Page | 1
MKTG 3310 EXAM 2 2026 LATEST
QUESTIONS AND ANSWERS| ACE
YOUR GRADES.
How stable an attitude is and how easy it is to change? - correct
answer -Once an attitude is formed, it usually take a critical
incident to change it ( they can be either bad or good)
- It is very stable and hard to change
Once an attitude is stable, what causes it to change? - correct
answer -Marketers use three approaches to try to change
consumer attitudes toward product and brands:
(1) Changing beliefs about the extent to which a brand has certain
attributes
(2) Changing the perceived importance of attributes
(3) Adding new attributes to the product
*It is a predisposition to something in a consistently favorable or
unfavorable way
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What is the actual and ideal self-concept? - correct answer --
Actual is what it actually is
- Ideal is what we want to be
What kind of purchasing is more prevalent, consumer or
organization? - correct answer -- Organizational purchasing is
more prevalent
- Consumer purchasing is very prevalent but organizational
buying can be better because it is the bigger market with
generally more spending ($)
What is the purchase decision process for organizational buying?
Does it differ from the consumer purchase decision process? -
correct answer -- Problem recognition
- Information Search
- Alternative Evaluation
- Purchase Decision
- Postpurchase behavior,
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- No they are the same process
How does organizational purchasing differ from consumer
purchasing overall?
When does consumer purchasing start to look like organizational
purchasing? - correct answer -- Organizational purchases
typically are larger
- More formalized
- Involves more people
- Emphasizes service more than consumer purchases
Is organizational purchasing purely rational? - correct answer --
Tends to be irrational, so NO
- Beth Comstock believes passionately that all good marketing is
essentially the same
- Cart whisperer commercial
What is the buying center and who is in it? - correct answer -All
of the people involved in the buying process
- Users
- Gatekeepers
, Page | 4
- Initiators
- Deciders
- Influencers
*Not always
Users (Buying Center) - correct answer -People who would use
the product being purchased
Gatekeepers (Buying Center) - correct answer -People who
allow the flow of information
Deciders (Buying Center) - correct answer -Buying decision
Influencers (Buying Center) - correct answer -Have influence to
buying center; are always in org.
What are the three types of buying situations for an organization?
- correct answer -1. New buy
MKTG 3310 EXAM 2 2026 LATEST
QUESTIONS AND ANSWERS| ACE
YOUR GRADES.
How stable an attitude is and how easy it is to change? - correct
answer -Once an attitude is formed, it usually take a critical
incident to change it ( they can be either bad or good)
- It is very stable and hard to change
Once an attitude is stable, what causes it to change? - correct
answer -Marketers use three approaches to try to change
consumer attitudes toward product and brands:
(1) Changing beliefs about the extent to which a brand has certain
attributes
(2) Changing the perceived importance of attributes
(3) Adding new attributes to the product
*It is a predisposition to something in a consistently favorable or
unfavorable way
, Page | 2
What is the actual and ideal self-concept? - correct answer --
Actual is what it actually is
- Ideal is what we want to be
What kind of purchasing is more prevalent, consumer or
organization? - correct answer -- Organizational purchasing is
more prevalent
- Consumer purchasing is very prevalent but organizational
buying can be better because it is the bigger market with
generally more spending ($)
What is the purchase decision process for organizational buying?
Does it differ from the consumer purchase decision process? -
correct answer -- Problem recognition
- Information Search
- Alternative Evaluation
- Purchase Decision
- Postpurchase behavior,
, Page | 3
- No they are the same process
How does organizational purchasing differ from consumer
purchasing overall?
When does consumer purchasing start to look like organizational
purchasing? - correct answer -- Organizational purchases
typically are larger
- More formalized
- Involves more people
- Emphasizes service more than consumer purchases
Is organizational purchasing purely rational? - correct answer --
Tends to be irrational, so NO
- Beth Comstock believes passionately that all good marketing is
essentially the same
- Cart whisperer commercial
What is the buying center and who is in it? - correct answer -All
of the people involved in the buying process
- Users
- Gatekeepers
, Page | 4
- Initiators
- Deciders
- Influencers
*Not always
Users (Buying Center) - correct answer -People who would use
the product being purchased
Gatekeepers (Buying Center) - correct answer -People who
allow the flow of information
Deciders (Buying Center) - correct answer -Buying decision
Influencers (Buying Center) - correct answer -Have influence to
buying center; are always in org.
What are the three types of buying situations for an organization?
- correct answer -1. New buy
