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| 1 | |
Marketers often use principles and theories from sociology and psychology to: |
| | A) | decipher many consumer actions and develop basic strategies for dealing with their behavior. |
| | B) | replace the old economic and accounting foundations of the disciplines in the 21st century. |
| | C) | add to the perception that science as well as art are involved in marketing |
| | D) | distance the discipline from other management, finance and operations disciplines. |
| | E) | all of the above |
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| 2 | |
______________________ describes the steps that consumers go through before, during, and after making purchases. |
| | A) | Maslow's Hierarchy of Needs |
| | B) | The retrieval of universal sets diagram |
| | C) | The consumer decision process model |
| | D) | The internal locus of control concept |
| | E) | The detailed search for internal and external information |
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| 3 | |
The consumer decision process begins when: |
| | A) | consumers see ads on television. |
| | B) | marketers force people to buy goods and services they don't need. |
| | C) | psychological needs become stronger than functional needs. |
| | D) | customers recognize that they have an unsatisfied need and they want to get to a new state. |
| | E) | All of the above. |
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| 4 | |
Once a consumer recognizes a need, the consumer decision process continues with: |
| | A) | internal and external searches for information. |
| | B) | an extensive search of the internet for major purchases. |
| | C) | evaluation of all possible ways to satisfy that need. |
| | D) | a marketer's intervention to convince the consumer to buy his or her product. |
| | E) | scenario planning. |
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| 5 | |
Kent prefers to conduct an extensive search when making a major purchase. Which of the following is NOT among the four important factors affecting consumers' – and Kent's – search processes? |
| | A) | A trade-off between the perceived benefits and costs of the search |
| | B) | Consideration of how much control the consumer feels he or she has over the outcomes |
| | C) | Performance, financial and psychological risks – both perceived and real |
| | D) | Use of personal shoppers |
| | E) | The type of product of service |
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| 6 | |
Marketers would like to be in the consumers _________ set, but even more they like to be in the _________ set they will consider when making a purchase decision. |
| | A) | global; preferred |
| | B) | determinant; focused |
| | C) | retrieval; evoked |
| | D) | latent; active |
| | E) | cognitive; behavioral |
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| 7 | |
Peter could attend one of several universities. He has extremely high grades and test scores and was a star athlete in high school. He has been approached by several schools, who talk to him about playing on their teams, about the quality of their academic programs and discussing the potential of scholarships. He will only consider the local university because his girlfriend is still in high school, and he does not want to consider going away from her. Peter would be using a: |
| | A) | psychological risk rule. |
| | B) | compensatory decision rule. |
| | C) | noncompensatory decision rule. |
| | D) | decision heuristic rule. |
| | E) | None of the above |
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| 8 | |
Marketers are particularly interested in _____________ behavior because it entails actual rather than potential customers. |
| | A) | cultural |
| | B) | ritual consumption |
| | C) | self-actualization |
| | D) | post-purchase |
| | E) | limited problem solving |
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| 9 | |
When consumers are dissatisfied, they: |
| | A) | immediately contact an attorney to seek relief. |
| | B) | often want to complain to many people. |
| | C) | return the item to the store. |
| | D) | throw the item away unless it is really expensive. |
| | E) | all of the above. |
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| 10 | |
Maslow's Hierarchy of Needs is a powerful tool for marketers to: |
| | A) | explain different kinds of motives consumers have and use. |
| | B) | set differential pricing based on how much an individual needs a product or service. |
| | C) | rank needs in compensatory decision rules. |
| | D) | distinguish among implicit, tacit and explicit needs. |
| | E) | guide new product development. |
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| 11 | |
Consumer perceptions are: |
| | A) | at the top of Maslow's Hierarch of Needs. |
| | B) | learning curve interpretation |
| | C) | the process by which consumers select, organize, and interpret information. |
| | D) | more affected by advertising than by culture or tradition. |
| | E) | behavior-based approaches to purchasing. |
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| 12 | |
Consumer purchases may be affected by perceived or actual ______________, which refers to the way consumers spend their time and money. |
| | A) | compensatory decision making |
| | B) | social factors |
| | C) | culture |
| | D) | situational factors |
| | E) | lifestyles |
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| 13 | |
Jack is a typical consumer in that some of his purchases require a great deal of consideration and effort while others require no more effort than taking the debit card out of his wallet. Marketers recognize that consumers vary in the amount of _________________ they bring to the decision-making process. |
| | A) | constraining behavior |
| | B) | preferential thought processes |
| | C) | involvement |
| | D) | future learning |
| | E) | strategic buying behavior |
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| 14 | |
_________________ usually relies more on past experience than on external information. |
| | A) | Limited problem solving |
| | B) | Learned consumer behavior |
| | C) | Historical impulse |
| | D) | An internal shopping list |
| | E) | An information search |
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