Which heuristic describes a customer forming an initial judgement and then adjusting it as more information becomes available?
Correct answer B. Anchoring heuristic
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Marketing MCQs
Page 72 of Marketing multiple-choice questions with answers. Tap an option to check yourself.
Page 72 of 82
- Developing Marketing Strategies and Plans 137
- Analyzing Consumer Markets 124
- Creating Brand Equity 98
- Products, Services and Brands 95
- Consumer Markets and Buyer Behavior 93
- New Product Development 89
- Customer Driven Marketing Strategy 86
- Product Strategy Setting 80
- Analyzing Business Markets 69
- Conducting Marketing Research 69
- Collecting Information and Forecasting Demand 65
- Integrated Marketing Channels 55
- Identifying Market Segments and Targets 47
- Pricing Capturing Customer Value 43
- Company and Marketing Strategy 40
- Introduction to Marketing 40
- Pricing Strategy 40
- Personal Selling and Sales Promotion 37
- Analyzing Marketing Environment 34
- Marketing Communications Customer Value 31
- Designing and Managing Services 29
- Marketing Channels 28
- Retailing and Wholesaling Strategy 28
- Creating Long-term Loyalty Relationships 27
- Global Marketplace 25
- Competitive Dynamics 25
- Business Markets and Buyer Behavior 24
- Managing Marketing Information Customer Insights 23
- Direct and Online Marketing 22
- Sustainable Marketing Social Responsibility and Ethics 20
- Competitive Advantage 17
Dividing a target market into groups such as upper uppers, upper lowers, middle class and working class is a classic example of what?
Correct answer A. Social classes
In attitude formation, celebrity endorsements and pleasant objects that create positive feelings without careful thought are known as what?
Correct answer C. Peripheral cues
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What is the first step a buyer takes in the purchase decision process?
Correct answer C. Recognise problem
Which factor is regarded as the most basic determinant of a customer’s wants and buying behaviour?
Correct answer A. Culture
Which concept addresses how consumers see themselves?
Correct answer C. Actual self-concept
Which memory model describes stored information as a set of nodes linked by associations of varying strength?
Correct answer D. Associative network memory model
Which is an influential model of attitude formation and change?
Correct answer B. Elaboration likelihood model
In prospect theory, which probabilities do loss-averse consumers tend to underweight?
Correct answer B. High probabilities
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Which theory explains how consumers frame alternatives in terms of gains and losses?
Correct answer B. Prospect theory
What are needs that arise from physiological states such as hunger and thirst called?
Correct answer C. Basic need
Which perceptual process makes customers remember the good points of a brand they like and forget those of competing brands?
Correct answer A. Selective retention
What is the process of selecting, organising and interpreting information to form a meaningful picture called?
Correct answer D. Perception
Which type of risk exists when a product could affect the buyer’s mental well-being?
Correct answer A. Psychological risk
When customers choose a brand based on its performance on the attribute they see as most important, which heuristic is this?
Correct answer C. Lexicographic heuristics
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Which perceptual process means marketers must work hard to attract consumers’ notice?
Correct answer A. Selective attention
Which strategy is used when buyers mistakenly believe competing brands have certain benefits?
Correct answer C. Competitive depositioning
What is the tendency to interpret information so that it fits a customer’s existing beliefs called?
Correct answer B. Selective distortion
What is the way choices are presented to and seen by a decision maker called?
Correct answer C. Decision framing
When is a customer delighted with a purchase?
Correct answer B. Performance exceeds expectations