Busi 330 quiz 2 liberty university answers solutions 100

BUSI 330 quiz 2 Liberty University answers solutions 100

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Question 1 A consumer's subjective perception of how a product or brand performs on different

attributes based on personal experience, advertising, and discussions with other people are referred

to as __________.

Question 2 Based on the stages of the family life cycle, which of the following groups most likely

has the largest amount of discretionary income?

Question 3 The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both

electricity and gasoline. Ford has targeted not only people who are excited about technology but

also those who want to contribute to cleaner air. Ford set a goal to attract 20,000 buyers a year for









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this SUV. Ford is trying to change consumer attitudes by

Question 4 Figure 44 In Figure 44 above, B represents the __________ influences that can affect the

consumer purchase decision process.

Question 5 When strolling through the grocery store, a toddler tells her mother, "Yuck, I don't like

peas." Her mother puts down the peas and chooses green beans instead. The role of the little girl

in this purchase was that of __________.

Question 6 Another name for the analysis of consumer lifestyles is __________.

Question 7 A person's ability to perceive differences in stimuli is referred to as

Question 8 An attitude refers to

Question 9 An example of a marketerdominated source of information consulted during an external

search would include

Question 10 Figure 41 According to Figure 41 above, the point at which you would exchange money

for your sandwich of corned beef on rye would be found in stage __________.

Question 11 Many companies have broadened their buying objectives to include an emphasis on

Question 12 Because more and more companies are concerned with the depletion of natural

resources, supply partnerships often include provisions for

Question 13 Which of the following types of firms comprises an industrial market?

Question 14 Online trading communities that bring together buyers and supplier organizations to

make possible the real time exchange of information, money, products, and services are referred to

as

Question 15 The system that provides common industry definitions for Canada, Mexico, and the

United States, which makes it easier to measure economic activity in the three member countries

of the North American Free Trade Agreement (NAFTA), is referred to as the

Question 16 JCPMedia

Question 17 Firms selling consumer products or services often try to reach thousands or millions

of individuals or households. Firms selling to organizations

Question 18 A __________ exists when a buyer and its supplier adopt mutually beneficial objectives ,

policies, and procedures for the purpose of lowering the cost or increasing the value of products

and services delivered to the ultimate customer.

Question 19 When prospective buyers observe the bids of others and decide whether or not to

increase the bid price, it is called a(n)

Question 20 Most large multistore chain resellers use __________ that are highly formalized and

known as buying committees to arrive at buying decisions.

Question 21 A firm's profit potential and control over marketing activities increases as it moves from

exporting to direct investment as a global marketentry strategy. But so does the firm's

Question 22 The economic argument for protectionism is that it

Question 23 U.S. appliance manufacturers find that different customs about shopping must be used

to determine product design. For instance, people in Northern Europe shop only once a week, so

they need bigger refrigerators than Southern Europeans, who shop daily. Furthermore, Northern

Europeans insist that freezers should be on the top just as firmly as Southern Europeans insist that

freezers should be on the bottom. Consumers in other regions use their appliances differently and

have other different product demands. Given this information, you should conclude U.S. appliance

manufacturers would be more likely successful if they used a(n) __________ marketing strategy.

Question 24 Mars, America's secondlargest candy company, began doing business in Russia in the

late 1980s. The Snickers bar is one of the top selling candies in Russia and is marketed in much the

same way as it is in the United States. Mars is most likely a(n) __________ firm.

Question 25 In terms of the global marketplace, there are three primary types of companies:

international firms, __________ firms, and transnational firms.

Question 26 The European Union is an economic and political union of __________ member countries

located primarily in Europe that have eliminated most barriers to the free flow of goods, services,

capital, and labor across their borders.

Question 27 If you wanted to set up a business importing amber jewelry from Latvia to the United

States, you would have to plan on paying the U.S. Customs Service roughly 20 percent of the value

of the product as a(n) __________.

Question 28 Disney employed a(n) __________ marketing strategy for its Disneyland Paris, particularly

when it came to the eateries in the park . These restaurants featured recipes that were revised for

local tastes, alcoholic beverages (not permitted in previous parks), and increased outdoor seating.

Question 29 A firm's profit potential and control over marketing activities __________ as it moves

from exporting to direct investment as a global marketentry strategy.

Question 30 3M Company executives were perplexed when the company's ScotchBrite floorcleaning

product initially produced lukewarm sales in the Philippines. A Filipino employee explained that

consumers generally clean floors by pushing coconut shells around with their feet. 3M changed the

shape of the pad to a foot and sales soared. 3M changed its product in response to a Filipino

__________.

1. Women make what percentage of new-car buying decisions?

A. 15 percent

B. 30 percent

C. 45 percent

D. 60 percent

E. 80 percent

2. Women influence what percentage of new car-buying decisions?

A. 15 percent

B. 20 percent

C. 40 percent

D. 60 percent

E. 80 percent

3. Enlightened carmakers have hired women designers, engineers, and marketing executives to better

understand the way women decide to buy new cars. They learned that

A. meeting the expectations of men during the new-car purchasing process was more difficult than

meeting those of women.

B. men make the majority of new-car purchasing decisions.

C. women and men think differently about the new-car buying experience.

D. women care more about quality than men.

E. men care more about price than women.

4. Which of the following statements about how women buy new cars today is most accurate?

A. Women have definite likes or dislikes when buying a new car, but they don't feel comfortable

expressing their opinions.

B. Most women actually enjoy the price negotiation process.

C. The issue of "speed" is an important factor to men but not really important to women.

D. Women are more likely to make their new car purchase selection as a result of information

provided by a friend or a relative than from promotional information.

E. Women care more about exterior styles and lines and men are more concerned with cargo space

and gas mileage.

5. Which of the following statements about how women buy cars today is most accurate?

A. For women, safety is about features that would help survive an accident.

B. Women have definite likes or dislikes when buying a car, but they don't feel comfortable

expressing their opinions.

C. When it comes to the actual purchase process, women are more adept negotiators than men.

D. Women care more about exterior styles and lines and men are more concerned with cargo space

and gas mileage.

E. Women usually shop one dealership before making a decision and men usually shop three.

6. Many automobile dealerships employ a non-negotiable or no-haggle price strategy to sell their cars.

A customer who wants to buy a new or used car would pay the posted price. These dealers probably

adopted this pricing policy because

A. the industry was discussing the abandonment of self-regulation practices.

B. women have an intense dislike of price negotiation, yet still want to buy a car.

C. many recent immigrants into the United States are not accustomed to negotiation.

D. women distrust men in general and car salesmen in particular.

E. a sluggish economy guarantees that negotiations would produce negative profit per vehicle.

7. The actions a person takes in purchasing and using products and services, including the mental

and social processes that come before and after these actions, are referred to as

A. purchase intentions.

B. market research.

C. consumer behavior.

D. consumer conduct.

E. purchase protocols.

8. Consumer behavior refers to

A. the aspects of a consumer's decision-making processes that cannot be measured.

B. the actions a person takes in purchasing and using products and services, including the mental

and social processes that come before and after these actions.

C. the five stages a buyer passes through in making choices about which product and service to

investigate, purchase, and consume.

D. the mental and social processes related to purchasing that are innate in a person from birth.

E. those purchasing behaviors that result from (1) repeated experience and (2) reasoning.

9. Consumer behavior includes the actions a person takes in purchasing services and using products

and services, including

A. the physical effort spent on these actions.

B. the financial limitations one must overcome to accomplish these actions.

C. the mental and social processes that come before and after these actions.

D. the emotional processes that occur during these actions.

E. the cognitive and attitudinal processes that must be learned to complete these actions.

10. The five stages a buyer passes through in making choices about which products and services to

buy is called the __________.

A. information decision process

B. purchase decision process

C. alternative evaluation process

D. postpurchase behavior process

E. problem recognition process

11. The initial stage in the consumer purchase decision process involves perceiving a difference

between a person's ideal and actual situations big enough to trigger a decision. What is this stage

called?

A. postpurchase behavior

B. alternative evaluation

C. purchase decision

D. problem recognition

E. information search

12. There are five stages in the consumer purchase decision process. The first stage is __________.

A. information search

B. purchase decision

C. alternative evaluation

D. opportunity identification

E. problem recognition

13. The second stage in the consumer purchase decision process involves searching for information,

which may include an internal search and/or an external search. What is this stage called?






14. There are five stages in the consumer purchase decision process. The second stage is

__________.




D. opportunity identification


15. The third stage in the consumer purchase decision process involves evaluating brands in the

consideration set based on the evaluative criteria (both objective and subjective) identified during

the information search step for the ultimate decision. What is this stage called?






16. There are five stages in the consumer purchase decision process. The third stage is __________.




D. opportunity testing


17. The fourth stage in the consumer purchase decision process involves deciding from whom to by

and when to buy so that the purchase decision can be made. What is this stage called?






18. There are five stages in the consumer purchase decision process. The fourth stage is __________.




D. option testing


19. The fifth stage in the consumer purchase decision process involves comparing the product or

service purchased by buyers with their expectations to determine whether they are either satisfied

or dissatisfied. What is this stage called?






20. There are five stages in the consumer purchase decision process. The fifth stage is __________.




D. postpurchase behavior


Figure 4-1

21. In Figure 4-1 above, A represents which stage of the consumer purchase decision process?

A. purchase decision

B. information search

C. problem recognition

D. alternative evaluation

E. option identification

22. In Figure 4-1 above, B represents which stage of the consumer purchase decision process?





E. financial consideration

23. In Figure 4-1 above, C represents which stage of the consumer purchase decision process?





E. financial consideration

24. In Figure 4-1 above, D represents which stage of the consumer purchase decision process?



C. financial transaction


E. postpurchase behavior

25. In Figure 4-1 above, E represents which stage of the consumer purchase decision process?



C. financial transaction



26. According to Figure 4-1 above, the point at which you would exchange money for your sandwich of

corned beef on rye would be found in stage __________.

A. A

B. B

C. C

D. D

E. E

27. Perceiving a difference between a person's ideal and actual situations that is big enough to trigger

a decision is called

A. problem recognition.

B. alternative evaluation.

C. cognitive dissonance.

D. routine response behavior.

E. postpurchase behavior.

28. During the consumer purchase decision process, an individual at the __________ stage will

perceive differences between his or her ideal and actual situations big enough to trigger a decision.

A. problem recognition


C. cognitive dissonance

D. information search


29. When Aurelia looked in her closet and said, "I don't have anything to wear to the party this

weekend," she seems to be in which stage of the consumer purchase decision process?



C. information search



30. When the marketing student said, "It's really hard for me to get to class on time without a car," she

was entering which stage of the consumer purchase decision process?






31. Jamie goes shopping with a friend and notices her friend's durable ripstop nylon wallet. She thinks

of her own worn wallet and realizes she needs a new one. In which stage of the consumer purchase

decision process was Kristi when she had this realization?


B. problem recognition

C. purchase behavior


E. pre-purchase cognition

32. Glow Pets, from the makers of Pillow Pets, are a light-up pillow product designed for young children.

The pillows are colorful animals that produce a soft light for 20 minutes at a time and were produced

for children with a fear of the dark. As a result, the company aired some ads on various TV programs

showing children being comforted and sleeping restfully with a Glow Pet, making parents and kids

alike desire such a situation. The content of the advertising's message most likely focuses on which

stage of the consumer purchase decision process?




D. purchase decision


33. Amanda plans to go for a run after her classes are over. As she is lacing up her running shoes, she

notices that one of the shoe's seams is unraveling and she thinks it is about time for a new pair. In

which stage of the consumer purchase decision process is Amanda at that moment?


B. problem recognition

C. purchase behavior


E. prepurchase cognition

34. In marketing, advertisements or salespeople can activate a consumer's purchase decision process

by

A. creating a sense of fear or guilt.

B. manipulating a customer's want into a need.

C. promising product attributes that exceed the actual product potential.

D. showing the shortcomings of competing (or currently owned) products.

E. shifting the consumer's focus from internal search to external search.

35. Scanning your memory for previous experiences with products or brands occurs during which stage

of the consumer purchase decision process?






36. Which stage in the consumer purchase decision process suggests criteria to use for the purchase,

yields brand names that might meet the criteria, and develops consumer value perceptions?





E. postpurchase evaluation

37. "Which brand of smartphone does my roommate own?" would be a question asked during the

__________ stage in the consumer purchase decision process.





E. comparison

38. In which stage in the consumer purchase decision process would a consumer ask, "How much can

I afford to spend on a new 42" LED HDTV?"




D. evaluation


39. You have determined you want to buy an advanced hybrid vehicle, and a visit to Ford's website has

revealed that the Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion

battery technology. You are currently in which stage of the consumer purchase decision process for

this type of automobile?


B. needs analysis


D. information search


40. Scanning your memory for previous experiences with products or brands is called


B. alternative evaluation.

C. cognitive dissonance.

D. internal search.

E. external search.

41. A(n) __________ in the consumer purchase decision process occurs when consumers scan their

memories for previous experiences with products or brands.


B. internal search

C. external search

D. purchase task

E. antecedent state

42. When an elementary school teacher was returning to school in the fall, she wanted to buy markers

and craft paper. She remembered the discount website she visited last year for her purchases, so

she'll start there to see if the website still carries the items previously purchased. What term best

describes the information search method used by the teacher?

A. personal external source

B. public external source

C. market-dominated external source

D. internal search

E. market-dominated internal source

43. Casey's girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers

the brand of watch that she wears and considers if she would like a new one by the same maker.

This is an example of what part of the consumer purchase decision process?

A. recollection search

B. external search

C. evaluative criteria

D. antecedent states

E. internal search

44. Bob's best friend Mike turns 25 next week. Bob decided to purchase Mike a tablet device/e-book

reader as a present. Because Bob has purchased three personal computers and other consumer

electronic devices over the past five years, he scanned his memory for various brand options. This

is an example of what part of the consumer purchase decision process?

A. recollection search

B. external search

C. evaluative criteria

D. antecedent states

E. internal search

45. A mother of two toddlers would primarily use an internal search of her prior experiences with

products and brands when purchasing

A. a gift for her babysitter.

B. an iPhone.

C. disposable diapers.

D. a swing set.

E. a weekend getaway.

46. Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over

the summer. When Tina's birthday approaches, Julie wants to buy her a good mystery. When Julie

was trying to recall her favorite mystery authors, she was engaged in


B. an internal search.

C. an external search.

D. a purchase task.

E. the precognition of an antecedent state.

47. A(n) __________ for information is needed when past experience or knowledge is insufficient, the

risk of making a wrong purchase decision is high, and the cost of gathering information is low.

A. external search

B. cognitive search

C. alternative search

D. internal search

E. postpurchase search

48. An external search for product information is likely to occur when

A. the cost of gathering information is low.

B. review of past experience provides adequate information.

C. the risk of making a wrong purchase decision is low.

D. the item is frequently purchased.

E. the item is for personal use rather than for professional use.

49. When past experience is insufficient, the risk of making a wrong decision is high, and the cost of

gathering information is low, a consumer is more likely to use an __________ for information.

A. internal search

B. informal search

C. expert directed search

D. external search

E. experiential search

50. Emily wants to purchase a tablet device. She is unsure about what hardware and apps she will

need. As a result, she has begun asking for advice from her friends and relatives. In addition, she

has talked to several salespeople at Apple and Best Buy and has looked at some websites, such

as HP and Dell. Emily is engaging in



C. an external search.

D. a purchase task.

E. the creation of an antecedent state.

51. Nico wants to buy a new digital camera for his semester studying abroad but he knows very little

about cameras himself, having never owned one. As a result, he has begun asking for advice from

friends and relatives. In addition, he has talked to a salesperson at a Wolf camera shop and Best

Buy and has looked at some websites. Nico is engaging in



C. the purchase decision.

D. an external search.

E. the creation of an antecedent state.

52. Relatives and friends whom the consumer trusts are known as __________ sources of external

information.

A. relational

B. marketer-dominated

C. personal

D. stakeholder

E. public

53. When conducting an information search, various product-rating organizations, such as government

agencies and TV consumer programs, are known as

A. relational sources.

B. marketer-dominated sources.

C. personal sources.

D. public sources.

E. stakeholder sources.

54. An example of a public source of information consulted during an external search would include

A. advertising.

B. relatives.

C. salespeople.

D. friends.

E. product-rating organizations.

55. An example of a public source of information consulted during an external search would include

A. People magazine advertising.

B. Consumer Reports magazine.

C. a sales person at the Apple Store.

D. your brother-in-law.

E. a point of purchase display at Target.

56. There are various nonprofit publications dedicated to assisting in consumer education and decision-

making. Examples of these public sources of information for an external information search include

Consumer Reports, __________, and TV consumer programs.

A. advertisements

B. sales personnel

C. friends and relatives

D. government agencies

E. point of purchase displays

57. Sources of external information that originate with the sellers of products and services and include

advertising, company websites, salespeople, and point-of-purchase displays in stores are referred

to as

A. relational sources.

B. public sources.

C. personal sources.

D. stakeholder sources.

E. marketer-dominated sources.

58. An example of a marketer-dominated source of information consulted during an external search

would include

A. previous ownership of a product.

B. a Better Business Bureau rating.

C. a product display in a retail store.

D. a consumer program on talk radio.

E. your mother.


would include

A. personal experience.

B. salespeople.

C. consumer programs on talk radio stations.

D. friends and relatives.

E. Consumer Reports magazine.


would include

A. advertising.

B. personal experience.

C. Consumer Reports magazine.

D. consumer programs on talk radio stations.

E. friends and relatives.

61. Which of the following is NOT an example of a marketer-dominated source of information consulted

during an external search?

A. advertising

B. point-of-purchase displays

C. Consumer Reports magazine

D. company salespeople

E. company websites

62. The alternative evaluation stage clarifies the problem for the consumer by __________, yielding

brand names that might meet the criteria, and developing the consumer value perception that each

alternative presents.

A. evaluating particular products

B. selecting the type of purchase outlet

C. suggesting criteria to use for the purchase

D. minimizing cognitive dissonance

E. establishing a purchase timeline

63. The alternative evaluation stage clarifies the problem for the consumer by suggesting criteria to use

for the purchase, __________, and developing consumer value perceptions.

A. evaluating particular products

B. selecting the type of purchase outlet

C. establishing a purchase timeline

D. minimizing cognitive dissonance

E. yielding brand names that might meet the criteria

64. The alternative evaluation stage clarifies the problem for the consumer by suggesting criteria to use

for the purchase, yielding brand names that might meet the criteria, and __________.

A. developing consumer value perceptions

B. evaluating particular products

C. selecting the type of retail outlet

D. establishing a purchase timeline

E. creating a hierarchy of needs

65. Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of the

new car. She told a coworker, "The Volvo has nine airbags but the Cadillac drives so smoothly."

Sanaa is currently in which stage of the purchase decision process?






66. The objective and subjective attributes of a brand that consumers use to compare different products

and brands are referred to as

A. temporal states.

B. antecedent states.

C. information sources.

D. evaluative criteria.

E. the consideration set.

67. Evaluative criteria refer to

A. the objective and subjective attributes of a brand consumers use to compare different products

and brands.

B. those attributes of a brand that are based exclusively on objective criteria in order to make an

unbiased purchase decision.

C. those attributes of a brand that are based exclusively on subjective criteria in order to avoid

postpurchase anxiety.

D. the attributes of a product that a manufacturer wishes to promote to a specific target market.

E. a list of required product attributes from which a customer will not waver regardless of additional

incentives.

68. Which of the following statements concerning evaluative criteria is most accurate?

A. If the alternatives in a consideration set do not meet the requirements of the evaluative criteria,

the entire decision process is usually discontinued.

B. Consumers often have several criteria for evaluating a single product.

C. Evaluative criteria represent objective rather than subjective attributes.

D. Evaluative criteria represent subjective rather than objective attributes.

E. Ultimately, the most important evaluative criterion is price.

69. When purchasing a tablet device, factors a consumer considers prior to purchase are called

__________, which represent both the objective attributes of a brand and the subjective ones used

to compare different products and brands.

A. points of difference

B. informational alternatives

C. buying-decision choices

D. evaluative criteria

E. consumer attributes

70. The Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery

technology to deliver more power, convenience, prestige, and fuel economy than non-hybrid cars.

These attributes listed for the Ford Fusion Hybrid SE are those that consumers may consider when

assessing the car. If they do, these attributes would be considered

A. points of difference.

B. informational alternatives.

C. evaluative criteria.

D. competitive advantages.

E. consumer attributes.

71. The group of brands a consumer would consider acceptable from among all the brands in the

product class of which he or she is aware, is referred to as

A. evaluative set.

B. evolved set.

C. consideration set.

D. alternative selection group.

E. aspiration group.

72. A consideration set refers to

A. the group of brands a consumer would consider acceptable from among all the brands in the

product class of which he or she is aware.

B. the group of generic brands that a consumer would reluctantly consider acceptable.

C. the group of brands of which a consumer is aware.

D. all possible competitive product substitutes that may satisfy a consumer's needs regardless of

the product class.

E. those product alternatives a consumer has considered, including those deemed unacceptable.

73. BMW StreetCarver was a $495 skateboard that featured BMW's technology in its wheel

suspension, which stabilizes the board's sleek design and allows for greater control around sharp

curves. BMW wanted its skateboard to be within the consideration set of potential skateboard

buyers. In this case, it most likely focused on

A. reducing the postpurchase dissatisfaction that may result from purchasing its product.

B. making sure its representatives attend sporting events such as ESPN's X-Games to get new

product ideas.

C. making appeals directed towards motivational ego needs.

D. explaining the stability and control aspects of the StreetCarver in its advertising messages.

E. creating personality profiles for skateboarders.

Figure 4-2

74. Figure 4-2 above shows the recent ratings from independent rating agencies for selected

smartphone brands and models. A number of factors are listed, such as price, display, audio quality,

and text messaging. These factors are the typical __________ for smartphones.

A. consideration sets

B. evaluative criteria

C. value propositions

D. quality considerations

E. core benefits


smartphone brands and models. The columns each show a brand like Apple, Blackberry, HTC, LG,

Motorola, and Samsung. These brands are referred to as the __________ when consumers use

these smartphone ratings to evaluate the products.

A. consideration set

B. evaluative criteria

C. points of difference

D. value propositions

E. core benefits


smartphone brands and models for Verizon customers. Which smartphone seems to have the

highest rating (EXCLUDING price considerations)?

A. Apple iPhone 6

B. Blackberry Z 30

C. HTC One

D. LG G2

E. Motorola Droid Razor

77. According to Figure 4-2 above, which of the following brands would be the best choice if the

consideration set for a smartphone included the following rank-ordered evaluative criteria: (1)

display, (2) audio quality, (3) battery, and (4) price?

A. Apple iPhone 6

B. Blackberry Z 30

C. Samsung Galaxy S 5

D. LG G2

E. HTC One

78. Once a consumer has completed the alternative evaluation stage of the consumer purchase

decision process, two choices remain, which are

A. which product to buy and how to pay for it.

B. whether to buy one or several if a BOGO deal is offered and how to pay for them.

C. from whom to buy and when to buy.

D. which product to buy and whether to tell others about the purchase.

E. whether to buy in person or online and whether to tell others about the purchase.

79. All of the following would impact your decision about when to buy an offering EXCEPT:

A. the manufacturer is currently offering a $25 rebate.

B. you don't have the money now and don't get paid until Friday.

C. the product is on sale.

D. the store is closing in 10 minutes.

E. the retailer's return policy is very relaxed.

80. Charlie was standing outside of his classroom talking on the phone when a friend heard him say,

"Thank you for taking my call so quickly. I'd like to order the 32-gigabyte iPad. I'll pick it up today at

the Southdale Apple Store. Can I use the easy pay plan?" Charlie was in which stage of the

consumer purchase decision process?






81. At the __________ of the consumer purchase decision process, a consumer compares the product

with his or her expectations and is either satisfied or dissatisfied.

A. problem recognition stage

B. information search stage

C. alternative evaluation stage

D. purchase decision stage

E. postpurchase stage

82. Sensitivity to consumers' consumption or use experience, whether they are satisfied or dissatisfied,

is extremely important in their __________.

A. consideration set assessment

B. prepurchase behavior

C. evaluative criteria selection

D. value perceptions


83. Firms such as General Electric (GE), Johnson & Johnson, Coca-Cola, and British Airways focus

their attention on __________ to maximize customer satisfaction and retention in part by offering

training to handle complaints, answer questions, and solve consumer problems.

A. value perception

B. postpurchase behavior

C. non-competitive pricing

D. comparison pricing

E. prepurchase behavior

84. Claire has just told her best friend, "I'm so glad I bought the Samsung Galaxy S5 rather than those

other smartphones I was considering. Look at this incredible display, and the battery stays charged

forever." Which stage of the consumer purchase decision process does Claire's conversat ion

identify?






85. Customer satisfaction is an important focus for marketers because

A. marketing research is an expensive proposition; the fewer times it needs to be done, the better

off the company is.

B. the financial value of a satisfied, loyal customer over time can be significant.

C. consumers are unable to assess it by themselves.

D. attracting new customers is easier than keeping old ones.

E. a 50 percent increase in customer retention can increase a company's profits by 5 percent.

86. Firms like Ford and Frito-Lay have learned which of the following marketing lessons?

A. It is a lot easier to find new customers than to retain existing ones.

B. According to research, it is equally costly to acquire new customers and retain existing ones.

C. Existing customers do not spend as much as new customers since that former like the old

products rather than the new ones new customers like.

D. The buying experience, customer satisfaction, and retention can increase a firm's profits.

E. Unless a marketing promotion to retain customer loyalty can increase market share by at least

5 percent, it is not worth the expenditure.

87. The feeling of postpurchase psychological tension or anxiety consumers may experience when

faced with two or more highly attractive alternatives is referred to as

A. angst.

B. the temporal state.

C. the dissociative state.

D. selective perception.

E. cognitive dissonance.

88. Cognitive dissonance refers to

A. feelings of guilt for purchasing a product or service that was not consistent with a consumer's

moral or ethical beliefs.

B. feelings of discomfort associated with purchasing something purely for the sake of prestige.

C. the feeling of postpurchase psychological tension or anxiety consumers may experience when

faced with two or more highly attractive alternatives.

D. feelings of discontent after a purchase has been made when the product fails to perform up to

expectations.

E. feelings of discontent before a purchase has been made when the customer finds out that he or

she paid more for the product than necessary.

89. Rackspace U.S. Inc. is a web hosting company. That means that if you want to have a website, you

could buy not only Internet space from it but also technical support and design services. When its

ad tells you that its users consider Rackspace "the risk-free host because it offers dedicated and

helpful support any time day or night," you know that Rackspace is most likely trying to do which of

the following?

A. identify its core values

B. reduce new buyers' cognitive dissonance

C. increase new buyers' cognitive dissonance

D. produce a consideration set

E. evoke problem recognition

90. You have just purchased a Samsung Galaxy Tab 2 tablet device. As you head home from the store,

you brood about whether your choice was right or whether you should have bought an Apple iPad

mini after seeing an ad for it on TV. This is most likely an example of

A. indecisiveness.

B. cognitive dissonance.

C. postpurchase stress.

D. market anxiety.

E. extended problem solving.

91. How would consumers who purchased a new and innovative Nike LeBron X basketball shoe for

$315 try to reduce any cognitive dissonance they feel?

A. limit their information search to an internal one

B. minimize problem solving involvement

C. read ads for the new basketball shoe even after the purchase has been made

D. conceal the product purchase from others

E. If the shoe is comfortable and gives the requisite support, there will be no cognitive dissonance.

92. Stephan was excited about his newly purchased laptop. It had all the features he wanted, and was

really fast with a great display for his gaming. In addition, the $1,200 price tag was reasonable. The

same day he took it out of the box, he saw an online special for a similar computer, on sale for only

$1,000. Suddenly he began to doubt his purchase decision, and worried that maybe he hadn't

gotten such a good deal. Stephan was most likely experiencing

A. limited problem solving.


C. selective discord.

D. product conflict.

E. product uncertainty.

93. The personal, social, and economic significance of the purchase to the consumer, which is known

as the level of __________, may cause him or her to skip or minimize one or more stages in the

consumer purchase decision process.

A. aspiration

B. cognitive dissonance

C. motivation

D. situational influences

E. involvement

94. Involvement refers to

A. the external influences that affect a consumer's purchase.

B. the personal, social, and economic significance of the purchase to the consumer.

C. the level of difficulty involved in making a purchase.

D. the total number of people involved in the actual exchange process.

E. the time, energy, and personal investment that will be required to use a product.

95. High-involvement purchases typically have which of the following sets of characteristics?

A. The item is inexpensive, widely available, or simple to use.

B. The item is inexpensive, very safe to use, or purchased with great frequency.

C. The item is expensive, new to the market, or recommended by influential personal sources.

D. The item is expensive, can have serious personal consequences, or could reflect on one's social

image.

E. The item is inexpensive, new to the market, or is used for over five years.

96. For high-involvement purchases, consumers typically do all of the following EXCEPT:

A. spend considerable time evaluating criteria for the consideration set.

B. participate in word-of-mouth communication.

C. evaluate a single product attribute, such as price.

D. consider many brands.

E. use both internal and external sources in information search.

97. NetJets is a company that offers 1/16 or more ownership in a jet plane for a price beginning at

$325,000. It gives purchasers privacy, convenience, and flexibility as well as saves them time since

the plane is available within four hours unless it's booked by one of the other shareholders. This is

most likely an example of

A. a medium-involvement purchase that involves limited problem solving.

B. a high-involvement purchase that involves routine problem solving.

C. a high-involvement purchase that involves extended problem solving.

D. a low-involvement purchase that involves limited problem solving.

E. a low-involvement purchase that involves extended problem solving.

98. Which of the following product or service is an example of a low-involvement purchase?

A. a Louis Vuitton designer handbag

B. a Trek bicycle

C. membership into a local country club

D. a vacation to Italy

E. Biolage shampoo

99. 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 weeks to find a gift her sister will use

and like. Lexi is engaging in

A. routine problem solving.

B. limited problem solving.

C. extended problem solving.

D. problem recognition.

E. integrated problem solving.

100. In __________, consumers typically seek only a few information sources about several sellers and

their brands, and may identify and evaluate several criteria or attributes for each brand that

eventually will comprise the consideration set.

A. limited problem solving

B. extended problem solving

C. short-term problem solving

D. routine problem solving

E. relational problem solving

101. Which problem solving variation would likely be used for clothing, sheets, towels, or electric can

openers?

A. routine response behavior

B. limited problem solving

C. extended problem solving

D. simulated selection

E. integrated problem solving

102. Which problem solving variation would typically be used for blenders, a restaurant for lunch, or

professional ball game tickets?

A. routine response behavior


C. simulated selection

D. integrated problem solving

E. limited problem solving

103. Elizabeth has decided to purchase a new electric juicer and plans to call several friends for the

latest information about alternative brands. She is not concerned about where she buys it as long

as she receives a very liberal return policy should anything go wrong. In making her decision,

Elizabeth will engage in which of the following problem solving variations?



C. routine problem solving

D. alternative problem solving


104. Danilo has decided to purchase a new video game console, not having owned one before. He calls

his gamer friends for recommendations about alternative brands and options. He has few concerns

about the purchase but wants a quick rundown of the most important aspects to consider. In making

his decision, Danilo seems likely to engage in which of the following problem solving variations?




D. alternative problem solving


105. Consumers spend little time and effort evaluating alternatives in the purchase of table salt and milk.

The consumer purchase decision process for such staples involves __________, which is virtually

a habit and typifies low-involvement decision-making.



C. situational problem solving

D. rational problem solving

E. routine problem solving

106. Which problem solving variation would normally be used to purchase items such as cereal or

laundry detergent?




D. situational problem solving


107. 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

A. limited problem solving.

B. extended problem solving.

C. situational problem solving.

D. routine problem solving.

E. integrated problem solving.

108. Between classes, many college students stop at conveniently located vending machines for their

favorite candy bars and soft drinks. Their choices are generally made quickly and with little or no

effort to consider alternative product offerings. These college students are most likely involved in

__________ problem solving purchase situations.

A. limited

B. routine

C. extensive

D. intensive

E. unlimited

Figure 4-3

109. In Figure 4-3 above, column A represents which of the following in terms of consumer involvement

and product knowledge?


B. routine problem solving

C. limited problem solving

D. extended problem solving


110. In Figure 4-3 above, column B represents which of the following in terms of consumer involvement



B. routine problem solving

C. limited problem solving

D. extended problem solving


111. In Figure 4-3 above, column C represents which of the following in terms of consumer involvement


A. routine problem solving

B. limited problem solving

C. extended problem solving

D. simulated selection


112. Which of the following is a strategy for a market leader (rather than a market challenger) when

marketing a low-involvement product?

A. use sales promotion such as free samples, coupons, and rebates to encourage trial of their

brand

B. link their brand attributes with high-involvement issues

C. use Internet search engines such as Google to assist buyers

D. use advertising messages that focus on getting the brand into a consumer's consideration set

E. use repetitive advertising messages that reinforce a consumer's knowledge or assure buyers

they made the right choice

113. The purchase of bottled water is a low-involvement purchase. How can a market leader like Perrier

keep people buying its brand instead of one of the numerous other brands displayed on retailers '

shelves?

A. avoid Perrier brand stockouts on retailers' shelves

B. make the purchase decision a high-involvement one

C. offer coupons for Perrier bottled water

D. convince retailers to offer only Perrier water

E. denigrate its competition

114. Which of the following is NOT a strategy used by marketers of high-involvement offerings?

A. use personal selling to provide consumers with information

B. use social media to create online experiences for the brand

C. avoid stockout situations so that buyers don't substitute a competing brand

D. use Internet search engines such as Google to assist buyers

E. run ads to provide consumers with information

115. Five influences can have an impact on a consumer's purchase decision process, which are

purchase task, social surroundings, physical surroundings, temporal effects, and antecedent

states. These are referred to as

A. marketing mix influences.

B. situational influences.

C. psychological influences.

D. sociocultural influences.

E. evaluative criteria.

116. Situational influences refer to

A. the five aspects of the purchase situation that impact the consumer purchase decision process:

purchase task, social surroundings, physical surroundings, temporal effects, and antecedent

states.

B. the temporary impediments to a consumer's purchase decision.

C. psychological concepts that are useful for interpreting buying processes and directing marketing

efforts.

D. the feelings of postpurchase anxiety that can arise from a number of different factors including

social surroundings, physical surroundings, psychological effects, and precedent states.

E. both the objective and subjective attributes a consumer uses to compare different products and

brands.

117. All of the following are five situational influences can have an impact on a consumer's purchase

decision process EXCEPT:

A. physical surroundings.

B. purchase task.

C. temporal effects.

D. consumer socialization.

E. antecedent states.

118. Five situational influences have an impact on a consumer's purchase decision process. They are:

__________, social surroundings, physical surroundings, temporal effects, and antecedent states.

A. competitive offerings

B. core values

C. perception

D. consumer socialization

E. purchase task

119. When a man picks up a bottle of wine and tells the sales clerk, "I'm taking this to a dinner party

tonight," which situational influence is being demonstrated?

A. purchase task

B. social surroundings

C. physical surroundings

D. temporal effects

E. antecedent states


purchase task, __________, physical surroundings, temporal effects, and antecedent states.


B. motivation

C. core values

D. brand loyalty

E. social surroundings

121. Consumers accompanied by children

A. purchase twice as much as they normally would if shopping with other adults.

B. purchase about 40 percent more than when shopping alone.

C. purchase 40 less than they normally would if shopping with their spouses.

D. spend 40 percent less than when shopping alone.

E. spend exactly the same amount as when shopping alone.

122. Three teenage girls spent an hour at a store trying on various outfits, looking at possible

combinations, and asking each other, "How do you think this looks on me?" This situation is most

closely related to which of the following situational influences?

A. purchase task



D. temporal effects



purchase task, social surroundings, __________, temporal effects, and antecedent states.


B. physical surroundings

C. core values

D. motivation

E. economic effects

124. Which of the following is NOT part of the physical surroundings of a retail store that can influence

how purchase decisions are made?

A. decor

B. crowding

C. lighting

D. music

E. time of day

125. The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and

decide on their purchases with far less thought than they otherwise would due to being "harried"

and uncomfortable. This situation is most closely related to which of the following situational

influences?

A. purchase task



D. temporal effects

E. spatial surroundings


purchase task, social surroundings, physical surroundings, __________, and antecedent states.


B. core values

C. motivation

D. temporal effects

E. economic effects

127. Temporal effects include

A. the purpose of the purchase.

B. the presence of other people.

C. the time of day of the purchase.

D. the crowding in retail stores.

E. the consumer's mood while engaged in the purchase.

128. Many consumers buy a subscription to The Wall Street Journal and have it delivered to their homes

by 5:30 a.m. so that they can read it during breakfast. This purchase is an example of which

situational influence?

A. purchase task



D. temporal effects


129. Rob only has 30 minutes off for lunch, so he typically goes somewhere within a block or two of his

building, and is careful about what he orders. This is an example of which situational influence in

the purchase decision process?

A. purchase task



D. temporal effects


130. Consumers with credit cards

A. are less influenced by physical surrounding than those who pay by cash or check.

B. are influenced to a certain extent by a retailer's physical surroundings to buy more with their

credit cards than with cash.

C. purchase more than those who purchase with cash or debit cards.

D. purchase less than those who purchase with cash or debit cards.

E. purchase less when accompanied by children than when in the company of other adults.

131. The American Floral Council used an ad that showed three flower arrangements varying in size

from a single rose to a very large elaborate arrangement. The caption simply read, "Just how mad

is she?" This ad relies on which of the following situational influences for it s effectiveness?

A. purchase task



D. psychological effects


Figure 4-4

132. In Figure 4-4 above, A represents the __________ influences that can affect the consumer

purchase decision process.

A. economic

B. situational

C. psychological

D. sociocultural

E. marketing mix

133. In Figure 4-4 above, B represents the __________ influences that can affect the consumer


A. economic

B. situational

C. environmental

D. marketing mix

E. market dominated

134. In Figure 4-4 above, C represents the __________ influences that can affect the consumer


A. sociocultural

B. economic

C. environmental

D. situational

E. market dominated

135. In Figure 4-4 above, D represents the __________ influences that can affect the consumer


A. economic

B. situational

C. psychological

D. sociocultural

E. marketing mix

136. In Figure 4-4 above, E represents the

A. consumer purchase decision process.

B. organizational buying decision process.

C. marketing research process.

D. marketing program.

E. consumer socialization process.

137. Sociocultural influences that affect the consumer purchase decision process include all of the

following EXCEPT:

A. personal influence.

B. reference groups.

C. family.

D. culture and subculture.

E. values, beliefs, and attitudes.

138. The energizing force that stimulates behavior to satisfy a need is referred to as a(n)

A. personality.

B. antecedent state.

C. motivation.

D. cognitive dissonance.

E. perception.

139. Motivation refers to

A. the stimulus required to cause a consumer to do something uncharacteristic of himself.

B. the energizing force that stimulates behavior to satisfy a consumer need.

C. a person's consistent behaviors or responses to recurring situations.

D. the way people see themselves and the way they believe others see them.

E. a learned predisposition to respond to an object or class of objects in a consistently favorable or

unfavorable way.

140. Which list below presents the Maslow hierarchy of needs in its correct order, beginning with the

lowest level need and moving up to the highest level need?

A. personal, social, physiological, psychological, and safety

B. physiological, safety, social, personal, and self-actualization

C. safety, physiological, safety, self-actualization, and personal

D. self-actualization, social, safety, physiological, and personal

E. safety, personal, self-actualization, physiological, and social

141. In the Maslow hierarchy of needs, those needs which are basic to survival and which must be

satisfied first are referred to as

A. physiological needs.

B. safety needs.

C. social needs.

D. personal needs.

E. self-actualization needs.

142. In the Maslow hierarchy of needs, water, food, and oxygen would be considered __________

needs.

A. psychological

B. safety

C. social

D. personal

E. physiological

143. In the Maslow hierarchy of needs, __________ needs involve self-preservation as well as physical

and financial well-being.

A. physiological

B. social

C. personal

D. safety

E. self-actualization

144. In the Maslow hierarchy of needs, a burglar alarm would satisfy a __________ need.

A. physiological

B. safety

C. social

D. personal


145. 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?

A. physiological needs

B. safety needs

C. social needs

D. personal needs

E. self-actualization needs

146. In the Maslow hierarchy of needs, those needs that are concerned with love and friendship are

referred to as __________ needs.

A. physiological

B. safety

C. social

D. personal


147. eHarmony claims to be the world's most trusted online dating website. Its appeal is to satisfy

consumers' __________ needs in the Maslow hierarchy of needs.

A. physiological

B. personal

C. interaction

D. social

E. psychological

148. In the Maslow hierarchy of needs, those needs that are represented by the need for achievement,

status, prestige, and self-respect are referred to as __________ needs.

A. physiological

B. safety

C. personal

D. social


149. In the Maslow hierarchy of needs, those needs involving personal fulfillment are called

__________.

A. physiological

B. safety

C. social

D. personal


150. In the Maslow hierarchy of needs, the most basic needs are physiological, followed by safety,

social, and personal. What category of needs is at the highest level?

A. intellectual needs

B. emotional needs

C. self-actualization needs

D. religious needs

E. psychological needs

151. An Acura automobile ad is headlined by a quote from Henry David Thoreau, "Go in the Direction of

Your Dreams." This ad is most likely to appeal to consumer's __________ needs in the Maslow

hierarchy of needs.

A. physiological

B. personal

C. psychological

D. social


152. The long-running U.S. Army recruiting advertisement that invited enlistees to "Be All You Can Be"

appeals to which Maslow hierarchy of needs level?

A. physiological needs

B. self-actualization needs

C. safety needs

D. social needs

E. personal needs

Figure 4-5

153. According to Figure 4-5 above, A defines what level in the Maslow hierarchy of needs?

A. physiological

B. safety

C. social

D. personal


154. According to Figure 4-5 above, B defines what level in the Maslow hierarchy of needs?

A. physiological

B. safety

C. social

D. personal


155. According to Figure 4-5 above, C defines what level in the Maslow hierarchy of needs?

A. physiological

B. safety

C. social

D. personal


156. According to Figure 4-5 above, D defines what level in the Maslow hierarchy of needs?

A. physiological

B. safety

C. social

D. personal


157. According to Figure 4-5 above, E defines what level in the Maslow hierarchy of needs?

A. physiological

B. safety

C. social

D. personal


158. Self-fulfillment in the Maslow hierarchy of needs is an example of the highest-order needs referred

to as

A. physiological needs.

B. social needs.

C. safety needs.

D. personal needs.

E. self-actualization needs.

159. Status in the Maslow hierarchy of needs is an example of a __________ need.

A. self-actualization

B. personal

C. social

D. safety

E. physiological

160. Friendship in the Maslow hierarchy of needs is an example of a __________ need.


B. personal

C. social

D. safety

E. physiological

161. Shelter in the Maslow hierarchy of needs is an example of a __________ need.


B. personal

C. social

D. safety

E. physiological

162. Food in the Maslow hierarchy of needs is an example of a __________ need.


B. personal

C. social

D. safety

E. physiological

Figure 4-5

163. Figure 4-5 above depicts the Maslow __________.

A. motivation for preservation

B. products pyramid

C. hierarchy of needs

D. ladder of effects

E. psychosocial influences

164. Considering Figure 4-5 above, a college education would be found in what level of the Maslow

hierarchy of needs?

A. physiological

B. self-actualization

C. personal

D. safety

E. social

165. Considering Figure 4-5 above, carrying an American Express Centurian Card would be found in

what level of the Maslow hierarchy of needs?

A. physiological


C. personal

D. safety

E. social

166. Considering Figure 4-5 above, Chanel No. 5 fragrances would be found in what level of the Maslow

hierarchy of needs?

A. physiological


C. personal

D. safety

E. social

167. According to Figure 4-5 above, State Farm insurance products would be found in what level of the

Maslow hierarchy of needs?

A. physiological


C. personal

D. safety

E. social

168. According to Figure 4-5 above, an apartment would be found in what level of the Maslow hierarchy

of needs?

A. physiological


C. personal

D. safety

E. social

169. A person's consistent behaviors or responses to recurring situations is referred to as

A. motivation.

B. core values.

C. culture.

D. perception.

E. personality.

170. Personality refers to

A. the attitudes that determine how people spend their time and resources and what they consider

important.

B. the way people see themselves and others.

C. the process by which an individual selects, organizes, and interprets information to create a

meaningful ideal self.

D. a person's consistent behaviors or responses to recurring situations.

E. those qualities that either attract or repel other members of a person's personal, social, or

professional environment.

171. Which of the following statements about personality is most accurate?

A. Personality is dynamic and typically changes several times as a person matures.

B. Most personality traits are inherited or formed at an early age.

C. Personality is the energizing force that makes consumer behavior purposeful.

D. Most personality traits are formed during adulthood and don't change thereafter.

E. People with compliant personalities prefer lesser known brand names.

172. Enduring characteristics within a person or in his or her relationship with others are referred to as

a(n) __________.

A. key trait

B. persona

C. self-concept

D. core value

E. ideal self

173. The way people see themselves and the way they believe others see them is referred to as

A. self-evaluation.

B. self-concept.

C. self-actualization.

D. individualized perception.

E. personal perception.

174. Self-concept refers to

A. the degree to which a person is influenced by situational influences.

B. the need for personal fulfillment.

C. the way people see themselves and the way they believe others see them.

D. the degree to which a person trusts his or her own judgment in a purchase situation.

E. the way people see others and the way they believe others see other people.

175. Marketers recognize that people have an actual self-concept and __________.

A. a persona determined by their peers

B. a persona determined by psychology

C. an abstract self-concept

D. an ideal self-concept

E. an inconsistent self-concept

176. When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's

__________ in order to attract them as potential residents, part of its workforce, or vacationers.

A. self-concept

B. individualized perception

C. self-evaluation

D. self-actualization

E. personal perception

177. The process by which an individual selects, organizes, and interprets information to create a

meaningful picture of the world is referred to as __________.

A. motivation

B. attitude formation

C. learning

D. perception

E. a self-concept

178. Perception refers to

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.


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.

179. A filtering of exposure, comprehension, and retention is called __________.

A. selective attention

B. selective perception

C. selective intuition

D. selective retention

E. stimulus discrimination

180. Because the average consumer operates in a complex environment, the human brain attempts to

organize and interpret information with a process referred to as

A. selective retention.

B. selective attention.

C. selective exposure.


E. stimulus discrimination.

181. A palindrome is a word or phrase that reads the same whether read from the right or from the left

(e.g., madam). Originally, Marshall had never recalled hearing the term. However, when he read

about palindromes for his English class, he saw three examples of the term within a matter of days.

This is most likely the result of


B. selective attention.

C. selective intuition.

D. stimulus discrimination.

E. selective perception.

182. The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore

messages that are inconsistent with them is referred to as


B. selective comprehension.




183. Selective exposure is most likely to occur during which stage of the consumer purchase decision

process?






184. Because Marla was so strongly committed to a fat-free diet, she did not bother to read a recent

report by the New England Journal of Medicine suggesting that some fat in our diet is healthy. The

report was in a newspaper that Marla reads daily, but the headline did not appeal to her as the

result of






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




D. selective analysis.


186. Prexa was offended by the brand name of a new product for women. She believed the name of the

product was demeaning and that it reflected a negative attitude of the manufacturer towards women

in general. Although this may simply be the result of __________, if other women interpreted the

name choice the same way, it is likely this product would fail.

A. selective retention

B. selective comprehension

C. selective exposure

D. selective analysis


187. As a result of __________, consumers do not remember all the information they see, read, or hear,

even minutes after exposure to it.

A. selective retention

B. selective comprehension

C. selective exposure

D. selective perception

E. subliminal discrimination

188. Selective retention is most likely to occur during which stage of the consumer purchase decision

process?






189. Retailers can reduce problems associated with selective retention by

A. hiring well-known celebrities to sponsor their products.

B. adding more end-aisle and other point-of-purchase displays throughout the store.

C. providing brochures for consumers to take home.

D. adopting advertising campaigns that use bright colors and a new selection of popular

background music.

E. offering extended service warranties.

190. If you read the chapters from your marketing textbook the night before this test and still could not

remember several of the correct marketing terms to do well on the exam, this may be the result of





E. subliminal perception.

191. The process of seeing or hearing messages without being aware of them is referred to as


B. subliminal perception.

C. selective perception.

D. selective attention.

E. indifference.

192. Subliminal perception refers to

A. the process of seeing or hearing messages without being aware of them.

B. a person's innate ability to read non-verbal cues like body language and facial expressions.

C. the ability of a person to understand the allegorical meanings behind words, sentences, or

paragraphs communicated in writing or speech.

D. the process of being brainwashed to the point of acting in a way that is contrary to or inconsistent

with ones normal behavior.

E. the inability of a person to communicate due to lack of background knowledge or experience.

193. A movie theater owner embedded brief messages during trailers before showing the feature film.

The messages, which flashed on the screen for such a short time that moviegoers were not

consciously aware of them, urged consumers to "Drink Coke" and to "Eat Popcorn," encouraging

them to visit the snack lobby. Research has shown what about such messages?

A. Selective perception overrides advertising messages.

B. Selective exposure is difficult for marketers to surmount.

C. Subliminal messages have limited effects on behavior.

D. Subliminal perception enables marketers to motivate consumers to take an action.

E. Subliminal messages were deemed illegal by the Federal Trade Commission at the time these

were shown in the movie theater.

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

A. The Federal Communications Commission (FCC) 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.

Subliminal Book Cover Photo

195. The book cover photo above for The Secret Sales Pitch: An Overview of Subliminal Advertising is

about subliminal messages, which reflect which kind of potential influence on the consumer

decision-making process?

A. sociocultural

B. situational

C. psychological

D. acculturational

E. attitudinal

196. The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes

there may be negative consequences is referred to as

A. a negative antecedent state.

B. perceived risk.

C. temporal uncertainty.

D. spatial uncertainty.

E. a positive precedent state.

197. Perceived risk is

A. an unmerited fear of being taken advantage of in an exchange situation.

B. the feeling of postpurchase psychological tension or anxiety that consumers may experience

when faced with two or more highly attractive alternatives.

C. the degree to which a seller is willing to make an exchange based upon a customer's credit

worthiness.

D. the personal, social, and economic significance of the purchase to the consumer.

E. the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes

there may be negative consequences.

198. The fear of physical harm, the size of financial outlay required to buy the product, product

performance, and even the lack of approval of friends can all contribute to

A. consumer angst.


C. purchase anxiety.

D. perceived risk.

E. consumer cynicism.

199. All of the following are marketing strategies designed to reduce consumers' perceived risk and

encourage purchases EXCEPT:

A. securing endorsements from influential people.

B. providing warranties and guarantees.

C. providing free trials of the product.

D. giving extensive usage instructions.

E. using subliminal advertising.

200. When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter, its strategy is to reduce

a consumer's __________ and encourage purchases.

A. consumer angst

B. cognitive dissonance

C. perceived risk

D. purchase anxiety

E. consumer cynicism

201. When Kia Motors offers a 10-year, 100,000-mile warranty for its Kia Soul automobile, its strategy

is to reduce consumers' __________ and encourage purchases.

A. behavioral learning

B. cognitive learning

C. brand loyalty

D. perceived risk

E. postpurchase dissonance

202. Kendall was excited to begin her new job after she graduated from college. Which of the following

purchases would most likely have the greatest perceived risk for her the day before she begins the

job?

A. a subscription to The Wall Street Journal

B. an outfit for her first day

C. a new coffee maker

D. flowers to decorate her new apartment

E. running shoes

203. Those behaviors that result from repeated experience and reasoning is referred to as

A. psychosocial edification.

B. acculturation.

C. attitudinal identification.

D. wisdom.

E. learning.

204. Learning refers to

A. content that has been transferred from short-term to long-term memory.

B. those behaviors that result from repeated experience and reasoning.



D. a consumer's subjective perception of how a product or brand performs on different attributes

based on personal experience, advertising, and discussions with other people.

E. a predisposition to respond to an object or class of objects in a consistently favorable or

unfavorable way.

205. The process of developing automatic responses to a situation built up through repeated exposure

to it is referred to as ___________.

A. perceptual learning

B. retentive learning

C. functional learning

D. motivated learning

E. behavioral learning

206. All of the following variables are central to how consumers learn from repeated experience

EXCEPT:

A. purchase.

B. reinforcement.

C. response.

D. drive.

E. cue.

207. You are sleepy before your 8:00 a.m. class and you notice the Starbucks on the walk to school.

You stop for a drink, and purchase something new that you really enjoy. The next day you do the

same, and soon this has become a habit. This process is an example of

A. cognitive learning.

B. the scientific method.

C. behavioral learning.

D. attitude formation.

E. cognitive dissonance.

208. 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?

A. cognitive learning

B. the scientific method

C. behavioral learning

D. attitude formation

E. cognitive dissonance

209. In behavioral learning, a need that moves an individual to action is a(n) __________.

A. drive

B. cue

C. attitude

D. response

E. reinforcement

210. One evening while watching TV, your stomach growls. You see an ad for Subway. You walk to the

Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger

is a __________.

A. reinforcement

B. cue

C. response

D. prompt

E. drive

211. In behavioral learning, a(n) __________ is a stimulus or symbol perceived by consumers.

A. drive

B. cue

C. attitude

D. response

E. reinforcement

212. While watching TV one evening, your stomach growls. You see an ad for Subway. You walk to the

Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, seeing a TV

ad for Subway is a __________.

A. drive

B. reinforcement

C. cue

D. response

E. prompt

213. You need to buy a gift for a young cousin's birthday. You go to the mall and see a girl wearing a

Hello Kitty t-shirt. You remember there is a store in the mall with a lot of Hello Kitty merchandise so

you go there and buy a little backpack. When you give it to your cousin, she is very excited. In

terms of behavioral learning, seeing the girl with the Hello Kitty t -shirt was a __________.

A. drive

B. reinforcement

C. cue

D. response

E. prompt

214. In behavioral learning, a __________ is the action taken by a consumer to satisfy a drive.

A. cue

B. demotivator

C. motivator

D. response

E. stimulus

215. While watching TV one evening, your stomach growls. You see an ad for Jimmy John's. You walk

to Jimmy John's and buy a sandwich, which tastes great. In terms of behavioral learning, walking

to the sandwich shop and buying a sandwich is a __________.

A. drive

B. response

C. reinforcement

D. cue

E. prompt

216. You need to buy a gift for a young cousin's birthday. At the mall you see a girl wearing a Hello Kitty

t-shirt. You remember there is a store nearby with a lot of Hello Kitty merchandise so you go there

and buy a little backpack. When you give it to your cousin, she is very excited. In terms of behavioral

learning, your purchase at the Hello Kitty store was a __________.

A. drive

B. response

C. reinforcement

D. cue

E. prompt

217. In behavioral learning, a __________ is the reward that is given to a consumer.

A. cue

B. stimulus

C. motivator

D. response

E. reinforcement

218. If a consumer tries a new coffee drink at Starbuck and hates it, which variable of behavioral learning

has been ineffective?

A. reinforcement

B. achievement

C. drive

D. cue

E. response

219. While watching TV one evening, your stomach growls. You see an ad for Subway. You walk to the

Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, the great

taste of the sandwich is a(n) __________.

A. reinforcement

B. achievement

C. drive

D. cue

E. response

220. When a response elicited by one stimulus becomes applicable to another stimulus, it is called

A. selective comprehension.

B. selective retention.

C. stimulus generalization.


E. routine problem solving.

221. If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol

Cold and Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of

A. stimulus generalization.


C. selective retention.



222. Which of the following is a concept from behavioral learning theory that marketers use?




D. cognitive dissonance.


223. A person's ability to perceive differences in stimuli is referred to as






224. Consumers' ability to perceive taste differences in chocolate bars is an example of

A. cognitive dissonance.

B. stimulus discrimination.

C. selective retention.

D. selective comprehension.

E. stimulus generalization.

225. Elsa contends that she can taste the difference between fat-free cheeses and those with its regular

fat content. Elsa is exhibiting



C. stimulus discrimination.

D. selective comprehension.


226. Edison noticed that prices at a new video game rental website were lower than those at most of

the other gaming websites or retail stores such as Game Stop. He is exhibiting



C. selective comprehension.



227. Comparative advertising, in which one brand is compared to another, is intended to cause

consumers to perceive differences between the products featured in the advertising. Marketers

who employ comparative advertising are trying to use __________ to make consumers believe that

their products are better than competitors' offerings.

A. cognitive dissonance

B. selective retention

C. selective comprehension

D. stimulus generalization


228. Making connections between two or more ideas or simply observing the outcomes of others '

behaviors and adjusting one's own behavior accordingly is known as what type of learning?

A. stimulus discrimination

B. cognitive learning

C. attitudinal learning



229. 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?

A. stimulus discrimination

B. brand loyalty

C. cognitive learning



230. Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can

cause heart attack and stroke. This is an example of

A. using a cognitive learning technique.

B. using a behavioral learning technique.

C. reducing perceived risk.

D. creating stimulus generalization.

E. using an attitudinal learning technique.

231. The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added

flavor. This is an example of

A. using a behavioral learning technique.

B. reducing perceived risk.

C. creating stimulus generalization.

D. using a cognitive learning technique.

E. using an attitudinal learning technique.

232. Research has found that for many products, including soft drinks, coffee, and cosmetics,

consumers are unable to distinguish among brands in blind tests (i.e., taste or other use of the

products without labels). Nonetheless, even when prices are similar, consumers have strong

preferences for specific brands. They may buy out of habit, which is the basis of

A. extended problem solving.

B. limited problem solving.

C. routine problem solving.

D. high-involvement problem solving.

E. personal problem solving.

233. A favorable attitude toward and consistent purchase of a single brand over time is referred to as

A. stimulus generalization.

B. attitudinal discrimination.

C. brand loyalty.

D. behavioral loyalty.

E. consumer allegiance.

234. Brand loyalty refers to

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.

235. Which of the following statements about brand loyalty is most accurate?

A. Learning has little effect on brand loyalty because most habits are instinctual.

B. Brand loyalty increases the perceived risk associated with impulse purchases.

C. The incidence of brand loyalty is steadily rising in North America.

D. Brand loyalty results from the positive reinforcement of previous actions.

E. The best way to enhance brand loyalty is to brand all new products with the same brand name.

236. A learned predisposition to respond to an object or class of objects in a consistently favorable or

unfavorable way is referred to as a(n) __________.

A. attitude

B. belief

C. value

D. motivation

E. perception

237. An attitude refers to


B. the process by which an individual selects, organizes, and interprets information to create a


C. a consumer's subjective perception of how a product or brand performs on different attributes

based on personal experience, advertising, and discussions with other people.

D. the feelings one has about the preferable modes of conduct that tend to persist over time.

E. a learned predisposition to respond to an object or class of objects in a consistently favorable or

unfavorable way.

238. If you hold a personal value of thriftiness, then you probably will have a favorable __________

toward automobiles with good fuel economy.

A. belief

B. value

C. attitude

D. motivation

E. perception

239. Which of the following statements is FALSE about attitudes?

A. Marketers are primarily concerned with American core values when developing advertising

messages.

B. Attitudes are learned.

C. Attitudes are shaped by one's values and beliefs.

D. An attitude results in responses that are consistently favorable or unfavorable way.

E. Personal values affect attitudes by influencing the importance assigned to specific product

attributes.

240. A consumer's subjective perception of how a product or brand performs on different attributes

based on personal experience, advertising, and discussions with other people are referred to as

__________.

A. values

B. attitudes

C. beliefs

D. predispositions

E. opinions

241. Beliefs refer to


B. a learned predisposition to respond to an object or class of objects in a consistently favorable or

unfavorable way.



D. a consumer's subjective perception of how a product or brand performs on different attributes.

E. the moral and ethical precepts that guide a person's behavior.

242. Marketers use three approaches to try to change consumer attitudes toward products and brands:

(1) __________; (2) changing the perceived importance of attributes; and (3) adding new attributes

to the product.

A. reinforcing the consumers' sense of self confidence in making wise purchase decisions

B. actively educating consumers about the product's competitive advantages

C. refocusing a consumer's attention from one attribute to another

D. changing beliefs about the extent to which a brand has certain attributes

E. denigrating the attributes of competitors' products


(1) changing beliefs about the extent to which a brand has certain attributes; (2) __________; and

(3) adding new attributes to the product.


B. actively educating consumers about the product's competitive advantages

C. changing the perceived importance of attributes

D. refocusing a consumer's attention from one attribute to another



(1) changing beliefs about the extent to which a brand has certain attributes; (2) changing the

perceived importance of attributes; and (3) __________.


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


245. What attitude change approach did Colgate marketers use to encourage consumers to purchase

its product when it began to include the antibacterial agent triclosan in its product?

A. changing beliefs about the extent to which a brand has certain attributes

B. changing the perceived importance of attributes

C. adding new attributes to the product

D. providing free trials of the new product

E. obtaining a seal of approval to reduce consumers' risk and encourage purchases

246. Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums

stress both the fact that it can be used as a calcium supplement and the health benefits of calcium.

The new promotion involves changing consumers' attitudes toward Tums by

A. changing beliefs about the extent to which Tums has a specific attribute.

B. changing the perceived importance of a specific attribute.

C. adding a new attribute.

D. reducing the perceived risk.

E. providing stimulus generalization to prospective buyers.

247. The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both electricity

and gasoline. Ford has targeted not only people who are excited about technology but also those

who want to contribute to cleaner air. Ford set a goal to attract 20,000 buyers a year for this SUV.

Ford is trying to change consumer attitudes by

A. changing beliefs about the extent to which a brand has a specific attribute.



D. reducing the perceived risk of the product.

E. providing stimulus generalization to prospective buyers.

248. Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on

its cans. Prior to doing so, few consumers considered freshness an issue for soft drinks. Pepsi is

trying to change consumers' attitudes toward its soft drinks by

A. changing beliefs about the extent to which a brand has a specific attribute.



D. reducing perceived risk.

E. providing stimulus generalization.

249. 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

A. culture.

B. psychographics.

C. social class.

D. lifestyle.

E. reference group.

250. Lifestyle refers to

A. the set of behaviors that is a result of spending one's time and money as one pleases.

B. a mode of living that is defined by one's personal moral philosophy.

C. the similar values, interests, and behaviors that members of society share.

D. a self-defined identification of belonging to a lower, lower-middle, middle, upper-middle, or upper

class in terms of values, attitudes, and beliefs.

E. 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.

251. Another name for the analysis of consumer lifestyles is __________.

A. demographics

B. psychographics

C. social statistics

D. physiological needs

E. sociographics

252. Which of the following statements about psychographics is most accurate?

A. Psychographics is unable to provide actionable information about potential customers since the

data obtained from the research is too subjective to be reliably interpreted and acted upon.

B. Although helpful in segmenting markets, psychographics is limited in its ability to target

consumers.

C. Psychographics combines demographic data, psychological data, and actual spending data of

consumers to create VALS profiles.

D. Psychographics combines psychology, lifestyle, and demographics to uncover consumer

motivations for buying and using offerings.

E. Psychographic data is extremely vulnerable to current social trends and therefore is best suited

to new market-product combinations rather than existing ones.

253. The VALS framework is an example of

A. a personality assessment.

B. cognitive learning theory.

C. a psychographic system.

D. a study on the hierarchy of needs.

E. geodemographic segmentation.

254. The VALS framework segments consumers is based on

A. their primary motivation for buying products and their resources.

B. their demographics.

C. their product usage, age, and gender.

D. where they live.

E. their media usage and their demographics.

255. Which of the following statements about the VALS framework is FALSE?

A. Consumers are inspired by one of three primary motivations - ideals, achievement, and self-

expression - that give meaning to their self or the world and govern their activities.

B. Consumers are motivated to buy products and services and seek experiences that give shape,

substance, and satisfaction to their lives.

C. The VALS framework seeks to explain why and how consumers make purchase decisions.

D. The VALS framework identifies eight consumer segments.

E. A consumer's gender and age have a direct effect on placement within a VALS consumer

segment.

256. In the VALS framework, a person's resources include all of the following EXCEPT:

A. material

B. physical

C. temporal

D. psychological

E. demographic

257. VALS groups of consumers motivated by __________ are those who are guided by knowledge and

principle.

A. ideals

B. achievement

C. self-expression

D. rewards

E. success

258. In the VALS framework, consumers motivated by ideals are guided by knowledge and principle.

One segment of the two ideals-motivated groups, known as __________, includes mature,

reflective, and well-educated people who value order, knowledge, and responsibility.

A. Makers

B. Believers

C. Thinkers

D. Survivors

E. Achievers

259. In the VALS framework, those consumers who are practical and deliberate information-seekers ,

and who value durability and functionality in products over styling and newness are called

A. Experiencers.

B. Achievers.

C. Believers.

D. Thinkers.

E. Innovators.


One segment of the two Ideals-motivated groups, known as __________, have fewer resources

and are conservative, conventional people with concrete beliefs based on traditional, established

codes such as family, religion, community, and the nation.

A. Experiencers

B. Believers

C. Makers

D. Achievers

E. Thinkers


__________ choose familiar products and brands, favor American-made products, and are

generally brand loyal.

A. Believers

B. Thinkers

C. Makers

D. Experiencers

E. Achievers

262. VALS groups of consumers motivated by __________ are those who look for products and services

that demonstrate success to their peers or to a peer group they aspire to.

A. ideals

B. achievement

C. self-expression

D. rewards

E. success

263. In the VALS framework, consumers who are looking for products and services that demonstrate

success to their peers or to a peer group they aspire to are called a(n)

A. ideals-motivated group.

B. rewards-and-success-motivated group.

C. self-expression-motivated group.

D. achievement-motivated group.

E. high-and-low-resource group.

264. In the VALS framework, consumers motivated by achievement look for products and services that

demonstrate success to their peers or to a peer group they aspire to. One segment of the two

achievement-motivated groups, known as __________, have a busy, goal-directed lifestyle and a

deep commitment to career and family. Image is important to them.

A. Experiencers

B. Believers

C. Makers

D. Achievers

E. Thinkers

265. In the VALS framework, consumers who favor established, prestige products and services and are

interested in time-saving devices given their hectic schedules are called

A. Thinkers.

B. Believers.

C. Strivers.

D. Experiencers.

E. Achievers.

266. In the VALS framework, consumers motivated by achievement look for products and services that

demonstrate success to their peers or to a peer group they aspire to. A segment of the

achievement-motivated groups, known as __________, are trendy, fun-loving, and less self-

confident than Achievers.

A. Strivers

B. Experiencers

C. Believers

D. Makers

E. Survivors

267. In the VALS framework, achievement-motivated consumers who have a lower levels of education

and household income than Achievers are called __________.

A. Believers

B. Experiencers

C. Strivers

D. Makers

E. Survivors

268. VALS groups of consumers who are motivated by __________ are those who desire social or

physical activity, variety, and risk.

A. ideals

B. rewards

C. achievement

D. self-expression

E. success

269. In the VALS framework, consumers motivated by self-expression desire social or physical activity,

variety, and risk. One segment of the two self-expression-motivated groups, known as __________,

are young, enthusiastic, and impulsive consumers who become excited about new possibilities but

are equally quick to cool.

A. Experiencers

B. Believers

C. Makers

D. Achievers

E. Thinkers

270. In the VALS framework, consumers who spend much of their income on fashion, entertainment ,

socializing, offerings that make them look good, and have a desire for the latest things are called

A. Believers.

B. Experiencers.

C. Strivers.

D. Makers.

E. Thinkers.

271. In the VALS framework, consumers whose energy finds outlets in exercise, sports, outdoor

recreation, and social activities are referred to as __________.

A. Believers

B. Strivers

C. Achievers

D. Makers

E. Experiencers

272. In the VALS framework, consumers motivated by self-expression desire social or physical activity,

variety, and risk. One segment of the two self-expression-motivated groups, known as __________,

express themselves and experience the world by working on it - growing vegetables or fixing a car.

A. Strivers

B. Experiencers

C. Believers

D. Makers

E. Survivors

273. In the VALS framework, self-expression-motivated consumers who have fewer resources and

express themselves and experience the world by working on it are referred to as __________.

A. Experiencers

B. Thinkers

C. Strivers

D. Believers

E. Makers

274. In the VALS framework, consumers with fewer resources who are practical people, have

constructive skills, value self-sufficiency, and are unimpressed by material possessions except

those with a practical or functional purpose are referred to as __________.

A. Experiencers

B. Thinkers

C. Makers

D. Believers

E. Strivers

275. In the VALS framework, two segments stand apart based on their abundance or lack of

psychological, physical, and material __________.

A. ideals

B. rewards

C. self-expression

D. achievement

E. resources

276. In the VALS framework, the segment with the most abundant resources, known as __________,

includes successful, sophisticated, take-charge people with high self-esteem and resources of all

kinds.

A. Experiencers

B. Innovators

C. Makers

D. Achievers

E. Strivers

277. In the VALS framework, consumers who place importance on image - not as evidence of power or

status, but as an expression of cultivated tastes, independence, and character - are referred to as

__________.

A. Actualizers

B. Innovators

C. Achievers

D. Makers

E. Strivers

278. Dutch tulip growers have developed pre-sprouted bulbs which will bloom in just a few weeks after

spring planting so people who did not plant bulbs in the fall can have spring flowers. Nurseries plan

to promote the pre-sprouted tulips to people who appreciate finer things and will pay a premium

price. Which of these VALS segments would be most suitable to target?

A. Survivors

B. Believers

C. Makers

D. Innovators

E. Experiencers

279. LG, a consumer electronics manufacturer, recently introduced a 55" Internet -capable, 3D OLED

(Organic Light Emitting Diode) HDTV. As its marketing manager, you have used lifestyle analysis

in the past, particularly the VALS system, to help you profile your customers. Which of the following

VALS profiles would be the most likely target market for this product?

A. Survivors

B. Believers

C. Experiencers

D. Achievers

E. Innovators

280. In the VALS framework, consumers can have abundant or minimal level of psychological, physical,

and material resources. One segment with minimal resources, known as __________, focus on

meeting basic needs (safety and security) rather than fulfilling desires.

A. Thinkers

B. Innovators

C. Makers

D. Survivors

E. Strivers

281. In the VALS framework, consumers with the least resources of any segment represent a modest

market for most products and services, and are loyal to favorite brands, especially if they can be

purchased at a discount are referred to as __________.

A. Strivers

B. Believers

C. Survivors

D. Makers

E. Thinkers

282. Two VALS segments stand apart; one represents the group with the highest resources and

innovation and the other represents the lowest resources and innovation. These two groups are

the __________ and the __________.

A. Thinkers; Believers

B. Strivers; Survivors

C. Achievers; Strivers

D. Innovators; Survivors

E. Experiencers; Makers

283. In the VALS framework, each consumer segment exhibits unique media preferences. Which

segment would be the most likely to visit Facebook?

A. Experiencers

B. Believers

C. Thinkers

D. Survivors

E. Makers


segment would be the most likely to read national newspapers?

A. Experiencers

B. Thinkers

C. Believers

D. Strivers

E. Makers


segment is most likely to view outdoor advertising?

A. Strivers

B. Experiencers

C. Believers

D. Survivors

E. Makers

VALS Framework

286. VALS creates profiles of people based on their primary motivation and resources. In the VALS

framework above, A refers to

A. Ideals.

B. Achievement.

C. Self-Expression.

D. Survivors.

E. Innovators.


framework above, B refers to

A. Ideals.

B. Achievement.

C. Self-Expression.

D. Survivors.

E. Innovators.


framework above, C refers to

A. Ideals.

B. Achievement.

C. Self-Expression.

D. Survivors.

E. Innovators.


framework above, D refers to

A. Ideals.

B. Achievement.

C. Self-Expression.

D. Survivors.

E. Innovators.


framework above, E refers to

A. Ideals.

B. Achievement.

C. Self-Expression.

D. Survivors.

E. Innovators.

291. A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two

important aspects of personal influence to marketing are

A. lifestyle and motivation.

B. personality and lifestyle.

C. opinion leadership and word-of-mouth activity.

D. word-of-mouth activity and psychographics.

E. psychographics and demographics.

292. A consumer's purchases are often influenced by the views, opinions, or behaviors of others. Two

aspects of personal influence that are important to marketing are __________ and word-of-mouth

activity.

A. parental guidance

B. peer pressure

C. opinion leadership

D. government regulation

E. psychographics

293. Consumers' purchases are often influenced by the views, opinions, or behaviors of others. Two

aspects of personal influence that are important to marketers are opinion leadership and

__________.

A. consumer socialization

B. word-of-mouth activity

C. peer pressure

D. government regulation

E. sales promotion

294. Individuals who exert direct or indirect social influence over others are referred to as

A. decision makers.

B. achievers.

C. innovators.

D. buzz managers.

E. opinion leaders.

295. An opinion leader is an individual

A. within an organization who influences decision-making.

B. who is able to use moral suasion to get others to comply with the latest trends.

C. in an organization who encourages other paid individuals to forward marketer-initiated

messages to others via e-mail, social networking websites, and blogs.

D. who exerts direct or indirect social influence over others.

E. who is able and willing to cut red tape and move an organizat ion's marketing program forward.

296. Your company is introducing a new line of activewear for teenagers and invites the members of the

high school track team to a private display of the line. This group consists of __________ for

activewear clothing.

A. lifestyle makers

B. aspirational people

C. autonomous leaders

D. opinion leaders

E. joint decision makers

297. What percentage of adults is considered to be opinion leaders?

A. 1 percent

B. 5 percent

C. 10 percent

D. 25 percent

E. It depends upon the type of product.

Citizen Eco-Drive Ad

298. When Citizen (see the ad above) uses a spokesperson such as football player Eli Manning to

promote its Eco-Drive watches, it believes he is a(n) __________ who can influence the purchase

decision of its target market.

A. opinion leader

B. product champion

C. innovator

D. BzzAgent

E. rainmaker

299. The influencing of people during conversations is referred to as

A. opinion formations.

B. peer persuasion.

C. interpersonal gossip.

D. word of mouth.

E. consumer socialization.

300. Word of mouth refers to

A. advertising or public service announcements that rely solely on auditory or voice messages to

reach an organization's target market.

B. subjective, often negative, misconceptions that are passed from one person to another as the

result of selective perception.

C. the influencing of people during conversations.

D. the individuals who exert direct or indirect social influence over others.

E. casual or unconstrained conversation or reports about other people or offerings involving details

that are not confirmed as being true.

301. What percentage of all consumer conversations about brands happens face-to-face?

A. 25 percent

B. 33 percent

C. 50 percent

D. 75 percent

E. 90 percent

302. About __________ of all consumer conversations about brands happen over the phone.

A. 5 percent

B. 10 percent

C. 15 percent

D. 25 percent

E. 40 percent

303. What percentage of all consumer conversations about brands happens online?

A. 5 percent

B. 10 percent

C. 15 percent

D. 25 percent

E. 40 percent

304. What percentage of U.S. product sales is directly tied to word of mouth activity among friends,

family, and colleagues?

A. 10 percent

B. 25 percent

C. 33 percent

D. 50 percent

E. 67 percent

305. All of the following are marketing activities designed to stimulate conversations that promote

positive or retard negative word of mouth EXCEPT:

A. using slogans, music, and humor in advertising.

B. giving appropriate product demonstrations.

C. recruiting and deploying people to produce buzz.

D. employing VALS segmentation strategies.

E. running teaser advertising campaigns in advance of new-product introductions.

306. Febreeze is an odor-controlling spray that is manufactured by Procter & Gamble. When Febreeze

was introduced, a few people in an Internet chat room stated that the product was harmful to house

pets. Though untrue, unfortunately the rumor spread. If P&G had not been convinced it would be a

very successful product, it would have dropped Febreeze from its P&G product line as a result of

A. negative word of mouth.

B. a lack of back translation.

C. cultural insensitivity.

D. consumer ethnocentrism.

E. poor opinion leadership.

307. Popularity created by consumer word of mouth is called __________.

A. hype

B. buzz

C. propaganda

D. tweet

E. spin

308. BzzAgent is a firm that specializes in a marketing strategy known as

A. sting.

B. teaser advertising.

C. spin.

D. buzz.

E. viral marketing.

309. BzzAgent

A. is the number one consumer information source in developing countries.

B. captures honest word-of-mouth testimonials from satisfied customers who will promote new

products or services.

C. was the first on the Internet to create a public forum for new products.

D. counteracts false rumors or negative buzz for quality products or services that have been

unjustly accused on social networking websites.

E. uses ethnographic research techniques to discover subtle behavioral and emotional reactions

to products in their natural use environment.

310. About 65 percent of BzzAgents are

A. Fortune 500 CEOs.

B. buzzing entrepreneurs.

C. older than 25 years of age.

D. considered low-income.

E. men.

311. BzzAgent researches a product or service before committing to a campaign and rejects about

__________ of the companies that seek its service.

A. 20 percent

B. 40 percent

C. 50 percent

D. 70 percent

E. 80 percent

312. People to whom an individual looks as a basis for self-appraisal or as a source of personal

standards are referred to as

A. action-oriented consumers.

B. spokespersons.

C. opinion leaders.

D. social classes.

E. reference groups.

313. Reference groups refer to

A. the relatively permanent, homogeneous divisions in a society that consists of people who share

similar values, interests, and behaviors.

B. individuals who exert direct or indirect social influence over others.

C. people to whom an individual looks to as a basis for self-appraisal or as a source of personal

standards.

D. those buyers who, through the size of their purchases, affect where marketing dollars will be

spent.

E. those with whom a person does not wish to be a member of or identified with.

314. A reference group to which a person actually belongs is referred to as a(n) __________ group.

A. primary

B. associative

C. aspiration

D. dissociative

E. integrated

315. College students who wear clothing displaying the Greek letters for fraternities or sororities to which

they belong are demonstrating pride in a(n) __________ group.

A. dissociative

B. aspiration

C. associative

D. identification

E. political

316. The specialized group of consumers with a structured set of relationships involving a particular

brand, fellow customers of that brand, and the product in use is referred to as a(n) __________.

A. brand community

B. VALS

C. opinion leader

D. social class

E. buzz group

317. A brand community refers to

A. the relatively permanent, homogeneous divisions in a society that consists of people who share

similar values, interests, behaviors, and brands.

B. a specialized group of consumers with a structured set of relationships involving a particular

brand, fellow customers of that brand, and the product in use.

C. people to whom an individual looks to as a basis for purchasing particular brands.

D. those buyers who, through the size of their purchases, affect where marketing dollars will be

spent on a particular brand.

E. those brands with whom a person does not wish to be identified with.

318. A brand community is a specialized form of the __________ reference group.

A. dissociative

B. aspiration

C. associative

D. VALS

E. social class

319. Many University of Florida students, fans, and others view themselves part of "Gator Nation," the

name of the __________ given to supporters of the University of Florida's educational and athletic

programs.

A. VALS type

B. aspiration group

C. social class

D. brand community

E. market segment

320. A reference group that a person wishes to be a member of or wishes to be identified with is referred

to as a(n) __________ group.

A. preference

B. associative

C. aspiration

D. assimilation

E. integrated

321. An aspiration group is one

A. to which a person belongs, and wishes to continue with.

B. that a person wishes to be a member of or wishes to be identified with.

C. that a person wishes to maintain a distance from because of differences in values or behaviors .

D. that a person knows he or she can never really fit into because of basic cultural differences.

E. that a person feels is significantly above him or her in terms of socioeconomics.

322. A local country club has a great golf course, swimming pool, tennis courts, and even a stable for

horses. It also has numerous high-profile business people, doctors, and local politicians as

members. To attract new members, the club's board of directors should focus its marketing efforts

on people who view its current members as a(n) __________ group.

A. associative

B. aspiration

C. dissociative

D. pressure

E. involvement

323. A recent American Express advertising claim that "membership has its privileges" creates which

type of reference group?

A. aspiration group

B. dissociative group

C. assimilation group

D. integrated group

E. associative group

324. If a fraternity or sorority wants to attract new members, it should focus on people who view its

current members as a(n) __________ group.

A. associative

B. aspiration

C. dissociative

D. reference

E. involvement

325. A reference group that a person wishes to maintain distance from because of differences in values

or behaviors is referred to as a(n) __________ group.

A. socialization

B. associative

C. aspiration

D. dissociative

E. integrated

326. In the United States, there are two major political parties whose members disagree with each other

on a variety of issues. Both Republicans and Democrats view one another as being part of a(n)

__________ group.

A. associative

B. aspiration

C. dissociative

D. reference

E. involvement

327. __________ influences on consumer behavior result from three sources: consumer socialization,

passage through the family life cycle, and decision-making within the family or household.

A. Functional

B. Situational

C. Social

D. Family

E. Personal

328. Consumer behavior that results from consumer socialization, passage through the family life cycle,

and decision-making within the family or household is referred to as __________ influence.

A. psychographic

B. demographic

C. family

D. reference group

E. personal

329. The process by which people acquire the skills, knowledge, and attitudes necessary to function as

consumers is referred to as __________.

A. consumer assimilation

B. consumer socialization

C. consumer lifestyle

D. purchase decision process

E. purchasing enculturation

330. Consumer socialization refers to

A. the distinct phases that a family progresses through from formation to retirement, each phase

bringing with it identifiable purchasing behaviors.

B. the people to whom an individual looks as a basis for self-appraisal or as a source of personal

standards.

C. the process by which people acquire the skills, knowledge, and attitudes necessary to function

as consumers.

D. the modes of living that are 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.

E. the relatively permanent, homogeneous divisions in a society into which people sharing similar

values, interests, and behavior can be grouped.

331. Research shows that consumer socialization with respect to brand preferences begin at

A. the age of two.

B. the age of five when their cognitive skills have developed to understand the concept of money.

C. the age of thirteen when they become teenagers, when they can understand the responsibility

involved in saving money to be able to consume products and services.

D. the age of eighteen when they become college students, living outside their parents' home for

the first time and being responsible for their purchase decisions.

E. at any time, though most people change their brand preferences many times during their

lifetimes.

332. Nicole gives her young daughter Kelli an allowance of $5 a week. Sometimes, Nicole takes Kelli

shopping. But if Kelli wants something that costs more than she has saved, Nicole reminds her she

needs to keep saving. When Kelli is finally able to purchase a special, more expensive item, she is

allowed to pay for it herself, including bringing the product to the sales clerk to complete the

purchase. In this way, Nicole encourages the development of Kelli's

A. consumer assimilation.

B. consumer acculturation.

C. purchasing socialization.

D. consumer socialization.

E. purchasing enculturation.

333. The concept that consists of the distinct phases that a family progresses through from formation to

retirement, each phase bringing with it identifiable purchasing behaviors, is referred to as the

A. family scale.

B. family life cycle.

C. family continuum.

D. household socialization.

E. household patterning.

334. The family life cycle concept refers to

A. the distinct phases a family progresses through from the birth of children to when the children

leave home, each phase bringing with it identifiable purchasing behaviors.

B. the distinct phases a family progresses through from the birth of children to retirement, each

phase bringing with it identifiable purchasing behaviors.

C. the distinct phases a blended family progresses through from marriage to separation, divorce,

and remarriage, each phase bringing with it identifiable purchasing behaviors.

D. the distinct phases a family progresses through from formation to retirement, each phase

bringing with it identifiable purchasing behaviors.

E. the intergenerational purchasing habits and product preferences that are passed down from one

generation to the next.

335. The demographic situation, consisting of married couples with children younger than 18 years old

and which constitutes 21 percent of all U.S. households, is referred to as a(n)

A. traditional family.

B. typical household.

C. socialized household.

D. reference group.

E. ideal family unit.

336. The family life cycle concept describes the distinct phases a family progresses through from

__________, each phase bringing with it identifiable purchasing behaviors.

A. formation to retirement

B. birth to death

C. the birth of children to retirement

D. the birth of children until they leave home

E. marriage to retirement unless a divorce, separation, or death occurs

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

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.

338. Based on the stages of the family life cycle, which of the following groups most likely has the largest

amount of discretionary income?

A. young couples without children

B. single parents with children

C. young singles

D. young married couples with children

E. middle-aged couples with children

339. The two major styles of family decision-making are

A. joint and passive.

B. spouse-dominant and spouse-submissive.

C. joint and spouse-dominant.

D. democratic and autocratic.

E. active and passive.

340. Spouse dominant decision-making implies that

A. the husband makes the majority of the purchase decisions.

B. the wife makes the majority of the purchase decisions.

C. both the husband and the wife make the purchase decisions together.

D. the wife and the husband alternate with respect to their purchase decisions.

E. either the husband or the wife is primarily responsible for purchase decisions.

341. Which type of purchase is most likely to be the result of joint decision-making?

A. groceries

B. children's toys

C. medicine

D. home appliances

E. breakfast cereal

342. Which of the following statements about family decision making is most accurate?

A. The use of joint decision-making is directly related to the educational levels achieved by the

spouses.

B. Husbands make most of the purchase decisions made about cars, vacations, and homes.

C. The two types of family decision-making are joint and autonomous.

D. With autonomous decision-making, the husband would make all the decisions about groceries ,

medicine, and car maintenance.

E. Women have little influence when it comes to men's clothing purchases except for socks or ties.

343. The five roles of individual family members in the consumer purchase decision process are

A. associative group, aspiration group, opinion leader, decision maker, and user.

B. sustainer, experiential, belonger, emulator, and achiever.

C. opinion leader, influencer, decision maker, purchaser, and user.

D. information gatherer, influencer, decision maker, purchaser, and user.

E. need driven, inner directed, outer directed, opinion leader, and decision maker.

344. Josh told his father that the family needed a new computer, so his dad asked him to look into the

latest products and their prices. Josh's mom asked that the new computer have an ergonomic

keyboard because she has wrist problems. His sister Ann wanted the computer to have a lot of

memory to edit videos. With this information, Josh's dad chose and ordered a Dell. Which best

describes the roles each family member played in making this decision?

A. Josh's mother and Ann acted as information gatherers, users, and decision makers.

B. Josh took on all the roles except that of purchaser.

C. Josh's father took on all of the roles.

D. Ann acted as a user and an influencer.

E. Josh's mother acted as an information gatherer, a user, an influencer, and a gatekeeper.

345. The Martinez family is considering a vacation. Dad wants to stay home this year and use the money

for home repairs. His mom who lives with them wants to visit relatives in New York. Dad asks his

mother to determine the cost of a trip to New York and if they could stay with relatives while there.

Mom and their daughter want to go to a beach. Which of the following sentences best describes

the roles each family member played in making this decision?

A. There is no family member serving as an information gatherer.

B. The mother and the grandmother only played the role of influencer.

C. The females in the family only play two roles - users and influencers.

D. Since the father will make the final vacation decision, he has taken on all of the roles.

E. The grandmother plays the roles of user, influencer, and information gatherer.

346. When strolling through the grocery store, a toddler tells her mother, "Yuck, I don't like peas." Her

mother puts down the peas and chooses green beans instead. The role of the little girl in this

purchase was that of __________.

A. information gatherer

B. influencer

C. purchaser

D. decision maker

E. user

347. In 31% of households, __________ are the primary grocery shoppers, though they may not be the

grocery decision makers.

A. teenagers

B. extended family members

C. paid help

D. children of any age

E. men

348. Jennifer usually worked long hours at her job at the hospital, so her husband Ari, an amateur chef,

prepared most of the meals for the family. As an anniversary gift, Jennifer bought Ari a top-of-the-

line professional cook top and range. Ari's primary role in this process was that of __________.

A. information gatherer

B. influencer

C. purchaser

D. decision maker

E. user

349. What is the annual market size for the products bought by or for preteens and teenagers?

A. $12 billion

B. $26 billion

C. $104 billion

D. $208 billion

E. $547 billion

350. The set of values, ideas, and attitudes that are learned and shared among the members of a group

is referred to as __________.

A. national character

B. culture

C. social class

D. code of ethics

E. ethnic ideology

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

to as

A. reference groups.

B. families.

C. social classes.

D. subcultures.

E. normative groups.

352. Subcultures refer to

A. subgroups within the larger national culture, whose values and beliefs are diametrically opposed

to foreign cultures.

B. groups within organizations whose values and beliefs influence the corporate culture.

C. subgroups within the larger, or national, culture with unique values, ideas, and attitudes.

D. stakeholder groups outside an organization whose values and beliefs are contrary to the

corporate culture.

E. the designation given to people between the ages of 13 and 24 whose values and beliefs are

not yet fully formed but are still influenced both by their families and society.

353. Which of the following is the largest racial/ethnic subculture in the United States?

A. Asian Americans

B. Hispanics

C. Caucasians

D. African Americans

E. Native Americans

354. Which of the following statements about Hispanic buying patterns is most accurate?

A. Hispanics are often brand loyal and willing to pay a premium price for premium quality.

B. Hispanic buying preferences are strongly influenced by contemporary fads and fashions.

C. Hispanics are dubious about using advertising as an information source.

D. Convenience is an essential product attribute for Hispanic homemakers with respect to food

preparation or consumption.

E. Uniquely Hispanic buying patterns have virtually disappeared over the past ten years due to

increased assimilation.

355. Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

A. Hispanics don't consider advertising a credible source of product information.

B. Hispanics communities are spread across the entire country and therefore difficult to target.

C. The Hispanic subculture is diverse.

D. Hispanics prefer imports to American-made products; they tend to be ethnocentric in their

product preferences.

E. Assimilation is valued and the Hispanic community finds cultural target marketing offensive.

356. Among the three major racial/ethnic subcultures in the United States, African Americans rank as

__________ in terms of spending power.

A. the largest

B. the second largest

C. the third largest

D. equal with Hispanics

E. equal with Asian Americans

357. Which of the following statements about African American buying patterns is most accurate?

A. African Americans spend more on products for women and girls, especially in terms of clothing.

B. There are significant differences between the buying patterns of African Americans and

Caucasians of similar socioeconomic status.

C. African Americans are not price conscious but are strongly motivated by quality and choice.

D. Adult African Americans spend half as much on online services than Caucasians.

E. When socioeconomic status differences between African Americans and Caucasians are

removed, there are more similarities than points of difference.

358. Which of the following statements about African American buying patterns is most accurate?

A. There are very few differences in the consumption patterns of African Americans and

Caucasians.

B. African American men spend more on health and beauty products than Caucasian men do.

C. The typical African American family is five years older than the typical Caucasian family.

D. African American purchase behavior is still affected by the historical deprivation in employment

and educational opportunities in the United States.

E. African Americans are not price conscious.

359. Which of the following statements about Asian American buying patterns is most accurate?

A. There is no real diversity among Asian American subcultures.

B. Assimilated Asian Americans exhibit buying patterns that are very different from the typical

American consumer.

C. Because McDonald's standardizes its products across all cultures, it does not actively market to

Asian Americans.

D. The Asian American subculture is the most entrepreneurial in the United States.

E. Consumer research on Asian Americans suggests individuals and families divide into three

groups - assimilated, non-assimilated, and recent immigrants.

360. Which of the following statements about Asian American buying patterns is most accurate?

A. Assimilated Asian Americans have very different buying patterns from a typical U.S. consumer.

B. There is great diversity among Asian American subcultures.

C. The Asian American subculture is growing very slowly in the United States.

D. Asian Americans are the least educated racial/ethnic subculture in the United States.

E. Consumer research on Asian Americans suggests individuals and families divide into three

groups - assimilated, non-assimilated, and recent immigrants.

361. Asian Americans who are conversant in English, highly educated, hold professional and managerial

positions, and exhibit buying patterns very much like typical American consumers are referred to

as __________ Asian Americans.

A. socialized

B. upper class

C. nonassimilated

D. subcultured

E. assimilated

362. An Asian-American family whose relatives emigrated four generations ago has three children. The

oldest son, George, is in medical school. Susan, at the age of 21, is a concert pianist. Brent is a

second-year business student. This family is likely to exhibit which of the following Asian American

buying patterns?

A. non-assimilated, yet celebrating their culture by purchasing authentic Asian goods

B. assimilated, exhibiting buying patterns very much like other typical American consumers

C. assimilated, yet celebrating their culture by seeking traditionally Asian occupations

D. non-assimilated, due to inherent differences in Asian subcultures that transcend generations

E. non-assimilated, exhibiting buying patterns very much like other typical American consumers

363. Groupon built its business model on the premise that

A. consumers would be receptive to online sweepstakes.

B. businesses would be willing to post their 30-second TV advertising on a social network.

C. consumers would want to "check in" and earn points and badges for visiting businesses.

D. consumers would band together and try a new product or service if businesses would offer lower

prices to entice them to take advantage of a daily deal offered to them.

E. consumers would be willing to pay for fun and exciting online video games that are playable on

their smartphones and tablet devices.

364. Which of the following statements about Groupon is most accurate?

A. In the alternative evaluation stage of the consumer purchase decision process, many Groupon

customers focus on place or distribution as the most important evaluative criterion.

B. A Groupon "deal of the day" e-mail may trigger a need in a consumer's problem recognition

stage of the purchase decision process to do (buy) something they may not ordinarily do.

C. The typical Groupon user is a 35- to 45-year old male with an average income of about $25,000

who is looking for a great deal.

D. The Groupon purchase decision is made online and then confirmed by a telephone call when

enough consumers agree to the offer and the "deal tips."

E. Generally, Groupon consumers rarely follow the purchase decision process like they do for other

consumer offerings because they do not have time for an information search.

365. All of the following are challenges that Groupon faces EXCEPT:

A. most of the Groupon deals are unprofitable for merchants, so customers must be converted into

repeat purchasers for this to be cost effective.

B. Groupon faces extraordinary competition because the daily deal technology is easy to copy.

C. the business model is hard to adapt at the local level, though it works well for large, national

businesses.

D. some consumers buy the coupons but never use them, eventually leaving them dissatisfied and

unlikely to use Groupon again.

E. Groupon must develop a comprehensive understanding of the differences in international buying

behaviors to continue its explosive growth outside the United States.