Marketing Final Exam

About all other attributes but this one b change the

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Unformatted text preview: cts, of that behavior. Personality and lifestyle are examples of individual factors. Knowledge and motivation are examples of psychological factors. PTS: 1 REF: 84-85 Thinking KEY: CB&E Model Customer OBJ: 06-5 TOP: AACSB Reflective MSC: BLOOMS Application 134. Refer to Interface. Influencing consumers that petroleum-based carpeting is bad for the environment and that the new fibers are better for the environment will involve which attitudechange strategy by marketers? a. Change the belief about all other attributes but this one b. Change the relative importance on beliefs about this attribute c. Change the product d. Use comparative ads e. Get consumers to recognize a need ANS: B The three attitude-change strategies are changing beliefs about attributes, changing the importance of beliefs, and adding new beliefs. This is an example of changing the importance of beliefs about petroleum-based carpeting. PTS: 1 REF: 100 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Application College Decision Juan is a senior in high school and is deciding which university to go to after he graduates. He has received several pieces of mail from local universities with information on scholarship opportunities because he has a good GPA and a high ACT score. He and his parents have visited several schools and have talked to advisors regarding his chosen major of marketing. Juan is thinking about going to the local community college where all of his friends are planning to go, but his parents want him to go to a more prestigious school because they think he will get a better education there. 135. Refer to College Decision. The direct mail pieces with scholarship information that schools are sending to Juan are examples of which type of information sources? a. Marketing-controlled b. Nonmarketing-controlled c. Service-oriented d. Internal e. Selective ANS: A Marketing-controlled information sources are a product information source that originates with marketers promoting the product. PTS: 1 REF: 78 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 136. Refer to College Decision. Juan has narrowed his decision down to three schools. These schools comprise Juan’s _____ set. a. primary b. elite c. exclusive d. awareness e. evoked ANS: E An evoked, or consideration, set is a group of brands, resulting from an informant search, from which a buyer can choose. PTS: 1 REF: 79 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 137. Refer to College Decision. One person from whom Juan has sought advice is his school guidance counselor, Mr. More. Mr. More is respected by students and parents alike and knows a lot about the schools Juan is considering. Mr. More can be considered a(n): a. influencer b. decider c. opinion leader d. gatekeeper e. market maven ANS: C An opinion leader is an individual who influences the opinions of others. PTS: 1 REF: 90 Thinking KEY...
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This document was uploaded on 09/29/2013.

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