Question 1

In the VALS framework,each consumer segment exhibits unique media preferences.Which segment is the heaviest reader of Reader's Digest?

Accepted Answer

A) Strivers 
B) Believers 
C) Experiencers 
D) Survivors 
E) Makers 
A) Strivers 
B) Believers 
C) Experiencers 
D) Survivors 
E) Makers B

Question 2

In the VALS framework,consumers who are receptive to new ideas and technologies and like variety in their lives are referred to as __________.

Accepted Answer

A) Experiencers 
B) Makers 
C) Achievers 
D) Innovators 
E) Strivers 
A) Experiencers 
B) Makers 
C) Achievers 
D) Innovators 
E) Strivers D

Question 3

Evaluative criteria refer to

Accepted Answer

A) the objective and subjective attributes of a brand consumers use to compare different products and brands. 
B) those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased purchase decision. 
C) those attributes of a brand that are based exclusively on subjective criteria in order to avoid postpurchase anxiety. 
D) the attributes of a product that a manufacturer wishes to promote to a specific target market. 
E) a list of required product attributes from which a customer will not waver regardless of additional incentives. 
A) the objective and subjective attributes of a brand consumers use to compare different products and brands. 
B) those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased purchase decision. 
C) those attributes of a brand that are based exclusively on subjective criteria in order to avoid postpurchase anxiety. 
D) the attributes of a product that a manufacturer wishes to promote to a specific target market. 
E) a list of required product attributes from which a customer will not waver regardless of additional incentives. A

Question 4

In the VALS framework,__________ groups consist of consumers motivated by physical activity,variety,and risk.

Accepted Answer

A) ideals-motivated 
B) rewards-and-success-motivated 
C) self-expression-motivated 
D) achievement-motivated 
E) high-and-low-resource 
A) ideals-motivated 
B) rewards-and-success-motivated 
C) self-expression-motivated 
D) achievement-motivated 
E) high-and-low-resource

Question 5

There are five stages in the consumer purchase decision process.The first stage is __________.

Accepted Answer

A) information search 
B) purchase decision 
C) alternative evaluation 
D) opportunity identification 
E) problem recognition 
A) information search 
B) purchase decision 
C) alternative evaluation 
D) opportunity identification 
E) problem recognition

Question 6

As a result of __________,consumers do not remember all the information they see,read,or hear,even minutes after exposure to it.

Accepted Answer

A) selective retention 
B) selective comprehension 
C) selective exposure 
D) selective perception 
E) subliminal discrimination 
A) selective retention 
B) selective comprehension 
C) selective exposure 
D) selective perception 
E) subliminal discrimination

Question 7

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

Accepted Answer

A) membership 
B) aspiration 
C) dissociative 
D) reference 
E) involvement 
A) membership 
B) aspiration 
C) dissociative 
D) reference 
E) involvement

Question 8

-According to the Colgate toothpaste ad above and the textbook,what approach did Colgate marketers use to encourage consumers to purchase its product?

Accepted Answer

A) changing beliefs about the extent to which a brand has certain attributes 
B) changing the perceived importance of attributes 
C) adding new attributes to the product 
D) providing free trials of the new product 
E) obtaining a seal of approval to reduce consumers' risk and encourage purchases 
A) changing beliefs about the extent to which a brand has certain attributes 
B) changing the perceived importance of attributes 
C) adding new attributes to the product 
D) providing free trials of the new product 
E) obtaining a seal of approval to reduce consumers' risk and encourage purchases

Question 9

VALS groups of consumers motivated by __________ are those who are guided by knowledge and principle.

Accepted Answer

A) ideals 
B) achievement 
C) self-expression 
D) rewards 
E) success 
A) ideals 
B) achievement 
C) self-expression 
D) rewards 
E) success

Question 10

In the VALS framework,consumers motivated by ideals are guided by knowledge and principle.One segment of the two Ideals-motivated groups,known as __________,have fewer resources and are conservative,conventional people with concrete beliefs based on traditional,established codes such as family,religion,community,and the nation.

Accepted Answer

A) Experiencers 
B) Believers 
C) Makers 
D) Achievers 
E) Thinkers 
A) Experiencers 
B) Believers 
C) Makers 
D) Achievers 
E) Thinkers

Question 11

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?

Accepted Answer

A) stimulus discrimination 
B) cognitive learning 
C) attitudinal learning 
D) stimulus generalization 
E) behavioral learning 
A) stimulus discrimination 
B) cognitive learning 
C) attitudinal learning 
D) stimulus generalization 
E) behavioral learning

Question 12

The five roles of individual family members in the purchase decision process are

Accepted Answer

A) membership group,aspiration group,opinion leader,decision maker,and user. 
B) sustainer,experiential,belonger,emulator,and achiever. 
C) opinion leader,influencer,decision maker,purchaser,and user. 
D) information gatherer,influencer,decision maker,purchaser,and user. 
E) need driven,inner directed,outer directed,opinion leader,and decision maker. 
A) membership group,aspiration group,opinion leader,decision maker,and user. 
B) sustainer,experiential,belonger,emulator,and achiever. 
C) opinion leader,influencer,decision maker,purchaser,and user. 
D) information gatherer,influencer,decision maker,purchaser,and user. 
E) need driven,inner directed,outer directed,opinion leader,and decision maker.

Question 13

Mary was offended by the brand name of a new product for women.She believes the name of the product is demeaning and that it must reflect a negative attitude of the manufacturer towards women in general.Although this may simply be the result of __________,if other women interpret the name choice the same way,there is a strong likelihood this product could fail.

Accepted Answer

A) selective retention 
B) selective comprehension 
C) selective exposure 
D) selective analysis 
E) stimulus discrimination 
A) selective retention 
B) selective comprehension 
C) selective exposure 
D) selective analysis 
E) stimulus discrimination

Question 14

The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware,is referred to as

Accepted Answer

A) evaluative set. 
B) evolved set. 
C) consideration set. 
D) alternative selection group. 
E) aspiration group. 
A) evaluative set. 
B) evolved set. 
C) consideration set. 
D) alternative selection group. 
E) aspiration group.

Question 15

BzzAgent

Accepted Answer

A) is the number one consumer information source in developing countries. 
B) captures honest word-of-mouth testimonials from satisfied customers who will promote new products or services. 
C) was the first on the Internet to create a public forum for new products. 
D) counteracts false rumors or negative buzz for quality products or services that have been unjustly accused on social networking websites. 
E) uses ethnographic research techniques to discover subtle behavioral and emotional reactions to products in their natural use environment. 
A) is the number one consumer information source in developing countries. 
B) captures honest word-of-mouth testimonials from satisfied customers who will promote new products or services. 
C) was the first on the Internet to create a public forum for new products. 
D) counteracts false rumors or negative buzz for quality products or services that have been unjustly accused on social networking websites. 
E) uses ethnographic research techniques to discover subtle behavioral and emotional reactions to products in their natural use environment.

Question 16

One evening while watching TV,your stomach growls.You see an ad for Subway.You walk to the Subway shop and buy a sandwich,which tastes great.In terms of behavioral learning,your hunger is a __________.

Accepted Answer

A) reinforcement 
B) cue 
C) response 
D) prompt 
E) drive 
A) reinforcement 
B) cue 
C) response 
D) prompt 
E) drive

Question 17

You have just purchased a Samsung Galaxy Tab 2 tablet device.As you head home from the store,you brood about whether your choice was right or whether you should have bought an Apple iPad after seeing an ad for it on TV.This is most likely an example of

Accepted Answer

A) indecisiveness. 
B) cognitive dissonance. 
C) postpurchase stress. 
D) market anxiety. 
E) extended problem solving. 
A) indecisiveness. 
B) cognitive dissonance. 
C) postpurchase stress. 
D) market anxiety. 
E) extended problem solving.

Question 18

Why would Hanes select Michael Jordan to appear in an ad campaign? How would he be a sociocultural influence on consumer behavior?

Accepted Answer

A consumer's purchases are often influen

Question 19

Sociocultural influences that affect the consumer purchase decision process include all of the following EXCEPT:

Accepted Answer

A) personal influence. 
B) reference groups. 
C) family influences. 
D) culture and subculture. 
E) values,beliefs,and attitudes. 
A) personal influence. 
B) reference groups. 
C) family influences. 
D) culture and subculture. 
E) values,beliefs,and attitudes.

Question 20

An aspiration group is one

Accepted Answer

A) to which a person belongs,and wishes to continue with. 
B) that a person wishes to be a member of or wishes to be identified with. 
C) that a person wishes to maintain a distance from because of differences in values or behaviors. 
D) that a person knows he or she can never really fit into because of basic cultural differences. 
E) that a person feels is significantly above him or her in terms of socioeconomics. 
A) to which a person belongs,and wishes to continue with. 
B) that a person wishes to be a member of or wishes to be identified with. 
C) that a person wishes to maintain a distance from because of differences in values or behaviors. 
D) that a person knows he or she can never really fit into because of basic cultural differences. 
E) that a person feels is significantly above him or her in terms of socioeconomics.

In the VALS framework,each consumer segment exhibits unique media preferences.Which segment is the heaviest reader of Reader's Digest?

In the VALS framework,consumers who are receptive to new ideas and technologies and like variety in their lives are referred to as __________.

Evaluative criteria refer to

In the VALS framework,__________ groups consist of consumers motivated by physical activity,variety,and risk.

There are five stages in the consumer purchase decision process.The first stage is __________.

As a result of __________,consumers do not remember all the information they see,read,or hear,even minutes after exposure to it.

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

-According to the Colgate toothpaste ad above and the textbook,what approach did Colgate marketers use to encourage consumers to purchase its product?

VALS groups of consumers motivated by __________ are those who are guided by knowledge and principle.

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?

The five roles of individual family members in the purchase decision process are

The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware,is referred to as

BzzAgent

One evening while watching TV,your stomach growls.You see an ad for Subway.You walk to the Subway shop and buy a sandwich,which tastes great.In terms of behavioral learning,your hunger is a __________.

You have just purchased a Samsung Galaxy Tab 2 tablet device.As you head home from the store,you brood about whether your choice was right or whether you should have bought an Apple iPad after seeing an ad for it on TV.This is most likely an example of

Why would Hanes select Michael Jordan to appear in an ad campaign? How would he be a sociocultural influence on consumer behavior?

Sociocultural influences that affect the consumer purchase decision process include all of the following EXCEPT:

An aspiration group is one

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Buildign an Effective Marketing Plan

Filters

Exam 4: Understanding Consumer Behavior

In the VALS framework,each consumer segment exhibits unique media preferences.Which segment is the heaviest reader of Reader's Digest?

In the VALS framework,consumers who are receptive to new ideas and technologies and like variety in their lives are referred to as __________.

Evaluative criteria refer to

In the VALS framework,__________ groups consist of consumers motivated by physical activity,variety,and risk.

There are five stages in the consumer purchase decision process.The first stage is __________.

As a result of __________,consumers do not remember all the information they see,read,or hear,even minutes after exposure to it.

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

-According to the Colgate toothpaste ad above and the textbook,what approach did Colgate marketers use to encourage consumers to purchase its product?

VALS groups of consumers motivated by __________ are those who are guided by knowledge and principle.

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?

The five roles of individual family members in the purchase decision process are

The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware,is referred to as

BzzAgent

One evening while watching TV,your stomach growls.You see an ad for Subway.You walk to the Subway shop and buy a sandwich,which tastes great.In terms of behavioral learning,your hunger is a __________.

You have just purchased a Samsung Galaxy Tab 2 tablet device.As you head home from the store,you brood about whether your choice was right or whether you should have bought an Apple iPad after seeing an ad for it on TV.This is most likely an example of

Why would Hanes select Michael Jordan to appear in an ad campaign? How would he be a sociocultural influence on consumer behavior?

Sociocultural influences that affect the consumer purchase decision process include all of the following EXCEPT:

An aspiration group is one

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Buildign an Effective Marketing Plan

Filters