Marketing Final Exam

While robinson was looking at the cds at walmart he

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Unformatted text preview: 6-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 16. A product information source that originates with marketers promoting the product is referred to as a: a. manipulative information source b. primary information source c. secondary information source d. marketing-controlled information source e. biased information source ANS: D Marketing-controlled information sources, such as advertising and promotion, originate with marketers promotion the product. PTS: 1 REF: 78 Thinking KEY: CB&E Model Strategy OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 17. While Robinson was looking at the CDs at Walmart, he was trying to remember the name of the group that sang the song he liked on last night’s episode of his favorite television show so he could buy it. Since recording companies pay to have their CDs promoted on television, the source of information Robinson is trying to recall is: a. a fortuitously evoked set b. marketing controlled c. nonmarketing controlled d. unitary data e. a credible consideration set ANS: B Marketing-controlled information sources are product information sources that originate with marketers promoting the product. PTS: 1 REF: 78 KEY: CB&E Model Strategy OBJ: 06-2 TOP: AACSB Technology MSC: BLOOMS Application 18. All of the following are examples of marketing-controlled information sources EXCEPT: a. a friend’s recommendation on the brand of product to buy b. brochures about kitchen products sold by the Home Depot c. a coupon for $1.00 off of laundry detergent d. a recipe for oatmeal raisin cookies on a package of oatmeal e. an advertisement in a magazine ANS: A A friend’s recommendation would not be controlled by any marketer. PTS: 1 REF: 78 Thinking KEY: CB&E Model Strategy OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 19. David is shopping for tires for his Audi. He looks in the yellow pages of the local phone book and calls Costco, Sam’s Club, Sears, and a local car repair shop. In his decision-making process, David is using: a. marketing-controlled information sources b. demographic information sources c. nonmarketing-controlled information sources d. secondary data sources e. internal search sources ANS: A Marketing-controlled information sources are product information sources that originate with marketers promoting the product. PTS: 1 REF: 78 Thinking KEY: CB&E Model Strategy OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 20. All of the following influence the extent to which an individual conducts an external search for information EXCEPT: a. perceived risk b. knowledge c. prior experience d. social class e. level of interest ANS: D Social class wouldn’t necessarily affect the amount of information search a consumer would conduct. PTS: 1 REF: 78 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 21. A group of brands, resulting from an information search, from which a buyer can choose is referred to as the buyer’s: a. evoked set b. prim...
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This document was uploaded on 09/29/2013.

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