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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Behavioural Dimensions of the Consumer Market

Quiz Questions


1	Wants are needs that are learned during a person's life.
		A)	True
		B)	False


2	Adding lemon scent to a furniture polish is an example of using a positive cue.
		A)	True
		B)	False


3	When consumers make a purchase, the time they have available for shopping will influence their behaviour.
		A)	True
		B)	False


4	It is possible for marketing managers to change or create new attitudes about goods and services—but overcoming negative attitudes is a really tough job.
		A)	True
		B)	False


5	Different purchase situations may require different marketing mixes, even though the same target market is involved.
		A)	True
		B)	False


6	Why would most consumers spend more on a product than they know it is available for elsewhere?
		A)	The consumer is not an economic buyer.
		B)	The consumer is not in a rush to buy.
		C)	The consumer hasn't considered his or her economic needs.
		D)	The consumer never learned numbers in school.
		E)	The consumer doesn't feel it is worth travelling to get the lower price.


7	Some people say that marketing managers can manipulate consumers to buy products against their will. Why is this not possible?
		A)	Consumer wants cannot be influenced.
		B)	Internal drives cannot be created.
		C)	Consumer needs are not met prior to the manipulation.
		D)	Brainwashing is illegal.
		E)	Insufficient research has been done to make it possible.


8	According to the hierarchy of needs model, the first needs most people try to satisfy are their:
		A)	social needs.
		B)	safety needs.
		C)	physiological needs.
		D)	personal needs.
		E)	any of the above.


9	A teenage girl continually nags her mother to buy her a pair of high-heeled shoes that feel very uncomfortable to walk in, but are worn by all of her friends. This is an example of:
		A)	physiological needs.
		B)	personal needs.
		C)	safety needs.
		D)	social needs.
		E)	childish needs.


10	Desmond is planning to buy a scooter. Recently he has been noticing more scooter ads in the magazines he reads. This illustrates:
		A)	effective target marketing.
		B)	selective perception.
		C)	dissonance.
		D)	need satisfaction.
		E)	selective exposure.


11	Which of the following is incorrect about consumer learning?
		A)	Learning is a change in a person's thought processes caused by prior experience.
		B)	Learning must involve a conscious effort by the consumer.
		C)	Learning may be based on association.
		D)	Almost all consumer behaviour is learned.
		E)	Reinforcement of the learning process occurs when the response is followed by a reduction in the drive.


12	Reinforcement is best explained by:
		A)	products, signs, ads, and other environmental stimuli.
		B)	an effort to satisfy a drive.
		C)	occurs in the learning process when the response is followed by satisfaction.
		D)	the unlearning process.
		E)	non-routine purchase decisions.


13	A supermarket puts its ovens for its in-store bakery right behind the counter so that the aroma of baking can be smelled by customers. This is:
		A)	a violation of the selective processes.
		B)	olfactory (smell) marketing.
		C)	an example of trying to link a cue with a marketing mix.
		D)	likely to have no effect because selective retention will eliminate any effect of the smell.
		E)	a case of linking a response with a drive.


14	The statement, "I like Hershey bars," is an example of a(n):
		A)	belief.
		B)	intention.
		C)	attitude.
		D)	reinforcement.
		E)	drive.


15	What is the best response to existing attitudes toward a product when undertaking a marketing campaign?
		A)	Change the attitudes to be more favourable to your product.
		B)	Show the consumer why his or her attitude toward your product is wrong.
		C)	Find a spokesperson who will endorse the product and speak out against the existing attitudes.
		D)	List 10 reasons why the consumer's attitude is illogical and should change.
		E)	Build a marketing campaign that is aligned with the existing attitudes.


16	A consumer's expectations are most likely NOT to be satisfied in which of the following situations?
		A)	A woman attends her first self-help group meeting of an organization she knows little about.
		B)	An economy-class passenger is seated in business class because of lack of seats.
		C)	A student waits in line one minute at a bank branch on the first day of the month.
		D)	A Canadian vacationing at a resort promoted in brochures as fancy, arrives there to find frequent power failures and no running water.
		E)	A specialized item a customer wants is out of stock and the sales clerk offers to order it.


17	Personality affects people's behaviour, but:
		A)	takes too much research to measure economically.
		B)	is the least useful of all the social influences.
		C)	hasn't been much help in predicting which specific products people buy.
		D)	is impossible to observe in an actual situation.
		E)	none of the above.


18	Toy advertisements are aimed at young children:
		A)	because they are the real decision makers.
		B)	in the hope that they will influence their parents.
		C)	because they have a great deal of purchasing power.
		D)	because TV ads aimed at children in Quebec are subsidized by the government.
		E)	to shift purchases to lower-margin items.


19	The social class system in Canada:
		A)	is much more rigid than in Europe and Asia.
		B)	results in social groupings that are about equal in size.
		C)	makes people remain in the class in which they are born.
		D)	makes it obvious that the lower class is the worst target market.
		E)	often groups people with very different incomes in the same social class.


20	Compared to lower-class consumers, middle-class consumers generally:
		A)	live for the present.
		B)	have simplistic ideas about how things work.
		C)	are more self-confident and willing to take risks.
		D)	want help with decision making.
		E)	feel controlled by the world.


21	Reference group:
		A)	influence is greatest for older people.
		B)	influence is equally strong for all brands and products.
		C)	influence is more important when others will be able to see the product or brand we are using.
		D)	members may not even know the person whose attitudes they influence.
		E)	both c & d.


22	Sally always buys gas at the gas station near her workplace. This is an example of:
		A)	extensive problem solving.
		B)	limited problem solving.
		C)	routinized response behaviour.
		D)	automatic behaviour.
		E)	purchasing without thinking.


23	Consumers looking for post-purchase reinforcement are experiencing:
		A)	dissonance.
		B)	anxiety.
		C)	interest.
		D)	trial.
		E)	behaviour that should not be reacted to by marketers.


24	A marketing manager for a new line of detergent decides to mail free samples to consumers. The logic for using this approach is best explained by:
		A)	the need to reduce dissonance.
		B)	consumer attitudes.
		C)	reinforcement.
		D)	the typical consumer's adoption process.
		E)	selective retention.

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