113-1 Marketing Management (Week 6)

Q1. What is the correct order of the Five-Stage Model in the buyer decision process?

• A) Information search → Problem recognition → Alternative evaluation → Purchase decision → Post-purchase evaluation

• B) Problem recognition → Information search → Alternative evaluation → Purchase decision → Post-purchase evaluation

• C) Problem recognition → Alternative evaluation → Information search → Purchase decision → Post-purchase evaluation

• D) Information search → Problem recognition → Purchase decision → Alternative evaluation → Post-purchase evaluation

Q2. Which of the following statements is correct?

• A) “Needs” are human wants backed by buying power

• B) “Demands” are human needs shaped by culture and individual personality

• C) “Needs” describe the fundamental requirements for human survival

• D) “Wants” are states of felt deprivation

Q3. Which of the following statements is incorrect about consumer sales promotion?

• A) Sales promotion can help a brand quickly increase its revenue.

• B) Sales promotion can drive down consumers’ perception of the brand’s price.

• C) Sales promotion can help a brand to manage overproduced inventory.

• D) Constant sale promotions often have a positive impact on brand image in the long run.

Q4.

Webrooming: consumer look at products online and then go to a store to make the purchase.

Showrooming: consumer browse products in a store but ultimately buy them online.

• A) True

• B) False

Q5. Which of the following might make a fashion brand less suitable for adopting a big data-driven creative process?

• A) Customers are trend-followers, not trend-setters.

• B) Customers prefer versatile, contemporary classics, or timeless designs over trendy styles.

• C) Customers prefer trendy yet affordable styles over luxurious materials and detailed craftsmanship.

• D) Customers primarily browse and shop online.