Deck 8: Introduction to Behavior

Question 1

The primary function of marketing is to:

A) facilitate exchanges.
B) create needs.
C) dispose of goods/services.
D) maximize first-time sales.
E) maximize consumption.

Answer 1

A

Question 2

Melody withdraws $200 from a nearby ATM to buy a blender.Under which stage of the purchase process can this situation be categorized?

A) Information contact
B) Store contact
C) Product contact
D) Funds access
E) Transaction

Answer 2

D

Question 3

All of the following statements about overt consumer behavior are true EXCEPT:

A) unlike covert behavior influences, overt behavior is a simple phenomenon.
B) overt behavior may be analyzed at many levels.
C) overt behavior can be observed directly and does not need to be inferred.
D) the impact of affect/cognitive influences upon behavior is not clearly understood.
E) the success of marketing strategies depends on changing overt behavior.

Answer 3

A

Question 4

Blue-light specials are:

A) opportunities to purchase products at special prices when a blue light is flashing at a particular location.
B) opportunities to purchase products with blue packaging at reduced prices.
C) special discounts on frozen foods.
D) limited offers on lighting fixtures.
E) price reductions on slow-moving items.

Question 5

Traditional purchase/adoption models focus on achieving behavioral change by changing:

A) affect variables.
B) cognitive variables.
C) behavioral variables.
D) ethical variables.
E) environmental variables.

Question 6

Push strategies are most directly focused upon:

A) consumers.
B) competitors.
C) retailers.
D) manufacturers.
E) advertising agencies.

Question 7

At present,little is known about the process by which consumer's dispose of:

A) services.
B) durable goods.
C) foods/beverages.
D) nondurable goods.
E) choices.

Question 8

Which of the following has traditionally received the least attention from marketers?

A) Advertising
B) Packaging
C) Distribution
D) Funds access
E) Pricing

Question 9

All of the following statements about the purchase model are true EXCEPT:

A) not every purchase requires that all the behaviors outlined in the model be performed.
B) different products, consumers, and situations may affect not only the total time to complete the process but also the time lags between stages.
C) members of the channel of distribution usually vary in their emphasis on encouraging particular behaviors.
D) other labels and breakdowns cannot be applied to the purchase model.
E) the purchase model is useful for categorizing a variety of marketing strategies in terms of behaviors.

Question 10

Marketing of smoke detectors is effective with the use of:

A) fear appeal.
B) status appeal.
C) racial appeal.
D) humor appeal.
E) prestige appeal.

Question 11

The probability of store contact can be enhanced by all of the following ways EXCEPT:

A) convenient locations only in a scenic environment.
B) providing ample, free store-side parking.
C) featuring maps/directions in marketing communications.
D) the use of loss leaders.
E) convenient locations in high-traffic areas.

Question 12

Selective demand refers to:

A) the consumer's choice of distribution outlets.
B) the consumer's purchase of a particular manufacturer's brands/models.
C) the existence of a highly versatile marketplace.
D) the fact that consumers engage in conscious choice behavior.
E) the fact that a marketer manipulates the consumer.

Question 13

While completing an initial transaction,marketers often employ _____ to produce additional transactions.

A) advertising
B) pressure
C) prompts
D) fear appeals
E) bribes

Question 14

Once inside the store,marketers seek to help the consumer to accomplish all of the following EXCEPT:

A) locate desired products/brands.
B) physically obtain the product/brand.
C) get the product/brand to the point of exchange.
D) complete the transaction.
E) increase the marketers' database of future consumers.

Question 15

Marketers desire to encourage consumers to communicate all of the following EXCEPT:

A) information about themselves and their shopping/purchase habits.
B) the names of potential customers.
C) suggestions about changes in advertisements.
D) suggestions for new/improved products.
E) information about defective products.

Question 16

Contingencies at the point of purchase can be affected by the:

A) behavior of sales personnel.
B) information contact.
C) product contact.
D) advertisement.
E) store contact.

Question 17

Which of the following information sources has the lowest credibility?

A) Personal experience
B) Product testing
C) Personal sources
D) Experiential sources
E) Advertising

Question 18

All of the following statements about consumer search activity are true EXCEPT:

A) that it is higher for products associated with higher perceived risk.
B) that it is lower for products that are considered to be complex.
C) that it is influenced by the self-confidence of the consumer.
D) that it is influenced by a variety of marketplace/situational factors.
E) that it is influenced by the perceived benefits to be gained from search.

Question 19

The probability of completing an exchange may be increased by all of the following methods EXCEPT:

A) accepting only cash payments.
B) offering store credit cards/plans.
C) locating ATMs near/in stores.
D) offering deferred payment plans.
E) accepting a variety of bank credit cards.

Question 20

Which of the following information sources are most likely to be used only in the later stages of information search?

A) Stored experience
B) Advertising
C) Experiential sources
D) In-store displays
E) Personal sources

Question 21

The probability of completing an exchange may be increased by offering deferred payment plans.

Question 22

Marketing sources (advertising)are both readily available and highly believable.

Question 23

The nature of consumers in their roles as shoppers affects the probability of store contact.

Question 24

Consumers can communicate with the company or other consumers about products,brands,or stores only at the end of the purchase sequence.

Question 25

Trade discounts and incentives are examples of push strategies.

Question 26

For low-price,low-involvement products,consumers often try them first and then decide whether they like them and will buy them again.

Question 27

Members of the channel of distribution usually vary in their emphasis on encouraging particular behaviors that occur in the purchase of consumer goods.

Question 28

From a public policy standpoint,information search is encouraged to develop more knowledgeable consumers.

Question 29

Locating an outlet can be categorized under the prepurchase stage of a behavior sequence model for purchase of consumer goods.

Question 30

Consumer search activity is influenced by the self-confidence of the consumer.

Question 31

The best form of promotion for a newly opened recreational/ entertainment center is through:

A) favorable customer word-of-mouth.
B) television advertising.
C) local newspaper advertising.
D) favorable ratings in consumer reports.
E) direct mail with coupons/rebate offers.

Question 32

Marketing strategies are designed to consistently change product recall or recognition of ads or products.

Question 33

Managers of high-market-share brands may try to discourage external search behaviors because the behavior may result in a shift to another brand.

Question 34

The use of coupons to increase the probability of repurchase is not very effective.

Question 35

Warranty cards are commonly used to obtain information about other potential buyers.

Question 36

Cents-off coupons are an example of a pull strategy.

Question 37

Selective demand refers to the consumer's purchase of a particular manufacturer's brands/models.

Question 38

The linkages between overt behavior and affect and cognition are well developed at a theoretical level.

Question 39

Consumers often learn purchase and use behaviors through observing others perform them.

Question 40

The length of the checkout line can impact the probability of a consumer completing a purchase transaction.

Question 41

_____ includes locating the outlet,traveling to the outlet,and entering the outlet.

Question 42

Briefly explain the three behaviors that are necessary for a purchase to occur.

Question 43

High-involvement purchases typically involve less overt behavior.

Question 44

Briefly explain the theory/role of fear appeals.

Question 45

The _____ stage of the purchase sequence involves behaviors such as reading or observing newspaper,magazine,and billboard ads.

Question 46

Why is the transaction the most critical component of the marketing process?

Question 47

Briefly explain the factors that impact the extent of consumer search behavior.What role does advertising play in this process?

Question 48

A _____ involves the exchange of consumers' funds for products and services.

Question 49

_____ is the prime medium of consumer exchange.

Question 50

_____ are used to bring about attentive behaviors and to vicariously stimulate emotions by exposing the observers to possible aversive consequences of certain conditions.

Question 51

Traditional views of the purchase or adoption process in marketing poses a sequence of events which culminates with purchase or adoption.Critique.

Question 52

_____ variables are the primary controllers of behavior.

Question 53

Why must the marketer be concerned with overt consumer behavior?

Question 54

Overt consumer behavior refers to the _____ and _____ responses or actions of consumers.

Question 55

Ads that show models receiving social approval and satisfaction from purchasing a product provide stimuli that can move the consumer loser to purchase by stimulating the "_____".

Question 56

List the stages and the types of behavior that usually occurs in the purchase of consumer goods with an example for each step in the model.

Question 57

_____ are often used to encourage proper disposal of packaging,such as "thank you" signs on refuse containers.

Question 58

Explain the importance of creating easy access for consumer funds access.

Question 59

List the various factors that affect the information search by consumers.

Question 60

While completing an initial transaction,marketers often employ _____ to produce additional transactions

Question 61

A final set of behaviors that marketers attempt to increase involves communication.Explain.