Reference no: EM132258643

1. Bob is out of milk and goes to the store to buy more. This example would fall under which type of problem-solving activity?

Extensive problem solving

Routine problem solving

Limited problem solving

High-involvement problem solving

2. John wants to buy a car. Recently, he has been spending two to three hours every day looking up different features and safety facts about the four different models he is considering. Which phase of the decision process is John currently at?

Post purchase evaluation

Problem recognition

Information search

Evaluation of alternatives

3. Psychological factors can pose challenges for marketing managers. For example, several information-filtering processes affect consumers, including ________________ which is when people only remember information that is immediately useful for them.

Selective retention

Selective suspension

Selective distortion

Selective attention

4. Sam’s mom does the grocery shopping each week. Sam’s younger siblings accompany his mom to the store and they always beg for various items that they like. But in end, mom puts the items in the cart and purchases them. In this situation which role is played by Sam’s mom?

Influencer

Gatekeeper

Buyer

User

Decider

5. While on a trip to Hollywood, California, Samantha saw Selena Gomez--the actress and recording artist--buying a jacket from H&M. As soon as she had the chance, Samantha purchased the same style jacket from H&M. Which factor influenced Samantha’s buying behavior?

Social

Psychological

Cultural

Individual

Collective

6. In an ideal world, market segmentation groups customers into relatively homogeneous groups or segments such that customers within a segment are similar to one another in:

Age and psychographics.

Family and cultural situations.

Their response to marketing efforts.

Their frequency of purchase.

Geographic location.

7. Wells Lamont recently launched a new work glove for farmers. However, the market segment consists of rural, sparsely-populated towns. Marketers are worried that the segment size is not large enough to make this product profitable. Which element of effective segmentation is lacking?

Measurable

Accessible

Durable

Unique needs

Substantial

8. What is product positioning?

A careful analysis of cross tabulations.

Geopgrahic segmentation, often within major metropolitan areas.

The place a product occupies in the minds of consumers.

Shelf locations in mass retailers, grocery, and department stores.

The process to determine how to assign consumers into groups.