CB Practice Test

Your boss asks you to conduct marketing research so your company can have a deep understanding of your target market. Assuming you are willing to deal with subjective interpretation of the data, which type of research will provide the deep insights your boss is requesting?

• Qualitative

• Quantitative

• Quadratic

• Interdisciplinary

List three of the six methods that marketers use in advertising to help create attention.

Consumers often behave in a way so as to maintain a constant normal state. This type of behavior is known as _______ and is usually accompanied by a _______ focus.

• homeostasis; prevention

• prevention; cognitive

• utilitarian; hierarchy of needs

• safety needs; promotion

What is the minimum strength of a stimulus that can be perceived?

• Subliminal

• Absolute threshold

• Supraliminal

• Just noticeable difference

Which of the following was the first recording case of product placement in a popular form of media?

• Around the World in 80 Days (1873)

• Wings (1927)

• The Great train Robbery (1903)

• Pride and Prejudice (1813)

As a field of study, consumer behavior overlaps with _______ within marketing and is informed by ________.

• marketing tactics, psychology

• marketing strategy, finance

• marketing strategy, psychology

• marketing tactics, anthropology

The typical Home Depot customer is interested in products that will get the job done. What type of value are these customers most interested in?

• Utilitarian

• Transient

• Hedonic

• Episodic

Jose invented a new toothpaste that outperforms all of his competitors on cavity prevention; however, sales have been poor. Jose conducted market research and found that most consumers incorrectly believe that Colgate prevents cavities better than Jose’s toothpaste. Which marketing principle did Jose just learn?

• Brand awareness

• Perception > Reality

• Competitive advantage

• Return on investment (ROI)

Research has shown that we can hear our name called from across a busy room because of ________ attention.

• divided

• selective

• limited

• affective

__________ is the idea that simply having seen a stimulus previously creates a sense of familiarity, which leads to __________ liking.

• Elaboration; increased

• Habituation; decreased

• Mere exposure; increased

• Mere exposure; no change in