Question 1

An enduring characteristic within a person or in his or her relationship with others is referred to as a(n)

Accepted Answer

A) key trait. 
B) persona. 
C) self-concept. 
D) core value. 
E) ideal self. 
A) key trait. 
B) persona. 
C) self-concept. 
D) core value. 
E) ideal self.

Question 2

Figure 5-6
  
-According to Figure 5-6 above,B defines 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 3

Scanning your memory for previous experiences with products or brands occurs during 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 4

Figure 5-1
  
-The initial stage in the consumer purchase decision process involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision.What is this stage called?

Accepted Answer

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

Question 5

In the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to read national newspapers?

Accepted Answer

A) Experiencers 
B) Innovators 
C) Believers 
D) Strivers 
E) Makers 
A) Experiencers 
B) Innovators 
C) Believers 
D) Strivers 
E) Makers

Question 6

Figure 5-2
  
-Figure 5-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models.A number of factors are listed,such as price,display,audio quality,and text messaging.These factors are the typical ________ for smartphones.

Accepted Answer

A) consideration sets 
B) evaluative criteria 
C) value propositions 
D) quality considerations 
E) core benefits 
A) consideration sets 
B) evaluative criteria 
C) value propositions 
D) quality considerations 
E) core benefits

Question 7

In the VALS framework,consumers motivated by ideals are guided by knowledge and principles.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 8

What percentage of adults is considered to be opinion leaders?

Accepted Answer

A) 1 percent 
B) 5 percent 
C) 10 percent 
D) 25 percent 
E) It depends upon the type of product. 
A) 1 percent 
B) 5 percent 
C) 10 percent 
D) 25 percent 
E) It depends upon the type of product.

Question 9

Which stage in the consumer purchase decision process suggests criteria to use for the purchase,yields brand names that might meet the criteria,and develops consumer value perceptions?

Accepted Answer

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

Question 10

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 11

Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over the summer.When Tina's birthday approaches,Julie wants to buy her a good mystery.When Julie was trying to recall her favorite mystery authors,she was engaged in

Accepted Answer

A) problem recognition. 
B) an internal search. 
C) an external search. 
D) a purchase task. 
E) the precognition of an antecedent state. 
A) problem recognition. 
B) an internal search. 
C) an external search. 
D) a purchase task. 
E) the precognition of an antecedent state.

Question 12

Why would Proactiv,an acne treatment company,select Maroon 5 front man Adam Levine to appear in an ad campaign? What kind of influence could he have on consumer behavior?

Accepted Answer

A consumer's purchases are often influen

Question 13

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

Accepted Answer

A) a negative antecedent state. 
B) perceived risk. 
C) temporal uncertainty. 
D) cognitive dissonance. 
E) a positive precedent state. 
A) a negative antecedent state. 
B) perceived risk. 
C) temporal uncertainty. 
D) cognitive dissonance. 
E) a positive precedent state.

Question 14

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

Accepted Answer

A) sociocultural 
B) economic 
C) environmental 
D) situational 
E) market-dominated 
A) sociocultural 
B) economic 
C) environmental 
D) situational 
E) market-dominated

Question 15

VALS groups of consumers who are motivated by ________ are those who want to make an impact on their world.

Accepted Answer

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

Question 16

Which of the following statements about the VALS framework is false?

Accepted Answer

A) Consumers are inspired by one of three primary motivations-ideals,achievement,and self-expression-that give meaning to their self or the world and govern their activities. 
B) Consumers are motivated to buy products and services and seek experiences that give shape,substance,and satisfaction to their lives. 
C) The VALS framework seeks to explain why and how consumers make purchase decisions. 
D) The VALS framework identifies eight consumer segments. 
E) A consumer's gender and age have a direct effect on placement within a VALS consumer segment. 
A) Consumers are inspired by one of three primary motivations-ideals,achievement,and self-expression-that give meaning to their self or the world and govern their activities. 
B) Consumers are motivated to buy products and services and seek experiences that give shape,substance,and satisfaction to their lives. 
C) The VALS framework seeks to explain why and how consumers make purchase decisions. 
D) The VALS framework identifies eight consumer segments. 
E) A consumer's gender and age have a direct effect on placement within a VALS consumer segment.

Question 17

Which of the following statements about family decision making is most accurate?

Accepted Answer

A) The use of joint decision making is directly related to the educational levels achieved by the spouses. 
B) Husbands make most of the purchase decisions about cars,vacations,and homes. 
C) The two types of family decision making are joint and autonomous. 
D) With autonomous decision making,the husband would make all the decisions about groceries,medicine,and car maintenance. 
E) Women have little influence when it comes to men's clothing purchases except for socks or ties. 
A) The use of joint decision making is directly related to the educational levels achieved by the spouses. 
B) Husbands make most of the purchase decisions about cars,vacations,and homes. 
C) The two types of family decision making are joint and autonomous. 
D) With autonomous decision making,the husband would make all the decisions about groceries,medicine,and car maintenance. 
E) Women have little influence when it comes to men's clothing purchases except for socks or ties.

Question 18

A brand community refers to

Accepted Answer

A) the relatively permanent,homogeneous divisions in a society that consists of people who share similar values,interests,behaviors,and brands. 
B) a specialized group of consumers with a structured set of relationships involving a particular brand,fellow customers of that brand,and the product in use. 
C) people to whom an individual looks as a basis for purchasing particular brands. 
D) those buyers who,through the size of their purchases,affect where marketing dollars will be spent on a particular brand. 
E) those brands with whom a person does not wish to be identified. 
A) the relatively permanent,homogeneous divisions in a society that consists of people who share similar values,interests,behaviors,and brands. 
B) a specialized group of consumers with a structured set of relationships involving a particular brand,fellow customers of that brand,and the product in use. 
C) people to whom an individual looks as a basis for purchasing particular brands. 
D) those buyers who,through the size of their purchases,affect where marketing dollars will be spent on a particular brand. 
E) those brands with whom a person does not wish to be identified.

Question 19

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 20

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.

Exam 5: Understanding Consumer Behavior

An enduring characteristic within a person or in his or her relationship with others is referred to as a(n)

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

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

Figure 5-1 -The initial stage in the consumer purchase decision process involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision.What is this stage called?

In the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to read national newspapers?

Figure 5-2 -Figure 5-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models.A number of factors are listed,such as price,display,audio quality,and text messaging.These factors are the typical ________ for smartphones.

In the VALS framework,consumers motivated by ideals are guided by knowledge and principles.One segment of the two ideals-motivated groups,known as ________,have higher resources and use "ought" and "should" benchmarks for social conduct.

What percentage of adults is considered to be opinion leaders?

Which stage in the consumer purchase decision process suggests criteria to use for the purchase,yields brand names that might meet the criteria,and develops consumer value perceptions?

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

Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over the summer.When Tina's birthday approaches,Julie wants to buy her a good mystery.When Julie was trying to recall her favorite mystery authors,she was engaged in

Why would Proactiv,an acne treatment company,select Maroon 5 front man Adam Levine to appear in an ad campaign? What kind of influence could he have on consumer behavior?

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

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

VALS groups of consumers who are motivated by ________ are those who want to make an impact on their world.

Which of the following statements about the VALS framework is false?

Which of the following statements about family decision making is most accurate?

A brand community refers to

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

Popularity created by consumer word of mouth is called

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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