ch. 5 - marketing (exam 2)

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

Influencer marketing

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

Opinion leaders

________ 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

________ 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

The customer journey ends when the customer buys the product.

false

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

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

status

What is the most important consumer buying organization in society?

the family

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

Compatibility

A(n) ________ describes a person's 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 be attributed to a particular brand?

brand personality

A person's occupation is more likely to influence the type of ________.

clothes they wear

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. In addition, recharging stations are not as ubiquitous as gas stations. These factors 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

Influencer marketing involves ________ to spread the word about a company's brands.

enlisting established influencers

When marketers want to promote their products and services through word-of-mouth influence, they typically begin by ________.

enlisting established influencers to spread the word

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

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

false

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 stage

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

need recognition

Most unhappy customers ________.

never tell the company about their problem

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

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?

postpurchase behavior

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

Experts have found that the key to influencer marketing is to find online influencers who have strong networks of ________, a credible voice, and a good fit with the brand.

relevant followers

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

self-actualization