QUESTION 3

Marketers can provide information during a consumers external search process by:

	a.	Providing salespeople who are knowledgeable about the product category.
	b.	Developing informative web sites on the internet.
	c.	Providing useful and informative point-of-sale materials.
	d.	All of the above.

2 points

QUESTION 4

Which of the following examples illustrates cognitive dissonance?

	a.	Gracie buys a Sony-of-my-Owny 350DX digital camera, but a day later wonders if she purchased the right camera for her situation.
	b.	Fred would really like to have a flat-screen plasma TV one day, but as of now cannot afford to buy it.
	c.	Julio thinks that Gateway makes the best laptop PC, but his wife Maria thinks that the Dell laptop is better.
	d.	All of the above.

2 points

QUESTION 5

"Product positioning" is a term that refers to:

	a.	The number of different brands within a particular product category that consumers can choose from.
	b.	Creating an image for your product, and a perception that this brand is unique, and different than the competitions.
	c.	The fact that some consumers prefer one version of product, while other consumers prefer a different version.
	d.	All of the above.

2 points

QUESTION 6

Which of the following statements regarding the concept of derived demand is true?

	a.	Large industrial firms derive their demand from the smaller firms in the market.
	b.	Individual consumers and families derive their demand based on the industrial market.
	c.	Industrial (business to business) firms ultimately derive their demand from the consumer market.
	d.	All of the above are true.

2 points

QUESTION 7

Which of the following statements regarding heavy vs. light users is (are) true?

	a.	In some markets, 80% of the product is consumed by only 20% of the users.
	b.	Heavy users of a product typically are less price sensitive.
	c.	Light users of a product typically are not willing to pay more for higher quality brands.
	d.	All of the above are true

2 points

QUESTION 8

In order to be considered as part of a particular target market consumers must have:

	a.	A willingness to buy the product or service
	b.	The authority to make the purchase
	c.	Sufficient buying power
	d.	All of the above

2 points

QUESTION 9

The concept of culture is a recognition that:

	a.	People from different parts of the world belong to different social classes.
	b.	People from different parts of the world are guided by different values, wants, perceptions, and attitudes
	c.	Different people are motivated by different needs (i.e., physiological, safety, social, and personal).
	d.	All of the above.

2 points

QUESTION 10

It can be important to take into consideration the different stages of the family life cycle because:

	a.	Discretionary income levels can vary across the different stages.
	b.	Different individuals might be more (or less) involved in certain purchases as a family moves through different stages of the life cycle.
	c.	Demand for certain items can vary across the different stages.
	d.	All of the above.