Chapter 5
_________ refers to the practice of including ethnic themes and cross-cultural practices within a company's mainstream. A. A total market strategy B. Guerilla marketing C. Cause marketing D. Viral marketing E. Buzz marketing
A. A total market strategy
______________ is the first stage in the new product adoption process. A. Awareness B. Interest C. Trial D. Evaluation E. Adoption
A. Awareness
_________ is NOT a characteristic important in influencing an innovation's rate of adoption. A. Motivation B. Relative advantage C. Complexity D. Divisibility E. Communicability
A. Motivation
Which of the following lists the five steps of the buyer decision process in the correct order? A.Need recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. B.Need recognition, purchase decision, information search, evaluation of alternatives, and postpurchase behavior. C.Purchase decision, need recognition, information search, evaluation of alternatives, and postpurchase behavior. D.Need recognition, information search, purchase decision, evaluation of alternatives, and postpurchase behavior. E.Need recognition, evaluation of alternatives, information search, purchase decision, and postpurchase behavior.
A. Need recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior.
Consumers can obtain information from any of several sources. Which source is the most effective in that they legitimize the product? A. Personal sources B. Media sources C. Public sources D. Commercial sources E. The Internet
A. Personal sources
Which of the following needs in Maslow's hierarchy is generally satisfied first? A. Physiological needs B. Self-actualization needs C. Social needs D. Esteem needs E. Safety needs
A. Physiological needs
One problem with business-to-business e-procurement is that it _______. A. can erode long-standing customer-supplier relationships B. increases the time between order and delivery C. reduces purchasing efficiency D. increases paperwork requirements E. increases transaction costs
A. can erode long-standing customer-supplier relationships
In which type of buying situation will a buyer usually go through all the stages of the business buying process? A. The purchase of raw materials B. A new task buying situation C. A modified rebuy D. The purchase of a business service E. A straight rebuy
B. A new task buying situation
What is the nature of demand in business markets? A.Demand in business markets does not fluctuate. B.Demand in business markets is derived demand. C.Business market demand is independent of consumer market demand. D.Demand in business markets is elastic. E.Demand in business markets fluctuates less than in consumer markets.
B. Demand in business markets is derived demand.
This adopter group is skeptical and only adopts new products after a majority of people has tried it. A. Early mainstream. B. Late mainstream. C. Innovators. D. Early adopters. E. Lagging adopters.
B. Late mainstream.
What is the first step of the buyer decision process? A. Alternative evaluation B. Need recognition C. Information search D. Postpurchase behavior E. Purchase decision
B. Need recognition
_________ refers to the degree to which innovation appears superior to existing products. A. Communicability B. Relative advantage C. Complexity D. Divisibility E. Compatibility
B. Relative advantage
According to the model of buyer behavior, what is in a buyer's black box? A. The four Ps B. The buyer's characteristics and the buyer's decision process C. Purchase behavior D. Attitudes and preferences E. Cultural forces
B. The buyer's characteristics and the buyer's decision process
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? A. Social marketing B. Traditional marketing C. Buzz marketing D. Direct marketing E. Values marketing
C. Buzz marketing
In a _________, the business-to-business buyer reorders something without modifications. A. new task B. system selling C. straight rebuy D. buying decision E. modified rebuy
C. straight rebuy
What determines if a buyer is satisfied or dissatisfied with a purchase? A. How others feel about the purchase B. Whether or not the buyer experiences cognitive dissonance C. The amount of information gathered in the decision process D. The relationship between the consumer's expectations and the product's perceived performance E. The number of alternatives considered in the purchase decision
D. The relationship between the consumer's expectations and the product's perceived performance
All the people involved in the buying decision in an organization are collectively known as _______. A. the purchasing team B. the buying nucleus C. buying actors D. the buying center E. buying agents
D. the buying center
Which of the five characteristics identified in the text has an inverse relationship with an innovation's rate of adoption? As this characteristic increases, the rate of adoption is slower. A. Compatibility B. Divisibility C. Communicability D. Relative advantage E. Complexity
E. Complexity
Which of the following statements regarding the business market is correct? A. The business market has more buyers than the consumer market. B. In the business market buying process, buyers and sellers are less dependent on each other than in the consumer market. C. Business buying decisions are less complex than consumer buying decisions. D. The business market is not as large as the consumer market in terms of dollars spent and items purchased. E. Many sets of business purchases are made for one set of consumer purchases.
E. Many sets of business purchases are made for one set of consumer purchases.
Which of the following is a personal factor that influences a consumer's buying behavior? A. Family B. Social networks C. Motivation D. Status E. Occupation
E. Occupation
Which of the following is a social factor that influences consumer buying behavior? A. Personality B. Life-cycle stage C. Occupation D. Economic situation E. Roles and status
E. Roles and status
When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________. A. developing print and radio advertisements B. pushing one-way commercials at customers C. withdrawing from online social networks D. identifying and targeting late adopters E. generating person-to-person brand conversations
E. generating person-to-person brand conversations
Age, personality, buying style, and job position are ________ factors that can influence the business buying decision process. A. economic B. cultural C. organizational D. interpersonal E. individual
E. individual
Items such as technical specifications, quantity, delivery time, return policies and warranties are included in the ____________. A. proposal solicitation B. general need description C. supplier selection D. product specification E. order routine specification
E. order routine specification
A purse company's ads feature the members of a popular housewives reality show. Product sales increase significantly among the fans. From the fans' viewpoint, the housewives reality show is a(n) _____. A. late-majority adopter B. family group C. membership group D. lagging adopter E. reference group
E. reference group