Question 1

Both in terms of population and spending power, which of the following is the largest racial/ethnic subculture in the United States?

Accepted Answer

A)  Asian Americans 
B)  Hispanics 
C)  Caucasians 
D)  African Americans 
E)  Native Americans 
A)  Asian Americans 
B)  Hispanics 
C)  Caucasians 
D)  African Americans 
E)  Native Americans

Question 2

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 3

When Maricela looked in her closet and said, "I don't have anything to wear to the party this weekend," she seems to be in which stage of the consumer purchase decision process?

Accepted Answer

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

Question 4

The annual market size for products bought by or for preteens and teenagers is about

Accepted Answer

A)  $2 billion. 
B)  $20 billion. 
C)  $100 billion. 
D)  $200 billion. 
E)  $900 billion. 
A)  $2 billion. 
B)  $20 billion. 
C)  $100 billion. 
D)  $200 billion. 
E)  $900 billion.

Question 5

An aspiration group is one

Accepted Answer

A)  to which a person belongs and wishes to continue with. 
B)  that a person wishes to be a member of or wishes to be identified with. 
C)  that a person wishes to maintain a distance from because of differences in values or behaviors. 
D)  that a person knows he or she can never really fit into because of basic cultural differences. 
E)  that a person feels is significantly above him or her in terms of socioeconomics. 
A)  to which a person belongs and wishes to continue with. 
B)  that a person wishes to be a member of or wishes to be identified with. 
C)  that a person wishes to maintain a distance from because of differences in values or behaviors. 
D)  that a person knows he or she can never really fit into because of basic cultural differences. 
E)  that a person feels is significantly above him or her in terms of socioeconomics.

Question 6

Carlos plans to go for a run after his classes are over. As he is getting dressed, he notices that one of the seams is unraveling in his favorite shorts, and he thinks it is about time for ones. In which stage of the consumer purchase decision process is Carlos at that moment?

Accepted Answer

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

Question 7

Satisfaction or dissatisfaction during ________ most strongly influences consumer communications and repeat-purchase behavior.

Accepted Answer

A)  consideration set assessment 
B)  prepurchase behavior 
C)  evaluative criteria selection 
D)  the postpurchase stage 
E)  information search 
A)  consideration set assessment 
B)  prepurchase behavior 
C)  evaluative criteria selection 
D)  the postpurchase stage 
E)  information search

Question 8

You will be graduating soon and have been offered what you consider the job of your dreams. The new position, however, requires some traveling so you will need a car. You currently do not have one. What decision process will you go through to purchase an automobile?

Accepted Answer

This purchase would require five purchas

Question 9

The VALS system seeks to explain why and how consumers make purchase decisions. Consumers motivated by ideals are guided by knowledge and principle. Explain the difference between Thinkers and Believers.

Accepted Answer

Thinkers and Believers are the two group

Question 10

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as

Accepted Answer

A)  action-oriented consumers. 
B)  spokespersons. 
C)  opinion leaders. 
D)  social classes. 
E)  reference groups. 
A)  action-oriented consumers. 
B)  spokespersons. 
C)  opinion leaders. 
D)  social classes. 
E)  reference groups.

Question 11

The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as

Accepted Answer

A)  selective retention. 
B)  selective comprehension. 
C)  selective exposure. 
D)  selective perception. 
E)  stimulus discrimination. 
A)  selective retention. 
B)  selective comprehension. 
C)  selective exposure. 
D)  selective perception. 
E)  stimulus discrimination.

Question 12

Retailers can reduce problems associated with selective retention by

Accepted Answer

A)  hiring well-known celebrities to sponsor their products. 
B)  adding more end-aisle and other point-of-purchase displays throughout the store. 
C)  providing brochures for consumers to take home. 
D)  adopting advertising campaigns that use bright colors and a new selection of popular background music. 
E)  offering extended service warranties. 
A)  hiring well-known celebrities to sponsor their products. 
B)  adding more end-aisle and other point-of-purchase displays throughout the store. 
C)  providing brochures for consumers to take home. 
D)  adopting advertising campaigns that use bright colors and a new selection of popular background music. 
E)  offering extended service warranties.

Question 13

An Asian American family whose relatives emigrated four generations ago has three children. The oldest son, George, is in medical school. Susan, at the age of 21, is a concert pianist. Brent is a second-year business student. This family is likely to exhibit which of the following Asian American buying patterns?

Accepted Answer

A)  nonassimilated, yet celebrating their culture by purchasing authentic Asian goods 
B)  assimilated, exhibiting buying patterns very much like other typical American consumers 
C)  assimilated, yet celebrating their culture by seeking traditionally Asian occupations 
D)  nonassimilated, due to inherent differences in Asian subcultures that transcend generations 
E)  nonassimilated, exhibiting buying patterns very much like other typical American consumers 
A)  nonassimilated, yet celebrating their culture by purchasing authentic Asian goods 
B)  assimilated, exhibiting buying patterns very much like other typical American consumers 
C)  assimilated, yet celebrating their culture by seeking traditionally Asian occupations 
D)  nonassimilated, due to inherent differences in Asian subcultures that transcend generations 
E)  nonassimilated, exhibiting buying patterns very much like other typical American consumers

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 ________, 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

An American Express advertising claim that "membership has its privileges" creates which type of reference group?

Accepted Answer

A)  aspiration group 
B)  dissociative group 
C)  assimilation group 
D)  integrated group 
E)  associative group 
A)  aspiration group 
B)  dissociative group 
C)  assimilation group 
D)  integrated group 
E)  associative group

Question 16

Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. The new promotion involves changing consumers' attitudes toward Tums by

Accepted Answer

A)  changing beliefs about the extent to which Tums has a specific attribute. 
B)  changing the perceived importance of a specific attribute. 
C)  adding a new attribute. 
D)  reducing the perceived risk. 
E)  providing stimulus generalization to prospective buyers. 
A)  changing beliefs about the extent to which Tums has a specific attribute. 
B)  changing the perceived importance of a specific attribute. 
C)  adding a new attribute. 
D)  reducing the perceived risk. 
E)  providing stimulus generalization to prospective buyers.

Question 17

Reference groups refer to

Accepted Answer

A)  the relatively permanent, homogeneous divisions in a society that consists of people who share similar values, interests, and behaviors. 
B)  individuals who exert direct or indirect social influence over others. 
C)  people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. 
D)  those buyers who, through the size of their purchases, affect where marketing dollars will be spent. 
E)  those with whom a person does not wish to be a member of or identified. 
A)  the relatively permanent, homogeneous divisions in a society that consists of people who share similar values, interests, and behaviors. 
B)  individuals who exert direct or indirect social influence over others. 
C)  people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. 
D)  those buyers who, through the size of their purchases, affect where marketing dollars will be spent. 
E)  those with whom a person does not wish to be a member of or identified.

Question 18

The analysis of consumer lifestyles is known as

Accepted Answer

A)  demographics. 
B)  psychographics. 
C)  social statistics. 
D)  physiological needs. 
E)  sociographics. 
A)  demographics. 
B)  psychographics. 
C)  social statistics. 
D)  physiological needs. 
E)  sociographics.

Question 19

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 20

The alternative evaluation stage clarifies the problem for the consumer in part by

Accepted Answer

A)  creating expectations for particular products. 
B)  proposing the type of purchase outlet. 
C)  suggesting criteria to use for the purchase. 
D)  minimizing cognitive dissonance. 
E)  establishing a purchase timeline. 
A)  creating expectations for particular products. 
B)  proposing the type of purchase outlet. 
C)  suggesting criteria to use for the purchase. 
D)  minimizing cognitive dissonance. 
E)  establishing a purchase timeline.

Both in terms of population and spending power, which of the following is the largest racial/ethnic subculture in the United States?

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.

When Maricela looked in her closet and said, "I don't have anything to wear to the party this weekend," she seems to be in which stage of the consumer purchase decision process?

The annual market size for products bought by or for preteens and teenagers is about

An aspiration group is one

Carlos plans to go for a run after his classes are over. As he is getting dressed, he notices that one of the seams is unraveling in his favorite shorts, and he thinks it is about time for ones. In which stage of the consumer purchase decision process is Carlos at that moment?

Satisfaction or dissatisfaction during ________ most strongly influences consumer communications and repeat-purchase behavior.

You will be graduating soon and have been offered what you consider the job of your dreams. The new position, however, requires some traveling so you will need a car. You currently do not have one. What decision process will you go through to purchase an automobile?

The VALS system seeks to explain why and how consumers make purchase decisions. Consumers motivated by ideals are guided by knowledge and principle. Explain the difference between Thinkers and Believers.

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as

The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as

Retailers can reduce problems associated with selective retention by

An American Express advertising claim that "membership has its privileges" creates which type of reference group?

Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. The new promotion involves changing consumers' attitudes toward Tums by

Reference groups refer to

The analysis of consumer lifestyles is known as

Customer satisfaction is an important focus for marketers because

The alternative evaluation stage clarifies the problem for the consumer in part by

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

Both in terms of population and spending power, which of the following is the largest racial/ethnic subculture in the United States?

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.

When Maricela looked in her closet and said, "I don't have anything to wear to the party this weekend," she seems to be in which stage of the consumer purchase decision process?

The annual market size for products bought by or for preteens and teenagers is about

An aspiration group is one

Carlos plans to go for a run after his classes are over. As he is getting dressed, he notices that one of the seams is unraveling in his favorite shorts, and he thinks it is about time for ones. In which stage of the consumer purchase decision process is Carlos at that moment?

Satisfaction or dissatisfaction during ________ most strongly influences consumer communications and repeat-purchase behavior.

You will be graduating soon and have been offered what you consider the job of your dreams. The new position, however, requires some traveling so you will need a car. You currently do not have one. What decision process will you go through to purchase an automobile?

The VALS system seeks to explain why and how consumers make purchase decisions. Consumers motivated by ideals are guided by knowledge and principle. Explain the difference between Thinkers and Believers.

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as

The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as

Retailers can reduce problems associated with selective retention by

An American Express advertising claim that "membership has its privileges" creates which type of reference group?

Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. The new promotion involves changing consumers' attitudes toward Tums by

Reference groups refer to

The analysis of consumer lifestyles is known as

Customer satisfaction is an important focus for marketers because

The alternative evaluation stage clarifies the problem for the consumer in part by

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