Question 1

Marketers believe that the decision making process begins with a consumer's need recognition.Not everyone agrees.How would you answer critics who believe marketers can force people to buy things they don't want?

Accepted Answer

The answer of Marketers believe that the decision making process...

Question 2

When people go on vacation,they often eat at the same restaurant chains they visit frequently when at home.Using decision heuristics,explain this behavior.

Accepted Answer

The answer of When people go on vacation,they often eat...

Question 3

At a convenience store,Brian bought a bag of chips he had never tried before.Driving down the road,Brian opened the bag,took a bite,and realized he had purchased pork rinds by mistake.Being a vegetarian,Brian tossed the chips away.Brian felt very little buyer's remorse and soon forgot about the experience.Why?

Accepted Answer

The answer of At a convenience store,Brian bought a bag...

Question 4

What is the difference between a functional need and a psychological need? How can getting a college education fulfill both types of needs?

Accepted Answer

The answer of What is the difference between a functional...

Question 5

Assume you are the manager of a resort property that is close to the mountains,to several recreational sites,and to a few luxury restaurants and stores.How would you manage customer expectations to enhance postpurchase satisfaction? Be specific.

Accepted Answer

The answer of Assume you are the manager of a...

Question 6

__________ are the three types of attribute sets.
A) Universal,retrieval,and evoked
B) University,relatives,and expression
C) United,relations,and exploration
D) Urban,random,and exchange
E) Unanimity,rule,and express

Accepted Answer

Universal, retrieval, and evoked are the three types of attribute sets commonly used in marketing research. Universal attribute sets encompass all possible features that could be associated with a product, retrieval attribute sets are the features that come to mind spontaneously when a consumer thinks about a product, and evoked attribute sets are the features that a consumer considers when evaluating a product for purchase.

Question 7

Using automobiles as an example,explain the differences between universal,retrieval,and evoked sets,and identify the one that is most important to marketers.

Accepted Answer

The answer of Using automobiles as an example,explain the differences...

Question 8

Joanna lives according to her own rules,unconcerned about designer labels,brand names,and luxury items.Joanna is at what level in Maslow's Hierarchy of Needs?
A) Self-actualization
B) Safety
C) Love
D) Esteem
E) Physiological

Accepted Answer

Self-actualization is the highest level in Maslow's Hierarchy of Needs where an individual seeks to fulfill their potential and achieve personal growth rather than focusing on material possessions. Joanna's disregard for designer labels and luxury items suggests that she prioritizes personal fulfillment over societal expectations and material possessions.

Question 9

Fashion designers have realized that plus size consumers have significant buying power.Which of the following best describes the course of action fashion designers should take to capture this market?
A) Identifying,understanding,and carefully considering the demands of larger shoppers.
B) Creating plus sizes for all garments manufactured.
C) Offering only a few items in plus size to create demand.
D) Continuing to limit the sizes available in clothing lines.
E) Continuing to supply only a few specialty retailers to meet the demand.

Accepted Answer

Fashion designers should identify, understand, and carefully consider the demands of larger shoppers in order to capture this market. This involves researching and understanding the unique needs and preferences of plus size consumers and designing garments that cater to those needs. Simply creating plus sizes for all garments or limiting the sizes available in clothing lines may not effectively capture this market, as it does not take into account the specific demands of the plus size consumer. Similarly, offering only a few items in plus size or supplying only a few specialty retailers may not be enough to fully capture this market's significant buying power.

Question 10

Barak is considering buying a hybrid car,but he's not sure that he believes the gas mileage estimates.Barak is concerned about:
A) physiological risk.
B) social risk.
C) financial risk.
D) safety risk.
E) performance risk.

Accepted Answer

The answer of Barak is considering buying a hybrid car,but...

Question 11

Often,political candidates position themselves as "outsiders," not part of the establishment.These candidates assume that voters have a negative attitude toward incumbent politicians (i.e.,those currently in office).Describe three components of attitudes voters might have toward incumbent politicians.

Accepted Answer

The answer of Often,political candidates position themselves as "outsiders," not...

Question 12

Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase.Zappos is trying to improve its:
A) conversion rate.
B) collection ratio.
C) consumer index.
D) customer total.
E) culture quotient.

Accepted Answer

Zappos is trying to increase the likelihood that a customer will make a purchase, which is known as improving the conversion rate. By reminding customers of recently viewed items and low stock, Zappos is encouraging customers to make a decision and complete their purchase.

Question 13

A home security company will advertise the need for home surveillance products to appeal to which level of Maslow's Hierarchy of Needs?
A) Safety
B) Love
C) Esteem
D) Self-actualization
E) Physiological

Accepted Answer

A home security company is appealing to the safety needs of consumers, which is the second level of Maslow's Hierarchy of Needs.

Question 14

Provide two decision making examples: one of an occasion when a consumer might use a compensatory decision rule,and one when the consumer might use a noncompensatory decision rule.For each,briefly identify the characteristics of the decision that would make a compensatory or noncompensatory rule the best choice.Be specific.

Accepted Answer

The answer of Provide two decision making examples: one of...

Question 15

Fred's Heating and Air Conditioning Service is considered using the slogan,"We fix it the first time,every time." Why might this slogan be a bad idea if Fred wants to maximize postpurchase satisfaction? Create a better slogan for Fred.

Accepted Answer

The answer of Fred's Heating and Air Conditioning Service is...

Question 16

There are five types of risks associated with purchase decisions.Which of the following best describes a situation where your new car stalls in the middle of a busy intersection?
A) Physiological risk
B) Social risk
C) Financial risk
D) Functional risk
E) Psychological risk

Accepted Answer

The answer of There are five types of risks associated...

Question 17

Why are attitudes important in consumer decision making?

Accepted Answer

The answer of Why are attitudes important in consumer decision...

Question 18

After freshman year,Veronica wants to decide on a major.What internal and external sources of information will she use in help her in making a decision?

Accepted Answer

The answer of After freshman year,Veronica wants to decide on...

Question 19

Tomas,a bank employee,doesn't feel that his coworkers accept him.He decides to dress more casually,as they do,hoping to be accepted.Which level of Maslow's Hierarchy of Needs is Tomas trying to work on?
A) Esteem needs
B) Physiological needs
C) Safety needs
D) Love needs
E) Self-actualization needs

Accepted Answer

The answer of Tomas,a bank employee,doesn't feel that his coworkers...

Question 20

Some websites provide friend-based merchandising,which means that customers "bring" their friends to the e-retailer so they can shop together.Which of the influences on the consumer buying process does this represent?
A) Psychological
B) Social
C) Situational
D) Motives
E) Perception

Accepted Answer

This represents the social influence on the consumer buying process as it involves friends bringing each other to the e-retailer to shop together.

Quiz 5: Consumer Behavior

Marketers believe that the decision making process begins with a consumer's need recognition.Not everyone agrees.How would you answer critics who believe marketers can force people to buy things they don't want?

When people go on vacation,they often eat at the same restaurant chains they visit frequently when at home.Using decision heuristics,explain this behavior.

What is the difference between a functional need and a psychological need? How can getting a college education fulfill both types of needs?

Assume you are the manager of a resort property that is close to the mountains,to several recreational sites,and to a few luxury restaurants and stores.How would you manage customer expectations to enhance postpurchase satisfaction? Be specific.

__________ are the three types of attribute sets.

Using automobiles as an example,explain the differences between universal,retrieval,and evoked sets,and identify the one that is most important to marketers.

Joanna lives according to her own rules,unconcerned about designer labels,brand names,and luxury items.Joanna is at what level in Maslow's Hierarchy of Needs?

Fashion designers have realized that plus size consumers have significant buying power.Which of the following best describes the course of action fashion designers should take to capture this market?

Barak is considering buying a hybrid car,but he's not sure that he believes the gas mileage estimates.Barak is concerned about:

Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase.Zappos is trying to improve its:

A home security company will advertise the need for home surveillance products to appeal to which level of Maslow's Hierarchy of Needs?

Fred's Heating and Air Conditioning Service is considered using the slogan,"We fix it the first time,every time." Why might this slogan be a bad idea if Fred wants to maximize postpurchase satisfaction? Create a better slogan for Fred.

There are five types of risks associated with purchase decisions.Which of the following best describes a situation where your new car stalls in the middle of a busy intersection?

Why are attitudes important in consumer decision making?

After freshman year,Veronica wants to decide on a major.What internal and external sources of information will she use in help her in making a decision?

Tomas,a bank employee,doesn't feel that his coworkers accept him.He decides to dress more casually,as they do,hoping to be accepted.Which level of Maslow's Hierarchy of Needs is Tomas trying to work on?

Some websites provide friend-based merchandising,which means that customers "bring" their friends to the e-retailer so they can shop together.Which of the influences on the consumer buying process does this represent?