American marketing has experienced a shift from less push marketing to more pull marketing.
Indicate whether the statement is true or false
Question 2An advertiser has developed a television advertisement designed to create a feeling of warmth on the part of viewers because she believes that this will lead to positive attitudes toward the product and ultimately to increased sales. In order to determine if the ad does produce the desired feelings in viewers, she has devised a three-item scale to measure the warmth construct. After viewing the commercial (independently), Joe had a score of 15 on the warmth scale, and Perry had a score of 9 . Which of the following is NOT a potential source of difference between these scores?
a. True differences with regard to the feeling of warmth created by the ad.
b. Perry had a rotten day at work, while Joe had a good day.
c. The sampling of items chosen to measure warmth could have contributed to the difference in scores.
d. Perry and Joe interpreted one of the questions differently.
e. All of these are potential sources of differences between the scores.
Question 3Which of the following is not a way that consumers expect to access a firm for customer service and support issues?
a. Contacting a telephone call center
b. Contacting the business by e-mail
c. Reading the product manual
Question 4Pushing and pulling are mutually exclusive activities.
Indicate whether the statement is true or false
Question 5Due to a misunderstanding of his instructions, a research assistant consistently entered the upper value of an attitude scale as a 6 instead of a 7 when keypunching data for his boss. This is an example of
a. systematic error.
b. researcher error.
c. random error.
d. scaling error.
e. marginal error.
Question 6Which of the following is a true statement about what consumers want compared to what they usually get in terms of customer service?
a. The first thing they want is their money back
b. There is a wide gap between what customers want and what they get
c. They want to be able to submit negative product reviews
Question 7A pull strategy consists of advertising and promotion directed at consumers.
Indicate whether the statement is true or false
Question 8While completing a survey on attitudes toward house ownership, John was hit by an attack of indigestion. Which of the following best accounts for the difference between John's and another respondent's scores?
a. A true difference in attitudes
b. A true difference in personality between John and Bob
c. A difference due to temporary personal factors
d. A difference due to situational factors
e. A difference due to variations in administration.
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