Question 1

The buying process starts when the buyer recognizes a
A) an advertisement for the product.
B) an internal cue.
C) problem or need.
D) product.
E) a salesperson from a previous visit.

Accepted Answer

The buying process typically starts when the buyer recognizes a problem or need, such as a need for a particular product or service. The other options may influence the buying process, but they are not the initial trigger for it.

Question 2

A ________ is a strong internal stimulus impelling action.
A) drive
B) discrimination
C) reinforcement
D) cue
E) belief

Accepted Answer

A drive is a strong internal stimulus that impels action, such as the drive for food or water. Discrimination refers to the ability to distinguish between different stimuli, reinforcement refers to the use of consequences to increase or decrease the likelihood of a behavior, a cue is an external stimulus that elicits a response, and a belief is a cognitive attitude or conviction.

Question 3

A cigarette ad has a picture of a young man laying on his back and dreamily looking at clouds in the sky. Though not readily obvious to the casual reader, there is a message in the clouds that says "r-e-l-a-x." This would be an example of which of the following?
A) selective distortion
B) selective retention
C) subliminal perception
D) short-term memory
E) cognitive dissonance

Accepted Answer

This is an example of subliminal perception, as the message in the clouds is not readily obvious and is meant to appeal to the subconscious mind without being consciously recognized.

Question 4

Frederick Herzberg developed a ________ that distinguishes dissatisfiers and satisfiers.
A) two-factor theory
B) psychological constraint theory
C) probability scale
D) leadership model
E) trait-role theory

Accepted Answer

Frederick Herzberg developed the two-factor theory, which distinguishes dissatisfiers (factors that can cause dissatisfaction but not necessarily motivation) and satisfiers (factors that can create motivation and satisfaction). The theory suggests that to motivate employees, managers need to focus on factors that lead to satisfaction, such as recognition, achievement, and opportunities for growth and development, rather than just focusing on reducing dissatisfaction by addressing factors such as salary, working conditions, and job security.

Question 5

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?
A) long-term memory processing
B) short-term memory processing
C) subliminal processing of information
D) heightened attention
E) active information search

Accepted Answer

Active information search involves a more deliberate and effortful approach to gathering information, which may include reaching out to friends or conducting online research, making it a more advanced form of information search than relying on long-term or short-term memory processing, subliminal processing, or heightened attention.

Question 6

________ is the tendency to interpret information in a way that will fit our preconceptions.
A) Selective retention
B) Cognitive dissonance
C) Selective distortion
D) Discrimination
E) Subliminal perception

Accepted Answer

Selective distortion is the tendency to interpret information in a way that supports our existing beliefs and attitudes, even if the information is contradictory. This can lead to errors in judgment and decision-making.

Question 7

Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following can be considered an experiential information source?
A) consumer-rating organizations
B) mass media
C) personal handing and examination
D) acquaintances
E) Web sites

Accepted Answer

Experiential information sources involve personal contact or first-hand experience with the product or service. Personal handling and examination of the product falls under this category, as consumers can directly interact with the product and form their own opinions based on their experience.

Question 8

________ can work to the advantage of marketers with strong brands, such as Coke or Pepsi, when consumers change neutral or ambiguous brand information to make it more positive.
A) Selective distortion
B) Selective retention
C) Selective choice
D) Selective attention
E) Selective embellishment

Accepted Answer

Selective distortion refers to the process in which consumers change neutral or ambiguous information about a brand to make it more positive. This can work to the advantage of marketers with strong brands, such as Coke or Pepsi, because consumers are more likely to distort information in a positive way for brands they have a favorable opinion of.

Question 9

At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs.
A) safety
B) esteem
C) physiological
D) self-actualization
E) social

Accepted Answer

Self-actualization needs are at the top of Maslow's hierarchy of needs. These needs represent the desire to achieve one's full potential, to be creative, and to grow as an individual. They are considered the highest level of personal growth and are only attainable once all of the other needs in the hierarchy have been met.

Question 10

In general, the more attention placed on the meaning of information during ________, the stronger the resulting associations in memory will be.
A) encoding
B) decoding
C) retrieval
D) memorization
E) classification

Accepted Answer

Encoding is the process of taking in new information and converting it into a format that can be stored in memory. The more attention one gives to the meaning of information during this process, the more likely it will be retained and available for later retrieval. Decoding refers to the process of interpreting or making sense of information that has previously been stored in memory. Retrieval involves accessing and bringing to mind stored information, while memorization refers to the process of intentionally committing something to memory. Classification refers to the act of categorizing or classifying information, which may or may not involve encoding or remembering it.

Question 11

If a consumer uses Google to find comparative reports on new automobiles in preparation for deciding on whether to purchase one or not, the consumer is using which of the following information sources for assistance?
A) personal
B) public
C) experiential
D) under-the-radar
E) commercial

Accepted Answer

The answer of If a consumer uses Google to find...

Question 12

As Rita scans the yellow pages section of her phone book looking for a florist, she sees several others products and services advertised. Though interesting on first glance, she quickly returns to her primary task of finding a florist. The items that distracted her from her search were most likely stored in which of the following types of memory?
A) short-term memory
B) subliminal memory
C) long-term memory
D) middle memory
E) subconscious memory

Accepted Answer

The distracting items mentioned in the scenario were most likely stored in short-term memory, also known as working memory, which has limited capacity and can only hold information temporarily. Rita quickly returned to her primary task, indicating that the distracting items did not get transferred into long-term memory. There is no evidence to suggest that subliminal memory, middle memory, or subconscious memory were involved in this scenario.

Question 13

Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly.
A) somewhat limited
B) very limited
C) extremely durable
D) often reflective
E) fluid

Accepted Answer

Cognitive psychologists believe that memory is extremely durable, meaning that once information becomes stored in memory, its strength of association decays very slowly. This is supported by research showing that people can recall information from long-term memory that was initially learned years or even decades prior.

Question 14

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?
A) secondary stimuli
B) peer stimuli
C) marketing induced stimuli
D) external stimuli
E) internal stimuli

Accepted Answer

The answer of Maria sees her best friend driving around...

Question 15

Brand ________ consist of all the brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand node.
A) associations
B) link
C) connection
D) personality
E) stimulus

Accepted Answer

Brand associations are the mental connections or links that a consumer makes between a brand and its attributes, benefits, or features. These associations can include thoughts, feelings, experiences, images, and beliefs that become linked to the brand node. Building strong and positive brand associations is essential for creating brand loyalty and differentiating a brand from its competitors.

Question 16

The ________ says people have a general tendency to attribute success to themselves and failure to external causes.
A) availability heuristic
B) hedonic bias
C) trait-role theory
D) awareness set
E) generalization theory

Accepted Answer

The correct term is "hedonic bias," also known as "self-serving bias," which describes the tendency of individuals to attribute their successes to internal or personal factors while attributing failures to external or situational factors.

Question 17

________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement
A) Learning theory
B) Economic theory
C) Psychological theory
D) Demand theory
E) Demographic theory

Accepted Answer

The statement refers to the principles of learning theory, which involves shaping consumer behavior by using conditioning techniques such as positive reinforcement and associated drives and cues. Economic theory, psychological theory, and demographic theory do not specifically address these principles. Demand theory focuses on the relationship between price and quantity demanded, which is not directly related to building demand for a product.

Question 18

A need can be triggered by internal or external stimuli in which of the five stages of the consumer buying process?
A) evaluation of alternatives
B) purchase decision
C) problem recognition
D) information search
E) post-purchase behaviour

Accepted Answer

Problem recognition is the first stage of the consumer buying process when a consumer realizes a need or a problem that requires a solution. This need can be triggered by internal factors (such as hunger or thirst) or external stimuli (such as advertising, a recommendation from a friend, or a change in circumstances). Therefore, the need can be triggered by both internal or external stimuli at this stage.

Question 19

The ________ are those brands that meet consumers' initial buying criteria.
A) awareness set
B) consideration set
C) choice set
D) decision set
E) total set

Accepted Answer

The consideration set is the group of brands that a consumer is willing to consider when making a purchase decision. It includes those brands that meet the consumer's initial buying criteria, such as price, quality, features, and availability. The awareness set is the group of brands that a consumer is aware of, while the choice set is the group of brands that a consumer actually chooses from. The decision set is not a common marketing term. The total set is the complete range of products or brands available in a particular category, including those that may not be relevant to a particular consumer.

Question 20

It has been estimated that the average person is exposed to over ________ ads or brand communications a day.
A) 800
B) 1 300
C) 1 500
D) 1 000
E) 500

Accepted Answer

According to various studies and research, it is estimated that the average person is exposed to around 1,500 ads or brand communications a day. This includes ads on TV, social media, billboards, product placements, and other forms of marketing and advertising. This number may vary based on factors such as age, location, and lifestyle.

Quiz 6: Analyzing Consumer Markets

The buying process starts when the buyer recognizes a

A ________ is a strong internal stimulus impelling action.

A cigarette ad has a picture of a young man laying on his back and dreamily looking at clouds in the sky. Though not readily obvious to the casual reader, there is a message in the clouds that says "r-e-l-a-x." This would be an example of which of the following?

Frederick Herzberg developed a ________ that distinguishes dissatisfiers and satisfiers.

Which of the following is considered to be a more advanced form of information search wherein the person might phone friends or go online to secure information about a product or service?

________ is the tendency to interpret information in a way that will fit our preconceptions.

Of key interest to marketers are the major informational sources to which the consumer will turn and the relative importance of each. Which of the following can be considered an experiential information source?

________ can work to the advantage of marketers with strong brands, such as Coke or Pepsi, when consumers change neutral or ambiguous brand information to make it more positive.

At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are ________ needs.

In general, the more attention placed on the meaning of information during ________, the stronger the resulting associations in memory will be.

If a consumer uses Google to find comparative reports on new automobiles in preparation for deciding on whether to purchase one or not, the consumer is using which of the following information sources for assistance?

Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly.

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?

Brand ________ consist of all the brand-related thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand node.

The ________ says people have a general tendency to attribute success to themselves and failure to external causes.

________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement

A need can be triggered by internal or external stimuli in which of the five stages of the consumer buying process?

The ________ are those brands that meet consumers' initial buying criteria.

It has been estimated that the average person is exposed to over ________ ads or brand communications a day.