Multiple Choice Questions:
1.Understanding customers' behaviour influences which of the following?
A) The nature of the marketing mix and how to compete effectively against competitors
B) The choice of products offered and the nature of the marketing mix developed to serve it
C) The choice of target market and the nature of the marketing mix developed to serve it
D) The nature of the marketing mix and how much marketing resources are required
E) None of the above
2.Which of the following describes the five roles in the decision making process?
A) Initiator, User, Buyer, Individual and Adjudicator
B) Initiator, Adjudicator, User, Buyer and Decider
C) Buyer, Decider, User, Influencer and Initiator
D) Buyer, User, Identifier, Decider and Initiator
E) Buyer, User, Identifier, Adjudicator and Decider
3.The person who begins the process of considering a purchase is which of the following?
A) User
B) Identifier
C) Buyer
D) Initiator
E) Decider
4.People who may allow or prevent access to a key DMU member are referred to as which of the following?
A) Trouble Makers
B) Power Holders
C) Influencers
D) Gatekeepers
E) Controllers
5.In a consumer situation, the search may be internal or external. Internal search involves which of the following?
A) Involves reviewing whether the person has the product already
B) Asking friends, relatives and peers about a product/service
C) Involves a review of relevant information from memory
D) Finding out about a product/service through salespeople
E) Asking immediate family and friends about a product /service
6.The degree of perceived relevance and personal importance accompanying the brand choice is called which of the following?
A) Involvement
B) Risk factor
C) Selection
D) Choice criteria
E) Perception
7.What is meant by the term the "evoked set"?
A) The evoked set are the list of options that have been disregarded in the consumer decision process
B) The evoked set are the complete list of options before the screening process
C) The evoked set is a short list of options for careful evaluation
D) The evoked set are the list of options compiled by a retail salesperson, during the personal selling presentation
E) None of the above
8.What is "cognitive dissonance"?
A) When customers experience some post-purchase concerns
B) When customers experience information overload prior to purchase
C) When customers feel that the risk of purchase is too great
D) When customers receive conflicting information about a product/service from a variety of sources
E) When customers crave a product, but the purchase of the product is not within their financial means
9.The various attributes (and benefits) a customer uses when evaluating products and services are called?
A) Price points
B) Unmet needs
C) Choice criteria
D) Purchase criteria
E) Met needs
10.Extended problem solving involves which of the following?
A) High degree of involvement
B) High degree of information search
C) A close examination of alternative solutions
D) The use of many choice criteria
E) All of the above
11.The complex process by which people select, organize and interpret sensory stimulation into a meaningful picture of the world is called which of the following?
A) Dissonance
B) Behaviour
C) Attitudes and beliefs
D) Learning
E) Perception
12.The process that groups consumers according to their beliefs, activities, values and demographic characteristics such as education and income is called which of the following?
A) Demographics
B) Psychographics
C) Profiling
D) Categorisation
E) Econometrics