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Multiple Choice Quiz
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1
Generally, business buying decisions are different from consumer buying decisions in that they:
A)Involve more research
B)Use more of a cognitive approach
C)Involve more people
D)Are based on responses to RFPs
E)All of the above
2
Which of the following is not one of the reference group categories?
A)Personal
B)Membership
C)Historical
D)Experts
E)Aspirational
3
Reference groups are important to marketers because they:
A)Can be extremely persuasive
B)Include many people
C)Are easily satisfied
D)Are easily approached to sponsor brand messages
E)All of the above
4
The order of think/feel/do responses varies by:
A)Product category
B)Type of buyer
C)Buying situation
D)Level of involvement
E)All of the above
5
The level of customer involvement will vary depending on:
A)The seller's perceived risk
B)The relevance of the product to the customer's personal interests
C)Cognitive dissonance
D)Counterculture arguments
E)affective conditioning
6
In the elaboration likelihood model, the peripheral route is used when consumers:
A)Are highly involved in the decision
B)Use a cognitive approach to processing information
C)Use an emotional approach to processing information
D)Elaborate details when asked to recall
E)All of the above
7
Which of the following is not one of the models of brand decision making?
A)Cognitive path
B)Emotional path
C)Intellectual path
D)Habit/repeat path
E)All are models of brand decision making
8
Betty wants a cup of coffee. She immediately considers how far it is to Starbucks and Dunkin Donuts. The two firms are her:
A)Affective response
B)Brand knowledge
C)Evoked set
D)Customer insight
E)Needs and wants
9
Marketing communication for habit/repeat customers primarily focus on:
A)Creating awareness
B)Comparative analysis
C)Image messages
D)Brand reminders
E)Evoked sets
10
When marketers say buying decisions are influenced by head and heart they are referring to _______________ influences:
A)Relevance and learning
B)Cognitive and emotional
C)Cultural and Belief
D)Wants and needs
E)Opinions and Social class





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