Question 1

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

Accepted Answer

The three processes are selective attent

Question 2

Brands that meet consumers' initial buying criteria are called the ________.

Accepted Answer

A) total set 
B) awareness set 
C) consideration set 
D) choice set 
E) decision set 
A) total set 
B) awareness set 
C) consideration set 
D) choice set 
E) decision set

Question 3

Explain the differences between culture,subculture,and social class.

Accepted Answer

Culture is the fundamental determinant o

Question 4

Describe the lexicographic heuristic used to make consumer choices.

Accepted Answer

The lexicographic heuristic is

Question 5

Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers.How does Herzberg's theory affect sellers' marketing strategy?

Accepted Answer

Herzberg's theory has two implications.F

Question 6

Because of selective retention,we are likely to forget about the good points of competing products.

Accepted Answer

A) True 
 B)False

Question 7

People from the same subculture,social class,and occupation may lead quite different lifestyles.A lifestyle is a person's pattern of living in the world as expressed in activities,interests,and opinions.Lifestyle portrays the "whole person" interacting with his or her environment.Given this information,describe the LOHAS (an acronym)lifestyle described in the text and its usefulness in marketing.

Accepted Answer

Consumers who worry about the environmen

Question 8

If a company finds that a consumer has chosen a competitive product over their company's offering,one way to get the consumer back could be by developing a strategy wherein the company "shifts the buyer's ideals" on one or more levels.

Accepted Answer

A) True 
 B)False

Question 9

Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the snack food aisle in the grocery store.He rarely even reads the box or checks the price.Which of the following heuristics is most likely being used by Ben?

Accepted Answer

A) Availability 
B) Representative 
C) Anchoring 
D) Adjustment 
E) Semantic 
A) Availability 
B) Representative 
C) Anchoring 
D) Adjustment 
E) Semantic

Question 10

If a direct-mail marketer wished to direct promotional efforts toward the family of ________,efforts need to be directed toward parents and siblings of the family members.

Accepted Answer

A) orientation 
B) procreation 
C) immediacy 
D) intimacy 
E) reference 
A) orientation 
B) procreation 
C) immediacy 
D) intimacy 
E) reference

Question 11

Marketers use all of the following techniques to convert a low-involvement product into one of high involvement EXCEPT ________.

Accepted Answer

A) linking the product to some involving personal situation 
B) linking the product to some involving issue 
C) designing advertising to trigger strong emotions related to personal values or ego defense 
D) adding an important feature 
E) raising the price 
A) linking the product to some involving personal situation 
B) linking the product to some involving issue 
C) designing advertising to trigger strong emotions related to personal values or ego defense 
D) adding an important feature 
E) raising the price

Question 12

________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive.

Accepted Answer

A) Selective attention 
B) Selective distortion 
C) Selective retention 
D) Selective choice 
E) Selective embellishment 
A) Selective attention 
B) Selective distortion 
C) Selective retention 
D) Selective choice 
E) Selective embellishment

Question 13

A person's ________ consist(s)of all the groups that have a direct (face-to-face)or indirect influence on his/her attitudes or behavior.

Accepted Answer

A) culture 
B) subculture 
C) psychographics 
D) reference groups 
E) demographics 
A) culture 
B) subculture 
C) psychographics 
D) reference groups 
E) demographics

Question 14

With respect to understanding consumer behavior,there are four key psychological processes.All of the following would be among those processes EXCEPT ________.

Accepted Answer

A) motivation 
B) perception 
C) learning 
D) self-reliance 
E) memory 
A) motivation 
B) perception 
C) learning 
D) self-reliance 
E) memory

Question 15

In marketing,________ are more important than reality because they affect consumers' actual behavior.

Accepted Answer

A) ideals 
B) values 
C) social classes 
D) perceptions 
E) heuristics 
A) ideals 
B) values 
C) social classes 
D) perceptions 
E) heuristics

Question 16

Selective attention is the tendency to interpret information in a way that will fit our preconceptions.

Accepted Answer

A) True 
 B)False

Question 17

Psychogenic needs arise from physiological states of tension such as hunger or discomfort.

Accepted Answer

A) True 
 B)False

Question 18

Steve has only 20 minutes to get lunch.Although he really likes McDonald's,the line is very long and he is concerned that he will not have a chance to get through the line and eat his lunch before he is due back at work.Steve perceives ________ in going to McDonald's today.

Accepted Answer

A) time risk 
B) functional risk 
C) physical risk 
D) psychological risk 
E) social risk 
A) time risk 
B) functional risk 
C) physical risk 
D) psychological risk 
E) social risk

Question 19

A major shift in buying patterns is an increase in the amount of dollars spent and the direct and indirect influence wielded by ________.

Accepted Answer

A) the wife 
B) the husband 
C) the parent 
D) the child 
E) joint decision making 
A) the wife 
B) the husband 
C) the parent 
D) the child 
E) joint decision making

Question 20

A brand personality is the specific mix of human traits that may be attributed to a particular brand.

Accepted Answer

A) True 
 B)False

Exam 6: Analyzing Consumer Markets

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

Brands that meet consumers' initial buying criteria are called the ________.

Explain the differences between culture,subculture,and social class.

Describe the lexicographic heuristic used to make consumer choices.

Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers.How does Herzberg's theory affect sellers' marketing strategy?

Because of selective retention,we are likely to forget about the good points of competing products.

If a company finds that a consumer has chosen a competitive product over their company's offering,one way to get the consumer back could be by developing a strategy wherein the company "shifts the buyer's ideals" on one or more levels.

Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits the snack food aisle in the grocery store.He rarely even reads the box or checks the price.Which of the following heuristics is most likely being used by Ben?

If a direct-mail marketer wished to direct promotional efforts toward the family of ________,efforts need to be directed toward parents and siblings of the family members.

Marketers use all of the following techniques to convert a low-involvement product into one of high involvement EXCEPT ________.

________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive.

A person's ________ consist(s)of all the groups that have a direct (face-to-face)or indirect influence on his/her attitudes or behavior.

With respect to understanding consumer behavior,there are four key psychological processes.All of the following would be among those processes EXCEPT ________.

In marketing,________ are more important than reality because they affect consumers' actual behavior.

Selective attention is the tendency to interpret information in a way that will fit our preconceptions.

Psychogenic needs arise from physiological states of tension such as hunger or discomfort.

Steve has only 20 minutes to get lunch.Although he really likes McDonald's,the line is very long and he is concerned that he will not have a chance to get through the line and eat his lunch before he is due back at work.Steve perceives ________ in going to McDonald's today.

A major shift in buying patterns is an increase in the amount of dollars spent and the direct and indirect influence wielded by ________.

A brand personality is the specific mix of human traits that may be attributed to a particular brand.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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