Question 1

Which of the following statements about subliminal perception is most accurate?

Accepted Answer

A)  The Federal Communications Commission (FC
C)  believes that subliminal perception can be effective with a large majority of consumers. 
B)  Subliminal messages are illegal in the United States. 
C)  Subliminal messages are more effective now due to the advances in computer-generated images in movies and TV programs. 
D)  About half of U.S. consumers think that subliminal messages can cause them to buy products and services they don't want. 
E)  The use of subliminal messaging is monitored by the Better Business Bureau. 
A)  The Federal Communications Commission (FC
C)  believes that subliminal perception can be effective with a large majority of consumers. 
B)  Subliminal messages are illegal in the United States. 
C)  Subliminal messages are more effective now due to the advances in computer-generated images in movies and TV programs. 
D)  About half of U.S. consumers think that subliminal messages can cause them to buy products and services they don't want. 
E)  The use of subliminal messaging is monitored by the Better Business Bureau.

Question 2

The actions a person takes in purchasing and using products and services,including the mental and social processes that come before and after these actions,are referred to as

Accepted Answer

A)  purchase intentions. 
B)  market research. 
C)  consumer behavior. 
D)  consumer conduct. 
E)  purchase protocols. 
A)  purchase intentions. 
B)  market research. 
C)  consumer behavior. 
D)  consumer conduct. 
E)  purchase protocols.

Question 3

The energizing force that stimulates behavior to satisfy a need is referred to as

Accepted Answer

A)  a personality. 
B)  an antecedent state. 
C)  a motivation. 
D)  a cognitive dissonance. 
E)  a perception. 
A)  a personality. 
B)  an antecedent state. 
C)  a motivation. 
D)  a cognitive dissonance. 
E)  a perception.

Question 4

Those behaviors that result from repeated experience and reasoning are referred to as

Accepted Answer

A)  psychosocial edification. 
B)  acculturation. 
C)  attitudinal identification. 
D)  wisdom. 
E)  learning. 
A)  psychosocial edification. 
B)  acculturation. 
C)  attitudinal identification. 
D)  wisdom. 
E)  learning.

Question 5

BzzAgent is a firm that specializes in a marketing strategy known as

Accepted Answer

A)  corporate espionage. 
B)  teaser advertising. 
C)  spin. 
D)  buzz. 
E)  viral marketing. 
A)  corporate espionage. 
B)  teaser advertising. 
C)  spin. 
D)  buzz. 
E)  viral marketing.

Question 6

Which of the following products and services is an example of a low-involvement purchase?

Accepted Answer

A)  a Louis Vuitton designer handbag 
B)  a Trek bicycle 
C)  membership into a local country club 
D)  a vacation to Italy 
E)  Bounty paper towels 
A)  a Louis Vuitton designer handbag 
B)  a Trek bicycle 
C)  membership into a local country club 
D)  a vacation to Italy 
E)  Bounty paper towels

Question 7

Lexi wants to find the perfect gift for her older sister's college graduation.She started looking for the gift last month and expects to spend another couple of weeks to find a gift her sister will use and like.Lexi is engaging in

Accepted Answer

A)  routine problem solving. 
B)  limited problem solving. 
C)  extended problem solving. 
D)  problem recognition. 
E)  integrated problem solving. 
A)  routine problem solving. 
B)  limited problem solving. 
C)  extended problem solving. 
D)  problem recognition. 
E)  integrated problem solving.

Question 8

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 9

BzzAgent

Accepted Answer

A)  is the top consumer information source in developing countries. 
B)  captures honest word-of-mouth testimonials from satisfied customers who will promote new products or services. 
C)  was the first on the Internet to create a public forum for new products. 
D)  counteracts false rumors or negative buzz for quality products or services that have been unjustly accused on social networking websites. 
E)  uses ethnographic research techniques to discover subtle behavioral and emotional reactions to products in their natural use environment. 
A)  is the top consumer information source in developing countries. 
B)  captures honest word-of-mouth testimonials from satisfied customers who will promote new products or services. 
C)  was the first on the Internet to create a public forum for new products. 
D)  counteracts false rumors or negative buzz for quality products or services that have been unjustly accused on social networking websites. 
E)  uses ethnographic research techniques to discover subtle behavioral and emotional reactions to products in their natural use environment.

Question 10

Figure 4-3  
-In Figure 4-3,column C represents which of the following in terms of consumer involvement and product knowledge?

Accepted Answer

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

Question 11

When Maricela looked in her closet and said,"I don't have anything to wear to the party this weekend," she seems to be in which stage of the consumer purchase decision process?

Accepted Answer

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

Question 12

An example of a marketer-dominated source of information consulted during an external search is

Accepted Answer

A)  personal experience. 
B)  salespeople. 
C)  a Federal Trade Commission report. 
D)  a coworker. 
E)  Consumer Reports magazine. 
A)  personal experience. 
B)  salespeople. 
C)  a Federal Trade Commission report. 
D)  a coworker. 
E)  Consumer Reports magazine.

Question 13

Individuals who exert direct or indirect social influence over others are referred to as

Accepted Answer

A)  decision makers. 
B)  achievers. 
C)  innovators. 
D)  buzz managers. 
E)  opinion leaders. 
A)  decision makers. 
B)  achievers. 
C)  innovators. 
D)  buzz managers. 
E)  opinion leaders.

Question 14

In the VALS framework,consumers motivated by ideals are guided by knowledge and principle.One segment of the two Ideals-motivated groups,known as __________,have fewer resources and are conservative,conventional people with concrete beliefs based on established codes: family,religion,community,and the nation.

Accepted Answer

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

Question 15

A consideration set refers to

Accepted Answer

A)  the group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. 
B)  the group of generic brands that a consumer would reluctantly consider acceptable. 
C)  the group of brands of which a consumer is aware. 
D)  all possible competitive product substitutes that may satisfy a consumer's needs regardless of the product class. 
E)  those product alternatives a consumer has considered, including those deemed unacceptable. 
A)  the group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. 
B)  the group of generic brands that a consumer would reluctantly consider acceptable. 
C)  the group of brands of which a consumer is aware. 
D)  all possible competitive product substitutes that may satisfy a consumer's needs regardless of the product class. 
E)  those product alternatives a consumer has considered, including those deemed unacceptable.

Question 16

Explain how attitudes are shaped by our values and beliefs.

Accepted Answer

Values,beliefs,and attitudes play a cent

Question 17

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

Accepted Answer

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

Question 18

The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware is referred to as the

Accepted Answer

A)  evaluative set. 
B)  evolved set. 
C)  consideration set. 
D)  alternative selection group. 
E)  aspiration group. 
A)  evaluative set. 
B)  evolved set. 
C)  consideration set. 
D)  alternative selection group. 
E)  aspiration group.

Question 19

Explain the actions and considerations that relate to the five stages of the consumer purchase decision process.

Accepted Answer

The five stages in the purchase decision

Question 20

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

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

Which of the following statements about subliminal perception is most accurate?

The actions a person takes in purchasing and using products and services,including the mental and social processes that come before and after these actions,are referred to as

The energizing force that stimulates behavior to satisfy a need is referred to as

Those behaviors that result from repeated experience and reasoning are referred to as

BzzAgent is a firm that specializes in a marketing strategy known as

Which of the following products and services is an example of a low-involvement purchase?

Lexi wants to find the perfect gift for her older sister's college graduation.She started looking for the gift last month and expects to spend another couple of weeks to find a gift her sister will use and like.Lexi is engaging in

Customer satisfaction is an important focus for marketers because

BzzAgent

Figure 4-3 -In Figure 4-3,column C represents which of the following in terms of consumer involvement and product knowledge?

When Maricela looked in her closet and said,"I don't have anything to wear to the party this weekend," she seems to be in which stage of the consumer purchase decision process?

An example of a marketer-dominated source of information consulted during an external search is

Individuals who exert direct or indirect social influence over others are referred to as

A consideration set refers to

Explain how attitudes are shaped by our values and beliefs.

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware is referred to as the

Explain the actions and considerations that relate to the five stages 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 which?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment,ethical Behavior,and Social Responsibility

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

Pricing Products and Services

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

Building an Effective Marketing Plan

Filters

Exam 4: Understanding Consumer Behavior

Which of the following statements about subliminal perception is most accurate?

The actions a person takes in purchasing and using products and services,including the mental and social processes that come before and after these actions,are referred to as

The energizing force that stimulates behavior to satisfy a need is referred to as

Those behaviors that result from repeated experience and reasoning are referred to as

BzzAgent is a firm that specializes in a marketing strategy known as

Which of the following products and services is an example of a low-involvement purchase?

Lexi wants to find the perfect gift for her older sister's college graduation.She started looking for the gift last month and expects to spend another couple of weeks to find a gift her sister will use and like.Lexi is engaging in

Customer satisfaction is an important focus for marketers because

BzzAgent

Figure 4-3 -In Figure 4-3,column C represents which of the following in terms of consumer involvement and product knowledge?

When Maricela looked in her closet and said,"I don't have anything to wear to the party this weekend," she seems to be in which stage of the consumer purchase decision process?

An example of a marketer-dominated source of information consulted during an external search is

Individuals who exert direct or indirect social influence over others are referred to as

A consideration set refers to

Explain how attitudes are shaped by our values and beliefs.

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware is referred to as the

Explain the actions and considerations that relate to the five stages 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 which?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment,ethical Behavior,and Social Responsibility

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

Pricing Products and Services

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

Building an Effective Marketing Plan

Filters