During the evaluation of alternatives stage of the consumer buying decision process, the buyer selects the seller from whom he or she will purchase the product.
Indicate whether the statement is true or false
Question 2From the consumer's viewpoint, directories like the Yellow Book have some disadvantages as promotional tools. For one thing, they cause a particular problem with
a. getting lost in the massive volume of media clutter.
b. having long lead times that result in outdated information.
c. annoying rather than informing potential buyers.
d. being unable to offer detailed information.
Question 3Calhoun Produce, a ____, takes possession of truckloads of tomatoes, arranges for storage, and transports them to auctions to be sold.
A) manufacturer's agent
B) selling agent
C) commission broker
D) commission merchant
E) selling broker
Question 4A marketer's use of framing can make a product characteristic seem more important to a consumer and can facilitate its recall from memory.
Indicate whether the statement is true or false
Question 5Of all types of support media, directory advertising offers a unique advantage by
a. offering technologically advanced and innovative options.
b. enhancing brand awareness and recall.
c. allowing for repeat exposures of the same message.
d. helping consumers follow through on purchases.
Question 6An agent that receives goods on consignment from local sellers and negotiates sales in large, central markets is called a
A) commission merchant.
B) sales branch agent.
C) selling agent.
D) manufacturers' agent.
E) broker-agent.
Question 7The evaluative criteria are objective but not subjective product characteristics that are important to a specific buyer when purchasing a product.
Indicate whether the statement is true or false
Question 8Though there appears to be some strong resistance, market research has indicated that more than 60 percent of consumers don't mind
a. transit advertising.
b. aerial advertising.
c. billboard advertising.
d. cinema advertising.
Question 9Thad works for a company that markets all of Celetron's products. Thad's company acts as the marketing department for Celetron, performing all marketing functions without actually taking title to the goods. Thad's company is a
A) commission merchant.
B) manufacturers' agent.
C) sales branch.
D) selling agent.
E) full-service wholesaler.
Question 10When evaluating the alternatives, the buyer rates and eventually ranks the brands in the consideration set.
Indicate whether the statement is true or false
Question 11An automobile insurance company has noted an increase in its competitors' television and radio spots, so it considers transit advertising as a unique promotional vehicle. Its marketing team is aware that this works best in
a. informing consumer purchasing decisions.
b. building or maintaining brand awareness.
c. delivering complex messages.
d. promoting short-term exposure and immediate action.
Quick Reply
