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Chapter 6—Consumer Decision Making 2. The steps of the consumer decision-making process in order are: a. need recognition, alternative aggregation, reevaluation, purchase decision, postpurchase behavior b. need positioning, stimulus response reactions, evaluation of alternatives, purchase decision, postpurchase behavior c. need positioning, alternative aggregation and divestment, purchase decision, postpurchase evaluation d. information search, need positioning, evaluation of alternatives, product trial, purchase decision, postpurchase satisfaction e. need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior See Exhibit 6.1. 3. Which step in the consumer decision-making process is a result of an imbalance between actual and desired states? a. Evaluation of alternatives b. Want recognition c. Purchase d. Need recognition e. Postpurchase behavior Need recognition is the result of an imbalance between actual and desired states.

5. Which of the following is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing? a. Tactic b. Need c. Stimulus d. Want e. Desire Stimuli can be either internal, such as occurrences you experience, or external, which are influences from an outside source. Both affect one or more of the five senses. 11. After a need or want is recognized, a consumer may search for information about the various alternatives available to satisfy it. This occurs during which part of the consumer decision-making process? a. Evaluation of alternatives b. Information search c. Cognitive dissonance d. Consideration stage e. Product identification

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After recognizing a need or want, consumers search for information about the various alternatives available to satisfy it.

14. Which of the following is an information source that is not associated with advertising or promotion? a. External b. Nonmarketing-controlled c. Marketing-controlled d. Unbiased e. Primary Nonmarketing-controlled information sources do not originate with marketers promoting the product. 15. An external information search is especially important when: a. there is a great deal of past experience b. there are high costs associated with making an incorrect decision c. the cost of gathering information is high d. buying frequently purchased, low-cost items e. there is little risk of making an incorrect decision If a consumer perceives a purchase to involve high risk (financial, social, etc.), an external search will lower the risk by providing more information. 20. All of the following influence the extent to which an individual conducts an external search for information EXCEPT: a. perceived risk b. knowledge c. prior experience d. social class e. level of interest Social class wouldn’t necessarily affect the amount of information search a consumer would conduct. 21. A group of brands, resulting from an information search, from which a buyer can choose is referred to as the buyer’s: a. evoked set b. primary set c. inert set d. complete set e. justifiable set A buyer’s evoked set is the set of alternatives from which a buyer can choose; also called consideration set. 25. Extending a well-known and respected brand name from one product category to another product category is referred to as: a. brand stretching b. brand extensions

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c. brand bouncing d. brand transfer e. brand building Brand extensions are common a way companies employ categorization to their advantage. 30. All of the following are ways consumers can reduce cognitive dissonance EXCEPT: a. justifying the decision b. seeking new information c. sending a letter to the marketer d. avoiding contradictory information e. returning the product Cognitive dissonance is the inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions. 31. How can marketers reduce consumers’ cognitive dissonance? a. Offer guarantees b. Offer sales promotions c. Avoid contradictory information d. Change the product e. Ignore it Cognitive dissonance is an inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions, and marketers can reduce it by sending a postpurchase thank you or letter, displaying product superiority in ads, or offering guarantees. 32. _____ is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior. a. Economic value b. Involvement c. Opportunity cost d. Temporal cost e. Perceived level of personal risk This is the definition of involvement. 33. The types of products people purchase using routine response behavior are typically: a. frequently purchased, low-cost items b. frequently purchased, high-cost items c. infrequently purchased, low-cost items d. infrequently purchased, high-cost items e. all types of items, regardless of price or frequency of purchase Routine response behavior is the type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services.

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34. _____ is characterized by low involvement, a short time frame, an internal-only information search, and low costs. a. Limited decision making b. Routine response behavior c. Emotional buying d. Intensive decision making e. Temporally-limited behavior See Exhibit 6.2. 37. The type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category is referred to as: a. routine response behavior b. limited decision making c. extensive decision making d. uninvolved decision making e. affective decision making This is the definition of limited decision making. 41. When a consumer is purchasing an unfamiliar, expensive product or an infrequently bought item, he or she is practicing: a. extensive decision making b. cognitive harmonizing c. limited problem solving d. strategic behavior e. stimulus discrimination This is the definition of extensive decision making. 45. All of the following factors directly influence consumers’ level of involvement in the purchase process EXCEPT: a. consumer’s age b. previous experience with the product c. financial risk associated with the product d. social visibility of the purchased item e. perceived risk of negative consequences as a result of the purchase Age is a demographic variable that doesn’t necessarily influence a consumer’s level of involvement.

54. An enduring belief that a specific mode of conduct is personally or socially preferable to an alternative mode of conduct is called a(n): a. lifestyle b. self-concept c. attitude d. value e. perception

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This is the definition of a value. 55. Homogeneous groups of people who share elements of the overall culture as well as unique elements of their own group are called: a. autonomous personal units b. probability samples c. subcultures d. normative groups e. dissociative groups 58. A(n) _____ is a group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms. a. extended family b. subculture c. dissociative group d. social class e. procreational family This is the definition of social class. 60. Social influences on consumer buying decisions include: a. society, culture, and family b. reference groups, society, opinion leaders, and family c. personality, lifestyle, and reference groups d. reference groups, opinion leaders, and family e. lifestyle, reference groups, and family Lifestyle and personality are individual influences. Culture and society are cultural factors. 61. A group in society, such as family, friends, or a professional organization, that influences an individual’s purchasing behavior is called a(n): a. reference group b. conformist group c. opinion group d. social group e. influential group This is the definition of reference group. 62. Reference groups can be categorized very broadly as either: a. primary or secondary b. persuasive or nonpersuasive c. direct or indirect d. positive or negative e. personal or nonpersonal The two categorizations of reference group are direct and indirect.

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65. A value or attitude deemed acceptable by a group is called a(n): a. expectation b. reference c. aspiration d. opinion e. norm Norms are considered acceptable behavior by a given reference group. 68. Which category of reference groups represents groups in which a consumer does not have membership? a. Direct b. Indirect c. Primary d. Secondary e. Incomplete Indirect reference groups are groups consumers do not belong to, but they might aspire to belong to one (aspirational group) or not want to be associated with one (nonaspirational group). 71. Opinion leaders are: a. wealthy, well-educated individuals b. experts on all high-involvement consumer goods c. usually the same individuals for all social classes d. people who influence others e. easy to locate and target Opinion leaders are individuals who influence the opinions of others. 74. Cultural values and norms are passed down to children through the process of: a. accumulation b. encroachment c. assimilation d. socialization e. manifestation Children are socialized to learn the culture within which they are raised.

77. All of the following are individual factors influencing consumer buying decisions EXCEPT: a. gender b. age c. family d. personality e. life cycle stage

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A person’s buying decisions are influenced by personal characteristics that are unique to each individual, such as gender; age and life cycle stage; and personality, self-concept, and lifestyle. Family is a social factor influencing consumer buying decisions. 78. _____ is an orderly series of stages in which consumers’ attitudes and behavioral tendencies change through maturity, experience, and changing income and status. a. Socialization b. The wheel of consumerism c. The family life cycle d. Lifestyle consumption e. Acculturation Families go through an orderly series of stages, and consumption attitudes and behaviors are influenced by one’s stage in the series. 79. An individual’s _____ is a composite of psychological makeup and environmental forces. It includes people’s underlying dispositions, especially their most dominant characteristics. a. acculturation b. socialization c. personality d. autonomy e. attitude This describes personality, which is a way of organizing and grouping the consistencies of an individual’s reactions to situations. 80. _____ is how consumers perceive themselves in terms of attitudes, perceptions, beliefs, and selfevaluations. a. Socialization b. Personality c. Socialization d. Normalization e. Self-concept This is the definition of self-concept. 81. Which of the following represents the way an individual actually perceives himself or herself? a. Personal image b. Ideal self-image c. Real self-image d. Lifestyle image e. Defined self-image Self-image can be real, which is how a consumer actually perceives himself or herself, or ideal, which is the way an individual would like to be. 83. The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture is called:

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a. b. c. d. e.

identification retention comprehension perception cognitive adaptation

This is the definition of perception.

93. Ranked from the lowest to the highest level, Maslow’s hierarchy of needs model includes: a. safety, esteem, social, physiological, and self-actualization needs b. physiological, social, esteem, economic, and self-actualization needs c. psychological, safety, economic, esteem, and social needs d. physiological, safety, social, esteem, and self-actualization needs e. safety, economic, social, esteem, and self-development needs See Exhibit 6.6. 94. According to Maslow’s hierarchy of needs model, the first needs most people would try to satisfy are their _____ needs. a. safety b. physiological c. economic d. esteem e. derived The needs in order of lowest to highest are: physiological, safety, social, esteem, and self-actualization. 107. _____ is the learned ability to differentiate between similar objects such as packages of different brands of aspirin. a. Incentive discrimination b. Stimulus generalization c. Selective perception d. Selective generalization e. Stimulus discrimination This is describing stimulus discrimination, which is a learned ability to differentiate among similar products. 109. Which of the following is an organized pattern of knowledge that an individual holds as true about his or her world? a. Belief b. Value c. Affect d. Attitude e. Descriptor This is the definition of a belief.

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111. _____ are learned tendencies to respond consistently toward a given object. a. Motivational cues b. Cultures c. Lifestyles d. Perceptions e. Attitudes This is the definition of attitudes. 112. An attitude toward a product is: a. easy to change b. a person’s point of view about the product c. the same as a belief d. the same as “intention to buy” e. of short duration “Point of view” is a simpler way to state “learned tendency to respond consistently.” Both denote an opinion.

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Chapter 7—Business Marketing 2. A product is defined as a business product rather than a consumer good on the basis of its: a. intended use b. physical characteristics c. price d. distribution method e. tangible attributes The key characteristic distinguishing business products from consumer products is intended use, not physical characteristics. 7. All of the following are current roles of the Internet in business marketing EXCEPT: a. reduce costs b. eliminate distributors c. build channel partnerships and trust d. brand building and development e. integrate online and traditional media See Exhibit 7.2 PTS: 1 REF: 105 KEY: CB&E Model Strategy

OBJ: 07-2 TOP: AACSB Reflective Thinking MSC: BLOOMS Analysis

18. A particular segment of the business market includes those individuals and organizations that purchase goods and services for the purpose of making a profit. They achieve this goal by using purchased goods and services to make other goods, to become part of other goods, or to facilitate the daily operations of the organization. This group is called the _____ segment of the business market. a. institution b. reseller c. wholesaler d. producer e. government This describes the producer segment of business customers.

23. Businesses that buy finished goods and sell them for a profit are called: a. inventory carriers b. producers c. distribution networks d. resellers e. business facilitators The reseller market includes retail and wholesale businesses that buy finished goods and resell them for a profit.

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26. The U.S. government is: a. not a business market segment b. the world’s largest single customer c. an organization accounting for over 50 percent of the U.S. gross national product d. mainly a military equipment purchaser e. using one centralized purchasing office for the entire government The U.S. federal government is the world’s largest customer. The other alternatives do not apply because various branches of the government have separate purchasing departments, and billions of dollars are spent on food, clothing, desks, and other standard supply items (not just military hardware).

27. One segment of the business market has primary goals that differ from the ordinary business goals such as profit, market share, or return on investment. This segment includes many schools, churches, and civic clubs. Which business market is this? a. Institutions b. OEMs c. Services d. Providers e. Resellers Institutions such as schools, churches, and hospitals have service or activity goals but not profit goals and are an important business market.

31. The government uses a system called NAICS to classify North American business establishments. NAICS stands for: a. Non-American Industry Classification System b. North and South American Institutional Coding Services c. Non-American Industrial Corporation System d. North American Institution Code System e. North American Industry Classification System The North American Industry Classification System (NAICS) is an industry classification system for classifying North American business establishments.

34. Managers can use the NAICS data to: a. create a more focused mission statement b. eliminate risk c. classify consumer behavior d. identify potential new customers e. determine purchase motives NAICS data can be converted to market potential estimates, market share estimates, and sales forecasts. It can also be used for identifying potential new customers.

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35. All of the following are demand characteristics of business markets EXCEPT: a. inelastic demand b. fluctuating demand c. joint demand d. stable demand e. derived demand Business markets are characterized by derived demand, inelastic demand, joint demand, and fluctuating demand. 36. The demand for consumer goods often affects the demand for business products. This characteristic of business markets is called _____ demand. a. elastic b. inelastic c. fluctuating d. derived e. joint The demand for business products is called derived demand because organizations buy products to be used in producing their customers’ products. 40. When two or more items are used in combination to produce a final product, they are said to have _____ demand. a. derived b. inelastic c. joint d. fluctuating e. elastic This is the definition of joint demand. 43. When demand for a product is _____, an increase or decrease in the price of the product will not significantly affect demand for the product. a. responsive b. elastic c. inelastic d. derived e. bundled This is the definition of inelastic demand.

52. The distribution structure in business marketing typically: a. includes at least one wholesaler b. is direct c. is complex and multistage d. uses a three-step channel e. uses retail distributors

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Direct channels, where manufacturers market directly to users, are much more common in business markets than in consumer markets.

53. _____ is commonplace in business marketing and can sometimes occur over several months. a. Negotiation b. Need mediation c. Customerization d. Purchase arbitration e. Disintermediation Negotiating is common in business marketing.

54. If a business needs a particular good or service and decides to look among its own customers for a provider of that good or service, the business is: a. working to create purchase arbitration b. opening itself up to prosecution for illegal activities c. acting unethically d. trying to eliminate derived demand barriers e. practicing reciprocity Reciprocity is the practice of business purchasers choosing to buy from their own customers. 58. _____ is the primary promotional method for the sale of all business products. a. Direct mail b. Advertising c. Personal selling d. Public relations e. Trade promotions Business sales tend to be large in dollar amounts and quantities and may require negotiation; thus, they may rely heavily on the salesperson’s ability to communicate and work with the customer.

59. All of the following are considered types of business products EXCEPT: a. raw materials b. convenience goods c. major equipment d. accessory equipment e. component parts The types of business products are major equipment, accessory equipment, raw materials, component parts, processed materials, supplies, and business services

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Chapter 9—Decision Support Systems and Marketing Research 1. Everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans is referred to as: a. competitive intelligence b. marketing information c. decision support information d. marketing research e. observation This describes marketing information, and accurate and timely information is the lifeblood of marketing decision making. PTS: 1 REF: 139 KEY...