Question 1

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

Accepted Answer

A) African Americans spend more on products for women and girls, especially in terms of clothing. 
B) There are significant differences between the buying patterns of African Americans and Caucasians of similar socioeconomic status. 
C) African Americans are not price-conscious but are strongly motivated by quality and choice. 
D) Adult African Americans spend half as much on online services as Caucasians. 
E) When socioeconomic status differences between African Americans and Caucasians are removed, there are more similarities than points of difference. 
A) African Americans spend more on products for women and girls, especially in terms of clothing. 
B) There are significant differences between the buying patterns of African Americans and Caucasians of similar socioeconomic status. 
C) African Americans are not price-conscious but are strongly motivated by quality and choice. 
D) Adult African Americans spend half as much on online services as Caucasians. 
E) When socioeconomic status differences between African Americans and Caucasians are removed, there are more similarities than points of difference.

Question 2

Marketers recognize that people have an actual self-concept and

Accepted Answer

A) a persona determined by their peers. 
B) a persona determined by psychology. 
C) an abstract self-concept. 
D) an ideal self-concept. 
E) an inconsistent self-concept. 
A) a persona determined by their peers. 
B) a persona determined by psychology. 
C) an abstract self-concept. 
D) an ideal self-concept. 
E) an inconsistent self-concept.

Question 3

For high-involvement purchases, consumers typically do all of the following except

Accepted Answer

A) spend considerable time evaluating criteria for the consideration set. 
B) participate in word-of-mouth communication. 
C) evaluate a single product attribute, such as price. 
D) consider many brands. 
E) use both internal and external sources in information search. 
A) spend considerable time evaluating criteria for the consideration set. 
B) participate in word-of-mouth communication. 
C) evaluate a single product attribute, such as price. 
D) consider many brands. 
E) use both internal and external sources in information search.

Question 4

Why would Proactiv, an acne treatment company, select Maroon 5 front man Adam Levine to appear in an ad campaign? What kind of influence could he have on consumer behavior?

Accepted Answer

A consumer's purchases are often influen

Question 5

A simultaneous evaluation of both product attributes and seller characteristics represents which stage of the consumer purchase decision process?

Accepted Answer

A) purchase decision 
B) information search 
C) financial transaction 
D) alternative evaluation 
E) postpurchase behavior 
A) purchase decision 
B) information search 
C) financial transaction 
D) alternative evaluation 
E) postpurchase behavior

Question 6

Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process referred to as

Accepted Answer

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

Question 7

If you hold a personal value of thriftiness, then you probably will have a favorable __________ toward automobiles with good fuel economy.

Accepted Answer

A) belief 
B) value 
C) attitude 
D) motivation 
E) perception 
A) belief 
B) value 
C) attitude 
D) motivation 
E) perception

Question 8

VALS groups of consumers motivated by __________ are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to.

Accepted Answer

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

Question 9

In recent ratings from independent rating agencies for selected smartphone brands and models, a number of factors are listed, such as price, display, audio quality, text messaging, web capability, and camera quality. These factors are the typical __________ for smartphones.

Accepted Answer

A) consideration sets 
B) evaluative criteria 
C) value propositions 
D) quality considerations 
E) core benefits 
A) consideration sets 
B) evaluative criteria 
C) value propositions 
D) quality considerations 
E) core benefits

Question 10

Shelter in the Maslow hierarchy of needs is an example of a __________ need.

Accepted Answer

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

Question 11

The alternative evaluation stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, yielding brand names that might meet the criteria, and

Accepted Answer

A) developing consumer value perceptions. 
B) evaluating particular products. 
C) selecting the type of retail outlet. 
D) establishing a purchase timeline. 
E) creating a hierarchy of needs. 
A) developing consumer value perceptions. 
B) evaluating particular products. 
C) selecting the type of retail outlet. 
D) establishing a purchase timeline. 
E) creating a hierarchy of needs.

Question 12

About 65 percent of BzzAgents are

Accepted Answer

A) Fortune 500 CEOs. 
B) buzzing entrepreneurs. 
C) older than 25 years of age. 
D) considered low-income. 
E) men. 
A) Fortune 500 CEOs. 
B) buzzing entrepreneurs. 
C) older than 25 years of age. 
D) considered low-income. 
E) men.

Question 13

Why is learning important to marketing?

Accepted Answer

Learning is important to marketing becau

Question 14

A local country club has a great golf course, swimming pool, tennis courts, and even a stable for horses. It also has numerous high-profile businesspeople, doctors, and local politicians as members. To attract new members, the club's board of directors should focus its marketing efforts on people who view its current members as __________ group.

Accepted Answer

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

Question 15

Many consumers buy a subscription to The Wall Street Journal and have it delivered to their homes by 5:30 a.m. so that they can read it during breakfast. This purchase is an example of which situational influence?

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 16

The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and decide on their purchases with far less thought than they otherwise would due to being "harried" and uncomfortable. This situation is most closely related to which of the following situational influences?

Accepted Answer

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

Question 17

In the VALS framework, self-expression-motivated consumers who have fewer resources and express themselves and experience the world by working on it are referred to as

Accepted Answer

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

Question 18

A college education 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 19

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, ____________ are successful, sophisticated, take-charge people.

Accepted Answer

A) ideals-oriented consumers 
B) achievement-oriented consumers 
C) self-expression oriented consumers 
D) Survivors 
E) Innovators 
A) ideals-oriented consumers 
B) achievement-oriented consumers 
C) self-expression oriented consumers 
D) Survivors 
E) Innovators

Question 20

Which of the following statements about psychographics is most accurate?

Accepted Answer

A) Psychographics is unable to provide actionable information about potential customers since the data obtained from the research are too subjective to be reliably interpreted and acted upon. 
B) Although helpful in segmenting markets, psychographics is limited in its ability to target consumers. 
C) Psychographics combines demographic data, psychological data, and actual spending data of consumers to create VALS profiles. 
D) Psychographics combines psychology, lifestyle, and demographics to uncover consumer motivations for buying and using offerings. 
E) Psychographic data are extremely vulnerable to current social trends and therefore are best suited to new market-product combinations rather than existing ones. 
A) Psychographics is unable to provide actionable information about potential customers since the data obtained from the research are too subjective to be reliably interpreted and acted upon. 
B) Although helpful in segmenting markets, psychographics is limited in its ability to target consumers. 
C) Psychographics combines demographic data, psychological data, and actual spending data of consumers to create VALS profiles. 
D) Psychographics combines psychology, lifestyle, and demographics to uncover consumer motivations for buying and using offerings. 
E) Psychographic data are extremely vulnerable to current social trends and therefore are best suited to new market-product combinations rather than existing ones.

Exam 5: Understanding Consumer Behavior

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

Marketers recognize that people have an actual self-concept and

For high-involvement purchases, consumers typically do all of the following except

Why would Proactiv, an acne treatment company, select Maroon 5 front man Adam Levine to appear in an ad campaign? What kind of influence could he have on consumer behavior?

A simultaneous evaluation of both product attributes and seller characteristics represents which stage of the consumer purchase decision process?

Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process referred to as

If you hold a personal value of thriftiness, then you probably will have a favorable __________ toward automobiles with good fuel economy.

VALS groups of consumers motivated by __________ are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to.

In recent ratings from independent rating agencies for selected smartphone brands and models, a number of factors are listed, such as price, display, audio quality, text messaging, web capability, and camera quality. These factors are the typical __________ for smartphones.

Shelter in the Maslow hierarchy of needs is an example of a __________ need.

The alternative evaluation stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, yielding brand names that might meet the criteria, and

About 65 percent of BzzAgents are

Why is learning important to marketing?

Many consumers buy a subscription to The Wall Street Journal and have it delivered to their homes by 5:30 a.m. so that they can read it during breakfast. This purchase is an example of which situational influence?

In the VALS framework, self-expression-motivated consumers who have fewer resources and express themselves and experience the world by working on it are referred to as

A college education would be found in what level of the Maslow hierarchy of needs?

VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, ____________ are successful, sophisticated, take-charge people.

Which of the following statements about psychographics is most accurate?

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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