Which of the following statements regarding consumer choice criteria and decision making rules is true?

	a.	Marketers can influence which product attributes are used by consumers when making a purchase decision.
	b.	Marketers can attempt to influence the weighting (i.e., importance) of the various criteria that consumers use when evaluating competing products.
	c.	Marketers can attempt to introduce new product attributes into the set of criteria that consumers use when making their purchase decisions.
	d.	All of the above.

2 points

QUESTION 15

Which of the following percentages of U.S. men and women, ages 30 34, have never been married?

	a.	40% of men, and 55% of women
	b.	33% of men, and 22% of women
	c.	15% of men, and 10% of women.
	d.	75% of men, and 45% of women.

2 points

QUESTION 16

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 17

The concept of reference groups is useful to marketers because:

	a.	Group members typically take on the attitudes, opinions, and behaviors of the group.
	b.	Some people will not purchase certain brands, in order to demonstrate that they are NOT part of a particular group.
	c.	Some people want to belong to a certain group, and buy particular brands in order to gain approval of its members.
	d.	All of the above.

2 points

QUESTION 18

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 19

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 20

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 21

Which of the following factors might a purchasing agent take into consideration when determining the ongoing (or overall) cost of competing products from two different suppliers?

	a.	The purchase price of each of the products.
	b.	The impact of each suppliers product on the firms overall product quality.
	c.	Whether one product offers a labor savings advantage over the other.
	d.	All of the above.

2 points

QUESTION 22

General Motors used to sell approximately 35% of all automobiles purchased in the U.S. It now accounts for only 15% of U.S. car purchases. These percentages are referred to as:

	a.	Market mix
	b.	Market potential
	c.	Market share
	d.	Market orientation

2 points

QUESTION 23

A dandruff shampoo commercial depicts an encounter between a man and a woman. The woman initially is attracted to the man, but is turned off when she notices dandruff flakes on his shirt. The man discovers what happened, and once he uses the shampoo the dandruff problem is controlled. The next time he encounters the woman a budding romance is kindled. Which of the following motives is this marketer capitalizing upon?

	a.	Physiological
	b.	Social
	c.	Safety
	d.	Personal

2 points

QUESTION 24

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 25

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.