The strength of learning is heavily influenced by:
repetition
imagery
importance
all of the given answers
The traditional nuclear family is:
two adults of opposite sex, living in a socially approved relationship with their own or adopted children.
an individual or group of people who share a common dwelling.
those members of a family that share the same residence.
the primary family plus other relations living in the same household.
The underclass constitutes:
chronically disadvantaged groups outside the traditional class structure.
those under the working class.
the unemployed, homeless, sick and poverty-stricken members of society.
all of the given answers.
The usage situation deals with:
how the product is purchased.
who influences the product purchased.
how we communicate to consumers about consumption.
how and when the product is consumed.
The use of price as a surrogate indicator appears to decline with:
increases in visible product differences.
increases in prior product experience.
availability of additional product information.
To reach a consumer who decides to use the outlet first, brand second decision sequence for a TV purchase the manufacturer should:
distribute in key outlets such as Harvey Norman.
organise point-of-purchase displays in stores.
conduct programs to strengthen existing outlets' promotion of their products.
All of the given answers are correct.
To reach a consumer who uses the brand first, outlet second decision sequence for a TV purchase the retailer should:
stock many key brands like Sony and Panasonic.
do cooperative advertising with the manufacturer.
do a price special for key brands.
To use ideal attribute levels in product development:
one of the steps is to assess a segment's ideal level of performance for key attributes.
one of the steps is to create a product concept.
one of the steps is to create an actual product based on a product concept.
Transient feeling states that are generally not tied to a specific event or object are:
attitudes
moods
needs
emotions
Two-sided messages:
present both true and deceptive points about a product.
are more effective with non-educated consumers.
are most effective at reinforcing existing attitudes.
None of the given answers are correct.
Using a celebrity as a company spokesperson creates special risks such as:
Few well-known personalities are admired by everybody.
The celebrity's subsequent behaviour may increase the individual's credibility.
The spokesperson may become so popular that the cost will exceed the benefit.
Utilitarian appeals:
create an image of the product user.
are more effective for value-expressive products.
inform consumers of important benefits.
Vicarious/modelling learning occurs in:
high-involvement situations.
low-involvement situations.
both high-involvement and low-involvement situations.
reward-producing situations.
Virgin extending from airlines into mobile phones and financial services is an example of:
a brand leveraging strategy.
stimulus discrimination.
long-term learning.
Weber's law indicates that:
marketers of grocery items must use unit prices.
the higher the level of an attribute, the more that attribute must be changed to achieve a just-noticeable difference.
package changes should be done slowly.
What does blind testing enable marketers to do?
launch new products unknown to consumers
measure the opinions of blind consumers and their liking for certain attributes
evaluate the functional characteristics of a product and determine whether a just-noticeable difference over a specific competitor has been gained
When a consumer is so loyal to a particular brand that it is the only brand purchased, the marketer:
should look closely at the communications situation.
must consider the usage situation.
can redefine the consumer's task definition through advertising.
can ignore the situational influences.
When are consumers predicted to take no action in the problem recognition process?
when the desired state exceeds the actual state
when the actual state exceeds the desired state
when there is no discrepancy between desired and actual state
when the actual state is double the desired state
When considering different cultures:
international marketers must monitor local news.
marketers cannot follow a 'one size fits all' approach.
marketers need to gauge the impact of local events on overall strategy.
When targeting a foreign market is important to consider all of the following except:
which consumer values are relevant to the purchase of this product.
whether consumers are aware of their own values.
the ways consumers can communicate about this product.
All of the given answers need to be considered.
