Part I: Marketing Multiple Choice Questions Answers

Contents

Please Highlight in bold dark color the answer you believe is best.

1) A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.

A) asynchronous interactions

B) market segmentation strategies

C) the 80/20 strategy

D) economies of information

2) Wal-Mart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing.

A) undifferentiated

B) database

C) relationship

D) consumer-generated

3) Die-hard Apple fans post videos on YouTube claiming their affection for Apple products. They could be said to have a(n) ) love type of relationship with the product.

A) self-concept attachment

B) nostalgic attachment

C) interdependence

D) love

4) Which form of relationship between product and customer is most at risk of the customer switching to a different brand of product?

A) self-concept attachment

B) nostalgic attachment

C) interdependence

D) love

5) Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which of the following types of relationships with a product best explains the reason for Lucy's purchase of the dragon bowl?

A) self-concept attachment

B) nostalgic attachment

C) interdependence

D) cohort attachment

6) George says that he sees everything as "black or white–no in between." George would most accurately be characterized as a(n) ________.

A) positivist

B) collectivist

C) interpretivist

D) consumerist

7) A customer buying an unfamiliar product that carries a fair degree of risk would most likely engage in what type of decision-making?

A) cognitive/extensive decision-making

B) limited decision-making

C) habitual decision-making

D) affective decision-making

8) A consumer who moves his or her ideal state upward is experiencing ________ recognition.

A) opportunity

B) search

C) habitual

D) need

9) Under ________, utility is defined in terms of gains and losses.

A) prospect theory

B) heuristics

C) hyperopia

D) Zipf's law

10) A mental or problem-solving shortcut to make a purchase decision is called a(n) ________.

A) determinant

B) detail rule

C) heuristic

D) experience rule