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336) Asian Americans who are conversant in English, highly educated, hold professional and
managerial positions, and exhibit buying patterns very much like typical American consumers
are referred to as ________ Asian Americans.
A) socialized
B) diaspora
C) nonassimilated
D) reassimilated
E) assimilated
337) An Asian American family whose relatives emigrated four generations ago has three
children. The oldest son, George, is in medical school. Susan, at the age of 21, is a concert
pianist. Brent is a second-year business student. This family is likely to exhibit which of the
following Asian American buying patterns?
A) nonassimilated, yet celebrating their culture by purchasing authentic Asian goods
B) assimilated, exhibiting buying patterns very much like other typical American consumers
C) assimilated, yet celebrating their culture by seeking traditionally Asian occupations
D) nonassimilated, due to inherent differences in Asian subcultures that transcend generations
E) nonassimilated, exhibiting buying patterns very much like other typical American consumers
338) A major shift in the needs of consumers using Coppertone products for their skin has been
from ________ to ________.
A) moisturizing; anti-aging
B) sealing; exfoliating
C) healing; maintenance
D) tanning; protection
E) simplicity; convenience
339) All of the following are examples of Coppertone's product innovations except which?
A) sunscreen for babies
B) water-resistant sunscreen lotion
C) all-organic sunscreen
D) MyUV Alert app to provide reapplication reminders
E) continuous spray sunscreen
340) In the consumer purchase decision process for Coppertone products, the problem
recognition stage is typically triggered either by "going somewhere" like a vacation, beach, or
pool, or through what?
A) heightened awareness of the need to protect skin regularly
B) consumer exposure to medical information from their doctors
C) participation in indoor or outdoor fitness activities
D) a desire to incorporate more natural products into one's lifestyle
E) experiencing a bad skin infection
341) To facilitate the ________ stage in the consumer purchase decision process, Coppertone
allocates a significant part of is marketing budget to make sure Coppertone products appear in
any online searches about sunscreen.
A) problem recognition
B) postpurchase behavior
C) alternative evaluation
D) information search
E) purchase decision
342) For Coppertone products, form (lotion vs. spray), SPF level, and price are the most
common
A) consideration set.
B) perceived risks.
C) situational influences.
D) marketing mix influences.
E) evaluative criteria.
343) For Coppertone products, evaluations in the postpurchase behavior stage of the consumer
purchase decision process that are most likely to cause dissatisfaction are
A) dry skin and acne.
B) greasy formula and sunburn.
C) dry skin and skin infection.
D) sunburn and poor customer service.
E) poor customer service and high price.
344) Explain the actions and considerations that relate to the five stages of the consumer
purchase decision process.
345) You will be graduating soon and have been offered what you consider the job of your
dreams. The new position, however, requires some traveling so you will need a car. You
currently do not have one. What decision process will you go through to purchase an
automobile?
346) Would you agree or disagree with the following statement? "It's a lot cheaper and easier to
keep existing customers than to try to find new ones." Explain your answer.
347) Explain the differences between routine problem solving, limited problem solving, and
extended problem solving. Give an example of when each might be used.
348) Name the five situational influences that affect the consumer purchase decision process.
349) Ruth, who has no children, wants to buy a special baby gift for her best friend's baby
shower, which is this evening. Since she won't have any time between work and the baby
shower, she must go today during her lunch break. She is planning on taking her sister with her
to help make the selection. Ruth knows she will be ready to buy every baby-oriented product she
sees because she wishes that she too was having a baby. Identify each of the situational
influences that are described in this scenario. Which situational influence was not described?
350) Define motivation and personality and how they impact marketing.
351) Psychologists point out that an individual's needs may be hierarchical; that is, once one set
of needs is met, people seek to satisfy the next set of needs in the hierarchy. Name each of the
five levels in the hierarchy in order and give an example of each.
352) How do selective perception, selective exposure, selective comprehension, and selective
retention differ?
353) Why is learning important to marketing?
354) Explain how attitudes are shaped by our values and beliefs.
355) How might Ford Motor Co. apply the three methods of attitude change in its marketing
activities?
356) What does lifestyle mean and why is it important to marketers?
357) The VALS system seeks to explain why and how consumers make purchase decisions.
Consumers motivated by ideals are guided by knowledge and principle. Explain the difference
between Thinkers and Believers.
358) Why would Proactiv, an acne treatment company, select Maroon 5 front man Adam Levine
to appear in an ad campaign? What kind of influence could he have on consumer behavior?
359) Define consumer socialization.
360) Why is the family life cycle important to marketing?
361) What is a subculture? Which American racial/ethnic subcultures are most frequently
targeted by marketers and why?
