Question 1

Which of the following statements about African American buying patterns is most accurate?

Accepted Answer

A) There are very few differences in the consumption patterns of African Americans and Caucasians. 
B) African American men spend more on health and beauty products than Caucasian men do. 
C) The typical African American family is five years older than the typical Caucasian family. 
D) African American purchase behavior is still affected by the historical deprivation in employment and educational opportunities in the United States. 
E) African Americans are not price-conscious. 
A) There are very few differences in the consumption patterns of African Americans and Caucasians. 
B) African American men spend more on health and beauty products than Caucasian men do. 
C) The typical African American family is five years older than the typical Caucasian family. 
D) African American purchase behavior is still affected by the historical deprivation in employment and educational opportunities in the United States. 
E) African Americans are not price-conscious.

Question 2

Among the three major racial/ethnic subcultures in the United States, African Americans rank as __________ in terms of spending power.

Accepted Answer

A) the largest 
B) the second largest 
C) the third largest 
D) equal with Hispanics 
E) equal with Asian Americans 
A) the largest 
B) the second largest 
C) the third largest 
D) equal with Hispanics 
E) equal with Asian Americans

Question 3

Five situational influences have an impact on a consumer's purchase decision process. They are purchase task, social surroundings, physical surroundings, __________, and antecedent states.

Accepted Answer

A) competitive offerings 
B) core values 
C) motivation 
D) temporal effects 
E) economic effects 
A) competitive offerings 
B) core values 
C) motivation 
D) temporal effects 
E) economic effects

Question 4

Firms such as General Electric, Johnson & Johnson, Coca-Cola, and British Airways focus their attention on __________ to maximize customer satisfaction and retention in part by offering training to handle complaints, answer questions, and solve consumer problems.

Accepted Answer

A) value perception 
B) postpurchase behavior 
C) noncompetitive pricing 
D) comparison pricing 
E) prepurchase behavior 
A) value perception 
B) postpurchase behavior 
C) noncompetitive pricing 
D) comparison pricing 
E) prepurchase behavior

Question 5

The influencing of people during conversations is referred to as

Accepted Answer

A) opinion formations. 
B) peer persuasion. 
C) interpersonal gossip. 
D) word of mouth. 
E) consumer socialization. 
A) opinion formations. 
B) peer persuasion. 
C) interpersonal gossip. 
D) word of mouth. 
E) consumer socialization.

Question 6

If a fraternity or sorority wants to attract new members, it should focus on people who view its current members as __________ group.

Accepted Answer

A) an associative 
B) an aspiration 
C) a dissociative 
D) a reference 
E) an involvement 
A) an associative 
B) an aspiration 
C) a dissociative 
D) a reference 
E) an involvement

Question 7

Consumer behavior includes the actions a person takes in purchasing services and using products and services, including

Accepted Answer

A) the physical effort spent on these actions. 
B) the financial limitations one must overcome to accomplish these actions. 
C) the mental and social processes that come before and after these actions. 
D) the emotional processes that occur during these actions. 
E) the cognitive and attitudinal processes that must be learned to complete these actions. 
A) the physical effort spent on these actions. 
B) the financial limitations one must overcome to accomplish these actions. 
C) the mental and social processes that come before and after these actions. 
D) the emotional processes that occur during these actions. 
E) the cognitive and attitudinal processes that must be learned to complete these actions.

Question 8

The five roles of individual family members in the consumer purchase decision process are

Accepted Answer

A) associative group, aspiration group, opinion leader, decision maker, and user. 
B) sustainer, experiential, belonger, emulator, and achiever. 
C) opinion leader, influencer, decision maker, purchaser, and user. 
D) information gatherer, influencer, decision maker, purchaser, and user. 
E) need driven, inner directed, outer directed, opinion leader, and decision maker. 
A) associative group, aspiration group, opinion leader, decision maker, and user. 
B) sustainer, experiential, belonger, emulator, and achiever. 
C) opinion leader, influencer, decision maker, purchaser, and user. 
D) information gatherer, influencer, decision maker, purchaser, and user. 
E) need driven, inner directed, outer directed, opinion leader, and decision maker.

Question 9

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 10

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

Accepted Answer

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

Question 11

What percentage of all consumer conversations about brands happen face to face?

Accepted Answer

A) 25 percent 
B) 33 percent 
C) 50 percent 
D) 75 percent 
E) 90 percent 
A) 25 percent 
B) 33 percent 
C) 50 percent 
D) 75 percent 
E) 90 percent

Question 12

In the Maslow hierarchy of needs, those needs that are basic to survival and must be satisfied first are referred to as

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 13

The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor. This is an example of

Accepted Answer

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

Question 14

Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as

Accepted Answer

A) reference groups. 
B) families. 
C) social classes. 
D) subcultures. 
E) normative groups. 
A) reference groups. 
B) families. 
C) social classes. 
D) subcultures. 
E) normative groups.

Question 15

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 16

The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as

Accepted Answer

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

Question 17

In terms of consumer involvement and product knowledge, which of the following is virtually a habit?

Accepted Answer

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

Question 18

A study by Popular Mechanics magazine identified 18 million _____________ who influence the purchases of some 85 million consumers for do-it-yourself products.

Accepted Answer

A) lifestyle makers 
B) aspirational people 
C) autonomous leaders 
D) opinion leaders 
E) joint decision makers 
A) lifestyle makers 
B) aspirational people 
C) autonomous leaders 
D) opinion leaders 
E) joint decision makers

Question 19

When conducting an information search, various product-rating organizations, such as government agencies and TV consumer programs, are known as

Accepted Answer

A) relational sources. 
B) marketer-dominated sources. 
C) personal sources. 
D) public sources. 
E) stakeholder sources. 
A) relational sources. 
B) marketer-dominated sources. 
C) personal sources. 
D) public sources. 
E) stakeholder sources.

Question 20

Based on the stages of the family life cycle, which of the following groups most likely has the largest amount of discretionary income?

Accepted Answer

A) young married couples without children 
B) single parents with children 
C) middle-aged couples without children 
D) young married couples with children 
E) middle-aged couples with children 
A) young married couples without children 
B) single parents with children 
C) middle-aged couples without children 
D) young married couples with children 
E) middle-aged couples with children

Exam 5: Understanding Consumer Behavior

Which of the following statements about African American buying patterns is most accurate?

Among the three major racial/ethnic subcultures in the United States, African Americans rank as __________ in terms of spending power.

Five situational influences have an impact on a consumer's purchase decision process. They are purchase task, social surroundings, physical surroundings, __________, and antecedent states.

Firms such as General Electric, Johnson & Johnson, Coca-Cola, and British Airways focus their attention on __________ to maximize customer satisfaction and retention in part by offering training to handle complaints, answer questions, and solve consumer problems.

The influencing of people during conversations is referred to as

If a fraternity or sorority wants to attract new members, it should focus on people who view its current members as __________ group.

Consumer behavior includes the actions a person takes in purchasing services and using products and services, including

The five roles of individual family members in the consumer purchase decision process are

Perception refers to

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

What percentage of all consumer conversations about brands happen face to face?

In the Maslow hierarchy of needs, those needs that are basic to survival and must be satisfied first are referred to as

The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor. This is an example of

Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as

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

The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as

In terms of consumer involvement and product knowledge, which of the following is virtually a habit?

A study by Popular Mechanics magazine identified 18 million _____________ who influence the purchases of some 85 million consumers for do-it-yourself products.

When conducting an information search, various product-rating organizations, such as government agencies and TV consumer programs, are known as

Based on the stages of the family life cycle, which of the following groups most likely has the largest amount of discretionary income?

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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