MKT 3323 Exam 3
Décor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic?
physical surroundings
Which of the following is a situation in which consumer behavior occurs?
- communications situation - purchase situation - usage situation - disposition situation (ALL THE ABOVE BASICALLY)
Which of the following is a concern marketing managers have related to problem recognition?
- discovering consumer problems - developing the marketing mix to solve consumer problems - helping consumers recognize problems - suppressing problem recognition among consumers (ALL THE ABOVE BASICALLY)
Consumer-generated content helps brands do which of the following?
- engage with consumers - increase the brand's sales - increase the brand's awareness (ALL OF THE ABOVE BASICALLY)
Which of the following is a factor determining a reference group's influence on a consumer?
- whether or not the product is a necessity - whether the use of the product or brand is visible to the group - the degree of commitment the individual feels to a group - the individual's confidence in the purchase situation (ALL OF THE ABOVE BASICALLY)
Which of the following is considered an outward expression of one's self-concept?
Lifestyle
Which of the following is true regarding postpurchase dissonance?
The importance of the decision to the consumer is one factor that influences the probability and magnitude of postpurchase dissonance
Which of the following is false regarding committed customers?
They are less likely to forgive an occasional product or service failure
Features of the individual person that are not lasting characteristics, such as momentary moods or conditions, are called
antecedent states
Which of the following services would be classified as having an extended hedonic consumption purpose?
cruise
Which of the following is not a key situational dimension or characteristic that influences consumer behavior?
alternative evaluation
Which type of consumer decision making includes only a limited internal information search and no external search for information?
nominal decision making
Which of the following is a characteristic of a consumption subculture? a. an identifiable, hierarchical social structure b. a set of shared beliefs or values c. unique jargon, rituals, and modes of symbolic expression
options a, b, and c
Jose and his family, all Mexican by birth, went to dine at a new Mexican restaurant in Houston, which is home to many outstanding Mexican restaurants. They were expecting authentic Mexican food, and they got it. They most likely experienced
satisfaction
Which type of group includes organizations such as professional associations and neighborhood associations that involve relatively weak ties and less frequent interaction among its members?
secondary group
Why must manufacturers design products with both the primary purpose and other potential uses in mind?
stringent product liability laws
Sandy uses online banking, and her bank charges her $4.99 per month. However, she has seen ads for a competing bank offering free online banking services. She'd like to switch, but she realized that it might be difficult to do since she has several of her bill payments set up as automatic debits. The cost of changing to another bank represents Sandy's
switching costs
A person who shops at a nicer store than normal because he or she is buying a gift is influenced by the __________ characteristic of the situation.
task definition
Which following PRIZM factor is determined by population density, relates to where people live, and is strongly related to the lifestyles people lead?
urbanization
Which of the following is a key element of relationship marketing?
- Customizing the relationship to the individual customer - Pricing in a manner to encourage loyalty - Augmenting the core service or product with extra benefits - Marketing to employees so that they will perform well for customers (ALL THE ABOVE BASICALLY)
The probability of a consumer experiencing postpurchase dissonance, as well as the magnitude of such dissonance, is a function of which of the following?
- The degree of commitment or irrevocability of the decision - The importance of the decision to the consumer - The difficulty of choosing among the alternatives - The individual's tendency to experience anxiety (ALL THE ABOVE BASICALLY)
__________ is the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers.
Atmospherics
Which of the following is not a global lifestyle segment identified by Experian's Mosaic Global system?
Comfortable Rustics
Which of the following statements is true regarding brand communities?
Brand communities create value through a set of activities that create brand engagement
Which of the following is not one of Experian's technology profiles?
Enthusiasts
Which VALS segment of consumers comprises successful, sophisticated, active, take-charge people with high self-esteem and abundant resources and are driven by a mix of motivations?
Innovators
Which VALS segment of consumers leads the most constricted lives, living simply on limited incomes with a focus on safety and security?
Survivors
Define brand community
a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use
Many elderly consumers have problems with arthritis. This painful condition makes it almost impossible for them to open jars or medicine containers because the joints in their fingers are so stiff. Which type of consumer problem is this?
active
A nongeographically bound community, based on a structured set of social relationships among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm is known as a
brand community
Brad was out of soft drinks in his dorm room, so he went to the store and purchased Coke. This is the brand he always buys, and he would not even consider purchasing another brand. Which type of nominal decision does this illustrate?
brand loyal decision
Pam and her friends ate at a new Italian restaurant, and the food, service, and ambiance exceeded their expectations. They all decided that this was the only Italian restaurant they will ever go to again in their town. This is an illustration of
commitment
Market mavens are more likely than the rest of the population to engage in which of the following behaviors?
compare prices
Which type of sale occurs when one consumer sells a product directly to another with or without the assistance of a commercial intermediary?
consumer-to-consumer sale
Negative emotions or guilt feelings aroused by the use of a product or a service are referred to as
consumption guilt
Signing up to receive an email on a brand's website is an example of
conversion
Eric booked a hotel through hotels.com. However, when he arrived at the hotel, they had no record of his reservation, and he was unable to get a room. He decided then that he would never use this service again. Which reason for changing providers does this represent?
core service failure
Which nonmarketing factor affects a consumer's desired state?
culture/subculture
Hailey purchased furniture for her living room and spent quite a bit of money. After she purchased it, she started regretting that she spent so much and she wasn't sure she liked the furniture. To make herself feel better, she told herself that the other furniture she was considering really wasn't that good and probably would not last as long as the furniture she ended up purchasing. Which of the following is Hailey using to reduce her postpurchase dissonance?
decreasing the desirability of rejected alternatives
Potential obstacles to rapid market acceptance of an innovation are known as
diffusion inhibitors
Campbell's soup used several advertising campaigns that stressed the benefits of soup in general. For example, one tagline used was "Soup is good food," and another was "Never underestimate the power of soup." Which type of problem recognition was Campbell's attempting to stimulate?
generic problem recognition
Relative importance of a problem is determined by which of the following?
how critical the problem is to the maintenance of the consumer's desired lifestyle
Charles was examining his perception of himself as whom he would like to be. Charles is examining his
ideal self-concept
Which type of reference group influence occurs when individuals have internalized the group's values and norms?
identification
Which adopter group represents the first 2.5 percent to adopt an innovation?
innovators
Mike is the owner of a restaurant that also has a bar. Based on research that studied the impact of background music on restaurant patrons, what can Mike expect if he uses slow music in his establishment?
larger amount of bar purchases
Which type of decision making covers the middle ground between nominal and extended decision making?
limited decision making
Which type of decision making involves internal and external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation?
limited decision making
Some individuals have information about many different kinds of products, places to shop, and other aspects of markets. They can be considered a special type of opinion leader and are known as
market mavens
Which group needs to understand how situational influences affect consumers' disposition decisions?
marketers, government, and environmental organizations
Some companies attempt to initiate problem recognition through
mass media advertising and point-of-purchase displays
The tendency of an owner to evaluate an object more favorably than a nonowner is called the
mere ownership effect
Which type of decision making process in effect involves no decision per se?
nominal decision making
Carmen was participating in a psychographic study, and several questions pertained to activities and interests. Questions regarding this aspect of lifestyle include which of the following?
nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church
All except which of the following nonmarketing factors affect consumers' desired state?
normal depletion
Which type of reference group influence occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction?
normative
Mitch seems to know everything about cars—at least that's what his friends and family think. He has been involved with cars since he was a child and even took an engine apart and put it back together again by the time he was 16 years old. He reads several publications related to cars, visits websites, and hangs out with others who are interested in cars as well. Due to his enduring involvement with this product category, Mitch would be considered a(n)
opinion leader
Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as
opinion leaders
For which type of product is self-image congruity likely to matter more?
perfume
Melanie lives in a small city that does not have a lot of the interesting retail stores. She and her two best friends take a trip twice a year to places such as Atlanta, Dallas, and Chicago to go shopping. It's so exciting for them to go in some of the stores because they are so unique, and they have only seen them online or in catalogs. Also, several cities now have lifestyle centers or town centers that are reminiscent of downtown in bygone days. All of the factors such as décor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the merchandise that Melanie and her friends make a special trip to experience comprise which situation characteristic?
physical surroundings
Attempts to develop quantitative measures of lifestyle were initially referred to as __________, and is a term that is frequently used interchangeably with lifestyle.
psychographics
A closed-in feeling created by a crowded store will result in adaptive strategies that could
reduce shopping time, reduce purchases, and alter the use of in-store information
An attempt to develop an ongoing, expanding exchange relationship with a firm's customers is called
relationship marketing
As a marketing major, Stan is a collegiate member of the American Marketing Association. This association holds a collegiate conference every year, and he did attend it one year. While this is a group he belongs to, his ties to other members are relatively weak, and his interaction is infrequent. Which type of group is this?
secondary group
Mark is developing the marketing strategy for his business, which is a retail store. He knows that situation characteristics will interact with his marketing activity. Which of the following is a situation characteristic he needs to consider?
task definition
Which of the following is not an individual characteristic influencing consumer behavior?
task definition
Whether or not a new idea, practice, or product is an innovation is determined by
the perception of the potential market
Using a product in a new way is referred to as
use innovativeness
What is the first decision a dissatisfied customer will make?
whether or not to take any external action
Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet?
word-of-mouth
A new Mintel study suggests there are groups of cooks with similar values and cooking lifestyles. What are the segments?
- Unenthusiastic Cooks - Noncooks - Cooking Enthusiasts (ALL THE ABOVE BASICALLY)
Which of the following is one of Experian's technology profiles based on an extensive analysis of attitudes, lifestyle, and adoption and usage patterns related to technology?
- Wizards - Journeymen - Apprentices - Novices (ALL THE ABOVE BASICALLY)
Which of the following is a reason consumers give gifts?
- social expectations - ritualized consumption experiences - to elicit return favors - as an expression of love and caring (ALL THE ABOVE BASICALLY)
Which of the following is a nonmarketing factor affecting problem recognition?
- social status - previous decisions - motives - situation (ALL THE ABOVE BASICALLY)
Michelle enjoys grocery shopping and trying new recipes. She likes to show offer her skills in the kitchen, especially by using multiple appliances. She cooks from scratch at least three times a week and isn't afraid to have leftovers from one of her homecooked meals. Michelle belongs to which cooking lifestyles segment?
Cooking Enthusiasts
__________ is how a person lives
Lifestyle
Which of the following statements is FALSE regarding self-concept and culture?
Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary across cultures.
With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious and driven, values power and control, and expects to be noticed?
Top Guns
Bessie is at the grocery store and is trying to remember some of the things she needs to buy. She is in the cleaning products aisle looking at the floor cleaning products. She's pretty sure she has another bottle left at home, so she doesn't purchase another. Bessie's perception of her current situation regarding this product reflects her
actual state
George has used the same company for his car and home insurance for over 20 years. Any claim he has made has been handled fairly and quickly. A major hurricane came through his area causing many individuals, including George, and business owners to lose everything. While he was hearing about so many insurance claim nightmares, he knew his company would come through because he trusts this company. George is an example of a(n)
committed customer
Which of the following is not a type of consumer decision making discussed in your text?
complex decision making
Clara is shopping with her friend, Jane, when they both went into a drug store. Clara needed to buy medication for hemorrhoids, but she was reluctant to do so in front of Jane. Which emotion was Clara probably experiencing in this situation?
embarrassment
One retailer asked a group of consumers the types of emotions they experience in both positive and negative retail situations. The purpose of this research was to uncover consumer reactions to various situations so that clerks could be trained to respond appropriately. Which approach to problem recognition is this?
emotion research
Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules?
extended decision making
Nominal decision making is sometimes referred to as
habitual decision making
In which situation is the likelihood of an individual seeking an opinion leader high?
high product/purchase involvement and low product knowledge
Before doing most things, Erin considers what others will think of her actions and how her behavior will affect them. Others' opinions and feelings really matter to her, more so than most people she knows. Erin is an example of a(n)
high self-monitor
Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment, to be opinion leaders, and to prefer magazines over TV?
independents
How does music influence consumer behavior?
influences mood
Which dimension of product performance relates to the physical functioning of the product?
instrumental
What are the two dimensions to performance for products?
instrumental and symbolic
What is the most common approach to discovering consumer problems?
intuition
Carla continued to search for information on cars even after she purchased one. She would go over her decision in her head, and pay attention to ads that featured the car she bought. She was also noticing how many other people drove her model of car, which made her feel more confident that she made a wise decision. Carla is attempting to reduce
postpurchase dissonance
Connie just purchased her first new car, and she's actually feeling a little bad about it. She's concerned about how much money she spent and how long she will be making car payments. She's not sure she made the right choice, either. She liked another car a little better, but ended up purchasing another model. Connie is experiencing
postpurchase dissonance
Carmen is double majoring in fashion merchandising and graphic design in college. When she graduates, she wants to design the physical environment of retail stores, particularly those in women's fashions. She wants to create environments that create specific mood responses in shoppers. Which field best describes what Carmen wants to do?
retail atmospherics
A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning is referred to as a
ritual situation
An advertisement for Topol toothpaste, which is targeted at smokers and coffee and wine drinkers, stresses how this is the only brand that can remove the stains associated with these consumption behaviors. Which type of problem recognition is this marketer attempting to stimulate?
selective problem recognition
Marty is an action-oriented consumer, and he strives to express his individuality through his choices. He purchases products and services for the experience they can provide him rather than what they might say about him to others. Which primary motivation is guiding Marty's behavior?
self-expression motivation
The sum of all the physical features of a retail environment is referred to as the
store atmosphere
Which situational characteristic deals with the effect of time on consumer behavior?
temporal perspective
Normative influence is sometimes referred to as __________ influence.
utilitarian
