Question 1

Two colleagues were angry after a hotel clerk gave away their room reservations.They lashed out against the company by posting a nasty slide show of their experience online, which more than 20,000 people saw when it went viral.This is an example of:

Accepted Answer

A) the affective component of attitude. 
B) the cognitive component of attitude. 
C) the behavioural component of attitude. 
D) a reference group. 
E) a focus group.

Question 2

When consumers believe they have some control over the outcomes of their actions, they generally engage in more search activities.This is called:

Accepted Answer

A) external locus of control. 
B) ritual consumption. 
C) external search for information. 
D) internal locus of control. 
E) internal search for information.

Question 3

Value is a strong driver of consumers' purchase decisions.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following holds true for the term reference group?

Accepted Answer

A) It refers to a part of attitude that reflects what a person feels about the issue at hand-his or her like or dislike of something. 
B) It refers to one or more persons an individual uses as a basis for comparison regarding beliefs, feelings, and behaviours. 
C) It refers to a part of attitude that reflects what a person believes to be true. 
D) It refers to consumers spreading adverse information about a product, service, or store to others. 
E) It refers to a part of attitude that comprises the actions a person takes with regard to the
Issue at hand.

Question 5

Michelle believes that spiders are dangerous and that a spider bite can have fatal consequences.This is an example of:

Accepted Answer

A) the affective component of attitude. 
B) the cognitive component of attitude. 
C) the behavioural component of attitude. 
D) a reference group. 
E) negative word of mouth.

Question 6

Which of the following holds true for the term impulse buying?

Accepted Answer

A) It refers to the internal conflict that arises from an inconsistency between two beliefs, or between beliefs and behaviour. 
B) It refers to a buying decision made by customers on the spot when they see the merchandise. 
C) It refers to a purchase decision process in which consumers engage with little conscious effort. 
D) It refers to a purchase decision process during which consumers devote, at most, a moderate amount of effort and time. 
E) It refers to a purchase decision process during which consumers devote considerable time
And effort to analyzing alternatives.

Question 7

Mary likes where she lives but doesn't like the weather.Mary is displaying an attitude.What is an attitude? Explain the three components of an attitude.

Accepted Answer

The answer of Mary likes where she lives but doesn't...

Question 8

A hockey equipment manufacturing company is endorsed by NHL superstars.Therefore, ice hockey fans tend to buy hockey equipment from this company.This is an example of:

Accepted Answer

A) the affective component of attitude. 
B) the cognitive component of attitude. 
C) the behavioural component of attitude. 
D) a reference group. 
E) negative word of mouth.

Question 9

Allison buys a new car.Then she sees the advertisement of another car listing all its benefits and feels confused as to whether she bought the right car.She feels that she should have bought the car advertised in the paper.This is an example of:

Accepted Answer

A) habitual decision making. 
B) internal search for information. 
C) postpurchase dissonance. 
D) impulse buying. 
E) external search for information.

Question 10

Which of the following holds true for the term social risk?

Accepted Answer

A) It is the risk which involves the fears that consumers suffer when they worry others might not regard their purchases positively. 
B) It is the risk which involves the perceived danger inherent in a poorly performing product or service. 
C) It is the risk associated with the fear of an actual harm should the product not perform properly. 
D) It is the risk which includes the initial cost of the purchase, as well as the costs of using the item or service. 
E) It is the risk associated with the way people will feel if the product or service does not
Convey the right image.

Question 11

A buyer who examines his own memory and knowledge about a product or service, gathered through past experiences, is experiencing:

Accepted Answer

A) an external locus of control. 
B) ritual consumption. 
C) an external search for information. 
D) an internal locus of control. 
E) an internal search for information.

Question 12

When Allison tries to remember the brands her brother used when he played the game, this is an example of:

Accepted Answer

A) internal locus of control. 
B) external locus of control. 
C) internal search for information. 
D) limited problem solving. 
E) external search for information.

Question 13

Physiological risk involves the fears that consumers suffer when they worry others might not regard their purchases positively.

Accepted Answer

A) True 
 B)False

Question 14

Tracie buys only certain brands and shops only at certain stores, and does not consider any other brands or firms in her decision.What is Tracie displaying here? Explain.

Accepted Answer

The answer of Tracie buys only certain brands and shops...

Question 15

Mia goes to the local bakery every morning to have her breakfast, which consists of a bagel with cream cheese and a freshly brewed cup of coffee.She has been doing this for the last 10 years.This is an example of:

Accepted Answer

A) external locus of control. 
B) limited problem solving. 
C) internal locus of control. 
D) ritual consumption. 
E) extended problem solving.

Question 16

Which of the following needs is fulfilled when Jake uses the equipment endorsed by Sidney Crosby that is of the same quality but more expensive than the Mills International equipment?

Accepted Answer

A) functional needs 
B) physiological needs 
C) psychological needs 
D) self-actualization needs 
E) social needs

Question 17

Jesse feels that Ross is kind, charming, and humorous and that is why she feels good when she is around him.This is an example of:

Accepted Answer

A) the affective component of attitude. 
B) the cognitive component of attitude. 
C) the behavioural component of attitude. 
D) a reference group. 
E) negative word of mouth.

Question 18

Joss wants to buy a T-shirt.He prefers branded T-shirts to non-branded ones.Though the Calvin Klein T-shirt is very expensive, Joss believes he is buying a higher quality item.This is an example of:

Accepted Answer

A) compensatory decision rule. 
B) postpurchase dissonance. 
C) determinant attribute. 
D) decision heuristics. 
E) noncompensatory decision rule.

Question 19

Jareds is launching a new washing machine detergent in the market that promises the best possible results.Explain the steps that Jareds can take to ensure postpurchase satisfaction.

Accepted Answer

The answer of Jareds is launching a new washing machine...

Question 20

Jeff wants to purchase a new house.He consults his family and friends on the area where he should buy.He contacts a number of house agents to find out more about the prices of the houses.He also searches online to have a look at the houses for sale and reads the comments of people interested in buying houses.This is an example of:

Accepted Answer

A) habitual decision making. 
B) internal search for information. 
C) postpurchase dissonance. 
D) impulse buying. 
E) external search for information.

Exam 5: Targeting the Marketplace Segmentation, Targeting, and Positioning

Two colleagues were angry after a hotel clerk gave away their room reservations.They lashed out against the company by posting a nasty slide show of their experience online, which more than 20,000 people saw when it went viral.This is an example of:

When consumers believe they have some control over the outcomes of their actions, they generally engage in more search activities.This is called:

Value is a strong driver of consumers' purchase decisions.

Which of the following holds true for the term reference group?

Michelle believes that spiders are dangerous and that a spider bite can have fatal consequences.This is an example of:

Which of the following holds true for the term impulse buying?

Mary likes where she lives but doesn't like the weather.Mary is displaying an attitude.What is an attitude? Explain the three components of an attitude.

A hockey equipment manufacturing company is endorsed by NHL superstars.Therefore, ice hockey fans tend to buy hockey equipment from this company.This is an example of:

Allison buys a new car.Then she sees the advertisement of another car listing all its benefits and feels confused as to whether she bought the right car.She feels that she should have bought the car advertised in the paper.This is an example of:

Which of the following holds true for the term social risk?

A buyer who examines his own memory and knowledge about a product or service, gathered through past experiences, is experiencing:

When Allison tries to remember the brands her brother used when he played the game, this is an example of:

Physiological risk involves the fears that consumers suffer when they worry others might not regard their purchases positively.

Tracie buys only certain brands and shops only at certain stores, and does not consider any other brands or firms in her decision.What is Tracie displaying here? Explain.

Mia goes to the local bakery every morning to have her breakfast, which consists of a bagel with cream cheese and a freshly brewed cup of coffee.She has been doing this for the last 10 years.This is an example of:

Which of the following needs is fulfilled when Jake uses the equipment endorsed by Sidney Crosby that is of the same quality but more expensive than the Mills International equipment?

Jesse feels that Ross is kind, charming, and humorous and that is why she feels good when she is around him.This is an example of:

Joss wants to buy a T-shirt.He prefers branded T-shirts to non-branded ones.Though the Calvin Klein T-shirt is very expensive, Joss believes he is buying a higher quality item.This is an example of:

Jareds is launching a new washing machine detergent in the market that promises the best possible results.Explain the steps that Jareds can take to ensure postpurchase satisfaction.