Kisi Kisi Uts Perilaku Konsumen
Kisi Kisi Uts Perilaku Konsumen
The actions that consumers display in searching for, purchasing, using, evaluating, and
disposing ofproducts and services that they expect will satisfy their needs is known as .
B) consumer behavior
C) narrowcasting
D) positioning
A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store
brand.
C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store.
3. An example of a company that applied the production concept in the early twentieth century is
.
A) Google
B) Microsoft
C) Ford
D) General Motors
E) Apple
4. During historical periods when demand exceeded supply, businesses adopted the concept.
A) marketing
B) technology
C) societal
D) production
E) product
B) product concept
C) selling concept
D) production concept
E) societal concept
A) Fast food restaurants develop offerings with less fat and more nutrients.
B) Food marketers advertise foods to young people in a way that does not encourage overeating.
C) Marketers do not use professional athletes in liquor or tobacco advertisements because they may
serve as role models for young people.
D) Marketers avoid featuring unreasonably slim females in their advertising campaigns because of
the potential of such images to increase eating disorders.
E) All of the above are consistent with the societal marketing concept.
Which of the following is an example of how the Internet affects prices and distribution?
A) Consumers use smart phones to compare prices as they shop, leading to price matching
guarantees from retailers.
B) Apple distributes iBooks via its digital bookstore, reducing prices of high school textbooks by
almost 90%.
C) Marketers are using smartphone apps to target shoppers in stores who are looking for
information about products.
D) Amazon installed Amazon Lockers in grocery, convenience and drugstores that accept packages
for customers to pick up later.
is defined as the ratio between the customer's perceived benefits and the resources used
to obtain those benefits.
A) Customer satisfaction
B) Customer value
E) Consumer marketing
A) market segmentation
B) customer satisfaction
C) market targeting
D) product placement
E) product promotion
A) Market segmentation
B) Customer satisfaction
C) Market targeting
D) Customer retention
E) Product promotion
Which of the following is NOT one of the benefits of retaining loyal customers?
A) Loyal customers are more likely to purchase high margin supplemental products.
Researchers have identified two interrelated forms of customer engagement with marketers:
and .
Norman dislikes the health insurance plan provided by his employer, but is unwilling to switch to a
different health insurer because obtaining private health insurance would be significantly more
expensive than the employer-subsidized plan in which he is currently enrolled. With regard to health
insurance, Norman is best described as a(n) .
A) loyalist
B) apostle
C) hostage
D) terrorist
E) mercenary
Which tier of customers is most likely to get "fired" by a firm?
A) gold
B) lead
C) silver
D) iron
E) platinum
The three distinct but interlocking steps of the consumer decision-making process are .
In the consumer decision-making process, the stage focuses on how consumers make
decisions.
A) analysis
B) evaluation
C) input
D) process
E) output
In the consumer decision-making process, the stage influences the consumer's recognition
of a product need.
A) analysis
B) evaluation
C) input
D) process
E) output
Which of the four disciplines that helps shape our understanding of consumer behavior is defined as
the study of the human mind and the mental factors that impact behavior?
A) psychology
B) sociology
C) anthropology
D) communication
E) economics
The process of dividing a market into distinct subsets of consumers with common needs or
characteristics is known as .
A) target marketing
B) market segmentation
C) mass marketing
E) market evaluation
Qantas targets four distinct segments: coach passengers, premium economy, business and first class,
and uses to clearly differentiate between the options targeted at each segment.
A) positioning
B) behavioral targeting
C) geographic segmentation
D) reverse targeting
E) countersegmentation
A) identifiable
B) sizeable
C) reachable
D) inaccessible
B) attitudes toward shopping, benefits sought in products, and frequency of leisure activities
E) personality traits, awareness of product alternatives, and attitudes toward political issues
When Colgate divides the pre-teens toothpaste group into four segments and offers each one its
own toothpaste, they are using segmentation.
A) demographic
B) sociocultural
C) psychological
D) physiological
E) use-related
implies a hierarchy in which individuals in the same class generally have the same degree
of status, whereas members of other classes have either higher or lower status.
A) Usage rate
B) Subculture
D) Social class
E) Religion
Marketers of many products such as soup, laundry detergent, beer, and dog food have found that a
relatively small group of heavy users accounts for a disproportionately large percentage of the total
product usage. Targeting these heavy users specifically is an example of .
A) benefit-based segmentation
B) demographic segmentation
C) cross-cultural segmentation
Which of the following is NOT tracked during online navigation to inform behavioral targeting?
E) brick-and-mortar purchases
The image and unique identity of a product, service or brand in consumers' minds is called its
.
A) position
B) perception
C) segment
D) target
E) imposition
A) Premier position
C) Umbrella positioning
focuses on a brand's exclusivity to give the consumer a reason to buy the product.
A) Premier position
C) Umbrella positioning
is the process by which a company intentionally changes the distinct image and identity
that its product or brand occupies in consumers' minds.
A) Premier position
C) Repositioning
E) Umbrella positioning
Which of the following is NOT one of the uses of perceptual maps?
A) Show marketers how consumers perceive their brand in relation to the competition.
B) Show consumers how they should perceive a marketer's brand in relation to the competition.
C) Allow marketers to determine the direction for altering undesirable consumer perceptions of a
marketer's brand.
D) Allow marketers to find gaps, in the form of "un-owned" perceptual positions, that represent
opportunities for new brands or products.
What is one of the benefits of offering many product versions that provide distinct benefits and "fill"
as many positions as possible in a product category?
Research has shown that 25 percent of beer drinkers account for about 75 percent of all beer
consumed. This is an example of a justification for segmentation.
A) benefit
B) usage rate
C) psychographic
D) lifestyle
E) usage-situation
Marketers segment some populations on the basis of cultural heritage and because
members of the same culture tend to share the same values, beliefs, and customs.
A) demographics
B) social class
C) ethnicity
D) personality traits
E) sociocultural values
The driving force within individuals that impels them to action is known as .
A) a goal
B) tension
C) motivation
D) a need
E) personality
The physiological needs for food, water, and air are called needs.
A) secondary
B) innate
C) acculturated
D) psychogenic
E) acquired
A) General goals
B) Objective goals
C) Generic goals
D) Subjective goals
E) Product-specific goals
Individuals who successfully achieve their goals usually set new and higher goals for themselves; that
is, they raise their .
A) levels of self-awareness
B) social status
C) levels of aspiration
D) biogenic needs
E) motivational state
According to Maslow's hierarchy of needs, protection, order, and stability are examples of .
A) self-actualization needs
B) egoistic needs
C) social needs
E) physiological needs
People with a high tend to be more self-confident, enjoy taking calculated risks, actively
research their environments, and value feedback.
A) need for prestige
Almost all personal care and grooming products, as well as most clothes, are bought to satisfy
.
A) growth needs
B) physiological needs
C) social needs
D) self-actualization needs
Egoistic needs can take either an inward or an outward orientation, or both. Inwardly directed ego
needs reflect an individual's need for .
A) reputation
B) prestige
C) self-esteem
E) status
Oftentimes consumer research respondents may be unaware of their motives or are unwilling to
reveal them when asked directly. In such situations, researchers use to delve into the
consumer's unconscious or hidden motivations.
A) quantitative techniques
B) projective techniques
C) Likert scales
D) telephone surveys
E) empirical techniques
The psychoanalyst that adapted Freud's psychoanalytical techniques to study motivations and
consumer buying habits was .
A) Abraham Maslow
B) Earnest Dichter
C) Henry Murray
D) Karen Horney
E) Henry Ford
is based on the premise that consumers are not always aware of the reasons for their
actions.
A) Psychological research
B) Motivational research
C) Physiological research
D) Market research
E) Segmentation research
D) consumers are primarily unaware of their true reasons for making decisions
A) compliant
B) subversive
C) aggressive
D) detached
E) obtrusive
The degree of a consumer's willingness to adopt new products and services shortly after they have
been introduced is known as .
A) consumer ethnocentrism
B) consumer innovativeness
C) consumer understanding
D) consumer perception
E) consumer materialism
A recent study discovered that consumers who scored high on and innovativeness were
more likely to incorporate volunteerism into their vacations.
A) dogmatism
B) ethnocentrism
D) sensation seeking
E) materialism
When describing consumer innovativeness, the term "global innovativeness" refers to .
A) a pattern of actions or responses that indicate early acceptance of change and adoption of
innovations
E) a tendency for innovativeness to exist within a very specific domain or product category
The process by which an individual selects, organizes, and interprets stimuli into a meaningful and
coherent picture of the world is known as .
A) observation
B) perception
C) realization
D) rationalization
E) understanding
A) decreases; increases
B) increases; increases
Brand names stamped on eggs in supermarkets, featured on video screens in taxis, placed on
subway tunnels in between stations, and featured on doctor's examination tables are examples of
.
A) sensory adaptation
B) objective reality
C) viral advertising
D) ambush marketing
E) experiential marketing
The minimal difference that can be detected between two similar stimuli is called the .
A) perceptual threshold
B) differential threshold
C) sensory threshold
D) absolute threshold
E) sensation threshold
A) Decreasing prices below consumers' JND is likely to cause a significant rise in sales.
B) Making product improvements that far exceed consumers' JND is likely to maximize company
revenues.
D) Making drastic changes to a company's logo to an extent well beyond consumers' JND allows
companies to update their image without losing their ready recognition.
A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a
very briefly flashed image, but may still be perceived by one or more sensory receptor cells. This is
called .
A) subliminal perception
B) sequential transition
C) supraliminal perception
D) sensory adaptation
E) perceptual blocking
Which of the following is true of the relationship between consumers' perceptions and their
expectations?
B) Ads with irrelevant sexuality generally lead to better recall of the product advertised due to the
attention-getting nature of the sexual content.
C) People tend to make observations and arrive at conclusions completely independent of their
expectations.
D) Consumers tend to perceive products and product attributes according to their own expectations.
E) What consumers expect to see is completely dependent on their objective, first-hand experience
with the particular product or advertising medium.
Which of the following is true of the relationship between consumers' perceptions and their
motives?
A) In general, there is a heightened awareness of stimuli that are irrelevant to consumers' needs.
B) The stronger the consumer's need, the greater the tendency to ignore related stimuli in the
environment.
C) In general, there is decreased awareness of stimuli that are relevant to consumers' needs.
D) The stronger the consumer's need, the greater the tendency to pay attention to related stimuli in
the environment.
E) Consumers tend to pay equal attention to all advertising, regardless of their needs at any given
time.
Which of the following is NOT true about the effect of expectations and motives on perceptions?
A) People see what they expect to see based on familiarity, previous experience, and expectations.
B) Stimuli that conflict sharply with expectations often receive less attention than those that
conform to expectations.
refers to consumers' heightened awareness of stimuli that meet their needs or interests,
and minimal awareness of stimuli irrelevant to their needs.
A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization
Consumers subconsciously screen out stimuli that they find psychologically threatening, even though
exposure has already taken place. This is consistent with the perception factor of .
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization
B) the common line that separates the figure and the ground is generally attributed to the ground
C) figure and ground relationships are always interpreted in the same way
Individuals express their need for by organizing their perceptions so that they form a
complete picture.
A) closure
B) interpretation
C) grouping
D) figure-ground patterns
E) exposure
When stimuli are highly ambiguous, an individual will usually .
A) ignore them
Marketers take advantage of when they extend a brand name associated with one line of
products to another.
A) physical appearances
B) perceptual blocking
refers to consumers' perceptions of all the components of products, services and brands,
and to how consumers evaluate the quality of marketers' offerings.
A) First impressions
B) Consumers' stereotypes
C) Consumers' imagery
D) Symbolic features
E) Symbolic attributes
is the customer's view of the value that he or she receives from the purchase.
A) Reference price
B) Perceived price
C) Efficiency price
D) Value price
E) Differential price
are physical characteristics of the product itself, such as size, color, flavor, or aroma.
A) Intrinsic cues
C) Extrinsic cues
D) Brand images
E) Brand personalities
A) reliability
B) responsiveness
C) assurance
D) empathy
E) ignorance
B) promote a specific retail outlet as a way of improving the manufacturer's image through the retail
store image
D) enter a product category totally unrelated to the one with which the corporate name has become
synonymous
From a marketing perspective, the process by which individuals acquire the purchase and
consumption knowledge and experience that they apply to future related behavior, which evolves
and changes as consumers acquire knowledge from experience, observation, and interactions with
others to impact future behavior, is known as .
A) brand loyalty
B) brand equity
C) positive reinforcement
D) consumer learning
E) perceptual blocking
A) perception theories
D) involvement theory
A) Stimulus discrimination
B) Stimulus generation
C) Stimulus generalization
D) Classical conditioning
E) Advertising wearout
A) stimulus differentiation
C) repetition
E) stimulus generalization
The product imitator hopes that the consumer will , whereas the market leader wants the
consumer to among similar stimuli.
A) discriminate; select
B) generalize; discriminate
C) select; generalize
D) discriminate; generalize
E) discriminate; differentiate
From a marketer's perspective, involves obtaining the desired result from using a
particular product or service.
B) copy testing
C) positive reinforcement
E) negative reinforcement
E) Recognition; recall
When a child learns about social and consumer behavior by observing his/her parents and/or older
siblings, it is an example of .
A) massed learning
B) passive learning
C) observational learning
D) positioning
E) distributed learning
A) the kind of learning most characteristic of human beings is problem solving, which enables
individuals to gain some control over their environment
B) a person's level of involvement during message processing is a critical factor in determining which
route to persuasion is likely to be effective
C) most individual learning occurs in a controlled environment in which individuals are "rewarded"
for choosing an appropriate behavior
D) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that
guide consumer actions in the direction desired by the marketer
E) conditioned learning results when a stimulus that is paired with another stimulus that elicits a
known response serves to produce the same response when used alone
Which representation of cognitive learning includes awareness, interest and evaluation, trial and
adoption?
A) Innovation Adoption
B) AIDA
C) Tri-Component
For purchases, consumers are more likely to be narrow categorizers, whereas for
purchases, consumers are more likely to be broad categorizers.
E) massed; distributed
are considered high-involvement, so they are processed by the brain's side.
In tests, the consumer is shown an ad and asked whether he or she remembers seeing it
and can remember any of its salient points.
A) brand loyalty
C) recall
D) recognition
E) discrimination
refers to the purchase of a brand out of habit and convenience without any emotional
attachment to the brand.
A) Premium loyalty
B) Covetous loyalty
C) Inertia loyalty
D) No loyalty
E) Conditioned loyalty
A) attitudes
B) beliefs
C) values
D) feelings
E) intentions
A) form positive attitudes in response to ads that feature an attractive model or a celebrity
B) form a positive attitude in response to ads or direct mail that are rich in product-related
information
C) form negative attitudes toward ads that are rich in product information
D) feel neutral toward ads that feature attractive models or product information
C) self-perception theory
E) functional approach
C) Attitude-change strategies
E) Self-perception theory
B) Functional models
Attitudes toward online shopping are a function of all of the following EXCEPT .
A) purchase convenience
B) information abundance
C) service quality
D) promotions
E) homepage design
A) favorable approach
B) functional approach
C) competitive approach
D) industrial approach
E) goodwill approach
Which of the following is true of consumer brand beliefs in the context of changing consumer
attitudes?
A) Consumers tend to interpret ambiguous information in ways that challenge their preexisting
attitudes.
B) Consumers frequently resist evidence that challenges strongly held attitudes or beliefs.
C) The easiest way to change consumer attitudes is to attack longstanding brand beliefs.
D) Consumers generally embrace evidence that challenges strongly held attitudes and beliefs.
E) Brand loyalty is very rare and so it is relatively easy for marketers to change brand beliefs.
The Elaboration Likelihood Model proposes that consumers' attitudes are changed by two distinctly
different routes to persuasion: routes and routes.
A) central; logical
B) main; secondary
C) central; peripheral
D) rational; emotional
E) direct; indirect
Attitude change via the peripheral route may be an outcome of like cents-off coupons,
free samples, beautiful background scenery, great packaging, or a celebrity endorsement.
A) core route
B) primary inducements
C) functional route
D) secondary inducements
E) passive route
A) attitude-change strategies
C) attribution theory
D) self-perception theory
E) attitude research
In order to reduce , consumers can rationalize their purchase decision as being wise, seek
out advertisements that support their choice, try to "sell" friends on the positive features of the
brand, or look to known satisfied owners for reassurance.
A) post-purchase dissonance
D) subjective norms
E) attitude formation
attempts to explain how people assign blame or credit to events on the basis of either
their own behavior or the behavior of others.
A) Self-perception theory
C) Attribution theory
E) Attitude theory
The key factor underlying the persuasive impact of a personal or interpersonal message received
from either a formal or informal source is .
Customized messages that are sent to particular consumers based mostly on the consumers' prior
shopping behavior, which marketers have observed and analyzed, are also called .
A) traditional media
B) broadcasting
C) addressable advertising
E) symbolic media
E) measure exposure
A) visually complex
B) psychologically noisy
C) overdesigned
D) incomprehensible
E) positively framed
Which of the following factors does NOT make a one-sided message more effective than a two-sided
message.
E) All of the above make a one-sided message more effective than a two-sided message.
Consumers with are less likely to consider peripheral cues, such as endorser's likeability, in
processing the ad.
C) low involvement
Fear appeals are unlikely to be effective among persons to score high on the personality variable
termed .
A) dogmatism
B) promotion-focused
C) disgust aversion
E) sensation seeking
A) direct effects
B) indirect effects
C) sales effects
D) persuasion effects
A) impersonal messages
B) mass marketing
C) television advertising
D) print advertising
E) personal selling
In order to assess whether respondents like a message, understand it correctly, and regard it as
effective and persuasive, researchers generally use .
A) psychological noise
B) interpersonal feedback
C) perceptual defense
D) attitudinal measures
E) impersonal messages
The two psychological constructs that impact consumers' responses to ads that depict nudity include
and sensation seeking.
D) innovativeness