74 Free Test Bank for Marketing Management 14th Edition by Kotler
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________ portrays the "whole person" interacting with his or her environment.
Consumers often choose and use brands that have a brand personality consistent with how they think others view them, also known as the ________.
Consumers who worry about the environment and want products to be produced in a sustainable way have been named ________.
Marketers embed covert messages in ads or packaging of which the consumers are not consciously aware, yet it affects their behavior. This technique employed by the marketers targets the ________ of a consumer.
Identify an economic circumstance that can greatly affect any product or brand choice.
________ assumed that the psychological forces shaping people's behavior are largely unconscious, and that a person cannot fully understand his or her own motivations.
________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
A person's ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.
At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs.
Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people's inner selves.
________ refers to a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.
________ is the process by which we select, organize, and interpret information inputs to create a meaningful picture of the world.
IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices. IKEA is delivering value to consumers who are ________.
Which of the following theories developed by Frederick Herzberg distinguishes dissatisfiers from satisfiers?
The ________ says people have a general tendency to attribute success to themselves and failure to external causes.
Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the consumption situation are called ________.
The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness, and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions.
The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior constitute ________.
________ is the tendency to interpret information in a way that will fit our preconceptions.
________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.
Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern of individuals.
Which of the following would be the best illustration of a subculture?
Consumers often choose and use brands that have a brand personality consistent with how they see themselves, also known as the ________.
As Rita scans the yellow pages section of her phone book looking for a florist, she sees several other products and services advertised. Though interesting on first glance, she quickly returns to her primary task of finding a florist. The items that distracted her from her initial search were most likely stored in which of the following types of memory?
________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive.
Ford motors, uses the ad caption "Magnify the Adventure" to promote its latest SUV, the Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the context of Jennifer Aaker's brand personality analysis, Ford Endeavour is most likely to be strong on which of the following traits?
The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor, tough cowboy type. This was done to establish what is called ________.
If a direct-mail marketer wished to direct promotional efforts toward the family of ________, efforts need to be directed toward parents and siblings of the family members.
Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides to try a different flavored yogurt. Instead of trying out the flavors offered by competing brands, Anne selects a different flavor offered by Yoplait. Here, her past experience with the brand prompts her to make the choice. Anne's behavior can be best described as ________.
Within the context of Jennifer Aaker's analysis, identify the brand personality that can be associated with a new product whose promotional messages consistently portray it as being reliable, intelligent, and successful.
When Gary was a high school student, he enjoyed rock music and regularly purchased hip clothing sported by his favorite rock band. However, five years later, when Gary became an accountant, his preference shifted toward formal clothing. Which of the following personal characteristics is likely to have had the most influence on Gary's preferences during his high school days?
The family in a buyers life consisting of parents and siblings is the ________.
Which of the following techniques was suggested by Freud to trace a person's motivations from the stated instrumental ones to the more terminal ones?
Brand personality analysts identified the popular music channel MTV as daring, spirited, and highly imaginative. As per Jennifer Aaker's research, which of the following brand personality traits best suits MTV?
Social classes differ in media preferences, with upper-class consumers often preferring ________ and lower-class consumers often preferring television.
A(n) ________ group is one whose values or behavior an individual rejects.
Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides information and opinions. Feedback from his fellow students is positive, and they are appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason?
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