Question 1

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 answer of Through market research a consumer gathers information...

Question 2

Amtex electronics,a consumer products brand,advertises its products inside supermarkets and retail stores frequently to promote the process of ________ and stimulate purchase.

Accepted Answer

A)  memory verification 
B)  memory retrieval 
C)  memory decoding 
D)  memory formation 
E)  memory augmentation

Question 3

The relatively homogeneous and enduring divisions in a society,which are hierarchically ordered and whose members share similar values,interests,and behavior constitute ________.

Accepted Answer

A)  a culture 
B)  a subculture 
C)  a social class 
D)  a family 
E)  a group

Question 4

The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness,and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions.

Accepted Answer

A)  self-reliance 
B)  self-perception 
C)  psychogenic 
D)  stimulus-response 
E)  projective

Question 5

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

Question 6

With respect to consumer decision making,the ________ is the set of strong contenders from which one will be chosen as a supplier of a good or service.

Accepted Answer

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

Question 7

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

Accepted Answer

A) True 
 B)False

Question 8

________ assumed that the psychological forces shaping people's behavior are largely unconscious,and that a person cannot fully understand his or her own motivations.

Accepted Answer

A)  Abraham Maslow 
B)  Frederick Herzberg 
C)  Sigmund Freud 
D)  John Cacioppo 
E)  Karl Marx

Question 9

________ portrays the "whole person" interacting with his or her environment.

Accepted Answer

A)  Attitude 
B)  Personality 
C)  Lifestyle 
D)  Self-concept 
E)  Subculture

Question 10

Brand associations consist of all brand-related thoughts,feelings,perceptions,images,experiences,beliefs,attitudes,and so on that become linked to the brand node.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following would be the best illustration of a subculture?

Accepted Answer

A)  a religion 
B)  a group of close friends 
C)  your university 
D)  a fraternity or sorority 
E)  your occupation

Question 12

Heuristics can come into play when consumers forecast the likelihood of future outcomes or events.When would a consumer use an anchoring and adjustment heuristic?

Accepted Answer

The answer of Heuristics can come into play when consumers...

Question 13

Groups that have an indirect influence on a person's attitude or behavior can be a part of his/her reference groups.

Accepted Answer

A) True 
 B)False

Question 14

The prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function.

Accepted Answer

A) True 
 B)False

Question 15

Cognitive psychologists believe that memory is ________,so that once information becomes stored in memory,its strength of association decays very slowly.

Accepted Answer

A)  highly perceptual 
B)  somewhat collective 
C)  highly communicative 
D)  often reflective 
E)  extremely durable

Question 16

The family in a buyers life consisting of parents and siblings is the ________.

Accepted Answer

A)  family of procreation 
B)  family of influence 
C)  family of efficiency 
D)  family of orientation 
E)  purchasing family

Question 17

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

Question 18

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

Question 19

When a marketer tries to alter a consumer's beliefs about a company's brand to get the consumer to rethink a purchase decision,the marketer is using ________.

Accepted Answer

A)  psychological repositioning 
B)  competitive depositioning 
C)  positioning 
D)  repositioning 
E)  biased positioning

Question 20

The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor,tough cowboy type.This was done to establish what is called ________.

Accepted Answer

A)  trademarking 
B)  a brand name 
C)  a brand personality 
D)  co-branding 
E)  a brand reference

Exam 5: Analyzing Consumer Markets

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?

Amtex electronics,a consumer products brand,advertises its products inside supermarkets and retail stores frequently to promote the process of ________ and stimulate purchase.

The relatively homogeneous and enduring divisions in a society,which are hierarchically ordered and whose members share similar values,interests,and behavior constitute ________.

The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness,and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions.

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

With respect to consumer decision making,the ________ is the set of strong contenders from which one will be chosen as a supplier of a good or service.

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

________ assumed that the psychological forces shaping people's behavior are largely unconscious,and that a person cannot fully understand his or her own motivations.

________ portrays the "whole person" interacting with his or her environment.

Brand associations consist of all brand-related thoughts,feelings,perceptions,images,experiences,beliefs,attitudes,and so on that become linked to the brand node.

Which of the following would be the best illustration of a subculture?

Heuristics can come into play when consumers forecast the likelihood of future outcomes or events.When would a consumer use an anchoring and adjustment heuristic?

Groups that have an indirect influence on a person's attitude or behavior can be a part of his/her reference groups.

The prospect theory maintains that consumers frame decision alternatives in terms of gains and losses according to a value function.

Cognitive psychologists believe that memory is ________,so that once information becomes stored in memory,its strength of association decays very slowly.

The family in a buyers life consisting of parents and siblings is the ________.

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?

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

When a marketer tries to alter a consumer's beliefs about a company's brand to get the consumer to rethink a purchase decision,the marketer is using ________.

The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a rugged outdoor,tough cowboy type.This was done to establish what is called ________.