Marketing Chapter 5

________ is the degree to which an innovation may be tried on a limited basis.

Divisibility

Which of the following is a social factor that influences consumer buying behavior?

Family

__________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.

Opinion Leaders

___________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Perception

___________ refers to the unique psychological characteristics that distinguish a person or group.

Personality

Which of the following is most likely a true statement about social class?

Social classes show distinct product preferences in areas such as clothing.

________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying and consolidating separate products and services from several suppliers.

Systems selling

Which of the following statements about buying centers is true?

The buying center is not a fixed and formally identified unit within a buying organization.

_________ involves enlisting or even created opinion leaders to serve as brand ambassadors who spread the word about a company's products.

Word-of-Mouth Marketing

According to Sigmund Freud's theory, a person's buying decisions are ________.

affected by subconscious, hidden motivations

A(n) ___________ describes a persons relatively consistent evaluations, feelings, and tendencies toward an object or idea

attitude

Which of the following terms is used to describe a specific mix of human traits that may ne attributed to a particular brand?

brand personality

Traditionally, consumers have received the most information about a product from ________ sources-those controlled by the marketer.

commercial

GE operates a company trading site where it posts purchasing needs, invites bids, negotiates terms, and places orders. This is an example of a(n) ________.

company buying site

Electric cars are not considerably different or difficult to drive relative to gas-powered cars. However, this is not aligned with the perceptions or conceptual concerns held by the public about the new technology. This will likely slow the adoption rate due to the ________ of the innovation.

complexity

A marketing firm has been assigned the task of watching trends in spending, personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ___________.

economic situations

In which of the following stages of the adoption process does a consumer consider whether trying a new product makes sense?

evaluation

Devon is in the market for a new car. She is seriously considering either a Honda Civic or Toyota Corolla because they both have excellent quality and safety ratings and are comparable in price. Devon is in the ________ stage of the buyer decision process.

evaluation of alternatives

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

Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find something in her budget. In this case, Becca is most likely in the ________ stage of the buyer decision process.

information search

In which of the following stages of the adoption process does a consumer seek information about a new product?

interest

_______ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself

lagging adopters

Which of the following is a personal factor that influences a consumer's buying behavior?

life-cycle stage

Which of the following is a psychographic characteristic of a consumer?

lifestyle

When Goodyear sells replacement tires to final consumers, its potential market includes millions of car owners around the world. But its fate in business markets depends on getting orders from only a handful of large automakers. This represents the difference in ________ between business and consumer markets.

market structure

A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) ________.

modified rebuy

A baby boomer decides to purchase a BMW to impress other with her success. This illustrates the importance of understanding the role of _________ in the marketing process.

motive

Which is the following is the first stage of the buyer decision process?

need recognition

Which of the following is considered a major influence on business buyer behavior?

organizational factors

The most effective sources of information about a product are _________.

personal

Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available in the same price range. Bill is in which of the following stages of the buyer decision process?

post purchase behavior

A company regularly purchases cleaning supplies from a vendor and orders relatively consistent amounts of the same products on each purchase from the same vendor. This is an example of a(n) ________.

straight rebuy

Which of the following is most likely the final stage of the business buying decision process?

supplier performance review

What is the most important consumer buying organization in society?

the family

Many large buyers now practice ________, in which they turn over ordering responsibilities to their suppliers.

vendor-managed inventory

_____________ is a discomfort cause by post purchase conflict.

Cognitive Dissonance

A child in the United States is exposed to many values including achievement and success, freedom, individualism, hard work, and material comfort. These are symbolic of American ________.

Culture

A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a ________.

Reference Group

________ is the degree to which an innovation appears superior to existing products.

Relative advantage

_________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands.

Selective Retention

Alice is shopping for a new car, and she has narrowed her decision to a Honda Accord and a Toyota Camry. Both sedans have similar features and prices, but Alice decides to purchase the Honda based on her intuition. Which of the following situations would most likely cause Alice to experience postpurchase dissonance?

The price of the Toyota Camry falls due to an increase in demand

Many marketers now embrace a ______ strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing.

Total Market

The McDonald's corporate brand name and Golden Arches can be classified as _________ that may potentially stimulate an individual's attention and decision about whether or not to dine at the restaurant.

cues

Which of the following is a commercial source of a product information?

dealer and manufacturer websites and mobile sites

Corning produces Gorilla Glass screens that are used in the production of laptops, tablets, and smartphones. Corning promotes its product to final consumers to increase business demand for digital devices made with the specialized, toughened glass. This illustrates ________.

derived demand

A(n) ________ becomes a motive when it is directed toward a particular stimulus object.

drive

Fred's faith in Asics, his favorite brand of running shoes, makes him consider other offerings introduced by Asics. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community and best described as a(n) ________.

early adopter

According to Maslow's hierarchy of needs, which of the following is most likely an esteem need?

status

Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect?

post purchase behavior

Harper Farms raises chickens. For years, it has used wooden coops for hauling its poultry to market. When the owner, Jane Harper, went to reuse some of her coops, she noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Which stage of the business buying decision process was Harper in when she decided to replace her old coops?

problem recognition

During which stage of the business buying decision process is a buyer most likely to conduct value analysis by carefully studying components to determine if they can be redesigned, standardized, or made less expensively?

product specification

GenX, a manufacturer of sport motorcycles, is seeking a new supplier of motorcycle headlamps and brake lights. After searching trade directories, GenX invites five different suppliers to make formal presentations about how their solutions can create greater value for GenX than competing solutions. GenX is currently in the ________ stage of the business buying decision process.

proposal solicitation

Jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in the order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next?

purchase decision

In a straight rebuy, a buyer ________.

reorders something without any modifications

Which of the following needs in Maslow's hierarchy is generally satisfied last?

self-actialization

Hallmark's classic "When you care enough to send the very best" slogan appeals to which need category in Maslow's hierarchy?

social

A(n) __________ reflects the general esteem given to the different roles of a person by society.

status

______ are the most affluent and brand conscious demographic segment in the United States.

Asian Americans

________ is the degree to which the results of using an innovation can be observed or described to others.

Communicability

________ is the degree to which an innovation fits the values and experiences of potential consumers.

Compatibility