Marketing Chapter 5 (Test Bank Questions)

________ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself.

Lagging adopters

According to Maslow's hierarchy of needs, which of the following is true?

Lower-level needs are fulfilled before higher-level needs.

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.

Opinion leaders

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Perception

________ refers to the unique psychological characteristics that distinguish a person or group.

Personality

________ is the degree to which an innovation appears superior to existing products.

Relative advantage

________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands.

Selective retention

Which of the following is most likely a true statement about social class?

Social classes show distinct product preferences in areas such as clothing.

Which of the following statements about buying centers is true?

Some buying centers involve informal participants.

________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying separate products and services from several suppliers.

Systems selling

Which of the following statements about buying centers is true?

The buying center is not a fixed and formally identified unit within a buying organization.

Alice is shopping for a new car, and she has narrowed her decision to a Honda Accord and a Toyota Camry. Both sedans have similar features and prices, but Alice decides to purchase the Honda based on her intuition. Which of the following situations would most likely cause Alice to experience postpurchase dissonance?

The price of the Toyota Camry falls due to an increase in demand.

Which of the following types of marketing involves creating opinion leaders to serve as brand ambassadors to spread the word about a company's products?

buzz marketing

GE operates a company trading site where it posts purchasing needs, invites bids, negotiates terms, and places orders. This is an example of a(n) ________.

company buying site

Which of the following is a social factor that influences consumer buying behavior?

family

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________.

generating person-to-person brand conversations

Hallmark's classic "When you care enough to send the very best" slogan appeals to which need the category in Maslow's hierarchy?

social

A(n) ________ reflects the general esteem given to the different roles of a person by society.

status

According to Maslow's hierarchy of needs, which of the following is most likely an esteem need?

status

A company regularly purchases cleaning supplies from a vendor and orders relatively consistent amounts of the same products on each purchase from the same vendor. This is an example of a(n) ________.

straight rebuy

Which of the following is most likely the final stage of the business buying process?

supplier performance review

Which of the following is an experiential source of product information?

using the product

Which of the following is a personal factor that influences a consumer's buying behavior?

life-cycle stage

Which of the following is a psychographic characteristic of a consumer?

lifestyle

A child in the United States is exposed to many values including achievement and success, freedom, individualism, hard work, and material comfort. These are symbolic of American ________.

Culture

________ are the most affluent and brand conscious demographic segment in the United States.

Asian Americans

Which of the following is true of business markets?

Business demand is derived demand as it ultimately derives from the demand for consumer goods.

________ is a discomfort caused by postpurchase conflict.

Cognitive dissonance

________ is the degree to which the results of using an innovation can be observed or described to others.

Communicability

________ is the degree to which an innovation fits the values and experiences of potential consumers.

Compatibility

________ is the degree to which an innovation is difficult to understand or use.

Complexity

________ refers to the practice of including ethnic themes within a company's mainstream marketing.

Cross-cultural marketing

________ are minor stimuli that influence where, when, and how a person responds to an idea.

Cues

________ is the degree to which an innovation may be tried on a limited basis.

Divisibility

According to Sigmund Freud's theory, a person's buying decisions are ________.

affected by subconscious, hidden motivations

In which of the following stages of the buyer decision process does a consumer compare multiple products with similar attributes?

alternative evaluation

Which of the following generally increases the total demand for business products?

an increase in consumer demand

A(n) ________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

attitude

Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?

brand personality

Which of the following sources of product information can marketers control completely?

commercial sources

Electric cars are not considerably different or difficult to drive relative to gas-powered cars. However, this is not aligned with the perceptions or conceptual concerns held by the public about the new technology. This will likely slow the adoption rate due to the ________ of the innovation.

complexity

The McDonald's corporate brand name and golden arches can be classified as ________ that may potentially stimulate an individual's attention and decision about whether or not to dine at the restaurant.

cues

Which of the following is a commercial source of product information?

dealer Web sites

Corning produces Gorilla Glass screens that are used in the production of laptops, tablets, and smartphones. Corning promotes its product to final consumers to increase business demand for digital devices made with the specialized, toughened glass. This illustrates ________.

derived demand

A(n) ________ becomes a motive when it is directed toward a particular stimulus object.

drive

Fred's faith in his favorite brand makes him consider new initiatives and products introduced by the brand. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community. Fred is best described as a(n) ________.

early adopter

A marketing firm has been assigned the task of watching trends in personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ________.

economic situations

In which of the following stages of the adoption process does a consumer consider whether trying a new product makes sense?

evaluation

Which of the following do organizational buyers use when they want to connect with important suppliers and create direct procurement accounts?

extranet links

Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find something in her budget. In this case, Becca is most likely in the ________ stage of the buyer decision process.

information search

In which of the following stages of the adoption process does a consumer seek information about a new product?

interest

Opinion leaders are also known as ________.

leading adopters

A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) ________.

modified rebuy

A(n) ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.

motive

Which of the following is the first stage of the buyer decision process?

need recognition

The most effective sources of information about a product tend to be ________ sources.

personal

Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available in the same price range. Bill is in which of the following stages of the buyer decision process?

postpurchase behavior

Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect?

postpurchase behavior

Voorhees' Farms raises chickens. For years, it has used wooden coops for hauling its poultry to market. When the owner, Jason Voorhees, went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Which stage of the business buying process was Voorhees in when he decided to replace his old coops?

problem recognition

During which stage of the business buying process is a buyer most likely to conduct value analysis by carefully studying components to determine if they can be redesigned, standardized, or made less expensively?

product specification

Mike's, a chain of department stores, regularly purchases plastic bags from a certain supplier. The store decides to switch to less expensive bags made of biodegradable plastic. The change will promote an environmentally-friendly image for the department store and cut costs. This approach to cost reduction most likely occurred in the ________ stage of the business buying process.

product specification

GenX, a manufacturer of sport motorcycles, is seeking a new supplier of motorcycle headlamps and brake lights. After searching trade directories, GenX invites five different suppliers to make formal presentations about how their solutions can create greater value for GenX than competing solutions. GenX is currently in the ________ stage of the business buying process.

proposal solicitation

Jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in the order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next?

purchase decision

A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a(n) ________.

reference group

In a straight rebuy, a buyer ________.

reorders something without any modifications

Which of the following is the means by which companies post purchase requests online and invite suppliers to bid for their business?

reverse auctions

Which term refers to the activities a person is expected to perform according to the people around him or her?

role

People tend to interpret new information in a way that will support what they already believe. This is called ________.

selective distortion

Which of the following needs in Maslow's hierarchy is generally satisfied last?

self-actualization needs

Many marketers now embrace a ________ strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing.

total market