MKTG 371 Chapter 5
Showing posts with label MKTG 371 Chapter 5. Show all posts
Showing posts with label MKTG 371 Chapter 5. Show all posts

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?


A) subliminal perception
B) the figure-ground principle
C) the golden triangle
D) Weber's law

Answer: D

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads?

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads?


A) perceptual vigilance
B) perceptual defense
C) contrast
D) adaptation

Answer: D

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?


A) the intensity threshold
B) the differential threshold
C) the absolute threshold
D) the relative threshold

Answer: C

Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They didn't realize that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly, and the teacher resumed her normal activities. This is a good example of how a consumer's ability to detect a difference between two stimuli is ________.

Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They didn't realize that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly, and the teacher resumed her normal activities. This is a good example of how a consumer's ability to detect a difference between two stimuli is ________.


A) absolute
B) negligible
C) relative
D) embedded

Answer: C

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice?

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice?


A) subliminal persuasion
B) figure-ground projection
C) semiotic relationships
D) consumer-modeling connections

Answer: C

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.


A) positioning strategy
B) Gestalt psychology
C) sensory signature
D) priming strategy

Answer: A

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?


A) exposure
B) attention
C) adaptation
D) interpretation

Answer: A

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________.

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________.


A) sensory inputs emanating from the external environment
B) sensory inputs emanating from the internal environment
C) emotional outputs
D) decision sequences dictated by sensory outputs

Answer: A

An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening. This type of perceptual filter is called ________.

An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening. This type of perceptual filter is called ________.


A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation

Answer: A

Subscribe to: Posts (Atom)