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Multiple Choice

111. Successful marketing requires that companies fully connect with their customers. Adopting
a ________ marketing orientation means understanding consumers—gaining a
360-degree view of both their daily lives and the changes that occur during
their lifetimes.
a. holistic
b. customer
c. segmented
d. focused
e. niched

112. Americans
love their leisure time. The average number of times an adult goes out to a movie annually is ________.
a. 50
b. 15
c. 9
d. 7
e. 5

113. Social classes differ
in media preferences, with upper-class consumers often preferring ________ and
books and lower-class consumers
often preferring television.
a. movies
b. radio
c. video or computer
d. magazines
e. music downloads

114. American
Demographicspredicts three
trends that will impact business and
marketing in the next 25 years. Which of the following is one of those
predicted trends?
a. More international travel.
b. An increasingly diverse America with a
shrinking white majority.
c. The majority of all retail purchases being
done online.
d. Less need for a college education and more emphasis
on learning a
e. Social class warfare that may even become

115. Jason writes a weekly column in his school’s
newspaper about movies he has seen,
books he has read, and concerts he
has attended. His column provides information and opinions. Feedback from his
fellow students is positive and appreciative of the advice that is given. Which
of the following would be the most
apt description of the role played by Jason?
a. Silent majority
b. Protestor
c. Protector
d. Muckraker
e. Opinion leader

116. According
to information presented in the text, the ________ cultural market segment is
the most fashion conscious of all
the racial groups, tend to be motivated by quality and selection, and shop more at neighborhood stores.
a. African American
b. Hispanic American
c. Asian American
d. European American
e. Indian American

117. According to recent
research, which of the following market segments is characterized as valuing
connections and relationships with family and friends with respect to marketing
messages received?
a. Men
b. Women
c. Seniors
d. Young adults
e. Single parents

118. After being considered an unprofitable
stepchild of the Disney empire, the
Disney Channel has become the company’s
cash cow solely from its ability to reach the underserved “________ market” and
leverage its success through Disney’s other divisions.
a. teen
b. post teen
c. tween
d. young adult
e. toddler

119. Bank of America is using “event-based
triggers” to help its premier customers. Which of the following would be the
best example of an “event-based
trigger” that might catch the attention of Bank of America managers?
a. A large deposit that deviates from a customer’s
normal behavior.
b. A championship
season at a local high school.
c. A child that turns 21 years of age.
d. The arrival of a family
member from a foreign country.
e. Moving an elderly
parent into one’s home.
120. The brand personality of a new product is
characterized as having the trait of ________ if promotional
messages consistently portray the product as being reliable, imaginative, and
a. sincerity
b. excitement
c. competence
d. sophistication
e. ruggedness

121. Consumers often choose and use brands that
have a brand personality that is matched to the consumer’s ________ (how one
would like to view oneself).
a. actual self-concept
b. others’ self-concept
c. ideal self-concept
d. dual self-concept
e. perceptual self-concept

122. Consumers
who worry about the environment,
want products to be produced in a sustainable way, and spend money to advance their personal development and
potential have been named ________.
a. “Green”
b. “Tree Huggers”
c. “LOHAS”
d. “Socialists”
e. “Mamas”

123. The
two factors that are most important in understanding Herzberg’s theory are ________.

a. supply and demand
b. price and quantity
c. quality and performance
d. satisfiers and dissatisfiers
e. promotion
and communication

124. ________ can work to the advantage of
marketers with strong brands when consumers change neutral or ambiguous brand
information to make it more
a. Selective attention
b. Selective distortion
c. Selective retention
d. Selective choice
e. Selective embellishment

125. Maria sees her best friend driving around
in her new car and decides that she needs a new car also. Which of the
following forms of stimulus has activated Maria’s problem recognition process?
a. External stimuli
Internal stimuli
c. Peer stimuli
d. Secondary stimuli
e. Marketing induced stimuli

126. If a consumer uses Google to find comparative reports on new automobiles
in preparation for deciding on whether to purchase one or not, the consumer is
using which of the following information sources for assistance?
a. Personal
b. Public
c. Experiential
d. Commercial
e. Under-the-radar

127. When a consumer makes the final decision on
which brand to buy, he or she selects a brand from the ________ set.
a. total
b. awareness
c. consideration
d. choice
e. belief

128. When a marketer attempts
to alter a consumer’s beliefs about the company’s
brand as a means of getting the consumer to re-think his or her purchase
decision, the marketer is using ________ to accomplish
this task.
a. psychological repositioning
b. competitive depositioning
c. positioning
d. repositioning
e. biased positioning

129. A
consumer tells another consumer, “Every time I eat at Big Bill’s Steakhouse I get
poor service.” Whether this is true or not, it is the consumer’s perception.
This is an example of consumers
basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind. This scenario
would be an illustration of the ________ heuristic.
a. discrimination
b. differentiation
c. availability
d. screening
e. representativeness

130. When marketers interview a small number of
recent purchasers, asking them to recall the events leading to their purchase,
the marketers are using the ________ method to learn more
about the consumer buying process
a. introspective
b. retrospective
c. prospective
d. prescriptive
e. descriptive

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