Question 1

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.

Accepted Answer

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

Question 2

Firms such as General Electric, 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.

Accepted Answer

A)   value perception
B)   postpurchase behavior
C)   noncompetitive pricing
D)   comparison pricing
E)   prepurchase behaviorF) A) and E)
G) B) and C)

Question 3

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

Accepted Answer

A)   problem recognition.
B)   alternative evaluation.
C)   cognitive dissonance.
D)   internal search.
E)   external search.F) C) and D)
G) B) and C)

Question 4

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?

Accepted Answer

A)   Strivers
B)   Experiencers
C)   Believers
D)   Survivors
E)   MakersF) None of the above
G) B) and D)

Question 5

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

Accepted Answer

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)   Singles with no children 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.F) A) and B)
G) A) and C)

Question 6

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 shirt was a

Accepted Answer

A)   drive.
B)   reinforcement.
C)   cue.
D)   response.
E)   prompt.F) All of the above
G) D) and E)

Question 7

Beliefs refer to

Accepted Answer

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.
C)   the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
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.F) A) and D)
G) B) and E)

Question 8

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?

Accepted Answer

A)   stimulus discrimination
B)   brand loyalty
C)   cognitive learning
D)   stimulus generalization
E)   behavioral learningF) D) and E)
G) C) and D)

Question 9

Today, 31 percent of ________ are the primary grocery shoppers in their households, though they may not be the grocery decision makers.

Accepted Answer

A)   teenagers
B)   extended family members
C)   paid help
D)   children of any age
E)   menF) C) and D)
G) C) and E)

Question 10

If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold & Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of

Accepted Answer

A)   stimulus generalization.
B)   selective comprehension.
C)   selective retention.
D)   stimulus discrimination.
E)   routine problem solving.F) A) and D)
G) A) and B)

Question 11

An American Express advertising claim that "membership has its privileges" creates which type of reference group?

Accepted Answer

A)   aspiration group
B)   dissociative group
C)   assimilation group
D)   integrated group
E)   associative groupF) B) and C)
G) B) and E)

Question 12

For Coppertone products, form (lotion vs. spray) , SPF level, and price are the most common

Accepted Answer

A)   consideration set.
B)   perceived risks.
C)   situational influences.
D)   marketing mix influences.
E)   evaluative criteria.F) A) and D)
G) A) and E)

Question 13

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

Accepted Answer

A)   family scale.
B)   family life cycle.
C)   family continuum.
D)   household socialization.
E)   household patterning.F) A) and E)
G) B) and C)

Question 14

Firms such as GM and Frito-Lay have learned which of the following marketing lessons?

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 and retain existing ones.
C)   Existing customers do not spend as much as new customers since the former like the old products rather than the new ones new customers like.
D)   The buying experience, customer satisfaction, and customer 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 C)
G) A) and E)

Question 15

Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as

Accepted Answer

A)   reference groups.
B)   families.
C)   social classes.
D)   subcultures.
E)   normative groups.F) D) and E)
G) B) and D)

Question 16

The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as

Accepted Answer

A)   temporal states.
B)   antecedent states.
C)   information sources.
D)   evaluative criteria.
E)   the consideration set.F) B) and C)
G) B) and D)

Question 17

The process of seeing or hearing messages without being aware of them is called

Accepted Answer

A)   selective retention.
B)   subliminal perception.
C)   selective perception.
D)   selective attention.
E)   indifference.F) C) and D)
G) A) and E)

Question 18

In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or a group to which they aspire. A segment of the achievement-motivated groups, known as ________, have low resources and live in the moment. Although they would like to better their lives, they have difficulty doing so.

Accepted Answer

A)   Strivers
B)   Experiencers
C)   Believers
D)   Makers
E)   SurvivorsF) B) and D)
G) B) and C)

Question 19

A Net Promoter Score is determined by subtracting the percentage of ________ from the percentage of promoters among your current customers.

Accepted Answer

A)   complainers
B)   passives
C)   repurchasers
D)   detractors
E)   recommendersF) C) and E)
G) D) and E)

Question 20

Some automobile dealerships employ a nonnegotiable 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 adopt this pricing policy because

Accepted Answer

A)   the industry is 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 slow-growing economy guarantees that negotiations would produce negative profit per vehicle.F) A) and E)
G) A) and B)

Exam 5: Understanding Consumer Behavior

Some automobile dealerships employ a nonnegotiable 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 adopt this pricing policy because

Correct Answer
verified

The process of seeing or hearing messages without being aware of them is called

Correct Answer
verified

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?

Correct Answer
verified

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.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Firms such as GM and Frito-Lay have learned which of the following marketing lessons?

Correct Answer
verified

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?

Correct Answer
verified

The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as

Correct Answer
verified

An American Express advertising claim that "membership has its privileges" creates which type of reference group?

Correct Answer
verified

Today, 31 percent of ________ are the primary grocery shoppers in their households, though they may not be the grocery decision makers.

Correct Answer
verified

Beliefs refer to

Correct Answer
verified

Firms such as General Electric, 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.

Correct Answer
verified

For Coppertone products, form (lotion vs. spray) , SPF level, and price are the most common

Correct Answer
verified

Correct Answer
verified

Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as

Correct Answer
verified

Correct Answer
verified

A Net Promoter Score is determined by subtracting the percentage of ________ from the percentage of promoters among your current customers.

Correct Answer
verified

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

Correct Answer
verified

If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold & Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of

Correct Answer
verified

Exam 5: Understanding Consumer Behavior

Some automobile dealerships employ a nonnegotiable 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 adopt this pricing policy because

Correct AnswerverifiedShow Answer

The process of seeing or hearing messages without being aware of them is called

Correct AnswerverifiedShow Answer

In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Firms such as GM and Frito-Lay have learned which of the following marketing lessons?

Correct AnswerverifiedShow Answer

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?

Correct AnswerverifiedShow Answer

The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as

Correct AnswerverifiedShow Answer

An American Express advertising claim that "membership has its privileges" creates which type of reference group?

Correct AnswerverifiedShow Answer

Today, 31 percent of ________ are the primary grocery shoppers in their households, though they may not be the grocery decision makers.

Correct AnswerverifiedShow Answer

Beliefs refer to

Correct AnswerverifiedShow Answer

Firms such as General Electric, 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.

Correct AnswerverifiedShow Answer

For Coppertone products, form (lotion vs. spray) , SPF level, and price are the most common

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A Net Promoter Score is determined by subtracting the percentage of ________ from the percentage of promoters among your current customers.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold & Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of

Correct AnswerverifiedShow Answer

Correct Answer
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