Flashcards in Practice Questions Ch 6 Deck (26):
When Alan buys rock-climbing equipment, he will only buy Black Diamond, Petzl, Edelweiss, or Wild Country brands even though other brands exist. These listed brands make up Alan’s awareness set.
This is Alan's evoked set.
Once an individual’s evoked set has been established, evaluation of those alternatives will determine what information must be obtained during the information search.
The information search stage usually yields an evoked set and precedes evaluation of alternatives.
In general, detailed, informative advertisements are most effective for high-involvement products because consumers actively search for additional information prior to making their decisions.
The majority of Americans today define themselves as middle class, regardless of their actual income or educational attainment.
The socialization process involves adopting the values of the culture in which a person was raised and is usually strongly influenced by the family.
An ad showing a thirsty athlete drinking a cold bottle of Gatorade is an example of an appeal to self-actualization needs.
It is an appeal to physiological needs, not self-actualization needs.
It is usually easier to change consumer beliefs about a service attribute than a product attribute.
The opposite is true. Changing beliefs about a service can be especially difficult because service attributes are usually intangible.
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
d. Need recognition
e. Postpurchase behavior
Need recognition is the result of an imbalance between actual and desired states.
Sam was driving when someone ran a stop sign and totaled his car. His car cannot be repaired, so he realized he’s going to have to get another one. What stage of the consumer decision-making process does this represent?
a. Need recognition
c. Evaluation of alternatives
d. Postpurchase behavior
e. Information search
Sam is at the need recognition stage, which is the result of an imbalance between actual and desired states.
The imbalance between actual and desired states is sometimes referred to as the:
a. Want-got gap.
b. self-actualization quandary.
c. either-or principle.
d. got-want gap.
e. cognitive-dissonance paradox.
The way a consumer goes about addressing a need is called a:
Marketing managers can create wants on the part of the consumer, which are ways a consumer goes about satisfying a need.
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
When Avril went to purchase a birthday card for her new boyfriend, she went to three stores and spent four hours reading over 500 cards before selecting the perfect one. This card (which cost $3.25) is properly designated as a high-involvement product because of:
a. product involvement
b. situational involvement
c. shopping involvement
d. enduring involvement
e. all of these
The circumstances of the purchase (birthday card for a new boyfriend) turned a typically low involvement purchase into a high-involvement purchase.
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
c. dissociative group
d. social class
e. procreational family
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
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
You are the brand manager for a new line of allergy-relief drugs. Which of the following methods might you employ to use opinion leadership/reference groups to help stimulate demand for your products?
a. Create ads that show the typical consumer performing a healthy lifestyle activity.
b. Develop a promotional campaign that tells customers they “deserve to use” these products.
c. Drop the price of your new products to the point where customers will realize they are getting a bargain.
d. Develop a promotional campaign that emphasizes safety and security needs being fulfilled by these healthcare products.
e. Use a series of ads showing different healthcare associations and societies endorsing the use of these healthcare products.
_____ is an orderly series of stages in which consumers’ attitudes and behavioral tendencies change through maturity, experience, and changing income and status.
b. The wheel of consumerism
c. The family life cycle
d. Lifestyle consumption
Imagine life without that little spinning wheel icon to remind you that your computer is still searching for a Web site or copying documents. Without this wheel, consumers might think the computer had stopped working. This process in which consumers interpret this stimulus into a meaningful and coherent picture is called:
_____ is a form of learning that occurs when one response is extended to a second stimulus similar to the first.
a. Belief generalization
b. Belief discrimination
c. Stimulus generalization
d. Stimulus discrimination
e. Attitude formation
Marketers are rediscovering that the “one-size-fits-all” approach to marketing is still relevant.
The requirement for a market segment to be responsive means:
a. over half of the consumers in the identified segment will be actively interested in the product
b. all the segments identified by a marketer should respond to the marketing mix
c. all the segments identified by a marketer should not respond to the marketing mix
d. the segments identified by a marketer should not differ in the level of their responsiveness to the marketing mix
e. the segment identified by a marketer should differ in how it responds to the marketing mix when compared to another segment confronted with the same mix
All of the following are typical bases for positioning EXCEPT:
b. price and quality
e. product user
Marketing research has three roles: persuasive, reminder, and informative.
F, descriptive, diagnostic, predictive
To save money on marketing research, a marketing manager suggests that the company use the results of a survey conducted last year because similar questions were asked then. The manager is suggesting use of primary data.