Question 1

A(n) __________ is a stimulus or symbol perceived by consumers.

Accepted Answer

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

Question 2

FIGURE 5-10  
-In the Figure 5-10 above, diamond "A" refers to

Accepted Answer

A) laggards 
B) followers 
C) renegades 
D) survivors 
E) innovators 
A) laggards 
B) followers 
C) renegades 
D) survivors 
E) innovators

Question 3

antecedent states.These five aspects are referred to as

Accepted Answer

A) marketing mix influences. 
B) psychological influences. 
C) situational influences. 
D) sociocultural influences. 
E) evaluative criteria. 
A) marketing mix influences. 
B) psychological influences. 
C) situational influences. 
D) sociocultural influences. 
E) evaluative criteria.

Question 4

Consumers accompanied by children

Accepted Answer

A) purchase twice as much as they normally would if shopping with adults. 
B) purchase about 40% more than when shopping alone. 
C) spend more than when shopping alone to mitigate feelings of guilt about their children's disruptive behavior. 
D) spend less than when shopping alone. 
E) spend exactly the same amount as when shopping alone, since small children are perceived as a simple extension of "self." 
A) purchase twice as much as they normally would if shopping with adults. 
B) purchase about 40% more than when shopping alone. 
C) spend more than when shopping alone to mitigate feelings of guilt about their children's disruptive behavior. 
D) spend less than when shopping alone. 
E) spend exactly the same amount as when shopping alone, since small children are perceived as a simple extension of "self."

Question 5

You are a computer manufacturer and will introduce a new high-quality home entertainment system during the next six months.In the past you have had success using lifestyle analysis, particularly the VALS program, to help you profile your customers.Which of the following VALS type profiles would be the most logical target market for your new product?

Accepted Answer

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

Question 6

FIGURE 5-4  
-In Figure 5-4 above, letter "D" represents the __________ influences that can affect the consumer purchase decision process.

Accepted Answer

A) economic 
B) situational 
C) psychological 
D) sociocultural 
E) marketing mix 
A) economic 
B) situational 
C) psychological 
D) sociocultural 
E) marketing mix

Question 7

The personal, social, and economic significance of the purchase to the consumer is referred to as

Accepted Answer

A) aspiration. 
B) acculturative response. 
C) motivation. 
D) selective perception. 
E) involvement. 
A) aspiration. 
B) acculturative response. 
C) motivation. 
D) selective perception. 
E) involvement.

Question 8

Children under 12 directly influence more than __________ in annual family purchases.

Accepted Answer

A) $36.5 million a year 
B) $365 million a year 
C) $3.65 billion a year 
D) $36.5 billion a year 
E) $365 billion a year 
A) $36.5 million a year 
B) $365 million a year 
C) $3.65 billion a year 
D) $36.5 billion a year 
E) $365 billion a year

Question 9

Which problem solving variation would normally be used to purchase items such as cereal or laundry detergent?

Accepted Answer

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

Question 10

An Asian family living in San Francisco for four generations has three children.The oldest son, George, is in medical school.Susan is a concert pianist at the age of 21.Fred is a second-year business student.The family is likely to exhibit which of the following Asian-American buying patterns?

Accepted Answer

A) non-assimilated, yet celebrating their culture by purchasing authentic Chinese goods 
B) assimilated, exhibiting buying patterns very much like other typical American consumers 
C) assimilated, yet celebrating their culture by purchasing authentic Chinese goods 
D) buying patterns are difficult to see because of the diversity of Asian subcultures 
E) non-assimilated, exhibiting buying patterns very much like other typical American consumers 
A) non-assimilated, yet celebrating their culture by purchasing authentic Chinese goods 
B) assimilated, exhibiting buying patterns very much like other typical American consumers 
C) assimilated, yet celebrating their culture by purchasing authentic Chinese goods 
D) buying patterns are difficult to see because of the diversity of Asian subcultures 
E) non-assimilated, exhibiting buying patterns very much like other typical American consumers

Question 11

In an attempt to sell more soft drinks and popcorn, a theater owner embedded very brief messages in the feature film.The messages, which flashed on the screen for such a short time that moviegoers were not consciously aware of the message, urged consumers to 'Drink Coke' and to 'Eat Popcorn'.Research showed the messages were largely ineffective.This example suggests that

Accepted Answer

A) selective perception over-rides advertising messages. 
B) selective exposure is difficult for marketers to surmount. 
C) subliminal messages may have limited effects on behavior. 
D) subliminal perception enables marketers to take advantage of consumers. 
E) the messages violated the concept of selective comprehension. 
A) selective perception over-rides advertising messages. 
B) selective exposure is difficult for marketers to surmount. 
C) subliminal messages may have limited effects on behavior. 
D) subliminal perception enables marketers to take advantage of consumers. 
E) the messages violated the concept of selective comprehension.

Question 12

Enduring characteristics within a person or in his or her relationship with others are referred to as __________.

Accepted Answer

A) key traits 
B) persona 
C) individualism 
D) identity factor 
E) ideal self 
A) key traits 
B) persona 
C) individualism 
D) identity factor 
E) ideal self

Question 13

FIGURE 5-6  
-According to Figure 5-6 above, the need for friendship, belonging, and love would be found in level

Accepted Answer

A) A 
B) B 
C) C 
D) D 
E) E 
A) A 
B) B 
C) C 
D) D 
E) E

Question 14

Today, a married couple with children younger than 18 years - constitute 22 percent of all U.S.households are referred to as

Accepted Answer

A) traditional family. 
B) customary household. 
C) conventional household. 
D) habitual household. 
E) time-honored household. 
A) traditional family. 
B) customary household. 
C) conventional household. 
D) habitual household. 
E) time-honored household.

Question 15

What percentage of adults are considered to be opinion leaders?

Accepted Answer

A) 1% 
B) 5% 
C) 10% 
D) It depends upon the type of product. 
E) It depends upon the degree of education. 
A) 1% 
B) 5% 
C) 10% 
D) It depends upon the type of product. 
E) It depends upon the degree of education.

Question 16

Each of the VALS segments exhibits unique media preferences.Which segment would be the most likely to read business and news magazines?

Accepted Answer

A) experiencers 
B) believers 
C) makers 
D) achievers 
E) strivers 
A) experiencers 
B) believers 
C) makers 
D) achievers 
E) strivers

Question 17

FIGURE 5-1  
-According to Figure 5-1 above, Cell "E" represents which stage of the consumer purchase decision process?

Accepted Answer

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

Question 18

The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is referred to as

Accepted Answer

A) consumer acclamation. 
B) consumer socialization. 
C) consumer enculturation. 
D) purchasing socialization. 
E) purchasing enculturation. 
A) consumer acclamation. 
B) consumer socialization. 
C) consumer enculturation. 
D) purchasing socialization. 
E) purchasing enculturation.

Question 19

Ducti is a small company that manufacturers duct-tape wallets.Ducti founder, David Pippenger discovered there is a large demand for the wallets and watches that Ducti sells.In fact its product line has expanded to include bags as well.Clearly some consumers have a favorable evaluation of Ducti products.To have a favorable evaluation, consumers must first

Accepted Answer

A) experience problem recognition. 
B) consult a public source of information. 
C) consult a personal source of information. 
D) make a purchase decision. 
E) experience cognitive dissonance. 
A) experience problem recognition. 
B) consult a public source of information. 
C) consult a personal source of information. 
D) make a purchase decision. 
E) experience cognitive dissonance.

Question 20

The five roles of individual family members in family decision making are

Accepted Answer

A) membership group, aspiration group, opinion leader, decision-maker, and user. 
B) sustainer, experiential, belonger, emulator, achiever. 
C) opinion leader, influencer, decision-maker, purchaser, and user. 
D) information gatherer, influencer, decision-maker, purchaser, and user. 
E) need driven, inner directed, outer directed, opinion leader, and decision-maker. 
A) membership group, aspiration group, opinion leader, decision-maker, and user. 
B) sustainer, experiential, belonger, emulator, achiever. 
C) opinion leader, influencer, decision-maker, purchaser, and user. 
D) information gatherer, influencer, decision-maker, purchaser, and user. 
E) need driven, inner directed, outer directed, opinion leader, and decision-maker.

A(n) __________ is a stimulus or symbol perceived by consumers.

FIGURE 5-10 -In the Figure 5-10 above, diamond "A" refers to

antecedent states.These five aspects are referred to as

Consumers accompanied by children

FIGURE 5-4 -In Figure 5-4 above, letter "D" represents the __________ influences that can affect the consumer purchase decision process.

The personal, social, and economic significance of the purchase to the consumer is referred to as

Children under 12 directly influence more than __________ in annual family purchases.

Which problem solving variation would normally be used to purchase items such as cereal or laundry detergent?

An Asian family living in San Francisco for four generations has three children.The oldest son, George, is in medical school.Susan is a concert pianist at the age of 21.Fred is a second-year business student.The family is likely to exhibit which of the following Asian-American buying patterns?

Enduring characteristics within a person or in his or her relationship with others are referred to as __________.

FIGURE 5-6 -According to Figure 5-6 above, the need for friendship, belonging, and love would be found in level

Today, a married couple with children younger than 18 years - constitute 22 percent of all U.S.households are referred to as

What percentage of adults are considered to be opinion leaders?

Each of the VALS segments exhibits unique media preferences.Which segment would be the most likely to read business and news magazines?

FIGURE 5-1 -According to Figure 5-1 above, Cell "E" represents which stage of the consumer purchase decision process?

The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is referred to as

The five roles of individual family members in family decision making are

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

A(n) __________ is a stimulus or symbol perceived by consumers.

FIGURE 5-10 -In the Figure 5-10 above, diamond "A" refers to

antecedent states.These five aspects are referred to as

Consumers accompanied by children

FIGURE 5-4 -In Figure 5-4 above, letter "D" represents the __________ influences that can affect the consumer purchase decision process.

The personal, social, and economic significance of the purchase to the consumer is referred to as

Children under 12 directly influence more than __________ in annual family purchases.

Which problem solving variation would normally be used to purchase items such as cereal or laundry detergent?

An Asian family living in San Francisco for four generations has three children.The oldest son, George, is in medical school.Susan is a concert pianist at the age of 21.Fred is a second-year business student.The family is likely to exhibit which of the following Asian-American buying patterns?

Enduring characteristics within a person or in his or her relationship with others are referred to as __________.

FIGURE 5-6 -According to Figure 5-6 above, the need for friendship, belonging, and love would be found in level

Today, a married couple with children younger than 18 years - constitute 22 percent of all U.S.households are referred to as

What percentage of adults are considered to be opinion leaders?

Each of the VALS segments exhibits unique media preferences.Which segment would be the most likely to read business and news magazines?

FIGURE 5-1 -According to Figure 5-1 above, Cell "E" represents which stage of the consumer purchase decision process?

The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is referred to as

The five roles of individual family members in family decision making are

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