Question 1

Shelter 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) A) and D)
G) B) and D)

Question 2

In the Maslow hierarchy of needs, ________ needs involve self-preservation as well as physical and financial well-being.

Accepted Answer

A)   physiological
B)   social
C)   personal
D)   safety
E)   self-actualizationF) C) and E)
G) B) and D)

Question 3

Public sources of information for an external information search during the purchase decision process include which of these?

Accepted Answer

A)   advertisements
B)   sales personnel
C)   friends and relatives
D)   government agencies
E)   point-of-purchase displaysF) C) and E)
G) A) and B)

Question 4

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) None of the above
G) A) and C)

Question 5

Figure 5-5
-In Figure 5-5 above, A represents the ________ influences that can affect the consumer purchase decision process.

Accepted Answer

A)   economic
B)   situational
C)   psychological
D)   sociocultural
E)   marketing mixF) None of the above
G) A) and D)

Question 6

Which of the following is a strategy for a market leader (rather than a market challenger)  when marketing a low-involvement product?

Accepted Answer

A)   Use sales promotion such as free samples, coupons, and rebates to encourage trial of the brand.
B)   Link the 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 E)
G) B) and E)

Question 7

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 toward women in general. Although this may simply be the result of ________ because Prexa is a women's rights advocate, if other women interpreted the name choice the same way, it is likely this product would fail.

Accepted Answer

A)   selective retention
B)   selective comprehension
C)   selective exposure
D)   selective analysis
E)   stimulus discriminationF) D) and E)
G) A) and B)

Question 8

The purchase of bottled sparkling water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

Accepted Answer

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

Question 9

Why is learning important to marketing?

Accepted Answer

Learning is important to marketing becau...

Question 10

Personal fulfillment in the Maslow hierarchy of needs 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) All of the above
G) B) and C)

Question 11

In behavioral learning, a need that moves an individual to action is

Accepted Answer

A)   a drive.
B)   a cue.
C)   an attitude.
D)   a response.
E)   a reinforcement.F) C) and D)
G) B) and E)

Question 12

A reference group to which a person actually belongs is referred to as ________ group.

Accepted Answer

A)   a primary
B)   an associative
C)   an aspiration
D)   a dissociative
E)   an integratedF) None of the above
G) B) and E)

Question 13

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

Accepted Answer

A)   dissociative
B)   aspiration
C)   associative
D)   VALS
E)   social classF) C) and E)
G) B) and D)

Question 14

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American ________ in the United States.

Accepted Answer

A)   agricultural trends
B)   influence
C)   entrepreneurialism
D)   subculture
E)   assimilationF) C) and D)
G) D) and E)

Question 15

Consumer touchpoints are

Accepted Answer

A)   a shopper's emotion-based motivations which if triggered will spur a purchase.
B)   situations in which a consumer is physically in contact with a product, such as during trial in a store or at home.
C)   a marketer's product, service, or brand contacts with a consumer from start-to-finish in the purchase decision process.
D)   a visual representation of a brand's offerings and how they align with various target markets.
E)   measures of a consumer's attraction to a product or brand throughout the consumer decision process.F) A) and E)
G) C) and E)

Question 16

The VALS framework segments consumers based on

Accepted Answer

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

Question 17

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

Accepted Answer

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

Question 18

Why would Proactiv, an acne treatment company, select beauty mogul Kendall Jenner to appear in an ad campaign? What kind of influence could she have on consumer behavior?

Accepted Answer

A consumer's purchases are often influen...

Question 19

Situational influences refer to

Accepted Answer

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

Question 20

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

Accepted Answer

A)   Hispanics don't consider advertising a credible source of product information.
B)   Hispanic communities are spread across the entire country and therefore are 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.F) All of the above
G) A) and B)

Exam 5: Understanding Consumer Behavior

Personal fulfillment in the Maslow hierarchy of needs is an example of the highest-order needs referred to as

Correct Answer
verified

Which of the following is a strategy for a market leader (rather than a market challenger) when marketing a low-involvement product?

Correct Answer
verified

Figure 5-5 -In Figure 5-5 above, A represents the ________ influences that can affect the consumer purchase decision process.

Correct Answer
verified

A reference group to which a person actually belongs is referred to as ________ group.

Correct Answer
verified

Why would Proactiv, an acne treatment company, select beauty mogul Kendall Jenner to appear in an ad campaign? What kind of influence could she have on consumer behavior?

Correct Answer
verified
A consumer's purchases are often influen...
View Answer

Why is learning important to marketing?

Correct Answer
verified
Learning is important to marketing becau...
View Answer

In behavioral learning, a need that moves an individual to action is

Correct Answer
verified

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

Correct Answer
verified

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American ________ in the United States.

Correct Answer
verified

Public sources of information for an external information search during the purchase decision process include which of these?

Correct Answer
verified

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

Correct Answer
verified

A consideration set refers to

Correct Answer
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In the Maslow hierarchy of needs, ________ needs involve self-preservation as well as physical and financial well-being.

Correct Answer
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Correct Answer
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The VALS framework segments consumers based on

Correct Answer
verified

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

Correct Answer
verified

Situational influences refer to

Correct Answer
verified

Consumer touchpoints are

Correct Answer
verified

The purchase of bottled sparkling water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

Correct Answer
verified

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

Correct Answer
verified

Exam 5: Understanding Consumer Behavior

Personal fulfillment in the Maslow hierarchy of needs is an example of the highest-order needs referred to as

Correct AnswerverifiedShow Answer

Which of the following is a strategy for a market leader (rather than a market challenger) when marketing a low-involvement product?

Correct AnswerverifiedShow Answer

Figure 5-5 -In Figure 5-5 above, A represents the ________ influences that can affect the consumer purchase decision process.

Correct AnswerverifiedShow Answer

A reference group to which a person actually belongs is referred to as ________ group.

Correct AnswerverifiedShow Answer

Why would Proactiv, an acne treatment company, select beauty mogul Kendall Jenner to appear in an ad campaign? What kind of influence could she have on consumer behavior?

Correct AnswerverifiedA consumer's purchases are often influen...View AnswerShow Answer

Why is learning important to marketing?

Correct AnswerverifiedLearning is important to marketing becau...View AnswerShow Answer

In behavioral learning, a need that moves an individual to action is

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American ________ in the United States.

Correct AnswerverifiedShow Answer

Public sources of information for an external information search during the purchase decision process include which of these?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A consideration set refers to

Correct AnswerverifiedShow Answer

In the Maslow hierarchy of needs, ________ needs involve self-preservation as well as physical and financial well-being.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The VALS framework segments consumers based on

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Situational influences refer to

Correct AnswerverifiedShow Answer

Consumer touchpoints are

Correct AnswerverifiedShow Answer

The purchase of bottled sparkling water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?

Correct AnswerverifiedShow Answer

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

Correct AnswerverifiedShow 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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Correct Answer
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A consumer's purchases are often influen...
View Answer

Correct Answer
verified
Learning is important to marketing becau...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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