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: Tpage The situational influence in purchase decisions is the same strength for all consumers. Answer: Fpage The placement of an advertisement for Deeko serviettes in Gourmet Traveller magazine is an example of marketers using message situational influences. Answer: Tpage End of aisle displays are an attempt by marketers to change brand switching at store level by influencing the message situation. Answer: Fpage Marketers wanting to increase sales through increased usage might use price discounts as an attempt to influence the usage situation. Answer: Fpage 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: Tpage 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: Tpage 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: Fpage 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: Fpage A characteristic of the online environment that differs from that of a real store is that there are no physical constraints online. Answer: Tpage 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: Dpage 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: Apage 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: Bpage 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: Cpages 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: Bpage 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: Bpage 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: Apage 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: Cpage 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: Cpage 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: Apage 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: Dpage 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: Dpage 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: Dpage 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: Cpage 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: Dpage 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: Apage 365

Question 19 A flower shop would be best advised to paint the walls: a) Yellow b) Red c) Blue d) Brown Answer: Apage 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: Cpage 366

Question 21 Seasonal conditions will influence purchase decisions of: a) White goods b) Women’s fragrances c) Artworks d) Men’s fragrances Answer: Bpages 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: Bpage 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: Cpage 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: Cpage 366

Question 25 A characteristic of the online environment that differs from that of a real shop is that: a) There are no physical constraints b) There are no mental constraints c) There is more interaction d) There is more variety Answer: Apage 373