Deck 5: Understanding Consumer and Business Buyer Behavior

Question 1

Which of the following is a psychographic characteristic of a consumer?

A)gender
B)age
C)lifestyle
D)educational qualifications
E)economic status

Answer 1

C

Question 2

A(n)________ consists of the activities a person is expected to perform according to the people around him.

A)motive
B)role
C)lifestyle
D)status
E)attitude

Answer 2

B

Question 3

A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.

A)stimulus
B)motive
C)culture
D)perception
E)tradition

Answer 3

B

Question 4

What type of marketing refers to marketing that involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products?

A)social marketing
B)traditional marketing
C)buzz marketing
D)direct marketing
E)values marketing

Question 5

________ are people within a reference group who,because of special skills,knowledge,personality,or other characteristics,exert influence on others.

A)Opinion leaders
B)Habitual buyers
C)Innovators
D)Stealth marketers
E)Laggards

Question 6

People are often influenced by reference groups to which they do not belong.________ refer to groups to which an individual wishes to belong.

A)Membership groups
B)Aspirational groups
C)Peer groups
D)Ethnic groups
E)Advocacy groups

Question 7

Which of the following major American social classes comprises people who have earned high income or wealth through exceptional ability?

A)upper uppers
B)upper lowers
C)upper middles
D)lower lowers
E)lower uppers

Question 8

Which of the following major American social classes comprises the social elite who live on inherited wealth?

A)upper lowers
B)upper uppers
C)lower uppers
D)lower lowers
E)upper middles

Question 9

Which statement is true regarding social class in the United States?

A)Social class is determined primarily by income level.
B)Lines between social classes in the United States are fixed and rigid.
C)Social classes show distinct product preferences in clothing and automobiles.
D)Wealth is more critical than education level in measuring social class.
E)People are relegated to a permanent class layer in the United States.

Question 10

Which of the following Web sites is a message board?

A)Facebook
B)YouTube
C)Twitter
D)Craigslist
E)Wikipedia

Question 11

A customer's lifestyle can be measured using the AIO dimensions.What does AIO stand for?

A)Activities, Interests, Opinions
B)Achievement, Involvement, Organizations
C)Accommodation, Investment, Orientation
D)Acknowledgement, Interests, Observations
E)Adoptions, Interests, Occupations

Question 12

Facebook and Twitter are examples of ________.

A)buzz marketing
B)telepresence technology
C)social networks
D)virtual worlds
E)online marketplaces

Question 13

________ is an example of a virtual world.

A)Craigslist
B)Facebook
C)Napster
D)Second Life
E)MySpace

Question 14

According to Freud's theory,________.

A)when a person's need is satisfied, it will stop being a motivator, and the person will then try to satisfy the next most important need.
B)a person's buying decisions are affected by subconscious motives that the buyer fully understands and is aware of.
C)a person's buying decisions are status-driven and determined by a need for independence.
D)human needs are arranged in a hierarchy from the most pressing at the bottom to the least pressing at the top.
E)a person's buying decisions are affected by subconscious motives that even the buyer may not fully understand.

Question 15

The ________ comprise the working poor whose living standard is just above poverty but they strive toward a higher class.

A)upper lowers
B)upper uppers
C)lower uppers
D)lower lowers
E)upper middles

Question 16

Which of the following is the characteristic that distinguishes consumer buying from business buying?

A)the age and education level of the buyers
B)whether or not the products are bought for personal consumption
C)whether or not the product is advertised to the public using mass media
D)the price of the product bought
E)the number of people involved in making the final purchase decision

Question 17

Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?

A)brand perception
B)brand architecture
C)brand personality
D)brand loyalty
E)brand equity

Question 18

________ refers to the practice of including ethnic themes within a company's mainstream marketing.

A)Multicultural marketing
B)Social marketing
C)Viral marketing
D)Guerilla marketing
E)Cause marketing

Question 19

A shoe company uses ads featuring the members of a country music band knowing that the band's fans will see the members wearing the company's shoes and will want to wear the same shoes.In this case,the band is a(n)________ for its fans.

A)membership group
B)reference group
C)laggard
D)early adopter
E)late majority

Question 20

Each role carries ________ reflecting the general esteem given to it by society.

A)a motive
B)an attitude
C)a lifestyle
D)a tradition
E)a status

Question 21

Which of the following statements is in accordance with Maslow's hierarchy of needs theory?

A)All the needs represented on the hierarchy are equally important for people.
B)Physiological needs include a sense of belonging and love.
C)It assumes that people are largely unconscious about the real psychological forces shaping their behavior.
D)Lower-level needs in the hierarchy will be fulfilled before higher-level needs.
E)An economically disadvantaged person will value self-actualization needs more than safety needs.

Question 22

Which of the following is an experiential source of information?

A)salespeople
B)using the product
C)Internet searches
D)packaging
E)mass media

Question 23

Which of the following statements is in accordance with Maslow's hierarchy of needs theory?

A)The fewer financial resources a person has to maintain his physiological needs, the greater emphasis he places on maintaining the esteem of others.
B)Physiological needs decrease as a person begins fulfilling higher-level needs.
C)A person must fulfill his esteem needs before being able to fulfill his social needs.
D)A person will not be interested in achieving recognition or social status until his physiological and safety needs are met.
E)Appreciation of an interest in art increases when a person's access to physiological comforts is low.

Question 24

People forget much that they learn.They tend to remember information that supports their attitudes and beliefs.This is called ________.

A)selective retention
B)selective distortion
C)selective attitude
D)cognitive dissonance
E)perceptual vigilance

Question 25

Jeff is in the process of buying a new car.He is carefully analyzing the features he wants from the car,and perceives significant differences in price,quality,and features among his three favorite models.Jeff's next step is most likely to be ________.

A)postpurchase behavior
B)evaluation of alternatives
C)opinion leadership
D)need recognition
E)purchase decision

Question 26

Becca wants to buy a new coat.She asked her friends to recommend a store and/or a style of coat.She searched the newspaper for coat sales,and she visited nearby stores to see what is available in her price range.Becca is most likely to be in the ________ stage of the buying process.

A)product evaluation
B)alternative evaluation
C)need recognition
D)information search
E)purchase decision

Question 27

Which of the following needs in Maslow's hierarchy of needs is generally satisfied the last?

A)physiological needs
B)social needs
C)esteem needs
D)self-actualization needs
E)safety needs

Question 28

________ is the process by which people select,organize,and interpret information to form a meaningful picture of the world.

A)Philosophy
B)Perception
C)Selective grouping
D)Learning
E)Self-actualization

Question 29

People cannot focus on all of the stimuli that surround them each day.A person's tendency to screen out most of the information to which he or she is exposed is called ________.

A)selective retention
B)selective distortion
C)selective calling
D)selective attention
E)selective perception

Question 30

Which of the following would fulfill a safety need according to Maslow's hierarchy of needs?

A)becoming a distinguished art critic
B)recognition from one's peer group and society
C)a loving wife
D)a life insurance policy
E)sex

Question 31

________ are minor stimuli that influence where,when,and how a person responds to an idea.

A)Cues
B)Drives
C)Messages
D)Personalities
E)Impulses

Question 32

People tend to interpret new information in a way that will support what they already believe.This is called ________.

A)selective retention
B)selective distortion
C)selective attitude
D)selective learning
E)selective perception

Question 33

A marketing research company asked members of a focus group to describe several motorcycle brands as animals.This is an example of ________.

A)hierarchical need analysis
B)interpretive consumer research
C)status influence
D)buzz marketing
E)information search

Question 34

Consumers can obtain information about their needs from any of several sources.Which of the following is a commercial source?

A)acquaintances
B)family and friends
C)dealer Web sites
D)using the product
E)Internet searches

Question 35

James and Nathan attended a sales seminar.Both left the seminar with differing opinions about what was important to implement in their jobs.Both used the information in different ways,according to what each already believed was important.They have engaged in ________.

A)selective distortion
B)selective attitude
C)selective calling
D)selective attention
E)perceptual defense

Question 36

________ describes changes in an individual's behavior arising from experience.

A)Lifestyle
B)Learning
C)Perception
D)Cognitive dissonance
E)Aggressiveness

Question 37

The buying process usually begins with ________.

A)recognition of a need or problem
B)information search
C)evaluation of alternatives
D)purchase decision
E)separation of needs and wants

Question 38

A(n)________ is a person's relatively consistent evaluations,feelings,and tendencies toward an object or idea.

A)lifestyle
B)motive
C)drive
D)attitude
E)perception

Question 39

Which of the following is an esteem need according to Maslow's hierarchy of needs?

A)love
B)security
C)hunger
D)self-development
E)status

Question 40

The information sources that are most effective at influencing a consumer's purchase decision are ________ sources.These sources legitimize or evaluate products for the buyer.

A)commercial
B)public
C)experimental
D)personal
E)paid

Question 41

Bill thought he had received the best deal on his new car.Shortly after the purchase,Bill started to notice certain disadvantages of his new car as he learned more about other cars available.Bill is experiencing ________.

A)postpurchase culture
B)selective perception
C)cognitive dissonance
D)purchase decision
E)information evaluation

Question 42

________ is the degree to which the innovation may be tried on a limited basis.

A)Relative advantage
B)Compatibility
C)Complexity
D)Divisibility
E)Communicability

Question 43

In a straight rebuy business buying situation,________.

A)the buyer wants to obtain the same product from a lower-priced supplier
B)the buyer reorders something without any modifications
C)the buyer is considering a product or service for the first time
D)the buyer's needs have changed and he needs a product modified to suit the new need
E)the buyer chooses to buy all necessary products from a single supplier instead of multiple suppliers

Question 44

________ refers to buying a packaged solution to a problem from a single seller,thus avoiding all the separate decisions involved in a complex buying situation.

A)Modified rebuy
B)Straight rebuy
C)New task
D)Systems selling
E)Multiple rebuy

Question 45

Which of the following statements about buying centers is true?

A)The buying center is a fixed and formally identified unit within the buying organization.
B)The buying center roles are specified on the organizational chart.
C)The typical buying center has five employees, one to assume each of the buying center's roles.
D)The individual's role in the buying center does not change.
E)The buying center may involve informal participants who are not obvious to sellers.

Question 46

________ is the decision by an individual to become a regular user of the product.

A)New product recognition
B)Adoption
C)Evaluation
D)Information search
E)Quality assessment

Question 47

________ is the degree to which the innovation is difficult to understand or use.

A)Relative advantage
B)Compatibility
C)Complexity
D)Divisibility
E)Communicability

Question 48

James calls in a department manager to assist in a purchase of industrial equipment.He is considering a change in product specifications,terms,and possibly suppliers.This is most likely a ________ situation.

A)modified rebuy
B)new task
C)straight rebuy
D)solution selling
E)value analysis

Question 49

Simone purchased two bottles of wine from vineyards in Bordeaux.When asked her opinion of the wines,she said the Pontet Canet tasted like alcoholic grape juice,but the Chateau Margaux had a crisp taste that she really enjoyed.These statements were made during the ________ stage of the purchase decision.

A)information search
B)situational analysis
C)alternative evaluation
D)purchase decision
E)postpurchase behavior

Question 50

________ is the degree to which the results of using the innovation can be observed or described to others.

A)Relative advantage
B)Compatibility
C)Complexity
D)Divisibility
E)Communicability

Question 51

The management team at Riceborough Farms recently invested thousands of dollars in setting up wind energy units across its property,believing that this would enable the Farms to become self-sufficient in energy production.However,a year into the project,it was noted that the wind-powered systems did not produce much energy,and the Farms used almost as much conventional energy as before.Which of the following,if true,would reduce the cognitive dissonance felt by the management team at Riceborough?

A)The windmill systems installed at Riceborough were of the latest technology.
B)The climate of the area is not suited for the harnessing of wind energy.
C)The company hired to install the systems had made a mistake during installation.
D)Most of the employees at Riceborough are dedicated to the concepts of sustainable development and green technology.
E)The government offers several benefits for companies adopting green technologies such as solar or wind energy systems.

Question 52

A company regularly purchases cleaning supplies for its cleaning staff,using the same vendor and ordering relatively consistent amounts of the same products with each purchase.This is an example of a ________ situation.

A)modified rebuy
B)new task
C)straight rebuy
D)solution selling
E)value analysis

Question 53

________ is the degree to which the innovation fits the values and experiences of potential consumers.

A)Relative advantage
B)Compatibility
C)Complexity
D)Divisibility
E)Communicability

Question 54

Which of the following is true of business markets?

A)The business marketer normally deals with far more but far smaller buyers than the consumer marketer does.
B)Business markets involve far less money and items than do consumer markets.
C)Business demand is derived demand as it ultimately derives from the demand for consumer goods.
D)A small percentage decrease in consumer demand can cause large increases in business demand.
E)The total demand for business products is much affected by price changes in the short and long run.

Question 55

Almost all major purchases result in ________,discomfort caused by postpurchase conflict.

A)selective retention
B)cognitive dissonance
C)selective attention
D)legitimization
E)selective distortion

Question 56

________ are tradition bound,suspicious of changes and adopt the innovation only when it has become something of a tradition itself.

A)Innovators
B)Early adopters
C)Early majority
D)Laggards
E)Influencers

Question 57

Voorhees' Farms raises chickens.For years,it has used wooden coops for hauling its poultry to market.When the owner,Jason Voorhees,went to reuse some of his coops,he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced.At which stage of the business buying process was Voorhees when he decided to replace his old coops?

A)problem recognition
B)general need description
C)product specification
D)product value analysis
E)performance review

Question 58

________ is the degree to which the innovation appears superior to existing products.

A)Relative advantage
B)Compatibility
C)Complexity
D)Divisibility
E)Communicability

Question 59

Alyce believes very strongly that the public school system offers students the best opportunities to develop mentally,emotionally,and physically.Which of the following,if true,would cause Alyce the most cognitive dissonance?

A)Research reveals that students from public schools make up 80% of college students in the country.
B)Homeschooled students fare better on standardized tests, and are more mature than students in the public school system.
C)Colleges consider a variety of qualifications during the admission process, in which academic performance plays only a small part.
D)Students from non-public school backgrounds often have trouble fitting in when they enter colleges.
E)A majority of students entering college are motivated by monetary concerns rather than a desire for education.

Question 60

In which stage of the adoption process does the consumer consider whether trying the new product makes sense?

A)interest
B)adoption
C)evaluation
D)awareness
E)trial

Question 61

Business demand is derived demand because it ultimately derives from the demand for consumer goods.

Question 62

The final stage of the business buying process is the ________ stage.

A)problem recognition
B)product specification
C)proposal solicitation
D)order-routine specification
E)supplier performance review

Question 63

Marketers try to spot cultural shifts so as to discover new products that might be wanted.

Question 64

A role consists of the activities people are expected to perform according to the people around them.

Question 65

When a consumer learns about a new product for the first time and makes a decision to try it,the consumer is engaged in the alternative evaluation process.

Question 66

Beliefs are based on opinion or faith,but not on real knowledge.

Question 67

According to Maslow's theory,safety and social needs must be fulfilled after self-actualization needs.

Question 68

Mike Myer's company has standardized the size of its paper bags so that each bag can be used in five to seven different store departments.This approach to cost reduction is most likely to have taken place in the ________ stage of the business buying process.

A)problem recognition
B)general need description
C)product specification
D)supplier search
E)proposal solicitation

Question 69

Selective distortion describes the tendency of people to interpret information in a way that will support what they already believe.

Question 70

Early adopters are opinion leaders in their communities and adopt new ideas early but carefully.

Question 71

Reverse auctions,trading exchanges,and company buying sites are all ways that companies can participate in ________.

A)secure extranets
B)product value analysis
C)vendor-managed inventory systems
D)systems selling
E)e-procurement

Question 72

The larger the gap between expectations and performance of a product,the greater the consumer's dissatisfaction.

Question 73

Ben buys new devices such as PDAs,DVRs,and MP3 players only after many people he knows already own the devices.However,Ben is rarely among the last people he knows to purchase a new technology.Ben is part of the innovator group when it comes to adopter categorization.

Question 74

The innovators are tradition-bound; they adopt an innovation only when it has become something of a tradition itself.

Question 75

People are often influenced by reference groups to which they do not belong.

Question 76

Personal sources of information normally inform the buyer,but commercial sources legitimize or evaluate products for the buyer.

Question 77

During which stage of the business buying process is a buyer most likely to conduct value analysis by carefully studying components to determine if they can be redesigned,standardized,or made less expensive?

A)general need recognition
B)product specification
C)proposal solicitation
D)order-routine specification
E)performance review

Question 78

Ourkansas Retail Corp.uses Knowitall.com to improve sales force effectiveness and facilitate sharing of expertise.It allows Ourkansas retailers to link with other Ourkansas retailers to ask for managerial and marketing advice.It also allows Ourkansas retailers to ask their suppliers about product usage,deliveries,and warranties,and it allows suppliers to send new-product information directly to Pace retailers.Ourkansas Retail Corp.is using a(n)________.

A)extranet
B)intranet
C)search engine
D)trading exchange
E)reverse auction

Question 79

Children exert little influence on family buying decisions,particularly in areas such as entertainment and food.

Question 80

Social class is not determined by a single factor,such as income,but is measured as a combination of occupation,income,education,wealth,and other variables.