莫利亚提《广告学：原理与实务（第11版）》题库chapter 7.doc

莫利亚提《广告学：原理与实务（第11版）》题库chapter 7.doc

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Advertising&IMC:

PrinciplesandPractice,11e（Moriartyetal.）

Chapter7SegmentingandTargetingtheAudience

1）WhichofthefollowingisNOTastepintheconsumerdecisionprocess?

A）needrecognition

B）cognitivedissonance

C）informationsearch

D）postpurchaseevaluation

E）purchasedecision

Answer:

B

LearningObjective:

7.1:

Explainhowtheconsumerdecisionprocessworks.

Difficulty:

Moderate

2）________istheconsumerdecision-makingstageinwhichbrandcommunicationhelpssortoutproductsonthebasisoftangibleandintangiblefeatures.

A）Needrecognition

B）Informationsearch

C）Evaluationofalternatives

D）Riskperception

E）Adoptionrate

Answer:

C

LearningObjective:

7.1:

Explainhowtheconsumerdecisionprocessworks.

Difficulty:

Moderate

3）Whichofthefollowingstatementsregardingbusiness-to-businessdecisionmakingisFALSE?

A）Businessesbuygoodsandservicesbecausetheyneedingredientsfortheproductstheymanufacture.

B）Businessesbuygoodsandservicesbecausetheyneedthosegoodsandservicesfortheirbusinessoperations.

C）Qualityislessimportantinbusiness-to-businessbuyingthaninconsumerbuying.

D）Buyingdecisionsareoftenmadebycommitteesratherthanindividuals.

E）Theactualpriceofthepurchasedgoodsandservicesisnegotiatedbyabuyer.

Answer:

C

LearningObjective:

7.1:

Explainhowtheconsumerdecisionprocessworks.

Difficulty:

Moderate

4）Ashopperwaitinginasupermarketcheckoutlinedecidestobuyacandybar.Whichofthefollowingismostlikelythepathtotheshopper'sdecision?

A）think/do/feel

B）think/feel/do

C）feel/think/do

D）do/feel/think

E）feel/do/think

Answer:

D

LearningObjective:

7.1:

Explainhowtheconsumerdecisionprocessworks.

Difficulty:

Moderate

AACSB:

Analyticalthinking

5）AninvitationtogoskiingfortheweekendforcedDonnatolookathercurrentwardrobe.Shedecidedsheshouldhaveamuchwarmercoat.Donnawasinwhichstageofthepurchasedecision?

A）productevaluation

B）situationalanalysis

C）needrecognition

D）problemscreening

E）informationsearch

Answer:

C

LearningObjective:

7.1:

Explainhowtheconsumerdecisionprocessworks.

Difficulty:

Moderate

AACSB:

Analyticalthinking

6）Lexusworkstokeepcustomershappyaftereachsale,aimingtodelightthecustomerinordertogainacustomerforlife.Inthispursuit,Lexusisfocusedonwhichstepofthebuyerdecisionprocess?

A）needrecognition

B）informationsearch

C）evaluationofalternatives

D）purchasedecision

E）postpurchaseevaluation

Answer:

E

LearningObjective:

7.1:

Explainhowtheconsumerdecisionprocessworks.

Difficulty:

Moderate

AACSB:

Analyticalthinking

7）Inanadvertisementforalocalcarpetretailer,awell-knownradiopersonalityexplainshowthecompanysolvedhisproblemofreplacinghisold,stainedcarpet.Towardwhatpartoftheconsumerdecisionprocesswasthisadaimed?

A）evaluationofalternatives

B）purchasedecision

C）needrecognition

D）brandloyalty

E）postpurchaseevaluation

Answer:

C

LearningObjective:

7.1:

Explainhowtheconsumerdecisionprocessworks.

Difficulty:

Moderate

AACSB:

Analyticalthinking

8）________describeshowindividualsorgroupsselect,purchase,oruseproducts,aswellastheneedsandwantsthatmotivatethesebehaviors.

A）Marketing

B）Consumption

C）Consumerbehavior

D）Psychology

E）Segmentation

Answer:

C

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Easy

9）Whichofthefollowingisasocialinfluenceonconsumerdecisionmaking?

A）stateofmind

B）innovation

C）satisfaction

D）family

E）personality

Answer:

D

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Moderate

10）Whichofthefollowingisapsychologicalinfluenceonconsumerdecisionmaking?

A）motivations

B）innovations

C）family

D）culture

E）brandrelationships

Answer:

A

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Moderate

11）________ismadeupoftangibleitems—suchasart,literature,buildings,andmusic—andintangibleconcepts–suchasknowledge,laws,morals,andcustoms—thattogetherdefineagroupofpeopleorawayoflife.

A）Society

B）Culture

C）Ethnicity

D）Behavior

E）Socialclass

Answer:

B

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Easy

AACSB:

Diverseandmulticulturalworkenvironments

12）Theboundarieseachcultureestablishesfor"proper"behaviorarecalled________.

A）references

B）values

C）norms

D）subcultures

E）corevalues

Answer:

C

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Easy

AACSB:

Diverseandmulticulturalworkenvironments

13）________aresimplyruleslearnedthroughsocialinteractionthatspecifyorprohibitcertainbehaviors.

A）Norms

B）References

C）Values

D）Attitudes

E）Motivations

Answer:

A

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Easy

AACSB:

Diverseandmulticulturalworkenvironments

14）Normscomefromaculture's________,whichrepresentunderlyingbeliefsystems.

A）values

B）legalsystems

C）socialsystems

D）socialclasses

E）educationsystems

Answer:

A

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Easy

AACSB:

Diverseandmulticulturalworkenvironments

15）Anexcitinglife,equality,wisdom,self-respect,socialrecognition,asenseofaccomplishment,familysecurity,andinnerharmonyareallexamplesof________.

A）norms

B）culture

C）corevalues

D）behaviors

E）attitudes

Answer:

C

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Moderate

AACSB:

Diverseandmulticulturalworkenvironments

16）Thepositionyouandyourfamilyoccupywithinyoursocietyisknownasyour________.

A）subculture

B）culture

C）ethnicgroup

D）referencegroup

E）socialclass

Answer:

E

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Easy

AACSB:

Diverseandmulticulturalworkenvironments

17）WhichofthefollowingisNOTtypicallyusedtodeterminesocialclass?

A）income

B）age

C）familyprestige

D）occupation

E）education

Answer:

B

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Moderate

AACSB:

Diverseandmulticulturalworkenvironments

18）Officerules,rigidworkhours,anddresscodesareallaspectsof________.

A）cross-culturalvalues

B）corporateculture

C）brandcommunities

D）culturalcohorts

E）referencegroups

Answer:

B

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Easy

AACSB:

Diverseandmulticulturalworkenvironments

19）A________isagroupofpeopleanindividualusesasamodelforbehaviorinspecificsituations.

A）subgroup

B）socialclass

C）referencegroup

D）normalgroup

E）cohort

Answer:

C

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Easy

AACSB:

Diverseandmulticulturalworkenvironments

20）Whichofthefollowingcanbeusedtoprovidemarketerswithadeeperunderstandingofhowlow-attentionprocessingactuallyworksandwhatmotivatespeopleintounconscious,intuitivedecisionmaking?

A）microtargeting

B）nichemarketing

C）neuromarketing

D）behavioraltargeting

E）profilemarketing

Answer:

C

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Moderate

AACSB:

Informationtechnology

21）Whichofthefollowingisformanypeoplethemostimportantreferencegroupbecauseofitsformativeroleandtheintensityofitsrelationships?

A）neighbors

B）teachers

C）family

D）employers

E）coworkers

Answer:

C

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Moderate

AACSB:

Diverseandmulticulturalworkenvironments

22）AccordingtotheU.S.Censusdefinition,a________consistsoftwoormorepeoplewhoarerelatedbyblood,marriage,oradoption,andliveinthesamehousehold.

A）subculture

B）family

C）household

D）referencegroup

E）normativegroup

Answer:

B

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Easy

23）A________consistsofallthosewhooccupyadwelling,whetherornottheyarerelated.

A）subculture

B）family

C）household

D）referencegroup

E）normativegroup

Answer:

C

LearningObjective:

7.2:

Describethecultural,social,psychological,andbehavioralinfluencesonconsumerresponsestomarketingcommunication.

Difficulty:

Easy

24）The