Intro to Marketing Exam 2 - Quiz 1

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

False

________________ are presented so quickly or vaguely that they are very hard to consciously perceive, even if you try hard.

Subliminal Stimuli

Culture is an important influence on consumer purchase behavior.

True

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

Sometimes consumers are not aware they have a need for a certain product or service.

True

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

True

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

Buzz Marketing

A soft drink brand is using pictures of happy people drinking its product. By repeating these ads, the marketers of the soft drink brand are hoping to associate their brand name with happiness in their consumers' mind. This is an example of _____________________.

Classical Conditioning

________________ refers to the buying behavior of final consumers, i.e the individuals or households that buy goods and services for their personal use or consumption.

Consumer Behavior

____________ refers to an individual's tendency to be resistant to change and new ideas.

Dogmatism

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

John decides to purchase a BMW to impress others with his success. This illustrates the importance of understanding the role of ________ in the marketing process.

Motive

________ 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 of developing an interpretation of a stimulus.

Perception

Julia has a loyalty card from the local coffee shop in her neighborhood. With every purchase she gets points, for which she can get free items later. Because she can accumulate points she shops at that coffee shop more often now. This is an example of _____________________ in operant conditioing.

Positive Reinforcement

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 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

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

Social

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.

A person's buying decisions are ________.

motivated by needs that are arranged in a hierarchy