Marketing Applications Final Exam Review

When customers have low involvement with a product and there is little difference among brands, what type of buying behavior are they exhibiting?

• Habitual

• Variety

• Complex

• Basic

Complex buying behavior is most likely involved when the customer is purchasing which items?

• Cars

• Meals

• Socks

• Gasoline

Morgan Health Supply Company wants to expand its product line this year. It uses its budget surplus to invest in new products rather than to remodel its offices. This is an example of which positive action?

• Provide excellent customer service

• Align strategies and activities with goals

• Demonstrate corporate responsibility

• Utilize touch points to reinforce company image

Motives, perception, attitude, lifestyle, personality, and abilities are which factors influencing consumer behavior?

• Economic

• Social

• Political

• Psychological

What type of buying behavior includes low customer involvement, significant brand awareness, and a desire for change?

• Status-oriented

• Risk-taking

• Variety-seeking

• Brand-insisted

An energy company has misrepresented its financial status on its latest accounting reports. This is an example of which negative action?

• Failing to provide what customers want

• Not keeping promises

• Responding inappropriately to crises

• Acting unethically

Positive and negative results can often be directly related to which factors about a company?

• Its taxes

• Its actions

• Is customers

• Its locations

Customers are more likely to spend a lot of time evaluating several options before buying a product during which situation?

• When the product is perishable

• When the product is expensive

• When the need is immediate

• When brand insistence is a factor

Technological advances can help companies provide more customer service with fewer employees, but why must the companies be careful?

• Technology cannot provide 24-7 service.

• Computers and telephones break down regularly.

• Current employees may go on strike.

• Customers may feel they are losing the human touch.

If a business lowers the price of a product for the purpose of taking business away from its competitors, which action is often the result?

• A decrease in cost

• An increase in profit

• A gain in market share

• A reduction in staff