Understanding Consumer Behavior Verified Test Bank Ch.5 - Answer Key + Test Bank | Marketing 13th Edition by Kerin and Hartley by Roger A. Kerin, Steven W. Hartley. DOCX document preview.
Chapter 05
Understanding Consumer Behavior
Multiple Choice Questions
1. | Women make what percentage of new-car buying decisions?
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2. | Women influence what percentage of new-car buying decisions?
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3. | Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They have learned that
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4. | Which of the following statements about how women buy new cars today is most accurate?
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5. | Which of the following statements about how women buy cars today is most accurate?
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6. | Many automobile dealerships employ a nonnegotiable or no-haggle price strategy to sell their cars. A customer who wants to buy a new or used car would pay the posted price. These dealers probably adopted this pricing policy because
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7. | The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, are referred to as
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8. | Consumer behavior refers to
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9. | Consumer behavior includes the actions a person takes in purchasing services and using products and services, including
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10. | The five stages a buyer passes through in making choices about which products and services to buy is called the
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11. | The initial stage in the consumer purchase decision process involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. What is this stage called?
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12. | There are five stages in the consumer purchase decision process. The first stage is
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13. | The second stage in the consumer purchase decision process involves searching for information, which may include an internal search and/or an external search. What is this stage called?
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14. | There are five stages in the consumer purchase decision process. The second stage is
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15. | The third stage in the consumer purchase decision process involves evaluating brands in the consideration set based on the evaluative criteria (both objective and subjective) identified during the information search step for the ultimate decision. What is this stage called?
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16. | There are five stages in the consumer purchase decision process. The third stage is
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17. | The fourth stage in the consumer purchase decision process involves deciding from whom to buy and when to buy so that the purchase decision can be made. What is this stage called?
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18. | There are five stages in the consumer purchase decision process. The fourth stage is
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19. | The fifth stage in the consumer purchase decision process involves comparing the product or service purchased by buyers with their expectations to determine whether they are satisfied or dissatisfied. What is this stage called?
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20. | There are five stages in the consumer purchase decision process. The fifth stage is
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21. | Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision represents which stage of the consumer purchase decision process?
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22. | Scanning memory for previous experiences and also exploring the external environment represent which stage of the consumer purchase decision process?
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23. | Clarifying the problem for the consumer represents which stage of the consumer purchase decision process?
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24. | A simultaneous evaluation of both product attributes and seller characteristics represents which stage of the consumer purchase decision process?
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25. | A comparison with expectations and an evaluation as satisfied or dissatisfied represent which stage of the consumer purchase decision process?
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26. | The point at which you would exchange money for a sandwich of corned beef on rye is in the ____________ stage.
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27. | Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called
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28. | During the consumer purchase decision process, an individual at the __________ stage will perceive differences between his or her ideal and actual situations big enough to trigger a decision.
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29. | When Aurelia looked in her closet and said, "I don't have anything to wear to the party this weekend," she seems to be in which stage of the consumer purchase decision process?
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30. | When the marketing student said, "It's really hard for me to get to class on time without a car," she was entering which stage of the consumer purchase decision process?
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31. | Jamie goes shopping with a friend and notices her friend's durable ripstop nylon wallet. She thinks of her own worn wallet and realizes she needs a new one. In which stage of the consumer purchase decision process was Jamie when she had this realization?
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32. | Glow Pets, from the makers of Pillow Pets, are a light-up pillow product designed for young children. The pillows are colorful animals that produce a soft light for 20 minutes at a time and were produced for children with a fear of the dark. As a result, the company aired some ads on various TV programs showing children being comforted and sleeping restfully with a Glow Pet, making parents and kids alike desire such a situation. The content of the advertising's message most likely focuses on which stage of the consumer purchase decision process?
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33. | Amanda plans to go for a run after her classes are over. As she is lacing up her running shoes, she notices that one of the shoe's seams is unraveling, and she thinks it is about time for a new pair. In which stage of the consumer purchase decision process is Amanda at that moment?
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34. | In marketing, advertisements or salespeople can activate a consumer's purchase decision process by
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35. | Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process?
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36. | Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions?
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37. | "Which brand of smartphone does my roommate own?" would be a question asked during the __________ stage in the consumer purchase decision process.
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38. | In which stage in the consumer purchase decision process would a consumer ask, "How much can I afford to spend on a new 42-inch LED HDTV?"
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39. | You have determined you want to buy an advanced hybrid vehicle, and a visit to Ford's website has revealed that the Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery technology. You are currently in which stage of the consumer purchase decision process for this type of automobile?
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40. | Scanning your memory for previous experiences with products or brands is called
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41. | A(n) __________ in the consumer purchase decision process occurs when consumers scan their memories for previous experiences with products or brands.
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42. | When an elementary school teacher was returning to school in the fall, she wanted to buy markers and craft paper. She remembered the discount website she visited last year for her purchases, so she'll start there to see if the website still carries the items previously purchased. What term best describes the information search method used by the teacher?
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43. | Casey's girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers the brand of watch that she wears and considers if she would like a new one by the same maker. This is an example of what part of the consumer purchase decision process?
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44. | Bob's best friend Mike turns 25 next week. Bob decided to purchase Mike a tablet device/e-book reader as a present. Because Bob has purchased three personal computers and other consumer electronic devices over the past five years, he scanned his memory for various brand options. This is an example of what part of the consumer purchase decision process?
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45. | A mother of two toddlers would primarily use an internal search of her prior experiences with products and brands when purchasing
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46. | Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over the summer. When Tina's birthday approaches, Julie wants to buy her a good mystery. When Julie was trying to recall her favorite mystery authors, she was engaged in
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47. | A(n) __________ for information is needed when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and the cost of gathering information is low.
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48. | An external search for product information is likely to occur when
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49. | When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use an __________ for information.
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50. | Emily wants to purchase a tablet device. She is unsure about what hardware and apps she will need. As a result, she has begun asking for advice from her friends and relatives. In addition, she has talked to several salespeople at Apple and Best Buy and has looked at some websites, such as HP and Dell. Emily is engaging in
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51. | Nico wants to buy a new digital camera for his semester studying abroad but he knows very little about cameras, having never owned one. As a result, he has begun asking for advice from friends and relatives. In addition, he has talked to salespeople at a Wolf camera shop and Best Buy and he has looked at some websites. Nico is engaging in
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52. | Relatives and friends whom the consumer trusts are known as __________ sources of external information.
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53. | When conducting an information search, various product-rating organizations, such as government agencies and TV consumer programs, are known as
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54. | An example of a public source of information consulted during an external search would include
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55. | An example of a public source of information consulted during an external search would include
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56. | There are various nonprofit publications dedicated to assisting in consumer education and decision making. Examples of these public sources of information for an external information search include Consumer Reports, __________, and TV consumer programs.
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57. | Sources of external information that originate with the sellers of products and services and include advertising, company websites, salespeople, and point-of-purchase displays in stores are referred to as
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58. | An example of a marketer-dominated source of information consulted during an external search would include
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59. | An example of a marketer-dominated source of information consulted during an external search would include
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60. | An example of a marketer-dominated source of information consulted during an external search would include
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61. | Which of the following is not an example of a marketer-dominated source of information consulted during an external search?
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62. | The alternative evaluation stage clarifies the problem for the consumer by __________, yielding brand names that might meet the criteria, and developing the consumer value perception that each alternative presents.
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63. | The alternative evaluation stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, __________, and developing consumer value perceptions.
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64. | The alternative evaluation stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, yielding brand names that might meet the criteria, and
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65. | Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of a new car. She told a co-worker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?
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66. | The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as
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67. | Evaluative criteria refer to
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68. | Which of the following statements concerning evaluative criteria is most accurate?
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69. | When purchasing a tablet device, factors a consumer considers prior to purchase are called __________, which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.
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70. | The Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery technology to deliver more power, convenience, prestige, and fuel economy than non-hybrid cars. These attributes listed for the Ford Fusion Hybrid SE are those that consumers may consider when assessing the car. If they do, these attributes would be considered
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71. | The group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware is referred to as the
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72. | A consideration set refers to
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73. | The BMW StreetCarver is a $495 skateboard that features BMW's technology in its wheel suspension, which stabilizes the board's sleek design and allows for greater control around sharp curves. BMW wants its skateboard to be within the consideration set of potential skateboard buyers. In this case, it will most likely focus on
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74. | In recent ratings from independent rating agencies for selected smartphone brands and models, a number of factors are listed, such as price, display, audio quality, text messaging, web capability, and camera quality. These factors are the typical __________ for smartphones.
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75. | Independent agencies provide ratings of many products. A typical report on smartphones includes brands such as Apple, HTC, LG, Motorola, and Samsung. These brands are referred to as the __________ when consumers use these smartphone ratings to evaluate the products.
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76. | Once a consumer has completed the alternative evaluation stage of the consumer purchase decision process, the two remaining choices are
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77. | All of the following would impact your decision about when to buy an offering except
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78. | Charlie was standing outside his classroom talking on the phone when a friend heard him say, "Thank you for taking my call so quickly. I'd like to order the 32-gigabyte iPad. I'll pick it up today at the Southdale Apple Store. Can I use the easy pay plan?" Charlie was in which stage of the consumer purchase decision process?
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79. | At the __________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.
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80. | Sensitivity to consumers' consumption or use experience, whether they are satisfied or dissatisfied, is extremely important in their
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81. | Firms such as General Electric, Johnson & Johnson, Coca-Cola, and British Airways focus their attention on __________ to maximize customer satisfaction and retention in part by offering training to handle complaints, answer questions, and solve consumer problems.
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82. | Claire has just told her best friend, "I'm so glad I bought the Samsung Galaxy S6 rather than those other smartphones I was considering. Look at this incredible display, and the battery stays charged forever." Which stage of the consumer purchase decision process does Claire's conversation identify?
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83. | Customer satisfaction is an important focus for marketers because
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84. | Firms such as Ford and Frito-Lay have learned which of the following marketing lessons?
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85. | The feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives is referred to as
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86. | Cognitive dissonance refers to
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87. | Rackspace U.S. Inc. is a web hosting company. If you want to have a website, you can buy Internet space as well as technical support and design services from the company. When its ad tells you that its users consider Rackspace "the risk-free host because it offers dedicated and helpful support any time day or night," you know that Rackspace is most likely trying to do which of the following?
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88. | You have just purchased an iPad Mini 4 tablet device. As you head home from the store, you brood about whether your choice was right or whether you should have bought a Galaxy Tab S2 after seeing an ad for it on TV. This is most likely an example of
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89. | How would consumers who purchased a new and innovative Nike LeBron X basketball shoe for $315 try to reduce any cognitive dissonance they feel?
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90. | Stephan was excited about his newly purchased laptop. It had all the features he wanted and was really fast with a great display for his gaming. In addition, the $1,200 price tag was reasonable. The same day he took it out of the box, he saw an online special for a similar computer, on sale for only $1,000. Suddenly he began to doubt his purchase decision and worried that maybe he hadn't gotten such a good deal. Stephan was most likely experiencing
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91. | The personal, social, and economic significance of the purchase to the consumer, which is known as the level of __________, may cause him or her to skip or minimize one or more stages in the consumer purchase decision process.
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92. | Involvement refers to
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93. | High-involvement purchases typically have which of the following sets of characteristics?
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94. | For high-involvement purchases, consumers typically do all of the following except
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95. | NetJets is a company that offers one-sixteenth or more ownership in a jet plane for a price beginning at $325,000. It gives purchasers privacy, convenience, and flexibility as well as saves them time since the plane is available within four hours unless it's booked by one of the other shareholders. This is most likely an example of
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96. | Which of the following products and services is an example of a low-involvement purchase?
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97. | Lexi wants to find the perfect gift for her older sister's college graduation. She started looking for the gift last month and expects to spend another couple of weeks to find a gift her sister will use and like. Lexi is engaging in
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98. | In __________, consumers typically seek only a few information sources about several sellers and their brands, and they may identify and evaluate a moderate number of attributes for each brand that eventually will comprise the consideration set.
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99. | Which problem solving variation would likely be used for clothing, sheets, towels, or electric can openers?
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100. | Which problem solving variation would typically be used for blenders, a restaurant for lunch, or professional ball game tickets?
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101. | Elizabeth has decided to purchase a new electric juicer and plans to call several friends for the latest information about alternative brands. She is not concerned about where she buys it as long as she receives a very liberal return policy should anything go wrong. In making her decision, Elizabeth will engage in which of the following problem solving variations?
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102. | Danilo has decided to purchase a new video game console, not having owned one before. He calls his gamer friends for recommendations about alternative brands and options. He has few concerns about the purchase but wants a quick rundown of the most important aspects to consider. In making his decision, Danilo seems likely to engage in which of the following problem solving variations?
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103. | Consumers spend little time and effort evaluating alternatives in the purchase of table salt and milk. The consumer purchase decision process for such staples involves __________, which is virtually a habit and typifies low-involvement decision making.
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104. | Which problem solving variation would normally be used to purchase items such as cereal or laundry detergent?
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105. | Jenn needed to have another set of keys made for her apartment so she went to Home Depot to have it done since she remembered her dad going there. This is an example of
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106. | Between classes, many college students stop at conveniently located vending machines for their favorite candy bars and soft drinks. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. These college students are most likely involved in __________ problem solving purchase situations.
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107. | In terms of consumer involvement and product knowledge, which of the following involves all five stages of the purchase decision process and considerable time and effort?
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108. | In terms of consumer involvement and product knowledge, which of the following is appropriate for purchase situations that do not merit a great deal of time or effort?
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109. | In terms of consumer involvement and product knowledge, which of the following is virtually a habit?
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110. | Which of the following is a strategy for a market leader (rather than a market challenger) when marketing a low-involvement product?
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111. | The purchase of bottled water is a low-involvement purchase. How can a market leader such as Perrier keep people buying its brand instead of one of the numerous other brands displayed on retailers' shelves?
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112. | Which of the following is not a strategy used by marketers of high-involvement offerings?
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113. | Purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states can have an impact on a consumer's purchase decision process. These are referred to as
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114. | Situational influences refer to
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115. | All of the following are situational influences that can have an impact on a consumer's purchase decision process except
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116. | Five situational influences have an impact on a consumer's purchase decision process. They are __________, social surroundings, physical surroundings, temporal effects, and antecedent states.
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117. | When a man picks up a bottle of wine and tells the salesclerk, "I'm taking this to a dinner party tonight," which situational influence is being demonstrated?
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118. | Five situational influences have an impact on a consumer's purchase decision process. They are purchase task, __________, physical surroundings, temporal effects, and antecedent states.
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119. | Consumers accompanied by children
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120. | Three teenage girls spent an hour at a store trying on various outfits, looking at possible combinations, and asking each other, "How do you think this looks on me?" This situation is most closely related to which of the following situational influences?
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121. | Five situational influences have an impact on a consumer's purchase decision process. They are purchase task, social surroundings, __________, temporal effects, and antecedent states.
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122. | Which of the following is not part of the physical surroundings of a retail store that can influence how purchase decisions are made?
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123. | The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and decide on their purchases with far less thought than they otherwise would due to being "harried" and uncomfortable. This situation is most closely related to which of the following situational influences?
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124. | Five situational influences have an impact on a consumer's purchase decision process. They are purchase task, social surroundings, physical surroundings, __________, and antecedent states.
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125. | Temporal effects include
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126. | Many consumers buy a subscription to The Wall Street Journal and have it delivered to their homes by 5:30 a.m. so that they can read it during breakfast. This purchase is an example of which situational influence?
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127. | Rob only has 30 minutes for lunch, so he typically goes somewhere within a block or two of his building and is careful about what he orders. This is an example of which situational influence in the purchase decision process?
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128. | Consumers with credit cards
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129. | The American Floral Council used an ad that showed three flower arrangements varying in size from a single rose to a very large elaborate arrangement. The caption simply read, "Just how mad is she?" This ad relies on which of the following situational influences for its effectiveness?
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130. | The __________ influences that can affect the consumer purchase decision process help explain why and how consumers behave as they do.
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131. | The four Ps are elements of the __________ influences that can affect the consumer purchase decision process.
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132. | The __________ influences are those that evolve from a consumer's formal and informal relationships with other people.
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133. | The __________ influences are those present in the purchase situation, which will affect the purchase decision process.
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134. | The ________________ is influenced by situational, psychological, sociocultural, and marketing mix influences.
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135. | Sociocultural influences that affect the consumer purchase decision process include all of the following except
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136. | The energizing force that stimulates behavior to satisfy a need is referred to as
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137. | Motivation refers to
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138. | Which list below presents the Maslow hierarchy of needs in its correct order, beginning with the lowest level need and moving up to the highest level need?
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139. | In the Maslow hierarchy of needs, those needs that are basic to survival and must be satisfied first are referred to as
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140. | In the Maslow hierarchy of needs, water, food, and oxygen would be considered __________ needs.
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141. | In the Maslow hierarchy of needs, __________ needs involve self-preservation as well as physical and financial well-being.
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142. | In the Maslow hierarchy of needs, a burglar alarm would satisfy a __________ need.
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143. | An ad for Conesco's life insurance asks the question, "How do you plan on supporting your family after you pass away?" The ad shows a tombstone with a sign that offers the face of the stone as ad space. The ad is intended to appeal to which of the Maslow hierarchy of needs?
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144. | In the Maslow hierarchy of needs, those needs that are concerned with love and friendship are referred to as __________ needs.
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145. | eHarmony claims to be the world's most trusted online dating website. Its appeal is to satisfy consumers' __________ needs in the Maslow hierarchy of needs.
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146. | In the Maslow hierarchy of needs, those needs that are represented by the need for achievement, status, prestige, and self-respect are referred to as __________ needs.
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147. | In the Maslow hierarchy of needs, those needs involving personal fulfillment are called
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148. | In the Maslow hierarchy of needs, the most basic needs are physiological, followed by safety, social, and personal. What category of needs is at the highest level?
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149. | An Acura automobile ad is headlined by a quote from Henry David Thoreau, "Go in the Direction of Your Dreams." This ad is most likely to appeal to consumer's __________ needs in the Maslow hierarchy of needs.
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150. | The long-running U.S. Army recruiting advertisement that invited enlistees to "Be All You Can Be" appeals to which Maslow hierarchy of needs level?
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151. | Those needs that are basic to survival are which level in the Maslow hierarchy of needs?
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152. | A high-end credit card company would appeal to what level in the Maslow hierarchy of needs?
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153. | Dating services, such as Match.com and eHarmony, and fragrance companies would try to appeal to what level in the Maslow hierarchy of needs?
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154. | Smoke detector and burglar alarm manufacturers focus on appeals to which needs in the Maslow hierarchy of needs?
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155. | At times firms try to _________________________ to stimulate problem recognition.
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156. | Self-fulfillment in the Maslow hierarchy of needs is an example of the highest-order needs referred to as
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157. | Status in the Maslow hierarchy of needs is an example of a __________ need.
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158. | Friendship in the Maslow hierarchy of needs is an example of a __________ need.
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159. | Shelter in the Maslow hierarchy of needs is an example of a __________ need.
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160. | Food in the Maslow hierarchy of needs is an example of a __________ need.
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161. | The Maslow __________ is based on the idea that motivation comes from a need.
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162. | A college education would be found in what level of the Maslow hierarchy of needs?
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163. | Staying at a luxury hotel would be found in what level of the Maslow hierarchy of needs?
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164. | Chanel No. 5 fragrances would be found in what level of the Maslow hierarchy of needs?
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165. | State Farm insurance products would be found in what level of the Maslow hierarchy of needs?
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166. | An apartment would be found in what level of the Maslow hierarchy of needs?
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167. | A person's consistent behaviors or responses to recurring situations is referred to as
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168. | Personality refers to
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169. | Which of the following statements about personality is most accurate?
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170. | Enduring characteristics within a person or in his or her relationship with others are referred to as
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171. | The way people see themselves and the way they believe others see them is referred to as
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172. | Self-concept refers to
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173. | Marketers recognize that people have an actual self-concept and
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174. | When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's __________ in order to attract them as potential residents, part of its workforce, or vacationers.
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175. | The process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world is referred to as
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176. | Perception refers to
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177. | A filtering of exposure, comprehension, and retention is called
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178. | Because the average consumer operates in a complex environment, the human brain attempts to organize and interpret information with a process referred to as
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179. | A palindrome is a word or phrase that reads the same whether read from the right or from the left (e.g., madam). Originally, Marshall had never recalled hearing the term. However, when he read about palindromes for his English class, he saw three examples of the term within a matter of days. This is most likely the result of
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180. | The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as
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181. | Selective exposure is most likely to occur during which stage of the consumer purchase decision process?
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182. | Because Marla was so strongly committed to a fat-free diet, she did not bother to read a recent report by the New England Journal of Medicine suggesting that some fat in our diet is healthy. The report was in a newspaper that Marla reads daily, but the headline did not appeal to her as the result of
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183. | Interpreting information so that it is consistent with one's attitudes and beliefs is referred to as
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184. | Toro introduced a small, lightweight snowblower called the Snow Pup. Even though the product worked, sales failed to meet expectations. Toro later found out that consumers perceived the name to mean that Snow Pup was a toy or too light to do any serious snow removal. When the product was renamed Snow Master, sales increased sharply. This is likely an example of
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185. | As a result of __________, consumers do not remember all the information they see, read, or hear, even minutes after exposure to it.
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186. | Selective retention is most likely to occur during which stage of the consumer purchase decision process?
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187. | Retailers can reduce problems associated with selective retention by
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188. | If you read the chapters from your marketing textbook the night before this test and still could not remember several of the correct marketing terms, you may be experiencing
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189. | The process of seeing or hearing messages without being aware of them is referred to as
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190. | Subliminal perception refers to
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191. | A movie theater owner embedded brief messages during trailers before showing the feature film. The messages, which flashed on the screen for such a short time that moviegoers were not consciously aware of them, urged consumers to "Drink Coke" and to "Eat Popcorn," encouraging them to visit the snack lobby. Research has shown what about such messages?
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192. | Which of the following statements about subliminal perception is most accurate?
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193. | The book The Secret Sales Pitch: An Overview of Subliminal Advertising is about subliminal messages, which reflect what kind of potential influence on the consumer decision making process?
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194. | The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as
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195. | Perceived risk is
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196. | The fear of physical harm, the size of financial outlay required to buy the product, product performance, and even the lack of approval of friends can all contribute to
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197. | All of the following are marketing strategies designed to reduce consumers' perceived risk and encourage purchases except
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198. | When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter, its strategy is to reduce a consumer's __________ and encourage purchases.
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199. | When Kia Motors offered a 10-year, 100,000-mile warranty for its Kia Soul automobile, its strategy was to reduce consumers' __________ and encourage purchases.
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200. | Kendall was excited to begin her new job after she graduated from college. Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?
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201. | Those behaviors that result from repeated experience and reasoning are referred to as
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202. | Learning refers to
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203. | The process of developing automatic responses to a situation built up through repeated exposure to it is referred to as
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204. | All of the following variables are central to how consumers learn from repeated experience except
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205. | You are sleepy before your 8 a.m. class and you notice the Starbucks on the walk to school. You stop for a drink and purchase something new that you really enjoy. The next day you do the same, and soon this has become a habit. This process is an example of
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206. | Recall the famous experiment when Dr. Pavlov presented salivating dogs with food at the same time he rang a bell. Eventually, when Pavlov only rang the bell, the dogs would still salivate even though food was not presented. What consumer behavior principle was involved in this research?
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207. | In behavioral learning, a need that moves an individual to action is
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208. | One evening while watching TV, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a
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209. | In behavioral learning, __________ is a stimulus or symbol perceived by consumers.
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210. | While watching TV one evening, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, seeing a TV ad for Subway is a
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211. | You need to buy a gift for a young cousin's birthday. You go to the mall and see a girl wearing a Hello Kitty T-shirt. You remember there is a store in the mall with a lot of Hello Kitty merchandise so you go there and buy a little backpack. When you give it to your cousin, she is very excited. In terms of behavioral learning, seeing the girl with the Hello Kitty shirt was a
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212. | In behavioral learning, a __________ is the action taken by a consumer to satisfy a drive.
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213. | While watching TV one evening, your stomach growls. You see an ad for Jimmy John's. You walk to Jimmy John's and buy a sandwich, which tastes great. In terms of behavioral learning, walking to the sandwich shop and buying a sandwich is a
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214. | You need to buy a gift for a young cousin's birthday. At the mall you see a girl wearing a Hello Kitty T-shirt. You remember there is a store nearby with a lot of Hello Kitty merchandise so you go there and buy a little backpack. When you give it to your cousin, she is very excited. In terms of behavioral learning, your purchase at the Hello Kitty store was a
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215. | In behavioral learning, a __________ is the reward that is given to a consumer.
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216. | If a consumer tries a new coffee drink at Starbuck and hates it, which variable of behavioral learning has been ineffective?
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217. | While watching TV one evening, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, the great taste of the sandwich is
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218. | ______________ occurs when a response elicited by one stimulus (cue) is generalized to another stimulus. Using the same brand name for different products is an application of this concept.
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219. | If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold and Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of
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220. | Which of the following is a concept from behavioral learning theory that marketers use?
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221. | A person's ability to perceive differences in stimuli is referred to as
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222. | Consumers' ability to perceive taste differences in chocolate bars is an example of
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223. | Elsa contends that she can taste the difference between fat-free cheeses and those with regular fat content. Elsa is exhibiting
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224. | Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibiting
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225. | Comparative advertising, in which one brand is compared to another, is intended to cause consumers to perceive differences between the products featured in the advertising. Marketers who employ comparative advertising are trying to use __________ to make consumers believe that their products are better than competitors' offerings.
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226. | Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?
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227. | When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?
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228. | Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of
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229. | The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor. This is an example of
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230. | Research has found that for many products, including soft drinks, coffee, and cosmetics, consumers are unable to distinguish among brands in blind tests (i.e., taste or other use of the products without labels). Nonetheless, even when prices are similar, consumers have strong preferences for specific brands. They may buy out of habit, which is the basis of
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231. | A favorable attitude toward and consistent purchase of a single brand over time is referred to as
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232. | Brand loyalty refers to
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233. | Which of the following statements about brand loyalty is most accurate?
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234. | A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as
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235. | An attitude refers to
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236. | If you hold a personal value of thriftiness, then you probably will have a favorable __________ toward automobiles with good fuel economy.
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237. | Which of the following statements about attitudes is false?
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238. | A consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people are referred to as
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239. | Beliefs refer to
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240. | Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________, (2) changing the perceived importance of attributes, and (3) adding new attributes to the product.
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241. | Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes, (2) __________, and (3) adding new attributes to the product.
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242. | Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes, (2) changing the perceived importance of attributes, and (3) __________.
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243. | What attitude change approach did Colgate marketers use to encourage consumers to purchase its product when it began to include the antibacterial agent triclosan in its product?
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244. | Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. The new promotion involves changing consumers' attitudes toward Tums by
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245. | The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both electricity and gasoline. Ford has targeted not only people who are excited about technology but also those who want to contribute to cleaner air. Ford set a goal to attract 20,000 buyers a year for this SUV. Ford is trying to change consumer attitudes by
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246. | Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans. Prior to doing so, few consumers considered freshness an issue for soft drinks. Pepsi-Cola is trying to change consumers' attitudes toward its soft drinks by
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247. | A mode of living that is identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them is referred to as
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248. | Lifestyle refers to
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249. | Another name for the analysis of consumer lifestyles is
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250. | Which of the following statements about psychographics is most accurate?
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251. | The VALS framework is an example of
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252. | The VALS framework segments consumers based on
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253. | Which of the following statements about the VALS framework is false?
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254. | In the VALS framework, a person's resources include all of the following except
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255. | VALS groups of consumers motivated by __________ are those who are guided by knowledge and principle.
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256. | In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. One segment of the two ideals-motivated groups, known as __________, includes mature, reflective, and well-educated people who value order, knowledge, and responsibility.
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257. | In the VALS framework, those consumers who are practical and who value durability and functionality in products over styling and newness are called
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258. | In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. One segment of the two Ideals-motivated groups, known as __________, have fewer resources and are conservative, conventional people with concrete beliefs based on established codes: family, religion, community, and the nation.
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259. | In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. __________ choose familiar products and brands, favor American-made products, and are generally brand loyal.
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260. | VALS groups of consumers motivated by __________ are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to.
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261. | In the VALS framework, consumers who are looking for products and services that demonstrate success to their peers or to a peer group they aspire to are called
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262. | In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. One segment of the two achievement-motivated groups, known as __________, have a busy, goal-directed lifestyle and a deep commitment to career and family. Image is important to them.
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263. | In the VALS framework, consumers who favor established, prestige products and services and are interested in time-saving devices given their hectic schedules are called
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264. | In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as __________, are trendy, fun-loving, and less self-confident than Achievers.
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265. | In the VALS framework, achievement-motivated consumers who have a lower levels of education and household income than Achievers are called
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266. | VALS groups of consumers who are motivated by __________ are those who desire social or physical activity, variety, and risk.
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267. | In the VALS framework, consumers motivated by self-expression desire social or physical activity, variety, and risk. One segment of the two self-expression-motivated groups, known as __________, are young, enthusiastic, and impulsive consumers who become excited about new possibilities but are equally quick to cool.
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268. | In the VALS framework, consumers who spend much of their income on technology, entertainment, and socializing, are called
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269. | In the VALS framework, consumers whose energy finds outlets in exercise, sports, outdoor recreation, and social activities are referred to as
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270. | In the VALS framework, consumers motivated by self-expression desire social or physical activity, variety, and risk. One segment of the two self-expression-motivated groups, known as __________, express themselves and experience the world by working on it—growing vegetables or fixing a car.
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271. | In the VALS framework, self-expression-motivated consumers who have fewer resources and express themselves and experience the world by working on it are referred to as
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272. | In the VALS framework, consumers with fewer resources who are practical people, have constructive skills, value self-sufficiency, and are unimpressed by material possessions except those with a practical or functional purpose are referred to as
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273. | In the VALS framework, two segments stand apart based on their abundance or lack of psychological, physical, and material
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274. | In the VALS framework, the segment with the most abundant resources, known as __________, includes successful, sophisticated, take-charge people with high self-esteem and resources of all kinds.
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275. | In the VALS framework, consumers who place importance on image—not as evidence of power or status, but as an expression of cultivated tastes, independence, and character—are referred to as
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276. | Dutch tulip growers have developed pre-sprouted bulbs that will bloom just a few weeks after spring planting so people who did not plant bulbs in the fall can have spring flowers. Nurseries plan to promote the pre-sprouted tulips to people who appreciate finer things and will pay a premium price. Which of these VALS segments would be most suitable to target?
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277. | LG, a consumer electronics manufacturer, recently introduced a 55-inch Internet-capable, 3-D OLED (organic light-emitting diode) HDTV. As its marketing manager, you have used lifestyle analysis in the past, particularly the VALS system, to help you profile your customers. Which of the following VALS profiles would be the most likely target market for this product?
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278. | In the VALS framework, consumers can have abundant or minimal psychological, physical, and material resources. One segment with minimal resources, known as __________, focus on meeting basic needs (safety and security) rather than fulfilling desires.
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279. | In the VALS framework, consumers with the least resources of any segment represent a modest market for most products and services. They are loyal to favorite brands, especially if they can be purchased at a discount, and are referred to as
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280. | Two VALS segments stand apart. One segment represents the group with the highest resources and innovation and the other segment represents the group with the lowest resources and innovation. These two groups are the __________ and the __________.
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281. | In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to visit Facebook?
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282. | In the VALS framework, each consumer segment exhibits unique media preferences. Which segment would be the most likely to read national newspapers?
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283. | In the VALS framework, each consumer segment exhibits unique media preferences. Which segment is most likely to view outdoor advertising?
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284. | VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, ____________ are successful, sophisticated, take-charge people.
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285. | VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, consumers motivated by ______ are guided by knowledge and principles.
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286. | VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, those consumers who seek products and services that demonstrate success to their peers or to a group they aspire to refers to
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287. | VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, consumers motivated by ___________ desire social or physical activity, variety, and risk.
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288. | VALS creates profiles of people based on their primary motivation and resources. In the VALS framework, the segment that focuses on meeting basic needs—such as food, clothing and shelter, safety and security—rather than fulfilling desires, refers to
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289. | A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are
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290. | A consumer's purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketing are __________ and word-of-mouth activity.
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291. | Consumers' purchases are often influenced by the views, opinions, or behaviors of others. Two aspects of personal influence that are important to marketers are opinion leadership and
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292. | Individuals who exert direct or indirect social influence over others are referred to as
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293. | An opinion leader is an individual
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294. | A study by Popular Mechanics magazine identified 18 million _____________ who influence the purchases of some 85 million consumers for do-it-yourself products.
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295. | What percentage of adults is considered to be opinion leaders?
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296. | When Citizen, a watch company, uses a spokesperson such as football player Eli Manning to promote its Eco-Drive watches, it believes he is __________ who can influence the purchase decision of its target market.
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297. | The influencing of people during conversations is referred to as
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298. | Word of mouth refers to
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299. | What percentage of all consumer conversations about brands happen face to face?
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300. | About __________ of all consumer conversations about brands happen over the phone.
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301. | What percentage of all consumer conversations about brands happen online?
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302. | What percentage of U.S. product sales is directly tied to word of mouth among friends, family, and colleagues?
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303. | All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except
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304. | Febreze is an odor-controlling spray that is manufactured by Procter & Gamble. When Febreze was introduced, a few people in an Internet chat room stated that the product was harmful to house pets. Though untrue, the rumor spread. If P&G had not been convinced it would be a very successful product, it would have dropped Febreze from its P&G product line as a result of
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305. | Popularity created by consumer word of mouth is called
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306. | BzzAgent is a firm that specializes in a marketing strategy known as
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307. | BzzAgent
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308. | About 65 percent of BzzAgents are
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309. | BzzAgent researches a product or service before committing to a campaign and rejects about __________ of the companies that seek its service.
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310. | People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as
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311. | Reference groups refer to
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312. | A reference group to which a person actually belongs is referred to as __________ group.
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313. | College students who wear clothing displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in __________ group.
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314. | The specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use is referred to as
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315. | A brand community refers to
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316. | A brand community is a specialized form of the __________ reference group.
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317. | Many University of Florida students, fans, and others view themselves part of "Gator Nation," the name of the __________ given to supporters of the University of Florida's educational and athletic programs.
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318. | A reference group that a person wishes to be a member of or wishes to be identified with is referred to as __________ group.
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319. | An aspiration group is one
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320. | A local country club has a great golf course, swimming pool, tennis courts, and even a stable for horses. It also has numerous high-profile businesspeople, doctors, and local politicians as members. To attract new members, the club's board of directors should focus its marketing efforts on people who view its current members as __________ group.
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321. | A recent American Express advertising claim that "membership has its privileges" creates which type of reference group?
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322. | If a fraternity or sorority wants to attract new members, it should focus on people who view its current members as __________ group.
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323. | A reference group that a person wishes to maintain distance from because of differences in values or behaviors is referred to as __________ group.
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324. | In the United States, there are two major political parties whose members disagree with each other on a variety of issues. Both Republicans and Democrats view one another as being part of __________ group.
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325. | __________ influences on consumer behavior result from three sources: consumer socialization, passage through the family life cycle, and decision making within the family or household.
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326. | Consumer behavior that results from consumer socialization, passage through the family life cycle, and decision making within the family or household is referred to as __________ influence.
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327. | The process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers is referred to as
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328. | Consumer socialization refers to
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329. | Research shows that consumer socialization with respect to brand preferences begins at
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330. | Nicole gives her young daughter Kelli an allowance of $5 a week. Sometimes, Nicole takes Kelli shopping. But if Kelli wants something that costs more than she has saved, Nicole reminds her she needs to keep saving. When Kelli is finally able to purchase a special, more expensive item, she is allowed to pay for it herself, including bringing the product to the salesclerk to complete the purchase. In this way, Nicole encourages the development of Kelli's
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331. | The concept that consists of the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors, is referred to as the
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332. | The family life cycle concept refers to
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333. | The demographic situation consisting of married couples with children younger than 18 years old and which constitutes 21 percent of all U.S. households is referred to as
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334. | The family life cycle concept describes the distinct phases a family progresses through from __________, each phase bringing with it identifiable purchasing behaviors.
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335. | Which of the following statements about the family life cycle is most accurate?
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336. | Based on the stages of the family life cycle, which of the following groups most likely has the largest amount of discretionary income?
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337. | The two major styles of family decision making are
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338. | Spouse-dominant decision making implies that
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339. | Which type of purchase is most likely to be the result of joint decision making?
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340. | Which of the following statements about family decision making is most accurate?
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341. | The five roles of individual family members in the consumer purchase decision process are
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342. | Josh told his father that the family needed a new computer, so his dad asked him to look into the latest products and their prices. Josh's mom asked that the new computer have an ergonomic keyboard because she has wrist problems. His sister Ann wanted the computer to have a lot of memory to edit videos. With this information, Josh's dad chose and ordered a Dell. Which best describes the roles each family member played in making this decision?
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343. | The Martinez family is considering a vacation. Dad wants to stay home this year and use the money for home repairs. His mom who lives with them wants to visit relatives in New York. Dad asks his mother to determine the cost of a trip to New York and if they could stay with relatives while there. Mom and their daughter want to go to a beach. Which of the following sentences best describes the roles each family member played in making this decision?
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344. | When strolling through the grocery store, a toddler tells her mother, "Yuck, I don't like peas." Her mother puts down the peas and chooses green beans instead. The role of the little girl in this purchase was that of
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345. | In 31 percent of households, __________ are the primary grocery shoppers, though they may not be the grocery decision makers.
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346. | Jennifer usually worked long hours at her job at the hospital, so her husband, Ari, an amateur chef, prepared most of the meals for the family. As an anniversary gift, Jennifer bought Ari a top-of-the-line professional cooktop and range. Ari's primary role in this process was that of
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347. | _____________ may be defined as the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.
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348. | The set of values, ideas, and attitudes that are learned and shared among the members of a group is referred to as
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349. | Subgroups within the larger, or national, culture with unique values, ideas, and attitudes are referred to as
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350. | Subcultures refer to
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351. | Which of the following is the largest racial/ethnic subculture in the United States?
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352. | Which of the following statements about Hispanic buying patterns is most accurate?
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353. | Which of the following is a reason that marketing to Hispanics has proven to be a challenge?
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354. | Among the three major racial/ethnic subcultures in the United States, African Americans rank as __________ in terms of spending power.
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355. | Which of the following statements about African American buying patterns is most accurate?
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356. | Which of the following statements about African American buying patterns is most accurate?
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357. | Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice, each with a different Asian label to cover a range of nationalities and tastes. Anheuser-Busch is recognizing the diversity of the Asian American _____________ in the United States.
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358. | Which of the following statements about Asian American buying patterns is most accurate?
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359. | Asian Americans who are conversant in English, highly educated, hold professional and managerial positions, and exhibit buying patterns very much like typical American consumers are referred to as __________ Asian Americans.
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360. | An Asian American family whose relatives emigrated four generations ago has three children. The oldest son, George, is in medical school. Susan, at the age of 21, is a concert pianist. Brent is a second-year business student. This family is likely to exhibit which of the following Asian American buying patterns?
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361. | Groupon built its business model on the premise that
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362. | Which of the following statements about Groupon is most accurate?
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363. | All of the following are challenges that Groupon faces except
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Short Answer Questions
364. | Explain the actions and considerations that relate to the five stages of the consumer purchase decision process.
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365. | You will be graduating soon and have been offered what you consider the job of your dreams. The new position, however, requires some traveling so you will need a car. You currently do not have one. What decision process will you go through to purchase an automobile?
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366. | Would you agree or disagree with the following statement? "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.
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367. | Explain the differences between routine problem solving, limited problem solving, and extended problem solving. Give an example of when each might be used.
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368. | Name the five situational influences that affect the consumer purchase decision process.
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369. | Ruth, who has no children, wants to buy a special baby gift for her best friend's baby shower, which is this evening. Since she won't have any time between work and the baby shower, she must go today during her lunch break. She is planning on taking her sister with her to help make the selection. Ruth knows she will be ready to buy every baby-oriented product she sees because she wishes that she too was having a baby. Identify each of the situational influences that are described in this scenario. Which situational influence was not described?
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370. | Define motivation and personality and how they impact marketing.
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371. | Psychologists point out that an individual's needs may be hierarchical; that is, once one set of needs is met, people seek to satisfy the next set of needs in the hierarchy. Name each of the five levels in the hierarchy in order and give an example of each.
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372. | How do selective perception, selective exposure, selective comprehension, and selective retention differ?
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373. | Why is learning important to marketing?
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374. | Explain how attitudes are shaped by our values and beliefs.
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375. | How might Ford Motor Co. apply the three methods of attitude change in its marketing activities?
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376. | What does lifestyle mean and why is it important to marketers?
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377. | The VALS system seeks to explain why and how consumers make purchase decisions. Consumers motivated by ideals are guided by knowledge and principle. Explain the difference between Thinkers and Believers.
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378. | Why would Proactiv, an acne treatment company, select Maroon 5 front man Adam Levine to appear in an ad campaign? What kind of influence could he have on consumer behavior?
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379. | Define consumer socialization.
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380. | Why is the family life cycle important to marketing?
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381. | What is a subculture? Name examples of products targeted at American subcultures.
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Document Information
Connected Book
Answer Key + Test Bank | Marketing 13th Edition by Kerin and Hartley
By Roger A. Kerin, Steven W. Hartley
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Chapter 3 Scanning The Marketing Environment
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Chapter 4 Ethics in Sustainable Marketing
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Chapter 5 Understanding Consumer Behavior
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Chapter 6 Understanding Organizations As Customers
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Chapter 7 Understanding And Reaching Global Consumers And Markets
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