Question 1

What are social media? Give an example.

Accepted Answer

Social media are the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility. Facebook and Twitter are examples of this.

Question 2

Gail decides to take a break from studying and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a:

Accepted Answer

A)  lifestyle discussion. 
B)  brand competition. 
C)  consumption community. 
D)  marketplace competition. 
A)  lifestyle discussion. 
B)  brand competition. 
C)  consumption community. 
D)  marketplace competition. C

Question 3

Describe what is meant by a "culture of participation."

Accepted Answer

This is a belief in democracy; the ability to freely interact with other people, companies, and organizations; open access to venues that allows users to share content from simple comments to reviews, ratings, photos, stories, and more; and the power to build on the content of others from an individual's unique point of view. Of course, as with democracy in the real world, we have to take the bitter with the sweet. There are plenty of unsavory things going on in cyberspace, and the hours people spend on Facebook, in online gambling sites, or in virtual worlds like Second Life have led to divorce, bankruptcy, or jail in the real world.

Question 4

Provide a definition for two of the marketing strategies that are positioned to impact the near future.

Accepted Answer

Sharing economy: A continued blurring of

Question 5

Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays. This is an example of:

Accepted Answer

A)  a company seeking to attract lost clients back to base. 
B)  a social networking process. 
C)  a loss-leading promotion campaign. 
D)  relationship marketing. 
A)  a company seeking to attract lost clients back to base. 
B)  a social networking process. 
C)  a loss-leading promotion campaign. 
D)  relationship marketing.

Question 6

Firms that are interested in voluntarily protecting or enhancing their positive social and environmental impacts are engaged in:

Accepted Answer

A)  relationship marketing. 
B)  transformative consumer research. 
C)  green marketing. 
D)  corporate social responsibility. 
A)  relationship marketing. 
B)  transformative consumer research. 
C)  green marketing. 
D)  corporate social responsibility.

Question 7

Age, gender, ethnicity, income, geography, and purchase frequency are all potential segmentation variables.

Accepted Answer

A) True 
 B)False

Question 8

Mrs. Brown has an obsessive need to shop every day to relieve depression and boredom. Her behaviour is termed:

Accepted Answer

A)  a spending spree. 
B)  compulsive consumption. 
C)  impulse buying. 
D)  consumer behaviour. 
A)  a spending spree. 
B)  compulsive consumption. 
C)  impulse buying. 
D)  consumer behaviour.

Question 9

When data is collected by the researcher specifically for the research question at hand, this is called:

Accepted Answer

A)  exploratory research. 
B)  quantitative research. 
C)  primary research. 
D)  secondary research. 
A)  exploratory research. 
B)  quantitative research. 
C)  primary research. 
D)  secondary research.

Question 10

List the three stages of the consumption process, indicating for each stage some of the issues of concern to the consumer as well as to the marketer.

Accepted Answer

Pre-purchase stage:
Consumer concerns: H

Question 11

Unlike those with physical addictions, consumption addicts really do have control over their behaviour; the comparison is strictly metaphorical.

Accepted Answer

A) True 
 B)False

Question 12

Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.

Accepted Answer

A) True 
 B)False

Question 13

A researcher is studying the effect of including a bonus product on people's tendency to purchase personal care items (e.g., shampoo, deodorant, etc.). The researcher randomly assigns male and female consumers to be asked to buy the product with the bonus or to be asked to buy the product without the bonus. The researcher then calculates the proportion of people in each condition that purchase the product. The independent variable in this study is:

Accepted Answer

A)  the proportion of people that purchase the product. 
B)  personal care items. 
C)  gender. 
D)  the presence or absence of a bonus. 
A)  the proportion of people that purchase the product. 
B)  personal care items. 
C)  gender. 
D)  the presence or absence of a bonus.

Question 14

If Maple Leaf Foods of Toronto were to donate a certain percentage of its annual profits to adult literacy, they would be engaged in:

Accepted Answer

A)  lifestyle segmentation. 
B)  irresponsible practices. 
C)  corporate giving. 
D)  database marketing. 
A)  lifestyle segmentation. 
B)  irresponsible practices. 
C)  corporate giving. 
D)  database marketing.

Question 15

The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before, during, and after a purchase is made.

Accepted Answer

A) True 
 B)False

Question 16

Rather than try to reach everybody, a marketer today usually targets his product to specific consumers, even if he makes other people deliberately avoid it as a result.

Accepted Answer

A) True 
 B)False

Question 17

Marketers who interact with their customers on a regular basis, and not just at the time of purchase, are most likely engaged in:

Accepted Answer

A)  brand loyalty. 
B)  psychographic segmentation. 
C)  market segmentation. 
D)  relationship marketing. 
A)  brand loyalty. 
B)  psychographic segmentation. 
C)  market segmentation. 
D)  relationship marketing.

Question 18

Recently marketers have come to realize the value of relationship marketing. In marketing terms, "relationship marketing" means:

Accepted Answer

A)  developing friendships with foreign governments so that American products can be sold in their countries at a fair price. 
B)  instituting practices that show companies' awareness of their responsibilities to the environment and society. 
C)  building bonds between brands and customers that will last over time. 
D)  using new electronic capabilities to ensure that all channel members work smoothly together, for example, in seeing that products get to retailers before retailers' inventories run out. 
A)  developing friendships with foreign governments so that American products can be sold in their countries at a fair price. 
B)  instituting practices that show companies' awareness of their responsibilities to the environment and society. 
C)  building bonds between brands and customers that will last over time. 
D)  using new electronic capabilities to ensure that all channel members work smoothly together, for example, in seeing that products get to retailers before retailers' inventories run out.

Question 19

Gambling is an example of a "consumption addiction" because the person never experiences any regret or guilt afterwards.

Accepted Answer

A) True 
 B)False

Question 20

An important consumer trend that will impact marketing strategies in the near future which is described as, "a continued blurring of boundary between producers and consumers" is known as:

Accepted Answer

A)  competition. 
B)  segmentation. 
C)  sharing economy. 
D)  bribery. 
A)  competition. 
B)  segmentation. 
C)  sharing economy. 
D)  bribery.

What are social media? Give an example.

Gail decides to take a break from studying and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a:

Describe what is meant by a "culture of participation."

Provide a definition for two of the marketing strategies that are positioned to impact the near future.

Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays. This is an example of:

Firms that are interested in voluntarily protecting or enhancing their positive social and environmental impacts are engaged in:

Age, gender, ethnicity, income, geography, and purchase frequency are all potential segmentation variables.

Mrs. Brown has an obsessive need to shop every day to relieve depression and boredom. Her behaviour is termed:

When data is collected by the researcher specifically for the research question at hand, this is called:

List the three stages of the consumption process, indicating for each stage some of the issues of concern to the consumer as well as to the marketer.

Unlike those with physical addictions, consumption addicts really do have control over their behaviour; the comparison is strictly metaphorical.

Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.

If Maple Leaf Foods of Toronto were to donate a certain percentage of its annual profits to adult literacy, they would be engaged in:

The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before, during, and after a purchase is made.

Rather than try to reach everybody, a marketer today usually targets his product to specific consumers, even if he makes other people deliberately avoid it as a result.

Marketers who interact with their customers on a regular basis, and not just at the time of purchase, are most likely engaged in:

Recently marketers have come to realize the value of relationship marketing. In marketing terms, "relationship marketing" means:

Gambling is an example of a "consumption addiction" because the person never experiences any regret or guilt afterwards.

An important consumer trend that will impact marketing strategies in the near future which is described as, "a continued blurring of boundary between producers and consumers" is known as:

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 1: An Introduction to Consumer Behaviour

What are social media? Give an example.

Gail decides to take a break from studying and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a:

Describe what is meant by a "culture of participation."

Provide a definition for two of the marketing strategies that are positioned to impact the near future.

Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays. This is an example of:

Firms that are interested in voluntarily protecting or enhancing their positive social and environmental impacts are engaged in:

Age, gender, ethnicity, income, geography, and purchase frequency are all potential segmentation variables.

Mrs. Brown has an obsessive need to shop every day to relieve depression and boredom. Her behaviour is termed:

When data is collected by the researcher specifically for the research question at hand, this is called:

List the three stages of the consumption process, indicating for each stage some of the issues of concern to the consumer as well as to the marketer.

Unlike those with physical addictions, consumption addicts really do have control over their behaviour; the comparison is strictly metaphorical.

Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.

If Maple Leaf Foods of Toronto were to donate a certain percentage of its annual profits to adult literacy, they would be engaged in:

The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before, during, and after a purchase is made.

Rather than try to reach everybody, a marketer today usually targets his product to specific consumers, even if he makes other people deliberately avoid it as a result.

Marketers who interact with their customers on a regular basis, and not just at the time of purchase, are most likely engaged in:

Recently marketers have come to realize the value of relationship marketing. In marketing terms, "relationship marketing" means:

Gambling is an example of a "consumption addiction" because the person never experiences any regret or guilt afterwards.

An important consumer trend that will impact marketing strategies in the near future which is described as, "a continued blurring of boundary between producers and consumers" is known as:

Perception

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters