Chapter.4 Customer Behavior Test Bank

Applied Marketing, 2e (Padgett)

Chapter 4 Customer Behavior

1) One of the results of the evolution of marketing is that the focus has changed from a specific sale to what happens before and after the purchase, and what influences customer behavior in general.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

2) Jeremy tried a new-flavored energy drink and hated it. He said, "I'll know better next time." This is an example of how future internal information searches are facilitated.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

3) An example of word of mouth might be when customers contact the manufacturer with complaints or compliments about a product by telephone.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

4) The General Model of Customer Experience has five distinct steps, and these steps follow a logical order. There are times, however, when a customer might take these steps in a different order.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

5) One of the important assumptions in marketing is that customers make rational decisions in the context and at the time of the purchase.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

6) In examining motivations, customers must satisfy needs like air, food and water before they can be motivated to consider almost any other kind of need.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

7) In consumer purchases, an individual usually decides, but in business purchases the focus is the organization, not the people.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

8) In both B2B and B2C, the General Model of Customer Experience is similar, and both have similar Influences on the Customer Experience–individual, social, and contextual differences.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

9) When he first heard about giving a customer a reason to come back, Marco thought he had to give the customer merchandise. He felt better when he learned

A) giving them cash, such as a rebate, would be the best way.

B) discounting prices on an everyday basis would be best.

C) having a strong social media presence was what was needed.

D) building relationships and a friendly image would work best.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

10) Once a customer has evaluated alternatives and made a choice, three basic issues are left: where to buy, how to pay for it, and

A) how to lower risk.

B) what options are available.

C) when to buy it.

D) what is the rationale for purchase.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

11) Which of the following is NOT correct when considering word of mouth feedback after the purchase of an item?

A) Customers are more likely to tell more people when they are dissatisfied than when they are satisfied.

B) Negative stories are often exaggerated to make the story sound more dramatic.

C) As stories get repeated, it is characteristic for negative aspects to be exaggerated from what was the original story.

D) Experienced marketers are able to control word of mouth, both positive and negative, to achieve campaign objectives.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

12) If you were to compare marketing today with marketing 25 years ago, one of the big differences would be

A) the change in the consumer buying model.

B) the focus on relationships.

C) the refinement of Maslow's Hierarchy of Needs.

D) the importance of business-to-business marketing.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

13) Once a customer has identified a need, two questions arise–what information is required to satisfy the need, and

A) how important is the need?

B) when does the need require satisfying?

C) who else has the same need?

D) where can I get the information?

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

14) What MOST drives the selection of how to satisfy a need?

A) Perceived value

B) Friends' recommendations

C) Objective comparisons of products or services

D) Cost

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

15) The three basic purchase issues related to the General Model of Customer Experience are where to make the purchase, how to pay for it, and

A) why make the purchase.

B) when to make the purchase.

C) who should make the purchase.

D) what guarantees ensure the value of the purchase.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

16) Which of the following is NOT true about word of mouth?

A) The more often a story is told, the worse it gets.

B) People complain more than when they are satisfied.

C) It has become an extremely important source of information for customers.

D) The phenomenon arose with the introduction of social media sites.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

17) The General Model of Customer Experience breaks the process down into separate steps, each with a thorough explanation. Life isn't always like that. Which of the following is NOT one of the important points needed to fully understand the model?

A) The model needs to be altered for e-commerce applications.

B) Some of the steps might be completed out of order.

C) For many routine purchases, the steps are internalized and not always apparent.

D) Differences in people's perceptions mean no two customer experiences are the same, even for the same customer.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

18) Which step in the General Model of Customer Experience is most closely associated with Maslow's Hierarchy of Needs?

A) Need recognition

B) Information search

C) Evaluation of alternatives

D) Post-purchase evaluation and behavior

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

19) Branding is most important in the evaluation of alternatives under which circumstance?

A) When there is a wealth of information available relative to the purchase decision

B) When perceived value is of minimal importance in the decision

C) When there is little specific information available on which to make a judgment

D) When there are distinct differences among available brand options

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

20) What is one recommended change of focus for marketers selling to tourists versus selling to locals?

A) Giving customers the lowest price possible due to heavy competition

B) Giving customers a reason to return

C) Showcasing products with signage and special offers

D) Locating stores near primary transportation hubs

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

21) Which of the following statements is false?

A) Company-sponsored information is less credible than that from personal sources or thirdparties.

B) Company-sponsored information is unnecessary when other information sources have

already been explored.

C) Company-sponsored information is useful when supported by other sources.

D) Company-sponsored information can be used to influence personal sources.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

22) Post-purchase evaluation is ultimately linked primarily to which other step in the General Model of Customer Experience?

A) Need recognition

B) Information search

C) Evaluation of alternatives

D) Purchase/choice

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

23) The General Model of Customer Experience cannot begin until

A) the marketer has built a strong brand that is recognized by potential customers.

B) the customer has a need that must be satisfied.

C) information about ways to satisfy that need are readily available.

D) the customer has sufficient funds to make purchases to satisfy a need.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

24) After Erin recognized a need to replace a ruined smart phone, she began trying to recall everything she had heard recently about smartphones and where she could get more information. Erin was at which stage of the General Model of Customer Experience?

A) Need recognition

B) Want development

C) Internalizing searches

D) Information search

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

25) For a customer to satisfy a need, he or she will need to search for information about how to satisfy that need. Which of the following is NOT true about the information search process?

A) The customer begins by searching his or her memory for information or experiences to satisfy the need.

B) With the growth in information available on-line, the information search step in the model will be eliminated and the model changed.

C) The information search generally begins with the general and narrows as the customer refines the search.

D) If the customer does not have then information, he or she will search externally, and family and friends will be a reliable source.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

26) As Brett started planning to relaunch his firm's major product, he knew

A) potential customers would trust an assertive and authentic information from the firm.

B) customers see third party sources as being the most reliable.

C) customers would depend most on opinions and attitudes of friends and family.

D) customers would not need much information as the product was being relaunched, not introduced.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

27) As customers are completing their information search in the General Model of Customer Experience, they

A) search for the objective facts as a basis for evaluation.

B) rely on the most recent information demonstrating the recency effect.

C) rely on personal values to determine perceived value.

D) go back to need recognition to validate the information gathered.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

28) A friend of yours wants to buy a specialized piece of photography equipment. None of her friends knew anything about it, and her family didn't either. She said she doesn't want to rely on the company websites as she feels they are not reliable. For her information search she will likely turn to

A) third-party information.

B) camera-store sales associates.

C) a downloadable owner's manual.

D) television informercials.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

29) Last year, Josh felt cars made in the United States were far superior to those made in Germany or Japan, but now, when he needs a car, German cars are at the top of his list. He has been paying attention to information provided by companies. Marketers know that information and other tools can help create

A) positive attitudes.

B) objective reality.

C) factual transformations.

D) cognitive dissonance.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

30) Angela travels often for work. Sometimes she will do an extensive search to find a special restaurant, but when in a hurry she will fall back on a couple of favorites she knows she likes without thinking too much about it. These decision "short cuts" are known as

A) decision expedients.

B) heuristics.

C) impulse buying.

D) preference selections.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

31) Your friend Alexis needed a new outfit for work and began the General Model of Customer Experience with a need recognition and went through a process including the purchase. You were helping her all along the way, but now it's time to see if the need is still there by comparing performance to expectation, known as

A) cost-benefit analysis.

B) feedback.

C) internal measurements.

D) satisfaction.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

32) Michael went through a very detailed search process to determine and buy the best computer for both his gaming and schoolwork. Instead of being happy with his new computer, he is wondering if he made the right choice, if he examined enough alternatives and whether he should have purchased a different brand. His friends who were majoring in marketing let him vent, but didn't take his concerns seriously as they knew he was suffering from a natural phenomenon known as

A) anxiety attacks.

B) cognitive dissonance.

C) post purchase depression.

D) innate dissatisfaction.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

33) Ellen and Beth were at the same restaurant one evening, though they do not know each other. Ellen had a superb experience from service to the quality of the food. Beth, on the other hand, had to wait a long time before being seated, had inattentive service and had problems with the food, sending two items back to the kitchen. From what you know about marketing and the General Model of Customer Experience, what would you predict is likely to happen?

A) Both Ellen and Beth will tell as many people as they can about the experience.

B) Ellen will tell many people, including postings on social media, about her great experience, and Beth will keep to herself.

C) Beth will tell many people, including postings on social media, about her bad experience, and Beth may tell a few people.

D) Neither Ellen nor Beth will tell anyone about their adventures outside of a few close friends.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

34) Kyle and David are opening a new coffee shop, and while neither was a marketing major in school, they each took a marketing course. They are having a serious conversation about how and why customers might buy their coffee from their shop. David insists that the General Model of Customer Experience means that customers will go through the detailed process, so they need to be concerned about information searches and evaluation. Kyle disagrees. Which of the following would be a good argument that Kyle would make?

A) Customers will go through a detailed information search each time they make a purchase to ensure their satisfaction.

B) Customers will not seek new information but may evaluate the information differently with each purchase.

C) Customers don't really care about information searches or evaluation when the need is strong.

D) Customers internalize the steps in routine purchases and don't notice they are going through the process.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

35) A hair stylist who wants to grow her business is studying how customers will purchase her services. Which of the following is accurate about the General Model of Customer Experience?

A) The General Model of Customer Experience applies to product purchases and cannot be used for services like hers.

B) While the General Model described the basis process, there can be significant variations the she needs to include in her plans.

C) The process steps are taken in the precise order of the Model, even for returning customers.

D) As long as she maintains a high level of quality, her customers will be satisfied each time they come in, and the Model does not apply to her situation.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

36) For many, if not most, college students, the decision about which college or university to attend is one of relatively high risk and can be very expensive. The students likely spent a great deal of time and effort in the Information Search and Evaluation of Alternatives stages in the General Model of Customer Experiences. The name for these kinds of decisions is

A) limited problem solving.

B) one of a kind problem solving.

C) information-rich problem solving.

D) extensive problem solving.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.; 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: General Model of Customer Experience; Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

37) When customers face the common situation where they might use heuristics or engage in some conscious Information Search and Evaluation of Alternatives, they are exhibiting which kind of contextual influence?

A) Routine decisions

B) Limited problem solving

C) Extensive problem solving

D) General Model decisions

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.; 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: General Model of Customer Experience; Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

38) Sam's stomach started grumbling around noon. This would be an example of

A) external stimulus.

B) time-focused behavior.

C) need recognition.

D) selective attention.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Application

39) Zack prided himself on his command of online resources. Once he knows he must begin an external search for information, he considers how trustworthy and credible various sources might be. After research, he decides the least credible would be

A) information from friends, family, and colleagues.

B) organizations like Consumer Reports.

C) online forums.

D) company-sponsored information.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

40) Melissa was shopping for spring clothes with her friends Hannah and Karen. In one store, Karen said she'd never buy a particular brand, Hannah said she'd always buy that brand, and Melissa didn't have a strong feeling one way or another. What MOST likely drove the different brand perceptions?

A) Culture

B) Personality

C) Attitude

D) Social influences

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

41) Emily was known among her friends for her way of making choices. She would set up elaborate spreadsheets, comparison charts, and research options, and she never used them. Instead, in the end, she just decided based on something simple, like color. Marketers understand this approach and have labeled it

A) decision avoidance.

B) paralysis by analysis.

C) heuristics.

D) consumer confusion.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

42) Patricia owns a residential roofing company. She has instructed each of her sales representatives to follow up with customers a few days after the jobs are completed. She has learned from consumer experiences that this is the best way to avoid

A) competitive pressures on performance.

B) creating time-consuming relationship building.

C) complaints to the Better Business Bureau.

D) buyer's remorse stemming from cognitive dissonance.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

43) A company with a strong brand name and recognition decides to enter a new product category. There are two major competitors; one is very high priced, the other is very low priced. Their positioning, respectively, is based on status and affordability. The company that is new to the product category prices between the two major competitors. The new company spends relatively little on promotion, instead relying on what to drive consumer purchases?

A) Heuristics

B) Brand loyalty

C) Brand recognition

D) Pricing

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

44) In which of the following scenarios might post-purchase evaluation occur before purchase in terms of the total amount paid?

A) When purchasing a product with an optional extended warranty

B) When deciding whether or not to use the same dealer for servicing your car as the one you purchased it from

C) When purchasing a service that involves tipping the service provider

D) All of the above

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

45) You are a new homeowner and would like to hire someone to paint the interior of your house. Since you have no personal experience with this type of hire, you begin searching for information. Unfortunately, your family, friends, and coworkers were of no help. Which of the following would be considered your most credible source of information?

A) Your neighborhood Facebook group

B) Information posted by local painters to social media

C) A Google search for local painters

D) An advertisement in a regional mailer

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

46) Sandro recently purchased a new car. On the way home from the dealership, he keeps looking at other cars and wondering if they are better than the car he purchased. Which term describes Sandro's current feelings about his purchase?

A) Dissatisfaction

B) Cognitive dissonance

C) Buyer's remorse

D) Selective interpretation

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

47) Why is the customer experience important to the marketer?

A) If a marketer can capture the essence of a customer's experience, the marketer can avoid having negative word of mouth going viral through social media.

B) Understanding the customer experience gives the marketer information that would be hard to obtain otherwise given the concerns about privacy.

C) By knowing the thoughts, feelings, and behaviors of a customer, the marketer can provide a superior service, leading to more business in the future.

D) Using the customer experience effectively is necessary to design retail operations.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

48) Why is it important for marketers to understand post-purchase evaluation as the product or service has already been purchased?

A) With careful consideration of the post-purchase behavior, the marketer can help avoid lawsuits from dissatisfied customers or warranty returns.

B) Collecting information from the purchases and post-purchase behaviors is the most reliable way to gather data about using the General Model of Customer Behavior.

C) Feedback after purchase is the most reliable way to collect information for new product development.

D) The marketer needs to understand behavior before, during, and after purchase to build relationships for future business.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

49) Online shopping has grown at a rate over 10% annually for the past five years. The COVID-19 pandemic has sped up the transition from in-store to online shopping and also contributed to consumers becoming more comfortable buying an expanding list of products, such as groceries, online. Given these facts, what do you believe would be the better approach for traditional bricks-and-mortar retailers to follow in a post-pandemic market?

A) Shift to a more experiential shopping model. Rather than compete on the basis of price, selection, and convenience, engage customers in the store setting to make them enjoy the overall shopping experience.

B) Make your current bricks-and-mortar locations showrooms where consumers can experience select offerings and receive sales help and assistance, then purchase online.

C) Focus primarily on the availability of same-day delivery for your products.

D) Transition to an exclusively online sales and distribution platform while maintaining exclusivity by moving away from third-party vendor agreements with firms like Amazon.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

50) You recently opened an ice-cream shop. Your goal is to bring back the community feeling of the old-fashioned, soda shop. Unfortunately, a few days ago, you had an emergency and had to leave a new employee in charge of a small child's birthday party. Based on the mother's online review, you know it did not go well. What is your best FIRST course of action?

A) Retrain your employees to provide all customers with the type of positive experiences they can share with others.

B) Put the negative experience in the past and focus on providing future positive experiences for all guests. Encourage guests to post their positive feedback in an effort to bury the negative.

C) Try to curtail the spread of negative feedback by immediately responding to the mother's online feedback. Offer a redo or another similar event for free to make up for the first experience. Ensure that the second event leaves her satisfied with your new company.

D) Eliminate the spread of negative feedback by turning off online comments. Double down on efforts to offer future customers a positive experience.

Learning Objective: 4.1 Define the stages in the general model of customer experience and describe the key concepts in each stage.

Section Reference: General Model of Customer Experience

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

51) Which of the following is NOT one of the significant influence categories used by marketers?

A) Contextual influences

B) Cultural influences

C) Social influences

D) Individual influences

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

52) The large group of people who share hobbies, education, income levels, and similar views of the world is known as a(n)

A) social class.

B) caste.

C) intellectual cohort.

D) influence stratum.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

53) Individual influences, by definition, will vary from person to person. Marketers recognize this, and their responses are to

A) use psychology and other sciences to understand and interpret the actions of individuals.

B) focus more on social and contextual influences where they can make a difference.

C) scan continuously what competitors are doing and look for clues or weaknesses in their approaches.

D) isolate one particular influence and leverage that to affect the other influences.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

54) Which of the following is NOT one of the recognized processes influencing individuals?

A) Selective attention

B) Selective interpretation

C) Selective intention

D) Selective retention

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

55) What is the MOST important reason marketers need to study culture?

A) Shared values within a given population affect purchasing decisions.

B) Some cultures prefer buying specific brands.

C) A child's buying behaviors differ dramatically from his or her parents.

D) Some cultures are illegal in certain states.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

56) Which category of influences represents influences that are unique to a specific customer experience at a specific time?

A) Individual

B) Social

C) Relational

D) Contextual

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

57) What is the most obvious category of influences on the customer experience?

A) Contextual influences

B) Social influences

C) Individual influences

D) Demographic influences

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

58) Social influences always involve what?

A) Family members

B) Formal members of a group to which the consumer belongs

C) Influencers and/or opinion leaders

D) Other people

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

59) According to your understanding of social classes from the text, which of the following is NOT of particular importance in terms of belonging to a certain class?

A) Income

B) Occupation

C) Education

D) Age

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

60) Your friend Kevin just bought a shirt and tie that you think are ridiculous, and you need to tell him politely that they just won't work. You think back quickly to what you know from marketing about the customer experience. Which of the following would NOT be considered an individual influence of the customer experience that can help you figure out what to say?

A) You know he can afford it.

B) You know he is old enough to make purchases on his own.

C) You know he is single and does not live with his family who might give him advice.

D) You know the store where he purchased it would exchange the shirt and tie if he explained why he needs to return it.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

61) You can observe many different personalities amongst your family, friends, and acquaintances, but as a marketer you want to know what part of personality most affects buying decisions in a group of people. Which of the following personality aspects most obviously affects purchase behavior the most?

A) Self-image

B) Thought patterns

C) Feelings about buying things

D) Introvert vs. extrovert

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

62) You and a friend were watching television yesterday, and when you asked her today about an ad about retirement plans you both talked about at the time, she tells you she didn't see such an ad, let alone talk about it. Which of the perception processes is at work here?

A) Selective attention

B) Selective interpretation

C) Selective filtering

D) Selective retention

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

63) One of the problems marketers have is trying to persuade a consumer to switch from their current brand to the marketer's brand. These consumers may see promotional pieces, but don't seem persuaded to change, regardless of the evidence presented. Which of the perception processes is at work here?

A) Selective attention

B) Selective interpretation

C) Selective filtering

D) Selective retention

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

64) Maria is known by her friends as a person who won't make a purchase without checking with several of her close friends. These friends who are advising on purchases are known as

A) reference groups.

B) social capital groups.

C) inspirational groups.

D) consultative groups.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

65) Paul follows a small number of professional sports teams with great devotion. He wants to know what the players wear, what they drink, what cars they drive, etc., and then he will use the information he has gathered to decide what to buy similar items for himself. What would a marketer call these teams in relationship to Paul?

A) Purchase idol groups

B) Aspirant groups

C) Sponsored groups

D) Fan-defined groups

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

66) Eduardo observed that he and his fellow Hispanic university students shared certain values and beliefs which had a major impact on his purchasing behaviors. Eduardo was observing

A) class.

B) culture.

C) subculture.

D) cohort.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

67) Brianna was asked by the CMO of her firm to watch customers in a local mall to look at what was influencing customers' decisions. Brianna had to look for factors like time, motivation, and the physical environment. These influences were part of which category of influences on the customer experience?

A) Contextual influences

B) Cultural influences

C) Social influences

D) Individual influences

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

68) As you go to a grocery store and pick up routine items, you might not recognize you have internalized much of the process. This set of decisions are known as

A) limited problem solving.

B) routine decisions.

C) heuristics.

D) habitual decision.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

69) Marketers study motivations–what drives people to act in a certain way, especially when examining purchasing behaviors. To organize these motivations, marketers use a theoretical model known as the

A) Kotler's Motivation Framework.

B) Kegan's Ranking of Needs.

C) Padgett's Schedule of Wants and Needs.

D) Maslow's Hierarchy of Needs.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

70) As customers learn more and more about specific products, they can limit their internal and external searches for information. When thinking about the level of learning and what will be required to provide the customer with the information he or she needs before purchasing, marketers use the term

A) learning.

B) search utility.

C) expertise.

D) product knowledge.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

71) When we are rushed or when we want convenience more than a drawn-out decision-making process, time becomes critical. Which of the following is NOT one of the results of time as an influence on the customer experience?

A) We will use heuristics.

B) We feel there is less value in the information search.

C) We are willing to pay more.

D) We minimize cognitive dissonance when we can blame time.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

72) You're in the drugstore to purchase a cold remedy. You find your normal brand is sold out. You select a competitive brand because you're familiar with it and view it a viable substitute. This is an example of what?

A) A routine decision using branding

B) Limited problem solving using heuristics

C) A routine decision using heuristics

D) Limited problem solving using branding

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

73) Leila sees herself as a fashionista, buying clothes she can find in high-fashion magazines, and she is always fashionably dressed for class. Molly dresses for comfort, not for others, and she can't imagine looking at magazines for ideas on what clothes to buy. This is not a surprise to marketers, as marketers have identified this particular individual influence as

A) media habits.

B) personality.

C) self-image.

D) selective attention.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

74) Paul is not very confident in his buying behavior. He purchased a pair of soccer cleats, basing his decision on the shoes his favorite players were wearing. The shoes he bought hurt his feet when he plays for about an hour, but he won't switch brands. What factor in the customer buying experience is MOST evident here?

A) Buyer's remorse

B) Aspirant groups

C) Personality

D) Selective interpretation

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

75) Retailers make many decisions about the store layout, merchandise, pricing, promotion, sales personnel, lighting, and more. They do this to influence

A) product and store differentiation factors.

B) contextual factors.

C) aspirant group factors.

D) consumers' self images.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

76) David was counseled by his marketing manager that he needed to study Maslow's Hierarchy of Needs and know how it applies to his marketing efforts if he wants to succeed in his position. David needs to learn about consumers'

A) personalities.

B) limited problem solving.

C) buying heuristics.

D) motivation.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

77) Consumer A, a young man, purchases a Tesla roadster (a high-priced electric vehicle) because he is environmentally conscious. Consumer B, a young woman, purchases a Tesla roadster because it's stylish and expensive. In both cases, what is the major influence in the purchase behavior?

A) Self-image

B) Demographics

C) Social influences

D) Social class

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

78) Which type of reference group would make a person more likely to purchase a product that they really can't afford at that point in their life or career?

A) Aspirant groups

B) Friends

C) Co-workers

D) Social media influencers

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

79) Which of the following situations would probably result in less negative word of mouth if a consumer was disappointed with a relatively important purchase?

A) The item was on sale.

B) The item was not available in exactly the same color, model, or style desired.

C) There was limited time available to make the purchase decision.

D) The item was a closeout and is no longer available.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

80) What is the biggest difference between contextual influences and social influences on decision making?

A) The need for a strong self-image

B) The influence of socialization

C) The impact of need motivation

D) The effect of the specific situation

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

81) To celebrate his birthday, Hector chooses to dine at Ruth's Chris Steak House. He enjoyed his dinner immensely and ignores his coworkers who tell him he could have had a better, less costly meal at a different restaurant. Which term describes Hector's perception process?

A) Selective interpretation

B) Selective retention

C) Selective influence

D) Selective attention

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

82) Priya comes from a blue-collar family, takes online classes at various universities, values the opinions of fashionistas, and is a horror-film enthusiast. Which term describes the subculture to which Priya belongs?

A) Blue-collar society

B) Horror-film enthusiasts

C) Online student

D) Fashionista

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

83) One definition of culture is that it's a shared and learned set of beliefs and behaviors amongst people. Marketers can see culture as a macro-environmental factor at work when more than one individual is making a purchase decision. Marketers aren't going to change the impact of culture, but they recognize culture's importance when looking at what kind of influence on the customer experience?

A) Contextual influences

B) Shared influences

C) Social influences

D) Individual influences

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Synthesis

84) Marketers use the General Model of Customer Experience and Maslow's Hierarchy of needs, although both models have weak points or there are conditions where they do not apply. If they are not universally true, why would a marketer rely on them?

A) Marketers use heuristics, and these models could be considered heuristics.

B) Even though they are not universal, exceptions are identified, and compensation is made.

C) As they are models, marketers don't need to use them if they choose not to.

D) These models are based on psychology, and marketers are trained enough in psychology to be able to refute or alter the models.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

85) You're constructing a new airport and want to maximize customer satisfaction. One key dissatisfier with fliers is how long they have to wait for their luggage in the baggage claim area. The airlines have notified you that, given the human element involved in unloading baggage from their incoming flights, there is little they can do to speed up their part of the process, which is the most time consuming. Which of the following steps do you believe would be most effective in maximizing customer satisfaction?

A) Invest in a team of experts to study the problem, enlisting feedback from industry professionals.

B) Invest in state-of-the-art, high-speed equipment to transfer luggage from the planes' unloading area to the baggage claim areas, thereby speeding up the only part of the process under your control.

C) Build the baggage claim area as far as possible from the deplaning area, making it a longer walk for passengers. Since it will take them longer to get to baggage claim, they'll have a shorter wait when they arrive.

D) At each baggage claim station, place screens that constantly update with the estimated time remaining until baggage from a particular flight is due to arrive at the station.

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

86) You have a pediatric dental practice and want to provide a satisfying experience to both the children you treat and their parents. Your patients range in age from 2 years to 18 years and require a myriad of services. What is the best way to influence the customer experience?

A) Appeal to the patient's self-image by hanging photos of happy children showing off their clean teeth. This influences individuals to seek regular care.

B) Create an online forum with a group of dental opinion leaders culled from your most satisfied parents. This creates a form of social influence.

C) Provide climbing toys and video games for patients to use while waiting for their appointments. Time is a contextual influence on customer experiences.

D) Fill your waiting room with only information about healthy teeth and the need for regular dental visits. This creates selective attention (an individual influence) and turns parents into dental experts (a contextual influence).

Learning Objective: 4.2 List and describe the key individual, social, and contextual influences on customer experience.

Section Reference: Influences on Customer Experience

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

87) Even though Ryan had worked diligently to try and meet people at the new firm in his territory, he could not get past the receptionist who kept putting him off. He was extremely disappointed when he found out the firm had decided on a purchase without even considering Ryan's firm or its products. Ryan was having difficulty with which person in the buying center?

A) Gatekeeper

B) Controller

C) Decider

D) Influencer

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

88) Which of the following is NOT one of the important differences between B2B and B2C marketing?

A) The size of the buying company matters in B2B.

B) Evaluation of alternatives is more complex in B2B.

C) There is more formality, especially in the rules, for B2B.

D) Marketing to a group is important in B2B but has no similar situation in B2C.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

89) The social differences among the Influences on the Customer Experience for B2B marketing could be

A) aspirant companies.

B) the personality of the CEO.

C) whether the sales representative can entertain the client.

D) whether the members of the buying center share objectives.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

90) Which of the following is NOT one of the roles in the buying center?

A) Initiator

B) Deciders

C) Specifiers

D) Influencers

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

91) One of the major challenges marketers have when marketing to potential buyers in buying centers is

A) the roles are not clear.

B) people in the roles have different needs.

C) the size of the company affects the use of the buying center.

D) buying centers are not used in many industries.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

92) In reviewing the need-recognition component of the Expanded Model of Customer Experience, a purchase being planned in advance is most common in which situation?

A) Consumer purchase

B) Family purchase

C) Business purchase

D) Externally prompted purchase

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

93) Which of the following statements is true regarding the use of social media as a marketing tool?

A) It is equally important in B2C and B2B markets.

B) It is slightly more important in B2C markets than B2B markets.

C) It is slightly more important in B2B than B2C markets.

D) It is virtually nonexistent as a marketing tool in B2B markets.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

94) While important in both B2C and B2B markets, relationship building is often more formal in B2B markets. Why?

A) Most B2C marketers do not know who their end users are.

B) B2B arrangements often involve multiple aspects, such as service and interconnection of activities.

C) B2C markets involve a much shorter time frame in the Model of Customer Experience.

D) All of the above.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

95) Peter worked in construction before getting a degree in marketing. He was often called in from the Marketing area to help the firm consider proposals on any building or renovations in the company's stores. What function was Peter playing in the new store work?

A) Gatekeeper

B) Expert

C) Decider

D) Influencer

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

96) Daniel was new to the B2B marketing area, and he was frustrated by the amount of time it took to go through the buying process. Which of the following in NOT one of those factors that lengthen the time it takes to go through the buying process?

A) Risk tends to be greater.

B) Sales tend to be larger in both quantity and dollars.

C) B2B sales tend to be more complex.

D) B2B sales tend to rely more on negotiation.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

97) Drew had worked for many years in a B2B environment, then he switched to a B2C company. Four key distinctions between the two areas became obvious almost as soon as he switched. The four distinctions were marketing to individuals instead of groups, smaller transaction sizes and amounts, the importance of building relationships, and

A) the simplicity of the B2C buying experience.

B) the different requirements for information searches.

C) the determination of prices in the B2C buying experience.

D) the place where goods are purchased.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

98) Peter had worked for a few years in a major consumer products firm, marketing men's deodorant. He has switched to a firm that is selling to building contractors. Which of the following approaches from his previous job is most likely to be useful in the new job?

A) Promotion needs to have a strong emotional message.

B) Buyers purchase products in single units but fairly frequently.

C) People are buying from people.

D) The purchaser will be using the product for personal consumption.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

99) Heather owns and operates a small accounting firm. She needs a new computer for the office and, while she is shopping, she decides to buy another one for her children to use at home. What kind of marketing is being used?

A) Both purchases are B2C as Heather's business is small.

B) Both purchases are B2B as Heather began the process shopping for her business.

C) The first purchase would fall into the B2C category and the second in B2B.

D) The first purchase would fall into the B2B category and the second in B2C.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

100) Courtney has just started working for a firm which sells specialized gears to manufacturers. The marketing manager has just coached her about price, and Courtney was surprised to learn that business buyers

A) might not shop for the lowest-priced gears.

B) would insist on lower prices for gears.

C) will switch suppliers for even a small variation in price for gears.

D) care more about the price than quality of the gears.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

101) Among the different members of a buying center, which one is most likely to want to make the other members as satisfied as possible?

A) Buyer

B) Decider

C) Influencer

D) User

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

102) In a B2B buying situation, which of these would be most similar in concept to brand in a B2C buying situation in terms of selecting a supplier?

A) Reliability of supplier

B) Perceived value of product

C) Compatibility with existing equipment

D) Name recognition of supplier

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

103) Consider the example in your text of Toro selling to Home Depot and think about similar situations you've encountered. With this in mind, what can you safely say about many B2B marketers?

A) B2B markets are more important to them than B2C markets.

B) Negative consumer word of mouth is relatively unimportant in B2B markets.

C) They're active in both B2C and B2B markets.

D) Inventory management is more important in B2B markets than B2C markets.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

104) To improve health and wellness, your company is planning to invest in stand-up workstations. Kristoff, the facilities manager, asks Marcel, an executive assistant to research the many options, noting the costs and benefits of each option. Once Marcel's options are compiled, Kristoff asks a group of employees for feedback. Armed with this information, Kristoff chooses a specific model from a specific company. Jacqui, the finance manager, completes the order and arranges for payment. What role does Kristoff play in this scenario?

A) Purchaser

B) Gatekeeper

C) Influencer

D) Decider

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

105) Which of the following is most similar between B2B and B2C marketing?

A) The kinds of influences on buying behavior

B) The decision makers

C) The types of benefits sought

D) The formality of the decision-making rules

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

106) Which of the following is one of the major challenges in business-to-business marketing in working with a buying center?

A) As a permanent group within the firm, if a firm is not chosen for a purchase, the firm will find it difficult to compete again.

B) Each of the members of the buying center has organizational needs, and these needs may conflict with each other.

C) Negotiating with all five members of a buying center consumes a great deal of time and effort, and the marketing firm has no guarantee they will be selected.

D) As buying centers are assembled for a specific purpose and are not a regular team, decision-making is often unorganized and difficult to manage.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Synthesis

107) A "traditional" family of three–husband, wife, child–are purchasing a car that will be the primary mode of transportation for the family. The wife is the primary wage earner and commutes to work. She also manages the household finances. The husband telecommutes and will use the car to take the child to and from school and to various events. The child wants something equal in style and image to the cars of his classmates. Relate the roles of the husband, wife, child in this household purchase decision to those in a buying center, in general terms.

A) Husband = User; Wife = Decider; Child = Influencer

B) Husband = User; Wife = Buyer; Child = Influencer

C) Husband = User; Wife = User; Child = Decider

D) Husband = Buyer; Wife = Buyer; Child = Influencer

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Synthesis

108) Samsung produces smartphones which it markets under its brand name to consumers. Samsung acts as an original equipment manufacturer (OEM) as the producer of their own brand of smartphones, purchasing component parts from a variety of suppliers. Their suppliers are B2B marketers selling the component parts to Samsung for final assembly and marketing. Included among their suppliers are three companies that supply batteries. Their primary supplier currently charges $9.50 per battery. They've advised that, due to cost increases in their supply chain, they'll be raising their price by 20% to $11.40 per battery. Why might Samsung not switch to another supplier as their primary source and how does this relate to price inelasticity in B2B markets?

A) If this supplier is raising prices, their other two suppliers probably will also raise prices, so there's no real incentive to switch.

B) Due to price inelasticity at the retail level, Samsung will simply add this to the retail price of their phones and pass it along to consumers.

C) For OEMs, quality and reliability are often more important than price; hence, inelasticity prevails. An additional $1.90 cost on a phone retailing for nearly $1,000 is minor compared to the importance of having a battery that has proven to be reliable.

D) Their major competitors, including Apple and LG, will experience the same cost increase, creating a situation of price inelasticity for all marketers. Hence, they will maintain the same supplier relationships.

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Synthesis

109) A few years ago, you developed and began manufacturing a revolutionary material that keeps the human body cool and dry at very high temperatures. You have successfully sold the material to businesses making high-end clothing for adventure seekers. Now you would like to sell to more mainstream sports-clothing businesses, like Nike and Under Armour. Which of the following is the best marketing technique for your newest B2B goal?

A) Using direct marketing, focus on the quality and durability of your materials compared to those of similar competitors. Then, use sales promotions by offering a rock-bottom price for first-time buyers with the understanding that prices will steadily increase to "normal" over time.

B) Use personal selling to persuade businesses to use your materials. Offer sales incentives based on volume, timing, and/or frequency.

C) Using testimonials, emphasize customers' perceived value of your product versus your competitors' products.

D) Use what resources you have to discover the clothing company's gatekeeper and appeal to that person to get your material reviewed favorably by the company's decider(s).

Learning Objective: 4.3 Identify and describe the similarities and differences between individual consumer and business buying.

Section Reference: Individual Consumer Versus Business Buying

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

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