Question 1

Leona bought two different brands of wine from vineyards in Australia. When asked for her opinion about the wines, she said that one brand of wine tasted like alcoholic grape juice, but the other had a crisp taste that she really enjoyed. These statements were most likely made during the ________ stage of the buyer decision process.

Accepted Answer

A)  information search 
B)  need recognition 
C)  alternative evaluation 
D)  purchase decision 
E)  postpurchase behavior

Question 2

Which of the following would a marketer LEAST likely do to encourage habitual buying behavior?

Accepted Answer

A)  dominate shelf space 
B)  run frequent reminder ads 
C)  keep shelves fully stocked 
D)  stress unique features in ads 
E)  offer lower prices and coupons

Question 3

Which of the following is NOT part of Maslow's hierarchy of needs?

Accepted Answer

A)  physiological needs 
B)  safety needs 
C)  spiritual needs 
D)  esteem needs 
E)  social needs

Question 4

Refer to the scenario below to answer the following question(s).
The Attic Trunk opened in 1999 as an upscale dress shop in Forest Ridge's fashionable shopping district, catering to a wealthy, mature clientele consisting mostly of older, first-generation Hispanics. Many other specialty shops lined the main avenue over the next few years. But as Forest Ridge began to attract a more price-conscious, younger, and more demographically diverse population, the once-popular shopping district was increasingly perceived as stodgy and snobby by the new segment of customers.
By the mid-2000s, many of these specialty shops suffered financially. Most shops attracted only tourists who enjoyed browsing through the displays of alligator belts and shoes, piles of scented soaps, and so on, often laughing at the ridiculously high prices.
Owners of The Attic Trunk had noticed the shifts in buying behavior of customers by the mid-2000s. In fact, the owners had observed that the once-fashionable shopping district in Forest Ridge no longer attracted the wealthy, mature clientele. This clientele had been replaced with price-conscious families with children, a mix of Asian and African Americans as well as Caucasians.
Specialty items at The Attic Trunk gradually disappeared, replaced by brand-name apparel, fashion accessories, and jewelry. Other owners followed suit in the late 2000s, bringing restaurants, an outdoor cafe, and a day spa to the main avenue in Forest Ridge.
-Which of the following would each consumer segment attracted to The Attic Trunk have in common with the other consumer segments?

Accepted Answer

A)  habitual buying behaviors 
B)  self-concepts 
C)  AIO dimensions 
D)  life-cycle stages 
E)  aspirational groups

Question 5

________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

Accepted Answer

A)  Perception analysis 
B)  Subliminal analysis 
C)  Motivation research 
D)  Need recognition 
E)  Market segmentation

Question 6

Jim is planning on buying an expensive HDTV and he realizes that there are few differences between brands. Jim is displaying complex buying behavior.

Accepted Answer

A) True 
 B)False

Question 7

According to Freud, a person's buying decisions are primarily affected by ________.

Accepted Answer

A)  family influences 
B)  societal expectations 
C)  brand images 
D)  cultural norms 
E)  subconscious motives

Question 8

Companies that use brand ambassadors are most likely involved in ________ marketing.

Accepted Answer

A)  ambush 
B)  spam 
C)  buzz 
D)  viral 
E)  database

Question 9

What role do the four Ps play in consumer behavior?

Accepted Answer

The answer of What role do the four Ps play...

Question 10

Opinion leaders are also referred to as ________.

Accepted Answer

A)  influentials 
B)  lower uppers 
C)  innovators 
D)  lagging adopters 
E)  surrogate consumers

Question 11

Postpurchase behavior is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.

Accepted Answer

A) True 
 B)False

Question 12

A marketing research company asked members of a focus group to describe several brands as animals. The purpose of the request is to measure the prestige of the various brands. This is an example of ________.

Accepted Answer

A)  brand strength analysis 
B)  interpretive consumer research 
C)  quantitative research 
D)  buzz marketing 
E)  brand extension

Question 13

Explain how selective retention affects what consumers remember about marketing messages.

Accepted Answer

The answer of Explain how selective retention affects what consumers...

Question 14

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Accepted Answer

A)  Motivation 
B)  Perception 
C)  Dissonance 
D)  Learning 
E)  Self-actualization

Question 15

Subcultures consist only of religious groups.

Accepted Answer

A) True 
 B)False

Question 16

Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors?

Accepted Answer

A)  economic risks 
B)  attitudes of others 
C)  cognitive dissonance 
D)  alternative evaluation 
E)  buyer's remorse

Question 17

________ consumers are the most affluent U.S. demographic segment and are expected to have an annual buying power approaching $1 billion by 2017.

Accepted Answer

A)  Hispanic American 
B)  African American 
C)  Asian American 
D)  Baby boomers 
E)  Generation X

Question 18

What strategy should a marketer use upon learning that consumers are not buying a product because they do not perceive a need for it?

Accepted Answer

The answer of What strategy should a marketer use upon...

Question 19

Many companies use ethnically specific themes in their mainstream marketing strategy because marketers have realized that insights gleaned from ethnic consumers can influence their broader markets. This type of marketing is known as ________ marketing.

Accepted Answer

A)  cross-cultural 
B)  buzz 
C)  social network 
D)  word-of-mouth 
E)  life-style

Question 20

People differ greatly in their readiness to try new products. In each product area, there are "consumption pioneers," also referred to as lagging adopters.

Accepted Answer

A) True 
 B)False

Exam 5: Consumer Markets and Buyer Behavior

Which of the following would a marketer LEAST likely do to encourage habitual buying behavior?

Which of the following is NOT part of Maslow's hierarchy of needs?

________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

Jim is planning on buying an expensive HDTV and he realizes that there are few differences between brands. Jim is displaying complex buying behavior.

According to Freud, a person's buying decisions are primarily affected by ________.

Companies that use brand ambassadors are most likely involved in ________ marketing.

What role do the four Ps play in consumer behavior?

Opinion leaders are also referred to as ________.

Postpurchase behavior is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.

A marketing research company asked members of a focus group to describe several brands as animals. The purpose of the request is to measure the prestige of the various brands. This is an example of ________.

Explain how selective retention affects what consumers remember about marketing messages.

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Subcultures consist only of religious groups.

Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors?

________ consumers are the most affluent U.S. demographic segment and are expected to have an annual buying power approaching $1 billion by 2017.

What strategy should a marketer use upon learning that consumers are not buying a product because they do not perceive a need for it?

Many companies use ethnically specific themes in their mainstream marketing strategy because marketers have realized that insights gleaned from ethnic consumers can influence their broader markets. This type of marketing is known as ________ marketing.

People differ greatly in their readiness to try new products. In each product area, there are "consumption pioneers," also referred to as lagging adopters.