321. (p. 133-134) With regard to the adoption process,
A. interest is the first step.
B. decision is the final step.
C. awareness follows interest.
D. evaluation precedes trial.
E. decision follows confirmation.
322. (p. 133-134) Regarding the adoption process:
A. ”Interest” is the first stage in the process.
B. ”Confirmation” is the last stage in the process.
C. ”Trial” precedes “evaluation” in the process.
D. ”Evaluation” precedes “interest” in the process.
E. None of the above.
323. (p. 133-134) The “adoption process” suggests that:
A. confirmation must come before the decision to adopt or reject.
B. evaluation usually comes before trial and decision.
C. the decision to reject may follow confirmation.
D. confirmation comes from a satisfactory evaluation.
E. decision usually follows trial and confirmation.
324. (p. 133-134) A marketing manager for a new brand of bar soap decides to mail free samples to consumers. The logic for using this approach is best explained by
A. the “economic buyer” model.
B. the stimulus-response model.
C. the typical consumer's adoption process.
D. the need to reduce dissonance.
E. the high level of problem solving required with such a product.
325. (p. 133) In the _____ step of the adoption process, a consumer begins to give the product a mental trial by applying it to his or her personal situation.
326. (p. 133) Denis Marlowe has noticed several television commercials for LookYourBest–a new brand of shampoo. While washing his hair, he thinks about what would happen if he replaced his current shampoo with LookYourBest. What stage in the adoption process has Denis reached?
327. (p. 133) In the ____ stage of the adoption process, the consumer may buy the product to experiment with it in use.
328. (p. 134) In this step of the adoption process, the adopter continues to rethink the decision and searches for support for the decision.
329. (p. 134) In developing marketing mixes for consumers in international markets, marketing managers should:
A. generalize from one culture to another.
B. use their intuition.
C. know about the specific social and intrapersonal variables.
D. follow their beliefs.
E. All of the above.
330. (p. 134) When planning strategies for international markets, a good manager will keep in mind that:
A. Relying on intuition may be misleading.
B. Understanding local cultural differences is of no real value.
C. Consumers in a foreign culture all tend to be the same.
D. All of the above.
E. None of the above.
331. (p. 134-135) Which of the following observations concerning planning strategies for international markets is FALSE?
A. A marketing manager should know that relying on intuition or personal experience may be misleading.
B. A marketing manager should know that understanding local cultural differences is of no real value.
C. A marketing manager should know that consumers in a foreign culture are probably bound by some similar cultural forces.
D. A marketing manager should involve locals who have a better chance of understanding the interests of customers.
E. A marketing manager should understand that many specific influences do not generalize from one culture to another.
332. (p. 134-135) When planning strategies for international markets, keep in mind that:
A. a marketing manager must rely primarily on intuition because there is usually little available information about the social and cultural influences on buying behavior.
B. the effects of cultural influences on consumers are usually obvious, if you just take the time to think about the buying situation.
C. cultural changes may make outdated stereotypes even more misleading.
D. All of the above are true.
E. Only B and C are true.
333. (p. 136) The present state of our knowledge about consumer behavior is such that:
A. the behavioral sciences provide the marketing manager with a complete explanation of the “whys” of consumer behavior.
B. a marketing manager usually must blend intuition and judgment with findings from the behavioral sciences to explain and predict consumer behavior.
C. relevant market dimensions can be easily identified and measured using “psychographics.”
D. marketing research can't tell us much more about specific aspects of consumer behavior.
E. All of the above are true statements.