Question 1

In the hierarchy of effects model,________ is the first stage of the process..

Accepted Answer

In the hierarchy of effects model, the first stage is when the target audience is unaware of the product or service. This means that they have not yet recognized any need or developed interest in the product. Once they become aware, only then can they move through the other stages of the model, such as interest, evaluation, and purchase.

Question 2

During the information search stage of the consumer decision-making process,consumers often turn to marketer-controlled sources,such as product Websites and brochures.Which of the following is a problem associated with these sources of information?

Accepted Answer

Marketer-controlled sources, such as product websites and brochures, often face the problem of increasing clutter. This refers to the overwhelming amount of marketing messages and information consumers are exposed to, making it difficult for any single message to stand out.

Question 3

Consumer demand for a product derives from a combination of ________ and ________.

Accepted Answer

Consumer demand for a product is a result of the combination of wants and ability. Wants refer to the consumer's desire for the product or service, while ability refers to the consumer's capacity to purchase or pay for it. Needs refer to necessities required for survival, and benefits refer to the advantages or positive outcomes a product provides, but these are not the primary factors that drive consumer demand.

Question 4

Customer satisfaction with a purchase is based on how the ________.

Accepted Answer

Customer satisfaction with a purchase is primarily based on whether the actual performance of the product meets or exceeds their expectations. The other options may also play a role, but they are not as critical to overall satisfaction as the product's actual performance.

Question 5

Business-to-business marketing differs from consumer marketing in that business-to-business marketing ________.

Accepted Answer

Business-to-business marketing often involves a more complex buying process, which includes multiple decision-makers and a greater emphasis on factors such as price, quality, and long-term relationships. Competitive bidding and price negotiations are common in this type of marketing environment.

Answer: B) usually has one person involved in purchase decisions  
 Unlike consumer marketing, where the purchase decision is often made by an individual, business-to-business marketing typically involves multiple decision-makers with different interests and perspectives. This makes the B2B buying process more complex and challenging than consumer marketing.

Answer: C) heavily emphasizes advertising in the marketing mix 
 While advertising can be a part of the marketing mix for both B2B and consumer marketing, B2B marketing typically relies more heavily on other tactics, such as personal selling, trade shows, and content marketing. This is because B2B marketing is often targeted at a more niche audience with specific needs and preferences.

Answer: D) relies upon frequent impulse purchases 
 B2B purchases are usually planned and carefully considered, rather than made on impulse. This is because B2B purchases often involve larger sums of money and impact the long-term goals of the company. B2B marketers need to invest in building relationships and making a compelling case for their products or services, rather than relying on impulse purchases.

Question 6

The first step in the personal selling process is ________.

Accepted Answer

The first step in personal selling process is prospecting. During this stage, salespeople search for potential customers and gather information about their needs and preferences.

Question 7

According to Maslow,________ can be arranged in a hierarchy.

Accepted Answer

Maslow's hierarchy of needs is a theory that explains human motivation and behavior. It suggests that human needs can be arranged in a hierarchical order, with the most basic needs at the bottom and the more advanced needs at the top. The hierarchy includes five levels: physiological needs, safety needs, love and belonging needs, esteem needs, and self-actualization needs. So, among the options given, the only relevant choice is human needs (B).

Question 8

Customers are the ultimate users of a product and include both organizational buyers and distributors.

Accepted Answer

Customers are the ultimate users of a product, but this definition excludes organizational buyers and distributors, who are part of the supply chain but not necessarily the end users.

Question 9

In a brief essay,discuss the differences between consumer markets and business-to-business markets especially as they relate to purchase decisions.

Accepted Answer

The answer of In a brief essay,discuss the differences between...

Question 10

Knowing where customers are in the decision-making process most likely helps marketers to ________.

Accepted Answer

The answer of Knowing where customers are in the decision-making...

Question 11

Teams of people in an organization who participate in purchase decisions are known as ________.

Accepted Answer

Buy centers are teams of individuals within an organization who participate in purchase decisions. B2B consumers refer to the businesses that purchase goods or services from other businesses. Buying agents are individuals within an organization who are authorized to make purchase decisions. Gatekeepers are individuals who control the flow of information within an organization and may influence purchase decisions, but they do not necessarily participate in the purchase decision-making process themselves.

Question 12

Why is it important for marketers to understand the consumer decision-making process and hierarchy of effects model? the position of customers on that continuum? In your answer,provide examples of marketing activities that are effective at different stages.

Accepted Answer

The answer of Why is it important for marketers to...

Question 13

Advertising is more effective at building product awareness than at moving customers to purchase a product.

Accepted Answer

Advertising is very effective at building product awareness by creating brand recognition and familiarity in the minds of consumers. However, it does not guarantee or directly lead to sales; that requires additional factors such as the product's quality, price, availability, and the customer's needs and preferences.

Question 14

An attitude is best defined as a(n)________.

Accepted Answer

An attitude is a lasting evaluation of a person, object, or issue that guides our thinking, feeling, and behavior towards them. It represents our overall positive or negative feelings towards something, and helps us make sense of the world around us. Attitudes can be shaped by past experiences, cultural norms, values, beliefs, and social influences.

Question 15

Consumers often rely on decision guidelines,or mental rules-of-thumb,when weighing the merits of competing brands.These rules are referred to as ________.

Accepted Answer

Heuristics are mental shortcuts or rules-of-thumb used by consumers to simplify decision making. Affects, attitudes, and cognitions are all related to consumer behavior but they do not specifically refer to decision guidelines.

Question 16

The FCB Matrix organizes products by ________ and ________.

Accepted Answer

The FCB Matrix categorizes products based on the level of consumer involvement and the motivation behind the purchase, such as thinking or feeling.

Question 17

Research indicates that consumers are spending an increasing amount of time on the information search stage of the consumer decision-making process because of the availability of information on the Internet.

Accepted Answer

The answer of Research indicates that consumers are spending an...

Question 18

The buyer decision process consists of five stages.Which of the following is NOT one of these stages?

Accepted Answer

The five stages of the buyer decision process are need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase processes. "Consumption awareness" is not one of these stages.

Quiz 4: Note : Consumer and Organizational Buyer Behavior