17136C
Understanging Buyers
Ch.12 Situational influences
Section A:True or False
1.
Situational influences come from a set of factors outside of and removed
from the consumer and the characteristics of the marketing stimulus.
Answer: T
page 354
2.
The situational influence in purchase decisions is the same strength for all
consumers.
Answer: F
page 354
3.
The placement of an advertisement for Deeko serviettes in Gourmet
Traveller magazine is an example of marketers using message situational
influences.
Answer: T
page 357
4.
End of aisle displays are an attempt by marketers to change brand
switching at store level by influencing the message situation.
Answer: F
page 358
5.
Marketers wanting to increase sales through increased usage might use
price discounts as an attempt to influence the usage situation.
Answer: F
page 362
6. A group that leaves a bar because the music is too loud has been
influenced by the physical surrounding characteristic of the situation.
Answer: T
page 365
7. Lipton's tea is advertised as iced tea in the summer and hot tea in
the winter. This is a marketing effort based on the physical
surroundings characteristic of the situation.
Answer: T
page 365
8. A person who buys a different brand of soft drink for guests than for
his/her own consumption has been influenced by the emotional
characteristic of the situation.
Answer: F
page 366
9. People who shop in enclosed shopping malls because the malls
offer a safe, comfortable area for leisurely strolls are influenced by
the antecedent state.
Answer: F
page 366
10.
A characteristic of the online environment that differs from that
of a real store is that there are no physical constraints online.
Answer: T
page 373
17136C
Understanging Buyers
Ch.12 Situational influences
Section B:
Multiple Choice
Question 1
The situation is:
a) The marketing stimulus, the consumer, and the environment
b) A set of factors outside of and removed from the consumer and the
characteristics of the marketing stimulus
c) Te set of factors that includes the attributes of the environment and
the marketing stimulus, but excludes the attributes of the individual
d) All those attributes of the consumption environment that do not
directly affect the consumption process
Answer: B
page 354
Question 2
In order to utilise situational influences, a marketer must be able to
understand:
a) The consumer's needs and motives
b) The strength of the situational influence
c) When the situational influence occurs
d) b and c only
Answer: D
page 354
Question 3
The trend of marketers paying movie makers to include their products
as props in the movie, is using the _______________ situation to
influence purchase decisions.
a) Message
b) Purchase
c) Social
d) Usage
Answer: A
page 357
Question 4
Art galleries offering customers wine and nibbles is an example of the
gallery marketers using the __________________ situation.
a) Message
b) Purchase
c) Social
d) Usage
Answer: B
page 358
Question 5
Supermarkets use situational influences to try to influence the volume
of purchases by:
a) Increasing the level of lighting
b) Filling the isles with clutter
c) Playing slow music
d) Increasing the number of checkouts
Answer: C
pages 358 & 365
Question 6
The provision of sales support material such as brochures to retailer
sales staff is an example of marketers trying to influence the
_______________ situation.
a) Message
b) Purchase
c) Shopping
d) Usage
Answer: B
page 358
Question 7
Westfield has recently provided clusters of lounge chairs and couches
set on rugs throughout their centres in an attempt to increase the
value of the centres to customers whose motive for shopping is:
a) Financial
b) Pleasure
c) A chore
d) Loyalty
Answer: B
page 359
Question 8
Radio Rentals offer the latest electronic and white goods products on a
rental basis, rather than purchase, in an attempt to attract customers
whose motive for shopping is:
a) Financial
b) Pleasure
c) A chore
d) Loyalty
Answer: A
page 359
Question 9
The David Jones store card, offering reward points to users, rewards
customers whose motive for shopping is:
a) Financial
b) Pleasure
c) A chore
d) Loyalty
Answer: D
page 359
Question 10
Small suburban supermarkets, which have a smaller range than larger
supermarkets, but have parking outside the door and fewer
customers, are likely to appeal to customers whose motive for
shopping is:
a) Financial
b) Pleasure
c) A chore
d) Loyalty
Answer: C
page 359
Question 11
Stores such as Target and Myers which choose layouts that rarely
include straight aisles from front to back are trying to influence
customers whose motive for shopping is:
a) Financial
b) Pleasure
c) A chore
d) Loyalty
Answer: C
page 359
Question 12
A ‘brand experience’ means:
a) The way customers connect with a brand at an emotional level
b) The way a customer uses a brand
c) Customers have a chance to try the brand through sampling
d) The way a marketer promotes the brand
Answer: A
page 360
Question 13
When introducing a new product, marketers are best advised to create
promotions showing the _________________________ situation.
a) Message
b) Purchase
c) Shopping
d) Usage
Answer: D
page 361
Question 14
The usage situation deals with:
a) How the product is purchased
b) Who influences the product purchased
c) How we communicate to consumers about consumption
d) How and when the product is consumed
Answer: D
page 361
Question 15
Kellogg’s ran advertisements at the beginning of winter showing
consumers enjoying Cornflakes with warm milk. This is an example
of the marketer trying to influence the _____________________
situation.
a) Message
b) Purchase
c) Shopping
d) Usage
Answer: D
page 362
Question 16
Cool colours, such as blue and green, are more appropriate:
a) For store windows, entrances, and POP displays
b) When customers are making repeat purchase decisions
c) Where customers face tough purchase decisions
d) a and c only
Answer: C
page 365
Question 17
The estimated gross margin of restaurants playing slow background
music is ___________________ that of restaurants playing fast
background music.
a) Double
b) Less than
c) The same as
d) More than
Answer: D
page 365
Question 18
A fast food restaurant would be recommended to play:
a) Fast background music
b) Soft background music
c) No background music
d) Contemporary background music
Answer: A
page 365
Question 19
A flower shop would be best advised to paint the walls:
a)
Yellow
b)
Red
c) Blue
d)
Brown
Answer: A page 365
Question 20
Playing fast, up-beat music in a shop will make customers
feel:
a)
Happy and lengthen shopping time
b)
Anxious and lengthen shopping time
c) Happy and shorten shopping time
d)
Anxious and lengthen shopping time
Answer: C page 366
Question 21
Seasonal conditions will influence purchase decisions of:
a) White goods
b) Women’s fragrances
c) Artworks
d) Men’s fragrances
Answer: B
pages 365 & 368
Question 22
The social situation would have the greatest impact on the choice of a
dessert for:
a) Everyday dessert
b) A business dinner gathering
c) Something to eat while studying
d) Something to eat while watching TV
Answer: B
page 366
Question 23
Momentary moods or conditions are situational influences
known as:
a)
Personality states
b)
Physical surroundings
c) Antecedent states
d)
Social surroundings
Answer: C page 366
Question 24
We exhibit different purchase behaviour when in different
moods or situations because of our:
a)
Personality states
b)
Physical surroundings
c) Antecedent states
d)
Social surroundings
Answer: C page 366
Question 25
A characteristic of the online environment that differs from that of a
real shop is that:
a)
b)
c)
d)
There are no physical constraints
There are no mental constraints
There is more interaction
There is more variety
Answer: A
page 373