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Chapter
2 - Customer Behavior
TRUE/FALSE
1. Customers go through predictable stages when
they make a purchase.
ANS: T DIF: Easy REF: Page 13
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
2. Marketers can create desires in people that
they didn’t previously have.
ANS: T DIF: Moderate REF: Page 13
NAT: BUSPROG Communication LOC: DISC:
Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
3. A new MBA: student and a recently promoted
corporate executive will typically have the same wants.
ANS: F DIF: Challenging REF: Page 13
NAT: BUSPROG Reflective Thinking LOC: DISC:
Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior &
society
4. During the purchase phase, a consumer will
consider all brands available in the market.
ANS: F DIF: Moderate REF: Page 13
NAT: BUSPROG Reflective Thinking LOC: DISC:
Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior &
society
5. The pre-purchase phase includes identifying
the need or want, searching possible solutions, and building a consideration
set.
ANS: T DIF: Easy REF: Page 13
NAT: BUSPROG Analytic LOC: DISC:
Strategy
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
6. During the purchase phase, the consumer might
ask himself, “What attributes don’t I care about, and therefore will not pay
high prices?”
ANS: T DIF: Challenging REF: Page 13
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
7. During the purchase phase, the consumer will
ask herself, “Will I tell my friends what a great brand I’ve found?”
ANS: F DIF: Moderate REF: Page 13
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior &
society
8. Whether the buyer is a consumer or a
business, the phases of the buying process itself is the same.
ANS: T DIF: Challenging REF: Page 13
NAT: BUSPROG Reflective Thinking LOC: DISC:
Marketing Plan
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior &
society
9. John is a buying agent for Starbucks because
he buys supplies on behalf of Starbucks.
ANS: T DIF: Easy REF: Page 13
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Application MSC: MBA:
Managing Strategy & Innovation
10. Going out to buy bread is the type of
purchase that requires some thought or planning ahead of time.
ANS: F DIF: Moderate REF: Page 13
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Application
MSC: MBA: Knowledge of Media Communications &
Delivery
11. All purchases are the same.
ANS: F DIF: Easy REF: Page 13
NAT: BUSPROG Communication LOC: DISC:
Promotion
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes
12. An example of a specialty purchase would be a
new smartphone.
ANS: T DIF: Easy REF: Page 13
NAT: BUSPROG Communication LOC: DISC:
Promotion
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Application
MSC: MBA: Knowledge of Media Communications &
Delivery
13. An example of a modified rebuy is when the
copier lease comes up and you want to try a different vendor.
ANS: T DIF: Challenging REF: Page 14
NAT: BUSPROG Reflective Thinking LOC: DISC:
Product
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Application
MSC: MBA: Knowledge of Technology, Design, &
Production
14. A high customer involvement B2C purchase is
called a specialty purchase.
ANS: T DIF: Challenging REF: Page 14
NAT: BUSPROG Analytic LOC: DISC:
Product
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes
15. During higher involvement purchases, we would
expect customers to be more price sensitive.
ANS: F DIF: Moderate REF: Page 16
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Comprehension
MSC: MBA: Managing Decision-Making Processes
16. It’s important for low-involvement products
to be widely available so the customer can pick them up without thinking.
ANS: T DIF: Easy REF: Page 16
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes
17. Consumers can be simple or complex.
ANS: T DIF: Easy REF: Page 16
NAT: BUSPROG Reflective Thinking LOC: DISC:
Customer
TOP: The Marketing Science of Customer Behavior
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior &
society
18. People are selective in their attention to
environmental stimuli.
ANS: T DIF: Moderate REF: Page 16
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
19. Colors do not have any cultural meaning.
ANS: F DIF: Easy REF: Page 16
NAT: BUSPROG Reflective Thinking LOC: DISC:
Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
20. The sound of a Mac vs. a PC starting up is an
example of how sound or music is important to marketers.
ANS: T DIF: Challenging REF: Page 17
NAT: BUSPROG Analytic LOC: DISC:
Research
TOP: Sensation and Perception KEY: Bloom's: Application
MSC: MBA: Operations Skills
21. Sight, sound, smell, taste, and touch are all
used by marketers.
ANS: T DIF: Moderate REF: Page 17
NAT: BUSPROG Reflective Thinking LOC: DISC:
Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
22. Marketers use subliminal advertising all the
time because they know it works very well.
ANS: F DIF: Challenging REF: Page 17
NAT: BUSPROG Reflective Thinking LOC: DISC:
Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Evaluation
MSC: MBA: Knowledge of General Business Functions
23. An ad for dog treats on the side of the home
page of dog.com is an example of perceptual fluency.
ANS: T DIF: Challenging REF: Page 18
NAT: BUSPROG Reflective Thinking LOC: DISC:
Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Application
MSC: MBA: Managing Administration & Control
24. Learning is when associations of sights or
sounds get stored in short-term memory after many repetitions.
ANS: F DIF: Challenging REF: Page 18
NAT: BUSPROG Reflective Thinking LOC: DISC:
Strategy
TOP: Learning and Memory KEY: Bloom's:
Comprehension
MSC: MBA: Knowledge of human behavior &
society
25. The jingle, “Two all-beef patties...” is an
example of the use of operant conditioning.
ANS: F DIF: Easy REF: Page 19
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: Learning and Memory KEY: Bloom's:
Knowledge
MSC: MBA: Knowledge of human behavior &
society
26. Operant conditioning relies on behavior that
is positively reinforced.
ANS: T DIF: Moderate REF: Page 19
NAT: BUSPROG Analytic LOC: DISC:
Strategy
TOP: Learning and Memory KEY: Bloom's:
Knowledge
MSC: MBA: Knowledge of human behavior &
society
27. Starbucks has a loyalty program that gives
you a free drink after every 5 purchases. This is an example of a fixed ratio
reinforcement schedule.
ANS: T DIF: Challenging REF: Page 19
NAT: BUSPROG Reflective Thinking LOC: DISC:
Customer
TOP: Learning and Memory KEY: Bloom's:
Application
MSC: MBA: Knowledge of human behavior &
society
28. Marketer’s use Abraham Maslow’s hierarchy of
needs by identifying their product with a certain level.
ANS: T DIF: Easy REF: Page 20
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: Motivation KEY: Bloom's: Knowledge
MSC: MBA: Managing Strategy & Innovation
29. Marketers use Maslow’s hierarchy of needs to
offer an extended brand line so the consumer can start high on the pyramid and
work his way down.
ANS: F DIF: Moderate REF: Page 20
NAT: BUSPROG Reflective Thinking LOC: DISC:
Customer
TOP: Motivation KEY: Bloom's: Comprehension
MSC: MBA: Managing Strategy & Innovation
30. Utilitarian vs. hedonic products means
fulfilling needs vs. wants.
ANS: T DIF: Easy REF: Page 21
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: Motivation KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Technology, Design, &
Production
31. A risk-averse consumer may be an avid
customer, very knowledgeable, an opinion leader, and they may wish to try the
newest that the market has to offer.
ANS: F DIF: Easy REF: Page 21
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: Motivation KEY: Bloom's: Knowledge
MSC: MBA: Managing Strategy & Innovation
32. What motivates consumers is important to
marketers.
ANS: T DIF: Moderate REF: Page 21
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: Attitudes and Decision Making KEY: Bloom's:
Comprehension
MSC: MBA: Managing Strategy & Innovation
33. An example of importance weights are Mercedes
are fast, they’re nice to look at, and they’re expensive.
ANS: F DIF: Moderate REF: Page 21
NAT: BUSPROG Reflective Thinking LOC: DISC:
Customer
TOP: Attitudes and Decision Making KEY: Bloom's:
Application
MSC: MBA: Managing Strategy & Innovation
34. When it comes to beliefs and importance
weights, marketers try to strengthen positive attitudes about their brand
through learning and appealing to consumer motivations that their brand
satisfies the consumer’s needs.
ANS: T DIF: Challenging REF: Page 22
NAT: BUSPROG Reflective Thinking LOC: DISC:
Customer
TOP: Attitudes and Decision Making KEY: Bloom's:
Synthesis
MSC: MBA: Managing Strategy & Innovation
35. When a consumer looks at the most important
attribute of a brand first, and eliminates all brands that do not have this attribute,
he is using a lexicographic approach.
ANS: T DIF: Challenging REF: Page 22
NAT: BUSPROG Reflective Thinking LOC: DISC:
Marketing Plan
TOP: Attitudes and Decision Making KEY: Bloom's:
Comprehension
MSC: MBA: Knowledge of human behavior & society
36. Some socio-cultural effects how consumers
respond to brands are social class and age.
ANS: T DIF: Easy REF: Page 22
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: How Do Cultural Differences Affect
Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
37. Old monied people indulge in conspicuous
consumption. For example buying a yellow Mustang to show off their wealth.
ANS: F DIF: Challenging REF: Page 22
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: How Do Cultural Differences Affect
Consumers' Behavior?
KEY: Bloom's: Evaluation
MSC: MBA: Knowledge of human behavior &
society
38. The current trend in age-related marketing
has to do with marketing more towards the older, baby-boomer generation.
ANS: T DIF: Moderate REF: Page 23
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: How Do Cultural Differences Affect
Consumers' Behavior?
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions
39. It’s pretty simple to market for various
ethnicities and countries since they have similar perspectives.
ANS: F DIF: Easy REF: Page 23
NAT: BUSPROG Reflective Thinking LOC: DISC:
Marketing Plan
TOP: How Do Cultural Differences Affect
Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
40. Young women are the main buyers of luxury
brands in South Korea.
ANS: T DIF: Easy REF: Page 23
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: How Do Cultural Differences Affect
Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
MULTIPLE CHOICE
1. During the ____ phase of the purchase
process, the customer identifies that something is lacking.
|
a.
|
purchase
|
|
b.
|
pre-purchase
|
|
c.
|
post
purchase
|
|
d.
|
preliminary
|
ANS: B DIF: Easy REF: Page 13
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge MSC: MBA:
Managing Strategy & Innovation
2. During the purchase phase for a new computer,
Larry creates a _____ that includes Apple’s Macbook Pro and Microsoft’s Windows
7, but does not include Linux systems.
|
a.
|
mindset
|
|
b.
|
purchase
set
|
|
c.
|
consideration
set
|
|
d.
|
list
|
ANS: C DIF: Moderate REF: Page 13
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Application MSC: MBA:
Managing Strategy & Innovation
3. Which phase of the purchase process generates
word of mouth?
|
a.
|
customer
evaluation
|
|
b.
|
pre-purchase
|
|
c.
|
purchase
|
|
d.
|
post-purchase
|
ANS: D DIF: Challenging REF: Page 13
NAT: BUSPROG Reflective Thinking LOC: DISC:
Strategy
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Comprehension MSC: MBA:
Operations Skills
4. Whether the buyer is a consumer or a business,
the buying process is ____.
|
a.
|
consistent
|
|
b.
|
inconsistent
|
|
c.
|
exhausting
|
|
d.
|
simple
|
ANS: A DIF: Moderate REF: Page 13
NAT: BUSPROG Communication LOC: DISC:
Strategy
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge MSC: MBA:
Operations Skills
5. A ____ item is something that is purchased
without much thought before the purchase.
|
a.
|
quick
|
|
b.
|
specialty
|
|
c.
|
convenience
|
|
d.
|
shopping
|
ANS: C DIF: Easy REF: Page 13
NAT: BUSPROG Communication LOC: DISC:
Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Comprehension
MSC: MBA: Managing Decision-Making Processes
6. A straight rebuy, like when the office needs
more paper, is common for ____ customers.
|
a.
|
B2B
|
|
b.
|
B2C
|
|
c.
|
C2B
|
|
d.
|
C2C
|
ANS: A DIF: Challenging REF: Page 14
NAT: BUSPROG Reflective Thinking LOC: DISC:
Promotion
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Application
MSC: MBA: Managing Decision-Making Processes
7. The different types of purchases are
different because ______.
|
a.
|
of
the product itself
|
|
b.
|
of
differences in the mind of the customer
|
|
c.
|
of
customer attitudes
|
|
d.
|
the
price varies
|
ANS: B DIF: Challenging REF: Page 14
NAT: BUSPROG Reflective Thinking LOC: DISC:
Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Evaluation
MSC: MBA: Managing Decision-Making Processes
8. Customer involvement is ____ on a B2C
specialty purchase.
|
a.
|
very
low
|
|
b.
|
low
|
|
c.
|
medium
|
|
d.
|
high
|
ANS: D DIF: Moderate REF: Page 14
NAT: BUSPROG Analytic LOC: DISC:
Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions
9. A customer would be more price sensitive when
buying gum than when buying ____.
|
a.
|
gasoline
|
|
b.
|
paper
|
|
c.
|
bananas
|
|
d.
|
a
laptop
|
ANS: D DIF: Challenging REF: Page 14
NAT: BUSPROG Analytic LOC: DISC:
Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Synthesis
MSC: MBA: Knowledge of General Business Functions
10. A customer loyalty program for high-involvement
products would take the form of ____.
|
a.
|
brand
communities
|
|
b.
|
price
discounts
|
|
c.
|
buy
one- get one free
|
|
d.
|
social
networks
|
ANS: A DIF: Moderate REF: Page 16
NAT: BUSPROG Analytic LOC: DISC:
Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
11. Which products need to be widely available so
the customer can pick them up without thinking?
|
a.
|
all
products
|
|
b.
|
medium-involvement
products
|
|
c.
|
low-involvement
products
|
|
d.
|
high-involvement
products
|
ANS: C DIF: Easy REF: Page 16
NAT: BUSPROG Analytic LOC: DISC:
Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
12. The promotion for a high-involvement purchase
will have a lot more ____ associated with it.
|
a.
|
brand
names
|
|
b.
|
information
|
|
c.
|
noise
|
|
d.
|
pictures
|
ANS: B DIF: Easy REF: Page 16
NAT: BUSPROG Reflective Thinking LOC: DISC:
Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
13. If you are not in the market for a new house,
you will most likely ____ ads for new houses.
|
a.
|
hear
|
|
b.
|
see
|
|
c.
|
ignore
|
|
d.
|
pay
attention to
|
ANS: C DIF: Easy REF: Page 16
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
14. If a marketer wants a customer to have a
higher motivation to learn more about a product, he should do what?
|
a.
|
create
customer involvement
|
|
b.
|
advertise
more
|
|
c.
|
lower
prices
|
|
d.
|
increase
brand awareness
|
ANS: A DIF: Challenging REF: Page 16
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior &
society
15. Why is Dell’s darker, deep blue color
trademarked?
|
a.
|
it
creates customer involvement
|
|
b.
|
the
blue color saves marriages
|
|
c.
|
the
blue color is pleasing to the eye
|
|
d.
|
the
blue color is well associated to Dell’s brand
|
ANS: D DIF: Moderate REF: Page 16
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior &
society
16. Colors convey cultural meaning. In the U.S. brides wear white because it
symbolizes ____.
|
a.
|
love
|
|
b.
|
passion
|
|
c.
|
danger
|
|
d.
|
purity
|
ANS: D DIF: Easy REF: Page 16
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
17. What type of music should be played during an
ad if a marketer wants consumers to spend more?
|
a.
|
energetic,
with a quick tempo
|
|
b.
|
slow
|
|
c.
|
jazz
|
|
d.
|
classical
|
ANS: A DIF: Challenging REF: Page 16
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
18. Why are consumers willing to spend so much
more for a Harley over a Honda motorcycle?
|
a.
|
extra
features on a Harley
|
|
b.
|
the
distinct sound of a Harley
|
|
c.
|
Harley’s
are faster
|
|
d.
|
use
of better materials
|
ANS: B DIF: Challenging REF: Page 17
NAT: BUSPROG Analytic LOC: DISC:
Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior &
society
19. Why do women who work the cosmetic counters
in department stores wish to spray you?
|
a.
|
to
get you to notice the name of the perfume
|
|
b.
|
to
get you to notice the packaging of the perfume
|
|
c.
|
to
appeal to your sense of smell, and make you remember the product
|
|
d.
|
so
you smell better
|
ANS: C DIF: Moderate REF: Page 17
NAT: BUSPROG Analytic LOC: DISC:
Strategy
TOP: Sensation and Perception KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior &
society
20. What is a classic marketing exercise that is
used to declare that one’s own product is superior to the market leader?
|
a.
|
blind
smell tests
|
|
b.
|
blind
taste tests
|
|
c.
|
advertising
|
|
d.
|
blind
feel tests
|
ANS: B DIF: Moderate REF: Page 17
NAT: BUSPROG Analytic LOC: DISC: Promotion
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes
21. Creating well-designed products is the
predominant way of conveying brand imagery through ____.
|
a.
|
smell
|
|
b.
|
touch
|
|
c.
|
sight
|
|
d.
|
sound
|
ANS: B DIF: Easy REF: Page 17
NAT: BUSPROG Analytic LOC: DISC:
Promotion
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes
22. Which of the following is NOT an example of
design?
|
a.
|
good
ergonomics
|
|
b.
|
clean
lines
|
|
c.
|
sensual
experience
|
|
d.
|
pleasant
smell
|
ANS: D DIF: Challenging REF: Page 17
NAT: BUSPROG Reflective Thinking LOC: DISC:
Promotion
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes
23. When an ad is shown for such a short time
that doesn’t meet the threshold of consciousness, it is called _____.
|
a.
|
fast
|
|
b.
|
liminal
|
|
c.
|
subliminal
|
|
d.
|
unconscious
|
ANS: C DIF: Moderate REF: Page 17
NAT: BUSPROG Communication LOC: DISC: Research
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes
24. _____ is subtle phenomenon that uses colors
and fonts to affect how the message feels.
|
a.
|
Sensory
perception
|
|
b.
|
Perceptual
fluency
|
|
c.
|
Subliminal
messaging
|
|
d.
|
Unconscious
messaging
|
ANS: B DIF: Moderate REF: Page 18
NAT: BUSPROG Analytic LOC: DISC:
Research
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes
25. Sensory and perceptual impressions can become
____.
|
a.
|
brand
associations
|
|
b.
|
perceptual
fluency
|
|
c.
|
brand
names
|
|
d.
|
catch
slogans
|
ANS: A DIF: Easy REF: Page 18
NAT: BUSPROG Communication LOC: DISC:
Research
TOP: Learning and Memory KEY: Bloom's:
Comprehension
MSC: MBA: Knowledge of human behavior &
society
26. Learning is the process by which associations
get past the sensory and perception stages into _____.
|
a.
|
brand
associations
|
|
b.
|
perceptual
fluency
|
|
c.
|
short-term
memory
|
|
d.
|
long-term
memory
|
ANS: D DIF: Moderate REF: Page 18
NAT: BUSPROG Communication LOC: DISC:
Research
TOP: Learning and Memory KEY: Bloom's:
Comprehension
MSC: MBA: Knowledge of human behavior &
society
27. With repetition and elaboration, associations
can get into ____.
|
a.
|
brand
associations
|
|
b.
|
short-term
memory
|
|
c.
|
brand
names
|
|
d.
|
long-term
memory
|
ANS: D DIF: Moderate REF: Page 18
NAT: BUSPROG Analytic LOC: DISC:
Research
TOP: Learning and Memory KEY: Bloom's:
Knowledge
MSC: MBA: Knowledge of human behavior &
society
28. Ivan Pavlov and his salivating dogs is an
example of what type of learning process?
|
a.
|
classical
conditioning
|
|
b.
|
operant
conditioning
|
|
c.
|
new
age conditioning
|
|
d.
|
associative
conditioning
|
ANS: A DIF: Challenging REF: Page 18
NAT: BUSPROG Communication LOC: DISC:
Customer
TOP: Learning and Memory KEY: Bloom's:
Application
MSC: MBA: Knowledge of human behavior &
society
29. Which of these is an example of stage 4 of
classical conditioning?
|
a.
|
a
bell rung in front of the dog initially elicits no response
|
|
b.
|
a
food bowl placed in front of a dog naturally elicits its drool
|
|
c.
|
a
bell rung in front of the dog elicits drool
|
|
d.
|
a
bell rung while a food bowl is simultaneously placed in front of the dog
elicits drool
|
ANS: C DIF: Challenging REF: Page 18
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: Learning and Memory KEY: Bloom's:
Application
MSC: MBA: Knowledge of human behavior &
society
30. Philip Morris recently changed their name to
Altria ____.
|
a.
|
because
of a merger
|
|
b.
|
so
they could remove the negative association with their name
|
|
c.
|
restructure
the company
|
|
d.
|
simplify
the brand
|
ANS: B DIF: Moderate REF: Page 19
NAT: BUSPROG Reflective Thinking LOC: DISC:
Customer
TOP: Learning and Memory KEY: Bloom's:
Application
MSC: MBA: Knowledge of human behavior &
society
31. B.F. Skinner discovered ____ with his studies
on pigeons pecking at a target to get a food pellet.
|
a.
|
classical
conditioning
|
|
b.
|
operant
conditioning
|
|
c.
|
new
age conditioning
|
|
d.
|
associative
conditioning
|
ANS: B DIF: Easy REF: Page 19
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: Learning and Memory KEY: Bloom's:
Knowledge
MSC: MBA: Knowledge of human behavior &
society
32. Operant conditioning is based on _____.
|
a.
|
rewards
|
|
b.
|
neutral
reinforcement
|
|
c.
|
positive
reinforcement
|
|
d.
|
negative
reinforcement
|
ANS: C DIF: Moderate REF: Page 19
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: Learning and Memory KEY: Bloom's:
Knowledge
MSC: MBA: Knowledge of human behavior &
society
33. Marketers use Maslow’s hierarchy of needs by
_____.
|
a.
|
focusing
their advertising on a particular level
|
|
b.
|
focusing
on self-actualization needs
|
|
c.
|
looking
at which needs yield the largest profits
|
|
d.
|
identifying
their product with a certain level of needs
|
ANS: D DIF: Easy REF: Page 20
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: Motivation KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
34. If a marketer is focusing on people who _____, he will promote a popular brand.
|
a.
|
are
individual
|
|
b.
|
like
to conform
|
|
c.
|
are
outgoing
|
|
d.
|
have
lots of money
|
ANS: B DIF: Easy REF: Page 21
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: Motivation KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
35. What are a mix of beliefs and importance
weights?
|
a.
|
moods
|
|
b.
|
visions
|
|
c.
|
perceptions
|
|
d.
|
attitudes
|
ANS: D DIF: Moderate REF: Page 21
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: Attitudes and Decision Making KEY: Bloom's:
Knowledge
MSC: MBA: Knowledge of human behavior &
society
36. Marketers typically classify customers by
____ on a given purchase.
|
a.
|
how
much they care about
|
|
b.
|
how
much they spend
|
|
c.
|
how
much they think about
|
|
d.
|
their
perception
|
ANS: A DIF: Moderate REF: Page 21
NAT: BUSPROG Reflective Thinking LOC: DISC:
Customer
TOP: Attitudes and Decision Making KEY: Bloom's:
Knowledge
MSC: MBA: Knowledge of human behavior &
society
37. John is considering buying a new car. It’s
important to him that the car has bluetooth. If the car he looks at doesn’t
have bluetooth, then he will not consider it for purchase. This is an example
of a ____ mechanism.
|
a.
|
decision
criteria
|
|
b.
|
quality
|
|
c.
|
non-compensatory
|
|
d.
|
compensatory
|
ANS: C DIF: Challenging REF: Page 22
NAT: BUSPROG Reflective Thinking LOC: DISC:
Customer
TOP: Attitudes and Decision Making KEY: Bloom's:
Application
MSC: MBA: Knowledge of human behavior &
society
38. People tend to associate and marry people of
the same ____.
|
a.
|
race
|
|
b.
|
age
|
|
c.
|
social
class
|
|
d.
|
gender
|
ANS: C DIF: Moderate REF: Page 22
NAT: BUSPROG Reflective Thinking LOC: DISC:
Customer
TOP: How Do Cultural Differences Affect
Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
39. The baby boomer generation is societal
minded, so it is expected that we see large scale ____.
|
a.
|
altruism
|
|
b.
|
spending
|
|
c.
|
saving
|
|
d.
|
shifts
in attitudes
|
ANS: A DIF: Easy REF: Page 23
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: How Do Cultural Differences Affect
Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
40. China’s rising economy is creating a large
demand for ____.
|
a.
|
investment
bankers
|
|
b.
|
tacos
|
|
c.
|
luxury
goods
|
|
d.
|
cars
|
ANS: C DIF: Easy REF: Page 23
NAT: BUSPROG Analytic LOC: DISC:
Customer
TOP: How Do Cultural Differences Affect
Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
ESSAY
1. Describe the three phases of the purchase
process.
ANS:
The
first phase is the pre-purchase phase. During this phase, the consumer
identifies the need or want, searches for a possible solution, and builds a
consideration set. The next phase is the purchase phase. During this phase, the
consumer narrows the consideration set and decides on a retail channel. Lastly,
there is there is the post-purchase phase. In this phase, the consumers asses
the purchase, and if he is satisfied he will likely have repeat purchases and
will generate word of mouth about his purchase.
DIF: Easy REF: Page 13 NAT: BUSPROG Analytic
LOC: DISC: Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions
2. Describe the 3 types of purchases in a B2C
transaction.
ANS:
A
low customer involvement purchase in a B2C situation is called a convenience
buy. This purchase typically has little forethought and is price sensitive.
A
medium customer involvement purchase in a B2C situation is called a shopping
buy. In this situation, the consumer puts more thought into the purchase and cares
more about the product quality/features.
The
last type of purchase has high customer involvement. This situation is a called
a specialty purchase. Purchases of this type require a great deal of research
for the best brands, quality, and price. Marketers for this level try to
convince the buyer that their brand is the best choice.
DIF: Moderate REF: Page 14 NAT: BUSPROG Analytic
LOC: DISC: Marketing Plan TOP: There
are Different Kinds of Purchases
KEY: Bloom's: Synthesis MSC: MBA:
Managing Strategy & Innovation
3. Describe how visual stimuli are important to
marketers and explain how colors are involved.
ANS:
Visual
stimuli allow marketers to show products, information, and imagery. Colors can
ingrain brand associations in consumers’ minds. For example, the white iPod
headphones were easily identified with Apple because they were the only company
to offer white headphones when the iPod first came out.
Colors
also are important for cultural symbols. In the U.S., white represents purity.
In Thailand, purple is the color for mourning. Yellow means courage in Japan.
DIF: Challenging REF: Page 16 NAT: BUSPROG Reflective Thinking
LOC: DISC: Customer TOP: Sensation
and Perception
KEY: Bloom's: Synthesis
MSC: MBA: Knowledge of Media Communications &
Delivery
4. Explain subliminal advertising.
ANS:
Subliminal
advertising is the idea that an ad can be shown for a brief moment and it is so
short that it doesn’t meet the threshold of consciousness, and is therefore
subliminal. This somehow is captured subconsciously and the hope is the message
would compel buying the product advertised.
Markers
have ruled out that subliminal advertising works. But they do a lot of research
in the areas of perceptual fluency. Marketers know that if you are exposed to the
same billboard everyday, you will start to become familiar with it, and with
familiarity comes a comfortable, positive feeling, increasing the chances you
will make a purchase.
DIF: Moderate REF: Pages 17-18 NAT: BUSPROG Communication
LOC: DISC: Marketing Plan TOP: Sensation
and Perception
KEY: Bloom's: Comprehension MSC: MBA:
Managing Strategy & Innovation
5. Using Pavlov’s dogs as an example, explain
the 4 stages of classical conditioning.
ANS:
Stage
1: food is placed in front of the dog and it naturally drools
Stage
2: a bell is rung in front of the dog and it does not drool
Stage
3: a bell rung while a food bowl is simultaneously placed in front of the dog
causes drool
Stage
4: a bell rung in front of the dog elicits drool. The dog has come to learn that the bell is
associated with food.
DIF: Easy REF: Page 18 NAT: BUSPROG Analytic
LOC: DISC: Research TOP: Learning
and Memory
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Media Communications &
Delivery
6. Explain the process of operant conditioning
and how to maximize results using it.
ANS:
Operant
conditioning is when someone learns a desired behavior by being rewarded. B.F.
Skinner discovered this when he was able to teach rats to press a bar. The rats
would press the bar because they knew they would be rewarded with a food
pellet.
To
maximize results with this method, you should use variable ratio reinforcement
schedule. For example, with a customer loyalty program, you will get more
purchases if the consumer does not know how many more purchases he has to make
to get a free one. If the program runs on a fixed ratio schedule, then he knows
that 5 purchases gives him one free one, for example.
DIF: Challenging REF: Pages 19-20 NAT: BUSPROG Analytic
LOC: DISC: Marketing Plan TOP: Learning
and Memory
KEY: Bloom's: Evaluation
MSC: MBA: Knowledge of human behavior &
society
7. List the 5 levels of Abraham Maslow’s
hierarchy of needs. List from the lowest needs to the highest.
ANS:
1.
Food, water, sleep, sex
2.
Safety, security
3.
Friendship, belonging
4.
Self-esteem, respect
5.
Self-actualization
DIF: Easy REF: Page 20 NAT: BUSPROG Analytic
LOC: DISC: Research TOP: Motivation
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior &
society
8. Describe one of the ways marketers use the
hierarchy of needs and give an example of this strategy.
ANS:
Any
one of the following is acceptable
1.
Marketers identify their product with a certain level of needs. For example,
Volvo stresses their brand represents safety.
2.
Marketers appeal to your sense of belonging. For example, a men’s clothing
store would appeal to a new lawyer to make sure he has the nicest suit so that
he fits in with other lawyers.
3.
Marketers appeal to self-esteem and respect by pointing a consumer to an aspiration
group. For example, a current MBA: student might aspire to be a CEO, so
marketers appeal to her desire to drive a nice car.
4.
Marketers offer extended brand lines that encourages a customer to reach ever
higher in the pyramid. For example, Titleist offers golf clubs from beginner to
professional, so as you improve you can move up to the better clubs.
5.
Marketers try to position brands as high on pyramid as possible. An example is
a shoe company using a pro athlete to endorse their brand, thereby making the
consumer think he will be faster if he uses this shoe.
DIF: Challenging REF: Pages 20-21 NAT: BUSPROG Analytic
LOC: DISC: Strategy TOP: Motivation
KEY: Bloom's: Comprehension MSC: MBA:
Managing Strategy & Innovation
9. Explain the make-up of attitudes.
ANS:
Attitudes
are a mix of beliefs and importance weights.
Beliefs are opinions, such as: McDonald’s is unhealthy, they’re
everywhere, and the food is addicting
Importance weights are things like: I don’t care how unhealthy
McDonald’s is, but I would like it to taste good.
DIF: Moderate REF: Page 21 NAT: BUSPROG Analytic
LOC: DISC: Customer TOP: Attitudes
and Decision Making
KEY: Bloom's: Knowledge MSC: MBA:
Managing Strategy & Innovation
10. Explain how marketers use social class.
ANS:
Marketers
appeal to different social classes in different ways. For example, people who
come from rich family backgrounds seek exclusivity in their brands. They may
become less likely to buy a brand if a company produces less expensive product
lines. For people who are “new rich” they tend to make purchases to show that
fact off. For example, they may buy a bright red Ferrari to show off their new
wealth.
DIF: Moderate REF: Page 22 NAT: BUSPROG Analytic
LOC: DISC: Strategy
TOP: How Do Cultural Differences Affect
Consumers' Behavior?
KEY: Bloom's: Comprehension MSC: MBA:
Managing the Task Environment
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