Marketing Final Exam

06 4 top aacsb reflective msc blooms application 44 a

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Unformatted text preview: EF: 82 Thinking KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Application 43. Kim places huge importance on what she wears to sing in front of her church and therefore takes her time to shop for the right clothes and shoes. This is due to the: a. opportunity costs b. fear of cognitive dissonance c. situational factors d. social visibility of the products e. cost of the products ANS: D The level of involvement increases as social visibility of a product increases. PTS: 1 REF: 83 Thinking KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Application 44. A marketing manager would expect his or her product to be a high-involvement product for most consumers if it: a. is a product adaptation of a market leader b. is a necessity c. has not been purchased before d. has low social visibility e. requires substantial financial investment ANS: E As financial risk increases, consumers’ involvement in the decision increases. PTS: 1 REF: 83 Thinking KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 45. All of the following factors directly influence consumers’ level of involvement in the purchase process EXCEPT: a. consumer’s age b. previous experience with the product c. financial risk associated with the product d. e. social visibility of the purchased item perceived risk of negative consequences as a result of the purchase ANS: A Age is a demographic variable that doesn’t necessarily influence a consumer’s level of involvement. PTS: 1 REF: 83 Thinking KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 46. Your best friend has sought your advice on what type of clothing she should buy for a job interview. If she gets the job, she will be the assistant to the producer of her favorite television program. She really wants this job and considers it a once in a lifetime opportunity. By asking your help with her wardrobe, your friend is most likely trying to: a. eliminate cognitive dissonance b. eliminate the low involvement in the decision c. reduce perceived risk of negative consequences d. increase the chances of selective exposure e. increase the motivation involved in the decision ANS: C What is being sought is a reduction in the anxieties felt, because the best friend cannot anticipate the outcomes but believes there may be negative consequences. PTS: 1 REF: 83 Thinking KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Application 47. When Avril went to purchase a birthday card for her new boyfriend, she went to three stores and spent four hours reading over 500 cards before selecting the perfect one. This card (which cost $3.25) is properly designated as a high-involvement product because of: a. brand loyalty b. situational factors c. financial risk d. cognitive dissonance e. trial investment ANS: B Because of the situational factors (high emotional risk), this low-cost card is a high-involvement item in this case. P...
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This document was uploaded on 09/29/2013.

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