Question 1

The process whereby the buyer attempts to persuade the supplier to provide exactly what the organization wants is called which of the following?

Accepted Answer

A) Reverse Marketing 
B) Horizontal Marketing 
C) Proactive Marketing 
D) Involvement Marketing 
A) Reverse Marketing 
B) Horizontal Marketing 
C) Proactive Marketing 
D) Involvement Marketing

Question 2

Why has the use of social class to explain differences in consumer behaviour been criticised?

Accepted Answer

A) Because it is difficult to categorize individuals into succinct social class categories 
B) Social class categories are seen as an antiquated measure and are not an accurate measure of the differences that exist in consumer spending patterns 
C) Social class categories do not reflect changes in modern society 
D) Social class categories may not relate to differences in disposable income 
A) Because it is difficult to categorize individuals into succinct social class categories 
B) Social class categories are seen as an antiquated measure and are not an accurate measure of the differences that exist in consumer spending patterns 
C) Social class categories do not reflect changes in modern society 
D) Social class categories may not relate to differences in disposable income

Question 3

The desire for self-fulfilment in achieving what one is capable of for one's own sake is referred to as which of the following?

Accepted Answer

A) Satisfaction 
B) Self Achievement 
C) Self Actualization 
D) Self Completion 
A) Satisfaction 
B) Self Achievement 
C) Self Actualization 
D) Self Completion

Question 4

_______ criteria provide the grounds for deciding to purchase one brand or another.

Accepted Answer

A) Choice 
B) Unmet 
C) Latent 
D) Loaded 
A) Choice 
B) Unmet 
C) Latent 
D) Loaded

Question 5

Attitude is an overall favourable or unfavourable evaluation of a product or service.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is not an example of social choice criteria?

Accepted Answer

A) Convention 
B) Social Belonging 
C) Risk Reduction 
D) Fashion 
A) Convention 
B) Social Belonging 
C) Risk Reduction 
D) Fashion

Question 7

The person who begins the process of considering a purchase is known as which of the following?

Accepted Answer

A) User 
B) Identifier 
C) Buyer 
D) Initiator 
A) User 
B) Identifier 
C) Buyer 
D) Initiator

Question 8

Under which of the following circumstances may a reference group affect a consumer's decision-making process?

Accepted Answer

A) A conspicuous purchase 
B) An inconspicuous purchase 
C) An expensive purchase 
D) An inexpensive purchase 
A) A conspicuous purchase 
B) An inconspicuous purchase 
C) An expensive purchase 
D) An inexpensive purchase

Question 9

An internal search involves a review of relevant information from memory.

Accepted Answer

A) True 
 B)False

Question 10

In order to understand customers, five key questions need to be answered: how do they buy; what are their _______ criteria; where do they buy; when do they buy and who is important?

Accepted Answer

A) social 
B) economic 
C) choice 
D) limited 
A) social 
B) economic 
C) choice 
D) limited

Question 11

A "buying centre" is also known as which of the following?

Accepted Answer

A) The buyer 
B) The purchasing department 
C) Decision making unit 
D) Procurement specialists 
A) The buyer 
B) The purchasing department 
C) Decision making unit 
D) Procurement specialists

Question 12

Which of the following is a factor that affects the level of involvement?

Accepted Answer

A) Cultural factors 
B) Perceived risk 
C) Family influences 
D) Subcultural influences 
A) Cultural factors 
B) Perceived risk 
C) Family influences 
D) Subcultural influences

Question 13

The five roles in the decision making process are; the Buyer, the User, the Identifier, the Decider and the Initiator.

Accepted Answer

A) True 
 B)False

Question 14

A "reference group" refers to which of the following?

Accepted Answer

A) A "reference group" refers to an individual's friends, family, relatives and peers 
B) A "reference group" refers to a group that is used to indicate a group of people that influences an individual's attitude or behaviour 
C) A "reference group" refers to a group that an individual uses to compare his or her own social standing in society 
D) All of the above 
A) A "reference group" refers to an individual's friends, family, relatives and peers 
B) A "reference group" refers to a group that is used to indicate a group of people that influences an individual's attitude or behaviour 
C) A "reference group" refers to a group that an individual uses to compare his or her own social standing in society 
D) All of the above

Question 15

Which of the following is one of the five categories of motives as proposed by Maslow?

Accepted Answer

A) Physiological 
B) Psychological 
C) Professional 
D) Self promotion 
A) Physiological 
B) Psychological 
C) Professional 
D) Self promotion

Question 16

Which of the following factors influence organizational buying and a firm's choice criteria?

Accepted Answer

A) The importance of purchase 
B) The buy class 
C) The product type 
D) All of the above 
A) The importance of purchase 
B) The buy class 
C) The product type 
D) All of the above

Question 17

Information processing refers to the process by which product alternatives are compared by an individual's choice criteria.

Accepted Answer

A) True 
 B)False

Question 18

Why is the distinction between high involvement and low involvement situations important?

Accepted Answer

A) Because similar marketing strategies can be employed for both types of situations 
B) Because it provides an useful insight into how consumers purchase 
C) Because it determines the pricing strategies for different market segments and different types of products 
D) Because the variations in how consumers evaluate products and brands lead to contrasting marketing implications 
A) Because similar marketing strategies can be employed for both types of situations 
B) Because it provides an useful insight into how consumers purchase 
C) Because it determines the pricing strategies for different market segments and different types of products 
D) Because the variations in how consumers evaluate products and brands lead to contrasting marketing implications

Question 19

When is dissonance likely to increase?

Accepted Answer

A) When the expense is quite large, the decision is irrevocable and difficult 
B) When it is a low involvement purchase 
C) When there are too many sources of information on a product/service 
D) When past purchase experiences of the product/service have been positive 
A) When the expense is quite large, the decision is irrevocable and difficult 
B) When it is a low involvement purchase 
C) When there are too many sources of information on a product/service 
D) When past purchase experiences of the product/service have been positive

Question 20

Operant conditioning occurs as a result of which of the following?

Accepted Answer

A) Offering free samples of a product 
B) Large advertising campaigns 
C) Reducing prices 
D) Offering extra warranties 
A) Offering free samples of a product 
B) Large advertising campaigns 
C) Reducing prices 
D) Offering extra warranties

The process whereby the buyer attempts to persuade the supplier to provide exactly what the organization wants is called which of the following?

Why has the use of social class to explain differences in consumer behaviour been criticised?

The desire for self-fulfilment in achieving what one is capable of for one's own sake is referred to as which of the following?

_______ criteria provide the grounds for deciding to purchase one brand or another.

Attitude is an overall favourable or unfavourable evaluation of a product or service.

Which of the following is not an example of social choice criteria?

The person who begins the process of considering a purchase is known as which of the following?

Under which of the following circumstances may a reference group affect a consumer's decision-making process?

An internal search involves a review of relevant information from memory.

In order to understand customers, five key questions need to be answered: how do they buy; what are their _______ criteria; where do they buy; when do they buy and who is important?

A "buying centre" is also known as which of the following?

Which of the following is a factor that affects the level of involvement?

The five roles in the decision making process are; the Buyer, the User, the Identifier, the Decider and the Initiator.

A "reference group" refers to which of the following?

Which of the following is one of the five categories of motives as proposed by Maslow?

Which of the following factors influence organizational buying and a firm's choice criteria?

Information processing refers to the process by which product alternatives are compared by an individual's choice criteria.

Why is the distinction between high involvement and low involvement situations important?

When is dissonance likely to increase?

Operant conditioning occurs as a result of which of the following?

The Nature of Marketing

The Global Marketing Environment

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Products and Brands

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters

Exam 3: Understanding Customer Behaviour

The process whereby the buyer attempts to persuade the supplier to provide exactly what the organization wants is called which of the following?

Why has the use of social class to explain differences in consumer behaviour been criticised?

The desire for self-fulfilment in achieving what one is capable of for one's own sake is referred to as which of the following?

_______ criteria provide the grounds for deciding to purchase one brand or another.

Attitude is an overall favourable or unfavourable evaluation of a product or service.

Which of the following is not an example of social choice criteria?

The person who begins the process of considering a purchase is known as which of the following?

Under which of the following circumstances may a reference group affect a consumer's decision-making process?

An internal search involves a review of relevant information from memory.

In order to understand customers, five key questions need to be answered: how do they buy; what are their _______ criteria; where do they buy; when do they buy and who is important?

A "buying centre" is also known as which of the following?

Which of the following is a factor that affects the level of involvement?

The five roles in the decision making process are; the Buyer, the User, the Identifier, the Decider and the Initiator.

A "reference group" refers to which of the following?

Which of the following is one of the five categories of motives as proposed by Maslow?

Which of the following factors influence organizational buying and a firm's choice criteria?

Information processing refers to the process by which product alternatives are compared by an individual's choice criteria.

Why is the distinction between high involvement and low involvement situations important?

When is dissonance likely to increase?

Operant conditioning occurs as a result of which of the following?

The Nature of Marketing

The Global Marketing Environment

Marketing Research and Customer Insights

Market Segmentation, Targeting and Positioning

Value Through Products and Brands

Value Through Services, Relationships and Experiences

Value Through Pricing

Distribution: Delivering Customer Value

Integrated Marketing Communications 1: Mass Communications Techniques

Integrated Marketing Communications 2: Direct Communications Techniques

Digital Marketing

Filters