Question 1

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 2

One evening while watching TV, your head starts to ache (cue).You see an ad for a pharmacy.You walk to the drug store and buy a headache reliever (response), which is easy to swallow (reinforcement).In terms of behavioral learning the great easy of swallowing the Tylenol® tablet is a(n) __________.

Accepted Answer

A) achievement 
B) drive 
C) reinforcement 
D) cue 
E) response 
A) achievement 
B) drive 
C) reinforcement 
D) cue 
E) response

Question 3

According to the VALS profile, consumers who are successful, sophisticated, take-charge people with high self-esteem and abundant resources are referred to as __________.

Accepted Answer

A) actualizers 
B) thinkers 
C) achievers 
D) believers 
E) innovators 
A) actualizers 
B) thinkers 
C) achievers 
D) believers 
E) innovators

Question 4

There are five stages in the purchase decision process.The fifth stage is __________.

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 5

Evaluative criteria refer to

Accepted Answer

A) the objective and subjective attributes of a brand consumers use to compare different products and brands. 
B) those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased decision. 
C) those attributes of a brand that are based exclusively on subjective criteria in order to avoid post-purchase anxiety. 
D) the attributes of a product that a manufacturer wishes to promote to a specific target market. 
E) a list of product attributes from which a customer will not waiver regardless of additional incentives. 
A) the objective and subjective attributes of a brand consumers use to compare different products and brands. 
B) those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased decision. 
C) those attributes of a brand that are based exclusively on subjective criteria in order to avoid post-purchase anxiety. 
D) the attributes of a product that a manufacturer wishes to promote to a specific target market. 
E) a list of product attributes from which a customer will not waiver regardless of additional incentives.

Question 6

A mother of two toddlers would most likely use an internal search or prior experiences when purchasing

Accepted Answer

A) a gift for her babysitter. 
B) an iPhone. 
C) disposable diapers. 
D) a swing set. 
E) a weekend getaway. 
A) a gift for her babysitter. 
B) an iPhone. 
C) disposable diapers. 
D) a swing set. 
E) a weekend getaway.

Question 7

Which type of purchase is most likely to be the result of joint decision making?

Accepted Answer

A) car tires 
B) children's toys 
C) family vacations 
D) medicine 
E) breakfast cereal 
A) car tires 
B) children's toys 
C) family vacations 
D) medicine 
E) breakfast cereal

Question 8

The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor.Which of the following methods will work best in educating potential consumers?

Accepted Answer

A) using behavioral learning techniques. 
B) creating habit-forming behavior. 
C) attempting to create stimulus generalization. 
D) using cognitive learning techniques. 
E) avoiding brand comparisons. 
A) using behavioral learning techniques. 
B) creating habit-forming behavior. 
C) attempting to create stimulus generalization. 
D) using cognitive learning techniques. 
E) avoiding brand comparisons.

Question 9

Which of the following statements about brand loyalty is most accurate?

Accepted Answer

A) Learning has little affect on brand loyalty because most habits are instinctual. 
B) Brand loyalty eliminates perceived risk associated with spontaneous purchases. 
C) The incidence of brand loyalty is steadily rising in North America. 
D) Brand loyalty results from the positive reinforcement of previous actions. 
E) The best way to enhance brand loyalty is by branding all new products with the same brand name. 
A) Learning has little affect on brand loyalty because most habits are instinctual. 
B) Brand loyalty eliminates perceived risk associated with spontaneous purchases. 
C) The incidence of brand loyalty is steadily rising in North America. 
D) Brand loyalty results from the positive reinforcement of previous actions. 
E) The best way to enhance brand loyalty is by branding all new products with the same brand name.

Question 10

Another name for the analysis of consumer lifestyle is __________.

Accepted Answer

A) demographics 
B) psychographics 
C) social statistics 
D) physiological needs 
E) sociographics 
A) demographics 
B) psychographics 
C) social statistics 
D) physiological needs 
E) sociographics

Question 11

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

Accepted Answer

A) personal experience. 
B) Consumer Reports magazine. 
C) advertising. 
D) consumer programs on talk radio stations. 
E) friends and relatives. 
A) personal experience. 
B) Consumer Reports magazine. 
C) advertising. 
D) consumer programs on talk radio stations. 
E) friends and relatives.

Question 12

Figure 5-15  
-Using Figure 5-15 above, identify and explain the five stages of the consumer purchase decision process as indicated in A, B, C, D, andE.
This purchase would require five purchase decision stages:

Accepted Answer

This purchase would require five purchas

Question 13

FIGURE 5-5  
-Figure 5-5 above, depicts the ___________.

Accepted Answer

A) hierarchy of needs 
B) motivation of needs 
C) stimulus of needs 
D) rationale of needs 
E) incentive of needs 
A) hierarchy of needs 
B) motivation of needs 
C) stimulus of needs 
D) rationale of needs 
E) incentive of needs

Question 14

Motivation refers to

Accepted Answer

A) the energizing force that stimulates the behaviors of sellers to complete an exchange. 
B) the energizing force that stimulates behavior to satisfy a need. 
C) a subjective series of thoughts that affect the amount of time or money a customer is willing to spend when making a purchase. 
D) an objective set of criteria to which a consumer will hold fast even if it results in a refusal to make a purchase. 
E) the degree to which a consumer will waiver or digress from his or her consideration set. 
A) the energizing force that stimulates the behaviors of sellers to complete an exchange. 
B) the energizing force that stimulates behavior to satisfy a need. 
C) a subjective series of thoughts that affect the amount of time or money a customer is willing to spend when making a purchase. 
D) an objective set of criteria to which a consumer will hold fast even if it results in a refusal to make a purchase. 
E) the degree to which a consumer will waiver or digress from his or her consideration set.

Question 15

In the VALS system, __________ groups are consumers motivated by physical activity, variety, and risk.

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 16

Ruth, who has no children, wants to buy a special baby gift for her best friend's baby shower, which is this evening.Since she won't have any time between work and the baby shower, she must go today during her lunch break.She is planning on taking her sister with her to help make the selection.Ruth knows she will be ready to buy every baby thing she sees because she wishes so much that she was having a baby too.Identify each of the situational influences that are described in this question.Which situational influence was not described?

Accepted Answer

The purchase of a special baby gift for

Question 17

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

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 18

In the VALS system, two segments stand apart.This consumer group are called the __________ group.

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 19

The stages a buyer passes through in making choices about which product and service to buy is called the __________.

Accepted Answer

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

Question 20

The purchase of a bottle of water is a low-involvement purchase.How can a marketer convince people to buy a market challenger, Dasani brand water, instead of one of the numerous other brands displayed on retailers' shelves?

Accepted Answer

A) make good use of Dasani stock-outs. 
B) make the purchase decision high involvement. 
C) offer coupons for Dasani bottled water. 
D) convince retailers to offer only Dasani water. 
E) simplify the packaging to lower costs and undercut competitors' sales. 
A) make good use of Dasani stock-outs. 
B) make the purchase decision high involvement. 
C) offer coupons for Dasani bottled water. 
D) convince retailers to offer only Dasani water. 
E) simplify the packaging to lower costs and undercut competitors' sales.

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

One evening while watching TV, your head starts to ache (cue).You see an ad for a pharmacy.You walk to the drug store and buy a headache reliever (response), which is easy to swallow (reinforcement).In terms of behavioral learning the great easy of swallowing the Tylenol® tablet is a(n) __________.

According to the VALS profile, consumers who are successful, sophisticated, take-charge people with high self-esteem and abundant resources are referred to as __________.

There are five stages in the purchase decision process.The fifth stage is __________.

Evaluative criteria refer to

A mother of two toddlers would most likely use an internal search or prior experiences when purchasing

Which type of purchase is most likely to be the result of joint decision making?

The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor.Which of the following methods will work best in educating potential consumers?

Which of the following statements about brand loyalty is most accurate?

Another name for the analysis of consumer lifestyle is __________.

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

Figure 5-15 -Using Figure 5-15 above, identify and explain the five stages of the consumer purchase decision process as indicated in A, B, C, D, andE. This purchase would require five purchase decision stages:

FIGURE 5-5 -Figure 5-5 above, depicts the ___________.

Motivation refers to

In the VALS system, __________ groups are consumers motivated by physical activity, variety, and risk.

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

In the VALS system, two segments stand apart.This consumer group are called the __________ group.

The stages a buyer passes through in making choices about which product and service to buy is called the __________.

The purchase of a bottle of water is a low-involvement purchase.How can a marketer convince people to buy a market challenger, Dasani brand water, instead of one of the numerous other brands displayed on retailers' shelves?

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

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

According to the VALS profile, consumers who are successful, sophisticated, take-charge people with high self-esteem and abundant resources are referred to as __________.

There are five stages in the purchase decision process.The fifth stage is __________.

Evaluative criteria refer to

A mother of two toddlers would most likely use an internal search or prior experiences when purchasing

Which type of purchase is most likely to be the result of joint decision making?

The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor.Which of the following methods will work best in educating potential consumers?

Which of the following statements about brand loyalty is most accurate?

Another name for the analysis of consumer lifestyle is __________.

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

Figure 5-15 -Using Figure 5-15 above, identify and explain the five stages of the consumer purchase decision process as indicated in A, B, C, D, andE. This purchase would require five purchase decision stages:

FIGURE 5-5 -Figure 5-5 above, depicts the ___________.

Motivation refers to

In the VALS system, __________ groups are consumers motivated by physical activity, variety, and risk.

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

In the VALS system, two segments stand apart.This consumer group are called the __________ group.

The stages a buyer passes through in making choices about which product and service to buy is called the __________.

The purchase of a bottle of water is a low-involvement purchase.How can a marketer convince people to buy a market challenger, Dasani brand water, instead of one of the numerous other brands displayed on retailers' shelves?

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