SELFTESTFORLECTURE4

CONCEPTUALQUESTIONS

Question1:
Brieflydescribethevariousrolesapersonmayplayinthebuyingdecisionprocess.Which
role(s)wouldbeofgreatestsignificancetothemarketer?Whatpracticalproblemswould
themarketerfaceinattemptingtousethismodel?

Question2:
Brieflydescribetheadoptionprocess.Ofwhatuseisthismodeltothemarketer?Critique
themodel.

Question3:
Brieflydescribethebuyerdecisionprocess.Usethemodeltoexplaintheprocessyou
personallyundertooklasttimeyoumadeahighinvolvementproduct.

Question4:
Brieflydescribethethreedifferenttypesofconsumerbuyingbehaviourdiscussedinthe
class.

Question5:
Brieflydiscussthestructureanddemandcharacteristicsoforganisationalmarkets.Whatare
theirmarketingimplications?

Question6:
Brieflydescribethethreemajortypesofbuyingsituationsafirmmayface.Whattypesof
productsaremostlikelytobeinvolvedineach?

Page

FILLINTHEBLANK

1)Anindividualsconsumerbehaviourisinfluencedby__________,personal,culturaland
socialinfluences.

2)Rolespeoplemayplayintheconsumerbuyingprocessincludeinitiator,influencer,
__________,buyeranduser.

3)__________buyingbehaviouroccursinsituationscharacterisedbyhighconsumer
involvementandwheretherearesignificantperceiveddifferencesamongbrands.

4)Needrecognitionbyitselfisnotenoughtotriggeranactionbyaconsumer___________
isneededtodrivetheconsumerintoaction.

5)Thegreatertheperceivedrelativeadvantageofanewproduct,thesooneritwillbe
__________.

6)Consumersundertakeroutinebuyerbehaviourinsituationscharacterisedby__________
consumerinvolvementbutsignificantperceivedbranddifferences.

7)Whenconsideringtherolesplayerbyindividualsintheconsumerbuyingprocess,an
___________isapersonwhoseviewsoradvicecarrysomeweightinmakingthefinalbuying
decision.

8)Informationsearchisthe__________stepinthebuyerdecisionprocess.

9)Theprocessbywhichpeopleselect,organiseandinterpretinformationtoforma
meaningfulpictureoftheworldisknownas__________.

10)Thetricomponentattitudemodelsuggeststhatthreemaincomponentsareinvolved
cognitive,affectiveand_________.

11)Anindividuals__________istheirpatternoflivingasexpressedintheiractivities,
interestsandopinions.

Page

12)Thefirststageoftheadoptionprocessfornewproductsis___________,wherethe
consumerbecomesawareofthenewproduct,butlacksinformationaboutit.

13)The_________marketcomprisesofalltheorganisationsthatbuygoodsandservicesto
useintheproductionofotherproductsandservicesforthepurposeofresellingorrenting
themtoothersataprofit.

14)Thebusinessmarketernormallydealswithfar__________buyersthantheconsumer
market.

15)Thedemandforbusinessgoodsisultimately__________fromthedemandforconsumer
goods.

16)Anindustrialbuyingsituationinwhichthebuyerwantstomodifyproductspecifications,
prices,termsorsituationsisknownasa__________rebuy.

17)Manybusinessbuyersprefertobuyapackagedsolutiontoaproblemfromasingleseller
whichiscalled_________buying.

18)Abuying__________includesalltheindividualsandunitsthatparticipateinthe
organisationalbuyingdecisionprocess.

19)Thepersonintheorganisationsbuyingcentrewhocontrolstheflowofinformationis
knownasthe_________.

20)Proposal__________isthestageoftheindustrialbuyingprocessinwhichthebuyer
invitesqualifiedsupplierstosubmitproposals.

21)Schools,TAFEcolleges,universities,hospitalsandprisonsareallexamplesof__________
markets.

22)Whendemandis__________,thisindicatesthatdemandisnotaffectedgreatlybyprice
changes.

23)Whendiscussingbusinessmarkets,includedaretheindustrialmarket,__________
marketaswellastheinstitutionalandgovernmentmarkets.

Page

MULTIPLECHOICEQUESTIONS

ReadtheMinicase4intheboxbelowandanswerQuestions13

MiniCase4:In1991,Emmawastryingtofigureoutawaytomakesomeextracash.Her
husbandwasastudent,andtheyhadtwosmallchildren.ShewasalreadysellingEmma's
CountryKitchengourmetcocoamixesatlocalfairsandcraftshowswhenshecameupwith
theideaforflavouredcreamersforcoffee.Shedevelopedninedifferentflavoursofcreamers
includingraspberrymochaandcherryvanilla.Responsetothecreamerswassogoodshe
decidedtorentasmallmanufacturingfacility.Hercontinuedsuccessbroughthertothe
attentionofsomenationalretailerswhowereinterestedincarryingherproduct.National
exposureontheOptusshoppingchannelgavethebusinessabigboostincustomer
awareness.

1)RefertoMinicase4.AssumethatatthistimemostadoptersofEmma'sCountryKitchen
flavouredcreamersfallintothecategoryofearlymajority.Thesewouldbepeoplewho:
A)aretypicallyopinionleaders.
B)aretraditionbound.
C)adoptnewproductsandideasbeforetheaverageperson.
D)adoptnewproductsearlybeforemostpeopleareevenawareoftheirexistence.
E)aresuspiciousofchangebutknowthatitisnecessary.

2)RefertoMinicase4.Emmaandherhusbandareconvincedtheircreamershaveataste
superiortoanyothersimilarproductscurrentlyonthemarket.Theywantconsumerstosee
thesamehighlevelof________thattheysee.
A)relativeadvantage
B)communicability
C)divisibility
D)complexity
E)compatibility

3)RefertoMinicase4.Oneoftheimportantfactorsthatwouldinfluenceaconsumer's
purchaseofEmma'sflavouredcreamersistheabilitytosampletheflavoursathome.Asa
resultEmmaandherhusbanddevelopedasamplepackwhichcontainedoneounceofeach
ofthecreamerflavours.Thisgavethenewproductahighlevelof:
A)relativeadvantage.

D)complexity.
E)compatibility.

Page

C)divisibility.

B)communicability.

4)Inthemodelofbuyerbehaviourpresentedinyourtext,thebuyer'sblackboxcontains
the:

A)buyer'sresponses.
B)marketingstimuli.
C)buyerdecisionprocess.
D)buyer'senvironment.
E)buyer'spersonality.

5)TheTrendexCorporationspecialisesin"trendy"fashionspreferredbyteenagers.The
firm'schosenmarketsegmentcouldbedescribedasa:

A)culture.
B)socialclass.
C)socialclique.
D)subculture.
E)cult.

ReadtheMinicase4AintheboxbelowandanswerQuestions610
MINICASE4A:Fivefriendswereallinthemarketforanewcar.Arabella,infact,hadalready
boughtonebutstillkeptreadingabouthercar'sfeatures.Emmawasjuststartingtorealise
heroldcarwasn'tgoodenough.Sarahhadjustselectedhermodelandwasbuyingittoday.
Cordeliahadnarrowedherchoicestothreeandwascarefullycomparingeachmodel.Lola
wasbeginningtopaymoreattentiontocaradsshesawontelevision.

6)AccordingtoMinicase4A,Lolaisinwhichstageofthebuyerdecisionprocess?

A)Needrecognition
B)Informationsearch
C)Evaluationofalternatives
D)Purchasedecision
E)Postpurchasebehaviour

7)AccordingtoMinicase4A,Sarahisinwhichstageofthebuyerdecisionprocess?

A)Needrecognition
B)Informationsearch

E)Postpurchasebehaviour

Page

D)Purchasedecision

C)Evaluationofalternatives

8)AccordingtoMinicase4A,Emmaisinwhichstageofthebuyerdecisionprocess?

A)Needrecognition
B)Informationsearch
C)Evaluationofalternatives
D)Purchasedecision
E)Postpurchasebehaviour

9)AccordingtoMinicase4A,Arabellacanbeplacedatwhichstageinthebuyerdecision
process?

A)Needrecognition
B)Informationsearch
C)Evaluationofalternatives
D)Purchasedecision
E)Postpurchasebehaviour

10)AccordingtoMinicase4A,Cordeliaisatwhichstageofthebuyerdecisionprocess?

A)Needrecognition
B)Informationsearch
C)Evaluationofalternatives
D)Purchasedecision
E)Postpurchasebehaviour

11)Whichofthefollowingstatementsaboutthepurchasedecisionprocessismostcorrect?

A)Andrewisengaginginhabitualbuyingbehaviourwhenhebuysarangeofpotatochips
severaltimesaweek.
B)Cordeliaisexperiencingperceptualdefencebecauseherbestfrienddidnotseemtolike
thegiftshegaveher.
C)Sarahnotesanadvertisementforanewrestaurantnearby.Whatcatcheshereyeisthe
friendlyfamilyatmosphereitpromotes.Thisappealstoherphysiologicalneeds.
D)SampurchasesaparticularlyexpensiveboxofchocolateforhisAunttothankherfor
lookingafterhisanimalswhilsthewasonholiday.Samwasinfluencedbysituationalfactors.
E)Alloftheseareequallycorrect.

Page

ReadtheMinicase4BintheboxbelowandanswerQuestions1215
MINICASE4B:Samlovesbasketballandhepurchasesbasketballbootsthathehasseenin
advertisementsfeaturingLeBronJamesandShaquilleO'Neil.Sarahbuysthesame
toothpastethatherparentsbuy.Andrewislookingtopurchasedentalinsuranceforhis
family.Peterisdeliberatelydoesnotwearvisiblebrandsthoughhisclothesaretypically
expensivelabels.

12)Sam'spurchasedecisionhasbeenaffectedbyhis:

A)operantconditioning.
B)membershipgroup.
C)aspirationalgroup.
D)naivety.
E)family.

13)RefertoMiniCase4B.Sarahissatisfying________needswhenpurchasingthisbrand
toothpaste.

A)physiological
B)psychological
C)belonging
D)grocery
E)social

14)RefertoMiniCase4B.Andrew'spurchaseisprobablyinfluencedby:

A)hisdentalhygiene.
B)hisfamilylifecyclestage.
C)referencegroups.
D)lifestyle.
E)householdtype.

15)RefertoMiniCase4B.Whichofthefollowingfactorsthatinfluenceconsumerbehaviour
wouldbestexplainPeter?

A)Socialclassandselfconcept
B)Consumerlifestyleandperception

E)Marketingmix

Page

D)Learningandoccupation

C)Cultureandhouseholdtype