Question 1

________ can work to the advantage of marketers with strong brands when consumers make neutral or ambiguous brand information more positive.

Accepted Answer

Selective distortion occurs when consumers interpret information in a way that is consistent with their existing beliefs or attitudes. In the case of strong brands, consumers may distort neutral or ambiguous information to make it more positive, which can work in favor of marketers. This is because consumers are more likely to perceive information that is consistent with their positive beliefs about the brand, which can lead to increased brand loyalty and positive word-of-mouth.

Question 2

James finds store-brand canned goods to be of good quality and value,but believes that store-brand dairy products are of lesser quality than competing brands.James' behavior is best described as ________.

Accepted Answer

James is discriminating between store-brand canned goods and dairy products by perceiving them differently based on his own beliefs and experiences. He is not making a generalized statement about all store-brand products or applying a hedonic bias, but rather targeting a specific category of products. He may also be selectively attending to the differences he perceives between the two types of products. Psychological repositioning is not applicable in this scenario.

Question 3

Explain the concept of multicultural marketing.

Accepted Answer

The answer of Explain the concept of multicultural marketing....

Question 4

Many consumer products brands advertise their products inside supermarkets and retail stores to promote the process of ________ and stimulate purchase.

Accepted Answer

The answer of Many consumer products brands advertise their products...

Question 5

The family is the most important consumer buying organization in society,and family members constitute the most influential primary reference group.We can distinguish between two family categorization in the buyer's life.Name the two families and their impact on buying behavior.

Accepted Answer

The answer of The family is the most important consumer...

Question 6

Culture is the fundamental determinant of a person's wants and behavior.The growing child acquires a set of values,perceptions,preferences,and behaviors through his or her family and other key institutions.What values are the typical American young children exposed to?

Accepted Answer

The answer of Culture is the fundamental determinant of a...

Question 7

Each person has personality characteristics that influence his or her buying behavior.What does personality mean in terms of buying traits?

Accepted Answer

The answer of Each person has personality characteristics that influence...

Question 8

An opinion leader is the person in informal,product-related communications who offers advice or information about a specific product or product category,such as which of several brands is best or how a particular product may be used.According to the text,how do marketers try to reach opinion leaders?

Accepted Answer

The answer of An opinion leader is the person in...

Question 9

When marketers interview a small number of recent purchasers,asking them to recall the events leading to their purchase,the marketers are using the ________ method to learn more about the consumer buying process.

Accepted Answer

The word "recall" in the question indicates that respondents are being asked to remember events that have already occurred, making the method retrospective. The other options in the question (introspective, prospective, prescriptive, and descriptive) do not accurately describe this method of data collection.

Question 10

Abraham Maslow sought to explain why people are driven by particular needs at particular times.Describe Maslow's hierarchy of needs.How does Maslow's theory help marketers?

Accepted Answer

The answer of Abraham Maslow sought to explain why people...

Question 11

People from the same subculture,social class,and occupation may lead quite different lifestyles.A lifestyle is a person's pattern of living in the world as expressed in activities,interests,and opinions.Lifestyle portrays the "whole person" interacting with his or her environment.Given this information,describe the LOHAS (an acronym)lifestyle described in the text and its usefulness in marketing.

Accepted Answer

The answer of People from the same subculture,social class,and occupation...

Question 12

When a marketer tries to alter a consumer's beliefs about a company's brand to get the consumer to rethink a purchase decision,the marketer is using ________.

Accepted Answer

The answer of When a marketer tries to alter a...

Question 13

According to Freudian theory,how can the technique called laddering be used?

Accepted Answer

The answer of According to Freudian theory,how can the technique...

Question 14

Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers.How does Herzberg's theory affect sellers' marketing strategy?

Accepted Answer

The answer of Frederick Herzberg developed a two-factor theory that...

Question 15

If a consumer uses Google to find comparative reports on new automobiles,the consumer is using which of the following information sources for assistance?

Accepted Answer

Google is a commercial source of information, as it is a search engine that generates revenue through advertising and is used by businesses to promote their products and services. In this scenario, the consumer is using Google to access information on different automobile brands and their features, which is typically provided by car manufacturers and other commercial sources such as automotive review websites.

Question 16

Ford believes its cars to be of higher quality than GM's but thinks that consumers wrongly believe the opposite.Ford might employ a(n)________ strategy to change buyers' perceptions of its competition.

Accepted Answer

Competitive depositioning is a strategy where a firm tries to change consumers' perceptions of its competitors. In this case, Ford wants to change consumers' belief that GM's cars are of higher quality than Ford's. Therefore, the best strategy for Ford to use would be competitive depositioning, where it would emphasize the weaknesses of GM's cars and highlight the strengths of its own. This could help change consumers' perceptions and make them realize that Ford's cars are of higher quality than GM's.

Question 17

When a consumer makes the final decision on which brand to buy,he or she selects a brand from the ________ set.

Accepted Answer

The final decision of the consumer results in selecting a brand from the choice set, which means the options he or she has actively considered and narrowed down to. Therefore, the best answer is D) choice.

Question 18

Explain the differences between a role and status.

Accepted Answer

The answer of Explain the differences between a role and...

Question 19

Maria sees her best friend driving around in her new car and decides that she needs a new car also.Which of the following forms of stimulus has activated Maria's problem recognition process?

Accepted Answer

Maria seeing her best friend driving around in her new car is an external stimulus that has triggered her problem recognition process. It is something outside of herself that has affected her perception of what she needs or wants.

Question 20

A consumer tells another consumer,"Every time I eat at Big Bill's Steakhouse,I get poor service." Whether this is true or not,it is the consumer's perception.This is an example of consumers basing future predictions on the quickness and ease with which a particular example of an outcome comes to mind.This scenario would be an illustration of the ________ heuristic.

Accepted Answer

The scenario describes consumers basing predictions on a specific example that easily comes to mind, which is an example of the availability heuristic. The other options are not relevant to the scenario described.

Quiz 6: Analyzing Consumer Markets