Deck 5: Buyer Behaviour: Understanding Consumer and Business Buyers

Question 1

________ is (are)the most basic cause(s)of a person's wants and behaviour.

A)Culture
B)Brand personality
C)Cognitive dissonance
D)Social factors
E)Selective perception

Answer 1

A

Question 2

________ are people within a reference group who,because of special skills,knowledge,personality or other characteristics,exert influence on others.

A)Opinion leaders
B)Reference individuals
C)Social networkers
D)Stealth marketers
E)Buzz marketers

Answer 2

A

Question 3

The marketer wants to understand how the stimuli are changed into responses inside the buyer's ________,which has two parts: the buyer's characteristics that influence how he or she perceives and reacts to the stimuli and the buyer's decision process itself.

A)culture
B)black box
C)belief
D)lifestyle
E)social class

Answer 3

B

Question 4

It is most accurate to say that marketers are always trying to spot ________ in order to discover new products that might be wanted.

A)lifestyles
B)cultural shifts
C)groups
D)dissonance
E)attitudes

Question 5

One who always knows about the trendiest fashions,actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting-edge fashion at great deals,and whose advice is often followed,is called a(n)________.

A)membership group
B)innovator
C)opinion leader
D)buzz marketer
E)experiential source

Question 6

The segment that controls a larger proportion of income,wealth and consumption than any current or previous generation is the ________.

A)Asian-Australians
B)Indigenous peoples
C)gay and lesbian couples
D)mature consumers
E)working classes

Question 7

Of the following,the best starting point to understanding how consumers respond to various marketing efforts is the ________ model of a buyer's behaviour.

A)belief
B)subculture
C)generational
D)stimulus-response
E)societal

Question 8

Groups that have a direct influence on a person's behaviour and to which a person belongs are called ________.

A)membership groups
B)aspirational groups
C)adopter categories
D)reference groups
E)social class groups

Question 9

________ are society's relatively permanent and ordered divisions whose members share similar values,interests and behaviours.

A)Social classes
B)Cultures
C)Reference groups
D)Attitudes
E)Lifestyles

Question 10

In the model of buyer behaviour,which of the following is NOT a major type of force or event in the buyer's environment?

A)economic
B)technological
C)political
D)channels
E)cultural

Question 11

Opinion leaders are sometimes referred to as ________.

A)the influentials or leading adopters
B)the networked individuals
C)the middle class
D)buzz marketers
E)aspirational individuals

Question 12

________ is never simple,yet understanding it is the essential task of marketing to the consumer market.

A)Brand personality
B)Consumption pioneering
C)Early adoption
D)Consumer buying behaviour
E)Understanding the difference between primary and secondary data

Question 13

The consumer market is made up of which of the following?

A)individuals who acquire goods or services for personal consumption
B)households that purchase goods or services for personal consumption
C)businesses that purchase goods and services
D)A and B
E)All of the above.

Question 14

Groups that serve as direct (face-to-face)or indirect points of comparison or reference in forming a person's attitudes or behaviour are called ________.

A)membership groups
B)aspirational groups
C)adopter categories
D)reference groups
E)social class groups

Question 15

________ are groups to which an individual wishes to belong,as when a teenage basketball player hopes to play someday for the Australian Boomers or Opals.

A)Membership groups
B)Aspirational groups
C)Leading adopter groups
D)Leisure groups
E)Social class groups

Question 16

Each culture contains smaller ________,or groups of people with shared value systems based on common life experiences and situations.

A)alternative evaluations
B)cognitive dissonances
C)cultural groups
D)social classes
E)occupations

Question 17

Economic,technological and cultural forces are all stimuli in the buyer's ________.

A)stimulus-response
B)environment
C)black box
D)buyer characteristics
E)buying attitudes

Question 18

Marketing stimuli consist of the marketing mix elements.Which is NOT one of these elements?

A)product
B)politics
C)price
D)promotion
E)place

Question 19

Family is one of the ________ factors that influence consumer behaviour.

A)cultural
B)social
C)personal
D)psychological
E)business

Question 20

According to some commentators,________ may not be a good basis for developing marketing strategies since Australians have difficulty placing themselves within such groups,and in any event the groups are so large as to make them ineffective as market segments.

A)cultural groups
B)generational segments
C)subcultures
D)demographic segments
E)social classes

Question 21

All of the following make up a person's lifestyle EXCEPT ________.

A)interests
B)buying behaviour
C)opinions
D)work
E)hobbies

Question 22

A marketing expert recently reported that ________ do more at least half of the grocery shopping.

A)women
B)men
C)head of household
D)parents
E)grandparents

Question 23

A woman has been attending aerobics classes for the past three years.Her diligence and effort have paid off,and she has attained a very high level of skill which she hopes will qualify her for a position as an aerobics instructor.When she attends classes,she carefully notes the brands of footwear and apparel worn by the instructors at her local fitness centre.She actively models her purchasing on the fitness instructors' preferences,and purchases comparable brands for her own personal use.For her,the fitness instructors are an example of ________.

A)opinion leaders
B)an aspirational group
C)a reference group
D)a peer group
E)a membership group

Question 24

Facebook.com and YouTube are examples of ________.

A)buzz marketing
B)opinion leaders
C)social networks
D)virtual worlds
E)early adopters

Question 25

________ is the most important consumer / buying organisation in society,and it has been researched extensively.

A)Family
B)Social class
C)Membership group
D)Subculture
E)Reference group

Question 26

________ is a person's pattern of living as expressed in his or her psychographics,including his or her activities,interests and opinions.

A)Personality
B)Culture
C)Lifestyle
D)Motive
E)Social class

Question 27

Companies who use brand ambassadors are participating in ________.

A)opinion leading
B)traditional marketing
C)buzz marketing
D)direct marketing
E)values marketing

Question 28

Which of the following statements about male grocery-shoppers is true?

A)They account for more than half of all shopping.
B)They tend to be 'mission shoppers'
C)They prefer separate online and in-store experiences
D)They spend money on impulse buys such as sweets and magazines.
E)They spend less overall because they incorporate technology in to their shopping experience

Question 29

Marketers must be careful when tapping into online networks as results are ________.

A)measurable
B)contradictory
C)Difficult to measure and control
D)often negative
E)often surprising

Question 30

A young woman is into the latest and hottest trends in music,language,and fashion at her high school.Given her knowledge and outgoing personality,she is always telling friends what she has learned and experienced.Most of her friends respect her opinion since she offers it in a friendly non-threatening way.Which of the following descriptions would most accurately describe her role among her friends?

A)facilitator
B)referent actor
C)opinion leader
D)social role player
E)follower

Question 31

A customer's lifestyle can be measured using the AIO dimensions.What does AIO stand for?

A)Activities,Interests,Opinions
B)Achievement,Involvement,Organisations
C)Actions,Investment,Orientation
D)Acknowledgement,Interests,Observations
E)Adoptions,Interests,Occupations

Question 32

A girl is constantly begging her mother to buy her a pair of in-line skates because the most popular kids at her school have them.For her,the most popular kids in her school are a ________.

A)subculture
B)reference group
C)social class
D)demographic group
E)culture

Question 33

A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage,occupation,economic situation,lifestyle,personality and self-concept.

A)personal characteristics
B)reference groups
C)perceptions
D)attitudes
E)psychographics

Question 34

Many companies enlist everyday consumers who are enthusiastic about their brands to become ________ who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards.

A)early adopters
B)brand ambassadors
C)direct marketers
D)direct sellers
E)aspirational consumers

Question 35

A ________ consists of the activities people are expected to perform according to the persons around them.

A)motive
B)role
C)lifestyle
D)life-cycle
E)tradition

Question 36

People change the goods and services they buy over time because of the two changing factors of ________.

A)belief and attitude
B)perception and personality
C)age and life-cycle stage
D)groups and learning
E)family and tradition

Question 37

A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes.The shoe company is hoping that fans of the band view the band as a ________.

A)membership group
B)reference group
C)brand personality
D)subculture
E)lifestyle

Question 38

Researchers found that a number of well-known brands tended to be strongly associated with one particular trait,such as IKEA with 'functionality'.Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?

A)brand perception
B)product image
C)brand personality
D)new product
E)brand equity

Question 39

In Australia and New Zealand,________ have traditionally been the main purchasing agent for the family in the areas of food,household products and clothing.

A)women
B)men
C)head of household
D)parents
E)grandparents

Question 40

________ refers to the unique psychological characteristics that distinguish a person or group.It is usually described in traits such as self-confidence,dominance,sociability,autonomy,defensiveness,adaptability and aggressiveness.

A)Alternative evaluations
B)Belief
C)Culture
D)Personality
E)Self-awareness

Question 41

According to Freud's theories,people are ________ many of the psychological forces shaping their behaviour.

A)unaware of
B)unsure of
C)aware of
D)status-driven about
E)socially conscious of

Question 42

The term ________ refers to qualitative research designed to probe consumers' hidden,subconscious motivations.

A)perception analysis
B)lifestyle research
C)motivation research
D)need recognition investigation
E)depth research technique

Question 43

While watching Entertainment Tonight,a woman noticed the show had a feature on Chondroitin,a drug that helps promote cartilage regeneration and healthy joints.She has taken the medicine for the last three years and is convinced the medicine is the only reason she is able to work in her yard without her joints aching like they used to.The feature began with a description of how the product works and concluded with a discussion of its potential life-threatening side effects.She called her sister to tell her how the feature supported her belief in how good the drug was for joint pain.Due to ________,she did not remember the negative comments about Chondroitin.

A)information overload
B)selective attention
C)perceptual aggregation
D)selective retention
E)selective distortion

Question 44

________ is the process by which people select,organise and interpret information to form a meaningful picture of the world.

A)Personality
B)Perception
C)Selective grouping
D)Learning
E)Self-actualisation

Question 45

A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction of the need.

A)stimulus
B)motive
C)culture
D)perception
E)tradition

Question 46

________ describes changes in an individual's behaviour arising from experience.

A)Lifestyle
B)Learning
C)Perception
D)Cognitive dissonance
E)Aggressiveness

Question 47

A marketing research company asked members of a focus group to describe several motorcycle brands as animals.This is an example of ________.

A)hierarchical need analysis
B)interpretive consumer research
C)status influence
D)buzz marketing
E)information search

Question 48

Brand personality is a mix of human traits attributed to a brand.Which of the following is NOT one of the five brand personality traits discussed in your text?

A)sincerity
B)excitement
C)competence
D)sophistication
E)emotion

Question 49

A person's buying choices are influenced by four major psychological factors.Which is NOT one of these factors?

A)motivation
B)perception
C)alternative evaluation
D)learning
E)beliefs

Question 50

Maslow's theory is that ________ can be arranged in a hierarchy.

A)stimuli
B)beliefs and attitudes
C)perceptions
D)human needs
E)decisions

Question 51

Although there is little evidence for its existence,some consumers still fear that they are being manipulated by ________.

A)subliminal messages
B)subconscious messages
C)selective communication
D)invisible messages
E)liminal images

Question 52

People tend to interpret new information in a way that will support what they already believe.This is called ________.

A)selective retention
B)selective distortion
C)selective attitude
D)selective learning
E)selective perception

Question 53

People forget much that they learn.They tend to retain information that supports their attitudes and beliefs.This is called ________.

A)selective retention
B)selective distortion
C)selective attitude
D)selective attention
E)perceptual vigilance

Question 54

A woman looked at her September issue of Women's Health magazine and did not see anything of interest.However,after her mother was diagnosed with bipolar disorder,she found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem.The September issue of the magazine became quite interesting to her due to ________.

A)subliminal messaging
B)social factors
C)selective attention
D)the hierarchy of needs
E)unconscious motivations

Question 55

What is the MOST pressing in Maslow's Hierarchy of Needs?

A)physiological needs
B)social needs
C)esteem needs
D)self-actualisation needs
E)safety needs

Question 56

People cannot focus on all of the stimuli that surround them each day.A person's tendency to screen out most of the information to which he or she is exposed is called ________.

A)selective retention
B)selective distortion
C)selective attitude
D)selective attention
E)selective perception

Question 57

Two employees attended a sales seminar.Both left the seminar with different opinions about what was important to implement in their jobs.Both used the information in different ways,according to what each already believed was important.They have engaged in ________.

A)selective distortion
B)selective attitude
C)selective retention
D)selective attention
E)perceptual defence

Question 58

Which of the following is NOT part of Maslow's Hierarchy of Needs?

A)physiological needs
B)safety needs
C)stimulus needs
D)self-actualisation needs
E)social needs

Question 59

What is the LEAST pressing in Maslow's Hierarchy of Needs?

A)physiological needs
B)social needs
C)esteem needs
D)self-actualisation needs
E)safety needs

Question 60

Learning occurs through the interplay of all of the following EXCEPT ________.

A)drives
B)stimuli
C)cues
D)dissonance behaviour
E)reinforcement

Question 61

Personality is a person's pattern of living as expressed in his or her psychographics.

Question 62

Maslow's theory is that human needs - including physiological,safety,social needs,esteem and self-actualisation needs - are arranged in a hierarchy and that an unsatisfied need motivates an individual to take action to satisfy it.

Question 63

Australia,New Zealand and South-East Asian countries have a class system that is very rigid with little room for movement between the classes.

Question 64

People with similar ethnic backgrounds often have shared________ systems.

Question 65

The starting point of understanding how consumers respond to various marketing efforts is called the stimulus-response model of buyer behaviour.

Question 66

Marketers of brands subjected to strong group influence must figure out how to reach ________.

Question 67

________ are minor stimuli that influence where,when and how a person responds.

A)Cues
B)Drives
C)Messages
D)Personalities
E)Impulses

Question 68

Children exert little influence on family buying decisions in areas of entertainment and food.

Question 69

A(n)________ is a descriptive thought that a person has about something.

A)cognition
B)motive
C)belief
D)attitude
E)perception

Question 70

Online social networks represent an important form of buzz for marketers.

Question 71

A person's buying choices are influenced by four major psychological factors: motivation,perception,learning,and beliefs and attitudes.

Question 72

Younger consumers are better off financially than mature consumers.They are the ideal market for travel,restaurants,high-tech home entertainment products and leisure goods and services.

Question 73

Social classes are relatively ________ and ordered divisions in a society whose members share similar values,interests and behaviours.

Question 74

A(n)________ is a person's relatively consistent evaluations,feelings and tendencies toward an object or idea.

A)lifestyle
B)motive
C)belief
D)attitude
E)perception

Question 75

________ reflects a longing for material possessions rather than spiritual fulfilment.

Question 76

Consumers themselves do not always understand exactly what influences their purchasing.

Question 77

Each social class contains groups of people with shared value systems based on common life experiences and situations.

Question 78

An individual's consumer behaviour is influenced by ________,personal,cultural and social influences.

Question 79

Cultural groups are groups with shared value systems based on common life experiences and situations.

Question 80

Applying ________,marketers can affect demand for a product by associating it with strong drives,using motivating cues and providing positive reinforcement.

A)subliminal advertising
B)social classes
C)learning theory
D)need recognition
E)cognitive dissonance