市场营销.docx
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市场营销.docx
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市场营销
Chapter5ConsumerMarketsandConsumerBuyerBehavior
1)________isneversimple,yetunderstandingitistheessentialtaskofmarketingmanagement.
A)Brandpersonality
B)Consumptionpioneering
C)Earlyadoption
D)Consumerbuyingbehavior
E)Understandingthedifferencebetweenprimaryandsecondarydata
Answer:
D
Diff:
1PageRef:
135
Skill:
Concept
Objective:
5-1
2)Theconsumermarketismadeupofwhichofthefollowing?
A)individualswhoacquiregoodsorservicesforpersonalconsumption
B)householdsthatpurchasegoodsorservicesforpersonalconsumption
C)businessesthatpurchasegoodsandservices
D)AandB
E)alloftheabove
Answer:
D
Diff:
2PageRef:
135
Skill:
Concept
Objective:
5-1
3)Economic,technological,andculturalforcesareall________inthestimulus-responsemodelofbuyerbehavior.
A)buyerresponses
B)stimuli
C)componentsofthebuyer'sdecisionprocess
D)buyercharacteristics
E)buyingattitudes
Answer:
B
Diff:
2PageRef:
137
Skill:
Concept
Objective:
5-1
4)________is(are)themostbasiccauseofaperson'swantsandbehavior.
A)Culture
B)Brandpersonality
C)Cognitivedissonance
D)Societalfactors
E)Selectiveperception
Answer:
A
Diff:
1PageRef:
137
Skill:
Concept
Objective:
5-2
5)Marketersarealwaystryingtospot________inordertodiscovernewproductsthatmightbewanted.
A)lifestyles
B)culturalshifts
C)groups
D)dissonance
E)attitudes
Answer:
B
Diff:
3PageRef:
137
Skill:
Concept
Objective:
5-2
6)Eachculturecontainssmaller________,orgroupsofpeoplewithsharedvaluesystemsbasedoncommonlifeexperiencesandsituations.
A)alternativeevaluations
B)cognitivedissonances
C)subcultures
D)motives
E)attitudes
Answer:
C
Diff:
1PageRef:
137
AACSB:
MulticulturalandDiversity
Skill:
Concept
Objective:
5-2
7)Whichofthefollowingbestexplainswhyarushofmarketersnowparticipateinestablishedonlinesocialnetworks?
A)Socialnetworkinghasbeenproventobemoreeffectivethantraditionalmarketing.
B)Socialnetworksallowcompaniestohavegreatercontroloverbrand-relatedcontentthanothermediado.
C)Membersofsocialnetworkingsitesareunlikelytotuneoutpersonalizedadvertisingmessages.
D)Companieshavefoundtheirownsocialnetworkstobeunsuccessful.
E)Consumersaremorelikelytoviewtopeer-to-peercommunicationascredible.
Answer:
E
Diff:
3PageRef:
144
AACSB:
Communication
Skill:
Concept
Objective:
5-2
8)The________isthemostimportantconsumerbuyingorganizationinsociety;therolesandinfluencesofdifferentmembershavebeenresearchedextensively.
A)family
B)socialclass
C)membershipgroup
D)subculture
E)referencegroup
Answer:
A
Diff:
2PageRef:
145
Skill:
Concept
Objective:
5-2
9)Whenconsumersarehighlyinvolvedwiththepurchaseofanexpensiveproductandtheyperceivesignificantdifferencesamongbrands,theymostlikelywillundertake________.
A)habitualbuyingbehavior
B)complexbuyingbehavior
C)reflectivebuyingbehavior
D)habitualbuyingbehavior
E)variety-seekingbuyingbehavior
Answer:
B
Diff:
2PageRef:
152
Skill:
Concept
Objective:
5-3
10)Whichofthefollowingtypicallyoccurswithhabitualbuyingbehavior?
A)Thereishighconsumerinvolvement.
B)Thereisstrongbrandloyalty.
C)Consumerssearchextensivelyforinformation.
D)Adrepetitioncreatesbrandconviction.
E)noneoftheabove
Answer:
E
Diff:
2PageRef:
152
Skill:
Concept
Objective:
5-3
11)Whencustomershavealowinvolvementinapurchasebutperceivesignificantbranddifferences,theywillmostlikelyengagein________.
A)complexbuyingbehavior
B)dissonance-reducingbuyingbehavior
C)habitualbuyingbehavior
D)variety-seekingbuyingbehavior
E)brandconvictionbuyingbehavior
Answer:
D
Diff:
2PageRef:
153
Skill:
Concept
Objective:
5-3
12)Almostallmajorpurchasesresultin________,ordiscomfortcausedbypostpurchaseconflict.
A)needrecognition
B)cognitivedissonance
C)purchasedecisions
D)legitimization
E)dissatisfaction
Answer:
B
Diff:
1PageRef:
155
Skill:
Concept
Objective:
5-3
13)Consumerslearnaboutnewproductsforthefirsttimeandmakethedecisiontobuythemduringthe________.
A)needrecognitionstage
B)adoptionprocess
C)evaluationprocess
D)trialprocess
E)qualityassessment
Answer:
B
Diff:
1PageRef:
158
Skill:
Concept
Objective:
5-4
14)WhichofthefollowingisNOToneofthestagesthatcustomersgothroughintheprocessoflearningaboutandmakingdecisionsaboutanewproductorservice?
A)awareness
B)interest
C)evaluation
D)culture
E)trial
Answer:
D
Diff:
2PageRef:
158
Skill:
Concept
Objective:
5-4
15)Bob'sjobdescriptionhadbeenchanged.TherationaleforthechangesmadenosensetoBobwhentheywereexplained.Bobcontinuedtoperformmostofhisjobdutiesasusual.Hehasengagedin________.
A)selectivedistortion
B)selectiveattitude
C)selectiveinterpretation
D)selectiveattention
E)perceptualdefense
Answer:
D
Diff:
2PageRef:
150
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
5-2
16)StephanieandJamalattendedasalesseminar.Bothlefttheseminarwithdifferingopinionsaboutwhatwasimportanttoimplementintheirjobs.Bothusedtheinformationindifferentways,accordingtowhateachalreadybelievedwasimportant.Theyhaveengagedin________.
A)selectivedistortion
B)selectiveattitude
C)selectiveretention
D)selectiveattention
E)perceptualdefense
Answer:
A
Diff:
2PageRef:
150
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
5-3
17)LeonapurchasedtwobottlesofwinefromvineyardsinAustralia.Whenaskedheropinionofthewine,shesaidtheburgundywinetastedlikealcoholicgrapejuice,buttheChablishadacrisptastethatshereallyenjoyed.Thesestatementsweremadeduringthe________stageofthepurchasedecision.
A)informationsearch
B)situationalanalysis
C)alternativeevaluation
D)purchasedecision
E)postpurchasebehavior
Answer:
E
Diff:
1PageRef:
155
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
5-3
18)Cameronlovestoknowaboutandpurchasethemostup-to-datetechnologicalgadgets.Amonghisfriends,heisalmostalwaysthefirsttoownthenewestelectronicproduct.OftentheproductsthatCameronbuysbecomeadoptedbylargegroupsofconsumers,butoccasionallyCameronwillpurchaseaproductthatisadoptedbyonlyasmallportionofthepopulation.TowhichofthefollowingadoptergroupsdoesCameronbelong?
A)innovator
B)earlyadopter
C)earlymajority
D)latemajority
E)laggards
Answer:
A
Diff:
2PageRef:
158
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
5-4
19)Thestartingpointofunderstandinghowconsumersrespondtovariousmarketingeffortsiscalledthemarketingstimulusmodelofbuyerbehavior.
Answer:
FALSE
Diff:
2PageRef:
136
Skill:
Concept
Objective:
5-1
20)Subculturesaresociety'srelativelypermanentandordereddivisionswhosememberssharesimilarvalues,interests,andbehaviors.
Answer:
FALSE
Diff:
1PageRef:
137
AACSB:
MulticulturalandDiversity
Skill:
Concept
Objective:
5-2
21)Youngerconsumersarebetterofffinanciallythanmatureconsumers.Theyaretheidealmarketfortravel,restaurants,high-techhomeentertainmentproducts,andconvenientservices.
Answer:
FALSE
Diff:
2PageRef:
140
AACSB:
MulticulturalandDiversity
Skill:
Concept
Objective:
5-2
22)Socialclassisbasedonsharedvaluesystemsandcommonlifeexperiencesandsituations.
Answer:
FALSE
Diff:
2PageRef:
140
Skill:
Concept
Objective:
5-2
23)Becausepeopleareabletomovebetweensocialclasses,theseclassesarerelativelyimpermanentanddisordereddivisionswhosememberssharedissimilarvalues,interests,andbehaviors.
Answer:
FALSE
Diff:
2PageRef:
140
AACSB:
AnalyticSkills
Skill:
Application
Objective:
5-2
24)Onlinesocialnetworksrepresentanimportantnewformofbuzzformarketers.
Answer:
TRUE
Diff:
2PageRef:
144
AACSB:
UseofIT
Skill:
Concept
Objective:
5-2
25)Childrenexertlittleinfluenceonfamilybuyingdecisions,particularlyinareassuchasentertainmentandfood.
Answer:
FALSE
Diff:
2PageRef:
146
Skill:
Concept
Objective:
5-2
26)Personalityisaperson'spatternoflivingasexpressedinhisorherpsychographics.
Answer:
FALSE
Diff:
1PageRef:
148
Skill:
Concept
Objective:
5-2
27)Afterpurchasingaproduct,theconsumerwillbesatisfiedordissatisfiedandwillengageinpost-purchasebehavior.
Answer:
TRUE
Diff:
1PageRef:
155
Skill:
Concept
Objective:
5-3
28)Mostunhappycustomersexplaintheirreasonsfordissatisfactiontothecompanywhosoldtheproduct.
Answer:
FALSE
Diff:
2PageRef:
157
Skill:
Concept
Objective:
5-3
29)Whenaconsumerlearnsaboutanewproductforthefirsttimeandmakesadecisiontotryit,theconsumerisengagedinthealternativeevaluationprocess.
Answer:
FALSE
Diff:
2PageRef:
154
Skill:
Concept
Objective:
5-4
30)Peoplediffergreatlyintheirreadinesstotrynewproducts.Ineachproductarea,thereare"consumptionpioneers."Theyarealsocalledlaggards.
Answer:
FALSE
Diff:
2PageRef:
158
Skill:
Concept
Objective:
5-4
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