Reference no: EM13854459

Part 1- ESSAY QUESTIONS:

1. What factors affect consumers' behaviour? What is the connection between marketing concept and consumer behaviour as a discipline?

2. Imagine that you are at the grocery store so they can buy food for dinner:

• What factors will influence your actual state decision? (Specifically list at least five)

• What motivates a consumer to resolve a recognized problem? Then explain what might this look like in this grocery shopping example?

• How can marketers respond to problem recognition? Then explain what might this look like in this grocery shopping example?

Part 2- Multipal choice questions:

1. The feminine personality of Whirlpool helps identify which styles and colors will be most appealing to buyers. The company now uses female voice-overs in its ads to align the advertising with the brand's personality more closely. This is an example of a company

a. Adding a brand extension.

b. Adding a line extension.

c. Creating a new brand image.

d. Extending associations that are linked with the brand.

e. Elaborating on a brand personality.

2. The Canon Xapshot camera, which records pictures on a computer disk, introduces several new beliefs including "seeing your pictures instantly on your TV' and "the ability to erase unwanted photos." This is best thought of as an example of using an attitude-change strategy to

a. Make attitudes toward the object more important than subjective norms.

b. Change beliefs.

c. Target normative beliefs.

d. Change evaluations.

e. Add a new belief.

3. Suppose you purchased an automobile that was a lemon. It required constant repair. This experience may still color your judgment of the quality of the brand even though the brand has few breakdowns today. This is an example of how is more likely to be recalled and thus, influence judgments.

a. representative knowledge

b. base-rate information

c. accessible information

d. attribute-based linkage

e. affective habit

4. Nathan would only travel to San Clemente if he considered it a weekend trip and not a long vacation. Thus, it depended on

a. Whether he comprehended the choices that were available in his consideration set.

b. If he paid attention to the choices.

c. How he categorized the product with respect to other choices.

d. How he modified the information that was available to him.

e. If he retrieved the information correctly.

5. Brands are associated with global affective evaluations that can be recalled from memory when making a choice. This process has been called

a. Affect referral.

b. Emotional transfer.

c. Emotional retrieval.

d. Global evaluative associations.

e. Evaluative recall.

6. Our sensory processing is simplified by the presence of stimulus that impinges on our sensory receptors.

a. inhibitors

b. perceptual thresholds

c. exhibitors

d. sensory barriers

e. memory clusters that are based on the intensity of the

7. Motivation is affected by all of the following except the extent to which the object of motivation

a. Is personally relevant.

b. Is consistent with needs, values, and goals.

c. Has not been encoded in memory.

d. Is risky.

e. Is moderately inconsistent with our prior attitudes.

8. Expensive wine, caviar, and desserts that are served to guests can be marketed similarly. This is an example of using to assign products to the same category.

a. taxonomic categories

b. goal-derived categories

c. correlated attributes

d. hierarchical structures

e. prototypical structures

9. All of the following statements are true about compensatory decision-making models except

a. They are a way of quantifying mental cost benefit analysis.

b. Consumers do not formally make these ratings when making a decision.

c. They predict a consumer's bias toward a product.

d. They can be used to predict which brand a consumer is more likely to choose.

e. Consumers set up cutoff levels for each attribute and reject a brand if it is below the cutoff.

10. All of the following can increase perceived risk except when

a. There is little information about the product or service.

b. The product or service is new.

c. The product has a high price.

d. The product is technologically complex.

e. There are no substantial quality differences between brands.

11. When a consumer has limited MAO to process marketing communications, he/she will still form attitudes through the

a. Central route to persuasion.

b. Peripheral route to persuasion.

c. Inferential route to persuasion.

d. Myopic inferences.

e. Subliminal persuasion.

12. For many years Excedrin has developed marketing communications that stress how effective it is as a headache medicine. What type of marketing strategy is Excedrin using?

a. co-branding

b. product placement

c. product positioning

d. brand extension

e. perceptual mapping

13. We might always retrieve the association of "Golden Arches.' when we hear the McDonald's name. The association that "McDonald's works to make its packaging environmentally friendly" may only be retrieved if someone starts talking about the environment. This is best thought of as an example of associations linked with a schema that vary due to

a. Uniqueness.

b. Favorability.

c. Perceptions.

d. Size.

e. Salience.

14. While searching for information about models of an SUV, Tony did not even consider a Mitsubishi because he did not know that Mitsubishi offered an SUV. Thus the Mitsubishi SUV was in Tony's

a. Consideration set.

b. Evoked set.

c. Inept set.

d. Inert set.

e. Disconfirmation set.

15. According to the a marketing communication such as an ad discouraging consumers from drinking and driving, that depicts a fatal consequence of the behavior may be ineffective at changing consumers' attitudes or behavior.

a. Cognitive Response Theory

b. Theory of Reasoned Action

c. Theory of Planned Behavior

d. Terror Management Theory

e. Elaboration Likelihood Model

16. Disposable cameras were a flop at first. Consumers doubted that they could take good pictures. When disposable cameras were repositioned "for those who forgot their camera on vacation" or "for those who do not want to ruin their expensive camera on the beach or slopes" sales increased. This could be best thought of as a successful example of marketers understanding

a. How consumers dispose of cameras.

b. Why consumers acquire cameras.

c. Media marketing techniques.

d. The limits of disposable optical engineering.

e. the information search process.

17. Burger King used songs from the 60s and 70s in their ads to evoke a positive response in baby boomer consumers. The music could act as a (n) in classical conditioning to create a good feeling toward Burger King.

a. conditioned stimulus

b. unconditioned stimulus

c. conditioned response

d. unconditioned response

e. positive reinforcement

18. Yoplait's yogurt container is opposite in shape to other yogurt containers (narrower at the top than at the bottom). This is an example of in marketing stimuli.

a. humor

b. affect

c. classical conditioning

d. novelty

e. operant conditioning

19. Imagery plays a key role in decision making.

a. cognitive

b. affective

c. disjunctive

d. attributive

e. additive

20. Because Cathy was about to have triplets, her husband Don was very interested in any baby-related products. This is referred to as

a. Enduring involvement.

b. Particular involvement.

c. Perceptual response.

d. Particular response.

e. Situational involvement.