After purchasing a high-end electric vehicle, Kai began having second thoughts. Although the vehicle seemed to be a good choice based on miles per gallon and maximum speed, Kai was unsure of the product's performance relative to his expectations. Kai was suffering from:

Question 4 options:

A)	too many opportunity costs.

B)	dissatisfaction.

C)	choice insufficiency.

D)	cognitive dissonance.

E)	poor product quality.

Question 5 (1 point)

When a firm's intimate knowledge and expertise in one market allows them to offer customized marketing programs that not only deliver needed products but also provide needed solutions to customers' problems, they engage in

Question 5 options:

A)	single segment targeting.

B)	market specialization.

C)	selective targeting.

D)	product specialization.

E)	mass market targeting.

Question 6 (1 point)

A researcher asks consumers to quickly name the top three brands of computers they might consider purchasing. The most common responses are Dell, Apple, and HP. This group of brands is called the

Question 6 options:

A)	brand set.

B)	purchase set.

C)	evoked set.

D)	target group.

E)	shopping list.

Question 7 (1 point)

What is/are the primary reason why the consumer purchase decision journey varies across customers, products, and situations?

Question 7 options:

A)	individual influences

B)	situational influences

C)	the cost of the product

D)	social influences

E)	the complexity of the purchase

Question 8 (1 point)

Which of the following IS NOT an example of mass customization?

Question 8 options:

A)	A woman works with a jeweler to create a one-of-a-kind engagement ring.

B)	A customer orders a custom teddy bear from Build-A-Bear Workshop using The-Bear-Builder tool online to select bear style, clothes, sounds, and accessories.

C)	Dell offers fully customized computers based on your needed configuration.

D)	A teenager orders a custom pair of Converse online, selecting purple laces and blue trim.

E)	You order a customized vase of flowers from 1-800-Flowers.com.

Question 9 (1 point)

With respect to the consumer purchase decision journey, what is perhaps the most important factor that affects the time, effort, and expense dedicated to the search for information?

Question 9 options:

A)	the degree of risk

B)	the consumer's expertise

C)	the consumer's brand loyalty

D)	the degree of competition

E)	the extent of product differentiation

Question 10 (1 point)

Why can only the largest firms execute mass market targeting?

Question 10 options:

A)	Small businesses have too many resources to execute mass market targeting.

B)	Only the largest firms are allowed to execute mass market targeting.

C)	Only the largest firms have the capability to execute mass market targeting.

D)	Small businesses have too many varieties of products to execute mass market targeting.

E)	Only the largest firms have the desire to execute mass market targeting.

Question 11 (1 point)

Which of the following is a type of individualized segmentation?

Question 11 options:

A)	differentiated marketing

B)	niche marketing

C)	mass marketing

D)	mass customization

E)	multisegment marketing

Question 12 (1 point)

A deodorant brand markets to wealthy teen girls. What type of segmentation is the deodorant brand using?

Question 12 options:

A)	psychographic segmentation

B)	demographic segmentation

C)	benefit segmentation

D)	behavioral segmentation

E)	lifestyle segmentation

Question 13 (1 point)

The consumer purchase decision journey begins when:

Question 13 options:

A)	marketing research discovers a new, untapped market segment.

B)	a trigger occurs and consumers recognize that they have an unmet need.

C)	merchants offer goods and services for sale.

D)	a manufacturer develops a new product.

E)	consumers begin to seek information about an upcoming purchase.

Question 14 (1 point)

Kellogg's and Nabisco offer seemingly hundreds of brands of breakfast cereals targeted at specific segments, including children (e.g., Fruity Pebbles, Apple Jacks), health-conscious adults (e.g., Special K, Shredded Wheat), parents looking for healthier foods for their children (e.g., Life, Kix), and so on. This is an example of niche marketing.

Question 14 options:

	A) True
	B) False

Question 15 (1 point)

What segmentation is the most powerful form of segmentation in consumer markets because it uses actual product usage to make distinctions among market segments?

Question 15 options:

A)	demographic

B)	behavioral

C)	psychographic

D)

lifestyle

E)	geographic