Question 1

What percentage of all consumer conversations about brands happen face to face?

Accepted Answer

A)   25 percent
B)   33 percent
C)   50 percent
D)   75 percent
E)   90 percentF) None of the above
G) D) and E)

Question 2

Figure 4-8
-Figure 4-8 illustrates the traditional progression as well as contemporary variations of

Accepted Answer

A)   the family scale.
B)   the family life cycle.
C)   the family continuum.
D)   household socialization.
E)   household patterning.F) A) and D)
G) A) and C)

Question 3

When Jake said, "My bike needs a tune-up before the ride on Saturday," he was in which stage of the consumer purchase decision process?

Accepted Answer

A)   purchase decision
B)   alternative evaluation
C)   information search
D)   problem recognition
E)   postpurchase behaviorF) B) and C)
G) C) and E)

Question 4

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

Accepted Answer

A)   lifestyle and motivation.
B)   personality and lifestyle.
C)   opinion leadership and word-of-mouth activity.
D)   word-of-mouth activity and psychographics.
E)   psychographics and demographics.F) B) and D)
G) A) and E)

Question 5

Figure 4-6
-According to Figure 4-6, D defines what level in the Maslow hierarchy of needs?

Accepted Answer

A)   social
B)   safety
C)   physiological
D)   self-actualization
E)   personalF) B) and D)
G) A) and E)

Question 6

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 purchase decision process.

Accepted Answer

A)   aspiration
B)   cognitive dissonance
C)   motivation
D)   situational influences
E)   involvementF) A) and D)
G) C) and D)

Question 7

Scanning memory for previous experiences and also exploring the external environment represent which stage of the consumer purchase decision process

Accepted Answer

A)   information search.
B)   purchase decision.
C)   alternative evaluation.
D)   opportunity identification.
E)   problem evaluation.F) All of the above
G) A) and B)

Question 8

________ 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.

Accepted Answer

A)   Selective comprehension
B)   Selective retention
C)   Stimulus generalization
D)   Stimulus discrimination
E)   Routine problem solvingF) A) and C)
G) None of the above

Question 9

In the VALS framework, consumers can have abundant or minimal psychological, physical, and material resources. One segment with minimal resources, known as ________, are the quiet rank and file who are focused on meeting basic needs. They are analog, not digital.

Accepted Answer

A)   Thinkers
B)   Innovators
C)   Makers
D)   Survivors
E)   StriversF) All of the above
G) C) and E)

Question 10

Figure 4-2
-Figure 4-2 shows the recent ratings from an independent rating agency for selected smartphone brands and models. Each column shows a brand like Apple, HTC, LG, Motorola, and Samsung. These brands are referred to as the ________ when consumers use these smartphone ratings to evaluate the products.

Accepted Answer

A)   consideration set
B)   evaluative criteria
C)   points of difference
D)   value brands
E)   core benefitsF) A) and E)
G) A) and D)

Question 11

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

Accepted Answer

A)   problem recognition.
B)   an internal search.
C)   the purchase decision.
D)   an external search.
E)   the creation of an antecedent state.F) C) and D)
G) None of the above

Question 12

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

Accepted Answer

A)   values.
B)   attitudes.
C)   beliefs.
D)   predispositions.
E)   opinions.F) A) and B)
G) A) and C)

Question 13

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except which?

Accepted Answer

A)   using slogans, music, and humor in advertising
B)   giving appropriate product demonstrations
C)   recruiting and deploying people to produce buzz
D)   employing VALS segmentation strategies
E)   running teaser advertising campaigns in advance of new-product introductionsF) A) and B)
G) B) and C)

Question 14

When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter, its strategy is to reduce a consumer's ________ and encourage purchases.

Accepted Answer

A)   consumer angst
B)   cognitive dissonance
C)   perceived risk
D)   purchase anxiety
E)   consumer cynicismF) C) and D)
G) A) and B)

Question 15

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?

Accepted Answer

A)   changing beliefs about the extent to which a brand has certain attributes
B)   changing the perceived importance of attributes
C)   adding new attributes to the product
D)   providing free trials of the new product
E)   obtaining a seal of approval to reduce consumers' risk and encourage purchasesF) A) and E)
G) A) and D)

Question 16

Status in the Maslow hierarchy of needs is an example of a ________ need.

Accepted Answer

A)   self-actualization
B)   personal
C)   social
D)   safety
E)   physiologicalF) All of the above
G) D) and E)

Question 17

Figure 4-7
-VALS creates profiles of people based on their primary motivation and resources. In the VALS framework (Figure 4-7) , A refers to

Accepted Answer

A)   Ideals.
B)   Achievement
C)   Self-Expression.
D)   Survivors.
E)   Innovators.F) B) and D)
G) B) and E)

Question 18

Which of the following statements about personality is most accurate?

Accepted Answer

A)   Personality is dynamic and typically changes several times as a person matures.
B)   Most personality traits are inherited or formed at an early age.
C)   Personality is the energizing force that makes consumer behavior purposeful.
D)   Most personality traits are formed during adulthood and don't change thereafter.
E)   The personality trait known as introversion has been associated with impulsive buying.F) None of the above
G) B) and C)

Question 19

Figure 4-3
-In Figure 4-3, column B represents which of the following in terms of consumer involvement and product knowledge?

Accepted Answer

A)   intermediate problem solving
B)   routine problem solving
C)   limited problem solving
D)   extended problem solving
E)   integrated problem solvingF) B) and D)
G) A) and B)

Question 20

Toyota was the first auto manufacturer to introduce a self-parking feature that it called Intelligent Parking Assist. Originally it was available as an option on the Toyota Prius in the Japanese market. Toyota was trying to change consumer attitudes about the vehicle by

Accepted Answer

A)   changing beliefs about the extent to which a brand has a specific attribute.
B)   changing the perceived importance of a specific attribute.
C)   adding a new attribute.
D)   reducing the perceived risk of the product.
E)   providing stimulus generalization to prospective buyers.F) A) and C)
G) B) and D)

Exam 4: Understanding Consumer Behavior

Scanning memory for previous experiences and also exploring the external environment represent which stage of the consumer purchase decision process

Correct Answer
verified

Figure 4-7 -VALS creates profiles of people based on their primary motivation and resources. In the VALS framework (Figure 4-7) , A refers to

Correct Answer
verified

Status in the Maslow hierarchy of needs is an example of a ________ need.

Correct Answer
verified

Toyota was the first auto manufacturer to introduce a self-parking feature that it called Intelligent Parking Assist. Originally it was available as an option on the Toyota Prius in the Japanese market. Toyota was trying to change consumer attitudes about the vehicle by

Correct Answer
verified

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 purchase decision process.

Correct Answer
verified

Which of the following statements about personality is most accurate?

Correct Answer
verified

When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter, its strategy is to reduce a consumer's ________ and encourage purchases.

Correct Answer
verified

Correct Answer
verified

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except which?

Correct Answer
verified

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

Correct Answer
verified

Figure 4-3 -In Figure 4-3, column B represents which of the following in terms of consumer involvement and product knowledge?

Correct Answer
verified

Figure 4-6 -According to Figure 4-6, D defines what level in the Maslow hierarchy of needs?

Correct Answer
verified

________ 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.

Correct Answer
verified

What percentage of all consumer conversations about brands happen face to face?

Correct Answer
verified

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?

Correct Answer
verified

When Jake said, "My bike needs a tune-up before the ride on Saturday," he was in which stage of the consumer purchase decision process?

Correct Answer
verified

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

Correct Answer
verified

Correct Answer
verified

In the VALS framework, consumers can have abundant or minimal psychological, physical, and material resources. One segment with minimal resources, known as ________, are the quiet rank and file who are focused on meeting basic needs. They are analog, not digital.

Correct Answer
verified

Figure 4-8 -Figure 4-8 illustrates the traditional progression as well as contemporary variations of

Correct Answer
verified

Exam 4: Understanding Consumer Behavior

Scanning memory for previous experiences and also exploring the external environment represent which stage of the consumer purchase decision process

Correct AnswerverifiedShow Answer

Figure 4-7 -VALS creates profiles of people based on their primary motivation and resources. In the VALS framework (Figure 4-7) , A refers to

Correct AnswerverifiedShow Answer

Status in the Maslow hierarchy of needs is an example of a ________ need.

Correct AnswerverifiedShow Answer

Toyota was the first auto manufacturer to introduce a self-parking feature that it called Intelligent Parking Assist. Originally it was available as an option on the Toyota Prius in the Japanese market. Toyota was trying to change consumer attitudes about the vehicle by

Correct AnswerverifiedShow Answer

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 purchase decision process.

Correct AnswerverifiedShow Answer

Which of the following statements about personality is most accurate?

Correct AnswerverifiedShow Answer

When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter, its strategy is to reduce a consumer's ________ and encourage purchases.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth except which?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Figure 4-3 -In Figure 4-3, column B represents which of the following in terms of consumer involvement and product knowledge?

Correct AnswerverifiedShow Answer

Figure 4-6 -According to Figure 4-6, D defines what level in the Maslow hierarchy of needs?

Correct AnswerverifiedShow Answer

________ 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.

Correct AnswerverifiedShow Answer

What percentage of all consumer conversations about brands happen face to face?

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

When Jake said, "My bike needs a tune-up before the ride on Saturday," he was in which stage of the consumer purchase decision process?

Correct AnswerverifiedShow Answer

A consumer's purchases are often influenced by the views, opinions, or behavior of others. Two important aspects of personal influence to marketing are

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In the VALS framework, consumers can have abundant or minimal psychological, physical, and material resources. One segment with minimal resources, known as ________, are the quiet rank and file who are focused on meeting basic needs. They are analog, not digital.

Correct AnswerverifiedShow Answer

Figure 4-8 -Figure 4-8 illustrates the traditional progression as well as contemporary variations of

Correct AnswerverifiedShow Answer

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