Question Bank in line with Marketing Management, Iacobucci

02 Customer Behavior

1. Customers go through predictable stages when they make a purchase.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Analytic
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: The Three Phases of the Purchase Process
KEYWORDS: Bloom's: Knowledge
OTHER: MBA: Knowledge of human behavior & society

2. Marketers can create desires in people that they didn’t previously have.
a. True
b. False

ANSWER: True
DIFFICULTY: Moderate
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Communication
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: The Three Phases of the Purchase Process
KEYWORDS: Bloom's: Knowledge
OTHER: MBA: Knowledge of human behavior & society

3. A new MBA: student and a recently promoted corporate executive will typically have the same wants.
a. True
b. False

ANSWER: False
DIFFICULTY: Challenging
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Reflective Thinking
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: The Three Phases of the Purchase Process
KEYWORDS: Bloom's: Application
OTHER: MBA: Knowledge of human behavior & society




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,02 Customer Behavior

4. During the purchase phase, a consumer will consider all brands available in the market.
a. True
b. False

ANSWER: False
DIFFICULTY: Moderate
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Reflective Thinking
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: The Three Phases of the Purchase Process
KEYWORDS: Bloom's: Comprehension
OTHER: MBA: Knowledge of human behavior & society

5. The pre-purchase phase includes identifying the need or want, searching possible solutions, and building a
consideration set.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Analytic
LOCAL STANDARDS: United States - OH - Default City - DISC: Strategy
TOPICS: The Three Phases of the Purchase Process
KEYWORDS: Bloom's: Knowledge
OTHER: MBA: Knowledge of General Business Functions

6. During the purchase phase, the consumer might ask himself, “What attributes don’t I care about, and therefore
will not pay high prices?”
a. True
b. False

ANSWER: True
DIFFICULTY: Challenging
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Analytic
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: The Three Phases of the Purchase Process
KEYWORDS: Bloom's: Knowledge
OTHER: MBA: Knowledge of human behavior & society

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,02 Customer Behavior

7. During the purchase phase, the consumer will ask herself, “Will I tell my friends what a great brand I’ve found?”
a. True
b. False

ANSWER: False
DIFFICULTY: Moderate
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Analytic
LOCAL STANDARDS: United States - OH - Default City - DISC: Customer
TOPICS: The Three Phases of the Purchase Process
KEYWORDS: Bloom's: Comprehension
OTHER: MBA: Knowledge of human behavior & society

8. Whether the buyer is a consumer or a business, the phases of the buying process itself is the same.
a. True
b. False

ANSWER: True
DIFFICULTY: Challenging
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Reflective Thinking
LOCAL STANDARDS: United States - OH - Default City - DISC: Marketing Plan
TOPICS: The Three Phases of the Purchase Process
KEYWORDS: Bloom's: Comprehension
OTHER: MBA: Knowledge of human behavior & society

9. John is a buying agent for Starbucks because he buys supplies on behalf of Starbucks.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Analytic
LOCAL STANDARDS: United States - OH - Default City - DISC: Marketing Plan
TOPICS: The Three Phases of the Purchase Process
KEYWORDS: Bloom's: Application
OTHER: MBA: Managing Strategy & Innovation




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, 02 Customer Behavior

10. Going out to buy bread is the type of purchase that requires some thought or planning ahead of time.
a. True
b. False

ANSWER: False
DIFFICULTY: Moderate
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Analytic
LOCAL STANDARDS: United States - OH - Default City - DISC: Marketing Plan
TOPICS: There are Different Kinds of Purchases
KEYWORDS: Bloom's: Application
OTHER: MBA: Knowledge of Media Communications & Delivery

11. All purchases are the same.
a. True
b. False

ANSWER: False
DIFFICULTY: Easy
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Communication
LOCAL STANDARDS: United States - OH - Default City - DISC: Promotion
TOPICS: There are Different Kinds of Purchases
KEYWORDS: Bloom's: Knowledge
OTHER: MBA: Managing Decision-Making Processes

12. An example of a specialty purchase would be a new smartphone.
a. True
b. False

ANSWER: True
DIFFICULTY: Easy
REFERENCES: Page 13
NATIONAL STANDARDS: United States - BUSPROG Communication
LOCAL STANDARDS: United States - OH - Default City - DISC: Promotion
TOPICS: There are Different Kinds of Purchases
KEYWORDS: Bloom's: Application
OTHER: MBA: Knowledge of Media Communications & Delivery




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