Question 1

A major shift in the needs of consumers using Coppertone products for their skin has been from ________ to ________.

Accepted Answer

A)  moisturizing; anti-aging 
B)  sealing; exfoliating 
C)  healing; maintenance 
D)  tanning; protection 
E)  simplicity; convenience 
A)  moisturizing; anti-aging 
B)  sealing; exfoliating 
C)  healing; maintenance 
D)  tanning; protection 
E)  simplicity; convenience

Question 2

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

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 3

eHarmony claims to be the world's most trusted online dating website.Its appeal is to satisfy consumers' __________ needs in the Maslow hierarchy of needs.

Accepted Answer

A)  physiological 
B)  personal 
C)  interaction 
D)  social 
E)  psychological 
A)  physiological 
B)  personal 
C)  interaction 
D)  social 
E)  psychological

Question 4

Research has found that for many products,including soft drinks,coffee,and cosmetics,consumers are unable to distinguish among brands in blind tests (i.e.,taste or other use of the products without labels).Nonetheless,even when prices are similar,consumers have strong preferences for specific brands.They may buy out of habit,which is the basis of

Accepted Answer

A)  extended problem solving. 
B)  limited problem solving. 
C)  routine problem solving. 
D)  high-involvement problem solving. 
E)  personal problem solving. 
A)  extended problem solving. 
B)  limited problem solving. 
C)  routine problem solving. 
D)  high-involvement problem solving. 
E)  personal problem solving.

Question 5

What is a subculture? Name examples of products targeted at American subcultures.

Accepted Answer

Subculture refers to a subgroup with uni

Question 6

In marketing,advertisements or salespeople can activate a consumer's purchase decision process by

Accepted Answer

A)  creating a sense of irony or amusement. 
B)  manipulating a customer's want into a need. 
C)  promising product attributes that exceed the actual product potential. 
D)  showing the shortcomings of competing (or currently owned) products. 
E)  shifting the consumer's focus from internal search to external search. 
A)  creating a sense of irony or amusement. 
B)  manipulating a customer's want into a need. 
C)  promising product attributes that exceed the actual product potential. 
D)  showing the shortcomings of competing (or currently owned) products. 
E)  shifting the consumer's focus from internal search to external search.

Question 7

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's __________ in order to attract them as potential residents,part of its workforce,or vacationers.

Accepted Answer

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

Question 8

Motivation refers to

Accepted Answer

A)  the stimulus required to cause a consumer to do something uncharacteristic of himself. 
B)  the energizing force that stimulates behavior to satisfy a consumer need. 
C)  a person's consistent behaviors or responses to recurring situations. 
D)  the way people see themselves and the way they believe others see them. 
E)  a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. 
A)  the stimulus required to cause a consumer to do something uncharacteristic of himself. 
B)  the energizing force that stimulates behavior to satisfy a consumer need. 
C)  a person's consistent behaviors or responses to recurring situations. 
D)  the way people see themselves and the way they believe others see them. 
E)  a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Question 9

The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as

Accepted Answer

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

Question 10

Firms such as General Electric,Johnson & Johnson,Coca-Cola,and British Airways focus their attention on __________ to maximize customer satisfaction and retention in part by offering training to handle complaints,answer questions,and solve consumer problems.

Accepted Answer

A)  value perception 
B)  postpurchase behavior 
C)  noncompetitive pricing 
D)  comparison pricing 
E)  prepurchase behavior 
A)  value perception 
B)  postpurchase behavior 
C)  noncompetitive pricing 
D)  comparison pricing 
E)  prepurchase behavior

Question 11

Which of the following is not a strategy used by marketers of high-involvement offerings?

Accepted Answer

A)  Use personal selling to provide consumers with information. 
B)  Use social media to create online experiences for the brand. 
C)  Avoid stock-out situations so that buyers don't substitute a competing brand. 
D)  Use Internet search engines such as Google to assist buyers. 
E)  Run ads to provide consumers with information. 
A)  Use personal selling to provide consumers with information. 
B)  Use social media to create online experiences for the brand. 
C)  Avoid stock-out situations so that buyers don't substitute a competing brand. 
D)  Use Internet search engines such as Google to assist buyers. 
E)  Run ads to provide consumers with information.

Question 12

Josh told his father that the family needed a new computer,so his dad asked him to look into the latest products and their prices.Josh's mom asked that the new computer have an ergonomic keyboard because she has wrist problems.His sister Ann wanted the computer to have a lot of memory to edit videos.With this information,Josh's dad chose and ordered a Dell.Which best describes the roles each family member played in making this decision?

Accepted Answer

A)  Josh's mother and Ann acted as information gatherers, users, and decision makers. 
B)  Josh took on all the roles except that of purchaser. 
C)  Josh's father took on all of the roles. 
D)  Ann acted as a user and an influencer. 
E)  Josh's mother acted as an information gatherer, a user, an influencer, and a gatekeeper. 
A)  Josh's mother and Ann acted as information gatherers, users, and decision makers. 
B)  Josh took on all the roles except that of purchaser. 
C)  Josh's father took on all of the roles. 
D)  Ann acted as a user and an influencer. 
E)  Josh's mother acted as an information gatherer, a user, an influencer, and a gatekeeper.

Question 13

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

Accepted Answer

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

Question 14

Why is learning important to marketing?

Accepted Answer

Learning is important to marketing becau

Question 15

There are five stages in the consumer purchase decision process.The first stage is

Accepted Answer

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

Question 16

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 17

Brand loyalty refers to

Accepted Answer

A)  the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. 
B)  a favorable attitude toward and consistent purchase of a single brand over time. 
C)  a formalized agreement of a vendor to carry one brand over another because it views the quality of that brand to be superior to all others. 
D)  the willingness of consumers to try a new brand in a brand line based upon their satisfaction with other brands in the line. 
E)  the faith that other products manufactured by the same company with the same brand name will be of the same quality. 
A)  the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. 
B)  a favorable attitude toward and consistent purchase of a single brand over time. 
C)  a formalized agreement of a vendor to carry one brand over another because it views the quality of that brand to be superior to all others. 
D)  the willingness of consumers to try a new brand in a brand line based upon their satisfaction with other brands in the line. 
E)  the faith that other products manufactured by the same company with the same brand name will be of the same quality.

Question 18

Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private showing of the line.This group consists of __________ for activewear clothing.

Accepted Answer

A)  lifestyle makers 
B)  aspirational people 
C)  autonomous leaders 
D)  opinion leaders 
E)  joint decision makers 
A)  lifestyle makers 
B)  aspirational people 
C)  autonomous leaders 
D)  opinion leaders 
E)  joint decision makers

Question 19

What does lifestyle mean and why is it important to marketers?

Accepted Answer

Lifestyle is a mode of living that is id

Question 20

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 t

A major shift in the needs of consumers using Coppertone products for their skin has been from to .

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

eHarmony claims to be the world's most trusted online dating website.Its appeal is to satisfy consumers' __________ needs in the Maslow hierarchy of needs.

What is a subculture? Name examples of products targeted at American subcultures.

In marketing,advertisements or salespeople can activate a consumer's purchase decision process by

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's __________ in order to attract them as potential residents,part of its workforce,or vacationers.

Motivation refers to

The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as

Firms such as General Electric,Johnson & Johnson,Coca-Cola,and British Airways focus their attention on __________ to maximize customer satisfaction and retention in part by offering training to handle complaints,answer questions,and solve consumer problems.

Which of the following is not a strategy used by marketers of high-involvement offerings?

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

Why is learning important to marketing?

There are five stages in the consumer purchase decision process.The first stage is

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.

Brand loyalty refers to

Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private showing of the line.This group consists of __________ for activewear clothing.

What does lifestyle mean and why is it important to marketers?

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.

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

A major shift in the needs of consumers using Coppertone products for their skin has been from ________ to ________.

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

eHarmony claims to be the world's most trusted online dating website.Its appeal is to satisfy consumers' __________ needs in the Maslow hierarchy of needs.

What is a subculture? Name examples of products targeted at American subcultures.

In marketing,advertisements or salespeople can activate a consumer's purchase decision process by

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's __________ in order to attract them as potential residents,part of its workforce,or vacationers.

Motivation refers to

The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as

Firms such as General Electric,Johnson & Johnson,Coca-Cola,and British Airways focus their attention on __________ to maximize customer satisfaction and retention in part by offering training to handle complaints,answer questions,and solve consumer problems.

Which of the following is not a strategy used by marketers of high-involvement offerings?

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

Why is learning important to marketing?

There are five stages in the consumer purchase decision process.The first stage is

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.

Brand loyalty refers to

Your company is introducing a new line of activewear for teenagers and invites the members of the high school track team to a private showing of the line.This group consists of __________ for activewear clothing.

What does lifestyle mean and why is it important to marketers?

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.

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

A major shift in the needs of consumers using Coppertone products for their skin has been from to .