Exam #1 Questions

1. Nike is an example of what type of corporate name?
a) overt name
b) implied name
c) conceptual name
d) iconoclastic name
Answer: d (iconoclastic name)

2. When a consumer chooses to buys a product based on what they like best, or their emotional connection, they are making a purchase based on what?
a) pleasure pursuits
b) affect referral
c) the multiattribute approach
d) positive reaction
Answer: b (affect referral)

3. Which of the following is not part of the communication process between a company and a consumer?
a) sender
b) encoding
c) transference
d) decoding
Answer: c (transference)