Marketing Chapter 5
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
Which of the following is a personal factor that influences a consumer's buying behavior
Occupation
Which of the following needs in Maslow's hierarchy is generally satisfied first
Physiological
Items such as technical specifications, quantity, delivery time, return policies and warranties are included in the
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
reference group
refers to the degree to which innovation appears superior to existing products
relative advantage
refers to the practice of including ethnic themes and cross-cultural practices within a company's mainstream
total marketing strategy
One problem with business-to-business e-procurement is that it
can erode long-standing customer-supplier relationships
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
complexity
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
What is the nature of demand in business markets
Demand in business is derived demand
In which type of buying situation will a buyer usually go through all the stages of the business buying process
new task buying situation
is NOT a characteristic important in influencing an innovation's rate of adoption
Motivation
Which of the following is a social factor that influences consumer buying behavior
Roles and Status
What determines if a buyer is satisfied or dissatisfied with a purchase
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
buying center
According to the model of buyer behavior, what is in a buyer's black box
The buyer's characteristics and the buyer's decision process
is the first stage in the new product adoption process
awareness
Age, personality, buying style, and job position are ________ factors that can influence the business buying decision process
individual
This adopter group is skeptical and only adopts new products after a majority of people has tried it
late mainstream
What is the first step of the buyer decision process
need recognition
Which of the following statements regarding the business market is correct
many sets of business purchases are made for one set of customer purchases
