Question 1

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

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 2

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

Accepted Answer

A) competitive offerings 
B) core values 
C) perception 
D) consumer socialization 
E) purchase task 
A) competitive offerings 
B) core values 
C) perception 
D) consumer socialization 
E) purchase task

Question 3

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.Recent marketing research by Ducti shows that many consumers are concerned about the tattered and worn wallets they carry because of the risk that money,credit cards,pictures,etc.may fall out and be lost-a difference between their ideal and actual situations that is big enough to trigger a decision to buy a new wallet like those Ducti sells.As a result,Ducti aired some ads on various TV and radio programs to activate these consumers' purchase decision process.The content of the advertising's message would MOST LIKELY focus on which stage of the consumer purchase decision process?

Accepted Answer

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

Question 4

Which of the following is the largest racial/ethnic subculture in the United States?

Accepted Answer

A) Asian Americans 
B) Hispanics 
C) Caucasians 
D) African Americans 
E) Native Americans 
A) Asian Americans 
B) Hispanics 
C) Caucasians 
D) African Americans 
E) Native Americans

Question 5

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

Accepted Answer

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

Question 6

How do selective perception,selective exposure,selective comprehension,and selective retention differ?

Accepted Answer

Perception is the process by which an in

Question 7

Temporal effects include

Accepted Answer

A) the purpose of the purchase. 
B) the presence of other people. 
C) the time of day of the purchase. 
D) the crowding in retail stores. 
E) the consumer's mood while engaged in the purchase. 
A) the purpose of the purchase. 
B) the presence of other people. 
C) the time of day of the purchase. 
D) the crowding in retail stores. 
E) the consumer's mood while engaged in the purchase.

Question 8

In the VALS framework,__________ groups consist of consumers motivated by physical activity,variety,and risk.

Accepted Answer

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

Question 9

Perceived risk is

Accepted Answer

A) an unmerited fear of being taken advantage of in an exchange situation. 
B) the feeling of postpurchase psychological tension or anxiety that consumers may experience when faced with two or more highly attractive alternatives. 
C) the degree to which a seller is willing to make an exchange based upon a customer's credit worthiness. 
D) the personal,social,and economic significance of the purchase to the consumer. 
E) the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences. 
A) an unmerited fear of being taken advantage of in an exchange situation. 
B) the feeling of postpurchase psychological tension or anxiety that consumers may experience when faced with two or more highly attractive alternatives. 
C) the degree to which a seller is willing to make an exchange based upon a customer's credit worthiness. 
D) the personal,social,and economic significance of the purchase to the consumer. 
E) the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences.

Question 10

Febreeze is an odor-controlling spray that is manufactured by Procter & Gamble.When Febreeze was introduced,a few people in an Internet chat room stated that the product was harmful to house pets.Though untrue,unfortunately the rumor spread.If P&G had not been convinced it would be a very successful product,it would have dropped Febreeze from its P&G product line as a result of

Accepted Answer

A) negative word of mouth. 
B) a lack of back translation. 
C) cultural insensitivity. 
D) consumer ethnocentrism. 
E) poor opinion leadership. 
A) negative word of mouth. 
B) a lack of back translation. 
C) cultural insensitivity. 
D) consumer ethnocentrism. 
E) poor opinion leadership.

Question 11

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

Accepted Answer

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

Question 12

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

Accepted Answer

A) Hispanics don't consider advertising a credible source of product information. 
B) Hispanics communities are spread out through the entire country and therefore difficult to target. 
C) The Hispanic subculture is diverse. 
D) Hispanics prefer imports to American-made products;they tend to be ethnocentric in their product preferences. 
E) Assimilation is valued and the Hispanic community finds cultural target marketing offensive. 
A) Hispanics don't consider advertising a credible source of product information. 
B) Hispanics communities are spread out through the entire country and therefore difficult to target. 
C) The Hispanic subculture is diverse. 
D) Hispanics prefer imports to American-made products;they tend to be ethnocentric in their product preferences. 
E) Assimilation is valued and the Hispanic community finds cultural target marketing offensive.

Question 13

In the VALS framework,consumers with the least resources of any segment represent a modest market for most products and services,are loyal to favorite brands,especially if they can be purchased at a discount are referred to as __________.

Accepted Answer

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

Question 14

Of what significance to marketing is the family life cycle?

Accepted Answer

Consumers act and purchase differently a

Question 15

When strolling through the grocery store,a toddler tells her mother,"I don't like carrots." Her mother puts down the carrots and chooses string beans instead.The role of the little girl in this purchase was that of __________.

Accepted Answer

A) information gatherer 
B) influencer 
C) purchaser 
D) decision maker 
E) user 
A) information gatherer 
B) influencer 
C) purchaser 
D) decision maker 
E) user

Question 16

In behavioral learning,a __________ is the reward that is given to a consumer.

Accepted Answer

A) cue 
B) stimulus 
C) motivator 
D) response 
E) reinforcement 
A) cue 
B) stimulus 
C) motivator 
D) response 
E) reinforcement

Question 17

One evening while watching TV,your stomach growls.You see an ad for Subway.You walk to the Subway shop and buy a sandwich,which tastes great.In terms of behavioral learning,walking to the Subway shop and buying a sandwich is a __________.

Accepted Answer

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

Question 18

High-involvement purchases typically have which of the following sets of characteristics?

Accepted Answer

A) The item is inexpensive,widely available,or simple to use. 
B) The item is inexpensive,very safe to use,or purchased with great frequency. 
C) The item is expensive,new to the market,or recommended by influential personal sources. 
D) The item is expensive,can have serious personal consequences,or could reflect on one's social image. 
E) The item is inexpensive,new to the market,or is used for over five years. 
A) The item is inexpensive,widely available,or simple to use. 
B) The item is inexpensive,very safe to use,or purchased with great frequency. 
C) The item is expensive,new to the market,or recommended by influential personal sources. 
D) The item is expensive,can have serious personal consequences,or could reflect on one's social image. 
E) The item is inexpensive,new to the market,or is used for over five years.

Question 19

An external search for product information is likely to occur when

Accepted Answer

A) the cost of gathering information is low. 
B) review of past experience provides adequate information. 
C) the risk of making a wrong purchase decision is low. 
D) the item is frequently purchased. 
E) the item is for personal use rather than for professional use. 
A) the cost of gathering information is low. 
B) review of past experience provides adequate information. 
C) the risk of making a wrong purchase decision is low. 
D) the item is frequently purchased. 
E) the item is for personal use rather than for professional use.

Question 20

Why would Hanes select Michael Jordan to appear in an ad campaign? How would he be a sociocultural influence on consumer behavior?

Accepted Answer

A consumer's purchases are often influen

Exam 5: Understanding Consumer Behavior

Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?

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

Which of the following is the largest racial/ethnic subculture in the United States?

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

How do selective perception,selective exposure,selective comprehension,and selective retention differ?

Temporal effects include

In the VALS framework,__________ groups consist of consumers motivated by physical activity,variety,and risk.

Perceived risk is

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

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

In the VALS framework,consumers with the least resources of any segment represent a modest market for most products and services,are loyal to favorite brands,especially if they can be purchased at a discount are referred to as __________.

Of what significance to marketing is the family life cycle?

When strolling through the grocery store,a toddler tells her mother,"I don't like carrots." Her mother puts down the carrots and chooses string beans instead.The role of the little girl in this purchase was that of __________.

In behavioral learning,a __________ is the reward that is given to a consumer.

One evening while watching TV,your stomach growls.You see an ad for Subway.You walk to the Subway shop and buy a sandwich,which tastes great.In terms of behavioral learning,walking to the Subway shop and buying a sandwich is a __________.

High-involvement purchases typically have which of the following sets of characteristics?

An external search for product information is likely to occur when

Why would Hanes select Michael Jordan to appear in an ad campaign? How would he be a sociocultural influence on consumer behavior?

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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