Bill's humor is questionable, his labeling of a family living with a grandparent as a nuclear family is correct.

false

Claire remembers that uniquely wonderful taste that can only come from a frosty mug of root beer. As she heads to the soft drink aisle in the grocery store, she decides that today is the day to experience her root beer again. Claire has just conducted what is called an informational search.

false

Clothing choices are often heavily influenced by the situation in which the consumer needs to wear them.

false

Chet meets each Wednesday night at his local bookstore with a small group of computer enthusiasts. The group calls itself X-Hackers because at one time all of these select members were hackers. Today, members of the group have similar values and have pledged to stop computer hacking. Which membership factor best describes what brings this group together?

group cohesivness

Angela belongs to a film club that selects and views classic movies once a month. Angela won't watch scary movies on her own, but agrees to watch the classic vampire film with the club because almost all of the other club members voted to see it. This example demonstrates which factor of conformity?

group unanimity

Physically attractive people are perceived as smarter, cooler, and happier than average people. These perceptions are a result of the ________.

halo effect

Japan is a very tightly knit culture with rich history and social identification. In this culture, people tend to infer meanings that go beyond the spoken word. This classifies Japan as a ________ culture.

high context

Roger was really angry when Coca-Cola attempted to switch from its older formula to New Coke. He wrote letters to Coca-Cola, talked to friends, called the local bottler, attempted to hoard "old Coke," and complained to the local grocery store manager. In this example, which degree of commitment would be most closely associated with Roger and his attitudes?

internalization

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 structures

Stephanie loves flea markets and garage sales. She spends most of her Saturday mornings going from one to another. About once a month, she holds her own garage sale just to get rid of some of the items she purchases during the month. Stephanie is actively engaged in ________.

lateral cycling

If a fireman told you to leave your apartment, you would comply because the fireman has ________ power.

legitimate

According to ________, a company can make money if it sells small amounts of items that only a few people want, if the company sells enough different items.

long tail

Margaret stayed on top of what was happening in the marketplace, but she was not necessarily the first to purchase items when they first came out. Margaret would be classified as a(n) ________.

market maven

A group composed of people that the consumer actually knows is called a(n) ________ reference group.

membership

A type of reference group is ________.

membership, aspiration, and avoidance

Which buying decision situation has the highest level of risk and the most buyers involved in the process?

new task

Within groups, informal rules of behavior are called ________.

norms

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

positioning strategy

Which of the following occurs when a consumer uses a selected product and decides whether it merits his/her expectations?

post purchase evaluation

The perception of time is different in different cultures. It would likely be most accepted for employees to be paid by the hour in a culture with which of the following perceptions of time?

pressure cooker

According to ________, utility is defined in terms of gains and losses.

prospect theory

A decision strategy that seeks to deliver an adequate solution rather than the best possible solution is referred to as ________.

satisficing

Immigrants to the United States who exhibit ________ tend to live and shop in places separated from mainstream Anglo consumers.

segregation

A general attitude toward shopping is called ________.

shopping orientation

________ argue(s) that each of us has several "selves that relate to groups."

social identity theory

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

social mobility

Amos always felt that it was unfair that society created artificial divisions that discouraged him from having friends from different social structures. Which of the following terms describes the process that Amos is having difficulty with?

social stratification

According to a major study of more than 1,000 commercials, the single most important factor in whether a commercial will be persuasive is whether the communication ________.

stresses a unique attribute of benefit of the product

A(n) ________ is a marketing intermediary retained by a consumer to guide what that consumer buys.

surrogate consumer

When people are differentiated in terms of their aesthetic and intellectual preferences, a ________ is being applied.

taste culture

Some theorists have proposed a model that focuses on studying consumer goals as a way to explore attitude formation. According to this model, what consumers believe they have to do to attain their goals would also be part of any evaluation of attitudes. Which of the following theories would be most closely linked to the statements above?

theory of trying

________ refers to the strategy of getting visitors to a Web site to forward information on the site of their friends in order to make more consumers aware of a product.

viral marketing

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

warming

Which of the following best explains why marketers view teens as "consumers-in-training"?

Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

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

atmospherics

The functional theory of attitudes was initially developed to explain how ________.

attitudes facilitate social behaviors

Source ________ refers to the perceived social value of a message source.

attractivness

Jui-Jui has a need to achieve independence. He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighborhood full of houses, he would have to go some distance to find an apartment that he could afford. This move would mean that he would distance himself from his friends. This example is a common dilemma for many teens. Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation?

autonomy vs belonging

Beth likes to volunteer at a local food bank. Because she once worked at a large supermarket and saw lots of food that had not been purchased, she arranged for a local store to give unsold items to the food bank. Beth was engaged in ________.

freecycling

Psychologist David Katz developed the ________ of attitudes.

functional theory

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

Luminaries from Amazon, Google, and Twitter tend to use ________.

glamping

A tendency for people to marry in a social class similar to their own is called ________.

homogamy

We tend to marry people in a similar social class to ours. Sociologists call this ________, or assortative mating.

homogamy

Anna and David both have the same college degree, belong to the same social class, and attend the same church. This situation illustrates ________.

homophilly

Sandra decided to become a nurse after several years as an elementary teacher. She still wanted to help people but in a different manner. Sandra's case is an example of which of the following?

horizontal mobility

All multiattribute attitude models specify the importance of attributes, beliefs, and ________.

importance weights

Anna Jeter has a sudden urge she couldn't resist to buy a new purse; she was engaging in ________.

impulse buying

The best predictor of major expenditures that do not have status or symbolic value is ________.

income

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.

nouveau riche

________ is a system in which we define people by what they do for a living.

occupational prestige

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

Individuals with the ability to influence others' attributes or behaviors are considered ________.

opinion leaders

________ are frequently able to influence others' attitudes on behavior.

opinion leaders

With respect to social organization, some barnyard animals exhibit signs of a dominance-submission hierarchy. Which of the following terms best illustrates such a hierarchy?

pecking order

________ acknowledges that marketers will be more successful when they communicate with consumers who have already agreed to listen to them.

permission marketing

Peggy Simmons has a tough assignment. She is to live in Japan for the next five years and successfully introduce her company's line of cosmetics to Japanese women. Her company's management hopes that living in an average neighborhood, commuting to work every day, eating native food, and speaking Japanese will help Peggy involve herself in the society more quickly than if she stayed separate from her hosts. The company's management wants Peggy to use the ________ model.

progressive learning

A hot and thirsty customer buys a cool drink and finds it very satisfying. He then buys another drink even though he had not initially planned on buying two and even though he is no longer thirsty. This is an example of ________.

purchase momentum

The psychological dimension of time or how it is experienced is an important factor in what mathematical study?

queuing theory

A(n) ________ is an actual or imaginary individual or group conceived of having significant relevance upon an individual's evaluations, aspirations, or behavior.

reference group

Anna asks people in her social group their opinion about a movie before she watches it. Her social group is an example of a(n) ________.

reference group

Jeff had collected a nice wardrobe before graduating from college. All of his friends considered him "well dressed." After the first day at his new job, however, Jeff immediately went out and replaced most of his clothes with what was considered to be professional dress clothing. Jeff had just experienced the power of a new ________.

reference group

If a consumer admires the qualities of another person and copies his or her behaviors, the person that is copied has ________ power.

referent

James' friend, whom he admires and respects, just purchased a new car. James decides to buy the same model. This situation illustrates the influence of ________.

referent power

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 powers

Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.

sociometric

________ is the first element in the traditional communications model.

source

Most groups exhibit a structure called a ________ in which some members are somehow better off than others in terms of authority, power, or respect.

status heirarchy

When a Rolls-Royce, a Cartier diamond, and an Andy Warhol painting are bought and displayed as markers of social class, they are ________.

status symbol

An extended family unit is characterized by ________ living together.

three generations of a family

A study found that women who engage in extensive information search and comparison shopping were most likely to select which of the following metaphors to express their perspective of time?

time is a map

Allison Chewie felt she was always pressed for time; she was feeling ________.

time poverty

Most Americans will state that they are always rushed for time even though many people have opportunities for leisure. This perception is referred to as ________.

time poverty

A point-of-purchase stimuli is part of the purchase environment.

true

A sophisticated form of conspicuous consumption is called parody display.

true

An ethnographer would be interested in studying the process of acculturation in an immigrant community.

true

Buzz is created by word-of-mouth advertising.

true

Hirosi ordered the expensive "heart attack special" at the local pub. It came with a one-pound hamburger and a full bucket of fries. Halfway through the meal, Hirosi was not feeling well. Yet according to the sunk-cost fallacy, Hirosi will likely continue until he has finished the "special."

true

If a person has social power, he or she has the ability to alter the actions of others.

true

Jason believes that wearing a coat and tie suggests that he is a man who is "dressed for success." Therefore, Jason dresses formally even in class and for casual occasions. Jason is basing this decision on the cognition part of the ABC model of attitudes.

true

Perceived age is how old a person feels.

true

The American rich often indulge in luxury goods while pinching pennies on everyday items.

true

The fact that some customers will pay three to four times as much as others to fly first class, even though the plane arrives at the same time for every passenger, demonstrates the importance of both the social and physical surroundings in the marketplace.

true

Tian Zhao's parents were peasants from central China. Tian earned a degree in electronics from a university and now works for a medium-sized firm building computer components. Tian has purchased a Canon camera and a Dell computer, and he wears Nike running shoes. He is a member of the mass class.

true

When Jillian Jones is confronted with inconsistencies about a purchase, she is feeling cognitive dissonance.

true

When shopping with others, some people are more likely to choose risky alternatives than they would be if shopping alone. This behavior occurs due to social power of groups.

true

________ are 8- to 14-year-old children.

tweens

The Berry and Dale advertising agency has proposed a new campaign for Bayer aspirin to overcome the public's tendency to "tune out" Bayer commercials. The proposed technique involves creating ten different 15-second spots that all demonstrate reasons for using Bayer aspirin. Which theory of message communication is the agency trying to use for in its proposal for Bayer aspirin?

two factor theory

The fine line between familiarity and boredom has been explained by the ________, which proposes that two separate psychological processes are operating when a person is repeatedly exposed to an ad.

two factor theory