MKT - 3350 Chapter 6 Quiz (Harper)
Which of the following terms refers to the process individuals or groups go through to select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires? A. Consumer behavior B. Search engine marketing (SEM) C. Involvement D. Perceived risk E. Search marketing
A. Consumer behavior
Which of the following terms refers to the extent to which a person's sensory receptors are capable of registering a stimulus? A. Exposure B. Perception C. Attention D. Interpretation E. Motivation
A. Exposure
Which of the following terms refers to creating a written description of the quality, size, weight, color, features, quantity, training, warranty, service terms, and delivery requirements for the purchase? A. Product specifications B. Single sourcing C. Multiple sourcing D. Reciprocity E. Customer reference program
A. Product specifications
Which of the following describes a business-to-business, or organizational, market? A. Purchases involving competitive bidding, price negotiations, and complex financial arrangements B. Purchases for individual or household consumption C. Many individual or household customers D. Purchases frequently made on impulse E. Demand based on consumer needs and preferences that is generally price-elastic, steady over time, and independent of demand for other products
A. Purchases involving competitive bidding, price negotiations, and complex financial arrangements
If an advertiser places a TV commercial using a lonely, lost puppy to sell its products, then that advertiser is said to be utilizing _____. A. sadvertising B. emotional advertising C. heartvertising D. animal advertising E. lostvertising
A. sadvertising
In which step in the consumer-decision making process will a consumer narrow down choices deciding on feasibility, and comparing the pros and cons of each remaining option? A. Product choice B. Evaluation of alternatives C. Information search D. Problem recognition E. Post-purchase evaluation
B. Evaluation of alternatives
At what step in the consumer decision-making process is a marketer likely to utilize search marketing techniques such as search engine optimization (SEO), sponsored search ads, and shopbots to help consumers find and learn more about their products? A. Problem recognition B. Information search C. Post-purchase evaluation D. Product choice E. Evaluation of alternatives
B. Information search
Which of the following terms is an actual or imaginary individual or group that has a significant effect on an individual's evaluations, aspirations, or behavior? A. Social class B. Reference group C. Opinion leader D. Mass-class E. Status symbol
B. Reference group
Which of the following refers to the values, beliefs, customs, and tastes a group of people values? A. Microcultures B. Sensory marketing C. Culture D. Subculture E. Time poverty
C. Culture
Which of the following terms refers to the process by which people select, organize, and interpret information from the outside world? A. Motivation B. Exposure C. Perception D. Interpretation E. Attention
C. Perception
Which of the following business-to-business terms refers to the routine purchase of items that a B2B customer regularly needs? A. New-task buy B. Buyclass C. Straight rebuy D. Modified rebuy E. Buying center
C. Straight rebuy
If a consumer is experiencing cognitive dissonance regarding his or her purchase, the consumer is on what step of the consumer decision-making process? A. Evaluation of alternatives B. Information search C. Post-purchase evaluation D. Problem recognition E. Product choice
C. Post-purchase evaluation
If an advertiser uses hidden messages in its product commercial, or hides messages in the product itself (such as baking words into the tops of crackers), the advertiser is using _____ advertising. A.conditioning B.cognitive C.subliminal D.observational E.behavioral
C.subliminal
Which of the following refers to a combination of hardware and software that ensures that only authorized individuals gain entry into a computer system? A. Encryption B. Outsourcing C. Reverse marketing D. Firewall E. Malware
D. Firewall
Which of the following refers to a person who influences others' attitudes or behaviors because they believe that he possesses expertise about the product? A. Reference group B. Status symbol C. Mass-class D. Opinion leader E. Social class
D. Opinion leader
If a consumer sees a significant difference between his or her current state of affairs and some desired or ideal state, which step of the consumer decision-making process is the consumer in? A. Evaluation of alternatives B. Product choice C. Post-purchase evaluation D. Problem recognition E. Information search
D. Problem recognition
What step of the consumer decision-making process is a consumer likely to be in if heuristics such as brand loyalty and country-of-origin are factoring into the decision? A. Post-purchase evaluation B. Evaluation of alternatives C. Information search D. Product choice E. Problem recognition
D. Product choice
When people learn that their actions result in rewards or punishments, the type of behavioral learning that occurs is _____ conditioning. A. basic B. cognitive C. classical D. operant E. modern
D. operant
In the buying center, which role has responsibility to execute the purchase? A. Initiator B. Influencer C. Decider D. Gatekeeper E. Buyer
E. Buyer
Which of the following refers to demand in which changes in price have little or no effect on the amount demanded? A. Organizational markets B. Derived demand C. Joint demand D. Fluctuating demand E. Inelastic demand
E. Inelastic demand
Which of the following refers to a group that purchases finished goods for the purpose of selling those finished goods for a profit, renting, or leasing to consumers and other businesses? A. Producers B. Government markets C. Not-for-profit markets D. Organizational markets E. Resellers
E. Resellers
Which of the following refers to the marketing techniques that link distinct experiences such as a unique fragrance with a product or service? A. Time poverty B. Microcultures C. Culture D. Subculture E. Sensory marketing
E. Sensory marketing
Which of the following roles in the buying center is the member of the buying center who actually needs the product? A. Influencer B. Initiator C. Decider D. Gatekeeper E. User
E. User
Your local city council or your county commissioners are examples of a(n) _____ market. A. business-to-business B. producer C. organizational D. reseller E. government
E. government
A Rolex watch, a Lexus car, and even the latest Apple iPhone are all examples of a _____ symbol. A. subcultural B. style C. cultural D. consumer E. status
E. status