Chapter 1

Marketing: Managing Profitable Customer Relationships

Multiple Choice

1. Marketing seeks to create and manage profitable customer relationships by delivering _____ to customers.a. competitive pricesb. superior valuec. superior serviced. superior promotion

2. The marketing manager at Sunshine Car Washes is holding a training session for new employees. She stresses that perhaps the most important concept of modern marketing is _____.a. customer relationship managementb. e-mail advertisingc. a quality Web sited. properly trained sales people

3. Selling on the Web presents serious challenges. Amazon.com has made large initial investments in computer systems, distribution centers, and _____.a. customer acquisitionb. inventoryc. employee trainingd. employee benefits

4. Many experts predict that the future will belong to retailers who offer both “clicks” and _____.a. major discountsb. bricksc. superior locationsd. superior promotion

5. You have learned at work that today’s successful companies at all levels have one thing in common: they are strongly customer focused and heavily committed to _____.a. obtaining the best CEOsb. increasing wealth to stockholdersc. marketingd. employee motivation

6. _____ is managing profitable customer relationships.

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a. Managementb. Controlc. Marketingd. Human Resources

7. The twofold goal of marketing is to attract new customers by promising superiorvalue and to _____.a. keep and grow current customers by delivering satisfactionb. keep and grow current customers by delivering competitive pricingc. keep and grow current customers by delivering friendly serviced. all of the above

8. Highly successful companies know that if they take care of their customers,_____ will follow.a. frequent word of mouthb. market sharec. profitsd. market share and profits

9. Marketing is more than _____ and advertising.a. distributionb. promotionc. sellingd. customer service

10. Today, marketing must be understood in terms of making a sale and _____.a. satisfying customer needsb. understanding customer valuec. customers’ self imagesd. brilliant advertising

11. Marketing is not only an exchange and managerial process, it is a _____.a. numbers gameb. social processc. cultural processd. subcultural process

12. You have learned from experience as well as from this course that the most basic concept underlying marketing is that of _____.a. selling and advertisingb. customer satisfactionc. retaining customersd. human needs

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13. As a new assistant marketing manager trainee, you learn in an orientation meetingthat _____ are the form human needs take as they are shaped by culture and individual personality.a. wantsb. demandsc. self conceptsd. desires

14. Greg Williams now has the buying power to purchase the computer system he has wanted for the last six months. Greg’s want now has become a _____.a. needb. necessityc. demandd. none of the above

15. What do companies call a set of benefits that they promise to consumers to satisfytheir needs?a. marketing offerb. value propositionc. demand satisfactiond. need proposition

16. You are preparing a combination of products, services, information, and experiences to a market to satisfy needs and wants. What are you preparing?a. value propositionb. demand satisfactionc. tactical pland. marketing offer

17. We must learn a valuable lesson in marketing. Many sellers make the mistake of paying more attention to the specific products they offer than to the _____ produced by those products.a. benefitsb. experiencesc. benefits and experiencesd. value satisfaction

18. Smart marketers look beyond the attributes of the products and services they sell.They create brand _____ and brand _____ for consumers.a. awareness; preferenceb. recognition; preferencec. meaning; preferenced. meaning; experiences

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19. By orchestrating several services and products, companies can create, stage, andmarket brand _____.a. meaningb. experiencesc. awarenessd. preferences

20. The difference between customer value and customer satisfaction is that value is the difference between the values the customer gains from owning and using a product and the _____.a. costs of delivery of the productb. cost of obtaining the productc. cost of competing productsd. cost of the lost experience

21. We can safely say that when a customer’s purchase lives up to his or her expectations, the customer is experiencing this state of being.a. customer valueb. self-esteemc. self-actualizationd. customer satisfaction

22. At work, customers decide to satisfy needs and wants through exchange. What occurs at this point?a. sellingb. customer servicec. marketingd. transaction marketing

23. Marketing consists of actions taken to build and maintain desirable _____ with target audiences involving a product, service, idea, or other object.a. exchange transactionsb. exchange relationshipsc. exchange processesd. exchange communications

24. This group of buyers share a particular need or want that can be satisfied through exchange relationships.

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a. segmentb. target marketc. marketd. buying group

25. Economists use the term “market” differently than marketers. They refer to a collection of buyers and sellers who transact in a particular _____, as in the commodities or housing market.a. product classb. product divisionc. market segmentd. target market

26. Marketing is not carried on by sellers alone. _____ also carry on marketing.a. Suppliersb. Investorsc. Web designersd. Buyers

27. _____ means managing markets to bring about profitable exchange relationships by creating value and satisfying needs and wants.a. Sellingb. Promotingc. Marketingd. Relationship marketing

28. Shawn McCork has an interesting job. He is involved in getting, keeping, andgrowing customers through creating, delivering, and communicating superior customer value. What is Shawn’s job?a. general managerb. supervisorc. marketing managerd. sales manager

29. Marketers are not concerned with serving all customers in every way. Rather, they want to serve selected customers that they can serve_____.a. profitablyb. with superior customer servicec. welld. well and profitably

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30. Marketing managers are concerned with ways to deal with demand. They may need to find, increase, _____, or even _____ demand.a. avoid; slowb. change; reducec. maximize; changed. change; modify

31. The federal government finds it necessary at times to limit demand by reducing the number of customers or to shift their demand temporarily or permanently. Name the term for this type of action.a. debuggingb. deregulationc. demarketingd. gray marketing

32. The five alternative concepts under which organizations conduct their marketing activities include the production, _____, selling, marketing, and societal marketing concepts.a. promotionb. pricingc. distributiond. product

33. After surveying all 3,500 customers by e-mail, Best Value Stores learned that its customers favor high quality, performance, and innovative features. Best Value’s customers were surveyed about _____.a. product conceptb. production conceptc. marketing conceptd. promotion concept

34. We have learned by sad experience that the product concept can lead to marketing _____.a. failuresb. myopiac. problemsd. incongruences

35. Jolene’s firm believes that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort. Jolene’s firm is practicing the _____.a. production conceptb. marketing conceptc. selling concept

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d. relationship concept

36. Most firms practice the selling concept when they face _____.a. a crisisb. a recessionc. fierce competitiond. overcapacity

37. To practice the marketing concept, an organization must deliver the _____ better than competitors.a. desired satisfactionsb. attractive pricesc. level of serviced. advertising campaign

38. One of the following is the call of the Information Age where the customer asks:a. “This is what I want, will you make it safer?”b. “This is what I want, won’t you please make it?”c. “Can you make it safer and sell it cheaper?”d. “This is what I want, can you provide more options?”

39. Jonathan Nash works in sales for a telemarketing firm. His firm uses the selling concept which takes a (an) _____ approach.a. outside-inb. myopicc. inside-outd. marketing concept

40. Herb Kelleher of Southwest Airlines uses the marketing concept in his successful organization. His perspective of having a customer department uses a (an) _____ perspective.a. outside-inb. externalc. inside-outd. modern

41. Customer-driven marketing usually works well when _____ and when customers _____.a. a clear need exits; are easy to identifyb. customers know what they want; can afford itc. a firm can deliver the goods desired; are thoroughly researchedd. a clear need exists; know what they want

42. Marie Ortiz enjoys her work at Futuristic Designs, Inc. Her organization understands customer needs even better than customers themselves do and creates products and services that will meet existing and latent needs, now and in the future. Marie’s firm practices _____ marketing.

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a. customer-drivenb. customer-drivingc. relationshipd. none of the above

43. Now many companies are beginning to think of _____ interests as well as their own customers’ needs.a. society’sb. stockholders’c. investors’d. lenders’

44. The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer_____.a. short-run costs and profitsb. short-run ethicsc. long-run welfared. health

45. You find yourself in a new job. Your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. Your manager is concerned with which one of the following?a. database managementb. Web site hitsc. relationship managementd. customer relationship management

46. Companies today face some new marketing realities that mean there are fewer customers to go around. Changing demographics, _____, and overcapacity in many industries are great concerns.a. more sophisticated competitorsb. higher unemploymentc. slowing incomesd. 9/11

47. _____ is an important concept when we realize that losing a customer means losing more than a single sale. It means losing the entire stream of purchases that the customer would make over a lifetime of patronage.a. Heuristicsb. Net profitc. Customer lifetime valued. Relationship marketing

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48. Experience has taught us that the key to building lasting customer relationships is tocreate superior customer value and _____.a. satisfactionb. great servicec. competitive pricesd. long-term relationships

49. Customers buy from stores and firms that offer the highest _____.a. value for the dollarb. customer perceived valuec. level of customer satisfactiond. both b and c

The Marketing Environment

Multiple Choice

1. The most commercially influential demographic group in history is _____.a. generation Xb. baby boomersc. generation Yd. seniors

2. The current marketing environment has a tendency to turn back the clock to simpler times. What has this yearning produced?a. massive nostalgia waveb. massive nutrition wavec. massive exercise waved. massive music wave

3. _____ is perhaps the company that has been most successful in riding the nostalgia wave.a. Capital Recordsb. Ovaltinec. Volkswagend. Levi Strauss

4. Most trend analysts believe that the nostalgia craze/wave will _____ as the baby boomers continue to mature.a. decline

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b. slowc. disappeard. grow

5. Jamie Bestowitcz is researching the factors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. What is Jamie researching?a. the marketing environmentb. strategic planningc. target markets d. none of the above

6. More than any other group in the company, marketers must be the _____ and _____.a. mass merchandisers; opportunity seekersb. trend trackers; mass merchandisersc. most skilled; trend trackersd. trend trackers; opportunity seekers

7. You are directed to study the factors that are close to the company that affect its ability to serve its customers – the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying?a. the macroenvironmentb. the microenvironmentc. the marketing environmentd. the global environment

8. You are directed to study the factors that are larger societal forces that affect your company – demographic, economic, natural, technological, political, and cultural.What are you studying?a. the macroenvironmentb. the microenvironmentc. the marketing environmentd. the global environment

9. All of the groups within a company are called the _____.a. cultureb. diversityc. internal environmentd. climate

10. Which of the following do suppliers not provide marketers within your firm?a. resources to produce products and servicesb. insight into trends and competitorsc. partners in creating and delivering customer valued. the funding for your paychecks

11. LandPort Transportation and Omega Warehousing help distribute the goods your company sells. The two businesses are examples of _____.

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a. resellersb. marketing services agenciesc. marketing intermediariesd. physical distribution firms

12. These firms help companies to stock and move goods from their points of origin to their destinations.a. financial intermediariesb. physical distribution firmsc. marketing service firmsd. resellers

13. Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods and services are referred to as _____.a. financial intermediariesb. physical distribution firmsc. marketing service firmsd. resellers

14. Currently, you are employed by a firm that conducts marketing research and creates ads for other companies that help them target and promote their products to the right markets. For whom are you employed?a. financial intermediaryb. physical distribution firmc. marketing service firmd. reseller

15. Percy Originals caters to a market of individuals and households that buys goods and services for personal consumption. What do we call this market?a. businessb. resellerc. governmentd. consumer

16. Name the market that buys goods and services for further processing or for use in the production process. a. businessb. resellerc. wholesaled. consumer

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17. Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market?a. businessb. resellerc. wholesaled. consumer

18. A company’s marketing environment includes various _____, which consists of any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives.a. teamsb. audiencesc. marketsd. publics

19. This type of public is a radio station that carries news, features, and editorial opinions about your area. What is it?a. financialb. mediac. citizen-actiond. local

20. A consumer organization, environmental group, and minority group have challenged your firm’s stand on a local issue. This is the _____ public.a. generalb. localc. governmentd. citizen-action

21. Your marketing environment is currently researching the size, density, location, age, and occupations of your target market. What is this environment?a. demographicb. psychographicc. VALSd. geographic

22. Statisticians have projected the world’s population to reach _____ billion by the year 2025.a. 6.5b. 6.9c. 7.5

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d. 7.9

23. The three largest age groups in America are the baby boomers, generation X, and _____.a. seniorsb. generation Yc. teensd. toddlers

24. You distribute coupons to every household in America. Sooner or later, you will reach all ___ million people in this country.a. 267b. 277c. 287d. 297

25. Research has shown that the most important demographic trend in the United States is the _____.a. changing age structure of the populationb. mobility of peoplec. slowing birth rated. increase in professional jobs

26. Some baby boomers are referred to as “DINKs.” What does this stand for?a. dependable income, no-kids coupleb. don’t work, intelligent, no-kicks c. dual-income, no-kids coupled. none of the above

27. Baby boomers were born between the years 1946 and _____.a. 1954b. 1960c. 1964d. 1970

28. This demographic age group is approaching life with a new stability and reasonableness in the way they live, think, eat, and spend. They are _____.a. generation Xb. generation Yc. baby bustersd. baby boomers

29. Which group buys a lot of sweaters, boots, electronics, cars, and computers?a. generation Xb. generation Yc. baby boomers

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d. all of the above

30. This group shares new cultural concerns, cares about the environment, and responds favorably to socially responsible companies. Who are they?a. generation Xb. generation Yc. generation Zd. baby boomers

31. Who are the echo boomers?a. generation Xb. generation Yc. generation Zd. baby boomers

32. This group has created large kid and teen markets. Who are they?a. generation Xb. generation Yc. generation Zd. baby boomers

33. Recently you read a marketing research report that mentioned ____ has (have) utter fluency and comfort with computer, digital, and Internet technology.a. generation Xb. generation Yc. generation Zd. baby boomers

34. Defining people by their birth date may be less effective than segmenting them by their _____ or ____.a. income; occupationb. lifestyle; occupationc. lifestyle; life staged. occupation; life stage

35. It is interesting to note that about _____ percent of American households contain married couples with children.a. 24b. 28c. 32d. 34

36. The three groups of baby boomers include leading, _____, and trailing.a. coreb. generalc. secondary

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d. central

37. _____ households are now growing faster than _____ households.a. Traditional; nontraditionalb. Large; traditionalc. Nontraditional; smallerd. Nontraditional; traditional

38. In 1950, women made up 30 percent of the workforce; now they make up _____.a. 35 percentb. 40 percentc. 43 percentd. 46 percent

39. Americans are very mobile. Over the past two decades, the U.S. population has shifted toward the _____ states.a. Midwestb. westernc. sunbeltd. southeastern

40. Within given regions, the population is moving from large cities to the _____.a. smaller citiesb. rural areasc. foreign countriesd. suburbs

41. Nearly 40 million Americans are working out of their homes with electronicconveniences. They are called the _____ market.a. telecommutersb. SOHOc. mobiled. work-at-home

42. Population shifts interest marketers because people in different regions _____ differently.a. eatb. thinkc. buyd. act

43. Facts For You research firm has just released a report that one of these groups of workers has declined during the last 20 years. Which one is it?a. white collar

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b. blue collarc. serviced. unemployed

44. Marketers need to know that almost everyone in this country is a native. Which country is it?a. Chinab. Boliviac. Japand. Korea

45. Because of increased _____, Americans will demand higher quality products, books, magazines, travel, personal computers, and Internet services.a. incomeb. family sizec. educationd. none of the above

46. It is important for marketers to know that the _____ population growth is 12 times greater than the Caucasian growth rate.a. Hispanicb. Ethnicc. Asiand. African American

47. Which economic group offers few market opportunities?a. subsistenceb. second-worldc. industriald. industrial-technical

48. The _____ environment consists of factors that affect consumer purchasing power and spending patterns.a. social-culturalb. political-legalc. technologicald. economic

49. During the 1980s, American consumers fell into a(n) _____ frenzy that may never be equaled again in our time.a. debtb. consumptionc. unemploymentd. spending

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50. What movement has spawned the marketer’s awareness of environmentally sustainable strategies?a. EPAb. black marketc. green movementd. deregulation

51. Can you find the most likely dramatic force shaping the marketer’s destiny?a. technological environmentb. natural environmentc. legal-political environmentd. deregulation

52. New technologies create new opportunities and new _____.a. productsb. servicesc. marketsd. means of financing purchases

53. Marketers are aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. We call this the _____ environment.a. social-legalb. legal-culturalc. politicald. legal-technological

54. Even the most liberal advocates of free-market economies agree that the system works best with _____.a. medium regulationb. maximum regulationc. occasional regulationd. at least some regulation

55. As marketing manager for Laser Industries, you should be aware that legislation affecting business around the world will continue to _____.a. existb. increasec. remain steadyd. decrease

56. Business legislation has been created for three basic reasons: to protect companies from each other, to protect consumers, and to _____.a. protect the interests of societyb. regulate prices

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c. increase world traded. regulate monopolies

57. The reason business regulation exists to protect the interests of society is to limit _____.a. businesses from harming each otherb. unfair business practicesc. unrestrained business behaviord. monopolistic competition

58. A society’s basic values, perceptions, preferences, and behaviors are found in its _____ environment.a. socialb. culturalc. social-culturald. cultural-economic

59. Marketers must understand that a society’s core beliefs and values have a high degree of _____.a. persistenceb. rigidityc. similarityd. ethnocentrism

60. Your company is making negotiations to enter basic markets in Lower Albania. You have discovered that _____ beliefs and values are more open to change in this country.a. simpleb. secondaryc. primaryd. core

61. As contrasted with the “me” society during the 1980s, the new consumers are adopting more _____ behaviors and ambitions.a. familyb. conservativec. liberald. middle-of-the road

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62. Studies suggest a bright future for products and services that serve _____ needs and provide real _____.a. emotional; excitementb. basic; wantsc. basic; valued. existing; value

63. Marketers have noticed a shift away from the “me” society to the “_____” society.a. themb. wec. newd. future

64. People’s orientation to their society influences their attitudes toward the marketplace and their consumption _____.a. desiresb. needsc. patternsd. wants

65. Marketers have observed from research that consumers are involved in more camping, hiking, boating, fishing, and other outdoor activities because of their _____.a. love of natureb. awareness of naturec. need for exercised. none of the above

66. Some experts explain that Americans are concerned with the meaning of life and issues of the soul and spirit and are on a _____ journey that marketers need to envision.a. religiousb. philosophicalc. eternald. spiritual

67. Marketers can take _____ by taking aggressive action to affect the publics and forces in their marketing environments.a. an environmental perspectiveb. an environmental management perspectivec. a natural perspectived. a natural management perspective

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68. Firms that take an environmental management perspective will hire ____ to influence legislation affecting their industries to their advantage.a. mediatorsb. lobbyistsc. negotiatorsd. politicians

Consumer Behaviour1. Most large companies research _____ buying decisions to find out what they buy,

where they buy, how and how much they buy, when they buy, and why they buy.a. marketb. permanentc. consumerd. social

2. How do consumers respond to various marketing efforts the company might use? The starting point is the _____ of a buyer’s behavior.a. beliefb. subculturec. postpurchase feelingd. stimulus-response

3. Marketing stimuli consist of the four Ps. Which is not one of these Ps?a. productb. politicalc. priced. promotion

4. Which is not a part of the buyer’s black box?a. observable buyer responsesb. product choicec. need recognitiond. dealer choice

5. The marketer wants to understand how the stimuli are changed into responses inside the consumer’s _____, which has two parts. First, the buyer’s characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer’s decision process itself affects the buyer’s behavior.a. cultureb. black boxc. beliefd. lifestyle

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6. The marketer needs to understand the role played by all of the following except _____.a. the buyer’s cultureb. the buyer’s subculturec. the weatherd. the buyer’s social class

7. _____ is the most basic cause of a person’s wants and behavior.a. Cultureb. Brand personalityc. Cognitive dissonanced. New product

8. What is the most pronounced difference that marketers must study?a. motiveb. information searchc. habitual buying behaviord. international differences

9. Marketers are always trying to spot _____ in order to discover new products that might be wanted.a. lifestylesb. cultural shiftsc. groupsd. dissonance

10. Each culture contains smaller _____, or groups of people with shared value systems based on common life experiences and situations.a. alternative evaluationsb. cognitive dissonancesc. subculturesd. motives

11. Four important subcultures mentioned by the author include all except _____. a. Hispanicsb. African Americansc. mature consumersd. opinion leaders

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12. _____ are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.a. Social classesb. Purchase decisionsc. Perceptionsd. Attitudes

13. What is one way that a social class is not measured?a. occupationb. educationc. incomed. number of children in the family

14. _____ are ones to which the individual wishes to belong, as when a teenage basketball player hopes to play someday for the Los Angeles Lakers.a. Membership groupsb. Aspirational groupsc. Reference groupsd. Leisure groups

15. _____ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.a. Opinion leadersb. Habitual buyersc. Charismatic personalitiesd. Perceptionists

16. _____ marketers are now taking to the streets, as well as cafes, nightclubs, and the Internet, in record numbers. Their goal: to seek out the trendsetters in each community and subtly push then into talking up a specific brand to their friends and admirers.a. Familyb. Buzzc. Personalityd. Opinion

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17. The _____ is the most important consumer buying organization in society. Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services.a. familyb. social classc. opinion leaderd. information search

18. A _____ consists of the activities people are expected to perform according to the persons around them.a. motiveb. rolec. lifestyled. perception

19. People often buy the kind of clothing that shows their _____ in society.a. attitudeb. statusc. learningd. motive

20. A buyer’s decisions also are influenced by _____ such as the buyer’s age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept.a. personal characteristicsb. learningc. habitual buying behaviord. variety-seeking buying behavior

21. People change the goods and services they buy over time because of two important factors. These are _____.a. belief and attitudeb. perception and personalityc. age and life-cycle stage.d. groups and learning

22. Anna Flores can consider buying an expensive Nikon camera if she has enough _____, savings, or borrowing power.

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a. personalityb. spendable incomec. cultured. information search

23. _____ is a person’s pattern of living as expressed in his or her psychographics.a. Personalityb. Culturec. Lifestyled. Motive

24. All of the following make up a person’s lifestyle except _____. a. AIO dimensionsb. interestsc. dissonance-reducing buying behaviord. opinions

25. Several research firms have developed lifestyle classifications. The most widely used is the _____.a. VALSb. AIOc. CIAd. B2B

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26. _____ are people with so many resources that they can indulge in any or all consumer self-orientation.a. Habitual buyersb. Actualizersc. Brand personalitiesd. Subcultures

27. _____ refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment. It is usually described in traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness.a. Alternative evaluationb. Beliefc. Cultured. Personality

28. A person’s buying choices are further influenced by four major psychological factors. Which is not one of these factors?a. motivationb. perceptionc. habitual buying behaviord. learning

29. A _____ is a need that is sufficiently pressing to direct the person to seek satisfaction.a. lifestyleb. motivec. cultured. personality

30. The term _____ refers to qualitative research designed to probe consumers’ hidden, subconscious motivations.a. social classb. opinion leaderc. motivation researchd. need recognition

31. Maslow’s theory is that human needs are arranged in a _____ from the most pressing at the bottom to the least pressing at the top.a. social classb. culturec. perception

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d. hierarchy

32. Maslow has a list of human needs from the most pressing to the least pressing. They include all of the following except _____.a. physiological needsb. safety needsc. need recognitiond. self-actualization

33. _____ is the process by which people select, organize, and interpret information to form a meaningful picture of the world.a. Personality b. Perceptionc. Selective groupd. Habitual behavior

34. People can form different perceptions of the same stimulus because of three perceptual processes. All of the following name these processes except _____. a. selective attentionb. selective distortionc. selective attituded. selective retention

35. _____ is the tendency for people to screen out most of the information to which they are exposed.a. Selective distortionb. Selective attitudec. Selective retentiond. Selective attention

36. _____describes the tendency of people to interpret information in a way that will support what they already believe.a. Selective distortionb. Selective attitudec. Selective retentiond. Selective attention

37. People will forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called _____.a. selective retention

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b. selective distortionc. selective attituded. selective attention

38. _____ advertising is when consumers are affected by marketing messages without even knowing it.a. Alternative evaluationb. Subliminalc. Complexd. Motive

39. _____ describes changes in an individual’s behavior arising from experience.a. Lifestyleb. Learningc. Perceptiond. Cognitive dissonance

40. Learning occurs through the interplay of all of the following except _____. a. drivesb. stimulic. cuesd. dissonance behavior

41. _____ are minor stimuli that determine where, when, and how a person responds to purchasing an item.a. Cuesb. Drivesc. Messagesd. Personalities

42. If the experience is rewarding, she will probably use the camera more and more. Her response to cameras will be _____.a. a learning experienceb. a beliefc. reinforcedd. a dissonance experience

43. The practical significance of _____ for marketers is that they can build up demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.a. alternative evaluationb. social classesc. learning theoryd. subcultures

44. A _____ is a descriptive thought that a person has about something.a. lifestyle

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b. motivec. beliefd. habitual behavior

45. _____ describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.a. Lifestyleb. Motivec. Habitual behaviord. Attitude

46. A person’s attitudes fit into a pattern, and to change one attitude may require difficult adjustments in many others. Thus, a company should _____ try to fit its products into existing attitudes rather than attempt to change attitudes.a. usuallyb. notc. once in a whiled. seldom

47. Consumers undertake _____ when they are highly involved in a purchase and perceive significant differences among brands.a. postpurchase behaviorb. complex buying behaviorc. opinion leadersd. dissonance

48. _____ occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands.a. Brand personalityb. Dissonance-reducing buying behaviorc. Complex buying behaviord. Consumer market

49. After a purchase, consumers might experience _____ when they notice certain disadvantages of the purchased carpet brand and hear favorable things about brands not purchased.a. postpurchase cultureb. perceptionc. postpurchase dissonanced. purchase decision

50. _____ occurs under conditions of low consumer involvement and little significant brand difference. Consumers have little involvement in this product category – they simply go to the store and reach for a brand.a. Alternative evaluationb. Habitual buying behaviorc. Brand personality

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d. Opinion leader

51. With habitual buying behavior, buyers are not highly committed to any brands; marketers of low-involvement products with few brand differences often use _____ and _____ promotions to stimulate product trial.a. belief; attitudeb. learning; attitudec. price; salesd. culture; learning

52. Consumers undertake _____ in situations characterized by low consumer involvement but significant perceived brand differences. In such cases, consumers often do a lot of brand switching.a. dissonance buying behaviorb. complex buying behaviorc. need recognition behaviord. variety-seeking buying behavior

53. Which of the following does not encourage habitual buying behavior?a. dominating shelf spaceb. running frequent reminder advertisingc. keeping shelves fully stockedd. putting out new products

54. What is one thing that challenger firms do not do to encourage habitual buyers to try their products?a. They offer lower prices.b. They advertise special deals.c. They put their products high on the shelf to be above all the others.d. They give out coupons and free samples.

55. The buyer decision process consists of five stages. Which of the following is not one of these stages?a. need recognitionb. information searchc. variety-seeking buying behaviord. purchase decision

56. The buying process starts with _____— the buyer recognizes a problem or need.

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a. need recognitionb. information searchc. evaluation of alternativesd. purchase decision

57. If the consumer’s drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) _____.a. brand personalityb. alternative evaluationc. postpurchase behaviord. information search

58. The consumer can obtain information from any of several sources. Which is not one of these sources?a. personalb. commercialc. attituded. public

59. The most effective source that consumers obtain information from is _____ because it legitimizes or evaluates products for the buyer.a. commercialb. publicc. experimentald. personal

60. What is the only promotion method that is of consumers, by consumers, and for consumers?a. public sourcesb. word-of-mouth sourcesc. commercial sourcesd. subculture sources

61. The marketer needs to know about _____— that is, how the consumer processes information to arrive at brand choices.a. alternative evaluationb. opinion leadersc. lifestyled. habitual buying behavior

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62. Consumers arrive at attitudes toward different brands through some evaluation procedures. Which describes how this happens?a. Consumers use careful calculations and logical thinking.b. Consumers sometimes do little or no evaluating; instead they buy on impulse

and rely on intuition.c. Sometimes consumers turn to friends for advice.d. All of the above apply.

63. Generally, the consumer’s purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. What is one of these factors? a. postpurchase behaviorb. attitude of othersc. cognitive dissonanced. habitual buying behavior

64. The marketer’s job does not end when the product is bought. After purchasing the product, the consumer will be satisfied or dissatisfied and will engage in _____.a. habitual buying behaviorb. alternative evaluationc. postpurchase behaviord. variety-seeking buying behavior

65. What determines whether the buyer is satisfied or dissatisfied with a purchase? The answer lies in the relationship between the consumer’s expectations and the product’s _____. a. perceived performanceb. brand personalityc. recognitiond. consumer market

66. Almost all major purchases result in _____, or discomfort caused by postpurchase conflict.a. opinion leadersb. cognitive dissonancec. purchase decisionsd. complex buying behavior

67. _____ is a key to building lasting relationships with consumers.a. Personalityb. Alternative evaluationc. Need recognition

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d. Customer satisfaction\

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