CB Multible Choice Question Bank

8/10/2019 CB Multible Choice Question Bank

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CHAPTER 6

CONSUMER AND BUSINESS BUYER BEHAVIOR

MULTIPLE CHOICE QUESTIONS

1. _________________ refers to the buying behavior of final consumers. a. Consumer buyer behavior b. Target market buying c. Market segment buying d. Business buying behavior

Answer: (a) Dii!"#$%: (&) Pa'e: &&

2. ____________ is individuals and households who buy goods and services for

personal consumption. a. The target market b. market segment c. The consumer market d. The ethnographic market

Answer: (!) Dii!"#$%: (&) Pa'e: && &*

!. "nderstanding consumer buying behavior is not easy. The answers are often locked deep within the consumer#s head. The central $uestion for marketers is% a. how much money is the consumer willing to spend&

b. how much does the consumer need the product being offered for sale& c. how much does a discount or a coupon affect the purchase rate& d. how do consumers respond to various marketing efforts the company might use&

Answer: (+) Dii!"#$%: (,) Pa'e: &*

'. The starting point in understanding how consumers respond to various marketing efforts the company might use is the% a. (ipinski model of buying behavior. b. stimulus)response model of buyer behavior. c. *reudian model of buying behavior.

d. Maslow#s model of life)cycle changes.

Answer: (-) Dii!"#$%: (*) Pa'e: &* .i'"re 6/&

+. ccording to the stimulus)response model of buyer behavior ,as presented in your te-t/ the place where consumers process marketing stimuli prior to making a purchase decision is called the% a. consumer#s value chain.

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b. consumer#s cognitive schema. c. consumer#s black bo-. d. consumer#s thoughts)emotions network.

Answer: (!) Dii!"#$%: (*) Pa'e: &* .i'"re 6/&

0. Consumer purchases are influenced strongly by cultural/ social/ personal/ and% a. psychographic characteristics. b. psychological characteristics. c. psychometric characteristics. d. supply and demand characteristics.

Answer: (-) Dii!"#$%: (*) Pa'e: &* &, .i'"re 6/*

. ______________ is the most basic cause of a person#s wants and behaviors.a. Culture

b. ocial class c. 3ersonality d. (ifestyle

Answer: (a) Dii!"#$%: (&) Pa'e: &,

14. Marketers are always trying to spot ____________ in order to discover new products that might be wanted. a. opinion graphers b. dissonant groups c. cultural shifts d. benchmarks

Answer: (!) Dii!"#$%: (*) Pa'e: &,

11. The cultural shift toward _____________ has resulted in more demand for casual clothing and simpler home furnishings. a. liberal political causes b. conservative political causes c. informality d. downsi5ing

Answer: (!) Dii!"#$%: (*) Pa'e: &,

12. ________________ is a group of people with shared value systems based on common life e-periences and situations. a. culture b. subculture c. lifestyle composite d. social class

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Answer: (-) Dii!"#$%: (*) Pa'e: &,

16. 7ispanics are often called an emerging market. 8hich of the following generalproduct categories do not sell well to 7ispanics&

a. automobiles b. computers c. photography e$uipment d. generics

Answer: (+) Dii!"#$%: (,) Pa'e: &0

1. 9elatively permanent and ordered divisions in a society whose members sharesimilar values/ interests/ and behaviors are called%

a. cultures. b. subcultures.

c. social classes. d. social factors.

Answer: (!) Dii!"#$%: (&) Pa'e:

2!. :roups which have a direct influence and to which a person belongs are called% a. membership groups. b. facilitative groups. c. bonding groups. d. social groups.

Answer: (a) Dii!"#$%: (&) Pa'e: &6

2'. s a form of a reference group/ the _______________ are ones to which theindividual wishes to belong.

a. secondary groups b. facilitative groups c. primary groups d. aspirational groups

Answer: (+) Dii!"#$%: (*) Pa'e: &6

2+. The __________________ is a person within a reference group who/ because ofspecial skills/ knowledge/ personality/ or other characteristics/ e-erts influence on

others. a. facilitator b. referent actor c. opinion leader d. social role player

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Answer: (!) Dii!"#$%: (&) Pa'e: &1

20. ;ven though buying roles in the family change constantly/ the ___________ hastraditionally been the main purchasing agent for the family. a. wife

b. husband c. teenage children d. grandparent

Answer: (a) Dii!"#$%: (&) Pa'e: &2

2. ma


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62. ccording to the 9@ Consulting#s Values and Lifestyles (VALS) typology/_____________________ consumers are those that buy based upon their desire

for activity/ variety/ and risk taking. a. principle)oriented

b. status)oriented c. action)oriented d. value)oriented

Answer: (!) Dii!"#$%: (*) Pa'e: *33

6!. ______________ is,are a person#s uni$ue psychological characteristics that lead to relatively consistent and lasting responses to his or her own environment. a. 3sychographics b. 3ersonality c. Aemographics

d. (ifestyle

Answer: (-) Dii!"#$%: (*) Pa'e: *3&

6'. The basic premise of the _____________ is that people#s possessions contribute to and reflect their identities that is/ =we are what we have.> a. lifestyle concept b. self)concept c. personality concept d. cognitive concept

Answer: (-) Dii!"#$%: (*) Pa'e: *3&

6+. _____________ is a need that is sufficiently pressing to direct the person to seek satisfaction of the need. a. motive b. want c. demand d. re$uirement

Answer: (a) Dii!"#$%: (*) Pa'e: *3*

60. good synonym for motive is a,n _____________. a. omen b. need c. drive

d. cue

Answer: (!) Dii!"#$%: (*) Pa'e: *3*

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!1. ccording to Maslow#s 7ierarchy of eeds/ the highest order of needs are called% a. self)actuali5ation needs. b. social needs. c. safety needs. d. physiological needs.

Answer: (a) Dii!"#$%: (*) Pa'e: *30 .i'"re 6/,

!2. __________________ is the process by which people select/ organi5e/ and interpret information to form a meaningful picture of the world. a. 9eadiness b. electivity c. 3erception d. Motivation

Answer: (!) Dii!"#$%: (*) Pa'e: *34

!6. 3eople can form different perceptions of the same stimulus because of threeperceptual processes. These processes are best described as being%

a. selective attention/ selective distortion/ and selective retention. b. subliminal perception/ selective remembrance/ selective forgetting. c. closure/ modeling/ and perceptual screening. d. needs distortion/ wants analysis/ and perceptual screening.

Answer: (a) Dii!"#$%: (,) Pa'e: *30 *34

!!. Dellye is a loyal ony user. 7er television/ AEA player/ cassette player/ and EC9 are all ony products. 8hen she hears or sees ads for ony products/ she almost

always remembers the good points about the brand. @n addition/ when she hears or sees an ad for a competing product that points out the strengths of its products/ she tends forget these points $uickly or does not process them at all. The process that Dellye is has gone through is best described as being one of% a. selective retention. b. selective attention. c. selective distortion. d. stimulus actuali5ation.

Answer: (a) Dii!"#$%: (,) Pa'e: *34

!+. _______________ describes changes in an individual#s behavior arising frome-perience.

a. Modeling b. Motivation c. 3erception d. (earning

Answer: (+) Dii!"#$%: (&) Pa'e: *34

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!. Fack (erma has a special relationship with his dog/ Chris. eeing dog toys in a pet store window/ hearing of a special price on dog food during a television commercial/ or talking with a friend and receiving a recommendation a on kennel are all forms of

__________/ which may eventually impact Fack#s purchasing decisions and responses to the ob then the consumer has e-pressed a,n% a. rule. b. attitude. c. belief. d. cue.

Answer: (-) Dii!"#$%: (*) Pa'e: *36

'1. ___________ puts people into a frame of mind of liking or disliking things/ ofmoving toward or away from them.

a. rule b. n attitude c. belief d. cue

Answer: (-) Dii!"#$%: (*) Pa'e: *36

'2. 8hich of the following is GT one of the five stages of the buyer decision process& a. need recognition b. brand identification c. information search d. purchase decision

Answer: (-) Dii!"#$%: (*) Pa'e: *31 .i'"re 6/0

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'6. ccording to the buyer decision process suggested in the te-t/ the first stage is characteri5ed as being one of% a. awareness. b. information search.

c. need recognition. d. demand formulation.

Answer: (!) Dii!"#$%: (&) Pa'e: *31 .i'"re 6/0

'!. The buying process can be triggered by a,n __________ when one of the person#s normal needsHhunger/ thirst/ se-Hrises to a level high enough to become a drive. a. awareness b. e-ternal stimuli c. internal stimuli d. e-periential motivation

Answer: (!) Dii!"#$%: (*) Pa'e: *31

''. The stage in the buyer decision process in which the consumer is aroused to search for more information is called% a. information search. b. evaluation of alternatives. c. search for needs. d. perceptual search.

Answer: (a) Dii!"#$%: (&) Pa'e: *32

'+. The consumer can obtain information from any of several sources. @f the consumer were to obtain information from handling/ e-amining/ or using the product/ then the consumer would have obtained the information by using a,n% a. personal source. b. commercial source. c. informative source. d. e-periential source.

Answer: (+) Dii!"#$%: (*) Pa'e: *32

'0. 7ow the consumer processes information to arrive at brand choices occurs duringwhich stage of the buyer decision process&

a. need recognition b. information search c. evaluation of alternatives d. purchase decision

Answer: (!) Dii!"#$%: (&) Pa'e: *32

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'. :enerally/ the consumer#s purchase decision will be to buy the most preferred brand/ but two factors can come between the purchase intention and the purchase decision. These two factors are best described as being% a. the cost and availability of the product.

b. the attitude of others and the cost of the product. c. the availability of the product and une-pected situational factors. d. the attitude of others and une-pected situational factors.

Answer: (+) Dii!"#$%: (*) Pa'e: *3

'?. 8ith respect to postpurchase behavior/ the larger the gap between e-pectations and performance% a. the greater likelihood of re)purchase. b. the greater the customer#s dissatisfaction. c. the less likely the consumer will be influenced by advertising.

d. the less likely the consumer will need sales confirmation and support.

Answer: (-) Dii!"#$%: (*) Pa'e: *3

+4. Cognitive dissonance occurs in which stage of the buyer decision process model& a. need recognition b. information search c. evaluation of alternatives d. postpurchase conflict

Answer: (+) Dii!"#$%: (*) Pa'e: *3

+1. company must always guard against dissatisfying customers. Gn average/ asatisfied customer tells 6 people about a good purchase e-perience. dissatisfied

customer/ however/ on average gripes to ________ people. a. 0 b. ? c. 11 d. 64

Answer: (!) Dii!"#$%: (,) Pa'e: *&3

+2. The _________________ is the mental process through which an individual passes from first hearing about an innovation to final adoption. a. adoption process b. consumption process c. innovation process d. new product development process

Answer: (a) Dii!"#$%: (*) Pa'e: *&3

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+6. ll of the following are part of the adoption process that consumers may go through when considering an innovation ;IC;3T% a. awareness. b. process.

c. interest. d. trial.

Answer: (-) Dii!"#$%: (*) Pa'e: *&

+!. 8ith respect to adopter categories/ the _______________ are guided by respect/are the opinion leaders in their communities/ and adopt new ideas early but carefully.

a. seekers b. innovators c. early adopters d. early ma


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Answer: (a) Dii!"#$%: (&) Pa'e: *&4

+. ll of the following are among the primary differences between a business marketand a consumer market ;IC;3T%

a. purchase decisions to satisfy needs.

b. market structure and demand. c. the nature of the buying unit. d. the types of decisions and the decision process involved.

Answer: (a) Dii!"#$%: (,) Pa'e: *&4

+?. The business marketer normally deals with _____________ than the consumermarketer does.

a. far greater but smaller buyers b. far greater and larger buyers c. far fewer but far larger buyers

d. far fewer and smaller buyers

Answer: (!) Dii!"#$%: (*) Pa'e: *&4

04. 8hen demand comes ,as it does in the business market from the demand forconsumer goods/ this form of demand is called%

a. kinked demand. b. inelastic demand. c. cyclical demand. d. derived demand.

Answer: (+) Dii!"#$%: (*) Pa'e: *&4

01. :eneral Motors buys steel because consumers buy cars. @f consumer demand for cars drops/ so will :eneral Motors# demand for steel. This is an e-ample of the

relationships found in% a. kinked demand. b. inelastic demand. c. cyclical demand. d. derived demand.

Answer: (+) Dii!"#$%: (*) Pa'e: *&4

02. That business markets have more buyers involved in the purchase decision isevidence of which of the following characteristic differences between business and

consumer markets& a. market structure and demand b. the nature of the buying unit c. types of decisions made d. type of decision process itself

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Answer: (-) Dii!"#$%: (,) Pa'e: *&4/*&6

06. 3urchases in the business market often involve large sums of money/ comple- technical and economic considerations/ and interactions among many people at

many levels of the buyer#s organi5ation. This is evidence of which of the following characteristic differences between business and consumer markets& a. market structure and demand b. the nature of the buying unit c. types of decisions made and the decision process d. type of business classification

Answer: (!) Dii!"#$%: (,) Pa'e: *&6

0!. The place in the business buying behavior model where interpersonal and individual influences might interact is called the%

a. environment. b. response. c. stimuli. d. buying center.

Answer: (+) Dii!"#$%: (*) Pa'e: *&6/*& .i'"re 6/6

0'. @n a _______________/ the buyer reorders something without any modifications. a. habitual rebuy b. straight rebuy c. modified rebuy d. new task buy

Answer: (-) Dii!"#$%: (&) Pa'e: *&1

0+. @n a _______________/ the buyer wants to change something about productspecifications/ prices/ terms/ or suppliers.

a. habitual rebuy b. straight rebuy c. modified rebuy d. new task buy

Answer: (!) Dii!"#$%: (&) Pa'e: *&1

00. 8hen a firm buys a product or service for the first time/ it is facing a% a. habitual rebuy situation. b. straight rebuy situation. c. modified rebuy situation. d. new task situation.

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Answer: (+) Dii!"#$%: (&) Pa'e: *&1

0. The =in> suppliers are most likely to get nervous and feel pressure to put their best foot forward in which of the following types of buying situations& a. modified rebuy

b. new task buying c. straight rebuy d. indirect rebuy

Answer: (a) Dii!"#$%: (*) Pa'e: *&1

0?. @f a firm were to bid to do a =turnkey> operation where they would choose a building site/ design a cement factory to build the plant/ hire construction crews/ assemble materials and e$uipment to run the new factory/ and turn over the finished factory ready to operate to the owners/ the bidding firm would be using which of the

following&

a. core process products selling b. design products selling c. reciprocal selling d. systems selling

Answer: (+) Dii!"#$%: (*) Pa'e: *&2

4. The decision)making unit of a buying organi5ation is called its _____________% allthe individuals and units that participate in the business decision)making process.

a. buying center b. purchasing center c. bidding center d. demand)supply center

Answer: (a) Dii!"#$%: (&) Pa'e: *&2 *&

1. Considering the ma


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2. The stage of the business buying process where the buyer describes the characteristics and $uantity of the needed item is called% a. problem recognition. b. general need description. c. product specification.

d. proposal solicitation.

Answer: (-) Dii!"#$%: (*) Pa'e: **,/**4 .i'"re 6/2

6. @f a buying team is asked by the purchasing department to rank the importance of reliability/ durability/ price/ and other attributes of an item/ then the team is going through a business buying process stage called% a. problem recognition. b. general need description. c. product specification. d. proposal solicitation.

Answer: (-) Dii!"#$%: (*) Pa'e: **,/**4 .i'"re 6/2

!. ________________ is the stage of business buying where an organi5ation decides onand specifies the best technical product characteristics for a needed item.

a. 3roblem recognition b. :eneral need description c. 3roduct specification d. 3roposal solicitation

Answer: (!) Dii!"#$%: (*) Pa'e: **,

'. _________________ is an approach to cost reduction in which components are studied carefully to determine if they can be redesigned/ standardi5ed/ or made by less costly methods of production. a. Cost analysis b. Grder analysis c. 3roduct analysis d. Ealue analysis

Answer: (+) Dii!"#$%: (,) Pa'e: **,

+. 9eviewing trade directories/ doing a computer search/ or phoning other companies for recommendations would be methods that an interested buyer might perform in

which of the following stages of the business buying process model& a. problem recognition b. vendor analysis c. product specification d. supplier search

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Answer: (+) Dii!"#$%: (&) Pa'e: **,

0. *actors such as supplier reputation for repair and servicing capabilities are important criteria for evaluation at which stage in the business buying process& a. problem recognition

b. supplier search c. supplier selection d. order)routine specification

Answer: (!) Dii!"#$%: (*) Pa'e: **0

. Blanket contracts are typically part of which of the following stages in thebusiness buying process&

a. general need description b. product specification c. supplier selection

d. order)routine specification

Answer: (+) Dii!"#$%: (*) Pa'e: **0 **4

?. The stage of the business buying process in which the buyer writes the final order with the chosen supplier,s/ listing the technical specifications/ $uantity needed/

e-pected time of delivery/ return policies/ and warranties is called% a. general need description. b. product specification. c. supplier selection. d. order)routine specification.

Answer: (+) Dii!"#$%: (*) Pa'e: **0

?4. The _______________ may lead the buyer to continue/ modify/ or drop thearrangement that has been entered into by the buyer and seller.

a. performance review b. order)routine specification c. supplier selection d. general need description

Answer: (a) Dii!"#$%: (&) Pa'e: **4

?1. @ncreasingly/ business buyers are purchasing all kinds of products and serviceselectronically/ either through electronic data interchange links ,;A@ or on the

@nternet. The descriptive term for such purchases/ e-changes/ and links is% a. e)marketing. b. e)commerce. c. e)procurement. d. e)transaction.

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??. @n the "nited tates/ a source of concern is the fi-ed lines between social classesand the problems that this rigidity brings.

Answer: (.a#se) Dii!"#$%: (*) Pa'e: &6

144. @nherited wealth characteri5es the lower upper social class category.

Answer: (.a#se) Dii!"#$%: (*) Pa'e: &1 Ta-#e 6/&

141. "pper lowers in the "nited tates social class lead a =working)class lifestyle.>

Answer: (.a#se) Dii!"#$%: (&) Pa'e: &1 Ta-#e 6/&

142. Gpinion leaders are people within a reference group who/ because of special skills/

knowledge/ personality/ or other characteristics/ e-ert influence on others.

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: &1

146. 8omen account for nearly one)half of all hardware purchases. The most accurate correlation with this e-ample would be that of changing social class distinctions.

Answer: (.a#se) Dii!"#$%: (&) Pa'e: &2

14!. person#s lifestyle is reflected by his or her activities/ interests/ and opinions.

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: &

14'. @n the E( typology/ action-oriented buyersbase their purchases on the actions and opinions of others.

Answer: (.a#se) Dii!"#$%: (,) Pa'e: *33

14+. good illustration of the =Mouse 3otatoes> lifestyle ,as described by *orrester#s Technographics scheme would be a person who is dedicated to interactive

entertainment and willing to spend for the latest in =technotainment.>

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: *3&

140. person#s self)concept is also called the self)image.

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: *3&

14. nother term for motive is self)concept.

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Answer: (.a#se) Dii!"#$%: (&) Pa'e: *3*

14?. The highest order of needs within Maslow#s hierarchy of needs scheme is esteem needssuch as self)esteem/ recognition/ or status.

Answer: (.a#se) Dii!"#$%: (,) Pa'e: *3* .i'"re 6/,

114. elective attention is the tendency for people to screen out most of the information to which they are e-posed.

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: *30

111. umerous studies by psychologists and consumer researchers have found no link between subliminal messages and consumer behavior.

Answer: (Tr"e) Dii!"#$%: (*) Pa'e: *34

112. (earning occurs through the interplay between drives/ stimuli/ cues/ responses/ and reinforcement.


116. 9esearch has shown that attitudes are relatively easy to change while beliefs aree-tremely difficult to change.

Answer: (.a#se) Dii!"#$%: (,) Pa'e: *34/*31

11!. The buyer decision process model begins with information search.

Answer: (.a#se) Dii!"#$%: (*) Pa'e: *31 .i'"re 6/0

11'. The larger the gap between e-pectations and performance/ the greater theconsumer#s dissatisfaction.


11+. The early ma


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11. The business market consists of all the organi5ations that buy goods and services to use in the production of other products and services that are sold/ rented/ or supplied to others.

Answer: (Tr"e) Dii!"#$%: (&) Pa'e: *&4

11?. The business market is huge/ however/ at present the consumer market still involves more dollars and items for sale.

Answer: (.a#se) Dii!"#$%: (*) Pa'e: *&4

124. Business buyers usually face more simple situations when purchasing than doconsumers because of the amount of information that they have prior topurchase.


121. straight rebuy occurs when a business buyer wants to modify productspecifications/ prices/ terms/ or suppliers.

Answer: (.a#se) Dii!"#$%: (&) Pa'e: *&1

122. The buying center/ by its very nature/ is a fi-ed and formally identifiable unit within an organi5ation.


126. "nlike consumer buying behavior/ business buying behavior is not influenced by interpersonal factors.

Answer: (.a#se) Dii!"#$%: (*) Pa'e: **3 **& .i'"re 6/1

12!. The first stage of the business buying process is that of problem recognition.

Answer: (Tr"e) Dii!"#$%: (*) Pa'e: **& .i'"re 6/2

12'. Ealue analysis is performed in the supplier search stage of the business buyingprocess model.

Answer: (.a#se) Dii!"#$%: (,) Pa'e: **,

12+. @n business buying/ M9G stands for maintenance/ repair/ and operations.

Answer: (Tr"e) Dii!"#$%: (*) Pa'e: **4

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permanent and ordered divisions in a society whose members share similar values/interests/ and behaviors related to product preferences and purchase behaviors.

Dii!"#$%: (*) Pa'e: &,/&6

164. Briefly/ characteri5e the 7ispanic/ frican merican/ and sian mericansubcultures found in the "nited tates market.

Answer:

a. 7ispanic mericans consist of Cuban/ Me-ican/ Central merican/ outh merican/and 3uerto 9ican peoples. They are appro-imately 6' million strong/ and buy more thanJ!44 billion worth of goods and services each year. They are e-pected to grow by +!percent in the ne-t 24 years. They are somewhat easy to reach through the growingnumber of panish media stations and publications. This group has long been a target forfood/ beverages/ and household care items.b. frican mericans/ if a separate nation/ would ,with a buying power of J'44 billion

annually rank twelfth in the free world. This group is growing in affluence andsophistication. They are strongly motivated by $uality and selection. They are brandloyal and do less shopping around.c. sian mericans are the fastest)growing and most affluent of the subculturesegments. They now number 14 million with a disposable income of J22? billionannually. They are estimated to reach 64 million by 24'4. 3resently/ the Chinese groupis the largest.

Dii!"#$%: (*) Pa'e: &,/&4

161. Aescribe what a group is/ and the various forms of groups that ,according to thete-t a consumer might be a part of.

Answer:

group is two or more people who interact to accomplish individual or mutual goals.Types of groups would include%a. Membership groupsHgroups that have a direct influence and to which a personbelongs.b. 9eference groupsHserve as a direct ,face)to)face or indirect points of comparison orreference in forming a person#s attitudes or behavior.c. spirational groupsHone to which the individual wishes to belong.

Dii!"#$%: (*) Pa'e: &6 &1

162. (ist and briefly describe the five categories of *orrester#s Technographics scheme/which segments consumers according to motivation/ desire/ and ability to invest intechnology.

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Answer:

The five categories as outlined in the te-t include%a. *ast *orwardsHthe biggest spenders on computer technology. *ast *orwards areearly adopters of new technology for home/ office/ and personal use.b. ew ge urturersHalso big spenders but focused on technology for home uses/

such as a family 3C.c. Mouse 3otatoesHconsumers who are dedicated to interactive entertainment andwilling to spend for the latest in =technotainment.>d. Techno)triversHconsumers who use technology primarily to gain a career edge.e. 7andshakersHolder consumers/ typically managers/ who don#t touch computers atwork and leave that to younger assistants.

Dii!"#$%: (,) Pa'e: *3&

166. (ist and briefly describe Maslow#s 7ierarchy of eeds.

Answer:Beginning at the bottom of the pyramid model%a. physiological needsHhunger/ thirstb. safety needsHsecurity/ protectionc. social needsHsense of belonging/ loved. esteem needsHself)esteem/ recognition/ statuse. self)actuali5ation needsHself)development and reali5ation

Dii!"#$%: (*) Pa'e: *3* *30 .i'"re 6/,

16!. Aiscuss and illustrate the difference between an attitude and a belief.

Answer:

belief is a descriptive thought that a person holds about something. n attitude is aperson#s consistently favorable or unfavorable evaluations/ feelings/ and tendenciestoward an ob


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e. CommunicabilityHthe degree to which the results of using the innovation can beobserved or described to others.

Dii!"#$%: (*) Pa'e: *&, *&0

160. ;-plain how business markets differ from consumer markets.

Answer:

The main differences include market structure and demand/ the nature of the buying unit/and the types of decisions and the decision process within the two. Business markets aregeographically concentrated and have derived/ inelastic/ and fluctuating demand. Buyingis more professional and involves more people. Aecisions are more comple-/ moreformali5ed/ and the buyer and seller are more dependent upon one another.

Dii!"#$%: (*) Pa'e: *&4

16. There are three types of buying situations faced by the business buyer. (ist andbriefly e-plain or characteri5e each of these situations.

Answer:

a. traight rebuyHthe buyer reorders something without any modifications. @t isusually handled on a routine basis by the purchasing department.b. Modified rebuyHthe buyer wants to modify product specifications/ prices/ terms/ orsuppliers. More people in the firm are involved in this situation.c. ew)taskHa company buys a product for the first time. @n such cases/ the greater thecost or risk/ the larger the number of decision participants and the greater their efforts tocollect information will be.

Dii!"#$%: (*) Pa'e: *&1

16?. (ist and define the stages in the business buying decision process.

Answer:

,a 3roblem recognition% the stage in which someone in the company recogni5es aproblem or need that can be met by ac$uiring a good or a service.,b :eneral need description% the stage in which the company describes the generalcharacteristics and $uantity of a needed item.,c 3roduct specification% the stage in which the buying organi5ation decides on andspecifies the best technical product characteristics for a needed item.,d upplier search% the stage in which the buyer tries to find the best vendors.,e 3roposal solicitation% the stage in which the buyer invites $ualified suppliers tosubmit proposals.,f upplier selection% the stage in which the buyer reviews proposals and selects asupplier or suppliers.

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,g Grder)routine specification% the stage in which the buyer writes the final order withthe chosen supplier,s/ listing the technical specifications/ $uantity needed/ e-pected timeof delivery/ return policies/ and warranties.,h 3erformance review% the stage in which the buyer rates its satisfaction withsuppliers/ deciding whether to continue/ modify/ or drop them.

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APPLICATION QUESTION

1!4. @n the past few years/ *rito)(ay snack foods introduced several new products to theiralready e-tensive line of chips. The new products were a =baked> potato chip and a=reduced fat> potato chip. "sing information found in the chapter on factors thatinfluence consumer behavior/ indicate cultural/ social/ personal/ and psychological$uestions that would be useful to answer so that meaningful market segments can be

derived for either of these two new products ,pick one of the two products. Be specificin your recommendations.

Answer:

The purpose of this $uestion is to get students to review information found in the chapterand in .i'"re 6/*. This $uestion may be given as a take)home assignment since itre$uires e-tended thought.

@n order to construct an answer/ the student should consider the following%a CultureHany relevant variables within the general culture/ subculture/ and social classstructure should be identified. *or e-ample/ what types of mericans have an affinity forsnack foods/ which groups prefer a more healthy or reduced diet/ do particularsubcultures have different preferences in snack foods/ do the different subcultures havedifferent views toward healthy lifestyles/ and do social class and income ,oroccupational variables have any impact on the $uestion&b ocialHwould groups influence the acceptability of the new products/ would there bepeer pressure ,such as with =stop smoking> campaigns/ what family dynamics wouldcome into play in the selection of the new products ,would a Mom that wants a healthylifestyle have more influence than children who want traditional snack items/ and wouldeither of the new products have an elevated status because of their newness&c 3ersonalHin this section such factors as the consumer#s age and life)cycle stage/occupation/ economic situation/ lifestyle/ and personality and self)concept should bee-amined. *or e-ample/ would these new products be aimed at those that are alreadyparticipating in a health)related lifestyle/ with respect to product selection/ or should theproducts be aimed at those that have problems and are looking for healthy alternatives tosolve their problems&d 3sychologicalHa consumer#s motivation/ perception/ learning/ and beliefs andattitudes would certainly be impacted by the adoption of either of these two newproducts. Aoes the consumer look at these two new products as being inferior to theolder/ more preferred products/ how much does the consumer really know about these

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