Question 1

In the Maslow hierarchy of needs, ________ needs involve self-preservation as well as physical and financial well-being.

Accepted Answer

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

Question 2

Why would Proactiv, an acne treatment company, select beauty mogul Kendall Jenner to appear in an ad campaign? What kind of influence could she have on consumer behavior?

Accepted Answer

A consumer's purchases are often influen

Question 3

Which of the following is a strategy for a market leader (rather than a market challenger) when marketing a low-involvement product?

Accepted Answer

A)  Use sales promotion such as free samples, coupons, and rebates to encourage trial of the brand. 
B)  Link the brand attributes with high-involvement issues. 
C)  Use Internet search engines such as Google to assist buyers. 
D)  Use advertising messages that focus on getting the brand into a consumer's consideration set. 
E)  Use repetitive advertising messages that reinforce a consumer's knowledge or assure buyers they made the right choice. 
A)  Use sales promotion such as free samples, coupons, and rebates to encourage trial of the brand. 
B)  Link the brand attributes with high-involvement issues. 
C)  Use Internet search engines such as Google to assist buyers. 
D)  Use advertising messages that focus on getting the brand into a consumer's consideration set. 
E)  Use repetitive advertising messages that reinforce a consumer's knowledge or assure buyers they made the right choice.

Question 4

Personal fulfillment in the Maslow hierarchy of needs is an example of the highest-order needs referred to as

Accepted Answer

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

Question 5

The VALS framework segments consumers based on

Accepted Answer

A)  their primary motivation for buying products and their resources. 
B)  their demographics. 
C)  their product usage, age, and gender. 
D)  where they live. 
E)  their media usage and their demographics. 
A)  their primary motivation for buying products and their resources. 
B)  their demographics. 
C)  their product usage, age, and gender. 
D)  where they live. 
E)  their media usage and their demographics.

Question 6

Shelter in the Maslow hierarchy of needs is an example of a ________ need.

Accepted Answer

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

Question 7

Situational influences refer to

Accepted Answer

A)  the five aspects of the purchase situation that impact the consumer purchase decision process: purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states. 
B)  the temporary impediments to a consumer's purchase decision. 
C)  psychological concepts that are useful for interpreting buying processes and directing marketing efforts. 
D)  the feelings of postpurchase anxiety that can arise from a number of different factors including social surroundings, physical surroundings, psychological effects, and precedent states. 
E)  both the objective and subjective attributes a consumer uses to compare different products and brands. 
A)  the five aspects of the purchase situation that impact the consumer purchase decision process: purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states. 
B)  the temporary impediments to a consumer's purchase decision. 
C)  psychological concepts that are useful for interpreting buying processes and directing marketing efforts. 
D)  the feelings of postpurchase anxiety that can arise from a number of different factors including social surroundings, physical surroundings, psychological effects, and precedent states. 
E)  both the objective and subjective attributes a consumer uses to compare different products and brands.

Question 8

Why is learning important to marketing?

Accepted Answer

Learning is important to marketing becau

Question 9

A consideration set refers to

Accepted Answer

A)  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. 
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 a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. 
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 10

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

Accepted Answer

A)  Hispanics don't consider advertising a credible source of product information. 
B)  Hispanic communities are spread across the entire country and therefore are difficult to target. 
C)  The Hispanic subculture is diverse. 
D)  Hispanics prefer imports to American-made products; they tend to be ethnocentric in their product preferences. 
E)  Assimilation is valued and the Hispanic community finds cultural target marketing offensive. 
A)  Hispanics don't consider advertising a credible source of product information. 
B)  Hispanic communities are spread across the entire country and therefore are difficult to target. 
C)  The Hispanic subculture is diverse. 
D)  Hispanics prefer imports to American-made products; they tend to be ethnocentric in their product preferences. 
E)  Assimilation is valued and the Hispanic community finds cultural target marketing offensive.

Question 11

Consumer touchpoints are

Accepted Answer

A)  a shopper's emotion-based motivations which if triggered will spur a purchase. 
B)  situations in which a consumer is physically in contact with a product, such as during trial in a store or at home. 
C)  a marketer's product, service, or brand contacts with a consumer from start-to-finish in the purchase decision process. 
D)  a visual representation of a brand's offerings and how they align with various target markets. 
E)  measures of a consumer's attraction to a product or brand throughout the consumer decision process. 
A)  a shopper's emotion-based motivations which if triggered will spur a purchase. 
B)  situations in which a consumer is physically in contact with a product, such as during trial in a store or at home. 
C)  a marketer's product, service, or brand contacts with a consumer from start-to-finish in the purchase decision process. 
D)  a visual representation of a brand's offerings and how they align with various target markets. 
E)  measures of a consumer's attraction to a product or brand throughout the consumer decision process.

Question 12

Consumers' ability to perceive taste differences in chocolate bars is an example of

Accepted Answer

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

Question 13

In behavioral learning, a need that moves an individual to action is

Accepted Answer

A)  a drive. 
B)  a cue. 
C)  an attitude. 
D)  a response. 
E)  a reinforcement. 
A)  a drive. 
B)  a cue. 
C)  an attitude. 
D)  a response. 
E)  a reinforcement.

Question 14

Prexa was offended by the brand name of a new product for women. She believed the name of the product was demeaning and that it reflected a negative attitude of the manufacturer toward women in general. Although this may simply be the result of ________ because Prexa is a women's rights advocate, if other women interpreted the name choice the same way, it is likely this product would 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 15

The purchase of bottled sparkling water is a low-involvement purchase. How can a market leader such as 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 competition. 
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 competition.

Question 16

Figure 5-5
-In Figure 5-5 above, A represents the ________ influences that can affect the consumer purchase decision process.

Accepted Answer

A)  economic 
B)  situational 
C)  psychological 
D)  sociocultural 
E)  marketing mix 
A)  economic 
B)  situational 
C)  psychological 
D)  sociocultural 
E)  marketing mix

Question 17

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American ________ in the United States.

Accepted Answer

A)  agricultural trends 
B)  influence 
C)  entrepreneurialism 
D)  subculture 
E)  assimilation 
A)  agricultural trends 
B)  influence 
C)  entrepreneurialism 
D)  subculture 
E)  assimilation

Question 18

A brand community is a specialized form of the ________ reference group.

Accepted Answer

A)  dissociative 
B)  aspiration 
C)  associative 
D)  VALS 
E)  social class 
A)  dissociative 
B)  aspiration 
C)  associative 
D)  VALS 
E)  social class

Question 19

A reference group to which a person actually belongs is referred to as ________ group.

Accepted Answer

A)  a primary 
B)  an associative 
C)  an aspiration 
D)  a dissociative 
E)  an integrated 
A)  a primary 
B)  an associative 
C)  an aspiration 
D)  a dissociative 
E)  an integrated

Question 20

Public sources of information for an external information search during the purchase decision process include which of these?

Accepted Answer

A)  advertisements 
B)  sales personnel 
C)  friends and relatives 
D)  government agencies 
E)  point-of-purchase displays 
A)  advertisements 
B)  sales personnel 
C)  friends and relatives 
D)  government agencies 
E)  point-of-purchase displays

Exam 5: Understanding Consumer Behavior

In the Maslow hierarchy of needs, ________ needs involve self-preservation as well as physical and financial well-being.

Why would Proactiv, an acne treatment company, select beauty mogul Kendall Jenner to appear in an ad campaign? What kind of influence could she have on consumer behavior?

Which of the following is a strategy for a market leader (rather than a market challenger) when marketing a low-involvement product?

Personal fulfillment in the Maslow hierarchy of needs is an example of the highest-order needs referred to as

The VALS framework segments consumers based on

Shelter in the Maslow hierarchy of needs is an example of a ________ need.

Situational influences refer to

Why is learning important to marketing?

A consideration set refers to

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

Consumer touchpoints are

Consumers' ability to perceive taste differences in chocolate bars is an example of

In behavioral learning, a need that moves an individual to action is

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

Figure 5-5 -In Figure 5-5 above, A represents the ________ influences that can affect the consumer purchase decision process.

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American ________ in the United States.

A brand community is a specialized form of the ________ reference group.

A reference group to which a person actually belongs is referred to as ________ group.

Public sources of information for an external information search during the purchase decision process include which of these?

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

Filters