Deck 2: Customer Behavior

Question 1

People are selective in their attention to environmental stimuli.

Answer 1

True

Question 2

A high customer involvement B2C purchase is called a specialty purchase.

Answer 2

True

Question 3

During the purchase phase, a consumer will consider all brands available in the market.

Answer 3

False

Question 4

Marketers can create desires in people that they didn't previously have.

Question 5

Colors do not have any cultural meaning.

Question 6

During the purchase phase, the consumer will ask herself, "Will I tell my friends what a great brand I've found?"

Question 7

During higher involvement purchases, we would expect customers to be more price sensitive.

Question 8

During the purchase phase, the consumer might ask himself, "What attributes don't I care about, and therefore will not pay high prices?"

Question 9

All purchases are the same.

Question 10

Customers go through predictable stages when they make a purchase.

Question 11

The pre-purchase phase includes identifying the need or want, searching possible solutions, and building a consideration set.

Question 12

An example of a specialty purchase would be a new smartphone.

Question 13

The sound of a Mac vs. a PC starting up is an example of how sound or music is important to marketers.

Question 14

An example of a modified rebuy is when the copier lease comes up and you want to try a different vendor.

Question 15

It's important for low­involvement products to be widely available so the customer can pick them up without
thinking.

Question 16

A new MBA: student and a recently promoted corporate executive will typically have the same wants.

Question 17

Consumers can be simple or complex.

Question 18

Whether the buyer is a consumer or a business, the phases of the buying process itself is the same.

Question 19

John is a buying agent for Starbucks because he buys supplies on behalf of Starbucks.

Question 20

Going out to buy bread is the type of purchase that requires some thought or planning ahead of time.

Question 21

Learning is when associations of sights or sounds get stored in short-term memory after many repetitions.

Question 22

Utilitarian vs. hedonic products means fulfilling needs vs. wants.

Question 23

Young women are the main buyers of luxury brands in South Korea.

Question 24

Sight, sound, smell, taste, and touch are all used by marketers.

Question 25

A risk-averse consumer may be an avid customer, very knowledgeable, an opinion leader, and they may wish to try the newest that the market has to offer.

Question 26

The jingle, "Two all­beef patties..." is an example of the use of operant conditioning.

Question 27

What motivates consumers is important to marketers.

Question 28

When it comes to beliefs and importance weights, marketers try to strengthen positive attitudes about their brand
through learning and appealing to consumer motivations that their brand satisfies the consumer's needs.

Question 29

Starbucks has a loyalty program that gives you a free drink after every 5 purchases. This is an example of a fixed ratio reinforcement schedule.

Question 30

The current trend in age-related marketing has to do with marketing more towards the older, baby-boomer generation.

Question 31

Marketer's use Abraham Maslow's hierarchy of needs by identifying their product with a certain level.

Question 32

An ad for dog treats on the side of the home page of dog.com is an example of perceptual fluency.

Question 33

When a consumer looks at the most important attribute of a brand first, and eliminates all brands that do not have this attribute, he is using a lexicographic approach.

Question 34

Marketers use subliminal advertising all the time because they know it works very well.

Question 35

An example of importance weights are Mercedes are fast, they're nice to look at, and they're expensive.

Question 36

Some socio-cultural effects how consumers respond to brands are social class and age.

Question 37

Operant conditioning relies on behavior that is positively reinforced.

Question 38

Old monied people indulge in conspicuous consumption. For example buying a yellow Mustang to show off their wealth.

Question 39

Marketers use Maslow's hierarchy of needs to offer an extended brand line so the consumer can start high on the
pyramid and work his way down.

Question 40

It's pretty simple to market for various ethnicities and countries since they have similar perspectives.

Question 41

What type of music should be played during an ad if a marketer wants consumers to spend more?

A) energetic, with a quick tempo
B) slow
C) jazz
D) classical

Question 42

During the purchase phase for a new computer, Larry creates a that includes Apple's Macbook Pro and Microsoft's Windows 7, but does not include Linux systems.

A) mindset
B) purchase set
C) consideration set
D) list

Question 43

Why are consumers willing to spend so much more for a Harley over a Honda motorcycle?

A) extra features on a Harley
B) the distinct sound of a Harley
C) Harley's are faster
D) use of better materials

Question 44

The different types of purchases are different because .

A) of the product itself
B) of differences in the mind of the customer
C) of customer attitudes
D) the price varies

Question 45

Why is Dell's darker, deep blue color trademarked?

A) it creates customer involvement
B) the blue color saves marriages
C) the blue color is pleasing to the eye
D) the blue color is well associated to Dell's brand

Question 46

Which products need to be widely available so the customer can pick them up without thinking?

A) all products
B) medium-involvement products
C) low-involvement products
D) high-involvement products

Question 47

Customer involvement is on a B2C specialty purchase.

A) very low
B) low
C) medium
D) high

Question 48

Whether the buyer is a consumer or a business, the buying process is .

A) consistent
B) inconsistent
C) exhausting
D) simple

Question 49

During the phase of the purchase process, the customer identifies that something is lacking.

A) purchase
B) pre-purchase
C) post purchase
D) preliminary

Question 50

A straight rebuy, like when the office needs more paper, is common for customers.

A) B2B
B) B2C
C) C2B
D) C2C

Question 51

A item is something that is purchased without much thought before the purchase.

A) quick
B) specialty
C) convenience
D) shopping

Question 52

What is a classic marketing exercise that is used to declare that one's own product is superior to the market leader?

A) blind smell tests
B) blind taste tests
C) advertising
D) blind feel tests

Question 53

If you are not in the market for a new house, you will most likely ads for new houses.

A) hear
B) see
C) ignore
D) pay attention to

Question 54

Which phase of the purchase process generates word of mouth?

A) customer evaluation
B) pre-purchase
C) purchase
D) post-purchase

Question 55

Colors convey cultural meaning. In the U.S. brides wear white because it symbolizes .

A) love
B) passion
C) danger
D) purity

Question 56

A customer loyalty program for high-involvement products would take the form of .

A) brand communities
B) price discounts
C) buy one- get one free
D) social networks

Question 57

The promotion for a high-involvement purchase will have a lot more associated with it.

A) brand names
B) information
C) noise
D) pictures

Question 58

Why do women who work the cosmetic counters in department stores wish to spray you?

A) to get you to notice the name of the perfume
B) to get you to notice the packaging of the perfume
C) to appeal to your sense of smell, and make you remember the product
D) so you smell better

Question 59

A customer would be more price sensitive when buying gum than when buying .

A) gasoline
B) paper
C) bananas
D) a laptop

Question 60

If a marketer wants a customer to have a higher motivation to learn more about a product, he should do what?

A) create customer involvement
B) advertise more
C) lower prices
D) increase brand awareness

Question 61

China's rising economy is creating a large demand for .

A) investment bankers
B) tacos
C) luxury goods
D) cars

Question 62

Philip Morris recently changed their name to Altria .

A) because of a merger
B) so they could remove the negative association with their name
C) restructure the company
D) simplify the brand

Question 63

Which of the following is NOT an example of design?

A) good ergonomics
B) clean lines
C) sensual experience
D) pleasant smell

Question 64

What are a mix of beliefs and importance weights?

A) moods
B) visions
C) perceptions
D) attitudes

Question 65

John is considering buying a new car. It's important to him that the car has bluetooth. If the car he looks at doesn't have bluetooth, then he will not consider it for purchase. This is an example of a mechanism.

A) decision criteria
B) quality
C) non-compensatory
D) compensatory

Question 66

is subtle phenomenon that uses colors and fonts to affect how the message feels.

A) Sensory perception
B) Perceptual fluency
C) Subliminal messaging
D) Unconscious messaging

Question 67

Sensory and perceptual impressions can become .

A) brand associations
B) perceptual fluency
C) brand names
D) catch slogans

Question 68

Which of these is an example of stage 4 of classical conditioning?

A) a bell rung in front of the dog initially elicits no response
B) a food bowl placed in front of a dog naturally elicits its drool
C) a bell rung in front of the dog elicits drool
D) a bell rung while a food bowl is simultaneously placed in front of the dog elicits drool

Question 69

B)F. Skinner discovered with his studies on pigeons pecking at a target to get a food pellet.

A) classical conditioning
B) operant conditioning
C) new age conditioning
D) associative conditioning

Question 70

Marketers use Maslow's hierarchy of needs by .

A) focusing their advertising on a particular level
B) focusing on self-actualization needs
C) looking at which needs yield the largest profits
D) identifying their product with a certain level of needs

Question 71

People tend to associate and marry people of the same .

A) race
B) age
C) social class
D) gender

Question 72

Creating well-designed products is the predominant way of conveying brand imagery through .

A) smell
B) touch
C) sight
D) sound

Question 73

With repetition and elaboration, associations can get into .

A) brand associations
B) short-term memory
C) brand names
D) long-term memory

Question 74

When an ad is shown for such a short time that doesn't meet the threshold of consciousness, it is called .

A) fast
B) liminal
C) subliminal
D) unconscious

Question 75

The baby boomer generation is societal minded, so it is expected that we see large scale .

A) altruism
B) spending
C) saving
D) shifts in attitudes

Question 76

Learning is the process by which associations get past the sensory and perception stages into .

A) brand associations
B) perceptual fluency
C) short-term memory
D) long-term memory

Question 77

Marketers typically classify customers by on a given purchase.

A) how much they care about
B) how much they spend
C) how much they think about
D) their perception

Question 78

Operant conditioning is based on .

A) rewards
B) neutral reinforcement
C) positive reinforcement
D) negative reinforcement

Question 79

Ivan Pavlov and his salivating dogs is an example of what type of learning process?

A) classical conditioning
B) operant conditioning
C) new age conditioning
D) associative conditioning

Question 80

If a marketer is focusing on people who , he will promote a popular brand.

A) are individual
B) like to conform
C) are outgoing
D) have lots of money