Marketing Test 4- Chapter 5
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
A) unaware of
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
A) Activities, Interests, Opinions
________ 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
A) Cues
________ 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
A) Culture
________ 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
A) Family
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
C) stimulus needs
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
D) A and B
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
D) Consumer buying behavior
________ 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
D) Personality
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
D) opinion leaders
People differ greatly in their readiness to try new products. In each product area, there are "consumption pioneers." They are also called laggards.
False
Personality is a person's pattern of living as expressed in his or her psychographics.
False
Subcultures are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
False
The late majorities are tradition bound; they adopt an innovation only when it has become something of a tradition itself.
False
The starting point of understanding how consumers respond to various marketing efforts is called the marketing-stimulus model of buyer behavior.
False
When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the alternative evaluation process.
False
Younger consumers are better off financially than mature consumers. They are the ideal market for travel, restaurants, high-tech home entertainment products, and leisure goods and services.
False
A person's buying choices are influenced by four major psychological factors: motivation, perception, learning, and beliefs and attitudes.
True
After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in postpurchase behavior.
True
Almost all major purchases result in cognitive dissonance, or discomfort caused by postpurchase conflict.
True
Consumers do not use a simple and single alternative evaluation process in all buying situations.
True
Early adopters are opinion leaders in their communities and adopt new ideas early but carefully.
True
Maslow's theory is that human needs--including physiological, safety, social needs, esteem, and self-actualization needs--are arranged in a hierarchy and that an unsatisfied need motivates an individual to take action to satisfy it.
True
Members of the early majority are deliberate; although they rarely are leaders, they adopt new ideas before the average person.
True
Online social networks represent an important form of buzz for marketers.
True
Two characteristics that are especially important in influencing an innovation's rate of adoption are relative advantage and compatibility.
True
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
B) African American
________ 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
B) Aspirational groups
________, 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
B) Hispanics
________ describes changes in an individual's behavior arising from experience. A) Lifestyle B) Learning C) Perception D) Cognitive dissonance E) Aggressiveness
B) Learning
________ 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
B) Perception
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
B) adoption process
________, 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
C) Asian Americans
________ 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
C) Lifestyle
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.
C) Social classes show distinct product preferences in clothing and automobiles.
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
C) age and life-cycle stage
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
C) alternative evaluation
A(n) ________ is a descriptive thought that a person has about something. A) lifestyle B) motive C) belief D) attitude E) perception
C) belief
Companies who use brand ambassadors are participating in ________. A) opinion leading B) traditional marketing C) buzz marketing D) direct marketing E) values marketing
C) buzz marketing
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
C) subcultures
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) post-purchase behavior
C) variety-seeking buying behavior
A business marketer normally deals with far fewer buyers than the consumer marketer does.
True
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
A) Hispanic
________ 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
A) Opinion leaders
________ 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
A) Social classes
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
A) alternative evaluation
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
A) can erode established customer-supplier relationships
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
A) formalized
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
A) need recognition
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
A) perceived performance
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
A) personal characteristics
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
A) satisfaction of needs through purchases
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
A) selective retention
Opinion leaders are sometimes referred to as ________. A) the influentials B) the upper class C) the middle class D) buzz marketers E) networkers
A) the influentials
One set of business purchases is made for each set of consumer purchases.
False
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
B) attitude of others
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
B) black box
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
B) brand ambassadors
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
B) cognitive dissonance
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
B) cultural shifts
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
B) motive
Marketing stimuli consist of the four Ps. Which is NOT one of these Ps? A) product B) politics C) price D) promotion E) place
B) politics
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
B) product specification
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
B) role
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
B) selective distortion
Family is one of the ________ factors that influence consumer behavior. A) cultural B) social C) personal D) psychological E) business
B) social
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
B) stimuli
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
B) subliminal
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
C) brand personality
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
C) dissonance-reducing buying behavior
As compared to consumer markets, business markets are ________. A) approximately the same B) smaller C) huge D) somewhat larger E) less complex
C) huge
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
C) learning theory
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
C) motivation research
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
C) new task
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
C) postpurchase behavior
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
C) product characteristics that influence rate of adoption
Facebook.com and YouTube are examples of ________. A) buzz marketing B) opinion leaders C) social networks D) virtual worlds E) early adopters
C) social networks
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.
D) They place more importance on brand names and are more brand loyal than members of other age groups are.
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
D) attitude
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
D) channels
Learning occurs through the interplay of all of the following EXCEPT ________. A) drives B) stimuli C) cues D) dissonance behavior E) reinforcement
D) dissonance behavior
Maslow's theory is that ________ can be arranged in a hierarchy. A) stimuli B) beliefs and attitudes C) perceptions D) human needs E) decisions
D) human needs
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
D) information search
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
D) number of children in the family
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
D) personal
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
D) problem recognition
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
D) selective attention
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) self-actualization needs
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
D) stimulus-response
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.
E) The buying center may involve informal participants who are not obvious to sellers.
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
E) buying center
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
E) e-procurement
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
E) emotion
A belief is the specific mix of human traits that may be attributed to a particular brand.
False
Alternative evaluation is the process by which people select, organize, and interpret information to form a meaningful picture of the world.
False
Buyer and seller are less dependent upon each other in the business buying process than in the consumer buying process.
False
Children exert little influence on family buying decisions, particularly in areas such as entertainment and food.
False
Each social class contains groups of people with shared value systems based on common life experiences and situations.
False
Ed purchases new technological devices such as PDAs, DVRs, and MP3 players after many people he knows already own the devices. However, Ed is rarely among the last people he knows to purchase a new technology. Ed is part of the laggard adopter group.
False
In general, innovators tend to be relatively older, more mature, and have a lower income than late adopters.
False
