Question 1

The long-running U.S.Army recruiting advertisement that invited enlistees to "Be All You Can Be" appeals to which level of Maslow's hierarchy of needs?

Accepted Answer

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

Question 2

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 3

How might Ford Motor Co.apply the three methods of attitude change in its marketing activities?

Accepted Answer

There are three ways to change attitudes

Question 4

A person's ability to perceive differences in stimuli is referred to as

Accepted Answer

A) selective comprehension. 
B) selective retention. 
C) stimulus generalization. 
D) stimulus discrimination. 
E) routine problem solving. 
A) selective comprehension. 
B) selective retention. 
C) stimulus generalization. 
D) stimulus discrimination. 
E) routine problem solving.

Question 5

Self-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 6

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke.This is an example of

Accepted Answer

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

Question 7

Figure 5-1
  
-The third stage in the consumer purchase decision process involves appraising brands in the consideration set based on the important criteria (both objective and subjective)identified during the information search step for the ultimate decision.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 8

Figure 5-6
  
-In the Maslow hierarchy of needs,water,food,shelter,and oxygen would be considered ________ needs.

Accepted Answer

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

Question 9

VALS groups of consumers motivated by ________ are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to.

Accepted Answer

A) ideals 
B) achievement 
C) self-expression 
D) rewards 
E) confidence 
A) ideals 
B) achievement 
C) self-expression 
D) rewards 
E) confidence

Question 10

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 11

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 12

What attitude change approach did Colgate marketers use to encourage consumers to purchase its product when it began to include the antibacterial agent triclosan in its product?

Accepted Answer

A) changing beliefs about the extent to which a brand has certain attributes 
B) changing the perceived importance of attributes 
C) adding new attributes to the product 
D) providing free trials of the new product 
E) obtaining a seal of approval to reduce consumers' risk and encourage purchases 
A) changing beliefs about the extent to which a brand has certain attributes 
B) changing the perceived importance of attributes 
C) adding new attributes to the product 
D) providing free trials of the new product 
E) obtaining a seal of approval to reduce consumers' risk and encourage purchases

Question 13

Which of the following is a concept from behavioral learning theory that marketers use?

Accepted Answer

A) selective comprehension 
B) selective retention 
C) stimulus generalization 
D) cognitive dissonance 
E) routine problem solving 
A) selective comprehension 
B) selective retention 
C) stimulus generalization 
D) cognitive dissonance 
E) routine problem solving

Question 14

Perception refers to

Accepted Answer

A) a person's consistent behaviors or responses to recurring situations. 
B) a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. 
C) the process by which an individual selects,organizes,and interprets information to create a meaningful picture of the world. 
D) seeing or hearing messages without being aware of them. 
E) the way people see themselves and the way they believe others see them. 
A) a person's consistent behaviors or responses to recurring situations. 
B) a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. 
C) the process by which an individual selects,organizes,and interprets information to create a meaningful picture of the world. 
D) seeing or hearing messages without being aware of them. 
E) the way people see themselves and the way they believe others see them.

Question 15

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 16

Figure 5-1
  
-In Figure 5-1 above,D represents which stage of the consumer purchase decision process?

Accepted Answer

A) purchase decision 
B) information search 
C) financial transaction 
D) alternative evaluation 
E) postpurchase behavior 
A) purchase decision 
B) information search 
C) financial transaction 
D) alternative evaluation 
E) postpurchase behavior

Question 17

Selective retention negatively impacts which stage of the consumer purchase decision process?

Accepted Answer

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

Question 18

Those behaviors that result from repeated experience and reasoning are referred to as

Accepted Answer

A) psychosocial edification. 
B) acculturation. 
C) attitudinal identification. 
D) wisdom. 
E) learning. 
A) psychosocial edification. 
B) acculturation. 
C) attitudinal identification. 
D) wisdom. 
E) learning.

Question 19

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 20

All of the following are strategies used by marketers of high-involvement offerings except which?

Accepted Answer

A) Use personal selling to provide consumers with information. 
B) Use social media to create online experiences for the brand. 
C) Avoid stockout situations so that buyers don't substitute a competing brand. 
D) Use Internet search engines such as Google to assist buyers. 
E) Run ads to provide consumers with information. 
A) Use personal selling to provide consumers with information. 
B) Use social media to create online experiences for the brand. 
C) Avoid stockout situations so that buyers don't substitute a competing brand. 
D) Use Internet search engines such as Google to assist buyers. 
E) Run ads to provide consumers with information.

Exam 5: Understanding Consumer Behavior

The long-running U.S.Army recruiting advertisement that invited enlistees to "Be All You Can Be" appeals to which level of Maslow's hierarchy of needs?

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

How might Ford Motor Co.apply the three methods of attitude change in its marketing activities?

A person's ability to perceive differences in stimuli is referred to as

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

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke.This is an example of

Figure 5-1 -The third stage in the consumer purchase decision process involves appraising brands in the consideration set based on the important criteria (both objective and subjective)identified during the information search step for the ultimate decision.What is this stage called?

Figure 5-6 -In the Maslow hierarchy of needs,water,food,shelter,and oxygen would be considered ________ needs.

VALS groups of consumers motivated by ________ are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to.

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

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?

What attitude change approach did Colgate marketers use to encourage consumers to purchase its product when it began to include the antibacterial agent triclosan in its product?

Which of the following is a concept from behavioral learning theory that marketers use?

Perception refers to

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

Figure 5-1 -In Figure 5-1 above,D represents which stage of the consumer purchase decision process?

Selective retention negatively impacts which stage of the consumer purchase decision process?

Those behaviors that result from repeated experience and reasoning are referred to as

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

All of the following are strategies used by marketers of high-involvement offerings except which?

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 Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

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