17136C
Understanging Buyers
Ch.05 Perception and
information processing
Section A:True or False
1.
Consumers use perception as a shortcut to decide which
alternative products will best suit them.
Answer: T
page 122
2.
Information processing is a series of activities by which stimuli are
transformed into information and stored.
Answer: T
page 123
3. Exposure occurs when the individual can recall the stimulus.
Answer: F
page 123
4.
The process of flipping through the pages of a magazine and
‘ignoring’ the advertisements is called absolute threshold.
Answer: F
page 126
5.
The reason most students promptly forget most of the things they
learn in class is because of selective retention.
Answer: T
page 128
6. Colour can be used successfully to influence consumers by
international marketers because colours have the same meaning to
all consumers.
Answer: F
page 130
7. Using two adults, two children and a dog in an advertisement for a
product directed at families is an example of Gestalt theory in
practice.
Answer: T
page 132
8. Intrinsic value is measured by the ability of the consumption process
to satisfy for its own sake.
Answer: T
page 140
9. While both Panadol and No Frills paracetamol both contain 500 mg
of paracetamol, many consumers believe there is a difference
between the brands due to the manufacturers’ positioning efforts.
Answer: T
page 147
10.
Brand building and positioning are not important in the
perception of consumers when deciding between products.
Answer: F
page 156
17136C
Understanging Buyers
Ch.05 Perception and
information processing
Section B:
Multiple Choice
Question 1
Which of the following is NOT a major step in information processing?
a) Attention
b) Interpretation
c) Positioning
d) Memory
Answer: C
page 123
Question 2
Exposure occurs when:
a) A stimulus comes within range of our sensory receptor nerves
b) The individual assigns some meaning to the stimulus
c) The individual can recall the stimulus
d) The individual becomes aware of the stimulus
Answer: A
page 123
Question 3
Attention occurs when:
a)
An individual is exposed to a stimulus
b)
The individual can recall the stimulus
c) The individual becomes aware of the stimulus
d)
The receptor nerves pass the sensations on to the
brain for processing
Answer: D page 123
Question 4
Attention is determined by:
a)
The nature of the stimulus
b)
The nature of the individual
c) Both the stimulus and the individual
d)
Stochastic processes
Answer: C page 124
Question 5
Consumers use selective exposure because:
a) They are lazy
b) There is too much information in their lives to pay attention to it all
c) There is too much information that doesn’t really say anything
d) They are afraid
Answer: B
page 127
Question 6
Selective retention in marketing terms means that we:
a) Remember information we find meaningful and interesting
b) Remember everything we were ever taught
c) Remember the benefits of every competitive offering
d) Remember if we liked the product last time we used it
Answer: A
page 128
Question 7
A advertisement of a red sports car is an example of:
a) Normal advertising practice
b) Use of colour to influence our perception
c) Common because most sports cars are red
d) Probably accidental as a red car was the only one available
Answer: B
page 129
Question 8
The use of family brands as a marketing strategy is making use of:
a) Cost savings in packaging artwork
b) Consumers’ personal constructs
c) Limited imagination
d) Company perceptions
Answer: B
page 130
Question 9
In visual advertising, e.g. television advertisements, non-verbal aspects:
a) Convey attitudes and emotions
b) Make the advertisement look good
c) Are necessary to fill in the gaps
d) Don’t really matter
Answer: A
page 132
Question 10
The perception theory being used when LiveWire made their drink cans
similar to Red Bull was:
a) Selective exposure
b) Stimulus generalisation
c) Personal construct
d) Gestalt
Answer: D
page 134
Question 11
A good, catchy slogan which immediately makes us think of the correct
brand name is making use of:
a) Similarity
b) Proximity
c) Closure
d) Semiotics
Answer: C
page 139
Question 12
Value is:
a) Highly objective
b) Highly subjective
c) Slightly objective
d) Slightly subjective
Answer: B
page 140
Question 13
Purchase of airline tickets for the next holiday is a situation where
____________ value occurs.
a) Intrinsic
b) Active
c) Extrinsic
d) Self-oriented
Answer: C
page 140
Question 14
Purchase of an ice-cream on a hot day is a situation where
_____________ value occurs.
a) Intrinsic
b) Active
c) Extrinsic
d) Self-oriented
Answer: A
page 140
Question 15
The way meaning is conveyed through signs, words, pictures, music,
colours, scents, etc., is called:
a) Semantics
b) Heuristics
c) Gestalt
d) Semiotics
Answer: D
page 140
Question 16
Warranties are a positive marketing response to:
a) Poor manufacturing
b) Perceived dissonance
c) Perceived risk
d) Actual risk
Answer: C
page 143
Question 17
Consumers view services as having greater perceived risk than
products because of the _____________ nature of services.
a) Heterogeneity
b) Intangibility
c) Inseparability
d) Flexibility
Answer: B
page 143
Question 18
Using the phrase ‘You can bank on it’ is trying to reduce which type of
risk?
a) Ego risk
b) Opportunity risk
c) Financial risk
d) Physical risk
Answer: C
page 144
Question 19
The advertising phrase ‘Good on you Mum, Tip Top’s the
one’ is trying to reduce which type of risk?
a)
Ego risk
b)
Opportunity risk
c) Financial risk
d)
Social risk
Answer: B page 144
Question 20
The advertising phrase ‘Stand out, be proud’ is trying to
reduce which type of risk?
a)
Ego risk
b)
Opportunity risk
c) Financial risk
d)
Social risk
Answer: D page 144
Question 21
Which two of the following characteristics can influence positioning?
a) Marketing communications
b) Marketing strategies
c) Product characteristics
d) Product strategies
Answer: A & C page 147
Question 22
A positioning map lets marketers see how:
a) Consumers perceive their products against competitors
b) Retailers perceive their products against competitors
c) Retailers place their products against competitors
d) Consumers purchase their products against competitors
Answer: A
page 148
Question 23
Brands are important because they:
a)
Make labelling the products easy
b)
Help consumers differentiate between similar
products
c) Make consumers believe the price is reasonable
d)
Make shareholders accept the market price
Answer: B page 149
Question 24
The measure of a brand’s worth is called:
a)
Brand equity
b)
Brand price
c) Share price
d)
Share dividend
Answer: A page 151
Question 25
Dick Smith’s use of the Australian flag on the packaging of his
biscuit range is an example of which theory?
a)
b)
c)
d)
Perception
Gestalt
Means end chain
Grouping
Answer: C
page 153