Question 1

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

Accepted Answer

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

Question 2

Food 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 3

Would you agree or disagree with the following statement? "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

Accepted Answer

Students should agree. Firms have begun

Question 4

Friendship 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 5

While watching TV one evening, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, the great taste of the sandwich is

Accepted Answer

A) a reinforcement. 
B) an achievement. 
C) a drive. 
D) a cue. 
E) a response. 
A) a reinforcement. 
B) an achievement. 
C) a drive. 
D) a cue. 
E) a response.

Question 6

A reference group that a person wishes to maintain distance from because of differences in values or behaviors is referred to as __________ group.

Accepted Answer

A) a socialization 
B) an associative 
C) an aspiration 
D) a dissociative 
E) an integrated 
A) a socialization 
B) an associative 
C) an aspiration 
D) a dissociative 
E) an integrated

Question 7

In which stage in the consumer purchase decision process would a consumer ask, "How much can I afford to spend on a new 42-inch LED HDTV?"

Accepted Answer

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

Question 8

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

Accepted Answer

A) lifestyle and motivation. 
B) personality and lifestyle. 
C) opinion leadership and word-of-mouth activity. 
D) word-of-mouth activity and psychographics. 
E) psychographics and demographics. 
A) lifestyle and motivation. 
B) personality and lifestyle. 
C) opinion leadership and word-of-mouth activity. 
D) word-of-mouth activity and psychographics. 
E) psychographics and demographics.

Question 9

In __________, consumers typically seek only a few information sources about several sellers and their brands, and they may identify and evaluate a moderate number of attributes for each brand that eventually will comprise the consideration set.

Accepted Answer

A) limited problem solving 
B) extended problem solving 
C) short-term problem solving 
D) routine problem solving 
E) relational problem solving 
A) limited problem solving 
B) extended problem solving 
C) short-term problem solving 
D) routine problem solving 
E) relational problem solving

Question 10

The way people see themselves and the way they believe others see them is referred to as

Accepted Answer

A) self-evaluation. 
B) self-concept. 
C) self-actualization. 
D) individualized perception. 
E) personal perception. 
A) self-evaluation. 
B) self-concept. 
C) self-actualization. 
D) individualized perception. 
E) personal perception.

Question 11

VALS groups of consumers who are motivated by __________ are those who desire social or physical activity, variety, and risk.

Accepted Answer

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

Question 12

Which of the following is a strategy for a market leader (rather than a market challenger) when marketing a low-involvement product?

Accepted Answer

A) Use sales promotion such as free samples, coupons, and rebates to encourage trial of the brand. 
B) Link the brand attributes with high-involvement issues. 
C) Use Internet search engines such as Google to assist buyers. 
D) Use advertising messages that focus on getting the brand into a consumer's consideration set. 
E) Use repetitive advertising messages that reinforce a consumer's knowledge or assure buyers they made the right choice. 
A) Use sales promotion such as free samples, coupons, and rebates to encourage trial of the brand. 
B) Link the brand attributes with high-involvement issues. 
C) Use Internet search engines such as Google to assist buyers. 
D) Use advertising messages that focus on getting the brand into a consumer's consideration set. 
E) Use repetitive advertising messages that reinforce a consumer's knowledge or assure buyers they made the right choice.

Question 13

While watching TV one evening, your stomach growls. You see an ad for Jimmy John's. You walk to Jimmy John's and buy a sandwich, which tastes great. In terms of behavioral learning, walking to the sandwich shop and buying a sandwich is a

Accepted Answer

A) drive. 
B) response. 
C) reinforcement. 
D) cue. 
E) prompt. 
A) drive. 
B) response. 
C) reinforcement. 
D) cue. 
E) prompt.

Question 14

Groupon built its business model on the premise that

Accepted Answer

A) consumers would be receptive to online sweepstakes. 
B) businesses would be willing to post their 30-second TV advertising on a social network. 
C) consumers would want to "check in" and earn points and badges for visiting businesses. 
D) consumers would band together and try a new product or service if businesses would offer lower prices to entice them to take advantage of a daily deal offered to them. 
E) consumers would be willing to pay for fun and exciting online video games that are playable on their smartphones and tablet devices. 
A) consumers would be receptive to online sweepstakes. 
B) businesses would be willing to post their 30-second TV advertising on a social network. 
C) consumers would want to "check in" and earn points and badges for visiting businesses. 
D) consumers would band together and try a new product or service if businesses would offer lower prices to entice them to take advantage of a daily deal offered to them. 
E) consumers would be willing to pay for fun and exciting online video games that are playable on their smartphones and tablet devices.

Question 15

When Citizen, a watch company, uses a spokesperson such as football player Eli Manning to promote its Eco-Drive watches, it believes he is __________ who can influence the purchase decision of its target market.

Accepted Answer

A) an opinion leader 
B) a product champion 
C) an innovator 
D) a BzzAgent 
E) a rainmaker 
A) an opinion leader 
B) a product champion 
C) an innovator 
D) a BzzAgent 
E) a rainmaker

Question 16

The VALS framework is an example of

Accepted Answer

A) a personality assessment. 
B) cognitive learning theory. 
C) a psychographic system. 
D) a study on the hierarchy of needs. 
E) geodemographic segmentation. 
A) a personality assessment. 
B) cognitive learning theory. 
C) a psychographic system. 
D) a study on the hierarchy of needs. 
E) geodemographic segmentation.

Question 17

A brand community refers to

Accepted Answer

A) the relatively permanent, homogeneous divisions in a society that consists of people who share similar values, interests, behaviors, and brands. 
B) a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use. 
C) people to whom an individual looks as a basis for purchasing particular brands. 
D) those buyers who, through the size of their purchases, affect where marketing dollars will be spent on a particular brand. 
E) those brands with whom a person does not wish to be identified. 
A) the relatively permanent, homogeneous divisions in a society that consists of people who share similar values, interests, behaviors, and brands. 
B) a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use. 
C) people to whom an individual looks as a basis for purchasing particular brands. 
D) those buyers who, through the size of their purchases, affect where marketing dollars will be spent on a particular brand. 
E) those brands with whom a person does not wish to be identified.

Question 18

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?

Accepted Answer

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

Question 19

All of the following are challenges that Groupon faces except

Accepted Answer

A) most of the Groupon deals are unprofitable for merchants, so customers must be converted into repeat purchasers for this to be cost-effective. 
B) Groupon faces extraordinary competition because the daily deal technology is easy to copy. 
C) the business model is hard to adapt at the local level, though it works well for large, national businesses. 
D) some consumers buy the coupons but never use them, eventually leaving them dissatisfied and unlikely to use Groupon again. 
E) Groupon must develop a comprehensive understanding of the differences in international buying behaviors to continue its explosive growth outside the United States. 
A) most of the Groupon deals are unprofitable for merchants, so customers must be converted into repeat purchasers for this to be cost-effective. 
B) Groupon faces extraordinary competition because the daily deal technology is easy to copy. 
C) the business model is hard to adapt at the local level, though it works well for large, national businesses. 
D) some consumers buy the coupons but never use them, eventually leaving them dissatisfied and unlikely to use Groupon again. 
E) Groupon must develop a comprehensive understanding of the differences in international buying behaviors to continue its explosive growth outside the United States.

Question 20

Nicole gives her young daughter Kelli an allowance of $5 a week. Sometimes, Nicole takes Kelli shopping. But if Kelli wants something that costs more than she has saved, Nicole reminds her she needs to keep saving. When Kelli is finally able to purchase a special, more expensive item, she is allowed to pay for it herself, including bringing the product to the salesclerk to complete the purchase. In this way, Nicole encourages the development of Kelli's

Accepted Answer

A) consumer assimilation. 
B) consumer acculturation. 
C) purchasing socialization. 
D) consumer socialization. 
E) purchasing enculturation. 
A) consumer assimilation. 
B) consumer acculturation. 
C) purchasing socialization. 
D) consumer socialization. 
E) purchasing enculturation.

Exam 5: Understanding Consumer Behavior

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

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

Would you agree or disagree with the following statement? "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

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

While watching TV one evening, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, the great taste of the sandwich is

A reference group that a person wishes to maintain distance from because of differences in values or behaviors is referred to as __________ group.

In which stage in the consumer purchase decision process would a consumer ask, "How much can I afford to spend on a new 42-inch LED HDTV?"

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

In __________, consumers typically seek only a few information sources about several sellers and their brands, and they may identify and evaluate a moderate number of attributes for each brand that eventually will comprise the consideration set.

The way people see themselves and the way they believe others see them is referred to as

VALS groups of consumers who are motivated by __________ are those who desire social or physical activity, variety, and risk.

Which of the following is a strategy for a market leader (rather than a market challenger) when marketing a low-involvement product?

While watching TV one evening, your stomach growls. You see an ad for Jimmy John's. You walk to Jimmy John's and buy a sandwich, which tastes great. In terms of behavioral learning, walking to the sandwich shop and buying a sandwich is a

Groupon built its business model on the premise that

When Citizen, a watch company, uses a spokesperson such as football player Eli Manning to promote its Eco-Drive watches, it believes he is __________ who can influence the purchase decision of its target market.

The VALS framework is an example of

A brand community refers to

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?

All of the following are challenges that Groupon faces except

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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