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Đề thi tiếng anh Marketing cơ bản
Đề thi tiếng anh Marketing cơ bản
Assignments can help improving knowledge during this term
Môn: Marketing căn bản (MK203DE01)
Trường: Đại học Hoa Sen
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Midterm-MKCB - Assignments can help improving knowledge during this term
Marketing (Đại học Hoa Sen) Midterm MKCB 1. A(n)
is a person who identifies a need or desire, makes a purchase and then disposes of a product a. Marketer b. Consumer c. Influencer d. Behavior researcher
2. Many firms choose to protect or enhance the natural environment as they go about their business
activities. This practice is known as . a. consumer marketing b. social marketing c. natural marketing
d. green marketing
3. 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 80km/h 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
4. What is the primary purpose of a perceptual map?
a. The map outlines how the product process functions.
b. Perceptual maps diagram the differences between the sense systems.
c. Perceptual maps outline where a product stands in comparison to competitors in the minds of consumers.
d. The map shows the threshold values of various retail stimuli.
5. If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying
the product and wearing it. What type of instrumental conditioning has occurred in the situation? a. neutral reinforcement
b. positive reinforcement c. negative reinforcement d. symbolic reinforcement
6. A marketer uses
to target a brand only to specific groups of consumers who are most likely
to be heavy users of the marketer’s brand.
a. market filtering strategies
b. market segmentation strategies c. the 80/20 strategy d. economies of information
7. Wal-Mart tracks the habits of the 100 million customers who visit its stores each week and responds
with products and services directed toward those customers' needs based on the information collected.
This is an example of marketing. a. undifferentiated b. database c. relationship d. consumer-generated
8. when a stimulus comes within the range of someone's sensory receptors, occurs a. vibration b. retention c. subliminal suggestion
d. exposure (tiếp xúc)
9. When Hoa shops, she must feel the fabric of any potential clothing buy before she even bothers to
see what the design is. She has a high need to touch. Which sense system is important to Jane in her
clothing shopping? a. visual
b. haptic (xúc giác) c. basic orientation d. odor
10. learning occurs when people watch the actions of others and note the reinforcements, they
receive for their behaviors a. Observational b. Encoding c. Retrieval d. Masked
11. Many marketers use “the good old days” as a common theme in promotional messages. This is a
strategy of focusing on . a. retro – interference b. the halo effect
c. nostalgia (hoài cổ) d. memory spikes
12. Linh is sitting in his Psychology 111 class listening to his professor attempt to explain the “black
box” process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls
and his mouth begins to water. He looks around and sees a student in the last row bite into a big, juicy
roll. “I wish I were sitting next to him”, Linh thinks, “because I know I could steal a bite”. What Linh
just went through in class was similar to the “black box” process being described by his professor.
This process is most closely associated with which of the following learning methods? a. incidental learning b. Gestalt learning c. cognitive learning
d. behavioral learning
13. when a need is aroused that the consumer wishes to satisfy, the
process has been activated. a. goals b. needs c. wants d. motivation
14. When a woman buys an expensive fur coat, which of the following needs is probably being expressed? a. hedonic b. utilitarian c. rational d. biogenic
15. Which of the following needs from Maslow’s Hierarchy is addressed by the U.S Army’s advertising
slogan “Be all you can be”? a. safety needs b. belonginess needs c. ego needs
d. self-actualization needs
16. Power distance, individualism, and uncertainty avoidance are some of the values measured by a. the Rokeach Value Survey
b. Hofstede’s Cultural Dimensions
c. Maslow’s Hierarchy of Needs d. the List of Values Scale
17. Popular online matchmaking services such as match.com and okcupid.com offer to create your
“personality profile” and then hook you up with other members whose profiles are similar. This is an
example of an approach to personality that focuses on the quantitative measurement of . a. Freudian theory b. brand theory
c. personality traits d. subconscious desire 18.
defines a pattern of consumption reflecting a person’s choices on how he or she spends
their time and money. a. Lifestyle b. Motivation c. Pattern development d. AIO inventory development Tự luận
Retail stores put a number of items in the aisles leading to the checkout station. These are placed there
to remind customers of things they may have overlooked, or to show products that customers may not
have thought of buying until they are seen. Retailers know that some items are purchased on impulse.
In other words, the customer simply sees a product and purchases it. Create a fourth hierarchy of
effects that would combine the three components of the ABC model when a product is selected on impulse
Attitudes are important because they reflect what consumers think and feel. They also can be used to explain
what consumers intend to do. Every attitude has three components that are represented in what is called the
ABC model of attitudes: A for affect, B for behavior, and C for cognition. ABC Model:-
· Affect: how consumer feels about an attitude object
· Behavior: consumer’s intentions to take action about an attitude object
· Cognition: what consumer believes to be true about the attitude object Fourth hierarchy of effects: · Behavioral influence · Behavior · Cognition · Affect
So relating to the example of the customer purchased items on impulse:
· Behavior - buying item first
· Cognition – belief about the product
· Affect – feels about the product Chapter 2:
1) The immediate response by our eyes, nose, mouth or fingers to such basic stimuli as light,
color, sound, odor and texture is called . A) reception B) awareness C) perception D) sensation - D
2) The process by which people select, organize, and interpret sensory information is called . A) reception B) awareness C) perception D) sensation - C
3) Which of the following is NOT one of the three stages of the process of perception? A) interpretation B) adaptation C) attention D) exposure - B
4) Research has indicated that the color
creates feelings of arousal and stimulates appetite. A) blue B) red C) yellow D) black - B
5) Some color combinations come to be so strongly associated with a corporation that they become known as the company's . A) position B) icon C) trade dress D) schema - C
6) When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to
come inside for a cup, the gas station is using a form of marketing to influence customers. A) one-on-one B) subliminal C) differentiated D) sensory - D
7) When Jane shops, she must feel the fabric of any potential clothing buy before she even
bothers to see what the design is. She has a high need to touch. Which sense system is important
to Jane in her clothing shopping? A) visual B) basic orientation C) haptic D) liminal - C
8) A philosophy that translates customers' feelings into design elements is called engineering. A) Kinsei B) pleasure C) relationship D) reverse - A
9) Males and females have different appreciations of textures (touch sensitivity). When feeling
fabrics, men evaluate which of the following as "high class"? A) wool B) silk C) denim D) cotton - A
10) When a stimulus comes within the range of someone's sensory receptors occurs. A) vibration B) retention C) subliminal suggestion D) exposure/ - D 11) The
threshold refers to the minimum amount of stimulation that can be detected on a sensory channel. A) absolute B) differential C) intensity D) relative - A
12) The minimum difference that can be detected between two stimuli is known as the . A) "bare" minimum B) gradual differentiation
C) j.n.d. (just noticeable difference) D) graded difference - C 13) The
threshold refers to the ability of a sensory system to detect changes between two stimuli. A) absolute B) differential C) intensity D) relative - B
14) According to Weber's Law, the
the initial stimulus, the greater a change must be for people to notice the change. A) more typical B) stronger C) weaker D) more unusual - B 15)
occurs when a stimulus is below the level of an individual's awareness. A) Absolute threshold B) Differential threshold C) Subliminal perception D) Perceptual selection - C
16) The average adult is exposed to about 3,500 pieces of advertising information every single
day, far more information than they can or are willing to process. Consumers who are exposed to
more information than they can process are in a state of . A) advertising bombardment B) sensory overload C) sensory shifting D) circuit overcapacity - B
17) The ability to process information from more than one medium at a time is known as . A) multitasking B) perceptual hyperactivity C) perceptual chunking D) interactive attention - A
18) Because the brain's capacity to process information is limited, consumers are very selective
about what they pay attention to and tend to select stimuli that relate to their current needs. This
type of perceptual filter is called . A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation - B
19) An individual may not process stimuli that are in some way threatening, or may distort the
meaning of the stimuli to make it less threatening. This type of perceptual filter is called . A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation - A 20) The flip side of is .
A) perceptual defense; adaptation
B) perceptual defense; perceptual vigilance C) attention; adaptation
D) attention; perceptual selection - B
21) According to the exposure factor leading to adaptation, frequently encountered stimuli
as the rate of exposure increases. A) adapt B) habituate C) prime D) overload - B 22) According to the
factor leading to adaptation, simple stimuli habituate because they
do not require attention to detail. A) exposure B) vigilance C) discrimination D) relevance - C
23) Size, color, position, and novelty are all strategies for creating which of the following? A) contrast B) adaptation C) positioning D) thresholds - A
24) Which of the following refers to the meanings we assign to sensory stimuli? A) schema B) semiotics C) interpretation D) perception - C 25) In the process of
, certain properties of a stimulus evoke a schema. A) priming B) differentiating C) indexing D) perceptual mapping - A
26) All consumers carry a schema in their minds when they enter the marketplace. According to
the principles of perceptual vigilance and defense, a marketer should be careful to create a
promotion for the new product that .
A) conforms to the customers' schemata
B) violates the customers' schemata
C) requires that customers defend their current views about the product category
D) is simple and easy to understand - A
27) When we anthropomorphize products, we evaluate them using we typically apply to classify people. A) thresholds B) semiotics C) autotelics D) schemata - D
28) Our brains tend to relate incoming sensations to others already in memory, based on some
fundamental organizational principles. These principles derive from , a school of thought
that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus. A) Freudian psychology B) Gestalt psychology C) Simmons psychology D) the Covey approach - B 29)
roughly means whole, pattern, or configuration; this perspective is best summarized
by the saying "The whole is greater than the sum of its parts." A) Freudian traits analysis B) Marshallian psychology C) Gestalt
D) Hobbesian pattern analysis - C
30) A new Green Giant ad campaign relied on the
when it used a redesigned package
for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the
Green Giant products were now unified under a common design banner. A) principle of similarity B) figure-ground principle C) interpretational principle D) closure principle - A 31) The field of
examines the correspondence between signs and symbols and their
role in the assignment of meaning. A) semiotics B) enunciation C) Gestalt D) hyperreality - A
32) From a semiotic perspective, every marketing message has three basic components. Which of
those components is the sensory image that represents the intended meaning? A) the sign B) the object C) the interpretant D) the structure - A 33) A(n)
is a sign that relates to a product by either conventional or agreed-on associations. A) icon B) index C) symbol D) schema - C
34) 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 - C
35) What is the primary purpose of a perceptual map?
A) The map outlines how the product process functions.
B) Perceptual maps diagram the differences between the sense systems.
C) Perceptual maps outline where a product stands in comparison to competitors in the minds of consumers.
D) The map shows the threshold values of various retail stimuli. - C 36) 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 - A
37) Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's in the marketplace. A) personality B) position C) priming D) trade dress - B
38) 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 - A
39) 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 - A
40) If you were designing an advertisement to warn Japanese smokers of the deadly
consequences of smoking, what colors should you choose to dominate the ad?
A) black foreground with light blue background
B) white background with a red foreground
C) bright colors such as red and orange D) brown and grays - B
41) 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 - C
42) 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 - C
43) 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) Hermann's theorem B) Packard's law C) Sensory theory D) Weber's law - D
44) 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) perceptual selection D) adaptation - D
45) In the past ketchup formed an unbecoming "scum" on its surface if it was exposed to the air,
so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When
chemicals were developed to reduce this oxidation, it was then possible to sell ketchup in more
conveniently shaped containers. Customers, however, rejected bottles that didn't have the
traditional ketchup shape. This is an example of the power of in the marketplace. A) sensory overload B) thresholds C) hyperreality D) schema - D
46) A common practice among advertisers is to create new relationships between objects and
interpretants by inventing new connections between products and benefits. How would a marketer
use hyperreality to find a new use for baking soda?
A) by associating the soda with its ability to absorb odors
B) by associating the soda with a fictional character called Simon Soda
C) by emphasizing the low cost of the soda
D) by informing the customers of the historic importance of baking soda in germ protection - B
47) Which of the following comes closest in characterizing the concept of hedonic consumption?
A) Bill can't get an advertising jingle out of his mind when he enters a store and sees the product the jingle advertises.
B) Kim can never buy fashionable clothes without looking carefully at their construction and then
feeling the quality of the cloth with her fingers.
C) Marcus often buys products just to make his wife angry. He thinks that since she is such a
penny-pincher she ought to be punished. Buying unneeded items is how Marcus punishes her frugality.
D) A new computer game rapidly replaced an older one because it had much faster action. - B
48) One of the principles of psychophysics is that changes in the physical environment are not
always matched by equal changes perceptually. If Madison Wilson were creating a new drink,
what would psychophysics tell her?
A) She could make the drink twice as sweet by adding twice the amount of sugar.
B) She would need to research how the perception of "sweetness" changed by the amount of sugar added.
C) She would need to look at the subliminal aspects of "sweetness."
D) She would need to create promotions to tell customers how "sweet" the new drink is. - B
49) Which of the following is most relevant to a company that wants to position a new brand on price leadership? A) Gestalt psychology B) Weber's Law C) the j.n.d. D) the closure principle - B
50) Which of the following most accurately reflects the current thinking about the use of subliminal
perception in marketing promotion and advertising?
A) Subliminal messages are below the threshold of perception, so cannot be utilized in marketing.
B) Subliminal ads can be effective, but customers do not like them and so marketers avoid them.
C) There is some evidence that subliminal perception can have limited effects, but the effects are
not specific enough to make subliminal messages effective in advertising.
D) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal
message, then it can have specific effects. Chapter 4: 1.A(n)
culture is one in which people are accorded status based on how well they perform their functions. diffuse specific ascription achievement
2.Countries in which people blindly obey the orders of their superiors have a high . power distance i ndividualism index uncertainty avoidance m asculinity index
3.Dutch researcher, Fons Trompenaars's discussion of the dimension of explores
whether people believe in controlling outcomes (inner-directed) or letting things take their own course (outer-directed). ascription masculinity the environment time
4.Which of the following is a characteristic of the Japanese culture? Group orientation
Nonconformance to hierarchic position
Balance between a group and a personal orientation M erit-based reward
5.Societal collectivism refers to the degree to which:
organizational and societal institutional practices encourage and reward collective distribution of
resources and collective action.
i ndividuals in organizations or societies encourage and reward individuals for being fair.
i ndividuals express pride, loyalty, and cohesiveness in their organizations or families.
i ndividuals in organizations or societies are confrontational. 6.
are basic convictions that people have regarding what is right and wrong, good and
bad, and important or unimportant. Edicts Tenets Values Norms
7.In the context of the characteristics of culture, transgenerational means that culture has structure
and is integrated; a change in one part will bring changes in another. - False
Low-uncertainty-avoidance societies have organization settings with: more written rules. le ss risk taking by managers. lo wer labor turnover. more ambitious employees
8.Dutch researcher, Fons Trompenaars, recommends that when individuals from achievement
cultures do business in ascription cultures, they should:
make sure that their group has knowledgeable people who can impress the other side.
respect the status and influence of their counterparts in the other group.
make sure that their group has sufficient data to convince the other group that they are proficient.
respect the knowledge and information of their counterparts on the other team
9.According to the GLOBE Cultural Variable Results, which of the following countries were the most assertive? Ireland and Sweden Egypt and the United States Spain and the United States Spain and Ireland
10.In the context of how people deal with the concept of time, which of the following statements is
true about the sequential approach identified by Dutch researcher, Fons Trompenaars?
Schedules are subordinate to relationships.
People show a strong preference for following plans but are likely to deviate.
Appointments are approximate and may be changed at a moment's notice.
People tend to do only one activity at a time.
11.Hofstede found that wealthy countries have higher collectivism scores and poorer countries
higher individualism scores. - False 12.Cultures with low
have people who are more willing to accept that risks are
associated with the unknown and that life must go on in spite of this. uncertainty avoidance power distance m asculinity index i ndividualism
13.In the context of Dutch researcher, Fons Trompenaars's relationship orientations, cultures with
high universalism focus more on relationships and trust than on formal rules. - False
According to the priorities of cultural values of the United States, Japan, and Arab countries, the
most important cultural value in the United States is . family security freedom belonging cooperation
14.Identify a true statement about the different approaches identified by Dutch researcher, Fons
Trompenaars to describe the ways in which people deal with the concept of time.
People in Mexico often build slack into their schedules to allow for interruptions.
People in the United States operate under more of a synchronous-time orientation.
People in the United States adjust their approach because of factors that are beyond their control.
People in Mexico give utmost importance to the particular path or sequence used to reach an end.
15.In the context of Dutch researcher, Fons Trompenaars's relationship orientations, people in
high-communitarianism societies stress personal and individual matters. - False
An achievement culture is one in which people are accorded status based on their . gender age social connections performance
16.In the context of cultural diversity, a supplemental way of understanding cultural differences is
to compare culture as a normal distribution and then to examine it in terms of stereotyping. - True
17.In the context of Hofstede's original four dimensions, countries with low-uncertainty-avoidance
cultures have a great deal of structuring of organizational activities, more written rules, less risk
taking by managers, lower labor turnover, and less ambitious employees. - False
18.A neutral culture is one in which emotions are held in check. - True
19.A diffuse culture is one in which individuals:
greet each other with a great deal of enthusiasm.
have a large public space and a small private space. are direct and extroverted.
guard their public space carefully
20.Dutch researcher, Fons Trompenaars, recommends that when people from specific cultures do
business in diffuse cultures, they should .
try to get to the point and be efficient le
arn to structure meetings with the judicious use of agendas
not get impatient when people are being indirect or circuitous
not acknowledge achievements or skills that are irrelevant to the issues being discussed
21.The three completed GLOBE phases explore the various elements of the dynamic relationship between and . time; the environment political; economic systems
physical; psychological well-being
the culture; organizational behavior
22.Culturally, a German can be expected to have a handshake. lig ht and quick lo ng and involved gentle brusque and firm
23.Which of the following fundamental questions is not included in the specific objectives of the GLOBE project?
Are there leader behaviors, attributes, and organizational practices that are accepted and effective in only some cultures?
What is the effect of violating cultural norms that are relevant to leadership and organizational practices?
What is the relative standing of each of the cultures studied on each of the nine core dimensions of culture?
How do attributes of societal and organizational cultures affect the behaviors of lower-level workers in an organization?
24.The word culture comes from the Latin cultura, which is related to cult or worship. - True
25.Countries that have high individualism and relatively low power distance:
prefer others to do things for themselves.
are collectivist in their approach.
are not upset when others have more power than they do.
are upset when others have more power than they do. - prefer others to do things for themselves 26.
is the term used by Hofstede to describe "a situation in which the dominant values in
society are caring for others and the quality of life." Femininity M asculinity Individualism Collectivism – Femininity
27.Universalism is the belief that ideas and practices can be applied everywhere without modification. – True
28.In China, Confucianism, which was overshadowed, is slowly gaining popularity once again,
emphasizing respect for authority, concern for others, balance, harmony, and overall order. - True
When examining the effects of the U.S. environment on the cultural values of Japanese managers
working for Japanese firms in the United States, researchers found that these managers:
did not believe that job security was important.
did not support the organizational values of group orientation and cooperation.
perceived obedience and conformity to be very important.
supported the concept of formal authority.
29.According to Hofstede, countries with a high encourage individuals to be in
dependent decision makers and to define achievement in terms of recognition and wealth. uncertainty avoidance power distance in dividualism score masculinity index
30.According to Dutch researcher, Fons Trompenaars, it is important to play hardball, test the
resilience of the opponent, win some objectives, and always lose from time to time when dealing
with those from cultures that believe: in compromising.
in dominating the environment. in caring for others.
in letting things take their natural course.
31.In the context of the values in transition, China is moving away from a collectivist culture. - True
32.In the context of the important values in the Japanese culture, paternalism is often measured
by a manager's involvement in both personal and off-the-job problems of subordinates. - True
33.According to a cross-cultural study of differences in work values, managers placed a
high value on deference to superiors, company commitment, and the cautious use of aggressiveness and control. German French Japanese U.S.
34.In the context of Hofstede's original four dimensions, power distance is "the extent to which
less powerful members of institutions and organizations accept that power is distributed unequally." - True
35.According to the priorities of cultural values of the United States, Japan, and Arab countries,
independence is the top cultural priority in Japan. - False
36.In his early research, Dutch researcher, Fons Trompenaars, found that in countries such as the
United States, Australia, Germany, Sweden and the United Kingdom, there was high . universalism communitarianism particularism individualism
37.In the context of values in transition, collectivism is on the rise in Japan. - False
38.When depicting cultural diversity through visually separating its components by using
concentric circles, the middle ring contains the norms and values of society. - True
39.Which of the following dimensions measures the freedom to satisfy one's natural needs and desires within a society? Achievement versus ascription
Universalism versus particularism Indulgence versus restraint Specific versus diffuse
40.Nations that are collectivist in their approach tend to be characterized by:
large power distance and low individualism. lo
w power distance and high individualism. la
rge power distance and weak uncertainty avoidance.
small power distance and weak uncertainty avoidance.
41.Which of the following statements is true about cultures with high communitarianism?
People jointly assume responsibility.
Negotiations are typically made on the spot by a representative.
Entrepreneurial spirit is most likely high.
People give more importance to personal and individual matters
42.Cultures with a low masculinity place great importance on conservation of the environment and tend to favor . small-scale enterprises underdeveloped countries l ess developed countries third world countries
43.Austria, the United Kingdom, the United States and Switzerland all are cultures. emotional specific diffuse neutral
44.Which of the following statements is true about restrained societies?
People are less likely to give importance to law and order.
People are more likely to remember positive emotions.
People give importance to freedom of speech.
People experience a perception of helplessness. 45.Hofstede's
dimension looked at the relationship between gender and work roles. power distance in
dividualism versus col ectivism masculinity versus femininity uncertainty avoidance
46.According to most scholars of culture, culture is: i n
herited or biologically based.
specific to single individuals.
based on the genetically driven adaptive process of animals.
based on the human capacity to symbolize.
47.When depicting cultural diversity through visually separating its components by using
concentric circles, the inner circle:
consists of food and buildings.
contains the norms, beliefs, dimensions, and values of society.
contains the implicit, basic assumptions that govern behavior. consists of language and art.
48.Paternalism, measured by a manager's involvement in both personal and off-the-job problems
of subordinates is very important in . Australia Japan France the United States
49.According to a cross-cultural study of differences in work values, managers placed a
high value on the tactful acquisition of influence and on regard for others. French U.S. German Chinese
50.According to Dutch researcher Geert Hofstede, there are four original dimensions of culture. These are:
power distance, uncertainty avoidance, individualism, and masculinity.
group orientation, uncertainty avoidance, aggressiveness, and masculinity.
tolerance, group orientation, aggressiveness, and forwardness.
tolerance, power distance, individualism, and aggressiveness
51.In the context of Hofstede's original four dimensions, organizations in high-power-distance
countries will tend to be centralized and have tall organization structures. - True
52.In the context of integrating the dimensions of culture, which of the following are very useful in
depicting what countries appear similar in values and to what extent they differ from other country groupings? Cluster distribution Use of pie charts Normal distribution Use of concentric circles 53.
is the extent to which people feel threatened by ambiguous situations and have
created beliefs and institutions that try to avoid these. Masculinity versus femininity
Individualism versus collectivism Uncertainty avoidance Power distance
54.In the context of Hofstede's original four dimensions, cultures with a high masculinity index tend
to favor earnings, advancement, and challenge. - True 55.A(n)
culture accords status based on age, gender, or social connections. diffuse achievement ascription specific
56.Confucianism, associated with China, does not emphasize: balance. harmony. profit. respect for authority.
57.According to Hofstede's time orientation dimension, which of the following statements is true
about long-term-oriented societies? Traditions are sacrosanct.
Service to others is an important goal.
Family life is guided by shared tasks
Students attribute success and failure to luck. 58.A(n)
culture is one in which both public and private space are similar in size and
i ndividuals guard their public space carefully because entry into public space affords entry into private space as well. neutral emotional diffuse specific 59.Hofstede's
dimension focused on the tendency of people to look after themselves
and their immediate family rather than the tendency to belong to groups to look after each other in exchange for loyalty. power distance uncertainty avoidance masculinity versus femininity
individualism versus collectivism 60.
is the belief that circumstances dictate how ideas and practices should be applied. Individualism Universalism Communitarianism Particularism
61.Which of the following statements is true about stateside Japanese managers?
They perceived obedience and conformity to be very important.
They believed that job security was important.
They accepted the idea that one should not question a superior.
They believed that unconditional tenure in one organization is of major importance. 62.
can be defined as acquired knowledge that people use to interpret experience and generate social behavior. Edification Culture Cognition Symbol Chapter 6:
refers to a person's unique psychological makeup and how it consistently influences the
way a person responds to his or her environment. A) Lifestyle B) Beliefs C) Personality D) AIO inventory - C
Which of the following theorists proposed that a person's adult personality results from a conflict
between a person's desires to gratify his or her physical needs and the necessity of functioning within a society? A) McClelland B) Alsop C) Reisman D) Freud - D
In a Freudian interpretation, what is the function of the ego?
A) The ego is a system that mediates between the id and the superego.
B) The ego determines an individual's degree of self-involvement.
C) The ego operates on the pleasure principles and is constantly seeking psychological dominance and enjoyment.
D) The ego is one of several archetypes that represent the shared memories and motives of almost all humans - A
Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work
highlights the potential importance of that underlies our purchases. A) rational-thinking B) unconscious motives C) conscious motives D) deviant behavior - B
Most Freudian applications in marketing relate to the product's . A) brand personality B) hidden values
C) need to dominate the competition D) sexual symbolism - D
In the 1950s, a perspective called
research attempted to use Freudian ideas to
understand the deeper meanings of products and advertisements. A) psychic B) archetype C) motivational D) lifestyle - C
Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger
in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?
A) The colors orange and black are two of the most powerful colors in the color spectrum.
B) The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones.
C) The size of the tiger enhances a male's ego.
D) The playful nature of the tiger is appealing to female consumers. - B
Motivational researchers attempted to use Freudian ideas to better understand consumer
behavior. Many researchers believe that it is wrong to use this approach to study customers. Why?
A) Freudian theories have been shown to not apply to modern consumers.
B) Although the theories appear to have applications in psychological studies, they cannot be
successfully used to predict what happens in the marketplace.
C) The attempt was flawed in the first place because personality theories have been found to be unrelated to motivation.
D) Some researchers believe that motivational research is not valid or reliable; while others worry
that it is too powerful and may allow marketers to subconsciously manipulate consumers. - D
Which of the following consumption motives most likely explains a person's motivation to purchase
gourmet foods, foreign cars, cigarette holders, or perfume? A) security B) eroticism C) magic-mystery D) individuality - D
According to motivational research thought, when a woman wears long white gloves with her
evening gown and removes them (a form of undressing in a sensual way) in front of her date, she
is following which of the following motives? A) disalienation B) eroticism C) magic-mystery D) status - B
According to the theories of Carl Jung, our shared memories create , which involve
universal themes and appear frequently in myths and stories across cultures. A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities - A
Popular online matchmaking services such as match.com and eharmony.com offer to create your
"personality profile" and then hook you up with other members whose profiles are similar. This is
an example of an approach to personality that focuses on the quantitative measurement of . A) Freudian theory B) brand theory C) personality traits D) subconscious desires - C
What theory of personality suggests that one person differs from another because of a number of
different characteristics such as introversion or extroversion? A) trait theory
B) collective unconscious theory C) Freudian theory
D) social conflict theories - A
What characterizes a person with an idiocentric orientation?
A) enjoyment of the company of odd and unusual people
B) an individualistic orientation toward products, associations, and society
C) a group orientation and enjoyment of doing things with large groups of people
D) a likelihood of having odd habits due to unresolved conflicts from one's childhood - B
Today thousands of brands borrow personality traits of individuals or groups to convey an image
marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the . A) Coca-Cola polar bear B) John Deere tractor symbol C) Quaker Oats man D) Marlboro man - C Brand
refers to the extent to which a consumer holds strong, favorable, and unique
associations with a brand in memory-and the extent to which the consumer is willing to pay more
for the branded version of a product than for a non-branded version. A) dynamics B) position C) logo D) equity - D
defines a pattern of consumption reflecting a person's choices on how he or she spends their time and money. A) Lifestyle B) Motivation C) Pattern development
D) AIO inventory development - A The
marketing perspective recognizes that people sort themselves into groups on the
basis of the things they like to do, how they like to spend their leisure time, and how they choose
to spend their disposable income. A) personality B) motivation C) lifestyle D) archetypical - C Product
occurs when the symbolic meanings of different products are related to one another. A) similarity B) symmetry C) complementarity D) symbology - C
Variables that measure psychological, sociological, and anthropological characteristics are referred to as . A) demographics B) ergonomics C) symbionics D) psychographics - D
Which of the following psychographic studies would place a large sample of respondents into
homogeneous groups based on similarities of their overall preferences?
A) general lifestyle segmentation B) lifestyle profile
C) product-specific segmentation
D) product-specific profile - A
One important system of marketing psychographic measures is AIOs. What do AIOs measure?
A) Agreeableness, Ideas, and Observations
B) Activities, Ideas, and Operations
C) Activities, Interests, and Opinions
D) Age, Interests, and Otherness - C
Age, education, income, occupation, family size, and stage in the life cycle are all illustrations of
which of the following lifestyle dimensions? A) Activities B) Interests C) Demographics D) Opinions - C
An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and
Experiencers most likely uses which of the following segmentation systems? A) AIO inventories B) VALS2 C) RISC systems D) PRIZM NE system - B
The VALS2 group that has the highest degree of resources and innovation is termed the
. This group is concerned with social issues and is open to change. A) Believers B) Strugglers C) Innovators D) Makers - C
Which of the following best describes the purpose of the Global MOSAIC system developed by the British firm Experian?
A) classifies people based on their sexual preferences
B) classifies people based on 14 common lifestyles
C) classifies people based on their receptiveness to change
D) classifies people based on their credit ratings - B
What psychographic segmentation typology is based on the measurement axes of
exploration/stability, social/individual, and global/local? A) AIO inventories B) VALS2 C) RISC systems D) PRIZM NE system - C
According to research done by the Research Institute on Social Change (RISC) in Paris, people
motivated by change and creativity would rate high on the axis of their research scale. A) local B) social C) exploration D) individual - C
refer(s) to analytical techniques that combine data on consumer expenditures and other
socioeconomic factors with geographic information about the areas in which people live in order to
identify consumers who share common consumption patterns. A) Psychographics B) Geographics C) Demography D) Geodemography - D
Which of the following is based on the concept that "birds of a feather flock together"? A) parallel scaling
B) psychometric synchronization C) bimodal scaling D) geodemography - D
The Claritas, Inc.'s PRIZM NE system classifies every in the country into 1 of 66
categories reflecting different demographic and consumption patterns. A) county B) state C) zip code D) residence - C
According to the PRIZM NE system, the
cluster is characterized as having new money;
being parents in their 40s and 50s; living in newly built subdivisions with tennis courts, swimming
pools, and gardens; and having high wine usage and low motorcycle usage. A) Furs & Station Wagons B) Tobacco Roads C) Blue-Blood Estates D) American Dreams - A
An advertisement emphasizes that if a consumer uses a certain deodorant he or she will not
offend other people and will not cause problems in the workplace because of bad body odor. What
part of the Freudian system is this ad appealing to? A) the id B) the superego C) the anti-ego D) the ego - B
Frank Simms has decided to use Yoda (the "old wise man" from Star Wars) to promote a new
model of a notebook computer. Upon which of the following psychologist's ideas has Frank based his advertising strategy? A) Karen Horney B) Sigmund Freud C) Carl Jung D) Leo Burnett - C
Our culture's current fascination with stories featured in movies like the Harry Potter Series and
The Lord of the Rings in which the magician and the patriarch triumph over the sorcerer and the
dictator emphasize the importance of .
A) war in changing our society B) positive archetypes
C) extroversion overcoming introversion
D) the superego overcoming the id - B
Jim sees himself as being confident, powerful, and heroic. According to the Brandasset Valuator
Archetypes developed by ad agency Young & Rubicam, Jim would be classified as a . A) Patriarch B) Sage C) Troubadour D) Warrior - D
Nick has not been happy with his company's approach to advertising. Nick hired an advertising
consultant who told him that he should focus more on one of his major market segments that was
very high in allocentrics. Which of the following would be the best promotion for Nick to use to
reach this allocentric segment?
A) show a consumer solving a problem alone
B) show a consumer who is accompanied by a pet making a decision
C) show a consumer who uses a self-help hotline on the Internet to solve a problem
D) show a group of consumers solving a problem through consensus building - D
L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because
the company has worked very hard to establish these thoughts in the minds of consumers and has
spent large sums of money to make sure that their products maintain the L. L. Bean reputation, L. L. Bean has achieved brand with its products. A) dynamics B) animism C) parity D) equity - D
Eric has a St. Christopher's medallion that he received from his late grandfather. The magical
qualities (e.g., good luck qualities) of this gift have helped Eric have less fear about the world
around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually
comes alive to help him through his difficulties. Eric's feelings toward this medallion are best
described by which of the following terms? A) objectivism B) animism C) humanism D) Doppelgangerism - B
Linda named the car she drove to work every day, Sylvia. She talked to her friends about the
personality traits her little car seemed to have. Linda has her car. A) branded B) archetyped C) anthropomorphized D) repositioned - C
Both Justin and Craig are business majors and live in the same dorm. Justin's room looks like a
Bass Pro Shops showroom, with fishing trophies and lures on the wall and pictures of fishing trips
across his study desk. Craig's room features posters of his favorite musical group and stacks of
CDs. It is most accurate to say that the difference between the two rooms reflects a difference in between Justin and Craig. A) motivation aptitudes B) ego C) brand awareness D) lifestyle - D
Sharon noticed that many of her high-end, outdoor spa customers drive Volvos, a luxury car
known for its safety record and high performance. Which of the following terms best illustrates
what Sharon has observed in her customers? A) product complementarity B) motivational compliance C) conscientious association D) segment ecologies - A
Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of
this market is smaller than the larger adult market, marketers have learned that the consumption
pattern is very heavy and that these young women experiment with many varieties of products.
This market is most likely being governed by which of the following? A) the 80/20 rule B) the pyramid principle C) the derived demand rule
D) the surrogate buyer principle - A
Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is
examining her target audience's views on food, the media, fashion, and recreation. Which of the
AIO categories is the subject of Norma's research at present? A) Activities B) Interests C) Opinions D) Demographics - B
Lee-Ann Wang is young and enjoys risky experiences such as skydiving, bungee jumping, and
snowboarding. To which of the following VALS2 groups would Lee-Ann most likely belong? A) Thinkers B) Achievers C) Strivers D) Experiencers - D
Jill Grace was interested in marketing a new product in Germany. Three years ago, marketing
research indicated that the product would fail, but Jill believed a number of lifestyle and socio-
cultural changes had taken place that might make her product more attractive than it was three
years ago. Which of the following psychographic segmentation typologies would be the most
logical place for Ms. Grace to begin her analysis of acceptance potential in the German market? A) VALS2 analysis B) RISC analysis C) PRIZM NE analysis
D) Geodemographic analysis - B
Ad Bait Advertising Agency has a new technique for reaching consumers. It tailors its clients' ads
to consumers based on consumer Internet use. Specifically, Ad Bait tracks what Web sites are
visited by selected consumers and then determines what ads would be best suited to these
consumers. Which of the following terms most closely matches Ad Bait's strategy for reaching consumers? A) lifestyle research B) personality research C) behavioral targeting D) Web spying - C
Hannah was embarrassed when her friends teased her about dancing on a table on Friday night.
She tried to tell her friends that she is really quite introverted and shy. Her friends observed that
Hannah does not appear shy when she is out on a weekend evening. Which of the following
statements is most applicable in understanding Hannah's personality?
A) Personality is a set of consistent traits that do not change from one environment to the next.
Either Hannah or her friends are wrong in their observations.
B) Personality is a person's unique psychological makeup that consistently influences behavior
within a certain environmental situation. Although behavior will be consistent within consistent
environments, it does not have to be consistent between environments.
C) Personality is a hypothetical construct that grows stronger with age. Hannah is most likely to be
extroverted for the rest of her life.
D) Hannah's behavior on a weekend night is due to Freudian problems with her superego. - B
Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm,
and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him.
With respect to a general statement of personality, which of the following statements most closely
matches what friends observe about Jeffrey's personality?
A) People have a standard personality that can be categorized into one of five categories.
B) Psychologists agree that a standard personality component exists in all people.
C) Many studies have found that people do not seem to exhibit stable personalities.
D) Most psychologists have completely abandoned the concept of personality. - C
An individual who scores low on an assessment of the personality trait of dynamism would be
LEAST likely to be categorized in which of the following VALS2 groups? A) Believers B) Strivers C) Achievers D) Makers - D