Question 1

An advertisement for an elite school invites students "who want to be more, who can be more, and who dare to be more" to call or write for additional information. According to Maslow's hierarchy of needs, this advertisement is a promotional appeal to one's _____ need.

Accepted Answer

A)  physiological
B)  safety
C)  social
D)  esteem
E)  self-actualizationF) All of the above
G) A) and B)

Question 2

One of the roles of IMC is to communicate product utility.

Accepted Answer

A) True 
 B)False

Question 3

What are the three aims related to habits that companies have in the quest for brand loyalty?

Accepted Answer

In the quest for brand loyalty, companie...

Question 4

Which of the following is true of stimulus?

Accepted Answer

A)  It refers to subconscious filters that shield people from unwanted messages.
B)  It is a way of calculating the success of a business.
C)  It may originate within our bodies or from outside our bodies.
D)  It governs the way we discern raw sensory information and translate it into action.
E)  It must occur every time customers use a product.F) A) and B)
G) D) and E)

Question 5

Warm Hearths, a home fashion magazine, is designed to appeal to people who want to know the latest trends in interior design. It features articles about various styles of furniture, fabrics, and artwork for American houses. On its Web site, viewers can see the product lines of different companies. In terms of markets, this magazine most likely targets the _____ market.

Accepted Answer

A)  reseller
B)  industrial
C)  consumer
D)  business
E)  governmentF) B) and D)
G) A) and B)

Question 6

_____ refer to people one tries to emulate or whose approval is important.

Accepted Answer

A)  Early adopters
B)  Evoked sets
C)  Elites
D)  Cultural clusters
E)  Reference groupsF) A) and C)
G) A) and B) E

Question 7

_____ is a relatively permanent change in thought process or behavior.

Accepted Answer

A)  Stimulus
B)  Perception
C)  Utility
D)  Learning
E)  CognitionF) B) and E)
G) B) and D)

Question 8

Motives stem from the conscious goal of satisfying our needs and wants.

Accepted Answer

A) True 
 B)False

Question 9

_____ is the consumer's conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually.

Accepted Answer

A)  Brand loyalty
B)  Brand equity
C)  Brand interest
D)  Brand awareness
E)  Brand valueF) A) and B)
G) None of the above

Question 10

What is the importance of consumer behavior in marketing?

Accepted Answer

Marketers spend a lot of money to keep i...

Question 11

The three general categories of customers are current customers, prospective customers, and centers of influence.

Accepted Answer

A) True 
 B)False

Question 12

The term _____ refers to the information we receive through our five senses.

Accepted Answer

A)  habit
B)  persuasion
C)  perception
D)  motive
E)  attitudeF) A) and B)
G) A) and C)

Question 13

When buying a new backpack, Maria assessed four brands. The _____ that she used to make a purchase decision were sturdiness, weight, and design.

Accepted Answer

A)  economic paradigm
B)  evaluative criteria
C)  reference group
D)  informational motive
E)  center of influenceF) C) and D)
G) B) and E)

Question 14

Which of the following is true of the influence of culture on advertising?

Accepted Answer

A)  Companies find it easier to change consumer tastes rather than work with them.
B)  Global marketers are especially concerned with the purchase environment.
C)  Differences in subcultures do not have a significant impact on product response.
D)  Consumers are not influenced by interpersonal factors.
E)  Marketing activities are not susceptible to cultural error.F) C) and D)
G) C) and E)

Question 15

A(n)  _____is our acquired mental position regarding some idea or object.

Accepted Answer

A)  model
B)  need.
C)  attitude
D)  exchange
E)  evoked setF) B) and E)
G) All of the above C

Question 16

While reading the newspaper, Luke came across a brightly-colored advertisement. However, he could not read the details because the print was too small. In this case, _____ screens prevented him from reading the advertisement.

Accepted Answer

A)  physiological
B)  rational
C)  peripheral
D)  psychological
E)  informationalF) B) and C)
G) A) and D)

Question 17

From the advertiser's point of view, social class always represents an important functional or operational set of values.

Accepted Answer

A) True 
 B)False  False

Question 18

Which of the following product promotions will reinforce consumer habits and increase brand loyalty?

Accepted Answer

A)  For every jar of coffee a customer purchases, he or she gets another free.
B)  A sales clerk gives out free samples of mustard sauce at the supermarket.
C)  An advertisement demonstrates the superiority of one brand of beer over another.
D)  A vacuum cleaner salesperson offers to clean the carpet at a customer's house.
E)  A new brand of soap offers a discount to lure customers away from an established brand.F) A) and E)
G) A) and D)

Question 19

At the point of making a purchase decision, consumers establish _____ to judge selection alternatives.

Accepted Answer

A)  brand loyalty
B)  evaluative criteria
C)  transformational motives
D)  postpurchase evaluations
E)  cultural hegemonyF) A) and D)
G) A) and C)

Question 20

_____ are the basic, often instinctive, human forces that motivate us to do something.

Accepted Answer

A)  Needs
B)  Motives
C)  Stimuli
D)  Attitudes
E)  HabitsF) B) and C)
G) A) and E)

Exam 5: Marketing and Consumer Behavior: The Foundations of Advertising

An advertisement for an elite school invites students "who want to be more, who can be more, and who dare to be more" to call or write for additional information. According to Maslow's hierarchy of needs, this advertisement is a promotional appeal to one's _____ need.

Correct Answer
verified

One of the roles of IMC is to communicate product utility.

Correct Answer
verified

What are the three aims related to habits that companies have in the quest for brand loyalty?

Correct Answer
verified
In the quest for brand loyalty, companie...
View Answer

Which of the following is true of stimulus?

Correct Answer
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Correct Answer
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_____ refer to people one tries to emulate or whose approval is important.

Correct Answer
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E

_____ is a relatively permanent change in thought process or behavior.

Correct Answer
verified

Motives stem from the conscious goal of satisfying our needs and wants.

Correct Answer
verified

_____ is the consumer's conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually.

Correct Answer
verified

What is the importance of consumer behavior in marketing?

Correct Answer
verified
Marketers spend a lot of money to keep i...
View Answer

The three general categories of customers are current customers, prospective customers, and centers of influence.

Correct Answer
verified

The term _____ refers to the information we receive through our five senses.

Correct Answer
verified

When buying a new backpack, Maria assessed four brands. The _____ that she used to make a purchase decision were sturdiness, weight, and design.

Correct Answer
verified

Which of the following is true of the influence of culture on advertising?

Correct Answer
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A(n) _____is our acquired mental position regarding some idea or object.

Correct Answer
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C

While reading the newspaper, Luke came across a brightly-colored advertisement. However, he could not read the details because the print was too small. In this case, _____ screens prevented him from reading the advertisement.

Correct Answer
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From the advertiser's point of view, social class always represents an important functional or operational set of values.

Correct Answer
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False

Which of the following product promotions will reinforce consumer habits and increase brand loyalty?

Correct Answer
verified

At the point of making a purchase decision, consumers establish _____ to judge selection alternatives.

Correct Answer
verified

_____ are the basic, often instinctive, human forces that motivate us to do something.

Correct Answer
verified

Exam 5: Marketing and Consumer Behavior: The Foundations of Advertising

An advertisement for an elite school invites students "who want to be more, who can be more, and who dare to be more" to call or write for additional information. According to Maslow's hierarchy of needs, this advertisement is a promotional appeal to one's _____ need.

Correct AnswerverifiedShow Answer

One of the roles of IMC is to communicate product utility.

Correct AnswerverifiedShow Answer

What are the three aims related to habits that companies have in the quest for brand loyalty?

Correct AnswerverifiedIn the quest for brand loyalty, companie...View AnswerShow Answer

Which of the following is true of stimulus?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

_____ refer to people one tries to emulate or whose approval is important.

Correct AnswerverifiedE

_____ is a relatively permanent change in thought process or behavior.

Correct AnswerverifiedShow Answer

Motives stem from the conscious goal of satisfying our needs and wants.

Correct AnswerverifiedShow Answer

_____ is the consumer's conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually.

Correct AnswerverifiedShow Answer

What is the importance of consumer behavior in marketing?

Correct AnswerverifiedMarketers spend a lot of money to keep i...View AnswerShow Answer

The three general categories of customers are current customers, prospective customers, and centers of influence.

Correct AnswerverifiedShow Answer

The term _____ refers to the information we receive through our five senses.

Correct AnswerverifiedShow Answer

When buying a new backpack, Maria assessed four brands. The _____ that she used to make a purchase decision were sturdiness, weight, and design.

Correct AnswerverifiedShow Answer

Which of the following is true of the influence of culture on advertising?

Correct AnswerverifiedShow Answer

A(n) _____is our acquired mental position regarding some idea or object.

Correct AnswerverifiedC

While reading the newspaper, Luke came across a brightly-colored advertisement. However, he could not read the details because the print was too small. In this case, _____ screens prevented him from reading the advertisement.

Correct AnswerverifiedShow Answer

From the advertiser's point of view, social class always represents an important functional or operational set of values.

Correct AnswerverifiedFalse

Which of the following product promotions will reinforce consumer habits and increase brand loyalty?

Correct AnswerverifiedShow Answer

At the point of making a purchase decision, consumers establish _____ to judge selection alternatives.

Correct AnswerverifiedShow Answer

_____ are the basic, often instinctive, human forces that motivate us to do something.

Correct AnswerverifiedShow Answer

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In the quest for brand loyalty, companie...
View Answer

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E

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Marketers spend a lot of money to keep i...
View Answer

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C

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False

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