Question 1

What are the five stages of the consumer buying process?

Accepted Answer

The five stages are problem re

Question 2

What is mental accounting? What,according to Thaler,are the core principles on which mental accounting is based? Explain with examples.

Accepted Answer

Mental accounting refers to the way cons

Question 3

Each person has personality characteristics that influence his or her buying behavior.What does personality mean in terms of buying traits?

Accepted Answer

Personality is often described in terms

Question 4

Marketers embed covert messages in ads or packaging of which the consumers are not consciously aware,yet it affects their behavior.This technique employed by the marketers targets the ________ of a consumer.

Accepted Answer

A) selective attention 
B) selective distortion 
C) subliminal perception 
D) voluntary attention 
E) selective retention 
A) selective attention 
B) selective distortion 
C) subliminal perception 
D) voluntary attention 
E) selective retention

Question 5

A belief is a person's enduring favorable or unfavorable evaluation,emotional feeling,and action tendency toward some object or idea.

Accepted Answer

A) True 
 B)False

Question 6

Jason writes a weekly column in his school's newspaper about movies he has seen,books he has read,and concerts he has attended.His column provides information and opinions.Feedback from his fellow students is positive,and they are appreciative of the advice that is given.Which of the following would be the most apt description of the role played by Jason?

Accepted Answer

A) silent majority 
B) protestor 
C) protector 
D) adapter 
E) opinion leader 
A) silent majority 
B) protestor 
C) protector 
D) adapter 
E) opinion leader

Question 7

People can emerge with different perceptions of the same object because of three perceptual processes.List and briefly characterize these processes.

Accepted Answer

The three processes are selective attent

Question 8

The buying process starts when the buyer recognizes a(n)________.

Accepted Answer

A) product 
B) advertisement for the product 
C) salesperson from a previous visit 
D) problem or need 
E) internal cue 
A) product 
B) advertisement for the product 
C) salesperson from a previous visit 
D) problem or need 
E) internal cue

Question 9

Perception depends only on the physical stimuli experienced by the person.

Accepted Answer

A) True 
 B)False

Question 10

A(n)________ puts people into a frame of mind,such as,liking or disliking an object,moving toward or away from it.

Accepted Answer

A) attitude 
B) belief 
C) feeling 
D) position 
E) stance 
A) attitude 
B) belief 
C) feeling 
D) position 
E) stance

Question 11

With non-compensatory models of consumer choice,positive and negative attribute considerations usually net out.

Accepted Answer

A) True 
 B)False

Question 12

Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the consumption situation are called ________.

Accepted Answer

A) change agents 
B) self motivators 
C) self monitors 
D) self adapters 
E) opinion leaders 
A) change agents 
B) self motivators 
C) self monitors 
D) self adapters 
E) opinion leaders

Question 13

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

Accepted Answer

A) heightened attention 
B) short-term memory processing 
C) subliminal processing of information 
D) long-term memory processing 
E) active information search 
A) heightened attention 
B) short-term memory processing 
C) subliminal processing of information 
D) long-term memory processing 
E) active information search

Question 14

An example of a subculture would be a person's geographic region.

Accepted Answer

A) True 
 B)False

Question 15

Brand personality analysts identified the popular music channel MTV as daring,spirited,and highly imaginative.As per Jennifer Aaker's research,which of the following brand personality traits best suits MTV?

Accepted Answer

A) excitement 
B) sincerity 
C) competence 
D) ruggedness 
E) sophistication 
A) excitement 
B) sincerity 
C) competence 
D) ruggedness 
E) sophistication

Question 16

According to the research conducted by Jennifer Aaker,one of the five traits of a product's brand personality is its physical structure.

Accepted Answer

A) True 
 B)False

Question 17

IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices.IKEA is delivering value to consumers who are ________.

Accepted Answer

A) money constrained 
B) time constrained 
C) brand constrained 
D) value constrained 
E) self-concept constrained 
A) money constrained 
B) time constrained 
C) brand constrained 
D) value constrained 
E) self-concept constrained

Question 18

Through market research a consumer gathers information about the competing brands of a product and their features.The consumer then advances through four sets with respect to brands before a decision is reached.What are those four sets?

Accepted Answer

The four sets are: (1)the tota

Question 19

Marriage,childbirth,and divorce constitute the ________ that shape the consumption pattern of individuals.

Accepted Answer

A) psychological life cycle 
B) product life cycle 
C) social status 
D) postpuberty cycles 
E) critical life events 
A) psychological life cycle 
B) product life cycle 
C) social status 
D) postpuberty cycles 
E) critical life events

Question 20

Mention the personal factors that can influence the decision of a buyer.

Accepted Answer

Personal characteristics that influence

Exam 6: Analyzing Consumer Markets

What are the five stages of the consumer buying process?

What is mental accounting? What,according to Thaler,are the core principles on which mental accounting is based? Explain with examples.

Each person has personality characteristics that influence his or her buying behavior.What does personality mean in terms of buying traits?

Marketers embed covert messages in ads or packaging of which the consumers are not consciously aware,yet it affects their behavior.This technique employed by the marketers targets the ________ of a consumer.

A belief is a person's enduring favorable or unfavorable evaluation,emotional feeling,and action tendency toward some object or idea.

People can emerge with different perceptions of the same object because of three perceptual processes.List and briefly characterize these processes.

The buying process starts when the buyer recognizes a(n)________.

Perception depends only on the physical stimuli experienced by the person.

A(n)________ puts people into a frame of mind,such as,liking or disliking an object,moving toward or away from it.

With non-compensatory models of consumer choice,positive and negative attribute considerations usually net out.

Consumers who are highly sensitive to how others see them and who choose brands whose personalities fit the consumption situation are called ________.

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

An example of a subculture would be a person's geographic region.

Brand personality analysts identified the popular music channel MTV as daring,spirited,and highly imaginative.As per Jennifer Aaker's research,which of the following brand personality traits best suits MTV?

According to the research conducted by Jennifer Aaker,one of the five traits of a product's brand personality is its physical structure.

IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices.IKEA is delivering value to consumers who are ________.

Through market research a consumer gathers information about the competing brands of a product and their features.The consumer then advances through four sets with respect to brands before a decision is reached.What are those four sets?

Marriage,childbirth,and divorce constitute the ________ that shape the consumption pattern of individuals.

Mention the personal factors that can influence the decision of a buyer.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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