Question 1

Old monied people indulge in conspicuous consumption. For example buying a yellow Mustang to show off their wealth.

Accepted Answer

A) True 
 B)False

Question 2

A customer would be more price sensitive when buying gum than when buying .

Accepted Answer

A)   gasoline
B)   paper
C)   bananas
D)   a laptop

Question 3

A new MBA: student and a recently promoted corporate executive will typically have the same wants.

Accepted Answer

A) True 
 B)False

Question 4

Some socio-cultural effects how consumers respond to brands are social class and age.

Accepted Answer

A) True 
 B)False

Question 5

What type of music should be played during an ad if a marketer wants consumers to spend more?

Accepted Answer

A)   energetic, with a quick tempo
B)   slow
C)   jazz
D)   classical

Question 6

Which of these is an example of stage 4 of classical conditioning?

Accepted Answer

A)   a bell rung in front of the dog initially elicits no response
B)   a food bowl placed in front of a dog naturally elicits its drool
C)   a bell rung in front of the dog elicits drool
D)   a bell rung while a food bowl is simultaneously placed in front of the dog elicits drool

Question 7

Marketers use Maslow's hierarchy of needs by .

Accepted Answer

A)   focusing their advertising on a particular level
B)   focusing on self-actualization needs
C)   looking at which needs yield the largest profits
D)   identifying their product with a certain level of needs

Question 8

If a marketer wants a customer to have a higher motivation to learn more about a product, he should do what?

Accepted Answer

A)   create customer involvement
B)   advertise more
C)   lower prices
D)   increase brand awareness

Question 9

During the purchase phase for a new computer, Larry creates a that includes Apple's Macbook Pro and Microsoft's Windows 7, but does not include Linux systems.

Accepted Answer

A)   mindset
B)   purchase set
C)   consideration set
D)   list

Question 10

Operant conditioning is based on .

Accepted Answer

A)   rewards
B)   neutral reinforcement
C)   positive reinforcement
D)   negative reinforcement

Question 11

When an ad is shown for such a short time that doesn't meet the threshold of consciousness, it is called .

Accepted Answer

A)   fast
B)   liminal
C)   subliminal
D)   unconscious

Question 12

Customer involvement is on a B2C specialty purchase.

Accepted Answer

A)   very low
B)   low
C)   medium
D)   high

Question 13

Young women are the main buyers of luxury brands in South Korea.

Accepted Answer

A) True 
 B)False

Question 14

Which products need to be widely available so the customer can pick them up without thinking?

Accepted Answer

A)   all products
B)   medium-involvement products
C)   low-involvement products
D)   high-involvement products

Question 15

John is a buying agent for Starbucks because he buys supplies on behalf of Starbucks.

Accepted Answer

A) True 
 B)False

Question 16

Ivan Pavlov and his salivating dogs is an example of what type of learning process?

Accepted Answer

A)   classical conditioning
B)   operant conditioning
C)   new age conditioning
D)   associative conditioning

Question 17

During the purchase phase, the consumer will ask herself, "Will I tell my friends what a great brand I've found?"

Accepted Answer

A) True 
 B)False

Question 18

People are selective in their attention to environmental stimuli.

Accepted Answer

A) True 
 B)False

Question 19

Marketers use Maslow's hierarchy of needs to offer an extended brand line so the consumer can start high on the
pyramid and work his way down.

Accepted Answer

A) True 
 B)False

Question 20

Learning is the process by which associations get past the sensory and perception stages into .

Accepted Answer

A)   brand associations
B)   perceptual fluency
C)   short-term memory
D)   long-term memory

Exam 2: Customer Behavior

If a marketer wants a customer to have a higher motivation to learn more about a product, he should do what?

Correct AnswerverifiedShow Answer

John is a buying agent for Starbucks because he buys supplies on behalf of Starbucks.

Correct AnswerverifiedShow Answer

Ivan Pavlov and his salivating dogs is an example of what type of learning process?

Correct AnswerverifiedShow Answer

During the purchase phase, the consumer will ask herself, "Will I tell my friends what a great brand I've found?"

Correct AnswerverifiedShow Answer

A customer would be more price sensitive when buying gum than when buying .

Correct AnswerverifiedShow Answer

A new MBA: student and a recently promoted corporate executive will typically have the same wants.

Correct AnswerverifiedShow Answer

Learning is the process by which associations get past the sensory and perception stages into .

Correct AnswerverifiedShow Answer

During the purchase phase for a new computer, Larry creates a that includes Apple's Macbook Pro and Microsoft's Windows 7, but does not include Linux systems.

Correct AnswerverifiedShow Answer

Which of these is an example of stage 4 of classical conditioning?

Correct AnswerverifiedShow Answer

When an ad is shown for such a short time that doesn't meet the threshold of consciousness, it is called .

Correct AnswerverifiedShow Answer

Operant conditioning is based on .

Correct AnswerverifiedShow Answer

Young women are the main buyers of luxury brands in South Korea.

Correct AnswerverifiedShow Answer

Customer involvement is on a B2C specialty purchase.

Correct AnswerverifiedShow Answer

Old monied people indulge in conspicuous consumption. For example buying a yellow Mustang to show off their wealth.

Correct AnswerverifiedShow Answer

People are selective in their attention to environmental stimuli.

Correct AnswerverifiedShow Answer

Some socio-cultural effects how consumers respond to brands are social class and age.

Correct AnswerverifiedShow Answer

Which products need to be widely available so the customer can pick them up without thinking?

Correct AnswerverifiedShow Answer

Marketers use Maslow's hierarchy of needs to offer an extended brand line so the consumer can start high on the pyramid and work his way down.

Correct AnswerverifiedShow Answer

What type of music should be played during an ad if a marketer wants consumers to spend more?

Correct AnswerverifiedShow Answer

Marketers use Maslow's hierarchy of needs by .

Correct AnswerverifiedShow Answer

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