Question 1

was offended by the brand name of a new product for women.She believes the name of the product is demeaning and that it must reflect a negative attitude of the manufacturer towards women in general.Although this may simply be the result of __________,if other women interpret the name choice the same way,there is a strong likelihood this product could fail.

Accepted Answer

A)   selective retention
B)   selective comprehension
C)   selective exposure
D)   selective analysis
E)   stimulus discriminationF) A) and B)
G) C) and D)

Question 2

the VALS framework,consumers with the least resources of any segment represent a modest market for most products and services,are loyal to favorite brands,especially if they can be purchased at a discount,and are referred to as __________.

Accepted Answer

A)   Strivers
B)   Believers
C)   Survivors
D)   Makers
E)   ThinkersF) B) and D)
G) C) and D)

Question 3

the VALS framework,consumers can have abundant or minimal level of psychological,physical,and material resources.One segment with minimal resources,known as __________,focuses on meeting basic needs (safety and security) rather than fulfilling desires.

Accepted Answer

A)   Thinkers
B)   Innovators
C)   Makers
D)   Survivors
E)   StriversF) None of the above
G) A) and B)

Question 4

Sophisticated firms have learned the marketing lesson that

Accepted Answer

A)   it is a lot easier to find new customers than to retain existing ones.
B)   according to research, it is equally costly to acquire new customers as it is to retain existing ones.
C)   existing customers do not spend as much as new customers since that latter like the old products rather than the new ones new customers like.
D)   the buying experience, customer satisfaction, and retention can increase firm profits.
E)   unless a marketing promotion to retain customer loyalty can increase market share by at least 5 percent, it is not worth the expenditure.F) A) and E)
G) D) and E)

Question 5

the VALS framework,consumers who favor established,prestige products and services and are interested in time-saving devices given their hectic schedules are called

Accepted Answer

A)   Thinkers.
B)   Believers.
C)   Strivers.
D)   Experiencers.
E)   Achievers.F) C) and E)
G) A) and E)

Question 6

Would you agree or disagree with the following statement: "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

Accepted Answer

Students should agree.Firms have begun t...

Question 7

Dutch tulip growers have developed pre-sprouted bulbs,which will bloom in consumers' gardens just a few weeks after spring planting so people who didn't or couldn't plant bulbs in the fall will have spring flowers.Nurseries plan to promote the pre-sprouted tulips to people who appreciate "finer things" and will pay the premium price.Which of the following VALS segments would be most suitable for this product?

Accepted Answer

A)   Survivors
B)   Believers
C)   Makers
D)   Innovators
E)   ExperiencersF) B) and C)
G) None of the above

Question 8

Which of following statements is NOT true about attitudes?

Accepted Answer

A)   Marketers are primarily concerned with American core values when developing advertising messages.
B)   Attitudes are learned.
C)   Attitudes are shaped by one's values and beliefs.
D)   An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
E)   Personal values affect attitudes by influencing the importance assigned to specific product attributes.F) C) and D)
G) B) and C)

Question 9

of the following are challenges that Groupon faces EXCEPT:

Accepted Answer

A)   The goal of Groupon and its business partners is to have Groupon users become repeat purchasers.
B)   Groupon faces an extraordinary level of competition because the daily deal technology is easy to copy.
C)   Most of the Groupon deals are profitable for the merchants because their profitability is based on volume sales and not the profit margin of a single sale.
D)   Some consumers buy the coupons but never use them, eventually leaving them dissatisfied and unlikely to use Groupon again.
E)   Groupon must develop a comprehensive understanding of the differences in international buying behaviors to continue its explosive growth outside the United States.F) A) and D)
G) A) and C)

Question 10

Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter,its strategy is to reduce a consumer's __________ and encourage purchases.

Accepted Answer

A)   consumer angst
B)   cognitive dissonance
C)   perceived risk
D)   purchase anxiety
E)   consumer cynicismF) A) and D)
G) B) and E)

Question 11

__________ in the consumer purchase decision process occurs when consumers scan their memory for previous experiences with products or brands.

Accepted Answer

A)   problem recognition
B)   internal search
C)   external search
D)   purchase task
E)   antecedent stateF) A) and D)
G) A) and E)

Question 12

personal,social,and economic significance of the purchase to the consumer that causes them to skip or minimize one or more stages in the consumer purchase decision process depends on their level of

Accepted Answer

A)   aspiration.
B)   cognitive dissonance.
C)   motivation.
D)   situational influences.
E)   involvement.F) A) and B)
G) None of the above

Question 13

the VALS framework,consumers motivated by ideals are guided by knowledge and principle.__________ choose familiar products and brands,favor American-made products,and are generally brand loyal.

Accepted Answer

A)   Believers
B)   Thinkers
C)   Makers
D)   Experiencers
E)   AchieversF) C) and D)
G) All of the above

Question 14

Involvement refers to

Accepted Answer

A)   the external influences that affect a consumer's purchase.
B)   the personal, social, and economic significance of the purchase to the consumer.
C)   the level of difficulty involved in making a purchase.
D)   the total number of people involved in the actual exchange process.
E)   the time, energy, and personal investment that will be required to use a product.F) B) and C)
G) C) and D)

Question 15

learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as a(n) __________.

Accepted Answer

A)   attitude
B)   belief
C)   value
D)   motivation
E)   perceptionF) B) and C)
G) All of the above

Question 16

Sociocultural influences,which affects the consumer purchase decision process,include all of the following EXCEPT:

Accepted Answer

A)   personal influence
B)   reference groups
C)   family influences
D)   culture and subculture
E)   values, beliefs, and attitudesF) B) and C)
G) All of the above

Question 17

Which of the following statements about Asian American buying patterns is most accurate?

Accepted Answer

A)   There is no real diversity among Asian American subcultures.
B)   Assimilated Asian Americans exhibit buying patterns that are very different from the typical American consumer.
C)   Because McDonald's standardizes its products across all cultures, it does not actively market to Asian Americans.
D)   The Asian American subculture is the most entrepreneurial in the United States.
E)   Consumer research on Asian Americans suggests individuals and families divide into three groups-assimilated, non-assimilated, and recent immigrants.F) B) and E)
G) A) and D)

Question 18

back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor.This is an example of

Accepted Answer

A)   using a behavioral learning technique.
B)   reducing perceived risk.
C)   create stimulus generalization.
D)   using a cognitive learning technique.
E)   using an attitudinal learning technique.F) B) and C)
G) B) and E)

Question 19

the VALS framework,consumers who place importance on image-not as evidence of power or status,but as an expression of cultivated tastes,independence,and character-are referred to as __________.

Accepted Answer

A)   Actualizers
B)   Innovators
C)   Achievers
D)   Makers
E)   StriversF) None of the above
G) D) and E)

Question 20

Among the three racial/ethnic subcultures in the United States,African Americans rank __________ in terms of spending power.

Accepted Answer

A)   largest
B)   second largest
C)   third largest
D)   equal with Hispanics
E)   equal with Asian AmericansF) A) and B)
G) B) and D)

Exam 5: Understanding Consumer Behavior

Correct Answer
verified

Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter,its strategy is to reduce a consumer's __________ and encourage purchases.

Correct Answer
verified

personal,social,and economic significance of the purchase to the consumer that causes them to skip or minimize one or more stages in the consumer purchase decision process depends on their level of

Correct Answer
verified

learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as a(n) __________.

Correct Answer
verified

Sociocultural influences,which affects the consumer purchase decision process,include all of the following EXCEPT:

Correct Answer
verified

the VALS framework,consumers motivated by ideals are guided by knowledge and principle.__________ choose familiar products and brands,favor American-made products,and are generally brand loyal.

Correct Answer
verified

Would you agree or disagree with the following statement: "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

Correct Answer
verified
Students should agree.Firms have begun t...
View Answer

Correct Answer
verified

the VALS framework,consumers can have abundant or minimal level of psychological,physical,and material resources.One segment with minimal resources,known as __________,focuses on meeting basic needs (safety and security) rather than fulfilling desires.

Correct Answer
verified

the VALS framework,consumers who place importance on image-not as evidence of power or status,but as an expression of cultivated tastes,independence,and character-are referred to as __________.

Correct Answer
verified

Which of following statements is NOT true about attitudes?

Correct Answer
verified

back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor.This is an example of

Correct Answer
verified

the VALS framework,consumers who favor established,prestige products and services and are interested in time-saving devices given their hectic schedules are called

Correct Answer
verified

the VALS framework,consumers with the least resources of any segment represent a modest market for most products and services,are loyal to favorite brands,especially if they can be purchased at a discount,and are referred to as __________.

Correct Answer
verified

Sophisticated firms have learned the marketing lesson that

Correct Answer
verified

__________ in the consumer purchase decision process occurs when consumers scan their memory for previous experiences with products or brands.

Correct Answer
verified

Which of the following statements about Asian American buying patterns is most accurate?

Correct Answer
verified

Among the three racial/ethnic subcultures in the United States,African Americans rank __________ in terms of spending power.

Correct Answer
verified

of the following are challenges that Groupon faces EXCEPT:

Correct Answer
verified

Involvement refers to

Correct Answer
verified

Exam 5: Understanding Consumer Behavior

Correct AnswerverifiedShow Answer

Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter,its strategy is to reduce a consumer's __________ and encourage purchases.

Correct AnswerverifiedShow Answer

personal,social,and economic significance of the purchase to the consumer that causes them to skip or minimize one or more stages in the consumer purchase decision process depends on their level of

Correct AnswerverifiedShow Answer

learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as a(n) __________.

Correct AnswerverifiedShow Answer

Sociocultural influences,which affects the consumer purchase decision process,include all of the following EXCEPT:

Correct AnswerverifiedShow Answer

the VALS framework,consumers motivated by ideals are guided by knowledge and principle.__________ choose familiar products and brands,favor American-made products,and are generally brand loyal.

Correct AnswerverifiedShow Answer

Would you agree or disagree with the following statement: "It's a lot cheaper and easier to keep existing customers than to try to find new ones." Explain your answer.

Correct AnswerverifiedStudents should agree.Firms have begun t...View AnswerShow Answer

Correct AnswerverifiedShow Answer

the VALS framework,consumers can have abundant or minimal level of psychological,physical,and material resources.One segment with minimal resources,known as __________,focuses on meeting basic needs (safety and security) rather than fulfilling desires.

Correct AnswerverifiedShow Answer

the VALS framework,consumers who place importance on image-not as evidence of power or status,but as an expression of cultivated tastes,independence,and character-are referred to as __________.

Correct AnswerverifiedShow Answer

Which of following statements is NOT true about attitudes?

Correct AnswerverifiedShow Answer

back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor.This is an example of

Correct AnswerverifiedShow Answer

the VALS framework,consumers who favor established,prestige products and services and are interested in time-saving devices given their hectic schedules are called

Correct AnswerverifiedShow Answer

the VALS framework,consumers with the least resources of any segment represent a modest market for most products and services,are loyal to favorite brands,especially if they can be purchased at a discount,and are referred to as __________.

Correct AnswerverifiedShow Answer

Sophisticated firms have learned the marketing lesson that

Correct AnswerverifiedShow Answer

__________ in the consumer purchase decision process occurs when consumers scan their memory for previous experiences with products or brands.

Correct AnswerverifiedShow Answer

Which of the following statements about Asian American buying patterns is most accurate?

Correct AnswerverifiedShow Answer

Among the three racial/ethnic subcultures in the United States,African Americans rank __________ in terms of spending power.

Correct AnswerverifiedShow Answer

of the following are challenges that Groupon faces EXCEPT:

Correct AnswerverifiedShow Answer

Involvement refers to

Correct AnswerverifiedShow Answer

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Students should agree.Firms have begun t...
View Answer

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