Marketing Final Exam

Touch and hearing a tactic b need c stimulus d want e

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Unformatted text preview: , so he realized he’s going to have to get another one. What stage of the consumer decision-making process does this represent? a. Need recognition b. Purchase c. Evaluation of alternatives d. Postpurchase behavior e. Information search ANS: A Sam is at the need recognition stage, which is the result of an imbalance between actual and desired states. PTS: 1 REF: 76 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 5. Which of the following is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing? a. Tactic b. Need c. Stimulus d. Want e. Desire ANS: C Stimuli can be either internal, such as occurrences you experience, or external, which are influences from an outside source. Both affect one or more of the five senses. PTS: 1 REF: 76 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 6. Rod saw a television commercial for a Honda S2000 and wants to test-drive one. The commercial is an example of a(n) _____ stimulus. a. internal b. external c. primary d. secondary e. nonpersonal ANS: B External stimuli are influences from an outside source such as a television commercial. PTS: 1 REF: 76 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 7. As a result of hearing the adventures of returning soldiers, Monroe decided to enlist in the U.S. Army. These stories he heard from the soldiers acted as: a. affective states b. external stimuli c. internal stimuli d. purchase outcomes e. a dissonance creator ANS: B External stimuli are influences from an outside source such as one’s friends. PTS: 1 REF: 76 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 8. Which of the following is the BEST example of an internal stimulus that would create need recognition? a. A friend comments on how shabby your coat looks b. A radio station runs an ad for a new video game rental store c. A headache d. An invitation to a graduation for which you need a gift e. A billboard promoting a new national Internet service provider ANS: C Aches and pains are generated internally by your body without outside inputs from anything or anyone. PTS: 1 REF: 76 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 9. Lisa has to have a Diet Coke for breakfast. At a breakfast meeting, she was offered coffee and refused. She only wanted a Diet Coke. This illustrates that Lisa needs Diet Coke to: a. satisfy a want b. satisfy a need c. satisfy a belief d. satisfy a physiological drive e. satisfy a momentary stimulus ANS: A A want is often brand specific, whereas a need is something an individual depends on to function efficiently. A person may need food but wants specific brands. PTS: 1 REF: 76 Thinking KEY: CB&E Model Customer OBJ: 06-2 TOP: AACSB Reflective MSC: BLOOMS Application 10. A(n) _____ is a way a consumer goes about addressing...
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