TO DO WELL INYOUR ONLINE

1. STUDY FROM CHAPTER 1 to 11 for this exam.

2. TAKE A SCANTRON AND FILL IT IN (question 1 to 50).

3. MAKE SURE TO GET YOUR SCANTRON BACK TO THE PROFESSOR

NO LATER THAN NEXT CLASS TIME.

Q1/50: Nonverbal communication takes place in a number of channels and forms including:

A. impersonal channels.

B. symbolic communication.

C. interpersonal media.

D. all of these.

Q2/50: The family life cycle is a composite variable that includes:

A. education, income, and occupation.

B. age, personality, and group dynamics.

C. marital status and family status.

D. location, attitudes, and social class.

Q3/50: Words, pictures, symbols, spokespersons, and special channels can all be used to aid a sender in:

A. encoding.

B. interpreting.

C. decoding.

D. verbalizing.

Q4/50: An individual's sensitivity to stimuli varies with the quality of his or her sensory receptors and:

A. how long he/she is exposed to the stimuli.

B. his/her familiarity with the stimuli.

C. amount or intensity of stimuli.

D. his/her intelligence.

Q5/50: Weber's law states:

A. the just noticeable difference of a stimulus is an absolute, the same in every context.

B. the receiver's sensory receptors are the primary determinant of the level of the just noticeable difference.

C. the absolute threshold varies according to the product, not the level of stimulus around the product.

D. the just noticeable difference between two stimuli is relative to the strength of the first stimuli.

Q6/50: The amount of information that transfers from the short-term memory store to the long-term memory store is dependent upon the:

A. quantity of information.

B. quality of information.

C. amount of rehearsal.

D. relative direction of the information.

Q7/50: The reference group that influences the specific expressions of consumer attitudes and behaviors is the:

A. normative reference group.

B. symbolic group.

C. indirect reference group.

D. comparative reference group.

Q8/50: Audiences judge the credibility of commercial sources of information on the basis of:

A. the sleeper effect.

B. content of the message.

C. the channel used to convey the message.

D. the firm's past performance.

Q9/50: Consumer learning from a marketing perspective:

A. depends solely on acquiring new knowledge and does not address consumer experience.

B. requires intentionality on the part of the consumers.

C. is a process where the consumers' mind and decisions change over time.

D. involves cues but not motivations, involves response but not reinforcement.

Q10/50: Donald Barton, after reading that a store is having a sale on Schwinn bicycles, decides to go to look at them this afternoon. In his opinion, that brand is top-of-the-line, and he has always wanted to own one. In terms of classical conditioning theory, his action is an example of: {use lecture knowledge because textbook 8^th edition is misleading}

A. conditioned response.

B. conditioned stimulus.

C. stimulus generalization.

D. unconditioned response.

Q11/50: The primary goal of consumer attitude research is to:

A. identify current attitudes in order to better satisfy consumer needs.

B. understand consumer attitudes in order to increase profitability.

C. avoid creating negative attitudes toward new products.

D. discover why consumers buy in order to increase market share.

Q12/50: Researchers prefer to divide the social class continuum into small specific social classes, called:

A. portions.

B. strata.

C. groups.

D. schema.

Q13/50: A cereal manufacturer discovers that a consumer won't notice a decrease in product package size from 20 to 18 ounces but will notice the decrease if they decrease the package size to 16 ounces. The marketer has discovered the consumer's:

A. sensory reception sensitivity.

B. absolute threshold.

C. level of adaptation.

D. differential threshold.

Q14/50: Attitudes:

A. are consistent across contexts.

B. are more heavily influenced by media than by friends.

C. are the same as beliefs.

D. vary by situation.

Q15/50: When advertisers study the semantics of advertising messages, they are studying:

A. the structure of the messages.

B. the persuasive strategies being used.

C. the meanings of the words and their inferences.

D. the involvement level of their customers.

Q16/50: The subconscious process of choosing what an individual perceives is called:

A. perceptual interpretation.

B. subconscious motivation.

C. perceptual selectivity.

D. organization activity.

Q17/50: In terms of learning theory, how individuals react to a drive or cue describes their:

A. response.

B. attitude.

C. motivation.

D. involvement.

Q18/50: Research on the use of sex in advertising shows that:

A. product relevant use of sex is powerful in ad copy.

B. due to the feminist movement, it is causing advertisers more trouble than its worth.

C. it has little impact on recognition or unaided recall.

D. none of the these are true.

Q19/50: When consumers store information in their memories according to significant concepts they are storing things in their long-term memory:

A. episodically.

B. through schemas.

C. by chunking.

D. semantically.

Q20/50: Jane Finburg went to a store sale in which everything was marked 75 percent off. She knew perfectly that she would face a turbulent atmosphere at the store, so it didn't bother her. Her attitude reflects her:

A. organization.

B. nature.

C. motivations.

D. expectations.

Q21/50: If you want to examine what defining features shape consumers attitudes toward a particular product the best multiattribute attitude model to use would be:

A. attitude-toward-object.

B. theory-of-reasoned action.

C. theory of trying to consume.

D. attitude-toward-behavior.

Q22/50: The learning theory that proposes that learning is not the acquisition of new reflexes but the acquisition of new knowledge is:

A. cognitive associative learning.

B. classical conditioning theory.

C. instrumental learning.

D. operant conditioning.

Q23/50: Reference group influence is low in cases of:

A. privately consumed products.

B. the purchase and use of conspicuous products.

C. the purchase of perceived high risk products.

D. new products or brands for which there is little information.

Q24/50: Andrew is designing a promotional campaign for a market segment known for its high-risk perception. A good choice of marketing strategy would be to:

A. emphasize the newness of the product and its innovative design.

B. stress its low price and high quality.

C. use an established brand name and distribute through reputable outlets.

D. offer a warranty, run image-based ads with little information, and use intensive distribution.

Q25/50: The associations brought to mind when a cue is activated is called:

A. activation.

B. encoding.

C. a schema.

D. chunking.

Q26/50: An individual's unconscious distortion of information is associated with one's:

A. selective attention.

B. selective exposure.

C. perceptual defense.

D. perceptual blocking.

Q27/50: Consumer socialization:

A. occurs by the time the consumer is a teenager.

B. is an ongoing process throughout life.

C. is set in children by the time they are 9.

D. is determined by the home life one has growing up.

Q28/50: When firms deliberately manufacture a product which is as similar to the leading brand, a "me-too" product, they are relying on the classical conditioning theory concept of:

A. unconditioned response.

B. stimulus variance.

C. stimulus generalization.

D. stimulus discrimination.

Q29/50: Consumer psychologists have done research that indicates that consumers who tend to rely on their own values or standards in evaluating new products (rather than seeking advice) would tend to score high in:

A. inner-directedness.

B. dogmatism.

C. open-mindedness.

D. the need for stimulation.

Q30/50: Firms distribute free trial packages of their new products to consumers in hopes that they will develop positive attitudes after trial through:

A. value-expressive action.

B. classical conditioning.

C. instrumental conditioning.

D. stimulus generalization.

Q31/50: The key to positioning products is:

A. properly segmenting the consumer market.

B. identifying salient attributes.

C. tapping into the self-esteem of the target consumer.

D. integrated marketing communication.

Q32/50: If a marketer wants to measure consumer learning in terms of their ability to remember an ad and its content he/she could use a/an:

A. comprehension test.

B. attitudinal test.

C. purchase consistency test.

D. recall test.

Q33/50: Jeff wants to be part of the local fraternity. He dresses like the members, he adopts their style of language, and copies other behaviors that set that fraternity apart, but he is not a member of the fraternity, he's only 12. For Jeff, the fraternity is a:

A. membership group.

B. fantasy group.

C. symbolic group.

D. normative task group.

Q34/50: A classic study concluded that incompleted tasks are better remembered than completed tasks. This is called:

A. the Gestapo effect.

B. the Zeigarnik effect.

C. the Weber effect.

D. the Pavlov effect.

Q35/50: In a marketing context, if consumers base their purchase decisions totally on objective criteria their motivation is:

A. emotional.

B. subjective.

C. cognitive.

D. rational.

Q36/50: In order to get her son to say "Please," a mother gives him a quarter every time he says "Please" when asking for something. The mother is employing:

A. negative reinforcement.

B. instrumental conditioning.

C. classical conditioning.

D. stimulus generalization.

Q37/50: A major influence on family consumption patterns is:

A. the children's peer group in school.

B. the neighborhood and adult friends the parents have.

C. the lifestyle of the grandparents.

D. the lifestyle commitments such as the use of time.

Q38/50: The use of a spokesperson with a German accent in a car commercial because many consumers perceive Germans to be excellent automobile engineers is an example of the distorting influence of:

A. the first impression.

B. stereotyping.

C. physical appearances.

D. irrelevant cues.

Q39/50: Needs and goals constantly change because:

A. the satisfaction of old needs is not perceived as gratifying.

B. the surrounding environment remains stable.

C. new needs emerge from the satisfaction of old needs.

D. all of the these.

Q40/50: Jim Osburn has decided which car he is going to buy. However, he is already beginning to doubt if he is making the right choice. Jim is experiencing:

A. attribution conflict.

B. cognitive dissonance.

C. peripheral cognitive processing.

D. defensive attribution.

Q41/50: Toby's company makes a vacuum cleaner that has been on the market for some time and is heavily copied by competitors. Toby's company decides to not get into a price war, but make some improvements, raise the price, and market the vacuum cleaner as a higher-quality product at only a slightly higher price. This is an example of:

A. perceptual mapping.

B. building brand identity.

C. reinforcing product image.

D. repositioning.

Q42/50: When one's successes are internalized and failures are credited to others, one is making a/an:

A. internal attribution.

B. defensive attribution.

C. attribution toward things.

D. external attribution.

Q43/50: The conduct of secondary research:

A. is done prior to and in order to set the research objectives of the study.

B. must always be supplemented by primary research.

C. is more time consuming and expensive than primary research.

D. may eliminate the need for primary data.

Q44/50: If parents see a college's costs as unfair due to the various discounting that goes on, they are being influenced by the service image element of:

A. perceived product quality.

B. service environment.

C. perceived price.

D. perceived value.

Q45/50: Social class shows that there is a close association among:

A. occupation, income, and education.

B. gender, family, and income.

C. age, education, and income.

D. personal values, education, and income.

Q46/50: When a marketer uses the price of a product and its packaging to communicate quality, the marketer is using _____ communication.

A. symbolic.

B. visual.

C. semantic.

D. verbal.

Q47/50: Marketers use income to segment markets because:

A. of its correlation to psychological segmentation data.

B. it is a strong indicator of the ability (or inability) to buy.

C. of its strong correlation to social class.

D. of the increase in the number of single parent households.

Q48/50: Which one of these sources of power is not part of the 5 sources of social power.

A. coercive power.

B. expert power.

C. credibility power.

D. referent power.

Q49/50: Celine Dion appears in a commercial talking about how much she likes a new fragrance she uses. This is an example of a/an:

A. celebrity testimonial.

B. expert endorsement.

C. common person appeal.

D. company spokesperson appeal.

Q50/50: A primary advantage of differentiated marketing is that it costs less than mass marketing. A. TRUE.          B. FALSE.