1.

The stimulus-response model is a tool for analyzing why consumers buy certain goods and services and not others. a.True b.False Feedback: a.Correct

2.

In the stimulus-response model of buyer behavior, marketing and other stimuli enter the consumers black box and are then turned into observable buyer responses. According to this model, which of the following are in the consumers black box? a. b. c. d. the buyers decision process the buyers buying preferences the buyers brand and company relationship behavior the Four Ps a.The three components of the stimulus-response model are the environment, the consumers black box, and buyer responses. The environment and buyer responses are directly observable, but what goes on in the black box is not. The consumers internal characteristics and decision process are the two parts of the black box. The Four Ps are marketing stimuli in the environment. They are not internal to the consumer. The other choices are observable buyer responses.

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3.

Which of the following is NOT a component of Maslows Hierarchy of Needs? a. b. c. d. social needs physiological needs subconscious needs self-actualization needs a.According to Maslow, human needs are arranged in a hierarchywe are motivated to satisfy our most important, or pressing, needs before we are motivated to satisfy less important needs. The most important needs we have are physiological, such as hunger and thirst. After physiological needs are met, we seek to satisfy safety needs. Social needs and esteem needs are next, followed by self-actualization needs. Freud, not Maslow, believed in subconscious motives.

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4.

One individual may belong to many groups, playing a different role in each with varying status levels. a.True b.False Feedback: a.Correct. A role consists of the activities people are expected to perform according to the persons around them. Think of your daily lifeyou belong to many groups (school, family, work) and are expected to play many roles in those groups (student, daughter, employee). You also have a different status, or level of regard, in each role.

5.

Which of the following is the tendency of people to interpret information in a way that will support what they already believe? a. b. c. d. selective distortion selective decoding behavioral learning biased belief a.We all have a tendency to interpret what we have perceived in ways that go along with what we already know and believe. This is called selective distortion, as we distort, or alter, information to fit an established pattern.

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6. a. b. c. d.

Match each description of an information source to the correct term. family, friends, neighbors, acquaintances advertising, salespeople, displays, packaging mass media, consumer-rating organizations, Internet searches handling, examining, using a product Feedback:

personal sources commercial sources public sources experiential sources

a.Personal sources are information sourcespeopleyou

personally know. These are typically the most persuasive

sources in a consumers information search. Commercial sources are business sources. Public sources provide information to the publicanyone can access the Internet and mass media outlets. Experiential sources give you information through experience with a product./b.Personal sources are information sourcespeopleyou personally know. These are typically the most persuasive sources in a consumers information search. Commercial sources are business sources. Public sources provide information to the publicanyone can access the Internet and mass media outlets. Experiential sources give you information through experience with a product./c.Personal sources are information sourcespeople you personally know. These are typically the most persuasive sources in a consumers information search. Commercial sources are business sources. Public sources provide information to the publicanyone can access the Internet and mass media outlets. Experiential sources give you information through experience with a product./d.Personal sources are information sourcespeopleyou personally know. These are typically the most persuasive sources in a consumers information search. Commercial sources are business sources. Public sources provide information to the publicanyone can access the Internet and mass media outlets. Experiential sources give you information through

experience with a product.

7.

Most unhappy customers do not tell the company about their problems with a product or service. a.True b.False Feedback: a.Correct. The opposite is truemost unhappy customers dont communicate with the company. They just no longer do business with the company.

8.

In marketing, cognitive dissonance is defined as which of the following? a. b. c. d. disappointment caused by a change in the customer's purchasing intention satisfaction caused by a product exceeding consumer expectations discomfort caused by post-purchase conflict differences of opinion among consumers and their personal sources a.After most major purchases, youre likely to have some selfdoubt and feel uneasy about losing the benefits you would have gained by making a different purchase decision. This is cognitive dissonance, which in marketing refers to a feeling of mental discomfort after a purchase has been made.

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9.

Of the following types of adopters, which group is most willing to try new ideas at some risk? a. b. c. d. innovators late majority laggards early majority a.The consumers most willing to take risks on new products and new brands are the innovators. Laggards are the latest of adopters. They are bound by tradition, which suggests that they are loyal to established, traditional brands. The early and late majorities are less willing to take risks on new products.

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10. The degree to which an innovation may be tried on a limited basis is its: a. b. c. d. relative advantage. communicability. divisibility. flexibility. a.A product that can be divided into smaller commitments has divisibility. For example, a limited trial of a grocery delivery service has divisibility, but a new electric car does not. If a product is superior to others, it has an advantage relative to competitors.

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11. The characteristics of the consumer, rather than those of the product, affect a product's rate of adoption. a.True b.False Feedback: a.Correct. Both are important factors in a products rate of adoption.