CHAPTER 6
1) ________ refers to the practice of o f including ethnic themes within a company's com pany's mainstream marketing. A) Cross-cultural marketing B) Buzz marketing C) Viral marketing D) Guerilla marketing E) Cause marketing Answer: A Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 2) Which of the following is most likely a true statement a bout social class? A) Members of a social class vary drastically in their values, interests, and behaviors. B) In the United States, the lines between so cial classes are fixed and rigid. C) Social classes show distinct product preferences in areas such as clothing. D) Wealth is a more important variable than educ ation in measuring social class. E) Consumers of the same age belong to the same social class. Answer: C Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 3) Which of the following is a social factor that influences consumer buying behavior? A) family B) life-cycle stage C) economic situation D) personality E) occupation Answer: A Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 4) A shoe company's ads feature the members of a popular country coun try music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a(n) ________. A) membership group B) reference group C) laggard D) subculture E) late-majority adopter Answer: B Difficulty: Moderate Chapter LO: 1
Course LO: Identify and discuss the factors influencing consumer buying buying behavior AACSB: Analytic thinking 5) ________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence influence on others. A) Opinion leaders B) Late mainstream adopters C) Strangers D) Barnacles E) Lagging adopters Answer: A Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 6) Which of the following types of marketing inv olves creating opinion leaders to serve as brand ambassadors to spread the word about a company's products? A) social marketing B) traditional marketing C) buzz marketing D) direct marketing E) values marketing Answer: C Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 7) Opinion leaders are also known as ________. A) lagging adopters B) leading adopters C) early mainstream adopters D) late mainstream adopters E) barnacles Answer: B Difficulty: Moderate Chapter LO: 1 Course LO: Discuss how marketers can develop a safe and effective online presence presence AACSB: Information technology 8) When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________. A) pushing one-way commercials at customers B) identifying and targeting late adopters C) developing print and radio advertisements D) generating person-to-person brand conversations E) withdrawing from online social networks Answer: D
Difficulty: Moderate Chapter LO: 1 Course LO: Discuss how marketers can develop a safe and effective online presence presence AACSB: Analytic thinking 9) Which term refers to the activities a person is ex pected to perform according to the people around him or her? A) motive B) role C) cue D) status E) attitude Answer: B Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 10) A(n) ________ reflects the general esteem given to the different roles of a person b y society. A) motive B) attitude C) belief D) tradition E) status Answer: E Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 11) Which of the following is a personal factor th at influences a consumer's buying behavior? A) life-cycle stage B) motivation C) status D) family E) social networks Answer: A Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 12) A marketing firm has been assigned the task of watching trends in personal income, savings, and interest rates. The marketing firm is most likely gathering information about c onsumers' ________. A) social network usage rates B) economic situations C) occupational needs D) purchasing perceptions E) brand affiliations
Answer: B Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 13) Which of the following is a psychographic ps ychographic characteristic of a consumer? A) gender B) age C) lifestyle D) occupation E) economic status Answer: C Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 14) ________ refers to the unique psychological characteristics that distinguish a person or group. A) Personality B) Lifestyle C) Status D) Attitude E) Role Answer: A Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 15) Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand? A) brand perception B) brand architecture C) brand personality D) brand loyalty E) brand equity Answer: C Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 16) A(n) ________ is a need that is sufficiently pressing to direct a person to seek satisfaction. A) stimulus B) motive C) cue D) perception E) attitude Answer: B
Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 17) According to Sigmund Freud's theory, a person's buying decisions are ________. A) easily revealed through online marketing surveys and questionnaires B) affected by motives that the person is completely a ware of C) always driven by the need for status and independence D) motivated by needs that are arranged in a hierarchy E) affected by subconscious, hidden motivations Answer: E Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 18) Which of the following needs in Maslow's hierarchy is generally satisfied last? A) physiological needs B) social needs C) esteem needs D) self-actualization needs E) safety needs Answer: D Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 19) According to Maslow's hierarchy of needs, wh ich of the following is most likely an esteem need? A) love B) security C) hunger D) self-development E) status Answer: E Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 20) According to Maslow's hierarchy of needs, wh ich of the following is true? A) The most pressing needs are placed at the top of the hierarchy. B) Physiological needs include a sense of belonging and love. C) An individual will try to satisfy least pressing needs first. D) Lower-level needs are fulfilled before higher-level needs. E) All needs in the hierarchy are biological needs. Answer: D Difficulty: Moderate Chapter LO: 1
Course LO: Identify and discuss the factors factors influencing consumer buying buying behavior 21) People tend to interpret new information in a way that will support what they alread y believe. This is called ________. A) selective retention B) selective distortion C) selective attitude D) selective attention E) selective learning Answer: B Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 22) ________ means that consumers are likely to remember good points made about a brand they favor and forget the good points made about competing brands. A) Selective retention B) Selective distortion C) Selective attention D) Restraint bias E) Subliminal perception Answer: A Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 23) A(n) ________ becomes a motive when it is directed toward a particular p articular stimulus object. A) cue B) drive C) response D) belief E) attitude Answer: B Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 24) ________ are minor stimuli that influence where, when, and how a person responds to an idea. A) Cues B) Drives C) Motives D) Needs E) Attitudes Answer: A Difficulty: Easy Chapter LO: 1
Course LO: Identify and discuss the factors influencing consumer buying buying behavior 25) A(n) ________ describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea. A) role B) cue C) drive D) attitude E) motive Answer: D Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 26) Which of the following is the first stage of the buyer decision process? A) need recognition B) information search C) alternative evaluation D) purchase decision E) postpurchase behavior Answer: A Difficulty: Moderate Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 27) Becca wants to buy bu y a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements adv ertisements for coats in newspapers and also visits nearby stores to check if she can find something in her budget. In this case, Becca is most likely in the ________ stage of the buyer decision process. A) product evaluation B) alternative evaluation C) need recognition D) information search E) purchase decision Answer: D Difficulty: Moderate Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Analytic thinking 28) Which of the following sources of product information can marketers control completely? A) public sources B) personal sources C) commercial sources D) experimental sources E) experiential sources Answer: C
Difficulty: Moderate Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 29) Which of the following is a commercial source of product information? A) acquaintances B) family and friends C) dealer Web sites D) consumer rating organizations E) Internet searches Answer: C Difficulty: Moderate Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Analytic thinking 30) Which of the following is an experiential source of product information? A) salespeople B) using the product C) Internet searches D) packaging E) mass media Answer: B Difficulty: Moderate Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Analytic thinking 31) The most effective sources of information about a product tend to be ________ sources. A) commercial B) public C) experimental D) personal E) paid Answer: D Difficulty: Easy Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 32) In which of the following stages of the buyer decision process does a consumer c onsumer compare multiple products with similar attributes? A) alternative evaluation B) need recognition C) information search D) purchase decision E) postpurchase behavior Answer: A
Difficulty: Moderate Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 33) Jeff is in the process of buying a new car. He carefully analyzes anal yzes the features that he wants in a car, and perceives significant differences in price, quality, and features among three of his favorite models. He rates the models on each factor and ranks them in the order o rder of his preference. To which of the following stages of the buyer decision process will Jeff most likely proceed next? A) postpurchase behavior B) evaluation of alternatives C) information search D) need recognition E) purchase decision Answer: E Difficulty: Moderate Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Analytic thinking 34) Simone bought two bottles bo ttles of wine from two vineyards in Bordeaux. When asked for an opinion on the quality of the wines, she later mentioned that the Pontet Po ntet Canet tasted like alcoholic grape juice, but the Chateau Margaux had a crisp taste that she really enjoyed. Which of the following stages of the buyer decision de cision process do Simone's remarks reflect? A) information search B) situational analysis C) alternative evaluation D) purchase decision E) postpurchase behavior Answer: E Difficulty: Moderate Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Analytic thinking 35) ________ is a discomfort caused by postpurchase conflict. A) Selective retention B) Cognitive dissonance C) Selective attention D) Restraint bias E) Subliminal perception Answer: B Difficulty: Moderate Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Analytic thinking
36) Alice is shopping for a new car, and she has narrowed her decision to a Honda Accord and a Toyota Camry. Both sedans have similar features and prices, but Alice decides to purchase the Honda based on her intuition. Which of the following situations would most likely cause Alice to experience postpurchase dissonance? A) The price of the Honda Accord increases by a huge margin. B) The price of the Toyota Camry falls due to an increase in demand. C) The Honda Accord meets all her h er expectations and satisfies her needs. D) The Toyota Camry experiences technical failures that lead to a recall. E) The maintenance costs of the Honda Accord decrease significantly over time. Answer: B Difficulty: Difficult Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Analytic thinking 37) Bill thought he had received the best deal on his h is new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about ab out other cars available in the same price range. Bill is in which of the following stages of the buyer decision process? A) purchase decision B) need recognition C) postpurchase behavior D) information search E) alternate evaluation Answer: C Difficulty: Moderate Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Analytic thinking 38) In which of the following stages of the adoption process does a consumer consu mer seek information about a new product? A) interest B) adoption C) evaluation D) awareness E) trial Answer: A Difficulty: Easy Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 39) In which of the following stages of the adoption process does a consumer consu mer consider whether trying a new product makes sense? A) interest B) adoption
C) evaluation D) awareness E) trial Answer: C Difficulty: Easy Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 40) ________ are tradition-bound, suspicious of changes, and adopt an innovation only when it has become something of a tradition itself. A) Latent innovators B) Early adopters C) Early mainstream adopters D) Lagging adopters E) Late mainstream adopters Answer: D Difficulty: Easy Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 41) Fred's faith in his favorite brand makes him consider new initiatives and products introduced by the brand. Fred is not a risk-taker, and he tends to evaluate each new product carefully before adopting it. Fred is an opinion leader in his social networking community. Fred is best d escribed as a(n) ________. A) lagging adopter B) innovator C) early adopter D) early mainstream adopter E) late mainstream adopter Answer: C Difficulty: Difficult Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Analytic thinking 42) ________ is the degree to which an innovation appears superior to existing products. A) Relative advantage B) Compatibility C) Complexity D) Divisibility E) Communicability Answer: A Difficulty: Easy Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior
43) ________ is the degree to which an innovation fits the values and experiences of potential consumers. A) Relative advantage B) Divisibility C) Complexity D) Compatibility E) Communicability Answer: D Difficulty: Easy Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 44) ________ is the degree to which an innovation is difficult to understand or use. A) Relative advantage B) Compatibility C) Complexity D) Divisibility E) Communicability Answer: C Difficulty: Easy Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 45) ________ is the degree to which an innovation may be tried on a limited basis. A) Divisibility B) Compatibility C) Communicability D) Relative advantage E) Complexity Answer: A Difficulty: Easy Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 46) ________ is the degree to which the results of using an innovation can be observed or described to others. A) Relative advantage B) Compatibility C) Complexity D) Divisibility E) Communicability Answer: E Difficulty: Easy Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 47) Which of the following is true of business markets?
A) The business marketer normally deals with far more but far smaller buyers than the consumer marketer does. B) Business markets generally involve far less money and items than do consumer markets. C) Business demand is derived demand as it ultimately derives from the demand for consumer goods. D) A small percentage decrease in consumer demand d emand can cause a large increase in business demand. E) The total demand for business products is much affected by price changes in the short run. Answer: C Difficulty: Easy Chapter LO: 4 Course LO: Describe the business buying process 48) Which of the following generally increases the total de mand for business products? A) an increase in product price B) a reduction in the number numbe r of business buyers C) an increase in consumer demand D) low buyer demand E) high production costs Answer: C Difficulty: Moderate Chapter LO: 4 Course LO: Describe the business buying process 49) In a straight rebuy, a buyer ________. A) wants to obtain the same product from a lower-priced supplier B) reorders something without any modifications C) considers a product or service for the first time D) needs a modified product to suit new requirements E) finds new ways to add value to the same product Answer: B Difficulty: Easy Chapter LO: 4 Course LO: Describe the business buying process 50) A company regularly purchases cleaning supplies from a vendor and orders relatively consistent amounts of the same products on each purchase from the same vendor. This is an example of a(n) ________. A) modified rebuy B) new task situation C) straight rebuy D) dual distribution system E) exclusive distribution system Answer: C Difficulty: Easy Chapter LO: 4 Course LO: Describe the business buying process
51) A business buyer is considering a change chang e in product specifications, terms, and possibly suppliers. This buying situation is referred to as a(n) ________. A) modified rebuy B) new-task situation C) straight rebuy D) dual distribution channel E) exclusive distribution channel Answer: A Difficulty: Moderate Chapter LO: 4 Course LO: Describe the business buying process 52) ________ is defined as a business strategy where business buyers prefer to buy a complete solution to a problem from a single seller rather than buying separate products and services from several suppliers. A) Modified rebuy B) Straight rebuy C) New task buying D) Systems selling E) Supplier development Answer: D Difficulty: Easy Chapter LO: 4 Course LO: Describe the business buying process 53) Which of the following statements about buying c enters is true? A) The buying center is a fixed and formally identified unit within a buying organization. B) Roles in the buying center are specified in the organizational chart of a firm. C) The CEO of an organization o rganization is always the decision maker in a bu ying center. D) An individual's role in a buying center does not change with time. E) Some buying centers involve informal participants. Answer: E Difficulty: Easy Chapter LO: 4 Course LO: Describe the business buying process 54) Voorhees' Farms raises chickens. For years, it has used wooden coops for hauling its poultry po ultry to market. When the owner, Jason Voorhees, went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. Which stage of the business buying process was Voorhees in when he decided to replace his old coops? A) problem recognition B) general need description C) product specification D) product value analysis E) performance review Answer: A
Difficulty: Moderate Chapter LO: 5 Course LO: Describe the business buying process AACSB: Analytic thinking 55) During which stage of the business buying process is a buyer most likely to c onduct value analysis by carefully studying components to determine if the y can be redesigned, standardized, or made less expensively? A) general need recognition B) product specification C) proposal solicitation D) order-routine specification E) performance review Answer: B Difficulty: Moderate Chapter LO: 5 Course LO: Describe the business buying process 56) Mike's, a chain of department dep artment stores, regularly purchases plastic bags from a certain supplier. The store decides to switch to less expensive bags made of biodegradable plastic. The change will promote an environmentally-friendly image for the department store and cut costs. This approach to cost reduction most likely occurred in the ________ stage of the th e business buying process. A) problem recognition B) general need description C) product specification D) supplier search E) proposal solicitation Answer: C Difficulty: Difficult Chapter LO: 5 Course LO: Describe the business buying process AACSB: Analytic thinking 57) GenX, a manufacturer of sport motorcycles, is seeking a new supplier of motorcycle headlamps and brake lights. After searching trade directories, GenX invites five different suppliers to make formal presentations about how their solutions can create greater value for GenX than competing solutions. GenX is currently in the ________ stage of the business buying process. A) problem recognition B) general need description C) product specification D) supplier search E) proposal solicitation Answer: E Difficulty: Difficult Chapter LO: 5
Course LO: Describe the business buying buying process AACSB: Analytic thinking 58) Which of the following is most likely the final stage of the business buying process? A) problem recognition B) product specification C) proposal solicitation D) order-routine specification E) supplier performance review Answer: E Difficulty: Easy Chapter LO: 5 Course LO: Describe the business buying process 59) Which of the following is the means b y which companies post purchase requests online and invite suppliers to bid for their business? A) extranet links B) intranet connections C) trading exchanges D) traditional procurement E) reverse auctions Answer: E Difficulty: Easy Chapter LO: 5 Course LO: Describe the business buying process AACSB: Information technology 60) Which of the following do organizational buyers use when they want to connect with important suppliers and create direct procurement accounts? A) extranet links B) intranet links C) search engines D) trading exchanges E) reverse auctions Answer: A Difficulty: Moderate Chapter LO: 5 Course LO: Describe the business buying process AACSB: Information technology 61) Social class is not determined by a single factor, such as income, but is measured as a combination of occupation, income, education, wealth, and other variables. Answer: TRUE Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior
62) Consumers within a social class tend to ex hibit similar buying behaviors. Answer: TRUE Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 63) A consumer's buying behavior is often influenced by reference groups to which the consumer does not belong. Answer: TRUE Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 64) A role consists of the activities people are ex pected to perform according to the people peop le around them. Answer: TRUE Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 65) People use the same products and services as they progress through each life-cycle stage. Answer: FALSE Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 66) According to Maslow's theory, safety and social needs must be fulfilled after selfactualization needs. Answer: FALSE Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 67) Selective distortion describes the tendency of people to interpret information in a way that will support what they already believe. Answer: TRUE Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 68) Advertisements are internal stimuli that influence consumer needs. Answer: FALSE Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior
69) When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the alternative evaluation process. Answer: FALSE Difficulty: Easy Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 70) Personal sources of information normally inform the buyer, but commercial sources legitimize or evaluate products for the buyer. Answer: FALSE Difficulty: Easy Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 71) The larger the gap between expectations and performance of a product, the greater a consumer's dissatisfaction. Answer: TRUE Difficulty: Easy Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 72) Early adopters are opinion leaders in their communities and adopt new ideas early earl y but carefully. Answer: TRUE Difficulty: Easy Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 73) Innovators are tradition-bound and adopt an innovation only when it has become something of a tradition itself. Answer: FALSE Difficulty: Easy Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 74) Ben usually buys new devices such as PDAs, DVRs, and MP3 MP 3 players only after his friends and family start owning these devices. In this case, Ben is an innovator. Answer: FALSE Difficulty: Moderate Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Analytic thinking 75) A small increase in consumer demand can cause a large increase in business demand. Answer: TRUE Difficulty: Easy Chapter LO: 4
Course LO: Describe the business buying buying process 76) A business marketer normally deals with far fewer buyers than a consumer marketer does. Answer: TRUE Difficulty: Easy Chapter LO: 4 Course LO: Describe the business buying process 77) The business buying process tends to be longer and more formalized than the consumer buying process. Answer: TRUE Difficulty: Easy Chapter LO: 4 Course LO: Describe the business buying process 78) A buyer and seller are less dependent on each other in a business buying process than in a consumer buying process. Answer: FALSE Difficulty: Easy Chapter LO: 4 Course LO: Describe the business buying process 79) In a straight rebuy, a buyer bu yer reorders something without any modifications. Answer: TRUE Difficulty: Easy Chapter LO: 4 Course LO: Describe the business buying process 80) A company buying bu ying a product with modified specifications faces a new-task situation. Answer: FALSE Difficulty: Moderate Chapter LO: 4 Course LO: Describe the business buying process 81) The buying center consists of key decision makers from both the buying organization and the supplier. Answer: FALSE Difficulty: Easy Chapter LO: 4 Course LO: Describe the business buying process 82) Of the different types of buying situations, a b uyer makes the fewest decisions in a new -task situation and the most in a straight rebuy. Answer: FALSE Difficulty: Moderate Chapter LO: 4 Course LO: Describe the business buying process
83) In vendor-managed inventory, bu yers share sales information directly with key suppliers. Answer: TRUE Difficulty: Easy Chapter LO: 5 Course LO: Describe the business buying process 84) Business-to-business e-procurement lowers purchasing costs and reduces the time between order and delivery. Answer: TRUE Difficulty: Easy Chapter LO: 5 Course LO: Describe the business buying process AACSB: Information technology 85) In reverse auctions, companies put their pu rchasing requests online and invite suppliers to bid for their business. Answer: TRUE Difficulty: Easy Chapter LO: 5 Course LO: Describe the business buying process 86) Explain the cultural factors that influence consumer behavior. Answer: Culture is the most basic basic cause of a person's wants and behavior. Each culture contains smaller subcultures, or groups of people with shared value s ystems based on common life experiences and situations. Subcultures include nationalities, religions, racial groups, and geographic regions. Many subcultures make up important market segments. Social classes are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Unlike nationality or ethnic subculture, social class is determined b y a combination of many variables, such as occupation, income, education, and wealth. Social scientists have identified seven social classes within the American culture, ranging from upp er class to lower class. Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 87) Describe the buying behavior and characteristics of different subcultures in the United States. Answer: Many subcultures make up important market segments, and marketers often often design products and marketing programs tailored to their needs. Examples of three such important subculture groups are Hispanic American, African American, and Asian American consumers. Hispanics represent a large, fast-growing market. Although Hispanic consumers share man y characteristics and behaviors with the mainstream buying public, there are also distinct differences. They tend to be deeply family oriented and make shopping a family affair children – children have a big say in what wh at brands they buy. Older, first-generation Hispanic consumers tend to be very brand loyal and to favor brands and sellers who show special interest in them. Younger Hispanics, however, have shown increasing price sensitivity in recent years and a willingness to switch to store brands. African American consumers are more price-consciou s than other
segments; they are also strongly motivated by quality an d selection. Asian American consumers are the most affluent U.S. demographic segment and are the second-fastest-growing population subsegment after Hispanics. As a group, Asian American consumers shop frequently and are the most brand conscious of all the ethnic groups. They can be fiercely brand loyal. Difficulty: Difficult Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Diverse and multicultural work work environments 88) Explain the concepts of word-of-mouth influence, opinion leaders, and buzz marketing. Answer: Word-of-mouth influence can have a powerful powerful impact on consumer buying behavior. The personal words and recommendations of trusted friends, associates, and other consumers tend to be more credible than those coming from commercial sources. Most word-of-mouth influence happens naturally: Consumers start chatting about a brand they use or feel strongly about one way or the other. Often, however, rather than leaving it to chance, marketers can help to create positive conversations about their brands. Marketers of brands subjected to strong group influence must figure out how to reach opinion leaders – people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence influence on others. Marketers try to identify opinion leaders for their produ cts and direct marketing efforts toward them. Buzz marketing involves enlisting or even creating opinion leaders to serve as "brand ambassadors" who spread the word about a company's products. For example, Nike created a ton of buzz worldwide during the 2012 London Olympics when it shod 400 of its Nikesponsored athletes in can't-miss incandescent green/yellow Volt Flyknit shoes. The shoes became the talk of the Olympics. Many companies now create brand ambassador programs in an attempt to turn influential but everyday customers into brand evangelists. Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 89) A consumer's behavior is influenced by b y social factors, such as the consumer's small groups, family, and social roles and status. Explain the differences among these social factors. Answer: Many small groups influence a person's behavior. Groups that have a direct direct influence and to which a person pe rson belongs are called membership groups. Reference groups serve as direct or indirect points of comparison or reference in forming a person's attitudes or behaviors. An aspirational group is one to which the individual wishes to belong. Reference groups ex pose a person to new behaviors and lifestyles, influence a person's attitudes and self-concept, and create pressures to conform that may affect the person's product and brand choices. Opinion leaders are also included in reference groups. Family members can strongly influence buyer behavior and is the most important consumer buying organization in society. Marketers are interested in the changing roles and influence of each family member, particularly as male and female purchasing roles evolve and children wield more purchasing pu rchasing influence. Within groups, including families, the position of an individual is defined b y role and status. A role consists of the activities people are expected to perform according to the persons around them, while status is the general esteem given to that role. People tend to choose products that fit their roles and status. Difficulty: Easy Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior
90) What are personality traits, and how do they affect purchase behavior? Explain with an example. Answer: Personality refers to the the unique psychological characteristics that that distinguish a person or group. Personality is described in terms of traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. Personality can be useful in analyzing consumer behavior for certain produ ct or brand choices. Consumers are likely to choose brands with personalities that match their own. A brand personality is the specific mix of human traits that may be attributed to a particular brand. One researcher identified five brand personality traits: sincerity traits: sincerity (down-to-earth, (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, competence (reliable, intelligent, and successful), sophistication (glamorous, sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy ruggedness (outdoorsy and tough). Most well-known brands are strongly associated with one particular trait: the Ford F150 with "ruggedness," Apple with "excitement," the Washington Post with with "competence," Method with "sincerity," and Gucci with "class" and "sophistication." Hence, these brands will attract persons who are high on the same personality traits. Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior AACSB: Analytic thinking 91) Explain Maslow's hierarchy of needs. Answer: Maslow suggested that our unfulfilled unfulfilled needs motivate us and that our needs are arranged in a hierarchy. That hierarchy includes these needs: physiological, safety, social, esteem, and self-actualization. Maslow suggested that we fulfill the lower-level, basic ne eds first before moving up the hierarchy. Until more important, basic needs such as safety are fulfilled, fulfilled, an individual has little interest in higher-level needs such as esteem and self-actualization. When that need is satisfied, it will stop being a motivator, and the person will then try to satisfy the next most important need. For example, starving people (physiological need) will not take an interest in the latest happenings in the art world (self-actualization needs) nor in how they are seen or esteemed by others (social or esteem ne eds) nor even in whether they th ey are breathing clean air (safety needs). But as each important need is satisfied, the next most important need will come into play. Difficulty: Moderate Chapter LO: 1 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 92) Describe the steps of the buyer decision de cision process. Answer: The buyer decision process consists of five stages: need recognition, recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. 1. Need Recognition: The buying process starts with need recognition – the the buyer recognizes a problem or need. The need can be triggered by internal stimuli when one of the person's normal needs – for for example, hunger or thirst – rises to a level high enough to become a drive. A need can – rises also be triggered by external stimuli. 2. Information Search: An interested consumer may or ma y not search for more information. If the consumer's drive is strong and a satisfying product is near at hand, he o r she is likely to buy it
then. If not, the consumer may store the need in memory or undertake u ndertake an information search related to the need. 3. Evaluation of Alternatives: Marketers need to know about alternative evaluation, that is, how ho w the consumer processes information to arrive at brand choices. Unfortunately, consumers do not use a simple and single evaluation process p rocess in all buying situations. Instead, several evaluation processes are at work. The consumer arrives at attitudes toward different different brands through some evaluation procedure. 4. Purchase Decision: In the evaluation stage, the consumer ranks brands and forms purchase intentions. 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. The first factor is the attitudes of others. The second factor is unexpected situational factors. The consumer may form a purchase intention based on factors such as expected income, expected price, and expected product benefits. However, unexpected events may change the purchase intention. 5. Postpurchase Behavior: After purchasing the product, the consumer will either be satisfied or dissatisfied and will engage in postpurchase behavior of interest to the marketer. If the product falls short of expectations, the consumer is disappointed; if it meets exp ectations, the consumer is satisfied; if it exceeds expectations, the consumer is delighted. The l arger the gap between expectations and performance, the greater the consumer's dissatisfaction. Difficulty: Moderate Chapter LO: 2 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 93) Identify and describe the stages in the adoption process of a new product. Answer: Consumers go through five stages in the process of adopting a new product. In the awareness stage, consumers become aware of the new product but lack information about it. Then, consumers seek information about the new n ew product in the interest stage. In the evaluation stage, consumers consider whether trying the new product makes sense. Consumers try the product on a limited basis in the trial stage. Finally, consumers decide to make full use of the product in the adoption stage. Difficulty: Moderate Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 94) Identify the product characteristics that influence the rate of adoption of a product. Explain how each characteristic affects the rate of adoption. Answer: The five most important product product characteristics that influence influence the rate of a product's adoption are relative advantage, compatibility, comp atibility, complexity, divisibility, and communicability. Relative advantage is the degree to which an innovation appears superior to existing products; the greater the perceived relative advantage, the sooner the product will be adopted. Compatibility is the degree to which the innovation fits the values and experiences of potential consumers; high compatibility leads to quick adoption. Complexity is the degree to which the innovation is difficult to understand or use; the greater the complexity, the slower the adoption rate. Divisibility is the degree to which the innovation may be tried on a limited basis; the higher h igher the divisibility, the slower the rate of adoption. Finally, communicability is the degree to which the results of using the innovation can be observed or described to others; high communicability lends itself to a higher rate of adoption.
Difficulty: Moderate Chapter LO: 3 Course LO: Identify and discuss discuss the factors factors influencing consumer buying behavior 95) Explain why business demand is considered a derived demand. Answer: Business demand is derived demand because it ultimately derives from from the demand for consumer goods. If consumer demand for an end product drops, business demand for all of the components used in that product will also drop. d rop. Similarly, when consumer demand for a product p roduct increases, business demand for all of the compone nts of that product also increases. Difficulty: Moderate Chapter LO: 4 Course LO: Describe the business buying process 96) Explain how the decision process in the business market and consumer market differ. Answer: Business buyers usually face more complex buying decisions than do consumer buyers. Business purchases often involve large sums of money, co mplex technical and economic considerations, and interactions among many people at many levels of the buyer's bu yer's organization. Because the purchases are more complex, business buyers may take longer to make their decisions and are likely to use a more formalized buying process. In the business bu ying process, the buyer and seller are often much more dependent on each other. Difficulty: Difficult Chapter LO: 4 Course LO: Describe the business buying process AACSB: Analytic thinking 97) Explain the major types of buying b uying situations. Answer: There are three major types of buying situations. In a straight rebuy, the buyer reorders reorders something without any modifications. It is usually handled on a routine basis by the purchasing department. In a modified rebuy, the buyer wants to modify product specifications, prices, terms, or suppliers. A company buying a product p roduct or service for the first time faces a new task situation. In such cases, the greater the cost or o r risk, the larger the number of decision participants and the greater the company's efforts to collect information. The new task situation is the marketer's greatest opportunity and challenge. The marketer not only tries to reach as many key buying influences as possible, but also provides help and information. The buyer makes the fewest decisions in the straight rebuy and the most in the new task decision. Difficulty: Moderate Chapter LO: 4 Course LO: Describe the business buying process 98) In the context of the business buying process, what is a buying bu ying center? Explain why it presents a major marketing challenge. Answer: The buying center is the decision-making unit of a buying organization. The buying center consists of all the individuals and units that play a role in the business purchase decisiond ecisionmaking process, including the actual users of the product or service, those who make the buying decision, those who influence the buying decision, those who do the actual buying, and those who control buying information. The buying center is not a fixed and formally identified unit within the buying organization. Instead, it is a set of buying roles assumed by different people for
different purchases. Within the organization, the size and makeup of the buying center varies for different products and buying situations. The variable n ature of the buying center makes it a major marketing challenge. The business marketer must learn who participates in each decision, each participant's relative influence, and what e valuation criteria each decision participant uses. Sometimes identifying the decision maker is difficult or even impossible, as no one single person may make the purchasing decision. Difficulty: Difficult Chapter LO: 4 Course LO: Describe the business buying process 99) Describe the major factors that influence business buyers. Answer: Business buyers are heavily influenced by factors in the current and expected economic environment, such as levels of primary demand, the economic outlook, and the cost of money. Business buyers are also affected by supply of ke y materials and technological, political, and competitive developments in the environment. Finall y, culture and customs can strongly influence business buyer reactions to the marketer's behavior and strategies, especially in the international marketing environment. The business buyer must watch these factors, determine how they will affect the buyer, and try to turn environmental challenges into opportunities. opp ortunities. Organizational factors are also important. Each buying organization has its own objectives, strategies, structure, systems, and procedures, and the business marketer must understand these factors well. The buying center usually includes many participants who influence each other, so interpersonal factors also influence the business buying process. Each participant in the business buying decision process brings in personal motives, perceptions, and preferences. These individual factors are affected by personal characteristics such as a ge, income, education, professional identification, personality, personality, and attitudes toward risk. Difficulty: Moderate Chapter LO: 4 Course LO: Describe the business buying process 100) What are the potential disadvantages of e-procurement? Answer: While e-procurement offers plenty of advantages for buyers and suppliers, suppliers, the rapidly expanding use of e-procurement could also present some problems. For example, at the same time that the Internet makes it possible for suppliers and customers to sha re business data and even collaborate on product design, it can also erode decades-old customer supplier — supplier relationships. Many buyers now use the power of the Internet to pit suppliers against one another and search out better deals, products, and turnaround times on a purchase-by-purchase basis. E procurement can also create potential security concerns. Although home shopping transactions can be protected through basic b asic encryption, the secure environment that businesses need to carry out confidential interactions is sometimes still lacking. Companies are spending millions for research on defensive strategies to keep hacke rs at bay. Cisco Systems, for example, specifies the types of routers, firewalls, and security procedures that its partners must use to safeguard extranet connections. In fact, the company compan y goes even further; it sends its own security engineers to examine a partner's defenses and holds the partner liable for any security breach that originates from its computers. Difficulty: Difficult Chapter LO: 5 Course LO: Discuss how marketers can develop a safe and effective online presence presence
AACSB: Information technology
