Question 1

Which of the following defines an exchange?

Accepted Answer

Any transaction in which one person or organization trades something of value with someone else is an exchange.

Question 2

_____ markets are made up of organizations that buy services,natural resources,and component products that they resell,use to conduct their work,or use to manufacture another product.

Accepted Answer

Business markets are made up of organizations that buy services, natural resources, and component products that they resell, use to conduct their business, or use to manufacture another product.

Question 3

Tony views fishing lures as tools that help him catch big fishes,whereas Hugh feels that the lures could cause him bodily harm.Their differing opinions are most likely due to differences in _____.

Accepted Answer

It guides all our activities from the people we associate with to the products we buy. How a consumer perceives each of the different brands in a category determines which ones he or she uses.

Question 4

From the advertiser's point of view,social class always represents an important functional or operational set of values.

Accepted Answer

From the advertiser's point of view, social class seldom represents a functional or operational set of values.

Question 5

To combat cognitive dissonance,consumers are more likely to read ads for brands they have already purchased than for new products or competing brands.

Accepted Answer

Research shows that, to combat cognitive dissonance, consumers are more likely to read ads for brands they've already purchased than for new products or competing brands.

Question 6

When buying a toaster,Amy evaluated various brands available in the store.The evoked set refers to these selection alternatives.

Accepted Answer

Consumers evaluate selection alternatives (called the evoked set).

Question 7

Fictional characters do not make effective opinion leaders.

Accepted Answer

Opinion leaders don't have to be real people. Even fictional ones will do.

Question 8

The term _____ refers to the information we receive through our five senses.

Accepted Answer

The term perception refers to the information we receive through our five senses.

Question 9

Which of the following is the first step of the consumer decision process?

Accepted Answer

The consumer decision process involves a sequence of activities: problem recognition (which may occur as a result of seeing an ad), information search, evaluation and selection, store choice and purchase, and finally postpurchase behavior.

Question 10

_____ is a product's ability to satisfy both functional needs and symbolic wants.

Accepted Answer

Utility is a product's ability to satisfy both functional needs and symbolic (or psychological) wants.

Question 11

Which of the following is a nonpersonal influencing factor?

Accepted Answer

Nonpersonal influences-factors often outside the consumer's control-include time, place, and environment.

Question 12

Which of the following is true of stimulus?

Accepted Answer

A stimulus is something (light, sound, a scent) we can receive through our senses. It may originate within our bodies, as when we notice that we feel hungry at lunchtime. Or it may originate from outside our bodies, as when we see an ad for an iPhone and decide it looks beautiful.

Question 13

Jane,an American housewife,bought a coffeemaker at a popular electronics store.After using it for some months,she was so pleased with the quality of the machine that she decided to buy another device from the same store.Which of the following steps in the consumer decision process has contributed to Jane's decision?

Accepted Answer

If we do decide to buy, our postpurchase evaluation will affect whether or not we buy again.

Question 14

The three _____ of consumer behavior-perception,learning and persuasion,and motivation-govern the way people discern raw data (stimuli)and translate them into feelings,thoughts,beliefs,and actions.

Accepted Answer

Personal processes govern the way we discern raw sensory information (stimuli) and translate it into feelings, thoughts, beliefs, and actions. These personal processes are perception, learning and persuasion, and motivation.

Question 15

Warm Hearths,a home fashion magazine,is designed to appeal to people who want to know the latest trends in interior design.It features articles about various styles of furniture,fabrics,and artwork for American houses.On its Web site,viewers can see the product lines of different companies.In terms of markets,this magazine most likely targets the _____ market.

Accepted Answer

Consumer markets comprise people who buy goods and services for their own use.

Question 16

_____ refer(s)to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.

Accepted Answer

Consumer behavior refers to the mental and emotional processes and the physical activities of people who purchase and use goods and services to satisfy needs and wants.

Question 17

While reading the newspaper,Luke came across a brightly-colored advertisement.However,he could not read the details because the print was too small.In this case,_____ screens prevented him from reading the advertisement.

Accepted Answer

The physiological screens comprise the five senses: sight, hearing, touch, taste, and smell. They detect the incoming data and measure the dimension and intensity of the physical stimuli.

Question 18

Which of the following is an interpersonal influencing factor?

Accepted Answer

Interpersonal influences include family, society, and culture.

Question 19

Which of the following is true with regard to marketing?

Accepted Answer

The ultimate purpose of marketing is to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations.

Question 20

Family,friends,and coworkers are examples of reference groups-people we try to emulate or whose approval concerns us.

Accepted Answer

Most of us care how we appear to people whose opinions we value. We may even pattern our behavior after members of some groups we affiliate with. This is the significance of reference groups-people we try to emulate or whose approval concerns us. Reference groups can be personal (family, friends, coworkers) or impersonal (political parties, religious denominations, professional associations).

Quiz 5: Marketing and Consumer Behavior