MKTG 3310 // CH 5
39) According to Freud's theories, people are ________ many of the psychological forces shaping their behavior. A) unaware of B) unsure of C) aware of D) status-driven about E) socially conscious of
Answer: A Diff: 2 Page Ref: 148 Skill: Concept
51) ________ are subtle stimuli that influence where, when, and how a person responds to an idea. A) Cues B) Drives C) Messages D) Personalities E) Impulses
Answer: A Diff: 3 Page Ref: 150 Skill: Concept AACSB: Communication
9) It is most accurate to say that marketers are always trying to spot ________ in order to discover new products that might be wanted. A) lifestyles B) cultural shifts C) groups D) dissonance E) attitudes
Answer: B Diff: 3 Page Ref: 138 Skill: Concept AACSB: Multicultural and Diversity
42) Which of the following is NOT part of Maslow's Hierarchy of Needs? A) physiological needs B) safety needs C) stimulus needs D) self-actualization needs E) social needs
Answer: C Diff: 2 Page Ref: 149 Skill: Concept
53) A(n) ________ is a descriptive thought that a person has about something. A) lifestyle B) motive C) belief D) attitude E) perception
Answer: C Diff: 2 Page Ref: 151 Skill: Concept
37) A person's buying choices are influenced by four major psychological factors. Which is NOT one of these factors? A) motivation B) perception C) alternative evaluation D) learning E) beliefs
Answer: C Diff: 2 Page Ref: 148 Skill: Concept
69) Which business buying situation is the marketer's greatest opportunity and challenge? A) modified rebuy B) straight rebuy C) new task D) multiple rebuys E) system rebuy
Answer: C Diff: 2 Page Ref: 161 Skill: Concept
15) ________, the most affluent U.S. demographic subculture, now have more than $450 billion in annual spending power. A) African Americans B) Hispanics C) Asian Americans D) Gen Xers E) Gays and lesbians
Answer: C Diff: 3 Page Ref: 139 Skill: Concept AACSB: Multicultural and Diversity
19) Which statement is true regarding social class in the United States? A) Social class is determined primarily by income level. B) Lines between social classes in the United States are fixed and rigid. C) Social classes show distinct product preferences in clothing and automobiles. D) Wealth is more critical than education level in measuring social class. E) People are relegated to a permanent class layer in the United States.
Answer: C Diff: 3 Page Ref: 141 Skill: Concept AACSB: Multicultural and Diversity
55) The buyer decision process consists of five stages. Which of the following is NOT one of these stages? A) need recognition B) information search C) variety-seeking buying behavior D) purchase decision E) postpurchase behavior
Answer: C Diff: 3 Page Ref: 151 Skill: Concept
52) Applying ________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement. A) subliminal advertising B) social classes C) learning theory D) need recognition E) cognitive dissonance
Answer: C Diff: 3 Page Ref: 151 Skill: Concept AACSB: Communication
65) Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________. A) alternative evaluation B) dissonance-reducing buying behavior C) product characteristics that influence rate of adoption D) individual differences in innovativeness E) postpurchase behavior
Answer: C Diff: 3 Page Ref: 156 Skill: Concept
1) ________ is never simple, yet understanding it is the essential task of marketing management. A) Brand personality B) Consumption pioneering C) Early adoption D) Consumer buying behavior E) Understanding the difference between primary and secondary data
Answer: D Diff: 1 Page Ref: 136 Skill: Concept
11) Which of the following do marketers NOT consider as an important American subculture? A) Hispanics B) African Americans C) mature consumers D) opinion leaders E) Asian Americans
Answer: D Diff: 1 Page Ref: 138 Skill: Concept AACSB: Multicultural and Diversity
72) The first step of the business buying process is ________. A) general need description B) supplier search C) proposal solicitation D) problem recognition E) order-routine specification
Answer: D Diff: 1 Page Ref: 164 Skill: Concept
2) The consumer market is made up of which of the following? A) individuals who acquire goods or services for personal consumption B) households that purchase goods or services for personal consumption C) businesses that purchase goods and services D) A and B E) all of the above
Answer: D Diff: 2 Page Ref: 136 Skill: Concept
3) Of the following, the best starting point to understanding how consumers respond to various marketing efforts is the ________ model of a buyer's behavior. A) belief B) subculture C) generational D) stimulus-response E) societal
Answer: D Diff: 2 Page Ref: 137 Skill: Concept
6) In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment? A) economic B) technological C) political D) channels E) cultural
Answer: D Diff: 2 Page Ref: 137 Skill: Concept
16) Which of the following is NOT true of mature consumers? A) The best strategy is to appeal to their active, multidimensional lives. B) They are an ideal market for "do-it-for-me" services. C) High-tech home entertainment products appeal to them. D) They place more importance on brand names and are more brand loyal than members of other age groups are. E) They are good candidates for cosmetics and personal care products.
Answer: D Diff: 2 Page Ref: 140 Skill: Concept AACSB: Multicultural and Diversity
18) What is one way that social class is NOT measured? A) occupation B) education C) income D) number of children in the family E) house type
Answer: D Diff: 2 Page Ref: 140 Skill: Concept AACSB: Multicultural and Diversity
34) ________ refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment. It is usually described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. A) Alternative evaluations B) Belief C) Culture D) Personality E) Self-awareness
Answer: D Diff: 2 Page Ref: 148 Skill: Concept
41) Maslow's theory is that ________ can be arranged in a hierarchy. A) stimuli B) beliefs and attitudes C) perceptions D) human needs E) decisions
Answer: D Diff: 2 Page Ref: 149 Skill: Concept
43) 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
Answer: D Diff: 2 Page Ref: 149 Skill: Concept
66) As compared to consumer markets, business markets are ________. A) approximately the same B) smaller C) huge D) somewhat larger E) less complex
Answer: C Diff: 1 Page Ref: 157 Skill: Concept
71) Which of the following statements about buying centers is true? A) The buying center is like a standing committee. B) The buying center roles are specified on the organizational chart. C) The typical buying center has five employees, one to assume each of the buying center's roles. D) An individual's role in the buying center does not change. E) The buying center may involve informal participants who are not obvious to sellers.
Answer: E Diff: 3 Page Ref: 162 Skill: Concept
17) ________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. A) Social classes B) Cultures C) Reference groups D) Attitudes E) Lifestyles
Answer: A Diff: 1 Page Ref: 140 Skill: Concept AACSB: Multicultural and Diversity
22) ________ 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) Buzz marketers
Answer: A Diff: 1 Page Ref: 142 Skill: Concept AACSB: Communication
56) The buying process starts with ________, in which the buyer recognizes a problem or need. A) need recognition B) information search C) evaluation of alternatives D) purchase decision E) separation of needs and wants
Answer: A Diff: 1 Page Ref: 152 Skill: Concept
59) Marketers describe the way the consumer processes information to arrive at brand choices as ________. A) alternative evaluation B) information search C) purchase decision D) situational factors E) post-purchase dissonance
Answer: A Diff: 1 Page Ref: 153 Skill: Concept
62) The relationship between the consumer's expectations and the product's ________ determines whether the buyer is satisfied or dissatisfied with a purchase. A) perceived performance B) brand personality C) recognition D) consumer market E) service quality
Answer: A Diff: 1 Page Ref: 153 Skill: Concept
8) ________ is(are) the most basic cause(s) of a person's wants and behavior. A) Culture B) Brand personality C) Cognitive dissonance D) Social factors E) Selective perception
Answer: A Diff: 2 Page Ref: 138 Skill: Concept AACSB: Multicultural and Diversity
23) Opinion leaders are sometimes referred to as ________. A) the influentials B) the upper class C) the middle class D) buzz marketers E) networkers
Answer: A Diff: 2 Page Ref: 142 Skill: Concept AACSB: Communication
27) ________ is the most important consumer buying organization in society: the roles and influences of different members have been researched extensively. A) Family B) Social class C) Membership group D) Subculture E) Reference group
Answer: A Diff: 2 Page Ref: 145 Skill: Concept
29) A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept. A) personal characteristics B) reference groups C) perceptions D) attitudes E) psychographics
Answer: A Diff: 2 Page Ref: 146 Skill: Concept AACSB: Multicultural and Diversity
33) A customer's lifestyle can be measured using the AIO dimensions. What does AIO stand for? A) Activities, Interests, Opinions B) Achievement, Involvement, Organizations C) Accommodation, Investment, Orientation D) Acknowledgement, Interests, Observations E) Adoptions, Interests, Occupations
Answer: A Diff: 2 Page Ref: 147 Skill: Concept
47) 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) perceptual vigilance
Answer: A Diff: 2 Page Ref: 150 Skill: Concept AACSB: Communication
67) Which of the following is NOT a way that business and consumer markets differ? A) satisfaction of needs through purchases B) market structure and demand C) nature of the buying unit D) types of decisions E) decision process
Answer: A Diff: 2 Page Ref: 157 Skill: Concept
68) Large business purchasers usually call for detailed product specifications, written purchase orders, careful supplier searches, and formal approval. These are all examples of how the business buying decision process is more ________ than the consumer buying decision process is. A) formalized B) creative C) relationship-oriented D) independent E) concentrated
Answer: A Diff: 2 Page Ref: 160 Skill: Concept
75) A problem with the rapidly expanding use of e-purchasing is that it ________. A) can erode established customer-supplier relationships B) saves less time than expected C) generates more transactions to document D) generates less cost savings than predicted E) reduces the amount of time purchasing people can spend on strategic issues
Answer: A Diff: 2 Page Ref: 167 Skill: Concept AACSB: Use of IT
12) This group of consumers tends to buy more branded, higher-quality products. and to make shopping a family event, with children having a big say in the purchase decision. In general, they are very brand loyal, and they favor companies who show special interest in them. A) Hispanic B) African American C) Asian D) mature E) gay and lesbian
Answer: A Diff: 3 Page Ref: 138 Skill: Concept AACSB: Multicultural and Diversity
4) Marketing stimuli consist of the four Ps. Which is NOT one of these Ps? A) product B) politics C) price D) promotion E) place
Answer: B Diff: 1 Page Ref: 137 Skill: Concept
38) A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. A) stimulus B) motive C) culture D) perception E) tradition
Answer: B Diff: 1 Page Ref: 148 Skill: Concept
49) ________ describes changes in an individual's behavior arising from experience. A) Lifestyle B) Learning C) Perception D) Cognitive dissonance E) Aggressiveness
Answer: B Diff: 1 Page Ref: 150 Skill: Concept
48) Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising. A) alternative evaluation B) subliminal C) perceptual D) innovative E) comparative
Answer: B Diff: 1 Page Ref: 150 Skill: Concept AACSB: Communication
5) Economic, technological, and cultural forces are all ________ in the stimulus-response model of buyer behavior. A) buyer responses B) stimuli C) components of the buyer's decision process D) buyer characteristics E) buying attitudes
Answer: B Diff: 2 Page Ref: 137 Skill: Concept
7) The marketer wants to understand how the stimuli are changed into responses inside the consumer's ________, which has two parts: the buyer's characteristics that influence how he or she perceives and reacts to the stimuli and the buyer's decision process itself. A) culture B) black box C) belief D) lifestyle E) social class
Answer: B Diff: 2 Page Ref: 137 Skill: Concept
21) ________ are groups to which an individual wishes to belong, as when a teenage basketball player hopes to play someday for the Los Angeles Lakers. A) Membership groups B) Aspirational groups C) Leading adopter groups D) Leisure groups E) Social class groups
Answer: B Diff: 2 Page Ref: 141 Skill: Concept
20) Family is one of the ________ factors that influence consumer behavior. A) cultural B) social C) personal D) psychological E) business
Answer: B Diff: 2 Page Ref: 141 Skill: Concept AACSB: Communication
24) Many companies, such as JetBlue and Sony, enlist everyday consumers who are enthusiastic about their brands to become ________ who share their passion for a company's products with large circles of friends and acquaintances in return for insider knowledge and other rewards. A) early adopters B) brand ambassadors C) direct marketers D) direct sellers E) aspirational consumers
Answer: B Diff: 2 Page Ref: 143-144 Skill: Concept AACSB: Communication
28) A ________ consists of the activities people are expected to perform according to the persons around them. A) motive B) role C) lifestyle D) life-cycle E) tradition
Answer: B Diff: 2 Page Ref: 146 Skill: Concept AACSB: Communication
44) ________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world. A) Personality B) Perception C) Selective grouping D) Learning E) Self-actualization
Answer: B Diff: 2 Page Ref: 149 Skill: Concept AACSB: Communication
46) 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 learning E) selective perception
Answer: B Diff: 2 Page Ref: 150 Skill: Concept AACSB: Communication
63) Almost all major purchases result in ________, or discomfort caused by postpurchase conflict. A) need recognition B) cognitive dissonance C) purchase decisions D) legitimization E) dissatisfaction
Answer: B Diff: 2 Page Ref: 154 Skill: Concept
64) Consumers learn about new products for the first time and make the decision to buy them during the ________. A) new product recognition B) adoption process C) evaluation process D) information search E) quality assessment
Answer: B Diff: 2 Page Ref: 154 Skill: Concept
73) During which stage of the business buying process is a buyer most likely to conduct value analysis, carefully studying components to determine if they can be redesigned, standardized, or made less expensive? A) general need recognition B) product specification C) proposal solicitation D) order-routine specification E) performance review
Answer: B Diff: 2 Page Ref: 164 Skill: Concept
13) ________, the fastest-growing U.S. demographic segment, now number more than 46 million. A) African Americans B) Hispanics C) Asian Americans D) Mature consumers E) Gays and lesbians
Answer: B Diff: 3 Page Ref: 138-139 Skill: Concept AACSB: Multicultural and Diversity
14) Although more price-conscious than other segments, ________ consumers tend to be strongly motivated by quality and selection. Brands are important. They enjoy shopping and are more fashion conscious than other ethnic groups. A) Hispanic B) African American C) mature D) Asian E) baby boomer
Answer: B Diff: 3 Page Ref: 139 Skill: Concept AACSB: Multicultural and Diversity
60) Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors? A) postpurchase behavior B) attitude of others C) cognitive dissonance D) alternative evaluation E) new product adoption
Answer: B Diff: 3 Page Ref: 153 Skill: Concept
10) Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations. A) alternative evaluations B) cognitive dissonances C) subcultures D) social classes E) occupations
Answer: C Diff: 1 Page Ref: 138 Skill: Concept AACSB: Multicultural and Diversity
35) Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand? A) brand perception B) product image C) brand personality D) new product E) brand equity
Answer: C Diff: 1 Page Ref: 148 Skill: Concept
40) The term ________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations. A) perception analysis B) neuromarketing research C) motivation research D) need recognition investigation E) depth research technique
Answer: C Diff: 1 Page Ref: 149 Skill: Concept
61) After purchasing a product, the consumer will be satisfied or dissatisfied and will engage in ________. A) need recognition B) alternative evaluation C) postpurchase behavior D) product expectations E) information searches
Answer: C Diff: 1 Page Ref: 153 Skill: Concept
25) Companies who use brand ambassadors are participating in ________. A) opinion leading B) traditional marketing C) buzz marketing D) direct marketing E) values marketing
Answer: C Diff: 2 Page Ref: 142 Skill: Concept AACSB: Communication
26) Facebook.com and YouTube are examples of ________. A) buzz marketing B) opinion leaders C) social networks D) virtual worlds E) early adopters
Answer: C Diff: 2 Page Ref: 142 Skill: Concept AACSB: Use of IT
30) 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) groups and learning E) family and tradition
Answer: C Diff: 2 Page Ref: 146 Skill: Concept AACSB: Multicultural and Diversity
31) ________ is a person's pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions. A) Personality B) Culture C) Lifestyle D) Motive E) Social class
Answer: C Diff: 2 Page Ref: 147 AACSB: Communication
32) All of the following make up a person's lifestyle EXCEPT ________. A) AIO dimensions B) interests C) dissonance-reducing buying behavior D) opinions E) work
Answer: C Diff: 2 Page Ref: 147 Skill: Concept
45) People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he or she is exposed is called ________. A) selective retention B) selective distortion C) selective attitude D) selective attention E) selective perception
Answer: D Diff: 2 Page Ref: 150 Skill: Concept AACSB: Communication
54) A(n) ________ is a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. A) lifestyle B) motive C) belief D) attitude E) perception
Answer: D Diff: 2 Page Ref: 151 AACSB: Communication
50) Learning occurs through the interplay of all of the following EXCEPT ________. A) drives B) stimuli C) cues D) dissonance behavior E) reinforcement
Answer: D Diff: 3 Page Ref: 150 Skill: Concept AACSB: Communication
57) If the consumer's drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) ________. A) brand personality B) alternative evaluation C) postpurchase behavior D) information search E) product adoption
Answer: D Diff: 3 Page Ref: 152 Skill: Concept
58) The information sources that are 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) social
Answer: D Diff: 3 Page Ref: 152 Skill: Concept AACSB: Communication
70) Marketers call the decision-making unit of a buying organization the ________. A) business buyer B) business-to-business market C) supplier-development center D) buying system E) buying center
Answer: E Diff: 2 Page Ref: 162 Skill: Concept
74) Reverse auctions, trading exchanges, and company buying sites are all ways that companies can participate in ________. A) secure extranets B) product value analysis C) vendor-managed inventory systems D) systems selling E) e-procurement
Answer: E Diff: 2 Page Ref: 166
36) Brand personality is a mix of human traits attributed to a brand. Which of the following is NOT one of the five brand personality traits discussed in your text? A) sincerity B) excitement C) competence D) sophistication E) emotion
Answer: E Diff: 3 Page Ref: 148 Skill: Concept
