Professional Documents
Culture Documents
Ebook Contemporary Marketing 17Th Edition Boone Test Bank Full Chapter PDF
Ebook Contemporary Marketing 17Th Edition Boone Test Bank Full Chapter PDF
TRUEFALSE
1. Consumer behavior refers to the process through which ultimate buyers make their purchase
decisions.
(A) True
(B) False
Answer : (A)
2. Kurt Lewin's theory of human behavior defines behavior as a function of the interactions of
personal influences and pressures exerted by external environmental forces.
(A) True
(B) False
Answer : (A)
3. Human behavior is solely a function of pressures exerted by external environmental forces on the
individual.
(A) True
(B) False
Answer : (B)
4. According to Kurt Lewin's theory of human behavior, the personal factors affecting consumer
behavior are one's attitudes, learning, and perception.
(A) True
(B) False
Answer : (A)
5. The only inputs that affect a consumer's purchasing decisions are those provided by his or her
psychological makeup.
(A) True
(B) False
Answer : (B)
6. Culture refers to the values, beliefs, preferences, and tastes that are handed down from one
generation to the next.
(A) True
(B) False
Answer : (A)
(A) True
(B) False
Answer : (A)
8. The core values of American culture include work ethic and the desire to accumulate wealth.
(A) True
(B) False
Answer : (A)
9. The basic core values of a culture are highly dynamic and flexible.
(A) True
(B) False
Answer : (B)
10. The baby boomer generation is most adept at learning and using rapidly changing
communications technology.
(A) True
(B) False
Answer : (B)
11. Marketing strategies that prove successful in one country are invariably applied successfully in
international markets as well.
(A) True
(B) False
Answer : (B)
12. Dale and Lisa, ranchers from Wyoming, found that the meat of their large, slow-growing hogs
were not selling in American grocery stores. However, the animals command premium prices in
Japan where the meat is enjoyed for its flavor and fat content. The purchasing influence they are
experiencing is a cultural influence.
(A) True
(B) False
Answer : (A)
13. It was not until the introduction of the Chevrolet Nova in Mexico that marketers realized "no va"
in Spanish means "won't go." This linguistic error demonstrates how Chevrolet overlooked cultural
differences in its product introduction.
(A) True
(B) False
Answer : (A)
14. Understanding of differences among subcultures is essential for developing effective marketing
strategies.
(A) True
(B) False
Answer : (A)
15. Subcultures are groups within a larger culture that have their own distinct modes of behavior.
(A) True
(B) False
Answer : (A)
16. The three largest and fastest-growing U.S. ethnic subcultures are Hispanic Americans, African
Americans, and Asian Americans.
(A) True
(B) False
Answer : (A)
17. The American population is becoming increasingly homogenous as the ethnic and racial minority
groups are adopting the U.S. culture through acculturation.
(A) True
(B) False
Answer : (B)
(A) True
(B) False
Answer : (B)
19. The Hispanic American population is not a single homogeneous group, but a composite of a
number of culturally distinct groups.
(A) True
(B) False
Answer : (A)
20. The majority of the Hispanic population is first-generation living in the United States.
(A) True
(B) False
Answer : (B)
21. African Americans are part of every economic group in the United States.
(A) True
(B) False
Answer : (A)
22. African Americans possess buying power that nearly equals Hispanics in the United States.
(A) True
(B) False
Answer : (A)
23. The Asian American subculture consists of numerous ethnic groups, each of which brings its
own language, religion, and values to the marketplace.
(A) True
(B) False
Answer : (A)
24. Individuals who aspire to become members of a certain group most often adopt its standards of
behavior and values.
(A) True
(B) False
Answer : (A)
25. Group membership influences an individual's purchase decisions and behavior in both overt and
subtle ways.
(A) True
(B) False
Answer : (A)
26. Groups do not intentionally create formal roles, nor do they ever have expectations that roles
and statuses will develop within their membership.
(A) True
(B) False
Answer : (B)
27. If a middle manager buys a Audi automobile because several top executives in the firm own
Audis, this demonstrates the influence of membership groups.
(A) True
(B) False
Answer : (A)
28. The buying behavior of an individual in a group is not only affected by the norms of the group,
but also by that individual's role and status within the group.
(A) True
(B) False
Answer : (A)
29. Chris decides to proceed with a majority decision, even though the decision goes against his
beliefs. Chris is exhibiting the Asch phenomenon in this scenario.
(A) True
(B) False
Answer : (A)
30. A reference group's influence on the purchasing decision of a member is often greater when the
product is more conspicuous and not commonly owned.
(A) True
(B) False
Answer : (A)
31. Groups whose value structures and standards influence a person's behavior are known as
reference groups.
(A) True
(B) False
Answer : (A)
32. The influence of reference groups is more significant in case of children, when compared to
adults.
(A) True
(B) False
Answer : (A)
33. While cultural and family influences significantly affect consumer behavior, the influence of
reference groups on consumer behavior tends to be minimal, especially for children.
(A) True
(B) False
Answer : (B)
34. Social class is determined by the sole criterion of income.
(A) True
(B) False
Answer : (B)
35. Social class has rankings determined by income, occupation, education, family background, and
location of residence.
(A) True
(B) False
Answer : (A)
36. The buying behaviors exhibited by members of the different classes are homogeneous and
exclusive.
(A) True
(B) False
Answer : (B)
37. Well-known luxury retailers offer unique or prestigious products at price ranges slightly lower
than their premium brands to attract middle-class consumers aspiring to the upper class.
(A) True
(B) False
Answer : (A)
38. Opinion leaders are the first consumers to try new products and then share their experience by
word of mouth.
(A) True
(B) False
Answer : (A)
39. Opinion leaders rise to prominence because of their interest and expertise in certain products.
(A) True
(B) False
Answer : (A)
40. Syncratic role is seen when partners independently make an equal number of purchase
decisions.
(A) True
(B) False
Answer : (B)
41. A life insurance salesperson explaining the benefits of a policy to both husband and wife in a
two-income family is perceiving the adoption of the policy to be a syncratic purchase decision.
(A) True
(B) False
Answer : (A)
42. Marketers are finding new product opportunities with two-income families demanding goods and
services that fill the need for convenience, health, safety, and time constraints.
(A) True
(B) False
Answer : (A)
43. Households with two wage earners are more likely than others to make joint purchasing
decisions.
(A) True
(B) False
Answer : (A)
44. A need is an imbalance between the consumer's actual and desired states.
(A) True
(B) False
Answer : (A)
45. Motives are inner states that direct a person toward the goal of satisfying a need.
(A) True
(B) False
Answer : (A)
46. According to Maslow's hierarchy of needs, some people fixate on a need and fail to move beyond
it.
(A) True
(B) False
Answer : (A)
47. Maslow's hierarchy of needs begins with self-actualization needs and progresses to physiological
needs at the highest level.
(A) True
(B) False
Answer : (B)
48. According to Maslow's hierarchy of needs, the desire to accomplish, achieve, and command
respect is a safety need.
(A) True
(B) False
Answer : (B)
49. Critics of Maslow pointed out that depending on the personal value system of an individual,
he/she might skip the level of esteem needs and move directly toward self-actualization.
(A) True
(B) False
Answer : (A)
50. Perception is the meaning a person attributes to incoming stimuli gathered through the senses
of hearing, taste, smell, touch, and sight.
(A) True
(B) False
Answer : (A)
51. A person's perception of a product results solely from its physical characteristics such as size,
color, shape, and weight.
(A) True
(B) False
Answer : (B)
52. Closure refers to a person's tendency to be influenced by messages that close the gap between a
product's real and perceived advantages.
(A) True
(B) False
Answer : (B)
53. Advertisements that utilize closure have a good chance of catching the attention of consumers as
they try to complete the advertising message with a limited amount of stimuli.
(A) True
(B) False
Answer : (A)
54. Consumers with strong loyalties to certain products are more difficult to reach with competitive
advertising.
(A) True
(B) False
Answer : (A)
55. Brand loyalty is valued by marketers as it not only ensures that the consumer purchases the
product but it also acts as a buffer against competitive messages getting to the consumer.
(A) True
(B) False
Answer : (A)
56. Subliminal advertising has proven to be successful in inducing the desired purchasing behavior
in numerous experiments.
(A) True
(B) False
Answer : (B)
57. Attitudes of a person toward some object or idea are highly resistant to change.
(A) True
(B) False
Answer : (A)
58. The cognitive component of attitude essentially deals with feelings or emotional reactions.
(A) True
(B) False
Answer : (B)
59. Jacqueline plans to purchase a 40-inch flat-screen television. After reading Consumer Reports,
comparing technologies and prices on the Internet, and talking with friends and family who have
made similar purchases, Jacqueline makes her selection. The component of attitude that is most
apparent in this situation is the cognitive component.
(A) True
(B) False
Answer : (A)
60. Aston decides to buy all electronic goods from a particular retailer because of his satisfactory
past experiences with the retailer. Aston is exhibiting the affective component of attitude.
(A) True
(B) False
Answer : (B)
61. Over the past decade, the market for fresh spinach has increased dramatically. However, an
outbreak of E. coli bacteria from certain spinach fields reduced spinach sales temporarily. The
behavioral component of attitude was most likely affected by this event.
(A) True
(B) False
Answer : (A)
62. Marketers can attempt to change consumer attitudes by engaging them in new buying behavior.
(A) True
(B) False
Answer : (A)
63. A restaurant owner who places signs along the interstate highway to advertise his service knows
that the signs will act as a cue for hunger causing consumers to stop at the restaurant.
(A) True
(B) False
Answer : (A)
(A) True
(B) False
Answer : (A)
65. When making purchasing decisions, consumers will most likely choose products that move them
closer to their real self-images.
(A) True
(B) False
Answer : (B)
66. The self-image is the image to which an individual aspires and hence, it serves as a personal set
of objectives.
(A) True
(B) False
Answer : (B)
67. The consumer decision process does not apply to low-involvement purchases.
(A) True
(B) False
Answer : (B)
68. Purchasing music from the Apple iTunes website is considered a high-involvement purchase
decision because music is a unique personal choice.
(A) True
(B) False
Answer : (B)
69. The number of brands included in the evoked set may vary according to the situation and the
person.
(A) True
(B) False
Answer : (A)
(A) True
(B) False
Answer : (A)
71. Cognitive dissonance is likely to increase when the purchase decision has a major effect on the
buyer.
(A) True
(B) False
Answer : (A)
72. After purchasing a new oven and a cooking range, Martha was contacted by the store where she
purchased the products. The salesperson inquired about the delivery, installation, and her overall
satisfaction with the purchase. Such strategies employed by marketers help in reducing cognitive
dissonance.
(A) True
(B) False
Answer : (A)
73. The situation in which a consumer makes a purchase by rapidly choosing a preferred brand is
referred to as limited problem solving.
(A) True
(B) False
Answer : (B)
74. Repurchasing the same brand of detergent during each trip to the grocery store is an example of
limited problem-solving behavior by a consumer.
(A) True
(B) False
Answer : (B)
75. Consumers are most likely to exhibit routinized response behavior while purchasing low-
involvement products.
(A) True
(B) False
Answer : (A)
76. The degree of external search increases as purchasing behavior moves from routine to limited to
extended problem solving.
(A) True
(B) False
Answer : (A)
77. Considerable external search for alternatives is typical when consumers are involved in
extended problem solving.
(A) True
(B) False
Answer : (A)
78. Understanding the consumer decision process can be used by marketers to change consumers'
attitudes about their products.
(A) True
(B) False
Answer : (A)
MULTICHOICE
79. If âB' represents consumer behavior, âI' represents interpersonal influences, âP'
represents personal influences, and âE' represents pressures exerted by outside environmental
forces, Kurt Lewin's statement, rewritten to apply to consumer behavior, states that:
(A) B = f (I,P).
(B) P = f (B,P).
(C) B = (I,E).
(D) P = (I,E).
Answer : (A)
80. Kurt Lewin's theory of consumer behavior asserts that consumer behavior is a function of
personal factors and their interaction with:
(B) learning.
Answer : (D)
Answer : (B)
82. Jorge plans to buy a car and discusses the purchase with his parents. Their influence on his
buying decision is considered:
(A) impersonal.
(B) interpersonal.
(C) personal.
(D) institutional.
Answer : (B)
83. Rachel, an advertising executive, shops for clothing at a trendy store in town. The sales clerk
shows her the latest styles in bright prints and bold colors. Although these are the styles worn at her
office, she rejects them and purchases traditionally formal clothes in neutrals and black. Rachel's
decision is most likely driven by _____ factors.
(A) impersonal
(B) interpersonal
(C) personal
(D) institutional
Answer : (C)
84. Which of the following statements reflects Carla's interpersonal determinants concerning her
purchase of an Apple computer?
(A) She believes you get what you pay for when purchasing products.
(B) She perceives that Apple offers the best customer service though her family and friends do not
share this opinion.
(C) She makes purchases to satisfy the expectations of her family members who insist on buying
Apple products.
(D) She identifies with the brand and periodically purchases new Apple products.
Answer : (C)
(C) culture.
(D) social status.
Answer : (C)
(A) attitudes
(B) perceptions
(C) family
(D) self-concept
Answer : (C)
87. Which of the following is true of culture in the United States today?
(A) The basic core values in the American society have changed to collectivism and spirituality.
(B) The American culture still emphasizes the importance of family and home life despite changes in
the family structures over the years.
(C) The marketing strategies that are successful in one state can be extended to other states as well
due to lack of diversity among different American states.
(D) The U.S. culture is composed of relatively few subcultures compared to other developed nations.
Answer : (B)
88. Which of the following is a core value emphasized by the American culture?
(A) Collectivism
(D) Efficiency
Answer : (D)
89. A shift in cultural values away from accumulating material possessions to spending time with
family and friends benefit those who market:
Answer : (C)
(D) firms that are marketing to the same segment of consumers for years.
Answer : (A)
91. Majority of the Hispanic population in the United States originate from _____.
(A) Brazil
(B) Peru
(C) Cuba
(D) Mexico
Answer : (D)
92. Which of the following is true of the Hispanic population in the United States?
(A) They have mostly descended from families who have lived in the United States for many
generations.
Answer : (A)
(A) they belong to multiple ethnic groups with their own language, religion, and value systems.
(C) they are widely spread in different regions of the United States.
(D) they have considerably less disposable income compared to other minority groups.
Answer : (A)
94. When groups establish values and behaviors they deem appropriate for their members, those
values and behaviors are called group _____.
(A) cliques
(B) norms
(C) dyads
(D) shifts
Answer : (B)
(A) dyad
(B) norm
(C) status
(D) stereotype
Answer : (C)
(A) follow their personal influences more closely than any other influence.
Answer : (B)
97. An individual's reference group is most likely to influence his purchase decision while buying
a(n) _____.
(B) automobile
(D) latte
Answer : (B)
98. Reference groups have a greater impact on the purchasing decision when the:
Answer : (D)
99. The single group within society that is most vulnerable to reference group influence is:
(A) the older consumer who feels somewhat left out of things.
(B) unmarried women, many of whom feel a need for stability in their lives.
(D) children, who base most of their buying decisions on outside influences.
Answer : (D)
100. It is crucial for marketers to focus their marketing strategies on opinion leaders in a group as
opinion leaders:
(A) limit their purchases to the products and services typical of the social class they belong to, rather
than imitating the reference group.
(B) represent the only medium to carry information about products to general public.
(C) represent the trendsetters who purchase products before others in the group and then influence
the buying decisions of other group members.
Answer : (C)
101. _____ are determined by occupation, income, education, family background, and residence
location.
(D) Subcultures
Answer : (A)
102. A(n) _____ role is seen when the partners independently make equal numbers of decisions
regarding household purchases.
(A) syncratic
(B) husband-dominant
(C) autonomic
(D) wife-dominant
Answer : (C)
103. Autonomic role in decision making differs from syncratic role as autonomic role:
(A) occurs when the husband makes most of the purchase decisions.
(B) occurs when the partners independently make equal number of purchase decisions.
(C) occurs when the wife is allowed to make certain purchase decisions independently.
(D) occurs when both the partners jointly make purchase decisions.
Answer : (B)
104. A _____ role is typically seen in purchase of products such as garden supplies and electronic
equipments.
(A) wife-dominant
(B) syncratic
(C) husband-dominant
(D) autonomic
Answer : (C)
(A) Apartment
(D) Furniture
Answer : (C)
106. _____ roles are mostly seen in households with two wage earners while making purchase
decisions.
(A) Syncratic
(B) Husband-dominated
(C) Wife-dominated
(D) Dictatorial
Answer : (C)
107. A newly married couple is looking to rent an apartment. This decision is most likely to be:
(A) syncratic.
(D) autocratic.
Answer : (A)
108. The purchase of which of the following products will follow a syncratic pattern?
(B) Shampoo
(C) Lawnmower
Answer : (A)
109. Which of the following would fall under the category of personal determinants of consumer
behavior?
(D) The reference groups that the individual looks up for guidance
Answer : (B)
(B) Attitude
(C) Affect
(D) Equilibrium
Answer : (A)
(C) equity between the cost and benefits of the need satisfaction.
Answer : (A)
112. According to Maslow, _____ needs concern essential requirements for survival such as food,
water, shelter, and clothing.
(A) self-actualization
(B) esteem
(C) physiological
(D) belongingness
Answer : (C)
113. Bristol-Myers Squibb, a large pharmaceutical company, has developed a campaign featuring
Lance Armstrong promoting their development of cancer drugs. The campaign has a slogan,
"Together We Can Prevail." This marketing strategy is being used by the company to satisfy ____
needs in the Maslow's hierarchy of needs.
(A) esteem
(B) safety
(C) self-actualization
(D) physiological
Answer : (D)
114. Helene made sure that her company car was equipped with OnStar in case she ever has car
trouble or gets lost while traveling between appointments. Which level of Maslow's hierarchy of
needs is Helene addressing?
Answer : (B)
115. Be Wise is an insurance firm that helps people save money for retirement and health purposes.
It markets its health and life insurance products with a tag line "save for future." Be Wise is trying to
address which of the following needs in the Maslow's hierarchy of needs?
Answer : (B)
116. In Maslow's hierarchy of needs, _____ needs refer to the desire of a person to be accepted by
people and groups important to that individual.
(A) self-actualization
(B) safety
(C) belongingness
(D) physiological
Answer : (C)
117. According to Maslow, an individual's desire to realize his full potential and find fulfillment by
expressing his unique talents and capabilities can be regarded as his _____ needs.
(A) self-actualization
(B) physiological
(C) social
(D) esteem
Answer : (A)
118. Martin, a marketing manager, contributes toward community development and volunteers for
various civic awareness programs. These activities help Martin in satisfying his _____ needs.
(A) physiological
(B) belongingness
(C) self-actualization
(D) safety
Answer : (C)
119. Joining a local bowling league for social interaction is an attempt to meet _____ needs.
(A) self-actualization
(B) belongingness
(C) physiological
(D) safety
Answer : (B)
120. Which of the following products is aimed at satisfying the esteem needs of people?
Answer : (D)
121. Peoples' perception of an object or event results from an interaction between their:
Answer : (C)
122. Which of the following is most likely to break through a person's perceptual screen?
Answer : (A)
(B) selling products solely through the brick and mortar stores.
Answer : (C)
124. Which of the following can be categorized under the cognitive component of an attitude?
Answer : (C)
125. Food manufacturers often set up tables in grocery stores where customers can sample featured
products. The goal of this type of promotion is to specifically influence the _____ component of
attitude.
(A) behavioral
(B) emotional
(C) cognitive
(D) affective
Answer : (A)
126. The _____ component of attitude specifically involves tendencies to act in a certain manner.
(A) cognitive
(B) affective
(C) behavioral
(D) intellectual
Answer : (C)
127. An advertisement that creates warm feelings of goodwill toward the advertiser and his
products is altering the _____ component of attitude.
(A) tangible
(B) behavioral
(C) traditional
(D) affective
Answer : (D)
Answer : (B)
129. Which of the following scenarios best illustrates reinforcement in purchasing decisions?
(A) A chef purchases mushrooms for a second time from a wholesaler, even though the first order
was disappointing.
(B) An appliance distributor replaces a dishwasher free of charge and provides excellent after-sales
service.
(C) A needle on the gas gauge signals a driver to pull into a gas station.
(D) The smell of hot dogs at a ballpark induces an obese man to order "a dog with everything on it."
Answer : (B)
130. In a marketing context, the immediate or expected change in consumer behavior that results
from experience is called a _____.
(A) drive
(B) script
(C) perception
(D) learning
Answer : (D)
131. The process of applying a series of rewards and reinforcements to permit more complex
consumer behavior to evolve is known as ____.
(A) scaling
(B) screening
(C) shaping
(D) shadowing
Answer : (C)
132. At specific mileage intervals, Capitol sends coupons to owners of their automobiles offering
discounts on repair services through the dealerships. Each repair visit is overseen by a trained
service representative, and the completed repairs are followed up to ensure customer satisfaction.
The attention given by the dealership is called _____.
(A) scaling
(B) screening
(C) shaping
(D) shadowing
Answer : (C)
133. A company that manufactures frozen food items is employing the shaping process to get
consumers to try its products. The free samples offered by the company along with discount coupons
have been received well by the consumers. The next step in the shaping process is to:
(B) entice the customers to buy the product at low prices with little financial risk.
(C) sell the product at moderate costs with no additional discount coupons.
134. Which of the following actions is shaped by the effective application of learning theory within
the marketing strategy context?
Answer : (A)
135. While making purchasing decisions, consumers are likely to buy products they believe will
move them closer to their _____ self.
(A) real
(B) neutral
(C) actual
(D) ideal
Answer : (D)
(B) the way the individual thinks other people see him or her.
Answer : (D)
Answer : (B)
138. The purchase decisions for high-involvement products differ from those of low-involvement
products as high-involvement purchase decisions:
(C) require limited problem solving and limited efforts for external searches.
Answer : (D)
(A) Cars
(B) Laptops
(C) Stationery
(D) Jewelry
Answer : (C)
140. Which of the following product purchases would most likely require a high-involvement
decision?
(A) Shampoo
(C) Car
Answer : (C)
Answer : (D)
142. During the search step of the consumer decision process, the consumer:
(A) realizes that it is time to make a change from the present situation.
Answer : (D)
143. In which of the following steps of the consumer decision-making process does the marketer try
to help prospective buyers identify and identify potential needs?
(A) Search
Answer : (B)
144. The number of alternatives a consumer actually considers in making a purchase decision is
referred to as the _____.
Answer : (A)
145. Product features that consumers consider while choosing among alternatives are known as the:
(C) heuristics.
Answer : (B)
146. Sharon is purchasing a food processor and has done extensive research on all the models
available in the market. She is convinced about a particular product and is trying to finalize a store
from where to make the purchase. Sharon is in the _____ stage of consumer decision process.
(B) search
Answer : (A)
147. The evaluative criteria used by consumers in the decision-making process may be:
(A) set aside if the consumer finds a better means of making the purchase decision.
(B) used to identify alternative brands for consideration and possible purchase.
(C) invoked during the first stage of the consumer decision process.
Answer : (D)
148. Edward is looking to purchase a new laptop because he is not satisfied with the features of his
old one. He gathers information from his coworkers about the new models available in the market
with the desired features and lists down all the available options. The next step in Edward's decision-
making process is to:
(C) purchase the product from a trusted dealer recommended by his family.
(D) compare the prices and features of all the available brands in his list.
Answer : (D)
149. Marketers can influence the outcome of the evaluation stage of the consumer purchase
decision process by:
(A) attempting to convince consumers that certain attributes are more important than others in
deciding which product to buy from among an array of them.
(B) identifying which evaluative criteria are important to the individual, and pointing out which
brand best meets those criteria.
(C) trying to get the customer to reduce the size of the evoked set to exclude many of the choices.
(D) attempting to convince the consumer to spend more than what was budgeted for the purchase to
acquire more features they might prefer.
Answer : (B)
150. When a consumer begins to feel dissatisfied with a product or service recently purchased, the
anxiety they feel is called:
Answer : (A)
151. At which stage of the consumer decision-making process is cognitive dissonance most likely to
occur?
(A) Search
(B) Evaluation
Answer : (D)
152. The postpurchase evaluation of the consumer decision process attempts to measure the:
Answer : (C)
154. Marketers can attempt to shape the outcome of the post purchase evaluation by:
(B) offering personal assistance with any problem experienced with the product.
(C) attempting to convince consumers that a competing brand does not meet their criteria.
(D) trying to get consumers to expand their evoked sets to include their product.
Answer : (B)
155. Which of the following consumer problem-solving behaviors requires the least effort?
Answer : (C)
156. The introduction of a new brand into an array of familiar brands for which a consumer has
previously set evaluative criteria may create the need for:
Answer : (A)
157. When a product is unique or difficult to categorize, the thought process involved in a purchase
decision is known as:
Answer : (D)
158. Trevor Miguel, a Mexican national, is relocating to America. He is in search of a house and is
following up closely with the realtor and his agents. Trevor would be involved in which of the
consumer problem-solving behaviors?
Answer : (C)
159. Cynthia and William enter Franklin's Electronics to buy a television set. They had previously
planned to replace their 10-year-old color set with a new model of the same brand but are surprised
by the array of brands the store offers, each having a special feature. They decide to take their time
and look at every type of TV Franklin's has to offer. Cynthia and William are exhibiting _____
response behavior.
(A) routinized
(C) extended
(D) limited
Answer : (D)
ESSAY
160. Define consumer behavior. Describe Kurt Lewin's proposition and how it has been adapted for
consumer behavior.
Answer :
Consumer behavior is the process through which the ultimate buyers make purchase decisions.
Lewin defines behavior (B) as a function (f) of the interactions of personal influences (P) and the
pressures exerted by outside environmental forces (E) or B=f (P, E).
This statement is rewritten to apply to consumer behavior as follows: B = f (I , P)
Consumer behavior (B) is a function (f) of the interactions of interpersonal influences (I), such as
culture, friends, classmates, coworkers, and relatives, and personal factors (P), such as attitudes,
learning, and perception.
161. What are the interpersonal determinants of consumer behavior? Describe the influence of
culture on consumer behavior.
Answer :
Cultural, social, and family influences are the interpersonal determinants of consumer behavior.
Culture can be defined as the values, beliefs, preferences, and tastes handed down from one
generation to the next. Culture is the broadest environmental determinant of consumer behavior.
Some cultural values change over time, but basic core values do not. Core values include importance
of education, freedom, youth, volunteerism, work ethic, and efficiency. Each of these values
influence consumer behavior. Values that change over time also have their effects. As technology
rapidly changes the way people exchange information, consumers adopt values that include
communicating with anyone, anytime, anywhere in the world.
Cultural differences are particularly important for international marketers as marketing strategies
that prove successful in one country often cannot be successfully extended to other international
markets because of cultural variations.
162. What are subcultures? Why should marketers pay attention to subcultures?
Answer :
Subcultures are groups with their own distinct modes of behavior. Cultures are not homogeneous
entities with universal values, but include numerous subcultures. Understanding the differences
among subcultures can help marketers develop more effective marketing strategies. Marketers need
to be sensitive to the shifts in the population, and the differences in shopping patterns and buying
habits of the members of the different subcultures. Understanding these differences will help them
to develop marketing messages that consider the needs of these different types of consumers.
163. Describe the Asch phenomenon. Discuss the influence of reference groups on consumer
behavior.
Answer :
The Asch phenomenon describes the impact of groups and group norms on individual behavior. S.E
Asch through his research found that individuals conformed to the majority rule, even if it went
against their beliefs. The Asch phenomenon can play a major role in purchase decisions.
The value structures and the standards of reference groups influence a person's behavior.
Consumers usually try to coordinate their purchase behavior with the perceptions of the values of
their reference groups. The influence of a reference group on a member's purchase decision
requires two conditions:
1. The purchased product must be one that others can see and identify.
2. The purchased item must be conspicuous; it must stand out as something unusual, a brand or
product that not everyone owns.
The influence of reference groups might also create elastic consumers, consumers who make
decisions to save or splurge in the same economy.
164. What are the different social classes in a society? What are the factors that determine the class
rankings?
Answer :
W. Lloyd Warner through his research identified six classes within the social structures: the upper-
upper, lower-upper, upper-middle, lower-middle classes, followed by working class and lower class.
Class rankings in a society are usually determined by occupation, income, education, family
background, and residence location.
165. Who are opinion leaders? Why are they important to marketers?
Answer :
Opinion leaders are trendsetters who purchase new products before others in a group and then
influence others in their purchases. In every reference group, a few members act as opinion leaders.
Individuals tend to act as opinion leaders for specific goods or services based on their knowledge of
or interest in those products.
Opinion leaders are important for marketers as they are the first people to buy new products and
share their experiences and opinions via word of mouth. The purchase decisions of the other
members of the reference groups are influenced by the reports of the opinion leaders. Some opinion
leaders influence purchases by others merely through their own actions.
166. Marketers define the role of each spouse in terms of four categories. List the categories and
provide an example of a purchase decision that traditionally falls into each category.
Answer :
Autonomic role is seen when the partners independently make equal numbers of purchase decisions.
Purchases of personal-care products fall into this category.
Husband-dominant role occurs when the husband usually makes certain purchase decisions.
Purchase of a generator or woodstove most often fall into this category.
Wife-dominant role has the wife making most of certain buying decisions. Children's clothing is a
typical wife-dominant purchase.
Syncratic role refers to joint decisions by spouses. The purchase of a house follows a syncratic
pattern.
167. Discuss the role of children and teenagers in the consumer marketplace. How are marketers
targeting this market?
Answer :
Children and teenagers represent a huge market and they influence what their parents buy, from
cereal to automobiles. These consumers are bombarded with messages from a variety of media. They
are presented with a wide array of choices. Young people now wield $211 billion of their own
spending power. They also have a significant influence over the goods and services their families
purchase. As teens obtain their driver's licenses, they put pressure on their families to purchase
more vehicles. While parents tend to focus on safety features and cost, teens lean toward style and
performance. But teens don't necessarily shy away from practicality. In fact, some studies show they
want fuel-efficient cars that are environmentally friendly and cheaper to fill with gas.
Answer :
A need is an imbalance between the consumer's actual and desired states. A person who recognizes
or feels a significant or urgent need then seeks to correct the imbalance.
A motive is an inner state that directs a person toward the goal of satisfying a need. The individual
takes action to reduce the state of tension and return to a condition of equilibrium.
169. Discuss Maslow's hierarchy of needs and list a product that can be promoted to fulfill each of
the different levels of needs.
Answer :
Psychologist Abraham H. Maslow developed a theory that characterized needs and arranged them
into a hierarchy. He identified five levels of needs, beginning with physiological needs and
progressing to the need for self-actualization. According to Maslow, a person must at least partially
satisfy lower-level needs, before higher needs can influence behavior.
Physiological needs are at the most basic level and concern essential requirements for survival, such
as food, water, shelter, and clothing. Products such as food, water, medicines, and exercise
equipments can be used to satisfy this need.
Safety needs at the second level include financial or lifestyle security, protection from physical harm,
and avoidance of the unexpected. Products such as health and life insurance, auto safety features,
and antibacterial cleaners can be promoted to fulfill this need.
Social/belongingness needs refer to the desire of an individual to be accepted by people and groups
important to that individual. Products such as cosmetics, entertainment, home furnishings, clubs,
and organizations can be promoted to fulfill this need.
Esteem needs refer to the desire for a sense of accomplishment and achievement. It is the desire to
gain the respect of others and even exceed others' performance. Products such as electronics,
gourmet foods, travel, spas, and credit cards can be used to fulfill this need.
Self-actualization needs refers to the desire of individuals to realize their full potential and find
fulfillment by expressing their unique talents and capabilities. Products such as education, cultural
events, travel, sports, and hobbies can be used to fulfill this need.
170. What is perception? What are the factors that influence a person's perception of an object or
event?
Answer :
Perception is the meaning that a person attributes to incoming stimuli gathered through the five
senses of sight, hearing, touch, taste, and smell. A person's perception of an object or event results
from the interaction of two types of factors:
1. stimulus factors, such as characteristics of the physical object such as size, color, weight, and
shape.
2. individual factors, like unique characteristics of the individual, including not only sensory
processes but also experiences with similar inputs and basic motivations and expectations.
171. What are perceptual screens? Explain the different marketing strategies that companies can
use to break through these screens.
Answer :
Perceptual screens are the mental filtering processes of an individual through which all inputs must
pass. People respond selectively to messages that break through their perceptual screens.
Doubling the size of an ad, using certain colors or graphics, or developing unique packaging are
some techniques that marketers use to elicit a positive response from consumers. The psychological
concept of closure also helps marketers create messages that stand out. Closure is the human
tendency to perceive a complete picture from an incomplete stimulus. Advertisements that allow
consumers to do this often succeed in breaking through perceptual screens. Old marketing
techniques, such as use of billboards incorporated with one or more life-sized mannequins and word
of mouth are also effective. High-tech marketing tools such as virtual reality and social media also
assist marketers in breaking through the perceptual screens.
172. What are the three components of attitude? How can marketers attempt to change consumer
attitudes?
Answer :
An attitude has cognitive, affective, and behavioral components. The cognitive component refers to
the individual's information and knowledge about an object or concept. The affective component
deals with feelings or emotional reactions. The behavioral component involves tendencies to act in a
certain manner.
Marketers can attempt to change consumer attitudes in one of the two ways:
1. By attempting to produce consumer attitudes that will lead to the purchase of an existing product.
2. By evaluating existing consumer attitudes and creating or modifying products to appeal to these
attitudes.
It's always easier to create and maintain a positive attitude toward a product than it is to change an
unfavorable one to favorable. But if consumers view a product unfavorably, the seller might redesign
the product, offer new or desired options, or enhance service. Sometimes an attitude isn't
unfavorable, but consumers just don't feel a need for the product. They aren't motivated to make the
purchase. So marketers must find a way to change shoppers' attitude to include the desire to buy.
Marketers can also modify attitudes by providing evidence of product benefits and by correcting
misconceptions. They can also change attitudes of consumers by engaging them in new buying
behavior such as providing free samples. Use of new technologies, such as Internet coupons and
personalized shopping alerts can also encourage consumers to change their attitudes.
173. As a marketing research intern for a personal-care products company, you are asked to present
information on the learning process to the marketing department. Discuss the elements of learning
you would include in your presentation. What advice would you give your peers about shaping?
Answer :
174. Discuss the four components of self-concept and explain how marketers can utilize this
information.
Answer :
Self-concept is a person's multifaceted picture of himself or herself and has following four
components:
1. The real self: It is an objective view of the total person.
2. The self-image: It is the way an individual views himself or herself.
3. The looking-glass self: It is the way an individual thinks others see him or her.
4. The ideal-self: This serves as a personal set of objectives, because it is the image to which the
individual aspires.
When making purchase decisions, consumers will more likely choose products that move them closer
to their ideal self-images. Marketers can use this knowledge to convince customers that buying
certain products will move them closer to their ideal self-images.
Answer :
Purchases with high levels of potential social or economic consequences are said to be high-
involvement purchase decisions. Buying a car or deciding where to go to college are examples of
high-involvement decisions.
Routine purchases that pose little risk are low-involvement purchase decisions. Buying a loaf of
bread or a pint of ice cream at the corner grocery store is a good example.
Consumers generally invest more time and effort in buying decisions for high-involvement products
than in those for low-involvement products. Both decisions go through the steps of the consumer
decision-making process, but it is on a more compressed scale for low-involvement products.
176. Briefly describe the steps involved in the consumer decision process.
Answer :
The following are the various steps in the consumer decision process:
1. Problem recognition: This is the first stage in the decision-making process during which the
consumer becomes aware of a gap between the existing situation and a desired situation.
2. Search: During this stage the consumer gathers information about the attainment of a desired
state. This search identifies different ways to solve the problem. A high-involvement purchase might
mean conducting an extensive search for information, whereas a low-involvement purchase might
require much less research. The collection of alternatives a consumer actually considers in making a
purchase decision is known in marketing as the evoked set.
3. Evaluation of alternatives: The third step in the consumer decision process is to evaluate the
evoked set of options. The outcome of the evaluation stage is the choice of a brand or product within
the evoked set, or possibly a decision to keep looking for alternatives.
4. Purchase decision and purchase act: The search and alternative evaluation stages of the decision
process result in the purchase decision and the actual purchase. At this stage, the consumer has
evaluated each alternative in the evoked set based on his or her personal set of evaluative criteria
and narrowed the alternatives down to one. The consumer then decides where and from whom to
make the purchase and sometimes this decision is part of the evaluation.
5. Postpurchase evaluation: The buyer feels either satisfaction at the removal of the discrepancy
between the existing and desired states or dissatisfaction with the purchase. Consumers are
generally satisfied if purchases meet, or exceed their expectations. But sometimes they experience
postpurchase anxiety called cognitive dissonance.
177. What are evaluative criteria? What are some of the evaluative criteria a consumer might use
while searching for an apartment?
Answer :
Evaluative criteria are the features that a consumer considers in choosing among alternatives. These
criteria can either be objective facts or subjective impressions. For many consumers, while shopping
for an apartment, some of the evaluative criteria would be monthly rent, location, constructed area,
type of unit, number of bedrooms, and availability of parking.
178. Define cognitive dissonance. How can marketers manage a consumer's cognitive dissonance?
Answer :
Cognitive dissonance is the anxiety that results from an imbalance among a person's knowledge,
beliefs, and attitudes that occurs after an action or a decision, such as a purchase. Dissonance is
more likely with high-involvement purchases than with those that require low involvement.
Marketers can help buyers reduce cognitive dissonance by providing information that supports the
chosen item. Advertisements that stress customer satisfaction also help reduce cognitive dissonance.
A final method of dealing with cognitive dissonance is to change products. The consumer may
ultimately decide that one of the rejected alternatives would have been the best choice, and vow to
purchase that item in the future. Marketers may capitalize on this with advertising campaigns that
focus on the benefits of their products or with effective tag lines.
Answer :
MULTICHOICE
181.
As a marketing director, you have developed a line of skincare products focused on current
needs that consumers have, including matters like wrinkles, sun effects, fine lines, and
exfoliation for both men and women. Selena and her husband David have purchased several
products from the skincare line and are satisfied consumers.
Selena decides to purchase a cream to minimize fine lines because she notices some
developing around her eyes. David's brother, André, purchases a product for sun effects
after David mentioned how well it worked. Which types of consumer behaviors are exhibited
in the scenario above?
(B) Selena exhibits a personal factor and André exhibits interpersonal influence.
(C) André exhibits an impulse factor and Selena exhibits interpersonal influence.
(E) Selena exhibits an impulse factor and André exhibits interpersonal influence.
Answer : (B)
182.
The engine in Marcel's lawn mower recently stopped working. Marcel has decided that it's a
better financial decision to purchase a new lawn mower rather than to replace the engine.
He has decided to purchase either a Craftsman or a John Deere model. Marcel feels that the
Craftsman is a high-quality lawn mower. On the other hand, his father has used a John
Deere mower for years and has recommended it to him. Marcel decides to purchase the
Craftsman lawn mower.
__________ is the process that Marcel is undergoing in deciding which lawn mower to
purchase, and his purchase is being affected by ___________.
Answer : (A)
183.
Marketers must understand a target group's culture if they hope to construct an effective
marketing mix for the target group. Culture is the accumulation of values, beliefs,
preferences, and tastes that the target group possesses. Culture includes such tangible
items as _____________. Culture also includes such intangible items as ________________.
Answer : (E)
184.
Seventeen-year-old Mai Ly has moved to the United States from Vietnam with her parents
because her father's job transferred him to a different branch of his company. They have
decided to buy their groceries from a local supermarket that caters to Asian cuisine due to
their _________ influences. Mai Ly has recently passed her driver's license exam and has said
that she would like to have her own car so that she doesn't have to share one with her
parents. Her parents have agreed to purchase a car for her as long as she pays for her own
gas and insurance. This decision is an example of a ________ influence.
Answer : (C)
185.
According to Abraham Maslow's hierarchy of needs, human beings have five levels of needs
they are constantly seeking to satisfy. Marketers who are knowledgeable of the hierarchy of
needs are able to manufacture products accordingly, and develop marketing strategies that
help make consumer purchase decisions easier.
Amos is in the market for a luxury car and has been researching different brands, their
costs, and expenses associated with maintaining these vehicles. The luxury car commercials
he has seen deal with social status, feeling good, and the esteem needs of potential
consumers. For the most part, all of the brands he was considering were similar until he saw
an ad for a luxury car company that was highlighting efficiency rates of the car's airbags
and seat belts in crash control tests. Amos decided to buy this company's all wheel drive.
Which of the following statements can be inferred from the scenario provided above?
(A) Amos's decision to buy a luxury car was an impulsive purchase decision.
(B) Amos was able to reach self-actualization with his purchase of the luxury car.
(C) Amos's decision about which car to purchase was ultimately based on his self esteem.
(D) Marketers who consider Maslow's hierarchy of needs in their advertising campaigns sell more
product.
(E) A consumer purchase decision may be informed by more than one aspect of Maslow's hierarchy
of needs.
Answer : (E)
186.
Consumers are influenced by their ____________ or meaning of the incoming stimuli that they
receive from each of the five senses: sight, smell, touch, taste, and hearing. The ___________
are the mental filtering processes through which all inputs must pass.
Answer : (D)
187.
Candace has been using the same shampoo brand for decades. When she finally dyes her
Another random document with
no related content on Scribd:
un port de commerce très fréquenté, dont les exportations tendent à
s’accroître rapidement. Mais là s’arrêtent les ressemblances. Pour
quiconque vient du Brésil, l’arrivée à Montevideo est une surprise
complète.
Le long des côtes, plus de ces masses altières de pics rocheux
ou de collines aux versants boisés. Nous avions pris l’habitude de
regarder en l’air pour contempler les montagnes, il faut la perdre ici ;
les éminences décorées du nom de sierras et de cerros sont des
ondulations qui, le plus souvent, ne dépassent pas deux ou trois
cents mètres au-dessus de la mer.
Ayant atterri dans la nuit du 16 au 17 sur l’île de Lobos, sentinelle
avancée qui marque l’entrée du Rio de la Plata, nous avons passé à
l’heure du déjeuner près de Florès, îlot bas et aride, et bientôt nous
pûmes distinguer la ville de Montevideo, située sur une petite
presqu’île rocailleuse, à la partie orientale de la baie qui porte son
nom. De l’autre côté, nous apercevons le fameux Cerro (colline),
dont les Montévidéens sont très fiers, bien qu’il n’ait que 150 mètres
d’élévation [2] . A l’horizon, semblable à celui d’une mer, aucune
chaîne de montagnes, aucun pic ; on devine qu’au delà de cette
ligne presque droite s’étend la plaine à peine ondulée, uniforme, la
plus grande qui soit au monde. C’est là, en effet, que commencent
les Pampas, ces steppes de l’Amérique du Sud, où l’Indien recule
sans cesse devant le moderne gaucho, et qui n’ont d’autres limites
que le détroit de Magellan au sud, et à l’ouest la Cordillère des
Andes.
[2] Monte-Video : Je vois une montagne.
Buenos-Ayres, 25 septembre.