14 Aug Part 1 of 2 – Multiple Choice 60.0 Points There is only one correct answer for e

Part 1 of 2 – Multiple Choice 60.0 Points
There is only one correct answer for each question. Be sure
to choose the right one!

Question 1 of 64 1.0
Points
Which of the following refers to developing a distinct image
for a
product in the mind of the consumer?

A. Targeting

B. Placement

C. Segmenting

D. Positioning

E. Promotion

Question 2 of 64 1.0
Points
Motivation is produced by a state of tension, which exists
as the result
of what?

A. Satisfied desires

B. Unrealized desires

C. Unfulfilled needs

D. Environmental forces

E. Peer pressure

Question 3 of 64 1.0
Points
The likelihood of a consumer accepting or rejecting
foreign-made
products is known as which of the following?

A. Consumer understanding

B. Consumer innovativeness

C. Consumer ethnocentrism

D. Consumer perception

E. Consumer materialism

Question 4 of 64 1.0
Points
How receptive a person is to new experiences is known as
which of the following?

A. Consumer innovativeness

B. Consumer perception

C. Consumer understanding

D. Consumer ethnocentrism

E. Consumer materialism

Question 5 of 64 1.0
Points
Which of the following is the process through which
individuals learn
behavior by observing the behavior of others and the
consequences of
such behavior?

A. Massed learning

B. Positioning

C. Passive learning

D. Modeling

E. Distributed learning

Question 6 of 64 1.0
Points
In the study of personality, three distinct properties are
of central
importance. What are these?

A. Personality reflects individual differences, personality
is consistent
and enduring, and personality does not change

B. Personality reflects individual differences, personality
is inconsistent
and fleeting, and personality can change

C. Personality reflects similarities between individuals,
personality is
consistent and enduring, and personality does not change

D. Personality reflects individual differences, personality
is consistent
and enduring, and personality can change

E. Personality reflects similarities between individuals,
personality is
consistent and enduring, and personality can change

Question 7 of 64 1.0
Points
Concerning the arousal of human motives, which school sees
behavior as a
response to a stimulus, and elements of conscious thought
are ignored?

A. Behaviorist

B. Cognitive

C. Analytical

D. Market-driven

E. Emotional

Question 8 of 64 1.0
Points
Which of the following types of goals are defined as general
classes or
categories of goals that consumers see as a means to fulfill
their needs?

A. Objective goals

B. Subjective goals

C. General goals

D. Product-oriented goals

E. Generic goals

Question 9 of 64 1.0
Points
Needs that we learn in response to our culture or
environment are which
type of needs?

A. Acculturated

B. Primary

C. Biogenic

D. Innate

E. Acquired

Question 10 of 64 1.0
Points
Which of the following is defined as “any
distinguishing,
relatively enduring way in which one individual differs from
another”?

A. Characteristic

B. Individualism

C. Creativity

D. Personality

E. Trait

Question 11 of 64 1.0
Points
Reinforcement performed before the desired consumer behavior
actually
takes place is called what?

A. Positioning

B. Licensing

C. Passive learning

D. Shaping

E. Preemptive reward

Question 12 of 64 1.0
Points
According to the trio-of-basic-needs theory, the trio of
basic needs
includes what?

A. Environment, affection, self-actualization

B. Achievement, affection, power

C. Power, affiliation, and achievement

D. Safety, physical satisfaction, social belonging

E. Prestige, affiliation, and achievement

Question 13 of 64 1.0
Points
Which of the following increases the strength of the
association between
a conditioned stimulus and an unconditioned stimulus and
slows the
process of forgetting?

A. Stimulus generalization

B. Modeling

C. Repetition

D. Sensory stores

E. Shaping

Question 14 of 64 1.0
Points
When marketers want to extend a brand name associated with
one line of
products to another, they may take advantage of which of the
following?

A. The persistence of first impressions

B. The halo effect

C. Physical appearances

D. Consumers’ tendency to jump to conclusions

E. Perceptual blocking

Question 15 of 64 1.0
Points
Two people driving together may spot a billboard at
different times.
This means they have different what?

A. Adaptation levels

B. Differential thresholds

C. Just noticeable differences

D. Absolute thresholds

E. Sensory adaptations

Question 16 of 64 1.0
Points
Which of the following is the process of dividing a market
into subsets
of consumers with common needs or characteristics?

A. Product positioning

B. Market stewardship

C. Market targeting

D. Ethical marketing

E. Market segmentation

Question 17 of 64 1.0
Points
Which of the following is any price that a consumer uses as
a basis for
comparison in judging another price?

A. Tensile

B. Reference

C. Objective

D. Discount

E. Superficial

Question 18 of 64 1.0
Points
The minimal difference that can be detected between two
similar stimuli
is called which of the following?

A. Differential threshold

B. Perceptual threshold

C. Sensation threshold

D. Sensory threshold

E. Absolute threshold

Question 19 of 64 1.0
Points
When a consumer is anxious about choosing a product because
they are
worried they may select a one that will not work as well as
they expect,
they are perceiving which type of risk?

A. Social risk

B. Financial risk

C. Time risk

D. Functional risk

E. Psychological risk

Question 20 of 64 1.0
Points
According to Freuds theories, which of the following is an
individuals
conscious control?

A. Self-image

B. Id

C. Superego

D. Super-id

E. Ego

Question 21 of 64 1.0
Points
A high school students self image as a future biology major
at college
is best described as which of the following?

A. Social self-image

B. Expected self-image

C. Ideal social self-image

D. Extended self

E. Multiple self

Question 22 of 64 1.0
Points
A positive goal is one toward which behavior is directed,
and is often
referred to as which of the following?

A. Inclining object

B. Interactive object

C. Avoidance object

D. Autonomous object

E. Approach object

Question 23 of 64 1.0
Points
Which of the following refers to the degree of
open-mindedness that
individuals display toward the unfamiliar and toward
information that is
contrary to their own established beliefs?

A. Dogmatism

B. Sensation seeking

C. Novelty seeking

D. Optimum level of stimulation

E. Need for cognition

Question 24 of 64 1.0
Points
The process by which an individual selects, organizes, and
interprets
stimuli into a meaningful and coherent picture of the world
is known as
which of the following?

A. Understanding

B. Perception

C. Realization

D. Observation

E. Rationalization

Question 25 of 64 1.0
Points
Emerging digital technologies are allowing consumers to have
more power
than ever before. From the list below, what does this mean
for them?

A. They are required to buy goods and services from local
vendors

B. They can use “intelligent agents” to locate the
best prices
for products or services

C. They are limited in the time of day that they are able to
buy products

D. They are forced to acquire used items through middlemen
instead of
directly from the original owner

E. They are more limited in the range of products that they
can purchase

Question 26 of 64 1.0
Points
Oftentimes consumer research respondents may be unaware of
their motives
or are unwilling to reveal them when asked directly. In such

situations, researchers use which of the following to delve
into the
consumer’s unconscious or hidden motivations?

A. Likert scales

B. Empirical techniques

C. Projective techniques

D. Telephone surveys

E. Quantitative techniques

Question 27 of 64 1.0
Points
Which of the following is not one of the four tiers of a
customer pyramid?

A. Platinum

B. Gold

C. Sapphire

D. Lead

E. Iron

Question 28 of 64 1.0
Points
Jill gets good grades because her parents will punish her if
she doesn’t
receive at least a 3.5 GPA. What type of goal does Jill
have?

A. Avoidance object

B. Psychological object

C. Approach object

D. Physical object

E. Positive object

Question 29 of 64 1.0
Points
What is another term for psychographic characteristics?

A. Lifestyles

B. Age

C. Benefits sought

D. Use-situation factors

E. Use-related factors

Question 30 of 64 1.0
Points
Which of the following is composed of inner psychological
characteristics that both determine and reflect how a person
responds to
his or her environment?

A. Status

B. Role

C. Personality

D. Self-image

E. Individuality

Question 31 of 64 1.0
Points
Which of the following is a strategy of targeting several
segments using
individual marketing mixes?

A. Consumption-specific

B. Differentiated marketing

C. Countersegmentation

D. Microtargeting

E. Concentrated marketing

Question 32 of 64 1.0
Points
Which of the following are examples of consumer-rooted
features?

A. Usage rate, level of involvement and psychographics

B. Education, usage situation, and social class

C. Personality traits, lifestyles, and family life cycle

D. Demographics, gender, and benefits wanted

E. Level of involvement, awareness of product alternatives,
and benefits wanted

Question 33 of 64 1.0
Points
The adoption of digital technologies has introduced drastic
changes into
the business environment, including which of the following?

A. Marketers can offer more products and services than ever
before.

B. Consumers face more barriers to accessing information.

C. Customers are forced to deal with distribution outlets
and middlemen in
order to obtain goods.

D. Market research has become significantly more difficult.

E. The exchange between marketers and customers is less
interactive than in
the past.

Question 34 of 64 1.0
Points
Which of the following represents the process and tools used
to study
consumer behavior?

A. Consumer research

B. Market targeting

C. Positioning

D. Market segmentation

E. The marketing mix

Question 35 of 64 1.0
Points
To respond to consumers’ growing interest in products and
services that
were more unique and would better satisfy their individual
or specific
needs and preferences, companies adopted which orientation?

A. Product

B. Marketing

C. Societal

D. Technology

E. Production

Question 36 of 64 1.0
Points
Which of the following is a perceptual organization
principle that
states individuals tend to organize stimuli so that they
form a unified
picture or impression?

A. Stereotyping

B. Figure and ground

C. Grouping

D. Closure

E. Selective exposure

Question 37 of 64 1.0
Points
Which of the following tiers of a customer pyramid includes
heavy users
who are not price sensitive and are willing to try new
offerings?

A. Platinum

B. Gold

C. Lead

D. Iron

E. Sapphire

Question 38 of 64 1.0
Points
Kathy wants all of her friends to see her as the girl with
the highest
fashion sense and best hair. This is an expression of which
of the following?

A. Ideal self-image

B. Actual self-image

C. Social self-image

D. Ideal social self-image

E. Expected self-image

Question 39 of 64 1.0
Points
Which of the following is defined as aggregating individual
consumers
into relatively small groups, based on data available about
them from
many different databases and targeting them with tailor-made
messages?

A. Consumption-specific

B. Concentrated marketing

C. Differentiated marketing

D. Countersegmentation

E. Microtargeting

Question 40 of 64 1.0
Points
When a consumer avoids purchasing a new laptop because
prices keep
falling and they are worried the same laptop will be cheaper
in six
months, they are perceiving which type of risk?

A. Functional risk

B. Time risk

C. Social risk

D. Financial risk

E. Psychological risk

Question 41 of 64 1.0
Points
Consumers need to protect themselves from being bombarded
with stimuli
by simply tuning out such stimuli from their conscious
awareness. This
is known as what?

A. Selective exposure

B. Perceptual defense

C. Selective attention

D. Perceptual differentiation

E. Perceptual blocking

Question 42 of 64 1.0
Points
Which of the following is the stage of memory in which
information is
processed and held for just a brief period?

A. Rehearsal

B. Short-term store

C. Long-term store

D. Sensory store

E. Recall

Question 43 of 64 1.0
Points
Age, gender, and education are bases of which of the
following types of segmentation?

A. Geographic segmentation

B. Sociocultural segmentation

C. Benefit segmentation

D. Demographic segmentation

E. Psychological segmentation

Question 44 of 64 1.0
Points
Which of the following is defined as consumers attributing
various
descriptive personality-like traits or characteristics to
different brands?

A. Brand personality

B. Consumer dogmatism

C. Consumer need for cognition

D. Consumer innovation

E. Sensation seeking

Question 45 of 64 1.0
Points
Concerning the arousal of human motives, which school
believes that all
behavior is directed at goal achievement?

A. Behaviorist

B. Market-driven

C. Cognitive

D. Emotional

E. Analytical

Question 46 of 64 1.0
Points
Julia gets good grades because she likes the sense of
accomplishment she
feels when she gets a straight-A report card. What type of
goal does
Julia have?

A. Approach object

B. Negative object

C. Psychological object

D. Avoidance object

E. Defensive object

Question 47 of 64 1.0
Points
Which of the following is a perceptual organization
principle that
states an image is more clearly perceived in contrast to a
background?

A. Closure

B. Stereotyping

C. Selective exposure

D. Grouping

E. Figure and ground

Question 48 of 64 1.0
Points
Which of the following describes an individual’s perception
of the
performance of a product or service in relation to one’s
expectations?

A. Market targeting

B. Customer satisfaction

C. Product promotion

D. Product placement

E. Market segmentation

Question 49 of 64 1.0
Points
Which of the following is defined as the sought-after
results of
motivated behavior?

A. Goals

B. Behaviors

C. Targets

D. Rewards

E. Motivations

Question 50 of 64 1.0
Points
Trends in the markets, such as shifts in age, gender, and
income
distribution, are often detected through which type of
information?

A. Sociocultural

B. Psychological

C. Physiological

D. Use-related

E. Demographic

Question 51 of 64 1.0
Points
When a consumer is worried about choosing a product that
others will
laugh at, they are perceiving which type of risk?

A. Time risk

B. Social risk

C. Psychological risk

D. Functional risk

E. Financial risk

Question 52 of 64 1.0
Points
When a consumer is worried that the time and effort spent in
product
search may be wasted if the product does not perform as
expected, they
are perceiving which type of risk?

A. Social risk

B. Functional risk

C. Financial risk

D. Time risk

E. Psychological risk

Question 53 of 64 1.0
Points
Which route to persuasion is most effective for
high-involvement purchases?

A. Short-term stores

B. Massed learning

C. Distributed learning

D. Central

E. Peripheral

Question 54 of 64 1.0
Points
Which of the following types of goals are defined as
concerning the
specifically branded products and services that consumers
select for
goal fulfillment?

A. General goals

B. Product-specific goals

C. Generic goals

D. Subjective goals

E. Objective goals

Question 55 of 64 1.0
Points
What is defined as the ratio between the customer’s
perceived benefits
and the resources used to obtain those benefits?

A. Customer value

B. Consumer marketing

C. Consumer decision making

D. Customer satisfaction

E. Customer relationship management

Question 56 of 64 1.0
Points
Which of the following refers to the degree of personal
relevance that a
product or purchase holds for a customer?

A. Encoding

B. Shaping

C. Consumer involvement

D. Hemispheral lateralization

E. Information overload

Question 57 of 64 1.0
Points
Which of the following are examples of consumption-specific
behaviors?

A. Demographics, gender, and benefits wanted

B. Level of involvement, awareness of product alternatives,
and benefits wanted

C. Usage rate and usage situation

D. Education, usage situation, and social class

E. Personality traits, lifestyles, and family life cycle

Question 58 of 64 1.0
Points
When a consumer is worried about choosing a product that will
ultimately
bruise their ego, they are perceiving which type of risk?

A. Psychological risk

B. Time risk

C. Social risk

D. Functional risk

E. Financial risk

Question 59 of 64 1.0
Points
The amount of information available for delivery from
short-term storage
to long-term storage depends on the amount of what?

A. Encoding

B. Recall

C. Shaping

D. Retrieval

E. Rehearsal

Question 60 of 64 1.0
Points
What does the societal marketing concept call on marketers
to do?

A. Lobby for government regulation of their industries

B. Fulfill the needs of the target audience in ways that
improve society as
a whole, while fulfilling the objectives of the organization

C. Minimize production costs in order to offer the product
at the lowest
price possible

D. Aggressively market all products to all segments of
society

E. Track customer preferences via the Internet to improve
customer research databases

Part 2 of 2 – Essay Questions 40.0 Points
Fully answer each question. The length of your answer will
depend on the instructions contained in the question (e.g. list 5, list 3, etc.).

Question 61 of 64 10.0
Points
List and describe three defense mechanisms. Give examples
for each.

Question 62 of 64 10.0
Points
List and describe the four elements of learning. Give
examples for each.

Question 63 of 64 10.0
Points
Describe three ways digital technologies have impacted
marketers and/or consumers.

Part 1 of 2 – Multiple Choice 60.0 PointsThere is only one correct answer for each question. Be sure
to choose the right one!Question 1 of 64 1.0
PointsWhich of the following refers to developing a distinct image
for a product in the mind of the consumer? A. Targeting B. Placement C. Segmenting
D. Positioning E. Promotion Question 2 of 64 1.0
PointsMotivation is produced by a state of tension, which exists
as the result of what? A. Satisfied desires B. Unrealized desires
C. Unfulfilled needs D. Environmental forces E. Peer pressure Question 3 of 64 1.0
PointsThe likelihood of a consumer accepting or rejecting
foreign-made products is known as which of the following? A. Consumer understanding B. Consumer innovativeness
C. Consumer ethnocentrism D. Consumer perception E. Consumer materialism Question 4 of 64 1.0
PointsHow receptive a person is to new experiences is known as
which of the following?
A. Consumer innovativeness B. Consumer perception C. Consumer understanding D. Consumer ethnocentrism E. Consumer materialism Question 5 of 64 1.0
PointsWhich of the following is the process through which
individuals learn behavior by observing the behavior of others and the
consequences of such behavior? A. Massed learning B. Positioning C. Passive learning
D. Modeling E. Distributed learning Question 6 of 64 1.0
PointsIn the study of personality, three distinct properties are
of central importance. What are these? A. Personality reflects individual differences, personality
is consistent and enduring, and personality does not change
B. Personality reflects individual differences, personality
is inconsistent and fleeting, and personality can change C. Personality reflects similarities between individuals,
personality is consistent and enduring, and personality does not change D. Personality reflects individual differences, personality
is consistent and enduring, and personality can change E. Personality reflects similarities between individuals,
personality is consistent and enduring, and personality can change Question 7 of 64 1.0
PointsConcerning the arousal of human motives, which school sees
behavior as a response to a stimulus, and elements of conscious thought
are ignored?
A. Behaviorist B. Cognitive C. Analytical D. Market-driven E. Emotional Question 8 of 64 1.0
PointsWhich of the following types of goals are defined as general
classes or categories of goals that consumers see as a means to fulfill
their needs? A. Objective goals B. Subjective goals C. General goals D. Product-oriented goals
E. Generic goals Question 9 of 64 1.0
PointsNeeds that we learn in response to our culture or
environment are which type of needs? A. Acculturated B. Primary C. Biogenic D. Innate
E. Acquired Question 10 of 64 1.0
PointsWhich of the following is defined as “any
distinguishing, relatively enduring way in which one individual differs from
another”? A. Characteristic B. Individualism C. Creativity D. Personality
E. Trait Question 11 of 64 1.0
PointsReinforcement performed before the desired consumer behavior
actually takes place is called what? A. Positioning B. Licensing C. Passive learning
D. Shaping E. Preemptive reward Question 12 of 64 1.0
PointsAccording to the trio-of-basic-needs theory, the trio of
basic needs includes what? A. Environment, affection, self-actualization B. Achievement, affection, power C. Power, affiliation, and achievement
D. Safety, physical satisfaction, social belonging E. Prestige, affiliation, and achievement Question 13 of 64 1.0
PointsWhich of the following increases the strength of the
association between a conditioned stimulus and an unconditioned stimulus and
slows the process of forgetting? A. Stimulus generalization B. Modeling
C. Repetition D. Sensory stores E. Shaping Question 14 of 64 1.0
PointsWhen marketers want to extend a brand name associated with
one line of products to another, they may take advantage of which of the
following? A. The persistence of first impressions
B. The halo effect C. Physical appearances D. Consumers’ tendency to jump to conclusions E. Perceptual blocking Question 15 of 64 1.0
PointsTwo people driving together may spot a billboard at
different times. This means they have different what? A. Adaptation levels
B. Differential thresholds C. Just noticeable differences D. Absolute thresholds E. Sensory adaptations Question 16 of 64 1.0
PointsWhich of the following is the process of dividing a market
into subsets of consumers with common needs or characteristics? A. Product positioning B. Market stewardship C. Market targeting D. Ethical marketing
E. Market segmentation Question 17 of 64 1.0
PointsWhich of the following is any price that a consumer uses as
a basis for comparison in judging another price? A. Tensile
B. Reference C. Objective D. Discount E. Superficial Question 18 of 64 1.0
PointsThe minimal difference that can be detected between two
similar stimuli is called which of the following?
A. Differential threshold B. Perceptual threshold C. Sensation threshold D. Sensory threshold E. Absolute threshold Question 19 of 64 1.0
PointsWhen a consumer is anxious about choosing a product because
they are worried they may select a one that will not work as well as
they expect, they are perceiving which type of risk? A. Social risk B. Financial risk C. Time risk
D. Functional risk E. Psychological risk Question 20 of 64 1.0
PointsAccording to Freuds theories, which of the following is an
individuals conscious control? A. Self-image B. Id C. Superego D. Super-id
E. Ego Question 21 of 64 1.0
PointsA high school students self image as a future biology major
at college is best described as which of the following? A. Social self-image
B. Expected self-image C. Ideal social self-image D. Extended self E. Multiple self Question 22 of 64 1.0
PointsA positive goal is one toward which behavior is directed,
and is often referred to as which of the following? A. Inclining object B. Interactive object C. Avoidance object D. Autonomous object
E. Approach object Question 23 of 64 1.0
PointsWhich of the following refers to the degree of
open-mindedness thatindividuals display toward the unfamiliar and toward
information that iscontrary to their own established beliefs?
A. Dogmatism B. Sensation seeking C. Novelty seeking D. Optimum level of stimulation E. Need for cognition Question 24 of 64 1.0
PointsThe process by which an individual selects, organizes, and
interprets stimuli into a meaningful and coherent picture of the world
is known as which of the following? A. Understanding
B. Perception C. Realization D. Observation E. Rationalization Question 25 of 64 1.0
PointsEmerging digital technologies are allowing consumers to have
more power than ever before. From the list below, what does this mean
for them? A. They are required to buy goods and services from local
vendors
B. They can use “intelligent agents” to locate the
best prices for products or services C. They are limited in the time of day that they are able to
buy products D. They are forced to acquire used items through middlemen
instead of directly from the original owner E. They are more limited in the range of products that they
can purchase Question 26 of 64 1.0
PointsOftentimes consumer research respondents may be unaware of
their motives or are unwilling to reveal them when asked directly. In such
situations, researchers use which of the following to delve
into the consumer’s unconscious or hidden motivations? A. Likert scales
B. Empirical techniques C. Projective techniques D. Telephone surveys E. Quantitative techniques Question 27 of 64 1.0
PointsWhich of the following is not one of the four tiers of a
customer pyramid? A. Platinum B. Gold C. Sapphire
D. Lead E. Iron Question 28 of 64 1.0
PointsJill gets good grades because her parents will punish her if
she doesn’treceive at least a 3.5 GPA. What type of goal does Jill
have?
A. Avoidance object B. Psychological object C. Approach object D. Physical object E. Positive object Question 29 of 64 1.0
PointsWhat is another term for psychographic characteristics?
A. Lifestyles B. Age C. Benefits sought D. Use-situation factors E. Use-related factors Question 30 of 64 1.0
PointsWhich of the following is composed of inner psychological characteristics that both determine and reflect how a person
responds to his or her environment? A. Status B. Role C. Personality D. Self-image
E. Individuality Question 31 of 64 1.0
PointsWhich of the following is a strategy of targeting several
segments using individual marketing mixes? A. Consumption-specific B. Differentiated marketing C. Countersegmentation
D. Microtargeting E. Concentrated marketing Question 32 of 64 1.0
PointsWhich of the following are examples of consumer-rooted
features? A. Usage rate, level of involvement and psychographics B. Education, usage situation, and social class
C. Personality traits, lifestyles, and family life cycle D. Demographics, gender, and benefits wanted E. Level of involvement, awareness of product alternatives,
and benefits wanted Question 33 of 64 1.0
PointsThe adoption of digital technologies has introduced drastic
changes into the business environment, including which of the following?
A. Marketers can offer more products and services than ever
before. B. Consumers face more barriers to accessing information. C. Customers are forced to deal with distribution outlets
and middlemen in order to obtain goods. D. Market research has become significantly more difficult. E. The exchange between marketers and customers is less
interactive than in the past. Question 34 of 64 1.0
PointsWhich of the following represents the process and tools used
to study consumer behavior?
A. Consumer research B. Market targeting C. Positioning D. Market segmentation E. The marketing mix Question 35 of 64 1.0
PointsTo respond to consumers’ growing interest in products and
services that were more unique and would better satisfy their individual
or specific needs and preferences, companies adopted which orientation? A. Product
B. Marketing C. Societal D. Technology E. Production Question 36 of 64 1.0
PointsWhich of the following is a perceptual organization
principle that states individuals tend to organize stimuli so that they
form a unified picture or impression? A. Stereotyping B. Figure and ground
C. Grouping D. Closure E. Selective exposure Question 37 of 64 1.0
PointsWhich of the following tiers of a customer pyramid includes
heavy users who are not price sensitive and are willing to try new
offerings?
A. Platinum B. Gold C. Lead D. Iron E. Sapphire Question 38 of 64 1.0
PointsKathy wants all of her friends to see her as the girl with
the highest fashion sense and best hair. This is an expression of which
of the following? A. Ideal self-image B. Actual self-image
C. Social self-image D. Ideal social self-image E. Expected self-image Question 39 of 64 1.0
PointsWhich of the following is defined as aggregating individual
consumers into relatively small groups, based on data available about
them from many different databases and targeting them with tailor-made
messages? A. Consumption-specific B. Concentrated marketing C. Differentiated marketing D. Countersegmentation
E. Microtargeting Question 40 of 64 1.0
PointsWhen a consumer avoids purchasing a new laptop because
prices keep falling and they are worried the same laptop will be cheaper
in six months, they are perceiving which type of risk? A. Functional risk B. Time risk C. Social risk
D. Financial risk E. Psychological risk Question 41 of 64 1.0
PointsConsumers need to protect themselves from being bombarded
with stimuli by simply tuning out such stimuli from their conscious
awareness. This is known as what? A. Selective exposure B. Perceptual defense C. Selective attention D. Perceptual differentiation
E. Perceptual blocking Question 42 of 64 1.0
PointsWhich of the following is the stage of memory in which
information is processed and held for just a brief period? A. Rehearsal
B. Short-term store C. Long-term store D. Sensory store E. Recall Question 43 of 64 1.0
PointsAge, gender, and education are bases of which of the
following types of segmentation? A. Geographic segmentation B. Sociocultural segmentation C. Benefit segmentation
D. Demographic segmentation E. Psychological segmentation Question 44 of 64 1.0
PointsWhich of the following is defined as consumers attributing
various descriptive personality-like traits or characteristics to
different brands?
A. Brand personality B. Consumer dogmatism C. Consumer need for cognition D. Consumer innovation E. Sensation seeking Question 45 of 64 1.0
PointsConcerning the arousal of human motives, which school
believes that all behavior is directed at goal achievement? A. Behaviorist B. Market-driven
C. Cognitive D. Emotional E. Analytical Question 46 of 64 1.0
PointsJulia gets good grades because she likes the sense of
accomplishment she feels when she gets a straight-A report card. What type of
goal does Julia have? A. Approach object B. Negative object
C. Psychological object D. Avoidance object E. Defensive object Question 47 of 64 1.0
PointsWhich of the following is a perceptual organization
principle that states an image is more clearly perceived in contrast to a
background? A. Closure B. Stereotyping C. Selective exposure D. Grouping
E. Figure and ground Question 48 of 64 1.0
PointsWhich of the following describes an individual’s perception
of the performance of a product or service in relation to one’s
expectations? A. Market targeting
B. Customer satisfaction C. Product promotion D. Product placement E. Market segmentation Question 49 of 64 1.0
PointsWhich of the following is defined as the sought-after
results of motivated behavior?
A. Goals B. Behaviors C. Targets D. Rewards E. Motivations Question 50 of 64 1.0
PointsTrends in the markets, such as shifts in age, gender, and
incomedistribution, are often detected through which type of
information?
A. Sociocultural B. Psychological C. Physiological D. Use-related E. Demographic Question 51 of 64 1.0
PointsWhen a consumer is worried about choosing a product that
others will laugh at, they are perceiving which type of risk? A. Time risk
B. Social risk C. Psychological risk D. Functional risk E. Financial risk Question 52 of 64 1.0
PointsWhen a consumer is worried that the time and effort spent in
product search may be wasted if the product does not perform as
expected, they are perceiving which type of risk? A. Social risk B. Functional risk C. Financial risk
D. Time risk E. Psychological risk Question 53 of 64 1.0
PointsWhich route to persuasion is most effective for
high-involvement purchases? A. Short-term stores B. Massed learning C. Distributed learning D. Central
E. Peripheral Question 54 of 64 1.0
PointsWhich of the following types of goals are defined as
concerning the specifically branded products and services that consumers
select for goal fulfillment? A. General goals
B. Product-specific goals C. Generic goals D. Subjective goals E. Objective goals Question 55 of 64 1.0
PointsWhat is defined as the ratio between the customer’s
perceived benefits and the resources used to obtain those benefits?
A. Customer value B. Consumer marketing C. Consumer decision making D. Customer satisfaction E. Customer relationship management Question 56 of 64 1.0
PointsWhich of the following refers to the degree of personal
relevance that a product or purchase holds for a customer? A. Encoding B. Shaping
C. Consumer involvement D. Hemispheral lateralization E. Information overload Question 57 of 64 1.0
PointsWhich of the following are examples of consumption-specific
behaviors? A. Demographics, gender, and benefits wanted B. Level of involvement, awareness of product alternatives,
and benefits wanted
C. Usage rate and usage situation D. Education, usage situation, and social class E. Personality traits, lifestyles, and family life cycle Question 58 of 64 1.0
PointsWhen a consumer is worried about choosing a product that will
ultimately bruise their ego, they are perceiving which type of risk?
A. Psychological risk B. Time risk C. Social risk D. Functional risk E. Financial risk Question 59 of 64 1.0
PointsThe amount of information available for delivery from
short-term storage to long-term storage depends on the amount of what? A. Encoding B. Recall C. Shaping
D. Retrieval E. Rehearsal Question 60 of 64 1.0
PointsWhat does the societal marketing concept call on marketers
to do? A. Lobby for government regulation of their industries
B. Fulfill the needs of the target audience in ways that
improve society as a whole, while fulfilling the objectives of the organization C. Minimize production costs in order to offer the product
at the lowest price possible D. Aggressively market all products to all segments of
society E. Track customer preferences via the Internet to improve
customer research databases Part 2 of 2 – Essay Questions 40.0 PointsFully answer each question. The length of your answer will
depend on the instructions contained in the question (e.g. list 5, list 3, etc.).Question 61 of 64 10.0
PointsList and describe three defense mechanisms. Give examples
for each.Question 62 of 64 10.0
PointsList and describe the four elements of learning. Give
examples for each.Question 63 of 64 10.0
PointsDescribe three ways digital technologies have impacted
marketers and/or consumers.

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