Exam 1: What Is CB and Why Should I Care

A description for a marketing course in a college course catalog states, "This course represents the study of consumers as they go about the consumption process." What course is this best describing?

What does it mean when research results are "researcher dependent"?

Which discipline studies human reactions to their environment?

Marian is trying to decide on a college major, so she took an aptitude test offered by the career services office at her school. The results indicated that she is interested in understanding how people react to their environment and is concerned with their thoughts, feelings, and behaviors. Which of the following disciplines should Marian pursue?

Which aspect of the changing economy likely has the most impact on consumer spending?

From which two perspectives can consumer behavior be defined?

Procter & Gamble sells six different brands of laundry detergent, each with a unique offering for different market segments. Which business orientation does this illustrate?

Interpretive research seeks to explain the inner meanings and motivations associated with specific consumption experiences.

All of the following are examples of touchpoints EXCEPT _____.

John is a psychologist and analyzes the thoughts, feeling and behaviors that people have as they interact with other people in groups. John is a _____.

Benefits are the physical parts of a product.

Consumer behavior focuses primarily on the study of groups of people within a society.

Briefly discuss three recent trends shaping consumer behavior.

Cognitive psychology is helpful in understanding how consumers process information from marketing communications such as advertisements.

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 of the following is the best reason why this restaurant chain should be concerned about customer satisfaction?

When consumers study consumer behavior, they should come to make better decisions. Which of the following can be helpful in enlightening consumers?

Which discipline has contributed to consumer behavior research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate?

The basic consumption process begins with the consumer recognizing that he or she wants something new.

Psychology is the study of human reactions to their environment.

Which type of research includes tools such as case analyses, clinical interviews, focus group interviews, and other tools in which data are gathered in a relatively unstructured way?