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). The starting point in understanding how consumers respond to various marketing efforts the company might use is the$ a. ipinski model of buying behavior. b. stimulus/response model of buyer behavior. c. 0reudian model of buying behavior.

d. Maslow+s model of life/cycle changes.

Answer: (+) Dii!"#$%: (*) Pa'e: &* .i'"re 6/&

. ccording to the stimulus/response model of buyer behavior as presented in your te"t3# the place where consumers process marketing stimuli prior to making a purchase decision is called the$ a. consumer+s value chain. b. consumer+s cognitive schema. c. consumer+s black bo". d. consumer+s thoughts/emotions network.

Answer: (!) Dii!"#$%: (*) Pa'e: &* .i'"re 6/&

(. Consumer purchases are influenced strongly by cultural# social# personal# and$ a. psychographic characteristics. b. psychological characteristics. c. psychometric characteristics. d. supply and demand characteristics.

Answer: (+) Dii!"#$%: (*) Pa'e: &* &, .i'"re 6/*

%. ______________ is the most basic cause of a person+s wants and behaviors.a. Culture

b. 4ocial class c. 5ersonality d. ifestyle

Answer: (a) Dii!"#$%: (&) Pa'e: &,

&. child in the *nited 4tates is normally e"posed to all of the following values67C65T$

a. achievement and success. b. activity and involvement. c. material comfort. d. collectivism.

Answer: (-) Dii!"#$%: (,) Pa'e: &,

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18. Marketers are always trying to spot ____________ in order to discover new products that might be wanted. a. opinion graphers b. dissonant groups c. cultural shifts

d. benchmarks

Answer: (!) Dii!"#$%: (*) Pa'e: &,

11. The cultural shift toward _____________ has resulted in more demand for casual clothing and simpler home furnishings. a. liberal political causes b. conservative political causes c. informality d. downsi9ing

Answer: (!) Dii!"#$%: (*) Pa'e: &,

12. ________________ is a group of people with shared value systems based on common life e"periences and situations. a. culture b. subculture c. lifestyle composite d. social class

Answer: (+) Dii!"#$%: (*) Pa'e: &,

1!. :ispanics are often called an emerging market. ;hich of the following generalproduct categories do not sell well to :ispanics-

a. automobiles b. computers c. photography e,uipment d. generics

Answer: (-) Dii!"#$%: (,) Pa'e: &0

1'. frican merican consumers are strongly motivated by$ a. ,uality and ability to return merchandise. b. ,uality and selection. c. stores who honor their cultural traditions. d. stores who have store credit.

Answer: (+) Dii!"#$%: (,) Pa'e: &0

11!

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1). The fastest growing and most affluent *.4. demographic segment is the$ a. :ispanic merican consumers. b. frican merican consumers. c. Middle 6astern/merican consumers. d. sian merican consumers.

Answer: (-) Dii!"#$%: (,) Pa'e: &1

1. The greatest barrier to effectively marketing to the sian merican market is thought to be$ a. reluctance to grant credit to this group. b. language and cultural traditions. c. the urban nature of their neighborhoods. d. lack of a mass media that reaches this group.

Answer: (+) Dii!"#$%: (*) Pa'e: &6

1(. Mature consumers are becoming a very attractive market. Currently# the )8 and older population is estimated to be about ___________ strong. a. () million b. %) million c. &) million d. 11) million

Answer: (a) Dii!"#$%: (,) Pa'e: &6

1%.

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28. ccording to the characteristics of the ma=or merican social classes# the_________________ are the social elite who live on inherited wealth and have

well/known family backgrounds. a. upper/uppers

b. lower/uppers c. upper/middles d. upper/lowers

Answer: (a) Dii!"#$%: (&) Pa'e: &2 Ta+#e 6/&

21. ccording to the characteristics of the ma=or merican social classes# the _________________ are primarily concerned with >attaining the better things in life.?

They have attained positions as professionals# independent businesspersons# andcorporate managers.

a. upper/uppers

b. lower/uppers c. upper/middles d. upper/lowers

Answer: (!) Dii!"#$%: (*) Pa'e: &2 Ta+#e 6/&

22. ccording to the characteristics of the ma=or merican social classes# the_________________ are the class who leads a >working/class lifestyle.? Theydepend heavily on relatives for economic and emotional support.

a. upper/uppers b. lower/uppers c. upper/middles d. working class

Answer: (-) Dii!"#$%: (*) Pa'e: &2 Ta+#e 6/&

2!. 4ybil# 4ara# and @anice are all on the school tennis team. They are very proud of the fact that the team pulled together to accomplish the goal of winning a state

championship for their school. ;hich is the best characteri9ation of the relationship between these three girls and the rest of their school tennis team- a. group b. trend setters c. A4 pattern d. lifestyle concept

Answer: (a) Dii!"#$%: (*) Pa'e: &6

11)

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2'. roups which have a direct influence and to which a person belongs are called$ a. membership groups. b. facilitative groups. c. bonding groups.

d. social groups.

Answer: (a) Dii!"#$%: (&) Pa'e: &6

2). s a form of a reference group# the _______________ are ones to which theindividual wishes to belong.

a. secondary groups b. facilitative groups c. primary groups d. aspirational groups

Answer: (-) Dii!"#$%: (*) Pa'e: &6

2. The __________________ is a person within a reference group who# because ofspecial skills# knowledge# personality# or other characteristics# e"erts influence on

others. a. facilitator b. referent actor c. opinion leader d. social role player

Answer: (!) Dii!"#$%: (&) Pa'e: &2

2(. 6ven though buying roles in the family change constantly# the ___________ hastraditionally been the main purchasing agent for the family.

a. wife b. husband c. teenage children d. grandparent

Answer: (a) Dii!"#$%: (&) Pa'e: &3

2%. ma=or reason for the changing traditional purchasing roles for families is that$ a. the economic conditions are forcing more teens to work. b. more women than ever hold =obs outside the home. c. children are spending more time on the ;eb. d. men and women now shop together or >shop until you drop? for entertainment purposes.

Answer: (+) Dii!"#$%: (,) Pa'e: &3

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2&. n3 ________________ consists of the activities people are e"pected to perform according to the persons around them. a. behavior b. attitude c. role

d. status

Answer: (!) Dii!"#$%: (&) Pa'e: &

!8. The stages through which families might pass as they mature over time is adescription of what is called the$

a. adoption process. b. lifestyle cycle. c. Values and Lifestyle (VALS)topology. d. family life cycle.

Answer: (-) Dii!"#$%: (*) Pa'e: &

!1. ______________ is a person+s pattern of living as e"pressed in his or heractivities# interests# and opinions.

a. role b. status c. position d. lifestyle

Answer: (-) Dii!"#$%: (*) Pa'e: &

!2. ccording to the 4

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Answer: (+) Dii!"#$%: (,) Pa'e: *4&

!'. ______________ isare3 a person+s uni,ue psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment. a. 5sychographics

b. 5ersonality c. Eemographics d. ifestyle

Answer: (+) Dii!"#$%: (*) Pa'e: *4&

!). The basic premise of the _____________ is that people+s possessions contribute to and reflect their identitiesF that is# >we are what we have.? a. lifestyle concept b. self/concept c. personality concept

d. cognitive concept

Answer: (+) Dii!"#$%: (*) Pa'e: *4&

!. _____________ is a need that is sufficiently pressing to direct the person to seek satisfaction of the need. a. motive b. want c. demand d. re,uirement

Answer: (a) Dii!"#$%: (*) Pa'e: *4*

!(. good synonym for motive is an3 _____________. a. omen b. need c. drive

d. cue

Answer: (!) Dii!"#$%: (*) Pa'e: *4*

!%. The theory of motivation that views people as responding to urges that arerepressed but never fully under control was developed by$

a. Marshall. b. Gant. c. 0reud. d. Maslow.

Answer: (!) Dii!"#$%: (,) Pa'e: *4*

11%

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!&. Er. Gen Gaser designs ,ualitative research to probe consumers+ hidden# subconscious motivations. :e speciali9es in using nondirective and pro=ective techni,ues to

uncover underlying emotions and attitudes towards brands and buying situations. ;hich of the following terms would most appropriately describe what Er. Gaser is

doing-

a. market segment research b. cohort research c. psychodemographic research d. motivation research

Answer: (-) Dii!"#$%: (*) Pa'e: *4, Mar5e$in' a$ 7r5 6/&

'8. ccording to Maslow+s :ierarchy of Deeds# the lowest order of needs are called$ a. self/actuali9ation needs. b. social needs. c. safety needs.

d. physiological needs.

Answer: (-) Dii!"#$%: (&) Pa'e: *40 .i'"re 6/,

'1. ccording to Maslow+s :ierarchy of Deeds# the highest order of needs are called$ a. self/actuali9ation needs. b. social needs. c. safety needs. d. physiological needs.

Answer: (a) Dii!"#$%: (*) Pa'e: *40 .i'"re 6/,

'2. __________________ is the process by which people select# organi9e# and interpret information to form a meaningful picture of the world. a.

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''. Gellye is a loyal 4ony user. :er television# EAE player# cassette player# and AC

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'%. @ack erma has a special relationship with his dog# Chris. 4eeing dog toys in a pet store window# hearing of a special price on dog food during a television commercial# or talking with a friend and receiving a recommendation a on kennel are all forms of

__________# which may eventually impact @ack+s purchasing decisions and responses to the ob=ects he has seen or heard about.

a. drives b. cues c. reinforcements d. dyads

Answer: (+) Dii!"#$%: (*) Pa'e: *41

'&. f a consumer describes a car as being the >most economical car on the market#? then this descriptor is an3$ a. rule. b. attitude.

c. belief. d. cue.

Answer: (!) Dii!"#$%: (*) Pa'e: *41

)8. f a consumer tells friends > like my car more than any other car on the road#? then the consumer has e"pressed an3$ a. rule. b. attitude. c. belief. d. cue.

Answer: (+) Dii!"#$%: (*) Pa'e: *46

)1. ___________ puts people into a frame of mind of liking or disliking things# ofmoving toward or away from them.

a. rule b. n attitude c. belief d. cue

Answer: (+) Dii!"#$%: (*) Pa'e: *46

)2. ;hich of the following is DIT one of the five stages of the buyer decision process- a. need recognition b. brand identification c. information search d. purchase decision

Answer: (+) Dii!"#$%: (*) Pa'e: *42 .i'"re 6/0

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)!. ccording to the buyer decision process suggested in the te"t# the first stage is characteri9ed as being one of$ a. awareness. b. information search.

c. need recognition. d. demand formulation.

Answer: (!) Dii!"#$%: (&) Pa'e: *42 .i'"re 6/0

)'. The buying process can be triggered by an3 __________ when one of the person+s normal needsJhunger# thirst# se"Jrises to a level high enough to become a drive. a. awareness b. e"ternal stimuli c. internal stimuli d. e"periential motivation

Answer: (!) Dii!"#$%: (*) Pa'e: *42

)). The stage in the buyer decision process in which the consumer is aroused to search for more information is called$ a. information search. b. evaluation of alternatives. c. search for needs. d. perceptual search.

Answer: (a) Dii!"#$%: (&) Pa'e: *43

). The consumer can obtain information from any of several sources. f the consumer were to obtain information from handling# e"amining# or using the product# then the consumer would have obtained the information by using an3$ a. personal source. b. commercial source. c. informative source. d. e"periential source.

Answer: (-) Dii!"#$%: (*) Pa'e: *43

)(. :ow the consumer processes information to arrive at brand choices occurs duringwhich stage of the buyer decision process-

a. need recognition b. information search c. evaluation of alternatives d. purchase decision

Answer: (!) Dii!"#$%: (&) Pa'e: *43

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)%. enerally# the consumer+s purchase decision will be to buy the most preferred brand# but two factors can come between the purchase intention and the purchase decision. These two factors are best described as being$ a. the cost and availability of the product.

b. the attitude of others and the cost of the product. c. the availability of the product and une"pected situational factors. d. the attitude of others and une"pected situational factors.

Answer: (-) Dii!"#$%: (*) Pa'e: *4

)&. ;ith respect to postpurchase behavior# the larger the gap between e"pectations and performance$ a. the greater likelihood of re/purchase. b. the greater the customer+s dissatisfaction. c. the less likely the consumer will be influenced by advertising.

d. the less likely the consumer will need sales confirmation and support.

Answer: (+) Dii!"#$%: (*) Pa'e: *4

8. Cognitive dissonance occurs in which stage of the buyer decision process model- a. need recognition b. information search c. evaluation of alternatives d. postpurchase conflict

Answer: (-) Dii!"#$%: (*) Pa'e: *4

1. company must always guard against dissatisfying customers. In average# asatisfied customer tells ! people about a good purchase e"perience. dissatisfied

customer# however# on average gripes to ________ people. a. ( b. & c. 11 d. !8

Answer: (!) Dii!"#$%: (,) Pa'e: *&4

2. The _________________ is the mental process through which an individual passes from first hearing about an innovation to final adoption. a. adoption process b. consumption process c. innovation process d. new product development process

Answer: (a) Dii!"#$%: (*) Pa'e: *&4

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!. ll of the following are part of the adoption process that consumers may go through when considering an innovation 67C65T$ a. awareness. b. process.

c. interest. d. trial.

Answer: (+) Dii!"#$%: (*) Pa'e: *&

'. ;ith respect to adopter categories# the _______________ are guided by respect#are the opinion leaders in their communities# and adopt new ideas early but carefully.

a. seekers b. innovators c. early adopters d. early ma=ority

Answer: (!) Dii!"#$%: (*) Pa'e: *&, .i'"re 6/1

). ;ith respect to adopter categories# the ___________________ are skeptical and they adopt an innovation only after a ma=ority of people have tried it. a. early adopters b. early ma=ority c. late ma=ority d. laggards

Answer: (!) Dii!"#$%: (*) Pa'e: *&, .i'"re 6/1

. 4everal characteristics are especially important in influencing an innovation+s rate of adoption. _________ is the degree to which the innovation may be tried on a

limited basis. a.

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Answer: (a) Dii!"#$%: (&) Pa'e: *&1

%. ll of the following are among the primary differences between a business marketand a consumer market 67C65T$

a. purchase decisions to satisfy needs.

b. market structure and demand. c. the nature of the buying unit. d. the types of decisions and the decision process involved.

Answer: (a) Dii!"#$%: (,) Pa'e: *&1

&. The business marketer normally deals with _____________ than the consumermarketer does.

a. far greater but smaller buyers b. far greater and larger buyers c. far fewer but far larger buyers

d. far fewer and smaller buyers

Answer: (!) Dii!"#$%: (*) Pa'e: *&1

(8. ;hen demand comes as it does in the business market3 from the demand forconsumer goods# this form of demand is called$

a. kinked demand. b. inelastic demand. c. cyclical demand. d. derived demand.

Answer: (-) Dii!"#$%: (*) Pa'e: *&1

(1. eneral Motors buys steel because consumers buy cars. f consumer demand for cars drops# so will eneral Motors+ demand for steel. This is an e"ample of the

relationships found in$ a. kinked demand. b. inelastic demand. c. cyclical demand. d. derived demand.

Answer: (-) Dii!"#$%: (*) Pa'e: *&1

(2. That business markets have more buyers involved in the purchase decision isevidence of which of the following characteristic differences between business and

consumer markets- a. market structure and demand b. the nature of the buying unit c. types of decisions made d. type of decision process itself

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Answer: (+) Dii!"#$%: (,) Pa'e: *&1/*&6

(!. 5urchases in the business market often involve large sums of money# comple" technical and economic considerations# and interactions among many people at

many levels of the buyer+s organi9ation. This is evidence of which of the following characteristic differences between business and consumer markets- a. market structure and demand b. the nature of the buying unit c. types of decisions made and the decision process d. type of business classification

Answer: (!) Dii!"#$%: (,) Pa'e: *&6

('. The place in the business buying behavior model where interpersonal and individual influences might interact is called the$

a. environment. b. response. c. stimuli. d. buying center.

Answer: (-) Dii!"#$%: (*) Pa'e: *&6/*& .i'"re 6/6

(). n a _______________# the buyer reorders something without any modifications. a. habitual rebuy b. straight rebuy c. modified rebuy d. new task buy

Answer: (+) Dii!"#$%: (&) Pa'e: *&2

(. n a _______________# the buyer wants to change something about productspecifications# prices# terms# or suppliers.

a. habitual rebuy b. straight rebuy c. modified rebuy d. new task buy

Answer: (!) Dii!"#$%: (&) Pa'e: *&2

((. ;hen a firm buys a product or service for the first time# it is facing a$ a. habitual rebuy situation. b. straight rebuy situation. c. modified rebuy situation. d. new task situation.

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Answer: (-) Dii!"#$%: (&) Pa'e: *&2

(%. The >in? suppliers are most likely to get nervous and feel pressure to put their best foot forward in which of the following types of buying situations- a. modified rebuy

b. new task buying c. straight rebuy d. indirect rebuy

Answer: (a) Dii!"#$%: (*) Pa'e: *&2

(&. f a firm were to bid to do a >turnkey? operation where they would choose a building site# design a cement factory to build the plant# hire construction crews# assemble materials and e,uipment to run the new factory# and turn over the finished factory ready to operate to the owners# the bidding firm would be using which of the

following-

a. core process products selling b. design products selling c. reciprocal selling d. systems selling

Answer: (-) Dii!"#$%: (*) Pa'e: *&3

%8. The decision/making unit of a buying organi9ation is called its _____________$ allthe individuals and units that participate in the business decision/making process.

a. buying center b. purchasing center c. bidding center d. demand/supply center

Answer: (a) Dii!"#$%: (&) Pa'e: *&3 *&

%1. Considering the ma=or influences on business buyer behavior# as shown in a model inthe te"t# under which influence stage would you e"pect to find the influences ofauthority# status# empathy# and persuasiveness-

a. environmental b. organi9ational c. interpersonal

d. individual

Answer: (!) Dii!"#$%: (*) Pa'e: **4 .i'"re 6/2

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%2. The stage of the business buying process where the buyer describes the characteristics and ,uantity of the needed item is called$ a. problem recognition. b. general need description. c. product specification.

d. proposal solicitation.

Answer: (+) Dii!"#$%: (*) Pa'e: **,/**1 .i'"re 6/3

%!. f a buying team is asked by the purchasing department to rank the importance of reliability# durability# price# and other attributes of an item# then the team is going through a business buying process stage called$ a. problem recognition. b. general need description. c. product specification. d. proposal solicitation.

Answer: (+) Dii!"#$%: (*) Pa'e: **,/**1 .i'"re 6/3

%'. ________________ is the stage of business buying where an organi9ation decides onand specifies the best technical product characteristics for a needed item.

a. 5roblem recognition b. eneral need description c. 5roduct specification d. 5roposal solicitation

Answer: (!) Dii!"#$%: (*) Pa'e: **,

%). _________________ is an approach to cost reduction in which components are studied carefully to determine if they can be redesigned# standardi9ed# or made by less costly methods of production. a. Cost analysis b. Irder analysis c. 5roduct analysis d. Aalue analysis

Answer: (-) Dii!"#$%: (,) Pa'e: **,

%.

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Answer: (-) Dii!"#$%: (&) Pa'e: **,

%(. 0actors such as supplier reputation for repair and servicing capabilities are important criteria for evaluation at which stage in the business buying process- a. problem recognition

b. supplier search c. supplier selection d. order/routine specification

Answer: (!) Dii!"#$%: (*) Pa'e: **0

%%. Blanket contracts are typically part of which of the following stages in thebusiness buying process-

a. general need description b. product specification c. supplier selection

d. order/routine specification

Answer: (-) Dii!"#$%: (*) Pa'e: **0 **1

%&. The stage of the business buying process in which the buyer writes the final order with the chosen suppliers3# listing the technical specifications# ,uantity needed#

e"pected time of delivery# return policies# and warranties is called$ a. general need description. b. product specification. c. supplier selection. d. order/routine specification.

Answer: (-) Dii!"#$%: (*) Pa'e: **0

&8. The _______________ may lead the buyer to continue# modify# or drop thearrangement that has been entered into by the buyer and seller.

a. performance review b. order/routine specification c. supplier selection d. general need description

Answer: (a) Dii!"#$%: (&) Pa'e: **1

&1. ncreasingly# business buyers are purchasing all kinds of products and serviceselectronically# either through electronic data interchange links 6E3 or on the

nternet. The descriptive term for such purchases# e"changes# and links is$ a. e/marketing. b. e/commerce. c. e/procurement. d. e/transaction.

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Answer: (!) Dii!"#$%: (*) Pa'e: **1

&2. 6/purchasing by businesses has its drawbacks and problems. More than %8 percent of companies say that __________ is the leading barrier to e"panding electronic

links with customers and partners. a. security b. privacy c. cost d. lack of correct technology

Answer: (a) Dii!"#$%: (*) Pa'e: **2 **3

TRUE8.ALSE QUESTIONS

&!. Ine of the beauties of studying consumer buying behavior is its simplicity.

Answer: (.a#se) Dii!"#$%: (&) Pa'e: && &*

&'. ;ith respect to studying consumer or buyer behavior# the central ,uestion formarketers is$ >:ow do consumers respond to various marketing efforts the company

might use-?

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: &*

&). n a simple model of buyer behavior# marketing and other stimuli are processed in a consumer+s black bo".

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: &* .i'"re 6/&

&. f consumers have a cultural shift toward greater concern about health and fitness# then a correct marketing response would be to manufacture or market health and fitness services# e"ercise e,uipment# and sports clothing.

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: &,

&(. f the *.4. population ofAsian Americanswere a separate nation# its buying power of K)88 billion annually would rank twelfth in the free world.

Answer: (.a#se) Dii!"#$%: (,) Pa'e: &0

&%. The fastest growing and most affluent racial or ethnic subculture within the *nited4tates culture is the sian merican group.

Answer: (Tr"e) Dii!"#$%: (*) Pa'e: &1

1!8

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&&. n the *nited 4tates# a source of concern is the fi"ed lines between social classesand the problems that this rigidity brings.

Answer: (.a#se) Dii!"#$%: (*) Pa'e: &6

188. nherited wealth characteri9es the lower upper social class category.

Answer: (.a#se) Dii!"#$%: (*) Pa'e: &2 Ta+#e 6/&

181. *pper lowers in the *nited 4tates social class lead a >working/class lifestyle.?

Answer: (.a#se) Dii!"#$%: (&) Pa'e: &2 Ta+#e 6/&

182. Ipinion leaders are people within a reference group who# because of special skills#

knowledge# personality# or other characteristics# e"ert influence on others.

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: &2

18!. ;omen account for nearly one/half of all hardware purchases. The most accurate correlation with this e"ample would be that of changing social class distinctions.

Answer: (.a#se) Dii!"#$%: (&) Pa'e: &3

18'. person+s lifestyle is reflected by his or her activities# interests# and opinions.

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: &

18). n the A4 typology# action-oriented buyersbase their purchases on the actions and opinions of others.

Answer: (.a#se) Dii!"#$%: (,) Pa'e: *44

18. good illustration of the >Mouse 5otatoes? lifestyle as described by 0orrester+s Technographics scheme3 would be a person who is dedicated to interactive

entertainment and willing to spend for the latest in >technotainment.?

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: *4&

18(. person+s self/concept is also called the self/image.

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: *4&

18%. nother term for motive is self/concept.

1!1

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Answer: (.a#se) Dii!"#$%: (&) Pa'e: *4*

18&. The highest order of needs within Maslow+s hierarchy of needs scheme is esteem needssuch as self/esteem# recognition# or status.

Answer: (.a#se) Dii!"#$%: (,) Pa'e: *4* .i'"re 6/,

118. 4elective attention is the tendency for people to screen out most of the information to which they are e"posed.

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: *40

111. Dumerous studies by psychologists and consumer researchers have found no link between subliminal messages and consumer behavior.

Answer: (Tr"e) Dii!"#$%: (*) Pa'e: *41

112. earning occurs through the interplay between drives# stimuli# cues# responses# and reinforcement.

Answer: (Tr"e) Dii!"#$%: (*) Pa'e: *41

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11%. The business market consists of all the organi9ations that buy goods and services to use in the production of other products and services that are sold# rented# or supplied to others.

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: *&1

11&. The business market is huge# however# at present the consumer market still involves more dollars and items for sale.

Answer: (.a#se) Dii!"#$%: (*) Pa'e: *&1

128. Business buyers usually face more simple situations when purchasing than doconsumers because of the amount of information that they have prior topurchase.

Answer: (.a#se) Dii!"#$%: (*) Pa'e: *&6

121. straight rebuy occurs when a business buyer wants to modify productspecifications# prices# terms# or suppliers.

Answer: (.a#se) Dii!"#$%: (&) Pa'e: *&2

122. The buying center# by its very nature# is a fi"ed and formally identifiable unit within an organi9ation.

Answer: (.a#se) Dii!"#$%: (*) Pa'e: *&3

12!. *nlike consumer buying behavior# business buying behavior is not influenced by interpersonal factors.

Answer: (.a#se) Dii!"#$%: (*) Pa'e: **4 **& .i'"re 6/2

12'. The first stage of the business buying process is that of problem recognition.

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12). Aalue analysis is performed in the supplier search stage of the business buyingprocess model.

Answer: (.a#se) Dii!"#$%: (,) Pa'e: **,

12. n business buying# M

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ESSAY QUESTIONS

12(. :arley/Eavidson Motorcycle Company has used consumer behavior studies toadvance the organi9ation+s knowledge about its consumers. This strategy has been

pivotal in meeting the challenge of the @apanese motorcycle manufacturers. :ow has:arley/Eavidson used focus groups to keep up with its shifting market and varyingconsumer tastes- ;hat information has the company obtained about its customers-

Answer:

:arley/Eavidson uses focus groups to e"plore its consumers+ feelings about thecompany+s products. 0or e"ample# cut/and/paste collages of pictures assembled byrepresentative consumers3 showed how consumers felt about the company+s motorcycles.This focus group e"ercise was then followed by a more e"tensive 1#888 surveys3battery of psychological# sociological# and demographic ,uestions that attempted toclassify :arley users into distinct groups advertising could then be directed toward these

specific groups3. The company found that :arley customers were buying more than =ustmotorcycles when the company+s product was purchased. The customers were making alifestyle statement and displaying an attitude. These lifestyle statements and attitudeswere then captured in advertisements directed toward the target audiences. The companybelieves that knowledge of consumer behavior is very important to the overall success oftheir strategy and campaigns.

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12%. Eefine the consumer market and briefly describe the elements of a simple model ofbuying behavior as identified in your te"t.

Answer:

The consumer market is made up of all the final consumers of products and servicescombined. simple model of consumer behavior consists of 13 marketing and otherstimuli such as the '5s Lproduct# price# place# and promotion and environmental forcesLeconomic# technological# political# and cultural forces3# 23 the buyer+s black bo" thatincludes the buyer+s characteristics and the buying decision process3# and !3 the buyer+sresponses which includes product choice# brand choice# dealer choice# purchase timing#and purchase amount3.

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12&. Eescribe the importance of culture# subculture# and social class influences onconsumer buying behavior.

Answer:

Culture is the most basic cause of a person+s wants and behavior. 4ubcultures are smallergroups of shared value systems based upon common life e"periences or situations.4ubcultures often make up significant market segments. 4ocial classes are relatively

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permanent and ordered divisions in a society whose members share similar values#interests# and behaviors related to product preferences and purchase behaviors.

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1!8. Briefly# characteri9e the :ispanic# frican merican# and sian mericansubcultures found in the *nited 4tates market.

Answer:

a3. :ispanic mericans consist of Cuban# Me"ican# Central merican# 4outh merican#and 5uerto

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Answer:

The five categories as outlined in the te"t include$a3. 0ast 0orwardsJthe biggest spenders on computer technology. 0ast 0orwards areearly adopters of new technology for home# office# and personal use.b3. Dew ge DurturersJalso big spenders but focused on technology for home uses#

such as a family 5C.c3. Mouse 5otatoesJconsumers who are dedicated to interactive entertainment andwilling to spend for the latest in >technotainment.?d3. Techno/4triversJconsumers who use technology primarily to gain a career edge.e3. :andshakersJolder consumers# typically managers# who don+t touch computers atwork and leave that to younger assistants.

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1!!. ist and briefly describe Maslow+s :ierarchy of Deeds.

Answer:Beginning at the bottom of the pyramid model$a3. physiological needsJhunger# thirstb3. safety needsJsecurity# protectionc3. social needsJsense of belonging# loved3. esteem needsJself/esteem# recognition# statuse3. self/actuali9ation needsJself/development and reali9ation

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1!'. Eiscuss and illustrate the difference between an attitude and a belief.

Answer:

belief is a descriptive thought that a person holds about something. n attitude is aperson+s consistently favorable or unfavorable evaluations# feelings# and tendenciestoward an ob=ect or idea. Beliefs may be based on knowledge# opinion# or faith# and theymay carry an emotional charge. ttitudes are primarily feelings of like and dislike.ttitudes are difficult to change.

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1!). dentify each of the stages of the buyer decision process. Be sure to give a briefdescription of each stage.

Answer:

a3. Deed recognition$ The first stage of the buyer decision process# in which theconsumer recogni9es a problem or need. The buyer senses a difference between his orher actual state and some desired state. The need can be triggered by internal or e"ternalstimuli.

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b3. nformation search$ The stage of the buyer decision process in which the consumer isaroused to search for more informationF the consumer may simply have heightenedattention or may go into active information search.c3. 6valuation of lternatives$ The stage of the buyer decision process in which theconsumer uses information to evaluate alternative brands in the choice set. The consumer

can use product attributes# degrees of importance# brand beliefs# total product satisfaction#or an evaluation procedure to perform alternative evaluation.d3. 5urchase decision$ The stage in the buyer decision process in which the consumeractually buys the product. 0actors that can influence this action phase are$ the purchaseintention# the attitudes of others# and une"pected situational factors.e3. 5ostpurchase behavior$ The stage of the buyer decision process in which consumerstake further action after purchase based upon their satisfaction or dissatisfaction. Theconsiderations are the consumer+s e"pectations and the product+s perceived performance.Cognitive dissonance can set in# and must be dealt with before complete satisfaction canbe achieved.

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1!). 5eople differ in their readiness to adopt or try new products. Take each of the fiveadopter groups mentioned in the te"t and give a synonym or brief description of eachprimary characteristic that sets each particular group apart from the others.

Answer:

a3. nnovatorsJventuresomeJthey try new ideas at some risk.b3. 6arly adoptersJrespectedJthey are the opinion leaders in their communities andadopt new ideas early but carefully.c3. 6arly ma=orityJdeliberateJalthough they are rarely leaders# they adopt new ideasbefore the average person.d3. ate ma=orityJskepticalJthey adopt an innovation only after a ma=ority of peoplehave tried it.e3. aggardsJtradition boundJthey are suspicious of changes and adopt the innovationonly when it has become something of a tradition itself.

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1!. n innovative product+s rate of adoption is influenced by five characteristics. istand then briefly discuss each of these characteristics.

Answer:

a3.

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e3. CommunicabilityJthe degree to which the results of using the innovation can beobserved or described to others.

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1!(. 6"plain how business markets differ from consumer markets.

Answer:

The main differences include market structure and demand# the nature of the buying unit#and the types of decisions and the decision process within the two. Business markets aregeographically concentrated and have derived# inelastic# and fluctuating demand. Buyingis more professional and involves more people. Eecisions are more comple"# moreformali9ed# and the buyer and seller are more dependent upon one another.

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1!%. There are three types of buying situations faced by the business buyer. ist andbriefly e"plain or characteri9e each of these situations.

Answer:

a3. 4traight rebuyJthe buyer reorders something without any modifications. t isusually handled on a routine basis by the purchasing department.b3. Modified rebuyJthe buyer wants to modify product specifications# prices# terms# orsuppliers. More people in the firm are involved in this situation.c3. Dew/taskJa company buys a product for the first time. n such cases# the greater thecost or risk# the larger the number of decision participants and the greater their efforts tocollect information will be.

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1!&. ist and define the stages in the business buying decision process.

Answer:

a3 5roblem recognition$ the stage in which someone in the company recogni9es aproblem or need that can be met by ac,uiring a good or a service.b3 eneral need description$ the stage in which the company describes the generalcharacteristics and ,uantity of a needed item.c3 5roduct specification$ the stage in which the buying organi9ation decides on andspecifies the best technical product characteristics for a needed item.d3 4upplier search$ the stage in which the buyer tries to find the best vendors.e3 5roposal solicitation$ the stage in which the buyer invites ,ualified suppliers tosubmit proposals.f3 4upplier selection$ the stage in which the buyer reviews proposals and selects asupplier or suppliers.

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g3 Irder/routine specification$ the stage in which the buyer writes the final order withthe chosen suppliers3# listing the technical specifications# ,uantity needed# e"pected timeof delivery# return policies# and warranties.h3 5erformance review$ the stage in which the buyer rates its satisfaction withsuppliers# deciding whether to continue# modify# or drop them.

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APPLICATION QUESTION

1'8. n the past few years# 0rito/ay snack foods introduced several new products to theiralready e"tensive line of chips. The new products were a >baked? potato chip and a>reduced fat? potato chip. *sing information found in the chapter on factors thatinfluence consumer behavior# indicate cultural# social# personal# and psychological,uestions that would be useful to answer so that meaningful market segments can be

derived for either of these two new products pick one of the two products3. Be specificin your recommendations.

Answer:

The purpose of this ,uestion is to get students to review information found in the chapterand in .i'"re 6/*. This ,uestion may be given as a take/home assignment since itre,uires e"tended thought.

n order to construct an answer# the student should consider the following$a3 CultureJany relevant variables within the general culture# subculture# and social classstructure should be identified. 0or e"ample# what types of mericans have an affinity forsnack foods# which groups prefer a more healthy or reduced diet# do particularsubcultures have different preferences in snack foods# do the different subcultures havedifferent views toward healthy lifestyles# and do social class and income oroccupational3 variables have any impact on the ,uestion-b3 4ocialJwould groups influence the acceptability of the new products# would there bepeer pressure such as with >stop smoking? campaigns3# what family dynamics wouldcome into play in the selection of the new products would a Mom that wants a healthylifestyle have more influence than children who want traditional snack items3# and wouldeither of the new products have an elevated status because of their newness-c3 5ersonalJin this section such factors as the consumer+s age and life/cycle stage#occupation# economic situation# lifestyle# and personality and self/concept should bee"amined. 0or e"ample# would these new products be aimed at those that are alreadyparticipating in a health/related lifestyle# with respect to product selection# or should theproducts be aimed at those that have problems and are looking for healthy alternatives tosolve their problems-d3 5sychologicalJa consumer+s motivation# perception# learning# and beliefs andattitudes would certainly be impacted by the adoption of either of these two newproducts. Eoes the consumer look at these two new products as being inferior to theolder# more preferred products# how much does the consumer really know about these

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products# and what beliefs or attitudes must be formed or changed for the products to besuccessful-

4tudents should construct their answers using some type of plan that is similar to theideas presented above unless other more specific instructions are given. 4tudents should

feel free to construct their own ,uestions# however# the ,uestions should be useful indetermining market segments that could be targeted by the company for sales andpromotional efforts.

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