CH 5 Exam Prep

During which stage of the business buying 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

________ is a discomfort caused by postpurchase conflict.

Cognitive dissonance

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

Complexity

________ refers to the practice of including ethnic themes within a company's mainstream marketing.

Cross-cultural marketing

________ are minor stimuli that influence where, when, and how a person responds to an idea.

Cues

________ 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

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.

Opinion leaders are also known as ________.

leading adopters

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

personal sources

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

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(n) ________.

reference group

Which term refers to the activities a person is expected to perform according to the people around him or her?

role

Which of the following do organizational buyers use when they want to connect with important suppliers and create direct procurement accounts?

trading exchanges

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

trial