Question 1

In the Maslow hierarchy of needs, water, food, 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 2

In the VALS framework, consumers who favor established, prestige products and services and are interested in time-saving devices given their hectic schedules are called

Accepted Answer

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

Question 3

If you read the chapters from your marketing textbook the night before this test and still could not remember several of the correct marketing terms, you may be experiencing

Accepted Answer

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

Question 4

An example of a public source of information consulted during an external search would include

Accepted Answer

A) advertising. 
B) relatives. 
C) salespeople. 
D) friends. 
E) product-rating organizations. 
A) advertising. 
B) relatives. 
C) salespeople. 
D) friends. 
E) product-rating organizations.

Question 5

An ad for Conesco's life insurance asks the question, "How do you plan on supporting your family after you pass away?" The ad shows a tombstone with a sign that offers the face of the stone as ad space. The ad is intended to appeal to which of the Maslow hierarchy of needs?

Accepted Answer

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

Question 6

Comparative advertising, in which one brand is compared to another, is intended to cause consumers to perceive differences between the products featured in the advertising. Marketers who employ comparative advertising are trying to use __________ to make consumers believe that their products are better than competitors' offerings.

Accepted Answer

A) cognitive dissonance 
B) selective retention 
C) selective comprehension 
D) stimulus generalization 
E) stimulus discrimination 
A) cognitive dissonance 
B) selective retention 
C) selective comprehension 
D) stimulus generalization 
E) stimulus discrimination

Question 7

Define consumer socialization.

Accepted Answer

Consumer socialization is a process by w

Question 8

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 9

In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as __________, are trendy, fun-loving, and less self-confident than Achievers.

Accepted Answer

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

Question 10

The ________________ is influenced by situational, psychological, sociocultural, and marketing mix influences.

Accepted Answer

A) consumer purchase decision process 
B) organizational buying decision process 
C) marketing research process 
D) marketing program 
E) consumer socialization process 
A) consumer purchase decision process 
B) organizational buying decision process 
C) marketing research process 
D) marketing program 
E) consumer socialization process

Question 11

The personal, social, and economic significance of the purchase to the consumer, which is known as the level of __________, may cause him or her to skip or minimize one or more stages in the consumer purchase decision process.

Accepted Answer

A) aspiration 
B) cognitive dissonance 
C) motivation 
D) situational influences 
E) involvement 
A) aspiration 
B) cognitive dissonance 
C) motivation 
D) situational influences 
E) involvement

Question 12

Consumers with credit cards

Accepted Answer

A) are less influenced by physical surrounding than those who pay by cash or check. 
B) are influenced to a certain extent by a retailer's physical surroundings to buy more with their credit cards than with cash. 
C) purchase more than those who purchase with cash or debit cards. 
D) purchase less than those who purchase with cash or debit cards. 
E) purchase less when accompanied by children than when in the company of other adults. 
A) are less influenced by physical surrounding than those who pay by cash or check. 
B) are influenced to a certain extent by a retailer's physical surroundings to buy more with their credit cards than with cash. 
C) purchase more than those who purchase with cash or debit cards. 
D) purchase less than those who purchase with cash or debit cards. 
E) purchase less when accompanied by children than when in the company of other adults.

Question 13

Which problem solving variation would normally be used to purchase items such as cereal or laundry detergent?

Accepted Answer

A) limited problem solving 
B) extended problem solving 
C) routine problem solving 
D) situational problem solving 
E) integrated problem solving 
A) limited problem solving 
B) extended problem solving 
C) routine problem solving 
D) situational problem solving 
E) integrated problem solving

Question 14

Beliefs refer 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) a consumer's subjective perception of how a product or brand performs on different attributes. 
E) the moral and ethical precepts that guide a person's behavior. 
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) a consumer's subjective perception of how a product or brand performs on different attributes. 
E) the moral and ethical precepts that guide a person's behavior.

Question 15

Purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states can have an impact on a consumer's purchase decision process. These are referred to as

Accepted Answer

A) marketing mix influences. 
B) situational influences. 
C) psychological influences. 
D) sociocultural influences. 
E) evaluative criteria. 
A) marketing mix influences. 
B) situational influences. 
C) psychological influences. 
D) sociocultural influences. 
E) evaluative criteria.

Question 16

An example of a public source of information consulted during an external search would include

Accepted Answer

A) People magazine advertising. 
B) Consumer Reports magazine. 
C) a salesperson at the Apple Store. 
D) your brother-in-law. 
E) a point of purchase display at Target. 
A) People magazine advertising. 
B) Consumer Reports magazine. 
C) a salesperson at the Apple Store. 
D) your brother-in-law. 
E) a point of purchase display at Target.

Question 17

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 18

In the Maslow hierarchy of needs, those needs involving personal fulfillment are called

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 19

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 20

In the VALS framework, consumers who place importance on image-not as evidence of power or status, but as an expression of cultivated tastes, independence, and character-are referred to as

Accepted Answer

A) Actualizers. 
B) Innovators. 
C) Achievers. 
D) Makers. 
E) Strivers. 
A) Actualizers. 
B) Innovators. 
C) Achievers. 
D) Makers. 
E) Strivers.

Exam 5: Understanding Consumer Behavior

In the Maslow hierarchy of needs, water, food, and oxygen would be considered __________ needs.

In the VALS framework, consumers who favor established, prestige products and services and are interested in time-saving devices given their hectic schedules are called

If you read the chapters from your marketing textbook the night before this test and still could not remember several of the correct marketing terms, you may be experiencing

An example of a public source of information consulted during an external search would include

An ad for Conesco's life insurance asks the question, "How do you plan on supporting your family after you pass away?" The ad shows a tombstone with a sign that offers the face of the stone as ad space. The ad is intended to appeal to which of the Maslow hierarchy of needs?

Define consumer socialization.

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

In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as __________, are trendy, fun-loving, and less self-confident than Achievers.

The ________________ is influenced by situational, psychological, sociocultural, and marketing mix influences.

The personal, social, and economic significance of the purchase to the consumer, which is known as the level of __________, may cause him or her to skip or minimize one or more stages in the consumer purchase decision process.

Consumers with credit cards

Which problem solving variation would normally be used to purchase items such as cereal or laundry detergent?

Beliefs refer to

Purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states can have an impact on a consumer's purchase decision process. These are referred to as

An example of a public source of information consulted during an external search would include

What percentage of adults is considered to be opinion leaders?

In the Maslow hierarchy of needs, those needs involving personal fulfillment are called

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

In the VALS framework, consumers who place importance on image-not as evidence of power or status, but as an expression of cultivated tastes, independence, and character-are referred to as

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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