Deck 5: Understanding Consumer and Business Buyer Behavior

Question 1

Many marketers now embrace a ________ strategy, integrating ethnic and cross-cultural perspectives within their mainstream marketing.

A) total market
B) cultural marketing
C) viral marketing
D) social marketing
E) cause marketing

Answer 1

A

Question 2

A child in the United States is exposed to many values including achievement and success, freedom, individualism, hard work, and material comfort. These are symbolic of American ________.

A) subculture
B) culture
C) society
D) perceptions
E) expectations

Answer 2

B

Question 3

Which of the following is a psychographic characteristic of a consumer?

A) gender
B) age
C) lifestyle
D) occupation
E) economic status

Answer 3

C

Question 4

Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand?

A) brand perception
B) brand architecture
C) brand personality
D) brand loyalty
E) brand equity

Question 5

Which of the following needs in Maslow's hierarchy is generally satisfied last?

A) physiological
B) social
C) esteem
D) self-actualization
E) safety

Question 6

________ refers to the unique psychological characteristics that distinguish a person or group.

A) Personality
B) Lifestyle
C) Status
D) Attitude
E) Role

Question 7

What is the most important consumer buying organization in society?

A) leading adopters
B) the family
C) membership groups
D) reference groups
E) aspirational groups

Question 8

Which of the following is a social factor that influences consumer buying behavior?

A) family
B) life-cycle stage
C) economic situation
D) personality
E) occupation

Question 9

A marketing firm has been assigned the task of watching trends in spending, personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ________.

A) social network usage rates
B) economic situations
C) occupational needs
D) purchasing perceptions
E) brand affiliations

Question 10

________ are the most affluent and brand conscious demographic segment in the United States.

A) Hispanic Americans
B) Native Americans
C) Pacific Islanders
D) Asian Americans
E) African Americans

Question 11

________ involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products.

A) Social marketing
B) Traditional marketing
C) Buzz marketing
D) Direct marketing
E) Values marketing

Question 12

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________.

A) pushing one-way commercials at customers
B) identifying and targeting late adopters
C) developing print and radio advertisements
D) generating person-to-person brand conversations
E) withdrawing from online social networks

Question 13

A(n)________ reflects the general esteem given to the different roles of a person by society.

A) motive
B) attitude
C) belief
D) tradition
E) status

Question 14

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.

A) Opinion leaders
B) Late mainstream adopters
C) Strangers
D) Barnacles
E) Lagging adopters

Question 15

Which of the following is a personal factor that influences a consumer's buying behavior?

A) life-cycle stage
B) motivation
C) status
D) family
E) social networks

Question 16

A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a ________.

A) membership group
B) reference group
C) laggard
D) subculture
E) late-majority adopter

Question 17

Which of the following is most likely a true statement about social class?

A) Members of a social class vary drastically in their values, interests, and behaviors.
B) In the United States, the lines between social classes are fixed and rigid.
C) Social classes show distinct product preferences in areas such as clothing.
D) Wealth is a more important variable than education in measuring social class.
E) Consumers of the same age belong to the same social class.

Question 18

A baby boomer decides to purchase a BMW to impress others with her success. This illustrates the importance of understanding the role of ________ in the marketing process.

A) personality
B) motive
C) attitude
D) learning
E) perception

Question 19

According to Maslow's hierarchy of needs, which of the following is most likely an esteem need?

A) love
B) security
C) hunger
D) self-development
E) status

Question 20

According to Sigmund Freud's theory, a person's buying decisions are ________.

A) easily revealed through online marketing surveys and questionnaires
B) affected by motives that the person is completely aware of
C) always driven by the need for status and independence
D) motivated by needs that are arranged in a hierarchy
E) affected by subconscious, hidden motivations

Question 21

Subcultures are groups of people with shared value systems based on common life experiences and situations.

Question 22

________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands.

A) Selective retention
B) Selective distortion
C) Selective attention
D) Restraint bias
E) Subliminal perception

Question 23

Explain the cultural factors that influence consumer behavior.

Question 24

A role consists of the activities people are expected to perform according to the people around them.

Question 25

It's advisable for a company to fit its products into existing attitude patterns rather than attempt to change them.

Question 26

Selective distortion describes the tendency of people to interpret information in a way that will support what they already believe.

Question 27

Describe the buying behavior, characteristics, and media habits of different subcultures in the United States.

Question 28

Reference group influence on consumer buying behavior varies across products and brands.

Question 29

According to Maslow's theory, safety and social needs must be fulfilled after self-actualization needs.

Question 30

Hallmark's classic "When you care enough to send the very best" slogan appeals to which need category in Maslow's hierarchy?

A) physiological
B) social
C) esteem
D) self-actualization
E) safety

Question 31

Social class is not determined by a single factor, such as income, but is measured as a combination of occupation, income, education, wealth, and other variables.

Question 32

A consumer's behavior is influenced by social factors, such as the consumer's small groups, family, and social roles and status. Explain the differences among these social factors.

Question 33

A(n)________ becomes a motive when it is directed toward a particular stimulus object.

A) cue
B) drive
C) response
D) belief
E) attitude

Question 34

What are personality traits, and how do they affect purchase behavior? Explain with an example.

Question 35

People use the same products and services as they progress through each life-cycle stage.

Question 36

Explain the concepts of word-of-mouth influence, opinion leaders, and buzz marketing.

Question 37

________ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

A) Retention
B) Motivation
C) Selective perception
D) Perception
E) Learning

Question 38

Explain Maslow's hierarchy of needs.

Question 39

A(n)________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

A) role
B) cue
C) drive
D) attitude
E) motive

Question 40

The McDonald's corporate brand name and golden arches can be classified as ________ that may potentially stimulate an individual's attention and decision about whether or not to dine at the restaurant.

A) cues
B) drives
C) motives
D) needs
E) attitudes

Question 41

In which of the following stages of the adoption process does a consumer consider whether trying a new product makes sense?

A) interest
B) adoption
C) evaluation
D) awareness
E) trial

Question 42

Which of the following is the first stage of the buyer decision process?

A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior

Question 43

Describe the steps of the buyer decision process.

Question 44

Which of the following sources of product information can marketers control completely?

A) public
B) personal
C) commercial
D) experimental
E) experiential

Question 45

Fred's faith in Asics, his favorite brand of running shoes, makes him consider other offerings introduced by Asics. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community and best described as a(n)________.

A) lagging adopter
B) innovator
C) early adopter
D) early mainstream adopter
E) late mainstream adopter

Question 46

Jeff is in the process of buying a new car. He carefully analyzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in the order of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next?

A) postpurchase behavior
B) evaluation of alternatives
C) information search
D) need recognition
E) purchase decision

Question 47

The most effective sources of information about a product tend to be ________.

A) commercial
B) public
C) experimental
D) personal
E) paid

Question 48

When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the evaluation of alternatives process.

Question 49

Bill thought he had received the best deal on his riding mower. Shortly after the purchase, Bill started to notice certain disadvantages of his new riding mower as he learned more about other riding mowers available in the same price range. Bill is in which of the following stages of the buyer decision process?

A) purchase decision
B) need recognition
C) postpurchase behavior
D) information search
E) alternate evaluation

Question 50

Simone bought two bottles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision process do Simone's remarks reflect?

A) information search
B) situational analysis
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior

Question 51

Devon is in the market for a new car. She is seriously considering either a Honda Civic or Toyota Corolla because they both have excellent quality and safety ratings and are comparable in price. Devon is in the ________ stage of the buyer decision process.

A) evaluation of alternatives
B) need recognition
C) information search
D) purchase decision
E) postpurchase behavior

Question 52

________ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself.

A) Latent innovators
B) Early adopters
C) Early mainstream adopters
D) Lagging adopters
E) Late mainstream adopters

Question 53

In which of the following stages of the adoption process does a consumer seek information about a new product?

A) interest
B) adoption
C) evaluation
D) awareness
E) trial

Question 54

Personal sources of information normally inform the buyer, but commercial sources legitimize or evaluate products for the buyer.

Question 55

Which of the following is a commercial source of product information?

A) acquaintances
B) family and friends
C) dealer Web sites
D) consumer rating organizations
E) Internet searches

Question 56

Alice is shopping for a new car, and she has narrowed her decision to a Honda Accord and a Toyota Camry. Both sedans have similar features and prices, but Alice decides to purchase the Honda based on her intuition. Which of the following situations would most likely cause Alice to experience postpurchase dissonance?

A) The price of the Honda Accord increases by a huge margin.
B) The price of the Toyota Camry falls due to an increase in demand.
C) The Honda Accord meets all her expectations and satisfies her needs.
D) The Toyota Camry experiences technical failures that lead to a recall.
E) The maintenance costs of the Honda Accord decrease significantly over time.

Question 57

Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find a coat in her budget. In this case, Becca is most likely in the ________ stage of the buyer decision process.

A) product evaluation
B) evaluation of alternatives
C) need recognition
D) information search
E) purchase decision

Question 58

________ is the degree to which an innovation appears superior to existing products.

A) Relative advantage
B) Compatibility
C) Complexity
D) Divisibility
E) Communicability

Question 59

________ is a discomfort caused by postpurchase conflict.

A) Selective retention
B) Cognitive dissonance
C) Selective attention
D) Restraint bias
E) Subliminal perception

Question 60

The larger the gap between expectations and performance of a product, the greater a consumer's dissatisfaction.

Question 61

When Goodyear sells replacement tires to final consumers, its potential market includes millions of car owners around the world. But its fate in business markets depends on getting orders from only a handful of large automakers. This represents the difference in ________ between business and consumer markets.

A) types of decisions
B) derived demand
C) market structure
D) the decision process
E) nature of the buying unit

Question 62

________ is the degree to which an innovation fits the values and experiences of potential consumers.

A) Relative advantage
B) Divisibility
C) Complexity
D) Compatibility
E) Communicability

Question 63

Which of the following statements about buying centers is true?

A) The buying center is not a fixed and formally identified unit within a buying organization.
B) Roles in the buying center are specified in the organizational chart of a firm.
C) The CEO of an organization is always the decision maker in a buying center.
D) An individual's role in a buying center does not change with time.
E) All buying centers involve formal participants.

Question 64

________ is the degree to which the results of using an innovation can be observed or described to others.

A) Relative advantage
B) Compatibility
C) Complexity
D) Divisibility
E) Communicability

Question 65

Corning produces Gorilla Glass screens that are used in the production of laptops, tablets, and smartphones. Corning promotes its product to final consumers to increase business demand for digital devices made with the specialized, toughened glass. This illustrates ________.

A) types of decisions
B) derived demand
C) market structure
D) the decision process
E) nature of the buying unit

Question 66

________ is the degree to which an innovation may be tried on a limited basis.

A) Divisibility
B) Compatibility
C) Communicability
D) Relative advantage
E) Complexity

Question 67

Early mainstream adopters are opinion leaders in their communities and adopt new ideas early but carefully.

Question 68

A business marketer normally deals with far fewer buyers than a consumer marketer.

Question 69

A small increase in consumer demand can cause a large increase in business demand.

Question 70

A business buyer is considering a change in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n)________.

A) modified rebuy
B) new-task situation
C) straight rebuy
D) dual distribution channel
E) exclusive distribution channel

Question 71

________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying and consolidating separate products and services from several suppliers.

A) Modified rebuy
B) Straight rebuy
C) New task buying
D) Systems selling
E) Supplier development

Question 72

The business buying process tends to be shorter and less formal than the consumer buying process.

Question 73

Electric cars are not considerably different or difficult to drive relative to gas-powered cars. However, this is not aligned with the perceptions or conceptual concerns held by the public about the new technology. This will likely slow the adoption rate due to the ________ of the innovation.

A) relative advantage
B) compatibility
C) complexity
D) divisibility
E) communicability

Question 74

Identify and describe the stages in the adoption process of a new product.

Question 75

Identify the product characteristics that influence the rate of adoption of a product. Explain how each characteristic affects the rate of adoption.

Question 76

In a straight rebuy, a buyer ________.

A) wants to obtain the same product from a lower-priced supplier
B) reorders something without any modifications
C) considers a product or service for the first time
D) needs a modified product to suit new requirements
E) finds new ways to add value to the same product

Question 77

A company regularly purchases cleaning supplies from a vendor and orders relatively consistent amounts of the same products on each purchase from the same vendor. This is an example of a(n)________.

A) modified rebuy
B) new task situation
C) straight rebuy
D) dual distribution system
E) exclusive distribution system

Question 78

Interpersonal factors are a major influence on business buyer behavior.

Question 79

Early mainstream adopters are venturesome and typically try new ideas at some risk.

Question 80

Tom usually buys new devices such as PDAs, DVRs, and MP3 players only after his friends and family start owning these devices. In this case, Tom is an innovator.