Buying behavior refers to the decision processes and actions of people involved in buying and using products.
Indicate whether the statement is true or false
Question 2Which of the following sales promotion tactics runs the greatest risk of eroding a brand image or value?
a. a frequency program
b. a price incentive
c. a training program
d. a contest
Question 3Andrea owns and operates a small novelty store that sells home dcor, gifts, jewelry, and gourmet snacks. Because her business is very small, many wholesalers will not deal with her, so she relies primarily on ____ for the survival of her business.
A) drop shippers
B) truck wholesalers
C) rack jobbers
D) specialty-line wholesalers
E) cash-and-carry wholesalers
Question 4Scenario 7.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about 27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, which also cost about 27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that its gas mileage was too low at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
Refer to Scenario 7.2. Since Alicia and Carlos were using gas mileage as one of their evaluative criteria, they are most likely in the ____ phase of the consumer buying process.
A) problem recognition
B) external search
C) evaluation of alternatives
D) purchase
E) postpurchase
Question 5The CEO of a software manufacturer that sells to large insurance firms wants to look at all possible forms of business-market promotions in a new push to gain and maintain lucrative customers. He meets with his marketing director and they review the five main areas of promotion techniques aimed at business buyers. They are
a. trade shows, business gifts, premiums and advertising specialties, trial offers, and frequency programs.
b. incentives, allowances, training programs, cooperative advertising, and sampling.
c. merchandise allowances, cash allowances, trade shows, training programs, and incentives.
d. premiums and advertising specialties, frequency programs, incentives, allowances, and cooperative advertising.
Question 6Greg works with a group of farmers who provide him with a regular supply of a variety of fresh vegetables. He picks up their produce and has a regular route of grocers and restaurants that purchase quantities of the items he has on any given day. Greg's operation is which type of wholesaler?
A) Drop shipper
B) General-line
C) Truck
D) Cash-and-carry
E) Specialty-line
Question 7Scenario 7.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota noticed that the majority of its customers were families with 3 or more children, and so they developed commercials that featured larger families. They also produced commercials that featured Hispanic-looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently shopping for a van for their family. As Alicia listened to an advertisement on the television about the Nissan Quest, she noticed that the Nissan cost about 27,000 and had gas mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, which also cost about 27,000, but had gas mileage of about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children in the back seats having plenty of room, watching the DVD players, and having their own sound controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied that its gas mileage was too low at only 16 mpg. Since Alicia didn't agree with that number, he produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
Refer to Scenario 7.2. Toyota's production of commercials that featured Hispanic actors and the Spanish language is an example of marketing to
A) cultural self-concepts.
B) social classes.
C) subcultures.
D) roles.
E) social strata.
Question 8For an item to be defined as an advertising specialty, it must
a. be rewarded for meeting a goal or sales quota.
b. contain no promotional message.
c. be construed as a way of buying business..
d. contain the sponsor's brand name or slogan.
Question 9What type of wholesaler transports a limited line of products directly to customers for immediate inspection and selection?
A) On-site wholesalers
B) Cash-and-carry wholesalers
C) Rack jobbers
D) Truck wholesalers
E) Drop shippers
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