general business data bank

| August 14, 2017

31. A ________ is a strong
internal stimulus impelling action.
a. cue
b. drive
c. reinforcement
d. discrimination
e. belief

32. ________ teaches marketers
that they can build demand for a product by associating it with strong drives,
using motivating cues, and providing
positive reinforcement
a. Demand theory
b. Learning theory
c. Economic theory
d. Psychological theory
e. Demographic
theory

33.
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.
Long-term memory
c.
Middle memory
d.
Subconscious memory
e.
Subliminal memory

34.
Brand associations consist of all the
brand-related thoughts, feelings, perceptions, images, experiences, beliefs,
attitudes, and so on that become linked to the brand ________.
a.
stimulus
b.
link
c.
connection
d.
personality
e.
node
35. 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.
classification
d.
retrieval
e.
memorization

36. Repeated exposures to
information provide greater opportunity for processing and thus the potential
for ________.
a. more profits
b. more sales
c. stronger associations
d. increased brand personality
e. more one-to-one relationships

37. Cognitive psychologists believe that memory
is ________, so that once information becomes stored in memory, its strength of association decays very
slowly.
a. very limited
b. somewhat limited
c. fluid
d. often reflective
e. extremely durable

38. The five-stage model of the consumer buying process includes all of
the following stages EXCEPT ________.
a. problem recognition
b. information search
c. social interaction
d. purchase decision
e. influencer

39. The buying process starts when the buyer recognizes a _________.
a. product
b. an advertisement for
the product
c. a salesperson from a
previous visit
d. problem or need
e. an internal cue

40. 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. Heightened attention
b. Short-term memory processing
c. Subliminal processing of
information
d. Long-term memory
processing
e. Active information search

41. 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. The mass media.
c. Acquaintances.
d. Web sites.
e. Using the product itself.
42.
Which of the following is considered to
be biggest single source of consumer information from a commercial source (over
40 percent of car buyers use this source to gather information)?
a.
The U.S. Chamber of Commerce
b.
J.D. Power & Associates
c.
Consumer
Reports
d.
The Better Business Bureau
e. Underwriter’s Laboratory
f.
total set
g.
awareness set
h.
consideration set
i.
choice set
j.
decision set

43.
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.
total set
b.
awareness set
c.
consideration set
d.
choice set
e.
decision set

44.
A(n) ________ is a descriptive thought
that a person holds about something.
a.
attitude
b.
belief
c.
desire
d.
feeling
e.
emotion

46. A(n) ________ puts people into a frame of
mind: liking or disliking an object, moving
toward or away from it.
a.
attitude
b.
belief
c.
feeling
d.
position
e.
stance
47.
The expectancy-value model of attitude formation posits that consumers
evaluate products and services by combining their ________.
a.
needs
b.
wants
c.
desires
d.
brand beliefs
e.
consuming attitudes

48. All of
the following would be considered to be strategies for approaching consumers
who had rejected your company’s model of a product for another competitive brand EXCEPT ________.
a. redesign your company’s
product
b. alter beliefs about your company’s
brand
c. covertly alter the qualitative data about your
product
d. alter beliefs about competitors’
brands
e. call attention to neglected attributes

49. 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.
Monitor customer values over time.
b.
Assess the quantitative importance
of the different attributes.
c.
Assess the company
and competitors’ performances on
customer values.
d.
Identify the major attributes customers value.
e. Examine customer ratings of the company and competitors.

50. With respect to consumer
purchase intention, all of the following would be among
the sub-decisions made by consumers EXCEPT ________.
a. emotional
value
b. brand
c. dealer
d. timing
e. payment method

51. 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.
conjunctive
b.
lexicographic
c.
elimination-by-aspects
d.
primary
e.
secondary

52. 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 second factor?
a.
Amount
of purchasing power.
b.
Attitudes of others.
c.
Short-term memory
capabilities.
d.
Ability to return merchandise.
e.
The self-concept.

53.
________ risk occurs if the product
fails to perform up to expectations.
a.
Physical
b.
Financial
c.
Social
d.
Psychological
e.
Functional

54.
If performance
meets consumer expectations, the consumer is ________.
a. delighted
b.
satisfied
c.
disappointed
d. surprised
e. overwhelmed
55. A key driver of sales frequency is the ________
rate.
a. product consumption
b. disposal
c. refusal
d.
utility
e.
option

56.
The level of engagement and active
processing undertaken by the consumer in responding to a marketing stimulus is
called ________.
a.
elaboration likelihood
b.
consumer disengagement
c.
consumer involvement
d.
variety-seeking
e.
low-involvement
57. 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. central route
b. peripheral route
c. behavioral route
d. subjective route
e. objective route

58. With the ________, predictions of usage are
based on quickness and
ease
of use.
a.
availability heuristic
b.
representative heuristic
c.
anchoring heuristic
d.
adjustment heuristic
e.
semantic heuristic

59. 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. Availability
b. Representative
c. Anchoring
d. Adjustment
e. Semantic
60. ________ refers to the manner by
which consumers code, categorize, and evaluate financial outcomes of choices.
a. Cost accounting
b. Financial accounting
c. Behavioral accounting
d. Mental accounting
e. Factual accounting

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