Question 1

Successful product positioning centers around two key principles: developing a unique selling proposition,and communicating the ________.

Accepted Answer

A)  price 
B)  features and options 
C)  benefits the product provides 
D)  warranty details 
E)  store locations 
A)  price 
B)  features and options 
C)  benefits the product provides 
D)  warranty details 
E)  store locations

Question 2

AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights.Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing.This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase.Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class.
-In the AIRLINE MINI CASE,Transatlantic Airlines advertises "a first class experience for every passenger." This is Transatlantic's ________.

Accepted Answer

A)  market segmentation 
B)  market target 
C)  product position 
D)  code of ethics 
E)  value proposition 
A)  market segmentation 
B)  market target 
C)  product position 
D)  code of ethics 
E)  value proposition

Question 3

The term consumer behavior describes only the behavior of those who purchase goods and services for their own use.

Accepted Answer

A) True 
 B)False

Question 4

Much like traditional advertising,digital technologies allow for two-way interactive exchanges between customers and marketers.

Accepted Answer

A) True 
 B)False

Question 5

CAR MINI CASE: In the early 1900s, Henry Ford made a fortune manufacturing Model T cars and selling them cheaply, making the automobile affordable for a much larger proportion of the population than had previously been the case.He accomplished this by producing only one model of car and doing so cheaply and at high volumes through the utilization of assembly line manufacture.In 1923, General Motors decided to increase its market share in the automobile industry by offering, instead of just one model, as Ford did, a variety of affordable mass-produced models to meet the various differing needs of different types of consumers.
-In the CAR MINI CASE,Ford's business approach exhibited a ________.

Accepted Answer

A)  production orientation 
B)  marketing orientation 
C)  societal marketing orientation 
D)  product orientation 
E)  selling orientation 
A)  production orientation 
B)  marketing orientation 
C)  societal marketing orientation 
D)  product orientation 
E)  selling orientation

Question 6

The process of dividing a market into subsets of consumers with common needs or characteristics is known as ________.

Accepted Answer

A)  market targeting 
B)  ethical marketing 
C)  product positioning 
D)  market segmentation 
E)  market stewardship 
A)  market targeting 
B)  ethical marketing 
C)  product positioning 
D)  market segmentation 
E)  market stewardship

Question 7

What does the societal marketing concept entail? What is a major reason many marketers do not adhere to the societal marketing concept?

Accepted Answer

The societal marketing concept requires

Question 8

In the consumer decision making process,the ________ stage influences the consumer's recognition of a product need.

Accepted Answer

A)  analysis 
B)  evaluation 
C)  input 
D)  process 
E)  output 
A)  analysis 
B)  evaluation 
C)  input 
D)  process 
E)  output

Question 9

Of the four Ps of the marketing mix,promotion includes ________.

Accepted Answer

A)  payment methods 
B)  public relations 
C)  warranties 
D)  discounts 
E)  product size 
A)  payment methods 
B)  public relations 
C)  warranties 
D)  discounts 
E)  product size

Question 10

Purchase behavior and post purchase evaluation are elements of the input stage of the consumer decision-making model.

Accepted Answer

A) True 
 B)False

Question 11

In the production concept business model,which of the four elements of the marketing mix is most heavily emphasized?

Accepted Answer

A)  product 
B)  proportion 
C)  price 
D)  place 
E)  promotion 
A)  product 
B)  proportion 
C)  price 
D)  place 
E)  promotion

Question 12

Emerging digital technologies are allowing consumers to have more power than ever before.This means that now,customers ________.

Accepted Answer

A)  are required to buy goods and services from local vendors 
B)  are limited in the time of day that they are able to buy products 
C)  can use "intelligent agents" to locate the best prices for products or services 
D)  are more limited in the range of products that they can purchase 
E)  are forced to acquire used items through middlemen instead of directly from the original owner 
A)  are required to buy goods and services from local vendors 
B)  are limited in the time of day that they are able to buy products 
C)  can use "intelligent agents" to locate the best prices for products or services 
D)  are more limited in the range of products that they can purchase 
E)  are forced to acquire used items through middlemen instead of directly from the original owner

Question 13

The sales orientation arose in response to the expanded capacity that was created during the production era.

Accepted Answer

A) True 
 B)False

Question 14

The three distinct but interlocking steps of the consumer decision making process are ________.

Accepted Answer

A)  input, analysis, and output 
B)  environment, search, and evaluation 
C)  input, process, and output 
D)  analysis, decision making, and output 
E)  analysis, process, and output 
A)  input, analysis, and output 
B)  environment, search, and evaluation 
C)  input, process, and output 
D)  analysis, decision making, and output 
E)  analysis, process, and output

Question 15

Perceived value is relative and objective.

Accepted Answer

A) True 
 B)False

Question 16

________ is the foundation for maintaining a long standing relationship with customers,and it helps to increase the chances that customers will remain loyal.

Accepted Answer

A)  Trust 
B)  Positioning 
C)  Targeting 
D)  Segmentation 
E)  Societal marketing 
A)  Trust 
B)  Positioning 
C)  Targeting 
D)  Segmentation 
E)  Societal marketing

Question 17

"Me too" products are ________.

Accepted Answer

A)  products that need to be bought along with the original product 
B)  secondary products that customers need to be reminded to buy 
C)  products that lack a unique image or benefit in the eyes of consumers 
D)  products aimed at helping children learn to share with each other 
E)  products that are included for free with the desired product 
A)  products that need to be bought along with the original product 
B)  secondary products that customers need to be reminded to buy 
C)  products that lack a unique image or benefit in the eyes of consumers 
D)  products aimed at helping children learn to share with each other 
E)  products that are included for free with the desired product

Question 18

Which of the following consumers is likely to receive the most attention and customer support from the manufacturer,retailer,or service provider in question?

Accepted Answer

A)  Diane is an avid reader and buys most of her books on Amazon.com. Frequently, when she receives emails from Amazon suggesting new books she might like, she visits the site and makes a purchase. 
B)  Bill is an avid bargain shopper when it comes to travel. He has frequent flier cards with five different airlines and spends a lot of time shopping around for discounted airfare. 
C)  Sarah works out with a personal trainer, but has a very irregular and unpredictable work schedule. She frequently has to cancel her training sessions when last minute conflicts arise at work. 
D)  Nicole drives an old Honda and takes it to the local Jiffy Lube for oil changes. She always buys the least expensive oil change package and declines the technicians' repeated offers to replace her windshield wipers and flush out her coolant system. 
E)  David has a Visa card that he uses to pay for gas and groceries. He spends very little on his card and pays the balance off in full each month. 
A)  Diane is an avid reader and buys most of her books on Amazon.com. Frequently, when she receives emails from Amazon suggesting new books she might like, she visits the site and makes a purchase. 
B)  Bill is an avid bargain shopper when it comes to travel. He has frequent flier cards with five different airlines and spends a lot of time shopping around for discounted airfare. 
C)  Sarah works out with a personal trainer, but has a very irregular and unpredictable work schedule. She frequently has to cancel her training sessions when last minute conflicts arise at work. 
D)  Nicole drives an old Honda and takes it to the local Jiffy Lube for oil changes. She always buys the least expensive oil change package and declines the technicians' repeated offers to replace her windshield wipers and flush out her coolant system. 
E)  David has a Visa card that he uses to pay for gas and groceries. He spends very little on his card and pays the balance off in full each month.

Question 19

The term "consumer behavior" describes two different kinds of consumers: ________ and ________ consumers.

Accepted Answer

A)  non-profit; government 
B)  non-profit; for profit 
C)  personal; organizational 
D)  government; private 
E)  organizational; private 
A)  non-profit; government 
B)  non-profit; for profit 
C)  personal; organizational 
D)  government; private 
E)  organizational; private

Question 20

When Gary buys ice cream,he typically buys whichever brand is on sale that week.With regard to ice cream,Gary is best described as a(n)________.

Accepted Answer

A)  brand advocate 
B)  apostle 
C)  hostage 
D)  terrorist 
E)  mercenary 
A)  brand advocate 
B)  apostle 
C)  hostage 
D)  terrorist 
E)  mercenary

Successful product positioning centers around two key principles: developing a unique selling proposition,and communicating the ________.

The term consumer behavior describes only the behavior of those who purchase goods and services for their own use.

Much like traditional advertising,digital technologies allow for two-way interactive exchanges between customers and marketers.

The process of dividing a market into subsets of consumers with common needs or characteristics is known as ________.

What does the societal marketing concept entail? What is a major reason many marketers do not adhere to the societal marketing concept?

In the consumer decision making process,the ________ stage influences the consumer's recognition of a product need.

Of the four Ps of the marketing mix,promotion includes ________.

Purchase behavior and post purchase evaluation are elements of the input stage of the consumer decision-making model.

In the production concept business model,which of the four elements of the marketing mix is most heavily emphasized?

Emerging digital technologies are allowing consumers to have more power than ever before.This means that now,customers ________.

The sales orientation arose in response to the expanded capacity that was created during the production era.

The three distinct but interlocking steps of the consumer decision making process are ________.

Perceived value is relative and objective.

________ is the foundation for maintaining a long standing relationship with customers,and it helps to increase the chances that customers will remain loyal.

"Me too" products are ________.

Which of the following consumers is likely to receive the most attention and customer support from the manufacturer,retailer,or service provider in question?

The term "consumer behavior" describes two different kinds of consumers: and consumers.

When Gary buys ice cream,he typically buys whichever brand is on sale that week.With regard to ice cream,Gary is best described as a(n)________.

Introduction to the Consumer Research Process

Market Segmentation and Strategic Targeting

Consumer Motivation

Personality and Consumer Behavior

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Communication and Consumer Behavior

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Marketing Ethics and Social Responsibility

Filters

Exam 1: Consumer Behavior: Meeting Changes and Challenges

Successful product positioning centers around two key principles: developing a unique selling proposition,and communicating the ________.

The term consumer behavior describes only the behavior of those who purchase goods and services for their own use.

Much like traditional advertising,digital technologies allow for two-way interactive exchanges between customers and marketers.

The process of dividing a market into subsets of consumers with common needs or characteristics is known as ________.

What does the societal marketing concept entail? What is a major reason many marketers do not adhere to the societal marketing concept?

In the consumer decision making process,the ________ stage influences the consumer's recognition of a product need.

Of the four Ps of the marketing mix,promotion includes ________.

Purchase behavior and post purchase evaluation are elements of the input stage of the consumer decision-making model.

In the production concept business model,which of the four elements of the marketing mix is most heavily emphasized?

Emerging digital technologies are allowing consumers to have more power than ever before.This means that now,customers ________.

The sales orientation arose in response to the expanded capacity that was created during the production era.

The three distinct but interlocking steps of the consumer decision making process are ________.

Perceived value is relative and objective.

________ is the foundation for maintaining a long standing relationship with customers,and it helps to increase the chances that customers will remain loyal.

"Me too" products are ________.

Which of the following consumers is likely to receive the most attention and customer support from the manufacturer,retailer,or service provider in question?

The term "consumer behavior" describes two different kinds of consumers: ________ and ________ consumers.

When Gary buys ice cream,he typically buys whichever brand is on sale that week.With regard to ice cream,Gary is best described as a(n)________.

Introduction to the Consumer Research Process

Market Segmentation and Strategic Targeting

Consumer Motivation

Personality and Consumer Behavior

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Communication and Consumer Behavior

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Marketing Ethics and Social Responsibility

Filters

The term "consumer behavior" describes two different kinds of consumers: and consumers.