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Question
(p. 49) Since consumers receive so much information from marketers and screen out a good deal of it, it is important for marketers to devise communications that:
A. manipulate consumer perceptions in order to make them buy the products.
B. offer diverse messages about their products.
C. minimize the amount of information they circulate about their products or brands.
D. utilize appropriate media through which the consumers in the target market are reached.
Answer
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Related questions
Q:
(p. 52) For a high-involvement product purchase, consumers are likely to:
A. possess low awareness of product features.
B. obtain a high degree of disengagement.
C. develop a high degree of product knowledge.
D. receive low level of reference group influence.
Q:
(p. 52) Which of the following statements about product involvement is true?
A. Product knowledge is unrelated to product involvement.
B. The level of product involvement with a product requiring routine decision is same as that of a product requiring extensive decision making.
C. Product involvement is independent of the group, marketing, and situational influences operating upon a potential consumer.
D. A consumer's level of product involvement will determine how quickly a purchase is made.
Q:
(p. 52) Kelly, who wants to buy an exercise machine, sees an advertisement in the local newspaper for a fitness equipment store. She notices that the store showcases the model she wants. This is an example of _____ on product knowledge.
A. group influence
B. situational influence
C. marketing influence
D. product influence
Q:
(p. 51) Feeling fatigued after a hard day's work, Carter decided to go to a restaurant to order a large drink and a big piece of chocolate pie to feel energized. Which situational influence most likely accounts for Carter's behavior?
A. Task features
B. Social features
C. Current conditions
D. Physical features
Q:
(p. 51) _____ refer to situational influences such as momentary moods and states that influence consumer behavior.
A. Physical features
B. Current conditions
C. Task features
D. Time factors
Q:
(p. 51) Which situational influence includes an intent or requirement to select, shop for, or obtain information about a general or specific purchase?
A. Current conditions
B. Task features
C. Social features
D. Physical features
Q:
(p. 51) Which of the following situational features are the most readily apparent features of a situation?
A. Time features
B. Task features
C. Physical features
D. Social features
Q:
(p. 49) Marketers can create brand equity by:
A. selling the product in prestigious outlets that are exclusive.
B. ensuring ready availability of the product through retail chains.
C. collecting comparative information about competitive brands.
D. making the product available at all convenience stores.
Q:
(p. 49) Gary usually buys a specific brand of snack bars from his neighborhood store. He considers it a low-involvement purchase. This implies that Gary is:
A. unlikely to engage in extensive search.
B. not concerned about ready availability of the product.
C. likely to engage in extensive decision making.
D. likely to be influenced by reference groups.
Q:
(p. 49) Which of the following is true of the influences of price, product, and promotions on consumer behavior?
A. Salespeople do not have a direct impact on consumer behavior and its patterns.
B. Consistent bombarding of messages about a product will put off potential consumers.
C. Marketing communications play a critical role in informing consumers about products and services.
D. Value-conscious consumers buy products on the basis of place than other attributes.
Q:
(p. 49) Which of the following is an example of a marketing influence on consumer behavior?
A. Mani purchased the first pair of denim he saw rather than the Tough Guy pair he wanted since he was pressed for time.
B. Hannah blamed her depression for her purchase of two quarts of Cal's chocolate chip ice cream.
C. Aliya purchased jewelry at Zenia's Boutique because they had publicized about a sale of up to seventy percent off on all their products.
D. Jayla purchased $150 worth of aquatic plants because her companion convinced her that they would enhance the aesthetics of her aquarium.
Q:
(p. 48) For a marketing manager, social classes offer some insights into consumer behavior that are potentially useful:
A. for developing the mission statement.
B. as a market segmentation variable.
C. for changing the structure of the social classes.
D. to form buying centers within his company.
Q:
(p. 47) Which of the following is a significant characteristic of lower Americans?
A. Access to food stamps
B. Emphasis on family ties
C. Focus on recreational aspects
D. Concern with fashion
Q:
(p. 47) Which of the following statements about the American social classes is true?
A. The middle class emulates the upper Americans, which distinguishes it from the working class.
B. The middle class is differentiated from other social classes mainly by having income levels that only suffice the meeting of basic needs.
C. The working class is primarily concerned with fashion and buying what experts in the media recommend.
D. Most of the middle class receives public housing, food stamps, and Medicaid.
Q:
(p. 47) Identify the correct statement about middle-class Americans.
A. They form the minority of the entire population of the country.
B. They are characterized by a consumer behavior that is directed toward buying popular products.
C. They are least concerned about fashion and media recommendation.
D. They seek to establish their identity and therefore do not emulate the upper Americans.
Q:
(p. 47) In terms of consumption decisions, middle-class consumers:
A. purchase quality merchandise and prestige brands exclusively.
B. purchase what experts in the media recommend as good buys.
C. purchase basic goods with financial help from relatives to sustain themselves.
D. primarily purchase food, clothing, and other staples with governmental aid.
Q:
(p. 47) Which of the following individuals typically represents the American middle class?
A. Helena spends her high income toward purchase of prestige brands and quality merchandise.
B. Eva is concerned with fashion and always reads expert reviews and recommendations in the media before making a purchase.
C. Sally depends heavily on her relatives for emotional and economic support.
D. Frieda focuses on the recreational and mechanical aspects of life alike and pursues ease of labor.
Q:
(p. 46) Identify the correct statement about culture in the context of consumer behavior.
A. Cultural antecedents affect everyday behavior and are determinant of certain aspects of consumer behavior.
B. Absence of empirical evidence suggests that culture cannot predict consumer behavior.
C. Marketing managers should avoid adapting their marketing mix to cultural values as they lead to biases.
D. Cultural values of a domestic market are bound to remain uniform in the global market as well.
Q:
(p. 46) With relevance to marketing, which of the following cultural values of a consumer stimulates interest in products that are used or owned by others in the consumer's same social group?
A. External conformity
B. Individualism
C. Internal resonance
D. Humanitarianism
Q:
(p. 57) Which of the following statements is true with regard to the disconfirmation paradigm?
A. It applies only to the need recognition stage of the buying process.
B. It eliminates the role of consumer expectations prior to the purchase.
C. It combines prepurchase expectations and postpurchase satisfaction.
D. It negates the role of cognitive dissonance in the postpurchase phase of the buying process.
Q:
(p. 56) The intensity of postdecision dissonance will be the greatest when:
A. the product is a specialty product with few alternative choices.
B. the product has low functional risk and low psychosocial risk.
C. the product is a convenience product with numerous mediocre alternatives.
D. the product has a number of available alternatives with many desired features.
Q:
(p. 200) Autumn Wines Inc., a successful French wine company has turned the wide availability of high-quality grapes in France into a competitive advantage. Which of the following factors of Porter's model has been exemplified in this scenario?
A. Demand conditions
B. Factor conditions
C. Related and supporting industries
D. Company strategy, structure and rivalry
Q:
(p. 200) Which of the following is true of global marketing?
A. A marketing manager has different controllable decision variables in domestic and nondomestic markets.
B. Marketing globally is not similar to marketing at home.
C. Environmental differences do not affect the development of marketing programs in both domestic and nondomestic markets.
D. Firms invest in foreign countries for the same basic reasons they invest in their own country.
Q:
(p. 199) In the context of global marketing, which of the following best exemplifies an offensive goal?
A. An American software firm planning to take advantage of the significant differences in the operating costs between America and Japan
B. A leather manufacturer aiming to expand its operations to other nations to enjoy the benefits of economies of scale
C. An oil dealer aiming to preempt its competitors' global moves
D. A Finnish electronic goods manufacturer planning to acquire technological innovations developed in the United States
Q:
(p. 199) The board of directors of Synergie Incorporation discussed a few goals for the new fiscal year. The chief goals included maximizing total sales revenue and improving the overall market position of the firm. These goals were _____ in nature.
A. defensive
B. guerilla
C. offensive
D. niche
Q:
(p. 187) Which of the following explains the reason for the concentration on creation of time and place utility by service marketers?
A. Most services are often produced and marketed simultaneously.
B. The service encounter is distanced from the end benefit achieved.
C. Services cannot appeal to a buyer's sense of touch, taste, smell, sight, or hearing.
D. The buyer is guaranteed the ownership of the service that can be used later or given to others.
Q:
(p. 186) In terms of uniformity, which of the following is a difference between services and goods?
A. Owing to customer non-participation, services are often linear, while goods are non-linear.
B. Services often involve a short-term, impersonal relationship between buyer and seller, while goods often involve a personal, long-term relationship.
C. Because of high involvement on the part of a buyer, services tend to be unique, while goods do not vary in quality.
D. Services can be inventoried uniformly, while goods face stockouts due to their heterogeneous nature.
Q:
(p. 185) Service products are often difficult to identify, since they:
A. can be sold in the sense of ownership transfer.
B. are bought and consumed at the same time.
C. are composed of tangible elements that cannot be easily transferred.
D. cannot be exchanged directly from producer to user.
Q:
(p. 196) Which of the following is a valuable suggestion for service marketers?
A. They should ignore the aspect of making services widely available since it stifles demand.
B. They should utilize all components of the marketing mix.
C. They should ensure that services are not treated as tangible products in terms of their availability.
D. They should form an extended supply chain.
Q:
(p. 195) Lack of obsolescence in service firms has largely led to:
A. failure to recognize the need for change.
B. providing services to limited groups of employees.
C. marketing services only through branches.
D. lack of a technology drive.