Kotler_Chapter5

1、Chapter 5 Consumer Markets and Consumer Buyer Behavior1) _ is never simple, yet understanding it is the essential task of marketing management.A) Brand personalityB) Consumption pioneeringC) Early adoptionD) Consumer buying behaviorE) Understanding the difference between primary and secondary dataAn

2、swer: DDiff: 1Page Ref: 135Skill: ConceptObjective: 5-12) The consumer market is made up of which of the following?A) individuals who acquire goods or services for personal consumptionB) households that purchase goods or services for personal consumptionC) businesses that purchase goods and services

3、D) A and BE) all of the aboveAnswer: DDiff: 2Page Ref: 135Skill: ConceptObjective: 5-13) Economic, technological, and cultural forces are all _ in the stimulus-response model of buyer behavior.A) buyer responsesB) stimuliC) components of the buyer's decision processD) buyer characteristicsE) buy

4、ing attitudesAnswer: BDiff: 2Page Ref: 137Skill: ConceptObjective: 5-14) Most large companies research _ buying decisions to find out what they buy, where they buy, how and how much they buy, when they buy, and why they buy.A) marketB) permanentC) consumerD) socialE) groupAnswer: CDiff: 1Page Ref: 1

5、36Skill: ConceptObjective: 5-15) The starting point of understanding a consumer's response to various marketing efforts is the _ of a buyer's behavior.A) beliefB) subcultureC) postpurchase feelingD) stimulus-response modelE) postpurchase dissonanceAnswer: DDiff: 2Page Ref: 136Skill: ConceptO

6、bjective: 5-16) Marketing stimuli consist of the four Ps. Which is NOT one of these?A) productB) politicsC) priceD) promotionE) placeAnswer: BDiff: 2Page Ref: 136Skill: ConceptObjective: 5-17) The marketer wants to understand how the stimuli are changed into responses inside the consumer's _, wh

7、ich has two parts. First, the buyer's characteristics influence how he or she perceives and reacts to the stimuli. Second, the buyer's decision process itself affects the buyer's behavior.A) cultureB) black boxC) beliefD) lifestyleE) social classAnswer: BDiff: 2Page Ref: 136Skill: Concep

8、tObjective: 5-18) In the model of buyer behavior, which of the following is NOT a major type of force or event in the buyer's environment? A) economicB) technologicalC) politicalD) channelE) culturalAnswer: DDiff: 2Page Ref: 136Skill: ConceptObjective: 5-19) _ is(are) the most basic cause of a p

9、erson's wants and behavior.A) CultureB) Brand personalityC) Cognitive dissonanceD) Societal factorsE) Selective perceptionAnswer: ADiff: 1Page Ref: 137Skill: ConceptObjective: 5-210) Marketers are always trying to spot _ in order to discover new products that might be wanted.A) lifestylesB) cult

10、ural shiftsC) groupsD) dissonanceE) attitudesAnswer: BDiff: 3Page Ref: 137Skill: ConceptObjective: 5-211) Each culture contains smaller _, or groups of people with shared value systems based on common life experiences and situations.A) alternative evaluationsB) cognitive dissonancesC) subculturesD)

11、motivesE) attitudesAnswer: CDiff: 1Page Ref: 137AACSB: Multicultural and DiversitySkill: ConceptObjective: 5-212) Which of the following is NOT considered an important American subculture by marketers?A) HispanicsB) African AmericansC) mature consumersD) opinion leadersE) Asian AmericansAnswer: DDif

12、f: 2Page Ref: 137AACSB: Multicultural and DiversitySkill: ConceptObjective: 5-213) Which of the following is NOT part of Maslow's Hierarchy of Needs?A) physiological needsB) safety needsC) stimulus needsD) self-actualization needsE) social needsAnswer: CDiff: 2Page Ref: 149Skill: ConceptObjectiv

13、e: 5-214) What is the LEAST pressing in Maslow's Hierarchy of Needs?A) physiological needsB) social needsC) esteem needsD) self-actualization needsE) safety needsAnswer: DDiff: 2Page Ref: 149Skill: ConceptObjective: 5-215) Learning occurs through the interplay of all of the following EXCEPT _.A)

14、 drivesB) stimuliC) cuesD) dissonance behaviorE) reinforcementAnswer: DDiff: 2Page Ref: 151Skill: ConceptObjective: 5-216) A(n) _ is a descriptive thought that a person has about something.A) lifestyleB) motiveC) beliefD) attitudeE) perceptionAnswer: CDiff: 1Page Ref: 151Skill: ConceptObjective: 5-2

15、17) A person's buying choices are influenced by four major psychological factors: motivation, perception, learning, and beliefs and attitudes.Answer: TRUEDiff: 1Page Ref: 148Skill: ConceptObjective: 5-218) Maslow's theory is that human needsincluding physiological, safety, social needs, este

16、em, and self-actualization needsare arranged in a hierarchy and that an unsatisfied need motivates an individual to take action to satisfy it.Answer: TRUEDiff: 2Page Ref: 149Skill: ConceptObjective: 5-219) Alternative evaluation is the process by which people select, organize, and interpret informat

17、ion to form a meaningful picture of the world.Answer: FALSEDiff: 2Page Ref: 154AACSB: CommunicationSkill: ConceptObjective: 5-220) A belief is the specific mix of human traits that may be attributed to a particular brand.Answer: FALSEDiff: 1Page Ref: 151Skill: ConceptObjective: 5-221) Dissonance-red

18、ucing buying behavior typically occurs when a buyer sees little difference among brands but is highly involved with the purchase.Answer: TRUEDiff: 1Page Ref: 152Skill: ConceptObjective: 5-322) A person buying a car would be unlikely to exhibit complex buying behavior.Answer: FALSEDiff: 2Page Ref: 15

19、2AACSB: Reflective ThinkingSkill: ApplicationObjective: 5-323) When a consumer learns about a new product for the first time and makes a decision to try it, the consumer is engaged in the alternative evaluation process.Answer: FALSEDiff: 2Page Ref: 154Skill: ConceptObjective: 5-424) People differ gr

20、eatly in their readiness to try new products. In each product area, there are "consumption pioneers." They are also called laggards.Answer: FALSEDiff: 2Page Ref: 158Skill: ConceptObjective: 5-425) Early adopters are opinion leaders in their communities and adopt new ideas early but carefully.Answer: TRUEDiff: 3Page Ref: 158Skill: ConceptObjective: 5-426) Ed purchases new technological devices such as PDAs, DVRs, and MP3 players after many people he kno