Question 1

Reference groups refer to

Accepted Answer

A) the relatively permanent,homogeneous divisions in a society that consists of people who share similar values,interests,and behaviors. 
B) individuals who exert direct or indirect social influence over others. 
C) people to whom an individual looks to as a basis for self-appraisal or as a source of personal standards. 
D) those buyers who,through the size of their purchases,affect where marketing dollars will be spent. 
E) those with whom a person does not wish to be a member of or identified with. 
A) the relatively permanent,homogeneous divisions in a society that consists of people who share similar values,interests,and behaviors. 
B) individuals who exert direct or indirect social influence over others. 
C) people to whom an individual looks to as a basis for self-appraisal or as a source of personal standards. 
D) those buyers who,through the size of their purchases,affect where marketing dollars will be spent. 
E) those with whom a person does not wish to be a member of or identified with.

Question 2

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

Accepted Answer

A) groceries 
B) children's toys 
C) medicine 
D) home appliances 
E) breakfast cereal 
A) groceries 
B) children's toys 
C) medicine 
D) home appliances 
E) breakfast cereal

Question 3

There are five stages in the consumer 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 4

When the marketing student said,"It's really hard for me to get to class on time without a car," she was entering which stage of the consumer purchase decision process?

Accepted Answer

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

Question 5

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 6

In the VALS framework,consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to.A segment of the achievement-motivated groups,known as __________,are trendy,fun-loving,and less self-confident than Achievers.

Accepted Answer

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

Question 7

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

Accepted Answer

A) sociocultural 
B) economic 
C) environmental 
D) situational 
E) market dominated 
A) sociocultural 
B) economic 
C) environmental 
D) situational 
E) market dominated

Question 8

The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both electricity and gasoline.Ford has targeted not only people who are excited about technology but also those who want to contribute to cleaner air.Ford set a goal to attract 20,000 buyers a year for this SUV.Ford is trying to change consumer attitudes by

Accepted Answer

A) changing beliefs about the extent to which a brand has a specific attribute. 
B) changing the perceived importance of a specific attribute. 
C) adding a new attribute. 
D) reducing the perceived risk of the product. 
E) providing stimulus generalization to prospective buyers. 
A) changing beliefs about the extent to which a brand has a specific attribute. 
B) changing the perceived importance of a specific attribute. 
C) adding a new attribute. 
D) reducing the perceived risk of the product. 
E) providing stimulus generalization to prospective buyers.

Question 9

Five situational influences have an impact on a consumer's purchase decision process.They are: purchase task,social surroundings,physical surroundings,__________,and antecedent states.

Accepted Answer

A) competitive offerings 
B) core values 
C) motivation 
D) temporal effects 
E) economic effects 
A) competitive offerings 
B) core values 
C) motivation 
D) temporal effects 
E) economic effects

Question 10

Groupon built its business model on the premise that

Accepted Answer

A) consumers would be receptive to online sweepstakes. 
B) businesses would be willing to post their 30-second TV advertising on a social network. 
C) consumers would want to "check in" and earn points and badges for visiting businesses. 
D) consumers would band together and try a new product or service if businesses would offer lower prices to entice them to take advantage of a daily "deal" offered to them. 
E) consumers would be willing to pay for fun and exciting online video games that are playable on their smartphones and tablet devices. 
A) consumers would be receptive to online sweepstakes. 
B) businesses would be willing to post their 30-second TV advertising on a social network. 
C) consumers would want to "check in" and earn points and badges for visiting businesses. 
D) consumers would band together and try a new product or service if businesses would offer lower prices to entice them to take advantage of a daily "deal" offered to them. 
E) consumers would be willing to pay for fun and exciting online video games that are playable on their smartphones and tablet devices.

Question 11

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) both the husband and the wife make the purchase decisions together. 
D) the wife and the husband alternate with respect to their purchase decisions. 
E) either the husband or the wife is primarily responsible for purchase decisions. 
A) the husband makes the majority of the purchase decisions. 
B) the wife makes the majority of the purchase decisions. 
C) both the husband and the wife make the purchase decisions together. 
D) the wife and the husband alternate with respect to their purchase decisions. 
E) either the husband or the wife is primarily responsible for purchase decisions.

Question 12

The demographic situation,consisting of married couples with children younger than 18 years old and which constitutes 21 percent of all U.S.households,is referred to as a(n)

Accepted Answer

A) traditional family. 
B) typical household. 
C) socialized household. 
D) reference group. 
E) ideal family unit. 
A) traditional family. 
B) typical household. 
C) socialized household. 
D) reference group. 
E) ideal family unit.

Question 13

Figure 5-A above shows the recent ratings from Consumer Reports for selected smartphone brands and models for AT&T customers.Which smartphone seems to have the highest rating (EXCLUDING price considerations)?

Accepted Answer

A) Apple iPhone 5S 
B) LG Optimus G 
C) Motorola Moto X 
D) Nokia Lumia 1020 
E) Samsung Galaxy S 4 
A) Apple iPhone 5S 
B) LG Optimus G 
C) Motorola Moto X 
D) Nokia Lumia 1020 
E) Samsung Galaxy S 4

Question 14

Figure 5-5 above depicts the Maslow __________.

Accepted Answer

A) motivation of needs 
B) hierarchy of wants 
C) hierarchy of needs 
D) hierarchy of effects 
E) psychosocial needs 
A) motivation of needs 
B) hierarchy of wants 
C) hierarchy of needs 
D) hierarchy of effects 
E) psychosocial needs

Question 15

In the VALS framework,a person's resources include all of the following EXCEPT:

Accepted Answer

A) material 
B) physical 
C) temporal 
D) psychological 
E) demographic 
A) material 
B) physical 
C) temporal 
D) psychological 
E) demographic

Question 16

The fourth stage in the consumer purchase decision process involves deciding from whom to by and when to buy so that the purchase decision can be made.What is this stage called?

Accepted Answer

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

Question 17

An opinion leader is an individual

Accepted Answer

A) within an organization who influences decision-making. 
B) who is able to use moral suasion to get others to comply with the latest trends. 
C) in an organization who encourages other paid individuals to forward marketer-initiated messages to others via e-mail,social networking websites,and blogs. 
D) who exerts direct or indirect social influence over others. 
E) who is able and willing to cut red tape and move an organization's marketing program forward. 
A) within an organization who influences decision-making. 
B) who is able to use moral suasion to get others to comply with the latest trends. 
C) in an organization who encourages other paid individuals to forward marketer-initiated messages to others via e-mail,social networking websites,and blogs. 
D) who exerts direct or indirect social influence over others. 
E) who is able and willing to cut red tape and move an organization's marketing program forward.

Question 18

A consumer's subjective perception of how a product or brand performs on different attributes based on personal experience,advertising,and discussions with other people are referred to as __________.

Accepted Answer

A) values 
B) attitudes 
C) beliefs 
D) predispositions 
E) opinions 
A) values 
B) attitudes 
C) beliefs 
D) predispositions 
E) opinions

Question 19

All of the following are challenges that Groupon faces EXCEPT:

Accepted Answer

A) most of the Groupon deals are unprofitable,so customers must be converted into repeat purchasers. 
B) Groupon faces an extraordinary level of competition because the daily deal technology is easy to copy. 
C) the business model is hard to adapt at the local level,though it works well for large,national businesses. 
D) some consumers buy the coupons but never use them,eventually leaving them dissatisfied and unlikely to use Groupon again. 
E) Groupon must develop a comprehensive understanding of the differences in international buying behaviors to continue its explosive growth outside the United States. 
A) most of the Groupon deals are unprofitable,so customers must be converted into repeat purchasers. 
B) Groupon faces an extraordinary level of competition because the daily deal technology is easy to copy. 
C) the business model is hard to adapt at the local level,though it works well for large,national businesses. 
D) some consumers buy the coupons but never use them,eventually leaving them dissatisfied and unlikely to use Groupon again. 
E) Groupon must develop a comprehensive understanding of the differences in international buying behaviors to continue its explosive growth outside the United States.

Question 20

The process of seeing or hearing messages without being aware of them is referred to as

Accepted Answer

A) selective retention. 
B) subliminal perception. 
C) selective perception. 
D) selective attention. 
E) indifference. 
A) selective retention. 
B) subliminal perception. 
C) selective perception. 
D) selective attention. 
E) indifference.

Exam 5: Understanding Consumer Behavior

Reference groups refer to

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

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

When the marketing student said,"It's really hard for me to get to class on time without a car," she was entering which stage of the consumer purchase decision process?

Social class refers to

In the VALS framework,consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to.A segment of the achievement-motivated groups,known as __________,are trendy,fun-loving,and less self-confident than Achievers.

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

Five situational influences have an impact on a consumer's purchase decision process.They are: purchase task,social surroundings,physical surroundings,__________,and antecedent states.

Groupon built its business model on the premise that

Spouse dominant decision-making implies that

The demographic situation,consisting of married couples with children younger than 18 years old and which constitutes 21 percent of all U.S.households,is referred to as a(n)

Figure 5-A above shows the recent ratings from Consumer Reports for selected smartphone brands and models for AT&T customers.Which smartphone seems to have the highest rating (EXCLUDING price considerations)?

Figure 5-5 above depicts the Maslow __________.

In the VALS framework,a person's resources include all of the following EXCEPT:

The fourth stage in the consumer purchase decision process involves deciding from whom to by and when to buy so that the purchase decision can be made.What is this stage called?

An opinion leader is an individual

A consumer's subjective perception of how a product or brand performs on different attributes based on personal experience,advertising,and discussions with other people are referred to as __________.

All of the following are challenges that Groupon faces EXCEPT:

The process of seeing or hearing messages without being aware of them is referred to as

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing 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

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 to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Building an Effective Marketing Plan

Financial Aspects of Marketing

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