general business data bank

31. A ________ is a strong internal stimulus impelling action.

a. cue

b. drive

c. reinforcement

d. discrimination

e. belief

32. ________ 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

33. As Rita scans the yellow pages section of her phone book looking for a florist, she sees several others 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 search were most likely stored in which of the following types of memory?

a. Short-term memory

b. Long-term memory

c. Middle memory

d. Subconscious memory

e. Subliminal memory

34. Brand associations consist of all the brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand ________.

a. stimulus

b. link

c. connection

d. personality

e. node

35. In general, the more attention placed on the meaning of information during ________, the stronger the resulting associations in memory will be.

a. encoding

b. decoding

c. classification

d. retrieval

e. memorization

36. Repeated exposures to information provide greater opportunity for processing and thus the potential for ________.

a. more profits

b. more sales

c. stronger associations

d. increased brand personality

e. more one-to-one relationships

37. Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly.

a. very limited

b. somewhat limited

c. fluid

d. often reflective

e. extremely durable

38. The five-stage model of the consumer buying process includes all of the following stages EXCEPT ________.

a. problem recognition

b. information search

c. social interaction

d. purchase decision

e. influencer

39. The buying process starts when the buyer recognizes a _________.

a. product

b. an advertisement for the product

c. a salesperson from a previous visit

d. problem or need

e. an internal cue

40. Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

a. Heightened attention

b. Short-term memory processing

c. Subliminal processing of information

d. Long-term memory processing

e. Active information search

41. Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following would be considered to be an experiential information source?

a. Consumer-rating organizations.

b. The mass media.

c. Acquaintances.

d. Web sites.

e. Using the product itself.

42. Which of the following is considered to be biggest single source of consumer information from a commercial source (over 40 percent of car buyers use this source to gather information)?

a. The U.S. Chamber of Commerce

b. J.D. Power & Associates

c. Consumer Reports

d. The Better Business Bureau

e. Underwriter’s Laboratory

f. total set

g. awareness set

h. consideration set

i. choice set

j. decision set

43. With respect to consumer decision making, the ________ is the set of strong contenders from which one will be chosen as a supplier of a good or service.

a. total set

b. awareness set

c. consideration set

d. choice set

e. decision set

44. A(n) ________ is a descriptive thought that a person holds about something.

a. attitude

b. belief

c. desire

d. feeling

e. emotion

46. A(n) ________ puts people into a frame of mind: liking or disliking an object, moving toward or away from it.

a. attitude

b. belief

c. feeling

d. position

e. stance

47. The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________.

a. needs

b. wants

c. desires

d. brand beliefs

e. consuming attitudes

48. All of the following would be considered to be strategies for approaching consumers who had rejected your company’s model of a product for another competitive brand EXCEPT ________.

a. redesign your company’s product

b. alter beliefs about your company’s brand

c. covertly alter the qualitative data about your product

d. alter beliefs about competitors’ brands

e. call attention to neglected attributes

49. Customer value analysis reveals the company’s strengths and weaknesses relative to various competitors. Which of the following would be considered to be the first step in this process?

a. Monitor customer values over time.

b. Assess the quantitative importance of the different attributes.

c. Assess the company and competitors’ performances on customer values.

d. Identify the major attributes customers value.

e. Examine customer ratings of the company and competitors.

50. With respect to consumer purchase intention, all of the following would be among the sub-decisions made by consumers EXCEPT ________.

a. emotional value

b. brand

c. dealer

d. timing

e. payment method

51. With the ________ heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.

a. conjunctive

b. lexicographic

c. elimination-by-aspects

d. primary

e. secondary

52. Even if consumers form brand evaluations, two general factors can intervene between the purchase intention and the purchase decision. One of these is unanticipated situational factors. What is the second factor?

a. Amount of purchasing power.

b. Attitudes of others.

c. Short-term memory capabilities.

d. Ability to return merchandise.

e. The self-concept.

53. ________ risk occurs if the product fails to perform up to expectations.

a. Physical

b. Financial

c. Social

d. Psychological

e. Functional

54. If performance meets consumer expectations, the consumer is ________.

a. delighted

b. satisfied

c. disappointed

d. surprised

e. overwhelmed

55. A key driver of sales frequency is the ________ rate.

a. product consumption

b. disposal

c. refusal

d. utility

e. option

56. The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called ________.

a. elaboration likelihood

b. consumer disengagement

c. consumer involvement

d. variety-seeking

e. low-involvement

57. If a consumer is persuaded to buy a product by a message that requires little thought and is based on an association with a brand’s positive consumption experiences from the past, the consumer used a ________ to arrive at this purchase decision.

a. central route

b. peripheral route

c. behavioral route

d. subjective route

e. objective route

58. With the ________, predictions of usage are based on quickness and

ease of use.

a. availability heuristic

b. representative heuristic

c. anchoring heuristic

d. adjustment heuristic

e. semantic heuristic

59. Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the snack food aisle in the grocery store. He rarely even reads the box or checks the price. Which of the following heuristics is most likely being used by Ben?

a. Availability

b. Representative

c. Anchoring

d. Adjustment

e. Semantic

60. ________ refers to the manner by which consumers code, categorize, and evaluate financial outcomes of choices.

a. Cost accounting

b. Financial accounting

c. Behavioral accounting

d. Mental accounting

e. Factual accounting