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customer and business buyer - CHAPTER 6 CONSUMER AND...

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customer and business buyer

customer and business buyer - CHAPTER 6 CONSUMER AND...

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CHAPTER 6 CONSUMER AND BUSINESS BUYER BEHAVIOR MULTIPLE CHOICE QUESTIONS 1. _________________ refers to the buying behavior of final consumers. a. Consumer buyer behavior b. Target market buying c. Market segment buying d. Business buying behavior Answer: (a) Difficulty: (1) Page: 191 2. ____________ is individuals and households who buy goods and services for personal consumption. a. The target market b. A market segment c. The consumer market d. The ethnographic market Answer: (c) Difficulty: (1) Page: 191, 192 3. According to the text, the American consumer market consists of: a. 189 million consumers. b. 284 million consumers. c. 375 million consumers. d. 438 million consumers. Answer: (b) Difficulty: (3) Page: 191 4. Understanding consumer buying behavior is not easy. The answers are often locked deep within the consumer’s head. The central question for marketers is: a. how much money is the consumer willing to spend? b. how much does the consumer need the product being offered for sale? c. how much does a discount or a coupon affect the purchase rate? d. how do consumers respond to various marketing efforts the company might use? Answer: (d) Difficulty: (3) Page: 192 1
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5. The starting point in understanding how consumers respond to various marketing efforts the company might use is the: a. Lipinski model of buying behavior. b. stimulus-response model of buyer behavior. c. Freudian model of buying behavior. d. Maslow’s model of life-cycle changes. Answer: (b) Difficulty: (2) Page: 192, Figure 6-1 6. According to the stimulus-response model of buyer behavior (as presented in your text), the place where consumers process marketing stimuli prior to making a purchase decision is called the: a. consumer’s value chain. b. consumer’s cognitive schema. c. consumer’s black box. d. consumer’s thoughts-emotions network. Answer: (c) Difficulty: (2) Page: 192, Figure 6-1 7. Consumer purchases are influenced strongly by cultural, social, personal, and: a. psychographic characteristics. b. psychological characteristics. c. psychometric characteristics. d. supply and demand characteristics. Answer: (b) Difficulty: (2) Page: 192, 193, Figure 6-2 8. ______________ is the most basic cause of a person’s wants and behaviors. a. Culture b. Social class c. Personality d. Lifestyle Answer: (a) Difficulty: (1) Page: 193 9. A child in the United States is normally exposed to all of the following values EXCEPT : a. achievement and success. b. activity and involvement. c. material comfort. d. collectivism. Answer: (d) Difficulty: (3) Page: 193 2
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10. Marketers are always trying to spot ____________ in order to discover new products that might be wanted. a. opinion graphers b. dissonant groups c. cultural shifts d. benchmarks Answer: (c) Difficulty: (2) Page: 193 11. The cultural shift toward _____________ has resulted in more demand for casual clothing and simpler home furnishings. a.
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