Question 1

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

Question 2

In the VALS framework,consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to.One segment of the two achievement-motivated groups,known as __________,have a busy,goal-directed lifestyle and a deep commitment to career and family.Image is important to them.

Accepted Answer

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

Question 3

Sophisticated firms have learned the marketing lesson that

Accepted Answer

A) it is a lot easier to find new customers than to retain existing ones. 
B) according to research,it is equally costly to acquire new customers as it is to retain existing ones. 
C) existing customers do not spend as much as new customers since that latter like the old products rather than the new ones new customers like. 
D) the buying experience,customer satisfaction,and retention can increase firm profits. 
E) unless a marketing promotion to retain customer loyalty can increase market share by at least 5 percent,it is not worth the expenditure. 
A) it is a lot easier to find new customers than to retain existing ones. 
B) according to research,it is equally costly to acquire new customers as it is to retain existing ones. 
C) existing customers do not spend as much as new customers since that latter like the old products rather than the new ones new customers like. 
D) the buying experience,customer satisfaction,and retention can increase firm profits. 
E) unless a marketing promotion to retain customer loyalty can increase market share by at least 5 percent,it is not worth the expenditure.

Question 4

Lifestyle refers to

Accepted Answer

A) the set of behaviors that is a result of spending one's time and money as one pleases. 
B) a mode of living that is defined by one's personal moral philosophy. 
C) the similar values,interests,and behaviors that members of society share. 
D) a self-defined identification of belonging to a lower,lower-middle,middle,upper-middle,or upper class in terms of values,attitudes,and beliefs. 
E) a mode of living that is identified by how people spend their time and resources,what they consider important in their environment,and what they think of themselves and the world around them. 
A) the set of behaviors that is a result of spending one's time and money as one pleases. 
B) a mode of living that is defined by one's personal moral philosophy. 
C) the similar values,interests,and behaviors that members of society share. 
D) a self-defined identification of belonging to a lower,lower-middle,middle,upper-middle,or upper class in terms of values,attitudes,and beliefs. 
E) a mode of living that is identified by how people spend their time and resources,what they consider important in their environment,and what they think of themselves and the world around them.

Question 5

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke.This is an example of

Accepted Answer

A) using a behavioral learning technique. 
B) reducing perceived risk. 
C) create stimulus generalization. 
D) using a cognitive learning technique. 
E) using an attitudinal learning technique. 
A) using a behavioral learning technique. 
B) reducing perceived risk. 
C) create stimulus generalization. 
D) using a cognitive learning technique. 
E) using an attitudinal learning technique.

Question 6

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

Accepted Answer

A) a negative antecedent state. 
B) perceived risk. 
C) temporal uncertainty. 
D) spatial uncertainty. 
E) dissatisfaction. 
A) a negative antecedent state. 
B) perceived risk. 
C) temporal uncertainty. 
D) spatial uncertainty. 
E) dissatisfaction.

Question 7

Spouse dominant decision-making implies that

Accepted Answer

A) the husband makes the majority of the purchase decisions. 
B) the wife makes the majority of the purchase decisions. 
C) both the husband and the wife make the purchase decisions together. 
D) the wife and the husband alternate with respect to their purchase decisions. 
E) either the husband or the wife is primarily responsible for purchase decisions. 
A) the husband makes the majority of the purchase decisions. 
B) the wife makes the majority of the purchase decisions. 
C) both the husband and the wife make the purchase decisions together. 
D) the wife and the husband alternate with respect to their purchase decisions. 
E) either the husband or the wife is primarily responsible for purchase decisions.

Question 8

An ad for Conesco's life insurance asks the question,"How do you plan on supporting your family after you pass away?" The ad shows a tombstone with a sign that offers the face of the stone as ad space.The ad is intended to appeal to which of the hierarchy of needs?

Accepted Answer

A) physiological needs 
B) safety needs 
C) social needs 
D) personal needs 
E) self-actualization needs 
A) physiological needs 
B) safety needs 
C) social needs 
D) personal needs 
E) self-actualization needs

Question 9

Rob only has 30 minutes off for lunch,so he typically goes somewhere within a block or two of his building,as is careful about what he orders.This is an example of which situational influence in the purchase decision process?

Accepted Answer

A) purchase task 
B) social surroundings 
C) physical surroundings 
D) temporal effects 
E) antecedent states 
A) purchase task 
B) social surroundings 
C) physical surroundings 
D) temporal effects 
E) antecedent states

Question 10

When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter,its strategy is to reduce a consumer's __________ and encourage purchases.

Accepted Answer

A) consumer angst 
B) cognitive dissonance 
C) perceived risk 
D) purchase anxiety 
E) consumer cynicism 
A) consumer angst 
B) cognitive dissonance 
C) perceived risk 
D) purchase anxiety 
E) consumer cynicism

Question 11

In the United States,there are two major political parties whose members disagree with each other on a variety of issues.Both Republicans and Democrats view one another as being part of 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 12

Kendall was excited to begin her new job after she graduated from college.Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?

Accepted Answer

A) a subscription to The Wall Street Journal 
B) a coffeemaker 
C) flowers to decorate her new apartment 
D) a new outfit for her first day 
E) running shoes 
A) a subscription to The Wall Street Journal 
B) a coffeemaker 
C) flowers to decorate her new apartment 
D) a new outfit for her first day 
E) running shoes

Question 13

Comparative advertising,in which one brand is compared to another,is intended to cause consumers to perceive differences between the products featured in the advertising.Marketers who use comparative advertising are trying to use __________ to make consumers believe that their products are better than competitors' offerings.

Accepted Answer

A) cognitive dissonance 
B) selective retention 
C) selective comprehension 
D) stimulus generalization 
E) stimulus discrimination 
A) cognitive dissonance 
B) selective retention 
C) selective comprehension 
D) stimulus generalization 
E) stimulus discrimination

Question 14

Which list below presents the hierarchy of needs in its correct order,beginning with the lowest level need and continuing to the highest level need?

Accepted Answer

A) personal,social,physiological,psychological,and safety 
B) physiological,safety,social,personal,and self-actualization 
C) safety,physiological,safety,self-actualization,and personal 
D) self-actualization,social,safety,physiological,and personal 
E) safety,personal,self-actualization,physiological,and social 
A) personal,social,physiological,psychological,and safety 
B) physiological,safety,social,personal,and self-actualization 
C) safety,physiological,safety,self-actualization,and personal 
D) self-actualization,social,safety,physiological,and personal 
E) safety,personal,self-actualization,physiological,and social

Question 15

The process by which an individual selects,organizes,and interprets information to create a meaningful picture of the world is referred to as __________.

Accepted Answer

A) motivation 
B) attitude formation 
C) learning 
D) perception 
E) illumination 
A) motivation 
B) attitude formation 
C) learning 
D) perception 
E) illumination

Question 16

The Ford Escape uses hybrid fuel technology to deliver more power,convenience,prestige,and fuel economy than non-hybrid cars.The attributes listed for the Ford Escape are those that consumers may consider when assessing the car.If they do,these attributes would be considered

Accepted Answer

A) hot buttons. 
B) informational alternatives. 
C) evaluative criteria. 
D) buying-decision opportunities. 
E) consumer attributes. 
A) hot buttons. 
B) informational alternatives. 
C) evaluative criteria. 
D) buying-decision opportunities. 
E) consumer attributes.

Question 17

High-involvement purchases typically have which of the following sets of characteristics?

Accepted Answer

A) The item is inexpensive,widely available,or simple to use. 
B) The item is inexpensive,very safe to use,or purchased with great frequency. 
C) The item is expensive,new to the market,or recommended by influential personal sources. 
D) The item is expensive,can have serious personal consequences,or could reflect on one's social image. 
E) The item is inexpensive,new to the market,or is used for over five years. 
A) The item is inexpensive,widely available,or simple to use. 
B) The item is inexpensive,very safe to use,or purchased with great frequency. 
C) The item is expensive,new to the market,or recommended by influential personal sources. 
D) The item is expensive,can have serious personal consequences,or could reflect on one's social image. 
E) The item is inexpensive,new to the market,or is used for over five years.

Question 18

Self-concept refers to

Accepted Answer

A) the degree to which a person is influenced by situational influences. 
B) the need for personal fulfillment. 
C) the way people see themselves and the way they believe others see them. 
D) the degree to which a person trusts his or her own judgment in a purchase situation. 
E) the way people see others. 
A) the degree to which a person is influenced by situational influences. 
B) the need for personal fulfillment. 
C) the way people see themselves and the way they believe others see them. 
D) the degree to which a person trusts his or her own judgment in a purchase situation. 
E) the way people see others.

Question 19

A consideration set refers to

Accepted Answer

A) the group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware in the product class. 
B) the group of generic brands that a consumer would reluctantly consider acceptable. 
C) the group of brands of which a consumer is aware. 
D) all possible competitive product substitutes that may satisfy a consumer's needs regardless of the product class. 
E) those product alternatives a consumer has considered,including those deemed unacceptable. 
A) the group of brands that a consumer would consider acceptable from among all the brands of which he or she is aware in the product class. 
B) the group of generic brands that a consumer would reluctantly consider acceptable. 
C) the group of brands of which a consumer is aware. 
D) all possible competitive product substitutes that may satisfy a consumer's needs regardless of the product class. 
E) those product alternatives a consumer has considered,including those deemed unacceptable.

Question 20

Kristi goes shopping with a friend and notices her friend's new duct tape wallet.She thinks of her own worn wallet and realizes she needs a new one.In which stage of the consumer purchase decision process was Kristi when she had this realization?

Accepted Answer

A) information search 
B) problem recognition 
C) purchase behavior 
D) alternative evaluation 
E) pre-purchase cognition 
A) information search 
B) problem recognition 
C) purchase behavior 
D) alternative evaluation 
E) pre-purchase cognition

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

Sophisticated firms have learned the marketing lesson that

Lifestyle refers to

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke.This is an example of

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

Spouse dominant decision-making implies that

An ad for Conesco's life insurance asks the question,"How do you plan on supporting your family after you pass away?" The ad shows a tombstone with a sign that offers the face of the stone as ad space.The ad is intended to appeal to which of the hierarchy of needs?

Rob only has 30 minutes off for lunch,so he typically goes somewhere within a block or two of his building,as is careful about what he orders.This is an example of which situational influence in the purchase decision process?

When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter,its strategy is to reduce a consumer's __________ and encourage purchases.

In the United States,there are two major political parties whose members disagree with each other on a variety of issues.Both Republicans and Democrats view one another as being part of a(n)_________ group.

Kendall was excited to begin her new job after she graduated from college.Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?

Which list below presents the hierarchy of needs in its correct order,beginning with the lowest level need and continuing to the highest level need?

The process by which an individual selects,organizes,and interprets information to create a meaningful picture of the world is referred to as __________.

The Ford Escape uses hybrid fuel technology to deliver more power,convenience,prestige,and fuel economy than non-hybrid cars.The attributes listed for the Ford Escape are those that consumers may consider when assessing the car.If they do,these attributes would be considered

High-involvement purchases typically have which of the following sets of characteristics?

Self-concept refers to

A consideration set refers to

Kristi goes shopping with a friend and notices her friend's new duct tape wallet.She thinks of her own worn wallet and realizes she needs a new one.In which stage of the consumer purchase decision process was Kristi when she had this realization?

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

Sophisticated firms have learned the marketing lesson that

Lifestyle refers to

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke.This is an example of

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

Spouse dominant decision-making implies that

An ad for Conesco's life insurance asks the question,"How do you plan on supporting your family after you pass away?" The ad shows a tombstone with a sign that offers the face of the stone as ad space.The ad is intended to appeal to which of the hierarchy of needs?

Rob only has 30 minutes off for lunch,so he typically goes somewhere within a block or two of his building,as is careful about what he orders.This is an example of which situational influence in the purchase decision process?

When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter,its strategy is to reduce a consumer's __________ and encourage purchases.

In the United States,there are two major political parties whose members disagree with each other on a variety of issues.Both Republicans and Democrats view one another as being part of a(n)_________ group.

Kendall was excited to begin her new job after she graduated from college.Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?

Which list below presents the hierarchy of needs in its correct order,beginning with the lowest level need and continuing to the highest level need?

The process by which an individual selects,organizes,and interprets information to create a meaningful picture of the world is referred to as __________.

The Ford Escape uses hybrid fuel technology to deliver more power,convenience,prestige,and fuel economy than non-hybrid cars.The attributes listed for the Ford Escape are those that consumers may consider when assessing the car.If they do,these attributes would be considered

High-involvement purchases typically have which of the following sets of characteristics?

Self-concept refers to

A consideration set refers to

Kristi goes shopping with a friend and notices her friend's new duct tape wallet.She thinks of her own worn wallet and realizes she needs a new one.In which stage of the consumer purchase decision process was Kristi when she had this realization?

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