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1. Customers go through predictable stages when they make a purchase.
a. True
b. False
2. Marketers can create desires in people that they didn’t previously have.
a. True
b. False
3. A new MBA: student and a recently promoted corporate executive will typically have the same wants.
a. True
b. False
4. During the purchase phase, a consumer will consider all brands available in the market.
a. True
b. False
5. The pre-purchase phase includes identifying the need or want, searching possible solutions, and building a
consideration set.
a. True
b. False
6. During the purchase phase, the consumer might ask himself, “What attributes don’t I care about, and
therefore will not pay high prices for?”
a. True
b. False
7. During the purchase phase, the consumer will ask herself, “Will I tell my friends what a great brand I’ve
found?”
a. True
b. False
8. Whether the buyer is a consumer or a business, the phases of the buying process itself are the same.
a. True
b. False
9. John is an agent for Starbucks because he buys supplies on behalf of Starbucks.
a. True
b. False
10. Going out to buy bread is the type of purchase that requires some thought or planning ahead of time.
a. True
b. False
11. All purchases are the same.
a. True
b. False
12. An example of a specialty purchase would be a new smartphone.
a. True
b. False
13. An example of a modified rebuy is when the copier lease comes up and you want to try a different vendor.
a. True
b. False
14. A high customer involvement B2C purchase is called a specialty purchase.
a. True
b. False
15. During higher-involvement purchases, we would expect customers to be more price sensitive.
a. True
b. False
16. It’s important for low-involvement products to be widely available so the customer can pick them up
without thinking.
a. True
b. False
17. Consumers can be simple or complex.
a. True
b. False
18. People are selective in their attention to environmental stimuli.
a. True
b. False
19. Colors do not have any cultural meaning.
a. True
b. False
20. The sound of a Mac versus a PC starting up is an example of how sound or music is important to marketers.
a. True
b. False
21. Sight, sound, smell, taste, and touch are all used by marketers.
a. True
b. False
22. Marketers use subliminal advertising all the time because they know it works very well.
a. True
b. False
23. An ad for dog treats on the side of the home page of dog.com is an example of perceptual fluency.
a. True
b. False
24. Learning is when associations of sights or sounds get stored in short-term memory after many repetitions.
a. True
b. False
25. The jingle “Two all-beef patties...” is an example of the use of operant conditioning.
a. True
b. False
26. Operant conditioning relies on behavior that is positively reinforced.
a. True
b. False
27. Starbucks has a loyalty program that gives you a free drink after every five purchases. This is an example of
a fixed ratio reinforcement schedule.
a. True
b. False
28. Marketers use Abraham Maslow’s hierarchy of needs by identifying their product with a certain level.
a. True
b. False
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.
a. True
b. False
30. Utilitarian versus hedonic products means fulfilling needs versus wants.
a. True
b. False
31. A risk-averse consumer may wish to try the newest product that the market has to offer.
a. True
b. False
32. What motivates consumers is important to marketers.
a. True
b. False
33. Beliefs about Mercedes might include that they’re fast, they’re nice to look at, and they’re expensive.
a. True
b. False
34. When it comes to beliefs and importance weights, marketers try to strengthen the importance of positive
attributes of their brand through learning and appealing to consumer motivations that their brand satisfies.
a. True
b. False
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.
a. True
b. False
36. The sociocultural effects of social class and age affect how consumers respond to brands.
a. True
b. False
37. Old-monied people indulge in conspicuous consumption, such as buying a yellow Mustang, to show off
their wealth.
a. True
b. False
38. The current trend in age-related marketing has to do with marketing more toward the older, baby-boomer
generation.
a. True
b. False
39. It is pretty simple to market for various ethnicities and countries because they have similar perspectives.
a. True
b. False
40. In China, some luxury brands sell well just before Chinese New Year.
a. True
b. False
41. During the __________ phase of the purchase process, the customer identifies that something is lacking.
a. purchase
b. pre-purchase
c. post purchase
d. final
42. During the purchase phase for new skis, Larry creates a __________ based on his skiing ability and price.
a. mindset
b. purchase set
c. consideration set
d. requirement set
43. Which phase of the purchase process generates word of mouth?
a. customer evaluation
b. pre-purchase
c. purchase
d. post-purchase
44. Whether the buyer is a consumer or a business, the buying process is
a. consistent.
b. inconsistent.
c. exhausting.
d. simple.
45. A __________ item is something that is purchased without much thought before the purchase.
a. quick
b. specialty
c. convenience
d. shopping
46. A straight rebuy, like when the office needs more paper, is common for __________ customers.
a. B2B
b. B2C
c. C2B
d. C2C
47. The different types of purchases are different because
a. of the product itself.
b. of the differences in the mind of the customer.
c. of customer attitudes.
d. the price varies.
48. Customer involvement is __________ on a B2C specialty purchase.
a. very low
b. low
c. medium
d. high
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