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Test 2

Terms in this set (59)

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

Select one:
a. College learning
b. Conceptual learning
c. Trial and error
d. Experiential learning
e. Post purchase evaluation
b. Conceptual learning
Why is an understanding of attitudes important to understanding consumer brands?

Select one:
a. Brands are an important way for marketers to differentiate their products.
b. A brand is essentially an attitude about a product
c. A brand is an attitude created by advertising
d. A brand is an attitude that has no object
e. A brand is an attitude that changes with each consumption experience
b. A brand is essentially an attitude about a product
The threshold level of perception is...?

a. The minimum time a person has to be exposed to a stimulus before it will be recorded in memory
b. The maximum level of difference in a stimulus that a person will notice
c. The minimum amount of information a person can absorb
d. The minimum difference in a stimulus that a person will notice
e. The maximum amount of information a person can absorb
d. The minimum difference in a stimulus that a person will notice
________________ consists of the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests and behavior can be grouped.

Select one:
a. Culture
b. Market segment
c. Reference group
d. Target market
e. Social class
e. Social class
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.

Select one:
a. Motivations
b. benefits
c. Personality traits
d. National characters
e. Features
c. Personality traits
Bruce is trying to contact the purchasing agent for Starbucks Coffee in order to sell them his new "Bruce's 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 _________?

Select one:
a. user
b. Gatekeeper
c. Decider
d. Influencer
e. Buyer
b. Gatekeeper
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?

Select one:
a. New task buy
b. Straight rebuy
c. Make or buy
d. Make or break
e. Modified rebuy
b. Straight rebuy
There are about 89,500 _____________ business customers in the United States according to your textbook

Select one:
a. Facilitators
b. Reseller
c. Government
d. Institution
e. Industrial
c. Government
Which of the following is NOT a factor a business customer is likely to consider when making the decision to purchase an industrial product?

Select one:
a. Financial terms
b. Single source or multiple sources
c. Whether the company can manufacture the product internally
d. Delivery schedule
e. Visa or mastercard
e. Visa or mastercard
What is the NAICS?

Select one:
a. The North American Industry Classification System.
b. All of these are the NAICS.
c. A system that classifies businesses according to their primary line of business.
d. A replacement for the old Standard Industrial Classification (SIC) code.
e. A system for classifying businesses in the United States, Canada and Mexico
b. All of these are the NAICS.
A _______________ is an actual or imaginary group that has a significant impact on a person's evaluations, aspirations or behavior?

Select one:
a. Attitude
b. Buying center
c. Personality
d. Reference group
e. Consideration set
d. Reference group
Which of the following statements about the result of cognitive miserliness is TRUE?

Select one:
a. Once a problem has been solved, people will make one last effort to come up with a better solution.
b. People are always thinking about new and better solutions to existing problems.
c. People in groups will identify fewer acceptable solutions to a problem than will one person working alone.
d. People will choose the first acceptable solution to a problem rather than choosing the best solution to a problem.
e. People will not think about a product unless marketers pay them to do so.
d. People will choose the first acceptable solution to a problem rather than choosing the best solution to a problem.
Which of the following statements about attitudes is FALSE?

Select one:
a. Attitudes become more favorable over time
b. Attitudes are learned
c. Attitudes are relatively stable
d. Attitudes must have an object
e. Attitudes can be favorable or unfavorable
a. Attitudes become more favorable over time
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?

Select one:
a. 35
b. 16
c. 5
d. 1
e. 24
b. 16
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 _________?

Select one:
a. Influencer
b. Buyer
c. Gatekeeper
d. Decider
e. User
e. User
Which of the following situations describes a business customer?

Select one:
a. A person who visits a government agency looking for information on gardening.
b. A purchasing agent for a fortune 500 company who buys a new Cleveland golf club so that she can improve her golf game.
c. A not-for-profit organization that buys copier paper in order to make flyers announcing a charity fundraising event.
d. All of these are business customers.
e. An individual seeking to make a charitable contribution to a not-for-profit organization.
c. A not-for-profit organization that buys copier paper in order to make flyers announcing a charity fundraising event.
What do we mean when we say demand for industrial goods is derived?

Select one:
a. Demand for industrial goods is the total of all of the customers for the product.
b. Business customers consider other things than simply price when deciding to purchase an industrial good.
c. A product can be considered to be either a consumer product or an industrial product depending on how it is used.
d. Transportation issues make a significant difference in a company's ability to use industrial goods in its products.
e. Consumers buy industrial goods indirectly when they purchase consumer goods that use industrial goods as components.
e. Consumers buy industrial goods indirectly when they purchase consumer goods that use industrial goods as components.
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:

Select one:
a. Selective retention
b. Selective interpretation
c. Selective cognition
d. Selective attention
e. Natural selection
a. Selective retention
Which of the following statements about attitudes is FALSE?

Select one:
a. Attitudes are relatively stable
b. Attitudes must have an object
c. Attitudes can be favorable or unfavorable
d. Attitudes become more favorable over time
e. Attitudes are learned
d. Attitudes become more favorable over time
Which of the following is NOT one of the social influences on the consumer buying process discussed in class?

Select one:
a. Social Class
b. Family
c. Personality
d. Reference Groups
e. Culture
c. Personality
Why did your instructor make the point that you can't just have "attitude"?

Select one:
a. Because you need to have two or more people to have an attitude
b. Because attitudes depend on a person's personality
c. Because attitudes have to be learned
d. Because attitudes are relatively stable
e. Because an attitude always has to be about something
e. 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 ___________?

Select one:
a. Market
b. Decision
c. Culture
d. Fashion sense
e. Advertising
c. Culture
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?

Select one:
a. Straight rebuy
b. Modified rebuy
c. Make or buy
d. New task buy
e. Make or break
b. Modified rebuy

Modified Rebuy: some reason to be dissatisfied with current solution. This is why you keep calling on customers who aren't currently buying from you

Straight Rebuy: routine purchases

New Task Buying: first-time or one-time purchase, extensive problem solving
_____________ are business customers who seek to achieve goals other than the standard business goals of profit or market share

Select one:
a. Institutions
b. Manufacturers
c. Facilitators
d. Industrial markets
e. Resellers
a. Institutions
_____________ are business customers who purchase goods to incorporate them into other products

Select one:
a. Industrial Markets
b. Facilitators
c. Institutions
d. Governments
e. Resellers
a. Industrial Markets
Which of the following buying criteria is a business buyer likely to use and an individual consumer NOT likely to use?

Select one:
a. Warranty
b. The production capacity of the supplier firm
c. Quality
d. Price
e. Delivery
b. The production capacity of the supplier firm
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 ______________?

Select one:
a. Selective selection
b. Selective interpretation
c. Selective memory
d. Selective attention
e. Selective retention
b. Selective interpretation
A ____________ is a set of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next.

Select one:
a. Market
b. Decision
c. Culture
d. Personality
e. Attitude
c. Culture
________________ consists of the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests and behavior can be grouped.

Select one:
a. Social class
b. Target market
c. Market segment
d. Reference group
e. Culture
a. Social Class
In a(n) ___________, as more bidders become involved there is downward pressure on prices.

Select one:
a. reverse auction
b. action auction
c. modified rebuy
d. short sale
e. traditional auction
a. reverse auction
Which of the following statements about professional buyers is FALSE?

Select one:
a. The goal of the professional buyer is get the lowest purchase price.
b. Professional buyers are frequently trained in negotiation techniques.
c. Professional buyers are people and have personal as well as professional reasons for making decisions.
d. Professional buyers may know more about the product they are buying than the person selling it to them.
e. Professional buyers usually deal with a limited range of products.
a. The goal of the professional buyer is get the lowest purchase price.
Which of the following statements about motivation is FALSE?

Select one:
a. All of these statements about motivation are false.
b. All needs are equally motivating
c. People are not always aware of their true motivation
d. Psychological needs are a basic source of motivation
e. Physiological needs are a basic source of motivation
b. All needs are equally motivating
Why is an understanding of attitudes important to understanding consumer brands?

Select one:
a. A brand is an attitude that changes with each consumption experience
b. A brand is an attitude that has no object
c. Brands are an important way for marketers to differentiate their products.
d. A brand is essentially an attitude about a product
e. A brand is an attitude created by advertising
d. A brand is essentially an attitude about a product
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?

Select one:
a. Boom or bust
b. Modified rebuy
c. New task buy
d. Straight rebuy
e. Make or buy
c. New task buy
______________________ is the marketing of goods and services to companies, governments, or not-for-profit organizations purposes other than personal consumption?

Select one:
a. B2C marketing
b. Internet marketing
c. Production era selling
d. Business marketing
e. Consumer marketing
d. Business marketing
According to your textbook, two general types of online auctions are?

Select one:
a. antique, original equipment
b. buyer, seller
c. traditional, reverse
d. business, consumer
e. eBay, Yahoo
c. traditional, reverse
One of the ways that attitudes about a product change over time is through ________________ or experiences with the product after it has been purchased.

Select one:
a. Word of mouth
b. Conceptual learning
c. Experiential learning
d. College learning
e. Observation
c. Experiential learning
Reference groups are important to Marketers because...
Select one:
a. They are an important market segment
b. Aspriational groups tend to have more disposable income
c. They serve as information sources and influence perceptions
d. Reference groups are important to marketers for all of these reasons.
e. They are realtively stable over time
c. They serve as information sources and influence perceptions
Zach loves the sport of soccer. He is a huge fan of the Brazilian national 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) ____________?

Select one:
a. Conformity group
b. Dissociative group
c. Aspirational group
d. Membership group
e. Consideration set
c. Aspirational group
Which of the following is NOT information that is available categorized by NAICS codes?

Select one:
a. Salary data
b. Industry sales data
c. Current price data
d. Number of firms in an industry
e. Employment data
c. Current price data
What is the difference between a business customer and an individual consumer.

Select one:
a. Mass marketing techniques are usually more effective in business markets because business buyers watch the same television shows as everybody else.
b. Mass marketing techniques are usually less cost effective in business marketing than in consumer marketing because there are fewer business customers than individual consumers.
c. Mass marketing techniques are usually less effective in business markets because advertising creates smaller transactions than personal selling.
d. Price is more important to the business customer than to the individual consumer because business customers buy products in order to make money.
e. Mass marketing techniques are less effective on business customers because business buyers are professional and are trained to ignore advertising.
e. Mass marketing techniques are less effective on business customers because business buyers are professional and are trained to ignore advertising.
Which of the following situations describes a business customer?

Select one:
a. A person who surfs the web looking for knitted baby clothes.
b. All of these are business customers.
c. A person who buys yarn in order to knit baby clothes for sale on her "darned babies" website.
d. A person who notices that her baby could use some new knitted baby clothes.
e. A person who buys yarn in order to knit a sweater for himself
c. A person who buys yarn in order to knit baby clothes for sale on her "darned babies" website.
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 ____________?

Select one:
a. Value consciousness
b. External motivation
c. Need for safety
d. Actual self image.
e. Ideal self image
e. Ideal self image
The familiarity effect is a consequence of...?

Select one:
a. Selective attention
b. Selective interpretation
c. Selective retention
d. Selective cognition
e. Selective service
c. Selective retention

Selective retention:
We remember in categories
Dissociation of object and evaluation over time
Familiarity effect

Selective interpretation:
Confirmation bias
We see things that aren't there
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 ____________?

Select one:
a. Ideal self image
b. Actual self image.
c. Fashion sense
d. Need for safety
e. External motivation
b. Actual self image.
Which of the following is NOT a motive for a business customer to purchase a product?

Select one:
a. To be able to boast to his colleagues about how he is the best purchasing agent in the company.
b. To do business with a salesperson whom the buyer has come to respect and considers to be a friend as well as a business associate.
c. To negotiate a price so low that the supplier actually loses money on each transaction.
d. To maximize profits for the firm.
e. To ensure that the products the firm uses meet the end user's quality requirements.
c. To negotiate a price so low that the supplier actually loses money on each transaction.
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?

Select one:
a. Joint demand
b. Market structure
c. Acceleration principle
d. Buying center
e. Inelastic demand
a. Joint demand
In a(n) ___________, as more bidders become involved there is downward pressure on prices.

Select one:
a. modified rebuy
b. action auction
c. short sale
d. reverse auction
e. traditional auction
d. reverse auction
The familiarity effect is a consequence of...?

Select one:
a. Selective attention
b. Selective service
c. Selective cognition
d. Selective retention
e. Selective interpretation
d. Selective retention
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) ____________?

Select one:
a. Dissociative group
b. Aspirational group
c. Conformity group
d. Consideration set
e. Membership group
a. Dissociative group
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?

Select one:
a. Optimist-pessimist
b. Thinking-feeling
c. Sensing-Intuitive
d. Judgment-perception
e. Extrovert-Introvert
a. Optimist-pessimist
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?

Select one:
a. Make or buy
b. New task buy
c. Modified rebuy
d. Make or break
e. Straight rebuy
a. Make or buy
Which of the following statements about Maslow's Hierarchy of Needs is TRUE?

Select one:
a. All of these statements about Maslows Hierarchy of needs are true.
b. Most people are more concerned about their self image than whether or not they have enough to eat.
c. Basic needs such as Physiological and safety have to be satisfied before higher-level needs become motivators.
d. Risk takers are motivated by ego needs rather than by safety needs.
e. Ego-centric people are more concerned about their self image than whether they have enough to eat.
c. Basic needs such as Physiological and safety have to be satisfied before higher-level needs become motivators.
In a ___________, a seller puts an item up for sale and would-be buyers are invited to bid in competition with each other.

Select one:
a. reverse auction
b. short sale
c. traditional auction
d. contingent auction
e. action auction
c. traditional auction
According to your text, the typical consumer is exposed to _________ advertising messages in a day?

Select one:
a. More than 10,000
b. Between 500 and 1000
c. 500
d. 10,000
e. 2500
e. 2500
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:

Select one:
a. They are on a company expense account and dont have to purchase these products with their own money.
b. Luxury products are a way for them to maintain their self image.
c. They know that many people will lose their jobs if nobody purchases luxury products.
d. They perceive these products to be investments that will be much more valuable in the future than they are right now.
e. They are not aware of how expensive these products actually are.
b. Luxury products are a way for them to maintain their self image.
Which of the following statements about the consumer buying process is FALSE?
Select one:
a. The consumer buying process deals with human behavior.
b. Human beings are rational in the economic sense of word and carefully evaluate the available information in order to make the best decision.
c. The consumer buying process applies to purchases of goods and services.
d. The consumer buying process applies to decisions that are not related to the purchase of goods and services.
e. In class we discussed five stages of the consumer buying process.
b. Human beings are rational in the economic sense of word and carefully evaluate the available information in order to make the best decision.
Which of the following statements about attitudes is FALSE?

Select one:
a. Attitudes are relatively stable
b. Attitudes can be favorable or unfavorable
c. Attitudes must have an object
d. Attitudes are learned
e. Attitudes are permanent
e. Attitudes are permanent
What is ISO 9000 certification?
Select one:
a. Evidence that a company's trucking fleet meets emission control standards for interstate highways in the United States
b. All of these are ISO 9000 certification.
c. Proof that a company's products satisfy an important unmet need for its customers.
d. Proof that a company's food service operations have passed an inspection by the Food and Drug Administration.
e. Evidence that a company's quality management and assurance meets international standards.
e. Evidence that a company's quality management and assurance meets international standards.
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