Question 1

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 2

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?

Accepted Answer

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

Question 3

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 4

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 5

Figure 4-5
-In Figure 4-5, 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 6

In the Maslow hierarchy of needs, the most basic needs are physiological, followed by safety, social, and personal. What category of needs is at the highest level?

Accepted Answer

A)  intellectual needs 
B)  emotional needs 
C)  elf-actualization needs 
D)  religious needs 
E)  psychological needs 
A)  intellectual needs 
B)  emotional needs 
C)  elf-actualization needs 
D)  religious needs 
E)  psychological needs

Question 7

The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and decide on their purchases with far less thought than they otherwise would. This situation is most closely related to which of the following situational influences?

Accepted Answer

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

Question 8

An external search for product information is likely to occur when

Accepted Answer

A)  the cost of gathering information is low. 
B)  review of past experience provides adequate information. 
C)  the risk of making a wrong purchase decision is low. 
D)  the item is frequently purchased. 
E)  the item is for personal use rather than for professional use. 
A)  the cost of gathering information is low. 
B)  review of past experience provides adequate information. 
C)  the risk of making a wrong purchase decision is low. 
D)  the item is frequently purchased. 
E)  the item is for personal use rather than for professional use.

Question 9

Perceived risk is

Accepted Answer

A)  an unmerited fear of being taken advantage of in an exchange situation. 
B)  the feeling of postpurchase psychological tension or anxiety that consumers may experience when faced with two or more highly attractive alternatives. 
C)  the degree to which a seller is willing to make an exchange based upon a customer's creditworthiness. 
D)  the personal, social, and economic significance of the purchase to the consumer. 
E)  the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences. 
A)  an unmerited fear of being taken advantage of in an exchange situation. 
B)  the feeling of postpurchase psychological tension or anxiety that consumers may experience when faced with two or more highly attractive alternatives. 
C)  the degree to which a seller is willing to make an exchange based upon a customer's creditworthiness. 
D)  the personal, social, and economic significance of the purchase to the consumer. 
E)  the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences.

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

In terms of consumer behavior, involvement refers to

Accepted Answer

A)  the external influences that affect a consumer's purchase. 
B)  the personal, social, and economic significance of the purchase to the consumer. 
C)  the level of difficulty involved in making a purchase. 
D)  the total number of people involved in the actual exchange process. 
E)  the time, energy, and personal investment that will be required to use a product. 
A)  the external influences that affect a consumer's purchase. 
B)  the personal, social, and economic significance of the purchase to the consumer. 
C)  the level of difficulty involved in making a purchase. 
D)  the total number of people involved in the actual exchange process. 
E)  the time, energy, and personal investment that will be required to use a product.

Question 12

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

Question 13

Which list below presents the Maslow hierarchy of needs in its correct order, beginning with the lowest level need and moving up 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 14

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 higher resources and use "ought" and "should" benchmarks for social conduct.

Accepted Answer

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

Question 15

The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor. This is an example of

Accepted Answer

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

Question 16

Staying at a luxury hotel would satisfy needs at what two levels of the Maslow hierarchy?

Accepted Answer

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

Question 17

Danilo has decided to purchase a new video game console, not having owned one before. He calls his gamer friends for recommendations about alternative brands and options. He has few concerns about the purchase but wants a quick rundown of the most important aspects to consider. In making his decision, Danilo seems likely to engage in which of the following problem solving variations?

Accepted Answer

A)  limited problem solving 
B)  extended problem solving 
C)  routine problem solving 
D)  alternative problem solving 
E)  integrated problem solving 
A)  limited problem solving 
B)  extended problem solving 
C)  routine problem solving 
D)  alternative problem solving 
E)  integrated problem solving

Question 18

Situational influences refer to

Accepted Answer

A)  the 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 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 19

Chanel No. 5 fragrances would satisfy needs at what level of the Maslow hierarchy of needs?

Accepted Answer

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

Question 20

Research shows that consumer socialization with respect to brand preferences is evidenced among children

Accepted Answer

A)  at the age of 2. 
B)  by the age of 5 when their cognitive skills have developed to understand the concept of money. 
C)  by the age of 13 when they become teenagers, when they can understand the responsibility involved in saving money to be able to consume products and services. 
D)  around the age of 18 when they become college students, living outside their parents' home for the first time and being responsible for their purchase decisions. 
E)  at any time, though most people change their brand preferences many times during their lifetimes. 
A)  at the age of 2. 
B)  by the age of 5 when their cognitive skills have developed to understand the concept of money. 
C)  by the age of 13 when they become teenagers, when they can understand the responsibility involved in saving money to be able to consume products and services. 
D)  around the age of 18 when they become college students, living outside their parents' home for the first time and being responsible for their purchase decisions. 
E)  at any time, though most people change their brand preferences many times during their lifetimes.

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

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?

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

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

Figure 4-5 -In Figure 4-5, A represents the ________ influences that can affect the consumer purchase decision process.

In the Maslow hierarchy of needs, the most basic needs are physiological, followed by safety, social, and personal. What category of needs is at the highest level?

The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and decide on their purchases with far less thought than they otherwise would. This situation is most closely related to which of the following situational influences?

An external search for product information is likely to occur when

Perceived risk is

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

In terms of consumer behavior, involvement refers to

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?

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

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 higher resources and use "ought" and "should" benchmarks for social conduct.

The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor. This is an example of

Staying at a luxury hotel would satisfy needs at what two levels of the Maslow hierarchy?

Situational influences refer to

Chanel No. 5 fragrances would satisfy needs at what level of the Maslow hierarchy of needs?

Research shows that consumer socialization with respect to brand preferences is evidenced among children

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding 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

Implementing Interactive and Multichannel Marketing

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

Filters

Exam 4: Understanding Consumer Behavior

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

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?

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

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

Figure 4-5 -In Figure 4-5, A represents the ________ influences that can affect the consumer purchase decision process.

In the Maslow hierarchy of needs, the most basic needs are physiological, followed by safety, social, and personal. What category of needs is at the highest level?

The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and decide on their purchases with far less thought than they otherwise would. This situation is most closely related to which of the following situational influences?

An external search for product information is likely to occur when

Perceived risk is

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

In terms of consumer behavior, involvement refers to

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?

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

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 higher resources and use "ought" and "should" benchmarks for social conduct.

The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor. This is an example of

Staying at a luxury hotel would satisfy needs at what two levels of the Maslow hierarchy?

Situational influences refer to

Chanel No. 5 fragrances would satisfy needs at what level of the Maslow hierarchy of needs?

Research shows that consumer socialization with respect to brand preferences is evidenced among children

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding 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

Implementing Interactive and Multichannel Marketing

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

Filters