Marketing Final Exam

Commerce refers to traditional distribution systems

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Unformatted text preview: demand in the home market, (3) lowering unit costs by exploiting large-scale production, and (4) attempting to maintain stable prices during period of exchange fluctuations. PTS: 1 REF: 72 OBJ: 05-5 TOP: AACSB Communication KEY: CB&E Model International Perspective | CB&E Model Pricing MSC: BLOOMS Synthesis 14. Explain the following statement: “The Internet economy is being restrained by the old rules, regulations, and habits related to traditional commerce.” ANS: Before answering this question, students will need to understand that traditional commerce refers to traditional distribution systems where the seller has a physical presence that is visited by the buyer. There are several examples in the text, which show how trade regulations (Germany not allowing Lands’ End to mention its refund policy on its Web site), cultural habits (Japanese do not use credit cards), and tariffs, quotas, and other legal restrictions prevent the Internet from becoming borderless commerce. PTS: 1 REF: 73 OBJ: 05-6 TOP: AACSB Technology | AACSB Communication KEY: CB&E Model Online/Computer MSC: BLOOMS Synthesis Chapter 6—Consumer Decision Making TRUE/FALSE 1. If consumer behavior is not well understood, a marketer will have difficulty creating an appropriate marketing mix. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 75 OBJ: 06-1 KEY: CB&E Model Customer 2. A stimulus is a unit of input from either an external or internal source that can affect sight, smell, taste, touch, or hearing. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Knowledge REF: 76 OBJ: 06-2 KEY: CB&E Model Customer 3. When Alan buys rock-climbing equipment, he will only buy Black Diamond, Petzl, Edelweiss, or Wild Country brands even though other brands exist. These listed brands make up Alan’s awareness set. ANS: F This is Alan’s evoked set. PTS: 1 REF: 79 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 4. Once an individual’s evoked set has been established, evaluation of those alternatives will determine what information must be obtained during the information search. ANS: F The information search stage usually yields an evoked set and precedes evaluation of alternatives. PTS: 1 REF: 79 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 5. There are several tools marketing managers can use to increase cognitive dissonance, which enhances consumers’ attitude toward their brand. ANS: F Cognitive dissonance is an inner tension that a consumer experiences after recognizing an inconsistency between behavior and value or opinions, so marketers attempt to reduce the effects of cognitive dissonance. PTS: 1 REF: 80 Thinking KEY: CB&E Model Customer OBJ: 06-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 6. The purchase of products like soft drinks, cleaning products, and gasoline generally exemplify routine response behavior. ANS: T PTS: 1 TO...
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