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Exam 6: Analyzing Consumer Markets

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Question 1

Multiple Choice

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The starting point for understanding consumer behavior is the ________ model in which marketing and environmental stimuli enter the consumer's consciousness, and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase decisions.

A) self-reliance
B) self-perception
C) psychogenic
D) stimulus-response
E) projective

F) A) and B)
G) B) and D)

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Question 2

Multiple Choice

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Which of the following would be the best illustration of a subculture?

A) a religion
B) a group of close friends
C) your university
D) a fraternity or sorority
E) your occupation

F) A) and D)
G) A) and B)

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A

Question 3

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The associative network memory model views long-term memory as ________.

The behavior people exhibit as they pass through certain life-cycle stages, such as becoming a parent, is largely fixed and does not change over time.

Within the context of Jennifer Aaker's analysis, identify the brand personality that can be associated with a new product whose promotional messages consistently portray it as being reliable, intelligent, and successful.

The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their brand beliefs according to importance.

Betsy, a teenager, uses most of her post school hours in either playing tennis or watching movies. She barely manages to concentrate in her lessons for a couple of hours before term exams. Being questioned about her substandard performance in the school, she points out the teacher's inability to complete the entire course during the school hours as the possible reason. Betsy's behavior is most likely to be associated with ________.

A key driver of sales frequency is the product ________ rate.

For a high-school student, Tim is highly concerned about environmental issues. He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood. He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause. This group of environmental activists can be categorized under which of the following reference groups?

Heuristics can come into play when consumers forecast the likelihood of future outcomes or events. When would a consumer use an anchoring and adjustment heuristic?

What do you understand by the term market partitioning?

The buying process starts when the buyer recognizes a(n) ________.

A(n) ________ group is one whose values or behavior an individual rejects.

If a direct-mail marketer wished to direct promotional efforts toward the family of ________, efforts need to be directed toward parents and siblings of the family members.

A(n) ________ is a descriptive thought that a person holds about something.

Richard Petty and John Cacioppo's ________, an influential model of attitude formation and change, describes how consumers make evaluations in both low- and high-involvement circumstances.

The level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus is called ________.

People can emerge with different perceptions of the same object because of three perceptual processes. List and briefly characterize these processes.

Consumers often choose and use brands that have a brand personality consistent with how they think others view them, also known as the ________.

The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group. We can distinguish between two family categorizations in the buyer's life. Name the two families and their impact on buying behavior.