Question 1

Among the three major racial/ethnic subcultures in the United States, African Americans rank as ________ in terms of spending power.

Accepted Answer

A)   the largest
B)   the second largest
C)   the third largest
D)   about equal with Hispanics
E)   about equal with Asian AmericansF) All of the above
G) B) and E)

Question 2

Many large companies use which metric to track the likelihood of their current customers engaging in positive and negative word of mouth behavior?

Accepted Answer

A)   Customer Lifetime Value
B)   Net Promoter Score
C)   Sales per square foot
D)   Market share
E)   Unit salesF) B) and D)
G) All of the above

Question 3

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

Accepted Answer

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

Question 4

________ would be considered marketer-dominated source of information discovered during an external search during the purchase decision process.

Accepted Answer

A)   Personal experience
B)   A salesperson
C)   A Federal Trade Commission report
D)   A coworker
E)   Consumer Reports magazineF) C) and E)
G) B) and E)

Question 5

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

Accepted Answer

A)   selective retention.
B)   selective comprehension.
C)   selective exposure.
D)   selective perception.
E)   stimulus discrimination.F) A) and C)
G) A) and B)

Question 6

The set of values, ideas, and attitudes that are learned and shared among the members of a group is referred to as

Accepted Answer

A)   national character.
B)   culture.
C)   social class.
D)   code of ethics.
E)   ethnic ideology.F) B) and C)
G) All of the above

Question 7

VALS groups of consumers motivated by ________ are those who are guided by knowledge and principle.

Accepted Answer

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

Question 8

Lifestyle is

Accepted Answer

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 wealth.
E)   a mode of living 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.F) A) and B)
G) None of the above

Question 9

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

Accepted Answer

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

Question 10

Would you agree or disagree with the following statement? "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

Accepted Answer

Students should agree. Firms have begun ...

Question 11

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

Accepted Answer

A)   selective retention.
B)   selective comprehension.
C)   selective exposure.
D)   selective analysis.
E)   stimulus discrimination.F) C) and D)
G) B) and E)

Question 12

Figure 5-6
-According to Figure 5-6 above, D defines what level in the Maslow hierarchy of needs?

Accepted Answer

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

Question 13

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?

Accepted Answer

A)   stimulus discrimination
B)   cognitive learning
C)   attitudinal learning
D)   stimulus generalization
E)   behavioral learningF) A) and B)
G) All of the above

Question 14

At the ________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

Accepted Answer

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

Question 15

A bike helmet would satisfy needs at what level of the Maslow hierarchy?

Accepted Answer

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

Question 16

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 high resources and a me-first, my family-first attitude. They are successful and work-oriented.

Accepted Answer

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

Question 17

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 which part of the consumer purchase decision process?

Accepted Answer

A)   recollection search
B)   external search
C)   evaluative criteria
D)   antecedent states
E)   internal searchF) A) and E)
G) A) and D)

Question 18

Evaluative criteria refer to

Accepted Answer

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

Question 19

Marketers recognize that people have an actual self-concept and

Accepted Answer

A)   a persona determined by their peers.
B)   a persona determined by psychology.
C)   an abstract self-concept.
D)   an ideal self-concept.
E)   a deconstructed self-concept.F) C) and D)
G) B) and D)

Question 20

An ad for Brink's Home Security shows a woman using her treadmill, unaware that would-be robbers are just outside. They break down the front door, are startled by a loud alarm, and then run away. The woman answers an immediate call from the security company, and a representative reassures her that help is on the way. The ad is intended to appeal to which level of Maslow's hierarchy of needs?

Accepted Answer

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

Exam 5: Understanding Consumer Behavior

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

Correct Answer
verified

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?

Correct Answer
verified

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

Correct Answer
verified

Lifestyle is

Correct Answer
verified

The set of values, ideas, and attitudes that are learned and shared among the members of a group is referred to as

Correct Answer
verified

A bike helmet would satisfy needs at what level of the Maslow hierarchy?

Correct Answer
verified

Figure 5-6 -According to Figure 5-6 above, D defines what level in the Maslow hierarchy of needs?

Correct Answer
verified

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 which part of the consumer purchase decision process?

Correct Answer
verified

Would you agree or disagree with the following statement? "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

Correct Answer
verified
Students should agree. Firms have begun ...
View Answer

Among the three major racial/ethnic subcultures in the United States, African Americans rank as ________ in terms of spending power.

Correct Answer
verified

VALS groups of consumers motivated by ________ are those who are guided by knowledge and principle.

Correct Answer
verified

Evaluative criteria refer to

Correct Answer
verified

At the ________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

Correct Answer
verified

________ would be considered marketer-dominated source of information discovered during an external search during the purchase decision process.

Correct Answer
verified

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

Correct Answer
verified

Many large companies use which metric to track the likelihood of their current customers engaging in positive and negative word of mouth behavior?

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Marketers recognize that people have an actual self-concept and

Correct Answer
verified

Exam 5: Understanding Consumer Behavior

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Lifestyle is

Correct AnswerverifiedShow Answer

The set of values, ideas, and attitudes that are learned and shared among the members of a group is referred to as

Correct AnswerverifiedShow Answer

A bike helmet would satisfy needs at what level of the Maslow hierarchy?

Correct AnswerverifiedShow Answer

Figure 5-6 -According to Figure 5-6 above, D defines what level in the Maslow hierarchy of needs?

Correct AnswerverifiedShow Answer

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 which part of the consumer purchase decision process?

Correct AnswerverifiedShow Answer

Would you agree or disagree with the following statement? "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

Correct AnswerverifiedStudents should agree. Firms have begun ...View AnswerShow Answer

Among the three major racial/ethnic subcultures in the United States, African Americans rank as ________ in terms of spending power.

Correct AnswerverifiedShow Answer

VALS groups of consumers motivated by ________ are those who are guided by knowledge and principle.

Correct AnswerverifiedShow Answer

Evaluative criteria refer to

Correct AnswerverifiedShow Answer

At the ________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.

Correct AnswerverifiedShow Answer

________ would be considered marketer-dominated source of information discovered during an external search during the purchase decision process.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Many large companies use which metric to track the likelihood of their current customers engaging in positive and negative word of mouth behavior?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Marketers recognize that people have an actual self-concept and

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
verified
Students should agree. Firms have begun ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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