Marketing Final Exam

Dissonance d consideration stage e product

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Unformatted text preview: a need. a. want b. evaluation c. quest d. cognition e. attitude ANS: A Marketing managers can create wants on the part of the consumer, which are ways a consumer goes about satisfying a need. PTS: 1 REF: 76 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 11. After a need or want is recognized, a consumer may search for information about the various alternatives available to satisfy it. This occurs during which part of the consumer decision-making process? a. Evaluation of alternatives b. Information search c. Cognitive dissonance d. Consideration stage e. Product identification ANS: B After recognizing a need or want, consumers search for information about the various alternatives available to satisfy it. PTS: 1 REF: 77 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 12. While looking at the DVDs at Wal-Mart, Tee tried to remember the name of the action movie starring Harrison Ford as an archeologist so he could buy the DVD. Which step of the consumer decision-making process is this? a. Antecedent search b. Need recognition c. External information search d. Alternative evaluation e. Internal information search ANS: E After a need or want is recognized, a consumer may be motivated to search for information. In this case, the information was already stored in his memory. PTS: 1 REF: 77 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 13. Which of the following products would most likely require the purchaser to use only an internal information search? a. A doctor for a recently detected illness b. A new washer and dryer c. A formal dance d. A favorite restaurant you love to patronize regularly e. Choosing a movie to see at the theater ANS: D Internal information search is used with information stored in one’s memory. A favorite restaurant would be in a consumer’s memory. PTS: 1 REF: 77 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 14. Which of the following is an information source that is not associated with advertising or promotion? a. External b. Nonmarketing-controlled c. Marketing-controlled d. Unbiased e. Primary ANS: B Nonmarketing-controlled information sources do not originate with marketers promoting the product. PTS: 1 REF: 77 Thinking KEY: CB&E Model Strategy OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 15. An external information search is especially important when: a. there is a great deal of past experience b. there are high costs associated with making an incorrect decision c. the cost of gathering information is high d. buying frequently purchased, low-cost items e. there is little risk of making an incorrect decision ANS: B If a consumer perceives a purchase to involve high risk (financial, social, etc.), an external search will lower the risk by providing more information. PTS: 1 REF: 78 Thinking KEY: CB&E Model Customer OBJ: 0...
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This document was uploaded on 09/29/2013.

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