Question 1

Would you agree or disagree with the following statement? "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

Accepted Answer

Students should agree. Firms have begun ...

Question 2

Interpreting information so that it is consistent with one's attitudes and beliefs is referred to as

Accepted Answer

A)  selective retention.
B)  selective comprehension.
C)  selective exposure.
D)  selective analysis.
E)  stimulus discrimination.F) D) and E)
G) A) and D)

Question 3

What percentage of adults is considered to be opinion leaders?

Accepted Answer

A)  1 percent
B)  5 percent
C)  10 percent
D)  25 percent
E)  It depends upon the type of product.F) B) and D)
G) A) and B)

Question 4

Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of the new car. She told a coworker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

Accepted Answer

A)  problem recognition
B)  information search
C)  alternative evaluation
D)  purchase decision
E)  postpurchase evaluationF) A) and B)
G) B) and D)

Question 5

Research shows that consumer socialization with respect to brand preferences begin at

Accepted Answer

A)  the age of two.
B)  the age of five when their cognitive skills have developed to understand the concept of money.
C)  the age of thirteen when they become teenagers, when they can understand the responsibility involved in saving money to be able to consume products and services.
D)  the age of eighteen when they become college students, living outside their parents' home for the first time and being responsible for their purchase decisions.
E)  at any time, though most people change their brand preferences many times during their lifetimes.F) D) and E)
G) C) and D)

Question 6

A(n)  __________ for information is needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low.

Accepted Answer

A)  external search
B)  cognitive search
C)  alternative search
D)  internal search
E)  postpurchase searchF) None of the above
G) A) and C)

Question 7

Five situational influences have an impact on a consumer's purchase decision process. They are: purchase task, social surroundings, physical surroundings, __________, and antecedent states.

Accepted Answer

A)  competitive offerings
B)  core values
C)  motivation
D)  temporal effects
E)  economic effectsF) A) and B)
G) C) and D)

Question 8

When conducting an information search, various product-rating organizations, such as government agencies and TV consumer programs, are known as

Accepted Answer

A)  relational sources.
B)  marketer-dominated sources.
C)  personal sources.
D)  public sources.
E)  stakeholder sources.F) B) and C)
G) C) and D)

Question 9

-According to Figure 4-5 above, E defines what level in the Maslow hierarchy of needs?

Accepted Answer

A)  physiological
B)  safety
C)  social
D)  personal
E)  self-actualizationF) A) and C)
G) C) and D)

Question 10

In the VALS framework, two segments stand apart based on their abundance or lack of psychological, physical, and material __________.

Accepted Answer

A)  ideals
B)  rewards
C)  self-expression
D)  achievement
E)  resourcesF) C) and E)
G) None of the above

Question 11

Which of the following statements about African American buying patterns is most accurate?

Accepted Answer

A)  There are very few differences in the consumption patterns of African Americans and Caucasians.
B)  African American men spend more on health and beauty products than Caucasian men do.
C)  The typical African American family is five years older than the typical Caucasian family.
D)  African American purchase behavior is still affected by the historical deprivation in employment and educational opportunities in the United States.
E)  African Americans are not price conscious.F) A) and B)
G) B) and D)

Question 12

Because Marla was so strongly committed to a fat-free diet, she did not bother to read a recent report by the New England Journal of Medicine suggesting that some fat in our diet is healthy. The report was in a newspaper that Marla reads daily, but the headline did not appeal to her as the result of

Accepted Answer

A)  selective retention.
B)  selective comprehension.
C)  selective exposure.
D)  selective perception.
E)  stimulus discrimination.F) A) and E)
G) A) and D)

Question 13

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1)  __________; (2)  changing the perceived importance of attributes; and (3)  adding new attributes to the product.

Accepted Answer

A)  reinforcing the consumers' sense of self confidence in making wise purchase decisions
B)  actively educating consumers about the product's competitive advantages
C)  refocusing a consumer's attention from one attribute to another
D)  changing beliefs about the extent to which a brand has certain attributes
E)  denigrating the attributes of competitors' productsF) B) and C)
G) A) and E)

Question 14

The purchase of bottled water is a low-involvement purchase. How can a market leader like Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

Accepted Answer

A)  avoid Perrier brand stockouts on retailers' shelves
B)  make the purchase decision a high-involvement one
C)  offer coupons for Perrier bottled water
D)  convince retailers to offer only Perrier water
E)  denigrate its competitionF) A) and D)
G) B) and D)

Question 15

Learning refers to

Accepted Answer

A)  content that has been transferred from short-term to long-term memory.
B)  those behaviors that result from repeated experience and reasoning.
C)  the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
D)  a consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.
E)  a predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.F) A) and B)
G) All of the above

Question 16

Which of the following statements about psychographics is most accurate?

Accepted Answer

A)  Psychographics is unable to provide actionable information about potential customers since the data obtained from the research is too subjective to be reliably interpreted and acted upon.
B)  Although helpful in segmenting markets, psychographics is limited in its ability to target consumers.
C)  Psychographics combines demographic data, psychological data, and actual spending data of consumers to create VALS profiles.
D)  Psychographics combines psychology, lifestyle, and demographics to uncover consumer motivations for buying and using offerings.
E)  Psychographic data is extremely vulnerable to current social trends and therefore is best suited to new market-product combinations rather than existing ones.F) A) and E)
G) A) and D)

Question 17

Compare and contrast routine problem solving, limited problem solving, and extended problem solving. Give an example of when each might be used.

Accepted Answer

There are three general variations in th...

Question 18

If a fraternity or sorority wants to attract new members, it should focus on people who view its current members as a(n)  __________ group.

Accepted Answer

A)  associative
B)  aspiration
C)  dissociative
D)  reference
E)  involvementF) A) and B)
G) C) and D)

Question 19

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth EXCEPT:

Accepted Answer

A)  using slogans, music, and humor in advertising.
B)  giving appropriate product demonstrations.
C)  recruiting and deploying people to produce buzz.
D)  employing VALS segmentation strategies.
E)  running teaser advertising campaigns in advance of new-product introductions.F) A) and C)
G) B) and C)

Question 20

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

Accepted Answer

A)  lifestyle and motivation.
B)  personality and lifestyle.
C)  opinion leadership and word-of-mouth activity.
D)  word-of-mouth activity and psychographics.
E)  psychographics and demographics.F) B) and E)
G) C) and E)

Exam 4: Understanding Consumer Behavior

Learning refers to

Correct AnswerverifiedShow Answer

What percentage of adults is considered to be opinion leaders?

Correct AnswerverifiedShow Answer

A(n) __________ for information is needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

Correct AnswerverifiedShow Answer

Which of the following statements about African American buying patterns is most accurate?

Correct AnswerverifiedShow Answer

Research shows that consumer socialization with respect to brand preferences begin at

Correct AnswerverifiedShow Answer

-According to Figure 4-5 above, E defines what level in the Maslow hierarchy of needs?

Correct AnswerverifiedShow Answer

Interpreting information so that it is consistent with one's attitudes and beliefs is referred to as

Correct AnswerverifiedShow Answer

The purchase of bottled water is a low-involvement purchase. How can a market leader like Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

Correct AnswerverifiedShow Answer

Which of the following statements about psychographics is most accurate?

Correct AnswerverifiedShow Answer

If a fraternity or sorority wants to attract new members, it should focus on people who view its current members as a(n) __________ group.

Correct AnswerverifiedShow Answer

Five situational influences have an impact on a consumer's purchase decision process. They are: purchase task, social surroundings, physical surroundings, __________, and antecedent states.

Correct AnswerverifiedShow Answer

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________; (2) changing the perceived importance of attributes; and (3) adding new attributes to the product.

Correct AnswerverifiedShow Answer

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth EXCEPT:

Correct AnswerverifiedShow Answer

Would you agree or disagree with the following statement? "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

Correct AnswerverifiedStudents should agree. Firms have begun ...View AnswerShow Answer

When conducting an information search, various product-rating organizations, such as government agencies and TV consumer programs, are known as

Correct AnswerverifiedShow Answer

In the VALS framework, two segments stand apart based on their abundance or lack of psychological, physical, and material __________.

Correct AnswerverifiedShow Answer

Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of the new car. She told a coworker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

Correct AnswerverifiedShow Answer

Compare and contrast routine problem solving, limited problem solving, and extended problem solving. Give an example of when each might be used.

Correct AnswerverifiedThere are three general variations in th...View AnswerShow Answer

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Students should agree. Firms have begun ...
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There are three general variations in th...
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