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5 Written questions

5 Matching questions

  1. Alexis has selected target markets for her fashion accessories store in a suburban strip mall. She is now deciding how to position the accessories. She could consider positioning based on:

    a) product attributes
    b) symbols
    c) competitive comparisons
    d) value
    e) all of the above
    f) none of the above
  2. American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the Swastika symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different:

    a) postpurchase dissonance
    b) perceptions
    c) factual norms
    d) attitudes
    e) risk factors
  3. Marcus does not make any impulse purchases and tends to purchase high-quality items from brands known for providing quality products. Marcus has plenty of time to research and identify the best product to buy. Which generational cohort does Marcus belong to?

    a) Generation X
    b) Seniors
    c) Baby Boomers
    d) Generation Y
    e) Tweens
  4. Store atmosphere factors such as __________ can influence consumers' purchase decisions

    a) Music
    b) Color
    c) Lighting
    d) Scents
    e) All of the above
  5. When evaluating the attractiveness of the segment, if a segment is expected to react positively to the firm's offering, we say that the segment is
  1. a e) all of the above

    All of these are factors Alexis may use to position her store
  2. b b) perceptions

    The cultural differences between Americans and Indonesians have led to different perceptions of the meaning of the swastika symbol
  3. c e) All of the above
  4. d b) Seniors
  5. e responsive

    For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's offering. This is referred to as a responsive segment.

5 Multiple choice questions

  1. universal set; retrieval set; evoked set
  2. a) predatory loans

    The loans provided by predatory lenders, which target vulnerable consumers, are referred to as predatory loans
  3. a) Strengths and Weaknesses
  4. b) Place

    Place refers to getting products to customers when and where they need them. This is what electronic downloading of e-books offers.
  5. target market

5 True/False questions

  1. A consumer's external social environment includes

    a) impulse, habitual, and limited problem solving processes
    b) functional and psychological needs
    c) family, reference groups, and culture
    e) affective

    The words "like" and "love" are important here, as they represent feelings, which make up the affective component of an attitude. The cognitive component would be represented by beliefs (for example, the belief that Apple is better at innovation than its competitors). The behavioral component would be represented by actions (for example, the choice to buy an Apple computer instead of a Windows PC).

          

  2. Insight Guides, a line of travel books, provides travelers with background information about the peoples' beliefs, values, and customs. Insight's books educate travelers about a country's

    a) Demographics
    b) Political parties.
    c) Social concerns
    d) Culture
    e) All of the above
    f) None of the above
    d) All of the above

    Dove's campaign for Real Beauty, launced on the internet, allowed the brand to reach out directly to customers, bypassing the typical constraints of mass media advertising and also saving money

          

  3. Whenever Donald calls on potential pest control customers, he emphasizes the fact that, unlike the national franchise competitors, he is a local business person and has been in business over twenty years. Donald is ____________ his business relative to his competitionpositioning

    Donald is positioning his business relative to the competition by focusing on his investment in the local neighborhood and his years of experience serving local customers

          

  4. The CAN-SPAM Act of 2003

    a) strengthened health standards for Spam and other canned meat products
    b) created penalties for sending misleading commercial email
    c) created oversight of canned visual advertising
    d) strengthened the Fair Packaging and Labeling Act
    e) restricted tobacco advertising
    f) none of the above
    b) created penalties for sending misleading commercial email

    The CAN-SPAM Act of 2003 restricts the situation in which spam email can be sent

          

  5. The traditional marketing strategy of selling umbrellas when it is raining is an example of how __________ factors influence consumers' decisions.

    a) Interpersonal
    b) Shopping
    c) Psychological
    d) Situational
    e) All of the above
    f) None of the above
    responsive

    For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm's offering. This is referred to as a responsive segment.