Question 1

Popularity created by consumer word of mouth is called __________.

Accepted Answer

A) hype 
B) buzz 
C) propaganda 
D) excitement 
E) buildup 
A) hype 
B) buzz 
C) propaganda 
D) excitement 
E) buildup

Question 2

In the VALS classification system shown in Figure 5-10 above, diamond "E" consists of a group of consumers who represent a modest market for most products and services and are brand loyal.

Accepted Answer

A) innovators 
B) makers 
C) survivors 
D) believers 
E) thinkers 
A) innovators 
B) makers 
C) survivors 
D) believers 
E) thinkers

Question 3

In the VALS system, __________ groups are consumers motivated by ideals and are guided by knowledge and principle.

Accepted Answer

A) ideals-motivated 
B) achievement-motivated 
C) self-expression-motivated 
D) rewards-success motivated 
E) high-and low-resource motivated 
A) ideals-motivated 
B) achievement-motivated 
C) self-expression-motivated 
D) rewards-success motivated 
E) high-and low-resource motivated

Question 4

How might Ford Motor Company apply the three methods of attitude change in its marketing activities?

Accepted Answer

There are three ways to change attitudes

Question 5

Your company is introducing a new line of activewear for teenagers and invites the members of the cheerleading squad to a private display of the line.This group consists of __________ for activewear clothing.

Accepted Answer

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

Question 6

A reference group which a person wishes to be a member of or wishes to be associated with, is referred to as a(n) __________ group.

Accepted Answer

A) preference 
B) membership 
C) aspiration 
D) assimilation 
E) integrated 
A) preference 
B) membership 
C) aspiration 
D) assimilation 
E) integrated

Question 7

Cary was offended by the brand name of a new product for women.She believes the name of the product is demeaning and that it must reflect a negative attitude of the manufacturer towards women in general.Although this may simply be the result of __________, if other women interpret the name choice the same way, there is a likelihood this product could fail.

Accepted Answer

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

Question 8

When the elementary teacher needed to buy poster board for her class, she remembered that she had previously found some poster board at her local 99 Cents Only store, at Walgreen's, and at her Family Dollar Store.What term best describes the information search method used by the teacher?

Accepted Answer

A) personal external source. 
B) public external source. 
C) market-dominated external source. 
D) internal search. 
E) market-dominated internal source. 
A) personal external source. 
B) public external source. 
C) market-dominated external source. 
D) internal search. 
E) market-dominated internal source.

Question 9

In which stage of the consumer purchase decision process would a consumer ask, "Is installation included in the price of this HDTV?"

Accepted Answer

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

Question 10

Cognitive dissonance refers to

Accepted Answer

A) feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs. 
B) feelings of discomfort associated with purchasing something purely for the sake of prestige. 
C) the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives. 
D) feelings of discontent after a purchase has been made when the product fails to perform up to expectations. 
E) feelings of discontent after a purchase has been made when the customer finds out that he or she paid more than necessary. 
A) feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs. 
B) feelings of discomfort associated with purchasing something purely for the sake of prestige. 
C) the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives. 
D) feelings of discontent after a purchase has been made when the product fails to perform up to expectations. 
E) feelings of discontent after a purchase has been made when the customer finds out that he or she paid more than necessary.

Question 11

Explain how attitudes are shaped by our values and beliefs.

Accepted Answer

Attitudes are learned predispositions to

Question 12

Spouse dominant decision-making implies that

Accepted Answer

A) the husband makes the majority of the purchase decisions. 
B) the wife makes the majority of the purchase decisions. 
C) either the husband or the wife is primarily responsible for purchase decisions. 
D) both the husband and the wife make the decisions together. 
E) there is no clear cut decision-making, and most purchases are made by default. 
A) the husband makes the majority of the purchase decisions. 
B) the wife makes the majority of the purchase decisions. 
C) either the husband or the wife is primarily responsible for purchase decisions. 
D) both the husband and the wife make the decisions together. 
E) there is no clear cut decision-making, and most purchases are made by default.

Question 13

Linda contends that she can taste the difference between fat-free cheese and cheese with its regular fat content.Linda is exhibiting

Accepted Answer

A) cognitive dissonance. 
B) selective retention. 
C) stimulus discrimination. 
D) selective comprehension. 
E) stimulus generalization. 
A) cognitive dissonance. 
B) selective retention. 
C) stimulus discrimination. 
D) selective comprehension. 
E) stimulus generalization.

Question 14

Which of the following statements about psychographics is most accurate?

Accepted Answer

A) Psychographics is unable to provide accurate information about potential customers since the information is so subjective. 
B) Although helpful in segmenting markets at the most general level, psychographics is limited in its ability to identify specific target markets. 
C) Psychographics combines demographic data, psychological data, with the actual spending power of potential consumers. 
D) Psychographics combines psychology, lifestyle, and demographics. 
E) Psychographic data is extremely vulnerable to current social trends and therefore is best suited to new markets rather than existing ones. 
A) Psychographics is unable to provide accurate information about potential customers since the information is so subjective. 
B) Although helpful in segmenting markets at the most general level, psychographics is limited in its ability to identify specific target markets. 
C) Psychographics combines demographic data, psychological data, with the actual spending power of potential consumers. 
D) Psychographics combines psychology, lifestyle, and demographics. 
E) Psychographic data is extremely vulnerable to current social trends and therefore is best suited to new markets rather than existing ones.

Question 15

Reference groups refer to

Accepted Answer

A) the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behaviors can be grouped. 
B) individuals who exert direct or indirect social influence over others. 
C) people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. 
D) groups of buyers who through the size of their purchases affect where marketing dollars will be spent. 
E) a group with whom a person wishes to be a member of or wishes to be identified with. 
A) the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behaviors can be grouped. 
B) individuals who exert direct or indirect social influence over others. 
C) people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. 
D) groups of buyers who through the size of their purchases affect where marketing dollars will be spent. 
E) a group with whom a person wishes to be a member of or wishes to be identified with.

Question 16

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

Question 17

Robin wants to find the perfect gift for her grandparents' 50th wedding anniversary.She started looking for the gift last month and expects to spend another couple of months if needed to find a gift they both will like.Robin is engaging in

Accepted Answer

A) routine response behavior 
B) limited problem solving 
C) extended problem solving 
D) simulated selection 
E) integrated problem solving 
A) routine response behavior 
B) limited problem solving 
C) extended problem solving 
D) simulated selection 
E) integrated problem solving

Question 18

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

Accepted Answer

A) Women have definite likes or dislikes when buying a car, but they don't feel comfortable expressing their opinions. 
B) Most women actually enjoy the price negotiation process. 
C) The issue of "speed" is an important factor to men, but not really important to women. 
D) Women are more likely to make their car purchase selection as a result of information provided by a friend or a relative than from promotional information. 
E) Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage. 
A) Women have definite likes or dislikes when buying a car, but they don't feel comfortable expressing their opinions. 
B) Most women actually enjoy the price negotiation process. 
C) The issue of "speed" is an important factor to men, but not really important to women. 
D) Women are more likely to make their car purchase selection as a result of information provided by a friend or a relative than from promotional information. 
E) Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage.

Question 19

Most likely, how would consumers who purchased a new innovative type of running shoe try to reduce any cognitive dissonance they feel?

Accepted Answer

A) Use only an internal information search. 
B) Have little or no problem solving involvement. 
C) Read ads for the running shoe even after the purchase has been made. 
D) Use routine problem solving. 
E) If the shoe is comfortable and gives the requisite support, there will be no cognitive dissonance. 
A) Use only an internal information search. 
B) Have little or no problem solving involvement. 
C) Read ads for the running shoe even after the purchase has been made. 
D) Use routine problem solving. 
E) If the shoe is comfortable and gives the requisite support, there will be no cognitive dissonance.

Question 20

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

Accepted Answer

A) decision makers. 
B) achievers. 
C) innovators. 
D) reference groups. 
E) opinion leaders. 
A) decision makers. 
B) achievers. 
C) innovators. 
D) reference groups. 
E) opinion leaders.

Popularity created by consumer word of mouth is called __________.

In the VALS classification system shown in Figure 5-10 above, diamond "E" consists of a group of consumers who represent a modest market for most products and services and are brand loyal.

In the VALS system, __________ groups are consumers motivated by ideals and are guided by knowledge and principle.

How might Ford Motor Company apply the three methods of attitude change in its marketing activities?

Your company is introducing a new line of activewear for teenagers and invites the members of the cheerleading squad to a private display of the line.This group consists of __________ for activewear clothing.

A reference group which a person wishes to be a member of or wishes to be associated with, is referred to as a(n) __________ group.

When the elementary teacher needed to buy poster board for her class, she remembered that she had previously found some poster board at her local 99 Cents Only store, at Walgreen's, and at her Family Dollar Store.What term best describes the information search method used by the teacher?

In which stage of the consumer purchase decision process would a consumer ask, "Is installation included in the price of this HDTV?"

Cognitive dissonance refers to

Explain how attitudes are shaped by our values and beliefs.

Spouse dominant decision-making implies that

Linda contends that she can taste the difference between fat-free cheese and cheese with its regular fat content.Linda is exhibiting

Which of the following statements about psychographics is most accurate?

Reference groups refer to

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

Robin wants to find the perfect gift for her grandparents' 50^th wedding anniversary.She started looking for the gift last month and expects to spend another couple of months if needed to find a gift they both will like.Robin is engaging in

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

Most likely, how would consumers who purchased a new innovative type of running shoe try to reduce any cognitive dissonance they feel?

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

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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

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

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters

Exam 5: Understanding Consumer Behavior

Popularity created by consumer word of mouth is called __________.

In the VALS classification system shown in Figure 5-10 above, diamond "E" consists of a group of consumers who represent a modest market for most products and services and are brand loyal.

In the VALS system, __________ groups are consumers motivated by ideals and are guided by knowledge and principle.

How might Ford Motor Company apply the three methods of attitude change in its marketing activities?

Your company is introducing a new line of activewear for teenagers and invites the members of the cheerleading squad to a private display of the line.This group consists of __________ for activewear clothing.

A reference group which a person wishes to be a member of or wishes to be associated with, is referred to as a(n) __________ group.

When the elementary teacher needed to buy poster board for her class, she remembered that she had previously found some poster board at her local 99 Cents Only store, at Walgreen's, and at her Family Dollar Store.What term best describes the information search method used by the teacher?

In which stage of the consumer purchase decision process would a consumer ask, "Is installation included in the price of this HDTV?"

Cognitive dissonance refers to

Explain how attitudes are shaped by our values and beliefs.

Spouse dominant decision-making implies that

Linda contends that she can taste the difference between fat-free cheese and cheese with its regular fat content.Linda is exhibiting

Which of the following statements about psychographics is most accurate?

Reference groups refer to

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

Robin wants to find the perfect gift for her grandparents' 50th wedding anniversary.She started looking for the gift last month and expects to spend another couple of months if needed to find a gift they both will like.Robin is engaging in

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

Most likely, how would consumers who purchased a new innovative type of running shoe try to reduce any cognitive dissonance they feel?

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

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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

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

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters

Robin wants to find the perfect gift for her grandparents' 50^th wedding anniversary.She started looking for the gift last month and expects to spend another couple of months if needed to find a gift they both will like.Robin is engaging in