1) Janeek and Tom have invited friends to their house to watch the Super Bowl with them; however, they realize that they may have to get a bigger screen TV for the occasion

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1) Janeek and Tom have invited friends to their house to watch the Super Bowl with them; however, they realize that they may have to get a bigger screen TV for the occasion. Janeek and Tom are in what stage of the extensive problem-solving decision process?

a.         Awareness

b.         Problem/Need recognition

c.          Search

d.         Evaluation of alternatives

e.         Purchase  

2) Consumer behavior draws on a number of different disciplines, including _____, which allows consumer researchers to understand how culture and subculture affect consumer behavior, as well as cross-cultural differences in consumer behavior.

a.         Economics

b.         Psychology

c.          Social psychology

d.         Sociology

e.         Anthropology

Questions 3 and 4 are based on the information in the table below. The table below contains information related to a consumer decision to purchase a new car. The consumer is not willing to accept any car that scores less than a 6 on any attribute. The consumer’s most important attribute is residual (resale) value, and attributes are listed in order of importance.

Attribute/Brand	Car 1	Car 2	Car 3:	Car 4:
1. Residual (Resale) value	9	8	9	8
2. Brand reputation	7	9	10	10
3. Price & Financing	4	3	6	10
4. Technology included	6	9	10	4

3. Which car will the consumer choose if a conjunctive decision rule is used?

a.         Car 1

b.         Car 2

c.          Car 3

d.         Car 4

e.         We cannot tell, as we do not know the brand names.

4. Which car will the consumer choose if a lexicographic decision rule is used?

a.         Car 1

b.         Car 2

c.          Car 3

d.         Car 4

e.         We cannot tell, as we do not know the brand names.

5. A recent article “buybuy Baby welcomes new parents with omnichannel initiative” informs readers that the specialty baby retailer buybuy Baby is providing omnichannel support to new parents, by expanding resources in stores and online for new parents through an initiative called “Welcome to Parenthood.” Based only on this information, we can conclude that buybuy Baby has segmented its market primarily on the basis of this variable.

a.         Psychographics

b.         Geography

c.          Psychology

d.         Behavior

e.          Demographics

6. Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens who are heavy cell-phone users and live in households earning over $150,000 per year. In tailoring the plan for a specific group of consumers based on their particular needs, Matt's Mobile Services has provided an example of ________.

a.         societal marketing

b.         targeting

c.          retargeting

d.         the selling orientation

e.         positioning

7. According to the article Wall Street Vet Aims to Disrupt the Plant-Based Category, “Weiss says Honeybee was chosen by multiple well-known brands—and others not so known yet—to carry their plant-based products.” To what aspect of Honeybee’s marketing strategy does this information relate?

a.         Product strategy

b.         Customer service

c.          Pricing strategy

d.         Distribution strategy

e.         All of the above are possible.

8. Delta Airlines targets four distinct segments: coach passengers, premium economy passengers, business class, and first-class passengers. The airline targets each segment separately with a marketing mix tailored to each segment. This is an illustration of this targeting strategy.

a.         Mass marketing

b.         Differentiated targeting/marketing

c.          Behavioral targeting

d.         Concentrated targeting/marketing

e.         Segmentation

9. When it comes to segmentation, Claritas PRIZM is a service that provides information that can be used for ______ segmentation, where the segments reveal that ‘Birds of a feather flock together.’

a.         geo-demographic

b.         psychographic

c.          benefits

d.         use-situation

e.          behavioral