Chapter 3 MKT 372
The member of the buying center who is most likely to negotiate the price is the: A) user B) influencer C) buyer D) gatekeeper
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All of the following are reasons consumers use the affect referral method to evaluate alternatives, except: A) consumers have already eliminated the evoked set from consideration B) the affect referral method saves time and mental energy C) the consumer may have already used the multiattribute approach in a previous purchase situation D) the consumer has developed an emotional bond with the particular brand
A)
Spin-off sales occur when: A) a person likes a business product so well he or she buys one for personal use B) advertising is combined with consumer promotions C) retailing is combined with wholesaling D) two related business buyers are identified by the vendor
A) a person likes a business product so well he or she buys one for personal use
In the business-to-business buying process evaluation of vendors normally occurs at two levels. The second level is: A) a vendor audit B) an initial screening of proposals C) a sharing of vendor audit information D) vendor identification
A) a vendor audit
A person's educational level combined with specific knowledge about a product category determines the: A) ability to search B) desire to search C) need for cognition D) involvement level
A) ability to search
If Brayden is swayed by an ad that incites fear of his home being burglarized, he is being influenced by which component of an attitude? A) affective B) cognitive C) conative D) value
A) affective
If an advertisement by Pampers is designed to appeal to a person's emotions first, the ad addresses which component of an attitude? A) affective B) cognitive C) conative D) value
A) affective
Which component of an attitude contains the feelings or emotions a person has about a product? A) affective B) cognitive C) conative D) rational
A) affective
Despite being 52 years old, Claire likes to wear young-looking fashions, such as short skirts, and drive her new red convertible sports car. This is an example of the consumer buyer behavior trend of: A) age complexity B) gender complexity C) active, busy lifestyles D) individualism
A) age complexity
Using the multi-attribute approach, an individual considers: A) beliefs about product attributes and the importance of those attributes B) layers, levels, and linkages of the cognitive map C) cognitive, conative, and affective reactions to the product D) the evoked, inert, and inept sets of brands
A) beliefs about product attributes and the importance of those attributes
The linkage between the demand for automobile tires and sales of automobiles is an example of: A) derived demand B) co-demand C) joint demand D) fabricated demand
A) derived demand
Derek eliminated New Balance shoes because he doesn't know anything about them. Derek used which type of evaluation process to make this decision? A) evoked set method B) multiattribute C) affect referral D) attitude formation
A) evoked set method
While selecting a restaurant, Donna thought about all of her favorite places and finally chose Red Lobster because she loves the food and it has been a while since she ate there. In making this decision, Donna used which method to evaluate the possible choices? A) evoked set method B) multiattribute C) affect referral D) attitude formation
A) evoked set method
In the "establishing specifications" step of the business-to-business purchasing process, for a modified rebuy situation, specifications are: A) examined to ensure that they are current and still meet the company's needs B) never examined C) developed by the users of the product D) developed with the assistance of the vendors bidding on the contract
A) examined to ensure that they are current and still meet the company's needs
Decision rules that help employees make quick decisions regarding purchases are called: A) heuristics B) satisficing C) methodologies D) role playing
A) heuristics
In the business-to-business buying process, the first step is: A) identification of a need B) establishment of specifications C) identification of alternatives D) appointing a committee
A) identification of a need
The set of brands a person will not consider due to negative feelings is the: A) inept set B) inert set C) negative set D) evoked set
A) inept set
During the external information search process for product information, consumers with high levels of involvement tend to spend: A) more time searching for external information B) less time searching for external information C) greater emotional energy studying external and internal information D) more time shopping in retail stores
A) more time searching for external information
A straight rebuy involves: A) re-ordering raw materials from the same vendor B) buying materials from a new vendor C) seeking bids from a new vendor because of dissatisfaction with the current supplier D) purchasing a new building for an expansion project
A) re-ordering raw materials from the same vendor
It is typical for dual-channel marketing to begin with: A) sales to businesses and later to consumers B) manufacturer demand for better component parts C) retailer demand for new products D) consumer demand for more purchasing options
A) sales to businesses and later to consumers
The purchase decision that requires the least effort and is often made quickly is a(n): A) straight rebuy B) modified rebuy C) new task D) accelerated buy
A) straight rebuy
Kimberly-Clark is going to place an additional order for plastic from its current vendor because of a larger order it has received from a customer for products the company manufacturers. The additional order for plastic would be a: A) straight rebuy purchase B) modified rebuy purchase C) new task purchase D) none of the above
A) straight rebuy purchase
The inept set is the set of brands: A) that are part of a person's memory, but not considered because they elicit negative feelings B) the consumer has awareness of, but has neither negative or positive feelings toward C) that a person would consider as feasible solutions to meet a need D) that are viewed by a consumer as being approximately equal in terms of quality
A) that are part of a person's memory, but not considered because they elicit negative feelings
A modified rebuy is most likely to occur when: A) the company becomes dissatisfied with a vendor and wants to examine new options B) re-ordering raw materials from the same vendor C) buying a new computer system D) purchasing a new building for an expansion project
A) the company becomes dissatisfied with a vendor and wants to examine new options ?????
An external search for purchase information occurs when: A) the consumer is uncertain about which brand to purchase B) the internal search has been successful C) the evaluation of alternatives has been completed D) a purchase has been finalized and the buyer is looking for reassurance
A) the consumer is uncertain about which brand to purchase
In terms of an external search for information in a purchasing decision, involvement is: A) the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values B) a personality characteristic an individual displays when he or she engages in and enjoys mental activities C) the mental position a person takes on a topic, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors D) a simulation of the knowledge structure embedded in an individual's brain
A) the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values
In a buying center, who would say, "Since I'm the one who actually has to use this product, you should listen to me"? A) a user B) a buyer C) a decider D) a gatekeeper
A) user
The member of the buyer center who actually utilizes items after they are purchased is the: A) user B) influencer C) decider D) gatekeeper
A) user
Julian, the owner of a small company asks his secretary to call some of the local office supply stores and locate two that would offer a good deal on a new copy machine. In performing this task, the secretary is assuming which initial roles within the buying center? A) user and gatekeeper B) user and buyer C) user, decider, and influencer D) buyer and gatekeeper
A) user and gatekeeper
A modified rebuy purchase decision occurs in each of the following situations, except: A) when the firm has previously chosen a vendor and intends to place a reorder B) when a company is dissatisfied with their current vendor and wants to consider new options C) when a new company makes an offer that appears to be more attractive than what is currently being supplied by their current vendor D) at the end of a contractual relationship and the company wants to evaluate competitive bids
A) when the firm has previously chosen a vendor and intends to place a reorder
A straight rebuy purchase decision occurs: A) when the firm has previously chosen a vendor and intends to place a reorder B) when a company is dissatisfied with their current vendor and wants to consider new options C) when a new company makes an offer that appears to be more attractive than what is currently being supplied by the current vendor D) at the end of a contractual relationship and the company wants to evaluate competitive bids
A) when the firm has previously chosen a vendor and intends to place a reorder
An internal information search for product information occurs when: A) a consumer experiences uneasiness B) a consumer thinks about brands he/she is willing to consider C) the consumer buying process is nearly complete D) advertisements are being ignored
B) a consumer thinks about brands he/she is willing to consider
In terms of external search for information in a purchase decision, the need for cognition is: A) the extent to which a stimulus or task is relevant to a consumer's existing needs, wants, or values B) a personality characteristic an individual displays when he or she engages in and enjoys mental activities C) the mental position a person takes on a topic, person, or event that influences the holder's feelings, perceptions, learning processes, and subsequent behaviors D) simulations of the knowledge structure embedded in an individual's brain
B) a personality characteristic an individual displays when he or she engages in and enjoys mental activities
The individual that has the greatest ability to conduct an external search for information is the consumer that has: A) a low level of knowledge about the product category B) an extensive knowledge of the product category C) some knowledge of the product category, but not enough to make an intelligent decision D) a low educational level
B) an extensive knowledge of the product category
Buying center members with higher levels of cognitive involvement will: A) use the purchasing process to further personal power goals B) ask more questions during the purchasing process C) have no opinion about purchase risk D) be most inclined to base a purchase decision on nepotism
B) ask more questions during the purchasing process
The mental position a person takes about a topic, person, or event is called a(n): A) value B) attitude C) level of involvement D) cognition
B) attitude
In terms of personality, an introvert is likely to display each of the following characteristics within the buying center, except: A) spend less time talking within the buying center B) become more involved in the buying process C) will not ask important questions because of timidity D) will listen carefully to others in the group
B) become more involved in the buying process
During a search for purchase information, what factor will increase the probability that a brand will be considered? A) brand parity B) brand equity C) product viability D) brand ambiguity
B) brand equity
In a buying center of a large company, the purchasing agent is normally the: A) user B) buyer C) decider D) gatekeeper
B) buyer
Spending more money on homes and making the home environment pleasurable is a result of which consumer buyer behavior trend? A) health emphasis B) cocooning C) active, busy lifestyles D) pleasure pursuits
B) cocooning
Kylie believes St. Francis North Hospital has the best imaging technology in the region and will, therefore, offer excellent care for her son. This reflects which part of an attitude? A) affective B) cognitive C) conative
B) cognitive
Which component of an attitude refers to a person's mental images, understanding, and interpretation of a product? A) affective B) cognitive C) conative D) rational
B) cognitive
When a firm's buying center agrees that defect rates for a purchased component part should be less than .01% of items received, the team is: A) identifying needs B) establishing specifications C) evaluating vendors D) negotiating purchase terms
B) establishing specifications
Advertisements for food products and cleaning supplies once directed exclusively to women now must also be geared towards men. This is an example of the consumer behavior trend of: A) age complexity B) gender complexity C) active, busy lifestyles D) individualism
B) gender complexity
Which consumer buyer behavior trend suggests that the traditional roles, lifestyles, and interests of both men and women are becoming blurred? A) age complexity B) gender complexity C) active, busy lifestyles D) individualism
B) gender complexity
Individuals who engage in and enjoy mental activities have a: A) low need for cognition B) high need for cognition C) low level of shopping enthusiasm D) high level of shopping enthusiasm
B) high need for cognition
Roles and perceived roles, motivational levels, and attitudes toward risk are examples of which factor that affects members of business buying centers? A) organizational B) individual C) cultural D) economic
B) individual
The set of brands a consumer knows about but has neither positive nor negative feelings for is the: A) inept set B) inert set C) cognitive set D) evoked set
B) inert set
The members of the buying center who shape purchasing decisions by providing information and criteria are called: A) users B) influencers C) deciders D) buyers
B) influencers
The two components of the consumer decision-making process that are most critical to developing an integrated marketing communications program are: A) problem recognition and information search B) information search and evaluation of alternatives C) evaluation of alternatives and purchase decision D) problem recognition and evaluation of alternatives
B) information search and evaluation of alternatives
When a person conducts an internal search for product information and already has sufficient information, the next step of the purchase decision process will be to: A) search for additional information B) make the purchase decision C) evaluate the alternatives D) identify the need or problem the choice will meet
B) make the purchase decision
A company has reached the end of a contractual agreement with a vendor and wants to open it up for bid again before signing a new contract. This type of purchase situation is a: A) straight rebuy B) modified rebuy C) new task purchase D) joint demand purchase
B) modified rebuy
If a potential vendor offers what is perceived by a member of the buying center to be a better buy, the company may want to revisit the purchase decision. This type of situation is typically a: A) straight rebuy B) modified rebuy C) new task purchase D) joint demand purchase
B) modified rebuy
The cognitive component of an attitude: A) contains the feelings or emotions a person has about an object, person, or idea B) refers to a person's mental images, understanding, and interpretations of an object, person, or idea C) is an individual's intentions, actions, or behavior D) is the mental picture a person has of an object, person, or idea
B) refers to a person's mental images, understanding, and interpretations of an object, person, or idea
The menu at Chipotle Mexican Grill is: A) primarily gourmet food prepared by some for the best Mexican chefs B) relatively simple, with a series of options for each menu item C) primarily organic foods D) all cooked with chipotles
B) relatively simple, with a series of options for each menu item
When an acceptable purchasing alternative has been identified and it is taken, the process is called: A) decision maximization B) satisficing C) utilization D) standardization
B) satisficing
There is no evaluation of vendor alternatives or information in which situation? A) modified rebuy B) straight rebuy C) new task D) high-involvement
B) straight rebuy
In using the affect referral approach to decision making, the person considers: A) product attributes and the importance of attributes B) the brand he or she likes the best C) cognitive and conative cues D) evoked, inept, and inert sets of brands
B) the brand he or she likes the best
The inert set is the set of brands: A) that are part of a person's memory, but not considered because they elicit negative feelings B) the consumer has awareness of, but has neither negative or positive feelings toward C) that a person would consider as feasible solutions to meet a need D) that are viewed by a consumer as being approximately equal in terms of quality
B) the consumer has awareness of, but has neither negative or positive feelings toward
An audit team is utilized in which stage of the business-to-business buying process? A) identification of vendors B) vendor evaluation C) vendor selection D) negotiating of terms
B) vendor evaluation
Once a firm has carefully studied all of the vendors, bids have been considered, and the vendor audit has been conducted, the next step in the business-to-business buying process is: A) the vendor screening B) vendor selection C) negotiation of purchase terms D) postpurchase evaluation
B) vendor selection
When an individual considers all the ideas that come to mind when the name of a product is mentioned, which best explains the thinking? A) maps of attitudes B) value models C) a cognitive map D) affect referral
C) a cognitive map
A sales rep who likes his company car so well that he buys the same brand for personal use is creating: A) joint demand B) derived demand C) a spin-off sale D) vendor audit sale
C) a spin-off sale
The consumer demand for convenience and time-saving devices is the result of which consumer buyer behavior trend? A) age complexity B) cocooning C) active, busy lifestyles D) pleasure pursuits
C) active, busy lifestyles
Which model of evaluation of alternatives suggests consumers buy brands they like best or connect with emotionally? A) cognitive mapping B) multiattribute C) affect referral D) evoked-set
C) affect referral
In a buying center, the person who would be the most likely to say, "We need to limit our choices to local vendors" is: A) a user B) a buyer C) an influencer D) the gatekeeper
C) an influencer
The role and importance of a strong brand name is dramatically important in today's global market because of: A) the emphasis on accountability B) importance of consumer E-commerce C) brand parity in the business-to-business sector D) database mining capabilities of business firms
C) brand parity in the business-to-business sector
A simulation of the knowledge structures embedded in an individual's brain is called a: A) value B) mental image C) cognitive map D) component of an attitude
C) cognitive map
A low price, low involvement purchase is likely to begin with which component of an attitude? A) affective B) cognitive C) conative D) value
C) conative
An impulse buy probably means that the consumer acted on which component of an attitude? A) affective B) cognitive C) conative D) value
C) conative
Which component of an attitude displays the individual's intentions, actions, or behavior? A) affective B) cognitive C) conative D) rational
C) conative
In terms of cognitive mapping, if most consumers have not considered Sunkist lemons as a substitute for salt, then an advertisement that conveys such a message to consumers is attempting to: A) strengthen a linkage that already exists B) modify a current linkage C) create a new linkage D) create a new layer
C) create a new linkage
The members of the buying center who authorize purchasing decisions are called: A) users B) influencers C) deciders D) buyers
C) deciders
Selling virtually the same goods or services to consumers and businesses is called: A) relationship marketing B) double vending C) dual-channel marketing D) marketing extension
C) dual-channel marketing
When members of the buying center agree to consider IBM, Dell, and Hewlett-Packard in purchasing new computers because they are the firms that expressed interest, which stage of the business-to-business buying process is taking place? A) vendor selection B) identification of alternatives C) identification of vendors D) vendor evaluation
C) identification of vendors
The conative component of an attitude: A) contains the feelings or emotions a person has about an object, person, or idea B) refers to a person's mental images, understanding, and interpretations of an object, person, or idea C) is an individual's intentions, actions, or behavior D) is the mental picture a person has of an object, person, or idea
C) is an individual's intentions, actions, or behavior
Derived demand is demand: A) from consumers for new goods and services B) from manufacturers to find new customers C) linked to the production and sale of some other item D) as specified by governmental orders
C) linked to the production and sale of some other item
Didi carefully considers price, sound quality, and the size of a new stereo system. The sound quality is the most important factor, followed by the price. The evaluation model being used by Didi is: A) cognitive mapping B) evoked set C) multiattribute D) affect referral
C) multiattribute
Mackenzie is taking forever to buy a pair of jeans because she is considering all the factors involved, such as price, color, and style. Which method is being used to evaluate the various brands? A) cognitive mapping approach B) evoked set C) multiattribute approach D) affect referral
C) multiattribute approach
A company that buys a product but only has limited or infrequent experience with that product will be involved in a: A) straight rebuy B) modified rebuy C) new task purchase D) joint demand purchase
C) new task purchase
Which takes the most time to complete and involves the highest number of people in the buying process? A) straight rebuy B) modified rebuy C) new task purchase D) identifying a need
C) new task purchase
The individual that is most likely to spend the greatest amount of time in an external search for information is the consumer that has: A) a low level of knowledge about the product category B) an extensive knowledge of the product category C) some knowledge of the product category, but not enough to make an intelligent decision D) a low educational level
C) some knowledge of the product category, but not enough to make an intelligent decision
An evoked set is the set of brands: A) that are part of a person's memory, but not considered because they elicit negative feelings B) the consumer has awareness of, but has neither negative or positive feelings toward C) that a person would consider as potential solutions to meet a need D) that are viewed by a consumer as being approximately equal in terms of quality
C) that a person would consider as potential solutions to meet a need
The perceived cost of a purchase decision includes each of the following, except: A) the actual price or cost of the product B) the subjective costs associated with the search C) the economic conditions of the area D) the opportunity costs of foregoing other activities to make the search
C) the economic conditions of the area
Strongly held beliefs about various topics or concepts are: A) attitudes B) cognitive maps C) values D) mental images
C) values
In terms of personality, an extrovert is likely to display each of the following characteristics within the buying center, except: A) spends more time talking within the buying center B) becomes more involved in the buying process C) will not ask important questions D) will not listen to others in the group
C) will not ask important questions
In the business-to-business arena, the post-purchase phase is critical because: A) businesses are more critical of quality than are consumers B) of the high cost involved in purchase decisions C) of the critical importance of supplying a continual supply of a product D) a positive evaluation may result in a straight rebuy situation or an advantage in a modified rebuy situation
D) a positive evaluation may result in a straight rebuy situation or an advantage in a modified rebuy situation
Carrie buys a Honda Accord without considering other brands because she really likes the Accord and feels it is the best automobile on the market. Carrie's evaluation of alternatives is best explained by which model? A) cognitive mapping B) evoked set C) multiattribute approach D) affect referral
D) affect referral
An evoked set does not contain: A) brands a person considers B) brands linked to a positive experience C) brands which have been previously purchased D) brands the consumer knows little about
D) brands the consumer knows little about
A new task purchasing decision involves: A) re-ordering from the same vendor B) ordering new materials from the same vendor C) requesting bids from multiple vendors since the contractual period with the current vendor has expired D) buying an expensive good or service for the first timerrerwqerttyuiopasdffhgjjhkkl;l;;l
D) buying an expensive good or service for the first time
The group of people who make a business-to-business purchasing decision on behalf of a company is called the: A) decision-makers B) marketing team C) institutional buyers D) buying center
D) buying center
An organizational factor that impacts the manner in which a purchase decision is made includes the: A) norms members of the buying center are expected to follow B) risk involved in switching vendors C) personalities of the sales staff and members of the buying center D) capital assets a firm has available
D) capital assets a firm has available
The following are individual factors that might influence a member of the buying center, except: A) personality features B) roles and perceived roles C) levels of cognitive involvement D) capital assets a firm has available
D) capital assets a firm has available
In terms of attitude formation, the most common sequence is: A) affective → conative → cognitive B) conative → cognitive → affective C) conative → affective → cognitive D) cognitive → affective → conative
D) cognitive → affective → conative
Selling personal computers to both retail stores and other businesses is an example of: A) multi-outlet marketing B) merchant distribution C) quantity enhancement marketing D) dual-channel marketing
D) dual-channel marketing
Juan only has a high school education and knows very little about digital cameras. Juan will most likely: A) conduct only an internal search B) refer the decision to someone else C) not engage in an extensive external search for more information D) engage in an extensive external search for information
D) engage in an extensive external search for information
Pleasure cruises and exotic vacations take advantage of which consumer behavior trend? A) health emphasis B) cocooning C) active, busy lifestyles D) experience pursuits
D) experience pursuits
The member of the buying center who is most likely to let the group know that some alternative companies have already been rejected is the: A) user B) influencer C) decider D) gatekeeper
D) gatekeeper
The members of the buying center who control the flow of information and keep vendors in or out of the process are called: A) users B) influencers C) deciders D) gatekeepers
D) gatekeepers
When Maya decides she needs some new clothes, she will spend considerable time comparing the various brands and will often go to several retail stores. Maya has a: A) low need for cognition B) high need for cognition C) low level of shopping enthusiasm D) high level of shopping enthusiasm
D) high level of shopping enthusiasm
In terms of the external information search process, the extent to which a stimulus or task is relevant to a consumer's existing need determines the: A) ability to search B) need for cognition C) search methods D) level of involvement
D) level of involvement
During the internal search process for product information, a key objective for creatives and brand managers is to: A) have information readily available to consumers B) make sure the company's brand is part of the consumer's inert set C) have the brand in the person's cognitive map D) make sure the company's brand is part of the consumer's set of potential alternatives
D) make sure the company's brand is part of the consumer's set of potential alternatives
Two of the factors that affect members of the buying center are individual factors and: A) perceptual factors B) ideological factors C) recreational factors D) organizational factors
D) organizational factors
In terms of marketing, Chipotle: A) relies almost entirely on social media, such as Facebook and specialty Mexican sites B) relies on advertising to inform consumers about the restaurant C) uses primarily alternative marketing methods D) relies more on word-of-mouth communication and an online presence than advertising
D) relies more on word-of-mouth communication and an online presence than advertising
A person's level of power in the buying process depends on each of the following, except: A) his or her role in the buying center B) his or her official position in the company C) the impact of the purchase decision on a his or her job D) the level of cognitive involvement
D) the level of cognitive involvement
Starbucks would be an example of a company involved in dual-channel marketing because the company sells coffee: A) in retail stores only B) to businesses such as United Airlines, Holland America cruise line, and Chicago's Wrigley Field C) using integrated channels D) to both consumers and businesses
D) to both consumers and businesses
In the business-to-business buying process, the vendor audit would occur in the ________ stage. A) establishment of specifications B) vendor identification C) vendor selection D) vendor evaluation
D) vendor evaluation
When the buying center members find out that leasing a fleet from one car rental company has the advantage of a better repair service contract than other companies provide, they are in which stage of the business-to-business buying process? A) identification of vendor B) establishment of specifications C) vendor selection D) vendor evaluation
D) vendor evaluation
Individuals with high levels of cognitive involvement will display all of the following characteristics, except: A) want more information prior to making a decision B) ask more questions during the purchase process C) spend less time deliberating prior to making a decision D) want clear message arguments
spend less time deliberating prior to making a decision
