Marketing Final Exam

98 obj 06 8 top aacsb reflective key cbe model

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Unformatted text preview: pinions of others. PTS: 1 REF: 90 Thinking KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 119. Refer to New Car Purchase. If you evaluate Zena’s choice of a Chrysler based on Maslow’s hierarchy of needs, the car was bought to meet _____ needs. a. self-actualization b. security c. esteem d. safety e. physiological ANS: C Esteem needs include prestige, fame, and recognition of one’s accomplishments, and in Zena’s case, her promotion to VP. PTS: 1 Thinking REF: 98 OBJ: 06-8 TOP: AACSB Reflective KEY: CB&E Model Customer MSC: BLOOMS Application Coca-Cola It is almost 100 degrees outside, and Ed is on his way to the supermarket to buy groceries. His air conditioner is broken, so he is hot and thirsty. Ed notices a billboard featuring an ice-cold CocaCola. Ed remembers he is out of Coke. Once in the store, Ed heads straight for the soft drink aisle and picks up a 12-pack of Coke. 120. Refer to Coca-Cola. When Ed realized he was out of Coke at home, which stage of the consumer decision-making process was this? a. Evaluation of alternatives b. Information search c. Purchase d. Postpurchase behavior e. Need recognition ANS: E Need recognition is the first stage in the process, and it is the result of an imbalance between actual and desired states. PTS: 1 REF: 76 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 121. Refer to Coca-Cola. Ed’s Coke purchase best represents which type of consumer buying decision? a. Routine response behavior b. Limited decision making c. Extensive decision making d. Situation convenience e. Motivational response ANS: A The fact that Ed is out of Coke suggests it is a frequently purchased product, typically a routine response behavior. PTS: 1 REF: 81 Thinking KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Application 122. Refer to Coca-Cola. Ed knows that Michael Jordan (a former basketball all-star) drinks Gatorade, and he thinks he can be more like Jordan if he drinks it. Because Ed very much wants to be like Jordan, he purchases Gatorade in addition to Coke. In this example, Michael Jordan is acting as a(n): a. purchase catalyst b. opinion leader c. consumer advocate d. dissociative reference e. cultural icon ANS: B An opinion leader is a an individual who influences the opinion of others. PTS: 1 REF: 90 Thinking KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 123. Refer to Coca-Cola. According to Maslow’s hierarchy of needs, which need was Ed trying to satisfy when he purchased the Coke? a. Self-actualization b. Esteem c. Safety d. Social e. Physiological ANS: E Thirst is a physiological need on Maslow’s hierarchy. PTS: 1 REF: 98 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Application 124. Refer to Coca-Cola. The fact that Ed paid attention to the billboard is an example of: a. selective perception b. selective exposure c. sele...
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This document was uploaded on 09/29/2013.

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