Exam 1: Introduction to Consumer Behavior and Marketing Strategy

The marketing science approach has become a mainstay in the consumer packaged goods industry because it can handle large scanner data sets in an efficient manner to help solve marketing problems.

Although consumer behavior research is useful for all levels of strategic analysis,it is most commonly studied and applied at the _____ level(s).

For many years,the marketing concept was not fully understood or implemented properly by U.S.firms.

Marketing strategies are developed at the management level.

A major criticism of B2C marketing was that consumers used the Web to collect information but continued to shop in person at stores.

The _____ approach commonly involves developing and testing mathematical models to predict the impact of marketing strategies on consumer choice and behavior.

The first group to use knowledge about consumer behavior is marketing organizations,which include businesses attempting to sell products but not hospitals,museums,parks,law firms,universities,and other organizations that seek exchanges with consumers.

In consumer markets,_____ are typically designed to increase the chances that consumers will have favorable thoughts and feelings about particular products,services,and brands.

To implement _____,organizations must understand their customers and stay close to them to provide products and services that consumers will purchase and use appropriately.

The interpretive approach is rooted in the theories/methods of:

The marketing concept was developed in the United States,but not fully implemented by American firms until forced to do so by foreign competitors.

What are the MOST important precursors/determinants of consumer behavior? What problems flow from this reality?

When people give up something of value to others and receive something in return it is referred to as a(n)_____.

The interpretive approach is based on theories and methods from cognitive,social,and behavioral psychology,as well as sociology.

All of the following are characteristics of consumer research EXCEPT that it:

Briefly describe consumer behavior's role in marketing strategy.

Marketing strategy questions may be addressed in all of the following ways EXCEPT through:

All of the following statements about Internet marketing are true EXCEPT:

Because product life cycles are longer than ever before,many companies have to innovate constantly to create superior value for customers and stay profitable.

Long interviews and focus groups are the primary methods used in the _____ approach.