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MKT create value for customer

market is the set of all actual and potential buyers

potential: sufficient level of interest

available: have interest, income, and access to a particular offer

served: current markets

Penetrated markets: already bought the product (mua rồi)

have 5 types of market in Micro (consume, business, reseller, Gov, International)

Stated needs: what buyers say when sellers ask them

Real needs: what started need mean

Unstated need: interest: gift, insurance, brand

Delight needs: Needs that are not essential but would delight if met

secret need: recognition and praise from others

Market segmentation:dividing a market, separate marketing strategies or mixes
(Unable to serve all customers • Customers' needs become more and more
diversified • A firm's capability is limited)

Geographic segmentation: miền bắc xài áo ấm

Demographic segmentation: age, gender (most easy to measure)

Psychographic segmentation: lifestyle, or personality characteristics, social class

Behavioral segmentation: knowledge, attitudes (Occasions, Benefits sought, Usage

rates)

Mass Marketing: whole (cost less, not meet well)

Differentiated Marketing: target several market (meet well, cost more)

Concentrated marketing (or niche marketing: large share of small segment (điện
thoại cho người già)

position is the way the product is defined by consumers on important attributes–

build a special feature/ bringe

Product: offered in a market, for attention, satisfy a need or want.

Service: benefits, intangible, not ownership

• Intangibility: → Customers look for tangible signs to guess the

quality → A firm needs to “tangibilize” its service

Inseparability: produced and consumed, interact

Variability(in quality): → Monitor customer satisfaction, training, standardize(chuẩn hóa)

Perishability: dễ hỏng, cannot store, ..

service MKT: people - physical - process

Triangial: staff - company - customer

Design an existing product

Design a product that someone asks for

Predict a product someone will ask for

Design a new product that no one asks for but bring them new pleasure

Durable goods, Non-durable goods • Service

A brand is a name, term, sign, symbol, or design, or a combination

A short sentence that delivers descriptive and persuasive

information about the brand→ increase: recognition, awareness,

position
rapid skimming strategy uses high price and extensive promotion

slow skimming strategy uses high price and low promotion

rapid penetration strategy is used low price and extensive promotion

slow penetration strategy is used low price and low promotion

Price is the only marketing mix factor that brings to the firm, most flexible
marketing mix factor

4 pricing methods
Market-skimming pricing : setting a high price for a new product to skim maximum
revenues ( maximum profit, recover costs, take advantage of the rich who love
showing off)

Market-penetration pricing: companies set a low initial price to penetrate the market
quickly and deeply

Discount: pay soon, buy large volume, buy merchandise or services out of season,
channel members

Customer-segment pricing: different customers pay different prices for the same
product or service: vé xe bus

Product-form pricing: Mi lô

Location-based pricing: a company charges different prices for different locations:

starbuck

Time-based pricing: karaoke

Promotional pricing: increase sales

distribution channel: make product or service available for use

Roles of distributors: Information, promotion, contact, matching, negotiation,

physical distribution, financing, risk taking

Intensive distribution: đồ dùng sinh hoạt… rẻ tiền

Exclusive Distribution: đồ luxury

Selective: đồ gia dụng, điện tử

Retailing: selling products or services directly to final consumers

Shopper marketing: turning shoppers into buyers (tiếp cận nguồn hàng)

Omni-channel retailing: creates a seamless crosschannel buying experience

Wholesaling: selling goods and services to those buying for resale

or business use: → small cus at low cost, risk bearing,

transportation, warehouse management service

Merchant wholesalers are the largest group

• Brokers bring buyers and sellers together and assist in negotiations.

• Agents represent buyers or sellers.

1. Selye, Inc. and the Pomona Company produce and sell different products-diet
supplements and home exercise equipment respectively-but they satisfy the same
customer need of losing weight. The companies are referred to as ________. *

Niche competitors

Brand competitors

Product competitors

Generic competitors

2. In the early 2000s, Oil of Olay changed its moisturizers’ image from one of
providing for healthy skin to one that helps women look much younger than their
ages in what is termed ________. *

Positioning

Obsolescence

Repositioning

Repackaging

3. A ________ is a need that is sufficiently pressing to direct a person to seek

satisfaction. *

motive

perception

culture

stimulus

4. Harley-Davidson promotes its motorcycles with images of independence, freedom,

and power. Harley-Davidson has created a ________. *

self-actualization need

self-concept

brand personality

motive
5. Rachel loves fashion and is always seen wearing the trendiest fashion outfits. She
actively shares her knowledge with a wide group of friends and colleagues about
where to shop for the latest fashion at great deals. Most of her friends and
colleagues follow her fashion tips. Rachel portrays the image of a(n) ________. *

brand personality

lagging adopter

opinion leader

surrogate consumer

6. If a consumer's drive is strong and a satisfying product is near at hand, the

consumer is likely to purchase the product at that time. If not, the consumer may
store the need in memory or undertake ________. *

consumer ethnocentrism

cognitive dissonance

a need recognition

an information search

7. ________ is the most basic determinant of a person's wants and behavior. *

Culture

Motive

Attitude

Brand personality

8. ________ consists of evaluating each market segment's attractiveness and

selecting one or more segments to enter. *

Positioning

Market segmentation

Differentiation

Market targeting
9. ________ segmentation has long been used in clothing, cosmetics, toiletries, and
magazines. *

Gender

Geographic

Behavioral

Benefit

10. Tropicana promotes drinking orange juice at any time of day as a cool, refreshing
drink. The market segmentation approach Tropicana is using is ________. *

behavioral segmentation

occasion segmentation

benefit segmentation

gender segmentation

11. Which of the following refers to a behavioral segmentation variable that involves
segmenting markets into nonusers, ex-users, potential users, first-time users, and
regular users of a product? *

user status

loyalty status

usage rates

income

12. A market segment that is large enough or profitable enough to serve is ________. *

accessible

profitable

differentiable

substantial

13. Which of the following is a disadvantage of using a differentiated marketing

strategy? *
 The costs of doing business increase.

Customer loyalty is negatively impacted and difficult to obtain.

Product safety decreases.

Quality control problems increase.

14. Idiom "You get what you pay for" shows ___________ positioning. *

more for less

more for more

same for less

more for the same

15. Through ________ differentiation, brands can be differentiated on features,

performance, or style and design. *

product

channel

price

people

16. Which of the following product offerings is intangible? *

a gold ring

a wool jacket

a taxi ride

an ink cartridge for a printer

17. ________ are consumer products and services with unique characteristics or
brand identification for which a significant group of buyers is willing to make a
special purchase effort. *

Specialty products

Unsought products

Convenience products
 Shopping products

18 . A newly married couple planned to spend their honeymoon in a country they had
never visited before. They read other travelers' reviews online about quality before
deciding which hotel to book and where to go. Which of the following characteristics
of service is highlighted in this instance? *

inseparability

perishability

intangibility

variability

19. Which of the following is the lowest level on which marketers can position their
brands in target customers' minds? *

product attributes

product benefits

beliefs and values

after-sale services

20. Which of the following questions is most important for product designers to
consider while developing a product? *

How would customers use and benefit from the product?

How can the product be packaged to stimulate instant purchase?

Which specific features of the product do customers like most?

How does the product appear to buyers?

-------------------------------------------------------------
ĐÁP ÁN:
1D
2C
3A
4C
5C
6D
7A
8B
9A
10B
11A
12D
13A
14B
15A
16C
17C
18C
19A
20A

Many marketers use the self-concept premise that people's possessions contribute to
and reflect their identities; that is, "we are what we buy." According to this premise,
consumers -->buy products to support their self-images

When customers have a low involvement in a purchase but perceive significant brand
differences, they will most likely engage in -->variety-seeking buying behavior

_______ is the act of obtaining a desired object from someone by offering something in
return. -->exchange

George is buying his first house. He has found two houses that he thinks he likes. He is
highly involved in the purchase and perceives significant differences between these two
houses. George will likely undertake -->complex buying behavior

Percy Original caters to a market of individuals and households that buys goods and
services for personal consumption. Percy Original caters to a _______market.
-->consumer

People tend to interpret new information in a way that will support what they already
believe. This is called -->selective distortion

Harris, the marketing manager at a small sports retail chain, has conducted a marketing
analysis. He has investigated the company's internal resources and situational factors,
as well as factors and trends in the competitive sports retail chain market. Which of the
following has Harris completed? -->A SWOT analysis

According to one analyst, a Harley-Davidson motorcycle can make you feel like "the
toughest, baddest guy on the block." Harley-Davidson promotes its motorcycles with
images of independence, freedom, and power. Harley-Davidson has created a(n)
-->brand personality
Which of the following is true about business marketers in comparison to consumer
marketers? -->they deal with far fewer but far larger buyers

A(n) __________ is a person's relatively consistent evaluations, feelings, and

tendencies toward an object or idea. -->attitude

After the purchase of a product, consumers will engage in ____________which may be

either satisfied or dissatisfied. -->post purchase behavior

The key to delivering customer satisfaction is to match __________ with ___________.

-->consumer expectations; product performance

Revlon has clearly defined its "mission" of selling lifestyle and self-expression. In order
for the firm to launch its strategic plan, the mission needs to next be turned into detailed
____________ that guide each level of the company. -->supporting objectives

According to the production concept, consumers will favor products that are
__________and ____________ -->available; affordable

When dealing with a __________, managers must decide whether to invest in it in an

attempt to build it into a star or cash cow or whether to phase it out. -->question mark

Which of the four P's describes the goods and services combination the company offers
to the target market? -->product

Almost all major purchases result in -->cognitive dissonance

Serengeti makes lightweight sunglasses with 100 percent UV protection for people who
love to hike, and bike ride. Its long-term plans include the development of lenses that in
addition to protection....... -->opportunity

The entire stream of purchases that the customer would make over a lifetime of
patronage is known as -->customer lifetime value

Some fast food restaurants offer tasty and convenient food at affordable prices, but in
doing so they contribute to the national obesity epidemic and environmental problems.
These fast food restaurants overlook? -->societal marketing concept

Maslow's theory is that ______ can be arranged in a hierarchy. -->human needs

Which of the following is the first step in strategic planning. -->defining the company's
mission

Which of the following is most essential to any definition of marketing? -->customer

relationships
Which of the following entails reducing the business portfolio by eliminating products that
no longer for the company's overall strategy? -->The BCG approach

Blake is in the process of buying a new car. He is highly involved in the purchase and
searches lots of information among his three favorite models. Blake's next step is most
likely to be? -->decision

The three areas of consideration that should be balanced in the societal marketing
concept are consumer wants, society's interests and ________? -->company profits

Walmart, the world's largest retailer, has successfully launched stores in Mexico,
Canada, the U.K., Germany and other nations. This is an example of how Walmart is
pursuing ____ as a growth strategy. -->geographic market development

Which of the following is the set of benefits a company promises to deliver to customers
to satisfy their needs? -->market offering

__________ is the process by which people select, organize, and interpret information to
form a meaningful picture of the world. -->perception

In SWOT analysis, which of the following refers to factors in the external environment?
-->opportunities

When a firm develops and maintains a strategic fit between its goals and capabilities, it
is performing -->strategic planning

Phoenix, a popular coffee shop chain in North America, recently opened 400 stores to
cater to its rapidly increasing number of patrons. This exemplifies -->market penetration

Paul Pierce is busy working with other managers evaluating the products and
businesses making up their company. Paul is engaged in -->portfolio analysis

The following are examples of the type of public that is part of a company's marketing
environment -->financial, media, government, citizen-action, local, general, internal

As a purchasing agent, Benni Lopez buys goods and services for use in the production
of products that are sold and supplied to others. Benni is involved in -->business buying
behavior

Which marketing orientation holds that achieving organizational goals depends on

knowing the needs and wants of target markets and delivering the desired satisfactions
better than competitors do? -->marketing concept

People cannot focus on all of the stimuli that surround them each day. A person's
tendency to screen out most of the information to which he is exposed is called
-->selective attention
What is the LEAST pressing in Maslow's Hierarchy of Needs? -->self-actualization
needs

customer equity is defined as -->the total combines customer lifetime values of all of the
company's customers

Which of the following are activities in the AMA's definition of marketing?

A) creating offerings that have value
B) communicating about those offerings
C) delivering those offerings
D) exchanging those offerings
E) all of the above -->E

An organic farmer has identified three distinct groups that might be interested in his
products: vegetarians, health-conscious individuals, and people identified as trendsetters
who try out new products in the market before others. These three groups are examples
of
________.
A) marketing mixes
B) market segments
C) value propositions
D) market offerings
E) marketing intermediaries -->B

All of the following are accurate descriptions of modern marketing EXCEPT which
one?
A) Marketing is the focus on value for customers.
B) Marketing is managing profitable customer relationships.
C) Selling and advertising are synonymous with marketing.
D) Marketing involves satisfying customers' needs.
E) Marketing is used by for-profit and not-for-profit organizations. -->C

A(n) ________ is some combination of products, services, or brand experiences

offered to consumers to satisfy a need or want.
A) market offering
B) value proposition
C) demand satisfaction
D) need proposition
E) evoked set -->A

________ is the act of obtaining a desired object from someone by offering something in
return.
A) Valuation
B) Exchange
C) Market offering
D) Confiscation
E) Donation -->B

A(n) ________ is the set of actual and potential buyers of a product.

A) market
B) focus group
C) community
D) target
E) exchange -->A

Which of the following marketing management orientations focuses primarily on

improving efficiencies along the supply chain?
A) production concept
B) product concept
C) selling concept
D) marketing concept
E) societal marketing concept -->A

Selecting which segments of a population to go after is called ________.

A) market segmentation
B) positioning
C) customization
D) target marketing
E) differentiation -->D

Which of the following marketing management concepts is most likely to lead to

marketing myopia?
A) customer-driven marketing
B) digital marketing
C) societal marketing
D) viral marketing
E) product -->E

The set of marketing tools a firm uses to implement its marketing strategy is called the
________.
A) promotion mix
B) product mix
C) marketing mix
D) TQM
E) marketing effort -->C

1) According to the five-step model of the marketing process, a company should

________ before designing a customer-driven marketing strategy.
A) determine how to deliver superior value to customers
B) build profitable relationships with customers
C) use customer relationship management to create full partnerships with key customers
D) understand the marketplace and customer needs and wants -->D

2) Which of the following statements reflects the marketing concept?

A) focusing on making continuous product improvements
B) undertaking a large-scale selling and promotion effort
C) emphasizing an inside-out perspective
D) considering customer focus and value as the paths to sales and profits
E) focusing on a product-centered make-and- sell philosophy -->D

3) The art and science of choosing target markets and building profitable relationships
with them is called ________.
A) marketing management
B) positioning
C) marketing mix
D) market offering
E) differentiation -->A

4) The portion of the customer's purchasing that a company gets in its product
categories
is known as ________.
A) customer-perceived value
B) share of customer
C) customer insight
D) consumption function
E) induced consumption -->B

Making more sales to current customers without changing a firm's products is known
as ________.
A) market segmentation
B) market penetration
C) product diversification
D) product development
E) prospecting -->B

Which of the following is NOT a market-oriented business definition?

A) "We empower customers to realize their dreams."
B) "We make high-quality consumer food products."
C) "We sell success and status."
D) "We sell memorable experiences."
E) "We bring innovation to every home." -->B

According to the Boston Consulting Group approach, ________ serves as a measure of

company strength in the market.
A) relative market share
B) product development
C) market diversification
D) product attribute
E) market segmentation -->A

Which of the following best describes a strategic business unit (SBU)?

A) the internal value chain of a company
B) the supply chain of a company
C) the key businesses that make up a company
D) the key channel intermediaries of a service company
E) the key competitors of a company -->C

The collection of businesses and products that make up a company is called its
________.
A) product line
B) mission statement
C) strategic plan
D) business portfolio
E) operational factor -->D

The pharmaceuticals division of Omni Healthcare holds low market share in a

highgrowth market. According to the BCG matrix, the pharmaceuticals division of Omni
can be classified as a ________.
A) star
B) bear
C) question mark
D) cash cow
E) dog -->C

Dan has been directed to study the actors close to a company that affect its ability to
serve its customers, such as the company, suppliers, marketing intermediaries,
customer
markets, competitors, and publics. In this instance, Dan has been directed to study the
________ of the company.
A) macroenvironment
B) political environment
C) technological environment
D) demographic environment
E) microenvironment -->E

In a basic SWOT analysis, the "T" stands for ________.

A) timing
B) trust
C) threats
D) trade
E) tangible -->C

The BCG matrix approach is problematic in that it ________.

A) focuses solely on current businesses and provides little scope for future planning
B) focuses on planning for the future at the cost of ignoring the present
C) tends to undermine the importance of market growth rate as a measure of market
attractiveness
D) tends to undermine the importance of relative market share as a measure of
company
strength in the market
E) fails to classify SBUs -->A

10) ________ is the process of developing and maintaining a crucial fit between the
organization's goals and capabilities and its changing marketing opportunities.
A) Benchmarking
B) Viral marketing
C) Market segmentation
D) Strategic planning
E) Diversification -->D

mission statements should be market orientated and defined in terms of _____.

a) Product needs
b) Company needs
c) Technology needs
d) Customers' needs
e) Competitors' needs -->D

According to the BCG approach, ____ provides a measure of market attractiveness.

a) Product attribute
b) Product design
c) Market penetration
d) Market growth rate
e) Market segmentation -->D

Revlon has clearly defined its "mission" of selling lifestyle and self-expression. In order
for the firm to launch its strategic plan, the mission needs to next be turned into detailed
_____ that guide each level of the company.
a) Supporting objectives
b) Sets of tactics
c) Product mixes
d) Sets of strategies
e) Sets of promotional tools -->A

_____ are low-growth, high share businesses/products that need less investment to hold
their market share.
a) Stars
b) Cash cows
c) Question marks
d) Dogs
e) Bears -->B

Phoenix, a popular coffee shop chain store in North America, recently opened 400
stores to cater to its rapidly increasing number of patrons. This exemplifies
___________.
a) Product differentiation
b) Product development
c) Market penetration
d) Diversification
e) Market segmentation -->C

When a firm develops and maintains a strategic fit between its goals and capabilities, it
is performing ________.
A) mission planning
B) values planning
C) strategic planning
D) environmental planning
E) operations planning -->C

People tend to interpret new information in a way that will support what they already
believe. This is called ________.
A) selective retention
B) selective perception
C) selective attitude
D) selective attention
E) selective distortion -->E

Of the following, the best starting point for understanding how consumers respond to
various marketing efforts is the ________ model of a buyer's behavior.
A) belief
B) subcultural
C) generational
D) stimulus-response
E) societal -->D

________ is the most basic cause of a person's wants and behavior.

A) Culture
B) Brand personality
C) Cognitive dissonance
D) Social class
E) Selective perception -->A

________ are people within a reference group who, because of special skills,
knowledge, personality, or other characteristics, exert influence on others.
A) Opinion leaders
B) Habitual buyers
C) Social networkers
D) Stealth marketers
E) Laggards -->A

________ is a person's pattern of living as expressed in her psychographics, including

her activities, interests, and opinions.
A) Personality
B) Culture
C) Lifestyle
D) Motive
E) Social class -->C

Which of the following is NOT part of Maslow's Hierarchy of Needs?

A) physiological needs
B) safety needs
C) stimulus needs
D) self-actualization needs
E) social needs -->C

According to the model of buyer behavior, which of the following is one of the two
primary parts of a "buyer's black box"?
A) technological stimuli
B) buyer's decision process
C) buyer's spending habits
D) social stimuli
E) promotion stimuli -->B

A ________ consists of the activities an individual is expected to perform according to

the people around him/her.
A) motive
B) social role
C) lifestyle
D) personality
E) perception -->B

________ are society's relatively permanent and ordered divisions whose members
share similar values, interests, and behaviors.
A) Social classes
B) Societal norms
C) Reference groups
D) Universal cultures
E) Social networks -->A

A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.

A) stimulus
B) perception
C) culture
D) motive
E) tradition -->D

1) Family is one of the ________ factors that influence consumer behavior.

A) regional
B) social
C) personal
D) psychological
E) business -->B

2) According to Maslow's hierarchy of needs, which of the following is the MOST

pressing need?
A) safety needs
B) social needs
C) esteem needs
D) self-actualization needs
E) physiological needs -->E

3) ________ means that consumers are likely to remember good points made about a
brand they favor and forget good points made about competing brands.
A) Selective attention
B) Selective distortion
C) Cognitive dissonance
D) Selective retention
E) Cognitive bias -->D

4) A buyer's decisions are influenced by ________ such as the buyer's age and life-
cycle
stage, occupation, economic situation, lifestyle, personality, and self-concept.
A) personal characteristics
B) stereotypes
C) perceptions
D) attitudes
E) psychographics -->A

5) According to the model of buyer behavior, which of the following is one of the two
primary parts of a "buyer's black box"?
A) product stimuli
B) buyer's spending habits
C) buyer's characteristic
D) social stimuli
E) promotion stimuli -->C

6) ________ describes changes in an individual's behavior arising from experience.

A) Lifestyle
B) Cognitive dissonance
C) Perception
D) Learning
E) Selective attention -->D

7) In the context of the AIO dimensions for measuring consumers' lifestyles, "A" stands
for ________.
A) activities
B) achievements
C) admirations
D) attitudes
E) associations -->A

8) George is buying his first house. He has found two houses that he thinks he likes. He
is
highly involved in the purchase and perceives significant differences between these two
houses. George will likely undertake ________.
A) variety-seeking buying behavior
B) complex buying behavior
C) opinion leadership
D) dissonance-reducing buying behavior
E) marketing myopia -->B

9) Under cultural factor, each culture contains smaller ________, or groups of people
with shared value systems based on common life experiences and situations.
A) cultural universals
B) reference groups
C) subcultures
D) monocultures
E) social networks -->C

10) Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes
ideal for hiking and other outdoor activities. Which of the following brand personalities
could be best associated with the new brand?
A) sincerity
B) excitement
C) sophistication
D) competence
E) ruggedness -->E

1) ________ is never simple, yet understanding it is the essential task of marketing

management.
A) Brand personality
B) Consumption pioneering
C) Early adoption
D) Consumer buying behavior
E) Understanding the difference between primary and secondary data -->: D
Diff: 1 Page Ref: 135
Skill: Concept

5-1

2) The consumer market is made up of which of the following?

A) individuals who acquire goods or services for personal consumption
B) households that purchase goods or services for personal consumption
C) businesses that purchase goods and services
D) A and B
E) all of the above -->: D
Diff: 2 Page Ref: 135
Skill: Concept

5-1

3) Economic, technological, and cultural forces are all ________ in the stimulus-
response model of buyer behavior.
A) buyer responses
B) stimuli
C) components of the buyer's decision process
D) buyer characteristics
E) buying attitudes -->: B
Diff: 2 Page Ref: 137
Skill: Concept

5-1

4) Most large companies research ________ buying decisions to find out what they buy,
where they buy, how and how much they buy, when they buy, and why they buy.
A) market
B) permanent
C) consumer
D) social
E) group -->: C
Diff: 1 Page Ref: 136
Skill: Concept

5-1
5) The starting point of understanding a consumer's response to various marketing
efforts is the ________ of a buyer's behavior.
A) belief
B) subculture
C) postpurchase feeling
D) stimulus-response model
E) postpurchase dissonance -->: D
Diff: 2 Page Ref: 136
Skill: Concept

5-1

6) Marketing stimuli consist of the four Ps. Which is NOT one of these?
A) product
B) politics
C) price
D) promotion
E) place -->: B
Diff: 2 Page Ref: 136
Skill: Concept

5-1

7) The marketer wants to understand how the stimuli are changed into responses inside
the consumer's ________, which has two parts. First, the buyer's characteristics
influence how he or she perceives and reacts to the stimuli. Second, the buyer's
decision process itself affects the buyer's behavior.
A) culture
B) black box
C) belief
D) lifestyle
E) social class -->: B
Diff: 2 Page Ref: 136
Skill: Concept

5-1

8) In the model of buyer behavior, which of the following is NOT a major type of force or
event in the buyer's environment?
A) economic
B) technological
C) political
D) channel
E) cultural -->: D
Diff: 2 Page Ref: 136
Skill: Concept

5-1
9) ________ is(are) the most basic cause of a person's wants and behavior.
A) Culture
B) Brand personality
C) Cognitive dissonance
D) Societal factors
E) Selective perception -->: A
Diff: 1 Page Ref: 137
Skill: Concept

5-2

10) Marketers are always trying to spot ________ in order to discover new products that
might be wanted.
A) lifestyles
B) cultural shifts
C) groups
D) dissonance
E) attitudes -->: B
Diff: 3 Page Ref: 137
Skill: Concept

5-2

11) Each culture contains smaller ________, or groups of people with shared value
systems based on common life experiences and situations.
A) alternative evaluations
B) cognitive dissonances
C) subcultures
D) motives
E) attitudes -->: C
Diff: 1 Page Ref: 137
AACSB: Multicultural and Diversity
Skill: Concept

5-2

12) Which of the following is NOT considered an important American subculture by

marketers?
A) Hispanics
B) African Americans
C) mature consumers
D) opinion leaders
E) Asian Americans -->: D
Diff: 2 Page Ref: 137
AACSB: Multicultural and Diversity
Skill: Concept

5-2
13) This group of consumers tends to buy more branded, higher-quality products. and to
make shopping a family event, with children having a big say in the purchase decision.
In general, they are very brand loyal, and they favor companies who show special
interest in them.
A) Hispanic
B) African American
C) Asian
D) mature
E) gay and lesbian -->: A
Diff: 3 Page Ref: 137-138
AACSB: Multicultural and Diversity
Skill: Concept

5-2

14) ________, the fastest-growing U.S. demographic segment, now number more than
45 million.
A) African Americans
B) Hispanics
C) Asian Americans
D) Mature consumers
E) Gays and lesbians -->: B
Diff: 3 Page Ref: 137
AACSB: Multicultural and Diversity
Skill: Concept

5-2

15) Although more price-conscious than other segments, ________ consumers tend to
be strongly motivated by quality and selection. Brands are important. They enjoy
shopping and are more fashion conscious than other ethnic groups.
A) Hispanic
B) African American
C) mature
D) Asian
E) baby boomer -->: B
Diff: 3 Page Ref: 139
AACSB: Multicultural and Diversity
Skill: Concept

5-2
16) ________, the most affluent American demographic subculture, now have more than
$450 billion in annual spending power.
A) Hispanics
B) African Americans
C) Asian Americans
D) Gays and lesbians
E) Gen Xers -->: C
Diff: 3 Page Ref: 139
AACSB: Multicultural and Diversity
Skill: Concept

5-2

17) ________ are becoming a very attractive market: they are the ideal market for travel,
restaurants, high-tech home entertainment products, and convenient services
A) Hispanics
B) Asian Americans
C) Mature consumers
D) African Americans
E) Teenagers -->: C
Diff: 2 Page Ref: 140
AACSB: Multicultural and Diversity
Skill: Concept

5-2

18) Which of the following is NOT true of mature consumers?

A) The best strategy is to appeal to their active, multidimensional lives.
B) They are an ideal market for "do-it-for-me" services.
C) High-tech home entertainment products appeal to them.
D) They place more importance on brand names and are more brand loyal than
members of other age groups.
E) They are a good market for cosmetics and personal care products. -->: D
Diff: 2 Page Ref: 140
AACSB: Multicultural and Diversity
Skill: Concept

5-2

19) ________ are society's relatively permanent and ordered divisions whose members
share similar values, interests, and behaviors.
A) Social classes
B) Cultures
C) Reference groups
D) Attitudes
E) Lifestyles -->: A
Diff: 1 Page Ref: 140
Skill: Concept

5-2
20) What is one way that social class is NOT measured?
A) occupation
B) education
C) income
D) number of children in the family
E) wealth -->: D
Diff: 2 Page Ref: 140
Skill: Concept

5-2

21) Which of the following statements is true regarding social class in the United States?
A) Social class is determined primarily by income level.
B) Lines between social classes in the United States are fixed and rigid.
C) Social classes show distinct product preferences in clothing and automobiles.
D) Wealth is more critical than education level in measuring social class.
E) People are relegated to a permanent class layer in the United States. -->: C
Diff: 3 Page Ref: 140
AACSB: Multicultural and Diversity
Skill: Concept

5-2

22) ________ are groups to which an individual wishes to belong, as when a teenaged
basketball player hopes to play someday for the Los Angeles Lakers.
A) Membership groups
B) Aspirational groups
C) Leading adopter groups
D) Leisure groups
E) Social class groups -->: B
Diff: 2 Page Ref: 140
Skill: Concept

5-2

23) ________ are people within a reference group who, because of special skills,
knowledge, personality, or other characteristics, exert influence on others.
A) Opinion leaders
B) Habitual buyers
C) Social networkers
D) Stealth marketers
E) Buzz marketers -->: A
Diff: 1 Page Ref: 141
AACSB: Communication
Skill: Concept

5-2
24) Opinion leaders are sometimes referred to as ________.
A) the influentials
B) the upper uppers
C) the middle class
D) buzz marketers
E) networkers -->: A
Diff: 3 Page Ref: 141
AACSB: Communication
Skill: Concept

5-2

25) Many companies, such as JetBlue and Sony, enlist everyday consumers who are
enthusiastic about their brands to become ________ , brand ambassadors who share
their passion for a company's products with large circles of friends and acquaintances in
return for insider knowledge and other rewards.
A) leading adopters
B) brand evangelists
C) direct marketers
D) direct sellers
E) influencers -->: B
Diff: 2 Page Ref: 141
AACSB: Communication
Skill: Concept

5-2

26) Companies who use brand ambassadors are participating in ________.

A) opinion leading
B) traditional marketing
C) buzz marketing
D) direct marketing
E) values marketing -->: C
Diff: 2 Page Ref: 141
AACSB: Communication
Skill: Concept

5-2

27) MySpace.com and YouTube are both examples of ________.

A) buzz marketing
B) opinion leaders
C) social networks
D) early adopters
E) word-of-mouth marketing -->: C
Diff: 2 Page Ref: 143
AACSB: Use of IT
Skill: Concept
5-2
28) Which of the following best explains why a rush of marketers now participate in
established online social networks?
A) Social networking has been proven to be more effective than traditional marketing.
B) Social networks allow companies to have greater control over brand-related content
than other media do.
C) Members of social networking sites are unlikely to tune out personalized advertising
messages.
D) Companies have found their own social networks to be unsuccessful.
E) Consumers are more likely to view to peer-to-peer communication as credible. -->: E
Diff: 3 Page Ref: 144
AACSB: Communication
Skill: Concept

5-2

29) The ________ is the most important consumer buying organization in society; the
roles and influences of different members have been researched extensively.
A) family
B) social class
C) membership group
D) subculture
E) reference group -->: A
Diff: 2 Page Ref: 145
Skill: Concept

5-2

30) A ________ consists of the activities people are expected to perform according to
the persons around them.
A) motive
B) role
C) lifestyle
D) life cycle
E) tradition -->: B
Diff: 2 Page Ref: 146
Skill: Concept

5-2

31) A buyer's decisions are influenced by ________ such as the buyer's age and life-
cycle stage, occupation, economic situation, lifestyle, and personality and self-concept.
A) personal characteristics
B) reference groups
C) perceptions
D) attitudes
E) psychographics -->: A
Diff: 2 Page Ref: 146
Skill: Concept

5-2
32) People change the goods and services they buy over time because of the two
changing factors of ________.
A) belief and attitude
B) perception and personality
C) age and life-cycle stage
D) groups and learning
E) family and tradition -->: C
Diff: 2 Page Ref: 146
Skill: Concept

5-2

33) ________ is a person's pattern of living as expressed in his or her psychographics,

including his or her activities, interests, and opinions.
A) Personality
B) Culture
C) Lifestyle
D) Motive
E) Social class -->: C
Diff: 1 Page Ref: 147
Skill: Concept

5-2

34) All of the following make up a person's lifestyle EXCEPT ________.

A) AIO dimensions
B) interests
C) dissonance-reducing buying behavior
D) opinions
E) work -->: C
Diff: 2 Page Ref: 147
Skill: Concept

5-2

35) A customer's lifestyle can be measured by using the AIO dimensions. What does
AIO stand for?
A) Activities, Interests, Opinions
B) Achievement, Involvement, Organizations
C) Accommodation, Investment, Orientation
D) Acknowledgements, Interests, Observations
E) Adoptions, Interests, Occupations -->: A
Diff: 2 Page Ref: 147
Skill: Concept

5-2
36) ________ refers to the unique psychological characteristics that lead to relatively
consistent and lasting responses to one's own environment. It is usually described in
traits such as self-confidence, dominance, sociability, autonomy, defensiveness,
adaptability, and aggressiveness.
A) Alternative evaluation
B) Belief
C) Culture
D) Personality
E) Self-awareness -->: D
Diff: 1 Page Ref: 148
Skill: Concept

5-2

37) Researchers found that a number of well-known brands tended to be strongly

associated with one particular trait, such as Jeep with "ruggedness." Which of the
following terms would a marketer use to describe a specific mix of human traits that may
be attributed to a particular brand?
A) brand perception
B) product image
C) brand personality
D) brand concept
E) brand equity -->: C
Diff: 1 Page Ref: 148
Skill: Concept

5-2

38) Brand personality is a mix of human traits attributed to a brand. Which of the
following is NOT a brand personality trait as discussed in your text?
A) sincerity
B) excitement
C) competence
D) sophistication
E) emotion -->: E
Diff: 3 Page Ref: 148
Skill: Concept

5-2
39) A person's buying choices are influenced by four major psychological factors. Which
is NOT one of these factors?
A) motivation
B) perception
C) alternative evaluation
D) learning
E) beliefs -->: C
Diff: 2 Page Ref: 148
Skill: Concept

5-2

40) A ________ is a need that is sufficiently pressing to direct a person to seek

satisfaction.
A) stimulus
B) perception
C) culture
D) motive
E) tradition -->: D
Diff: 1 Page Ref: 148
Skill: Concept

5-2

41) Many marketers use the self-concept premise that people's possessions contribute
to and reflect their identities; that is, "we are what we have." Under this premise,
consumers ________.
A) buy products to support their self-images
B) use brand personalities
C) are affected by subconscious motivations
D) are attracted to products that fit in with their existing attitudes
E) conduct the information search -->: A
Diff: 2 Page Ref: 148
Skill: Concept

5-2

42) According to Freud's theories, people are ________ many of the psychological
forces shaping their behavior.
A) unaware of
B) unsure of
C) aware of
D) status-driven about
E) socially conscious of -->: A
Diff: 2 Page Ref: 149
Skill: Concept
5-2
43) The term ________ refers to qualitative research designed to probe consumers'
hidden, subconscious motivations.
A) perception analysis
B) opinion leader
C) motivation research
D) need recognition investigation
E) depth research technique -->: C
Diff: 2 Page Ref: 149
Skill: Concept

5-2

44) Maslow's theory is that ________ can be arranged in a hierarchy.

A) stimuli
B) beliefs and attitudes
C) perceptions
D) human needs
E) decisions -->: D
Diff: 1 Page Ref: 149
Skill: Concept

5-2

45) Which of the following is NOT part of Maslow's Hierarchy of Needs?

A) physiological needs
B) safety needs
C) stimulus needs
D) self-actualization needs
E) social needs -->: C
Diff: 2 Page Ref: 149
Skill: Concept

5-2

46) What is the LEAST pressing in Maslow's Hierarchy of Needs?

A) physiological needs
B) social needs
C) esteem needs
D) self-actualization needs
E) safety needs -->: D
Diff: 2 Page Ref: 149
Skill: Concept

5-2
47) ________ is the process by which people select, organize, and interpret information
to form a meaningful picture of the world.
A) Personality
B) Perception
C) Selective grouping
D) Learning
E) Self-actualization -->: B
Diff: 2 Page Ref: 150
AACSB: Communication
Skill: Concept

5-2

48) People cannot focus on all of the stimuli that surround them each day. A person's
tendency to screen out most of the information to which he or she is exposed is called
________.
A) selective retention
B) selective distortion
C) selective attitude
D) selective attention
E) selective perception -->: D
Diff: 2 Page Ref: 150
AACSB: Communication
Skill: Concept

5-2

49) People tend to interpret new information in a way that will support what they already
believe. This is called ________.
A) selective retention
B) selective distortion
C) selective attitude
D) selective attention
E) selective perception -->: B
Diff: 2 Page Ref: 150
AACSB: Communication
Skill: Concept

5-2
50) People forget much that they learn. They tend to retain information that supports
their attitudes and beliefs. This is called ________.
A) selective attention
B) selective retention
C) selective attitude
D) selective distortion
E) perceptual vigilance -->: B
Diff: 2 Page Ref: 150
AACSB: Communication
Skill: Concept

5-2

51) Some consumers worry that they will be affected by marketing messages without
even knowing it. They are concerned about ________ advertising.
A) alternative evaluation
B) subliminal
C) perceptual
D) innovative
E) comparative -->: B
Diff: 2 Page Ref: 150
AACSB: Communication
Skill: Concept

5-2

52) ________ describes changes in an individual's behavior arising from experience.

A) Lifestyle
B) Learning
C) Perception
D) Cognitive dissonance
E) Aggressiveness -->: B
Diff: 1 Page Ref: 151
Skill: Concept

5-2

53) Learning occurs through the interplay of all of the following EXCEPT ________.
A) drives
B) stimuli
C) cues
D) dissonance behavior
E) reinforcement -->: D
Diff: 2 Page Ref: 151
Skill: Concept

5-2
54) ________ are subtle stimuli that determine where, when, and how a person
responds to an idea.
A) Cues
B) Drives
C) Messages
D) Personalities
E) Impulses -->: A
Diff: 2 Page Ref: 151
AACSB: Communication
Skill: Concept

5-2

55) If a consumer's experience is rewarding, that consumer will probably use the product
more and more. The consumer's response to the product will be ________.
A) an attitude
B) a belief
C) reinforced
D) a dissonant experience
E) motivated -->: C
Diff: 2 Page Ref: 151
Skill: Concept

5-2

56) Applying ________, marketers can affect demand for a product by associating it with
strong drives, using motivating cues, and providing positive reinforcement.
A) subliminal advertising
B) social classes
C) learning theory
D) need recognition
E) cognitive dissonance -->: C
Diff: 2 Page Ref: 151
AACSB: Communication
Skill: Concept

5-2

57) A(n) ________ is a descriptive thought that a person has about something.
A) lifestyle
B) motive
C) belief
D) attitude
E) perception -->: C
Diff: 1 Page Ref: 151
Skill: Concept

5-2
58) A(n) ________ is a person's relatively consistent evaluations, feelings, and
tendencies toward an object or idea.
A) lifestyle
B) motive
C) belief
D) attitude
E) perception -->: D
Diff: 1 Page Ref: 151
Skill: Concept

5-2

59) A person's attitudes fit into a pattern, and to change one attitude may require difficult
adjustments in many others. Thus, a company should ________ try to fit its products into
existing attitudes rather than attempt to change attitudes.
A) usually
B) not
C) once in a while
D) seldom
E) never -->: A
Diff: 1 Page Ref: 151
Skill: Concept

5-2

60) When consumers are highly involved with the purchase of an expensive product and
they perceive significant differences among brands, they most likely will undertake
________.
A) habitual buying behavior
B) complex buying behavior
C) reflective buying behavior
D) habitual buying behavior
E) variety-seeking buying behavior -->: B
Diff: 2 Page Ref: 152
Skill: Concept

5-3

61) Which of the following typically occurs with habitual buying behavior?
A) There is high consumer involvement.
B) There is strong brand loyalty.
C) Consumers search extensively for information.
D) Ad repetition creates brand conviction.
E) none of the above -->: E
Diff: 2 Page Ref: 152
Skill: Concept

5-3
62) When customers have a low involvement in a purchase but perceive significant
brand differences, they will most likely engage in ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) brand conviction buying behavior -->: D
Diff: 2 Page Ref: 153
Skill: Concept

5-3

63) The buyer decision process consists of five stages. Which of the following is NOT
one of these stages?
A) need recognition
B) information search
C) variety-seeking buying behavior
D) purchase decision
E) postpurchase behavior -->: C
Diff: 1 Page Ref: 153
Skill: Concept

5-3

64) The buying process starts with ________, in which the buyer recognizes a problem.
A) need recognition
B) information search
C) product awareness
D) product interest
E) alternative evaluation -->: A
Diff: 1 Page Ref: 154
Skill: Concept

5-3

65) If the consumer's drive is strong and a satisfying product is near at hand, the
consumer is likely to buy it then. If not, the consumer may store the need in memory or
undertake a(n) ________.
A) brand personality
B) alternative evaluation
C) postpurchase behavior
D) information search
E) product adoption -->: D
Diff: 3 Page Ref: 154
Skill: Concept

5-3
66) The consumer can obtain information from any of several sources. Which of the
following is NOT one of these types of sources?
A) personal
B) commercial
C) attitude
D) public
E) experiential -->: C
Diff: 2 Page Ref: 154
AACSB: Communication
Skill: Concept

5-3

67) The most effective sources from which consumers obtain information are ________
because they legitimize or evaluate products for the buyer.
A) commercial
B) public
C) experimental
D) personal
E) experiential -->: D
Diff: 3 Page Ref: 154
AACSB: Communication
Skill: Concept

5-3

68) Marketers describe the way the consumer processes information to arrive at brand
choices as ________.
A) alternative evaluation
B) information search
C) purchase decision
D) situational factors
E) post-purchase dissonance -->: A
Diff: 1 Page Ref: 154
Skill: Concept

5-3

69) Generally, the consumer's purchase decision will be to buy the most preferred
brand, but two factors can come between the purchase intention and the purchase
decision. Which of the following is one of these factors?
A) postpurchase behavior
B) attitude of others
C) cognitive dissonance
D) alternative evaluation
E) new product adoption -->: B
Diff: 3 Page Ref: 155
Skill: Concept

5-3
70) After the purchase of a product, consumers will be either satisfied or dissatisfied and
engage in ________.
A) need recognition
B) alternative evaluation
C) postpurchase behavior
D) product expectations
E) information searches -->: C
Diff: 1 Page Ref: 155
Skill: Concept

5-3

71) The relationship between the consumer's expectations and the product's ________
determines whether the buyer is satisfied or dissatisfied with a purchase.
A) perceived performance
B) brand personality
C) recognition
D) consumer market
E) service quality -->: A
Diff: 2 Page Ref: 155
Skill: Concept

5-3

72) Almost all major purchases result in ________, or discomfort caused by

postpurchase conflict.
A) need recognition
B) cognitive dissonance
C) purchase decisions
D) legitimization
E) dissatisfaction -->: B
Diff: 1 Page Ref: 155
Skill: Concept

5-3

73) Consumers learn about new products for the first time and make the decision to buy
them during the ________.
A) need recognition stage
B) adoption process
C) evaluation process
D) trial process
E) quality assessment -->: B
Diff: 1 Page Ref: 158
Skill: Concept

5-4
74) Which of the following is NOT one of the stages that customers go through in the
process of learning about and making decisions about a new product or service?
A) awareness
B) interest
C) evaluation
D) culture
E) trial -->: D
Diff: 2 Page Ref: 158
Skill: Concept

5-4

75) Relative advantage, compatibility, complexity, divisibility, and communicability are all
examples of ________.
A) alternative evaluations
B) dissonance-reducing buying behaviors
C) product characteristics that influence rate of adoption
D) individual differences in innovation
E) postpurchase behaviors -->: C
Diff: 2 Page Ref: 159
Skill: Concept

5-4

76) Generation Xers, who were born between 1965 and 1976, share the childhood
experiences of higher parental divorce rates, recession, and corporate downsizing. They
tend to care about the environment and value experience over acquisition. Generation
Xers make up a ________.
A) subculture
B) social class
C) social network
D) life-cycle stage
E) lifestyle -->: A
Diff: 1 Page Ref: 137
AACSB: Reflective Thinking
Skill: Application

5-2
77) A shoe company uses ads featuring the members of a country music band with the
hope that the band's fans will see them wearing the company's shoes and want to wear
the same shoes. The shoe company is hoping that fans of the band view the band as a
________.
A) membership group
B) reference group
C) status symbol
D) subculture
E) lifestyle -->: B
Diff: 3 Page Ref: 140
AACSB: Analytic Skills
Skill: Application

5-2

78) Rashmi Singh always knows about the trendiest fashions. She actively shares her
knowledge with a wide group of friends and colleagues about where to shop for cutting-
edge fashion at great deals, and her advice is often followed. Rashmi is an example of
a(n)________.
A) innovator
B) membership group
C) opinion leader
D) buzz marketer
E) experiential source -->: C
Diff: 2 Page Ref: 141
AACSB: Reflective Thinking
Skill: Application

5-2

79) Shane Sudendorf is an active member of her sorority, two intramural teams, and a
service organization at her college. She also actively participates on two online social
networks, posting information about her day along with her thoughts on music, food,
fashion, and culture. From this description, which of the following is the best way to
describe Shane?
A) an opinion leader
B) a status symbol
C) a member of the RBC Builder segment
D) a member of the RBC Youth segment
E) a brand ambassador -->: A
Diff: 2 Page Ref: 141
AACSB: Reflective Thinking
Skill: Application

5-2
80) There is a trend in the United States toward rediscovering the flavor of regional
cooking and the use of locally grown ingredients. People are choosing to spend hours in
the kitchen using only the freshest ingredients to recreate local culinary traditions. This
change in ________ is one of the reasons the number of farmers markets in the United
States has increased by 70 percent in the last eight years.
A) variety-seeking behavior
B) subculture
C) lifestyle
D) personality
E) life cycle -->: C
Diff: 2 Page Ref: 147
AACSB: Reflective Thinking
Skill: Application

5-2

81) The RBC Royal Bank has identified five life-stage segments. Members of which
segment are most likely to be interested in debt-load management services?
A) Youth
B) Getting Started
C) Builders
D) Accumulators
E) Preservers -->: C
Diff: 3 Page Ref: 146
AACSB: Analytic Skills
Skill: Application

5-2

82) According to one analyst, a Harley-Davidson motorcycle can make you feel like "the
toughest, baddest guy on the block." Harley-Davidson promotes its motorcycles with
images of independence, freedom, and power. Harley-Davidson has created a
________.
A) lifestyle
B) life-cycle stage
C) brand motivation
D) brand personality
E) brand self-image -->: D
Diff: 1 Page Ref: 148
AACSB: Reflective Thinking
Skill: Application

5-2
83) A marketing research company asked members of a focus group to describe several
motorcycle brands as animals. This is an example of ________.
A) hierarchical needs analysis
B) interpretive consumer research
C) status influence
D) buzz marketing
E) information search -->: B
Diff: 3 Page Ref: 149
AACSB: Reflective Thinking
Skill: Application

5-2

84) Mark has long supported the actions and decisions of his city's mayor. However,
many recent news stories have raised questions about the ethics of the mayor's
programs and initiatives. Mark doubts that the mayor, in whom he has such faith, could
behave unethically, and Mark tends to distrust the information in the media. Mark
continues to support the mayor. Mark has engaged in ________.
A) selective distortion
B) selective attitude
C) selective retention
D) selective attention
E) perceptual defense -->: A
Diff: 2 Page Ref: 150
AACSB: Reflective Thinking
Skill: Application

5-2

85) Juana looked at her September issue of O magazine and did not see anything of
interest. After her mother was diagnosed with bipolar disorder, she found the issue
extremely interesting because it offered advice on how to help people who are suffering
from this problem. The issue became quite interesting to Juana due to ________.
A) subliminal messaging
B) social factors
C) selective attention
D) the hierarchy of needs
E) unconscious motivations -->: C
Diff: 2 Page Ref: 150
AACSB: Reflective Thinking
Skill: Application

5-2
86) Bob's job description had been changed. The rationale for the changes made no
sense to Bob when they were explained. Bob continued to perform most of his job duties
as usual. He has engaged in ________.
A) selective distortion
B) selective attitude
C) selective interpretation
D) selective attention
E) perceptual defense -->: D
Diff: 2 Page Ref: 150
AACSB: Reflective Thinking
Skill: Application

5-2

87) Stephanie and Jamal attended a sales seminar. Both left the seminar with differing
opinions about what was important to implement in their jobs. Both used the information
in different ways, according to what each already believed was important. They have
engaged in ________.
A) selective distortion
B) selective attitude
C) selective retention
D) selective attention
E) perceptual defense -->: A
Diff: 2 Page Ref: 150
AACSB: Reflective Thinking
Skill: Application

5-3

88) George is buying his first house. He has found two houses that he thinks he likes.
He is highly involved in the purchase and perceives significant differences between
these two houses. George will likely undertake ________.
A) variety-seeking buying behavior
B) complex buying behavior
C) opinion leadership
D) dissonance-reducing buying behavior
E) marketing myopia -->: B
Diff: 1 Page Ref: 152
AACSB: Reflective Thinking
Skill: Application

5-3
89) Pat thought he had received the best deal on his new car. Shortly after the purchase,
Pat started to notice certain disadvantages of his new car as he learned more about
other cars available. Pat is experiencing ________.
A) postpurchase culture
B) selective perception
C) postpurchase dissonance
D) purchase decision
E) information evaluation -->: C
Diff: 2 Page Ref: 152
AACSB: Reflective Thinking
Skill: Application

5-3
90) For the past 10 years Bill and Margaret Kennedy have saved money to go to the
Super Bowl should their team, the Chicago Bears, ever win the NFC championship. This
is the year, and several tour companies offer attractive, but very similar, packages to the
game. They want to be certain to choose the best one. Bill and Margaret are most likely
to exhibit ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) brand familiarity buying behavior -->: B
Diff: 3 Page Ref: 152
AACSB: Reflective Thinking
Skill: Application

5-3

91) Carrie tends to purchase various brands of bath soap. She has never been loyal to a
specific brand; instead, she does a lot of brand switching. Carrie exhibits ________.
A) dissonance-reducing buying behavior
B) complex buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) brand familiarity buying behavior -->: D
Diff: 1 Page Ref: 153
AACSB: Reflective Thinking
Skill: Application

5-3
92) Which of the following would a marketer be LEAST likely to do to encourage habitual
buying behavior?
A) dominate shelf space
B) run frequent reminder advertising
C) keep shelves fully stocked
D) stress several key points in ad copy
E) focus on visual imagery and symbols in ad campaigns -->: D
Diff: 3 Page Ref: 153
AACSB: Analytic Skills
Skill: Application

5-3

93) Lexus works to keep customers happy after each sale, aiming to delight the
customer in order to gain a customer for life. In this pursuit, Lexus is focused on which
step of the buyer decision process?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior -->: E
Diff: 2 Page Ref: 155
AACSB: Reflective Thinking
Skill: Application

5-3

94) Blake is in the process of buying a new car. He is highly involved in the purchase
and perceives significant differences among his three favorite models. Blake's next step
is most likely to be ________.
A) postpurchase behavior
B) alternative evaluation
C) opinion leadership
D) cognitive dissonance
E) purchase decision -->: B
Diff: 2 Page Ref: 154
AACSB: Reflective Thinking
Skill: Application

5-3
95) Donna wants to buy a new coat. During the ________ stage of her purchase
process she will ask her friends to recommend a store and/or a style of coat. She will
search the newspaper for coat sales, and she will visit nearby stores to see what is
available in her price range.
A) product evaluation
B) alternative evaluation
C) need recognition
D) information search
E) purchase decision -->: D
Diff: 2 Page Ref: 154
AACSB: Reflective Thinking
Skill: Application

5-3

96) Leona purchased two bottles of wine from vineyards in Australia. When asked her
opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but the
Chablis had a crisp taste that she really enjoyed. These statements were made during
the ________ stage of the purchase decision.
A) information search
B) situational analysis
C) alternative evaluation
D) purchase decision
E) postpurchase behavior -->: E
Diff: 1 Page Ref: 155
AACSB: Reflective Thinking
Skill: Application

5-3

97) Cameron loves to know about and purchase the most up-to-date technological
gadgets. Among his friends, he is almost always the first to own the newest electronic
product. Often the products that Cameron buys become adopted by large groups of
consumers, but occasionally Cameron will purchase a product that is adopted by only a
small portion of the population. To which of the following adopter groups does Cameron
belong?
A) innovator
B) early adopter
C) early majority
D) late majority
E) laggards -->: A
Diff: 2 Page Ref: 158
AACSB: Reflective Thinking
Skill: Application

5-4 →

D -->51) Learning occurs through the interplay of all of the following EXCEPT ________.
A) drives
B) stimuli
C) cues
D) dissonance behavior
E) reinforcement

A -->52) ________ are subtle stimuli that determine where, when, and how a person
responds to an idea.
A) Cues
B) Drives
C) Reinforcers
D) Personalities
E) Impulses

c -->53) If a consumer's experience is rewarding, that consumer will probably use the
product more and more. The consumer's response to the product will be ________.
A) cued
B) variety-seeking
C) reinforced
D) dissonant
E) motivated
c -->54) Applying ________, marketers can affect demand for a product by associating it
with strong drives, using motivating cues, and providing positive reinforcement.
A) subliminal advertising
B) social classes
C) learning theory
D) need recognition
E) cognitive dissonance

C -->55) A(n) ________ is a descriptive thought that a person has about something.
A) lifestyle
B) motive
C) belief
D) attitude
E) perception

d -->56) A(n) ________ is a person's relatively consistent evaluations, feelings, and

tendencies toward an object or idea.
A) lifestyle
B) motive
C) belief
D) attitude
E) perception

b -->57) When consumers are highly involved with the purchase of an expensive product
and they perceive significant differences among brands, they most likely will undertake
________.
A) habitual buying behavior
B) complex buying behavior
C) reflective buying behavior
D) dissonance-reducing buying behavior
E) variety-seeking buying behavior

d -->58) When consumers are highly involved with the purchase of an expensive,
infrequent, or risky purchase but see little difference among brands, they most likely will
undertake ________.
A) habitual buying behavior
B) complex buying behavior
C) reflective buying behavior
D) dissonance-reducing buying behavior
E) variety-seeking buying behavior

d -->59) When customers have a low involvement in a purchase but perceive significant
brand differences, they will most likely engage in ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) brand conviction buying behavior

c -->60) The buyer decision process consists of five stages. Which of the following is
NOT one of these stages?
A) need recognition
B) information search
C) variety-seeking buying behavior
D) purchase decision
E) postpurchase behavior

a -->61) The buying process starts with ________, in which the buyer recognizes a
problem.
A) need recognition
B) information search
C) product awareness
D) product interest
E) alternative evaluation

d -->62) If the consumer's drive is strong and a satisfying product is near at hand, the
consumer is likely to buy it then. If not, the consumer may store the need in memory or
undertake a(n) ________.
A) brand personality
B) selective retention
C) postpurchase behavior
D) information search
E) product adoption

c -->63) The consumer can obtain information from any of several sources. Which of the
following is NOT one of these types of sources?
A) personal
B) commercial
C) attitude
D) public
E) experiential

d -->64) The information sources that are the most effective at influencing a consumer's
purchase decision are ________. These sources legitimize or evaluate products for the
buyer.
A) commercial
B) public
C) experimental
D) personal
E) attitudinal
a -->65) Marketers describe the way a consumer processes information to arrive at
brand choices as ________.
A) alternative evaluation
B) information search
C) purchase decision
D) situational factors
E) postpurchase dissonance

b -->66) Blake is in the process of buying a new car. He is highly involved in the
purchase and perceives significant differences among his three favorite models. Blake's
next step is most likely to be ________.
A) postpurchase behavior
B) alternative evaluation
C) opinion leadership
D) cognitive dissonance
E) purchase decision

b -->67) Generally, the consumer's purchase decision will be to buy the most preferred
brand, but two factors can come between the purchase intention and the purchase
decision. Which of the following is one of these factors?
A) postpurchase behavior
B) attitude of others
C) cognitive dissonance
D) alternative evaluation
E) new product adoption

c -->68) After the purchase of a product, consumers will be either satisfied or dissatisfied
and engage in ________.
A) variety-reducing behavior
B) alternative evaluation
C) postpurchase behavior
D) product expectations
E) information searches

a -->69) The relationship between the consumer's expectations and the product's
________ determines whether the buyer is satisfied or dissatisfied with a purchase.
A) perceived performance
B) brand personality
C) recognition
D) consumer market
E) service quality

b -->70) Almost all major purchases result in ________, or discomfort caused by

postpurchase conflict.
A) need recognition
B) cognitive dissonance
C) purchase decisions
D) legitimization
E) dissatisfaction

d -->71) When a customer feels uneasy about losing out on the benefits of a brand she
chose not to purchase, she is experiencing ________.
A) selective retention
B) selective attention
C) selective distortion
D) cognitive dissonance
E) dissonance-reducing behavior

b -->72) Consumers learn about new products for the first time and make the decision to
buy them during the ________.
A) need recognition stage
B) adoption process
C) evaluation process
D) trial process
E) quality assessment

d -->73) Which of the following is NOT one of the stages that customers go through in
the process of learning about and making decisions about a new product or service?
A) awareness
B) interest
C) evaluation
D) acceptance
E) trial

b -->74) Which of the following is the final stage in the new product adoption process?
A) awareness
B) adoption
C) evaluation
D) acceptance
E) trial

c -->75) Relative advantage, compatibility, complexity, divisibility, and communicability

are all examples of ________.
A) alternative evaluations
B) dissonance-reducing buying behaviors
C) product characteristics that influence rate of adoption
D) individual differences in innovation
E) postpurchase behaviors

a -->76) Generation Xers, who were born between 1965 and 1976, share the childhood
experiences of higher parental divorce rates, recession, and corporate downsizing. They
tend to care about the environment and value experience over acquisition. Generation
Xers make up a ________.
A) subculture
B) social class
C) social network
D) life-cycle stage
E) lifestyle

b -->77) A shoe company uses ads featuring the members of a country music band with
the hope that the band's fans will see them wearing the company's shoes and want to
wear the same shoes. The shoe company is hoping that fans of the band view the band
as a ________.
A) membership group
B) reference group
C) status symbol
D) subculture
E) lifestyle

c -->78) Rashmi Singh always knows about the trendiest fashions. She actively shares
her knowledge with a wide group of friends and colleagues about where to shop for
cutting-edge fashion at great deals, and her advice is often followed. Rashmi is an
example of a(n) ________.
A) upper middle
B) membership group
C) opinion leader
D) brand personality
E) experiential source

a -->79) Shane Sudendorf is an active member of her sorority, two intramural teams,
and a service organization at her college. She also actively participates on two online
social networks, posting information about her day along with her thoughts on music,
food, fashion, and culture. From this description, which of the following is the best way to
describe Shane?
A) an opinion leader
B) a status symbol
C) a laggard
D) a Potential Rebounder
E) a brand ambassador

c -->80) There is a trend in the United States toward rediscovering the flavor of regional
cooking and the use of locally grown ingredients. People are choosing to spend hours in
the kitchen using only the freshest ingredients to recreate local culinary traditions. This
change in ________ is one of the reasons the number of farmers markets in the United
States has increased by 70 percent in the last eight years.
A) selective distortion
B) subculture
C) lifestyle
D) personality
E) life cycle

d -->81) According to one analyst, a Harley-Davidson motorcycle can make you feel like
"the toughest, baddest guy on the block." Harley-Davidson promotes its motorcycles with
images of independence, freedom, and power. Harley-Davidson has created a(n)
________.
A) attitude
B) life-cycle stage
C) brand motivation
D) brand personality
E) brand self-image

c -->82) A marketer of hair care products targeted at African American women created
an advertising message that told the women their hair could be worn any way they
wanted as opposed to wearing it straight. The message suggested the women did not
need to conform to the mainstream media definition of beauty. It is most accurate to say
that this ad was based on an understanding of ________.
A) social class
B) the family life cycle
C) self-concept
D) lifestyle
E) sensory marketing

a -->83) Mark has long supported the actions and decisions of his city's mayor.
However, many recent news stories have raised questions about the ethics of the
mayor's programs and initiatives. Mark doubts that the mayor, in whom he has such
faith, could behave unethically, and Mark tends to distrust the information in the media.
Mark continues to support the mayor. It is most accurate to say that Mark has engaged
in ________.
A) selective distortion
B) selective attitude
C) selective retention
D) selective attention
E) perceptual defense

c -->84) Juana looked at her September issue of O magazine and did not see anything
of interest. After her mother was diagnosed with bipolar disorder, she found the issue
extremely interesting because it offered advice on how to help people who are suffering
from this problem. The issue became quite interesting to Juana due to ________.
A) subliminal messaging
B) status factors
C) selective attention
D) shifting self-concept
E) unconscious motivations
d -->85) Bob's job description had been changed. The rationale for the changes made
no sense to Bob when they were explained. Bob continued to perform most of his job
duties as usual. He has engaged in ________.
A) subliminal attention
B) selective attitude
C) selective interpretation
D) selective attention
E) perceptual defense

a -->86) Stephanie and Jamal attended a sales seminar. Both left the seminar with
differing opinions about what was important to implement in their jobs. Both used the
information in different ways, according to what each already believed was important.
They have engaged in ________.
A) selective distortion
B) selective attitude
C) selective retention
D) selective attention
E) perceptual defense

b -->87) George is buying his first house. He has found two houses that he thinks he
likes. He is highly involved in the purchase and perceives significant differences between
these two houses. George will likely undertake ________.
A) variety-seeking buying behavior
B) complex buying behavior
C) opinion leadership
D) dissonance-reducing buying behavior
E) marketing myopia

c -->88) Pat thought he had received the best deal on his new car. Shortly after the
purchase, Pat started to notice certain disadvantages of his new car as he learned more
about other cars available. Pat is experiencing ________.
A) postpurchase culture
B) selective perception
C) postpurchase dissonance
D) purchase decision
E) information evaluation

b -->89) For the past 10 years Bill and Margaret Kennedy have saved money to go to
the Super Bowl should their team, the Chicago Bears, ever win the NFC championship.
This is the year, and several tour companies offer attractive, but very similar, packages
to the game. They want to be certain to choose the best one. Bill and Margaret are most
likely to exhibit ________.
A) complex buying behavior
B) dissonance-reducing buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) brand familiarity buying behavior

d -->90) Carrie tends to purchase various brands of bath soap. She has never been loyal
to a specific brand; instead, she does a lot of brand switching. Carrie exhibits ________.
A) dissonance-reducing buying behavior
B) complex buying behavior
C) habitual buying behavior
D) variety-seeking buying behavior
E) brand familiarity buying behavior

e -->91) Lexus works to keep customers happy after each sale, aiming to delight the
customer in order to gain a customer for life. In this pursuit, Lexus is focused on which
step of the buyer decision process?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) postpurchase behavior

c -->92) An invitation to go skiing for the weekend forced Donna to look at her current
wardrobe. She decided she needed a much warmer coat. Donna was in which stage of
the purchase decision?
A) product evaluation
B) situational analysis
C) need recognition
D) problem screening
E) information search

d -->93) Donna wants to buy a new coat. During the ________ stage of her purchase
process she will ask her friends to recommend a store and/or a style of coat. She will
search the newspaper for coat sales, and she will visit nearby stores to see what is
available in her price range.
A) product evaluation
B) alternative evaluation
C) need recognition
D) information search
E) purchase decision

b -->94) Robert has taken up bicycle riding as a hobby and as a way to maintain his
physical stamina. He understands he will need to drink adequate water when he is bike
riding. He wants to buy a hydration system. Having gathered a great deal of information,
he has decided to compare three systems: Waterbags for Roadies, Supertanker
Hydropacks, and Fast Water. Robert is in the ________ stage of his purchase decision.
A) problem recognition
B) evaluation of alternatives
C) product choice
D) postpurchase evaluation
E) information choice

e -->95) Leona purchased two bottles of wine from vineyards in Australia. When asked
her opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but
the Chablis had a crisp taste that she really enjoyed. These statements were made
during the ________ stage of the purchase decision.
A) information search
B) situational analysis
C) alternative evaluation
D) purchase decision
E) postpurchase behavior

a -->96) Cameron loves to know about and purchase the most up-to-date technological
gadgets. Among his friends, he is almost always the first to own the newest electronic
product. Often the products that Cameron buys become adopted by large groups of
consumers, but occasionally Cameron will purchase a product that is adopted by only a
small portion of the population. To which of the following adopter groups does Cameron
belong?
A) innovator
B) middle upper
C) early majority
D) late majority
E) laggards

d -->97) Which of the following would a marketer be LEAST likely to do to encourage

habitual buying behavior?
A) dominate shelf space
B) run frequent reminder advertising
C) keep shelves fully stocked
D) stress several key points in ad copy
E) focus on visual imagery and symbols in ad campaigns