Question 1

Brand loyalty is

Accepted Answer

A)  the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. 
B)  a favorable attitude toward and consistent purchase of a single brand over time. 
C)  a formalized agreement of a vendor to carry one brand over another because it views the quality of that brand to be superior to all others. 
D)  the willingness of consumers to try a new brand in a brand line based upon their satisfaction with other brands in the line. 
E)  the faith that other products manufactured by the same company with the same brand name will be of the same quality. 
A)  the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. 
B)  a favorable attitude toward and consistent purchase of a single brand over time. 
C)  a formalized agreement of a vendor to carry one brand over another because it views the quality of that brand to be superior to all others. 
D)  the willingness of consumers to try a new brand in a brand line based upon their satisfaction with other brands in the line. 
E)  the faith that other products manufactured by the same company with the same brand name will be of the same quality.

Question 2

Customer satisfaction is an important focus for marketers because

Accepted Answer

A)  marketing research is an expensive proposition; the fewer times it needs to be done, the better off the company is. 
B)  the financial value of a satisfied, loyal customer over time can be significant. 
C)  consumers are unable to assess it by themselves. 
D)  attracting new customers is easier than keeping old ones. 
E)  a 50 percent increase in customer retention can increase a company's profits by 5 percent. 
A)  marketing research is an expensive proposition; the fewer times it needs to be done, the better off the company is. 
B)  the financial value of a satisfied, loyal customer over time can be significant. 
C)  consumers are unable to assess it by themselves. 
D)  attracting new customers is easier than keeping old ones. 
E)  a 50 percent increase in customer retention can increase a company's profits by 5 percent.

Question 3

Figure 5-6
-According to Figure 5-6 above, E defines what level in the Maslow hierarchy of needs?

Accepted Answer

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

Question 4

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

Accepted Answer

A)  information search. 
B)  purchase decision. 
C)  alternative evaluation. 
D)  postpurchase behavior. 
E)  problem resolution. 
A)  information search. 
B)  purchase decision. 
C)  alternative evaluation. 
D)  postpurchase behavior. 
E)  problem resolution.

Question 5

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 6

Louie is selecting a bottle of wine and passes up his usual choice for a more expensive one since he is taking it to a dinner party later that day. This is an example of which situational influence?

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 7

Carrying and using a high-end credit card like an American Express Centurion Card would satisfy needs at what level in the Maslow hierarchy of needs?

Accepted Answer

A)  physiological 
B)  personal 
C)  interaction 
D)  social 
E)  psychological 
A)  physiological 
B)  personal 
C)  interaction 
D)  social 
E)  psychological

Question 8

Consumers can learn through thinking, reasoning, and mental problem solving without direct experience, which is called

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 9

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

Accepted Answer

A)  There is no real diversity among Asian American subcultures. 
B)  Assimilated Asian Americans exhibit buying patterns that are very different from the typical American consumer. 
C)  Asian Americans spend more on technology and travel than any other subculture. 
D)  The Asian American subculture is the most entrepreneurial in the United States. 
E)  Consumer research on Asian Americans suggests individuals and families divide into three groups: assimilated, transitional, and recent immigrants. 
A)  There is no real diversity among Asian American subcultures. 
B)  Assimilated Asian Americans exhibit buying patterns that are very different from the typical American consumer. 
C)  Asian Americans spend more on technology and travel than any other subculture. 
D)  The Asian American subculture is the most entrepreneurial in the United States. 
E)  Consumer research on Asian Americans suggests individuals and families divide into three groups: assimilated, transitional, and recent immigrants.

Question 10

The ________, a married couple with children younger than 18 years, constitutes just 20 percent of all U.S. households.

Accepted Answer

A)  traditional family 
B)  typical household unit 
C)  socialized household 
D)  family stage 
E)  idealized family unit 
A)  traditional family 
B)  typical household unit 
C)  socialized household 
D)  family stage 
E)  idealized family unit

Question 11

The second stage in the consumer purchase decision process involves gathering facts about possible choices, and may include internal and external sources. What is this stage called?

Accepted Answer

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

Question 12

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

Accepted Answer

A)  Assimilated Asian Americans have very different buying patterns from a typical U.S. consumer. 
B)  The diversity of the Asian subculture is so great that generalizations about buying patterns of this group are difficult to make. 
C)  The Asian American subculture is growing very slowly in the United States. 
D)  Asian Americans are the least educated racial/ethnic subculture in the United States. 
E)  Assimilated Asian Americans are unlikely to hold professional or managerial positions in the United States. 
A)  Assimilated Asian Americans have very different buying patterns from a typical U.S. consumer. 
B)  The diversity of the Asian subculture is so great that generalizations about buying patterns of this group are difficult to make. 
C)  The Asian American subculture is growing very slowly in the United States. 
D)  Asian Americans are the least educated racial/ethnic subculture in the United States. 
E)  Assimilated Asian Americans are unlikely to hold professional or managerial positions in the United States.

Question 13

Which of the following statements about brand loyalty is most accurate?

Accepted Answer

A)  Learning has little effect on brand loyalty because most habits are instinctual. 
B)  Brand loyalty increases the perceived risk associated with impulse purchases. 
C)  The incidence of brand loyalty is steadily rising in North America. 
D)  Brand loyalty results from the positive reinforcement of previous actions. 
E)  The best way to enhance brand loyalty is to brand all new products with the same brand name. 
A)  Learning has little effect on brand loyalty because most habits are instinctual. 
B)  Brand loyalty increases the perceived risk associated with impulse purchases. 
C)  The incidence of brand loyalty is steadily rising in North America. 
D)  Brand loyalty results from the positive reinforcement of previous actions. 
E)  The best way to enhance brand loyalty is to brand all new products with the same brand name.

Question 14

The specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use is referred to as

Accepted Answer

A)  a brand community. 
B)  VALS. 
C)  an opinion leader. 
D)  a social class. 
E)  a buzz group. 
A)  a brand community. 
B)  VALS. 
C)  an opinion leader. 
D)  a social class. 
E)  a buzz group.

Question 15

Name the five situational influences that affect the consumer purchase decision process.

Accepted Answer

Situational influences include

Question 16

Popularity created by consumer word of mouth is called

Accepted Answer

A)  hype. 
B)  buzz. 
C)  propaganda. 
D)  tweet. 
E)  spin. 
A)  hype. 
B)  buzz. 
C)  propaganda. 
D)  tweet. 
E)  spin.

Question 17

Ruth, who has no children, wants to buy a special baby gift for her best friend's baby shower, which is this evening. Since she won't have any time between work and the baby shower, she must go today during her lunch break. She is planning on taking her sister with her to help make the selection. Ruth knows she will be ready to buy every baby-oriented product she sees because she wishes that she too was having a baby. Identify each of the situational influences that are described in this scenario. Which situational influence was not described?

Accepted Answer

The purchase of a special baby gift for

Question 18

The energizing force that stimulates behavior to satisfy a need is referred to as

Accepted Answer

A)  a personality. 
B)  an antecedent state. 
C)  a motivation. 
D)  cognitive dissonance. 
E)  perception. 
A)  a personality. 
B)  an antecedent state. 
C)  a motivation. 
D)  cognitive dissonance. 
E)  perception.

Question 19

The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, are referred to as

Accepted Answer

A)  purchase intentions. 
B)  market research. 
C)  consumer behavior. 
D)  consumer conduct. 
E)  purchase protocols. 
A)  purchase intentions. 
B)  market research. 
C)  consumer behavior. 
D)  consumer conduct. 
E)  purchase protocols.

Question 20

Nicole gives her young daughter Kelli an allowance of $5 a week. Sometimes, Nicole takes Kelli shopping. But if Kelli wants something that costs more than she has saved, Nicole reminds her she needs to keep saving. When Kelli is finally able to purchase a special, more expensive item, she is allowed to pay for it herself, including bringing the product to the salesclerk to complete the purchase. In this way, Nicole encourages the development of Kelli's

Accepted Answer

A)  consumer assimilation. 
B)  consumer acculturation. 
C)  purchasing socialization. 
D)  consumer socialization. 
E)  purchasing enculturation. 
A)  consumer assimilation. 
B)  consumer acculturation. 
C)  purchasing socialization. 
D)  consumer socialization. 
E)  purchasing enculturation.

Exam 5: Understanding Consumer Behavior

Brand loyalty is

Customer satisfaction is an important focus for marketers because

Figure 5-6 -According to Figure 5-6 above, E defines what level in the Maslow hierarchy of needs?

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

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

Louie is selecting a bottle of wine and passes up his usual choice for a more expensive one since he is taking it to a dinner party later that day. This is an example of which situational influence?

Carrying and using a high-end credit card like an American Express Centurion Card would satisfy needs at what level in the Maslow hierarchy of needs?

Consumers can learn through thinking, reasoning, and mental problem solving without direct experience, which is called

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

The ________, a married couple with children younger than 18 years, constitutes just 20 percent of all U.S. households.

The second stage in the consumer purchase decision process involves gathering facts about possible choices, and may include internal and external sources. What is this stage called?

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

Which of the following statements about brand loyalty is most accurate?

The specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use is referred to as

Name the five situational influences that affect the consumer purchase decision process.

Popularity created by consumer word of mouth is called

The energizing force that stimulates behavior to satisfy a need is referred to as

The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, are referred to as

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

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