Question 1

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 2

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 3

Between classes, many college students stop at conveniently located vending machines for their favorite candy bars and soft drinks. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. These college students are most likely involved in __________ problem solving purchase situations.

Accepted Answer

A) limited 
B) routine 
C) extensive 
D) intensive 
E) unlimited 
A) limited 
B) routine 
C) extensive 
D) intensive 
E) unlimited

Question 4

Cognitive dissonance refers to

Accepted Answer

A) feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs. 
B) feelings of discomfort associated with purchasing something purely for the sake of prestige. 
C) the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives. 
D) feelings of discontent after a purchase has been made when the product fails to perform up to expectations. 
E) feelings of discontent before a purchase has been made when the customer finds out that he or she paid more for the product than necessary. 
A) feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs. 
B) feelings of discomfort associated with purchasing something purely for the sake of prestige. 
C) the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives. 
D) feelings of discontent after a purchase has been made when the product fails to perform up to expectations. 
E) feelings of discontent before a purchase has been made when the customer finds out that he or she paid more for the product than necessary.

Question 5

When a man picks up a bottle of wine and tells the salesclerk, "I'm taking this to a dinner party tonight," which situational influence is being demonstrated?

Accepted Answer

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

Question 6

Nico wants to buy a new digital camera for his semester studying abroad but he knows very little about cameras, having never owned one. As a result, he has begun asking for advice from friends and relatives. In addition, he has talked to salespeople at a Wolf camera shop and Best Buy and he has looked at some websites. Nico is engaging in

Accepted Answer

A) problem recognition. 
B) an internal search. 
C) the purchase decision. 
D) an external search. 
E) the creation of an antecedent state. 
A) problem recognition. 
B) an internal search. 
C) the purchase decision. 
D) an external search. 
E) the creation of an antecedent state.

Question 7

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 8

One evening while watching TV, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a

Accepted Answer

A) reinforcement. 
B) cue. 
C) response. 
D) prompt. 
E) drive. 
A) reinforcement. 
B) cue. 
C) response. 
D) prompt. 
E) drive.

Question 9

An opinion leader is an individual

Accepted Answer

A) within an organization who influences decision making. 
B) who is able to use moral persuasion to get others to comply with the latest trends. 
C) in an organization who encourages other paid individuals to forward marketer-initiated messages to others via e-mail, social networking, websites, and blogs. 
D) who exerts direct or indirect social influence over others. 
E) who is able and willing to cut red tape and move an organization's marketing program forward. 
A) within an organization who influences decision making. 
B) who is able to use moral persuasion to get others to comply with the latest trends. 
C) in an organization who encourages other paid individuals to forward marketer-initiated messages to others via e-mail, social networking, websites, and blogs. 
D) who exerts direct or indirect social influence over others. 
E) who is able and willing to cut red tape and move an organization's marketing program forward.

Question 10

All of the following would impact your decision about when to buy an offering except

Accepted Answer

A) the manufacturer is currently offering a $25 rebate. 
B) you don't have the money now and don't get paid until Friday. 
C) the product is on sale. 
D) the store is closing in 10 minutes. 
E) the retailer's return policy is very relaxed. 
A) the manufacturer is currently offering a $25 rebate. 
B) you don't have the money now and don't get paid until Friday. 
C) the product is on sale. 
D) the store is closing in 10 minutes. 
E) the retailer's return policy is very relaxed.

Question 11

Scanning your memory for previous experiences with products or brands is called

Accepted Answer

A) problem recognition. 
B) alternative evaluation. 
C) cognitive dissonance. 
D) internal search. 
E) external search. 
A) problem recognition. 
B) alternative evaluation. 
C) cognitive dissonance. 
D) internal search. 
E) external search.

Question 12

In the VALS framework, consumers who spend much of their income on technology, entertainment, and socializing, are called

Accepted Answer

A) Believers. 
B) Experiencers. 
C) Strivers. 
D) Makers. 
E) Thinkers. 
A) Believers. 
B) Experiencers. 
C) Strivers. 
D) Makers. 
E) Thinkers.

Question 13

When strolling through the grocery store, a toddler tells her mother, "Yuck, I don't like peas." Her mother puts down the peas and chooses green beans instead. The role of the little girl in this purchase was that of

Accepted Answer

A) information gatherer. 
B) influencer. 
C) purchaser. 
D) decision maker. 
E) user. 
A) information gatherer. 
B) influencer. 
C) purchaser. 
D) decision maker. 
E) user.

Question 14

Research has found that for many products, including soft drinks, coffee, and cosmetics, consumers are unable to distinguish among brands in blind tests (i.e., taste or other use of the products without labels). Nonetheless, even when prices are similar, consumers have strong preferences for specific brands. They may buy out of habit, which is the basis of

Accepted Answer

A) extended problem solving. 
B) limited problem solving. 
C) routine problem solving. 
D) high-involvement problem solving. 
E) personal problem solving. 
A) extended problem solving. 
B) limited problem solving. 
C) routine problem solving. 
D) high-involvement problem solving. 
E) personal problem solving.

Question 15

A reference group that a person wishes to be a member of or wishes to be identified with is referred to as __________ group.

Accepted Answer

A) a preference 
B) an associative 
C) an aspiration 
D) an assimilation 
E) an integrated 
A) a preference 
B) an associative 
C) an aspiration 
D) an assimilation 
E) an integrated

Question 16

What is a subculture? Name examples of products targeted at American subcultures.

Accepted Answer

Subculture refers to a subgroup with uni

Question 17

______________ occurs when a response elicited by one stimulus (cue) is generalized to another stimulus. Using the same brand name for different products is an application of this concept.

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 18

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 19

All of the following are situational influences that can have an impact on a consumer's purchase decision process except

Accepted Answer

A) physical surroundings. 
B) purchase task. 
C) temporal effects. 
D) consumer involvement. 
E) antecedent states. 
A) physical surroundings. 
B) purchase task. 
C) temporal effects. 
D) consumer involvement. 
E) antecedent states.

Question 20

When Aurelia 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

Exam 5: Understanding Consumer Behavior

Reference groups refer to

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

Cognitive dissonance refers to

When a man picks up a bottle of wine and tells the salesclerk, "I'm taking this to a dinner party tonight," which situational influence is being demonstrated?

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?

One evening while watching TV, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a

An opinion leader is an individual

All of the following would impact your decision about when to buy an offering except

Scanning your memory for previous experiences with products or brands is called

In the VALS framework, consumers who spend much of their income on technology, entertainment, and socializing, are called

When strolling through the grocery store, a toddler tells her mother, "Yuck, I don't like peas." Her mother puts down the peas and chooses green beans instead. The role of the little girl in this purchase was that of

A reference group that a person wishes to be a member of or wishes to be identified with is referred to as __________ group.

What is a subculture? Name examples of products targeted at American subcultures.

______________ occurs when a response elicited by one stimulus (cue) is generalized to another stimulus. Using the same brand name for different products is an application of this concept.

Involvement refers to

All of the following are situational influences that can have an impact on a consumer's purchase decision process except

When Aurelia 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?

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

Financial Aspects of Marketing

Building an Effective Marketing Plan

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