Test Bank For Marketing Management 14th Canadian Edition Kotler

Test Bank for Marketing Management, 14th Canadian Edition : Kotler
Test Bank for Marketing Management, 14th Canadian

Edition : Kotler
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Kotler/Keller/Cunningham/Sivaramakrishnan Marketing Management, Fourteenth Canadian Edition
Chapter 6 Analyzing Consumer Markets
1) Marketers are always looking for emerging trends that suggest new marketing
opportunities. One such trend is the "metrosexual." Which of the following items would
the metrosexual most likely have more interest in than your average male?
a. An all-over body spray by Axe
b. Tickets to WWE wrestling
c. Saxophone lessons
d. Cowboy boots made from elephant hide
e. An IBM computer
Answer: a
Diff: 2
Type: MC
Page Reference: 206
Skill: General Concept
2) ________ is the study of how individuals, groups, and organizations select, buy, use,
and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
a. Psychology
b. Consumer behaviour
c. Psychographic segmentation
d. Target marketing
e. Anthropology
Answer: b
Diff: 1
Type: MC
Page Reference: 146
3) Which of the following would be the best illustration of a subculture?

a. your occupation
b. a fraternity or sorority
c. your university
d. a group of close friends
e. a religion
Copyright © 2013 Pearson Canada Inc.

6-1
Answer: e
Diff: 2
Type: MC
Page Reference: 146
Skill: Application
4) The fundamental determinant of a person's wants and behaviour is the person's

a. family tree
b. culture
c. psyche
d. national origin
e. peer group
Answer: b
Diff: 2
Type: MC
Page Reference: 146
5) Smaller ________ provide more specific identification and socialization for their
members.
a. multicultures
b. networks
c. subcultures
d. markets
e. nationalities
Answer: c
Diff: 3
Type: MC
Page Reference: 146
6) With respect to facts about Canadian consumption practices, after personal income
taxes and shelter, what was the category that Canadian households spent the most money
on?
a. clothing

6-2
b. education
c. transportation
d. recreation
e. food
Answer: c
Diff: 3
Type: MC
Page Reference: 146
7) ________ is defined as being relatively homogeneous and enduring divisions in a

society, which are hierarchically ordered and whose members share similar values,
interests, and behaviour.
a. The family
b. A group
c. Subculture
d. Culture
e. Social class
Answer: e
Diff: 2
Type: MC
Page Reference: 147
8) Marketers such as Roots, Petro Canada, and Molson find that Canadian icons such as
the maple leaf can be powerful communications tools due to
a. their uniqueness in this country.
b. multicultural marketing efforts.
c. the maturing market.
d. their cost-effectiveness and ease of reproduction.
e. the culturally-based shared understanding of certain symbols.
Answer: e
Diff: 2

6-3
Type: MC
Page Reference: 146
9) Groups having a direct influence are called ___________ groups.

a. aspirational
b. secondary
c. primary
d. reference
e. membership
Answer: e
Diff: 3
Type: MC
Page Reference: 149
Skill: Application
10) Virtually all human societies exhibit ________ which sometimes takes the form of a
caste system.
a. regionalism
b. multitasking
c. families of procreation
d. aspirational groups
e. social stratification
Answer: e
Diff: 2
Type: MC
Page Reference: 147
11) A person's ________ consist(s) of all the groups that have a direct (face-to-face) or
indirect influence on his/her attitudes or behaviour.
a. subculture
b. culture
c. psychographics

6-4
d. demographics
e. reference groups
Answer: e
Diff: 2
Type: MC
Page Reference: 149
12) Which of the following best describes a new social class that has emerged in Quebec?
a. A less educated blue collar group returning to the trades
b. An anglo-dominated business sector
c. A new middle class of educated francophone professionals
d. More politically assertive and pro-business
e. A larger lower-class relying on subsidies
Answer: c
Diff: 2
Type: MC
Page Reference: 149
Skill: Application
13) A(n) ________ group is one whose values or behaviour an individual rejects.
a. disassociative
b. primary
c. aspirational
d. procreational
e. membership
Answer: a
Diff: 1
Type: MC
Page Reference: 149

6-5
14) If a direct mail marketer wished to direct promotional efforts toward the family of
________, efforts need to be directed toward parents and siblings of the family members.
a. procreation
b. orientation
c. reference
d. intimacy
e. immediacy
Answer: b
Diff: 2
Type: MC
Page Reference: 150
15) A more direct influence on everyday buying behaviour is the family of procreation
namely, one's
a. neighbours and colleagues.
b. parents and siblings.
c. extended family.
d. spouse and children.
e. friends and acquaintances.
Answer: d
Diff: 1
Type: MC
Page Reference: 150
Skill: Application
16) The media buyer working on a luxury automobile account should keep in mind that
social classes differ in media preferences, with upper-class consumers often preferring
________ and books and lower-class consumers often preferring television.
a. video or computer games
b. movies
c. music downloads
d. radio
e. magazines

6-6
Answer: e
Diff: 3
Type: MC
Page Reference: 147
Skill: Application
17) Jason writes a weekly column in his school's newspaper about movies he has seen,
books he has read, and concerts he has attended. His column provides information and
opinions. Feedback from his fellow students is positive and appreciative of the advice
that is given. Which of the following would be the most apt description of the role played
by Jason?
a. opinion leader
b. muckraker
c. protestor
d. protector
e. silent majority
Answer: a
Diff: 2
Type: MC
Page Reference: 149
Skill: Application
18) The family in a buyers life consisting of spouse and children is the ________.
a. family of procreation
b. family of orientation
c. family of influence
d. family of efficiency
e. purchasing family
Answer: a
Diff: 3
Type: MC
Page Reference: 150
Skill: Application

6-7
19) Marketers like Hallmark that create marketing messages with a focus on connections
and relationships with family and friends are likely to win the most positive responses
from
a. single parents.
b. young adults.
c. women.
d. seniors.
e. men.
Answer: c
Diff: 1
Type: MC
Page Reference: 150
Skill: Application
20) Traditional purchasing roles are changing. Canadian Grocer magazine estimates that
________ percent of men now shop for groceries.
a. 35 to 40
b. 25 to 30
c. 30 to 35
d. 10 to 15
e. over 50
Answer: b
Diff: 3
Type: MC
Page Reference: 150
21) Husbands and wives display different decision-making roles in most families. The
trend for the purchase of expensive products like cars or vacations in families is for
________ to be responsible for most of the decisions.
a. the husband
b. the wife
c. both husband and wife
d. child-oriented decision making

6-8
e. holistic decision making
Answer: c
Diff: 2
Type: MC
Page Reference: 150
22) YTV, Canada's leading youth television network, is one vehicle marketers can use to
tap into the ________ or "pester power" children can exert on household spending.
a. guilt
b. direct influence
c. time pressure
d. brand preferences
e. indirect influence
Answer: b
Diff: 2
Type: MC
Page Reference: 150
Skill: Application
23) ________ is the belief systems that underlie attitudes and behaviours.
a. Cue
b. Attitude
c. Core values
d. Belief
e. Drive
Answer: c
Diff: 2
Type: MC
Page Reference: 154
24) Which of the following is one of the CRTC's regulations on advertising to children:

6-9
a. no celebrity endorsements of products

b. no animation or special effects
c. any mention of price must be lower than ten dollars
d. no product demonstrations of any kind
e. no depictions of children using the advertised product
Answer: a
Diff: 2
Type: MC
Page Reference: 476
25) People choose products that reflect and communicate their role and actual or desired
________ in society.
a. group
b. status
c. attitudes
d. feelings
e. beliefs
Answer: b
Diff: 2
Type: MC
Page Reference: 151
26) Marriage, childbirth, and divorce are all considered ________ which could give rise
to new needs.
a. reference groups
b. critical life events or transitions
c. roles and statuses
d. life choices
e. the family of procreation
Answer: b
Diff: 2

6-10
Type: MC
Page Reference: 152
27) Adults experience certain passages or transformations as they go though life. This is
known as the ________ life-cycle.
a. transitional
b. psychological
c. family
d. cultural
e. critical
Answer: b
Diff: 1
Type: MC
Page Reference: 152
28) Many banks and insurance companies, as well as other marketers, focus on critical
life events or transitions that consumers may face in their lifetimes in order to show ways
their products and services can help. These marketers understand the impact of ________
stages.
a. family life cycle
b. economic circumstance
c. product life cycle
d. psychological life-cycle
e. role and status
Answer: d
Diff: 3
Type: MC
Page Reference: 152
Skill: Application
29) The brand personality of MTV could be characterized as having the trait of
________.
a. sophistication

6-11
b. competence
c. sincerity
d. excitement
e. ruggedness
Answer: d
Diff: 3
Type: MC
Page Reference: 152
Skill: Application
30) ________ is a set of distinguishing human psychological traits that lead to relatively
consistent and enduring responses to environmental stimuli.
a. Beliefs
b. Culture
c. Image
d. Personality
e. Heredity
Answer: d
Diff: 2
Type: MC
Page Reference: 152
31) Levi's suggests a ________ that is rugged, youthful, rebellious, and authentic.
a. trademark
b. brand personality
c. psychological approach to advertising
d. functionality
e. lifestyle
Answer: b
Diff: 2
Type: MC
Page Reference: 152

6-12
32) Of key interest to marketers are the major informational sources to which the
consumer will turn and the relative importance of each. Which of the following would be
considered to be an experiential information source?
a. consumer-rating organizations
b. using the product itself
c. web sites
d. acquaintances
e. the mass media
Answer: b
Diff: 2
Type: MC
Page Reference: 161
33) ________ portrays the "whole person" interacting with his or her environment.
a. Subculture
b. Attitude
c. Reference group
d. Culture
e. Lifestyle
Answer: e
Diff: 2
Type: MC
Page Reference: 152
34) Consumers today are experiencing a time famine because of their busy lifestyles. One
way to avoid the difficulties of time famine, which is of particular interest to marketers, is
a. to report frustration to management.
b. to develop a callous attitude toward marketers.
c. to multitask.
d. to set fewer goals.

6-13
e. to give in to personal burdens.
Answer: c
Diff: 3
Type: MC
Page Reference: 153
35) Walmart has become the largest company in the world by appealing to ________
consumers.
a. organic
b. multi-tasking
c. money-constrained
d. time-constrained
e. convenience involvement
Answer: c
Diff: 2
Type: MC
Page Reference: 153
Skill: Application
36) Loblaws offers organic foods to consumers who worry about the environment, want
products to be produced in a sustainable way, and spend money to advance their personal
development and potential. These consumers have been named ________.
a. "Socialists"
b. "Mamas"
c. "Tree Huggers"
d. "LOHAS"
e. "Green"
Answer: d
Diff: 2
Type: MC
Page Reference: 153
Skill: Application

6-14
37) With respect to understanding consumer behaviour, there are four key psychological
processes. Which of the following processes relates to the theories of Freud, Maslow, and
Herzberg?
a. Learning
b. Self-reliance
c. Memory
d. Perception
e. Motivation
Answer: e
Diff: 1
Type: MC
Page Reference: 155
38) A ________ when it is aroused to a sufficient level of intensity.

a. need becomes a motive
b. unfulfilled demand becomes a crisis
c. personal demand exceeds the ability to rationally reject
d. motive becomes a need
e. desire becomes a reality
Answer: a
Diff: 3
Type: MC
Page Reference: 161
39) ________ assumed that the psychological forces shaping people's behaviour are
largely unconscious, and that a person cannot fully understand his or her own
motivations.
a. Frederick Herzberg
b. John Cacioppo
c. Karl Marx
d. Sigmund Freud
e. Abraham Maslow

6-15
Answer: d
Diff: 2
Type: MC
Page Reference: 155
40) The decisions a computer marketer makes in relation to warranty could be guided by
which two factors that are the basis of Herzberg's theory?
a. Promotion and communication
b. Quality and performance
c. Supply and demand
d. Satisfiers and dissatisfiers
e. Price and quantity
Answer: d
Diff: 3
Type: MC
Page Reference: 155
Skill: Application
41) Frederick Herzberg developed a ________ that distinguishes dissatisfiers and

satisfiers.
a. two-factor theory
b. psychological constraint theory
c. probability scale
d. leadership model
e. trait-role theory
Answer: a
Diff: 2
Type: MC
Page Reference: 155
42) At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are
________ needs.

6-16
a. safety
b. esteem
c. physiological
d. self-actualization
e. social
Answer: d
Diff: 2
Type: MC
Page Reference: 156
43) It has been estimated that the average person is exposed to over ________ ads or
brand communications a day.
a. 800
b. 1 300
c. 1 500
d. 1 000
e. 500
Answer: c
Diff: 3
Type: MC
Page Reference: 156
44) ________ can work to the advantage of marketers with strong brands, such as Coke
or Pepsi, when consumers change neutral or ambiguous brand information to make it
more positive.
a. Selective distortion
b. Selective retention
c. Selective choice
d. Selective attention
e. Selective embellishment
Answer: a

6-17
Diff: 2
Type: MC
Page Reference: 157
Skill: Application
45) ________ is the tendency to interpret information in a way that will fit our
preconceptions.
a. Selective retention
b. Cognitive dissonance
c. Selective distortion
d. Discrimination
e. Subliminal perception
Answer: c
Diff: 2
Type: MC
Page Reference: 156
46) A cigarette ad has a picture of a young man laying on his back and dreamily looking
at clouds in the sky. Though not readily obvious to the casual reader, there is a message
in the clouds that says "r-e-l-a-x." This would be an example of which of the following?
a. selective distortion
b. selective retention
c. subliminal perception
d. short-term memory
e. cognitive dissonance
Answer: c
Diff: 3
Type: MC
Page Reference: 157
47) A ________ is a strong internal stimulus impelling action.

a. drive

6-18
b. discrimination
c. reinforcement
d. cue
e. belief
Answer: a
Diff: 2
Type: MC
Page Reference: 157
48) ________ teaches marketers that they can build demand for a product by associating
it with strong drives, using motivating cues, and providing positive reinforcement
a. Learning theory
b. Economic theory
c. Psychological theory
d. Demand theory
e. Demographic theory
Answer: a
Diff: 2
Type: MC
Page Reference: 157
49) As Rita scans the yellow pages section of her phone book looking for a florist, she
sees several others products and services advertised. Though interesting on first glance,
she quickly returns to her primary task of finding a florist. The items that distracted her
from her search were most likely stored in which of the following types of memory?
a. short-term memory
b. subliminal memory
c. long-term memory
d. middle memory
e. subconscious memory
Answer: a
Diff: 2

6-19
Type: MC
Page Reference: 158
Skill: Application
50) Brand ________ consist of all the brand-related thoughts, feelings, perceptions,
images, experiences, beliefs, attitudes, and so on that become linked to the brand node.
a. associations
b. link
c. connection
d. personality
e. stimulus
Answer: a
Diff: 3
Type: MC
Page Reference: 158
51) In general, the more attention placed on the meaning of information during
________, the stronger the resulting associations in memory will be.
a. encoding
b. decoding
c. retrieval
d. memorization
e. classification
Answer: a
Diff: 2
Type: MC
Page Reference: 158
52) The ________ says people have a general tendency to attribute success to themselves
and failure to external causes.
a. availability heuristic
b. hedonic bias

6-20
c. trait-role theory
d. awareness set
e. generalization theory
Answer: b
Diff: 2
Type: MC
Page Reference: 157
53) Cognitive psychologists believe that memory is ________, so that once information
becomes stored in memory, its strength of association decays very slowly.
a. somewhat limited
b. very limited
c. extremely durable
d. often reflective
e. fluid
Answer: c
Diff: 2
Type: MC
Page Reference: 158
54) A need can be triggered by internal or external stimuli in which of the five stages of
the consumer buying process?
a. evaluation of alternatives
b. purchase decision
c. problem recognition
d. information search
e. post-purchase behaviour
Answer: c
Diff: 1
Type: MC
Page Reference: 161

6-21
55) The buying process starts when the buyer recognizes a

a. an advertisement for the product.
b. an internal cue.
c. problem or need.
d. product.
e. a salesperson from a previous visit.
Answer: c
Diff: 2
Type: MC
Page Reference: 161
56) Maria sees her best friend driving around in her new car and decides that she needs a
new car also. Which of the following forms of stimulus has activated Maria's problem
recognition process?
a. secondary stimuli
b. peer stimuli
c. marketing induced stimuli
d. external stimuli
e. internal stimuli
Answer: d
Diff: 2
Type: MC
Page Reference: 161
Skill: Application
57) If a consumer uses Google to find comparative reports on new automobiles in

preparation for deciding on whether to purchase one or not, the consumer is using which
of the following information sources for assistance?
a. personal
b. public
c. experiential

6-22
d. under-the-radar
e. commercial
Answer: e
Diff: 2
Type: MC
Page Reference: 161
Skill: Application
58) Which of the following is considered to be a more advanced form of information

search wherein the person might phone friends or go online to secure information about a
product or service?
a. long-term memory processing
b. short-term memory processing
c. subliminal processing of information
d. heightened attention
e. active information search
Answer: e
Diff: 3
Type: MC
Page Reference: 161
59) Of key interest to marketers are the major informational sources to which the
consumer will turn and the relative importance of each. Which of the following can be
considered an experiential information source?
a. consumer-rating organizations
b. mass media
c. personal handing and examination
d. acquaintances
e. Web sites
Answer: c
Diff: 2
Type: MC
Page Reference: 161

6-23
60) The ________ are those brands that meet consumers' initial buying criteria.
a. awareness set
b. consideration set
c. choice set
d. decision set
e. total set
Answer: b
Diff: 1
Type: MC
Page Reference: 161
61) With respect to consumer decision making, the ________ is the set of strong
contenders from which one will be chosen as a supplier of a good or service.
a. decision set
b. consideration set
c. awareness set
d. total set
e. choice set
Answer: e
Diff: 2
Type: MC
Page Reference: 161
62) A(n) ________ is a descriptive thought that a person holds about something.
a. desire
b. belief
c. emotion
d. feeling
e. attitude

6-24
Answer: b
Diff: 2
Type: MC
Page Reference: 162
63) Tracey Roche has finally decided which brand of laundry detergent to buy. She
selects this brand from the ________ set.
a. belief
b. consideration
c. total
d. choice
e. awareness
Answer: d
Diff: 2
Type: MC
Page Reference: 161
Skill: Application
64) A(n) ________ puts people into a frame of mind: liking or disliking an object,
moving toward or away from it.
a. position
b. feeling
c. attitude
d. stance
e. belief
Answer: c
Diff: 2
Type: MC
Page Reference: 162
65) The expectancy-value model of attitude formation posits that consumers evaluate
products and services by combining their ________ according to importance.
a. needs

6-25
b. wants
c. consuming attitudes
d. desires
e. brand beliefs
Answer: e
Diff: 2
Type: MC
Page Reference: 162
66) Which of the following strategies for approaching consumers who had rejected your
company's model of a product for another competitive brand is called competitive
depositioning?
a. Redesign your company's product.
b. Alter beliefs about your company's brand.
c. Alter beliefs about competitors' brands.
d. Covertly alter the qualitative data about your product.
e. Call attention to neglected attributes.
Answer: c
Diff: 2
Type: MC
Page Reference: 163
67) When Kellogg's attempts to alter a consumer's beliefs about their Special K brand as
a means of getting the consumer to re-think his or her purchase decision, the marketer is
using ________ to accomplish this task.
a. biased positioning
b. positioning
c. psychological repositioning
d. repositioning
e. competitive depositioning
Answer: c
Diff: 3

6-26
Type: MC
Page Reference: 163
Skill: Application
68) The consumer chooses the best brand on the basis of its perceived most important
attribute when using this decision rule.
a. choice heuristic
b. timing
c. noncompensatory heuristic
d. elimination-by-aspects heuristic
e. lexicographic heuristic
Answer: e
Diff: 2
Type: MC
Page Reference: 164
69) With the ________ heuristic, the consumer sets a minimum acceptable cutoff level
for each attribute and chooses the first alternative that meets the minimum standard for all
attributes.
a. primary
b. lexicographic
c. conjunctive
d. elimination-by-aspects
e. secondary
Answer: c
Diff: 3
Type: MC
Page Reference: 164
70) Customer value analysis reveals the company's strengths and weaknesses relative to
various competitors. Which of the following would be considered to be the first step in
this process?
a. Assess the company and competitors' performances on customer values.

6-27
b. Examine customer ratings of the company and competitors.

c. Assess the quantitative importance of the different attributes.
d. Identify the major attributes customers value.
e. Monitor customer values over time.
Answer: d
Diff: 2
Type: MC
Page Reference: 120
71) Even if consumers form brand evaluations, two general factors can intervene between
the purchase intention and the purchase decision. One of these is unanticipated situational
factors. What is the other?
a. amount of purchasing power
b. short-term memory capabilities
c. attitudes of others
d. ability to return merchandise
e. the self-concept
Answer: c
Diff: 2
Type: MC
Page Reference: 164
72) ________ risk occurs if the product fails to perform up to expectations.

a. Social
b. Functional
c. Physical
d. Financial
e. Psychological
Answer: b
Diff: 3
Type: MC

6-28
Page Reference: 165

73) If performance meets consumer expectations, the consumer is

a. overwhelmed.
b. surprised.
c. disappointed.
d. satisfied.
e. delighted.
Answer: d
Diff: 1
Type: MC
Page Reference: 165/122
74) A key driver of sales frequency is the ________ rate.

a. product consumption
b. utility
c. refusal
d. disposal
e. option
Answer: a
Diff: 1
Type: MC
Page Reference: 165
75) The level of engagement and active processing undertaken by the consumer in
responding to a marketing stimulus is called
a. consumer disengagement.
b. elaboration likelihood.
c. variety-seeking.
d. consumer involvement.
e. low-involvement.
6-29
Answer: d
Diff: 2
Type: MC
Page Reference: 166
76) If a consumer is persuaded to buy a product by a message that requires little thought
and is based on an association with a brand's positive consumption experiences from the
past, the consumer used a ________ to arrive at this purchase decision.
a. behavioural route
b. central route
c. subjective route
d. objective route
e. peripheral route
Answer: e
Diff: 3
Type: MC
Page Reference: 166
77) With the ________, predictions of usage are based on quickness and ease of use.
a. representative heuristic
b. availability heuristic
c. adjustment heuristic
d. anchoring heuristic
e. semantic heuristic
Answer: b
Diff: 2
Type: MC
Page Reference: 167

6-30
78) Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits
the snack food aisle in the grocery store. He rarely even reads the box or checks the price.
Which of the following heuristics is most likely being used by Ben?
a. representativeness
b. availability
c. adjustment
d. anchoring
e. semantic
Answer: a
Diff: 3
Type: MC
Page Reference: 167
Skill: Application
79) ________ refers to the manner by which consumers code, categorize, and evaluate
financial outcomes of choices.
a. Financial accounting
b. Factual accounting
c. Mental accounting
d. Behavioural accounting
e. Cost accounting
Answer: c
Diff: 2
Type: MC
Page Reference: 169
80) A consumer tells another consumer, "Every time I eat at Big Bill's Steakhouse I get
poor service." Whether this is true or not, it is the consumer's perception. This is an
example of consumers basing future predictions on the quickness and ease with which a
particular example of an outcome comes to mind. This scenario would be an illustration
of the ________ heuristic.
a. discrimination
b. screening
c. representativeness

6-31
d. availability
e. differentiation
Answer: d
Diff: 3
Type: MC
Page Reference: 169
Skill: Application
81) __________ maintains that consumers frame their decision alternatives in terms of
gains and losses according to a value function. Consumers are generally loss-averse.
a. Decision framing
b. Choice architecture
c. Prospective theory
d. Mental accounting
e. Decision heuristics
Answer: c
Diff: 2
Type: MC
Page Reference: 170
Skill: Application
82) Social class is the fundamental determinant of a person's wants and behaviour.
a. True
Incorrect: Incorrect
b. False
Correct: Correct
Answer: b
Diff: 1
Type: TF
Page Reference: 146
83) An example of a subculture would be a person's geographic region.

a. True

6-32
Correct: Correct
b. False
Answer: a
Diff: 2
Type: TF
Page Reference: 146
84) Marketers who want to appeal to Quebec consumers can simply communicate in
French using dictionary translations.
a. True
b. False
Correct: Correct
Answer: b
Diff: 2
Type: TF
Page Reference: 148
85) One of the characteristics of social classes is that those within each class tend to
behave more alike than persons from two different social classes.
a. True
Correct: Correct
b. False
Answer: a
Diff: 2
Type: TF
Page Reference: 147
86) Regional disparities in outlook and behaviour are a simple byproduct of economics
and geography.
a. True

6-33
b. False
Correct: Correct
Answer: b
Diff: 2
Type: TF
Page Reference: 149
87) Secondary groups require continuous interaction to be effective and meaningful.

a. True
b. False
Correct: Correct
Answer: b
Diff: 2
Type: TF
Page Reference: 187
88) When Mark went to college he had a burning desire to join a social fraternity; for
Mark, this would be an example of an aspirational group.
a. True
Correct: Correct
b. False
Answer: a
Diff: 1
Type: TF
Page Reference: 149
89) The family of procreation includes one's parents and siblings.

a. True

6-34
b. False
Correct: Correct
Answer: b
Diff: 3
Type: TF
Page Reference: 150
90) Women tend to be loyal to their favourite programs, and spend more time watch TV
than men. Corus Entertainment is actively pursuing the women’s market.
a. True
Correct: Correct
b. False
Answer: a
Diff: 3
Type: TF
Page Reference: 150
91) Marketers are using television to target children at younger ages than ever before.
a. True
Correct: Correct
b. False
Answer: a
Diff: 2
Type: TF
Page Reference: 150
92) A role consists of the activities a person is expected to perform.

a. True
Correct: Correct
b. False

6-35
Answer: a
Diff: 1
Type: TF
Page Reference: 151
93) A good illustration of a critical life event or transition that might impact a consumer's
behaviour is a divorce.
a. True
Correct: Correct
b. False
Answer: a
Diff: 1
Type: TF
Page Reference: 152
94) Product choice is rarely affected by economic circumstances.

a. True
b. False
Correct: Correct
Answer: b
Diff: 3
Type: TF
Page Reference: 153
95) A brand personality is the specific mix of human traits that may be attributed to a
particular brand.
a. True
Correct: Correct
b. False

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Answer: a
Diff: 2
Type: TF
Page Reference: 152
96) People from the same subculture, social class, and occupation always lead very
similar lifestyles.
a. True
b. False
Correct: Correct
Answer: b
Diff: 2
Type: TF
Page Reference: 152
97) Psychogenic needs arise from physiological states of tension such as hunger or
discomfort.
a. True
b. False
Correct: Correct
Answer: b
Diff: 2
Type: TF
98) Abraham Maslow assumed that the psychological forces shaping people's behaviour
are largely unconscious, and that a person cannot fully understand his or her own
motivations.
a. True
b. False
Correct: Correct

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Answer: b
Diff: 3
Type: TF
Page Reference: 155
99) According to Maslow's hierarchy of needs model, recognition, self-esteem, and status
would be among a person's social needs.
a. True
b. False
Correct: Correct
Answer: b
Diff: 2
Type: TF
Page Reference: 156
100) According to Herzberg's two-factor theory, the absence of dissatisfiers is not enough
to motivate a purchase; satisfiers must be present.
a. True
Correct: Correct
b. False
Answer: a
Diff: 2
Type: TF
Page Reference: 155
101) Perception depends only on the physical stimuli experienced by the person.
a. True
b. False
Correct: Correct

6-38
Answer: b
Diff: 2
Type: TF
Page Reference: 155
102) People are more likely to notice stimuli whose deviations are large in relation to the
normal size of the stimuli.
a. True
Correct: Correct
b. False
Answer: a
Diff: 2
Type: TF
Page Reference: 156
103) Selective attention is the tendency to interpret information in a way that will fit our
preconceptions.
a. True
b. False
Correct: Correct
Answer: b
Diff: 3
Type: TF
Page Reference: 156
104) Because of selective retention, we are likely to forget about the good points of
competing products.
a. True
Correct: Correct
b. False

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Answer: a
Diff: 1
Type: TF
Page Reference: 157
105) Drives are minor stimuli that determine when, where, and how a person responds.
a. True
b. False
Correct: Correct
Answer: b
Diff: 2
Type: TF
Page Reference: 157
106) Consistent with the elaboration memory model, consumer brand knowledge in
memory can be conceptualized as consisting of a brand node in memory with a variety of
linked associations.
a. True
b. False
Correct: Correct
Answer: b
Diff: 3
Type: TF
Page Reference: 158
107) Reality is more important than perceptions.

a. True
Incorrect: Correct
b. False
Correct: Incorrect
Answer: b

6-40
Diff: 2
Type: TF
Page Reference: 155
108) All consumers pass through all five of the stages of buying process model when in a
buying situation.
a. True
b. False
Correct: Correct
Answer: b
Diff: 1
Type: TF
Page Reference: 160
109) The buying process starts when the buyer decides to or actually enters a store or
service provider's facility.
a. True
b. False
Correct: Correct
Answer: b
Diff: 2
Type: TF
Page Reference: 161
110) The selective perception mechanisms requires consumers’ active engagement and
thought. Consumers are consumers are consciously aware of them.
a. True
b. False
Correct: Correct
Answer: b

6-41
Diff: 3
Type: TF
Page Reference: 157
111) A belief is a person's enduring favourable or unfavourable evaluation, emotional

feeling, and action tendencies toward some object or idea.
a. True
b. False
Correct: Correct
Answer: b
Diff: 2
Type: TF
Page Reference: 162
112) The expectancy-value model of attitude formation posits that consumers evaluate
products and services by combining their brand beliefs—the positives and negatives—
according to importance.
a. True
Correct: Correct
b. False
Answer: a
Diff: 2
Type: TF
Page Reference: 162
113) The marketer could try to persuade buyers to change their ideal levels for one or
more attributes.
a. True
Correct: Correct
b. False

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Answer: a
Diff: 2
Type: TF
Page Reference: 163
114) With noncompensatory models of consumer choice, positive and negative attribute
considerations usually net out.
a. True
b. False
Correct: Correct
Answer: b
Diff: 2
Type: TF
Page Reference: 164
115) Volvo has the reputation for being one of the most "safe" cars on the road. For those
that value safety, Volvo would be the logical choice. The preceding is an example of the
lexicographic heuristic of consumer choice.
a. True
Correct: Correct
b. False
Answer: a
Diff: 2
Type: TF
Page Reference: 164
116) If a product poses a threat to the physical well-being of a consumer, this is called
psychological risk.
a. True
b. False
Correct: Correct

6-43
Answer: b
Diff: 2
Type: TF
Page Reference: 165
117) Learning theory teaches marketers that they can build demand for a product by
associating it with strong drives, using motivating cues, and providing positive
reinforcement.
a. True
Correct: Incorrect
b. False
Incorrect: Correct
Answer: a
Diff: 3
Type: TF
Page Reference: 157
118) With respect to a consumer-buying situation that involves variety-seeking

behaviour, the market leader can encourage variety seeking by offering lower prices or
deals.
a. True
b. False
Correct: Correct
Answer: b
Diff: 3
Type: TF
Page Reference: 167
119) Many products are bought under conditions of low involvement. This means that the
consumer does not touch them except from a distance.
a. True

6-44
b. False
Correct: Correct
Answer: b
Diff: 2
Type: TF
Page Reference: 166
120) A rule of thumb in the decision process is called a heuristic.

a. True
Correct: Correct
b. False
Answer: a
Diff: 1
Type: TF
Page Reference: 164
121) In the lexicographic heuristic, the consumer bases his or her predictions on the
quickness and ease with which a particular example of an outcome comes to mind.
a. True
b. False
Correct: Correct
Answer: b
Diff: 3
Type: TF
Page Reference: 164
122) Prospect theory maintains that consumers frame decision alternatives in terms of
gains and losses according to a value function.
a. True
Correct: Correct
b. False

6-45
Answer: a
Diff: 2
Type: TF
Page Reference: 170
123) What is brand personality and what are the five traits that has been linked to it?
Answer:
Brand personality is the specific mix of human traits that may be attributed to a particular
brand. Traits that have been associated with brand personality are sincerity, excitement,
competence, sophistication, and ruggedness.
Diff: 2
Type: ES
Page Reference: 152
Skill: Application
124) Culture is the fundamental determinant of a person's wants and behaviour. The
growing child acquires a set of values, perceptions, preferences, and behaviours through
his or her family and other key institutions. What values is the typical Canadian child
exposed to?
Answer:
According to the text, a child growing up in Canada is exposed to the following values:
respect for diversity, respect for basic human rights and individual freedoms, love of the
outdoors and nature, achievement and success, activity, efficiency and practicality,
progress, material comfort and external comfort, humanitarianism, and youthfulness.
Diff: 3
Type: ES
Page Reference: 146
Skill: Application
125) Canadian companies practise many different approaches in their efforts to reach the
Quebec market. Regardless of the specific approach, what must all Canadian marketers
understand about Quebec?

6-46
Answer:
Quebec has long prided itself on being a "distinct society." Marketers must be aware of
Quebec's uniqueness if they are to be successful in the province. It is extremely important
for a company to understand the culture and language of Quebecers. This goes further
than knowing the subtleties of the French language -- it requires having a deep
understanding of Quebecois consumers, including key insights into their culture, lifestyle,
motivations, and attitudes.
Diff: 2
Type: ES
Page Reference: 73+211
Skill: Application
126) Dan Lafontaine is seen by his friends and family as a computer expert. Before they
make a hardware or software purchase, they always ask Dan for advice. How can
marketers such as Apple and HP try to reach someone like Dan so that he will
recommend their products?
Answer:
An opinion leader is the person in informal, product-related communications who offers
advice or information about a specific product or product category, such as which of
several brands is best or how a particular product may be used. Marketers try to reach
opinion leaders by identifying demographic and psychographic characteristics associated
with opinion leadership, identifying the media read by opinion leaders, and directing
messages at opinion leaders.
Diff: 2
Type: ES
Page Reference: 149
Skill: Application
127) The family is the most important consumer-buying organization in society, and
family members constitute the most influential primary reference group. We can
distinguish between two family categorizations in the buyer's life. Relate the two families
and their impact on buying behaviour to the purchase of breakfast cereal.
Answer:
The family of orientation consists of parents and siblings. From parents a person acquires
an orientation toward religion, politics, and economics and a sense of personal ambition,
self-worth, and love. Even if the buyer no longer interacts very much with his or her
parents, their influence on behaviour can be significant. Often consumers choose to eat
the breakfast cereal that they were fed as a child. A more direct influence on everyday

6-47
buying behaviour is the family of procreation--namely, one's spouse and children.

Children can use "pester power" to get the cereal they desire at the breakfast table.
Diff: 2
Type: ES
Page Reference: 150
Skill: Application
128) Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers

and satisfiers. How does Herzberg's theory affect sellers' marketing strategy?
Answer:
Herzberg's theory has two implications. First, sellers should do their best to avoid
dissatisfiers (for example, a poor training manual or a poor service policy). Although
these things will not sell a product, they might easily unsell it. Second, the seller should
identify the major satisfiers or motivators of purchase in the market and then supply
them. These satisfiers will make the major difference as to which brand the customer
buys.
Diff: 2
Type: ES
Page Reference: 155
Skill: Application
129) Explain the differences between a role and status using an example to distinguish
between the two.
Answer:
A role consists of the activities a person is expected to perform. Each role carries a status,
which refers to one's position within a hierarchy or culture. For example, a senior vice-
president has more status than a sales manager.
Diff: 3
Type: ES
Page Reference: 151
Skill: Application
130) Explain the concept of personality and how it relates to the brand personality of
CNN.

6-48
Answer:
Personality is a set of distinguishing human psychological traits that lead to relatively
consistent and enduring responses to environmental stimuli. Personality is often
described in terms of such buying traits as self-confidence, dominance, autonomy,
deference, sociability, defensiveness, and adaptability. Personality can be a useful
variable in analyzing consumer brand choices. The idea is that brands also have
personalities, and consumers are likely to choose brands whose personalities match their
own. CNN's brand personality is strong on competence and seen as reliable, intelligent,
and successful by their viewers.
Diff: 1
Type: ES
Page Reference: 152
Skill: Application
131) Considering the brand personality of Levi's jeans, how might the three different
views of self come into play?
Answer:
Consumers are likely to choose brands whose personalities match their own. Levi's brand
personality of youthfulness may be consistent with a consumer's actual self concept (how
they view oneself), a consumer's ideal self concept (how one would like to view oneself),
or even others' self concept (how one thinks others see one).
Diff: 3
Type: ES
Page Reference: 152
Skill: Application
132) People from the same subculture, social class, and occupation may lead quite
different lifestyles. A lifestyle is a person's pattern of living in the world as expressed in
activities, interests, and opinions. Lifestyle portrays the "whole person" interacting with
his or her environment. Given this information, describe the LOHAS (an acronym)
lifestyle described in the text and its usefulness to a marketer such as Loblaws.
Answer:
Consumers who worry about the environment, want products to be produced in a
sustainable way, and spend money to advance their personal development and potential
have been named "LOHAS." The name is an acronym standing for lifestyles of health
and sustainability. The market for LOHAS products encompasses things like organic
foods, energy-efficient appliances, and solar panels as well as alternative medicine, yoga

6-49
DVDs, and ecotourism. Companies like Loblaws serve this emerging segment by
offering alternative products such as its line of organic foods.
Diff: 3
Type: ES
Page Reference: 153
Skill: Application
133) How could a marketer such as Canadian Tire use Freudian theory and the technique
called laddering to develop message and appeal?
Answer:
Shape, size, weight, material, colour, and brand name can all trigger certain associations
and emotions. A technique called laddering can be used to trace a person's motivations
from the stated instrumental ones to the more terminal ones. Then the marketer can
decide at what level to develop the message and appeal. Canadian Tire may wish to tap
into consumers' instrumental motivations relating to pride of home ownership, among
others.
Diff: 2
Type: ES
Page Reference: 155
Skill: Application
134) Abraham Maslow sought to explain why people are driven by particular needs at
particular times. Describe Maslow's hierarchy of needs. How does Maslow's theory help
marketers such as The Running Room, a store that outfits runners with shoes, clothes,
and accessories?
Answer:
In order of importance, they are physiological needs, safety needs, social needs, esteem
needs, and self-actualization needs. Maslow's theory helps marketers understand how
various products fit into the plans, goals, and lives of consumers. A marketer like The
Running Room can align themselves with their customers' need for self development and
realization, by providing products and services that help them reach their running goals.
Diff: 2
Type: ES
Page Reference: 155
Skill: Application

6-50
135) Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers

and satisfiers. How could Herzberg's theory affect the marketing strategy of a fitness
centre?
Answer:
Herzberg's theory has two implications. First, sellers should do their best to avoid
dissatisfiers (for example, a poor fitness trainer or a poor changeroom facility). Although
these things will not sell a product, they might easily unsell it. Second, the seller should
identify the major satisfiers or motivators of purchase in the market, such as better health
and weight loss, and then supply them. These satisfiers will make the major difference as
to which brand of fitness centre a customer joins.
Diff: 2
Type: ES
Page Reference: 155
Skill: Application
136) Perception is the process by which an individual selects, organizes, and interprets
information inputs to create a meaningful picture of the world. For a marketer, what is the
key point of perception?
Answer:
The key point is that perceptions can vary widely among individuals exposed to the same
reality. One person might perceive a fast-talking salesperson as aggressive and insincere;
another, as intelligent and helpful. Each will respond differently to the salesperson. In
marketing, perceptions are more important than the reality, as it is perceptions that will
affect consumers' actual behaviour.
Diff: 2
Type: ES
Page Reference: 155-156
Skill: Application
137) Explain the concept of selective retention and its association with marketing by
relating it to consumers' fast food preferences.
Answer:
Selective retention says that consumers are likely to remember good points about a
product we like and forget good points about competing products. If a consumer already
prefers Wendy's to McDonald's, they will retain the good points about Wendy's menu and
forget what they hear about McDonald's. Selective attention works to the advantage of

6-51
strong brands. It also explains why marketers need to use repetition in sending messages
to their target markets—to make sure their message is not overlooked.
Diff: 2
Type: ES
Page Reference: 157
Skill: Application
138) How can a marketer such as lululemon use learning theory to build demand for their
yoga clothing and accessories?
Answer:
The learning theory teaches marketers that they can build demand for a product by
associating it with strong drives, using motivating cues, and providing positive
reinforcement. Students should provide examples of specific tactics to create these
associations.
Diff: 3
Type: ES
Page Reference: 157
Skill: Application
139) Describe how the problem recognition process works in the five-stage model of the
consumer buying process, using the purchase of an automobile as an example.
Answer:
The buying process starts when the buyer recognizes a problem or need. With an internal
stimulus, one person's normal needs—hunger, thirst, sex—rises to a threshold level and
becomes a drive. A need can be aroused by an external stimulus such as an
advertisement, which is more likely in the case of purchasing an automobile. The
advertisement could trigger thoughts about the need to replace a car, turning a basic need
into a drive which could be related to more than just the need for transportation. Car
advertisements often appealing much more complicated needs, such as the need to raise
one's status.
Diff: 2
Type: ES
Page Reference: 161
Skill: Application

6-52
140) Through gathering information, the consumer learns about competing brands and
their features. The consumer will then advance through four sets with respect to brands
before a decision is reached. Explain the four sets with respect to hair care products.
Answer:
The four sets are: (1) the total set - all of the hair care products available on the market,
(2) the awareness set—only those hair care products that the consumer knows of, (3) the
consideration set—only those hair care products that meet initial buying criteria—quality,
cost, scent, etc., and (4) the choice set—those products that remain strong contenders.
Diff: 2
Type: ES
Skill: Application
141) The Council for Biotechnology Information (CBI) began a new transit shelter
campaign encouraging people to get accurate information on biotechnology. How can a
marketer such as CBI deal with existing beliefs and attitudes?
Answer:
A belief is a descriptive thought that a person holds about something. An attitude is a
person's enduring favourable or unfavourable evaluation, emotional feeling, and action
tendencies toward some object or idea. Since attitudes can be difficult to change,
marketers such as CBI are advised to fit their product and messages into existing
attitudes. However, CBI may be able to change attitudes, especially as they are trying to
market a controversial idea.
Diff: 2
Type: ES
Page Reference: 162
Skill: Application
142) Darson Shamra is purchasing a high definition television. He has set a minimum
acceptable cutoff level for each attribute and will choose the first brand that meets the
minimum standard for all of these attributes. How would Darson's choice heuristic differ
if he were to use the lexicographic heuristic used to make his choice?
Answer:
The lexicographic heuristic is in use when the consumer chooses the best brand on the
basis of its perceived most important attribute. In the case of a high definition television,
that could be picture quality. Using the legicographic heuristic, then, would lead Darson
to disregard other attributes and choose the TV with the highest picture quality.

6-53
Diff: 2
Type: ES
Page Reference: 164
Skill: Application
143) What is mental accounting? What, according to Thaler, are the core principles on
which mental accounting is based? Explain with examples.
Answer:
Mental accounting refers to the way consumers code, categorize, and evaluate financial
outcomes of choices. Formally, it is "the tendency to categorize funds or items of value
even though there is no logical basis for the categorization, e.g., individuals often
segregate their savings into separate accounts to meet different goals even though funds
from any of the accounts can be applied to any of the goals."
According to Chicago's Thaler, mental accounting is based on a set of core principles:
1. Consumers tend to segregate gains. When a seller has a product with more than one
positive dimension, it's desirable to have the consumer evaluate each dimension
separately. Listing multiple benefits of a large industrial product, for example, can make
the sum of the parts seem greater than the whole.
2. Consumers tend to integrate losses. Marketers have a distinct advantage in selling
something if its cost can be added to another large purchase. House buyers are more
inclined to view additional expenditures favourably given the high price of buying a
house.
3. Consumers tend to integrate smaller losses with larger gains. The "cancellation"
principle might explain why withholding taxes from monthly paycheques is less aversive
than large, lump-sum tax payments—the smaller withholdings are more likely to be
absorbed by the larger pay amount.
4. Consumers tend to segregate small gains from large losses. The "silver lining"
principle might explain the popularity of rebates on big-ticket purchases such as cars.
Diff: 3
Type: ES
Skill: Application
144) Explain the differences between culture, subculture, and social class.
Answer:
Culture is the fundamental determinant of a person's wants and behaviour. Subcultures
provide more specific identification and socialization of their members. Subcultures
include nationalities, religions, racial groups, and geographic regions. Social class is a
relatively homogeneous and enduring division in a society, that are hierarchically ordered
and whose members share similar values, interests, and behaviours.

6-54
Diff: 2
Type: ES
145) What is a reference group? Describe three different types of reference groups that
can have an impact on a consumer's purchasing behaviour.
Answer:
Reference groups consist of all the groups that have a direct (face-to-face) or indirect
influence on a consumer's attitudes or behaviour. Types of reference groups that can
impact a consumer's purchasing behaviour include membership groups, primary groups,
secondary groups, aspirational groups, and dissociative groups.
Diff: 2
Type: ES
Page Reference: 149
146) An opinion leader is the person in informal, product-related communications who

offers advice or information about a specific product or product category, such as which
of several brands is best or how a particular product may be used. According to the text,
how do marketers try to reach opinion leaders?
Answer:
Marketers try to reach opinion leaders by identifying demographic and psychographic
characteristics associated with opinion leadership, identifying the media read by opinion
leaders, and directing messages at opinion leaders.
Diff: 2
Type: ES
Page Reference: 149
147) What is brand personality and what five traits have been linked to it?
Answer:

6-55
Brand personality is the specific mix of human traits that may be attributed to a particular
brand. Traits that have been associated with brand personality are sincerity, excitement,
competence, sophistication, and ruggedness.
Diff: 2
Type: ES
Page Reference: 152
148) Briefly explain Freud's theory on human motivation and how this might be related
to marketing.
Answer:
Sigmund Freud assumed that the psychological forces shaping people's behaviour are
largely unconscious, and that a person cannot fully understand his or her own stated
capabilities. When a person examines specific brands, he or she will react not only to
their stated capabilities, but also to other, less conscious cues.
Diff: 3
Type: ES
Page Reference: 155
149) List and briefly characterize Maslow's Hierarchy of Needs.
Answer:
Beginning with the most basic needs to the most advanced, the need structure is as
follows: (1) physiological needs—food, water, shelter; (2) safety needs—security,
protection; (3) social needs—sense of belonging, love; (4) esteem needs—self-esteem,
recognition, status; and (5) self-actualization needs—self-development and realization.
Diff: 2
Type: ES
150) People can emerge with different perceptions of the same object because of three
perceptual processes. List and briefly characterize those processes.
Answer:

6-56
The three processes are selective attention, selective distortion, and selective retention.
Selective attention occurs because a person cannot possibly attend to all the stimuli that
he or she is exposed to during an average day. Some will be screened out. Selective
distortion is the tendency to interpret information in a way that will fit our perceptions.
Selective retention occurs because people will fail to register much information to which
they are exposed in memory, but will tend to retain information that supports their
attitudes and beliefs.
Diff: 3
Type: ES
151) List and describe the five stages of the consumer buying process.
Answer:
The five stages are problem recognition—when a need is triggered by internal or external
stimuli, information search—when an aroused consumer is inclined to search for more
information, evaluation of alternatives—when a consumer processes competitive brand
information, purchase decision—when a consumer forms an intention to purchase the
preferred brand, and post-purchase behaviour—when the consumer uses or gives, and
eventually, disposes of the product.
Diff: 2
Type: ES
152) How is the expectancy-value model used in the evaluation of alternatives as a

consumer engages in a buying process?
Answer:
The expectancy-value model of attitude formation posits that consumers evaluate
products and services by combining their brand beliefs—the positives and negatives—
according to importance. The model assists consumers in making choices.
Diff: 3
Type: ES
Page Reference: 162

6-57
Test Bank for Marketing Management, 14th Canadian Edition : Kotler

153) Gordon Jones is considering purchasing a computer from Best Buy. He has created
a scale whereby he has rated eight different computers on three different characteristics.
Gordon has decided that for a computer to make his short-list, it must score at least a
seven on his scale on all three characteristics. Describe the type of choice heuristic that
Mr. Jones is using as he selects a computer.
Answer:
Mr. Jones is using what is called a conjunctive heuristic. This heuristic sets a minimum
acceptable cutoff level for each attribute and chooses the first alternative that meets the
minimum standard for all attributes.
Diff: 3
Type: ES
Page Reference: 164
154) Heuristics can come into play when consumers forecast the likelihood of future
outcomes or events. When would a consumer use an anchoring and adjustment heuristic?
Answer:
Consumers will use this heuristic when the consumer arrives at an initial judgment and
then makes adjustments of that first impression based on additional information.
Diff: 2
Type: ES
Page Reference: 168

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3) Which of the following would be the best illustration of a subculture?

Copyright © 2013 Pearson Canada Inc.

4) The fundamental determinant of a person's wants and behaviour is the person's

Copyright © 2013 Pearson Canada Inc.

7) ________ is defined as being relatively homogeneous and enduring divisions in a

Copyright © 2013 Pearson Canada Inc.

9) Groups having a direct influence are called ___________ groups.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

e. holistic decision making

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a. no celebrity endorsements of products

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

Skill: General Concept

Copyright © 2013 Pearson Canada Inc.

e. to give in to personal burdens.

Copyright © 2013 Pearson Canada Inc.

38) A ________ when it is aroused to a sufficient level of intensity.

Copyright © 2013 Pearson Canada Inc.

41) Frederick Herzberg developed a ________ that distinguishes dissatisfiers and

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

47) A ________ is a strong internal stimulus impelling action.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

Skill: General Concept

55) The buying process starts when the buyer recognizes a

57) If a consumer uses Google to find comparative reports on new automobiles in

Copyright © 2013 Pearson Canada Inc.

58) Which of the following is considered to be a more advanced form of information

Copyright © 2013 Pearson Canada Inc.

Skill: General Concept

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

b. Examine customer ratings of the company and competitors.

72) ________ risk occurs if the product fails to perform up to expectations.

Copyright © 2013 Pearson Canada Inc.

Page Reference: 165

73) If performance meets consumer expectations, the consumer is

74) A key driver of sales frequency is the ________ rate.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

83) An example of a subculture would be a person's geographic region.

Copyright © 2013 Pearson Canada Inc.

Copyright © 2013 Pearson Canada Inc.

87) Secondary groups require continuous interaction to be effective and meaningful.

89) The family of procreation includes one's parents and siblings.

Copyright © 2013 Pearson Canada Inc.

92) A role consists of the activities a person is expected to perform.

Copyright © 2013 Pearson Canada Inc.