Marketing 341: Chapter 5
57) In which of the following stages of the adoption process does a consumer consider whether trying a new product makes sense? A) interest B) adoption C) evaluation D) awareness E) trial
Answer: C
58) ________ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself. A) Latent innovators B) Early adopters C) Early mainstream adopters D) Lagging adopters E) Late mainstream adopters
Answer: D
Which of the following needs in Maslow's hierarchy is generally satisfied last? A) physiological B) social C) esteem D) self-actualization E) safety
Answer: D
________ are the most affluent and brand conscious demographic segment in the United States. A) Hispanic Americans B) Native AmericansC) Pacific Islanders D) Asian AmericansE) African Americans
Answer: D
________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world. A) Retention B) Motivation C) Selective perception D) Perception E) Learning
Answer: D
75) ________ 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. A) Modified rebuy B) Straight rebuy C) New task buying D) Systems selling E) Supplier development
Answer: D
A(n) ________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. A) role B) cue C) drive D) attitude E) motive
Answer: D
________ refers to the unique psychological characteristics that distinguish a person or group. A) Personality B) Lifestyle C) Status D) Attitude E) Role
Answer: A
41) Which of the following is the first stage of the buyer decision process? A) need recognition B) information search C) evaluation of alternatives D) purchase decision E) postpurchase behavior
Answer: A
46) 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. A) evaluation of alternatives B) need recognition C) information search D) purchase decision E) postpurchase behavior
Answer: A
56) In which of the following stages of the adoption process does a consumer seek information about a new product? A) interest B) adoption C) evaluation D) awareness E) trial
Answer: A
According to Sigmund Freud's theory, a person's buying decisions are ________. A) easily revealed through online marketing surveys and questionnaires B) affected by motives that the person is completely aware of C) always driven by the need for status and independence D) motivated by needs that are arranged in a hierarchy E) affected by subconscious, hidden motivations
Answer: E
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? A) postpurchase behavior B) evaluation of alternatives C) information search D) need recognition E) purchase decision
Answer: E
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? A) information search B) situational analysis C) evaluation of alternatives D) purchase decision E) postpurchase behavior
Answer: E
Which of the following is a psychographic characteristic of a consumer? A) gender B) age C) lifestyle D) occupation E) economic status
Answer: C
________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands. A) Selective retention B) Selective distortion C) Selective attention D) Restraint bias E) Subliminal perception
Answer: A
60) ________ is the degree to which an innovation appears superior to existing products. A) Relative advantage B) Compatibility C) Complexity D) Divisibility E) Communicability
Answer: A
63) ________ is the degree to which an innovation may be tried on a limited basis. A) Divisibility B) Compatibility C) Communicability D) Relative advantage E) Complexity
Answer: A
74) A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) ________. A) modified rebuy B) new-task situation C) straight rebuy D) dual distribution channel E) exclusive distribution channel
Answer: A
76) Which of the following statements about buying centers is true? A) The buying center is not a fixed and formally identified unit within a buying organization. B) Roles in the buying center are specified in the organizational chart of a firm. C) The CEO of an organization is always the decision maker in a buying center. D) An individual's role in a buying center does not change with time. E) All buying centers involve formal participants.
Answer: A
90) 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? A) problem recognition B) general need description C) product specification D) product value analysis E) performance review
Answer: A
96) 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) ________. A) company buying site B) intranet link C) search engine D) trading exchange E) reverse auction
Answer: A
Many marketers now embrace a ________ strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing. A) total market B) cultural marketing C) viral marketing D) social marketing E) cause marketing
Answer: A
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. A) cues B) drives C) motives D) needs E) attitudes
Answer: A
Which of the following is a personal factor that influences a consumer's buying behavior? A) life-cycle stage B) motivation C) status D) family E) social networks
Answer: A
Which of the following is a social factor that influences consumer buying behavior? A) family B) life-cycle stage C) economic situation D) personality E) occupation
Answer: A
________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others. A) Opinion leaders B) Late mainstream adopters C) Strangers D) Barnacles E) Lagging adopters
Answer: A
71) 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 ________. A) types of decisions B) derived demand C) market structure D) the decision process E) nature of the buying unit
Answer: B
72) In a straight rebuy, a buyer ________. A) wants to obtain the same product from a lower-priced supplier B) reorders something without any modifications C) considers a product or service for the first time D) needs a modified product to suit new requirements E) finds new ways to add value to the same product
Answer: B
91) 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? A) general need recognition B) product specification C) proposal solicitation D) order-routine specification E) performance review
Answer: B
92) Which of the following is considered a major influence on business buyer behavior? A) general need B) organizational factors C) social forces D) demographic criteria E) performance reviews
Answer: B
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. A) personality B) motive C) attitude D) learning E) perception
Answer: B
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 ________. A) subculture B) culture C) society D) perceptions E) expectations
Answer: B
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' ________. A) social network usage rates B) economic situations C) occupational needs D) purchasing perceptions E) brand affiliations
Answer: B
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 ________. A) membership group B) reference group C) laggard D) subculture E) late-majority adopter
Answer: B
A(n) ________ becomes a motive when it is directed toward a particular stimulus object. A) cue B) drive C) response D) belief E) attitude
Answer: B
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? A) The price of the Honda Accord increases by a huge margin. B) The price of the Toyota Camry falls due to an increase in demand. C) The Honda Accord meets all her expectations and satisfies her needs. D) The Toyota Camry experiences technical failures that lead to a recall. E) The maintenance costs of the Honda Accord decrease significantly over time.
Answer: B
Hallmark's classic "When you care enough to send the very best" slogan appeals to which need category in Maslow's hierarchy? A) physiological B) social C) esteem D) self-actualization E) safety
Answer: B
What is the most important consumer buying organization in society? A) leading adopters B) the family C) membership groups D) reference groups E) aspirational groups
Answer: B
________ is a discomfort caused by postpurchase conflict. A) Selective retention B) Cognitive dissonance C) Selective attention D) Restraint bias E) Subliminal perception
Answer: B
43) Which of the following sources of product information can marketers control completely? A) public B) personal C) commercial D) experimental E) experiential
Answer: C
44) Which of the following is a commercial source of product information? A) acquaintances B) family and friends C) dealer Web sites D) consumer rating organizations E) Internet searches
Answer: C
59) 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) ________. A) lagging adopter B) innovator C) early adopter D) early mainstream adopter E) late mainstream adopter
Answer: C
62) 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. A) relative advantage B) compatibility C) complexity D) divisibility E) communicability
Answer: C
70) 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. A) types of decisions B) derived demand C) market structure D) the decision process E) nature of the buying unit
Answer: C
73) 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) ________. A) modified rebuy B) new task situation C) straight rebuy D) dual distribution system E) exclusive distribution system
Answer: C
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? A) purchase decision B) need recognition C) postpurchase behavior D) information search E) alternate evaluation
Answer: C
Which of the following is most likely a true statement about social class? A) Members of a social class vary drastically in their values, interests, and behaviors. B) In the United States, the lines between social classes are fixed and rigid. C) Social classes show distinct product preferences in areas such as clothing. D) Wealth is a more important variable than education in measuring social class. E) Consumers of the same age belong to the same social class.
Answer: C
Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand? A) brand perception B) brand architecture C) brand personality D) brand loyalty E) brand equity
Answer: C
________ involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products. A) Social marketing B) Traditional marketing C) Buzz marketing D) Direct marketing E) Values marketing
Answer: C
42) 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. A) product evaluation B) evaluation of alternatives C) need recognition D) information search E) purchase decision
Answer: D
45) The most effective sources of information about a product tend to be ________. A) commercial B) public C) experimental D) personal E) paid
Answer: D
61) ________ is the degree to which an innovation fits the values and experiences of potential consumers. A) Relative advantage B) Divisibility C) Complexity D) Compatibility E) Communicability
Answer: D
When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________. A) pushing one-way commercials at customers B) identifying and targeting late adopters C) developing print and radio advertisements D) generating person-to-person brand conversations E) withdrawing from online social networks
Answer: D
64) ________ is the degree to which the results of using an innovation can be observed or described to others. A) Relative advantage B) Compatibility C) Complexity D) Divisibility E) Communicability
Answer: E
93) 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. A) problem recognition B) general need description C) product specification D) supplier search E) proposal solicitation
Answer: E
94) Which of the following is most likely the final stage of the business buying decision process? A) problem recognition B) product specification C) proposal solicitation D) order-routine specification E) supplier performance review
Answer: E
95) Which of the following is the means by which companies post purchase requests online and invite suppliers to bid for their business? A) extranet links B) intranet connections C) trading exchanges D) traditional procurement E) reverse auctions
Answer: E
A(n) ________ reflects the general esteem given to the different roles of a person by society. A) motive B) attitude C) belief D) tradition E) status
Answer: E
According to Maslow's hierarchy of needs, which of the following is most likely an esteem need? A) love B) security C) hunger D) self-development E) status
Answer: E
