Question part 1 of 2 – Multiple Choice 60.0 Points

part 1 of 2 – Multiple Choice 60.0 Points

There is only one correct answer for each question. Be sure to choose the right one!

Question 1 of 64 1.0 Points

Which of the following refers to developing a distinct image for a

product in the mind of the consumer?

A. Targeting

B. Placement

C. Segmenting

D. Positioning

E. Promotion

Question 2 of 64 1.0 Points

Motivation is produced by a state of tension, which exists as the result

of what?

A. Satisfied desires

B. Unrealized desires

C. Unfulfilled needs

D. Environmental forces

E. Peer pressure

Question 3 of 64 1.0 Points

The likelihood of a consumer accepting or rejecting foreign-made

products is known as which of the following?

A. Consumer understanding

B. Consumer innovativeness

C. Consumer ethnocentrism

D. Consumer perception

E. Consumer materialism

Question 4 of 64 1.0 Points

How receptive a person is to new experiences is known as which of the following?

A. Consumer innovativeness

B. Consumer perception

C. Consumer understanding

D. Consumer ethnocentrism

E. Consumer materialism

Question 5 of 64 1.0 Points

Which of the following is the process through which individuals learn

behavior by observing the behavior of others and the consequences of

such behavior?

A. Massed learning

B. Positioning

C. Passive learning

D. Modeling

E. Distributed learning

Question 6 of 64 1.0 Points

In the study of personality, three distinct properties are of central

importance. What are these?

A. Personality reflects individual differences, personality is consistent

and enduring, and personality does not change

B. Personality reflects individual differences, personality is inconsistent

and fleeting, and personality can change

C. Personality reflects similarities between individuals, personality is

consistent and enduring, and personality does not change

D. Personality reflects individual differences, personality is consistent

and enduring, and personality can change

E. Personality reflects similarities between individuals, personality is

consistent and enduring, and personality can change

Question 7 of 64 1.0 Points

Concerning the arousal of human motives, which school sees behavior as a

response to a stimulus, and elements of conscious thought are ignored?

A. Behaviorist

B. Cognitive

C. Analytical

D. Market-driven

E. Emotional

Question 8 of 64 1.0 Points

Which of the following types of goals are defined as general classes or

categories of goals that consumers see as a means to fulfill their needs?

A. Objective goals

B. Subjective goals

C. General goals

D. Product-oriented goals

E. Generic goals

Question 9 of 64 1.0 Points

Needs that we learn in response to our culture or environment are which

type of needs?

A. Acculturated

B. Primary

C. Biogenic

D. Innate

E. Acquired

Question 10 of 64 1.0 Points

Which of the following is defined as “any distinguishing,

relatively enduring way in which one individual differs from another”?

A. Characteristic

B. Individualism

C. Creativity

D. Personality

E. Trait

Question 11 of 64 1.0 Points

Reinforcement performed before the desired consumer behavior actually

takes place is called what?

A. Positioning

B. Licensing

C. Passive learning

D. Shaping

E. Preemptive reward

Question 12 of 64 1.0 Points

According to the trio-of-basic-needs theory, the trio of basic needs

includes what?

A. Environment, affection, self-actualization

B. Achievement, affection, power

C. Power, affiliation, and achievement

D. Safety, physical satisfaction, social belonging

E. Prestige, affiliation, and achievement

Question 13 of 64 1.0 Points

Which of the following increases the strength of the association between

a conditioned stimulus and an unconditioned stimulus and slows the

process of forgetting?

A. Stimulus generalization

B. Modeling

C. Repetition

D. Sensory stores

E. Shaping

Question 14 of 64 1.0 Points

When marketers want to extend a brand name associated with one line of

products to another, they may take advantage of which of the following?

A. The persistence of first impressions

B. The halo effect

C. Physical appearances

D. Consumers’ tendency to jump to conclusions

E. Perceptual blocking

Question 15 of 64 1.0 Points

Two people driving together may spot a billboard at different times.

This means they have different what?

A. Adaptation levels

B. Differential thresholds

C. Just noticeable differences

D. Absolute thresholds

E. Sensory adaptations

Question 16 of 64 1.0 Points

Which of the following is the process of dividing a market into subsets

of consumers with common needs or characteristics?

A. Product positioning

B. Market stewardship

C. Market targeting

D. Ethical marketing

E. Market segmentation

Question 17 of 64 1.0 Points

Which of the following is any price that a consumer uses as a basis for

comparison in judging another price?

A. Tensile

B. Reference

C. Objective

D. Discount

E. Superficial

Question 18 of 64 1.0 Points

The minimal difference that can be detected between two similar stimuli

is called which of the following?

A. Differential threshold

B. Perceptual threshold

C. Sensation threshold

D. Sensory threshold

E. Absolute threshold

Question 19 of 64 1.0 Points

When a consumer is anxious about choosing a product because they are

worried they may select a one that will not work as well as they expect,

they are perceiving which type of risk?

A. Social risk

B. Financial risk

C. Time risk

D. Functional risk

E. Psychological risk

Question 20 of 64 1.0 Points

According to Freud’s theories, which of the following is an individual’s

conscious control?

A. Self-image

B. Id

C. Superego

D. Super-id

E. Ego

Question 21 of 64 1.0 Points

A high school student’s self image as a future biology major at college

is best described as which of the following?

A. Social self-image

B. Expected self-image

C. Ideal social self-image

D. Extended self

E. Multiple self

Question 22 of 64 1.0 Points

A positive goal is one toward which behavior is directed, and is often

referred to as which of the following?

A. Inclining object

B. Interactive object

C. Avoidance object

D. Autonomous object

E. Approach object

Question 23 of 64 1.0 Points

Which of the following refers to the degree of open-mindedness that

individuals display toward the unfamiliar and toward information that is

contrary to their own established beliefs?

A. Dogmatism

B. Sensation seeking

C. Novelty seeking

D. Optimum level of stimulation

E. Need for cognition

Question 24 of 64 1.0 Points

The process by which an individual selects, organizes, and interprets

stimuli into a meaningful and coherent picture of the world is known as

which of the following?

A. Understanding

B. Perception

C. Realization

D. Observation

E. Rationalization

Question 25 of 64 1.0 Points

Emerging digital technologies are allowing consumers to have more power

than ever before. From the list below, what does this mean for them?

A. They are required to buy goods and services from local vendors

B. They can use “intelligent agents” to locate the best prices

for products or services

C. They are limited in the time of day that they are able to buy products

D. They are forced to acquire used items through middlemen instead of

directly from the original owner

E. They are more limited in the range of products that they can purchase

Question 26 of 64 1.0 Points

Oftentimes consumer research respondents may be unaware of their motives

or are unwilling to reveal them when asked directly. In such

situations, researchers use which of the following to delve into the

consumer’s unconscious or hidden motivations?

A. Likert scales

B. Empirical techniques

C. Projective techniques

D. Telephone surveys

E. Quantitative techniques

Question 27 of 64 1.0 Points

Which of the following is not one of the four tiers of a customer pyramid?

A. Platinum

B. Gold

C. Sapphire

D. Lead

E. Iron

Question 28 of 64 1.0 Points

Jill gets good grades because her parents will punish her if she doesn’t

receive at least a 3.5 GPA. What type of goal does Jill have?

A. Avoidance object

B. Psychological object

C. Approach object

D. Physical object

E. Positive object

Question 29 of 64 1.0 Points

What is another term for psychographic characteristics?

A. Lifestyles

B. Age

C. Benefits sought

D. Use-situation factors

E. Use-related factors

Question 30 of 64 1.0 Points

Which of the following is composed of inner psychological

characteristics that both determine and reflect how a person responds to

his or her environment?

A. Status

B. Role

C. Personality

D. Self-image

E. Individuality

Question 31 of 64 1.0 Points

Which of the following is a strategy of targeting several segments using

individual marketing mixes?

A. Consumption-specific

B. Differentiated marketing

C. Countersegmentation

D. Microtargeting

E. Concentrated marketing

Question 32 of 64 1.0 Points

Which of the following are examples of consumer-rooted features?

A. Usage rate, level of involvement and psychographics

B. Education, usage situation, and social class

C. Personality traits, lifestyles, and family life cycle

D. Demographics, gender, and benefits wanted

E. Level of involvement, awareness of product alternatives, and benefits wanted

Question 33 of 64 1.0 Points

The adoption of digital technologies has introduced drastic changes into

the business environment, including which of the following?

A. Marketers can offer more products and services than ever before.

B. Consumers face more barriers to accessing information.

C. Customers are forced to deal with distribution outlets and middlemen in

order to obtain goods.

D. Market research has become significantly more difficult.

E. The exchange between marketers and customers is less interactive than in

the past.

Question 34 of 64 1.0 Points

Which of the following represents the process and tools used to study

consumer behavior?

A. Consumer research

B. Market targeting

C. Positioning

D. Market segmentation

E. The marketing mix

Question 35 of 64 1.0 Points

To respond to consumers’ growing interest in products and services that

were more unique and would better satisfy their individual or specific

needs and preferences, companies adopted which orientation?

A. Product

B. Marketing

C. Societal

D. Technology

E. Production

Question 36 of 64 1.0 Points

Which of the following is a perceptual organization principle that

states individuals tend to organize stimuli so that they form a unified

picture or impression?

A. Stereotyping

B. Figure and ground

C. Grouping

D. Closure

E. Selective exposure

Question 37 of 64 1.0 Points

Which of the following tiers of a customer pyramid includes heavy users

who are not price sensitive and are willing to try new offerings?

A. Platinum

B. Gold

C. Lead

D. Iron

E. Sapphire

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