Question 1

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as

Accepted Answer

A)   action-oriented consumers.
B)   spokespersons.
C)   opinion leaders.
D)   social classes.
E)   reference groups.F) B) and E)
G) C) and D)

Question 2

Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans.Prior to doing so,few consumers considered freshness an issue.Pepsi is trying to change consumers' attitudes toward its soft drinks by

Accepted Answer

A)   changing beliefs about the extent to which a brand has a specific attribute.
B)   changing the perceived importance of a specific attribute.
C)   adding a new attribute.
D)   reducing perceived risk.
E)   providing stimulus generalization.F) B) and D)
G) C) and E)

Question 3

people already know that Tums,a popular antacid,contains calcium.Today,Tums antacid stresses both the benefits of the antacid itself and the fact that Tums can be used as a calcium supplement.The new promotion involves changing consumers' attitudes toward Tums by

Accepted Answer

A)   changing beliefs about the extent to which Tums has a specific attribute.
B)   changing the perceived importance of a specific attribute.
C)   adding a new attribute.
D)   reducing the perceived risk.
E)   providing stimulus generalization to prospective buyers.F) None of the above
G) B) and C)

Question 4

the VALS framework,self-expression-motivated consumers who have fewer resources and express themselves and experience the world by working on it,are referred to as __________.

Accepted Answer

A)   Experiencers
B)   Thinkers
C)   Strivers
D)   Believers
E)   MakersF) C) and D)
G) A) and D)

Question 5

VALS framework is an example of

Accepted Answer

A)   a personality assessment.
B)   cognitive learning theory.
C)   a psychographic system.
D)   a study on the hierarchy of needs.
E)   geodemographic segmentation.F) A) and D)
G) A) and C)

Question 6

the VALS framework,two segments stand apart based on their abundance or lack of psychological,physical,and material __________.

Accepted Answer

A)   ideals
B)   rewards
C)   self-expression
D)   achievement
E)   resourcesF) B) and C)
G) B) and D)

Question 7

__________ is a VALS group that is composed of successful,sophisticated,take-charge people with high self-esteem and abundant resources.

Accepted Answer

A)   Actualizers
B)   Thinkers
C)   Achievers
D)   Believers
E)   InnovatorsF) A) and E)
G) B) and D)

Question 8

of mouth refers to

Accepted Answer

A)   advertising or public service announcements that rely solely on auditory or voice messages to reach an organization's target market.
B)   subjective, often negative, misconceptions that are passed from one person to another as the result of selective perception.
C)   the influencing of people during conversation.
D)   the intentional spreading of false information about a competitor's new product just prior to launch to harm its sales.
E)   casual or unconstrained conversation or reports about other people or offerings, typically involving details that are not confirmed as being true.F) C) and E)
G) None of the above

Question 9

example of a marketer-dominated source of information consulted during an external search would include

Accepted Answer

A)   personal experience.
B)   Consumer Reports magazine.
C)   consumer programs on talk radio stations.
D)   friends and relatives.
E)   point of purchase displays.F) A) and B)
G) None of the above

Question 10

Which of the following statements about family decision making is most accurate?

Accepted Answer

A)   The use of joint decision making is directly related to the educational levels achieved by the spouses.
B)   Husbands make most of the purchase decisions made about cars, vacation, and homes.
C)   The two types of family decision making are joint and autonomous.
D)   With autonomous decision making, the husband would make all the decisions about groceries, medicine, and car maintenance.
E)   Women have little influence when it comes to men's clothing purchases except when purchasing socks or ties.F) A) and B)
G) A) and C)

Question 11

VALS system seeks to explain why and how consumers make purchase decisions.Consumers motivated by ideals are guided by knowledge and principle.Explain the difference between Thinkers and Believers.

Accepted Answer

Thinkers and Believers are the two group...

Question 12

information search stage clarifies the problem for the consumer by: (1) suggesting criteria to use for the purchase; (2) yielding brand names that might meet the criteria; and (3) __________.

Accepted Answer

A)   developing consumer value perceptions.
B)   determining appropriate price ranges.
C)   selecting the type of retail outlet.
D)   establishing a purchase timeline.
E)   creating a hierarchy of needs.F) A) and B)
G) C) and D)

Question 13

Enlightened carmakers hired women designers,engineers,and marketing executives to better understand the way women decide to buy cars.They learned that

Accepted Answer

A)   meeting the expectations of men during the car purchasing process was more difficult than meeting those of women.
B)   men make the majority of car purchasing decisions.
C)   women and men think differently about the car-buying experience.
D)   women care more about quality than men.
E)   men care more about price than women.F) B) and E)
G) A) and D)

Question 14

group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware,is referred to as

Accepted Answer

A)   evaluative set.
B)   evolved set.
C)   consideration set.
D)   alternative selection group.
E)   aspiration group.F) A) and B)
G) B) and C)

Question 15

will be graduating soon and have been offered "the job of your dreams." The new position,however,requires some traveling so you will need a car.You currently do not have one.What decision process will you go through to purchase an automobile?

Accepted Answer

This purchase would require five purchas...

Question 16

According to the information in Figure 5-2 above,which smartphone seems to have the highest rating (excluding price considerations) ?

Accepted Answer

A)   Apple
B)   HTC
C)   Samsung
D)   LG
E)   MotorolaF) D) and E)
G) A) and C)

Question 17

Evaluative criteria refer to

Accepted Answer

A)   the objective and subjective attributes of a brand consumers use to compare different products and brands.
B)   those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased purchase decision.
C)   those attributes of a brand that are based exclusively on subjective criteria in order to avoid postpurchase anxiety.
D)   the attributes of a product that a manufacturer wishes to promote to a specific target market.
E)   a list of product attributes from which a customer will not waver regardless of additional incentives.F) A) and B)
G) A) and C)

Question 18

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) changing the perceived importance of attributes; and (3) __________.

Accepted Answer

A)   reinforcing the consumers' sense of self confidence in making wise purchase decisions
B)   adding new attributes to the product
C)   refocusing a consumer's attention from one attribute to another
D)   actively educating consumers about the product's competitive advantages
E)   denigrating the attributes of competitors' productsF) B) and D)
G) A) and B)

Question 19

Which of the following statements about social class is most accurate?

Accepted Answer

A)   Social class is purely a U.S. phenomenon.
B)   Persons within the same social class do not exhibit common attitudes, lifestyles, and buying behaviors.
C)   Companies cannot use social class as a basis for describing a target market.
D)   A person's lifestyle, income level, and occupation determine his or her social class.
E)   Social class is relatively permanent and homogeneous.F) A) and C)
G) B) and D)

Question 20

Figure 5-2
-Figure 5-2 above,a number of factors are listed,such as price,display,voice quality,and battery life for several smartphone brands and models.These factors are the typical __________ for smartphones.

Accepted Answer

A)   consideration sets
B)   evaluative criteria
C)   value propositions
D)   quality considerations
E)   core benefitsF) B) and C)
G) A) and C)

Exam 5: Understanding Consumer Behavior

VALS framework is an example of

Correct AnswerverifiedShow Answer

example of a marketer-dominated source of information consulted during an external search would include

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Figure 5-2 -Figure 5-2 above,a number of factors are listed,such as price,display,voice quality,and battery life for several smartphone brands and models.These factors are the typical __________ for smartphones.

Correct AnswerverifiedShow Answer

People to whom an individual looks as a basis for self-appraisal or as a source of personal standards are referred to as

Correct AnswerverifiedShow Answer

the VALS framework,two segments stand apart based on their abundance or lack of psychological,physical,and material __________.

Correct AnswerverifiedShow Answer

people already know that Tums,a popular antacid,contains calcium.Today,Tums antacid stresses both the benefits of the antacid itself and the fact that Tums can be used as a calcium supplement.The new promotion involves changing consumers' attitudes toward Tums by

Correct AnswerverifiedShow Answer

Evaluative criteria refer to

Correct AnswerverifiedShow Answer

of mouth refers to

Correct AnswerverifiedShow Answer

Enlightened carmakers hired women designers,engineers,and marketing executives to better understand the way women decide to buy cars.They learned that

Correct AnswerverifiedShow Answer

information search stage clarifies the problem for the consumer by: (1) suggesting criteria to use for the purchase; (2) yielding brand names that might meet the criteria; and (3) __________.

Correct AnswerverifiedShow Answer

will be graduating soon and have been offered "the job of your dreams." The new position,however,requires some traveling so you will need a car.You currently do not have one.What decision process will you go through to purchase an automobile?

Correct AnswerverifiedThis purchase would require five purchas...View AnswerShow Answer

Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans.Prior to doing so,few consumers considered freshness an issue.Pepsi is trying to change consumers' attitudes toward its soft drinks by

Correct AnswerverifiedShow Answer

the VALS framework,self-expression-motivated consumers who have fewer resources and express themselves and experience the world by working on it,are referred to as __________.

Correct AnswerverifiedShow Answer

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) changing the perceived importance of attributes; and (3) __________.

Correct AnswerverifiedShow Answer

VALS system seeks to explain why and how consumers make purchase decisions.Consumers motivated by ideals are guided by knowledge and principle.Explain the difference between Thinkers and Believers.

Correct AnswerverifiedThinkers and Believers are the two group...View AnswerShow Answer

According to the information in Figure 5-2 above,which smartphone seems to have the highest rating (excluding price considerations) ?

Correct AnswerverifiedShow Answer

group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware,is referred to as

Correct AnswerverifiedShow Answer

Which of the following statements about family decision making is most accurate?

Correct AnswerverifiedShow Answer

Which of the following statements about social class is most accurate?

Correct AnswerverifiedShow Answer

__________ is a VALS group that is composed of successful,sophisticated,take-charge people with high self-esteem and abundant resources.

Correct AnswerverifiedShow Answer

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This purchase would require five purchas...
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Thinkers and Believers are the two group...
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