MULTIPLE CHOICE. Choose The One Alternative That Best Completes The Statement or Answers The Question

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Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) ________ is never simple, yet understanding it is the essential task of marketing management. 1)
A) Consumption pioneering
B) Buying behavior
C) Early adoption
D) Understanding the difference between primary and secondary data
E) Brand personality
2) The consumer market is made up of which of the following? 2)
A) individuals who acquire goods or services for personal consumption
B) households that purchase goods or services for personal consumption
C) businesses that purchase goods and services
D) A and B
E) all of the above
3) Economic, technological, and cultural forces are all ________ in the stimulus -response model of 3)
buyer behavior.
A) buyer characteristics
B) stimuli
C) buyer responses
D) components of the buyerʹs decision process
E) buying attitudes
4) Of the following, the best starting point for understanding how consumers respond to various 4)
marketing efforts is the ________ model of a buyerʹs behavior.
A) generational
B) societal
C) subcultural
D) stimulus-response
E) belief
5) Marketing stimuli consist of the four Ps. Which is NOT one of these? 5)
A) product B) price C) politics D) promotion E) place
6) The marketer wants to understand how the stimuli are changed into responses inside the 6)
consumerʹs ________, which has two parts. First, the buyerʹs characteristics influence how he or
she perceives and reacts to the stimuli. Second, the buyerʹs decision process itself affects the
buyerʹs behavior.
A) belief
B) social class
C) culture
D) black box
E) lifestyle
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7) In the model of buyer behavior, which of the following is NOT a major type of force or event in the 7)
buyerʹs environment?
A) cultural
B) channel
C) political
D) technological
E) economic
8) ________ is the most basic cause of a personʹs wants and behavior. 8)
A) Culture
B) Social class
C) Cognitive dissonance
D) Brand personality
E) Selective perception
9) Each culture contains smaller ________, or groups of people with shared value systems based on 9)
common life experiences and situations.
A) reference groups
B) aspirational groups
C) membership groups
D) subcultures
E) social networks
10) Which of the following is NOT considered an important American subculture by marketers? 10)

A) mature consumers
B) Hispanic Americans
C) opinion leaders
D) Asian Americans
E) African Americans
11) This group of consumers tends to buy more branded products and to make shopping a family 11)

event, with children having a big say in the purchase decision. In general, they are very brand
loyal, and they favor companies who show special interest in them.
A) African Americans
B) Hispanic Americans
C) mature consumers
D) Asian Americans
E) the upper middles
12) ________, the fastest-growing U.S. population subsegment, now number nearly 50 million. 12)

A) Hispanic Americans
B) African Americans
C) Mature consumers
D) Asian Americans
E) Gays and lesbians
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13) Although more price-conscious than other population segments, ________ consumers tend to be 13)
strongly motivated by quality and selection. Brands are important. They seem to enjoy shopping
more than other ethnic groups do.
A) African American
B) upper lower
C) Asian American
D) mature
E) upper middle
14) ________, the most affluent American demographic segment, now have more than $500 billion in 14)

annual spending power.
A) Hispanic Americans
B) Gays and lesbians
C) Gen Xers
D) Asian Americans
E) African Americans
15) Which of the following is NOT true of mature consumers? 15)

A) They are a good market for cosmetics and personal care products.
B) They place more importance on brand names and are more brand loyal than members of
other age groups.
C) They are an ideal market for ʺdo-it-for-meʺ services.
D) The best strategy is to appeal to their active, multidimensional lives.
E) High-tech home entertainment products appeal to them.
16) ________ are societyʹs relatively permanent and ordered divisions whose members share similar 16)

values, interests, and behaviors.
A) Reference groups
B) Social classes
C) Cultures
D) Lifestyles
E) Subcultures
17) What is one way that social class is NOT measured? 17)

A) wealth
B) education
C) occupation
D) income
E) number of children in the family
18) Which of the following statements is true regarding social class in the United States? 18)

A) Wealth is more critical than education level in measuring social class.
B) Lines between social classes in the United States are fixed and rigid.
C) People are relegated to a permanent class layer in the United States.
D) Social classes tend to show distinct product preferences in clothing and automobiles.
E) Social class is determined primarily by income level.
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19) Family is one of the ________ factors that influence consumer behavior. 19)
A) social
B) psychological
C) cultural
D) business
E) personal
20) ________ are groups to which an individual wishes to belong, as when a young basketball player 20)

hopes to play someday for the Los Angeles Lakers.
A) Leading adopter groups
B) Leisure groups
C) Membership groups
D) Social class groups
E) Aspirational groups
21) ________ are people within a reference group who, because of special skills, knowledge, 21)

personality, or other characteristics, exert influence on others.
A) Stealth marketers
B) Opinion leaders
C) Habitual buyers
D) Laggards
E) Social networkers
22) Opinion leaders are also referred to as ________. 22)

A) the buzz marketers
B) the upper uppers
C) the middle class
D) the Rebounders
E) the influentials
23) Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about 23)

their brands to become ________, brand ambassadors who share their passion for a companyʹs
products with large circles of friends and acquaintances in return for insider knowledge and other
rewards.
A) leading adopters
B) direct marketers
C) brand evangelists
D) direct sellers
E) innovators
24) Companies that use brand ambassadors are participating in ________. 24)

A) opinion leading
B) traditional marketing
C) buzz marketing
D) values marketing
E) direct marketing
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25) Facebook and Second Life are both examples of ________. 25)
A) word-of-mouth markets
B) early adopters
C) social networks
D) opinion leaders
E) buzz markets
26) The ________ is the most important consumer buying organization in society; the roles and 26)

influences of different members have been researched extensively.
A) social class
B) reference group
C) subculture
D) family
E) membership group
27) A ________ consists of the activities people are expected to perform according to the persons 27)

around them.
A) life cycle B) lifestyle C) role D) motive E) tradition
28) A buyerʹs decisions are influenced by ________ such as the buyerʹs age and life -cycle stage, 28)

occupation, economic situation, lifestyle, and personality and self-concept.
A) personal characteristics
B) reference groups
C) attitudes
D) perceptions
E) psychographics
29) People change the goods and services they buy over time because of the two changing factors of 29)

________.
A) belief and attitude
B) age and life-cycle stage
C) family and tradition
D) perception and personality
E) self-concept and learning
30) Consumer information provider PersonicX uses a life-stage segmentation system that places U.S. 30)

households into one of 21 different life-stage groups. Which of the following PersonicX groups
consists of young, energetic, well-funded couples and young families who are busy with their
careers, social lives, and active recreation?
A) Our Turn
B) Golden Years
C) Taking Hold
D) Transition Blues
E) Beginnings
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31) ________ is a personʹs pattern of living as expressed in her psychographics, including her activities, 31)
interests, and opinions.
A) Motive
B) Social class
C) Culture
D) Lifestyle
E) Personality
32) All of the following make up a personʹs lifestyle EXCEPT ________. 32)

A) AIO dimensions
B) opinions
C) dissonance-reducing buying behavior
D) work
E) interests
33) A customerʹs lifestyle can be measured by using the AIO dimensions. What does AIO stand for? 33)

A) Achievement, Involvement, Organizations
B) Acknowledgements, Interests, Observations
C) Adoptions, Interests, Occupations
D) Activities, Interests, Opinions
E) Accommodation, Investment, Orientation
34) ________ refers to the unique psychological characteristics that distinguish a person or group. It is 34)

usually described in traits such as self-confidence, dominance, sociability, autonomy,
defensiveness, adaptability, and aggressiveness.
A) Self-awareness
B) Alternative evaluation
C) Belief
D) Culture
E) Personality
35) Researchers have found that a number of well-known brands tended to be strongly associated 35)

with one particular trait, such as Jeep with ʺruggedness.ʺ Which of the following terms would a
marketer use to describe a specific mix of human traits that may be attributed to a particular
brand?
A) brand personality
B) brand perception
C) brand concept
D) product image
E) brand equity
36) Many marketers use the self-concept premise that peopleʹs possessions contribute to and reflect 36)

their identities; that is, ʺwe are what we have.ʺ According to this premise, consumers ________.
A) buy products to support their self-images
B) are affected by subconscious motivations
C) do not identify with brand personalities
D) conduct the information search
E) are attracted to products that expand their existing attitudes
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37) A personʹs buying choices are influenced by four major psychological factors. Which is NOT one of 37)
these factors?
A) perception
B) beliefs and attitudes
C) learning
D) alternative evaluation
E) motivation
38) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. 38)

A) stimulus
B) tradition
C) motive
D) culture
E) perception
39) According to Freudʹs theories, people are ________ many of the psychological forces shaping their 39)

behavior.
A) unaware of
B) self-conscious of
C) aware of
D) self-analytical about
E) status-driven about
40) The term ________ refers to qualitative research designed to probe consumersʹ hidden, 40)

subconscious motivations.
A) motivation research
B) perception analysis
C) subliminal motivation
D) need recognition investigation
E) depth research technique
41) A marketing research company asked members of a focus group to describe several brands as 41)

animals. This is an example of ________.
A) hierarchical needs analysis
B) interpretive consumer research
C) status influence
D) information search
E) buzz marketing
42) Maslowʹs theory is that ________ can be arranged in a hierarchy. 42)

A) human needs
B) perceptions
C) beliefs and attitudes
D) decisions
E) stimuli
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43) Which of the following is NOT part of Maslowʹs Hierarchy of Needs? 43)
A) physiological needs
B) self-actualization needs
C) social needs
D) stimulus needs
E) safety needs
44) What is the LEAST pressing in Maslowʹs Hierarchy of Needs? 44)

A) physiological needs
B) self-actualization needs
C) social needs
D) esteem needs
E) safety needs
45) ________ is the process by which people select, organize, and interpret information to form a 45)

meaningful picture of the world.
A) Learning
B) Personality
C) Perception
D) Selective grouping
E) Self-actualization
46) People cannot focus on all of the stimuli that surround them each day. A personʹs tendency to 46)

screen out most of the information to which he is exposed is called ________.
A) selective perception
B) selective distortion
C) selective attention
D) selective attitude
E) selective retention
47) People tend to interpret new information in a way that will support what they already believe. 47)

This is called ________.
A) selective attention
B) selective retention
C) selective attitude
D) selective perception
E) selective distortion
48) People forget much that they learn. They tend to retain information that supports their attitudes 48)

and beliefs. This is called ________.
A) selective retention
C) perceptual vigilance
D) selective attention
E) selective attitude
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49) Some consumers worry that they will be affected by marketing messages without even knowing it. 49)
They are concerned about ________ advertising.
A) hierarchical
B) subliminal
C) perceptual
E) comparative
50) ________ describes changes in an individualʹs behavior arising from experience. 50)

A) Lifestyle
B) Perception
C) Cognitive dissonance
D) Learning
E) Attitude shift
51) Learning occurs through the interplay of all of the following EXCEPT ________. 51)

A) cues
B) dissonance behavior
C) reinforcement
D) stimuli
E) drives
52) ________ are subtle stimuli that determine where, when, and how a person responds to an idea. 52)

A) Personalities
B) Impulses
C) Reinforcers
D) Cues
E) Drives
53) If a consumerʹs experience is rewarding, that consumer will probably use the product more and 53)

more. The consumerʹs response to the product will be ________.
A) reinforced
B) variety-seeking
C) motivated
D) dissonant
E) cued
54) Applying ________, marketers can affect demand for a product by associating it with strong 54)

drives, using motivating cues, and providing positive reinforcement.
A) learning theory
B) cognitive dissonance
C) need recognition
D) social classes
E) subliminal advertising
55) A(n) ________ is a descriptive thought that a person has about something. 55)

A) motive
B) belief
C) lifestyle
D) perception
E) attitude
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56) A(n) ________ is a personʹs relatively consistent evaluations, feelings, and tendencies toward an 56)
object or idea.
A) perception
B) motive
C) belief
D) attitude
E) lifestyle
57) When consumers are highly involved with the purchase of an expensive product and they perceive 57)

significant differences among brands, they most likely will undertake ________.
A) habitual buying behavior
B) variety-seeking buying behavior
C) dissonance-reducing buying behavior
D) reflective buying behavior
E) complex buying behavior
58) When consumers are highly involved with the purchase of an expensive, infrequent, or risky 58)

purchase but see little difference among brands, they most likely will undertake ________.
A) habitual buying behavior
B) dissonance-reducing buying behavior
C) reflective buying behavior
D) complex buying behavior
E) variety-seeking buying behavior
59) When customers have a low involvement in a purchase but perceive significant brand differences, 59)

they will most likely engage in ________.
A) dissonance-reducing buying behavior
B) brand conviction buying behavior
C) variety-seeking buying behavior
D) habitual buying behavior
60) The buyer decision process consists of five stages. Which of the following is NOT one of these 60)

stages?
A) purchase decision
B) variety-seeking buying behavior
C) need recognition
E) postpurchase behavior
61) The buying process starts with ________, in which the buyer recognizes a problem. 61)

A) need recognition
B) information search
C) alternative evaluation
D) product interest
E) product awareness
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62) If the consumerʹs drive is strong and a satisfying product is near at hand, the consumer is likely to 62)
buy it then. If not, the consumer may store the need in memory or undertake a(n) ________.
C) product adoption
63) The consumer can obtain information from any of several sources. Which of the following is NOT 63)

one of these types of sources?
A) personal
B) public
C) attitude
D) commercial
E) experiential
64) The information sources that are the most effective at influencing a consumerʹs purchase decision 64)

are ________. These sources legitimize or evaluate products for the buyer.
A) public
B) attitudinal
C) commercial
D) personal
E) experimental
65) Marketers describe the way a consumer processes information to arrive at brand choices as 65)

________.
A) postpurchase dissonance
B) situational factors
E) purchase decision
66) Blake is in the process of buying a new car. He is highly involved in the purchase and perceives 66)

significant differences among his three favorite models. Blakeʹs next step is most likely to be
________.
A) cognitive dissonance
B) opinion leadership
D) postpurchase behavior
67) Generally, the consumerʹs purchase decision will be to buy the most preferred brand, but two 67)

factors can come between the purchase intention and the purchase decision. Which of the
following is one of these factors?
A) attitude of others
B) postpurchase behavior
C) new product adoption
D) cognitive dissonance
E) alternative evaluation
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68) After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in 68)
________.
A) variety-reducing behavior
B) information searches
C) postpurchase behavior
E) product expectations
69) The relationship between the consumerʹs expectations and the productʹs ________ determines 69)

whether the buyer is satisfied or dissatisfied with a purchase.
B) perceived performance
C) consumer market
D) recognition
E) service quality
70) Almost all major purchases result in ________, or discomfort caused by postpurchase conflict. 70)

A) cognitive dissonance
B) purchase decisions
C) need recognition
D) legitimization
E) dissatisfaction
71) When a customer feels uneasy about losing out on the benefits of a brand she chose not to 71)

purchase, she is experiencing ________.
B) dissonance-reducing behavior
C) selective distortion
D) selective retention
E) cognitive dissonance
72) Consumers learn about new products for the first time and make the decision to buy them during 72)

the ________.
A) adoption process
B) quality assessment
C) evaluation process
D) trial process
E) need recognition stage
73) Which of the following is NOT one of the stages that customers go through in the process of 73)

learning about and making decisions about a new product or service?
A) awareness
B) interest
C) acceptance
D) trial
E) evaluation
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74) Which of the following is the final stage in the new product adoption process? 74)
A) awareness
B) acceptance
C) trial
D) evaluation
E) adoption
75) Relative advantage, compatibility, complexity, divisibility, and communicability are all examples 75)

of ________.
A) product characteristics that influence rate of adoption
B) alternative evaluations
C) individual differences in innovation
D) postpurchase behaviors
E) dissonance-reducing buying behaviors
76) Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher 76)

parental divorce rates, recession, and corporate downsizing. They tend to care about the
environment and value experience over acquisition. Generation Xers make up a ________.
A) lifestyle
B) social class
C) life-cycle stage
D) social network
E) subculture
77) A shoe company uses ads featuring the members of a country music band with the hope that the 77)

bandʹs fans will see them wearing the companyʹs shoes and want to wear the same shoes. The shoe
company is hoping that fans of the band view the band as a ________.
A) membership group
B) reference group
C) lifestyle
D) subculture
E) status symbol
78) Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with 78)

a wide group of friends and colleagues about where to shop for cutting-edge fashion at great
deals, and her advice is often followed. Rashmi is an example of a(n) ________.
A) experiential source
B) opinion leader
C) brand personality
D) upper middle
E) membership group
79) Shane Sudendorf is an active member of her sorority, two intramural teams, and a service 79)

organization at her college. She also actively participates on two online social networks, posting
information about her day along with her thoughts on music, food, fashion, and culture. From this
description, which of the following is the best way to describe Shane?
A) an opinion leader
B) a status symbol
C) a Potential Rebounder
D) a laggard
E) a brand ambassador
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80) There is a trend in the United States toward rediscovering the flavor of regional cooking and the 80)
use of locally grown ingredients. People are choosing to spend hours in the kitchen using only the
freshest ingredients to recreate local culinary traditions. This change in ________ is one of the
reasons the number of farmers markets in the United States has increased by 70 percent in the last
eight years.
A) lifestyle
C) subculture
D) personality
E) life cycle
81) According to one analyst, a Harley-Davidson motorcycle can make you feel like ʺthe toughest, 81)

baddest guy on the block.ʺ Harley-Davidson promotes its motorcycles with images of
independence, freedom, and power. Harley-Davidson has created a(n) ________.
B) brand self-image
C) brand motivation
D) attitude
E) life-cycle stage
82) A marketer of hair care products targeted at African American women created an advertising 82)

message that told the women their hair could be worn any way they wanted as opposed to
wearing it straight. The message suggested the women did not need to conform to the mainstream
media definition of beauty. It is most accurate to say that this ad was based on an understanding of
________.
A) sensory marketing
B) social class
C) the family life cycle
D) self-concept
E) lifestyle
83) Mark has long supported the actions and decisions of his cityʹs mayor. However, many recent 83)

news stories have raised questions about the ethics of the mayorʹs programs and initiatives. Mark
doubts that the mayor, in whom he has such faith, could behave unethically, and Mark tends to
distrust the information in the media. Mark continues to support the mayor. It is most accurate to
say that Mark has engaged in ________.
B) selective attitude
C) selective retention
D) selective distortion
E) perceptual defense
84) Juana looked at her September issue of O magazine and did not see anything of interest. After her 84)

mother was diagnosed with bipolar disorder, she found the issue extremely interesting because it
offered advice on how to help people who are suffering from this problem. The issue became quite
interesting to Juana due to ________.
A) shifting self-concept
B) status factors
C) unconscious motivations
D) selective attention
E) subliminal messaging
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85) Bobʹs job description had been changed. The rationale for the changes made no sense to Bob when 85)
they were explained. Bob continued to perform most of his job duties as usual. He has engaged in
________.
A) perceptual defense
B) selective attention
C) selective attitude
D) selective interpretation
E) subliminal attention
86) Stephanie and Jamal attended a sales seminar. Both left the seminar with differing opinions about 86)

what was important to implement in their jobs. Both used the information in different ways,
according to what each already believed was important. They have engaged in ________.
C) selective distortion
D) selective attitude
E) perceptual defense
87) George is buying his first house. He has found two houses that he thinks he likes. He is highly 87)

involved in the purchase and perceives significant differences between these two houses. George
will likely undertake ________.
A) complex buying behavior
B) marketing myopia
C) opinion leadership
D) dissonance-reducing buying behavior
E) variety-seeking buying behavior
88) Pat thought he had received the best deal on his new car. Shortly after the purchase, Pat started to 88)

notice certain disadvantages of his new car as he learned more about other cars available. Pat is
experiencing ________.
A) information evaluation
B) selective perception
C) postpurchase culture
D) purchase decision
E) postpurchase dissonance
89) For the past 10 years Bill and Margaret Kennedy have saved money to go to the Super Bowl 89)

should their team, the Chicago Bears, ever win the NFC championship. This is the year, and
several tour companies offer attractive, but very similar, packages to the game. They want to be
certain to choose the best one. Bill and Margaret are most likely to exhibit ________.
A) brand familiarity buying behavior
B) dissonance-reducing buying behavior
D) habitual buying behavior
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90) Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; 90)
instead, she does a lot of brand switching. Carrie exhibits ________.
A) brand familiarity buying behavior
B) habitual buying behavior
D) dissonance-reducing buying behavior
91) Lexus works to keep customers happy after each sale, aiming to delight the customer in order to 91)

gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer decision
process?
A) evaluation of alternatives
B) purchase decision
C) need recognition
92) An invitation to go skiing for the weekend forced Donna to look at her current wardrobe. She 92)

decided she needed a much warmer coat. Donna was in which stage of the purchase decision?
A) information search
B) problem screening
C) product evaluation
D) situational analysis
E) need recognition
93) Donna wants to buy a new coat. During the ________ stage of her purchase process she will ask 93)

her friends to recommend a store and/or a style of coat. She will search the newspaper for coat
sales, and she will visit nearby stores to see what is available in her price range.
A) product evaluation
B) need recognition
94) Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina. He 94)

understands he will need to drink adequate water when he is bike riding. He wants to buy a
hydration system. Having gathered a great deal of information, he has decided to compare three
systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the
________ stage of his purchase decision.
A) postpurchase evaluation
B) problem recognition
C) information choice
D) product choice
E) evaluation of alternatives
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95) Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the 95)
wine, she said the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste
that she really enjoyed. These statements were made during the ________ stage of the purchase
decision.
A) alternative evaluation
B) situational analysis
C) purchase decision
96) Cameron loves to know about and purchase the most up-to-date technological gadgets. Among 96)

his friends, he is almost always the first to own the newest electronic product. Often the products
that Cameron buys become adopted by large groups of consumers, but occasionally Cameron will
purchase a product that is adopted by only a small portion of the population. To which of the
following adopter groups does Cameron belong?
A) early majority
B) middle upper
C) laggards
D) innovator
E) late majority
97) Which of the following would a marketer be LEAST likely to do to encourage habitual buying 97)

behavior?
A) keep shelves fully stocked
B) run frequent reminder advertising
C) dominate shelf space
D) stress several key points in ad copy
E) focus on visual imagery and symbols in ad campaigns
17
Refer to the scenario below to answer the following questions.
Selman & Saks, a maker of men’s and women’s razors and electric hair trimmers, had little reason to become involved in
the global arena. But after acquiring Wellman Enterprises, whose largest division engages in a licensing agreement with a
German firm to produce women’s hosiery, managers at Selman & Saks wondered just whether a company -wide global
focus would be more profitable after all.
Managers at Selman & Saks studied Wellman’s licensing agreement in great detail. Though seeing first -hand the benefits
Wellman found with the licensing agreement, managers decided that Selman & Saks would target the French market merely
via exporting.
With the assistance of a domestic export department, the Selman & Saks razors and hair trimmers entered France. For six
months, sales were mediocre. But after that, sales suffered. Opinions varied among numerous managers as to the cause of
the failure. ʺWho knows the local market better than people who live there?ʺ was a comment heard throughout Selman &
Saks. ʺMaybe we needed an alliance with a French firm, or a licensing agreement, before racing to get there.ʺ
98) Which of the following is the strongest reason that the owners of The Attic Trunk might NOT want 98)

to completely discount the mature consumers as a still-viable target market?
A) Mature consumers account for almost half of all consumer spending in the United States.
B) Mature consumers are spending an increasing percentage of their income on specialty items
such as those originally sold by The Attic Trunk.
C) Mature consumers are interested in shopping where younger families shop in an effort to
look as young as they feel.
D) Mature consumers wield considerable influence over purchases made by their children and
grandchildren.
E) Mature consumers are less willing to shop around and change brands than younger
consumers are, so they will likely remain loyal to The Attic Trunk.
99) Many families with children are now attracted to the shopping district in Forest Ridge. What 99)

characteristics about families as consumer groups might the owners of The Attic Trunk want to
keep in mind?
A) Women today account for 50 percent of all technology purchases.
B) Women influence nine out of ten new home and vacation purchases.
C) Children have considerable amounts of disposable income and have a strong influence on
family buying decisions.
D) Men today account for about 40 percent of all food purchases.
E) Though more women hold jobs outside the home today than when The Attic Trunk first
opened, husband-wife involvement n the buying process has remained relatively
unchanged.
100) It is most likely that each consumer segment attracted to The Attic Trunk would have which of the 100)

following in common with the other consumer segments?
A) AIO dimensions
B) life-stage
C) personality
D) subculture
E) membership groups
TRUE/FALSE. Write ʹTʹ if the statement is true and ʹFʹ if the statement is false.
101) The starting point of understanding how consumers respond to various marketing efforts is called 101)

the marketing stimulus model of buyer behavior.
18
102) Subcultures are societyʹs relatively permanent and ordered divisions whose members share similar 102)
values, interests, and behaviors.
103) Consumers who are 50 or older have more than twice as much discretionary buying power as 103)

consumers ages 18 to 34.
104) Social class is based on shared value systems and common life experiences and situations. 104)
105) Online social networks represent an important form of buzz for marketers. 105)
106) Children exert little influence on family buying decisions, particularly in areas such as 106)

entertainment and food.
107) Personality is a personʹs pattern of living as expressed in his or her psychographics. 107)
108) A personʹs buying choices are influenced by four major psychological factors: motivation, 108)

perception, learning, and beliefs and attitudes.
109) Maslowʹs theory is that human needsincluding physiological, safety, social needs, esteem, and 109)

self-actualization needsare arranged in a hierarchy and that an unsatisfied need motivates an
individual to take action to satisfy it.
110) Alternative evaluation is the process by which people select, organize, and interpret information to 110)

form a meaningful picture of the world.
111) A belief is the specific mix of human traits that may be attributed to a particular brand. 111)
112) Dissonance-reducing buying behavior typically occurs when a buyer sees little difference among 112)

brands but is highly involved with the purchase.
113) Commercial sources of information typically legitimize and evaluate products for buyers. 113)
114) After purchasing a product, the consumer will be satisfied or dissatisfied and will engage in 114)

postpurchase behavior.
115) Most unhappy customers explain their reasons for dissatisfaction to the company that sold the 115)

product.
116) When a consumer learns about a new product for the first time and makes a decision to try it, the 116)

consumer is engaged in the alternative evaluation process.
117) People differ greatly in their readiness to try new products. In each product area, there are 117)

ʺconsumption pioneers.ʺ They are also called laggards.
118) Early adopters are opinion leaders in their communities and adopt new ideas early but carefully. 118)
119) Members of the early majority are deliberate; although they rarely are leaders, they adopt new 119)

ideas before the average person.
19
120) Two of the characteristics that are especially important in influencing an innovationʹs rate of 120)
adoption are relative advantage and compatibility.
121) Because people are able to move between social classes, these classes are relatively impermanent 121)

and disordered divisions composed of members who do not share values, interests, or behaviors.
122) A person buying a boat would be unlikely to exhibit complex buying behavior. 122)
123) A marketer seeking to create brand familiarity should be more concerned about creative ad copy 123)

content than ad repetition.
124) Abel is considering whether or not to get an electronic reader. He has read online reviews of three 124)

different kinds of readers and has talked with two friends who own electronic readers. Abel is at
the awareness stage of the new product adoption process.
125) Ed purchases new technological devices such as PDAs, DVRs, and MP3 players after many people 125)

he knows already own the devices. However, Ed is rarely among the last people he knows to
purchase a new technology. Ed is part of the late majority adopter group.
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
126) Cultural factors exert a broad and deep influence on consumer behavior. The marketer needs to understand the
role played by the buyerʹs culture, subculture, and social class. Compare the roles of culture, subculture, and
social class.
127) Many subcultures make up important market segments. Examples of four such important subculture groups
include Hispanic Americans, African Americans, Asian Americans, and mature consumers. Describe the
general characteristics of each of these groups.
128) A consumerʹs behavior is influenced by social factors, such as the consumerʹs small groups, family, and social
roles and status. Explain the differences among these social factors.
129) Each personʹs distinct personality influences his buying behavior. Personality is usually described in terms of
traits. What are these traits, and how do they affect the way people purchase items? Give at least one example.
130) Explain Maslowʹs Hierarchy of Needs.
131) Compare and contrast the four types of buying decision behavior exhibited by consumers.
132) Describe some important strategies for a marketer of a high-involvement product.
133) Listing them in the proper order, what are the stages in the buyer decision process? Describe each.
134) Identify and describe the stages in the adoption process.
135) Identify the product characteristics that influence the rate of adoption. Explain how each characteristic affects
the rate of adoption.
20
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
136) What role do the four Ps play in consumer behavior? 136)
137) Give an example of a cultural shift that may impact the marketing of products or services. 137)
138) Why might the Hispanic American market be a viable targeted group for a new marketer 138)

of products?
139) In what way might a marketer rely on opinion leaders? 139)
140) How does marketing through online social networks differ from more traditional 140)

marketing?
141) Explain why typical husband-dominant or wife-dominant products of the 1970s may no 141)

longer be regarded as typical.
142) Explain the concept of brand personality. 142)
143) Explain why selective attention is not controllable by a marketer. 143)
144) Explain how selective distortion is somewhat controllable by a marketer. 144)
145) Explain how selective retention affects what consumers remember about marketing 145)

messages.
146) Explain the role of marketers in the information search step of the consumer 146)

decision-making process. Give an example of how the marketer might execute this role.
147) Explain how marketers may be able to reduce postpurchase cognitive dissonance. 147)
148) Why should marketers set up systems that encourage customers to complain about 148)

products?
149) What strategy should a marketer use upon learning that consumers are not buying a 149)

product because they do not perceive a need for it?
150) What are the differences between innovators and early adopters? 150)
21
Answer Key
Testname: UNTITLED5
1) B
ID: pm14k 5-1
Diff: 1 Page Ref: 134
AACSB:
2) D
ID: pm14k 5-2
AACSB:
3) B
ID: pm14k 5-3
AACSB:
4) D
ID: pm14k 5-4
AACSB:
5) C
ID: pm14k 5-5
AACSB:
6) D
ID: pm14k 5-6
AACSB:
7) B
ID: pm14k 5-7
AACSB:
8) A
ID: pm14k 5-8
AACSB:
9) D
ID: pm14k 5-9
AACSB: Multicultural and Diversity Understanding
10) C
ID: pm14k 5-10
11) B
ID: pm14k 5-11
12) A
ID: pm14k 5-12
22
Answer Key
Testname: UNTITLED5
13) A
ID: pm14k 5-13
14) D
ID: pm14k 5-14
15) B
ID: pm14k 5-15
16) B
ID: pm14k 5-16
AACSB:
17) E
ID: pm14k 5-17
AACSB:
18) D
ID: pm14k 5-18
19) A
ID: pm14k 5-19
AACSB: Communication Abilities
20) E
ID: pm14k 5-20
AACSB:
21) B
ID: pm14k 5-21
22) E
ID: pm14k 5-22
23) C
ID: pm14k 5-23
Diff: 2 Page Ref: 139-140
24) C
ID: pm14k 5-24
23
Answer Key
Testname: UNTITLED5
25) C
ID: pm14k 5-25
AACSB: Use of Information Technology
26) D
ID: pm14k 5-26
AACSB:
27) C
ID: pm14k 5-27
AACSB:
28) A
ID: pm14k 5-28
AACSB:
29) B
ID: pm14k 5-29
30) C
ID: pm14k 5-30
31) D
ID: pm14k 5-31
AACSB:
32) C
ID: pm14k 5-32
AACSB:
33) D
ID: pm14k 5-33
AACSB:
34) E
ID: pm14k 5-34
AACSB:
35) A
ID: pm14k 5-35
AACSB:
36) A
ID: pm14k 5-36
AACSB:
24
Answer Key
Testname: UNTITLED5
37) D
ID: pm14k 5-37
AACSB:
38) C
ID: pm14k 5-38
AACSB:
39) A
ID: pm14k 5-39
AACSB:
40) A
ID: pm14k 5-40
AACSB:
41) B
ID: pm14k 5-41
AACSB:
42) A
ID: pm14k 5-42
AACSB:
43) D
ID: pm14k 5-43
AACSB:
44) B
ID: pm14k 5-44
AACSB:
45) C
ID: pm14k 5-45
46) C
ID: pm14k 5-46
47) E
ID: pm14k 5-47
48) A
ID: pm14k 5-48
25
Answer Key
Testname: UNTITLED5
49) B
ID: pm14k 5-49
50) D
ID: pm14k 5-50
AACSB:
51) B
ID: pm14k 5-51
AACSB:
52) D
ID: pm14k 5-52
53) A
ID: pm14k 5-53
AACSB:
54) A
ID: pm14k 5-54
55) B
ID: pm14k 5-55
AACSB:
56) D
ID: pm14k 5-56
AACSB:
57) E
ID: pm14k 5-57
AACSB:
58) B
ID: pm14k 5-58
AACSB:
59) C
ID: pm14k 5-59
AACSB:
60) B
ID: pm14k 5-60
AACSB:
26
Answer Key
Testname: UNTITLED5
61) A
ID: pm14k 5-61
AACSB:
62) D
ID: pm14k 5-62
AACSB:
63) C
ID: pm14k 5-63
64) D
ID: pm14k 5-64
65) C
ID: pm14k 5-65
AACSB:
66) C
ID: pm14k 5-66
AACSB:
67) A
ID: pm14k 5-67
AACSB:
68) C
ID: pm14k 5-68
AACSB:
69) B
ID: pm14k 5-69
AACSB:
70) A
ID: pm14k 5-70
AACSB:
71) E
ID: pm14k 5-71
AACSB:
72) A
ID: pm14k 5-72
AACSB:
27
Answer Key
Testname: UNTITLED5
73) C
ID: pm14k 5-73
AACSB:
74) E
ID: pm14k 5-74
AACSB:
75) A
ID: pm14k 5-75
AACSB:
76) E
ID: pm14k 5-76
AACSB: Analytic Skills
77) B
ID: pm14k 5-77
78) B
ID: pm14k 5-78
79) A
ID: pm14k 5-79
80) A
ID: pm14k 5-80
81) A
ID: pm14k 5-81
82) D
ID: pm14k 5-82
AACSB: Reflective Thinking Skills
83) D
ID: pm14k 5-83
84) D
ID: pm14k 5-84
28
Answer Key
Testname: UNTITLED5
85) B
ID: pm14k 5-85
86) C
ID: pm14k 5-86
87) A
ID: pm14k 5-87
88) E
ID: pm14k 5-88
89) B
ID: pm14k 5-89
90) C
ID: pm14k 5-90
91) E
ID: pm14k 5-91
92) E
ID: pm14k 5-92
93) D
ID: pm14k 5-93
94) E
ID: pm14k 5-94
95) E
ID: pm14k 5-95
96) D
ID: pm14k 5-96
29
Answer Key
Testname: UNTITLED5
97) D
ID: pm14k 5-97
98) A
ID: pm14k 5-98
99) C
ID: pm14k 5-99
100) A
ID: pm14k 5-100
101) FALSE
ID: pm14k 5-101
AACSB:
102) FALSE
ID: pm14k 5-102
103) TRUE
ID: pm14k 5-103
104) FALSE
ID: pm14k 5-104
AACSB:
105) TRUE
ID: pm14k 5-105
106) FALSE
ID: pm14k 5-106
AACSB:
107) FALSE
ID: pm14k 5-107
AACSB:
108) TRUE
ID: pm14k 5-108
AACSB:
30
Answer Key
Testname: UNTITLED5
109) TRUE
ID: pm14k 5-109
AACSB:
110) FALSE
ID: pm14k 5-110
111) FALSE
ID: pm14k 5-111
AACSB:
112) TRUE
ID: pm14k 5-112
AACSB:
113) FALSE
ID: pm14k 5-113
114) TRUE
ID: pm14k 5-114
AACSB:
115) FALSE
ID: pm14k 5-115
AACSB:
116) FALSE
ID: pm14k 5-116
AACSB:
117) FALSE
ID: pm14k 5-117
AACSB:
118) TRUE
ID: pm14k 5-118
AACSB:
119) TRUE
ID: pm14k 5-119
AACSB:
120) TRUE
ID: pm14k 5-120
AACSB:
31
Answer Key
Testname: UNTITLED5
121) FALSE
ID: pm14k 5-121
122) FALSE
ID: pm14k 5-122
123) FALSE
ID: pm14k 5-123
124) FALSE
ID: pm14k 5-124
125) TRUE
ID: pm14k 5-125
126) Culture is the most basic cause of a personʹs wants and behavior. Each culture contains smaller subcultures, or groups
of people with shared value systems based on common life experiences and situations. Subcultures include
nationalities, religions, racial groups, and geographic regions. Many subcultures make up important markets. Social
classes are societyʹs relatively permanent and ordered divisions whose members share similar values, interests, and
behaviors. Unlike nationality or ethnic subculture, social class is determined by a combination of many variables, such
as occupation, income, education, and wealth.
ID: pm14k 5-126
127) Hispanic American consumers tend to be very brand loyal, and they favor companies who show special interest in
them. They are also very family-oriented and tend to make shopping a family affair. African American consumers are
more price-conscious than other segments; they are also strongly motivated by quality and selection. African
Americans seem to enjoy shopping more than other ethnic groups. Asian American consumers are the most affluent
U.S. demographic segment and are the second-fastest-growing population subculture, after Hispanic Americans.
Asian American consumers are very tech-savvy and are the most brand conscious of all the ethnic groups. Mature
consumers are better off financially than are younger consumer groups. They are an attractive market for travel,
restaurants, consumer electronics, financial services, and healthcare services.
ID: pm14k 5-127
32
Answer Key
Testname: UNTITLED5
128) Small groups to which a person belongs have a direct influence on what a person buys. Reference groups serve as
direct or indirect points of comparison or reference in forming a personʹs attitudes or behaviors. An aspirational group
is one to which the individual wishes to belong. Reference groups expose a person to new behaviors and lifestyles,
influence a personʹs attitudes and self-concept, and create pressures to conform that may affect the personʹs product
and brand choices. Opinion leaders are also included in reference groups. The group closest to consumers is the
family, the most important consumer buying organization in society. Marketers are interested in the changing roles
and influence of each family member, particularly as male and female purchasing roles evolve and children wield
more purchasing influence. Within groups, including families, the position of an individual is defined by role and
status. A role consists of the activities people are expected to perform according to the persons around them, while
status is the general esteem given to that role. People tend to choose products that fit with their roles and status.
ID: pm14k 5-128
129) Personality is described in terms of traits such as self-confidence, dominance, sociability, autonomy, defensiveness,
adaptability, and aggressiveness. Personality can be useful in analyzing behavior for certain products. Consumers are
likely to choose brands with personalities that match their own. For example, someone with a sophisticated
personality might be attracted to a more sophisticated product, such as a BMW, while someone with a more rugged
personality might be attracted to a more rugged product, such as a Jeep.
ID: pm14k 5-129
130) Maslow suggested that our unfulfilled needs motivate us and that our needs are arranged in a hierarchy. The
hierarchy of needs includes physiological, safety, social, self-esteem, and self-actualization needs. Maslow suggested
that we meet the bottom-level, basic needs first before moving up the hierarchy. Until more basic needs such as safety
are fulfilled, an individual has little interest in higher-level needs such as esteem and self-actualization.
ID: pm14k 5-130
131) Consumers exhibit complex buying behavior when they are highly involved in a purchase decision and perceive
significant differences among the choices. Consumers will engage in a learning process as they gather and analyze
information about their choices before making a purchase. When a consumer is highly involved with a purchase but
does not perceive significant differences among her choices, she will most likely engage in dissonance -reducing
behavior. This behavior involves less time learning about each productʹs attributes, and a consumer is more likely to
make a choice based on a good price or convenience. Habitual buying behavior and variety -seeking behavior are
exhibited when a consumer has a low involvement with the product. When the consumer sees little difference
between brands, she will most likely engage in habitual buying behavior, buying the most familiar brands out of
habit. When the consumer perceives some significant brand differences, she is more likely to engage in
variety-seeking buying behavior, doing a lot of brand switching without a great deal of evaluation before purchase.
ID: pm14k 5-131
132) Marketers must understand the information-gathering and evaluation behavior of their high-involvement customers.
This involves helping customers learn about the product attributes and their relative importance, as well as clearly
differentiating the brandʹs features. Marketers might use long copy in print media to satisfy the customerʹs need for
information. Marketers must also motivate salespeople to influence the customerʹs choice. To discourage customersʹ
postpurchase dissonance, after-sale communications from the marketer should help customers feel good about their
purchase decision.
ID: pm14k 5-132
33
Answer Key
Testname: UNTITLED5
133) In the need recognition stage, consumers become aware of a new problem or need. Then, consumers seek information
about products to meet that need in the information search stage. In the alternative evaluation stage, consumers use
the gathered information to compare and contrast the choices. Consumers do not use the same evaluation process in
all buying situations; sometimes they may make careful, logical calculations and other times they may rely on
intuition and buy on impulse. Consumers then make the purchase decision, buying the product. The last component
of the process is postpurchase behavior, which is determined by any difference between the consumerʹs expectations
for the product and the perceived performance of the product.
ID: pm14k 5-133
134) In the awareness stage, consumers become aware of the new product but lack information about it. Then, consumers
seek information about the new product in the interest stage. In the evaluation stage, consumers consider whether
trying the new product makes sense. Consumers try the product on a limited basis in the trial stage. Finally,
consumers decide to make full use of the product in the adoption stage.
ID: pm14k 5-134
135) The five most important product characteristics that influence the rate of a productʹs adoption are relative advantage,
compatibility, complexity, divisibility, and communicability. Relative advantage is the degree to which an innovation
appears superior to existing products; the greater the perceived relative advantage, the sooner the product will be
adopted. Compatibility is the degree to which the innovation fits the values and experiences of potential consumers;
high compatibility leads to quick adoption. Complexity is the degree to which the innovation is difficult to understand
or use; the greater the complexity, the slower the adoption rate. Divisibility is the degree to which the innovation may
be tried on a limited basis; the higher the divisibility, the slower the rate of adoption. Finally, communicability is the
degree to which the results of using the innovation can be observed or described to others; high communicability
lends itself to a higher rate of adoption.
ID: pm14k 5-135
136) The four Ps are the marketing stimuli that affect buyer behavior: marketers use product, price, place, and promotion
to attract the targeted consumers.
ID: pm14k 5-136
137) Answers will vary. Currently, the shift toward greater concern about health and fitness has generated increased
marketing of exercise equipment and gear.
ID: pm14k 5-137
138) Hispanic Americans are the fastest growing U.S. subculture and they tend to favor companies who show special
interest in them, attributes a new marketer of a product could capitalize on.
ID: pm14k 5-138
139) Opinion leaders can influence other larger groups of consumers to be attracted to a marketerʹs products.
ID: pm14k 5-139
34
Answer Key
Testname: UNTITLED5
140) Marketers hope to use social networks to interact with consumers and become a part of their everyday lives instead of
relying on the one-way commercial messages of more traditional media.
ID: pm14k 5-140
141) Changes in the traditional family structure, such as more women holding jobs outside the home and more
single-parent households, have changed the traditional buying roles over time.
ID: pm14k 5-141
142) A brand personality is the specific mix of human traits that may be attributed to a particular brand.
ID: pm14k 5-142
143) A marketer cannot guarantee that a consumer will pay attention to or remember a specific ad; people use selective
attention because it is impossible for them to pay attention to the thousands of marketing stimuli they experience each
day.
ID: pm14k 5-143
144) Marketers can attempt to understand consumersʹ mindsets and how these will affect perceptions of advertisements.
ID: pm14k 5-144
145) Due to selective retention, consumers are more likely to remember positive messages about the brands they already
favor and more likely to forget positive messages about the competing brands.
ID: pm14k 5-145
146) The role of marketers in the information search step of the consumer decision -making process is to make the
information consumers want and need about their product easily accessible by the consumer.
ID: pm14k 5-146
147) Marketers should make every effort to enhance after-sale communications, providing evidence and support to help
consumers feel good about their purchases.
ID: pm14k 5-147
148) Most customers never share their complaints with marketers; without this information, it is difficult for a company to
identify how it can improve.
ID: pm14k 5-148
149) Marketing might launch an advertising campaign that shows customers how the product can solve their existing
problems and meet their existing needs.
ID: pm14k 5-149
35
Answer Key
Testname: UNTITLED5
150) Innovators are more willing to take on risk; early adopters try new ideas early on but are much more deliberate.
ID: pm14k 5-150
36

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5

10) Which of the following is NOT considered an important American subculture by marketers? 10)

11) This group of consumers tends to buy more branded products and to make shopping a family 11)

12) ________, the fastest-growing U.S. population subsegment, now number nearly 50 million. 12)

14) ________, the most affluent American demographic segment, now have more than $500 billion in 14)

15) Which of the following is NOT true of mature consumers? 15)

16) ________ are societyʹs relatively permanent and ordered divisions whose members share similar 16)

17) What is one way that social class is NOT measured? 17)

18) Which of the following statements is true regarding social class in the United States? 18)

20) ________ are groups to which an individual wishes to belong, as when a young basketball player 20)

21) ________ are people within a reference group who, because of special skills, knowledge, 21)

22) Opinion leaders are also referred to as ________. 22)

23) Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about 23)

24) Companies that use brand ambassadors are participating in ________. 24)

26) The ________ is the most important consumer buying organization in society; the roles and 26)

27) A ________ consists of the activities people are expected to perform according to the persons 27)

28) A buyerʹs decisions are influenced by ________ such as the buyerʹs age and life -cycle stage, 28)

29) People change the goods and services they buy over time because of the two changing factors of 29)

30) Consumer information provider PersonicX uses a life-stage segmentation system that places U.S. 30)

32) All of the following make up a personʹs lifestyle EXCEPT ________. 32)

33) A customerʹs lifestyle can be measured by using the AIO dimensions. What does AIO stand for? 33)

34) ________ refers to the unique psychological characteristics that distinguish a person or group. It is 34)

35) Researchers have found that a number of well-known brands tended to be strongly associated 35)

36) Many marketers use the self-concept premise that peopleʹs possessions contribute to and reflect 36)

38) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. 38)

39) According to Freudʹs theories, people are ________ many of the psychological forces shaping their 39)

40) The term ________ refers to qualitative research designed to probe consumersʹ hidden, 40)

41) A marketing research company asked members of a focus group to describe several brands as 41)

42) Maslowʹs theory is that ________ can be arranged in a hierarchy. 42)

44) What is the LEAST pressing in Maslowʹs Hierarchy of Needs? 44)

45) ________ is the process by which people select, organize, and interpret information to form a 45)

46) People cannot focus on all of the stimuli that surround them each day. A personʹs tendency to 46)

47) People tend to interpret new information in a way that will support what they already believe. 47)

48) People forget much that they learn. They tend to retain information that supports their attitudes 48)

50) ________ describes changes in an individualʹs behavior arising from experience. 50)

51) Learning occurs through the interplay of all of the following EXCEPT ________. 51)

52) ________ are subtle stimuli that determine where, when, and how a person responds to an idea. 52)

53) If a consumerʹs experience is rewarding, that consumer will probably use the product more and 53)

54) Applying ________, marketers can affect demand for a product by associating it with strong 54)

55) A(n) ________ is a descriptive thought that a person has about something. 55)

57) When consumers are highly involved with the purchase of an expensive product and they perceive 57)

58) When consumers are highly involved with the purchase of an expensive, infrequent, or risky 58)

59) When customers have a low involvement in a purchase but perceive significant brand differences, 59)

60) The buyer decision process consists of five stages. Which of the following is NOT one of these 60)

61) The buying process starts with ________, in which the buyer recognizes a problem. 61)

63) The consumer can obtain information from any of several sources. Which of the following is NOT 63)

64) The information sources that are the most effective at influencing a consumerʹs purchase decision 64)

65) Marketers describe the way a consumer processes information to arrive at brand choices as 65)

66) Blake is in the process of buying a new car. He is highly involved in the purchase and perceives 66)

67) Generally, the consumerʹs purchase decision will be to buy the most preferred brand, but two 67)

69) The relationship between the consumerʹs expectations and the productʹs ________ determines 69)

70) Almost all major purchases result in ________, or discomfort caused by postpurchase conflict. 70)

71) When a customer feels uneasy about losing out on the benefits of a brand she chose not to 71)

72) Consumers learn about new products for the first time and make the decision to buy them during 72)

73) Which of the following is NOT one of the stages that customers go through in the process of 73)

75) Relative advantage, compatibility, complexity, divisibility, and communicability are all examples 75)

76) Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher 76)

77) A shoe company uses ads featuring the members of a country music band with the hope that the 77)

78) Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with 78)

79) Shane Sudendorf is an active member of her sorority, two intramural teams, and a service 79)

81) According to one analyst, a Harley-Davidson motorcycle can make you feel like ʺthe toughest, 81)

82) A marketer of hair care products targeted at African American women created an advertising 82)