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1 | |
Understanding customers’ behaviour influences which of the following?
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| | A) | The nature of the marketing mix and how to compete effectively against competitors
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| | B) | The choice of products offered and the nature of the marketing mix developed to serve it
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| | C) | The choice of target market and the nature of the marketing mix developed to serve it
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| | D) | The nature of the marketing mix and how much marketing resources are required
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| | E) | None of the above
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2 | |
Which of the following describes the five roles in the decision making process?
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| | A) | Initiator, User, Buyer, Individual and Adjudicator
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| | B) | Initiator, Adjudicator, User, Buyer and Decider
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| | C) | Buyer, Decider, User, Influencer and Initiator
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| | D) | Buyer, User, Identifier, Decider and Initiator
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| | E) | Buyer, User, Identifier, Adjudicator and Decider
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3 | |
The person who begins the process of considering a purchase is which of the following?
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| | A) | User
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| | B) | Identifier
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| | C) | Buyer
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| | D) | Initiator
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| | E) | Decider
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4 | |
People who may allow or prevent access to a key DMU member are referred to as which of the following?
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| | A) | Trouble Makers
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| | B) | Power Holders
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| | C) | Influencers
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| | D) | Gatekeepers
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| | E) | Controllers
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5 | |
In a consumer situation, the search may be internal or external. Internal search involves which of the following?
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| | A) | Involves reviewing whether the person has the product already
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| | B) | Asking friends, relatives and peers about a product/service
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| | C) | Involves a review of relevant information from memory
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| | D) | Finding out about a product/service through salespeople
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| | E) | Asking immediate family and friends about a product /service
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6 | |
The degree of perceived relevance and personal importance accompanying the brand choice is called which of the following?
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| | A) | Involvement
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| | B) | Risk factor
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| | C) | Selection
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| | D) | Choice criteria
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| | E) | Perception
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7 | |
What is meant by the term the “evoked set”?
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| | A) | The evoked set are the list of options that have been disregarded in the consumer decision process
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| | B) | The evoked set are the complete list of options before the screening process
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| | C) | The evoked set is a short list of options for careful evaluation
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| | D) | The evoked set are the list of options compiled by a retail salesperson, during the personal selling presentation
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| | E) | None of the above
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8 | |
What is “cognitive dissonance”?
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| | A) | When customers experience some post-purchase concerns
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| | B) | When customers experience information overload prior to purchase
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| | C) | When customers feel that the risk of purchase is too great
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| | D) | When customers receive conflicting information about a product/service from a variety of sources
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| | E) | When customers crave a product, but the purchase of the product is not within their financial means
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9 | |
The various attributes (and benefits) a customer uses when evaluating products and services are called?
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| | A) | Price points
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| | B) | Unmet needs
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| | C) | Choice criteria
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| | D) | Purchase criteria
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| | E) | Met needs
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10 | |
Extended problem solving involves which of the following?
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| | A) | High degree of involvement
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| | B) | High degree of information search
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| | C) | A close examination of alternative solutions
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| | D) | The use of many choice criteria
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| | E) | All of the above
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11 | |
The complex process by which people select, organize and interpret sensory stimulation into a meaningful picture of the world is called which of the following?
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| | A) | Dissonance
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| | B) | Behaviour
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| | C) | Attitudes and beliefs
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| | D) | Learning
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| | E) | Perception
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12 | |
The process that groups consumers according to their beliefs, activities, values and demographic characteristics such as education and income is called which of the following?
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| | A) | Demographics
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| | B) | Psychographics
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| | C) | Profiling
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| | D) | Categorisation
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| | E) | Econometrics
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2002 A McGraw-Hill Online Learning Centre