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1 | |
A buying centre may contain five people performing a number of roles. The role of the buyer is: |
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| | A) | The person who attempts to persuade others in the buying centre. |
| | B) | The consumer of the product. |
| | C) | The person who conducts the transaction. |
| | D) | The person who begins the buying process. |
| | E) | The person who holds the most authority in the buying centre. |
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2 | |
Joint buying decision-making is more common when: |
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| | A) | A The household contains two income earners. |
| | B) | The household contains several young children. |
| | C) | The household contains a married couple. |
| | D) | The household has a high income. |
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3 | |
Identifying the roles played within a buying centre is a prerequisite for: |
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| | A) | Setting the product price. |
| | B) | Deciding on the best distribution channel. |
| | C) | Targeting persuasive communications. |
| | D) | Developing a new product. |
| | E) | Planning the marketing mix. |
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4 | |
In the decision making model flow chart the second stage refers to: |
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| | A) | Evaluation of alternatives |
| | B) | Need recognition |
| | C) | Problem awareness |
| | D) | Information search |
| | E) | Purchase |
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5 | |
A key determinant of the extent to which consumers evaluate a brand before purchase is their: |
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| | A) | A Disposable income |
| | B) | Level of involvement |
| | C) | Position or role in the buying centre |
| | D) | Level of need |
| | E) | Level of awareness |
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6 | |
High involvement buying decisions require marketing messages with: |
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| | A) | Low information content. |
| | B) | High information content. |
| | C) | Visually interesting messages. |
| | D) | Easy to remember strap lines. |
| | E) | Short and simple messages. |
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7 | |
Following a high involvement buying decision where the purchase price was high the consumer may experience: |
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| | A) | A sense of social belonging. |
| | B) | Information processing. |
| | C) | Cognitive dissonance. |
| | D) | A shortage of cash. |
| | E) | An interest in repeat buying. |
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8 | |
Three types of buying situations can be identified, 1) Extended problem solving, 2) Limited problem solving and: |
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| | A) | Complex problem solving. |
| | B) | Life style problem solving. |
| | C) | Cognitive dissonance problem solving. |
| | D) | Information problem solving. |
| | E) | Habitual problem solving. |
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9 | |
Perception is the complex process by which people: |
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| | A) | Calculate the cost of purchase. |
| | B) | Select, organise and interpret sensory stimulation. |
| | C) | Search for information before buying. |
| | D) | Evaluate alternative products before purchasing. |
| | E) | Demonstrate motivational influences on their buying decisions. |
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10 | |
Selective distortion occurs when: |
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| | A) | High levels of technical information exist about the product. |
| | B) | Consumers distort information according to the existing beliefs and attitudes. |
| | C) | When social influences affect the consumers buying decision. |
| | D) | When one product is offered at a lower price than another product. |
| | E) | Consumers are faced with a habitual buying decision. |
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11 | |
An understanding of buyer motivation lies in: |
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| | A) | The relationship between product quality and price. |
| | B) | The relationship between needs, drives and goals. |
| | C) | The risk involved in making a buying decision. |
| | D) | The relationship between the product, price and life style. |
| | E) | The relationship between social class and income. |
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12 | |
Maslow's model refers to five categories of: |
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| | A) | Beliefs |
| | B) | Buying stages |
| | C) | Motivation |
| | D) | Life styles |
| | E) | Social income groups |
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13 | |
Lifestyle refers to the pattern of living expressed in a person’s: |
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| | A) | Beliefs and attitude |
| | B) | Age |
| | C) | Family life cycle stage |
| | D) | Activities, interests and opinions |
| | E) | Social class and status |
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14 | |
Culture refers to the traditions, taboos, values and basic attitudes of: |
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| | A) | The whole society |
| | B) | The family unit |
| | C) | The social group |
| | D) | The city or town |
| | E) | The central buying unit |
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15 | |
Which of the following authors proposed a model that is based on beliefs and attitudes? |
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| | A) | Ehrenberg and Goodhart (1980) |
| | B) | Fishbein and Ajzen (1980) |
| | C) | Maslow (1954) |
| | D) | Blackwell, Miniard and Engel (2000) |
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16 | |
Classical conditioning is…. |
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| | A) | The process of using an established relationship between a stimulus and response to cause the learning of the same response to a different stimulus. |
| | B) | When reinforcement results from rewards: the more rewarding the response the stronger the likelihood of the purchase being repeated. |
| | C) | When consumers distort the information they receive according to their existing beliefs and attitudes. |
| | D) | The complex process by which people select, organise and interpret sensory stimulation into a meaningful picture of the world. |
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17 | |
Young sophisticates, home-centred and Coronation Street Housewives are examples of _____________ patterns. |
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| | A) | Life cycle |
| | B) | Personality |
| | C) | Lifestyle |
| | D) | Culture |
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18 | |
Age is not an effective discriminator of consumer behaviour. |
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| | A) | TRUE |
| | B) | FALSE |
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19 | |
Cultural norms are… |
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| | A) | Based on the geography of where people live. |
| | B) | Categories of consumers based on their occupation. |
| | C) | The rules that govern behaviour. |
| | D) | A group of people who influence an individual’s attitudes or behaviour. |
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20 | |
If a consumer’s level of involvement is being affected by hedonic influences the purchase could be said to be… |
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| | A) | Capable of providing a high degree of pleasure. |
| | B) | Dependant on social acceptance. |
| | C) | Highly risky. |
| | D) | Likely to affect one’s self-image. |
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21 | |
When purchasing a computer a consumer is likely to seek ________________ to help them make their purchasing decision. |
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| | A) | A friend |
| | B) | Information |
| | C) | Assistance |
| | D) | Guidance |
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22 | |
Emotional criteria can be important in consumer decision-making. |
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| | A) | TRUE |
| | B) | FALSE |
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23 | |
Marketing managers need to be aware of _________ and _________ influences that affect consumer behaviour in order to assess the implications for marketing decision-making. |
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| | A) | Social and cultural |
| | B) | Cultural and individual |
| | C) | Personal and spatial |
| | D) | Personal and social |
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24 | |
Choice criteria are the various attributes a consumer uses when evaluating products and services.
Reliability, Durability, Convention, Comfort, Convenience, Price, Residual value, Status, Running costs, Social belonging, Looks, Fashion, Self-image, Morals, Emotions.
Choose from the list above specific examples for each of the following criteria: a) Technical, b) Economic, c) Social, d) Personal |
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