111. Successful marketing requires that companies fully connect with their customers.

Multiple Choice

111. Successful marketing requires that companies fully connect with their customers. Adopting a ________ marketing orientation means understanding consumers—gaining a 360-degree view of both their daily lives and the changes that occur during their lifetimes.

a. holistic

b. customer

c. segmented

d. focused

e. niched

112. Americans love their leisure time. The average number of times an adult goes out to a movie annually is ________.

a. 50

b. 15

c. 9

d. 7

e. 5

113. Social classes differ in media preferences, with upper-class consumers often preferring ________ and books and lower-class consumers often preferring television.

a. movies

b. radio

c. video or computer games

d. magazines

e. music downloads


114. American Demographicspredicts three trends that will impact business and marketing in the next 25 years. Which of the following is one of those predicted trends?

a. More international travel.

b. An increasingly diverse America with a shrinking white majority.

c. The majority of all retail purchases being done online.

d. Less need for a college education and more emphasis on learning a


e. Social class warfare that may even become violent.

115. Jason writes a weekly column in his school’s newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive and appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason?

a. Silent majority

b. Protestor

c. Protector

d. Muckraker

e. Opinion leader

116. According to information presented in the text, the ________ cultural market segment is the most fashion conscious of all the racial groups, tend to be motivated by quality and selection, and shop more at neighborhood stores.

a. African American

b. Hispanic American

c. Asian American

d. European American

e. Indian American

117. According to recent research, which of the following market segments is characterized as valuing connections and relationships with family and friends with respect to marketing messages received?

a. Men

b. Women

c. Seniors

d. Young adults

e. Single parents


118. After being considered an unprofitable stepchild of the Disney empire, the Disney Channel has become the company’s cash cow solely from its ability to reach the underserved “________ market” and leverage its success through Disney’s other divisions.

a. teen

b. post teen

c. tween

d. young adult

e. toddler

119. Bank of America is using “event-based triggers” to help its premier customers. Which of the following would be the best example of an “event-based trigger” that might catch the attention of Bank of America managers?

a. A large deposit that deviates from a customer’s normal behavior.

b. A championship season at a local high school.

c. A child that turns 21 years of age.

d. The arrival of a family member from a foreign country.

e. Moving an elderly parent into one’s home.

120. The brand personality of a new product is characterized as having the trait of ________ if promotional messages consistently portray the product as being reliable, imaginative, and successful.

a. sincerity

b. excitement

c. competence

d. sophistication

e. ruggedness

121. Consumers often choose and use brands that have a brand personality that is matched to the consumer’s ________ (how one would like to view oneself).

a. actual self-concept

b. others’ self-concept

c. ideal self-concept

d. dual self-concept

e. perceptual self-concept


122. Consumers who worry about the environment, want products to be produced in a sustainable way, and spend money to advance their personal development and potential have been named ________.

a. “Green”

b. “Tree Huggers”

c. “LOHAS”

d. “Socialists”

e. “Mamas”

123. The two factors that are most important in understanding Herzberg’s theory are ________.

a. supply and demand

b. price and quantity

c. quality and performance

d. satisfiers and dissatisfiers

e. promotion and communication

124. ________ can work to the advantage of marketers with strong brands when consumers change neutral or ambiguous brand information to make it more positive.

a. Selective attention

b. Selective distortion

c. Selective retention

d. Selective choice

e. Selective embellishment

125. Maria sees her best friend driving around in her new car and decides that she needs a new car also. Which of the following forms of stimulus has activated Maria’s problem recognition process?

a. External stimuli

b. Internal stimuli

c. Peer stimuli

d. Secondary stimuli

e. Marketing induced stimuli


126. If a consumer uses Google to find comparative reports on new automobiles in preparation for deciding on whether to purchase one or not, the consumer is using which of the following information sources for assistance?

a. Personal

b. Public

c. Experiential

d. Commercial

e. Under-the-radar

127. When a consumer makes the final decision on which brand to buy, he or she selects a brand from the ________ set.

a. total

b. awareness

c. consideration

d. choice

e. belief

128. When a marketer attempts to alter a consumer’s beliefs about the company’s brand as a means of getting the consumer to re-think his or her purchase decision, the marketer is using ________ to accomplish this task.

a. psychological repositioning

b. competitive depositioning

c. positioning

d. repositioning

e. biased positioning

129. A consumer tells another consumer, “Every time I eat at Big Bill’s Steakhouse I get poor service.” Whether this is true or not, it is the consumer’s perception. This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind. This scenario would be an illustration of the ________ heuristic.

a. discrimination

b. differentiation

c. availability

d. screening

e. representativeness


130. When marketers interview a small number of recent purchasers, asking them to recall the events leading to their purchase, the marketers are using the ________ method to learn more about the consumer buying process

a. introspective

b. retrospective

c. prospective

d. prescriptive

e. descriptive

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