Marketing Fundamentals Midterm Answer Key Part 3

CHAPTER 4 QUESTIONS: Q: Consumer behavior includes the actions a person takes in purchasing services and using products and services, including the - Emotional processes that occur during these actions - Mental and social processes that come before and after these actions - Cognitive and attitudinal processes that must be learned to complete these actions - Financial limitations one must overcome to accomplish these actions - Physical effort spent on these actions Q: In which stage in the consumer purchase decision process would a consumer ask, “How much can I afford to spend on a new couch for my apartment? - Information search - Evaluation - Alternative evaluation - Purchase decision Q: According to Figure 4-6, E defines what level in the Maslow hierarchy of needs? - Social Safely Personal Physiological Self-actualization Q: How would consumers who purchased a new and innovative Nike LeBron 18 basketball show for $200 try to reduce any cognitive dissonance they feel? - Minimize problem-solving involvement - Conceal the product purchase from others Limit their information search to an internal one Read ads for the new basketball show even after the purchase has been made Q: Between classes, many college students stop at conveniently located vending machines for their favorite snack and drinks. Their choices are generally made quickly and with little or no effort to consider alternative product offerings. These students are most likely involved in _____ problem solving purchase situations - Intensive - Limited - Routine - Unlimited - Extensive Q: Which statement about family decision making is most accurate? - With autonomous decision making, the husband would make all the decisions about groceries, medicine, and car maintenance - The two types of family decisions making are joint and autonomous - Husbands make most of the purchase decisions about cars, vacations, and homes - Joint decision making typically increases with the education of the spouses Q: The crowded aisles in retail stores at holiday time may cause some shoppers to lose patience and decide on their purchases with far less thought than they otherwise would. This situation is most closely related to which situational influence? - Physical surroundings - Social surroundings - Purchase task - Temporal effects Q: Some automobile dealerships employ a non negotiable or no-haggle price strategy to sell their cars. A customer who wants to buy a new car or used car would pay the posted price. These dealers probably adopt this pricing policy because - A show-growing economy guarantees that negotiations would product negative profit per vehicle - Women has an intense dislike of price negotiation, yet still want to buy a car - Many recent immigrants into the United States are not accustomed to negotiation - Women distrust men in general and car salesmen in particular Q: Consumers accompanied by children - Are usually unable to complete nonessential shopping tasks Purchase less than 50 percent of what they normally would buy if shopping with their spouses Purchase about 40 percent more than when shopping alone Purchase twice as much as they normally would if shopping with other adults Q: What are the Maslow hierarchy of needs in the correct order, beginning with the lowest level and moving up to the highest level need? - Safety, physiological, safety, self-actualization, and personal - Personal, social, physiological, psychological, and safety - Safety, personal, self-actualization, physiological, and social - Physiological, safety, social, personal, and self-actualization Q: Heather wants to purchase a fitness tracker. She is unsure about what type will best suit her needs and work best with other products she owns. As a result, she asks for advice from her friends and relatives. In addition, she talks to several salespeople at Apple and Best Buy and looks at some online reviews. Heather is engaging in - A purchase task - Problem recognition - The creation of an antecedent state - An internal search - An external search Q: In Figure 4-5, E represents the - Marketing program Marketing research process Consumer purchase decision process Consumption strategy model Q: There are five stages in the consumer purchase decision process. The first stage is - Opportunity identification - Information search - Alternative evaluation - Purchase decision - Problem recognition Q: High-involvement purchases typically have which of these characteristics? - The item is inexpensive, new to the market, or is used for more than five years - The item is inexpensive, very safe to use, or purchased with great frequency - The item is inexpensive, widely available, or simple to use - The item is expensive, can have serious personal consequences, or could reflect on one’s social image Q: A palindrome is a word or phrase that reads the same whether read from the right or from the left. Originally, Marcus had never recalled hearing the term, However, when he read about palindromes for his English class, he saw three examples of the term within a matter of days. This is most likely the result of - Selective intuition - Selective identification - Selective perception - Selective retention - Stimulus discrimination Q: According to Figure 4-1, the point at which you would exchange money for your sandwich of corned beef on rye would be found in stage - D E B C A Q: Scanning memory for previous experiences and also exploring the external environment represent which stage of the consumer purchase decision process? - Purchase decision - Problem evaluation - Alternative evaluation Information search Opportunity identification Q: Which problem solving variation would typically be used for blenders, a restaurant for lunch, or professional ball game tickets? - Limited problem solving - Integrated problem solving - Simulated selection - Extended problem solving - Routine response behavior Q: While posting photos on Instagram one evening, your stomach growls. You see an add for Panera. You walk to Panera and buy a sandwich which tastes great. In terms of behavioral learning, walking to the restaurant and buying a sandwich is a - Drive - Prompt - Response - Cue - Reinforcement Q: Satisfaction of dissatisfaction during _____ most strongly influences consumer communications and repeat-purchase behavior. - The postpurchase stage - Evaluative criteria selection - Consideration set assessment - Pre Purchase behavior - Information search Q: When strolling through the grocery store, a toddler tells her mother, “Yuck, I dont like peas.” Her mother puts down the peas and chooses green beans instead. The role of the little girl in this purchase was that of - Decision maker - Purchaser - Influencer - Information gatherer - User Q: Which of these is strategy for a market leader (rather than a market challenger) when marketing a low-involvement product? - Use advertising messages that focus on getting the brand into a consumer’s consideration set - Use repetitive advertising messages that reinforce a consumer’s knowledge or assure buyers they made the right choice - Link the brand attributes with high-involvement issues - Use Internet search engines such as Google to assist buyers - Use sales promotion such as free samples, coupons, and rebates to encourage trial of the brand Q: Some automobile dealerships employ a nonnegotiable or no-haggle price strategy to sell their cars. A customer who wants to buy a new or used car would pay the posted price. These dealers probably adopt this pricing policy because - Women distrust men in general and care salesmen in particular - A slow-growing economy guarantees that negotiations would produce negative profit per vehicle - Women have an intense dislike of price negotiation, yet still want to buy a car - Many recent immigrants into the United States are not accustomed to negotiation - The industry is discussing the abandonment of self-regulation practices Q: There are five stages in the consumer purchase decision process. Immediately following the information search stage is - Purchase decision - Information search - Problem recognition - Opportunity testing - Alternative evaluation Q: Figure 4-2 shows the recent ratings from an independent rating agency for selected smartphone brands and models. Each column shows a brand like Apple, OnePlus, LG, Motorola, and Samsung. These brands are referred to as the ________ when consumers use these smartphone ratings to evaluate the products. - Points of difference Evaluative criteria Consideration set Value brands Core benefits Q: Which product or service is an example of a low-involvement purchase? - A Trek bicycle - A vacation to the Poconos - Knee surgery - Membership into a local country club - Bounty paper towels CHAPTER 7 QUESTIONS: Q: What are the two most common constraints in marketing problem solving? - Limitations on access to primary and secondary research - Limitations of personnel and office space - Limitations on the time and money available - Government regulation and right to privacy - Limitations of the strategic thinking and creativity of the firm’s advertising agency Q: The Internet sites for The Wall Street Journal, CNBC and Bloomberg - Provide information in online databases as an index of blogs by primary topic - Sell information on trade activity collected by the U.S. government - Are portals to all government websites that can be found by topic keyword - Are the popular online portals in which to enter keywords or topics for specific searches - Provide up-to-the-minute business news and video clips about companies, industries, and trends Q: Jeff Gerst, who manages the Carmex social media properties, says, “For Carmex, Facebook isn't just a way to share coupons or the latest product news, but it is also a marketing research resource.” One objective in the marketing research he undertook using Facebook involved - Assessing the market for its new hand cream product - Assessing the market for Carmex products outside the United States in countries where Facebook is active - Projecting the market size for the Carmex Moisture Plus line of premium lip balms for women - Narrowing the number of flavors going into quantitative testing form three to two Q: LEGO Group designers created MINDSTORM kits to appeal to middle-school students, among others. When attempting to choose between potential designs, what was the measure of success for use by LEGO Group in this instance. - Assembly time - Gender - Advertising - Cost - Age Q: Considering the five-stop marketing research approach leading to marketing actions, the feedback loop - Is useful only to help a researcher better define the problem next time - Is used to develop a research plan - Consists of lessons learned that can improve each of the steps - Is used to develop findings - Is a form of primary research Q: By _____, IKEA noticed that customers often stopped shopping when their baskets or carts were full, so additional shopping bags are now placed throughout IKEA stores - Using survey data - Employing mystery shoppers - Interviewing shoppers - Using neuromarketing - Watching consumers in person Q: The Internet website USA.gov - Accesses information in online databases and an index of blogs by primary topic Is a depository of information on U.S. business, economic, and trade activity collected by the federal government Provide up-to-the-minute business news and video clips about companies, industries, and trends Is the most popular Internet portal to enter keywords or topics for specific searches Is a portal to all government websites that can be found by topic or keyword Q: The primary purpose of a sneak preview of a film before its release is to - Rate the performances of the individual actors and actresses for possible Oscar nominations - Rate the work of the director and producer for possible Oscar nominations - Compare the final film to the original screenplay - Evaluate the effectiveness of products placements within the film - Identity necessary changes before final editing Q: Lina, who manages a local store for a national drugstore chain, had received complaints from several customers about rude employees. To check on her customer service, Lina hired a team of researchers who posed as customers shopping in the store. Occasionally, they bought something, but their primary purpose was to take notes and record the actions of the service staff. The research information Lina received was a form of ______ data. - Questionnaire - Observational - National - Secondary - Developmental Q: The last step of the marketing research approach is to - Take marketing actions - Develop finding - Develop the research plan - Collect relevant information - Define the problem Q: When customers have their groceries scanned at the supermarket checkout counter, data regarding product sales and coupon redemptions are collect and processed by tracking services such as IRI’s InfoScan, Consumer product firms such as Procter & Gamble use data collected by IRI to allocate scarce marketing resources. For P&G, such data should be considered - Probability data - Internal secondary data Primary data Sensitivity analysis External secondary data Q: J.D. Power and Associates and other market research firms recruit groups of consumers for _____, each of whom are paid to record all of their purchases on a regular basis. Businesses pays firms such as J.D. Power for their reports that answer the question “How many times did our customers buy our products this year compared to last year?” - Syndicated panels - Mail intercept interviews - Experiments - Focus groups - Curated data mining Q: According to Figure 7-1, what does D represent in the marketing research process? - Develop findings Define the problem Collect relevant information Take marketing actions Develop the research plan Q: Secondary data can be divided into two parts: - Primary data and empirical data - Empirical data and observational data - Psychographic data and demographic data - Internal secondary data and external secondary data - Demographic data and observational data