MKTG EXAM 2- Ch.5

t's advisable for a company to fit its products into existing attitude patterns rather than attempt to change them.

True

Subcultures are groups of people with shared value systems based on common life experiences and situations.

True

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 evaluation of alternatives process.

False

Social class is not determined by a single factor, such as income, but is measured as a combination of occupation, income, education, wealth, and other variables.

True

The larger the gap between expectations and performance of a product, the greater a consumer's dissatisfaction.

True

A(n) ________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

attitude

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

Buzz marketing

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

Divisibility

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

Drive

A business buyer typically makes the greatest number of decisions in a straight rebuy situation and the fewest in a new-task situation.

False

A company buying a product with modified specifications faces a new-task situation.

False

According to Maslow's theory, safety and social needs must be fulfilled after self-actualization needs.

False

Early mainstream adopters are opinion leaders in their communities and adopt new ideas early but carefully.

False

Early mainstream adopters are venturesome and typically try new ideas at some risk.

False

People use the same products and services as they progress through each life-cycle stage.

False

Personal sources of information normally inform the buyer, but commercial sources legitimize or evaluate products for the buyer.

False

The business buying process tends to be shorter and less formal than the consumer buying process.

False

The buying center consists of key decision makers from both the buying organization and the supplier.

False

Tom usually buys new devices such as PDAs, DVRs, and MP3 players only after his friends and family start owning these devices. In this case, Tom is an innovator.

False

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

Family

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

Lagging adopters

________ 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

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

Relative advantage

_______ 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.

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

affected by subconscious, hidden motivations

Which of the following sources of product information can marketers control completely?

commercial

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

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 a coat in her budget. In this case, Becca is most likely in the ________ stage of the buyer decision process.

information search

Which of 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 tend to be ________.

personal

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

Which of the following is the means by which companies post purchase requests online and invite suppliers to bid for their business?

reverse auctions

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

status

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

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

Asian Americans

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

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

Social

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

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

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

________ is a discomfort caused by postpurchase conflict.

Cognitive dissonance

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

Communicability

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

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

brand personality

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

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

dealer Web sites

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

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

evaluation

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

interest

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

status

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

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

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

Total market

A business marketer normally deals with far fewer buyers than a consumer marketer.

True

A role consists of the activities people are expected to perform according to the people around them.

True

A small increase in consumer demand can cause a large increase in business demand.

True

Business-to-business e-procurement lowers purchasing costs and reduces the time between order and delivery.

True

In a straight rebuy, a buyer reorders something without any modifications.

True

In reverse auctions, companies put their purchasing requests online and invite suppliers to bid for their business.

True

In vendor-managed inventory, buyers share sales information directly with key suppliers.

True

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

Self-actualization

Reference group influence on consumer buying behavior varies across products and brands.

True

Selective distortion describes the tendency of people to interpret information in a way that will support what they already believe.

True

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

postpurchase behavior

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

Interpersonal factors are a major influence on business buyer behavior.

True

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

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

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

Compatibility

________ 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.

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

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

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 others with her success. This illustrates the importance of understanding the role of ________ in the marketing process.

motive

In a straight rebuy, a buyer ________.

reorders something without any modifications