MKT_CHAP05

A person within a reference group who exerts social influence on others by virtue of special skills, knowledge, or other characteristics is called a(n) _____. a. opinion leader b. mature consumer c. affluent consumer d. upper class citizen

a

Cameron loves to know about and purchase the most up-to-date technological gadgets. Among his friends, he is almost always the first to own the newest electronic product. Often the products that Cameron buys become adopted by large groups of consumers, but occasionally Cameron will purchase a product that is adopted by only a small portion of the population. To which of the following adopter groups does Cameron belong? a. innovator b. middle upper c. early majority d. late majority e. laggards

a

Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities; that is, "we are what we have." According to this premise, consumers ________. a. buy products to support their self-images b. do not identify with brand personalities c. are affected by subconscious motivations d. are attracted to products that expand their existing attitudes e. conduct the information search

a

People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called ________. a. selective retention b. selective distortion c. selective attitude d. selective attention e. selective perception

a

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others. a. Opinion leaders b. Habitual buyers c. Social networkers d. Stealth marketers e. Laggards

a

________involves enlisting or even creating opinion leaders to serve as "brand ambassadors" who spread the word about a company's products. a. Buzz marketing b. Viral marketing c. Relationship marketing d. Social marketing e. Value marketing

a

A shoe company uses ads featuring the members of a country music band with the hope that the band's fans will see them wearing the company's shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a ________. a. membership group b. reference group c. status symbol d. subculture e. lifestyle

b

Blake is in the process of buying a new car. He is highly involved in the purchase and perceives significant differences among his three favorite models. Blake's next step is most likely to be ________. a. postpurchase behaviour b. alternative evaluation c. opinion leadership d. cognitive dissonance e. purchase decision

b

Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; instead, she does a lot of brand switching. Carrie exhibits ________. a. dissonance-reducing buying behaviour b. complex buying behavior c. habitual buying behaviour d. variety-seeking buying behavior e. brand familiarity buying behaviour

b

Donna wants to buy a new coat. During the ________ stage of her purchase process she will ask her friends to recommend a store and/or a style of coat. She will search the newspaper for coat sales, and she will visit nearby stores to see what is available in her price range. a. need recognition b. information search c. evaluation of alternatives d. purchase decision e. postpurchase behaviour

b

Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations. a. aspirational groups b. reference groups c. subcultures d. membership groups e. social networks

b

For the past 10 years Bill and Margaret Kennedy have saved money to go to the Super Bowl should their team, the Chicago Bears, ever win the NFC championship. This is the year, and several tour companies offer attractive, but very similar, packages to the game. They want to be certain to choose the best one. Bill and Margaret are most likely to exhibit ________. a. complex buying behaviour b. dissonance-reducing buying behavior c. habitual buying behaviour d. variety-seeking buying behavior e. brand familiarity buying behaviour

b

George is buying his first house. He has found two houses that he thinks he likes. He is highly involved in the purchase and perceives significant differences between these two houses. George will likely undertake ________. a. variety-seeking buying behaviour b. complex buying behavior c. opinion leadership d. dissonance-reducing buying behavior e. marketing myopia

b

People tend to interpret new information in a way that will support what they already believe. This is called ________. a. selective retention b. selective distortion c. selective attitude d. selective attention e. selective perception

b

The marketer wants to understand how the stimuli are changed into responses inside the consumer's ________, which has two parts. First, the buyer's characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer's decision process itself affects the buyer's behavior. a. culture b. black box c. belief d. lifestyle e. social class

b

________ are suspicious of changes and adopt the innovation only when it has become something of a tradition itself. a. Innovators b. Laggards c. Early majority d. Late majority e. Early adopters

b

After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in ________. a. variety-reducing behaviour b. alternative evaluation c. post-purchase behaviour d. product expectations e. information search

c

Groups of people with shared value systems based on common life experiences and situations are called _____. a. Cohorts b. Cults c. Subcultures d. affiliate groups e. aspirational groups

c

Juana looked at her September issue of O magazine and did not see anything of interest. After her mother was diagnosed with bipolar disorder, she found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The issue became quite interesting to Juana due to ________. a. subliminal messaging b. status factors c. selective attention d. shifting self-concept e. unconscious motivations

c

Pat thought he had received the best deal on his new car. Shortly after the purchase, Pat started to notice certain disadvantages of his new car as he learned more about other cars available. Pat is experiencing ________. a. postpurchase culture b. selective perception c. postpurchase dissonance d. purchase decision e. information evaluation

c

People change the goods and services they buy over time because of the two changing factors of ________. a. belief and attitude b. perception and personality c. age and life-cycle stage d. self- concept and learning e. family and tradition

c

Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting-edge fashion at great deals, and her advice is often followed. Rashmi is an example of a(n) ________. a. upper middle b. membership group c. opinion leader d. brand personality e. experience source

c

Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________. a. alternative evaluations b. dissonance-reducing buying behaviors c. product characteristics that influence rate of adoption d. individual differences in innovation e. postpurchasebehaviors

c

Society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviours are referred to as the _______. a. subcultures b. families c. social class d. elites e. membership groups

c

The final stage in buyer decision process for a new product is _________ a. purchasing b. trial c. adoption d. interesting e. evaluate

c

The information sources that are the most effective at influencing a consumer's purchase decision are ________. These sources legitimize or evaluate products for the buyer. a. commercial b. public c. experimental d. personal e. attitudinal

d

What is the LEAST pressing in Maslow's Hierarchy of Needs? a. physiological needs b. social needs c. esteem needs d. self-actualization needs e. safety needs

d

________ are groups to which an individual wishes to belong, as when a young basketball player hopes to play someday for the Los Angeles Lakers. a. Membership groups b. Leading adopter groups c. Leisure groups d. Aspirational groups e. Social class groups

d

___________is the degree to which the innovation fits the values and experiences of potential consumers. a. communicability b. complexity c. divisibility d. compatibility

d

________are opinion leaders in their communities and adopt new ideas early but carefully a. Innovators b. Early majority c. Late majority d. Early adopters e. Laggards

d