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| 1 | |
When the marketing student said, "It's really hard for me to get to class on time without a car", she was entering which stage of the consumer decision process? |
| | A) | Purchase decision |
| | B) | Alternative evaluation |
| | C) | Information search |
| | D) | Problem recognition |
| | E) | Postpurchase behavior |
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| 2 | |
Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria and develops consumer value perceptions? |
| | A) | Problem recognition |
| | B) | Information search |
| | C) | Alternative evaluation |
| | D) | Purchase decision |
| | E) | Post purchase evaluation |
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| 3 | |
An external search for product information is especially important when __________. |
| | A) | the cost of gathering information is low |
| | B) | review of past experience provides adequate information |
| | C) | the risk of making a wrong purchase decision is low |
| | D) | the item is frequently purchased |
| | E) | any of the above conditions exist |
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| 4 | |
Deciding when to buy is determined by which of the following factors? |
| | A) | The preferred brand is on sale |
| | B) | Store atmosphere |
| | C) | Pleasantness of the shopping experience |
| | D) | Time pressure |
| | E) | All of the above |
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| 5 | |
Putting a dollar value on what a satisfied, loyal repeat customer spends on a firm's products during a year or a lifetime reveals that __________. |
| | A) | focusing on customer retention is not very profitable |
| | B) | the calculation is flawed and not practical |
| | C) | companies that have focused on customer retention have not yet seen results |
| | D) | focusing on customer retention can be very profitable |
| | E) | companies are generally more profitable if they try to attract new customers rather than focus on customer retention |
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| 6 | |
Elizabeth Sands has decided to purchase a replacement radar detector and plans to call several friends for updated information about alternative brands. She is NOT concerned about where she buys it as long as she receives a very liberal return policy should anything go wrong. In making her decision Sands will engage in which of the following problem solving methods? |
| | A) | Limited problem solving |
| | B) | Extended problem solving |
| | C) | Routine response behavior |
| | D) | Simulated selection |
| | E) | Integrated problem solving |
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| 7 | |
Which of the following is NOT considered a psychological influence? |
| | A) | Motivation |
| | B) | Personality |
| | C) | Perception |
| | D) | Antecedent state |
| | E) | Lifestyle |
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| 8 | |
The American Floral Council used an ad that showed 3 flower arrangements varying in size from a single rose to a very large elaborate arrangement. The caption simply read, "Just how mad is she"? This ad relies on which of the following situational influences for its effectiveness? |
| | A) | Purchase task |
| | B) | Social surroundings |
| | C) | Physical surroundings |
| | D) | Postpurchase states |
| | E) | Antecedent states |
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| 9 | |
Five situational influences have an impact on a consumer's purchase decision process are the purchase task, social surroundings, temporal effects, antecedent states and __________. |
| | A) | competition |
| | B) | physical surroundings |
| | C) | dependent variables |
| | D) | independent variables |
| | E) | economic effects |
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| 10 | |
Which of the following lists the hierarchy of needs in its correct order beginning with the most basic? |
| | A) | Personal, social, physiological, psychological and safety |
| | B) | Physiological, safety, social, personal and self-actualization |
| | C) | Safety, physiological, safety and self-actualization and personal |
| | D) | Self-actualization, social, personal, safety and physiological |
| | E) | Safety, personal, self-actualization, physiological and social |
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| 11 | |
An Acura automobile ad is headlined by a quote from Henry David Thoreau, "Go in the Direction of Your Dreams". This ad is most likely to appeal to people's __________ needs. |
| | A) | physiological |
| | B) | safety |
| | C) | social |
| | D) | personal |
| | E) | psychological |
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| 12 | |
Defining individuals in terms of their __________ suggests that Americans and Germans are relatively more assertive than Russians and the English. |
| | A) | national character |
| | B) | self-concept |
| | C) | ethnocentric origin |
| | D) | demographic measurements |
| | E) | cultural personality |
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| 13 | |
Because Marla is so strongly committed to a fat-free diet, she did not see a recent report by the New England Journal of Medicine that suggested that some fat in our diet is healthy. The report was contained in the newspaper that Marla reads daily, but the reason Marla did not see it is most likely the result of __________. |
| | A) | selective retention |
| | B) | selective comprehension |
| | C) | selective exposure |
| | D) | selective perception |
| | E) | stimulus discrimination |
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| 14 | |
Which of the following is a method marketers can use to reduce perceived risk for consumers? |
| | A) | Obtain seals of approval for products |
| | B) | Secure endorsements from influential people |
| | C) | Provide trial usage of the product |
| | D) | Provide warranties and guarantees |
| | E) | All of the above are methods marketers can use to reduce perceived risk for consumers |
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| 15 | |
Tums antacid stresses the fact that it is a calcium supplement in its advertisements, as well as the health benefits of calcium. Most people already know Tums contains calcium. The new promotion is trying to change the attitude toward Tums by __________. |
| | A) | changing beliefs about the extent to which Tums has a specific attribute |
| | B) | changing the perceived importance of a specific attribute |
| | C) | adding a new attribute |
| | D) | reducing perceived risk |
| | E) | providing stimulus generalization to prospective buyers |
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| 16 | |
Your company is introducing a new line of activewear for teenagers and invites the members of the cheerleading squad to a private display of the line. This group consists of __________ for activewear clothing. |
| | A) | lifestyle makers |
| | B) | aspirational people |
| | C) | opinion leaders |
| | D) | autonomous leaders |
| | E) | joint decision makers |
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| 17 | |
Which of the following statements about word of mouth is most true? |
| | A) | Word of mouth is the most powerful information source for consumers |
| | B) | Teaser advertising campaigns are run in advance of new-product introduction to stimulate word of mouth |
| | C) | Advertising slogans heighten positive word of mouth |
| | D) | Overcoming negative word of mouth is difficult and costly |
| | E) | All of the above statements about word of mouth are true |
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| 18 | |
Which type of purchase is most likely to be the result of joint decision making? |
| | A) | Car tires |
| | B) | Children's toys |
| | C) | Family vacations |
| | D) | Medicine |
| | E) | All of the above |
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| 19 | |
Which of the following is a reason why sales of cosmetics, apparel and trend cell phones have grown despite the economic downturn? |
| | A) | The gays in Thailand contributed to the increase in demand |
| | B) | The marketers in Thailand have been very active |
| | C) | Thais are willing to pay premium prices for premium quality |
| | D) | Thais believe all marketers are honest and trust any messages marketers put forth |
| | E) | All of the above are true |
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| 20 | |
The most frequently used determinants of social class are __________. |
| | A) | life-style, behavior patterns and values |
| | B) | life-style, education and income |
| | C) | education, ancestry and income |
| | D) | occupation, education and source of income |
| | E) | income, family background and occupation |
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