Q241. Consumers who purchase a Harley-Davidson motorcycle can receive which of the following in addition to the purchase of the product?
A. Membership In A Group
B. A 20 Year Warrantee
C. Free Maintenance for Five Years
D. Invitations to Harley Jamborees, Harley 101 Safety Courses, And Camp Harley
Answer
A. Membership In A Group
Q242. Which type of group’s presumed perspectives or values are being used by an individual asthe basis for his or her current behavior?
A. Cohort Group
B. Generation Group
C. Community Group
D. Reference Group
Answer
D. Reference Group
Q243. Which of the following is NOT a criterion used to classify groups?
A. Membership
B. Strength of Social Tie
C. Number of Members
D. Type of Contact
Answer
C. Number of Members
Q244. Angie is a teenager, living at home with her parents and two brothers. Even though she wants to venture out more on her own, her parents will not allow it, and she obeys their wishes. Her family represents a(n) ___ group.
A. Primary Group
B. Secondary Group
C. Consumer Group
D. Restrictive Group
Answer
A. Primary Group
Q245. Groups with negative desirability are referred to as ___
A. Primary Reference Groups
B. Secondary Reference Groups
C. Dissociative Reference Groups
D. Aspiration Reference Groups
Answer
C. Dissociative Reference Groups
Q246. Individuals frequently purchase products thought to be used by a desired group in order to achieve actual or symbolic membership in the group. This type of group is referred to as a(n) ___
A. Primary Reference Group
B. Secondary Reference Group
C. Dissociative Reference Group
D. Aspiration Reference Group
Answer
D. Aspiration Reference Group
Q247. Which group of teens sees themselves and others as cool and at the center of the action?
A. Influencers
B. Conformers
C. Market Leaders
D. Trend Setters
Answer
A. Influencers
Q248. Which of the following is a characteristic of a consumption subculture?
A. An Identifiable, Hierarchical Social Structure
B. A Set Of Shared Beliefs Or Values
C. Unique Jargon, Rituals, And Modes Of Symbolic Expression
D. A And B
Answer
C. Unique Jargon, Rituals, And Modes Of Symbolic Expression
Q249. That minor stimuli which determines when and how customer will respond in certainway iscalled
A. Perception
B. Cues
C. Motives
D. Both A And C
Answer
B. Cues
Q250. Less involved consumer buying behavior in which customers perceive few differencebetween brands is called
A. Complex Buoying Behavior
B. Variety Seeking Buying Behavior
C. Dissonance Reducing Buying Behavior
D. Habitual Buying Behavior
Answer
D. Habitual Buying Behavior
Q251. According to brand personality traits, ‘sophistication’ is concluded as brand being
A. Reliable And Intelligent
B. Daring And Imaginative
C. Cheerful And Wholesome
D. Charming And Upper Class
Answer
D. Charming And Upper Class
Q252. Social class who rely on relatives for assistance in trouble times and economic supportconsidered as
A. Upper Middles
B. Working Class
C. Middle Class
D. Upper Uppers
Answer
B. Working Class
Q253. Well-known brand ‘Apple’ is related to brand personality trait of
A. Ruggedness
B. Competence
C. Sophistication
D. Excitement
Answer
D. Excitement
Q254. In ‘adoption process for new products’, customer seek information in the
A. Awareness Stage
B. Interest Stage
C. Evaluation And Trial Stage
D. All Of Above
Answer
B. Interest Stage
Q255. Mental process in which customer ends up as buyer of a new product is called
A. Adoption Process
B. Cognitive Dissonance
C. Pre Purchase Behavior
D. Post-Purchase Behavior
Answer
A. Adoption Process
Q256. In social class grouping, white and blue collar workers with average pay can be classified as
A. Upper Middles
B. Working Class
C. Middle Class
D. Upper Uppers
Answer
C. Middle Class
Q257. Buyer decision process starts with
A. Need Recognition
B. Information Search
C. Evaluation Of Alternatives
D. Both B And C
Answer
A. Need Recognition
Q258. Which of the following statements is not true?
A. Sigmund Freud assumed that people are largely unconscious about the real psychological forces shaping their behavior
B. The term motivation research refers to qualitative research designed to probe Consumers hidden, subconscious motivations
C. Abraham Maslow sought to explain why people are driven by particular needs at particular times
D. Selective retention means that marketers must try to understand the mind-sets ofConsumers and how these will affect interpretations of advertising and sales information
Answer
B. The term motivation research refers to qualitative research designed to probe Consumers hidden, subconscious motivations
Q259. The consumers’ five steps of adopting a new product refer to which of the following?
A. Awareness, interest, evaluation, trial, adoption
B. Awareness, promotion, evaluation, trial, adoption
C. Adoption, interest, evaluation, trial promotion
D. Awareness, interest, cash cows, trial, adoption
Answer
B. Awareness, promotion, evaluation, trial, adoption
Q260. Contactual reference groups are:
A. Close groups that we currently belong to, or perhaps belonged to in the past, but no longer want to associate ourselves with.
B. Close groups with which we interact regularly and where there is a degree of proximity.
C. Groups of people that the consumer can identify or admire (often from afar), and aspires to be like them in some way.
D. none of the above
Answer
B. Close groups with which we interact regularly and where there is a degree of proximity.
Q261. The value-expressive influence of reference groups is:
A. When a consumer uses the reference group to actively get information from opinion leaders or expert groups.
B. When a person is influenced in their choice of brand by the preferences of those with whom they socialize, including family members and work colleagues.
C. When someone buys a particular brand to enhance their image, and because they admire characteristics of people who use the bra
Answer
C. When someone buys a particular brand to enhance their image, and because they admire characteristics of people who use the bra
Q262. Parental yielding is when:
A. A parent makes all purchases on behalf of a child.
B. A parent is influenced by a child’s request and ‘surrenders’.
C. A parent passes responsibility for purchases for children to another parental decision-maker.
D. none of the above
Answer
B. A parent is influenced by a child’s request and ‘surrenders’.
Q263. Cultural capital is:
A. The financial resources available to a person.
B. The relationships and social networks influencing behaviour.
C. The knowledge that is accumulated through upbringing and education, consisting of a set of distinctive tastes, skills, knowledge, and practices.
D. none of the above
Answer
C. The knowledge that is accumulated through upbringing and education, consisting of a set of distinctive tastes, skills, knowledge, and practices.
Q264. When companies try and create WOM around their brands, this is called:
A. Endogenous WOM
B. Exogenous WOM
C. Fake WOM
D. none of the above
Answer
B. Exogenous WOM
Q265. A teenager has lunch in McDonald’s with her friends, even though she doesn’t really like McDonald’s and privately prefers to eat the food at Subway. This is an example of which of the following types of conformity?
A. Informational conformity
B. Normative conformity
C. Compliance
D. Internalization
Answer
C. Compliance
Q266. According to the EC consumer behavior model, personal characteristics and environmentalcharacteristics are classified as:
A. independent variables
B. dependent variables
C. intervening variables
D. decision variables
Answer
B. dependent variables
Q267. The major environmental variables influencing EC purchasing are:
A. Price, brand, frequency of purchase, and tangibility.
B. Social, cultural, community, regulatory, political, and legal.
C. Age, gender, ethnicity, education, and lifestyle.
D. Price, social, cultural, ethnicity, and lifestyle.
Answer
A. Price, brand, frequency of purchase, and tangibility.
Q268. Pricing, technical support, and logistics support are several of the ___ thatcan be controlled by EC vendors and sellers
A. independent variables
B. dependent variables
C. intervening variables
D. decision variables
Answer
B. dependent variables
Q269. Because online buyer’s decisions depend on numerous independent and intervening variables, decisions made by customers are classified as:
A. independent variables
B. dependent variables
C. intervening variables
D. decision variables
Answer
D. decision variables
Q270. Banner advertising on Web sites helps trigger a realization that there is a gap between reality and a desired state, which occurs in the ___ stage of the EC purchase decision-making process.
A. need identification
B. information search
C. evaluation, negotiation, and selection
D. purchase, payment, and deli
Answer
B. information search
Q271. Marketing and advertising aplproaches has evolved from mass marketing to market segmentation to one-to-one marketing. This evolution occurred because:
A. The marketing focus shifted from customers to products.
B. The internet enabled companies to better communicate with customers and understand their needs and buying habits.
C. Companies sought to decrease the number of marketing campaigns.
D. Concerns about privacy had diminished.
Answer
B. The internet enabled companies to better communicate with customers and understand their needs and buying habits.
Q272. The core of the “new marketing model” consists of:
A. Four P’s—product, place, price, and promotion.
B. Customer profiles.
C. Online marketing channels.
D. Customer relationships.
Answer
D. Customer relationships.
Q273. Personalization and user profiling strategies include each of the following EXCEPT:
A. Segmenting the market based on demographics.
B. Using questionnaires to collect information directly from the user.
C. Placing cookies on a user’s hard drive to collect information with or without the user’s knowledge.
D. Building from previous purchases or purchase patterns.
Answer
B. Using questionnaires to collect information directly from the user.
Q274. The two key factors limiting the use of personalization to more precisely target marketing efforts to individual customers are:
A. Matching profiles with product offerings and delivering those offerings.
B. Communication costs and filtering costs.
C. Privacy and trust issues.
D. Lack of customer loyalty and service customization costs.
Answer
B. Communication costs and filtering costs.
Q275. Issues related to trust in EC include all of the following EXCEPT:
A. As a result of trust-transference programs through portal affiliation, seal of approval programs, online shopping communities, and customer endorsements, customers are fully confident in online purchasing transactions.
B. When parties trust each other, they have confidence that transaction partners will keep their promises. However, both parties in the transaction assume some risk.
C. Trust is particularly important in global EC transactions due to the difficulty of taking legal action in cases of a dispute or fra
D.
Answer
C. Trust is particularly important in global EC transactions due to the difficulty of taking legal action in cases of a dispute or fra
Q276. Procter & Gamble (P&G) used the Internet in the new product development of Whitestrips, a teeth-brightening product. Based on this experience, P&G:
A. Decided to add Internet research to its traditional marketing test model.
B. Could not determine the target market segments for the Whitestrips.
C. Learned that the cost of online surveys were about the same as similarly sized telephone surveys, but online surveys expedited research considerably,
D. Reduced the time-to-market from concept to market launch by approximately two years.
Answer
A. Decided to add Internet research to its traditional marketing test model.
Q277. All of the following are correct about market research methods EXCEPT:
A. It is important first to understand how groups of consumers are classified or segmented.
B. Markets can be segmented to increase the percentage of responses and to formulate effective marketing strategies that appeal to specific consumer groups.
C. Direct mail marketing methods are usually cost-effective.
D. Market segmentation is done with the aid of tools such as data modeling and data warehousing.
Answer
D. Market segmentation is done with the aid of tools such as data modeling and data warehousing.
Q278. Social class, lifestyle, personality, and activities are descriptors used in ___ market segmentation.
A. Geographic
B. Demographic
C. Psychographic
D. Cognitive, affective, behavioral
Answer
D. Cognitive, affective, behavioral
Q279. According to Inmon, B2C clickstream data can reveal information each of the following EXCEPT:
A. What goods the customer wanted to but could not find.
B. What goods the customer examined but did not purchase.
C. Which ads and promotions were effective and which were not.
D. Whether there are too many products for the customer to wade through.
Answer
B. What goods the customer examined but did not purchase.
Q280. Web analytics and mining tools and services:
A. Simply report which pages were clicked and how long a visitor stayed there.
B. Offer advanced functions that help marketers decide which products to promote, and merchandisers achieve a better understanding of the nature of demand.
C. Are used to redesign web sites quickly and on the fly.
D. Provide most companies with knowledge about how to use clickstream data effectively.
Answer
A. Simply report which pages were clicked and how long a visitor stayed there.
