Casey thought that the salesman was charming; he reminded her of her father. She bought a digital camera based on his recommendations. This is an example of
a. high-pressure sales tactics.
b. positioning of a customer familiarity.
c. strategic modeling.
d. customer paring of information cognitively.
e. source attractiveness influencing customer attitudes.
Question 2Which of the following products is most likely to be distributed via an exclusive channel structure?
a. Coca-Cola
b. Sony digital cameras
c. Levi's jeans
d. Mercedes E-Series cars
e. Clinique cosmetics
Question 3The analysis technique to consider when searching for nonlinear patterns in data is:
a. Visualization
b. Data fusion
c. Data modeling
d. Data mining
e. Neural networks
Question 4Research has suggested that when consumers are using central route processing, attractive sources tend to evoke favorable attitudes if they are appropriate for the offering category. This effect has been called the
a. elaboration likelihood effect.
b. match-up hypothesis.
c. elaboration dimension.
d. attractiveness effect.
e. source effect.
Question 5What is the major difference between a marketing channel and a supply chain?
a. Supply chains focus on sources of supply, while marketing channels focus on getting products to end customers.
b. Supply chains focus on logistics, while marketing channels focus on the physical movement of goods.
c. In a marketing channel, the focus is on individual channel members. In a supply chain, the focus is on teamwork and the success of all members in the supply chain.
d. A marketing channel is shorter as it does not include raw material suppliers.
e. There is no real difference between a marketing channel and a supply chain.
Question 6Combining real-time sales data with real-time social media mentions in order to better understand consumer
sentiment toward an advertising campaign is an example of which data analysis technique?
a. Neural networks
b. Affinity
c. Data mining
d. Data fusion
e. Harmonization
Question 7Melissa was emotionally involved in the television advertisement for Delta Airlines. It brought back all sorts of good images and feelings from her childhood experience with her family. Melissa is experiencing what is (are) best known as ____ to the ad.
a. affective responses
b. primary responses
c. secondary responses
d. peripheral processing
e. cognitive responses
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