1. A retailer that has many people browsing in their store, but few people actually buying products, needs to strive to increase its _____.
a. innovativeness
b. advertising
c. conversion rate
d. market segment
e. consideration set
2. Extended problem solving in a buying decision:
a. is engaged in when the decision is of a low-risk nature.
b. is engaged in when the decision is of a low uncertainty.
c. is more likely to happen when a hedonic need is being satisfied.
d. is more likely to happen when the needs are commonplace.
e. is likely to prompt the offer of money-back guarantees.
3. Limited problem solving decision process:
a. is engaged in when the decision is of a high-risk nature.
b. is engaged in when the decision is of a high uncertainty.
c. is more likely to happen when a hedonic need is being satisfied.
d. is done on the spot after seeing the merchandise.
e. is likely to prompt the offer of money-back guarantees.
4. Habitual decision making:
a. engages when the decision is of a high-risk nature.
b. engages when the decision is of a high uncertainty.
c. involves little or no conscious effort.
d. involves extensive thought and planning.
e. involves the offer of money-back guarantees.
5. Jamie wants to buy an imported car but has refrained from doing so because of the devaluation of her country’s money value against the dollar. Which of the following is a reason that seemed to influence Jamie’s buying process?
a. The economy
b. Her family
c. Her reference groups
d. Her culture
e. Her biases
6. Which of the following is true of customer characteristics as concluded from the VALS survey?
a. Customers primarily motivated by ideals look for products and services that demonstrate success to their peers.
b. Customers who are motivated by achievement are guided by knowledge and principles.
c. Consumers who are primarily motivated by self-expression desire social or physical activity, variety, and risk.
d. Customers’ primary motivation for buying is independent of their self-image.
e. Customers’ primary motivation for buying is independent of their income group.