Question 1

SCENARIOS
New Car Purchase
Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision.
-Refer to Women's Athletic Wear.The use of tennis stars Venus and Serena Williams in Nike ads indicates how marketers use the concept of _____ to promote products to women.
A) opinion leaders
B) cognitive satisfaction
C) personal influences
D) situational influences
E) lifestyle definition

Accepted Answer

The use of tennis stars Venus and Serena Williams in Nike ads suggests that marketers are using them as opinion leaders to promote their products to women. Opinion leaders are individuals who are considered experts or influencers within a specific social group and can impact the attitudes and opinions of others. In this case, Nike is leveraging the Williams sisters' status as successful athletes and role models to appeal to female consumers who may look up to them and trust their opinions.

Question 2

The activities,values,and goals of reference groups directly influence consumer behavior.What are reference groups? What are the three important implications reference groups have for marketers?

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Question 3

Assume that you and some of your fellow students have decided to dine at a five-star restaurant upon successfully completing this marketing class.What type of consumer decision making will take place? Why did you choose this type?

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Question 4

What is extensive decision making? When would a person use extensive decision making? Name two products that would require extensive decision making when purchased for the first time and would require limited decision making in subsequent purchases.

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Question 5

SCENARIOS
New Car Purchase
Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision.
-Refer to Women's Athletic Wear.To reach the women's market,Nike has created Nike Goddess stores that it hopes will offer the atmosphere and merchandise to attract and keep female athletes coming back.Nike is trying to cause its women customers to use:
A) stimulus generalization
B) subliminal perception
C) generalized learning
D) stimulus discrimination
E) selective distortion

Accepted Answer

Nike is trying to cause its women customers to use stimulus discrimination by creating a unique store atmosphere and merchandise that differentiates Nike from other brands, encouraging customers to choose Nike over competitors.

Question 6

SCENARIOS
New Car Purchase
Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision.
-Refer to Women's Athletic Wear.The fact many women do not develop store loyalty and perceive all athletic clothes retailers to be similar indicates a tendency to engage in:
A) stimulus generalization
B) subliminal perception
C) generalized learning
D) stimulus discrimination
E) selective distortion

Accepted Answer

Stimulus generalization is the tendency for stimuli similar to a conditioned stimulus to evoke similar responses after learning. In this scenario, because many women perceive all athletic clothes retailers to be similar and do not develop store loyalty, it indicates that they are generalizing their experience with one retailer to all other retailers in the category.

Question 7

What is the difference between culture and subculture? Why do marketing managers need to understand culture and subculture?

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Question 8

List and briefly describe the five different roles various family members can play to influence the purchase decision-making process for a new houseboat.

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Question 9

Assume that you have gone to the corner convenience store to pick up another bar of your usual brand of deodorant soap.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

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Question 10

How can marketers and consumers reduce cognitive dissonance?

Accepted Answer

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Question 11

How do marketers distinguish between a need and a want?

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Question 12

Assume you have decided to purchase a new flat-screen television with surround sound.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.

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Question 13

Assume 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

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Question 14

SCENARIOS
New Car Purchase
Zena has been promoted to vice-president at the management consulting firm she works for.Her new status has led her to consider the need for a new car.Her trusty little Volkswagen Beetle has over 100,000 miles on it and no longer seems appropriate.Susanne,another vice-president,has suggested that Zena consider a car produced in the United States because the consulting firm she works for has a policy of supporting U.S.businesses.Zena began her quest for a new car by visiting several car dealers and obtaining pamphlets on the models she is considering.She also made a trip to the library to study Consumer Reports magazine and other consumer rating publications to see what the experts think.Finally,after evaluating all options,Zena decided to purchase a new Chrysler.She believes the car is a good fit with her new image and position in her company.However,now that she has purchased the car,she saw more advertisements touting its features then she had ever noticed before.She also noticed many models of her car on the road.Zena views the fact so many others are driving the same model car she is proof that she made a good decision.
-Refer to Women's Athletic Wear.To capture the female market for sports attire,sporting goods retailers are trying to change customers' _____ the stores by sprucing up their stores,brightening interiors,and setting up women's sections in the fronts of the stores.
A) cognitions about
B) subliminal interactions with
C) perceptions of
D) selective motivation in
E) evoked attitudes towards

Accepted Answer

The phrase "trying to change customers' perceptions of the stores" implies that the retailers are attempting to alter the way that female customers view their stores, making them more appealing and attractive to this specific target market. The other choices, such as "cognitions about" or "evoked attitudes towards," do not accurately reflect the goal of the retailers.

Question 15

Assume that your current $69.99 portable television has developed wavy lines across the screen and makes the people in your favorite programs sound like they are using cheap walkie- talkie radios.Therefore,you have decided to work all summer to save money for the ultimate $1,200 flat-screen television with surround sound.Trace the steps of your decision process for purchasing your new television.

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Question 16

Assume you have decided to purchase a mobile telephone.List and briefly describe three factors that may affect the extent of your information search.

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Question 17

Define self-concept.Choose a product,and use that product to illustrate how a marketer would apply the idea of self-concept to market the product.

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Question 18

List and briefly describe all informal and formal reference groups that affect your consumer purchase decision-making process.

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Question 19

Most consumer decision making is in a low-involvement setting; therefore,a consumer is often not seeking many of the products marketers are trying to sell.What tactics can a marketer use to increase sales of a low-involvement product?

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Question 20

Why do marketers study consumer behavior?

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Quiz 5: Consumer Decision Making