Question 1

According to Figure 5-5 above,food in the Maslow hierarchy of needs is an example of a __________ need.

Accepted Answer

A)  self-actualization
B)  personal
C)  social
D)  safety
E)  physiologicalF) C) and D)
G) None of the above

Question 2

Sophisticated firms have learned the following marketing lesson:

Accepted Answer

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 as it is to 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.F) A) and B)
G) C) and D)

Question 3

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.

Accepted Answer

A)  points of difference
B)  informational alternatives
C)  buying-decision choices
D)  evaluative criteria
E)  consumer attributesF) A) and B)
G) B) and D)

Question 4

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

Accepted Answer

A)  information search
B)  purchase decision
C)  alternative evaluation
D)  opportunity identification
E)  problem recognitionF) D) and E)
G) C) and D)

Question 5

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.

Accepted Answer

A)  ideals
B)  achievement
C)  self-expression
D)  rewards
E)  successF) B) and E)
G) A) and D)

Question 6

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

Accepted Answer

A)  indecisiveness.
B)  cognitive dissonance.
C)  postpurchase stress.
D)  market anxiety.
E)  extended problem solving.F) None of the above
G) All of the above

Question 7

Linda contends that she can taste the difference between fat-free cheeses and those with its regular fat content.Linda is exhibiting

Accepted Answer

A)  cognitive dissonance.
B)  selective retention.
C)  stimulus discrimination.
D)  selective comprehension.
E)  stimulus generalization.F) A) and B)
G) A) and C)

Question 8

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.

Accepted Answer

A)  physiological
B)  safety
C)  personal
D)  social
E)  self-actualizationF) B) and D)
G) None of the above

Question 9

What percentage of adults is considered to be opinion leaders?

Accepted Answer

A)  1 percent
B)  5 percent
C)  10 percent
D)  25 percent
E)  It depends upon the type of product.F) C) and E)
G) A) and B)

Question 10

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?

Accepted Answer

A)  sociocultural
B)  situational
C)  psychological
D)  acculturational
E)  attitudinalF) C) and D)
G) B) and E)

Question 11

When Citizen (see the ad above) uses a spokesperson such as tennis player Victoria Azarenka to promote its Eco-Drive watches,it believes she is a(n) __________ who can influence the purchase decision of its target market.

Accepted Answer

A)  opinion leader
B)  product champion
C)  innovator
D)  BzzAgent
E)  rainmakerF) A) and E)
G) C) and E)

Question 12

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

Accepted Answer

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.F) All of the above
G) A) and E)

Question 13

A consideration set refers to

Accepted Answer

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.F) A) and E)
G) None of the above

Question 14

Jerald overheard one of his coworkers,who was speaking on the phone,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?" The coworker was in which stage of the consumer purchase decision process?

Accepted Answer

A)  problem recognition
B)  alternative evaluation
C)  information search
D)  purchase decision
E)  postpurchase evaluationF) C) and D)
G) B) and C)

Question 15

In the VALS framework,consumers can have abundant or minimal levels of psychological,physical,and material resources.One segment with abundant resources,known as __________,are successful,sophisticated,take-charge people with high self-esteem and abundant resources of all kinds.

Accepted Answer

A)  Experiencers
B)  Innovators
C)  Makers
D)  Achievers
E)  StriversF) B) and C)
G) A) and B)

Question 16

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

Accepted Answer

A)  selective attention
B)  selective perception
C)  selective intuition
D)  selective retention
E)  stimulus discriminationF) B) and C)
G) B) and E)

Question 17

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 are can all contribute to

Accepted Answer

A)  consumer angst.
B)  cognitive dissonance.
C)  purchase anxiety.
D)  perceived risk.
E)  consumer cynicism.F) D) and E)
G) B) and E)

Question 18

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

Accepted Answer

A)  stimulus generalization.
B)  attitudinal discrimination.
C)  brand loyalty.
D)  behavioral loyalty.
E)  consumer allegiance.F) A) and B)
G) C) and D)

Question 19

All of the following are strategies a market challenger can use when marketing a low-involvement product EXCEPT:

Accepted Answer

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.F) A) and D)
G) All of the above

Question 20

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

Accepted Answer

A)  cue
B)  demotivator
C)  motivator
D)  response
E)  stimulusF) B) and C)
G) All of the above

Exam 5: Understanding Consumer Behavior

When Citizen (see the ad above) uses a spokesperson such as tennis player Victoria Azarenka to promote its Eco-Drive watches,it believes she is a(n) __________ who can influence the purchase decision of its target market.

Correct Answer
verified

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

Correct Answer
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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?

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

Correct Answer
verified

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.

Correct Answer
verified

A consideration set refers to

Correct Answer
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Linda contends that she can taste the difference between fat-free cheeses and those with its regular fat content.Linda is exhibiting

Correct Answer
verified

Sophisticated firms have learned the following marketing lesson:

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

In the VALS framework,consumers can have abundant or minimal levels of psychological,physical,and material resources.One segment with abundant resources,known as __________,are successful,sophisticated,take-charge people with high self-esteem and abundant resources of all kinds.

Correct Answer
verified

What percentage of adults is considered to be opinion leaders?

Correct Answer
verified

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.

Correct Answer
verified

According to Figure 5-5 above,food in the Maslow hierarchy of needs is an example of a __________ need.

Correct Answer
verified

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 are can all contribute to

Correct Answer
verified

All of the following are strategies a market challenger can use when marketing a low-involvement product EXCEPT:

Correct Answer
verified

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

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.

Correct Answer
verified

Exam 5: Understanding Consumer Behavior

When Citizen (see the ad above) uses a spokesperson such as tennis player Victoria Azarenka to promote its Eco-Drive watches,it believes she is a(n) __________ who can influence the purchase decision of its target market.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

A consideration set refers to

Correct AnswerverifiedShow Answer

Linda contends that she can taste the difference between fat-free cheeses and those with its regular fat content.Linda is exhibiting

Correct AnswerverifiedShow Answer

Sophisticated firms have learned the following marketing lesson:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the VALS framework,consumers can have abundant or minimal levels of psychological,physical,and material resources.One segment with abundant resources,known as __________,are successful,sophisticated,take-charge people with high self-esteem and abundant resources of all kinds.

Correct AnswerverifiedShow Answer

What percentage of adults is considered to be opinion leaders?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

According to Figure 5-5 above,food in the Maslow hierarchy of needs is an example of a __________ need.

Correct AnswerverifiedShow Answer

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 are can all contribute to

Correct AnswerverifiedShow Answer

All of the following are strategies a market challenger can use when marketing a low-involvement product EXCEPT:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Correct Answer
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