Exam 1: What Is CB and Why Should I Care

_____ can be thought of as negative results of consumption.

Two common interpretive research orientations are _____.

Consumer behavior can be thought of as the actions, reactions and consequences that take place as the consumer goes through a decision making process, reaches a decision and then uses the product.

The motivational research era in consumer research proved to be very useful in providing satisfying explanations for consumer behavior on a large scale.

RESTAURANT RESEARCH SCENARIO Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back. -Refer to Restaurant Research Scenario. Which research approach is Insight Research using to better understand this restaurant's customers?

Apple wants to learn how consumers use its blockbuster product, the iPad. Suggest an appropriate research approach and describe how it can be implemented.

An exchange is the acting out of a decision to give something up in return for something of equal value.

A company embracing differentiated marketing will _____.

Kim moved from one house in a neighborhood to another house in a nearby neighborhood. She called her trash collection company to inform them of her address change and was dismayed to learn that her trash collection bill will be $10 a month higher than it was at her previous residence even though it is the same company. She commented on this and was told by the lady from the company that was the price and she can deal with removing her own trash if she didn't like the price hike. Kim just had to pay the higher price because there was no other company allowed to service this neighborhood. What is the best reason why Kim was treated so poorly by this company?

The physical parts of a product are known as _____.

RESTAURANT RESEARCH SCENARIO Insight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and how to serve them better. The restaurant chain has several competitors competing for the same type of customers and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Then they write a report of their interpretations of what they experienced personally while pretending to be a customer as well as what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some example conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard as saying they didn't intend to come back. Some researchers also noted that the food was not very good, and they saw several customers send orders back. -Refer to Restaurant Research Scenario. Which demographic trend discussed in Chapter 1 should result in the restaurant experiencing an increase, not a decrease, in sales?

Benefits are the only result of consumption.

Discuss the relevant contributions of one other discipline to the study of consumer behavior.

Offering the same basic product to all customers is which type of business orientation?

Some marketers offer each individual customer a different product, so each customer is essentially treated as a segment of one. Which way of doing business does this represent?

Kayla is engaged in research that seeks to explain the inner meanings and motivations associated with purchasing clothing. She records and analyzes the words that consumers use to describe events and observes shoppers in stores. From that, she develops an understanding of what motivates shoppers. What type of research is Kayla performing?

_____ represents the process by which goods, services or ideas are used and transformed into value.

Customers pay money for products they believe will satisfy their needs and wants. This transfer of money for goods or services is best described as _____.

A highly competitive marketplace in which consumers have many alternatives is more likely to result in better customer service than a marketplace with little competition.

Two factors should be considered when trying to understand how important serving customers well should be to any given organization. The first factor is the competitiveness of the marketing environment, and the second is the _____.