Deck 2: Customer Behavior

Question 1

During higher-involvement purchases, we would expect customers to be more price sensitive.

Answer 1

False

Question 2

All purchases are the same.

Answer 2

False

Question 3

It's important for low-involvement products to be widely available so the customer can pick them up without thinking.

Answer 3

True

Question 4

People are selective in their attention to environmental stimuli.

Question 5

During the purchase phase, the consumer will ask herself, "Will I tell my friends what a great brand I've found?"

Question 6

Consumers can be simple or complex.

Question 7

The sound of a Mac versus a PC starting up is an example of how sound or music is important to marketers.

Question 8

A high customer involvement B2C purchase is called a specialty purchase.

Question 9

A new MBA: student and a recently promoted corporate executive will typically have the same wants.

Question 10

Colors do not have any cultural meaning.

Question 11

Going out to buy bread is the type of purchase that requires some thought or planning ahead of time.

Question 12

John is an agent for Starbucks because he buys supplies on behalf of Starbucks.

Question 13

An example of a modified rebuy is when the copier lease comes up and you want to try a different vendor.

Question 14

The pre-purchase phase includes identifying the need or want, searching possible solutions, and building a consideration set.

Question 15

An example of a specialty purchase would be a new smartphone.

Question 16

During the purchase phase, the consumer might ask himself, "What attributes don't I care about, and therefore will not pay high prices for?"

Question 17

Customers go through predictable stages when they make a purchase.

Question 18

During the purchase phase, a consumer will consider all brands available in the market.

Question 19

Whether the buyer is a consumer or a business, the phases of the buying process itself are the same.

Question 20

Marketers can create desires in people that they didn't previously have.

Question 21

Marketers use subliminal advertising all the time because they know it works very well.

Question 22

Utilitarian versus hedonic products means fulfilling needs versus wants.

Question 23

Sight, sound, smell, taste, and touch are all used by marketers.

Question 24

The jingle "Two all-beef patties..." is an example of the use of operant conditioning.

Question 25

A risk-averse consumer may wish to try the newest product that the market has to offer.

Question 26

When a consumer looks at the most important attribute of a brand first, and eliminates all brands that do not have this attribute, he is using a lexicographic approach.

Question 27

Beliefs about Mercedes might include that they're fast, they're nice to look at, and they're expensive.

Question 28

Operant conditioning relies on behavior that is positively reinforced.

Question 29

The sociocultural effects of social class and age affect how consumers respond to brands.

Question 30

It is pretty simple to market for various ethnicities and countries because they have similar perspectives.

Question 31

Marketers use Abraham Maslow's hierarchy of needs by identifying their product with a certain level.

Question 32

The current trend in age-related marketing has to do with marketing more toward the older, baby-boomer generation.

Question 33

An ad for dog treats on the side of the home page of dog.com is an example of perceptual fluency.

Question 34

In China, some luxury brands sell well just before Chinese New Year.

Question 35

When it comes to beliefs and importance weights, marketers try to strengthen the importance of positive attributes of their brand through learning and appealing to consumer motivations that their brand satisfies.

Question 36

What motivates consumers is important to marketers.

Question 37

Starbucks has a loyalty program that gives you a free drink after every five purchases.This is an example of a fixed ratio reinforcement schedule.

Question 38

Old-monied people indulge in conspicuous consumption, such as buying a yellow Mustang, to show off their wealth.

Question 39

Learning is when associations of sights or sounds get stored in short-term memory after many repetitions.

Question 40

Marketers use Maslow's hierarchy of needs to offer an extended brand line so the consumer can start high on the pyramid and work his way down.

Question 41

A customer would be more price sensitive when buying gum than when buying

A) gasoline.
B) paper.
C) bananas.
D) a laptop.

Question 42

During the purchase phase for new skis, Larry creates a __________ based on his skiing ability and price.

A) mindset
B) purchase set
C) consideration set
D) requirement set

Question 43

During the __________ phase of the purchase process, the customer identifies that something is lacking.

A) purchase
B) pre-purchase
C) post purchase
D) final

Question 44

Whether the buyer is a consumer or a business, the buying process is

A) consistent.
B) inconsistent.
C) exhausting.
D) simple.

Question 45

What type of music should be played in a retail store to encourage consumers to spend more?

A) energetic, with a quick tempo
B) slow
C) jazz
D) classical

Question 46

Which products need to be widely available so the customer can pick them up without much thought?

A) all products
B) medium-involvement products
C) low-involvement products
D) high-involvement products

Question 47

Why do women who work the cosmetic counters in department stores wish to spray you with perfume?

A) to get you to notice the name of the perfume
B) to get you to notice the packaging of the perfume
C) to appeal to your sense of smell and make you remember the product
D) to demonstrate that it's easy to apply

Question 48

Customer involvement is __________ on a B2C specialty purchase.

A) very low
B) low
C) medium
D) high

Question 49

Why are consumers willing to spend so much more for a Harley than a Honda motorcycle?

A) the Harley logo
B) the distinct sound of a Harley
C) the feel of the materials
D) the color of a Harley

Question 50

A straight rebuy, like when the office needs more paper, is common for __________ customers.

A) B2B
B) B2C
C) C2B
D) C2C

Question 51

The different types of purchases are different because

A) of the product itself.
B) of the differences in the mind of the customer.
C) of customer attitudes.
D) the price varies.

Question 52

Colors convey cultural meaning.In the United States, brides wear white because it symbolizes

A) love.
B) passion.
C) beginnings.
D) purity.

Question 53

What is a classic marketing exercise that is used to declare that one's own food or drink product is superior to the market leader?

A) blind smell tests
B) blind taste tests
C) advertising recognition test
D) blind feel tests

Question 54

The promotion for a high-involvement purchase will have a lot more __________ associated with it.

A) brand names
B) information
C) noise
D) pictures

Question 55

When do consumers want to learn more about a product?

A) when consumer involvement is high
B) when the company advertises more often
C) when prices are reduced
D) when brand awareness is increased

Question 56

Why is Dell's darker, deep blue color trademarked?

A) It creates customer involvement.
B) The color is popular.
C) The blue color is pleasing to the eye.
D) The blue color is well associated to Dell's brand.

Question 57

A __________ item is something that is purchased without much thought before the purchase.

A) quick
B) specialty
C) convenience
D) shopping

Question 58

A customer loyalty program for high-involvement products would take the form of

A) brand communities.
B) price discounts.
C) buy one, get one free.
D) giveaways.

Question 59

Which phase of the purchase process generates word of mouth?

A) customer evaluation
B) pre-purchase
C) purchase
D) post-purchase

Question 60

If you are not in the market for a new house, you will most likely __________ ads for new houses.

A) hear
B) see
C) ignore
D) pay attention to

Question 61

With repetition and elaboration, associations can get into

A) brand associations.
B) short-term memory.
C) brand names.
D) long-term memory.

Question 62

Sensory and perceptual impressions can become

A) brand associations.
B) perceptual fluency.
C) brand names.
D) catch slogans.

Question 63

B.F.Skinner discovered __________ with his studies on pigeons pecking at a target to get a food pellet.

A) classical conditioning
B) operant conditioning
C) new age conditioning
D) associative conditioning

Question 64

John is considering buying a new car.It's important to him that the car has Bluetooth.If the car he looks at doesn't have Bluetooth, then he will not consider it for purchase.This is an example of a __________ mechanism.

A) decision criteria
B) quality
C) non-compensatory
D) compensatory

Question 65

Marketers use Maslow's hierarchy of needs by

A) focusing their advertising on a particular level.
B) focusing on self-actualization needs.
C) looking at which needs yield the largest profits.
D) identifying their product with a certain level of needs.

Question 66

China's rising economy is creating a large demand for

A) investment bankers.
B) tacos.
C) luxury goods.
D) cars.

Question 67

The baby boomer generation is societal minded, so we might expect to see large-scale

A) altruism.
B) spending.
C) saving.
D) shifts in attitudes.

Question 68

Ivan Pavlov with his salivating dogs is an example of what type of learning process?

A) classical conditioning
B) operant conditioning
C) new age conditioning
D) associative conditioning

Question 69

When an ad is shown for such a short time that it doesn't meet the threshold of consciousness, it is called

A) fast.
B) liminal.
C) subliminal.
D) unconscious.

Question 70

Creating well-designed products is the predominant way of conveying brand imagery through

A) smell.
B) touch.
C) sight.
D) sound.

Question 71

Marketers typically classify customers by __________ a given purchase.

A) how much they care about
B) how much they spend on
C) how much they think about
D) their perception of

Question 72

Philip Morris recently changed its name to Altria

A) because of a merger.
B) so it could remove the negative association with its name.
C) to restructure the company.
D) in an effort to simplify the brand.

Question 73

If a marketer is focusing on people who __________, she will promote a popular brand.

A) are individual
B) like to conform
C) are outgoing
D) have lots of money

Question 74

Which of the following is NOT an example of design?

A) good ergonomics
B) clean lines
C) sensual experience
D) pleasant smell

Question 75

Which of the following elements is considered characteristic of a social class?

A) habits
B) age
C) family background
D) gender

Question 76

What are a mix of beliefs and importance weights?

A) moods
B) visions
C) perceptions
D) attitudes

Question 77

Operant conditioning is based on

A) lack of reinforcement.
B) neutral reinforcement.
C) positive reinforcement.
D) negative reinforcement.

Question 78

Learning is the process by which associations get past the sensory and perception stages into

A) brand associations.
B) perceptual fluency.
C) short-term memory.
D) long-term memory.

Question 79

__________ is a subtle phenomenon that uses colors and fonts to affect how the message feels.

A) Sensory perception
B) Perceptual fluency
C) Subliminal messaging
D) Unconscious messaging

Question 80

Which of these is an example of stage 4 of classical conditioning?

A) A bell rung in front of the dog initially elicits no response.
B) A food bowl placed in front of a dog naturally elicits its drool.
C) A bell rung in front of the dog elicits drool.
D) A bell rung while a food bowl is simultaneously placed in front of the dog elicits drool.