Deck 6: Understand Consumer and Business Markets

Question 1

Personality trait theories are based on the assumption that each person has a set of consistent, enduring personal characteristics.

Answer 1

TRUE

Question 2

The reference group known as a secondary group includes people with whom one has frequent contact.

Answer 2

FALSE

Question 3

Bob, a Pittsburgh native, thinks of his family as his wife, children, siblings, and parents. Marco, a Mexican immigrant, thinks of his family as a larger network including cousins and grandparents. This reflects a difference in cultural values.

Answer 3

TRUE

Question 4

Berta maintains a blog on cooking on which she shares recipes, product recommendations, and shopping tips. She has 300,000 followers and she regularly answers questions from them about cooking and where to find her favorite kitchen tools. Berta would be considered a market maven.

Question 5

Gender roles do not change over time and maintain uniformity across cultures.

Question 6

An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. Attitudes are seldom if ever neutral.

Question 7

Values, morals, and beliefs are all part of one's culture.

Question 8

Delivering value to the customer is the core of marketing.

Question 9

Motivation is a system to select, organize, and interpret information to create a useful, informed picture of the world.

Question 10

According to the model of the consumer decision process, the environmental forces that affect the consumer decision process include the value proposition, distribution, and marketing communications.

Question 11

Internal factors affecting consumer choices include personal characteristics and psychological attributes.

Question 12

The two categories of values are cultural and personal.

Question 13

Lifestyle refers to an individual's perspective on life as demonstrated by that person's activities, interests, and opinions (AIO).

Question 14

Family is a societal factor that impacts consumer choices.

Question 15

Research on brand personality identified five brand personality traits. These include honesty, enthusiasm, skill, hardiness, and sense of humor.

Question 16

Men and women vary in the products they require, but not in the marketing communications they are receptive to.

Question 17

Maslow's hierarchy of needs theory suggests that individuals are interested in luxuries even if their basic needs have not been met.

Question 18

Cognitive learning involves creating an association between two stimuli.

Question 19

Marketers can affect learning by providing information using a message, format, and delivery that will encourage customers to retain the information.

Question 20

While Ting was watching her favorite program, Housewives of Kankakee, she happened to see a political ad that told about a candidate's views on health insurance, and she decided she would vote for her. This represents high-involvement learning.

Question 21

After shopping around, Janine bought a top-of-the-line Vitamix, but when she got home she was worried that she spent too much and should have bought a less expensive juicer. Janine was experiencing post-purchase dissonance.

Question 22

________ are all marketing activities that affect the consumer decision process.

A) Value proposition, technology, and culture
B) Culture, society, and technology
C) Value proposition, distribution, and marketing communications
D) Distribution, technology, and culture
E) Marketing communications, technology, and culture

Question 23

The process of business purchasing online is known as the e-chain.

Question 24

A modified rebuy may occur when a buyer is familiar with the existing product and supplier but may be looking for additional information. Perhaps new competitors or products have entered the market or the current supplier is not meeting expectations.

Question 25

A straight rebuy is a routine purchase that is often given to a preferred supplier.

Question 26

Internal forces such as ________ affect consumer choices.

A) age and attitude
B) culture and education
C) personality and society
D) learning and culture
E) income and culture

Question 27

Initiators are any individuals, both inside and outside the organization, with relevant expertise in a particular area that is used by the buying center in making the final decision.

Question 28

Organizations have resorted to various e-procurement methods, such as setting up direct links to approved suppliers to make the business purchase easier and move it closer to front-line decision makers.

Question 29

OEM customers purchase in large quantities to support their own product demand.

Question 30

When Kobe decided it was time for a new car, he determined he wanted a Japanese-made four-door sedan. This represents Kobe's complete set.

Question 31

The people in a company who block access to key personnel in the buying process are called goalkeepers.

Question 32

Mary pretends that she has a three-bedroom house with a minivan in the driveway, even though she lives in an apartment and takes the train to work. The three-bedroom house reflects Mary's real state.

Question 33

The business market purchase decision process is triggered when someone inside or outside the company identifies a need.

Question 34

Business markets tend to concentrate in certain locations in the United States as a result of suppliers wanting to be located near their buyers.

Question 35

Mike and Judy find out they are going to have a baby and realize their Infiniti G coupe has to be replaced with a more practical vehicle. They engage in a thorough information search by reviewing car magazines, soliciting opinions from friends and family, conducting online research, reading consumer reports, and test-driving a number of new cars and SUVs before making a final purchase decision. This is an example of extensive information search.

Question 36

Keeping your hands in your pockets and looking at the clock are examples of positive nonverbal communication.

Question 37

Graduating from college, getting married, and having a child all transform an individual's buying habits and are referred to as the ________.

A) lifecycle buying stages
B) family life cycle
C) life stage cycle
D) lifestyle cycle
E) family life stages

Question 38

The NAICS defines 300 major business sectors that cover all of North America.

Question 39

The sales proposal gives the company an opportunity to showcase its unique products, service, and pricing.

Question 40

An individual watching a reality show will react differently whether watching the show alone or at a party with friends.

Question 41

Frito-Lay is using ________ when offering free in-store samples of Doritos for the express purpose of getting people to try the product, enjoy the product, and finally purchase a bag of Doritos.

A) operant conditioning
B) cognitive learning
C) behavioral mining
D) database marketing
E) classical conditioning

Question 42

Which of the following shapes a person's belief system?

A) obedience
B) information from trusted sources
C) hard work and freedom
D) reciprocity
E) cognitive learning

Question 43

Attitudes are learned or at least influenced by ________.

A) new information
B) customer touch points
C) behavioral segmentation
D) motivation
E) formalization

Question 44

What are the three psychological tools that shape perception?

A) selective hearing, selective attention, selective vision
B) selective attention, selective distortion, selective retention
C) selective distortion, selective attention, selective vision
D) selective awareness, selective vision, selective attention
E) selective awareness, selective distortion, selective retention

Question 45

When baby boomers hear music that connects them with positive memories and the product and brand that is being advertised, it demonstrates the idea of ________.

A) conditioned learning
B) operant conditioning
C) cognitive learning
D) organizational learning
E) operant memory

Question 46

When Bob was asked to describe Sherry, he didn't describe her based on her age or education; rather, he talked about her easy-going manner, which reflected her ________.

A) appearance
B) personality
C) household life cycle
D) family life-cycle
E) aptitude

Question 47

Alma and Tarvares see an ad for a new Sony LCD flat-panel television. Alma sees the ad as a high-quality television worth the money while Tarvares sees the ad as an overpriced television that does not warrant a premium price. What makes them see the same ad so differently?

A) acceleration factors
B) degrees of affiliation
C) cognitive dissonance
D) perception
E) formalization

Question 48

________ is any change in the content or organization of long-term memory or behavior.

A) Conditioning
B) Memory
C) Learning
D) Dissonance
E) Training

Question 49

James is highly influenced by his work environment. He will most likely ________.

A) go for a vacation at the same places as his coworkers
B) avoid vacationing at the same places as his coworkers
C) make different purchase decisions from his coworkers
D) shop in locations that are not preferred by his coworkers
E) wear clothes that set him apart from his coworkers

Question 50

A company wants to create an association between two stimuli: marketing information and attitude. The company is relying on ________.

A) cognitive affiliation
B) organizational learning
C) cognitive association
D) operant conditioning
E) classical conditioning

Question 51

Which contemporary theory of motivation believes that satisfying hygiene factors does not create a loyal employee or customer?

A) Maslow's hierarchy of needs
B) Expectancy theory
C) Herzberg's two-factor theory
D) McClelland's achievement motivation theory
E) Aldelfer's ERG theory

Question 52

The two fundamental approaches to learning are ________.

A) coaching and listening
B) trial and error and coaching
C) coaching and conditioning
D) conditioning and cognitive learning
E) conditioning and trial and error

Question 53

________ occurs when information is processed and added to long-term memory.

A) Learning
B) Cognitive dissonance
C) Formalization
D) Data mining
E) Repositioning

Question 54

Information can be misunderstood or made to fit existing beliefs, a process known as selective ________.

A) awareness
B) distortion
C) memory
D) retention
E) hearing

Question 55

Bella is exposed to around 2,500 messages daily. Since she cannot process, let alone retain, all those messages, she focuses on what is relevant and eliminates what is not. What psychological tool does she employ?

A) selective attention
B) selective distortion
C) selective awareness
D) selective retention
E) selective hearing

Question 56

Managers gain important information such as the beliefs/values of customers by having them check off rating scales that evaluate a product's performance on a list of attributes by using the ________ model.

A) repositioning
B) formalization
C) organizational learning
D) psychographic segmentation
E) multiattribute

Question 57

Perception drives a person's attitudes, beliefs, motivation, and, eventually, his or her ________.

A) values
B) self-esteem
C) performance
D) behavior
E) attention

Question 58

Selective ________ tends to reinforce existing attitudes and creates a real challenge for marketers trying to overcome negative beliefs and attitudes since people are less likely to be aware of or retain information to the contrary.

A) awareness
B) distortion
C) memory
D) retention
E) hearing

Question 59

Which of the following is a psychological attribute that affects consumer choices?

A) occupation
B) gender
C) perception
D) lifestyle
E) education

Question 60

Selective ________ refers to a tool that helps individuals focus on what is relevant and eliminate what is not.

A) awareness
B) distortion
C) retention
D) attention
E) hearing

Question 61

The household life cycle is changing due to changes in ________.

A) cultural beliefs
B) cultural values
C) family structure
D) product lifecycle
E) social class

Question 62

Ammon works at Max's Pizza shop. He is a single father and makes only minimum wages. However, by utilizing the new financial terms available, he recently leased a BMW automobile; this is an example of a(n) ________ purchase.

A) demographic
B) organizational
C) aspirational
D) concentrated
E) objective

Question 63

________ are the stages of the consumer decision-making process in order.

A) Problem recognition, identifying alternatives, evaluation of alternatives, selection of an alternative, purchase decision
B) Problem recognition, evaluation of alternatives, product choice, evaluation
C) Evaluation of alternatives, product choice, evaluation
D) Evaluation of alternatives, information search, product choice
E) Problem recognition, search for information, evaluation of alternatives, product choice decision, post-purchase evaluation

Question 64

Jill is considered a(n) ________ when it comes to wine because she has information about many kinds of wines, places to shop, and other facets of the wine market. Her friends always go to her when they need something for a special occasion.

A) social class
B) market maven
C) subculture
D) cognitive dissonance
E) cottage industry

Question 65

________ communication is the means of communicating through facial expressions, eye behavior, gestures, posture, and any other body language.

A) Transformational
B) Nonverbal
C) Transactional
D) Situational
E) Meta

Question 66

In addition to culture, three factors are particularly relevant in consumer behavior. They are ________.

A) language, values, and attitudes
B) language, attitudes, and nonverbal communications
C) values, attitudes, and language
D) values, beliefs, and language
E) language, values, and nonverbal communications

Question 67

In the United States, most business conversations occur between three and five feet, which is a greater distance than in Latin American cultures. This is an example of differences in ________.

A) situational factors
B) personal space
C) cultural factors
D) time perception
E) value equity

Question 68

________ is a set of unique personal qualities that produce distinctive responses across similar situations.

A) Attitude
B) Personality
C) Ideology
D) Lifestyle
E) Mind-set

Question 69

Marketing managers need to pay attention to culture because ________.

A) culture is a critical situational factor that affects individuals throughout the consumer choice process
B) it has a profound impact on the consumer choice process by laying more emphasis on nonverbal communication
C) it results in informal social systems that exert influence over an individual's attitudes and behaviors.
D) it drives social status by laying more emphasis on success-driven factors
E) failing to understand culture has a significant negative effect on product acceptance

Question 70

Matthew has a new dog and is shopping for a pet grooming tool. He just picks up the first brush he sees and buys it. This is an example of ________.

A) low-involvement purchasing
B) low learning motivation
C) low level of commitment
D) low-involvement learning
E) low-importance purchasing

Question 71

________ fulfill an important role by classifying, explaining, and then bestowing information, most often to family and friends but occasionally to a broader audience.

A) Gatekeepers
B) Influencers
C) Affiliation groups
D) Reference groups
E) Opinion leaders

Question 72

Maria identifies with a specific religious group, which is a smaller division of her culture. Maria's religious group is an example of a(n) ________.

A) institution
B) social group
C) support network
D) subculture
E) society

Question 73

Mia thinks about how she would like to feel or live today. She is thinking about a(n) ________ state.

A) real
B) ideal
C) preferred
D) experiential
E) complete

Question 74

John's beliefs, attitudes, and behaviors are influenced by his friends. His friends can be identified as a(n) ________ group.

A) leading
B) reference
C) influential
D) association
E) transactional

Question 75

When people are concerned about the outcome of a process, they will spend more time acquiring information about product options and become more emotionally connected to the process and the decision by engaging in ________.

A) high-involvement purchase
B) high-involvement learning
C) low-involvement purchase
D) limited information search
E) minimal information search

Question 76

A person shops differently when the line at the checkout is long. This is due to ________.

A) aspirational purchases
B) personal circumstances
C) physical placement
D) social factors
E) cultural values

Question 77

Which of the following statements is true about language?

A) It includes factors that focus primarily on group influences.
B) It is considered to be a situational factor that is the primary driver of consumer behavior.
C) It is time-sensitive and has a profound effect on the consumer buying process.
D) It is an essential cultural building block.
E) It includes principles shared by a society that assert positive ideals.

Question 78

Which of the following statements best defines cultural values?

A) Cultural values are a set of critical situational factors that affects individuals throughout the consumer choice process.
B) Cultural values are the needs, desires, and objectives of those involved in a purchase decision.
C) Cultural values are a set of unique personal qualities that produce distinctive responses across similar situations.
D) Cultural values are principles shared by a society that assert positive ideals.
E) Cultural values are a set of qualities that are formed at a relatively early age and are consistent and enduring.

Question 79

Americans value hard work and achievement while Japanese citizens value harmony and hierarchy. This shows a difference in ________ factors.

A) cultural
B) social
C) internal
D) psychological
E) situational

Question 80

________ is a ranking of individuals into harmonized groups based on demographic characteristics such as age, education, income, and occupation.

A) Classical conditioning
B) Social class
C) Reference group
D) Operant class
E) Household life cycle (HLC)