The primary psychological influences on consumer behavior are
A) perception, motives, learning, attitudes, personality, and lifestyles.
B) attitudes, perception, retention, exposure, roles, and lifestyles.
C) attitudes, perception, social class, culture, and learning.
D) perception, motives, reference groups, social class, and personality.
E) lifestyles, personality, perception, motives, attitudes, and culture.
Question 2As an advertiser, what tools can you use to make your home page as popular as possible?
Question 3Brianna owns and operates a gift and interior store called The Gingerbread House. She works hard to put together beautiful arrangements and displays throughout the store and always features a burning scented candle and light music. She hopes these efforts will encourage her customers to buy more. Brianna is focusing on
A) atmospherics.
B) retail positioning.
C) location.
D) scrambled merchandising.
E) value-pricing.
Question 4Grant Turner makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn. When he arrives at the dermatologist's office, Grant notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking about how much they liked the doctor. While Grant viewed the dermatologist as competent, Grant decided not to visit him again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have affected Grant's decision?
A) Social surroundings
B) Momentary mood
C) Antecedent states
D) Purchase reasons
E) Physical surroundings
Question 5What is meant by the terms paid search and search engine optimization? How are they similar? How are they different? Discuss the possibilities for each, and provide an example of each to illustrate your answer.
Question 6Norah operates an upscale shop that does both pet grooming and human manicures and pedicures. She is reaching a market segment with people who place great value on their dogs and are concerned with their own appearance, yet pressed for time. No other businesses meet the needs of these consumers. Which strategic issue in retailing does Norah appear to have addressed?
A) Store image
B) Location
C) The wheel of retailing
D) Retail positioning
E) Scrambled merchandising
Question 7The five categories of situational influences are
A) product involvement level, physical surroundings, social surroundings, time perspective, and purchase reason.
B) antecedent states, physical surroundings, social surroundings, time perspective, and space dimensions.
C) social surroundings, physical surroundings, time pressures, purchase reason, and lifestyles.
D) purchase reason, time perspective, social surroundings, physical surroundings, and buyer's momentary mood.
E) store atmosphere, location, aromas, sounds, and lighting.
Question 8The unique characteristics of the Web have given advertisers who use it a definite edge over their competitors. What are some of the advantages of the new digital/interactive media that are beginning to be used in advertising today? The text lists five broad categories of advantages. Name and define as many as you can. Then think of a product or service that has successfully demonstrated one or more of these elements in its digital/mobile advertising.
Question 9Identifying an unserved or underserved market segment and serving it through a strategy that is distinguished in the mind of the consumer is called
A) the marketing concept.
B) the wheel of retailing.
C) retail positioning.
D) targeted retailing.
E) scrambled merchandising.
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