Question 1

__________ is a VALS group that are the heaviest readers of Reader's Digest.

Accepted Answer

A)   Experiencers
B)   Believers
C)   Makers
D)   Achievers
E)   InnovatorsF) C) and D)
G) A) and B)

Question 2

information search stage clarifies the problem for the consumer by: (1) __________; (2) yielding brand names that might meet the criteria; and (3) developing the consumer value perception that each alternative presents.

Accepted Answer

A)   determining appropriate price ranges
B)   selecting the type of purchase outlet
C)   suggesting criteria to use for the purchase
D)   minimizing cognitive dissonance
E)   establishing a purchase timelineF) None of the above
G) A) and D)

Question 3

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,the great taste of the sandwich is a(n) __________.

Accepted Answer

A)   reinforcement
B)   achievement
C)   drive
D)   cue
E)   responseF) B) and E)
G) B) and C)

Question 4

Popularity created by consumer word of mouth is called __________.

Accepted Answer

A)   hype
B)   buzz
C)   propaganda
D)   socialization
E)   buildupF) A) and C)
G) C) and D)

Question 5

Figure 5-3
-Figure 5-3 above,column "C" represents which of the following in terms of consumer involvement and product knowledge?

Accepted Answer

A)   routine problem solving
B)   limited problem solving
C)   extended problem solving
D)   simulated selection
E)   integrated problem solvingF) None of the above
G) C) and E)

Question 6

Firms such as General Electric (GE) ,Johnson & Johnson,Coca-Cola,and British Airways focus their attention on __________ to maximize customer satisfaction and retention.

Accepted Answer

A)   value perception
B)   postpurchase behavior
C)   non-competitive pricing
D)   comparison pricing
E)   prepurchase behaviorF) A) and E)
G) None of the above

Question 7

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 its effectiveness?

Accepted Answer

A)   purchase task
B)   social surroundings
C)   physical surroundings
D)   psychological effects
E)   antecedent statesF) B) and E)
G) C) and E)

Question 8

Subcultures refer to

Accepted Answer

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.F) C) and D)
G) B) and E)

Question 9

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.

Accepted Answer

A)   parental guidance
B)   peer pressure
C)   opinion leadership
D)   government regulation
E)   psychographicsF) All of the above
G) C) and E)

Question 10

Women buy what percentage of new cars?

Accepted Answer

A)   15 percent
B)   30 percent
C)   45 percent
D)   60 percent
E)   75 percentF) A) and E)
G) All of the above

Question 11

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

Accepted Answer

A)   information search
B)   purchase decision
C)   alternative evaluation
D)   postpurchase behavior
E)   problem recognitionF) A) and E)
G) None of the above

Question 12

Figure 5-3
-Figure 5-3 above,column "A" represents which of the following in terms of consumer involvement and product knowledge?

Accepted Answer

A)   consideration set
B)   routine problem solving
C)   limited problem solving
D)   extended problem solving
E)   integrated problem solvingF) A) and C)
G) A) and B)

Question 13

VALS framework segments consumers based on

Accepted Answer

A)   their primary motivation for buying certain products and services and levels of resources.
B)   their demographics.
C)   their product usage.
D)   where they live.
E)   their media usage.F) C) and E)
G) A) and E)

Question 14

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

Accepted Answer

A)   relational sources.
B)   public sources.
C)   personal sources.
D)   stakeholder sources.
E)   marketer-dominated sources.F) B) and D)
G) A) and B)

Question 15

Figure 5-1
-Figure 5-1 above,"C" represents which stage of the consumer purchase decision process?

Accepted Answer

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

Question 16

According to Figure 5-2 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) voice quality, (3) battery life,and (4) price?

Accepted Answer

A)   Apple
B)   BlackBerry
C)   HTC
D)   Motorola
E)   SamsungF) A) and E)
G) A) and D)

Question 17

Three teenage girls spent hours at a store trying on various outfits,looking at possible combinations,and asking each other,"How do you think this outfit looks on me?" This situation is most closely related to which of the following situational influences?

Accepted Answer

A)   purchase task
B)   social surroundings
C)   physical surroundings
D)   temporal effects
E)   antecedent statesF) C) and D)
G) A) and B)

Question 18

Spouse dominant decision-making implies that

Accepted Answer

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.F) B) and D)
G) A) and E)

Question 19

Figure 5-5
-According to Figure 5-5 above,self-fulfillment is an example of the highest-order needs referred to as

Accepted Answer

A)   physiological needs.
B)   social needs.
C)   safety needs.
D)   personal needs.
E)   self-actualization needs.F) A) and E)
G) A) and D)

Question 20

of the following variables are central to how consumers learn from repeated experience EXCEPT:

Accepted Answer

A)   purchase
B)   reinforcement
C)   response
D)   drive
E)   cueF) B) and C)
G) A) and E)

Exam 5: Understanding Consumer Behavior

information search stage clarifies the problem for the consumer by: (1) __________; (2) yielding brand names that might meet the criteria; and (3) developing the consumer value perception that each alternative presents.

Correct AnswerverifiedShow Answer

Women buy what percentage of new cars?

Correct AnswerverifiedShow Answer

Spouse dominant decision-making implies that

Correct AnswerverifiedShow Answer

__________ is a VALS group that are the heaviest readers of Reader's Digest.

Correct AnswerverifiedShow Answer

Figure 5-3 -Figure 5-3 above,column "C" represents which of the following in terms of consumer involvement and product knowledge?

Correct AnswerverifiedShow Answer

Popularity created by consumer word of mouth is called __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

of the following variables are central to how consumers learn from repeated experience EXCEPT:

Correct AnswerverifiedShow Answer

Firms such as General Electric (GE) ,Johnson & Johnson,Coca-Cola,and British Airways focus their attention on __________ to maximize customer satisfaction and retention.

Correct AnswerverifiedShow Answer

Subcultures refer to

Correct AnswerverifiedShow Answer

VALS framework segments consumers based on

Correct AnswerverifiedShow Answer

Figure 5-5 -According to Figure 5-5 above,self-fulfillment is an example of the highest-order needs referred to as

Correct AnswerverifiedShow Answer

Figure 5-1 -Figure 5-1 above,"C" represents which stage of the consumer purchase decision process?

Correct AnswerverifiedShow Answer

Three teenage girls spent hours at a store trying on various outfits,looking at possible combinations,and asking each other,"How do you think this outfit looks on me?" This situation is most closely related to which of the following situational influences?

Correct AnswerverifiedShow Answer

Figure 5-3 -Figure 5-3 above,column "A" represents which of the following in terms of consumer involvement and product knowledge?

Correct AnswerverifiedShow Answer

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,the great taste of the sandwich is a(n) __________.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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 its effectiveness?

Correct AnswerverifiedShow Answer

According to Figure 5-2 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) voice quality, (3) battery life,and (4) price?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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