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BUS 231
HW 4
Marketing
Student Name
Section
Instructor
Due Date
Part
Maximum Points
1
2
3
4
25 points
25 points
20 points
25 points
Total
100 points
Your Score
Textbook Reading Assignment
Thoroughly read Chapter 6 in your Marketing textbook.
Part 1 Glossary Terms - Consumer Decision Making
Define, in detail, each of these glossary terms from the realm of marketing and business, in general.
If applicable, use examples to support your definitions.
(a)
Consumer behavior
(b)
Need recognition
(c)
Internal stimuli
(d)
consideration set
(e)
subculture
Part 2 True or False
1. _____ When Alan buys rock-climbing equipment, he will only buy Black Diamond, Petzl,
Edelweiss, or Wild Country brands even though other brands exist. These listed brands
make up Alan’s awareness set.
2. _____ There are several tools marketing managers can use to increase cognitive
dissonance, which enhances consumers’ attitude toward their brand.
3. _____ The purchase of products like soft drinks, cleaning products, and gasoline
generally exemplify routine response behavior.
4. _____ In general, detailed, informative advertisements are most effective for high-
involvement products because consumers actively search for additional information prior
to making their decisions.
5. _____ A newly hired employee at an advertising agency chose the clothes she
purchased for work by observing the clothes she saw worn in The Apprentice, a popular
television reality show. In this example, the women hoping to work for Donald Trump
served as primary reference groups.
© Copyright 2013 by P.E.P.
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BUS 231
HW 4
Marketing
Student Name
Section
Part 3 Multiple Choice
1. How can marketers reduce consumers’ cognitive dissonance?
a. offer guarantees
c. avoid contradictory information
b. offer sales promotions
d. change the product
2. The type of decision making that requires a moderate amount of time for gathering
information and deliberating about an unfamiliar brand in a familiar product category is referred
to as:
a. routine response behavior
c. extensive decision making
b. limited decision making
d. uninvolved decision making
3. Kim places huge importance on what she wears to sing in front of her church and therefore
takes her time to shop for the right clothes and shoes. This is due to the:
a. opportunity costs
c. situational factors
b. fear of cognitive dissonance
d. social visibility of the products
4. All of the following are characteristics of culture EXCEPT:
a. culture is pervasive
c. culture is functional
b. culture is learned
d. culture is an inherent trait
5.
An enduring belief that a specific mode of conduct is personally or socially preferable
to an alternative mode of conduct is called a(n):
a. lifestyle
Part 4
b. self-concept
c. attitude
d. value
e. perception
Essay Question / Definitions
1.
An opinion leader is an individual who influences the opinions of others. Name an
opinion leader you know. How does this person exert influence on others?
2.
Perception is the process by which people select, organize, and interpret stimuli into a
meaningful and coherent picture. Name and define the three types of selective
perceptions.
© Copyright 2013 by P.E.P.
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