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5 Written questions

5 Matching questions

  1. Julie is an experienced shopper. She has been doing the family's weekly shopping since she was twelve. She is not very interested in status items, and questions advertising claims. Julie is most likely to be in the ______________ generational cohort.

    a) Senior
    b) Generation W
    c) Generation X
    d) Baby Boomers
    e) Generation Y
  2. What is value-based pricing?
  3. The consumer buying process begins when

    a) A consumer's performance risk is minimized
    b) A consumer recognizes an unsatisfied need
    c) Consumers' functional needs are greater than their psychological needs
    d) A consumer enters a store
    e) Learning follows perception
  4. Vacation, restaurant, and entertainment choices require marketers to consider which of the
    following social factors?

    a) Purchase anxiety
    b) Learning
    c) Lifestyle adaptation
    d) Family influences
    e) All of the above
  5. Marketers in the United States are paying increasing attention to ethnic groups because:

    a) government subsidies assist marketers attempting to communicate value to these groups
    b) they represent a majority of the population in non-urban areas of the country
    c) they are more susceptible to marketing messages
    d) approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups
    e) country culture is replacing regional culture as a key marketing consideration
  1. a Setting price based on buyers' perceptions of value rather than on the seller's cost
  2. b d) Family influences
  3. c c) Generation X
  4. d b) A consumer recognizes an unsatisfied need

    Need recognition is the first step in the consumer buying process
  5. e d) approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups

    Ethnic groups represent a fast-increasing percentage of the U.S. population

5 Multiple choice questions

  1. e) none of the above

    By emphasizing the low price and high quality, the university president is focusing on value (which is not listed in the choices)
  2. b) They speak different languages and comer from different cultures

    Asian consumers are not a single group-they come from many nations (i.e. China, Japan, Korea...) with different languages and cultures
  3. positioning

    Donald is positioning his business relative to the competition by focusing on his investment in the local neighborhood and his years of experience serving local customers
  4. b) Product strategy

    The product the students buy--a degree--is enhanced by the ability to take extra courses at no additional cost. Thus, this special offer is related to the product strategy.
  5. Competition

5 True/False questions

  1. Jubyung is buying a laptop computer to take on trips. Although he looks at several brands, he refuses to buy a computer that weighs more than five pounds. Jubyung is basing his decision on

    a) Social factors
    b) Temporal factors
    c) A decision heuristic
    d) A compensatory decision rule
    e) A noncompensatory decision rule
    e) A noncompensatory decision rule

    This is a noncompensatory decision rule because no trade-off is possible. No matter how inexpensive or powerful a computer may be, if it weighs more than five pounds, Jubyung will not buy it.


  2. When Starbucks first opened, many critics suggested, "No one will pay $4.00 for a cup of coffee." Starbucks' critics suggested consumers would not be __________ to the company's offeringscultural


  3. Marketers often use principles and theories from __________ and __________ to decipher many consumer actions and develop basic strategies for dealing with their behaviorBaby Boomers


  4. A consumer's external social environment includes

    a) impulse, habitual, and limited problem solving processes
    b) functional and psychological needs
    c) family, reference groups, and culture
    c) family, reference groups, and culture


  5. Select the statement that best describes the key traits of Generation Y:

    a) This generation mostly uses the Internet for the purposes of checking email, the news, and the weather
    b) This generation puts a strong emphasis on work/life balance and are experts at using various media forms
    c) This generation was the first generation of latchkey children
    d) This generation focuses on healthcare and wellness services
    e) This generation-including its oldest members-has had access to the Internet for their entire lives
    c) making sure the product is available in the stores where customers will want to find it, and that it is always in stock so they can buy it when they want to.

    Value creation through Place has to do with making sure the product is available when and where the customer wants it. Some of the other options (like the creative displays, or putting the product in the front of the store) may cause more consumers to notice the product, but the correct answer is the one that best describes ensuring that the product is available to the customer