Question 1

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 2

Beliefs about Mercedes might include that they're fast, they're nice to look at, and they're expensive.

Accepted Answer

A) True 
 B)False

Question 3

All purchases are the same.

Accepted Answer

A) True 
 B)False

Question 4

Explain the process of operant conditioning and how to maximize results using it.

Accepted Answer

Operant conditioning is when someone lea...

Question 5

__________ is a subtle phenomenon that uses colors and fonts to affect how the message feels.

Accepted Answer

A)   Sensory perception
B)   Perceptual fluency
C)   Subliminal messaging
D)   Unconscious messaging

Question 6

With repetition and elaboration, associations can get into

Accepted Answer

A)   brand associations.
B)   short-term memory.
C)   brand names.
D)   long-term memory.

Question 7

Which phase of the purchase process generates word of mouth?

Accepted Answer

A)   customer evaluation
B)   pre-purchase
C)   purchase
D)   post-purchase

Question 8

Explain how marketers use social class.

Accepted Answer

Marketers appeal to different social cla...

Question 9

During the purchase phase, the consumer might ask himself, "What attributes don't I care about, and therefore will not pay high prices for?"

Accepted Answer

A) True 
 B)False

Question 10

When it comes to beliefs and importance weights, marketers try to strengthen the importance of positive attributes of their brand through learning and appealing to consumer motivations that their brand satisfies.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

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

Question 12

Sight, sound, smell, taste, and touch are all used by marketers.

Accepted Answer

A) True 
 B)False

Question 13

An example of a modified rebuy is when the copier lease comes up and you want to try a different vendor.

Accepted Answer

A) True 
 B)False

Question 14

Explain the make-up of attitudes.

Accepted Answer

Attitudes are a mix of beliefs and impor...

Question 15

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 16

If a marketer is focusing on people who __________, she will promote a popular brand.

Accepted Answer

A)   are individual
B)   like to conform
C)   are outgoing
D)   have lots of money

Question 17

A straight rebuy, like when the office needs more paper, is common for __________ customers.

Accepted Answer

A)   B2B
B)   B2C
C)   C2B
D)   C2C

Question 18

The promotion for a high-involvement purchase will have a lot more __________ associated with it.

Accepted Answer

A)   brand names
B)   information
C)   noise
D)   pictures

Question 19

Why are consumers willing to spend so much more for a Harley than a Honda motorcycle?

Accepted Answer

A)   the Harley logo
B)   the distinct sound of a Harley
C)   the feel of the materials
D)   the color of a Harley

Question 20

Describe how visual stimuli are important to marketers and explain how colors are involved.

Accepted Answer

Visual stimuli allow marketers to show p...

Exam 2: Customer Behavior

A straight rebuy, like when the office needs more paper, is common for __________ customers.

Correct AnswerverifiedShow Answer

When it comes to beliefs and importance weights, marketers try to strengthen the importance of positive attributes of their brand through learning and appealing to consumer motivations that their brand satisfies.

Correct AnswerverifiedShow Answer

All purchases are the same.

Correct AnswerverifiedShow Answer

Beliefs about Mercedes might include that they're fast, they're nice to look at, and they're expensive.

Correct AnswerverifiedShow Answer

Explain the make-up of attitudes.

Correct AnswerverifiedAttitudes are a mix of beliefs and impor...View AnswerShow Answer

With repetition and elaboration, associations can get into

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Why are consumers willing to spend so much more for a Harley than a Honda motorcycle?

Correct AnswerverifiedShow Answer

The promotion for a high-involvement purchase will have a lot more __________ associated with it.

Correct AnswerverifiedShow Answer

Which phase of the purchase process generates word of mouth?

Correct AnswerverifiedShow Answer

Explain the process of operant conditioning and how to maximize results using it.

Correct AnswerverifiedOperant conditioning is when someone lea...View AnswerShow 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

__________ is a subtle phenomenon that uses colors and fonts to affect how the message feels.

Correct AnswerverifiedShow Answer

If a marketer is focusing on people who __________, she will promote a popular brand.

Correct AnswerverifiedShow Answer

During the purchase phase, the consumer might ask himself, "What attributes don't I care about, and therefore will not pay high prices for?"

Correct AnswerverifiedShow Answer

Explain how marketers use social class.

Correct AnswerverifiedMarketers appeal to different social cla...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Sight, sound, smell, taste, and touch are all used by marketers.

Correct AnswerverifiedShow Answer

Describe how visual stimuli are important to marketers and explain how colors are involved.

Correct AnswerverifiedVisual stimuli allow marketers to show p...View AnswerShow Answer

An example of a modified rebuy is when the copier lease comes up and you want to try a different vendor.

Correct AnswerverifiedShow Answer

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Attitudes are a mix of beliefs and impor...
View Answer

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Operant conditioning is when someone lea...
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Marketers appeal to different social cla...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Visual stimuli allow marketers to show p...
View Answer

Correct Answer
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