10. Which step in the consumer decision-making process is a result of an imbalance between actual and desired states? a. Evaluation of alternatives b. Want suppression c. Purchase d. Need recognition e. Postpurchase behavior 11. Which marketing management philosophy focuses on the question, "What do customers want and need?" a. Sales b. Production c. Product d. Market e. Internal 12. A company adhering to the marketing concept will likely take which of the following steps if it learned that its customers were dissatisfied with its product? a. Hire more salespeople b. Decrease its organizational overhead c. Increase its advertising to underserved markets d. Increase the number of outlets in which the product is sold e. Conduct research to determine if its customers' needs have changed 13. All of the following are part of the external environment except: a legal factors b. competitive factors e product factors d. demographic factors e cultural factors 14. Colorific recently began competing with Crayola coloring products. At the beginning of the school year, the for Colorific products consists of back-to-school shoppers. target market b. buying center c. mass market d. consumer sample e. aggregated demography 15. The steps of the consumer decision-making process in order are: a. need recognition, alternative aggregation, reevaluation, purchase decision, postpurchase behavior b. need positioning, stimulus response reactions, evaluation of alternatives, purchase decision, postpurchase behavior c. need positioning, alternative aggregation and divestment, purchase decision, postpurchase evaluation d. information search, need positioning, evaluation of alternatives, product trial, purchase decision, postpurchase satisfaction e. need recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior 3