Q&A Hero

Q: (p.143)When looking for a babysitter, the mother may consider the teenager next door and a former daycare employee. These two make up her evoked set.

Q: (p.130)As Ross has a keen sense of smell and an extraordinary sense of taste, it can be said that his physiological screens are superior to what most people have.

Q: (p.144)Cognitive dissonance is just as likely to occur for a low-involvement product as for a high-involvement product.

Q: (p.130)Perceptual screens refer to the images we carry in our minds of the type of person we are and who we desire to be.

Q: (p.131)The fact that a seven-year-old still believes in Santa Claus is due to selective perception.

Q: (p.132)The cognitive theory of learning is also called the stimulus-response theory.

Q: (p.132)Conditioning theory of learning applies more to the simple, basic and low involvement purchases that the consumers make every day.

Q: (p.133)An impulse buy would be an example of the peripheral route to persuasion.

Q: (p.135)Habit is the natural extension of learning.

Q: (p.135)It is important to note that brand loyalty must be a conscious decision expressed through intention or behavior.

Q: (p.136)Some might say that they have a need for a Big Mac because they want something to eat.

Q: (p.137)The most common energizers of consumer behavior are the negatively originated motives.

Q: (p.137)An example of negatively-originated motives that energize consumer behavior would be finding the milk carton empty and wanting cereal for breakfast.

Q: (p.137)Informational motives are the negatively originated motives, such as problem removal or problem avoidance.

Q: (p.128)The three non-personal influences that have direct impact on a consumer's final purchase decision are time, place and target market.

Q: (p.139)Reference groups are people outside the family whom we wish to emulate.

Q: (p.128)There are a total of five personal processes that govern the way we discern raw data and translate them into feelings, thoughts, beliefs and actions.

Q: (p.140)Choosing a spokesperson to reach a target market is easy when advertisers use opinion leaders.

Q: (p.128)The interpersonal influences affecting the mental processes and the behavior of the consumers are time, place, and environment.

Q: (p.142)Subcultures tend to transfer their beliefs and values from generation to generation.

Q: (p.114)Maiden form Brands is a global intimate apparel company that designs, sources and markets intimate apparel products such as bras, panties and "shape wear" under the Maiden form, Flexes and Lilyette brand names. Maiden form is able to use a multiple brand strategy that provides access to the faster-growing mass market channel without diluting the strong positive opinions and feelings that its consumers, distributors, dealers and competitors have and have had for a long time for the Maiden form, Flexes and Lilyette brands. In other words, Maiden form and its major brands have strong: A.brand acceptance. B.market value. C.brand commitment. D.brand equity. E.market utility.

Q: (p.113)A promotion was launched to position French's as a fun line of condiments for a variety of everyday usage occasions. Its promotions showed vignettes of families, children and older Americans enjoying foods flavored with French's Deli Style, Dijon Style and Honey Mustard flavors as well as its Classic Yellow mustard. The fact that all of these mustards have the French's brand is an example of: A.individual branding. B.regional branding. C.psychological branding. D.private labeling. E.family branding.

Q: (p.113)Another name for manufacturer's brands is: A.private brands. B.umbrella brands. C.national brands. D.family brands. E.individual brands.

Q: (p.113-114)The only place you can find Joe Boxer brand home products, targeting younger audiences and the Hispanic-oriented brand Thalia Sodi is at Kmart stores. Joe Boxer and Thalia Sodi are both examples of: A.aggregated brands. B.private labels. C.manufacturer's brands. D.indirect consumer promotions. E.demographic branding.

Q: (p.114)The most recent trend in new candy bars is candy bars laded with caffeine. In March 2008, Hershey Company, a large candy manufacturer, introduced a brand of high-caffeinated candy under the Starbucks brand name. What type of banding strategy is Hershey's using with this new product? A.Licensed branding B.National positioning C.Family branding D.Private branding E.Intensive branding

Q: (p.114)_____ is the totality of what consumers, distributors, dealers and competitors feel and think about a brand over an extended period of time. A.Brand acceptance B.Market value C.Brand commitment D.Brand equity E.Product loyalty

Q: (p.115)When Hannah buys almond soap from a vendor at an arts and crafts show and the vendor that sells the soap is actually the person who made the soap from scratch, it is an example of: A.selective distribution. B.indirect distribution. C.direct distribution. D.unbranded distribution. E.a differentiation by distribution.

Q: (p.115)Bose manufactures and markets home theater systems surround sound stereos and audio accessories. The company prices its products higher than most other brands on the market to make its products seem more valuable and of a higher quality. In other words, Bose uses: A.exclusive distribution. B.psychographic pricing. C.psychological pricing. D.intensive distribution. E.price branding.

Q: (p.116)A(n) _____ comprises all the firms and individuals that take responsibility for the product as it moves from the producer to the consumer. A.distribution channel B.communication channel C.intermediating continuum D.marketing channel E.connectivity channel

Q: (p.117)For which of the following products is its manufacturer most likely to use intensive distribution? A.Waterford crystal B.Harry Potter series C.Chewing gum D.Refrigerators E.Pepperidge Farm cherry turnovers

Q: (p.117)While you cannot find DVD players at every retail outlet, you can find them at discount stores, electronic stores, appliance stores and department stores. What kind of distribution is used for DVD players? A.Exclusive B.Pioneering C.Selective D.Intensive E.Direct

Q: (p.125)The source for the ad for the Nissan Maxima in Fortune magazine is the copywriter and the art director that created the ad.

Q: (p.126)When Jana uses a $1-off coupon to purchase an exercise mat, she is providing feedback.

Q: (p.112)If you look at an organically-grown tomato and one that has been chemically-enhanced, you can easily see the differenceone is perfectly formed and uniformly red and the other is not. In terms of product differentiation, this is an example of a: A.hidden difference. B.differentiation cue. C.perceptible difference. D.sensory cue. E.perceptual filter.

Q: (p.112)The difference between McCormick's brand of spices and Penzey's brand of spices is: Penzey's brand differentiates itself by providing cooks with a helpful monthly magazine that shows them how to make the most effective use of spices in their recipes. This is an example of a: A.perceptible difference. B.differentiation cue. C.imperceptible difference. D.sensory cue. E.perceptual filter.

Q: (p.112)The differences between Golden Harvest brand canning jars and Mason brand canning jars is not readily visible. Both are made of heavy glass that will not break easily. Through its advertising Golden Harvest advertises that its jars are made with a glass that is 100 percent free of all impurities. In this way, Golden Harvest is using _____ to differentiate its product from those of the Mason brand. A.hidden difference B.differentiation cue C.imperceptible difference D.sensory cue E.perceptual filter

Q: (p.109)To appeal to a new target market, the maker of Hill's coffee has changed the product's package design, reformulated the coffee, begun advertising price discounts in women's magazines and started distributing the product through gourmet coffee shops. What exactly has been changed? A.The product's perceptual value B.The product's 4Ps C.The method used in its target marketing D.The ownership of the product line E.The product's utility

Q: (p.109)The _____ element of the marketing mix includes the way the product is designed and classified, positioned, branded and packaged. A.utility B.communication C.distribution D.product E.customer

Q: (p.109-110)Before starting Pedigree Pajamas, the owner of the company realized that he was treating his dog as if it were a child and that a lot of his friends did the same thing. So in what he perceived as a dog-friendly environment, he launched a line of doggie pajamasavailable from size 6 for Chihuahuas to size 30 for Great Danes. The ads for Pedigree Pajamas had to convince people that dogs slept better in pajamas. A product that has to create primary demand is more than likely in the _____ stage of the product life cycle. A.pioneering B.introductory C.maturity D.growth E.revitalization

Q: (p.110)Consumer demand for a whole product category such as DVD players, pickles or laptop computers is called _____ demand. A.primary B.selective C.positioned D.category E.introductory

Q: (p.110)The sale of traditional brands of chocolate candy bars is declining. The manufacturers of candy have noticed that the demand for energy-boosters is up. As a result, they have introduced a new type of candy bar called "buzz bars." The new candy bars have 60 milligrams of caffeine, plus taurine and B vitamins. The candy industry had to create _____ for buzz bars. A.primary demand B.par value C.secondary demand D.utilitarian worth E.market value

Q: (p.110)When the pharmaceutical companies began advertising directly to consumers, it was an example of ____. The pharmaceutical companies realized that consumer demand influences which medications a physician will prescribe. A.indirect consumer marketing B.promotion equity C.scrambled promotion D.a push strategy E.a pull strategy

Q: (p.110)Drawing on almost 50 years of experience, Cotton Council International (CCI), the export promotion arm of the National Cotton Council is devoted to expanding U.S. cotton exports by capitalizing on consumer preference for cotton fiber and its products. CCI spends promotional dollars advertising the benefits of 100 percent cotton clothing. CCI uses: A.indirect consumer marketing. B.promotion equity. C.scrambled promotion. D.a push strategy. E.a pull strategy.

Q: (p.110)Seagrams of North America provides its resellers with elaborate point-of-purchase displays to encourage the resellers to stock and promote the distillery's products. In this example, Seagrams is using: A.penetration strategy. B.diversification strategy. C.divestiture strategy. D.a push strategy. E.a pull strategy.

Q: (p.110)The _____ stage of the product life cycle is characterized by rapid market expansion, more and more customers, a decrease in total advertising expenditures as a percentage of total sales. A.pioneering B.introductory C.maturity D.growth E.revitalization

Q: (p.110)In the _____ stage of the product life cycle, the marketplace becomes saturated with competing products and the number of new customers dwindles and industry sales reach a plateau. A.saturation B.introductory C.maturity D.growth E.revitalization

Q: (p.111)There are many different brands of candy on the shelves of most supermarkets. The manufacturer of Dale Jr.'s Big Mo candy bars, a sweet treat aimed at NASCAR fans; hope to create _____ so that its customers will perceive why it is a better brand of candy than all the rest on the market. A.secondary demand B.selective demand C.primary demand D.pioneering demand E.utility of demand

Q: (p.107)What is the next step for a marketer once market segmentation has been done? A.Target marketing process B.Budgeting process C.Creating brand equity D.Selection of the promotional objectives E.Competitive assessment

Q: (p.111)With the common usage of personal computers and keyboards, electric typewriters and products to correct mistyped letters and symbols have entered the _____ stage of their product life cycle. A.utility B.laggard C.late adopter D.decline E.maturity

Q: (p.107)Which of the following statements about the target marketing process is true? A.The target marketing process will determine the content, look and feel of a company's advertising. B.The first step in the target marketing process is to develop primary demand in a target market. C.To perform the target marketing process correctly, an advertiser must select one and only one target market. D.From the view of a marketer, the target marketing process begins with the setting of the advertising budget. E.The first step in target marketing is to assess the viability of the markets identified by the market segmentation process.

Q: (p.112)The basic goal of a positioning strategy is to: A.own a word that established the product in the prospect's mind. B.create a long-term market for a product category. C.correlate the total product concept with the product's position in its product life cycle. D.minimize product differentiation. E.create and maintain primary demand for a product.

Q: (p.107-108)Which of the following is the most likely potential target market for a manufacturer who is licensed by World Wrestling Entertainment (WWE) to make Halloween costumes based on characters seen in WWE matches? A.People who enjoy Olympic wrestling. B.Pre-teen males who wish to emulate one of the WWE wrestlers. C.People who believe the WWE promotes violence. D.Children of parents who are sports enthusiasts. E.Anyone who has attended a WWE match.

Q: (p.107-108)The _____ for Huggies disposable washcloths with extra gentle baby wash built right in is first-time parents who have a good supply of discretionary income and who value their time more highly than they value their environment. A.product utility B.customer group C.target market D.market aggregate E.marketing mix

Q: (p.109)The _____ refers to the bundle of values built into a product aimed at satisfying various functional, social, psychological, economic and other consumer needs and wants. A.total product concept B.marketing mix C.targeted product D.product attribution E.product utility

Q: (p.100)With ____, marketers group people by their values, attitudes, personality and lifestyle. A.demographics B.psychographics C.geodemographics D.attitudinal positioning E.lifestyle positioning

Q: (p.100)Over the past decade, brands that were once available exclusively to the wealthiest among us have created more affordable product extensions, giving a far broader range of consumers a taste of the good life. Jaguar, for instance, recently launched its X-type sedan, which starts at $30,000 and is meant for the "almost rich" consumer who aspires to live in luxury. By marketing to people who desire a luxurious lifestyle, Jaguar is using: A.demographic segmentation. B.psychographic segmentation. C.geodemographic segmentation. D.attitudinal positioning. E.lifestyle positioning.

Q: (p.100)Hard apple cider is making a comeback. Cider consumption should hit 15 million cases annually this decade. Early adopters of cider are the same group that first gravitated to the microbreweries. Apple cider's drinkers like the notion that it is basically a fruit drink. It conjures up healthy associations and appeals to people who do not view themselves as serious connoisseurs. What segmentation variable would you recommend Woodchuck draft cider use to define its market? A.Usage rate B.Geographic C.Demographic D.Psychographic E.Purchase occasion

Q: (p.100)The Values and Lifestyles (VALS) typology uses a two-dimensional structure based on: A.geographic variables and consumer perceptions. B.consumer behavior and product characteristics. C.primary motivation and resources. D.self-orientation and product differentiation. E.target marketing strategy and product positioning strategy.

Q: (p.101)_____ is the pattern of attitudes and activities that help people reinforce, sustain or modify their social and self-image. A.Primary motivation B.Attribution theory C.Reciprocal activation D.Perceptual motivation E.Motivational mapping

Q: (p.101)Two bowling alleys are three miles apart. Customers came to the bowling alley on the eastside of town for relaxation and exercise. The priority wasn't exclusively on bowling; the activity could just as easily have been billiards or swimming. The customers at bowling alley on the Westside of town went bowling primarily to meet and interact with friends. Many of the league bowlers in this facility were employed in repetitive task jobs. The lanes were a place to compete with their peers and excel. This question describes the _____ for using the bowling alleys. A.primary motivation B.attribution theory C.reciprocal activation D.perceptual motivation E.motivational mapping

Q: (p.103)Which of the following marketing activities most likely takes place in the business market? A.The sale of a hammer to a do-it-yourselfer. B.The rental of an apartment by a college student. C.The purchase of babysitting services for a small child. D.The purchase of a case of Campbell's brand soup by a supermarket. E.The payment of a fee to a divorce lawyer.

Q: (p.103)A pizza restaurant buys fountain Coca-Cola, which it sells to its customers. The pizza restaurant is an example of a(n): A.consumer market. B.VALS market. C.reseller. D.wholesaler. E.business-to-business market.

Q: (p.103)When compared to consumer markets, business markets: A.contain many more buyers. B.have more systematic purchasing procedures. C.can be segmented using psychological variables. D.have more dispersed markets. E.cannot be segmented by end users.

Q: (p.103)Which out of the following factors is one of the bases for making purchase decisions in the business market and should be emphasized in their promotional appeals? A.Product demonstrations B.Brand equity C.Wholesaler D.Retailer E.Market concentration

Q: (p.104)The North American Industry Classification System (NAICS) codes: A.will soon be replaced by the strategic industrial classification (SIC). B.is published by the North American Treaty Alliance. C.organizes all industries in our economy into 20 broad sectors. D.has little relevance for marketers outside the United States. E.are top secrets which cannot be shared with outsiders.

Q: (p.98)Which of the following is an example of a variable used in demographic segmentation? A.Behavior B.Personality C.Purchase occasion D.Usage rate E.Income

Q: (p.98)Home builders are using _____ segmentation to target people over 55 with homes that have wheelchair-friendly door widths, lever door handles, roll-out shelves, raised toilets and direct 911 wiring. A.demographic B.psychographic C.diffused D.geographic E.psychological

Q: (p.98)In the health care industries, strategies that target women are becoming increasingly prevalent because capturing the female patient means influencing the vast majority of health care decisions made for families and the fact women use health services more frequently than men. If you are a health care provider, you would want to use _____ segmentation. A.demographic B.psychographic C.diffused D.geographic E.psychological

Q: (p.99)Harris Teeter is a chain of supermarkets in the Atlanta area. In one of its stores in a predominantly Jewish neighborhood, the store has three rabbis on staff who make sure the foods sold at the store are kosher. Each of the other Harris Teeter stores has distinct characteristics that ally it with the neighborhood in which it is located. The chain is using _____ segmentation. A.geodemographic B.psychographic C.behavioristic D.geographic E.psychological

Q: (p.99-100)Several new editions of the Bible have recently been published. One is called Refuel: The Complete New Testament for Guys. Revolve: The Complete New Testament is targeted to 17-year old girls. The Sports Devotional Bible is targeted to Christian sports fans. What type of segmentation strategies are Bible publishers using? A.Psychodemographic B.Behavioristic C.Geodemographic D.Demo-clustering E.Psychographic and demographic

Q: (p.92)_____ is the product's ability to satisfy both functional needs and symbolic wants. A.Market position B.Product satisfaction C.Product equity D.Product utility E.Market satisfaction

Q: (p.93)According to the text, market segmentation is a two-step strategic process. The first step is to: A.conduct advertising research that determines consumers' reactions to various ad campaigns. B.identify groups of people with certain shared characteristics within the broad product market. C.locate as many market niches as possible. D.develop place, time and possession utility. E.determine which personal influences will have the appropriate effect on consumers.

Q: (p.93)People who might buy Muir Glen brand organic soups are vegetarians, people who want to try something different, people who like soup, people who don't have time to cook and people who worry about putting chemicals in their bodies. These various groups who may be in the market for Muir Glen soups are all examples of: A.innovators. B.market segments. C.market aggregations. D.diffusers. E.buying centers.

Q: (p.94)Gary Silva, senior vice president of sales, U.S. Auto Parts Group at Genuine Parts, says NAPA doesn't have a cookie-cutter layout but builds stores based on market need, with each designed independently. "It would be easier if all the stores had the exact same layout, but it's not the right thing to do for independent owners because some areas have more professional customers and others have more do-it-yourselfers", he explained. From this information, you know that NAPA targets both _____ markets. A.domestic and international B.internal and external C.demographic and psychographic D.business and consumer E.non-controllable and controllable

Q: (p.94-96)Through marketing research, Prudential Insurance discovered that about 40 percent of its sales were initiated by current customers rather than company insurance agents. With this knowledge it used what kind of behavioristic segmentation variable to segment its market into Prudential policy holders and non-policy holders? A.User status B.Usage rate C.Volume D.Purchase occasion E.Demographic

Q: (p.95-96)The ad for Pepperidge Farm products reads, "Filling your kitchen with delicious aromas is a great way to ensure that your Thanksgiving holiday will be full of joyful anticipation". It would seem that the manufacturer of these products is using: A.demographic segmentation. B.behavioristic segmentation. C.temporal segmentation. D.psychographic positioning. E.lifestyle segmentation.

Q: (p.96)According to the research of Stephan and Tannenholz, _____ are the most brand loyal group and require the least amount of promotion. A.early adopters B.innovators C.sole users D.early majority E.laggards

Q: (p.96)Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that offer them additional minutes. These cell phone companies are using: A.purchase-occasion segmentation. B.psychographic positioning. C.demographic segmentation. D.lifestyle segmentation. E.volume segmentation.

Q: (p.97)Many people give fine chocolates as Christmas presents to friends and co-workers. The only time of year you will see Ferro Rocher chocolates advertised is during November and December as the company tries to create awareness for its product in the minds of consumers looking for that perfect utilitarian gift. This would be an example of: A.purchase-occasion segmentation. B.psychographic positioning. C.demographic segmentation. D.lifestyle segmentation. E.volume segmentation.

Q: (p.97)The Visitors Bureau of Greenville, Mississippi, uses an ad with the following headline: "Join some others who got inspired here" and then lists the famous authors that came from this area of the state. The message in this headline indicates the city is using _____ to attract tourists. A.psychographic positioning B.benefit segmentation C.demographic segmentation D.geodemographic segmentation E.volume segmentation