Deck 4: Note : Consumer and Organizational Buyer Behavior

Question 1

In the hierarchy of effects model,________ is the first stage of the process..

A) need recognition
B) evaluation
C) interest
D) unaware

Answer 1

D

Question 2

During the information search stage of the consumer decision-making process,consumers often turn to marketer-controlled sources,such as product Websites and brochures.Which of the following is a problem associated with these sources of information?

A) increasing clutter
B) increasing complexity
C) increasing regulatory laws
D) increasing development costs

Answer 2

A

Question 3

Consumer demand for a product derives from a combination of ________ and ________.

A) needs; wants
B) ability; beliefs
C) wants; ability
D) needs; benefits

Answer 3

C

Question 4

Customer satisfaction with a purchase is based on how the ________.

A) product's final cost aligns with the customer's perceptions
B) product's brand personality aligns with the customer's attitude
C) perceived risk of purchasing a product compares to the customer's risk
D) actual performance of a product compares to the customer's expectations

Question 5

Business-to-business marketing differs from consumer marketing in that business-to-business marketing ________.

A) typically involves competitive bidding and price negotiations
B) usually has one person involved in purchase decisions
C) heavily emphasizes advertising in the marketing mix
D) relies upon frequent impulse purchases

Question 6

The first step in the personal selling process is ________.

A) gathering customer insight
B) gaining an order
C) assessing fit
D) prospecting

Question 7

According to Maslow,________ can be arranged in a hierarchy.

A) decisions
B) human needs
C) consumer perceptions
D) interpersonal attitudes

Question 8

Customers are the ultimate users of a product and include both organizational buyers and distributors.

Question 9

In a brief essay,discuss the differences between consumer markets and business-to-business markets especially as they relate to purchase decisions.

Question 10

Knowing where customers are in the decision-making process most likely helps marketers to ________.

A) develop effective distribution strategies
B) improve quality control methods
C) reduce post-purchase dissonance
D) provide alternative solutions

Question 11

Teams of people in an organization who participate in purchase decisions are known as ________.

A) B2B consumers
B) buying agents
C) buy centers
D) gatekeepers

Question 12

Why is it important for marketers to understand the consumer decision-making process and hierarchy of effects model? the position of customers on that continuum? In your answer,provide examples of marketing activities that are effective at different stages.

Question 13

Advertising is more effective at building product awareness than at moving customers to purchase a product.

Question 14

An attitude is best defined as a(n)________.

A) internal state that drives us to satisfy needs
B) lasting evaluation of a person, object, or issue
C) change in behavior caused by information or experience
D) set of psychological characteristics that consistently influence a person's responses

Question 15

Consumers often rely on decision guidelines,or mental rules-of-thumb,when weighing the merits of competing brands.These rules are referred to as ________.

A) affects
B) attitudes
C) heuristics
D) cognitions

Question 16

The FCB Matrix organizes products by ________ and ________.

A) business sales; consumer sales
B) brand alternatives; customer values
C) involvement level; purchase motivation
D) relative performance; post-purchase attitude

Question 17

Research indicates that consumers are spending an increasing amount of time on the information search stage of the consumer decision-making process because of the availability of information on the Internet.

Question 18

The buyer decision process consists of five stages.Which of the following is NOT one of these stages?

A) post-purchase processes
B) consumption awareness
C) information search
D) need recognition