Question 1

Why is it important for marketers to understand consumer behavior theories?

1) Because in addition to marketing stimuli, the consumer has other stimuli they bring to their decision-making processes
2) Because marketers need to develop strategies for each of the consumer behavior factors
3) Because they may be able to manipulate consumers into purchasing their products
4) Because consumers are all different and need different products and services

Question 2

Which of the following stimuli can a marketer control?

1) The price of an offering.
2) A consumer's relationship with a brand
3) When a consumer purchases a product or service offering
4) The consumer's social class

Question 3

How can a marketer influence the decision of a consumer who identifies with the upper social class?

1) By only selling through the internet
2) By ensuring a reasonable price for the product
3) By appealing to their need for exclusivity by limiting distribution to only one exclusive retailer
4) By widely advertising in major urban newspapers

Question 4

The consumer purchase process begins when:

1) the manufacturer promotes the availability of the product.
2) the consumer surfs the internet looking for information on a particular product or service.
3) a consumer sees an ad for something he wants on TV.
4) the consumer identifies a need he wants to fill and has the resources to do so.

Question 5

Consumers ask their friends for product recommendations during which stage of the Consumer Purchasing Process?

1) Product choice and purchase
2) Search for information
3) Product evaluation
4) Need recognition

Question 6

What happens if a consumer purchases a product that does not live up to his expectations following an extensive consumer decision making process?

1) The customer returns the product and hopefully gets a refund.
2) The customer tells all his friends about his bad experience in hopes of influencing them to not purchase the product.
3) The consumer experiences cognitive dissonance.
4) The customer begins the decision-making process over again and hopefully has a better result.

Question 7

At which stage of the consumer decision-making process does the consumer actually own the product or service offering?

1) Search for information
2) Disposal of the product
3) Product evaluation
4) Product choice and purchase

Question 8

At what stage of the consumer decision process can a marketer influence the customer by having a highly recognizable brand name?

1) Product evaluation
2) Product choice and purchase
3) Search for information
4) Need recognition

Question 9

At what stage of the consumer decision process can a marketer focus on creating primary demand for a new product?

1) Need recognition
2) Product evaluation
3) Product use and evaluation
4) Search for information

Question 10

A buying decision in which the consumer is highly involved means:

1) the consumer will make a list of pros and cons for each of the products under consideration.
2) the consumer views the purchase as risky because of the price or because the purchase will reflect some aspect of her personality that is important to her.
3) the consumer doesn't trust advertising and insists on taking the time to do all the research himself.
4) the consumer likes to save money and shops for deals on every purchase.

Question 11

Why should marketing be concerned with disposal of a product as the last stage in the consumer decision process?

1) Beause they might be able to charge for disposal of their product
2) Because consumers are more concerned with environmental issues, and consumer concerns should be the company's concerns
3) Because they can use the old product to make new ones and increase profit margins
4) Because government regulations require them to be concerned with disposal.

Question 12

When making a routine purchase, does the consumer go through all the stages in the consumer decision process?

1) Yes. The consumer still goes through all the steps in the consumer decision process, but may take significantly less time at each of the stages.
2) No The consumer does not have to pass through any of the stages in the consumer decision process.
3) Yes. It doesn't matter the frequency or size of the purchase the consumer goes through all the steps for each and every purchase.
4) No. If the consumer already knows what she wants because of prior experience and satisfaction with the product, she will go directly to the product choice and purchase stage.

Question 13

Why do marketers need to be concerned with situational factors affecting consumer behaviors?

1) Because situational factors greatly affect a consumer's ability to buy a product or not buy a product
2) Because a situation may arise at the company that is not favorable to the consumer
3) Because situational factors identify whether or not the consumer has the means to buy the product
4) Because whether the product is purchased or not depends on the situation

Question 14

If you were going to look for a retirement savings product, one of the personal factors that is affecting your decision is:

1) Lifestyle
2) Age
3) Self-concept
4) Gender

Question 15

If you were considering purchasing a season ticket to the symphony orchestra, which level of Maslow's Hierarchy of Needs are you trying to fulfill?

1) Safety needs
2) Social needs
3) Esteem needs
4) Psychological needs