MG Ch 6

In terms of the buyclass framework, the purchase of paper towels and toilet paper to restock an employee restroom would be an example of a modified rebuy.

False; Straight buy- a buying situation in which a business buyers make routine purchases that require minimal decision making

The individual who develops the product specifications for a complex product would likely assume the role of influencer in the buying center.

True

Suppliers, customers, and employees have ready access to a company's intranet.

False; access only to authorized employees

In a laboratory experiment, a rat in a maze learns the quickest route to a piece of cheese after several attempts. This is an example of observative learning.

False; observative learning is done by watching others

Marketers can have little to no effect on the evaluative criteria consumers use.

False; marketers often play a role in educating consumers about which product characteristics they should use as evaluative criteria

Microcultures are groups of consumers who identify with a specific activity or art form.

True

PPG industries is a producer of glass for windows. It likely sells its products in the consumer market.

False; B2B markets or organizational markets

Culture is society's personality.

True

High-involvement purchase decisions likely involve extended problem solving.

True

For marketers, racial and ethnic subcultures are less important than more easily defined microcultures such as vivid Green Bay Packers fans or devotes of Southern gospel music.

False; the most important for some

According to Maslow's hierarchy of needs, a person is concerned with fulfilling basic physiological needs before he is concerned with fulfilling social or psychological needs.

True

A participant in a buying center can only assume one role for any single purchase decision.

False; one, many, or all roles

Because there is substantial evidence that advertising is effective, many media companies reject any advertising that contains subliminal messages.

False

In the evaluation of alternatives stage, determinant criteria are more specific than evaluative criteria.

False

Suppliers are more likely to stay price competitive when the purchasing company uses single sourcing than when it uses multiple sourcing.

False

When an insurance company tailors its promotional messages to show how its products protect people from being devastated by natural disaster or an accident, the company is appealing to a higher level need on Maslow's hierarchy of needs.

False; lower more basic

The cognition component of a person's attitude would typically be more influential than the affect component for purchases such as scented candles, bath salts, and luxurious towels.

False

Purchase decision making usually begins with information search and then moves to evaluation of alternatives.

False

The marketing strategy of gamification is designed to address consumers' motivational needs of prestige, status, and accomplishment.

True

Fluctuating demand in business markets can be partially explained by the infrequency of the purchases.

True

Perception is an example of an internal influence on the consumer decision-making process.

True

Heuristics can be used to explain why Madelyn always buys a specific brand of deodorant and why Ralph always buys whatever brand he happens to see first.

True

Opinion leaders influence younger consumers but usually have little or no effect on adults seeking to make a major purchase.

False

Consumers use compensatory decision rules when they allow one weak or unattractive product attribute to be outweighed or offset by a strong or attractive product attribute.

True

Business marketers have a broader customer base and a larger number of buyers compared to consumer marketers.

False