Question 1

How prospective customers evaluate, buy, use, and dispose of products is known as ______.&#10;A) buyer cognition&#10;B) buyer remorse&#10;C) buyer behaviour&#10;D) buyer characteristics

Accepted Answer

Buyer behaviour refers to the process that prospective customers go through when they evaluate, buy, use, and dispose of products. Buyer cognition refers specifically to the mental processes that occur during this process, such as perception, learning, and memory. Buyer remorse is a feeling of regret or guilt that may occur after a purchase, and buyer characteristics are the personal or demographic traits that affect an individual's decision-making process.

Question 2

Buyers include all of the following EXCEPT ______.&#10;A) individuals&#10;B) platforms&#10;C) families&#10;D) organizations

Accepted Answer

Platforms are not buyers themselves, but rather provide a marketplace for buyers and sellers to transact. Therefore, they are not considered buyers in the traditional sense.

Question 3

Buyer behaviour is influenced by ______.&#10;A) individual characteristics, sociocultural factors, and environmental factors&#10;B) group characteristics, cultural factors, and environmental factors&#10;C) individual characteristic, social factors, and cultural factors&#10;D) group characteristics, sociocultural factors, and macro-environmental factors

Accepted Answer

Buyer behaviour is influenced by individual characteristics such as age, income, and personality; sociocultural factors like social class, family, and reference groups; and environmental factors including economic, technological, and political factors. Group characteristics and cultural factors can also influence buyer behaviour, but they are encompassed within the broader categories of sociocultural and environmental factors. Therefore, option A is the best choice that includes all the key factors that influence buyer behaviour.

Question 4

Commercial transactions occurring online are known as ______.&#10;A) a-commerce&#10;B) online commerce&#10;C) e-commerce&#10;D) C2C commerce

Accepted Answer

E-commerce, short for electronic commerce, specifically refers to commercial transactions conducted online. A-commerce is not a commonly used term and may be a made-up term. Online commerce is a general term that may refer to any type of commerce conducted online, including e-commerce. C2C commerce refers specifically to consumer-to-consumer transactions conducted online, whereas e-commerce encompasses a broader range of commercial transactions.

Question 5

Marketers can interrupt the stages of the consumer decision-making process with ______.&#10;A) push communications&#10;B) push-pull communications&#10;C) pull communications&#10;D) pull-push communications

Accepted Answer

Push communications refer to promotional messages that are sent directly to the consumers without them seeking or requesting the information. These messages can interrupt the stages of the consumer decision-making process. Pull communications, on the other hand, are promotional messages that consumers seek or request, such as through a search engine or by subscribing to a newsletter. Push-pull and pull-push communications are not commonly used terms in marketing.

Question 6

Changes in buyer behaviour due to the digital age include ______.&#10;A) search is limited to search engines&#10;B) connected customers are not influenced by many resources&#10;C) consumers discover products and research purchases offering same day shipping&#10;D) consumers may see a benefit in researching all kinds of products

Accepted Answer

Consumers in the digital age have access to a vast amount of information and resources, allowing them to research a wide variety of products before making a purchase decision.

Question 7

The interactions people have with brands before, during, and after purchase is known as ______.&#10;A) touchpoints&#10;B) customer journey mapping&#10;C) decision triggers&#10;D) formative attitudes

Accepted Answer

Touchpoints refer to the various points of contact that a customer has with a brand, both before, during, and after a purchase. This includes everything from advertisements and social media interactions to customer service experiences and post-purchase follow-up. Customer journey mapping is a related concept, but specifically refers to the process of mapping out all of the touchpoints along a customer's path to purchase. Decision triggers and formative attitudes are both related to customer behavior, but are not directly related to the concept of touchpoints.

Question 8

Why do companies engage in the research activity of customer journey mapping?&#10;A) to increase their market share by targeting specific customers&#10;B) to influence buyer behaviour&#10;C) to capture details of the consumer decision-making process&#10;D) to identify the brands most purchased by consumers

Accepted Answer

Customer journey mapping is used to capture details of the consumer decision-making process, helping companies understand how customers interact with their brand at each stage.

Question 9

The Second Moment of Truth occurs at the point of ______.&#10;A) sale&#10;B) experience evaluation&#10;C) product return&#10;D) product research

Accepted Answer

The Second Moment of Truth (SMOT) occurs at the point of experience evaluation, where the customer evaluates their actual experience with the product or service after purchase. It is an essential part of the customer's journey and can impact future purchases and word-of-mouth recommendations. The other options mentioned (sale, product return, product research) are important stages in the customer journey but do not specifically refer to SMOT.

Question 10

What stage of the consumer decision-making process do post-purchase satisfied customers bypass?&#10;A) need recognition&#10;B) post-purchase outcomes&#10;C) evaluation of alternatives&#10;D) information search

Accepted Answer

The answer of What stage of the consumer decision-making process...

Question 11

Differences between B2B buyers and B2C buyers include all of the following EXCEPT ______.&#10;A) independence&#10;B) the relevance of hard and soft costs&#10;C) characteristics of the decision unit&#10;D) partner buying relationships

Accepted Answer

The answer of Differences between B2B buyers and B2C buyers...

Question 12

The B2B buyer decision-making model, comprising six stages, includes ______.&#10;A) vendor selection and order&#10;B) pre-purchase evaluation&#10;C) solution recognition&#10;D) evaluation of alternative proposals

Accepted Answer

The answer of The B2B buyer decision-making model, comprising six...

Question 13

Which source of information do B2B buyers use to add and eliminate alternatives?&#10;A) the first moment of truth&#10;B) the second moment of truth&#10;C) the third moment of truth&#10;D) the zero moment of truth

Accepted Answer

The answer of Which source of information do B2B buyers...

Question 14

What is the number one pain point affecting the B2B buyer journey experience?&#10;A) lack of customer base knowledge&#10;B) lack of speed in interactions with their supplier&#10;C) lack of internal framework to facilitate transactions&#10;D) lack of effective communication among in-house marketing teams

Accepted Answer

The answer of What is the number one pain point...

Deck 2: Understanding Buyers