Chapter.4 Rethinking Consumption Exam Prep

Chapter Four

Multiple Choice

1. In which stage of the purchase decision process does a customer review the product’s characteristics relative to other options under consideration for purchase?:

a) problem recognition

b) information search

c) alternative evaluation

d) purchase

e) post purchase processes

2. In which stage of the purchase decision process does a consumer determine satisfaction or dissatisfaction with a product or service?:

a) problem recognition

b) information search

c) alternative evaluation

d) purchase

e) post purchase processes

3. Which is TRUE about the purchase decision process?:

a) all customers go through the same process

b) people may not complete all the stages of the purchase decision process when buying

c) the purchase decision process represents a firm’s effort to communicate product benefits to customers

d) all customers who start the process complete it

e) the purchase decision process requires a minimum of four weeks to complete

4. Carla wants to buy an extra battery for her camera and she remembers that she purchased the camera at Best Buy. In which stage of the purchase decision process is Carla at this moment?:

a) problem recognition

b) information search

c) alternative evaluation

d) purchase

e) post purchase processes

5. Carla wants to buy a extra battery for her camera and she remembers that she purchased the camera at Best Buy. What is she doing?:

a) external cuing

b) external search

c) internal search

d) post purchase evaluation

e) internal cuing

6. Which is TRUE about multitasking?:

a) young adults are significantly better at multitasking than older adults

b) brains can process multiple bundles of information at one time

c) people who are good at multitasking are quicker at switching between tasks

d) multitasking did not exist prior to social media

e) multitasking is defined as the use of a cell phone and computer at the same time

7. The purchase funnel differs from the purchase decision process because:

a) it is shaped like a funnel and not a sphere

b) the purchase decision process is from the marketers’ perspective

c) the purchase decision process leads directly to sales

d) the funnel is shorter than the purchase decision process

e) the purchase decision process examines the behavior of the consumer

8. Which of the following represents a consumer’s enduring involvement?:

a) Shea who is a celebrity watcher who likes Game of Thrones

b) Carol who is really into vintage cars and reads about them all the time

c) Tom who has a Starbuck’s loyalty card

d) Craig has 10,000 frequent flyer miles on United Air

e) Barbara who hosts a show on the Shopping Network

9. A pack of toilet paper comes with 500 two ply sheets per roll. Which type of attribute does this represent?:

a) search

b) experience

c) characteristic

d) unsought

e) focused

10. Evaluating the readability of a Kindle represents which type of attribute?:

a) search

b) experience

c) characteristic

d) unsought

e) focused

11. Attribution in digital marketing means:

a) determining the activities in which people engaged prior to purchase

b) determining the rate of return on the investment

c) examining the content in various forms of social media

d) blogger strategy for raising search engine rankings

e) monitoring competitive digital media

12. In Google Analytics what does a “direct attribution” mean?:

a) the hit was from social media

b) the person typed in the URL

c) multiple users clicked on ads

d) directional cues to marketing performance

e) none of the above

13. Which type of group influence is suggested by the social media site Epinions that provides reviews for products?:

a) normative

b) value expressive

c) informational

d) social

e) coercion

14. Which of the following exemplifies the two-step flow of communications?:

a) Crest advertises its ADA endorsement

b) Colgate sells products below market rate to rival smaller competitors

c) Aim sends samples to dental hygienists to give to patient

d) new Hello brand toothpaste gives out full sized samples in New York City

e) none of the above

15. Which of the following represents the message creator in the basic communications model?:

a) encoder

b) decoder

c) audience

d) feedback

e) noise

16. Which of the following represents one-to-many communications?:

a) Facebook

b) TV ads

c) Yelp

d) Snapchat

e) Klout

17. Which of the following represents one-to-many communications?:

a) TV

b) SMS

c) Mobile Apps

d) Twitter

e) more than one of the above is true

18. When are people more likely to pass on a communication?:

a) they are seen on Twitter

b) the message is credible

c) people don’t know each other well

d) the content is in a video

e) it makes people sad

19. People who adopt a new technology first are called:

a) early adopters

b) early majority

c) innovators

d) industrials

e) interested

20. People who wait to adopt until most others have done so are called:

a) early adopters

b) early majority

c) innovators

d) industrials

e) interested

21. Most people who adopt products in this stage of the product lifecycle waited until everyone else purchased the item:

a) introductory

b) growth

c) maturity

d) decline

e) early

22. What types of products and services have a hockey stick shaped adoption curve?:

a) detergents and cleansers

b) hard to learn new tech products

c) fashion products

d) fads

e) social platforms

23. Flash leather and dayglo handbags have bright colors and are noticed in public because of the animal prints. Which aspect of the new product adoption process is this example?:

a) relative advantage

b) trialability

c) lifestyle fit

d) observability

e) individual decision

Essays

1. Explain how the steps in the purchase decision process relate to the steps in the purchase funnel. What is the difference between the two processes?

2. Consider the introduction of Snapchat to the social media scene. What elements of the adoption process led to teens to adopt the product? Which factors hindered adoption?

3. What makes a communication go viral? Can a marketer control this process?