Content • Question 1 Procter & Gamble sells six different brands of laundry detergent, each with a unique offering for different market segments. Which business orientation does this illustrate?

1. MKT 305 Quiz 1 Ch 1 and 2
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Content
• Question 1
Procter & Gamble sells six different brands of laundry detergent, each
with a unique offering for different market segments. Which business
orientation does this illustrate?
• Question 2
John is a psychologist and analyzes the thoughts, feeling and behaviors
that people have as they interact with other people in groups. John is a
_____.

2. • Question 3
_____ has roots in anthropology and often involves analyzing the
artifacts associated with consumption.
• Question 4
_____ represents the process by which goods, services or ideas are used
and transformed into value.
• Question 5
Renee is going to a formal dance next month and goes shopping for a
full-length gown. The gown is an example of a(n) _____ in the basic
consumption process.
• Question 6

3. Some marketers offer each individual customer a different product, so
each customer is essentially treated as a segment of one. Which way of
doing business does this represent?
• Question 7
_____ involves the multitude of value-producing activities that facilitate
exchanges between buyers and sellers.
• Question 8
Two factors should be considered when trying to understand how
important serving customers well should be to any given organization.
The first factor is the competitiveness of the marketing environment, and
the second is the _____.

4. • Question 9
_____ represents the study of consumption as a “lived experience” and
relies on casual interviews with consumers from whom the researcher
has won confidence and trust?
• Question 10
_____ refer to direct contacts between the firm and a customer.
• Question 11
_____ can be thought of as negative results of consumption.
• Question 12

5. Lane Bryant is a women’s clothing store specializing in stylish clothing
and flattering fits for plus-sized women. Which business orientation
best describes Lane Bryant’s approach?
• Question 13
_____ research addresses questions about consumer behavior using
numerical measurement and analysis tools.
• Question 14
Which of the following is based on the belief that firm performance is
enhanced through repeat business?
• Question 15

6. If you wanted to learn how groups of people interact within society,
which discipline should you study?
• Question 16
The realization that a consumer is necessary and must play a part in
order to produce value is the major premise underlying the concept of
_____.
• Question 17
A planned way of doing something is known as a(n) _____.
• Question 18
_____ reflects the connectedness between a consumer and a retailer, a
brand, or service provider.

7. • Question 19
Which of the following on a perceptual map represents the combination
of product characteristics that provide the most value to an individual
consumer or market segment?
• Question 20
Which of the following is used to depict graphically the positioning of
competing products?
• Question 21
Samantha tracks detailed information about customers so more
customer-oriented decisions can be made, hopefully leading to longer-
lasting relationships with customers. Samantha is involved in _____.

8. • Question 22
_____ is the separation of a market into groups based on the different
demand curves associated with each group.
• Question 23
The degree to which a consumer is sensitive to changes in some product
characteristic is known as _____.
• Question 24
_____ are things that go on inside of the mind and heart of the consumer
and influence value.

9. • Question 25
Characteristic traits of individuals, including personality and lifestyles,
are known as _____.
• Question 26
The actual physical product purchased plus any services such as
installation and warranties necessary to use the product and obtain its
benefits is called the _____.
• Question 27
Which concept is at the heart of the Consumer Value Framework and the
focus of marketing efforts?

10. • Question 28
Which strategy deals with how the firm will be defined and sets general
goals?
• Question 29
_____ is a personal assessment of the net worth obtained from an
activity.
• Question 30
Things unique to a time or place that can affect consumer decision
making and the value received from consumption are known as _____.
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MKT 305 Quiz 2

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• Question 1
Attention that is beyond the conscious control of the consumer and that
occurs as the result of exposure to surprising or novel stimuli is known
as _____.
• Question 2
Which of the following refers to the removal of bad stimuli as a way of
encouraging behavior?
• Question 3
_____ refers to a change in behavior resulting from the interaction
between a person and a stimulus.

12. • Question 4
The first step in the perceptual process is called _____ and refers to
process of bringing some stimulus within the proximity of a consumer so
that it can be sensed by one of the five human senses.
• Question 5
Which term describes a consumer’s immediate response after exposure
to a stimulus?
• Question 6
In which type of unintentional learning is behavior conditioned through
reinforcement?

13. • Question 7
The process through which the desired behavior is altered over time, in
small increments is called _____.
• Question 8
Which of the following represent stimuli that decrease the likelihood
that a behavior will occur again?
• Question 9
Which perspective focuses on the cognitive processes associated with
comprehension that leads to consumer learning?

14. • Question 10
Which concept represents how much stronger one stimulus has to be
relative to another so that someone can notice that the two are not the
same?
• Question 11
_____ occurs when a stimulus shares some, but not all, of the
characteristics that would lead it to fit neatly in an existing category.
• Question 12
Which of the following often take the form of some type of reward?

15. • Question 13
Paying attention to only certain stimuli is which element of selective
perception?
• Question 14
_____ is the purposeful allocation of information processing capacity
toward developing an understanding of some stimulus.
• Question 15
Which theory of learning focuses on changes in behavior that occur
through responses to stimuli without concern for the cognitive
mechanics of the process?
• Question 16

16. _____ refers to the extent to which a consumer likes the message source.
• Question 17
Which message source characteristic refers to the amount of knowledge
that a source is perceived to have about a subject?
• Question 18
Which theory tells us that communications provide information in ways
beyond the explicit or obvious content of a message?
• Question 19

17. Which of the following is the level of stimuli to which a consumer has
become accustomed?
• Question 20
Which of the following is an environmental characteristic affecting
consumer comprehension?
• Question 21
The background in a message is referred to as _____.
• Question 22
Which of the following refers to cognitive components that represent
facts in an associative network?

18. • Question 23
Which of the following is considered a repository for all information that
a person has encountered?
• Question 24
Which storage mechanism represents the storage of visual information?
• Question 25
Thoughts that contradict a message are called _____.

19. • Question 26
_____ refers to the interpretation or understanding that a consumer
develops about some attended stimulus in order to assign meaning.
• Question 27
A _____ is the mental path by which some thought becomes active.
• Question 28
The type of coding wherein stimuli are converted to meaning that can be
expressed verbally is called _____.
• Question 29

20. The process of grouping stimuli by meaning so that multiple stimuli can
become a single memory unit is called _____.
• Question 30
Which source characteristic refers to how honest and unbiased the
source is perceived to be?
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MKT 305 Quiz 3
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• Question 1
Which type of cognitive appraisal considers how something turned out
relative to one’s goals and can evoke emotions like joyfulness,
satisfaction, sadness, or pride?

21. • Question 2
Which of the following means the extent to which an emotional display
by one person influences the emotional state of others?
• Question 3
Emotion that becomes stored as part of the meaning for a category is
referred to as _____.
• Question 4
Which type of motivation is aimed at changing the current state to a
level that is more ideal, not at simply maintaining the current state?
• Question 5

22. The extent to which a consumer shows outward behavioral signs and
otherwise reacts obviously to emotional experiences is called _____.
• Question 6
Which motivation reflects a desire to acquire products that can be used
to accomplish things?
• Question 7
Which group of human motivations is based on the fact that the body
naturally reacts in a way so as to maintain a constant, normal
bloodstream?
• Question 8

23. _____ are psychobiological reactions to appraisals.
• Question 9
Consumers with very high involvement in some product category are
referred to as _____.
• Question 10
Effort put forth by employees in carefully managing their appearance as
a requisite for performing their job well is referred to as _____.
• Question 11

24. Consumer uneasy about buying things that others have previously
touched is called _____.
• Question 12
_____ are inner reasons or driving forces behind human actions as
consumers are driven to address real needs.
• Question 13
PANAS and PAD are examples of _____ measures of consumer
emotions.
• Question 14
Which of the following terms is used to represent the feelings a
consumer has about a particular product or activity?

25. • Question 15
_____ represents the personal relevance of shopping activities.
• Question 16
Which trait may be defined as an enduring tendency to strive to be better
than others?
• Question 17
Which trait refers to the extent to which material goods are important in
a consumer’s life?

26. • Question 18
_____ is the totality of thoughts, emotions, intentions, and behaviors that
a person exhibits consistently as he or she adapts to his or her
environment.
• Question 19
Which self-concept refers to how a consumer currently perceives him-
or herself?
• Question 20
Which perspective believes consumers agree on the shared meaning of
products and symbols?

27. • Question 21
_____ refers to human characteristics that can be associated with a
brand.
• Question 22
Which trait refers to the degree to which consumers enjoy engaging in
effortful cognitive information processing?
• Question 23
Which of the following is a “variable-centered” approach that focuses on
particular variables, or traits, that exist across a number of consumers?
• Question 24

28. In which approach to studying personality are behaviors assessed at a
number of points in time?
• Question 25
Which consumer research utilized tools such as depth interviews and
focus groups to improve understanding of inner motives and needs?
• Question 26
The study of symbols and their meaning is referred to as _____.
• Question 27

29. _____ are observable, statistical aspects of populations including such
factors as age, gender, or income.
• Question 28
Which trait represents a tendency for consumers to make unintended
purchases?
• Question 29
Consumer lifestyles are measured using _____.
• Question 30
Which approach to personality focuses on specific consumer traits as
motivators of various consumer behaviors?
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30. MKT 305 Quiz 4 Ch 7
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• Question 1
Which function of attitudes is based on the concept of reward and
punishment?
• Question 2
Which theory’s basic premise is that consumers are motivated to
maintain perceived consistency in the relations found in mental systems?
• Question 3

31. How the appeal of a message and its construction affect persuasiveness
is referred to as _____.
• Question 4
Balance theory is based on the _____, which states that human beings
prefer consistency among their beliefs, attitudes, and behaviors.
• Question 5
Which model of attitude change is based on differing levels of consumer
involvement?
• Question 6
The elaboration likelihood model proposes two routes to persuasion:
______.

32. • Question 7
Tracking changes in consumer attitudes over time is referred to as
_____.
• Question 8
Which of the following states that a source feature is most effective
when it is matched with relevant products?
• Question 9
_____ are relatively enduring overall evaluations of objects, products,
services, issues, or people.

33. • Question 10
According the ABC approach to attitudes, attitudes possess three
important components: affect, behavior, and _____.
• Question 11
Which approach to attitudes suggests that affect, behavior, and
cognitions form in a sequential order?
• Question 12
According to balance theory, the two types of relations between the
elements of observer, person, and object are referred to as _____.

34. • Question 13
Which type of effect is said to occur when material presented later in the
message has the most impact?
• Question 14
Which function of attitudes allows consumers to simplify their decision-
making processes?
• Question 15
Which of the following concepts belong to social judgment theory?
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MKT 305 Week 4 quiz 3
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• Question 1
Which of the following is one of the most commonly applied ways to
assess one’s emotional state by measuring both positive and negative
affect?
• Question 2
_____ are psychobiological reactions to appraisals.
• Question 3
Which motivation reflects a desire to acquire products that can be used
to accomplish things?

36. • Question 4
Specific emotions that result from some evaluation or reflection of one’s
own behavior, including pride, shame, guilt, and embarrassment, are
called _____.
• Question 5
Product categories with personal relevance for consumers typically have
_____ product involvement.
• Question 6
Which group of human motivations is based on the fact that the body
naturally reacts in a way so as to maintain a constant, normal
bloodstream?

37. • Question 7
PANAS and PAD are examples of _____ measures of consumer
emotions.
• Question 8
_____ motivation involves a drive to experience something personally
gratifying.
• Question 9
Which theory describes consumers as addressing a finite set of
prioritized needs from physiological, safety and security, belongingness
and love, esteem, to self-actualization?

38. • Question 10
Effort put forth by service workers who have to overtly manage their
own emotional displays as part of the requirements of the job is called
_____.
• Question 11
Which type of motivation is aimed at changing the current state to a
level that is more ideal, not at simply maintaining the current state?
• Question 12
Which way of measuring emotions automatically records responses
based on either automatic visceral reactions or neurological brain
activity?

39. • Question 13
Which of the following means the extent to which an emotional display
by one person influences the emotional state of others?
• Question 14
Which type of need reflects the need to be recognized as a person of
worth?
• Question 15
_____ are inner reasons or driving forces behind human actions as
consumers are driven to address real needs.
• Question 16

40. Which self-concept refers to how a consumer would like to perceive
himself?
• Question 17
Which of the following is a “variable-centered” approach that focuses on
particular variables, or traits, that exist across a number of consumers?
• Question 18
The ways consumers live and spend their time and money is known as
consumer _____.
• Question 19

41. Which trait may be defined as an enduring tendency to strive to be better
than others?
• Question 20
The study of symbols and their meaning is referred to as _____.
• Question 21
The positivity of an individual’s self-concept is called _____.
• Question 22
Which self-concept refers to how a consumer currently perceives him-
or herself?

42. • Question 23
_____ is the totality of thoughts, emotions, intentions, and behaviors that
a person exhibits consistently as he or she adapts to his or her
environment.
• Question 24
According to the psychoanalytic approach to personality, which
personality element focuses on pleasure-seeking and immediate
gratification?
• Question 25
Which psychologist advocated the psychoanalytic approach to
personality?

43. • Question 26
Which approach to personality focuses on specific consumer traits as
motivators of various consumer behaviors?
• Question 27
Which self-concept represents the image that a consumer would like
others to have about him or her?
• Question 28
_____ refers to human characteristics that can be associated with a
brand.

44. • Question 29
In which approach to studying personality are behaviors assessed at a
number of points in time?
• Question 30
Which perspective believes consumers agree on the shared meaning of
products and symbols?
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