Question 1

Consumer behavior includes the actions a person takes in purchasing services and using products and services, including

Accepted Answer

A)  the mental and physical processes that come before and after these actions.
B)  the mental and social processes that come before and after these actions.
C)  the financial and psychological processes that take place before and during these actions.
D)  the financial and emotional processes that take place before and after these actions.
E)  the emotional and financial processes that take place before, during, and after these actions.F) D) and E)
G) A) and E)

Question 2

In the VALS system, consumers who are motivated by __________ look for products and services that demonstrate success to their peers or to a peer group they aspire to.

Accepted Answer

A)  ideals
B)  achievement
C)  self-expression
D)  rewards
E)  successF) B) and E)
G) B) and D)

Question 3

In the VALS system, consumers who are successful, sophisticated, take-charge people with high self-esteem and abundant resources of all kinds are referred to as __________.

Accepted Answer

A)  actualizers
B)  thinkers
C)  achievers
D)  innovators
E)  makersF) C) and D)
G) A) and B)

Question 4

FIGURE 5-2 
-In Figure 5-2 above, the column header at the left consists of the group of brands and their respective models.These are the __________ that a consumer's would consider acceptable from among all the brands in a product class of which he or she is aware.

Accepted Answer

A)  considerations set
B)  evaluative criteria
C)  information bits
D)  quality considerations
E)  value sourcesF) None of the above
G) A) and E)

Question 5

Carmine overheard one of his co-workers in a phone conversation say, "Thank you for taking my call so quickly.I'd like to order number RD 2217 MP3 player.Can I use the easy pay plan?" The co-worker was in which stage in the consumer purchase decision process?

Accepted Answer

A)  problem recognition
B)  alternative evaluation
C)  information search
D)  purchase decision
E)  postpurchase evaluationF) A) and E)
G) D) and E)

Question 6

Self-concept refers to

Accepted Answer

A)  the degree to which a person is influenced by situational influences.
B)  the relative position of a person in terms of the hierarchy of effects.
C)  the way people see themselves and the way they believe others see them.
D)  the degree to which a person trusts his or her own judgment in a purchase situation.
E)  the way people see themselves and the way they believe others see them based solely on objective criteria.F) A) and B)
G) C) and D)

Question 7

In the VALS system, consumers who are looking for products and services that demonstrate success to their peers or to a peer group they aspire to are called the

Accepted Answer

A)  ideals-motivated group.
B)  achievement -motivated group.
C)  self-expression-motivated group.
D)  rewards and success motivated group.
E)  high-and low-resource group.F) None of the above
G) C) and E)

Question 8

Ford Motor Company has set a target of increasing customer retention from 60 percent to 80 percent.Ford executives say that each additional percentage point is worth __________ in profits.

Accepted Answer

A)  $100,000
B)  $1 million
C)  $10 million
D)  $100 million
E)  $1 billionF) C) and E)
G) B) and C)

Question 9

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 10

In the VALS system, consumers who have lower levels of education and household income, and who favor stylish products and are as impulsive as their financial circumstances permit them to be are referred to as __________.

Accepted Answer

A)  thinkers
B)  believers
C)  strivers
D)  innovators
E)  experiencersF) A) and E)
G) C) and D)

Question 11

What does lifestyle mean, and why is it important to marketers?

Accepted Answer

Lifestyle is a mode of living that is id...

Question 12

You have just purchased a Sony MP3 player.As you head home from the store, you debate in your mind about whether your choice of the Sony was right, or whether you should have chosen the RCA.This is most likely an example of

Accepted Answer

A)  indecisiveness.
B)  cognitive dissonance.
C)  postpurchase stress.
D)  market anxiety.
E)  extended problem solving.F) B) and C)
G) B) and E)

Question 13

An Acura automobile ad is headlined by a quote from Henry David Thoreau, "Go in the Direction of Your Dreams." This ad is most likely to appeal to people's __________ needs.

Accepted Answer

A)  physiological
B)  safety
C)  social
D)  personal
E)  psychologicalF) C) and D)
G) All of the above

Question 14

An example of a marketer-dominated source of information for an external information search is

Accepted Answer

A)  personal experience.
B)  Consumer Reports magazine.
C)  consumer programs on talk radio stations.
D)  friends and relatives.
E)  salespeople.F) A) and B)
G) D) and E)

Question 15

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1)  changing beliefs about the extent to which a brand has certain attributes; (2)  changing the perceived importance of attributes; and (3)  __________.

Accepted Answer

A)  reinforcing the consumers' sense of self confidence in making wise purchase decisions
B)  actively educating consumers about the product's competitive advantages
C)  refocusing a consumer's attention from one attribute to another
D)  adding new attributes to a product
E)  denigrating the attributes of competitors' productsF) C) and D)
G) D) and E)

Question 16

Each of the VALS segments exhibits unique media preferences.Which segment would be the most likely to visit Internet chat rooms?

Accepted Answer

A)  experiencers
B)  believers
C)  makers
D)  achievers
E)  innovatorsF) A) and B)
G) None of the above

Question 17

A person's ability to perceive differences in stimuli is referred to as

Accepted Answer

A)  selective comprehension.
B)  selective retention.
C)  stimulus generalization.
D)  stimulus discrimination.
E)  routine response behavior.F) C) and E)
G) A) and B)

Question 18

When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use __________ for information.

Accepted Answer

A)  an external search
B)  an internal search
C)  an informal search
D)  an expert directed search
E)  an experiential searchF) A) and E)
G) B) and E)

Question 19

Five situational influences that have an impact on a consumer's purchase decision process are the purchase task, social surroundings, temporal effects, antecedent states, and __________.

Accepted Answer

A)  competition
B)  physical surroundings
C)  perceived value
D)  independent variables
E)  economic effectsF) All of the above
G) A) and D)

Question 20

The most basic of our needs are physiological, followed by safety, social, and personal type needs.According to the hierarchy of needs, what category of needs is of the highest order?

Accepted Answer

A)  intellectual needs
B)  emotional needs
C)  self-actualization needs
D)  domination needs
E)  psychological needsF) A) and B)
G) B) and E)

Exam 5: Understanding Consumer Behavior

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

Ford Motor Company has set a target of increasing customer retention from 60 percent to 80 percent.Ford executives say that each additional percentage point is worth __________ in profits.

Correct AnswerverifiedShow Answer

When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use __________ for information.

Correct AnswerverifiedShow Answer

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) changing the perceived importance of attributes; and (3) __________.

Correct AnswerverifiedShow Answer

In the VALS system, consumers who are motivated by __________ look for products and services that demonstrate success to their peers or to a peer group they aspire to.

Correct AnswerverifiedShow Answer

An example of a marketer-dominated source of information for an external information search is

Correct AnswerverifiedShow Answer

The most basic of our needs are physiological, followed by safety, social, and personal type needs.According to the hierarchy of needs, what category of needs is of the highest order?

Correct AnswerverifiedShow Answer

Each of the VALS segments exhibits unique media preferences.Which segment would be the most likely to visit Internet chat rooms?

Correct AnswerverifiedShow Answer

Consumer behavior includes the actions a person takes in purchasing services and using products and services, including

Correct AnswerverifiedShow Answer

Five situational influences that have an impact on a consumer's purchase decision process are the purchase task, social surroundings, temporal effects, antecedent states, and __________.

Correct AnswerverifiedShow Answer

What does lifestyle mean, and why is it important to marketers?

Correct AnswerverifiedLifestyle is a mode of living that is id...View AnswerShow Answer

In the VALS system, consumers who are successful, sophisticated, take-charge people with high self-esteem and abundant resources of all kinds are referred to as __________.

Correct AnswerverifiedShow Answer

FIGURE 5-2 -In Figure 5-2 above, the column header at the left consists of the group of brands and their respective models.These are the __________ that a consumer's would consider acceptable from among all the brands in a product class of which he or she is aware.

Correct AnswerverifiedShow Answer

You have just purchased a Sony MP3 player.As you head home from the store, you debate in your mind about whether your choice of the Sony was right, or whether you should have chosen the RCA.This is most likely an example of

Correct AnswerverifiedShow Answer

Self-concept refers to

Correct AnswerverifiedShow Answer

A person's ability to perceive differences in stimuli is referred to as

Correct AnswerverifiedShow Answer

An Acura automobile ad is headlined by a quote from Henry David Thoreau, "Go in the Direction of Your Dreams." This ad is most likely to appeal to people's __________ needs.

Correct AnswerverifiedShow Answer

In the VALS system, consumers who have lower levels of education and household income, and who favor stylish products and are as impulsive as their financial circumstances permit them to be are referred to as __________.

Correct AnswerverifiedShow Answer

Carmine overheard one of his co-workers in a phone conversation say, "Thank you for taking my call so quickly.I'd like to order number RD 2217 MP3 player.Can I use the easy pay plan?" The co-worker was in which stage in the consumer purchase decision process?

Correct AnswerverifiedShow Answer

In the VALS system, consumers who are looking for products and services that demonstrate success to their peers or to a peer group they aspire to are called the

Correct AnswerverifiedShow Answer

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Lifestyle is a mode of living that is id...
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