ANSWER: d
55. An auto manufacturer starts an advertising campaign that stresses the benefits of purchasing a new car every five years
so that consumers who are driving an older car will start to want to purchase an automobile. This is an example of a
company appealing to what phase of the consumer decision-making process?
a. recognition and recall
b. categorisation and comprehension
c. consumer behaviour outcomes
d. problem recognition
e. exposure and perception
ANSWER: d
56. Whitney has decided to have her ears pierced so that she could wear pretty earrings. However, after the piercing, her
ears became infected. Her expectations of the experience were not met, thus Whitney was
a. satisfied.
b. complacent.
c. dissatisfied.
d. evaluative.
e. normative.
ANSWER: c
57. Jud considers many criteria when purchasing a new mouse for his computer. He wants it to be comfortable, functional
and reflect his personality. He always considers every choice before making a decision. This decision is known as a(n)
a. acquisition disposal loop.
b. long-term memory retrieval process.
c. high-effort judgement and decision-making process.
d. categorisation and comprehension process.
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e. memory formation process.
ANSWER: c
58. Koa is nine years old and wants to be a professional NBL player when he grows up. He tries to emulate the behaviour
of NBL stars and pays attention to ads that use NBL players as spokespersons. In marketing terms, NBL players are ____
to Koa.
a. a reference group
b. a lifestyle emulator
c. a motivational icon
d. a subculture
e. really, really cool
ANSWER: a
59. Reference groups are a group of people
a. we go to when we want to increase our knowledge of social influence.
b. we compare ourselves to for information about ourselves.
c. who are experts to whom we can ask brand and product information.
d. who are subcultural groups.
e. who are friends or who can refer us to people who will help.
ANSWER: b
60. Jim had a group of people to which he always compared himself for information about life, what to buy, who to date,
etc. These people can be best thought of as a(n)
a. articulation network.
b. reference group.
c. ethnic group.
d. social support group.
e. subcultural framework.
ANSWER: b
61. Jeremiah likes heavy metal and wears T-shirts with images of his favourite bands, and carries notebooks with sticker
of his favourite artists. Jeremiah is using products as __ to express his identity.
a. personal signs
b. consumption networks
c. social flags
d. open signals
e. symbols
ANSWER: e
62. In developing marketing strategies and tactics, marketing managers must first
a. understand consumer needs and wants.
b. formulate strategy.
c. attend to distribution.
d. eliminate the focus on finance in the company.
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e. advertise to maximise exposure.
ANSWER: a
63. Prices tend to end in .99 mainly because this price
a. is the MSRPs suggestion.
b. is mandated by the MSRP.
c. enhances perception of product quality.
d. is perceived by consumers to be cheaper.
e. is the default by retail managers.
ANSWER: d
64. Individuals who band together to protest increasingly loose morals and mocking of families on television shows are
best known as a(n)
a. consumer cooperative.
b. rating band.
c. regulator.
d. advocacy group.
e. public service.
ANSWER: d
65. The Federal Trade Commission protects consumers from deceptive advertising by studying how consumers perceive
and comprehend marketing communications. The FTC seeks:
a. more transparent disclosure of what consumer information is being collected and how it will be used.
b. to eliminate cusswords on radio stations including XM.
c. an advocacy group understanding consumer behaviour to protest unfair marketing.
d. reference group members to study online newspapers impact of offline subscriptions.
e. a way to monitor e-commerce.
ANSWER: a
66. To recognise and guard against misleading advertising, it is most important to
a. understand the acquisition process.