中山大学吴柏林教授 广告心理学绝密资料schiffman01tif.docx

1、中山大学吴柏林教授 广告心理学绝密资料schiffman01tifChapter 1: Introduction: The Impact of the Digital Revolution on Consumer BehaviorMultiple Choice Questions:1. Which of the following is not an objective of companies today?a. attaining customersb. selling more productsc. making a profitd. conducting one time transac

2、tions (d; Difficulty 1, p. 4)2. Today, the _ of the marketplace allows for greater customization of products, services and promotional messages than older marketing tools. a. digital revolutionb. one to one conceptc. consumerism movementd. environmental conversion(a; Difficulty 1, p. 4)3. The digita

3、l revolution introduced all of the following drastic changes into the business environment, except: a. consumers have more power than ever.b. consumers face more barriers to accessing information.c. marketers can offer more products and services than ever before.d. marketers can gather more informat

4、ion about customers more quickly and easily.(b; Difficulty 2, p. 4-5)4. The digital revolution allowed for consumers to have more power than ever before. This means that consumers now have the ability to do all of the following except:a. use “intelligent agents” to locate the best prices.b. bid on v

5、arious marketing offerings.c. access company information and find out internal costs and R&D information.d. shop for goods around the globe and around the clock.(c; Difficulty 2, p. 5)5. All of the following are examples of customization of products and services except:a. A sending personalized e-ma

6、ils to previous book purchasers announcing newly published books on similar topics.b. an online drugstore may vary the initial display that returning buyers see when they revisit its website.c. an online merchant will send you updated product information on your recent purchase.d. when entering a ke

7、yword, the website will display all related products containing that keyword with price information included.(d; Difficultly 2, p. 5)6. Marketers can most quickly and efficiently gauge the effectiveness of their online promotional messages rather than rely on delayed feedback through sales informati

8、on by:a. hiring telemarketers to conduct brief survey calls to a sample of the customers who browsed the website.b. tracking consumer clicks on various pages or links on the website.c. having customers fill out a brief online survey asking their opinion and enticing them with sweepstakes. d. none of

9、 the above(b; Difficulty 3, p. 6)7. The most popular method of gathering and updating customer information is through:a. the Census Bureau.b. competing companies.c. the customers themselves.d. credit card companies.(c; Difficulty 1, p. 6)8. Currently, the greatest reflection of the digital revolutio

10、n is through our increased usage of:a. shipping companies.b. credit cards.c. computers connected to the web.d. PDAs.(c; Difficulty 3, p. 6)9. One of the digital revolution challenges facing marketers and the television advertising industry is:a. remote controls.b. TiVo.c. Internet advertising rates.

11、d. PDAs.(b; Difficulty 2, p. 7)10. TiVo allows for all of the following except:a. viewer control of what they watch on TV.b. viewer control over commercials being viewed.c. recording programs onto hard drives without a VCR.d. blocking out any mention of brand names during regular programming.(d; Dif

12、ficulty 3, p. 7)11. The digital revolution has introduced a new era of what most resembles a “_” by eliminating distance and location benefits and by creating access to intelligent agents that direct consumers towards lowest prices.a. monopolistic economyb. perfect competition economyc. C2C environm

13、entd. customer driven economy(b; Difficulty 3, p. 8)12. Virtual competition that leads to a perfect competition environment allows sellers to differentiate themselves mainly on:a. service.b. price.c. website layout and ease of browsing.d. reputation.(b; Difficulty 3, p. 8)13. _ and _, two key featur

14、es in modern marketing, will become meaningless in the virtual marketplace.a. Strong brand name; reputationb. Customer service; price competitionc. Location; store layoutd. Price competition; speed of delivery(a; Difficulty 3, p. 8)14. The term “consumer behavior” entails all the following except:a.

15、 search. b. evaluation.c. method of payment.d. disposal of product.(c; Difficulty 1, p. 8)15. _ is known as the behavior consumers display in searching for, purchasing, using, evaluating and disposing of products or services that they expect will satisfy their needs. a. Consumer feedbackb. Consumer

16、evaluationc. Consumer behaviord. Marketing concept(c; Difficulty 2, p. 8)16. The term “consumer behavior” describes two different kinds of consuming entities: _ and _ consumers.a. non-profit; governmentb. non-profit; for profitc. personal; organizationald. government; private(c; Difficulty 1, p. 9)1

17、7. A personal consumer buys goods for all except:a. personal consumption.b. gifts.c. home business.d. use of ones household.(c; Difficulty 2, p. 9)18. Organizational consumers include all except:a. government agencies.b. households.c. non-profit businesses.d. for profit businesses.(b; Difficulty 2,

18、p. 9)19. Henry Fords introduction of the assembly line to produce cars more efficiently and affordably is a good example of the:a. marketing concept.b. selling concept.c. production concept.d. product concept.(c; Difficulty 2, p. 10)20. According to the text, historys best example of the success of

19、the production concept is:a. Gillette razors.b. Ford cars.c. Microsofts Windows.d. Dell computers.(b; Difficulty 3, p. 11, table 1-1)21. The _ concept assumes that consumers are mostly interested in product availability at low prices.a. marketingb. societalc. productd. production(d; Difficulty 3, p.

20、 9)22. The key assumption when applying the production concept is that:a. consumers are more interested in obtaining the product than they are in specific features.b. consumers are more concerned with the features and options the product contains.c. consumers will buy the product that offers them th

21、e best quality.d. marketers will analyze the needs and wants of the target market.(a; Difficulty 3, p. 9)23. The _ concept assumes that consumers will buy the product that offers them the highest quality, the most features and the best performance.a. productionb. marketingc. sellingd. product(d; Dif

22、ficulty 1, p. 9)24. A main drawback to the product concept is:a. that it leads to marketing myopia.b. that it leads to product obsolescence.c. that it focuses on offering the lowest prices meanwhile sacrificing quality.d. none of the above(a; Difficulty 3, p. 9)25. The product concept leads to marke

23、ting myopia, which means:a. focus on what consumers want and need.b. focus on what is best for society.c. focus on the product rather than the consumer.d. focus on quality of service.(c; Difficulty 3, p. 9)26. The main reason trains and railroads have minor significance in todays economy is because

24、management overlooked the fact that railroads were faced with competition not only from other railroad companies, but also from buses, cars and airlines. This is an example of:a. consumer marketing.b. production concept.c. marketing myopia.d. marketing concept.(c; Difficulty 2; p. 10)27. The key ass

25、umption in applying the selling concept is:a. analyzing the wants and needs of the target market.b. projecting the number of units that need to be sold in a certain time period.c. selling the products the marketer has ultimately decided to produce.d. selling the customers the highest quality product

26、s possible.(c; Difficulty 2, p. 10)28. Today, (the) _ is typically utilized by marketers of unsought goods such as life insurance.a. product conceptb. societal marketingc. selling conceptd. marketing myopia(c; Difficulty 1, p. 10)29. The selling concept fails to consider:a. price.b. product quality.

27、c. needs of the target market.d. customer satisfaction.(d; Difficulty 2, p. 10)30. The key assumption in applying the marketing concept is to:a. make available the latest technologies and features in a product.b. sell the customers what you are good at producing.c. determine the needs and wants of t

28、he target market.d. sell the product at the lowest price possible.(c; Difficulty 2, p. 10)31. The consumer-oriented philosophy that evolved when marketers realized it would be easier to sell more goods to consumers who had already expressed interest is:a. the selling concept.b. the marketing concept

29、.c. the societal marketing concept.d. the customer satisfaction philosophy.(b; Difficulty 2, p. 10)32. The underlying premise of the marketing concept is that a company should:a. strive to make products available at the lowest prices possible.b. make what it can sell.c. sell what it can make best.d.

30、 include the latest features and technologies in their products.(b; Difficulty 2, p. 10)33. When General Motors implemented a strategy of “a car for every purse of purpose” it figured out that not all consumers wanted the same thing, this shows the importance of:a. repositioning.b. selling concept.c

31、. market segmentation.d. word of mouth.(c; Difficulty 2, p. 11, table 1-1)34. In order for researchers to understand consumer behaviors, needs, wants, and priorities, and in order to design new products, they had to study consumers in depth. The strategic tools that are used to implement the marketing concept include segmentation, targeting, marketing mix, and _.a. controlb. cost analysisc. positioningd. interpretation(c; Difficulty 2, p. 12)35. Consumer research describes the process an