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Which type of organizational purchase situation is characterized by high purchase
importance and complexity, a large and evolving decision-making unit that includes the
top of the organization, a long time to decision, extensive information search and
analysis techniques, and a dominant strategic focus?
A. nominal
B. straight rebuy
C. modified rebuy
D. new task
E. limited
Which of the following is a component of a market analysis?
A. market segmentation
B. objectives
C. conditions
D. price
E. all of the above
An outlet or brand whose performance confirms a low-performance expectation
generally will result in _____.
A. satisfaction
B. dissatisfaction
C. nonsatisfaction
D. elation
E. anger
Which of the following statements is FALSE regarding stimulus factors and attention?
A. Larger stimuli are more likely to be noticed than smaller ones.
B. Stimuli with greater intensity (e.g., loudness, brightness, length) are more likely to
be noticed than less intense stimuli.
C. Attention generally increases across repeated exposures, particularly when those
exposures occur in a short period of time.
D. Individuals tend to be attracted to pleasant stimuli and repelled by unpleasant
stimuli.
E. Consumers pay more attention to stimuli that contrast with their background than to
stimuli that blend with it.
Which of the following is a major issue consumer groups have concerning products?
A. Are they safe?
B. Are they environmentally sound?
C. Do they meet consumers' needs?
D. a and b
E. a, b, and c
Which of the following is considered a symbol that has varying meaning across
cultures?
A. colors
B. animals
C. numbers
D. music
E. all of the above
Which decision rule establishes a minimum level of performance for each important
attribute (often a fairly high level), and all brands that meet or exceed the performance
level for any key attribute are considered acceptable?
A. conjunctive
B. disjunctive
C. lexicographic
D. elimination-by-aspects
E. compensatory
The brands or products one will evaluate for the solution of a particular consumer
problem are called the _____.
A. evoked set
B. evaluative criteria
C. alternative set
D. preferred set
E. awareness set
Which of the following is NOT a step in market segmentation?
A. set budget
B. identify product-related need sets
C. group customers with similar need sets
D. describe each group
E. select an attractive segment(s) to serve
Which global lifestyle segment values duty, tradition, faith, obedience, and respect for
elders?
A. Strivers
B. Devouts
C. Altruists
D. Intimates
E. Creatives
Mark is developing the marketing strategy for his business, which is a retail store. He
knows that situation characteristics will interact with his marketing activity. Which of
the following is a situation characteristic he needs to consider?
A. social class
B. attitudes
C. lifestyle
D. task definition
E. all of the above
Robert is fifteen years old and has recently moved to a new town, and therefore, a new
high school. He was trying to get accepted by a group of kids that he wanted to be
friends with. When they asked him to attend a party over the weekend, he said he'd
have to ask his parents for permission. This group of students laughed at him and called
him a "momma's boy" and told him he can't be one of them because they don't ask
parents for permission, they just do what they want. This social disapproval of Robert's
behavior is an example of a(n) _____.
A. norm
B. violation
C. sanction
D. precept
E. edict
_____ deals with the mature market and is based on the theory that people change their
outlook on life when they experience major life events such as becoming a grandparent,
retiring, losing a spouse, or developing chronic health conditions.
A. Demographics
B. Gerontographics
C. Cognitive psychology
D. Cohort analysis
E. Generational analysis
Which of the following have marketers learned with respect to segmenting business
customers?
A. The segment of small and moderate-sized businesses has a lot of potential.
B. The segment of small and moderate-sized businesses has limited potential.
C. The segment of large businesses is the most attractive.
D. The segment of large businesses is the least attractive.
E. Tapping the potential of the small and moderate-sized business segment does not
require adapting the marketing strategy from that used to target larger businesses.
Tapping this potential requires adapting to the unique needs and wants of this customer
base.
All of the brands that a consumer thinks of as potential solutions are known as the
_____.
A. awareness set
B. evaluative criteria
C. alternative set
D. preferred set
E. consideration set
Which of the following is a key consideration for each geographic market that a firm is
contemplating?
A. Is the geographic area homogenous or heterogeneous with respect to culture?
B. What needs can this product or a version of it fill in this culture?
C. What are the distribution, political, and legal structures for the product?
D. In what ways can we communicate about the product?
E. all of the above
