Marketing Final Exam

Zenas visits to the dealers and looking at ratings in

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Unformatted text preview: see what the experts think. After evaluating all options, Zena has decided to purchase a new Chrysler. She believes that the car is a good fit with her new image and position in her company. Since her purchase, she has seen more advertisements touting the car’s features than she ever noticed before. She also has noticed many models of her car on the road. Zena thinks the fact that so many others are driving the same model car as hers is proof that she made a good decision. 114. Refer to New Car Purchase. Zena’s visits to the dealers and looking at ratings in magazines best represent which step of the consumer decision-making process? a. Need recognition b. Information search c. Evaluation of alternatives d. Stimulus e. Postpurchase behavior ANS: B These activities best represent an information search. Zena needed to collect the information before she could begin evaluating alternatives. PTS: 1 REF: 77 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 115. Refer to New Car Purchase. In noticing similar cars on the road and advertising supporting her decision, Zena is reinforcing her decision and reducing the doubts she sometimes feels regarding this purchase. The feelings of inner tension are called: a. selective retention b. perceptual distortion c. postpurchase action d. cognitive dissonance e. response attitudes ANS: D Cognitive dissonance is the term for postpurchase tension and anxiety. PTS: 1 REF: 80 Thinking KEY: CB&E Model Customer OBJ: 06-3 TOP: AACSB Reflective MSC: BLOOMS Application 116. Refer to New Car Purchase. Which type of consumer buying decision does Zena’s purchase represent? a. Routine response b. Limited decision making c. Extensive decision making d. Impulse buying e. Motivational response ANS: C Consumers practice extensive decision making when purchasing an unfamiliar, expensive product or an infrequently bought item. PTS: 1 REF: 82 OBJ: 06-4 TOP: AACSB Reflective Thinking KEY: CB&E Model Customer MSC: BLOOMS Application 117. Refer to New Car Purchase. Zena spent a considerable amount of time and effort on her new car purchase. This suggests that the car is a(n) _____ product for Zena. a. impulse b. low-involvement c. routine response d. nondurable e. high-involvement ANS: E Involvement is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior. A consumer who deliberately searches for information about products and brands in order to evaluate them thoroughly is most likely engaging in highinvolvement decision making. PTS: 1 REF: 82-83 Thinking KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB Reflective MSC: BLOOMS Application 118. Refer to New Car Purchase. Susanne has influenced Zena’s choice of a new automobile. In this instance, Susanne is acting as a(n): a. dissociative reference b. purchase catalyst c. gatekeeper d. social reference e. opinion leader ANS: E An opinion leader is an individual who influences the o...
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This document was uploaded on 09/29/2013.

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