Answer the self-test questions below and then click on 'submit' to send your answers. The test will be marked instantly, so that you can see how well you have done.
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1 | |
A buying centre may contain five people performing a number of roles. The buyer is: |
| | A) | The person who holds the most authority in the buying centre |
| | B) | The person who attempts to persuade others in the buying centre |
| | C) | The consumer of the product |
| | D) | The person who conducts the transaction |
| | E) | The person who begins the buying process |
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2 | |
Joint buying decision-making is more common when: |
| | A) | The household contains one working person |
| | B) | The household contains a married couple |
| | C) | The household contains several young children |
| | D) | The household has a high income |
| | E) | The household contains two income earners |
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3 | |
An identification of the roles played within a buying centre is a prerequisite for: |
| | A) | Deciding on the best distribution channel |
| | B) | Targeting persuasive communications |
| | C) | Planning the marketing mix |
| | D) | Setting the product price |
| | E) | Developing a new product |
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4 | |
In the decision-making model flow chart, the second stage refers to: |
| | A) | Purchase |
| | B) | Problem awareness |
| | C) | Evaluation of alternatives |
| | D) | Information search |
| | E) | Need recognition |
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5 | |
A key determinant of the extent to which consumers evaluate a brand before purchase is their: |
| | A) | Level of need |
| | B) | Level of awareness |
| | C) | Disposable income |
| | D) | Level of involvement |
| | E) | Position or role in the buying centre |
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6 | |
High involvement buying decisions require marketing messages with: |
| | A) | Short and simple messages |
| | B) | Visually interesting messages |
| | C) | Low information content |
| | D) | High information content |
| | E) | Easy to remember strap lines |
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7 | |
Following a high involvement buying decision where the purchase price was high, the consumer may experience: |
| | A) | A sense of social belonging |
| | B) | A shortage of cash |
| | C) | An interest in repeat buying |
| | D) | Information processing |
| | E) | Cognitive dissonance |
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8 | |
Three types of buying situations can be identified. The first is extended problem-solving, the second is limited problem-solving and the third is: |
| | A) | Information problem-solving |
| | B) | Habitual problem-solving |
| | C) | Lifestyle problem-solving |
| | D) | Complex problem-solving |
| | E) | Cognitive dissonance problem-solving |
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9 | |
Extended problem-solving is usually associated with three conditions. Firstly, there are a large number of alternatives, secondly, there is adequate time for deliberation, and thirdly: |
| | A) | There is a low level of financial commitment |
| | B) | Few alternative choices exist |
| | C) | There is a high level of motivation |
| | D) | The purchase has a high degree of involvement |
| | E) | Social influences exist |
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10 | |
Perception is the complex process by which people: |
| | A) | Evaluate alternative products before purchasing |
| | B) | Calculate the cost of purchase |
| | C) | Search for information before buying |
| | D) | Select, organise and interpret sensory stimulation |
| | E) | Demonstrate motivational influences on their buying decisions |
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11 | |
Selective distortion occurs when: |
| | A) | Consumers distort information according to their existing beliefs and attitudes |
| | B) | High levels of technical information exist about the product |
| | C) | Consumers are faced with a habitual buying decision |
| | D) | Social influences affect the consumer's buying decision |
| | E) | One product is offered at a lower price than another product |
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12 | |
An understanding of buyer motivation lies in: |
| | A) | The risk involved in making a buying decision |
| | B) | The relationship between social class and income |
| | C) | The relationship between product quality and price |
| | D) | The relationship between needs, drives and goals |
| | E) | The relationship between the product, price and lifestyle |
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13 | |
Maslow's model refers to five categories of: |
| | A) | Beliefs |
| | B) | Social income groups |
| | C) | Lifestyles |
| | D) | Motivation |
| | E) | Buying stages |
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14 | |
Culture refers to the traditions, taboos, values, and basic attitudes of: |
| | A) | The city or town |
| | B) | The central buying unit |
| | C) | The whole society |
| | D) | The family unit |
| | E) | The social group |
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15 | |
Lifestyle refers to the pattern of living expressed in a person's: |
| | A) | Age |
| | B) | Beliefs and attitudes |
| | C) | Family lifecycle stage |
| | D) | Activities, interests and opinions |
| | E) | Social class and status |
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