Marketing Test 2.docx - Core Marketing 8e(Kerin Chapter 4 Understanding Consumer Behavior 1 Women make what percentage of new-car buying decisions A 15

Marketing Test 2.docx - Core Marketing 8e(Kerin Chapter 4...

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Unformatted text preview: Core: Marketing, 8e (Kerin) Chapter 4 Understanding Consumer Behavior 1) Women make what percentage of new-car buying decisions? A) 15 percent B) 30 percent C) 45 percent D) 60 percent E) 80 percent 2) Women influence what percentage of new-car buying decisions? A) 17 percent B) 37 percent C) 57 percent D) 87 percent E) 97 percent 3) Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They have learned that A) meeting the expectations of men during the new-car purchasing process is more difficult than meeting those of women. B) men make the majority of new-car purchasing decisions. C) women look for features that make accidents survivable while men favor those that prevent them. D) women care more about reliability than men. E) men care more about price than women. Explanation: While car price, reliability, and technology are important to both, women and men think differently about other key elements of the new-car buying experience. Safety for men is about features that help avoid an accident, such as antilock brakes and responsive steering. For women, safety is about features that help to survive an accident. These features include passenger airbags and reinforced side panels. 4) Which of the following statements about how women buy new cars today is most accurate? A) Women have definite likes or dislikes when buying a new car, but they don't feel comfortable expressing their opinions. B) Most women actually enjoy the price negotiation process. C) The issue of "speed" is an important factor to men but not really important to women. D) Women are more likely to make their new-car purchase selection as a result of information provided by a friend or a relative than from promotional information. E) Women care more about exterior styles and lines and men are more concerned with cargo space and gas mileage. Explanation: Women actively seek information and postpone a purchase decision until all options have been evaluated. Women frequently visit autobuying websites, read car-comparison articles, and scan car advertisements. Recommendations of friends and relatives matter most for the final decision. 5) Which of the following statements about how women buy cars today is most accurate? A) For men, styling is more about a car's exterior lines while women are more interested in interior design and finishes. B) Women have definite likes or dislikes when buying a car, but they don't feel comfortable expressing their opinions. C) When it comes to the actual purchase process, women are more adept negotiators than men. D) Women care more about engine capabilities and men are more concerned with cargo space and gas mileage. E) Women usually shop one dealership before making a decision and men usually shop three. Answer: A Explanation: Women and men care about styling. For men, styling is more about a car's exterior lines and accents or "curb appeal." Women are more interested in interior design and finishes. Designs that fit their proportions, provide good visibility, offer ample storage space, and make for effortless parking are particularly important. 6) 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 adopted this pricing policy because A) the industry was discussing the abandonment of self-regulation practices. B) women have an intense dislike of price negotiation, yet still want to buy a car. C) many recent immigrants into the United States are not accustomed to negotiation. D) women distrust men in general and car salesmen in particular. E) a sluggish economy guarantees that negotiations would produce negative profit per vehicle. Explanation: Women in particular dread price negotiations that are often involved in buying a new car. As a result, a nonnegotiable or no-haggle price strategy may appeal to women car buyers. 7) The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, are referred to as A) purchase intentions. B) market research. C) consumer behavior. D) consumer conduct. E) purchase protocols. 8) Consumer behavior refers to A) the aspects of a consumer's decision making processes that cannot be measured. B) the actions a person takes in purchasing and using products and services, including the mental and social processes before and after them. C) the five stages a buyer passes through in making choices about which product and service to investigate, purchase, and consume. D) the mental and social processes related to purchasing that are innate in a person from birth. E) those purchasing behaviors that result from repeated experience and reasoning. 9) Consumer behavior includes the actions a person takes in purchasing services and using products and services, including A) the physical effort spent on these actions. B) the financial limitations one must overcome to accomplish these actions. C) the mental and social processes that come before and after these actions. D) the emotional processes that occur during these actions. E) the cognitive and attitudinal processes that must be learned to complete these actions. Explanation: Consumer behavior refers to the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. 10) The five stages a buyer passes through in making choices about which products and services to buy is called the A) information sorting process. B) purchase decision process. C) alternative evaluation process. D) postpurchase behavior process. E) problem recognition process. 11) The initial stage in the consumer purchase decision process involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. What is this stage called? A) prepurchase behavior B) alternative evaluation C) purchase decision D) problem recognition E) information search Explanation: Problem recognition is the initial stage in the consumer purchase decision process, which involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. See Figure 4-1 in the textbook. 12) There are five stages in the consumer purchase decision process. The first stage is A) information search. B) purchase decision. C) alternative evaluation. D) opportunity identification. E) problem recognition. Explanation: Problem recognition is the initial stage in the consumer purchase decision process, which involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. See Figure 4-1 in the textbook. 13) The second stage in the consumer purchase decision process involves gathering facts about possible choices, and may include internal and external sources. What is this stage called? A) postpurchase behavior B) alternative evaluation C) purchase decision D) problem recognition E) information search Explanation: Information search is the second stage in the consumer purchase decision process, which involves searching for information, which may include an internal search and/or an external search. See Figure 4-1 in the textbook. 14) After a problem has been recognized in the consumer purchase decision process, the consumer proceeds to the second stage known as A) information search. B) purchase decision. C) alternative evaluation. D) opportunity identification. E) problem evaluation. Explanation: After recognizing a problem, a consumer begins to search for information, which may include an internal search and/or an external search. See Figure 4-1 in the textbook. 15) Scanning memory for previous experiences and also exploring the external environment represent which stage of the consumer purchase decision process A) information search. B) purchase decision. C) alternative evaluation. D) opportunity identification. E) problem evaluation. Explanation: After recognizing a problem, a consumer begins to search for information, which may include an internal search and/or an external search. See Figure 4-1 in the textbook. 16) The third stage in the consumer purchase decision process involves appraising brands in the consideration set based on the important criteria (both objective and subjective) identified during the information search step for the ultimate decision. What is this stage called? A) postpurchase behavior B) alternative evaluation C) purchase decision D) problem recognition E) information search Explanation: Alternative evaluation is the third stage in the consumer purchase decision process, which involves evaluating brands in the consideration set based on evaluative criteria (both objective and subjective) identified during the information search step for the ultimate decision. See Figure 4-1 in the textbook. 17) There are five stages in the consumer purchase decision process. The third stage is A) information search. B) purchase decision. C) alternative evaluation. D) opportunity testing. E) problem recognition. Explanation: In the process of collecting information a consumer also accrues alternative products from which to choose. At this stage, the consumer develops evaluative criteria (both objective and subjective) for the ultimate decision. See Figure 4-1 in the textbook. 18) The fourth stage in the consumer purchase decision process involves deciding from whom to buy and when to buy. What is this stage called? A) purchase indecision B) prepurchase evaluation C) purchase decision D) problem recognition E) information search Explanation: Purchase decision is the fourth stage in the consumer purchase decision process, which involves deciding from whom to buy and when to buy so that the purchase decision can be made. See Figure 4-1 in the textbook. 19) There are five stages in the consumer purchase decision process. The fourth stage is A) information search. B) purchase decision. C) alternative evaluation. D) option testing. E) problem recognition. Explanation: Having examined the alternatives in the consideration set, the consumer decides from whom to buy and when to buy. Once these decisions are made, the purchase decision is made. See Figure 4-1 in the textbook. 20) The fifth stage in the consumer purchase decision process involves comparing the product or service purchased with one's expectations to determine the degree of satisfaction or dissatisfaction. What is this stage called? A) postpurchase behavior B) alternative evaluation C) purchase decision D) problem recognition E) information search Explanation: Postpurchase behavior is the fifth stage in the consumer purchase decision process, which involves comparing the product or service purchased by buyers with their expectations to determine whether they are either satisfied or dissatisfied. See Figure 4-1 in the textbook. 21) There are five stages in the consumer purchase decision process. The last stage is A) information search. B) purchase decision. C) alternative evaluation. D) postpurchase behavior. E) problem recognition. Explanation: After buying a product, the consumer compares it with his or her expectations and is either satisfied or dissatisfied. See Figure 4-1 in the textbook. Figure 4-1 22) In Figure 4-1, A represents which stage of the consumer purchase decision process? A) purchase decision B) information search C) problem recognition D) alternative evaluation E) option identification Explanation: The first stage of the consumer purchase decision process is problem recognition. See Figure 4-1 in the textbook. 23) In Figure 4-1, B represents which stage of the consumer purchase decision process? A) purchase decision B) information search C) problem recognition D) alternative evaluation E) financial consideration Explanation: The second stage of the consumer purchase decision process is information search. See Figure 4-1 in the textbook. 24) In Figure 4-1, C represents which stage of the consumer purchase decision process? A) purchase decision B) information search C) problem recognition D) alternative evaluation E) financial consideration Explanation: The third stage of the consumer purchase decision process is alternative 25) In Figure 4-1, D represents which stage of the consumer purchase decision process? A) purchase decision B) information search C) financial transaction D) alternative evaluation E) postpurchase behavior Explanation: The fourth stage of the consumer purchase decision process is the actual purchase decision. See Figure 4-1 in the textbook. 26) In Figure 4-1, E represents which stage of the consumer purchase decision process? A) purchase decision B) information search C) financial transaction D) alternative evaluation E) postpurchase behavior Explanation: The fifth stage of the consumer purchase decision process is postpurchase behavior. See Figure 4-1 in the textbook. 27) 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 A) A. B) B. C) C. D) D. E) E. Explanation: The actual purchase follows three previous stages: problem recognition, information search, and alternative evaluation. See Figure 4-1 in the textbook. 28) Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called A) problem recognition. B) alternative evaluation. C) cognitive dissonance. D) routine response behavior. E) postpurchase behavior. 29) During the consumer purchase decision process, an individual at the ________ stage will perceive differences between his or her ideal and actual situations big enough to trigger a decision. A) problem recognition B) alternative evaluation C) cognitive dissonance D) information search E) postpurchase behavior Explanation: Problem recognition, the initial step in the consumer purchase decision process, involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. 30) When Maricela looked in her closet and said, "I don't have anything to wear to the party this weekend," she seems to be in which stage of the consumer purchase decision process? A) purchase decision B) alternative evaluation C) information search D) problem recognition E) postpurchase behavior Explanation: Problem recognition, the initial step in the consumer purchase decision process, involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. The student's problem is that she does not have anything she likes for the party. 31) When Jake said, "My bike needs a tune-up before the ride on Saturday," he was in which stage of the consumer purchase decision process? A) purchase decision B) alternative evaluation C) information search D) problem recognition E) postpurchase behavior Explanation: Problem recognition, the initial step in the consumer purchase decision process, involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. The student's problem is that his bike is not in working order for a planned trip. 32) Kelsey goes shopping with a friend and notices her friend's trendy sandals. She thinks of her own sandals, which have a strap that recently broke, and realizes she needs a new pair. In which stage of the consumer purchase decision process was Kelsey when she had this realization? A) information search B) problem recognition C) purchase behavior D) alternative evaluation E) prepurchase cognition Explanation: Problem recognition, the initial step in the consumer purchase decision process, involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. Kelsey realized she needed a new pair of sandals. 33) Glow Pets, from the makers of Pillow Pets, are a light-up pillow product designed for young children. The pillows are colorful animals that produce a soft light for 20 minutes at a time and were produced for children with a fear of the dark. The company aired ads on various TV programs showing children being comforted and sleeping restfully with a Glow Pet, making parents and kids alike desire such a situation. The content of the advertising's message most likely focuses on which stage of the consumer purchase decision process? A) problem recognition B) information search C) alternative evaluation D) purchase decision E) postpurchase behavior Explanation: The content of the advertising's message would most likely focus on the problem recognition stage of the consumer purchase decision process to get consumers to realize that they may need a Glow Pet to get to sleep better—a difference between their ideal and actual situations that is big enough to trigger a decision to buy the product. 34) Carlos plans to go for a run after his classes are over. As he is getting dressed, he notices that one of the seams is unraveling in his favorite shorts, and he thinks it is about time for ones. In which stage of the consumer purchase decision process is Carlos at that moment? A) information search B) problem recognition C) purchase behavior D) alternative evaluation E) prepurchase cognition Explanation: Problem recognition, the initial step in the consumer purchase decision process, involves perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. Carlos realized he needed a new pair of running shorts because one of the seams was unraveling. 35) In marketing, advertisements or salespeople can activate a consumer's purchase decision process by A) creating a sense of irony or amusement. B) manipulating a customer's want into a need. C) promising product attributes that exceed the actual product potential. D) showing the shortcomings of competing (or currently owned) products. E) shifting the consumer's focus from internal search to external search. Explanation: In marketing, advertisements or salespeople can activate a consumer's decision process by showing the shortcomings of competing (or currently owned) products. 36) Scanning your memory for previous experiences with products or brands occurs during which stage of the consumer purchase decision process? A) information search B) purchase decision C) alternative evaluation D) postpurchase behavior E) problem recognition Explanation: After recognizing a problem, a consumer begins to search for information, first by scanning one's memory for previous experiences with products or brands. 37) Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions? A) problem recognition B) information search C) alternative evaluation D) purchase decision E) postpurchase evaluation Explanation: The alternative evaluation stage clarifies the information gathered by the consumer by (1) suggesting criteria to use for the purchase, (2) yielding brand names that might meet the criteria, and (3) developing consumer value perceptions. 38) "Which brand of salad dressing does my mom buy?" would be a question asked during the ________ stage in the consumer purchase decision process. A) problem recognition B) alternative evaluation C) information search D) purchase decision E) comparison Explanation: The information search stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions. In this stage, the consumer is looking at different brands, one of which may be purchased by a family member. 39) In which stage in the consumer purchase decision process would a consumer ask, "How much can I afford to spend on a new 42-inch LED HDTV?" A) problem recognition B) alternati...
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