Question 1

Explain the actions and considerations that relate to the five stages of the consumer purchase decision process.

Accepted Answer

The answer of Explain the actions and considerations that relate...

Question 2

You will be graduating soon and have been offered what you consider the job of your dreams.The new position,however,requires some traveling so you will need a car.You currently do not have one.What decision process will you go through to purchase an automobile?

Accepted Answer

The answer of You will be graduating soon and have...

Question 3

Among the three major racial/ethnic subcultures in the United States,African Americans rank as ________ in terms of spending power.
A)the largest
B)the second largest
C)the third largest
D)about equal with Hispanics
E)about equal with Asian Americans

Accepted Answer

African Americans have the second-largest spending power of the three largest racial/ethnic subcultures in the United States.

Question 4

Which of the following statements about African American buying patterns is most accurate?
A)There have been no observed differences in the consumption patterns of African Americans and Caucasians.
B)African American men spend more on health and beauty products than Caucasian men do.
C)The typical African American family is five years older than the typical Caucasian family.
D)African American purchase behavior is still affected by the historical deprivation in employment and educational opportunities in the United States.
E)African Americans are not price-conscious.

Accepted Answer

When socioeconomic status differences between African Americans and Caucasians are removed,there are more similarities than points of difference.But since,historically,African Americans have been deprived of employment and educational opportunities in the United States,the resulting income disparities influence purchase behavior.

Question 5

Which of the following statements about Asian American buying patterns is most accurate?
A)Assimilated Asian Americans have very different buying patterns from a typical U.S.consumer.
B)The diversity of the Asian subculture is so great that generalizations about buying patterns of this group are difficult to make.
C)The Asian American subculture is growing very slowly in the United States.
D)Asian Americans are the least educated racial/ethnic subculture in the United States.
E)Assimilated Asian Americans are unlikely to hold professional or managerial positions in the United States.

Accepted Answer

The Asian American subculture is composed of Chinese,Japanese,Filipinos,Koreans,Asian Indians,people from Southeast Asia,and Pacific Islanders.The diversity of the Asian subculture is so great that generalizations about buying patterns of this group are difficult to make.

Question 6

Subcultures refer to
A)subgroups within the larger national culture,whose values and beliefs are diametrically opposed to foreign cultures.
B)groups within organizations whose values and beliefs influence the corporate culture.
C)subgroups within the larger,or national,culture with unique values,ideas,and attitudes.
D)stakeholder groups outside an organization whose values and beliefs are contrary to the corporate culture.
E)the designation given to people between the ages of 13 and 24 whose values and beliefs are not yet fully formed but are still influenced both by their families and society.

Accepted Answer

Key term definition-subcultures.

Question 7

To facilitate the ________ stage in the consumer purchase decision process,Coppertone allocates a significant part of is marketing budget to make sure Coppertone products appear in any online searches about sunscreen.
A)problem recognition
B)postpurchase behavior
C)alternative evaluation
D)information search
E)purchase decision

Accepted Answer

To facilitate customers' information search Coppertone allocates a significant part of is marketing budget to make sure Coppertone products appear in any online searches.In addition,Coppertone uses traditional advertising,press releases,and announcements on its web page to ensure that new information is readily available.

Question 8

For Coppertone products,evaluations in the postpurchase behavior stage of the consumer purchase decision process that are most likely to cause dissatisfaction are
A)dry skin and acne.
B)greasy formula and sunburn.
C)dry skin and skin infection.
D)sunburn and poor customer service.
E)poor customer service and high price.

Accepted Answer

Marketing VP Tracy Nunziata believes that the postpurchase evaluation happens quickly and on two dimensions.She explains: "One,did they get burned? I think that's the biggest telltale sign of whether they are satisfied with the product.The second is how it feels.So if you have a very greasy,oily formula that's really sticky,they're not going to be happy with it."

Question 9

Both in terms of population and spending power,which of the following is the largest racial/ethnic subculture in the United States?
A)Asian Americans
B)Hispanics
C)Caucasians
D)African Americans
E)Native Americans

Accepted Answer

The three largest racial/ethnic subcultures in the United States are Hispanics,African Americans,and Asian Americans.Hispanics represent the largest racial/ethnic subculture in the United States in terms of population and spending power.

Question 10

In the consumer purchase decision process for Coppertone products,the problem recognition stage is typically triggered either by "going somewhere" like a vacation,beach,or pool,or through what?
A)heightened awareness of the need to protect skin regularly
B)consumer exposure to medical information from their doctors
C)participation in indoor or outdoor fitness activities
D)a desire to incorporate more natural products into one's lifestyle
E)experiencing a bad skin infection

Accepted Answer

Coppertone managers are very attentive to the path that sun care product consumers follow as they make a purchase.According to Marketing Director Lisa Perez,the first stage-problem recognition-begins in two ways."First is the understanding and heightened awareness of the importance to protect their skin against sun exposure" she says.Second,is the circumstance when consumers are "going somewhere" such as the beach,the pool,or on vacation.Both situations lead consumers to conclude that they need a sun care product.

Question 11

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice,each with a different Asian label to cover a range of nationalities and tastes.Anheuser-Busch is recognizing the diversity of the Asian American ________ in the United States.
A)agricultural trends
B)influence
C)entrepreneurialism
D)subculture
E)assimilation

Accepted Answer

Asian Americans are the fastest growing racial/ethnic subculture in the United States.The diversity of Asian Americans evident in language,customs,and tastes requires marketers to be sensitive to different Asian nationalities.For example,Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice,each with a different Asian label to cover a range of nationalities and tastes.

Question 12

Asian Americans who are conversant in English,highly educated,hold professional and managerial positions,and exhibit buying patterns very much like typical American consumers are referred to as ________ Asian Americans.
A)socialized
B)diaspora
C)nonassimilated
D)reassimilated
E)assimilated

Accepted Answer

Key term definition-assimilated.

Question 13

All of the following are examples of Coppertone's product innovations except which?
A)sunscreen for babies
B)water-resistant sunscreen lotion
C)all-organic sunscreen
D)MyUV Alert app to provide reapplication reminders
E)continuous spray sunscreen

Accepted Answer

Coppertone developed the first sunscreen product for babies,introduced the first water-resistant lotion,and launched the first continuous spray sunscreens.Coppertone has also developed the MyUV Alert™ app to provide reapplication reminders tailored to individual family members.

Question 14

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?
A)Hispanics don't consider advertising a credible source of product information.
B)Hispanic communities are spread across the entire country and therefore are difficult to target.
C)The Hispanic subculture is diverse.
D)Hispanics prefer imports to American-made products;they tend to be ethnocentric in their product preferences.
E)Assimilation is valued and the Hispanic community finds cultural target marketing offensive.

Accepted Answer

Marketing to Hispanics has proven to be a challenge because the Hispanic subculture is diverse,being composed of Mexicans,Puerto Ricans,Cubans,and others of Central and South American ancestry.Cultural differences among these nationalities often affect product preferences.

Question 15

Which of the following statements about Hispanic buying patterns is most accurate?
A)Hispanics are often brand loyal and willing to pay a premium price for premium quality.
B)Hispanic buying preferences are strongly influenced by contemporary fads and fashions.
C)Hispanics are hesitant about using advertising as an information source.
D)Convenience is an essential product attribute for Hispanic homemakers with respect to food preparation or consumption.
E)Uniquely Hispanic buying patterns have virtually disappeared over the past 10 years due to increased assimilation.

Accepted Answer

Hispanics are quality- and brand-conscious.They are willing to pay a premium price for premium quality and are often brand loyal.Hispanics prefer buying American-made products,especially those offered by firms that cater to Hispanic needs.Hispanic buying preferences are strongly influenced by family and peers.Hispanics consider advertising a credible information source.

Question 16

Which of the following statements about African American buying patterns is most accurate?
A)African Americans spend more on clothing products for women and girls than Caucasians.
B)African Americans spend half as much on health and beauty products as Caucasians.
C)African Americans are not price-conscious but are strongly motivated by quality and choice.
D)African Americans are much less likely to tell their friends about products and services they like than the general public as a whole.
E)When socioeconomic status differences between African Americans and Caucasians are removed,there are more similarities than points of difference.

Accepted Answer

When socioeconomic status differences between African Americans and Caucasians are removed,there are more similarities than differences.

Question 17

Which of the following statements about Asian American buying patterns is most accurate?
A)There is no real diversity among Asian American subcultures.
B)Assimilated Asian Americans exhibit buying patterns that are very different from the typical American consumer.
C)Because McDonald's finds it inefficient to reach out to a large variety of nationalities,it does not actively market to Asian Americans.
D)The Asian American subculture is the most entrepreneurial in the United States.
E)Consumer research on Asian Americans suggests individuals and families divide into three groups: assimilated,transitional,and recent immigrants.

Accepted Answer

Asian American diversity is so great that generalizations about buying patterns are difficult.Assimilated Asian Americans exhibit buying patterns very much like the typical American consumer.Consumer research on Asian Americans suggests that individuals and families divide into assimilated and non-assimilated.The Asian American subculture is the most entrepreneurial in the U.S.

Question 18

An Asian American family whose relatives immigrated to the U.S.four generations ago has three children.The oldest son,George,is in medical school.Susan,at the age of 21,is a concert pianist.Brent is a second-year business student.This family is likely to exhibit which of the following Asian American buying patterns?
A)nonassimilated,yet celebrating their culture by purchasing authentic Asian goods
B)assimilated,exhibiting buying patterns very much like other typical American consumers
C)assimilated,yet celebrating their culture by seeking traditionally Asian occupations
D)nonassimilated,due to inherent differences in Asian subcultures that transcend generations
E)nonassimilated,exhibiting buying patterns very much like other typical American consumers

Accepted Answer

Assimilated Asian Americans are conversant in English,highly educated,hold professional and managerial positions,and exhibit buying patterns very much like the typical American consumer.

Question 19

For Coppertone products,form (lotion vs.spray),SPF level,and price are the most common
A)consideration set.
B)perceived risks.
C)situational influences.
D)marketing mix influences.
E)evaluative criteria.

Accepted Answer

The sun care product category has many options so alternative evaluation can be complicated for consumers.One of the first things consumers evaluate is the product form-spray versus lotion.Then there is a range of SPF protection levels to choose from,and a wide variety of brands.Finally,price can also be an attribute that influences the evaluation process.These important attributes are known as evaluative criteria.

Question 20

A major shift in the needs of consumers using Coppertone products for their skin has been from ________ to ________.
A)moisturizing;anti-aging
B)sealing;exfoliating
C)healing;maintenance
D)tanning;protection
E)simplicity;convenience

Accepted Answer

As public awareness of skin care issues increased,consumer interests shifted from tanning to protection,and Coppertone made changes to match those interests.For example,Coppertone created the Solar Research Center which developed the SPF (Sun Protection Factor)system which the Food and Drug Administration used to create the industry standards for rating products throughout the industry.

Quiz 5: Understanding Consumer Behavior

Explain the actions and considerations that relate to the five stages of the consumer purchase decision process.

You will be graduating soon and have been offered what you consider the job of your dreams.The new position,however,requires some traveling so you will need a car.You currently do not have one.What decision process will you go through to purchase an automobile?

Among the three major racial/ethnic subcultures in the United States,African Americans rank as ________ in terms of spending power.

Which of the following statements about African American buying patterns is most accurate?

Which of the following statements about Asian American buying patterns is most accurate?

Subcultures refer to

To facilitate the ________ stage in the consumer purchase decision process,Coppertone allocates a significant part of is marketing budget to make sure Coppertone products appear in any online searches about sunscreen.

For Coppertone products,evaluations in the postpurchase behavior stage of the consumer purchase decision process that are most likely to cause dissatisfaction are

Both in terms of population and spending power,which of the following is the largest racial/ethnic subculture in the United States?

In the consumer purchase decision process for Coppertone products,the problem recognition stage is typically triggered either by "going somewhere" like a vacation,beach,or pool,or through what?

Anheuser-Busch's agricultural products division sells eight varieties of California-grown rice,each with a different Asian label to cover a range of nationalities and tastes.Anheuser-Busch is recognizing the diversity of the Asian American ________ in the United States.

Asian Americans who are conversant in English,highly educated,hold professional and managerial positions,and exhibit buying patterns very much like typical American consumers are referred to as ________ Asian Americans.

All of the following are examples of Coppertone's product innovations except which?

Which of the following is a reason that marketing to Hispanics has proven to be a challenge?

Which of the following statements about Hispanic buying patterns is most accurate?

Which of the following statements about African American buying patterns is most accurate?

Which of the following statements about Asian American buying patterns is most accurate?

For Coppertone products,form (lotion vs.spray) ,SPF level,and price are the most common

A major shift in the needs of consumers using Coppertone products for their skin has been from to .