Marketing Management, 3e (Marshall)
Chapter 6 Understand Consumer and Business Markets
1) Delivering value to the customer is the core of marketing.
2) Internal factors affecting consumer choices include personal characteristics and psychological
attributes.
3) According to the model of the consumer decision process, the environmental forces that affect
the consumer decision process include the value proposition, distribution, and marketing
communications.
4) Personality trait theories are based on the assumption that each person has a set of consistent,
enduring personal characteristics.
5) Lifestyle refers to an individual’s perspective on life as demonstrated by that person’s
activities, interests, and opinions (AIO).
6) Gender roles do not change over time and maintain uniformity across cultures.
7) Motivation is a system to select, organize, and interpret information to create a useful,
informed picture of the world.
8) Maslow’s hierarchy of needs theory suggests that individuals are interested in luxuries even if
their basic needs have not been met.
9) An attitude is a learned predisposition to respond to an object or class of objects in a
consistently favorable or unfavorable way. Attitudes are seldom if ever neutral.
10) Marketers can affect learning by providing information using a message, format, and
delivery that will encourage customers to retain the information.
11) Research on brand personality identified five brand personality traits. These include honesty,
enthusiasm, skill, hardiness, and sense of humor.
12) Men and women vary in the products they require, but not in the marketing communications
they are receptive to.
13) The two categories of values are cultural and personal.
14) Cognitive learning involves creating an association between two stimuli.
15) Values, morals, and beliefs are all part of one’s culture.
16) Bob, a Pittsburgh native, thinks of his family as his wife, children, siblings, and parents.
Marco, a Mexican immigrant, thinks of his family as a larger network including cousins and
grandparents. This reflects a difference in cultural values.
17) Family is a societal factor that impacts consumer choices.
18) Berta maintains a blog on cooking on which she shares recipes, product recommendations,
and shopping tips. She has 300,000 followers and she regularly answers questions from them
about cooking and where to find her favorite kitchen tools. Berta would be considered a market
maven.
19) While Ting was watching her favorite program, Housewives of Kankakee, she happened to
see a political ad that told about a candidate’s views on health insurance, and she decided she
would vote for her. This represents high-involvement learning.
20) The reference group known as a secondary group includes people with whom one has
frequent contact.
21) Keeping your hands in your pockets and looking at the clock are examples of positive
nonverbal communication.
22) An individual watching a reality show will react differently whether watching the show alone
or at a party with friends.
23) Mike and Judy find out they are going to have a baby and realize their Infiniti G coupe has to
be replaced with a more practical vehicle. They engage in a thorough information search by
reviewing car magazines, soliciting opinions from friends and family, conducting online
research, reading consumer reports, and test-driving a number of new cars and SUVs before
making a final purchase decision. This is an example of extensive information search.
24) Mary pretends that she has a three-bedroom house with a minivan in the driveway, even
though she lives in an apartment and takes the train to work. The three-bedroom house reflects
Mary’s real state.
25) When Kobe decided it was time for a new car, he determined he wanted a Japanese-made
four-door sedan. This represents Kobe’s complete set.
26) After shopping around, Janine bought a top-of-the-line Vitamix, but when she got home she
was worried that she spent too much and should have bought a less expensive juicer. Janine was
experiencing post-purchase dissonance.
27) Business markets tend to concentrate in certain locations in the United States as a result of
suppliers wanting to be located near their buyers.
28) A straight rebuy is a routine purchase that is often given to a preferred supplier.
29) A modified rebuy may occur when a buyer is familiar with the existing product and supplier
but may be looking for additional information. Perhaps new competitors or products have
entered the market or the current supplier is not meeting expectations.
30) Initiators are any individuals, both inside and outside the organization, with relevant
expertise in a particular area that is used by the buying center in making the final decision.
31) The people in a company who block access to key personnel in the buying process are called
goalkeepers.
32) The NAICS defines 300 major business sectors that cover all of North America.
33) OEM customers purchase in large quantities to support their own product demand.
34) The business market purchase decision process is triggered when someone inside or outside
the company identifies a need.
35) The sales proposal gives the company an opportunity to showcase its unique products,
service, and pricing.
36) Organizations have resorted to various e-procurement methods, such as setting up direct
links to approved suppliers to make the business purchase easier and move it closer to front-line
decision makers.
37) The process of business purchasing online is known as the e-chain.
38) Internal forces such as ________ affect consumer choices.
A) age and attitude
B) culture and education
C) personality and society
D) learning and culture
E) income and culture
39) ________ are all marketing activities that affect the consumer decision process.
A) Value proposition, technology, and culture
B) Culture, society, and technology
C) Value proposition, distribution, and marketing communications
D) Distribution, technology, and culture
E) Marketing communications, technology, and culture
40) Graduating from college, getting married, and having a child all transform an individual’s
buying habits and are referred to as the ________.
A) lifecycle buying stages
B) family life cycle
C) life stage cycle
D) lifestyle cycle
E) family life stages
41) James is highly influenced by his work environment. He will most likely ________.
A) go for a vacation at the same places as his coworkers
B) avoid vacationing at the same places as his coworkers
C) make different purchase decisions from his coworkers
D) shop in locations that are not preferred by his coworkers
E) wear clothes that set him apart from his coworkers
42) Which of the following is a psychological attribute that affects consumer choices?
A) occupation
B) gender
C) perception
D) lifestyle
E) education
43) Which contemporary theory of motivation believes that satisfying hygiene factors does not
create a loyal employee or customer?
A) Maslow’s hierarchy of needs
B) Expectancy theory
C) Herzberg’s two-factor theory
D) McClelland’s achievement motivation theory
E) Aldelfer’s ERG theory
44) Attitudes are learned or at least influenced by ________.
A) new information
B) customer touch points
C) behavioral segmentation
D) motivation
E) formalization
45) Managers gain important information such as the beliefs/values of customers by having them
check off rating scales that evaluate a product’s performance on a list of attributes by using the
________ model.
A) repositioning
B) formalization
C) organizational learning
D) psychographic segmentation
E) multiattribute
46) Which of the following shapes a person’s belief system?
A) obedience
B) information from trusted sources
C) hard work and freedom
D) reciprocity
E) cognitive learning
47) Perception drives a person’s attitudes, beliefs, motivation, and, eventually, his or her
________.
A) values
B) self-esteem
C) performance
D) behavior
E) attention
48) Alma and Tarvares see an ad for a new Sony LCD flat-panel television. Alma sees the ad as
a high-quality television worth the money while Tarvares sees the ad as an overpriced television
that does not warrant a premium price. What makes them see the same ad so differently?
A) acceleration factors
B) degrees of affiliation
C) cognitive dissonance
D) perception
E) formalization
49) What are the three psychological tools that shape perception?
A) selective hearing, selective attention, selective vision
B) selective attention, selective distortion, selective retention
C) selective distortion, selective attention, selective vision
D) selective awareness, selective vision, selective attention
E) selective awareness, selective distortion, selective retention
50) Bella is exposed to around 2,500 messages daily. Since she cannot process, let alone retain,
all those messages, she focuses on what is relevant and eliminates what is not. What
psychological tool does she employ?
A) selective attention
B) selective distortion
C) selective awareness
D) selective retention
E) selective hearing
51) Selective ________ refers to a tool that helps individuals focus on what is relevant and
eliminate what is not.
A) awareness
B) distortion
C) retention
D) attention
E) hearing