Principal of Marketing

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Chapter 5 Consumer Markets and Consumer Buyer Behavior

1) ________ is never simple, yet understanding it is the essential task of marketing management. A) Brand personality
B) Consumption pioneering
C) Early adoption
D) Consumer buying behavior
E) Understanding the difference between primary and secondary data Answer: D
Diff: 1Page Ref: 135
Skill: Concept
Objective: 5-1

2) The consumer market is made up of which of the following? A) individuals who acquire goods or services for personal consumption B) households that purchase goods or services for personal consumption C) businesses that purchase goods and services

D) A and B
E) all of the above
Answer: D
Diff: 2Page Ref: 135
Skill: Concept
Objective: 5-1

3) Economic, technological, and cultural forces are all ________ in the stimulus-response model of buyer behavior. A) buyer responses
B) stimuli
C) components of the buyer's decision process
D) buyer characteristics
E) buying attitudes
Answer: B
Diff: 2Page Ref: 137
Skill: Concept
Objective: 5-1

4) 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) market
B) permanent
C) consumer
D) social
E) group
Answer: C
Diff: 1Page Ref: 136
Skill: Concept
Objective: 5-1

5) The starting point of understanding a consumer's response to various marketing efforts is the ________ of a buyer's behavior. A) belief
B) subculture
C) postpurchase feeling
D) stimulus-response model
E) postpurchase dissonance
Answer: D
Diff: 2Page Ref: 136
Skill: Concept
Objective: 5-1

6) Marketing stimuli consist of the four Ps. Which is NOT one of these? A) product
B) politics
C) price
D) promotion
E) place
Answer: B
Diff: 2Page Ref: 136
Skill: Concept
Objective: 5-1

7) 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) culture

B) black box
C) belief
D) lifestyle
E) social class
Answer: B
Diff: 2Page Ref: 136
Skill: Concept
Objective: 5-1

8) In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment? A) economic
B) technological
C) political
D) channel
E) cultural
Answer: D
Diff: 2Page Ref: 136
Skill: Concept
Objective: 5-1

9) ________ is(are) the most basic cause of a person's wants and behavior. A) Culture
B) Brand personality
C) Cognitive dissonance
D) Societal factors
E) Selective perception
Answer: A
Diff: 1Page Ref: 137
Skill: Concept
Objective: 5-2

10) Marketers are always trying to spot ________ in order to discover new products that might be wanted. A) lifestyles
B) cultural shifts
C) groups
D) dissonance
E) attitudes
Answer: B
Diff: 3Page Ref: 137
Skill: Concept
Objective: 5-2

11) Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations. A) alternative evaluations
B) cognitive dissonances
C) subcultures
D) motives
E) attitudes
Answer: C
Diff: 1Page Ref: 137
AACSB: Multicultural and Diversity
Skill: Concept
Objective: 5-2

12) Which of the following is NOT considered an important American subculture by marketers? A) Hispanics
B) African Americans
C) mature consumers
D) opinion leaders
E) Asian Americans
Answer: D
Diff: 2Page Ref: 137
AACSB: Multicultural and Diversity
Skill: Concept
Objective: 5-2

13) This group of consumers tends to buy more branded, higher-quality products. and to make shopping a family event, with children having a big say in the purchase decision. In general, they are very brand loyal, and they favor companies who show special interest in them. A)...
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