Question 1

________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.

Accepted Answer

A)  Social classes 
B)  Societal norms 
C)  Reference groups 
D)  Universal cultures 
E)  Social networks

Question 2

Explain the change in buying roles of husbands and wives due to an evolving consumer lifestyle in the United States. Additionally, describe the effect of this change on marketers.

Accepted Answer

The answer of Explain the change in buying roles of...

Question 3

Which of the following best describes divisibility of an innovation that influences the rate of adoption?

Accepted Answer

A)  It is the degree to which the innovation is difficult to understand. 
B)  It is the degree to which the results of using the innovation can be observed or described to others. 
C)  It is the degree to which the innovation appears superior to existing products. 
D)  It is the degree to which the innovation may be tried on a limited basis. 
E)  It is the degree to which the innovation fits the values and experiences of potential consumers.

Question 4

A marketer of women's hair care products targeting Chinese customers created an advertising message that told women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of customers' ________.

Accepted Answer

A)  social class 
B)  life-cycle stage 
C)  self-concept 
D)  status 
E)  role

Question 5

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

Accepted Answer

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

Question 6

What role do the four Ps play in consumer behavior?

Accepted Answer

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

Question 7

An invitation to go skiing over the weekend forced Donna to look at her current wardrobe. She realized that she required a warmer coat. Which of the following stages of the buyer decision process does Donna exemplify?

Accepted Answer

A)  product evaluation 
B)  situational analysis 
C)  need recognition 
D)  problem screening 
E)  information search

Question 8

Consumers learn about new products for the first time and make the decision to buy those products during the ________.

Accepted Answer

A)  need recognition stage 
B)  adoption process 
C)  evaluation process 
D)  trial process 
E)  quality assessment stage

Question 9

Online social networks represent an important avenue to create buzz for marketers.

Accepted Answer

A) True 
 B)False

Question 10

Individuals and households that buy or acquire goods and services for personal consumption make up the ________.

Accepted Answer

A)  consumer market 
B)  market offering 
C)  market mix 
D)  subculture 
E)  social class

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Since a person's economic situation will affect her store and product choices, marketers watch trends in spending, personal income, interest rates, and ________.

Accepted Answer

A)  employment 
B)  savings 
C)  home purchases 
D)  rents 
E)  fuel prices

Question 13

Habitual buying behavior involves consumers searching extensively for information about brands and evaluating brand characteristics.

Accepted Answer

A) True 
 B)False

Question 14

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 best supports the idea that The Attic Trunk's mature, wealthy clientele can remain a viable target market?

Accepted Answer

A)  Older, first generation Hispanic consumers are not especially family-oriented. 
B)  Older, first-generation Hispanic consumers favor sellers who show special interest in them. 
C)  Older, first generation Hispanic consumers tend to be very price conscious. 
D)  Older, first generation Hispanic consumers tend to display little brand loyalty. 
E)  Older, first generation Hispanic consumers are motivated by mainstream marketing.

Question 15

A consumer's behavior is influenced by social factors, such as the consumer's small groups, family, and social roles and status. Explain the differences among these social factors.

Accepted Answer

The answer of A consumer's behavior is influenced by social...

Question 16

________ describes changes in an individual's behavior arising from experience.

Accepted Answer

A)  Lifestyle 
B)  Learning 
C)  Perception 
D)  Cognitive dissonance 
E)  Selective attention

Question 17

Five characteristics are important in influencing an innovation's rate of adoption. Which of the following is NOT one of those characteristics?

Accepted Answer

A)  relative advantage 
B)  compatibility 
C)  consumability 
D)  complexity 
E)  communicability

Question 18

Cultural factors exert a broad and deep influence on consumer behavior. The marketer needs to understand the role played by the buyer's culture, subculture, and social class. Distinguish between culture, subculture, and social class.

Accepted Answer

The answer of Cultural factors exert a broad and deep...

Question 19

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 20

The starting point of understanding how consumers respond to various marketing efforts is called the stimulus-response model of buyer behavior.

Accepted Answer

A) True 
 B)False

Exam 5: Consumer Markets and Buyer Behavior

________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.

Explain the change in buying roles of husbands and wives due to an evolving consumer lifestyle in the United States. Additionally, describe the effect of this change on marketers.

Which of the following best describes divisibility of an innovation that influences the rate of adoption?

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

What role do the four Ps play in consumer behavior?

An invitation to go skiing over the weekend forced Donna to look at her current wardrobe. She realized that she required a warmer coat. Which of the following stages of the buyer decision process does Donna exemplify?

Consumers learn about new products for the first time and make the decision to buy those products during the ________.

Online social networks represent an important avenue to create buzz for marketers.

Individuals and households that buy or acquire goods and services for personal consumption make up the ________.

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

Since a person's economic situation will affect her store and product choices, marketers watch trends in spending, personal income, interest rates, and ________.

Habitual buying behavior involves consumers searching extensively for information about brands and evaluating brand characteristics.

A consumer's behavior is influenced by social factors, such as the consumer's small groups, family, and social roles and status. Explain the differences among these social factors.

________ describes changes in an individual's behavior arising from experience.

Five characteristics are important in influencing an innovation's rate of adoption. Which of the following is NOT one of those characteristics?

Cultural factors exert a broad and deep influence on consumer behavior. The marketer needs to understand the role played by the buyer's culture, subculture, and social class. Distinguish between culture, subculture, and social class.

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

The starting point of understanding how consumers respond to various marketing efforts is called the stimulus-response model of buyer behavior.