Kotler_Chapter5_answers for stdts_Nov 2010.doc

Chapter 5 Consumer Markets and Consumer Buyer Behavior1) Economic, technological, and cultural forces are all _ in the stimulus-response model of buyer behavior.A) buyer responsesB) stimuliC) components of the buyers decision processD) buyer characteristicsE) buying attitudes2) The starting point of understanding a consumers response to various marketing efforts is the _ of a buyers behavior.A) beliefB) subcultureC) postpurchase feelingD) stimulus-response modelE) postpurchase dissonance3) In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyers environment? A) economicB) technologicalC) politicalD) channelE) cultural4) _ is(are) the most basic cause of a persons wants and behavior.A) CultureB) Brand personalityC) Cognitive dissonanceD) Societal factorsE) Selective perception5) Marketers are always trying to spot _ in order to discover new products that might be wanted.A) lifestylesB) cultural shiftsC) groupsD) dissonanceE) attitudes6) Each culture contains smaller _, or groups of people with shared value systems based on common life experiences and situations.A) alternative evaluationsB) cognitive dissonancesC) subculturesD) motivesE) attitudes7) What is one way that social class is NOT measured?A) occupationB) educationC) incomeD) number of children in the familyE) wealth8) Which of the following statements is true regarding social class in the United States?A) Social class is determined primarily by income level.B) Lines between social classes in the United States are fixed and rigid.C) Social classes show distinct product preferences in clothing and automobiles.D) Wealth is more critical than education level in measuring social class.E) People are relegated to a permanent class layer in the United States.9) _ are groups to which an individual wishes to belong, as when a teenaged basketball player hopes to play someday for the Los Angeles Lakers.A) Membership groupsB) Aspirational groupsC) Leading adopter groupsD) Leisure groupsE) Social class groups10) _ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.A) Opinion leadersB) Habitual buyersC) Social networkersD) Stealth marketersE) Buzz marketers11) Opinion leaders are sometimes referred to as _.A) the influentialsB) the upper uppersC) the middle classD) buzz marketersE) networkers12) Companies who use brand ambassadors are participating in _.A) opinion leadingB) traditional marketingC) buzz marketingD) direct marketingE) values marketing13) The _ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively.A) familyB) social classC) membership groupD) subcultureE) reference group14) A buyers decisions are influenced by _ such as the buyers age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept.A) personal characteristicsB) reference groupsC) perceptionsD) attitudesE) psychographics15) People change the goods and services they buy over time because of the two changing factors of _.A) belief and attitudeB) perception and personalityC) age and life-cycle stageD) groups and learningE) family and tradition16) _ is a persons pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions.A) PersonalityB) CultureC) LifestyleD) MotiveE) Social class17) All of the following make up a persons lifestyle EXCEPT _.A) AIO dimensionsB) interestsC) dissonance-reducing buying behaviorD) opinionsE) work18) Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with ruggedness. Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?A) brand perceptionB) product imageC) brand personalityD) brand conceptE) brand equity19) The term _ refers to qualitative research designed to probe consumers hidden, subconscious motivations.A) perception analysisB) opinion leaderC) motivation researchD) need recognition investigationE) depth research technique20) Maslows theory is that _ can be arranged in a hierarchy.A) stimuliB) beliefs and attitudesC) perceptionsD) human needsE) decisions21) People cannot focus on all of the stimuli that surround them each day. A persons tendency to screen out most of the information to which he or she is exposed is called _.A) selective retentionB) selective distortionC) selective attitudeD) selective attentionE) selective perception22) People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called _.A) selective attentionB) selective retentionC) selective attitudeD) selective distortionE) perceptual vigilance23) Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about _ advertising.A) alternative evaluationB) subliminalC) perceptualD) innovativeE) comparative24) _ describes changes in an individuals behavior arising from experience.A) LifestyleB) LearningC) PerceptionD) Cognitive dissonanceE) Aggressiveness25) A(n) _ is a persons relatively consistent evaluations, feelings, and tendencies toward an object or idea.A) lifestyleB) motiveC) beliefD) attitudeE) perception26) A persons attitudes fit into a pattern, and to change one attitude may require difficult adjustments in many others. Thus, a company should _ try to fit its products into existing attitudes rather than attempt to change attitudes.A) usuallyB) notC) once in a whileD) seldomE) never27) When consumers are highly involved with the purchase of an expensive product and they perceive significant differences among brands, they most likely will undertake _.A) habitual buying behaviorB) complex buying behaviorC) reflective buying behaviorD) habitual buying behaviorE) variety-seeking buying behavior28) Which of the following typically occurs with habitual buying behavior?A) There is high consumer involvement.B) There is strong brand loyalty.C) Consumers search extensively for information.D) Ad repetition creates brand conviction.E) none of the above29) When customers have a low involvement in a purchase but perceive significant brand differences, they will most likely engage in _.A) complex buying behaviorB) dissonance-reducing buying behaviorC) habitual buying behaviorD) variety-seeking buying behaviorE) brand conviction buying behavior30) The buyer decision process consists of five stages. Which of the following is NOT one of these stages? A) need recognitionB) information searchC) variety-seeking buying behaviorD) purchase decisionE) postpurchase behavior31) The buying process starts with _, in which the buyer recognizes a problem.A) need recognitionB) information searchC) product awarenessD) product interestE) alternative evaluation32) If the consumers drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then. If not, the consumer may store the need in memory or undertake a(n) _.A) brand personalityB) alternative evaluationC) postpurchase behaviorD) information searchE) product adoption33) The most effective sources from which consumers obtain information are _ because they legitimize or evaluate products for the buyer.A) commercialB) publicC) experimentalD) personalE) experiential34) Marketers describe the way the consumer processes information to arrive at brand choices as _.A) alternative evaluationB) information searchC) purchase decisionD) situational factorsE) post-purchase dissonance35) Generally, the consumers purchase decision will be to buy the most preferred brand, but two factors can come between the purchase intention and the purchase decision. Which of the following is one of these factors?A) postpurchase behaviorB) attitude of othersC) cognitive dissonanceD) alternative evaluationE) new product adoption36) After the purchase of a product, consumers will be either satisfied or dissatisfied and engage in _.A) need recognitionB) alternative evaluationC) postpurchase behaviorD) product expectationsE) information searches37) The relationship between the consumers expectations and the products _ determines whether the buyer is satisfied or dissatisfied with a purchase.A) perceived performanceB) brand personalityC) recognitionD) consumer marketE) service quality38) Consumers learn about new products for the first time and make the decision to buy them during the _.A) need recognition stageB) adoption processC) evaluation processD) trial processE) quality assessment39) Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher parental divorce rates, recession, and corporate downsizing. They tend to care about the environment and value experience over acquisition. Generation Xers make up a _.A) subcultureB) social classC) social networkD) life-cycle stageE) lifestyle40) A shoe company uses ads featuring the members of a country music band with the hope that the bands fans will see them wearing the companys shoes and want to wear the same shoes. The shoe company is hoping that fans of the band view the band as a _.A) membership groupB) reference groupC) status symbolD) subcultureE) lifestyle41) Rashmi Singh always knows about the trendiest fashions. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for cutting-edge fashion at great deals, and her advice is often followed. Rashmi is an example of a(n)_.A) innovatorB) membership groupC) opinion leaderD) buzz marketerE) experiential source42) According to one analyst, a Harley-Davidson motorcycle can make you feel like the toughest, baddest guy on the block. Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a _. A) lifestyleB) life-cycle stageC) brand motivationD) brand personalityE) brand self-image43) George is buying his first house. He has found two houses that he thinks he likes. He is highly involved in the purchase and perceives significant differences between these two houses. George will likely undertake _.A) variety-seeking buying behaviorB) complex buying behaviorC) opinion leadershipD) dissonance-reducing buying behaviorE) marketing myopia44) Pat thought he had received the best deal on his new car. Shortly after the purchase, Pat started to notice certain disadvantages of his new car as he learned more about other cars available. Pat is experiencing _.A) postpurchase cultureB) selective perceptionC) postpurchase dissonanceD) purchase decisionE) information evaluation45) Carrie tends to purchase various brands of bath soap. She has never been loyal to a specific brand; instead, she does a lot of brand switching. Carrie exhibits _.A) dissonance-reducing buying behaviorB) complex buying behaviorC) habitual buying behaviorD) variety-seeking buying behaviorE) brand familiarity buying behavior46) A consumers behavior is influenced by social factors, such as the consumers small groups, family, and social roles and status. Explain the differences among these social factors.Answer: Small groups to which a person belongs have a direct influence on what a person buys. Reference groups serve as direct or indirect points of comparison or reference in forming a persons attitudes or behaviors. An aspirational group is one to which the individual wishes to belong. Reference groups expose a person to new behaviors and lifestyles, influence a persons attitudes and self-concept, and create pressures to conform that may affect the persons product and brand choices. Opinion leaders are also included in reference groups. The group closest to consumers is the family, the most important consumer buying organization in society. Marketers are interested in the changing roles and influence of each family member, particularly as male and female purchasing roles evolve and children wield more purchasing influence. Within groups, including families, the position of an individual is defined by role and status. A role consists of the activities people are expected to perform according to the persons around them, while status is the general esteem given to that role. People tend to choose products that fit with their roles and status.47) Each persons distinct personality influences his or her buying behavior. Personality is usually described in terms of traits. What are these traits, and how do they affect the way people purchase items? Give at least one example.Answer: Personality is described in terms of traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. Personality can be useful in analyzing behavior for certain products. Consumers are likely to choose brands with personalities that match their own. For example, someone with a sophisticated personality might be attracted to a more sophisticated product, such as a BMW, while someone with a more rugged personality might be attracted to a more rugged product, such as a Jeep.48) Compare and contrast the four types of buying decision behavior exhibited by consumers.Answer: A consumer exhibits complex buying behavior when he or she is highly involved in a purchase decision and perceives significant differences among the choices. Consumers will engage in a learning process as they gather and analyze information about their choices before making a purchase. When a consumer is highly involved with a purchase but does not perceive significant differences among his or her choices, he or she will most likely engage in dissonance-reducing behavior. This behavior involves less time learning about each products attributes, and a consumer is more likely to make a choice based on a good price or convenience. Habitual buying behavior and variety-seeking behavior are exhibited when a consumer has a low involvement with the product. When the consumer sees little difference between brands, he or she will most likely engage in habitual buying behavior, buying the most familiar brands out of habit. When the consumer perceives some significant brand differences, he or she is more likely to engage in variety-seeking buying behavior, doing a lot of brand switching without a great deal