Question 1

Why do marketers study consumer behavior?

Accepted Answer

The answer of Why do marketers study consumer behavior?...

Question 2

Interface
Interface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and Dow Chemical Company to develop a carpet manufactured from corn fiber rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles. Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and not petroleum dependent.
-Refer to Interface.Which of the following is the BEST example of a nonmarketing-controlled information source for floor tiling?
A) A store display showing the various colors of tiles available
B) An ad in Better Homes & Gardens for floor tiles
C) A salesperson at a store that specializes in floor coverings
D) A brochure explaining why the corn-based floor tiles are superior to nylon ones
E) A discussion with coworkers about the best floor tiles to buy

Accepted Answer

Any kind of word-of-mouth communication or discussion about a product would be an example of nonmarketing-controlled information sources.

Question 3

College Decision
Juan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and have talked to advisors regarding his chosen major of marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.
-Refer to College Decision.One person from whom Juan has sought advice is his school guidance counselor,Mr.More.Mr.More is respected by students and parents alike and knows a lot about the schools Juan is considering.Mr.More can be considered a(n):
A) influencer
B) decider
C) opinion leader
D) gatekeeper
E) market maven

Accepted Answer

An opinion leader is an individual who influences the opinions of others.

Question 4

Assume that you have gone to the corner convenience store to pick up your usual brand of potato chips.What type of decision making will take place? How would this differ from the decision making that would take place if the store was out of your regular brand?

Accepted Answer

The answer of Assume that you have gone to the...

Question 5

Interface
Interface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and Dow Chemical Company to develop a carpet manufactured from corn fiber rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles. Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and not petroleum dependent.
-Refer to Interface.A consumer who was in the market for floor covering would be most likely to locate information on the biodegradable floor tiles during which stage of the consumer decision-making process?
A) Evaluation of alternatives
B) Internal information search
C) External information search
D) Need recognition
E) Postpurchase behavior

Accepted Answer

The information would come from an outside source since it is a new product.

Question 6

College Decision
Juan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and have talked to advisors regarding his chosen major of marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.
-Refer to College Decision.The direct mail pieces with scholarship information that schools are sending to Juan are examples of which type of information sources?
A) Marketing-controlled
B) Nonmarketing-controlled
C) Service-oriented
D) Internal
E) Selective

Accepted Answer

Marketing-controlled information sources are a product information source that originates with marketers promoting the product.

Question 7

College Decision
Juan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and have talked to advisors regarding his chosen major of marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.
-Refer to College Decision.Juan's parents and friends would be classified as _____ factors influencing his decision.
A) cultural
B) social
C) individual
D) psychological
E) primary

Accepted Answer

Social factors influencing the consumer decision-making process include reference groups (which friends would be part of),opinion leaders,and family.

Question 8

College Decision
Juan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and have talked to advisors regarding his chosen major of marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.
-Refer to College Decision.Juan's parents' opinion that he will get a better education if he attends a prestigious school rather than a community college is an example of:
A) selective distortion
B) selective retention
C) selective exposure
D) selective bias
E) selective attitude

Accepted Answer

Selective distortion is a process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs.

Question 9

Interface
Interface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and Dow Chemical Company to develop a carpet manufactured from corn fiber rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles. Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and not petroleum dependent.
-Refer to Interface.Which of the following is an example of a cultural influence on consumer buying decisions?
A) Personality of the buyer
B) How much the buyer knows about actions he or she can take to save the environment
C) Lifestyle of the buyer
D) The buyer's motivation for buying the corn-fiber carpet tile
E) The acceptance of green marketing among a society

Accepted Answer

Culture is a set of values,norms,attitudes,and other meaningful symbols that shape human behavior and the artifacts,or products,of that behavior.Personality and lifestyle are examples of individual factors.Knowledge and motivation are examples of psychological factors.

Question 10

Define cognitive dissonance and describe how can consumers and marketers can reduce it.

Accepted Answer

The answer of Define cognitive dissonance and describe how can...

Question 11

Assume that you have been invited to join a social club whose members typically wear leather bombardier jackets.You have never bought or worn a leather jacket before.List and briefly describe four factors that could influence your level of involvement in the purchase of the leather jacket.How involved will you be in this purchase and why?

Accepted Answer

The answer of Assume that you have been invited to...

Question 12

Interface
Interface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and Dow Chemical Company to develop a carpet manufactured from corn fiber rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles. Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and not petroleum dependent.
-Refer to Interface.Influencing consumers that petroleum-based carpeting is bad for the environment and that the new fibers are better for the environment will involve which attitude-change strategy by marketers?
A) Change the belief about all other attributes but this one
B) Change the relative importance on beliefs about this attribute
C) Change the product
D) Use comparative ads
E) Get consumers to recognize a need

Accepted Answer

The three attitude-change strategies are changing beliefs about attributes,changing the importance of beliefs,and adding new beliefs.This is an example of changing the importance of beliefs about petroleum-based carpeting.

Question 13

Interface
Interface, a manufacturer of floor covering products, has recently entered into an agreement with Cargill, Inc. and Dow Chemical Company to develop a carpet manufactured from corn fiber rather than the traditional nylon. Interface hopes to develop a biodegradable carpet tile that will be sold to the public at prices only slightly higher than nylon carpet tiles. Interface's CEO has repeatedly said the mission of his company is to look for manufacturing materials that are renewable and not petroleum dependent.
-Refer to Interface.To reduce potential _____,Interface could include a letter in every box of corn-fiber carpet tiles congratulating the buyer on helping to protect the environment.
A) cognitive dissonance
B) buyer repentance
C) consumer affectation
D) affective dissonance
E) consumer cognition

Accepted Answer

Postpurchase messages are one way marketing managers can reduce cognitive dissonance.

Question 14

College Decision
Juan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and have talked to advisors regarding his chosen major of marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.
-Refer to College Decision.Juan has narrowed his decision down to three schools.These schools comprise Juan's _____ set.
A) primary
B) elite
C) exclusive
D) awareness
E) evoked

Accepted Answer

An evoked,or consideration,set is a group of brands,resulting from an informant search,from which a buyer can choose.

Question 15

Day Care
Fiona is considering a day care facility for her five-week-old daughter Kate. She has been visiting day care centers for the past two weeks and has interviewed caregivers at eight different centers. It is extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule. After considering all eight centers, Fiona chose PerfectCare. While she is quite pleased with her choice, she continues to wonder if she made the correct decision.
-Refer to Day Care.The process Fiona went through in selecting a day care facility for Kate is best described as which type of consumer buying decision?
A) Routine response behavior
B) Limited decision making
C) Extensive decision making
D) Impulse buying
E) Motivational response behavior

Accepted Answer

Consumers practice extensive decision making when purchasing products that are extremely important to them.

Question 16

Day Care
Fiona is considering a day care facility for her five-week-old daughter Kate. She has been visiting day care centers for the past two weeks and has interviewed caregivers at eight different centers. It is extremely important to Fiona that Kate be stimulated intellectually and fed according to schedule. After considering all eight centers, Fiona chose PerfectCare. While she is quite pleased with her choice, she continues to wonder if she made the correct decision.
-Refer to Day Care.Shannon,Fiona's best friend,recommended PerfectCare because she takes her daughter there.Shannon was acting as a(n):
A) family member
B) opinion leader
C) dissociative reference
D) busybody
E) gatekeeper

Accepted Answer

An opinion leader is an individual who influences the opinions of others.

Question 17

College Decision
Juan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and have talked to advisors regarding his chosen major of marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there.
-Refer to College Decision.Juan's friends might influence him to go to the local community college.What type of reference group characterizes his friends?
A) Indirect
B) Primary
C) Secondary
D) Aspirational
E) Nonaspirational

Accepted Answer

Primary reference groups,a type of direct reference group,include all groups with which people interact regularly in an informal,face-to-face manner,such as family,friends,and coworkers.

Question 18

Assume that you have decided to purchase a new automobile.Describe your internal information search.Then name the two types of external information sources.For each source,give two specific examples of information sources you might use.

Accepted Answer

The answer of Assume that you have decided to purchase...

Question 19

What is extensive decision making? Discuss the purchase of a product in which you would use extensive decision making when purchased for the first time and would require limited decision making in subsequent purchases.

Accepted Answer

The answer of What is extensive decision making? Discuss the...

Question 20

You have decided to work all summer to save money for the ultimate $2,000 HD television with surround sound.Trace the steps of your decision process for purchasing your new television.

Accepted Answer

The answer of You have decided to work all summer...

Quiz 11: Consumer Decision Making