Exam 3: Buyer Behaviors

Mackenzie is taking forever to buy a pair of jeans because she is considering all the factors involved, such as price, color, and style. Which method is being used to evaluate the various brands?

The original concept behind the Chipotle Mexican Grill was to serve gourmet Mexican dishes using chipotle ingredients in a fast food type restaurant.

The gatekeeper is the individual in the business buying center who makes the eventual purchasing decision.

A modified rebuy is most likely to occur when:

A new task purchase is the easiest, because new specifications will be developed.

The cost of conducting an external search for information consists of the actual cost of the product, subjective costs associated with the search, and the opportunity cost of foregoing other activities.

If an individual is directly affected by a purchase decision, then he/she will strive to gain more power in the business-to-business buying process.

Typically, the new task purchase would involve the most members of the buying center and take the longest amount of time to complete.

The goal of the vendor audit is to evaluate potential suppliers in terms of cost and quality of merchandise.

The business buying center consists of the group of people who make purchasing decisions on behalf of a company.

In the modified rebuy situation, once a need has been recognized buyers will skip intervening steps in the business-to-business buying process and go directly to making a purchase.

Cognitive maps can be altered to incorporate situations in which a message or idea currently has no current linkages within a person's current knowledge structure.

When an individual considers all the ideas that come to mind when the name of a product is mentioned, which best explains the thinking?

What is dual-channel marketing?

The member of the buying center who is most likely to negotiate the price is the:

A decision rule often employed by organizations is satisficing, which means that when the buying center has identified the best possible solution, it is chosen and the search is complete.

In dual-channel marketing, if the benefits sought from a product differ between the consumer and business-to-business markets, the best marketing strategy is to create separate communication messages.

The affect referral model of evaluating alternatives best fits with high involvement purchase situations.

In the purchase process, an external search for information may begin with dissatisfaction with the last purchase.

Which model of evaluation of alternatives suggests consumers buy brands they like best or connect with emotionally?