Question 1

In the Maslow hierarchy of needs,those needs involving personal fulfillment are called __________.

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 2

In behavioral learning,a need that moves an individual to action is a(n)__________.

Accepted Answer

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

Question 3

The information search stage clarifies the problem for the consumer by: (1)__________; (2)yielding brand names that might meet the criteria;and (3)developing the consumer value perception that each alternative presents.

Accepted Answer

A) evaluating particular products 
B) selecting the type of purchase outlet 
C) suggesting criteria to use for the purchase 
D) minimizing cognitive dissonance 
E) establishing a purchase timeline 
A) evaluating particular products 
B) selecting the type of purchase outlet 
C) suggesting criteria to use for the purchase 
D) minimizing cognitive dissonance 
E) establishing a purchase timeline

Question 4

About 65 percent of BzzAgents are

Accepted Answer

A) Fortune 500 CEOs. 
B) buzzing entrepreneurs. 
C) older than 25 years of age. 
D) considered low-income. 
E) men. 
A) Fortune 500 CEOs. 
B) buzzing entrepreneurs. 
C) older than 25 years of age. 
D) considered low-income. 
E) men.

Question 5

Selective retention is most likely to occur 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 6

Consumers spend little time and effort evaluating alternatives in the purchase of table salt and milk.The consumer purchase decision process for such staples involves __________,which is virtually a habit and typifies low-involvement decision-making.

Accepted Answer

A) limited problem solving 
B) extended problem solving 
C) situational problem solving 
D) rational problem solving 
E) routine problem solving 
A) limited problem solving 
B) extended problem solving 
C) situational problem solving 
D) rational problem solving 
E) routine problem solving

Question 7

An example of a marketer-dominated source of information consulted during an external search would include

Accepted Answer

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

Question 8

In the VALS framework,consumers motivated by ideals are guided by knowledge and principle.One segment of the two ideals-motivated groups,known as __________,are mature,reflective,and well-educated people who value order,knowledge,and responsibility.

Accepted Answer

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

Question 9

What percentage of all consumer conversations about brands happen online?

Accepted Answer

A) 5 percent 
B) 10 percent 
C) 15 percent 
D) 25 percent 
E) 40 percent 
A) 5 percent 
B) 10 percent 
C) 15 percent 
D) 25 percent 
E) 40 percent

Question 10

An example of a public source of information consulted during an external search would include

Accepted Answer

A) People magazine advertising. 
B) Consumer Reports magazine. 
C) a sales person at the Apple Store. 
D) your brother-in-law. 
E) a point of purchase display at Target. 
A) People magazine advertising. 
B) Consumer Reports magazine. 
C) a sales person at the Apple Store. 
D) your brother-in-law. 
E) a point of purchase display at Target.

Question 11

In the Maslow hierarchy of needs,water,food,and oxygen would be considered __________ needs.

Accepted Answer

A) psychological 
B) safety 
C) social 
D) personal 
E) physiological 
A) psychological 
B) safety 
C) social 
D) personal 
E) physiological

Question 12

Involvement refers to

Accepted Answer

A) the external influences that affect a consumer's purchase. 
B) the personal,social,and economic significance of the purchase to the consumer. 
C) the level of difficulty involved in making a purchase. 
D) the total number of people involved in the actual exchange process. 
E) the time,energy,and personal investment that will be required to use a product. 
A) the external influences that affect a consumer's purchase. 
B) the personal,social,and economic significance of the purchase to the consumer. 
C) the level of difficulty involved in making a purchase. 
D) the total number of people involved in the actual exchange process. 
E) the time,energy,and personal investment that will be required to use a product.

Question 13

Edison noticed that the prices at a new video game rental website was lower than the prices at most of the other of these types of websites or retail stores such as Game Stop.He is exhibiting

Accepted Answer

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

Question 14

The VALS framework is an example of

Accepted Answer

A) a personality assessment. 
B) cognitive learning theory. 
C) a psychographic system. 
D) a study on the hierarchy of needs. 
E) geodemographic segmentation. 
A) a personality assessment. 
B) cognitive learning theory. 
C) a psychographic system. 
D) a study on the hierarchy of needs. 
E) geodemographic segmentation.

Question 15

Relatives and friends whom the consumer trusts are known as __________ sources of external information.

Accepted Answer

A) relational 
B) marketer-dominated 
C) personal 
D) stakeholder 
E) public 
A) relational 
B) marketer-dominated 
C) personal 
D) stakeholder 
E) public

Question 16

Rob only has 30 minutes off for lunch,so he typically goes somewhere within a block or two of his building,and is careful about what he orders.This is an example of which situational influence in the purchase decision process?

Accepted Answer

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

Question 17

Word of mouth refers to

Accepted Answer

A) advertising or public service announcements that rely solely on auditory or voice messages to reach an organization's target market. 
B) subjective,often negative,misconceptions that are passed from one person to another as the result of selective perception. 
C) the influencing of people during conversations. 
D) the individuals who exert direct or indirect social influence over others. 
E) casual or unconstrained conversation or reports about other people or offerings involving details that are not confirmed as being true. 
A) advertising or public service announcements that rely solely on auditory or voice messages to reach an organization's target market. 
B) subjective,often negative,misconceptions that are passed from one person to another as the result of selective perception. 
C) the influencing of people during conversations. 
D) the individuals who exert direct or indirect social influence over others. 
E) casual or unconstrained conversation or reports about other people or offerings involving details that are not confirmed as being true.

Question 18

Mary was offended by the brand name of a new product for women.She believed the name of the product was demeaning and that it reflected a negative attitude of the manufacturer towards women in general.Although this may simply be the result of __________,if other women interpreted the name choice the same way,there is a strong likelihood this product could fail.

Accepted Answer

A) selective retention 
B) selective comprehension 
C) selective exposure 
D) selective analysis 
E) stimulus discrimination 
A) selective retention 
B) selective comprehension 
C) selective exposure 
D) selective analysis 
E) stimulus discrimination

Question 19

In Figure 5-4 above,"A" 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 20

A brand community is a specialized form of the __________ reference group.

Accepted Answer

A) dissociative 
B) aspiration 
C) associative 
D) VALS 
E) social class 
A) dissociative 
B) aspiration 
C) associative 
D) VALS 
E) social class

Exam 5: Understanding Consumer Behavior

In the Maslow hierarchy of needs,those needs involving personal fulfillment are called __________.

In behavioral learning,a need that moves an individual to action is a(n)__________.

The information search stage clarifies the problem for the consumer by: (1)__________; (2)yielding brand names that might meet the criteria;and (3)developing the consumer value perception that each alternative presents.

About 65 percent of BzzAgents are

Selective retention is most likely to occur during which stage of the consumer purchase decision process?

Consumers spend little time and effort evaluating alternatives in the purchase of table salt and milk.The consumer purchase decision process for such staples involves __________,which is virtually a habit and typifies low-involvement decision-making.

An example of a marketer-dominated source of information consulted during an external search would include

In the VALS framework,consumers motivated by ideals are guided by knowledge and principle.One segment of the two ideals-motivated groups,known as __________,are mature,reflective,and well-educated people who value order,knowledge,and responsibility.

What percentage of all consumer conversations about brands happen online?

An example of a public source of information consulted during an external search would include

In the Maslow hierarchy of needs,water,food,and oxygen would be considered __________ needs.

Involvement refers to

Edison noticed that the prices at a new video game rental website was lower than the prices at most of the other of these types of websites or retail stores such as Game Stop.He is exhibiting

The VALS framework is an example of

Relatives and friends whom the consumer trusts are known as __________ sources of external information.

Rob only has 30 minutes off for lunch,so he typically goes somewhere within a block or two of his building,and is careful about what he orders.This is an example of which situational influence in the purchase decision process?

Word of mouth refers to

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

A brand community is a specialized form of the __________ reference group.

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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