Question 1

Which of the following statements concerning evaluative criteria is most accurate?

Accepted Answer

A)  If the alternatives in a consideration set don't really satisfy them, people are not willing to continue the information search. 
B)  Consumers often have several criteria for evaluating products. 
C)  Evaluative criteria represent objective rather than subjective attributes. 
D)  Evaluative criteria represent subjective rather than objective attributes. 
E)  Ultimately, the most important evaluative criterion is price. 
A)  If the alternatives in a consideration set don't really satisfy them, people are not willing to continue the information search. 
B)  Consumers often have several criteria for evaluating products. 
C)  Evaluative criteria represent objective rather than subjective attributes. 
D)  Evaluative criteria represent subjective rather than objective attributes. 
E)  Ultimately, the most important evaluative criterion is price.

Question 2

Self-concept refers to

Accepted Answer

A)  the degree to which a person is influenced by situational influences. 
B)  the need for personal fulfillment. 
C)  the way people see themselves and the way they believe others see them. 
D)  the degree to which a person trusts his or her own judgment in a purchase situation. 
E)  the way people see others. 
A)  the degree to which a person is influenced by situational influences. 
B)  the need for personal fulfillment. 
C)  the way people see themselves and the way they believe others see them. 
D)  the degree to which a person trusts his or her own judgment in a purchase situation. 
E)  the way people see others.

Question 3

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

Accepted Answer

A)  creating a sense of fear or guilt. 
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 fear or guilt. 
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 4

an attempt to sell more soft drinks and popcorn,a theater owner embedded very brief messages during the movie trailers before showing the feature film.The messages,which flashed on the screen for such a short time that moviegoers were not consciously aware of the messages,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 overrides 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 overrides 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 5

is an avid mystery reader and has decided to purchase a mystery book for her best friend.Since the two friends enjoy the same types of mysteries,Amy knows exactly which book her friend would like.When Amy was scanning her memory for various mystery book authors,she was engaged in

Accepted Answer

A)  problem recognition. 
B)  an internal search. 
C)  an external search. 
D)  a purchase task. 
E)  the creation of an antecedent state. 
A)  problem recognition. 
B)  an internal search. 
C)  an external search. 
D)  a purchase task. 
E)  the creation of an antecedent state.

Question 6

Relatively permanent,homogenous divisions in a society into which people sharing similar values,interests,and behavior can be grouped is referred to as a ____________.

Accepted Answer

A)  subculture 
B)  social class 
C)  reference group 
D)  family unit 
E)  household 
A)  subculture 
B)  social class 
C)  reference group 
D)  family unit 
E)  household

Question 7

Social class refers to

Accepted Answer

A)  groups of people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. 
B)  a mode of living that is defined by how people choose to spend their discretionary income and leisure time. 
C)  subgroups within the larger, or national, culture with unique values, ideas, and attitudes. 
D)  relatively permanent, homogenous divisions in a society in which people sharing similar values, interests, and behavior can be grouped. 
E)  a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them. 
A)  groups of people to whom an individual looks as a basis for self-appraisal or as a source of personal standards. 
B)  a mode of living that is defined by how people choose to spend their discretionary income and leisure time. 
C)  subgroups within the larger, or national, culture with unique values, ideas, and attitudes. 
D)  relatively permanent, homogenous divisions in a society in which people sharing similar values, interests, and behavior can be grouped. 
E)  a mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.

Question 8

question "How long is the warranty for this new Frigidaire dishwasher?" would be asked during the __________ stage in the consumer purchase decision process.

Accepted Answer

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

Question 9

Figure 5-5
-According to Figure 5-5 above,the need for freedom from harm and financial security would be found in what level of the hierarchy of needs?

Accepted Answer

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

Question 10

According to Figure 5-1 above,the point at which you would exchange money for your sandwich of corned beef on rye would be found in stage __________.

Accepted Answer

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

Question 11

Figure 5-4
-Figure 5-4 above,"B" represents the __________ influences that can affect the consumer purchase decision process.

Accepted Answer

A)  economic 
B)  situational 
C)  environmental 
D)  marketing mix 
E)  market dominated 
A)  economic 
B)  situational 
C)  environmental 
D)  marketing mix 
E)  market dominated

Question 12

have just purchased a Samsung Galaxy S tablet device.As you head home from the store,you brood about whether your choice was right or whether you should have bought an Apple iPad 2 after seeing an ad for it on TV.This is most likely an example of

Accepted Answer

A)  indecisiveness. 
B)  cognitive dissonance. 
C)  postpurchase stress. 
D)  market anxiety. 
E)  extended problem solving. 
A)  indecisiveness. 
B)  cognitive dissonance. 
C)  postpurchase stress. 
D)  market anxiety. 
E)  extended problem solving.

Question 13

Which of the following is the largest subculture in the United States?

Accepted Answer

A)  Asian American 
B)  Hispanics 
C)  Caucasian 
D)  African American 
E)  Native American 
A)  Asian American 
B)  Hispanics 
C)  Caucasian 
D)  African American 
E)  Native American

Question 14

crowded aisles in retail stores at holiday time may cause shoppers to lose patience and decide on their purchases with far less thought than they otherwise would due to being uncomfortable.This situation is most closely related to which of the following situational influences?

Accepted Answer

A)  purchase task 
B)  social surroundings 
C)  physical surroundings 
D)  temporal effects 
E)  spatial surroundings 
A)  purchase task 
B)  social surroundings 
C)  physical surroundings 
D)  temporal effects 
E)  spatial surroundings

Question 15

Those needs that are represented by the need for achievement,status,prestige,and self-respect are referred to as __________ needs.

Accepted Answer

A)  physiological 
B)  safety 
C)  social 
D)  personal 
E)  self-actualization 
A)  physiological 
B)  safety 
C)  social 
D)  personal 
E)  self-actualization

Question 16

Ford Escape uses hybrid fuel technology to deliver more power,convenience,prestige,and fuel economy than non-hybrid cars.The attributes listed for the Ford Escape are those that consumers consider when assessing the car.These attributes are a consumer's

Accepted Answer

A)  hot buttons. 
B)  informational alternatives. 
C)  evaluative criteria. 
D)  buying-decision choices. 
E)  consumer attributes. 
A)  hot buttons. 
B)  informational alternatives. 
C)  evaluative criteria. 
D)  buying-decision choices. 
E)  consumer attributes.

Question 17

Consumers' ability to perceive taste differences in chocolate bars is an example of

Accepted Answer

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

Question 18

the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to visit Internet chat rooms?

Accepted Answer

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

Question 19

There are five stages in the consumer purchase decision process.The fourth 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 20

Using the same brand name for different products,such as Tylenol Cold & Flu and Tylenol P.M.,is an example of

Accepted Answer

A)  selective comprehension. 
B)  selective retention. 
C)  stimulus discrimination. 
D)  stimulus generalization. 
E)  routine problem solving. 
A)  selective comprehension. 
B)  selective retention. 
C)  stimulus discrimination. 
D)  stimulus generalization. 
E)  routine problem solving.

Exam 5: Understanding Consumer Behavior

Which of the following statements concerning evaluative criteria is most accurate?

Self-concept refers to

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

is an avid mystery reader and has decided to purchase a mystery book for her best friend.Since the two friends enjoy the same types of mysteries,Amy knows exactly which book her friend would like.When Amy was scanning her memory for various mystery book authors,she was engaged in

Relatively permanent,homogenous divisions in a society into which people sharing similar values,interests,and behavior can be grouped is referred to as a ____________.

Social class refers to

question "How long is the warranty for this new Frigidaire dishwasher?" would be asked during the __________ stage in the consumer purchase decision process.

Figure 5-5 -According to Figure 5-5 above,the need for freedom from harm and financial security would be found in what level of the hierarchy of needs?

According to Figure 5-1 above,the point at which you would exchange money for your sandwich of corned beef on rye would be found in stage __________.

Figure 5-4 -Figure 5-4 above,"B" represents the __________ influences that can affect the consumer purchase decision process.

have just purchased a Samsung Galaxy S tablet device.As you head home from the store,you brood about whether your choice was right or whether you should have bought an Apple iPad 2 after seeing an ad for it on TV.This is most likely an example of

Which of the following is the largest subculture in the United States?

crowded aisles in retail stores at holiday time may cause shoppers to lose patience and decide on their purchases with far less thought than they otherwise would due to being uncomfortable.This situation is most closely related to which of the following situational influences?

Those needs that are represented by the need for achievement,status,prestige,and self-respect are referred to as __________ needs.

Ford Escape uses hybrid fuel technology to deliver more power,convenience,prestige,and fuel economy than non-hybrid cars.The attributes listed for the Ford Escape are those that consumers consider when assessing the car.These attributes are a consumer's

Consumers' ability to perceive taste differences in chocolate bars is an example of

the VALS framework,each consumer segment exhibits unique media preferences.Which segment would be the most likely to visit Internet chat rooms?

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

Using the same brand name for different products,such as Tylenol Cold & Flu and Tylenol P.M.,is an example of

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable 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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

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 Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

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