Arizona State University

MKT 300 - Marketing and Corporate Performance

Spring 2016 -Exam 2

1)Which of the following about the Theory of Reasoned Action (TORA) is most likely false?

1. 1. TORA is most useful in predicting behavior in peripheral- route processing
   2. TORA allows marketers to understand how to target changing existing consumer beliefs
   3. TORA works best in situations when product knowledge and confidence is high
   4. Understanding one’s beliefs is a key component to predicting behavioral intentions

2. The strategy of employing a Global standardization approach of one’s products is best when the situation across different markets calls for the:

1. 1. Different product, different message
   2. Same product, same message
   3. Same product, different message
   4. Different product, same message

a)

3. The Theory of Reasoned Action is best described as a(n):

1. 1. Involvement Predictor Model
   2. Cognitive Response Model
   3. Affective Attitude Model
   4. Behavioral Intentions Model

4. If I am positively influenced by a group by which I am not a member, that group to me is a(n):

1. 1. Primary group
   2. Non-aspirational group

1. 3. Direct group
   4. Aspirational group

5. Our speaker from Blind Society talked about products that change the world and how these companies do a great job with and are not afraid of:

1. 1. Social media
   2. Retail environment design
   3. Customer loyalty programs
   4. Business-to-business marketing

6. Which of the following best exemplifies an internal component of the Theory of Reasoned Action?

1. 1. Normative beliefs
   2. Behavior
   3. Attitude toward the act
   4. Behavioral intentions

7. An alternative that I would evaluate as neutral because I’m not very familiar with it or have no strong opinions of it is best described as a member of my:

1. 1. Acceptable set
   2. Unacceptable set
   3. Overlooked set
   4. Consideration set

8. Private-label manufacturing by a company in a foreign country is best described by:

1. 1. Contract manufacturing
   2. Joint venture
   3. Licensing
   4. Exporting

9. There are two products, A and B. We’ve always preferred B. At the purchase point we still prefer B. We buy B then find that during the entire post-purchase phase B remains the preferred choice. Which of the following best describes this situation?

1. 1. We were able to psychologically reevaluate the decision to reduce dissonance
   2. This is an example of a successful dissonance resolution
   3. This is an example of an unsuccessful dissonance resolution
   4. There was no cognitive dissonance

10. In the consumer decision-making process, our preferred or desired state is best described as:

1. 1. Actual state
   2. Ideal state
   3. Present state
   4. Denver, the Sunshine state

11. Which phase of the Marketing Plan is most likely to contain an assessment of customers, competitors, distribution channels and the overall environment?

1. 1. Marketing Strategy
   2. Marketing Situation
   3. Executive Summary
   4. Marketing Forecast

12. Which of the following is least likely to be included in determining one’s level of social class in the United States?

1. 1. Occupational status
   2. Gender
   3. Educational attainment
   4. Family income

13. With respect to ethical behavior, being concerned if your actions are the right thing to do in the long run best describes which form of morality?

1. 1. Conventional
   2. Unconventional
   3. Postconventional
   4. Preconventional

14. Aaron could accurately be described as a techno-geek. He is highly involved with the latest technological gadgets. When Apple’s new iPad-mini (a tech gadget) came out, Aaron would most likely use what type of processing?

1. 1. Central-route processing
   2. Experiential hierarchical processing
   3. Semantic processing
   4. Peripheral-route processing

15. An authentic Brazilian restaurant opens next to the ASU campus; for students unfamiliar with this cuisine, this restaurant represents an example of:

1. 1. Semiotics
   2. Acculturation
   3. Reverse Acculturation
   4. Enculturation

16. According to our Pei Wei guest speaker, an ‘emotional thought about a material point of difference’ best describes:

1. 1. Brand position

1. 2. Brand excellence
   3. Brand extension
   4. Brand strategy

17. Giving human characteristics to products in attempt to aid consumers in connecting with that product is best described by which of the following?

1. 1. Individual Ethnography
   2. Brand Personality
   3. Franchising
   4. Service blueprinting

18. If over time, I develop an enduring evaluation of Arizona State University, it is said that I have developed which of the following about Arizona State University?

1. 1. A mood
   2. A schema
   3. An attitude
   4. A script

19. This sampling method uses proportionate allocation because we believe there are significant differences between groups comprising the population. Here we assign the population into groups and then try to replicate those percentages present in the population in our sample.          If the population consists of 20% males and 80% females, then the relative size of the two samples should reflect this proportion in which of the following sampling methods?

1. 1. Cluster
   2. Stratified
   3. Purposive
   4. Systematic

20. When a researcher finds a prescribed number of people to fit different categories and these people are not selected on probability sampling criteria, the researcher is using:

1. 1. A convenience sample
   2. A cluster sample
   3. A quota sample
   4. A snowball sample

21. The study of human behavior in its natural context involving observation of behavior and physical setting and many times where the researcher immerses themselves entirely into the context of interest is best described by the term:

1. 1. Dichotomous
   2. Representative
   3. Focused groups
   4. Ethnography

22. Which of the following would most likely be viewed as an example of primary data?

1. 1. You use census data collected by the government
   2. You search the Internet for information about a particular topic
   3. You buy data on consumers from a marketing research company
   4. You collect data using a questionnaire you design and send out online

23. Which of the following question types is not an example of a scaled response question?

1. 1. Multiple choice questions
   2. Semantic differential pairs
   3. Importance ratings
   4. Likert items

24. Procter & Gamble is a company that makes many brands of laundry detergents, none of which include the Procter & Gamble name. These detergents are sold in virtually all grocery stores in the U.S. In this example, Procter & Gamble can best be described as using which branding strategy?

1. 1. Family branding

1. 2. Individual branding
   3. Combination branding
   4. Private branding

25. Measurements with this type of scale are ranked in the sense that higher responses represent higher values. However, the intervals between the numbers are not equal and there doesn’t have to be a “true” zero point. Collectively, this is best described by which scale type?

1. 1. Nominal
   2. Interval
   3. Ordinal
   4. Ratio

26. Let’s say there are 100 students in a class and 10 of them are Management majors. These 100 students consume 200 Diet Cokes in a given time period and Management majors consume 100 of these 200 Diet Cokes. What is the BDI for Diet Cokes consumed by Management majors?

1. 1. 50

b) 100

c) 200

d) 500

27. If your measured responses to survey questions over two different points of time were drastically different, we would say that this question isn’t meeting the criteria of:

1. 1. Validity
   2. Reliability
   3. Causality
   4. Representativeness

28. Generally the most accepted valuation method of brand equity, the Interbrand brand equity formula reflects the financial measures of brand earnings and the more subjective measures of:

1. 1. Brand bonding

1. 2. Brand strength
   3. Brand imagery
   4. Brand resonance

29. Which of the following data collection methods would be the best example of research designed to address an explanatory research question?

1. 1. Survey
   2. Observation
   3. Interview
   4. Field experiment

30. Assume that there are 100 students in a class and 40 of them are females. These 100 students purchase 1,000 songs from an online music provider in a given time period and females bought 200 of these 1,000 songs. What is the CDI for online music consumed by females?

1. 1. 50

b) 100

c) 200

d) 500

31. Data that helps us explain a situation is best defined as:

1. 1. Secondary
   2. Predictive
   3. Diagnostic
   4. Descriptive

32. In our course material we described THIS as the “touch point”

for the consumer:

1. 1. Perceptual map
   2. The brand
   3. Logistics
   4. Diffusion

33. This is the idea that socially responsible companies will outperform their peers by focusing on the world’s social problems and viewing them as opportunities to build profits and help the world at the same time:

1. 1. Ethics
   2. Global standardization
   3. Sustainability
   4. Culture

a)

34. Which of the following regulatory bodies focuses on distribution channel issues?

1. 1. FCC
   2. ICC
   3. EPA
   4. FDA

35. Using a conjunctive method of evaluating alternatives, which airline would I fly?

1. 1. United
   2. Southwest
   3. Delta
   4. US Air

36. Using a multi-attribute method of evaluating alternatives, which airline would I fly?

1. 1. United
   2. Southwest
   3. Delta
   4. US Air

37. Using a lexicographic method of evaluation, which airline would I fly?

37. 1. United
    2. Southwest
    3. Delta
    4. US Air
38. Legal process allowing use of manufacturing/patents/knowledge is

best described by:

38. 1. Contract manufacturing
    2. Joint venture c)Licensing d)Exporting
39. Which of the follow is cost- benefit analysis, includes positive and negative influences?
    1. Von Restorff effect