Instructions: For questions 1 to 50, use the provided Scantron form and a number 2 pencil.
Turn in 3/24 in class. No exceptions – Plan accordingly. Short answer essay questions
51-54 are to be completed and submitted on 3/24 before 5pm in the drop box labeled Test
2 Short Answer.
CHAPTER 7
IDENTIFYING AND UNDERSTANDING CONSUMERS
1. The manner in which an individual lives and spends his/her time and money is his/her
_____.
a. lifestyle
b. consumer decision process
c. reference group behavior
d. social class structure
2. The average annual U.S. household after-tax income is about _____.
a. $20,000
b. $35,000
c. $50,000
d. $65,000
3. Money left after paying taxes and buying necessities is referred to as _____.
a. GDP per capita
b. taxable income
c. discretionary income
d. disposable income
4. A group of people sharing a distinctive heritage is a(n) _____.
a. culture
b. reference group
c. social class system
d. AIO group
5. Income, occupation, and education are important components of _____.
a. culture
b. a family life cycle
c. social class
d. reference group affiliation
6. A cue or drive meant to motivate or arouse a person to act is a _____.
a. commercial cue
b. social cue
c. want
d. stimulus
7. Two components of problem awareness are _____.
a. information search and purchase behavior
b. commercial and noncommercial cues
c. recognition of shortage and recognition of unfulfilled desire
d. physical risk and social risk
8. Information search involves generating a list of alternative goods and services and
_____.
a. determining perceived risk levels
b. judging impulse goods
c. determining the characteristics of each alternative
d. evaluating stimuli
9. Further purchase and re-evaluation are components of which stage in the consumer
decision process?
a. information search
b. evaluation of alternatives
c. purchase act
d. post-purchase behavior
10. Expensive, complex goods or services with which consumers have had little or no
experience generally involve _____.
a. impulse purchases
b. extended decision making
c. limited decision making
d. routine decision making
11. The social class corresponding to the mass market is _____ Americans.
a. upper
b. lower
c. middle
d. family
12. Which form of perceived risk most closely resembles class consciousness?
a. social risk
b. performance risk
c. time risk
d. financial risk
13. A salesperson’s being honest in assessing a product’s use, features, and benefits can
reduce consumers’ _____.
a. social cues
b. commercial cues
c. cognitive dissonance
d. physical drives
14. The purest form of an impulse purchase is _____.
a. partially unplanned
b. unplanned substitution
c. completely unplanned
d. reminder impulse
15. A retailer appealing to two distinct demographic groups is utilizing a _____ marketing
strategy.
a. differentiated
b. mass
c. concentrated
d. focused
CHAPTER 8
INFORMATION GATHERING AND PROCESSING IN RETAILING
16. The information needs of retail managers are collected, organized, and stored on a
continuous basis in _____.
a. observation
b. retail research
