Question 1

Which of the following statements about subliminal perception is most accurate?

Accepted Answer

A) The Federal Communications Commission (FC
C) believes that subliminal perception can be effective with a large majority of consumers. 
B) Subliminal messages are illegal in the United States. 
C) Subliminal messages are more effective now due to the advances in computer-generated images in movies and TV programs. 
D) About half of U.S.consumers think that subliminal messages can cause them to buy products and services they don't want. 
E) The use of subliminal messaging is monitored by the Better Business Bureau. 
A) The Federal Communications Commission (FC
C) believes that subliminal perception can be effective with a large majority of consumers. 
B) Subliminal messages are illegal in the United States. 
C) Subliminal messages are more effective now due to the advances in computer-generated images in movies and TV programs. 
D) About half of U.S.consumers think that subliminal messages can cause them to buy products and services they don't want. 
E) The use of subliminal messaging is monitored by the Better Business Bureau.

Question 2

You will be graduating soon and have been offered "the job of your dreams." The new position,however,requires some traveling so you will need a car.You currently do not have one.What decision process will you go through to purchase an automobile?

Accepted Answer

This purchase would require five purchas

Question 3

Subgroups within the larger,or national,culture with unique values,ideas,and attitudes are referred to as

Accepted Answer

A) reference groups. 
B) families. 
C) social classes. 
D) subcultures. 
E) normative groups. 
A) reference groups. 
B) families. 
C) social classes. 
D) subcultures. 
E) normative groups.

Question 4

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)changing the perceived importance of attributes;and (3)__________.

Accepted Answer

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

Question 5

What is a subculture? What are some examples of products targeted at American subcultures?

Accepted Answer

Subculture refers to a subgroup with uni

Question 6

Jenn needed to have another set of keys made for her apartment so she went to Home Depot to have it done since she remembered her dad going there.This is an example of

Accepted Answer

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

Question 7

Would you agree or disagree with the following statement: "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

Accepted Answer

Students should agree.Firms have begun t

Question 8

According to Figure 5-B above,which of the following brands would be the best choice if the consideration set for a tablet device included the following rank-ordered evaluative criteria: (1)ease of use, (2)portability,and (3)price?

Accepted Answer

A) Apple iPhone 5S 
B) Sony Xperia Z 
C) Samsung Galaxy Note 10 
D) Google Nexus 10 
E) Microsoft Surface RT 
A) Apple iPhone 5S 
B) Sony Xperia Z 
C) Samsung Galaxy Note 10 
D) Google Nexus 10 
E) Microsoft Surface RT

Question 9

Lexi wants to find the perfect gift for her older sister's college graduation.She started looking for the gift last month and expects to spend another couple of months to find a gift her sister will use and like.Lexi is engaging in

Accepted Answer

A) routine problem solving. 
B) limited problem solving. 
C) extended problem solving. 
D) problem recognition. 
E) integrated problem solving. 
A) routine problem solving. 
B) limited problem solving. 
C) extended problem solving. 
D) problem recognition. 
E) integrated problem solving.

Question 10

Psychologists point out that an individual's needs may be hierarchical;that is,once one set of needs is met,people seek to satisfy the next set of needs in the hierarchy.Name each of the five levels in the hierarchy in order and give an example of each.

Accepted Answer

Physiological needs,the lowest level in

Question 11

When Betty Crocker repeatedly advertises that a cake baked from one of its mixes tastes just like homemade,it is influencing which type of learning?

Accepted Answer

A) stimulus discrimination 
B) brand loyalty 
C) cognitive learning 
D) stimulus generalization 
E) behavioral learning 
A) stimulus discrimination 
B) brand loyalty 
C) cognitive learning 
D) stimulus generalization 
E) behavioral learning

Question 12

Recall the famous experiment when Dr.Pavlov presented salivating dogs with food at the same time he rang a bell.Eventually,when Pavlov only rang the bell,the dogs would still salivate even though food was not presented.What consumer behavior principle was involved in this research?

Accepted Answer

A) cognitive learning 
B) the scientific method 
C) behavioral learning 
D) attitude formation 
E) cognitive dissonance 
A) cognitive learning 
B) the scientific method 
C) behavioral learning 
D) attitude formation 
E) cognitive dissonance

Question 13

Interpreting information so that it is consistent with one's attitudes and beliefs is referred to as

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 14

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 is referred to as

Accepted Answer

A) culture. 
B) psychographics. 
C) social class. 
D) lifestyle. 
E) reference group. 
A) culture. 
B) psychographics. 
C) social class. 
D) lifestyle. 
E) reference group.

Question 15

The process by which people acquire the skills,knowledge,and attitudes necessary to function as consumers is referred to as __________.

Accepted Answer

A) consumer assimilation 
B) consumer socialization 
C) consumer lifestyle 
D) purchase decision process 
E) purchasing enculturation 
A) consumer assimilation 
B) consumer socialization 
C) consumer lifestyle 
D) purchase decision process 
E) purchasing enculturation

Question 16

According to Figure 5-5 above,an apartment would be found in what level of the Maslow 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 17

Brand loyalty refers to

Accepted Answer

A) the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. 
B) a favorable attitude toward and consistent purchase of a single brand over time. 
C) a formalized agreement of a vendor to carry one brand over another because it views the quality of that brand to be superior to all others. 
D) the willingness of consumers to try a new brand in a brand line based upon their satisfaction with other brands in the line. 
E) the faith that other products manufactured by the same company with the same brand name will be of the same quality. 
A) the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware. 
B) a favorable attitude toward and consistent purchase of a single brand over time. 
C) a formalized agreement of a vendor to carry one brand over another because it views the quality of that brand to be superior to all others. 
D) the willingness of consumers to try a new brand in a brand line based upon their satisfaction with other brands in the line. 
E) the faith that other products manufactured by the same company with the same brand name will be of the same quality.

Question 18

Perception refers to

Accepted Answer

A) a person's consistent behaviors or responses to recurring situations. 
B) a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. 
C) the process by which an individual selects,organizes,and interprets information to create a meaningful picture of the world. 
D) seeing or hearing messages without being aware of them. 
E) the way people see themselves and the way they believe others see them. 
A) a person's consistent behaviors or responses to recurring situations. 
B) a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. 
C) the process by which an individual selects,organizes,and interprets information to create a meaningful picture of the world. 
D) seeing or hearing messages without being aware of them. 
E) the way people see themselves and the way they believe others see them.

Question 19

Which of the following statements about the family life cycle is most accurate?

Accepted Answer

A) The majority of households today are composed of traditional families. 
B) Income and gender are two of the variables considered in the family life cycle. 
C) Young singles represent a target market for recreational travel,automobiles,and consumer electronics. 
D) Single divorcees are more likely to buy life insurance than any other group. 
E) The most financially secure group of any family life cycle stage is single parents with children. 
A) The majority of households today are composed of traditional families. 
B) Income and gender are two of the variables considered in the family life cycle. 
C) Young singles represent a target market for recreational travel,automobiles,and consumer electronics. 
D) Single divorcees are more likely to buy life insurance than any other group. 
E) The most financially secure group of any family life cycle stage is single parents with children.

Question 20

An ad for Conesco's life insurance asks the question,"How do you plan on supporting your family after you pass away?" The ad shows a tombstone with a sign that offers the face of the stone as ad space.The ad is intended to appeal to which of the Maslow hierarchy of needs?

Accepted Answer

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

Exam 5: Understanding Consumer Behavior

Which of the following statements about subliminal perception is most accurate?

You will be graduating soon and have been offered "the job of your dreams." The new position,however,requires some traveling so you will need a car.You currently do not have one.What decision process will you go through to purchase an automobile?

Subgroups within the larger,or national,culture with unique values,ideas,and attitudes are referred to as

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)changing the perceived importance of attributes;and (3)__________.

What is a subculture? What are some examples of products targeted at American subcultures?

Jenn needed to have another set of keys made for her apartment so she went to Home Depot to have it done since she remembered her dad going there.This is an example of

Would you agree or disagree with the following statement: "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

According to Figure 5-B above,which of the following brands would be the best choice if the consideration set for a tablet device included the following rank-ordered evaluative criteria: (1)ease of use, (2)portability,and (3)price?

Lexi wants to find the perfect gift for her older sister's college graduation.She started looking for the gift last month and expects to spend another couple of months to find a gift her sister will use and like.Lexi is engaging in

Psychologists point out that an individual's needs may be hierarchical;that is,once one set of needs is met,people seek to satisfy the next set of needs in the hierarchy.Name each of the five levels in the hierarchy in order and give an example of each.

When Betty Crocker repeatedly advertises that a cake baked from one of its mixes tastes just like homemade,it is influencing which type of learning?

Recall the famous experiment when Dr.Pavlov presented salivating dogs with food at the same time he rang a bell.Eventually,when Pavlov only rang the bell,the dogs would still salivate even though food was not presented.What consumer behavior principle was involved in this research?

Interpreting information so that it is consistent with one's attitudes and beliefs is referred to as

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 is referred to as

The process by which people acquire the skills,knowledge,and attitudes necessary to function as consumers is referred to as __________.

According to Figure 5-5 above,an apartment would be found in what level of the Maslow hierarchy of needs?

Brand loyalty refers to

Perception refers to

Which of the following statements about the family life cycle is most accurate?

An ad for Conesco's life insurance asks the question,"How do you plan on supporting your family after you pass away?" The ad shows a tombstone with a sign that offers the face of the stone as ad space.The ad is intended to appeal to which of the Maslow hierarchy of needs?

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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