Question 1

In behavioral learning, a __________ is the reward that is given to a consumer.

Accepted Answer

A) cue 
B) stimulus 
C) motivator 
D) response 
E) reinforcement 
A) cue 
B) stimulus 
C) motivator 
D) response 
E) reinforcement

Question 2

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

Accepted Answer

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

Question 3

Self-concept refers to

Accepted Answer

A) the degree to which a person is influenced by situational influences. 
B) the need for personal fulfillment. 
C) the way people see themselves and the way they believe others see them. 
D) the degree to which a person trusts his or her own judgment in a purchase situation. 
E) the way people see others and the way they believe others see other people. 
A) the degree to which a person is influenced by situational influences. 
B) the need for personal fulfillment. 
C) the way people see themselves and the way they believe others see them. 
D) the degree to which a person trusts his or her own judgment in a purchase situation. 
E) the way people see others and the way they believe others see other people.

Question 4

Many University of Florida students, fans, and others view themselves part of "Gator Nation," the name of the __________ given to supporters of the University of Florida's educational and athletic programs.

Accepted Answer

A) VALS type 
B) aspiration group 
C) social class 
D) brand community 
E) market segment 
A) VALS type 
B) aspiration group 
C) social class 
D) brand community 
E) market segment

Question 5

Consumer behavior that results from consumer socialization, passage through the family life cycle, and decision making within the family or household is referred to as __________ influence.

Accepted Answer

A) psychographic 
B) demographic 
C) family 
D) reference group 
E) personal 
A) psychographic 
B) demographic 
C) family 
D) reference group 
E) personal

Question 6

Which of the following is a concept from behavioral learning theory that marketers use?

Accepted Answer

A) selective comprehension 
B) selective retention 
C) stimulus generalization 
D) cognitive dissonance 
E) routine problem solving 
A) selective comprehension 
B) selective retention 
C) stimulus generalization 
D) cognitive dissonance 
E) routine problem solving

Question 7

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________, (2) changing the perceived importance of attributes, and (3) adding new attributes to the product.

Accepted Answer

A) reinforcing the consumers' sense of self-confidence in making wise purchase decisions 
B) actively educating consumers about the product's competitive advantages 
C) refocusing a consumer's attention from one attribute to another 
D) changing beliefs about the extent to which a brand has certain attributes 
E) denigrating the attributes of competitors' products 
A) reinforcing the consumers' sense of self-confidence in making wise purchase decisions 
B) actively educating consumers about the product's competitive advantages 
C) refocusing a consumer's attention from one attribute to another 
D) changing beliefs about the extent to which a brand has certain attributes 
E) denigrating the attributes of competitors' products

Question 8

In the VALS framework, the segment with the most abundant resources, known as __________, includes successful, sophisticated, take-charge people with high self-esteem and resources of all kinds.

Accepted Answer

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

Question 9

Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called

Accepted Answer

A) problem recognition. 
B) alternative evaluation. 
C) cognitive dissonance. 
D) routine response behavior. 
E) postpurchase behavior. 
A) problem recognition. 
B) alternative evaluation. 
C) cognitive dissonance. 
D) routine response behavior. 
E) postpurchase behavior.

Question 10

Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision represents which stage of the consumer purchase decision process?

Accepted Answer

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

Question 11

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except

Accepted Answer

A) using slogans, music, and humor in advertising. 
B) giving appropriate product demonstrations. 
C) recruiting and deploying people to produce buzz. 
D) employing VALS segmentation strategies. 
E) running teaser advertising campaigns in advance of new-product introductions. 
A) using slogans, music, and humor in advertising. 
B) giving appropriate product demonstrations. 
C) recruiting and deploying people to produce buzz. 
D) employing VALS segmentation strategies. 
E) running teaser advertising campaigns in advance of new-product introductions.

Question 12

The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both electricity and gasoline. Ford has targeted not only people who are excited about technology but also those who want to contribute to cleaner air. Ford set a goal to attract 20,000 buyers a year for this SUV. Ford is trying to change consumer attitudes by

Accepted Answer

A) changing beliefs about the extent to which a brand has a specific attribute. 
B) changing the perceived importance of a specific attribute. 
C) adding a new attribute. 
D) reducing the perceived risk of the product. 
E) providing stimulus generalization to prospective buyers. 
A) changing beliefs about the extent to which a brand has a specific attribute. 
B) changing the perceived importance of a specific attribute. 
C) adding a new attribute. 
D) reducing the perceived risk of the product. 
E) providing stimulus generalization to prospective buyers.

Question 13

Kendall was excited to begin her new job after she graduated from college. Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?

Accepted Answer

A) a subscription to The Wall Street Journal 
B) an outfit for her first day 
C) a new coffeemaker 
D) flowers to decorate her new apartment 
E) running shoes 
A) a subscription to The Wall Street Journal 
B) an outfit for her first day 
C) a new coffeemaker 
D) flowers to decorate her new apartment 
E) running shoes

Question 14

Which of the following statements about attitudes is false?

Accepted Answer

A) Marketers are primarily concerned with American core values when developing advertising messages. 
B) Attitudes are learned. 
C) Attitudes are shaped by one's values and beliefs. 
D) An attitude results in responses that are consistently favorable or unfavorable. 
E) Personal values affect attitudes by influencing the importance assigned to specific product attributes. 
A) Marketers are primarily concerned with American core values when developing advertising messages. 
B) Attitudes are learned. 
C) Attitudes are shaped by one's values and beliefs. 
D) An attitude results in responses that are consistently favorable or unfavorable. 
E) Personal values affect attitudes by influencing the importance assigned to specific product attributes.

Question 15

Jennifer usually worked long hours at her job at the hospital, so her husband, Ari, an amateur chef, prepared most of the meals for the family. As an anniversary gift, Jennifer bought Ari a top-of-the-line professional cooktop and range. Ari's primary role in this process 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 16

Which of the following statements about personality is most accurate?

Accepted Answer

A) Personality is dynamic and typically changes several times as a person matures. 
B) Most personality traits are inherited or formed at an early age. 
C) Personality is the energizing force that makes consumer behavior purposeful. 
D) Most personality traits are formed during adulthood and don't change thereafter. 
E) People with compliant personalities prefer lesser known brand names. 
A) Personality is dynamic and typically changes several times as a person matures. 
B) Most personality traits are inherited or formed at an early age. 
C) Personality is the energizing force that makes consumer behavior purposeful. 
D) Most personality traits are formed during adulthood and don't change thereafter. 
E) People with compliant personalities prefer lesser known brand names.

Question 17

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, those consumers who seek products and services that demonstrate success to their peers or to a group they aspire to refers to

Accepted Answer

A) Ideals. 
B) Achievement. 
C) Self-Expression. 
D) Survivors. 
E) Innovators. 
A) Ideals. 
B) Achievement. 
C) Self-Expression. 
D) Survivors. 
E) Innovators.

Question 18

In the VALS framework, two segments stand apart based on their abundance or lack of psychological, physical, and material

Accepted Answer

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

Question 19

Learning refers to

Accepted Answer

A) content that has been transferred from short-term to long-term memory. 
B) those behaviors that result from repeated experience and reasoning. 
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 based on personal experience, advertising, and discussions with other people. 
E) a predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. 
A) content that has been transferred from short-term to long-term memory. 
B) those behaviors that result from repeated experience and reasoning. 
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 based on personal experience, advertising, and discussions with other people. 
E) a predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Question 20

Smoke detector and burglar alarm manufacturers focus on appeals to which needs 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

Exam 5: Understanding Consumer Behavior

In behavioral learning, a __________ is the reward that is given to a consumer.

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

Self-concept refers to

Many University of Florida students, fans, and others view themselves part of "Gator Nation," the name of the __________ given to supporters of the University of Florida's educational and athletic programs.

Consumer behavior that results from consumer socialization, passage through the family life cycle, and decision making within the family or household is referred to as __________ influence.

Which of the following is a concept from behavioral learning theory that marketers use?

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________, (2) changing the perceived importance of attributes, and (3) adding new attributes to the product.

In the VALS framework, the segment with the most abundant resources, known as __________, includes successful, sophisticated, take-charge people with high self-esteem and resources of all kinds.

Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called

Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision represents which stage of the consumer purchase decision process?

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except

Kendall was excited to begin her new job after she graduated from college. Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?

Which of the following statements about attitudes is false?

Jennifer usually worked long hours at her job at the hospital, so her husband, Ari, an amateur chef, prepared most of the meals for the family. As an anniversary gift, Jennifer bought Ari a top-of-the-line professional cooktop and range. Ari's primary role in this process was that of

Which of the following statements about personality is most accurate?

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, those consumers who seek products and services that demonstrate success to their peers or to a group they aspire to refers to

In the VALS framework, two segments stand apart based on their abundance or lack of psychological, physical, and material

Learning refers to

Smoke detector and burglar alarm manufacturers focus on appeals to which needs in the Maslow hierarchy of needs?

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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