1. Large business purchasers usually call for detailed product specifications, written purchase orders, careful supplier searches, and formal approval. These are all examples of how the business buying decision process is more ________ than the consumer buying decision process is.
a. creative
b. relationship-oriented
c. independent
d. concentrated
e. formalized
2. ________ are groups to which an individual wishes to belong, as when a teenage basketball player hopes to play someday for the Los Angeles Lakers.
a. Leading adopter groups
b. Aspirational groups
c. Membership groups
d. Social class groups
e. Leisure groups
3. ________, the fastest-growing U.S. demographic segment, now number more than 46 million.
a. Hispanics
b. African Americans
c. Gays and lesbians
d. Mature consumers
e. Asian Americans
4. ________ is never simple, yet understanding it is the essential task of marketing management.
a. Understanding the difference between primary and secondary data
b. Consumer buying behavior
c. Consumption pioneering
d. Brand personality
e. Early adoption