Marketing Chapter 5 Discussion Questions
Discuss the following statement:
1. Cultural exerts the broadest and deepest influence on consumer behavior. (True)
2. Social classes are largely determined by income levels. (False)
3. A motive is a need that is sufficiently pressing to direct the person to seek
satisfaction. (True)
4. Selective attention is the tendency of people to screen out most of the information
to which they are exposed. (True)
5. The buying decision process will involve the same stages regardless of whether
the purchase reflects high or low involvement. (False)
6. The first step in the buying process is the recognition of the need or problem.
(True)
7. Normally, the consumers receive the most information exposure about a product
from public sources. (False)
8. Post-purchase satisfaction is a function of a consumer’s product expectations and
the product’s perceived performance. (True)
Marketing Chapter 6 Discussion Questions
Discuss the following statement:
1. When evaluating market segments, the largest, fastest-growing segments are
always the most attractive ones. (False)
2. Many marketers believe that behavior variables are the best starting point for
building market segments. (True)
3. The undifferentiated marketing strategy focuses on what is different in the needs
of consumers rather than on what is common. (False)
4. A niche marketing strategy is especially appealing when company resources are
limited. (True)