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CSUB MKTG 301 - Final Exam F08 KEY

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NOTE: Corrections in red and credit given for mistakes on highlighted items*** FINAL EXAM “KEY”***[MKTG.301; Dr. Carter; FALL 2K8]** 35 POINTS / 35 MULTIPLE CHOICE ITEMS **1 In the consumer decision process model, the ____ stage is where satisfaction with the product experience is determined.a. Need recognition b. Search c. Post-purchase evaluationd. Pre-purchase evaluatione. DivestmentANS: C2 Consumption norms represent:a. informal rules that govern consumption behaviorb. formal rules that govern consumption behaviorc. consumer experiencesd. A and Ce. B and CANS: A3 Direct marketing includes:a. direct shipping. b. interactive economic media. c. telemarketing.d. B and Ce. A, B, and CANS: C4 Which of the following is not one of the categories identified in Chapter 3 that influences consumerdecision making?a. Individual differencesb. Physiological processes – should have been “factors”c. Psychological factors – should have been “processes”d. Environmental influencese. All of these categories were identified in Chapter 3.ANS: B * CREDIT GIVEN FOR EITHER B OR C * 1NOTE: Corrections in red and credit given for mistakes on highlighted items*** FINAL EXAM “KEY”***[MKTG.301; Dr. Carter; FALL 2K8]** 35 POINTS / 35 MULTIPLE CHOICE ITEMS **5. Which of the following is incorrect? a. Customer satisfaction influences repeat buying. b. Customer satisfaction shapes word-of-mouth communication. c. Customer satisfaction influences consumers’ price sensitivity. d. Understanding post-consumption evaluations carries unimportant implications for competitive strategy. e. None of the above are incorrect.ANS: D6 Consider the consumer making a purchase decision in a particular product category for the very first time. In this situation, it would be impossible for the consumer to make the purchase decision using which of the following decision processes?a. limited problem solving b. midrange problem solvingc. extended problem solvingd. habitual decision marketinge. None of the above.ANS: D7 The time of the day at which usage occurs is another component of understanding:a. when consumption occurs b. how consumption occurs c. why consumption occursd. how much consumption occurse. All of the above.ANS: A8 Which of the following factors influences the extent of the problem-solving process during consumer decision making?a. Degree of investmentb. Degree of differentiation between alternativesc. Amount of financial resources availabled. A and Be. A, B, and CANS: B2NOTE: Corrections in red and credit given for mistakes on highlighted items*** FINAL EXAM “KEY”***[MKTG.301; Dr. Carter; FALL 2K8]** 35 POINTS / 35 MULTIPLE CHOICE ITEMS **9 The mental capacity available for undertaking various information-processing activities is known as:a. brain capacity b. intensity c. cognitive recognitiond. intellectual resourcese. None of the above.ANS: E10 The standards and specifications used to compare different products and brands are called:a. salient attributes b. determinant attributes c. evaluative critiqued. decision factorse. None of the above.ANS: E11 Which of the following could not cause need activation?a. The presence of time.b. Changes within the family, such as the birth of a child.c. The purchase of an old product.d. All of the above could lead to need activation.e. None of the above could lead to need activation.ANS: C [was previously stated as “B”]12 Consumers are most likely to rely on internal search when:a. they are first time buyersb. a short time has passed since the last time a purchase decision in the product category was madec. they are satisfied with the results of previous buying activitiesd. B and Ce. A, B, and CANS: D3NOTE: Corrections in red and credit given for mistakes on highlighted items*** FINAL EXAM “KEY”***[MKTG.301; Dr. Carter; FALL 2K8]** 35 POINTS / 35 MULTIPLE CHOICE ITEMS **13 When consumers intend to buy the product but defer brand choice until shopping they are following a/an ____ process.a. fully planned purchase b. unplanned purchase c. anticipated purchased. particular planned purchasee. None of the above.ANS: E14 Consumers are more likely to search when they:a. perceive the decision as high in risk.b. are not satisfied with their prior choices in the product category.c. perceive the benefits of search to outweigh the costs of search.d. A and Ce. A, B, and CANS: E15 According to the expectancy disconfirmation model, satisfaction depends on:a. consumption experiencesb. understanding competitor's customersc. a comparison of pre-purchase expectations to actual outcomesd. reinforcing the attitudes of current customerse. All of the above.ANS: C16 The consideration set:a. consists of those alternatives considered during decision making.b. typically contains a complete set of the total number of alternatives available in the marketplace.c. is fairly stable in size across different consumers.d. A and B [should have stated “A and C”]e. A, B, and CANS: E [mistakenly kept answer from pool, instead of “D” which would have been correct if it stated “A and C”]*** ALL STUDENTS RECEIVE CREDIT FOR THIS ITEM ***4NOTE: Corrections in red and credit given for mistakes on highlighted items*** FINAL EXAM “KEY”***[MKTG.301; Dr. Carter; FALL 2K8]** 35 POINTS / 35 MULTIPLE CHOICE ITEMS **17 ____ refers to the amount of mental capacity focused in a particular direction.a. Direction b. Attention .c. Interactivityd. Cognitione. None of the aboveANS: E18 When evaluating choice alternatives, consumers may:a. rely on a pre-existing evaluation b. construct a new evaluation using a categorization process.c. construct a new evaluations using a piecemeal processd. B and C e. A, B, and CANS: E [previously stated as “B”]19 Satisfaction depends on:a. consumers' perceptions of the product's performance during consumptionb. consumers' expectations of how the product will performc. the feelings experienced before consumptiond. A and Be. A, B, and CANS: D20 Which of the following could serve as a signal to consumers in making judgments about a product's quality?a. Price b. Warnings c. Brand Named. A and Ce. A, B, and CANS: D5NOTE: Corrections in red and credit given for mistakes on highlighted items*** FINAL EXAM “KEY”***[MKTG.301; Dr. Carter; FALL 2K8]** 35 POINTS / 35 MULTIPLE CHOICE ITEMS **21 The speed and ease with which consumers move through the retail and shopping process is called:a. customer flow b.


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