Marketing, 14e (Kerin)
1) Women make what percentage of new-car buying decisions?
A) 15 percent
B) 30 percent
C) 45 percent
D) 60 percent
E) 80 percent
2) Women influence what percentage of new-car buying decisions?
A) 15 percent
B) 20 percent
C) 45 percent
D) 68 percent
E) 84 percent
3) Enlightened carmakers have hired women designers, engineers, and marketing executives to
better understand the way women decide to buy new cars. They have learned that
A) meeting the expectations of men during the new-car purchasing process is more difficult than
meeting those of women.
B) men make the majority of new-car purchasing decisions.
C) women and men think differently about the new-car buying experience.
D) women care more about reliability than men.
E) men care more about price than women.
4) Which of the following statements about how women buy new cars today is most accurate?
A) Women have definite likes or dislikes when buying a new car, but they don’t feel comfortable
expressing their opinions.
B) Most women actually enjoy the price negotiation process.
C) The issue of “speed” is an important factor to men but not really important to women.
D) Women are more likely to make their new-car purchase selection as a result of information
provided by a friend or a relative than from promotional information.
E) Women care more about exterior styles and lines and men are more concerned with cargo
space and gas mileage.
5) Which of the following statements about how women buy cars today is most accurate?
A) For women, safety is about features that would help survive an accident.
B) Women have definite likes or dislikes when buying a car, but they don’t feel comfortable
expressing their opinions.
C) When it comes to the actual purchase process, women are more adept negotiators than men.
D) Women care more about exterior styles and lines, and men are more concerned with cargo
space and gas mileage.
E) Women usually shop one dealership before making a decision and men usually shop three.
6) Some automobile dealerships employ a nonnegotiable or no-haggle price strategy to sell their
cars. A customer who wants to buy a new or used car would pay the posted price. These dealers
probably adopted this pricing policy because
A) the industry was discussing the abandonment of self-regulation practices.
B) women have an intense dislike of price negotiation, yet still want to buy a car.
C) many recent immigrants into the United States are not accustomed to negotiation.
D) women distrust men in general and car salesmen in particular.
E) a sluggish economy guarantees that negotiations would produce negative profit per vehicle.
7) The actions a person takes in purchasing and using products and services, including the mental
and social processes that come before and after these actions, are referred to as
A) purchase intentions.
B) market research.
C) consumer behavior.
D) consumer conduct.
E) purchase protocols.
8) Consumer behavior refers to
A) the aspects of a consumer’s decision-making processes that cannot be measured.
B) the actions a person takes in purchasing and using products and services, including the mental
and social processes that come before and after these actions.
C) the five stages a buyer passes through in making choices about which product and service to
investigate, purchase, and consume.
D) the mental and social processes related to purchasing that are innate in a person from birth.
E) those purchasing behaviors that result from (1) repeated experience and (2) reasoning.
9) Consumer behavior includes the actions a person takes in purchasing services and using
products and services, including
A) the physical effort spent on these actions.
B) the financial limitations one must overcome to accomplish these actions.
C) the mental and social processes that come before and after these actions.
D) the emotional processes that occur during these actions.
E) the cognitive and attitudinal processes that must be learned to complete these actions.
10) The five stages a buyer passes through in making choices about which products and services
to buy is called the
A) information sorting process.
B) purchase decision process.
C) alternative evaluation process.
D) postpurchase behavior process.
E) problem recognition process.
11) The initial stage in the consumer purchase decision process involves perceiving a difference
between a person’s ideal and actual situations big enough to trigger a decision. What is this stage
called?
A) prepurchase behavior
B) alternative evaluation
C) purchase decision
D) problem recognition
E) information search
12) There are five stages in the consumer purchase decision process. The first stage is
A) information search.
B) purchase decision.
C) alternative evaluation.
D) opportunity identification.
E) problem recognition.
13) The second stage in the consumer purchase decision process involves gathering facts about
possible choices, and may include internal and external sources. What is this stage called?
A) postpurchase behavior
B) alternative evaluation
C) purchase decision
D) problem recognition
E) information search
14) There are five stages in the consumer purchase decision process. The second stage is
A) information search.
B) purchase decision.
C) alternative evaluation.
D) opportunity identification.
E) problem recognition.
15) Scanning memory for previous experiences and also exploring the external environment
represent which stage of the consumer purchase decision process?
A) information search
B) purchase decision
C) alternative evaluation
D) opportunity identification
E) problem recognition
16) The third stage in the consumer purchase decision process involves appraising brands in the
consideration set based on the important criteria (both objective and subjective) identified during
the information search step for the ultimate decision. What is this stage called?
A) postpurchase behavior
B) alternative evaluation
C) purchase decision
D) problem recognition
E) information search
17) There are five stages in the consumer purchase decision process. Immediately following the
information search stage is
A) preference development.
B) purchase decision.
C) alternative evaluation.
D) opportunity testing.
E) problem recognition.
18) The fourth stage in the consumer purchase decision process includes deciding from whom to
buy and when to buy. What is this stage called?
A) preference development
B) prepurchase evaluation
C) purchase decision
D) problem recognition
E) information search
19) The fifth stage in the consumer purchase decision process involves comparing the product or
service purchased with one’s expectations to determine the degree of satisfaction or
dissatisfaction. What is this stage called?
A) postpurchase behavior
B) alternative evaluation
C) purchase decision
D) problem resolution
E) information search
20) There are five stages in the consumer purchase decision process. The last stage is
A) information search.
B) purchase decision.
C) alternative evaluation.
D) postpurchase behavior.
E) problem resolution.
21) In Figure 5-1 above, A represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) option identification
22) In Figure 5-1 above, B represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) financial consideration
23) In Figure 5-1 above, C represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) financial consideration
24) In Figure 5-1 above, D represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) financial transaction
D) alternative evaluation
E) postpurchase behavior
25) In Figure 5-1 above, E represents which stage of the consumer purchase decision process?
A) purchase decision
B) information search
C) financial transaction
D) alternative evaluation
E) postpurchase behavior
26) The point at which you would exchange money for a sandwich of corned beef on rye is in the
________ stage.
A) purchase decision
B) information search
C) problem recognition
D) alternative evaluation
E) option identification
27) During the consumer purchase decision process, an individual at the ________ stage will
perceive differences between his or her ideal and actual situations big enough to trigger a
decision.
A) problem recognition
B) alternative evaluation
C) cognitive dissonance
D) information search
E) postpurchase behavior
28) When you leave the library, walk back to your car, and notice that it has a flat tire, you are in
which stage of the purchase decision process?
A) problem recognition
B) alternative evaluation
C) cognitive dissonance
D) routine response behavior
E) prepurchase behavior
29) When Jeremy said, “It’s really hard for me to get to class on time without a car,” he was
entering which stage of the consumer purchase decision process?
A) purchase decision
B) alternative evaluation
C) information search
D) problem recognition
E) prepurchase behavior
30) Jill goes shopping with a friend and notices her friend’s fashionable winter boots. She thinks
about the recent cool weather and realizes she needs to buy a pair. In which stage of the
consumer purchase decision process was Jill when she had this realization?
A) information search
B) problem recognition
C) purchase behavior
D) alternative evaluation
E) prepurchase cognition
31) Glow Pets, from the makers of Pillow Pets, are a light-up pillow product designed for young
children. The pillows are colorful animals that produce a soft light for 20 minutes at a time and
were produced for children with a fear of the dark. The company aired ads on various TV
programs showing children being comforted and sleeping restfully with a Glow Pet, making
parents and kids alike desire such a situation. The content of the advertising’s message most
likely focuses on which stage of the consumer purchase decision process?
A) problem recognition
B) information search
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
32) Amanda plans to go for a run after her classes are over. As she is lacing up her running
shoes, she notices that one of the shoe’s seams is unraveling, and she thinks it is about time for a
new pair. In which stage of the consumer purchase decision process is Amanda at that moment?
A) information search
B) problem recognition
C) purchase behavior
D) alternative evaluation
E) prepurchase cognition
33) In marketing, advertisements or salespeople can activate a consumer’s purchase decision
process by
A) creating a sense of irony or amusement.
B) manipulating a customer’s want into a need.
C) promising product attributes that exceed the actual product potential.
D) showing the shortcomings of competing (or currently owned) products.
E) shifting the consumer’s focus from internal search to external search.
34) Scanning your memory for previous experiences with products or brands occurs during
which stage of the consumer purchase decision process?
A) information search
B) purchase decision
C) alternative evaluation
D) postpurchase behavior
E) problem recognition
35) “Which brand of smartphone does my roommate own?” would be a question asked during
the ________ stage in the consumer purchase decision process.
A) problem recognition
B) alternative evaluation
C) information search
D) purchase decision
E) comparison
36) In which stage in the consumer purchase decision process would a consumer ask, “How
much can I afford to spend on a new TV for my apartment?”
A) problem recognition
B) alternative evaluation
C) purchase decision
D) evaluation
E) information search
37) You have determined you want to buy an advanced hybrid vehicle, and a visit to Ford’s
website has revealed that the Ford Fusion Hybrid SE uses hybrid fuel technology with the latest
in lithium-ion battery technology. You are currently in which stage of the consumer purchase
decision process for this type of automobile?
A) problem recognition
B) needs analysis
C) purchase decision
D) information search
E) postpurchase evaluation
38) Scanning your memory for previous experiences with products or brands is called
A) problem recognition.
B) alternative evaluation.
C) cognitive dissonance.
D) internal search.
E) external search.
39) A(n) ________ in the consumer purchase decision process occurs when consumers scan their
memories for previous experiences with products or brands.
A) problem recognition
B) internal search
C) external search
D) purchase task
E) antecedent state
40) When an elementary school teacher was returning to school in the fall, she wanted to buy
markers and craft paper. She remembered the discount website she visited last year for her
purchases, so she started there to see if the website still carried the items previously purchased.
What term best describes the information search method used by the teacher?
A) personal external source
B) public external source
C) market-dominated external source
D) internal search
E) market-dominated internal source