Question 1

Marketers should not encourage customer feedback because it can lead to negative word of mouth.

Accepted Answer

Marketers should encourage customer feedback as it helps them to improve their products/services, understand customer needs and preferences, and build stronger relationships with customers. While negative feedback can be challenging, it also provides opportunities for the company to make improvements and show their commitment to customer satisfaction. Ignoring feedback can lead to a lack of trust and loyalty from customers, which can ultimately harm the company's reputation and bottom line.

Question 2

When Hakim asked Marta where she wanted to go for lunch, she said Chili's because she went there at least once a week and always liked it. Marta conducted an internal search for information.

Accepted Answer

Marta relied on her own past experiences and preferences to make a decision, which is an example of an internal search for information.

Question 3

Generally, people buy one product or service instead of another because they
A) want to get the lowest price possible.
B) perceive it to be the better value for them.
C) prefer to avoid doing extended problem solving.
D) have conducted a thorough internal search for information.
E) are unaware of key determinant attributes.

Accepted Answer

People often choose one product or service over another because they perceive it to be the better value for them. This perception of value can be influenced by various factors, such as quality, features, brand image, and customer service. Customers may also consider price, but it is not necessarily the sole or primary factor in their decision-making process.

Question 4

Laura has a nearly new economy car, but she wants a Ford Mustang because she thinks it would be exciting to own one. If she decides to purchase a sports car such as the Mustang, she will be primarily fulfilling a __________ need.
A) functional
B) postpurchase
C) safety
D) psychological
E) functional and psychological

Accepted Answer

Laura's desire for a sports car like the Ford Mustang is not driven by any practical need or safety concern. Instead, it is a psychological desire for excitement and perhaps a sense of status or identity.

Question 5

Vladimir decided not to purchase the iPod shuffle because he didn't think it would hold all of his songs. Vladimir was using his assessment of the iPod shuffle's financial risk in making his decision.

Accepted Answer

Vladimir's decision was based on his perceived functional risk (whether or not the product would meet his needs), not financial risk (the potential loss of money).

Question 6

When Kelly began searching for a new car to replace her old, rusty one, she probably relied on __________ sources of information.
A) interpersonal and sensual
B) compensatory and noncompensatory
C) ritual and spiritual
D) psychological and functional
E) internal and external

Accepted Answer

Kelly most likely relied on both internal (personal preferences and past experiences) and external (online research, reviews, advice from friends/family, advertising) sources of information when searching for a new car.

Question 7

Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ.

Accepted Answer

Determinant attributes are indeed product or service features that are important to the buyer and on which competing brands or stores are perceived to differ. These attributes are critical in the purchase decision-making process of consumers.

Question 8

The consumer decision process model represents
A) the concept of habitual decision making.
B) the retrieval of an evoked set based on physiological needs.
C) the steps that consumers go through before, during, and after making purchases.
D) the shift from an internal to an external locus of control.
E) the types of decisions all consumers must make.

Accepted Answer

The consumer decision process model represents the steps that consumers go through before, during, and after making purchases. This includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.

Question 9

When Brandon decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Brandon was searching for information from
A) an external source.
B) an internal locus of control.
C) a reference source.
D) an internal source.
E) a situational factor group.

Accepted Answer

Brandon is seeking information from someone outside of himself, indicating that he is using an external source.

Question 10

Upscale men's and women's clothing stores like Nordstrom's, Neiman-Marcus, or Saks Fifth Avenue are more likely to appeal to consumers' __________ needs.
A) functional
B) postpurchase
C) safety
D) psychological
E) situational

Accepted Answer

Upscale clothing stores like Nordstrom's, Neiman-Marcus, or Saks Fifth Avenue cater to consumers' psychological needs for status, prestige, and self-expression. These stores offer high-end designer brands, personalized customer service, and a luxurious atmosphere that appeals to consumers' emotions and desire for social recognition.

Question 11

When the floor rusted through on her old car, Kelly knew she had a problem. Logically, Kelly's next step in the consumer decision process would be to
A) identify her need.
B) search for information about cars.
C) evaluate alternatives.
D) purchase a new car.
E) assess her satisfaction with the car she purchased.

Accepted Answer

Kelly's next step in the consumer decision process would be to search for information about cars. This is because she has identified her need and now needs to gather information about the different types of cars available in the market before she can evaluate alternatives and make a purchase decision.

Question 12

A key to successful marketing is determining how to meet the correct balance of __________ needs that best appeals to the firm's target markets.
A) functional and social
B) postpurchase and prepurchase
C) safety and situational
D) psychological and physiological
E) functional and psychological

Accepted Answer

The correct balance of functional and psychological needs is the best choice because it covers both the practical and emotional aspects of consumers' purchase decisions. Consumers not only buy products and services for their functional attributes but also seek emotional benefits such as status, self-expression, and aesthetic appeal. Therefore, understanding and meeting both functional and psychological needs would help marketers better appeal to their target markets.

Question 13

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and to
A) develop basic strategies for dealing with their behavior.
B) contribute to the theoretical knowledge in those disciplines.
C) avoid cultural reference group problems.
D) maximize postpurchase cognitive dissonance.
E) satisfy ritual consumption needs while avoiding overconsumption.

Accepted Answer

The answer of Marketers often use principles and theories from...

Question 14

The greater the discrepancy between a consumer's __________, the greater the consumer's need recognition will be.
A) financial risk and performance risk
B) search for alternatives and alternatives found
C) needy state and desired state
D) universal set and evoked set
E) external and internal information search

Accepted Answer

The needy state represents the consumer's current unsatisfied needs, while the desired state represents the consumer's desired or ideal state. The greater the discrepancy between these two states, the greater the consumer's need recognition will be.

Question 15

Jason usually buys Nike shoes, so when his friend asked him what shoes he should buy, he said Nike without thinking about it. Jason's response was an evoked set.

Accepted Answer

The answer of Jason usually buys Nike shoes, so when...

Question 16

The greater the discrepancy between a consumer's needy state and the desired state, the greater
A) time needed to satisfy the need.
B) the effort consumers will invest in searching for alternatives.
C) the consumer's need recognition will be.
D) the size of the universal set will be.
E) the amount of external information search will be needed.

Accepted Answer

The answer of The greater the discrepancy between a consumer's...

Question 17

When mountain climbers purchase clothing for scaling Mount Everest, their purchases are primarily addressing __________ needs.
A) functional
B) prepurchase
C) social
D) psychological
E) functional and psychological

Accepted Answer

Mountain climbers purchasing clothing for scaling Mount Everest are primarily addressing functional needs, such as staying warm, dry, and protected from the harsh weather conditions they will encounter during the climb. Prepurchase needs may be a secondary consideration, such as researching the best brands and products available before making a purchase. Social and psychological needs may also be important factors, but they are likely to have a secondary influence on purchasing decisions in this context.

Question 18

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers'__________ needs.
A) functional and social
B) postpurchase and prepurchase
C) safety and situational
D) psychological and physiological
E) functional and psychological

Accepted Answer

Harley-Davidson is addressing consumers' functional needs by producing motorcycles that can get riders to their destinations and back, but also their psychological needs through the use of brand and lifestyle as a means of self-expression and identity.

Question 19

When Karen realized her dog had fleas, Karen had
A) a social-perceptual incongruence.
B) a psychological need.
C) a cognitive learning failure.
D) a universal shopping need.
E) an unsatisfied need.

Accepted Answer

The answer of When Karen realized her dog had fleas,...

Question 20

The consumer buying process begins when
A) a consumer enters a store.
B) consumers' functional needs are greater than their psychological needs.
C) a consumer's performance risk is minimized.
D) a consumer recognizes an unsatisfied need.
E) learning follows perception.

Accepted Answer

The consumer buying process begins when a consumer recognizes an unsatisfied need. This is the first step in the process, as a consumer typically begins the process of actively seeking out a product or service when they realize they have a need that is not currently being fulfilled. Options A, B, C, and E are not correct because they do not accurately describe the starting point of the consumer buying process.

Quiz 6: Consumer Behavior

Marketers should not encourage customer feedback because it can lead to negative word of mouth.

When Hakim asked Marta where she wanted to go for lunch, she said Chili's because she went there at least once a week and always liked it. Marta conducted an internal search for information.

Generally, people buy one product or service instead of another because they

Laura has a nearly new economy car, but she wants a Ford Mustang because she thinks it would be exciting to own one. If she decides to purchase a sports car such as the Mustang, she will be primarily fulfilling a __________ need.

Vladimir decided not to purchase the iPod shuffle because he didn't think it would hold all of his songs. Vladimir was using his assessment of the iPod shuffle's financial risk in making his decision.

When Kelly began searching for a new car to replace her old, rusty one, she probably relied on __________ sources of information.

Determinant attributes are product or service features that are important to the buyer and on which competing brands or stores are perceived to differ.

The consumer decision process model represents

When Brandon decided he needed a new car, he immediately called his old college roommate, who owns a BMW dealership, to ask questions about options and financing. Brandon was searching for information from

Upscale men's and women's clothing stores like Nordstrom's, Neiman-Marcus, or Saks Fifth Avenue are more likely to appeal to consumers' __________ needs.

When the floor rusted through on her old car, Kelly knew she had a problem. Logically, Kelly's next step in the consumer decision process would be to

A key to successful marketing is determining how to meet the correct balance of __________ needs that best appeals to the firm's target markets.

Marketers often use principles and theories from sociology and psychology to better understand consumers' actions and to

The greater the discrepancy between a consumer's __________, the greater the consumer's need recognition will be.

Jason usually buys Nike shoes, so when his friend asked him what shoes he should buy, he said Nike without thinking about it. Jason's response was an evoked set.

The greater the discrepancy between a consumer's needy state and the desired state, the greater

When mountain climbers purchase clothing for scaling Mount Everest, their purchases are primarily addressing __________ needs.

By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers'__________ needs.

When Karen realized her dog had fleas, Karen had

The consumer buying process begins when