Q&A Hero

Q: An external search for product information is likely to occur whenA. the cost of gathering information is low.B. review of past experience provides adequate information.C. the risk of making a wrong purchase decision is low.D. the item is frequently purchased.E. the item is for personal use rather than for professional use.

Q: What percentage of all consumer conversations about brands happens online?A. 5 percentB. 10 percentC. 15 percentD. 25 percentE. 40 percent

Q: About __________ of all consumer conversations about brands happen over the phone.A. 5 percentB. 10 percentC. 15 percentD. 25 percentE. 40 percent

Q: Julie is an avid mystery reader and her babysitter Tina has been borrowing some of her books over the summer. When Tina's birthday approaches, Julie wants to buy her a good mystery. When Julie was trying to recall her favorite mystery authors, she was engaged inA. problem recognition.B. an internal search.C. an external search.D. a purchase task.E. the precognition of an antecedent state.

Q: What percentage of all consumer conversations about brands happens face-to-face?A. 25 percentB. 33 percentC. 50 percentD. 75 percentE. 90 percent

Q: A mother of two toddlers would primarily use an internal search of her prior experiences with products and brands when purchasingA. a gift for her babysitter.B. an iPhone.C. disposable diapers.D. a swing set.E. a weekend getaway.

Q: Word of mouth refers toA. advertising or public service announcements that rely solely on auditory or voice messages to reach an organization's target market.B. subjective, often negative, misconceptions that are passed from one person to another as the result of selective perception.C. the influencing of people during conversations.D. the individuals who exert direct or indirect social influence over others.E. casual or unconstrained conversation or reports about other people or offerings involving details that are not confirmed as being true.

Q: Bob's best friend Mike turns 25 next week. Bob decided to purchase Mike a tablet device/e-book reader as a present. Because Bob has purchased three personal computers and other consumer electronic devices over the past five years, he scanned his memory for various brand options. This is an example of what part of the consumer purchase decision process?A. recollection searchB. external searchC. evaluative criteriaD. antecedent statesE. internal search

Q: The influencing of people during conversations is referred to asA. opinion formations.B. peer persuasion.C. interpersonal gossip.D. word of mouth.E. consumer socialization.

Q: Casey's girlfriend will celebrate her birthday next week, so he needs to buy her a gift. He remembers the brand of watch that she wears and considers if she would like a new one by the same maker. This is an example of what part of the consumer purchase decision process?A. recollection searchB. external searchC. evaluative criteriaD. antecedent statesE. internal search

Q: Citizen Eco-Drive Ad When Citizen (see the ad above) uses a spokesperson such as football player Eli Manning to promote its Eco-Drive watches, it believes he is a(n) __________ who can influence the purchase decision of its target market. A. opinion leader B. product champion C. innovator D. BzzAgent E. rainmaker

Q: When an elementary school teacher was returning to school in the fall, she wanted to buy markers and craft paper. She remembered the discount website she visited last year for her purchases, so she'll start there to see if the website still carries the items previously purchased. What term best describes the information search method used by the teacher?A. personal external sourceB. public external sourceC. market-dominated external sourceD. internal searchE. market-dominated internal source

Q: What percentage of adults is considered to be opinion leaders?A. 1 percentB. 5 percentC. 10 percentD. 25 percentE. It depends upon the type of product.

Q: Scanning your memory for previous experiences with products or brands is calledA. problem recognition.B. alternative evaluation.C. cognitive dissonance.D. internal search.E. external search.

Q: An opinion leader is an individualA. within an organization who influences decision-making.B. who is able to use moral suasion to get others to comply with the latest trends.C. in an organization who encourages other paid individuals to forward marketer-initiated messages to others via e-mail, social networking websites, and blogs.D. who exerts direct or indirect social influence over others.E. who is able and willing to cut red tape and move an organization's marketing program forward.

Q: You have determined you want to buy an advanced hybrid vehicle, and a visit to Ford's website has revealed that the Ford Fusion Hybrid SE uses hybrid fuel technology with the latest in lithium-ion battery technology. You are currently in which stage of the consumer purchase decision process for this type of automobile?A. problem recognitionB. needs analysisC. purchase decisionD. information searchE. postpurchase evaluation

Q: "Which brand of smartphone does my roommate own?" would be a question asked during the __________ stage in the consumer purchase decision process.A. problem recognitionB. alternative evaluationC. information searchD. purchase decisionE. comparison

Q: VALS Framework VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, E refers to A. Ideals. B. Achievement. C. Self-Expression. D. Survivors. E. Innovators.

Q: VALS Framework VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, D refers to A. Ideals. B. Achievement. C. Self-Expression. D. Survivors. E. Innovators.

Q: Amanda plans to go for a run after her classes are over. As she is lacing up her running shoes, she notices that one of the shoe's seams is unraveling and she thinks it is about time for a new pair. In which stage of the consumer purchase decision process is Amanda at that moment?A. information searchB. problem recognitionC. purchase behaviorD. alternative evaluationE. prepurchase cognition

Q: VALS Framework VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, C refers to A. Ideals. B. Achievement. C. Self-Expression. D. Survivors. E. Innovators.

Q: Glow Pets, from the makers of Pillow Pets, are a light-up pillow product designed for young children. The pillows are colorful animals that produce a soft light for 20 minutes at a time and were produced for children with a fear of the dark. As a result, the company aired some ads on various TV programs showing children being comforted and sleeping restfully with a Glow Pet, making parents and kids alike desire such a situation. The content of the advertising's message most likely focuses on which stage of the consumer purchase decision process?A. problem recognitionB. information searchC. alternative evaluationD. purchase decisionE. postpurchase behavior

Q: VALS Framework VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, B refers to A. Ideals. B. Achievement. C. Self-Expression. D. Survivors. E. Innovators.

Q: Jamie goes shopping with a friend and notices her friend's durable ripstop nylon wallet. She thinks of her own worn wallet and realizes she needs a new one. In which stage of the consumer purchase decision process was Kristi when she had this realization?A. information searchB. problem recognitionC. purchase behaviorD. alternative evaluationE. pre-purchase cognition

Q: VALS Framework VALS creates profiles of people based on their primary motivation and resources. In the VALS framework above, A refers to A. Ideals. B. Achievement. C. Self-Expression. D. Survivors. E. Innovators.

Q: When Aurelia looked in her closet and said, "I don't have anything to wear to the party this weekend," she seems to be in which stage of the consumer purchase decision process?A. purchase decisionB. alternative evaluationC. information searchD. problem recognitionE. postpurchase behavior

Q: Figure 4-1 According to Figure 4-1 above, the point at which you would exchange money for your sandwich of corned beef on rye would be found in stage __________. A. A B. B C. C D. D E. E

Q: Figure 4-1 In Figure 4-1 above, E represents which stage of the consumer purchase decision process? A. purchase decision B. information search C. financial transaction D. alternative evaluation E. postpurchase behavior

Q: Figure 4-1 In Figure 4-1 above, D represents which stage of the consumer purchase decision process? A. purchase decision B. information search C. financial transaction D. alternative evaluation E. postpurchase behavior

Q: LG, a consumer electronics manufacturer, recently introduced a 55" Internet-capable, 3D OLED (Organic Light Emitting Diode) HDTV. As its marketing manager, you have used lifestyle analysis in the past, particularly the VALS system, to help you profile your customers. Which of the following VALS profiles would be the most likely target market for this product?A. SurvivorsB. BelieversC. ExperiencersD. AchieversE. Innovators

Q: Figure 4-1 In Figure 4-1 above, C represents which stage of the consumer purchase decision process? A. purchase decision B. information search C. problem recognition D. alternative evaluation E. financial consideration

Q: Dutch tulip growers have developed pre-sprouted bulbs which will bloom in just a few weeks after spring planting so people who did not plant bulbs in the fall can have spring flowers. Nurseries plan to promote the pre-sprouted tulips to people who appreciate finer things and will pay a premium price. Which of these VALS segments would be most suitable to target?A. SurvivorsB. BelieversC. MakersD. InnovatorsE. Experiencers

Q: Figure 4-1 In Figure 4-1 above, B represents which stage of the consumer purchase decision process? A. purchase decision B. information search C. problem recognition D. alternative evaluation E. financial consideration

Q: In the VALS framework, consumers who place importance on image - not as evidence of power or status, but as an expression of cultivated tastes, independence, and character - are referred to as __________.A. ActualizersB. InnovatorsC. AchieversD. MakersE. Strivers

Q: Figure 4-1 In Figure 4-1 above, A represents which stage of the consumer purchase decision process? A. purchase decision B. information search C. problem recognition D. alternative evaluation E. option identification

Q: In the VALS framework, the segment with the most abundant resources, known as __________, includes successful, sophisticated, take-charge people with high self-esteem and resources of all kinds.A. ExperiencersB. InnovatorsC. MakersD. AchieversE. Strivers

Q: The fifth stage in the consumer purchase decision process involves comparing the product or service purchased by buyers with their expectations to determine whether they are either satisfied or dissatisfied. What is this stage called?A. postpurchase behaviorB. alternative evaluationC. purchase decisionD. problem recognitionE. information search

Q: The fourth stage in the consumer purchase decision process involves deciding from whom to by and when to buy so that the purchase decision can be made. What is this stage called?A. postpurchase behaviorB. alternative evaluationC. purchase decisionD. problem recognitionE. information search

Q: In the VALS framework, consumers whose energy finds outlets in exercise, sports, outdoor recreation, and social activities are referred to as __________.A. BelieversB. StriversC. AchieversD. MakersE. Experiencers

Q: The third stage in the consumer purchase decision process involves evaluating brands in the consideration set based on the evaluative criteria (both objective and subjective) identified during the information search step for the ultimate decision. What is this stage called?A. postpurchase behaviorB. alternative evaluationC. purchase decisionD. problem recognitionE. information search

Q: In business, the four basic forms of competition areA. pure competition, limited competition, oligopoly, and monopoly.B. dictatorship, monarchy, oligarchy, and democracy.C. pure competition, cross-market competition, oligopoly, and pure monopoly.D. technological competition, market competition, governmental competition, and environmental competition.E. pure competition, monopolistic competition, oligopoly, and pure monopoly.

Q: Competition refers toA. identical products that perform identical functions.B. any for profit organization that targets the customers of other organizations.C. alternative firms that could provide a product to satisfy a specific market's needs.D. any product or service that vies for a portion of a customer's discretionary income.E. the set of firms that operate in a given geographic region, regardless of product or service.

Q: Electronic commerce refers toA. an information- and communication-based electronic exchange environment mostly occupied by sophisticated computer and telecommunications technologies and digitized offerings.B. any activity that uses some form of electronic communication in the inventory, exchange, advertisement, distribution, and payment of goods and services.C. two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.D. electronic storefronts that focus on converting an online browser into an online, catalog, or in-store buyer.E. electronic storefronts that advertise and promote a company's products and services and provide information on how items can be used and where they can be purchased.

Q: Marketspace refers toA. the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.B. websites that allow people to congregate online and exchange views on topics of common interest.C. Internet search engines used for the purpose of data mining.D. an information- and communication-based electronic exchange environment mostly occupied by sophisticated computer and telecommunication technologies and digitized offerings.E. the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online.

Q: An example of a dramatic __________ change is the increasing connectivity that links customers, machines, vehicles, appliances, and mobile devices to create the Internet of Things.A. managerialB. technologicalC. ethicalD. regulatoryE. economic

Q: Green technologies such as smart grid electricity services, online energy management, and consumer-generated energy are __________ forces that would be identified through an environmental scan.A. socialB. competitiveC. regulatoryD. technologicalE. economic

Q: According to the textbook, __________ has developed virtual dressing rooms that use 3D technology.A. Macy'sB. Neiman MarcusC. Bloomingdale'sD. JC PenneyE. The Gap

Q: Recently, ink has been developed that will conduct electricity. The application for this ink is to print circuitry that can be read electronically. This may help to drive down the cost of radio frequency (RFID) tags that are currently used in industry. This is an example of how __________ forces are applied to industry.A. ecologicalB. regulatoryC. technologicalD. competitiveE. marketing mix

Q: According to the textbook, four new technologies are expected to have impact on marketing. These are:A. biotechnology, smart grid services, natural user interfaces, and social networks.B. neuron technology, lithium batteries, cloud computing, and wireless power.C. crowdsourcing, genomics, QR codes, and smart bio watches.D. the Internet of Things, five-sense computing, smart grid services, and 3D technologies.E. nanotechnology, autobots, cloud computing, and electric cars.

Q: Logitech-Skype Ad Technological advances are difficult to predict. One great advance can replace or substitute for existing products in a relatively short period of time. As shown in the Logitech-Skype ad above, the Logitech Web TV HD camera with Skype connectivity are most likely to replace or substitute for __________. A. TV broadcasts B. digital video recorders C. telephones D. printed books E. online video games

Q: Technology is defined asA. any device or process based on scientific discoveries that are less than one year old.B. any mechanical device used in the production or distribution of a product.C. scientific findings that are used now or are able to generate a profit.D. ideas or concepts that will one day be translated into useable devices, mechanisms, or processes.E. the inventions or innovations from applied science or engineering research.

Q: Jason and Lucy prepared a household budget in an attempt to manage their money better. They prepared the following list: Monthly Income (after taxes) = $4,500; Monthly Expenses (Necessities), which include Rent: $550, Auto Loan: $250, Student Loan: $200, Savings: $500, Food: $200; Total Monthly Expenses = $1,700; Amount Left Over = $2,800 (income less necessary expenses). The $2,800 they had left over is their __________.A. gross incomeB. personal incomeC. disposable incomeD. discretionary incomeE. profit

Q: A local pet supplies boutique had a good year with rising revenues and reduced operating costs resulting in personal income for the owner of nearly $100,000. One-third of that went to local, state, and federal income taxes and another third went to pay for a home mortgage, car payments, food, clothing, and other necessities. What is the remaining third called?A. gross incomeB. bonus incomeC. discretionary incomeD. disposable incomeE. profit

Q: Figure 4-2Identify and briefly describe each of the three factors identified in Figure 4-2 above that influence one's personal moral philosophy and ethical behavior.

Q: Emily had an excellent year as a salesperson in 2011, earning $97,000. She paid $37,000 for necessities such as mortgage, food, and clothing. Her state and federal income taxes totaled $24,000. What was her discretionary income?A. $36,000B. $60,000C. $73,000D. $97,000E. There is not enough data provided to calculate her discretionary income.

Q: Cunard Cruise Line Ad Most specifically, if a consumer's __________ increases, he or she is able to take advantage of the luxurious vacation travel opportunities offered on the Queen Mary, a cruise liner operated by Cunard and depicted in the ad above. A. savings rate B. gross income C. taxes D. discretionary income E. disposable income

Q: What is the difference between a patent and a copyright? Digital technology has required what additional recent legislation?

Q: Explain the difference(s) between the Sherman Antitrust Act, the Clayton Act, and the Robinson-Patman Act, all of which were enacted to protect competition.

Q: There are only three major recording labels in the world - Sony Music Entertainment, Time-Warner's Warner Music Group, and GE's Universal Music Group. They are responsible for the vast majority of music recordings that are made. Harry says that these three music companies operate as an oligopoly. Maryanne says that they operate as monopolistic competition. Explain how each came to his or her conclusion. Who is correct?

Q: Income used to buy luxury items such as a Cunard cruise is referred to as __________.A. gross incomeB. disposable incomeC. surplus incomeD. wealth incomeE. discretionary income

Q: Explain marketspace and its relevance for marketing.

Q: Discretionary income refers toA. the money deducted from a person's paycheck to pay for federal, state, and local taxes.B. the total amount of money made by a single individual during his or her lifetime.C. the money a consumer has left after paying taxes to use for necessities such as food, shelter, clothing, and transportation.D. the money that is spent for necessities or charitable causes that is exempt from taxation.E. the money that remains after paying for taxes and necessities.

Q: During a recessionary period, which of the following economic behavior would be expected?A. Consumer spending would decrease.B. Consumer use of credit would increase.C. Taxes would increase nationally.D. Property values would jump dramatically.E. Consumers would use the majority of their discretionary income on groceries.

Q: Explain the trends in the racial and ethnic composition of the U.S. how marketers can use this information.

Q: The recent large increase in __________ has caused consumers to adjust their spending in other categories.A. automobile pricesB. gasoline pricesC. interest ratesD. consumer confidenceE. property values

Q: Describe the three generational cohorts that are of interest to marketers today.

Q: If taxes rise at a faster rate than incomes, consumers willA. have less disposable income and try to economize.B. feel more confident in the government and therefore spend more money.C. use cash for purchases such as a vacation.D. recognize that it is the perfect opportunity to buy a car or other expensive products on credit.E. react by voting for all incumbent members of Congress.

Q: Give an example of how each of the five environmental forces can impact an organization's marketing environment.

Q: Disposable income refers toA. the money that remains before paying for taxes and necessities.B. the money deducted from a person's paycheck to pay for federal, state, and local taxes.C. the total amount of money made by a single individual during his or her lifetime.D. the money a consumer has left after paying taxes to use for necessities such as food, shelter, clothing, and transportation.E. the money that is spent for necessities or charitable causes that is exempt from taxation.

Q: Figure 3-1Using Figure 3-1 above, identify and explain the five environmental forces (A, B, C, D, and E) that affect an organization.

Q: Gross income refers toA. the money that remains after paying for taxes and necessities.B. the money deducted from a person's paycheck to pay for federal, state, and local taxes.C. the money a consumer has left after paying taxes to use for necessities such as food, shelter, clothing, and transportation.D. the total amount of money made by a single individual during his or her lifetime.E. the total amount of money made in one year by a person, household, or family unit.

Q: Toyota employs all of the following principles and practices as part of The Toyota Way business philosophy EXCEPT:A. continuously improve business processes and products.B. empower individuals and teams.C. respect people.D. build trust.E. provide personalized and customized products.

Q: Which of the following statements about sustainable development is most accurate?A. A company that always makes its furniture from rare tropical woods is practicing sustainable development.B. Currently, sustainable development is a luxury that only large multinational companies can engage in.C. Sustainable development is achieved when a firm's sales growth rate increases an average of 1-2% per year for a period of at least five years.D. A company that uses overseas child laborers to manufacturer its products to reduce costs does not practice sustainable development.E. Unfortunately, only a small number of consumers care whether a company practices sustainable development.

Q: Sustainable development refers toA. placing restraints on a company's growth until all ancillary support services are in place to ensure a new venture's success.B. global economies that are slowly moving from an agrarian-base to an industrial base.C. adhering to worldwide standards for environmental quality and green marketing practices.D. marketing efforts to produce, promote, and reclaim environmentally sensitive products.E. conducting business in a way that protects the natural environment while making economic progress.

Q: The College Board reports that since 2000, college tuition and fees have increased by 146 percent whereas family incomes have risen less than 19 percent. This is an example of a(n) __________ condition.A. deflationaryB. recessionaryC. repressiveD. inflationaryE. depressive

Q: Which of the following statements concerning cause marketing is most accurate?A. The vast majority of consumers say they will switch to a brand that supports a good cause, provided the price and quality of the brands are equal.B. The profits generated by cause marketing are usually based in "goodwill" rather than actual revenue.C. The positive effects of cause marketing are significant during the promotion, but they lose their benefit almost immediately after the promotion runs its course.D. Cause marketing rarely creates a point of difference for the firm that engages in this marketing practice.E. Women are much more suspicious about the sincerity of cause marketing programs than men; therefore, their contributions are significantly less.

Q: American Express Company pioneered cause marketing when it sponsored the renovation ofA. Carnegie Hall.B. Madison Square Garden.C. Liberty Hall.D. the Statue of Liberty.E. Radio City Music Hall.

Q: Oil prices have an impact on transportation costs for many types of products. Should oil prices change, the price consumers pay for products often is adjusted accordingly. Changing oil prices would be an example of a(n) __________ force.A. socialB. economicC. technologicalD. competitiveE. regulatory

Q: During its Drive to End Hunger campaign to help fight hunger among the nearly nine million older Americans, Quaker State donated 25 cents per bottle sold of five-quart specially-marked oil products to the AARP Foundation that works on this issue. This is an example ofA. philanthropic marketing.B. cause marketing.C. societal marketing.D. public relations marketing.E. transactional marketing.

Q: All of the following are economic indicators EXCEPT:A. inflation.B. barriers to entry.C. unemployment.D. GDP.E. deflation.