Question 1

What percentage of all consumer conversations about brands happen face-to-face?

Accepted Answer

A) 25 percent 
B) 33 percent 
C) 50 percent 
D) 75 percent 
E) 90 percent 
A) 25 percent 
B) 33 percent 
C) 50 percent 
D) 75 percent 
E) 90 percent

Question 2

__________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.

Accepted Answer

A) problem recognition 
B) internal search 
C) external search 
D) purchase task 
E) antecedent state 
A) problem recognition 
B) internal search 
C) external search 
D) purchase task 
E) antecedent state

Question 3

The two major styles of family decision-making are

Accepted Answer

A) joint and passive. 
B) spouse-dominant and spouse-submissive. 
C) joint and spouse-dominant. 
D) democratic and autocratic. 
E) active and passive. 
A) joint and passive. 
B) spouse-dominant and spouse-submissive. 
C) joint and spouse-dominant. 
D) democratic and autocratic. 
E) active and passive.

Question 4

Which of the following is NOT an example of a marketer-dominated source of information consulted during an external search?

Accepted Answer

A) advertising 
B) point-of-purchase displays 
C) Consumer Reports magazine 
D) company salespeople 
E) company websites 
A) advertising 
B) point-of-purchase displays 
C) Consumer Reports magazine 
D) company salespeople 
E) company websites

Question 5

In the VALS framework,consumers with fewer resources who are practical people,have constructive skills,value self-sufficiency,and are unimpressed by material possessions except those with a practical or functional purpose are referred to as __________.

Accepted Answer

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

Question 6

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

Accepted Answer

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

Question 7

In 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 8

All of the following would impact your decision about when to buy an offering EXCEPT:

Accepted Answer

A) the manufacturer is currently offering a $25 rebate. 
B) you don't have the money now and don't get paid until Friday. 
C) the product is on sale. 
D) the store is closing in 10 minutes. 
E) the retailer's return policy is very relaxed. 
A) the manufacturer is currently offering a $25 rebate. 
B) you don't have the money now and don't get paid until Friday. 
C) the product is on sale. 
D) the store is closing in 10 minutes. 
E) the retailer's return policy is very relaxed.

Question 9

A recent American Express advertising claim that "membership has its privileges" creates which type of reference group?

Accepted Answer

A) aspiration group 
B) dissociative group 
C) assimilation group 
D) integrated group 
E) associative group 
A) aspiration group 
B) dissociative group 
C) assimilation group 
D) integrated group 
E) associative group

Question 10

Emily wants to purchase a tablet device.She is unsure about what hardware and "apps" she will need.As a result,she has begun asking for advice from her friends and relatives.In addition,she has talked to several salespeople at Apple and Best Buy and has looked at some websites,such as HP and Dell.Emily is engaging 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 11

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1)changing beliefs about the extent to which a brand has certain attributes; (2)__________;and (3)adding new attributes to the product.

Accepted Answer

A) reinforcing the consumers' sense of self confidence in making wise purchase decisions 
B) actively educating consumers about the product's competitive advantages 
C) changing the perceived importance of attributes 
D) refocusing a consumer's attention from one attribute to another 
E) denigrating the attributes of competitors' products 
A) reinforcing the consumers' sense of self confidence in making wise purchase decisions 
B) actively educating consumers about the product's competitive advantages 
C) changing the perceived importance of attributes 
D) refocusing a consumer's attention from one attribute to another 
E) denigrating the attributes of competitors' products

Question 12

Which of the following statements about African American buying patterns is most accurate?

Accepted Answer

A) There are very few differences in the consumption patterns of African Americans and Caucasians. 
B) African American men spend more on health and beauty products than Caucasian men do. 
C) The typical African American family is five years older than the typical Caucasian family. 
D) African American purchase behavior is still affected by the historical deprivation in employment and educational opportunities in the United States. 
E) African Americans are not price conscious. 
A) There are very few differences in the consumption patterns of African Americans and Caucasians. 
B) African American men spend more on health and beauty products than Caucasian men do. 
C) The typical African American family is five years older than the typical Caucasian family. 
D) African American purchase behavior is still affected by the historical deprivation in employment and educational opportunities in the United States. 
E) African Americans are not price conscious.

Question 13

__________ is a VALS group that is composed of successful,sophisticated,take-charge people with high self-esteem and abundant resources.

Accepted Answer

A) Actualizers 
B) Thinkers 
C) Achievers 
D) Believers 
E) Innovators 
A) Actualizers 
B) Thinkers 
C) Achievers 
D) Believers 
E) Innovators

Question 14

Rackspace U.S.Inc.is a web hosting company.That means that if you want to have a website,you could buy not only Internet space from it but also technical support and design services.When its ad tells you that its users consider Rackspace "the risk-free host because it offers dedicated and helpful support any time day or night," you know that Rackspace is most likely trying to do which of the following?

Accepted Answer

A) identify its core values 
B) reduce new buyers' cognitive dissonance 
C) increase new buyers' cognitive dissonance 
D) produce a consideration set 
E) evoke problem recognition 
A) identify its core values 
B) reduce new buyers' cognitive dissonance 
C) increase new buyers' cognitive dissonance 
D) produce a consideration set 
E) evoke problem recognition

Question 15

A consumer's purchases are often influenced by the views,opinions,or behavior of others.Two important aspects of personal influence to marketing are

Accepted Answer

A) lifestyle and motivation. 
B) personality and lifestyle. 
C) opinion leadership and word-of-mouth activity. 
D) word-of-mouth activity and psychographics. 
E) psychographics and demographics. 
A) lifestyle and motivation. 
B) personality and lifestyle. 
C) opinion leadership and word-of-mouth activity. 
D) word-of-mouth activity and psychographics. 
E) psychographics and demographics.

Question 16

VALS creates profiles of people based on their primary motivation and resources.In the VALS framework above,"D" refers to

Accepted Answer

A) Ideals. 
B) Achievement. 
C) Self-Expression. 
D) Survivors. 
E) Innovators. 
A) Ideals. 
B) Achievement. 
C) Self-Expression. 
D) Survivors. 
E) Innovators.

Question 17

Based on the stages of the family life cycle,which of the following groups MOST LIKELY has the largest amount of discretionary income?

Accepted Answer

A) young couples without children 
B) single parents with children 
C) young singles 
D) young married couples with children 
E) middle-aged couples with children 
A) young couples without children 
B) single parents with children 
C) young singles 
D) young married couples with children 
E) middle-aged couples with children

Question 18

If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold & Flu and Tylenol p.m.based on behavioral learning theory,this strategy is an example of

Accepted Answer

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

Question 19

Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over the summer.When Tina's birthday approaches,Julie wants to buy her a good mystery.When Julie was trying to recall her favorite mystery authors,she was engaged in

Accepted Answer

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

Question 20

According to the Colgate toothpaste ad above and the textbook,what approach did Colgate marketers use to encourage consumers to purchase its product?

Accepted Answer

A) changing beliefs about the extent to which a brand has certain attributes 
B) changing the perceived importance of attributes 
C) adding new attributes to the product 
D) providing free trials of the new product 
E) obtaining a seal of approval to reduce consumers' risk and encourage purchases 
A) changing beliefs about the extent to which a brand has certain attributes 
B) changing the perceived importance of attributes 
C) adding new attributes to the product 
D) providing free trials of the new product 
E) obtaining a seal of approval to reduce consumers' risk and encourage purchases

Exam 5: Understanding Consumer Behavior

What percentage of all consumer conversations about brands happen face-to-face?

__________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.

The two major styles of family decision-making are

Which of the following is NOT an example of a marketer-dominated source of information consulted during an external search?

In the VALS framework,consumers with fewer resources who are practical people,have constructive skills,value self-sufficiency,and are unimpressed by material possessions except those with a practical or functional purpose are referred to as __________.

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

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

All of the following would impact your decision about when to buy an offering EXCEPT:

A recent American Express advertising claim that "membership has its privileges" creates which type of reference group?

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1)changing beliefs about the extent to which a brand has certain attributes; (2)__________;and (3)adding new attributes to the product.

Which of the following statements about African American buying patterns is most accurate?

__________ is a VALS group that is composed of successful,sophisticated,take-charge people with high self-esteem and abundant resources.

A consumer's purchases are often influenced by the views,opinions,or behavior of others.Two important aspects of personal influence to marketing are

VALS creates profiles of people based on their primary motivation and resources.In the VALS framework above,"D" refers to

Based on the stages of the family life cycle,which of the following groups MOST LIKELY has the largest amount of discretionary income?

If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold & Flu and Tylenol p.m.based on behavioral learning theory,this strategy is an example of

Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over the summer.When Tina's birthday approaches,Julie wants to buy her a good mystery.When Julie was trying to recall her favorite mystery authors,she was engaged in

According to the Colgate toothpaste ad above and the textbook,what approach did Colgate marketers use to encourage consumers to purchase its product?

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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