Question 1

Customer satisfaction is an important focus for marketers because

Accepted Answer

A) marketing research is an expensive proposition; the fewer times it needs to be done, the better off the company is. 
B) the financial value of a satisfied, loyal customer over time can be significant. 
C) consumers are unable to assess it by themselves. 
D) attracting new customers is easier than keeping old ones. 
E) a 50 percent increase in customer retention can increase a company's profits by 5 percent. 
A) marketing research is an expensive proposition; the fewer times it needs to be done, the better off the company is. 
B) the financial value of a satisfied, loyal customer over time can be significant. 
C) consumers are unable to assess it by themselves. 
D) attracting new customers is easier than keeping old ones. 
E) a 50 percent increase in customer retention can increase a company's profits by 5 percent.

Question 2

The purchase of bottled water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

Accepted Answer

A) Avoid Perrier brand stock-outs on retailers' shelves. 
B) Make the purchase decision a high-involvement one. 
C) Offer coupons for Perrier bottled water. 
D) Convince retailers to offer only Perrier water. 
E) Denigrate its competition. 
A) Avoid Perrier brand stock-outs on retailers' shelves. 
B) Make the purchase decision a high-involvement one. 
C) Offer coupons for Perrier bottled water. 
D) Convince retailers to offer only Perrier water. 
E) Denigrate its competition.

Question 3

Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of a new car. She told a co-worker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

Accepted Answer

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

Question 4

State Farm insurance products would be found in what level of the Maslow hierarchy of needs?

Accepted Answer

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

Question 5

In the VALS framework, consumers with fewer resources who are practical people, have constructive skills, value self-sufficiency, and are unimpressed by material possessions except those with a practical or functional purpose are referred to as

Accepted Answer

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

Question 6

The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as

Accepted Answer

A) temporal states. 
B) antecedent states. 
C) information sources. 
D) evaluative criteria. 
E) the consideration set. 
A) temporal states. 
B) antecedent states. 
C) information sources. 
D) evaluative criteria. 
E) the consideration set.

Question 7

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American _____________ in the United States.

Accepted Answer

A) agricultural trends 
B) influence 
C) entrepreneurialism 
D) subculture 
E) assimilation 
A) agricultural trends 
B) influence 
C) entrepreneurialism 
D) subculture 
E) assimilation

Question 8

Which of the following is the largest racial/ethnic subculture in the United States?

Accepted Answer

A) Asian Americans 
B) Hispanics 
C) Caucasians 
D) African Americans 
E) Native Americans 
A) Asian Americans 
B) Hispanics 
C) Caucasians 
D) African Americans 
E) Native Americans

Question 9

Which of the following statements about how women buy cars today is most accurate?

Accepted Answer

A) For women, safety is about features that would help survive an accident. 
B) Women have definite likes or dislikes when buying a car, but they don't feel comfortable expressing their opinions. 
C) When it comes to the actual purchase process, women are more adept negotiators than men. 
D) Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage. 
E) Women usually shop one dealership before making a decision and men usually shop three. 
A) For women, safety is about features that would help survive an accident. 
B) Women have definite likes or dislikes when buying a car, but they don't feel comfortable expressing their opinions. 
C) When it comes to the actual purchase process, women are more adept negotiators than men. 
D) Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage. 
E) Women usually shop one dealership before making a decision and men usually shop three.

Question 10

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

Accepted Answer

A) competitive offerings 
B) motivation 
C) core values 
D) brand loyalty 
E) social surroundings 
A) competitive offerings 
B) motivation 
C) core values 
D) brand loyalty 
E) social surroundings

Question 11

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?

Accepted Answer

A) stimulus discrimination 
B) brand loyalty 
C) cognitive learning 
D) stimulus generalization 
E) behavioral learning 
A) stimulus discrimination 
B) brand loyalty 
C) cognitive learning 
D) stimulus generalization 
E) behavioral learning

Question 12

In terms of consumer involvement and product knowledge, which of the following involves all five stages of the purchase decision process and considerable time and effort?

Accepted Answer

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

Question 13

In the VALS framework, consumers whose energy finds outlets in exercise, sports, outdoor recreation, and social activities are referred to as

Accepted Answer

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

Question 14

The third stage in the consumer purchase decision process involves evaluating brands in the consideration set based on the evaluative criteria (both objective and subjective) identified during the information search step for the ultimate decision. What is this stage called?

Accepted Answer

A) postpurchase behavior 
B) alternative evaluation 
C) purchase decision 
D) problem recognition 
E) information search 
A) postpurchase behavior 
B) alternative evaluation 
C) purchase decision 
D) problem recognition 
E) information search

Question 15

At the __________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

Accepted Answer

A) problem recognition stage 
B) information search stage 
C) alternative evaluation stage 
D) purchase decision stage 
E) postpurchase stage 
A) problem recognition stage 
B) information search stage 
C) alternative evaluation stage 
D) purchase decision stage 
E) postpurchase stage

Question 16

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, consumers motivated by ______ are guided by knowledge and principles.

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 17

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

Accepted Answer

A) a negative antecedent state. 
B) perceived risk. 
C) temporal uncertainty. 
D) spatial uncertainty. 
E) a positive precedent state. 
A) a negative antecedent state. 
B) perceived risk. 
C) temporal uncertainty. 
D) spatial uncertainty. 
E) a positive precedent state.

Question 18

At times firms try to _________________________ to stimulate problem recognition.

Accepted Answer

A) avoid appealing to physiological needs 
B) avoid appealing to safety needs 
C) avoid appealing to social needs 
D) avoid appealing to personal needs 
E) arouse multiple needs 
A) avoid appealing to physiological needs 
B) avoid appealing to safety needs 
C) avoid appealing to social needs 
D) avoid appealing to personal needs 
E) arouse multiple needs

Question 19

Women make what percentage of new-car buying decisions?

Accepted Answer

A) 15 percent 
B) 30 percent 
C) 45 percent 
D) 60 percent 
E) 80 percent 
A) 15 percent 
B) 30 percent 
C) 45 percent 
D) 60 percent 
E) 80 percent

Question 20

You are sleepy before your 8 a.m. class and you notice the Starbucks on the walk to school. You stop for a drink and purchase something new that you really enjoy. The next day you do the same, and soon this has become a habit. This process is an example of

Accepted Answer

A) cognitive learning. 
B) the scientific method. 
C) behavioral learning. 
D) attitude formation. 
E) cognitive dissonance. 
A) cognitive learning. 
B) the scientific method. 
C) behavioral learning. 
D) attitude formation. 
E) cognitive dissonance.

Exam 5: Understanding Consumer Behavior

Customer satisfaction is an important focus for marketers because

The purchase of bottled water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of a new car. She told a co-worker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?

State Farm insurance products would be found in what level of the Maslow hierarchy of needs?

In the VALS framework, consumers with fewer resources who are practical people, have constructive skills, value self-sufficiency, and are unimpressed by material possessions except those with a practical or functional purpose are referred to as

The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American _____________ in the United States.

Which of the following is the largest racial/ethnic subculture in the United States?

Which of the following statements about how women buy cars today is most accurate?

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

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?

In terms of consumer involvement and product knowledge, which of the following involves all five stages of the purchase decision process and considerable time and effort?

In the VALS framework, consumers whose energy finds outlets in exercise, sports, outdoor recreation, and social activities are referred to as

The third stage in the consumer purchase decision process involves evaluating brands in the consideration set based on the evaluative criteria (both objective and subjective) identified during the information search step for the ultimate decision. What is this stage called?

At the __________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, consumers motivated by ______ are guided by knowledge and principles.

The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as

At times firms try to _________________________ to stimulate problem recognition.

Women make what percentage of new-car buying decisions?

You are sleepy before your 8 a.m. class and you notice the Starbucks on the walk to school. You stop for a drink and purchase something new that you really enjoy. The next day you do the same, and soon this has become a habit. This process is an example of

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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