11117403
Pregunta 1
Pregunta
Purchase of an item that the shopper did not have in mind on entering the store is a(n) ________________ purchase.
Respuesta
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generally planned
-
substitute
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unplanned
-
emotional
Pregunta 2
Pregunta
Putting the same commercial twice in the same advertisement break is an example of:
Respuesta
-
repetition
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pulsing.
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echoic memory.
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repetition and pulsing.
Pregunta 3
Pregunta
Recalling information from long-term memory is:
Respuesta
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an objective process.
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a mechanical process.
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dependent on scripts.
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none of the given answers.
Pregunta 4
Pregunta
Reinforcement is:
Respuesta
-
any positive response to behaviour.
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anything that increases the likelihood that a given response will be repeated in the future.
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the result of repetition in a high-involvement situation.
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necessary for learning to occur.
Pregunta 5
Pregunta
Relationship marketing has which of the following key elements?
Respuesta
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customisation and augmentation
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developing a core service or product
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pricing to encourage loyalty
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all of the given answers
Pregunta 6
Pregunta
Relative occupational class income is:
Respuesta
-
the relationship of a household's total income to the median income of other households in the same occupational class.
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the basis of the Hollingshead two-factor index.
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the basis of the Duncan Socioeconomic Index.
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the basis of the NORC Index.
Pregunta 7
Pregunta
Repeat purchase behaviour is frequently referred to as:
Respuesta
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brand loyalty.
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relationship marketing.
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customer satisfaction.
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customer retention.
Pregunta 8
Pregunta
Sales increases in response to price reductions come from:
Respuesta
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users of competing brands switching to the reduced-price brand.
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consumers who do not shop at the store coming to the store to buy the brand.
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non-product category buyers buying the brand because it now has a superior value to the substitute product.
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all of the given answers.
Pregunta 9
Pregunta
Satisfaction with a purchase is primarily a function of:
Respuesta
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perceived performance relative to expectations.
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product involvement.
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initial performance expectations.
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perceived performance relative to expectations and initial performance expectations.
Pregunta 10
Pregunta
Scent strips placed in magazines:
Respuesta
-
tend not to be very cost effective.
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do not affect sensory input.
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increase sensory input.
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work best when coupled with price discounts.
Pregunta 11
Pregunta
Semantic memory may contain:
Respuesta
-
product characteristics.
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usage situations.
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affective reactions.
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all of the given answers.
Pregunta 12
Pregunta
Shaping involves:
Respuesta
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encouraging (rewarding) partial responses leading to the final desired response.
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structuring an overall advertisement to provide the desired interpretation.
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modifying behaviour over time using classical conditioning.
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modifying behaviour over time using iconic rote learning.
Pregunta 13
Pregunta
Social class affects all of the following except:
Respuesta
-
consumers' evaluative processes.
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consumers' willingness to learn about products.
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the number and type of attributes that may apply in a purchase decision.
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the specific threshold that may apply in a purchase decision.
Pregunta 14
Pregunta
Spillover sales refer to:
Respuesta
-
sales made at one store because of crowds in a nearby store.
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accessory sales made because a major item was purchased.
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sales of additional items to customers who came to purchase an advertised item.
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sales made at one store to customers who came to an area to visit another store.
Pregunta 15
Pregunta
Store atmospherics are:
Respuesta
-
the sum of all physical features of a retail environment.
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shown to affect consumers' judgment of store quality and image.
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known to influence shoppers' moods.
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all of the given answers.
Pregunta 16
Pregunta
Strivers are best described as:
Respuesta
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introspective.
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impulsive, individualistic and inventive.
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unsure, low on economic and psychological resources.
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successful, sophisticated and active.
Pregunta 17
Pregunta
Strong, relatively uncontrollable feelings that affect our behaviour are:
Respuesta
-
motives.
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needs
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emotions
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attitudes
Pregunta 18
Pregunta
Surveys and focus groups may be used to measure:
Respuesta
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problem recognition.
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observed behaviour.
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objective assessments of consumer behaviour.
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problem recognition, observed behaviour and objective assessments of consumer behaviour.
Pregunta 19
Pregunta
The 'full nest I' household life cycle stage is differentiated from 'full nest II' by the:
Respuesta
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number of children living at home.
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age of the parents and age of the children.
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marital status of the parents.
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age of the children.
Pregunta 20
Pregunta
The affective component of an attitude:
Respuesta
-
requires the prior existence of the cognitive component.
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is based on the cognitive component.
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is independent of the cognitive component.
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can precede the cognitive component.
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