Multiple Choice of Principle of Marketing

CHAPTER 6

CONSUMER AND BUSINESS BUYER BEHAVIOR

MULTIPLE CHOICE QUESTIONS

1. _________________ refers to the buying behavior of final consumers.

a. Consumer buyer behavior

b. Target market buying

c. Market segment buying

d. Business buying behavior

Answer: (a) Difficulty: (1) Page: 191

2. ____________ is individuals and households who buy goods and services for

personal consumption.

a. The target market

b. A market segment

c. The consumer market

d. The ethnographic market

Answer: (c) Difficulty: (1) Page: 191, 192

3. According to the text, the American consumer market consists of:

a. 189 million consumers.

b. 284 million consumers.

c. 375 million consumers.

d. 438 million consumers.

Answer: (b) Difficulty: (3) Page: 191

4. Understanding consumer buying behavior is not easy. The answers are often locked

deep within the consumer’s head. The central question for marketers is:

a. how much money is the consumer willing to spend?

b. how much does the consumer need the product being offered for sale?

c. how much does a discount or a coupon affect the purchase rate?

d. how do consumers respond to various marketing efforts the company might use?

Answer: (d) Difficulty: (3) Page: 192

5. The starting point in understanding how consumers respond to various marketing

efforts the company might use is the:

a. Lipinski model of buying behavior.

b. stimulus-response model of buyer behavior.

c. Freudian model of buying behavior.

d. Maslow’s model of life-cycle changes.

Answer: (b) Difficulty: (2) Page: 192, Figure 6-1

6. According to the stimulus-response model of buyer behavior (as presented in your

text), the place where consumers process marketing stimuli prior to making a purchase

decision is called the:

a. consumer’s value chain....