Florida International University

MAR 3023

Chapter 4-Customer Insight

True/ Questions

1)In many organizations, secretaries, administrative assistants, and purchasing agents play the gatekeeper role in the purchase process.

2. The user is the role in the purchase process that best describes an individual with the formal power to consummate the purchasing act with a supplier.

3. According to Maslow’s hierarchy of needs, friendship is an example of a physiological need.  

4. Psychological benefits are generally concerned with such dimensions as performance level, performance reliability, time and place availability, accuracy, and ease of use.

5. Economic benefits focus on price, cost savings, credit terms, and profits, and some customers maintain that there are the only benefits that matter.

6. Economic value for the customer is the competitive product’s price, plus the added value from the firm’s product.

7. Acquiring information is the first stage of the purchase-decision process.  

8. Making the decision is the final stage of the purchase-decision process.  

9. The extended family best describes that type of family that includes the immediate group of father, mother, and children.

10. Time availability impacts customers’ ability to search for and make decisions about purchases, but also the types of goods and services that they purchase.

11. Cognitive resources address people’s ability to process information to make purchase decisions.

12. Economic orientation refers to the manner in which consumers pursue and acquire products, services, and experiences to give “shape, substance, and character” to their identities.

13. Principle orientation is the self-orientation of the VALS framework that is guided by abstract idealized criteria.