Question 1

Which of the following statements concerning evaluative criteria is most accurate?

Accepted Answer

A) If the alternatives in a consideration set do not meet the requirements of the evaluative criteria,the entire decision process is usually discontinued. 
B) Consumers often have several criteria for evaluating a single product. 
C) Evaluative criteria represent objective rather than subjective attributes. 
D) Evaluative criteria represent subjective rather than objective attributes. 
E) Ultimately,the most important 
evaluative criterion is price. 
A) If the alternatives in a consideration set do not meet the requirements of the evaluative criteria,the entire decision process is usually discontinued. 
B) Consumers often have several criteria for evaluating a single product. 
C) Evaluative criteria represent objective rather than subjective attributes. 
D) Evaluative criteria represent subjective rather than objective attributes. 
E) Ultimately,the most important 
evaluative criterion is price.

Question 2

A filtering of exposure,comprehension,and retention is called __________.

Accepted Answer

A) selective attention 
B) selective perception 
C) selective intuition 
D) selective retention 
E) stimulus discrimination 
A) selective attention 
B) selective perception 
C) selective intuition 
D) selective retention 
E) stimulus discrimination

Question 3

Jennifer usually worked long hours at her job in financial services,so her husband Ari,an amateur chef,prepared most of the meals for the family.As an anniversary gift,Jennifer bought Ari a top-of-the-line professional cook top and range.Ari's primary role in this process was that of __________.

Accepted Answer

A) information gatherer 
B) influencer 
C) purchaser 
D) decision maker 
E) user 
A) information gatherer 
B) influencer 
C) purchaser 
D) decision maker 
E) user

Question 4

In __________,consumers typically seek some information about just a few options,and may rely on a friend to help them evaluate alternatives.

Accepted Answer

A) limited problem solving 
B) extended problem solving 
C) short-term problem solving 
D) routine problem solving 
E) relational problem solving 
A) limited problem solving 
B) extended problem solving 
C) short-term problem solving 
D) routine problem solving 
E) relational problem solving

Question 5

Various product-rating organizations such as government agencies and TV "consumer programs" are called

Accepted Answer

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

Question 6

Subliminal perception refers to

Accepted Answer

A) the process of seeing or hearing messages without being aware of them. 
B) a person's innate ability to read non-verbal cues such as body language and facial expressions. 
C) the ability of a person to understand the allegorical meanings behind words,sentences,or paragraphs communicated in writing or speech. 
D) the process of being brainwashed to the point of acting in a way that is contrary to or inconsistent with ones normal behavior. 
E) the inability of a person to fully understand what is being said through a lack of background knowledge or experience. 
A) the process of seeing or hearing messages without being aware of them. 
B) a person's innate ability to read non-verbal cues such as body language and facial expressions. 
C) the ability of a person to understand the allegorical meanings behind words,sentences,or paragraphs communicated in writing or speech. 
D) the process of being brainwashed to the point of acting in a way that is contrary to or inconsistent with ones normal behavior. 
E) the inability of a person to fully understand what is being said through a lack of background knowledge or experience.

Question 7

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

Question 8

In which stage in the consumer purchase decision process would a consumer ask,"How much can I afford to spend on a new 3D LED HDTV?"

Accepted Answer

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

Question 9

__________ is a VALS group that is composed of successful,sophisticated,take-charge people with high self-esteem and abundant resources.

Accepted Answer

A) Actualizers 
B) Thinkers 
C) Achievers 
D) Believers 
E) Innovators 
A) Actualizers 
B) Thinkers 
C) Achievers 
D) Believers 
E) Innovators

Question 10

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's __________ in order to attract them as potential residents and/or part of its workforce.

Accepted Answer

A) self-concept 
B) self-evaluation 
C) self-actualization 
D) individualized perception 
E) personal perception 
A) self-concept 
B) self-evaluation 
C) self-actualization 
D) individualized perception 
E) personal perception

Question 11

A favorable attitude toward and consistent purchase of a single brand over time is referred to as

Accepted Answer

A) stimulus generalization. 
B) attitudinal discrimination. 
C) brand loyalty. 
D) behavioral loyalty. 
E) consumer allegiance. 
A) stimulus generalization. 
B) attitudinal discrimination. 
C) brand loyalty. 
D) behavioral loyalty. 
E) consumer allegiance.

Question 12

A reference group that a person wishes to be a member of or wishes to be associated with is referred to as a(n)__________ group.

Accepted Answer

A) preference 
B) membership 
C) aspiration 
D) assimilation 
E) integrated 
A) preference 
B) membership 
C) aspiration 
D) assimilation 
E) integrated

Question 13

Many automobile dealerships employ a non-negotiable or "no haggle" price strategy to sell their cars.A customer who wants to buy a new or used car would pay the posted price.These dealers probably adopted this pricing policy because

Accepted Answer

A) the industry was discussing the abandonment of self-regulation practices. 
B) women have an intense dislike of price negotiation,yet still want to buy a car. 
C) many recent immigrants into the United States were not accustomed to negotiation. 
D) women distrust men in general and car salesmen in particular. 
E) a sluggish economy guaranteed that negotiations would produce a less than adequate return on investment. 
A) the industry was discussing the abandonment of self-regulation practices. 
B) women have an intense dislike of price negotiation,yet still want to buy a car. 
C) many recent immigrants into the United States were not accustomed to negotiation. 
D) women distrust men in general and car salesmen in particular. 
E) a sluggish economy guaranteed that negotiations would produce a less than adequate return on investment.

Question 14

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. 
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.

Question 15

Relatives and friends whom the consumer trusts are known as __________ of external information.

Accepted Answer

A) relational sources 
B) marketer-dominated sources 
C) personal sources 
D) stakeholder sources 
E) public sources 
A) relational sources 
B) marketer-dominated sources 
C) personal sources 
D) stakeholder sources 
E) public sources

Question 16

Josh told his father that the family needed a new computer,so his dad asked him to look into the latest products and their prices.Josh's mom asked that the new computer have an ergonomic keyboard because she was having some wrist problems.Josh's sister,Ann,wanted the new computer have a lot of memory for her video editing.With all of the information,Josh's dad picked out a Dell and ordered it.Which of the following sentences best describes the roles each family member played in making this decision?

Accepted Answer

A) Josh's mother and Ann acted as information gatherers,users,and decision makers. 
B) Josh took on all the roles except that of purchaser. 
C) Josh's father took on all of the roles. 
D) Ann acted as a user and an influencer. 
E) Josh's mother acted as an information gatherer,a user,an influencer,and a gatekeeper. 
A) Josh's mother and Ann acted as information gatherers,users,and decision makers. 
B) Josh took on all the roles except that of purchaser. 
C) Josh's father took on all of the roles. 
D) Ann acted as a user and an influencer. 
E) Josh's mother acted as an information gatherer,a user,an influencer,and a gatekeeper.

Question 17

An example of a public source of information consulted during an external search would include

Accepted Answer

A) advertising. 
B) relatives. 
C) salespeople. 
D) product-rating organizations. 
E) friends. 
A) advertising. 
B) relatives. 
C) salespeople. 
D) product-rating organizations. 
E) friends.

Question 18

Emily wants to purchase a new computer.She is unsure about what hardware and software she will need.As a result,she has begun asking for advice from friends and relatives.In addition,she has talked to several computer salespeople at Apple and Best Buy and has looked at some websites,such as HP and Dell.Emily is engaging in

Accepted Answer

A) problem recognition. 
B) an internal search. 
C) an external search. 
D) a purchase task. 
E) the creation of an antecedent state. 
A) problem recognition. 
B) an internal search. 
C) an external search. 
D) a purchase task. 
E) the creation of an antecedent state.

Question 19

You need to buy a gift for a young cousin's birthday.You go to the mall and see a girl wearing a Hello Kitty t-shirt.You remember there is a store in the mall with a lot of Hello Kitty merchandise so you go there and buy a little backpack.When you give it to your cousin,she is very excited.In terms of behavioral learning,your purchase at the Hello Kitty store was a __________.

Accepted Answer

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

Question 20

When purchasing a computer,factors a consumer considers prior to purchase are called __________,which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.

Accepted Answer

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

Which of the following statements concerning evaluative criteria is most accurate?

A filtering of exposure,comprehension,and retention is called __________.

Jennifer usually worked long hours at her job in financial services,so her husband Ari,an amateur chef,prepared most of the meals for the family.As an anniversary gift,Jennifer bought Ari a top-of-the-line professional cook top and range.Ari's primary role in this process was that of __________.

In __________,consumers typically seek some information about just a few options,and may rely on a friend to help them evaluate alternatives.

Various product-rating organizations such as government agencies and TV "consumer programs" are called

Subliminal perception refers to

What percentage of adults is considered to be opinion leaders?

In which stage in the consumer purchase decision process would a consumer ask,"How much can I afford to spend on a new 3D LED HDTV?"

__________ is a VALS group that is composed of successful,sophisticated,take-charge people with high self-esteem and abundant resources.

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's __________ in order to attract them as potential residents and/or part of its workforce.

A favorable attitude toward and consistent purchase of a single brand over time is referred to as

A reference group that a person wishes to be a member of or wishes to be associated with is referred to as a(n)__________ group.

Many automobile dealerships employ a non-negotiable or "no haggle" price strategy to sell their cars.A customer who wants to buy a new or used car would pay the posted price.These dealers probably adopted this pricing policy because

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

Relatives and friends whom the consumer trusts are known as __________ of external information.

An example of a public source of information consulted during an external search would include

When purchasing a computer,factors a consumer considers prior to purchase are called __________,which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.

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

Which of the following statements concerning evaluative criteria is most accurate?

A filtering of exposure,comprehension,and retention is called __________.

Jennifer usually worked long hours at her job in financial services,so her husband Ari,an amateur chef,prepared most of the meals for the family.As an anniversary gift,Jennifer bought Ari a top-of-the-line professional cook top and range.Ari's primary role in this process was that of __________.

In __________,consumers typically seek some information about just a few options,and may rely on a friend to help them evaluate alternatives.

Various product-rating organizations such as government agencies and TV "consumer programs" are called

Subliminal perception refers to

What percentage of adults is considered to be opinion leaders?

In which stage in the consumer purchase decision process would a consumer ask,"How much can I afford to spend on a new 3D LED HDTV?"

__________ is a VALS group that is composed of successful,sophisticated,take-charge people with high self-esteem and abundant resources.

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's __________ in order to attract them as potential residents and/or part of its workforce.

A favorable attitude toward and consistent purchase of a single brand over time is referred to as

A reference group that a person wishes to be a member of or wishes to be associated with is referred to as a(n)__________ group.

Many automobile dealerships employ a non-negotiable or "no haggle" price strategy to sell their cars.A customer who wants to buy a new or used car would pay the posted price.These dealers probably adopted this pricing policy because

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

Relatives and friends whom the consumer trusts are known as __________ of external information.

An example of a public source of information consulted during an external search would include

When purchasing a computer,factors a consumer considers prior to purchase are called __________,which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.

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