Q&A Hero

Q: Figure 4-3In Figure 4-3 above, column C represents which of the following in terms of consumer involvement and product knowledge?A. routine problem solvingB. limited problem solvingC. extended problem solvingD. simulated selectionE. integrated problem solving

Q: Figure 4-1Identify and explain the five stages of the consumer purchase decision process as shown in A, B, C, D, and E in Figure 4-1 above.

Q: Figure 4-3In Figure 4-3 above, column B represents which of the following in terms of consumer involvement and product knowledge?A. consideration setB. routine problem solvingC. limited problem solvingD. extended problem solvingE. integrated problem solving

Q: All of the following are challenges that Groupon faces EXCEPT:A. most of the Groupon deals are unprofitable for merchants, so customers must be converted into repeat purchasers for this to be cost effective.B. Groupon faces extraordinary competition because the daily deal technology is easy to copy.C. the business model is hard to adapt at the local level, though it works well for large, national businesses.D. some consumers buy the coupons but never use them, eventually leaving them dissatisfied and unlikely to use Groupon again.E. Groupon must develop a comprehensive understanding of the differences in international buying behaviors to continue its explosive growth outside the United States.

Q: Figure 4-3In Figure 4-3 above, column A represents which of the following in terms of consumer involvement and product knowledge?A. consideration setB. routine problem solvingC. limited problem solvingD. extended problem solvingE. integrated problem solving

Q: Which of the following statements about Groupon is most accurate?A. In the alternative evaluation stage of the consumer purchase decision process, many Groupon customers focus on place or distribution as the most important evaluative criterion.B. A Groupon "deal of the day" e-mail may trigger a need in a consumer's problem recognition stage of the purchase decision process to do (buy) something they may not ordinarily do.C. The typical Groupon user is a 35- to 45-year old male with an average income of about $25,000 who is looking for a great deal.D. The Groupon purchase decision is made online and then confirmed by a telephone call when enough consumers agree to the offer and the "deal tips."E. Generally, Groupon consumers rarely follow the purchase decision process like they do for other consumer offerings because they do not have time for an information search.

Q: Groupon built its business model on the premise thatA. consumers would be receptive to online sweepstakes.B. businesses would be willing to post their 30-second TV advertising on a social network.C. consumers would want to "check in" and earn points and badges for visiting businesses.D. consumers would band together and try a new product or service if businesses would offer lower prices to entice them to take advantage of a daily deal offered to them.E. consumers would be willing to pay for fun and exciting online video games that are playable on their smartphones and tablet devices.

Q: Jenn needed to have another set of keys made for her apartment so she went to Home Depot to have it done since she remembered her dad going there. This is an example ofA. limited problem solving.B. extended problem solving.C. situational problem solving.D. routine problem solving.E. integrated problem solving.

Q: An Asian-American family whose relatives emigrated four generations ago has three children. The oldest son, George, is in medical school. Susan, at the age of 21, is a concert pianist. Brent is a second-year business student. This family is likely to exhibit which of the following Asian American buying patterns?A. non-assimilated, yet celebrating their culture by purchasing authentic Asian goodsB. assimilated, exhibiting buying patterns very much like other typical American consumersC. assimilated, yet celebrating their culture by seeking traditionally Asian occupationsD. non-assimilated, due to inherent differences in Asian subcultures that transcend generationsE. non-assimilated, exhibiting buying patterns very much like other typical American consumers

Q: Danilo has decided to purchase a new video game console, not having owned one before. He calls his gamer friends for recommendations about alternative brands and options. He has few concerns about the purchase but wants a quick rundown of the most important aspects to consider. In making his decision, Danilo seems likely to engage in which of the following problem solving variations?A. limited problem solvingB. extended problem solvingC. routine problem solvingD. alternative problem solvingE. integrated problem solving

Q: Elizabeth has decided to purchase a new electric juicer and plans to call several friends for the latest information about alternative brands. She is not concerned about where she buys it as long as she receives a very liberal return policy should anything go wrong. In making her decision, Elizabeth will engage in which of the following problem solving variations?A. limited problem solvingB. extended problem solvingC. routine problem solvingD. alternative problem solvingE. integrated problem solving

Q: Which problem solving variation would typically be used for blenders, a restaurant for lunch, or professional ball game tickets?A. routine response behaviorB. extended problem solvingC. simulated selectionD. integrated problem solvingE. limited problem solving

Q: Among the three major racial/ethnic subcultures in the United States, African Americans rank as __________ in terms of spending power.A. the largestB. the second largestC. the third largestD. equal with HispanicsE. equal with Asian Americans

Q: In __________, consumers typically seek only a few information sources about several sellers and their brands, and may identify and evaluate several criteria or attributes for each brand that eventually will comprise the consideration set.A. limited problem solvingB. extended problem solvingC. short-term problem solvingD. routine problem solvingE. relational problem solving

Q: Lexi wants to find the perfect gift for her older sister's college graduation. She started looking for the gift last month and expects to spend another couple of weeks to find a gift her sister will use and like. Lexi is engaging inA. routine problem solving.B. limited problem solving.C. extended problem solving.D. problem recognition.E. integrated problem solving.

Q: Which of the following statements about Hispanic buying patterns is most accurate?A. Hispanics are often brand loyal and willing to pay a premium price for premium quality.B. Hispanic buying preferences are strongly influenced by contemporary fads and fashions.C. Hispanics are dubious about using advertising as an information source.D. Convenience is an essential product attribute for Hispanic homemakers with respect to food preparation or consumption.E. Uniquely Hispanic buying patterns have virtually disappeared over the past ten years due to increased assimilation.

Q: Which of the following product or service is an example of a low-involvement purchase?A. a Louis Vuitton designer handbagB. a Trek bicycleC. membership into a local country clubD. a vacation to ItalyE. Biolage shampoo

Q: Which of the following is the largest racial/ethnic subculture in the United States?A. Asian AmericansB. HispanicsC. CaucasiansD. African AmericansE. Native Americans

Q: Subcultures refer toA. subgroups within the larger national culture, whose values and beliefs are diametrically opposed to foreign cultures.B. groups within organizations whose values and beliefs influence the corporate culture.C. subgroups within the larger, or national, culture with unique values, ideas, and attitudes.D. stakeholder groups outside an organization whose values and beliefs are contrary to the corporate culture.E. the designation given to people between the ages of 13 and 24 whose values and beliefs are not yet fully formed but are still influenced both by their families and society.

Q: For high-involvement purchases, consumers typically do all of the following EXCEPT:A. spend considerable time evaluating criteria for the consideration set.B. participate in word-of-mouth communication.C. evaluate a single product attribute, such as price.D. consider many brands.E. use both internal and external sources in information search.

Q: High-involvement purchases typically have which of the following sets of characteristics?A. The item is inexpensive, widely available, or simple to use.B. The item is inexpensive, very safe to use, or purchased with great frequency.C. The item is expensive, new to the market, or recommended by influential personal sources.D. The item is expensive, can have serious personal consequences, or could reflect on one's social image.E. The item is inexpensive, new to the market, or is used for over five years.

Q: Involvement refers toA. the external influences that affect a consumer's purchase.B. the personal, social, and economic significance of the purchase to the consumer.C. the level of difficulty involved in making a purchase.D. the total number of people involved in the actual exchange process.E. the time, energy, and personal investment that will be required to use a product.

Q: Jennifer usually worked long hours at her job at the hospital, so her husband Ari, an amateur chef, prepared most of the meals for the family. As an anniversary gift, Jennifer bought Ari a top-of-the-line professional cook top and range. Ari's primary role in this process was that of __________.A. information gathererB. influencerC. purchaserD. decision makerE. user

Q: Stephan was excited about his newly purchased laptop. It had all the features he wanted, and was really fast with a great display for his gaming. In addition, the $1,200 price tag was reasonable. The same day he took it out of the box, he saw an online special for a similar computer, on sale for only $1,000. Suddenly he began to doubt his purchase decision, and worried that maybe he hadn't gotten such a good deal. Stephan was most likely experiencingA. limited problem solving.B. cognitive dissonance.C. selective discord.D. product conflict.E. product uncertainty.

Q: In 31% of households, __________ are the primary grocery shoppers, though they may not be the grocery decision makers.A. teenagersB. extended family membersC. paid helpD. children of any ageE. men

Q: How would consumers who purchased a new and innovative Nike LeBron X basketball shoe for $315 try to reduce any cognitive dissonance they feel?A. limit their information search to an internal oneB. minimize problem solving involvementC. read ads for the new basketball shoe even after the purchase has been madeD. conceal the product purchase from othersE. If the shoe is comfortable and gives the requisite support, there will be no cognitive dissonance.

Q: When strolling through the grocery store, a toddler tells her mother, "Yuck, I don't like peas." Her mother puts down the peas and chooses green beans instead. The role of the little girl in this purchase was that of __________.A. information gathererB. influencerC. purchaserD. decision makerE. user

Q: You have just purchased a Samsung Galaxy Tab 2 tablet device. As you head home from the store, you brood about whether your choice was right or whether you should have bought an Apple iPad mini after seeing an ad for it on TV. This is most likely an example ofA. indecisiveness.B. cognitive dissonance.C. postpurchase stress.D. market anxiety.E. extended problem solving.

Q: The Martinez family is considering a vacation. Dad wants to stay home this year and use the money for home repairs. His mom who lives with them wants to visit relatives in New York. Dad asks his mother to determine the cost of a trip to New York and if they could stay with relatives while there. Mom and their daughter want to go to a beach. Which of the following sentences best describes the roles each family member played in making this decision?A. There is no family member serving as an information gatherer.B. The mother and the grandmother only played the role of influencer.C. The females in the family only play two roles - users and influencers.D. Since the father will make the final vacation decision, he has taken on all of the roles.E. The grandmother plays the roles of user, influencer, and information gatherer.

Q: Josh told his father that the family needed a new computer, so his dad asked him to look into the latest products and their prices. Josh's mom asked that the new computer have an ergonomic keyboard because she has wrist problems. His sister Ann wanted the computer to have a lot of memory to edit videos. With this information, Josh's dad chose and ordered a Dell. Which best describes the roles each family member played in making this decision?A. Josh's mother and Ann acted as information gatherers, users, and decision makers.B. Josh took on all the roles except that of purchaser.C. Josh's father took on all of the roles.D. Ann acted as a user and an influencer.E. Josh's mother acted as an information gatherer, a user, an influencer, and a gatekeeper.

Q: Cognitive dissonance refers toA. feelings of guilt for purchasing a product or service that was not consistent with a consumer's moral or ethical beliefs.B. feelings of discomfort associated with purchasing something purely for the sake of prestige.C. the feeling of postpurchase psychological tension or anxiety consumers may experience when faced with two or more highly attractive alternatives.D. feelings of discontent after a purchase has been made when the product fails to perform up to expectations.E. feelings of discontent before a purchase has been made when the customer finds out that he or she paid more for the product than necessary.

Q: The five roles of individual family members in the consumer purchase decision process areA. associative group, aspiration group, opinion leader, decision maker, and user.B. sustainer, experiential, belonger, emulator, and achiever.C. opinion leader, influencer, decision maker, purchaser, and user.D. information gatherer, influencer, decision maker, purchaser, and user.E. need driven, inner directed, outer directed, opinion leader, and decision maker.

Q: Which of the following statements about family decision making is most accurate?A. The use of joint decision-making is directly related to the educational levels achieved by the spouses.B. Husbands make most of the purchase decisions made about cars, vacations, and homes.C. The two types of family decision-making are joint and autonomous.D. With autonomous decision-making, the husband would make all the decisions about groceries, medicine, and car maintenance.E. Women have little influence when it comes to men's clothing purchases except for socks or ties.

Q: Firms like Ford and Frito-Lay have learned which of the following marketing lessons?A. It is a lot easier to find new customers than to retain existing ones.B. According to research, it is equally costly to acquire new customers and retain existing ones.C. Existing customers do not spend as much as new customers since that former like the old products rather than the new ones new customers like.D. The buying experience, customer satisfaction, and retention can increase a firm's profits.E. Unless a marketing promotion to retain customer loyalty can increase market share by at least 5 percent, it is not worth the expenditure.

Q: Customer satisfaction is an important focus for marketers becauseA. marketing research is an expensive proposition; the fewer times it needs to be done, the better off the company is.B. the financial value of a satisfied, loyal customer over time can be significant.C. consumers are unable to assess it by themselves.D. attracting new customers is easier than keeping old ones.E. a 50 percent increase in customer retention can increase a company's profits by 5 percent.

Q: Spouse dominant decision-making implies thatA. the husband makes the majority of the purchase decisions.B. the wife makes the majority of the purchase decisions.C. both the husband and the wife make the purchase decisions together.D. the wife and the husband alternate with respect to their purchase decisions.E. either the husband or the wife is primarily responsible for purchase decisions.

Q: Claire has just told her best friend, "I'm so glad I bought the Samsung Galaxy S5 rather than those other smartphones I was considering. Look at this incredible display, and the battery stays charged forever." Which stage of the consumer purchase decision process does Claire's conversation identify?A. problem recognitionB. information searchC. alternative evaluationD. purchase decisionE. postpurchase behavior

Q: The two major styles of family decision-making areA. joint and passive.B. spouse-dominant and spouse-submissive.C. joint and spouse-dominant.D. democratic and autocratic.E. active and passive.

Q: Based on the stages of the family life cycle, which of the following groups most likely has the largest amount of discretionary income?A. young couples without childrenB. single parents with childrenC. young singlesD. young married couples with childrenE. middle-aged couples with children

Q: Sensitivity to consumers' consumption or use experience, whether they are satisfied or dissatisfied, is extremely important in their __________.A. consideration set assessmentB. prepurchase behaviorC. evaluative criteria selectionD. value perceptionsE. information search

Q: Charlie was standing outside of his classroom talking on the phone when a friend heard him say, "Thank you for taking my call so quickly. I'd like to order the 32-gigabyte iPad. I'll pick it up today at the Southdale Apple Store. Can I use the easy pay plan?" Charlie was in which stage of the consumer purchase decision process?A. problem recognitionB. alternative evaluationC. information searchD. purchase decisionE. postpurchase evaluation

Q: All of the following would impact your decision about when to buy an offering EXCEPT:A. the manufacturer is currently offering a $25 rebate.B. you don't have the money now and don't get paid until Friday.C. the product is on sale.D. the store is closing in 10 minutes.E. the retailer's return policy is very relaxed.

Q: The family life cycle concept refers toA. the distinct phases a family progresses through from the birth of children to when the children leave home, each phase bringing with it identifiable purchasing behaviors.B. the distinct phases a family progresses through from the birth of children to retirement, each phase bringing with it identifiable purchasing behaviors.C. the distinct phases a blended family progresses through from marriage to separation, divorce, and remarriage, each phase bringing with it identifiable purchasing behaviors.D. the distinct phases a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.E. the intergenerational purchasing habits and product preferences that are passed down from one generation to the next.

Q: Figure 4-2 According to Figure 4-2 above, which of the following brands would be the best choice if the consideration set for a smartphone included the following rank-ordered evaluative criteria: (1) display, (2) audio quality, (3) battery, and (4) price? A. Apple iPhone 6 B. Blackberry Z 30 C. Samsung Galaxy S 5 D. LG G2 E. HTC One

Q: Nicole gives her young daughter Kelli an allowance of $5 a week. Sometimes, Nicole takes Kelli shopping. But if Kelli wants something that costs more than she has saved, Nicole reminds her she needs to keep saving. When Kelli is finally able to purchase a special, more expensive item, she is allowed to pay for it herself, including bringing the product to the sales clerk to complete the purchase. In this way, Nicole encourages the development of Kelli'sA. consumer assimilation.B. consumer acculturation.C. purchasing socialization.D. consumer socialization.E. purchasing enculturation.

Q: Figure 4-2 Figure 4-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models for Verizon customers. Which smartphone seems to have the highest rating (EXCLUDING price considerations)? A. Apple iPhone 6 B. Blackberry Z 30 C. HTC One D. LG G2 E. Motorola Droid Razor

Q: Research shows that consumer socialization with respect to brand preferences begin atA. the age of two.B. the age of five when their cognitive skills have developed to understand the concept of money.C. the age of thirteen when they become teenagers, when they can understand the responsibility involved in saving money to be able to consume products and services.D. the age of eighteen when they become college students, living outside their parents' home for the first time and being responsible for their purchase decisions.E. at any time, though most people change their brand preferences many times during their lifetimes.

Q: Figure 4-2Figure 4-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models. The columns each show a brand like Apple, Blackberry, HTC, LG, Motorola, and Samsung. These brands are referred to as the __________ when consumers use these smartphone ratings to evaluate the products.A. consideration setB. evaluative criteriaC. points of differenceD. value propositionsE. core benefits

Q: Consumer socialization refers toA. the distinct phases that a family progresses through from formation to retirement, each phase bringing with it identifiable purchasing behaviors.B. the people to whom an individual looks as a basis for self-appraisal or as a source of personal standards.C. the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers.D. the modes of living that are identified by how people spend their time and resources, what they consider important in their environment, and what they think of themselves and the world around them.E. the relatively permanent, homogeneous divisions in a society into which people sharing similar values, interests, and behavior can be grouped.

Q: Figure 4-2 Figure 4-2 above shows the recent ratings from independent rating agencies for selected smartphone brands and models. A number of factors are listed, such as price, display, audio quality, and text messaging. These factors are the typical __________ for smartphones. A. consideration sets B. evaluative criteria C. value propositions D. quality considerations E. core benefits

Q: BMW StreetCarver was a $495 skateboard that featured BMW's technology in its wheel suspension, which stabilizes the board's sleek design and allows for greater control around sharp curves. BMW wanted its skateboard to be within the consideration set of potential skateboard buyers. In this case, it most likely focused onA. reducing the postpurchase dissatisfaction that may result from purchasing its product.B. making sure its representatives attend sporting events such as ESPN's X-Games to get new product ideas.C. making appeals directed towards motivational ego needs.D. explaining the stability and control aspects of the StreetCarver in its advertising messages.E. creating personality profiles for skateboarders.

Q: A consideration set refers toA. the group of brands a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.B. the group of generic brands that a consumer would reluctantly consider acceptable.C. the group of brands of which a consumer is aware.D. all possible competitive product substitutes that may satisfy a consumer's needs regardless of the product class.E. those product alternatives a consumer has considered, including those deemed unacceptable.

Q: __________ influences on consumer behavior result from three sources: consumer socialization, passage through the family life cycle, and decision-making within the family or household.A. FunctionalB. SituationalC. SocialD. FamilyE. Personal

Q: The Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery technology to deliver more power, convenience, prestige, and fuel economy than non-hybrid cars. These attributes listed for the Ford Fusion Hybrid SE are those that consumers may consider when assessing the car. If they do, these attributes would be consideredA. points of difference.B. informational alternatives.C. evaluative criteria.D. competitive advantages.E. consumer attributes.

Q: When purchasing a tablet device, factors a consumer considers prior to purchase are called __________, which represent both the objective attributes of a brand and the subjective ones used to compare different products and brands.A. points of differenceB. informational alternativesC. buying-decision choicesD. evaluative criteriaE. consumer attributes

Q: If a fraternity or sorority wants to attract new members, it should focus on people who view its current members as a(n) __________ group.A. associativeB. aspirationC. dissociativeD. referenceE. involvement

Q: Which of the following statements concerning evaluative criteria is most accurate?A. If the alternatives in a consideration set do not meet the requirements of the evaluative criteria, the entire decision process is usually discontinued.B. Consumers often have several criteria for evaluating a single product.C. Evaluative criteria represent objective rather than subjective attributes.D. Evaluative criteria represent subjective rather than objective attributes.E. Ultimately, the most important evaluative criterion is price.

Q: A recent American Express advertising claim that "membership has its privileges" creates which type of reference group?A. aspiration groupB. dissociative groupC. assimilation groupD. integrated groupE. associative group

Q: Evaluative criteria refer toA. the objective and subjective attributes of a brand consumers use to compare different products and brands.B. those attributes of a brand that are based exclusively on objective criteria in order to make an unbiased purchase decision.C. those attributes of a brand that are based exclusively on subjective criteria in order to avoid postpurchase anxiety.D. the attributes of a product that a manufacturer wishes to promote to a specific target market.E. a list of required product attributes from which a customer will not waver regardless of additional incentives.

Q: An aspiration group is oneA. to which a person belongs, and wishes to continue with.B. that a person wishes to be a member of or wishes to be identified with.C. that a person wishes to maintain a distance from because of differences in values or behaviors.D. that a person knows he or she can never really fit into because of basic cultural differences.E. that a person feels is significantly above him or her in terms of socioeconomics.

Q: Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of the new car. She told a coworker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?A. problem recognitionB. information searchC. alternative evaluationD. purchase decisionE. postpurchase evaluation

Q: The alternative evaluation stage clarifies the problem for the consumer by suggesting criteria to use for the purchase, yielding brand names that might meet the criteria, and __________.A. developing consumer value perceptionsB. evaluating particular productsC. selecting the type of retail outletD. establishing a purchase timelineE. creating a hierarchy of needs

Q: Many University of Florida students, fans, and others view themselves part of "Gator Nation," the name of the __________ given to supporters of the University of Florida's educational and athletic programs.A. VALS typeB. aspiration groupC. social classD. brand communityE. market segment

Q: A brand community is a specialized form of the __________ reference group.A. dissociativeB. aspirationC. associativeD. VALSE. social class

Q: The alternative evaluation stage clarifies the problem for the consumer by __________, yielding brand names that might meet the criteria, and developing the consumer value perception that each alternative presents.A. evaluating particular productsB. selecting the type of purchase outletC. suggesting criteria to use for the purchaseD. minimizing cognitive dissonanceE. establishing a purchase timeline

Q: A brand community refers toA. the relatively permanent, homogeneous divisions in a society that consists of people who share similar values, interests, behaviors, and brands.B. a specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use.C. people to whom an individual looks to as a basis for purchasing particular brands.D. those buyers who, through the size of their purchases, affect where marketing dollars will be spent on a particular brand.E. those brands with whom a person does not wish to be identified with.

Q: Which of the following is NOT an example of a marketer-dominated source of information consulted during an external search?A. advertisingB. point-of-purchase displaysC. Consumer Reports magazineD. company salespeopleE. company websites

Q: The specialized group of consumers with a structured set of relationships involving a particular brand, fellow customers of that brand, and the product in use is referred to as a(n) __________.A. brand communityB. VALSC. opinion leaderD. social classE. buzz group

Q: College students who wear clothing displaying the Greek letters for fraternities or sororities to which they belong are demonstrating pride in a(n) __________ group.A. dissociativeB. aspirationC. associativeD. identificationE. political

Q: Reference groups refer toA. the relatively permanent, homogeneous divisions in a society that consists of people who share similar values, interests, and behaviors.B. individuals who exert direct or indirect social influence over others.C. people to whom an individual looks to as a basis for self-appraisal or as a source of personal standards.D. those buyers who, through the size of their purchases, affect where marketing dollars will be spent.E. those with whom a person does not wish to be a member of or identified with.

Q: About 65 percent of BzzAgents areA. Fortune 500 CEOs.B. buzzing entrepreneurs.C. older than 25 years of age.D. considered low-income.E. men.

Q: BzzAgentA. is the number one consumer information source in developing countries.B. captures honest word-of-mouth testimonials from satisfied customers who will promote new products or services.C. was the first on the Internet to create a public forum for new products.D. counteracts false rumors or negative buzz for quality products or services that have been unjustly accused on social networking websites.E. uses ethnographic research techniques to discover subtle behavioral and emotional reactions to products in their natural use environment.

Q: When conducting an information search, various product-rating organizations, such as government agencies and TV consumer programs, are known asA. relational sources.B. marketer-dominated sources.C. personal sources.D. public sources.E. stakeholder sources.

Q: BzzAgent is a firm that specializes in a marketing strategy known asA. sting.B. teaser advertising.C. spin.D. buzz.E. viral marketing.

Q: Relatives and friends whom the consumer trusts are known as __________ sources of external information.A. relationalB. marketer-dominatedC. personalD. stakeholderE. public

Q: Popularity created by consumer word of mouth is called __________.A. hypeB. buzzC. propagandaD. tweetE. spin

Q: Nico wants to buy a new digital camera for his semester studying abroad but he knows very little about cameras himself, having never owned one. As a result, he has begun asking for advice from friends and relatives. In addition, he has talked to a salesperson at a Wolf camera shop and Best Buy and has looked at some websites. Nico is engaging inA. problem recognition.B. an internal search.C. the purchase decision.D. an external search.E. the creation of an antecedent state.

Q: Emily wants to purchase a tablet device. She is unsure about what hardware and apps she will need. As a result, she has begun asking for advice from her friends and relatives. In addition, she has talked to several salespeople at Apple and Best Buy and has looked at some websites, such as HP and Dell. Emily is engaging inA. problem recognition.B. an internal search.C. an external search.D. a purchase task.E. the creation of an antecedent state.

Q: All of the following are marketing activities designed to stimulate conversations that promote positive or retard negative word of mouth EXCEPT:A. using slogans, music, and humor in advertising.B. giving appropriate product demonstrations.C. recruiting and deploying people to produce buzz.D. employing VALS segmentation strategies.E. running teaser advertising campaigns in advance of new-product introductions.

Q: What percentage of U.S. product sales is directly tied to word of mouth activity among friends, family, and colleagues?A. 10 percentB. 25 percentC. 33 percentD. 50 percentE. 67 percent