Midterm Quiz - MKT 405
African Americans constitute about __________ percent of the U.S. population. 13 7 19 10 26
13
lululemon's strength of brand can be attributed to its Multiple Choice ability to see customers; buying power as soon as they walk in the store. ability to bond with its customers and the community. savvy dcor and staffing model. consciousness of time and money. None of these choices are correct.
Ability to bond with its customers and the community
Which segment of mature customers is psychologically well adjusted but has physical challenges? Healthy Indulgers Ailing Outgoers Frail Recluses Healthy Hermits Healthy Indulgers and Frail Recluses
Ailing Outgoers
Marketing to children can be accomplished by Multiple Choice advertising through direct mail. advertising in magazines with strong readership among children. advertising on the Internet. advertising in magazines with strong readership among children and advertising on the Internet. All of these choices are correct.
All are correct
The heterogeneous nature of American society is being accentuated by non-European immigration. differential birthrates. increased ethnic identification. All of these choices are correct. None of these choices are correct.
All are correct
The baby boom generation is characterized by time poverty. more tech savvy than previous generations. faced with taking care of parents. All of these choices are correct. None of these choices are correct.
All of these are correct
Which of the following is an environment-oriented value? cleanliness performance/status tradition/change cleanliness and tradition/change All of these choices are correct.
All of these are correct
McNeal's five-stage model of how children learn to shop by visiting supermarkets and other retail outlets with a parent consists of Multiple Choice observing. making requests. making selections. observing and making selections. All of these choices are correct.
All of these choices are correct
Affective interpretation is a process whereby stimuli are placed into existing categories of mean a. true b. false
B. False. Affective interpretation is the emotional response triggered by a stimulus such as an ad.
Advertorials are program-length commercials with an 800 number and/or web address through which to order or request addition information a. true b. false
B. False. These are infomercials
Attention generally increases across repeated exposures, and repetition often increases recall. a. True b. False
B. false. Attention generally decreases across repeated exposures, and repetition often increases recall.
A method marketers use in response to ad avoidance is known as? a. product synergy b. product placement c. product integration d. ad integration e. brand placement
B. product placement
In most individuals, the left brain appears to control a. verbal material b. emotions c. rational thought & verbal material d. rational thought e. emotions and rational thought
C. rational thought and verbal material
Which of the following is/are true regarding CRM and social marketing? Social marketing benefits a firm's image. Cause-related marketing has no direct benefits to a firm. Social marketing requires a "fit" between the firm and social causes. Cause-related marketing ties a company and its products to an issue or cause. All of these choices are correct.
Cause-related marketing ties a company and its products to an issue or cause.
Hispanics of __________ origin tend to have the highest income level among Hispanics. Central American Cuban and Puerto Rican Puerto Rican Mexican Cuban
Cuban and Puerto Rican
A series of activities by which stimuli are perceived, transformed into information, and stored is known as? a. The adoption process b. classical conditioning c. operant conditioning d. information processing e. none of the above
D. information processing
Which of the following are common single-item indexes of social class? age income age and education education and income education
Education and income
The approximate population of the United States today is 249 million. T/F
F
A nonfamily has at least two members related by birth, marriage, or adoption, one of whom is the one who owns or rents the residence. True or False
False
A segment of a larger culture whose members share distinguishing values and patterns of behavior is known as social norms. True or False
False
Americans began to place a decreased emphasis on leisure, immediate gratification, and sensual gratification after the end of World War II. T/F
False
Appeal marketing involves creating or sponsoring an event that has a particular appeal to a market segment. T/F
False
Asian Indian Americans tend to share the family decision-making duties and responsibilities between the wife and husband. True or False
False
Cause-related and personal marketing both refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity. T/F
False
E-gossip is an online "pass-it-along" marketing strategy. True or False
False
Families considering the purchase of products such as a house, furniture, or a vacation typically use husband-dominant decision making. True or False
False
Gender is the most widely applied single cue we use to initially evaluate and define individuals we meet. T/F
False
Generation X is also referred to as the echo boomers. T/F
False
Identification influence is also called informational influence. True or False
False
Market mavens tend to be middle-aged shoppers with great influence over older, lower-income shoppers. True or False
False
Marketers rarely target multigenerational families because their purchasing power is minimal. True or False
False
Mexican Americans tend to live in California, New York, and Florida. t/f
False
Product and service offerings that target the GLBT community almost never require modification. T/F
False
Psychographics describe a population in terms of its size, structure, and distribution. T/F
False
The "Skeptical Individuals" environmental activist segment is highly dismissive of environmental concerns, and doesn't believe global warming exists. T/F
False
The behaviors considered appropriate for males and females in a given society are known as gender identity. T/F
False
The constant flow of communication occurs when one person receives information from the mass media or other sources and passes it on to others. True or False
False
The most relevant factor influencing the growth of a global culture is travel. T/F
False
The newest generation born 2010 to the present is known as the Tweens. T/F
False
The nouveaux riches are most commonly associated with the upper-upper class. T/F
False
The organization is the basic consumption unit for most consumer goods. True or False
False
The voluntary simplicity movement in America relates to a shift in the masculine/feminine value. T/F
False
Traditionally, China has tended to value individualism over collectivism. T/F
False
Twenty-five percent of millennial fathers claim primary or shared responsibility for grocery shopping. T/F
False
When a couple has children, expenditures on personal care products usually increase. True or False
False
Ethnic groups are the sole basis for subcultures in the United States. T/F
False (religious and geographic)
The cost of a specialty market basket of products bought in a given country relates to the purchasing power parity (PPP) concept. T/F
False (standard market, not specialty market)
Co-branding is when an existing brand extends to a new category with the same name
False. This is brand extension Co-branding is an alliance in which two brands are put together on a single product
Consumers who are above-average viewers of FOX News Channel tend to have graduated from high school. graduated from college. not graduated from high school. attended college. education is not a factor in determining who watches CNN.
Graduated from Highschool
Which of the following is true regarding the Roman Catholic subculture? It is highly structured and hierarchical. A basic tenet is that the primary purpose of marriage is procreation. Twenty-nine percent of adult Catholics are Asian. It is highly structured and hierarchical and A basic tenet is that the primary purpose of marriage is procreation. All of these choices are correct.
It is highly structured and hierarchical and A basic tenet is that the primary purpose of marriage is procreation.
A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is Multiple Choice a reference group. a primary group. a secondary group. an associative group. None of these choices are correct.
None of these
Which of the following groups is characterized by emphasis on individual responsibility and control, a strong work ethic, and relatively small families? Multiple Choice Buddhists Roman Catholics Atheists Born-again Christians Protestants
Protestants
__________ result when cultural norms are violated. Values Precepts Norms Prescriptions Sanctions
Sanctions
A stepfamily consists of a married-couple family household with at least one child under the age of 18 who is a stepchild (i.e., a son or daughter through marriage). T/F
True
Brand ambassadors are paid users of a product to encourage others to become consumer of a given brand. True or False
True
Buzz marketing is known as the exponential expansion of WOM. True or False
True
Cohort analysis involves describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behaviors. T/F
True
Embodying happens when a lifecycle change occurs and its physical manifestations are anticipated in relation to physical space needs. True or False
True
Fatalists tend to feel they don't have control over the outcome of events. T/F
True
Language is one of the cultural factors that affect consumer behavior and marketing strategy T/F
True
Less than 50 percent of American adults exercise regularly. T/F
True
Many Muslims are reluctant to eat in American restaurants due to concerns with how the food is prepared. T/F
True
Older singles who are single by circumstances (i.e., death of a spouse) tend to engage in coping behaviors such as spending more time watching television. True or False
True
Product involvement indicates motivation or an interest in a specific product category, and it can be temporary or enduring
True
Terminal materialism refers to the acquisition of items for the sake of owning the item itself. T/F
True
The Connected Black Teens segment identified by Yankelovich is young, tech savvy, brand conscious, and not as focused on only interacting with those of the same ethnicity. T/F
True
The adoption process is the series of steps or stages a consumer goes through when purchasing an innovation. True or False
True
Which of the following is not an approach to green marketing? -utilizing only local components in products -producing products in a manner less harmful to the environment -developing products that have a positive impact on the environment -producing products whose use is less harmful to the environment -All of these choices are approaches to green marketing.
Utilizing only local components in products
For many Americans, from the late 1980s until 1995 real income values became much less important than time. grew fairly rapidly. declined sharply. were stagnant or declining. None of these choices are correct.
Were stagnant or decling
An age cohort refers to a group of people who feel the same age. a statistical method for analyzing age-based consumption. a group of people who have experienced a common social, political, historical, and economic environment. the physical process associated with aging. None of these choices are correct.
a group of people who have experienced a common social, political, historical, and economic environment.
A cultural norm is - punishment for violating a cultural value. - a set of rules that specify ranges of appropriate behaviors. - limited interpretative boundaries for individual behavior. - a widely held belief that affirms what is desirable and has an impact on activities. - All of these choices are correct.
a set of rules that specify ranges of appropriate behaviors.
Expectations is an individual characteristic that influences interpretation. a. True b. False
a. True Expectations can lead to interpretation that is inconsistent with objective reality
A positive mood during the presentation of information such as brand names enhances learning. a. True b. False
a. true
Chunking occurs when a person organizes individual items into groups of related items that can be processed as a single unit. a. true b. false
a. true
Imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations. a. true b. false
a. true
Memory is the total accumulation of prior learning experiences. a. True b. False
a. true
One way for a marketer to avoid memory interference is to avoid competing advertising a. true b. false
a. true
Clutter refers to the density of stimuli in the environment. a. True b. False
a. true. cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display
The household life cycle is based on Multiple Choice age, marital status, and social class. marital status and social class. age and social class. age, marital status, and the presence and age of children. None of these choices are correct.
age, marital status, and the presence and age of children.
Cultures differ in terms of - demographics - nonverbal communications - values - languages - all are correct
all are correct
Which of the following is a factor influencing nonverbal communications? symbols etiquette time All are factors relationships
all are factors
Normative influence occurs when Multiple Choice individuals use the perceived group norms and values as a guide for their own attitudes and values. an individual uses the behaviors and opinions of reference group members as potentially useful bits of information. an individual fulfills group expectations to gain a direct reward or to avoid a sanction. All of these choices are correct. None of these choices are correct.
an individual fulfills group expectations to gain a direct reward or to avoid a sanction.
A person who consistently filters, interprets, and/or provides information to other group members is Multiple Choice a role stereotype. an opinion leader. a filter agent. an innovator. None of these choices are correct.
an opinion leader
When the receptor nerves are activated and pass the sensations on to the brain for processing, _____ has occurred. a. cognition b. attention c. interpretation d. exposure e. none of these
b. Attention.
Learning is a. the ability to relate to stimulus objects. b. any change in the content or organization of long-term memory and/or behavior. c. the ability to recall a stimulus object. c. the link between stimuli and information processing. d. none of these
b. any change in the content or organization of long-term memory and/or behavior
Perception involves the information-processing stages of? a. converting feelings into thoughts b. exposure, attention, and intepretation c. relating external and internal influences d. converting stimuli into effect e. none of the above
b. exposure, attention, and interpretation
Interpretation occurs when a stimulus is placed within a person's relevant environment and comes within range of their receptor nerves a. true b. false
b. false Exposure occurs this way
In cognitive learning, forgetting is often referred to as extinction a. true b. false
b. false in cognitive learning, forgetting is often referred to as retrieval failure
Transient memory, also known as working memory, is the portion of the total memory that is currently in use. a. true b. false
b. false short-term memory, also known as working memory, is the portion of the total memory that is currently in use.
A script is a memory structure involving a complex web of association a. true b. false
b. false A script is a memory of how an action sequence should occur
Which type of memory is acute memory for the circumstances surrounding a surprising and novel event? a. conditional memory b. flashbulb memory c. episodic memory d. primary memory e. acute memory
b. flashbulb memory
Individuals tend to use which approaches to resolve purchase conflict? Multiple Choice impression management and paying off the other family members bargaining and impression management paying off the other family members bargaining impression management
bargaining and impression management
Which segment of the African American market identified by Yankelovich is middle age, female, has the lowest income, feels "Black slang" should be avoided, and strongly supports "Buying Black?" New Middle Class Broadcast Blacks Digital Networkers Black is Better Black Onliners
broadcast blacks
Classical conditioning involves a. using reinforcement to alter the probability that a given behavior will be repeated. b. basing one's behavior on the observed outcomes of similar behaviors by others. c. using an established relationship between a stimulus and response to generate the same response to a different stimulus. d. using reasoning to develop new knowledge. e. none of these.
c. Using an established relationship between a stimulus and response to generate the same response to a different stimulus
______ holds that, over time, consumers adjust to and quit noticing repeated stimuli a. subliminal simulation b. hemispheric lateralization c. adaption level theory d. information overload e. none of these
c. adaption level theory
Playing popular music in the background of an ad with the expectation that the advertised product will then elicit the same positive feelings is based on a. modeling b. ironic rote learning c. classical conditioning d. operant conditioning e. none of these
c. classical conditioning
When scandals hurt the scandalized brand but also damage competitors in the industry, the term for this effect is a. sabotage b. contamination c. spillover d. discrimination e. contrast
c. spillover
Primary groups are Multiple Choice made up entirely of an individual's relatives. characterized by limited interpersonal contact. members of the same subcultural group. characterized by frequent interpersonal contact. None of these choices are correct.
characterized by frequent interpersonal contact.
Which of the following values would be most critical for the success of a new antibacterial grocery cart handle? nature sensual gratification/abstinence problem-solving/fatalistic diversity-uniformity cleanliness
cleanliness
The process of using reinforcement to alter the probability that a given behavior will be repeated is known as a. cognitive learning. b. iconic rote learning. c. classical conditioning. d. operant conditioning. e. none of these.
d. operant conditioning
Which of the following factors does NOT determine attention? a. the stimulus b. the individual c. the situation d. the interpretation e. all of these determine attention
d. the interpretation
Cultures that value __________ accept a wide variety of personal behaviors and attitudes, foods, dress, and other products and services. power cooperation collectivism uniformity diversity
diversity
High involvement learning a. occurs when the individual is paying little attention to the material b. is not relevant to consumer behavior c. occurs primarily in response to television commercials d. is not very effective e. none of the above
e. none of the above High involvement learning occurs when the consumer is motivated to process or learn the material
Attraction is a group classification variable that refers to the closeness and intimacy of the group linkages. True or False
false
The teenage segment is challenging to marketers because of their limited spending ability. T/F
false
Major firms such as American Express do not market directly to the gay market. market directly to the gay market using modified products and services. first approached the gay market using standard ads. All of these choices are correct. None of these choices are correct.
first approached the gay market using standard ads.
The term that refers to the degree to which a person has various levels of the traits of masculinity or femininity is sexual orientation. gender role. gender identity. ascribed role. None of these choices are correct.
gender identity.
Self-oriented values include - hard work-leisure, active-passive, and religious-secular. - postponed gratification-immediate gratification, active-passive, and competition-cooperation. - humor-serious, hard work-leisure, and tradition-change. - youth-age, diversity-uniformity, and individual-collective - risk taking-security, active-passive, and cleanliness
hard work-leisure, active-passive, and religious-secular.
Compared to the general population, Asian Americans have a higher average income. have a lower average income. have about the same average income. All of these choices are correct. None of these choices are correct.
higher than average
Compared to Delayed Full Nest I households, Full Nest I households have Multiple Choice less income. more income. fewer children. smaller mortgage payments. None of these choices are correct.
less income
Why has the population of the United States grown steadily since 1960? longer life expectancies immigration increasing birth rate longer life expectancies and immigration All of these choices are correct.
longer life expectancies and immigration
Traditionally, America was considered a heterogeneous collection of individuals with few common values. melting pot with values derived more or less equally from all the various immigrant groups. collection of distinct groups with some shared values and many unique ones. melting pot with Western European values. None of these choices are correct.
melting pot with Western European values.
Which of the following values would be most critical for the success of mandated package recycling? material/nonmaterial active/passive performance/status postponed gratification/immediate gratification nature
nature
Product sampling is sometimes called Multiple Choice seeding. WOM. networking. buzz. giveaways.
seeding
The degree of consistency an individual has across all the status dimensions is known as congruency. status variation. status crystallization. status level. None of these choices are correct.
status crystallization
The household is Multiple Choice relevant primarily to marketers of durable goods. a decreasing phenomenon in America. the basic consumption unit for most consumer goods. relevant primarily to marketers of nondurable goods. None of these choices are correct.
the basic consumption unit for most consumer goods
The greater the role specialization and the more closely related the product is to the area of specialization Multiple Choice the more likely a husband-dominated decision will be made. the less likely a joint decision will be made. the more likely a wife-dominated decision will be made. the more likely a joint decision will be made. None of these choices are correct.
the less likely a joint decision will be made
A shift from an active to a passive orientation would most likely affect -the types of advertising themes used. -the role of price in purchase decisions. -the nature of gender roles portrayed in advertising. -the complexity of decision rules used in purchase decisions. -All of these choices are correct.
the types of advertising themes used.
A group is broadly defined as Multiple Choice an aggregate of individuals sharing some common characteristic. two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behavior is interdependent. an aggregate of individuals whose presumed perspective or values are being used by an individual as the basis for current behavior. two or more individuals whose behaviors are interdependent. None of these choices are correct.
two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behavior is interdependent.
Cultural values are -unique response patterns associated with geographic regions. -a set of sanctions associated with societal rules. -precise guidelines for appropriate behaviors. -widely held beliefs that affirm what is desirable. -None of these choices are correct.
widely held beliefs that affirm what is desirable