Chapter 06
Test Bank
1. Generally, people buy one product or service instead of another because they perceive it to be a better value.
2. The consumer decision process begins with a comparison of available alternatives.
3. The greater the difference between a consumer’s unsatisfied need and the desired state, the greater the need recognition will be.
4. Brenda wants a new car that will be dependable transportation and look good. She wants to satisfy both functional and psychological needs.
5. When Glen is thirsty, he always buys a Coke. Like many consumers, Glen engages in considerable alternative evaluation when buying habitual
products like his Coke.
6. One benefit of having satisfied customers is that they may spread positive word of mouth.
7. Setting high customer expectations is a good strategy that will help avoid customer dissatisfaction in the long run.
8. Customers are more likely to talk about service that exceeded their expectation than about service that did not meet their expectation.
9. Maslow’s hierarchy of needs is an interesting concept for psychology, but it has little relevance for marketing.
10. Situational factors sometimes override psychological and social factors in the consumer decision process.
11. Frazier is out of milk and bread and needs to decide what is for dinner. He will be stopping at the grocery store on the way home. Frazier will likely
engage in limited problem solving.
12. Consumers involved in habitual decision making engage in little conscious decision making.
13. As manager of a local donut shop, Arnie greets his regular customers by name and often begins making their order when he sees them drive into the
parking lot. Arnie knows habitual purchasers with strong store loyalty are great customers.
14. Rachael is visiting colleges before applying to schools. Rachael is likely to be involved in an impulse buying process.
15. When making an important purchase, consumers often consult friends and family. This is considered an external search for information.
16. Mary will not consider purchasing an “American” car brand based on negative comments made by her parents; therefore, she has developed a
negative attitude toward American brand cars.
17. A reference group may have direct or indirect influence on your attitude toward a particular clothing store.
18. After purchasing an expensive pair of shoes, you may question whether or not the shoes are any better than the less expensive shoes you could have
purchased instead. This is an example of postpurchase cognitive dissonance.
19. Pam didn’t go see the movie Gravity because her friends all said she wouldn’t be able to handle it. When she found out how good it was, she blamed
her friends. Pam is demonstrating an internal locus of control.
20. Another name for physiological risk is safety risk.
21. Jason usually buys Nike shoes, so when his friend asked him what shoes he should buy, he said Nike without thinking about it. Jason’s response was
an evoked set.
22. When Hakim asked Marta where she wanted to go for lunch, she said Chili’s because she went there at least once a week and always liked it. Marta
conducted an internal search for information.
23. Vladimir decided not to purchase the iPod shuffle because he didn’t think it would hold all of his songs. Vladimir was using his assessment of the
iPod shuffle’s financial risk in making his decision.
24. Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to
differ.
25. According to Maslow’s hierarchy of needs, safety needs are the needs that people first seek to meet.
Multiple Choice Questions
26. Marketers often use principles and theories from sociology and psychology to better understand consumers’ actions and to
27. Generally, people buy one product or service instead of another because they
28. The consumer decision process model represents
29. The consumer buying process begins when
30. When Karen realized her dog had fleas, Karen was faced with
31. The greater the discrepancy between a consumer’s needy state and the desired state, the greater
32. The greater the discrepancy between a consumer’s __________, the greater the consumer’s need recognition will be.
33. Upscale men’s and women’s clothing stores like Nordstrom, Neiman Marcus, or Saks Fifth Avenue are more likely to appeal to consumers’
__________ needs.
34. When mountain climbers purchase clothing for scaling Mount Everest, their purchases are primarily addressing __________ needs.
35. Laura has an almost-new economy car, but she wants a Ford Mustang because she thinks it would be exciting to own one. If she decides to purchase
a sports car such as the Mustang, she will be primarily fulfilling a __________ need.
6-8
36. A key to successful marketing is determining how to meet the correct balance of __________ needs that best appeals to the firm’s target markets.
37. By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers’ __________ needs.
38. When the floor rusted through on her old car, Kelly knew she had a problem. Logically, Kelly’s next step in the consumer decision process would be
to
39. When Kelly began searching for a new car to replace her old, rusty one, she probably relied on __________ sources of information.
40. When Brandon decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about
options and financing. Brandon was searching for information from
41. Peter wanted an unbiased source of information to help him decide what brand of appliances to buy for his new condominium. Peter would most likely
search for information from
42. Once consumers have recognized a need, they begin to search for ways to satisfy that need. The internal search is characterized by
43. Every time Katie wants to eat salad for lunch, she and her friends go to Sweet Tomatoes, but if she’s craving dessert, she heads straight to The
Cheesecake Factory. In making these choices, she relies on a(n)
44. Ryan believes he is responsible for his actions, and he will conduct extensive searches before making a purchase. Michael’s favorite phrase, when
confronted by the need to make a decision, is “Whatever.” In marketing terms, Ryan is said to have a(n) __________ and Michael, a(n) __________.
45. In the consumer decision process, we decide how much time and effort to expend searching for information based partly on
46. Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached
her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding
a new hair stylist based on the __________ associated with her purchase decision.
47. Before flying, Jaden researches the types of planes the airline uses, scans the plane for defects as it taxis up to the terminal, and follows the pilot and
crew as they come through the airport. He has no experience as a pilot or airplane mechanic. Jaden probably has a misguided sense of his
48. Every year before he puts his boat in the water, James has his mechanic put a new battery in the boat. James is most likely concerned with __________
risk.
49. Jordana is a travel agent. Whenever she sells an expensive vacation package, she encourages the customer to buy travel insurance, which provides
reimbursement in case of trip cancellation due to illness or another emergency. Jordana is trying to reduce her customers’ __________ risk.
50. André was afraid his new condominium would look shabby to his future in-laws, so he had it painted just before their visit. André was addressing his
__________ risk.
51. Consumers consider universal, retrieval, and evoked sets during which stage of the consumer decision process?
52. When Magda decided to buy a new computer, she considered all the brands she could recall seeing advertised. This represents Magda’s __________
set.
53. When Maya decided to buy a new computer, she thought about all the brands she could recall seeing advertised, but she would consider only those
brands she could buy at her local Best Buy electronics store. This represents Maya’s __________ set.
54. Marketers particularly want their brands and products to be in consumers’ __________ sets.
55. Elena is in the process of buying a new car. There are many possible cars to choose from, but she is focused on a few she would actually consider
buying. These make up her __________ set.
6-13
56. The Wall Street Journal provides a set of guidelines each year for purchasing a laptop computer. The guidelines include recommendations for hard disk
capacity, memory size, battery life, and several other attributes. The Wall Street Journal is providing consumers with
57. __________ attributes are product or service features that are important to buyers and that are used to differentiate among choices.
58. Andrea and Karl got married a year ago and are ready to move out of their apartment and into a new home. After looking at several houses, they have
developed a list of features that are important to them and that are different among the homes they have visited. The features on their list are called
59. Jonathan prefers shirts made with 100 percent cotton, but he will sometimes buy shirts with less cotton if they are less expensive. Jonathan uses
__________ to decide which shirts to buy.
60. Dawn flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta’s
frequent-flyer program). Still, she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient
6-14
schedule. Dawn uses __________ to decide which airline to fly.
61. Jordana is buying a laptop computer to take on trips. Although she has looked at several brands, she refuses to buy a computer that weighs more than
five pounds. Jordana is basing her decision on
62. Marketers are particularly interested in postpurchase behavior because it
63. Sometimes consumers have second thoughts after buying goods that are expensive, infrequently purchased, or associated with a high level of risk.
64. Many teenagers, both male and female, have clothes they purchased in the past that they “would not be caught dead in” today. When they
occasionally see those clothes hanging in the back of their closet, these teenagers probably feel
65. Postpurchase cognitive dissonance is especially likely for products that are
66. Marketers frequently design customer relationship management programs to
67. Marketers fear negative word of mouth because when consumers are dissatisfied, they
68. Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping
to
6-16
69. Maslow’s hierarchy of needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are
70. After Sharon graduated from college, she found a steady and good-paying job, got married and began to raise a family, and began to receive
recognition at work and in the community. Eventually, she began to devote more time and effort to intellectual and aesthetic pursuits. Sharon is moving
up to what level on Maslow’s Hierarchy of Needs?
71. A(n) __________ is a need or want strong enough to cause a person to seek satisfaction.
72. There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year.
According to Maslow’s hierarchy, most of the other 800 million Indian consumers are primarily addressing their __________ needs.
73. Negative attitudes are typically difficult for marketers to change because
74. Though he has never owned a Jaguar, Jerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the
company would need to change the __________ component of Jerry’s attitude.
75. Apple computer users tend to like the company and love its products. Apple has nurtured this __________ component of its customers’ attitudes.
76. __________ refer(s) to the process by which consumers select, organize, and interpret information to form a meaningful picture of the world.
77. American visitors to the Indonesian island of Bali are often aghast when they see the sign for the Swastika resort. Americans associate the swastika
symbol with Nazi Germany while Indonesians associate the symbol with the four major elements on Earth. The two groups have different
78. Learning refers to a change in a person’s thought process or behavior that arises from
79. Stuart wanted to impress Janet with the perfect engagement ring. He had been saving money for months, and he noticed his attitudes and perceptions
about diamond rings changing as he began paying attention to ads for rings. Marketers call this process
80. Among the factors affecting the consumer decision-making process is the way consumers spend their time and money to live, otherwise known as