IVY TECH MKTG 101 -Summer 2015 Chapter 4 Quiz.docx

(MKGT 101 00H Summer 2015 IncludED)

Assignment:

Chapter 4 Quiz

1.

Award: 1 out of 1.00 point

Using the same brand name for different products is an application of which concept from behavioral learning theory?

stimulus generalization

selective retention

selective comprehension

affective formation

stimulus discrimination

2.

Award: 1 out of 1.00 point

If a consumer is happy with the firm, but natural, hold she gets from her latest purchase of hairspray, this would be considered which variable of the behavioral learning process?

drive

reinforcement

response

cue

discrimination

3.

Award: 1 out of 1.00 point

Important variables in the family life cycle are age, marital status, and

gender.

primary motivation for purchases.

level of involvement.

presence of children.

income.

4.

Award: 1 out of 1.00 point

Satisfaction or dissatisfaction affects consumer communications; while the satisfied buyer typically tells about three other people about her experience, the dissatisfied buyer

is often too embarrassed about the situation to tell anyone.

usually tells no one except the company.

is very unpredictable but often attempts to tell as many people as possible during a confrontation.

tells only one or two.

is likely to complain to about nine people.

5.

Award: 1 out of 1.00 point

Opinion leaders are considered to be __________, so their opinions influence others' choices.

highly connected to others in social terms

successful in business or otherwise possessing high status

ethical and principled in their actions

active, experimental, and embracing of risk

knowledgeable about or users of particular products

6.

Award: 1 out of 1.00 point

The market leader for a(n) __________ product must make special efforts to avoid stockout situations so that buyers don't substitute a competing brand.

situational

expensive

low-involvement

complex

sociocultural

7.

Award: 1 out of 1.00 point

To allay mothers' concerns about ingredients in its mayonnaise, Hellmann's successfully communicated the product's high Omega 3 content, which is known to be essential to human health. This is an example of using which attitude change strategy?

changing beliefs about the extent to which a brand has certain attributes

changing the importance of attributes

encouraging the consumer to use stimulus discrimination

adding new attributes to the product

encouraging the consumer to use stimulus generalization

8.

Award: 1 out of 1.00 point

The __________ American subculture as a whole is characterized by hard work, strong family ties, appreciation for education, and median family incomes exceeding those of any other ethnic group.

African

Arab

Hispanic

Asian

Native

9.

Award: 1 out of 1.00 point

An energy drink company is interested in advertising during a made-for-television movie using subliminal advertising in which logo images are shown only very briefly, for periods of just several milliseconds at a time. Which of the following is the strongest argument against such a marketing tactic?

The energy drink company would be attempting to influence the behavior of consumers in a manner to which they might object if they were aware of what was occurring.

The images of the product logo might interfere with the plot and impact the movie-watching experience.

Children might be watching the movie.

The energy drink company would have to pay a steep "product placement" fee to have its logo occur during the movie.

Evidence suggests that such messages have limited effects on behavior.

10.

Award: 1 out of 1.00 point

Which of the following is a psychological influence on the consumer behavior decision process?

reference groups

promotion

culture

temporal effects

lifestyle