Marketing Final Exam

Aacsb reflective msc blooms application 139 refer to

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: : CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 138. Refer to College Decision. Juan’s parents and friends would be classified as _____ factors influencing his decision. a. cultural b. social c. individual d. psychological e. primary ANS: B Social factors influencing the consumer decision-making process include reference groups (which friends would be part of), opinion leaders, and family. PTS: 1 REF: 88 Thinking KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 139. Refer to College Decision. Juan’s friends might influence him to go to the local community college. What type of reference group characterizes his friends? a. Indirect b. Primary c. Secondary d. Aspirational e. Nonaspirational ANS: B Primary reference groups, a type of direct reference group, include all groups with which people interact regularly in an informal, face-to-face manner, such as family, friends, and coworkers. PTS: 1 REF: 89 Thinking KEY: CB&E Model Customer OBJ: 06-6 TOP: AACSB Reflective MSC: BLOOMS Application 140. Refer to College Decision. Juan’s parents’ opinion that he will get a better education if he attends a prestigious school rather than a community college is an example of: a. selective distortion b. selective retention c. selective exposure d. selective bias e. selective attitude ANS: A Selective distortion is a process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs. PTS: 1 REF: 96 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Application ESSAY 1. Why do marketers study consumer behavior? ANS: Consumers’ product and service preferences are constantly changing. Marketing managers must understand these desires in order to create a proper marketing mix for a well-defined market. So it is critical that marketing managers have a thorough knowledge of consumer behavior, which describes how consumers make purchase decisions and how they use and dispose of the purchased goods or services. The study of consumer behavior also includes factors that influence purchase decisions and product use. PTS: 1 REF: 75 Communication KEY: CB&E Model Customer OBJ: 06-1 TOP: AACSB MSC: BLOOMS Synthesis 2. You have decided to work all summer to save money for the ultimate $2,000 HD television with surround sound. Trace the steps of your decision process for purchasing your new television. ANS: For this high-involvement decision process, you would use extensive decision making and go through the following steps: 1. NEED RECOGNITION. Your present television has wavy lines and poor sound quality, and you desire a new television set. 2. INFORMATION SEARCH. You check both internal and external sources of information, 3. 4. 5. PTS: 1 REF: 76-81 Communication KEY: CB&E Model Customer such as your own knowledge, opinions of peers, information from magazines, and the advice of television sales personnel. EVALUATION OF ALTER...
View Full Document

Ask a homework question - tutors are online