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Chapter 2 - Customer Behavior

TRUE/FALSE

1. Customers go through predictable stages when they make a purchase.

ANS: T DIF: Easy REF: Page 13

NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

2. Marketers can create desires in people that they didn’t previously have.

ANS: T DIF: Moderate REF: Page 13

NAT: BUSPROG Communication LOC: DISC: Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

3. A new MBA: student and a recently promoted corporate executive will typically have
the same wants.

ANS: F DIF: Challenging REF: Page 13

NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society

4. During the purchase phase, a consumer will consider all brands available in the market.

ANS: F DIF: Moderate REF: Page 13

NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior & society
 5. The pre-purchase phase includes identifying the need or want, searching possible solutions,
and building a consideration set.

ANS: T DIF: Easy REF: Page 13

NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

6. During the purchase phase, the consumer might ask himself, “What attributes don’t I
care about, and therefore will not pay high prices?”

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 ANS: T DIF: Challenging REF: Page 13
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

7. During the purchase phase, the consumer will ask herself, “Will I tell my friends what
a great brand I’ve found?”

ANS: F DIF: Moderate REF: Page 13

NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior & society

8. Whether the buyer is a consumer or a business, the phases of the buying process itself is
the same.

ANS: T DIF: Challenging REF: Page 13

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior & society

9. John is a buying agent for Starbucks because he buys supplies on behalf of Starbucks.

ANS: T DIF: Easy REF: Page 13

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Application MSC: MBA: Managing Strategy & Innovation

10. Going out to buy bread is the type of purchase that requires some thought or planning
ahead of time.

ANS: F DIF: Moderate REF: Page 13

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Application
MSC: MBA: Knowledge of Media Communications & Delivery

11. All purchases are the same.

ANS: F DIF: Easy REF: Page 13

NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 12. An example of a specialty purchase would be a new smartphone.

ANS: T DIF: Easy REF: Page 13

NAT: BUSPROG Communication LOC: DISC: Promotion
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Application
MSC: MBA: Knowledge of Media Communications & Delivery

13. An example of a modified rebuy is when the copier lease comes up and you want to try
a different vendor.

ANS: T DIF: Challenging REF: Page 14

NAT: BUSPROG Reflective Thinking LOC: DISC: Product
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Application
MSC: MBA: Knowledge of Technology, Design, & Production

14. A high customer involvement B2C purchase is called a specialty purchase.

ANS: T DIF: Challenging REF: Page 14

NAT: BUSPROG Analytic LOC: DISC: Product
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes

15. During higher involvement purchases, we would expect customers to be more

price sensitive.

ANS: F DIF: Moderate REF: Page 16

NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Comprehension
MSC: MBA: Managing Decision-Making Processes

16. It’s important for low-involvement products to be widely available so the customer can
pick them up without thinking.

ANS: T DIF: Easy REF: Page 16

NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes

17. Consumers can be simple or complex.

ANS: T DIF: Easy REF: Page 16

NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: The Marketing Science of Customer Behavior
KEY: Bloom's: Comprehension

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 MSC: MBA: Knowledge of human behavior & society

18. People are selective in their attention to environmental stimuli.

ANS: T DIF: Moderate REF: Page 16

NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

19. Colors do not have any cultural meaning.

ANS: F DIF: Easy REF: Page 16

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

20. The sound of a Mac vs. a PC starting up is an example of how sound or music is
important to marketers.

ANS: T DIF: Challenging REF: Page 17

NAT: BUSPROG Analytic LOC: DISC: Research
TOP: Sensation and Perception KEY: Bloom's: Application
MSC: MBA: Operations Skills

21. Sight, sound, smell, taste, and touch are all used by marketers.

ANS: T DIF: Moderate REF: Page 17

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

22. Marketers use subliminal advertising all the time because they know it works very well.

ANS: F DIF: Challenging REF: Page 17

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Evaluation
MSC: MBA: Knowledge of General Business Functions

23. An ad for dog treats on the side of the home page of dog.com is an example of
perceptual fluency.

ANS: T DIF: Challenging REF: Page 18

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Application
MSC: MBA: Managing Administration & Control

24. Learning is when associations of sights or sounds get stored in short-term memory
after many repetitions.

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 ANS: F DIF: Challenging REF: Page 18
NAT: BUSPROG Reflective Thinking LOC: DISC: Strategy
TOP: Learning and Memory KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior & society

25. The jingle, “Two all-beef patties...” is an example of the use of operant conditioning.

ANS: F DIF: Easy REF: Page 19

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Learning and Memory KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

26. Operant conditioning relies on behavior that is positively reinforced.

ANS: T DIF: Moderate REF: Page 19

NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: Learning and Memory KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

27. Starbucks has a loyalty program that gives you a free drink after every 5 purchases. This
is an example of a fixed ratio reinforcement schedule.

ANS: T DIF: Challenging REF: Page 19

NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Learning and Memory KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society

28. Marketer’s use Abraham Maslow’s hierarchy of needs by identifying their product with
a certain level.

ANS: T DIF: Easy REF: Page 20

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Motivation KEY: Bloom's: Knowledge
MSC: MBA: Managing Strategy & Innovation

29. Marketers use Maslow’s hierarchy of needs to offer an extended brand line so the
consumer can start high on the pyramid and work his way down.

ANS: F DIF: Moderate REF: Page 20

NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Motivation KEY: Bloom's: Comprehension
MSC: MBA: Managing Strategy & Innovation

30. Utilitarian vs. hedonic products means fulfilling needs vs. wants.

ANS: T DIF: Easy REF: Page 21

NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Motivation KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Technology, Design, & Production

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 31. A risk-averse consumer may be an avid customer, very knowledgeable, an opinion
leader, and they may wish to try the newest that the market has to offer.

ANS: F DIF: Easy REF: Page 21

NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Motivation KEY: Bloom's: Knowledge
MSC: MBA: Managing Strategy & Innovation

32. What motivates consumers is important to marketers.

ANS: T DIF: Moderate REF: Page 21

NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Attitudes and Decision Making KEY: Bloom's: Comprehension
MSC: MBA: Managing Strategy & Innovation

33. An example of importance weights are Mercedes are fast, they’re nice to look at, and
they’re expensive.

ANS: F DIF: Moderate REF: Page 21

NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Attitudes and Decision Making KEY: Bloom's: Application
MSC: MBA: Managing Strategy & Innovation

34. When it comes to beliefs and importance weights, marketers try to strengthen positive
attitudes about their brand through learning and appealing to consumer motivations
that their brand satisfies the consumer’s needs.

ANS: T DIF: Challenging REF: Page 22

NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Attitudes and Decision Making KEY: Bloom's: Synthesis
MSC: MBA: Managing Strategy & Innovation

35. When a consumer looks at the most important attribute of a brand first, and eliminates
all brands that do not have this attribute, he is using a lexicographic approach.

ANS: T DIF: Challenging REF: Page 22

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: Attitudes and Decision Making KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior & society

36. Some socio-cultural effects how consumers respond to brands are social class and age.

ANS: T DIF: Easy REF: Page 22

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: How Do Cultural Differences Affect Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 37. Old monied people indulge in conspicuous consumption. For example buying a
yellow Mustang to show off their wealth.

ANS: F DIF: Challenging REF: Page 22

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: How Do Cultural Differences Affect Consumers' Behavior?
KEY: Bloom's: Evaluation
MSC: MBA: Knowledge of human behavior & society

38. The current trend in age-related marketing has to do with marketing more towards the
older, baby-boomer generation.

ANS: T DIF: Moderate REF: Page 23

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: How Do Cultural Differences Affect Consumers' Behavior?
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions

39. It’s pretty simple to market for various ethnicities and countries since they have
similar perspectives.

ANS: F DIF: Easy REF: Page 23

NAT: BUSPROG Reflective Thinking LOC: DISC: Marketing Plan
TOP: How Do Cultural Differences Affect Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

40. Young women are the main buyers of luxury brands in South Korea.

ANS: T DIF: Easy REF: Page 23

NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: How Do Cultural Differences Affect Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

MULTIPLE CHOICE

1. During the phase of the purchase process, the customer identifies that something
is lacking.
a. purchase
b. pre-purchase
c. post purchase
d. preliminary
ANS: B DIF: Easy REF: Page 13
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge MSC: MBA: Managing Strategy & Innovation

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 2. During the purchase phase for a new computer, Larry creates a that includes
Apple’s Macbook Pro and Microsoft’s Windows 7, but does not include Linux systems.
a. mindset
b. purchase set
c. consideration set
d. list
ANS: C DIF: Moderate REF: Page 13
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Application MSC: MBA: Managing Strategy & Innovation

3. Which phase of the purchase process generates word of mouth?

a. customer evaluation
b. pre-purchase
c. purchase
d. post-purchase
ANS: D DIF: Challenging REF: Page 13
NAT: BUSPROG Reflective Thinking LOC: DISC: Strategy
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Comprehension MSC: MBA: Operations Skills

4. Whether the buyer is a consumer or a business, the buying process is .

a. consistent
b. inconsistent
c. exhausting
d. simple
ANS: A DIF: Moderate REF: Page 13
NAT: BUSPROG Communication LOC: DISC: Strategy
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge MSC: MBA: Operations Skills

5. A item is something that is purchased without much thought before the purchase.
a. quick
b. specialty
c. convenience
d. shopping
ANS: C DIF: Easy REF: Page 13
NAT: BUSPROG Communication LOC: DISC: Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Comprehension
MSC: MBA: Managing Decision-Making Processes

6. A straight rebuy, like when the office needs more paper, is common for customers.
a. B2B
b. B2C
c. C2B
d. C2C

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 ANS: A DIF: Challenging REF: Page 14
NAT: BUSPROG Reflective Thinking LOC: DISC: Promotion
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Application
MSC: MBA: Managing Decision-Making Processes

7. The different types of purchases are different because .

a. of the product itself
b. of differences in the mind of the customer
c. of customer attitudes
d. the price varies
ANS: B DIF: Challenging REF: Page 14
NAT: BUSPROG Reflective Thinking LOC: DISC: Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Evaluation
MSC: MBA: Managing Decision-Making Processes

8. Customer involvement is on a B2C specialty purchase.

a. very low
b. low
c. medium
d. high
ANS: D DIF: Moderate REF: Page 14
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of General Business Functions

9. A customer would be more price sensitive when buying gum than when buying .
a. gasoline
b. paper
c. bananas
d. a laptop
ANS: D DIF: Challenging REF: Page 14
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Synthesis
MSC: MBA: Knowledge of General Business Functions

10. A customer loyalty program for high-involvement products would take the form of .
a. brand communities
b. price discounts
c. buy one- get one free
d. social networks
ANS: A DIF: Moderate REF: Page 16
NAT: BUSPROG Analytic LOC: DISC: Strategy

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

11. Which products need to be widely available so the customer can pick them up
without thinking?
a. all products
b. medium-involvement products
c. low-involvement products
d. high-involvement products
ANS: C DIF: Easy REF: Page 16
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

12. The promotion for a high-involvement purchase will have a lot more associated
with it.
a. brand names
b. information
c. noise
d. pictures
ANS: B DIF: Easy REF: Page 16
NAT: BUSPROG Reflective Thinking LOC: DISC: Strategy
TOP: There are Different Kinds of Purchases
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

13. If you are not in the market for a new house, you will most likely ads for new houses.
a. hear
b. see
c. ignore
d. pay attention to
ANS: C DIF: Easy REF: Page 16
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

14. If a marketer wants a customer to have a higher motivation to learn more about a product,
he should do what?
a. create customer involvement
b. advertise more
c. lower prices
d. increase brand awareness
ANS: A DIF: Challenging REF: Page 16
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Comprehension

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 MSC: MBA: Knowledge of human behavior & society

15. Why is Dell’s darker, deep blue color trademarked?

a. it creates customer involvement
b. the blue color saves marriages
c. the blue color is pleasing to the eye
d. the blue color is well associated to Dell’s brand
ANS: D DIF: Moderate REF: Page 16
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior & society

16. Colors convey cultural meaning. In the U.S. brides wear white because it symbolizes .
a. love
b. passion
c. danger
d. purity
ANS: D DIF: Easy REF: Page 16
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

17. What type of music should be played during an ad if a marketer wants consumers to
spend more?
a. energetic, with a quick tempo
b. slow
c. jazz
d. classical
ANS: A DIF: Challenging REF: Page 16
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

18. Why are consumers willing to spend so much more for a Harley over a Honda motorcycle?
a. extra features on a Harley
b. the distinct sound of a Harley
c. Harley’s are faster
d. use of better materials
ANS: B DIF: Challenging REF: Page 17
NAT: BUSPROG Analytic LOC: DISC: Marketing Plan
TOP: Sensation and Perception KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society

19. Why do women who work the cosmetic counters in department stores wish to spray you?
a. to get you to notice the name of the perfume
b. to get you to notice the packaging of the perfume
c. to appeal to your sense of smell, and make you remember the product

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 d. so you smell better
ANS: C DIF: Moderate REF: Page 17
NAT: BUSPROG Analytic LOC: DISC: Strategy
TOP: Sensation and Perception KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society

20. What is a classic marketing exercise that is used to declare that one’s own product
is superior to the market leader?
a. blind smell tests
b. blind taste tests
c. advertising
d. blind feel tests
ANS: B DIF: Moderate REF: Page 17
NAT: BUSPROG Analytic LOC: DISC: Promotion
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes

21. Creating well-designed products is the predominant way of conveying brand

imagery through .
a. smell
b. touch
c. sight
d. sound
ANS: B DIF: Easy REF: Page 17
NAT: BUSPROG Analytic LOC: DISC: Promotion
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes

22. Which of the following is NOT an example of design?

a. good ergonomics
b. clean lines
c. sensual experience
d. pleasant smell
ANS: D DIF: Challenging REF: Page 17
NAT: BUSPROG Reflective Thinking LOC: DISC: Promotion
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes

23. When an ad is shown for such a short time that doesn’t meet the threshold of
consciousness, it is called .
a. fast
b. liminal
c. subliminal
d. unconscious
ANS: C DIF: Moderate REF: Page 17
NAT: BUSPROG Communication LOC: DISC: Research

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes

24. is subtle phenomenon that uses colors and fonts to affect how the message feels.
a. Sensory perception
b. Perceptual fluency
c. Subliminal messaging
d. Unconscious messaging
ANS: B DIF: Moderate REF: Page 18
NAT: BUSPROG Analytic LOC: DISC: Research
TOP: Sensation and Perception KEY: Bloom's: Knowledge
MSC: MBA: Managing Decision-Making Processes

25. Sensory and perceptual impressions can become .

a. brand associations
b. perceptual fluency
c. brand names
d. catch slogans
ANS: A DIF: Easy REF: Page 18
NAT: BUSPROG Communication LOC: DISC: Research
TOP: Learning and Memory KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior & society

26. Learning is the process by which associations get past the sensory and perception stages into
.
a. brand associations
b. perceptual fluency
c. short-term memory
d. long-term memory
ANS: D DIF: Moderate REF: Page 18
NAT: BUSPROG Communication LOC: DISC: Research
TOP: Learning and Memory KEY: Bloom's: Comprehension
MSC: MBA: Knowledge of human behavior & society

27. With repetition and elaboration, associations can get into _.

a. brand associations
b. short-term memory
c. brand names
d. long-term memory
ANS: D DIF: Moderate REF: Page 18
NAT: BUSPROG Analytic LOC: DISC: Research
TOP: Learning and Memory KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

28. Ivan Pavlov and his salivating dogs is an example of what type of learning process?
a. classical conditioning
b. operant conditioning

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 c. new age conditioning
d. associative conditioning
ANS: A DIF: Challenging REF: Page 18
NAT: BUSPROG Communication LOC: DISC: Customer
TOP: Learning and Memory KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society

29. Which of these is an example of stage 4 of classical conditioning?

a. a bell rung in front of the dog initially elicits no response
b. a food bowl placed in front of a dog naturally elicits its drool
c. a bell rung in front of the dog elicits drool
d. a bell rung while a food bowl is simultaneously placed in front of the dog
elicits drool
ANS: C DIF: Challenging REF: Page 18
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Learning and Memory KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society

30. Philip Morris recently changed their name to Altria .

a. because of a merger
b. so they could remove the negative association with their name
c. restructure the company
d. simplify the brand
ANS: B DIF: Moderate REF: Page 19
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Learning and Memory KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society

31. B.F. Skinner discovered with his studies on pigeons pecking at a target to get a
food pellet.
a. classical conditioning
b. operant conditioning
c. new age conditioning
d. associative conditioning
ANS: B DIF: Easy REF: Page 19
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Learning and Memory KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

32. Operant conditioning is based on .

a. rewards
b. neutral reinforcement
c. positive reinforcement
d. negative reinforcement
ANS: C DIF: Moderate REF: Page 19
NAT: BUSPROG Analytic LOC: DISC: Customer

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 TOP: Learning and Memory KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

33. Marketers use Maslow’s hierarchy of needs by

. a. focusing their advertising on a particular level
b. focusing on self-actualization needs
c. looking at which needs yield the largest profits
d. identifying their product with a certain level of needs
ANS: D DIF: Easy REF: Page 20
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Motivation KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

34. If a marketer is focusing on people who , he will promote a popular brand.

a. are individual
b. like to conform
c. are outgoing
d. have lots of money
ANS: B DIF: Easy REF: Page 21
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Motivation KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

35. What are a mix of beliefs and importance weights?

a. moods
b. visions
c. perceptions
d. attitudes
ANS: D DIF: Moderate REF: Page 21
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: Attitudes and Decision Making KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

36. Marketers typically classify customers by on a given purchase.

a. how much they care about
b. how much they spend
c. how much they think about
d. their perception
ANS: A DIF: Moderate REF: Page 21
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Attitudes and Decision Making KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

37. John is considering buying a new car. It’s important to him that the car has bluetooth. If
the car he looks at doesn’t have bluetooth, then he will not consider it for purchase. This is
an example of a mechanism.
a. decision criteria

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 b. quality
c. non-compensatory
d. compensatory
ANS: C DIF: Challenging REF: Page 22
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: Attitudes and Decision Making KEY: Bloom's: Application
MSC: MBA: Knowledge of human behavior & society

38. People tend to associate and marry people of the same .

a. race
b. age
c. social class
d. gender
ANS: C DIF: Moderate REF: Page 22
NAT: BUSPROG Reflective Thinking LOC: DISC: Customer
TOP: How Do Cultural Differences Affect Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

39. The baby boomer generation is societal minded, so it is expected that we see large scale
.
a. altruism
b. spending
c. saving
d. shifts in attitudes
ANS: A DIF: Easy REF: Page 23
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: How Do Cultural Differences Affect Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

40. China’s rising economy is creating a large demand for .

a. investment bankers
b. tacos
c. luxury goods
d. cars
ANS: C DIF: Easy REF: Page 23
NAT: BUSPROG Analytic LOC: DISC: Customer
TOP: How Do Cultural Differences Affect Consumers' Behavior?
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

ESSAY

1. Describe the three phases of the purchase process.

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 ANS:
The first phase is the pre-purchase phase. During this phase, the consumer identifies the
need or want, searches for a possible solution, and builds a consideration set. The next
phase is the purchase phase. During this phase, the consumer narrows the consideration set
and decides on a retail channel. Lastly, there is there is the post-purchase phase. In this
phase, the consumers asses the purchase, and if he is satisfied he will likely have repeat
purchases and will generate word of mouth about his purchase.
DIF: Easy REF: Page 13 NAT: BUSPROG Analytic
LOC: DISC: Customer
TOP: The Three Phases of the Purchase Process
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of General Business Functions

2. Describe the 3 types of purchases in a B2C transaction.

ANS:
A low customer involvement purchase in a B2C situation is called a convenience buy.
This purchase typically has little forethought and is price sensitive.
A medium customer involvement purchase in a B2C situation is called a shopping buy.
In this situation, the consumer puts more thought into the purchase and cares more about
the product quality/features.
The last type of purchase has high customer involvement. This situation is a called a
specialty purchase. Purchases of this type require a great deal of research for the best
brands, quality, and price. Marketers for this level try to convince the buyer that their brand
is the best choice.

DIF: Moderate REF: Page 14 NAT: BUSPROG Analytic

LOC: DISC: Marketing Plan TOP: There are Different Kinds of Purchases
KEY: Bloom's: Synthesis MSC: MBA: Managing Strategy & Innovation

3. Describe how visual stimuli are important to marketers and explain how colors are involved.

ANS:
Visual stimuli allow marketers to show products, information, and imagery. Colors can
ingrain brand associations in consumers’ minds. For example, the white iPod
headphones were easily identified with Apple because they were the only company to
offer white headphones when the iPod first came out.
Colors also are important for cultural symbols. In the U.S., white represents purity.
In Thailand, purple is the color for mourning. Yellow means courage in Japan.

DIF: Challenging REF: Page 16 NAT: BUSPROG Reflective Thinking

LOC: DISC: Customer TOP: Sensation and Perception
KEY: Bloom's: Synthesis
MSC: MBA: Knowledge of Media Communications & Delivery

4. Explain subliminal

advertising. ANS:

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Subliminal advertising is the idea that an ad can be shown for a brief moment and it is so
short that it doesn’t meet the threshold of consciousness, and is therefore subliminal. This
somehow is captured subconsciously and the hope is the message would compel buying
the product advertised.
Markers have ruled out that subliminal advertising works. But they do a lot of research in
the areas of perceptual fluency. Marketers know that if you are exposed to the same
billboard everyday, you will start to become familiar with it, and with familiarity comes
a comfortable, positive feeling, increasing the chances you will make a purchase.

DIF: Moderate REF: Pages 17-18 NAT: BUSPROG Communication

LOC: DISC: Marketing Plan TOP: Sensation and Perception
KEY: Bloom's: Comprehension MSC: MBA: Managing Strategy & Innovation

5. Using Pavlov’s dogs as an example, explain the 4 stages of classical conditioning.

ANS:
Stage 1: food is placed in front of the dog and it naturally drools
Stage 2: a bell is rung in front of the dog and it does not drool
Stage 3: a bell rung while a food bowl is simultaneously placed in front of the dog
causes drool
Stage 4: a bell rung in front of the dog elicits drool. The dog has come to learn that the bell
is associated with food.

DIF: Easy REF: Page 18 NAT: BUSPROG Analytic

LOC: DISC: Research TOP: Learning and Memory
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of Media Communications & Delivery

6. Explain the process of operant conditioning and how to maximize results using it.

ANS:
Operant conditioning is when someone learns a desired behavior by being rewarded. B.F.
Skinner discovered this when he was able to teach rats to press a bar. The rats would
press the bar because they knew they would be rewarded with a food pellet.
To maximize results with this method, you should use variable ratio reinforcement
schedule. For example, with a customer loyalty program, you will get more purchases if the
consumer does not know how many more purchases he has to make to get a free one. If the
program runs on a fixed ratio schedule, then he knows that 5 purchases gives him one free
one, for example.

DIF: Challenging REF: Pages 19-20 NAT: BUSPROG Analytic

LOC: DISC: Marketing Plan TOP: Learning and Memory
KEY: Bloom's: Evaluation
MSC: MBA: Knowledge of human behavior & society

7. List the 5 levels of Abraham Maslow’s hierarchy of needs. List from the lowest needs to
the highest.

ANS:

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 1. Food, water, sleep, sex
2. Safety, security
3. Friendship, belonging
4. Self-esteem, respect
5. Self-actualization

DIF: Easy REF: Page 20 NAT: BUSPROG Analytic

LOC: DISC: Research TOP: Motivation
KEY: Bloom's: Knowledge
MSC: MBA: Knowledge of human behavior & society

8. Describe one of the ways marketers use the hierarchy of needs and give an example of
this strategy.

ANS:
Any one of the following is acceptable
1. Marketers identify their product with a certain level of needs. For example,
Volvo stresses their brand represents safety.
2. Marketers appeal to your sense of belonging. For example, a men’s clothing store
would appeal to a new lawyer to make sure he has the nicest suit so that he fits in with
other lawyers.
3. Marketers appeal to self-esteem and respect by pointing a consumer to an aspiration
group. For example, a current MBA: student might aspire to be a CEO, so marketers
appeal to her desire to drive a nice car.
4. Marketers offer extended brand lines that encourages a customer to reach ever higher in
the pyramid. For example, Titleist offers golf clubs from beginner to professional, so as
you improve you can move up to the better clubs.
5. Marketers try to position brands as high on pyramid as possible. An example is a shoe
company using a pro athlete to endorse their brand, thereby making the consumer think
he will be faster if he uses this shoe.

DIF: Challenging REF: Pages 20-21 NAT: BUSPROG Analytic

LOC: DISC: Strategy TOP: Motivation
KEY: Bloom's: Comprehension MSC: MBA: Managing Strategy & Innovation

9. Explain the make-up of attitudes.

ANS:
Attitudes are a mix of beliefs and importance weights. Beliefs are opinions, such as:
McDonald’s is unhealthy, they’re everywhere, and the food is addicting Importance
weights are things like: I don’t care how unhealthy McDonald’s is, but I would like it
to taste good.

DIF: Moderate REF: Page 21 NAT: BUSPROG Analytic

LOC: DISC: Customer TOP: Attitudes and Decision Making
KEY: Bloom's: Knowledge MSC: MBA: Managing Strategy & Innovation

10. Explain how marketers use social class.

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 ANS:
Marketers appeal to different social classes in different ways. For example, people who
come from rich family backgrounds seek exclusivity in their brands. They may become
less likely to buy a brand if a company produces less expensive product lines. For people
who are “new rich” they tend to make purchases to show that fact off. For example, they
may buy a bright red Ferrari to show off their new wealth.

DIF: Moderate REF: Page 22 NAT: BUSPROG Analytic

LOC: DISC: Strategy
TOP: How Do Cultural Differences Affect Consumers' Behavior?
KEY: Bloom's: Comprehension MSC: MBA: Managing the Task Environment

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.