Scenario 7.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about 27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, which also cost about 27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that its gas mileage was too low at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
Refer to Scenario 7.2. Carlos' knowledge of the correct gas mileage is an example of the ____ component of his attitude toward the Toyota, while Alicia's feelings about the children in the commercial being happy in the Toyota van were an example of the ____ component of her attitude.
A) cognitive; affective
B) cognitive; behavioral
C) affective; cognitive
D) affective; behavioral
E) behavioral; affective
Question 2What is the difference between advertising specialties and business gifts?
a. Specialties have the sponsor's logo on them, while business gifts do not.
b. Specialties promote brand awareness, while business gifts promote close working relationships.
c. Specialties are quite expensive, while business gifts are very inexpensive.
d. Specialties are given on a selective basis, while business gifts are distributed to all.
Question 3Laura and Marie own and operate a small restaurant. On a weekly basis, they go to their local Sam's Wholesale Club to purchase the food items and cleaning supplies they need for their business. With the exception of the volume they purchase and the items' intended use, this grocery shopping trip is identical to a weekly trip by their families to a grocery store. Sam's is serving as a ____ wholesaler for these entrepreneurs.
A) general-line
B) specialty-line
C) full-service merchant
D) truck
E) cash-and-carry
Question 4Scenario 7.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about 27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, which also cost about 27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that its gas mileage was too low at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
Refer to Scenario 7.2. The fact that Alicia had remembered the gas mileage of the Toyota Sienna incorrectly is most likely an example of
A) selective expression.
B) selective retention.
C) perceptual extension.
D) perceptual bias.
E) selective distortion.
Question 5A discount retailer has been doing very well over the years, and can now expect to get cash payments from manufacturers and suppliers if they want their products on the retailer's shelves. So it regularly receives these payments, known as
a. bill-back allowances.
b. slotting fees.
c. merchandise allowances.
d. off-invoice fees.
Question 6All of the following are types of limited-service merchant wholesalers except
A) cash-and-carry wholesalers.
B) truck wholesalers.
C) mail-order wholesalers.
D) specialty-line wholesalers.
E) drop shippers.
Question 7Scenario 7.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including information from friends and family members. One of the most dissatisfying consumer experiences is with auto repair. Aware of this, Kate has asked several of her friends and family members where they have their cars repaired, since she has experienced a problem starting her car when the weather is cold. Kate has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an appointment. Steve, one of Kate's friends, had a very poor experience with Skola's. However, once he complained to them, they fixed the situation and now he prefers their auto repair shop over others.
Refer to Scenario 7.1. Positive feelings generated by satisfaction with Skola's response will become part of Steve's
A) consideration set.
B) motives.
C) selective retention.
D) response.
E) attitude.
Question 8This type of promotion technique, often seen in the trade channel, comes in four different versions: merchandise, slotting, bill-back, and off-invoice formats. What is it?
a. the display
b. the premium
c. the allowance
d. the incentive
Question 9Merchant wholesalers who specialize in just a few functions and pass others along to other intermediaries or customers are called
A) limited-service wholesalers.
B) wholesale service specialists.
C) general-line wholesalers.
D) specialty-line wholesalers.
E) specialty-service wholesalers.
Quick Reply
