Multi- Choice 3

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Multi- Choice 3

1)

________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants. A)

Target marketing
B)

Mind mapping
C)

Consumer activism
D)

Consumer behaviour
E)

Product differentiation

2)

Which of the following would be the best illustration of a subculture? A)

a religion
B)

a group of close friends
C)

your university
D)

a fraternity or sorority
E)

your occupation

3) Joe is a computer service technician. People in his neighbourhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbours are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a (n) ________. A)

transactional leader
B)

opinion leader
C)

role model
D)

gate-keeper
E)

international marketer

4)

When Gary was a high school student, he enjoyed rock music and regularly purchased hip clothing sported by his favourite rock band. However, five years later, when Gary became an accountant, his preference shifted toward formal clothing. Which of the following personal characteristics is likely to have had the most influence on Gary's preferences during his high school days? A)

education
B)

age
C)

income
D)

gender
E)

physiological needs

5)

Consumers often choose and use brands that have a brand personality consistent with how they see themselves, also known as the ________. A)

actual self-concept
B)

ideal self-concept
C)

others' self-concept
D)

prohibitive self-concept
E)

suggestive self-concept

6) IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices. IKEA is delivering value to consumers who are ________. A)

money constrained
B)

time constrained
C)

brand constrained
D)

value constrained
E)

self-concept constrained

7)

The starting point for understanding consumer behaviour is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness, and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions. A)

self-reliance
B)

self-perception
C)

psychogenic
D)

stimulus-response
E)

projective

8)

________ is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world. A)

Consumption
B)

Perception
C)

Acculturation
D)

Assimilation
E)

Cognitive dissonance

9)

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

Selective attention
B)

Selective distortion
C)

Selective retention
D)

Selective choice
E)

Selective embellishment

10)

________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. A)

Demand theory
B)

Learning theory
C)

Economic theory
D)

Psychological theory
E)

Demographic theory

11)

As Rita scans the yellow pages section of her phone book looking for a florist, she sees several other products and services advertised. Though interesting on first glance, she quickly returns to her primary task of finding a florist. The items that distracted her from her initial search were most likely stored in which of the following types of memory? A)

Short-term memory...
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