MKTG 431: TEST 2

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Which of the following is NOT one of the social influences on the consumer buying process discussed in class?

Personality

Which of the following statements about attitudes is FALSE?

Attitudes are permanent

A _______________ is an actual or imaginary group that has a significant impact on a person's evaluations, aspirations or behavior?

Reference group

Why did your instructor make the point that you can't just have "attitude"?

Because an attitude always has to be about something

A person's food preferences, rituals, and even a sense of what is right and what is wrong can be strongly influenced by his/her ___________?

Culture

Many complicated products such as computers or automobiles are assembled using many component parts. Once a sales forecast for the main product has been established, it is relatively easy to estimate sales of the component products because of the ____________ characteristic of business markets?

Joint demand

What is the difference between a business customer and an individual consumer.

A business buys products in order to make money while an individual buys products for personal enjoyment.

Which of the following is NOT information that is available categorized by NAICS codes?

Current price data

What is the difference between a business customer and an individual consumer.

Mass marketing techniques are usually less cost effective in business marketing than in consumer marketing because there are fewer business customers than individual consumers.

Younjin is a purchasing agent for Acme enterprises. Currently, the company makes a line of fire-proof file cabinets that are well regarded by its customers. One of her responsibilities is to purchase brochures explaining the benefits of the Acme file cabinets. She was recently authorized to purchase a computerized document management system for the company at the cost of several million dollars. With this new technology, she may be able to print the brochures in the factory rather than ordering them from a printing company as in the past. Younjin will probably treat this as a ___________ decision?

Make or buy

Perception deals with...?

How we interpret the world around us

One of the ways personality is useful to marketers is to identify key ___________, or enduring characteristics such as innovativeness, self-confidence, sociability, which will vary from person to person.

Personality traits

According to your text, the typical consumer is exposed to _________ advertising messages in a day?

2500

Which of the following statements about attitudes is FALSE?

Attitudes become more favorable over time

One of the ways that attitudes about a product change over time is through ________________ or experiences with the product after it has been purchased.

Experiential learning

Which of the following statements comparing the consumer buying process to the business buying process is TRUE?

Both businesses and consumers solve problems using a five-step process.

Which of the following is NOT a factor a business customer is likely to consider when making the decision to purchase an industrial product?

Visa or mastercard

Which of the following situations describes a business customer?

A not-for-profit organization that buys copier paper in order to make flyers announcing a charity fundraising event.

Which of the following buying criteria is a business buyer likely to use and an individual consumer NOT likely to use?

The production capacity of the supplier firm

Desiree knows that she does not have very much money. Yet she dreams of being rich and famous like one of those Hollywood stars you see on television all the time. Her one luxury is to buy fashionable designer dresses just like those worn on her favorite television shows. Desiree's desire to be seen as a high-fashion person is motivated by her ____________?

Ideal self image

Desiree knows that she does not have very much money. Yet she dreams of being rich and famous like one of those Hollywood stars you see on television all the time. Her one luxury is to buy fashionable designer dresses just like those worn on her favorite television shows. In order to survive, she eats day old bread and lots of rice because it is very inexpensive. Desiree's desire to save money on food which she eats alone is motivated by her ____________?

Actual self image

One of the ways that attitudes about a product change over time is through ________________ or observing how others react to the product?

Conceptual learning

Bruce is a fan of the Minnesota Vikings Football team. He was watching a game between the Minnesota Vikings and the San Francisco Fortyniners on San Francisco television station. He expected that the announcers would favor the local team and it appeared that he was right. Even though a national media agency gave the local announcers an award for the most unbiased coverage ever in a televised football game, Bruce remained convinced that the announcers had favored the local team. This is an example of ______________?

Selective interpretation

Which of the following statements about professional buyers is FALSE?

The goal of the professional buyer is get the lowest purchase price.

_____________ are business customers who seek to achieve goals other than the standard business goals of profit or market share

Institutions

_____________ include retail and wholesale businesses.

Resellers

What is the essence of the loss aversion principle discussed in class?

People will work harder to avoid a loss than they will to achieve an equivalent gain.

The familiarity effect is a consequence of...?

Selective retention

Which of the following situations describes a business customer?

A person who buys yarn in order to knit baby clothes for sale on her "darned babies" website.

The group of people in an organization who become involved in the purchase decision are a(the) _________?

Buying center

______________________ is the marketing of goods and services to companies, governments, or not-for-profit organizations purposes other than personal consumption?

Business marketing

Which of the following statements about Maslow's Hierarchy of Needs is TRUE?

Basic needs such as Physiological and safety have to be satisfied before higher-level needs become motivators.

People may not be conscious of their true motivation for purchasing a specific product. This is especially true for socially consumed products such as luxury cars and designer fashions. They may say they are purchasing these products because they are of high quality or an excellent value. The real reason is more likely to be:

Luxury products are a way for them to maintain their self image.

________________ consists of the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests and behavior can be grouped.

Social class

In a ___________, a seller puts an item up for sale and would-be buyers are invited to bid in competition with each other.

traditional auction

Bruce is very frustrated. He trying to make copies of a handout for his 9:30 principles of marketing class and the copier is jammed. The copier is always jammed. He has complained to the purchasing agent several times, asking them to get a copier that works. Bruce is performing the buying center role of _________?

User

Sameer does not smoke. Every day he walks past a billboard advertising Camel cigarettes. In class, the instructor was talking about how much cigarette advertising is around us and described the billboard advertising Camel cigarettes as an example. Sameer was surprised by this. He had walked by the billboard every day, yet he had never noticed that it was an advertisement for cigarettes. This is an example of _____________?

Selective attention

Zach hates the sport of soccer. He especially dislikes the Brazilian national team. He makes it a point never to wear anything that looks like soccer clothing, especially if it is in the colors of the Brazilian team. For Zach, the Brazilian soccer team is a(n) ____________?

Dissociative group

Why is an understanding of attitudes important to understanding consumer brands?

A brand is essentially an attitude about a product

Research has shown that the influence of family on the consumer buying process is very strong. This is because many of the consumption patterns we have for products are formed by the time we are ____ years old?

16

Which of the following statements about motivation is FALSE?

All needs are equally motivating

Younjin is a purchasing agent for Acme Enterprises. She is responsible for the company's copiers. The company makes lots and lots of copies so they spend more than $10 million on copies each year. Younjin is considering replacing all of the company's copiers with a networked solution that digitizes all documents and prints them on demand at designated workstations. This system will have to be custom designed for the company and will cost several million dollars. Younjin will probably treat this as a __________ decision?

New task buy

What is ISO 9000 certification?

Evidence that a company's quality management and assurance meets international standards.

Which of the following statements about the consumer buying process is FALSE?

Human beings are rational in the economic sense of word and carefully evaluate the available information in order to make the best decision.

Why is demand inelastic for many industrial goods?

Because the component cost is so small relative to the cost of the end product that large changes in the price for the component will have little impact on demand for the end product.

Younjin is a purchasing agent for Acme Enterprises. One of the products she is responsible for is copier paper for the company's copiers. The company makes lots and lots of copies so they use more than 60 cases of copier paper each week. Recently, one of her colleagues, Bruce has been complaining that the copiers are jamming a lot. She thinks it might be because the paper is the wrong kind for the company's copiers. Also, the chairman of the board made a speech to all of the employees stating that the company is going to become environmentally sensitive and there will be bonuses for people who can improve the companies environmental record. Younjin had heard that some recycled paper is as good or better than standard copier paper. She decides to re-think where she is buying her copier paper. Younjin will probably treat copier paper as a __________ decision?

Modified rebuy

What do we mean when we say demand for industrial goods is derived?

Consumers buy industrial goods indirectly when they purchase consumer goods that use industrial goods as components.

The threshold level of perception is...?

The minimum difference in a stimulus that a person will notice

According to your instructor, which of the following is one of the LEAST important influences on the consumer buying process?

Advertising

In a(n) ___________, as more bidders become involved there is downward pressure on prices.

reverse auction

Which of the following is NOT a motive for a business customer to purchase a product?

To negotiate a price so low that the supplier actually loses money on each transaction.

Younjin is a purchasing agent for Acme Enterprises. One of the products she is responsible for is the copier paper for the company's copiers. The company makes lots and lots of copies so they use more than 60 cases of copier paper each week. Younjin will probably treat copier paper as a ____________ decision?

Straight rebuy

The two basic sources of motivation discussed in class are?

Physiological, Psychological

What is the NAICS?

a. All of these are the NAICS.
b. The North American Industry Classification System.
c. A system for classifying businesses in the United States, Canada and Mexico
d. A system that classifies businesses according to their primary line of business.
e. A replacement for the old Standard Industrial Classification (SIC) code.

All of these are the NAICS.

According to your textbook, two general types of online auctions are?

traditional, reverse

A(n) _____________ is a learned predisposition to respond to an object or a class of objects in a consistently favorable or unfavorable way?

Attitude

The Myers-Briggs personality inventory is one typology discussed in class. Which of the following is NOT one of the dimensions of the Myers Brigs personality inventory?

Optimist-pessimist

Kris decided to go shopping for a pair of tennis shoes. She went to the mall where there were several stores selling shoes. The first store was poorly lit, seemed to be kind of dirty and was very crowded. The second store was brightly lit, sparkning clean and had the shoes attractively displayed on shelves. She walked past the first store and into the second store in order to shop for shoes. Kris was influenced by _____?

Atmospherics

Hewlett Packard uses Intel chips in its laptop computers. Through an amazing marketing effort, demand for HP laptops is 5% over what was projected. When they contact Intel to increase their chip order by 5% they are told that the price for the new chips will be double because Intel doesn't have ant excuess capacity. Because demand is strong, Intel builds a new plant to manufacture chips. The following year, demand for HP laptops is down 5%. Intel can't sell all of the chips from its new plant so it offers HP a 75% discount if they will buy more chips than they have already ordered. This is an example of _____?

The acceleration principle.

_____ business customers may be the largest single market for goods and services in the world according to your textbook.

Governments

According to your textbook, the internet appeals more to _____ who find it an easy way to shop for clothing and gifts.

Men

Zach loves the sport of soccer. He is a huge fan of the Brazilian nation team. He collects pictures of the team and wears the Brazilian team colors during world cup soccer matches. He hopes to be good enough to play on the Brazilian soccer team some day. For Zach, the Brazilian soccer team is a(n) _____?

Aspirational group.

Bruce is trying to sell his new "Bruce's Blend" of coffee to Starbucks. He met with the buyer and the buyer arranged for Bruce to serve a sample of his new blend to a group of "tasters" who will taste the coffee and tell the buyer whether or not they think it is an good. These tasters are performing the role _____?

Influencer

Weblogs or "blogs" have are becoming an important way for Marketers to find....

Opinion leaders

According to your instructor, subcultures can be powerful segmentation variable because people have more choice about the subcultures they choose to identify with. This means?

They are more likely to seek out products that affirm their membership in the subculture.

Bruce is trying to contact the purchasing agent for Starbucks Coffee in order to sell them his new "Bruce Blend" of coffee. However, each time he calls the buyer, he gets a receptionist who asks him his name and then forwards his call to the buyer's voice mail. This has happened several times now and Bruce is beginning to think that the buyer will never call back. The buyer's receptionist performing the role of _____?

gatekeeper

According to your textbook, what is the most significant determinant of the type of new car purchase?

The presence of children in the family.

Which of the following statements about the result of cognitive miserliness is TRUE?

People will choose the first acceptable solution to a problem rather than choosing the best solution to a problem.

Confirmation bias recognizes that people will be more likely to believe someone who agrees with what they already think than someone who disagrees with what they think. Confirmation bias is the result of:

Selective interpretation

_____________ are business customers who purchase goods to incorporate them into other products

producers

Reference groups are important to Marketers because..

They serve as information sources and influence perceptions

According to the sidebar in the textbook, confusing products are a problem for the electronics industry. A rule of thumb is that one returned computer..

wipes out the profit from the sale of two others

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