Question 1

In which relationship type do users see the product as a part of their daily routine?

Accepted Answer

A)  self-concept attachment 
B)  interdependence 
C)  nostalgic attachment 
D)  love 
A)  self-concept attachment 
B)  interdependence 
C)  nostalgic attachment 
D)  love B

Question 2

Gaining consumer insights:

Accepted Answer

A)  involves probing deeper to understand the underlying motivations for a given behaviour. 
B)  involves only looking at secondary research. 
C)  is the first step to determining the required research method to use. 
D)  involves manipulating the dependent variable. 
A)  involves probing deeper to understand the underlying motivations for a given behaviour. 
B)  involves only looking at secondary research. 
C)  is the first step to determining the required research method to use. 
D)  involves manipulating the dependent variable. A

Question 3

Techniques such as storytelling are examples of quantitative research.

Accepted Answer

A) True 
 B)False  False

Question 4

What is a virtual brand community? Give an example that demonstrates the concept.

Accepted Answer

A virtual brand community is a collectio

Question 5

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 6

Scanner technology and clickstream data gathering are two methods of:

Accepted Answer

A)  conducting qualitative research. 
B)  conducting experimental research. 
C)  conducting observational research. 
D)  tracking data on digital networking behaviour. 
A)  conducting qualitative research. 
B)  conducting experimental research. 
C)  conducting observational research. 
D)  tracking data on digital networking behaviour.

Question 7

Social class is not considered a demographic variable because it is not a directly observable aspect of the population.

Accepted Answer

A) True 
 B)False

Question 8

The expanded view of the exchange that includes the issues that influence the consumer before,during,and after a purchase is called:

Accepted Answer

A)  the value. 
B)  the strategic focus. 
C)  the pre-sell strategy. 
D)  the consumption process. 
A)  the value. 
B)  the strategic focus. 
C)  the pre-sell strategy. 
D)  the consumption process.

Question 9

While marketers cannot create needs,they:

Accepted Answer

A)  may affect an environment in which specific needs may be activated. 
B)  can always sell to somebody. 
C)  are close to being able to create needs in the next five years. 
D)  control the mass media-almost the same thing. 
A)  may affect an environment in which specific needs may be activated. 
B)  can always sell to somebody. 
C)  are close to being able to create needs in the next five years. 
D)  control the mass media-almost the same thing.

Question 10

The economics-of-information perspective says consumers are willing to pay for advertising because:

Accepted Answer

A)  it is cheaper than paying for sales promotion. 
B)  it offers entertainment value. 
C)  the information provided reduces search time. 
D)  it reduces consumerism. 
A)  it is cheaper than paying for sales promotion. 
B)  it offers entertainment value. 
C)  the information provided reduces search time. 
D)  it reduces consumerism.

Question 11

The multi-player online game "League of Legends" is a good example of:

Accepted Answer

A)  consumer-generated content. 
B)  the dark side of consumerism. 
C)  a virtual brand community. 
D)  anti-consumption. 
A)  consumer-generated content. 
B)  the dark side of consumerism. 
C)  a virtual brand community. 
D)  anti-consumption.

Question 12

Compare and contrast focus group research with interview research.

Accepted Answer

Focus groups usually involve smal

Question 13

Jackson,the marketing manager for a large food manufacturing plant,recently met with his boss because he was concerned that his company was violating the Food and Drugs Act of 1953 and the Competition Act of 1986. Based on this information,what was the problem that Jackson was concerned about?

Accepted Answer

A)  The company had not taken any quality-control measures when producing its products. 
B)  The company was advertising one of its unhealthy products as being healthy. 
C)  The company would not reveal what information it was collecting from its customers. 
D)  Its products were unsafe to consume and could cause harm to people. 
A)  The company had not taken any quality-control measures when producing its products. 
B)  The company was advertising one of its unhealthy products as being healthy. 
C)  The company would not reveal what information it was collecting from its customers. 
D)  Its products were unsafe to consume and could cause harm to people.

Question 14

Frog Box is a Canadian company that offers consumers reusable moving boxes and donates a percentage of its revenue to frog habitat restoration. Discuss the two main marketing processes that are being used by this company.

Accepted Answer

Green marketing (eco-friendly

Question 15

What is Transformative Consumer Research? Give an example.

Accepted Answer

Transformative Consumer Research (TCR)pr

Question 16

Why would a marketer use age as a segmentation variable?

Accepted Answer

Consumers of different age groups obviou

Question 17

Distinguish between green marketing and social marketing.

Accepted Answer

Some firms take a green marketing

Question 18

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 dependent 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 19

________ involve(s)gathering data through a one-on-one interaction between an interviewer and a respondent.

Accepted Answer

A)  Survey research 
B)  Focus group research 
C)  Interviews 
D)  Observational research 
A)  Survey research 
B)  Focus group research 
C)  Interviews 
D)  Observational research

Question 20

Social critics have maintained that marketing leads people to buy products they do not want and do not need. However,the failure rate of new products that are heavily marketed is reportedly as high as 80 percent. How can these two seemingly opposite views of marketing be reconciled?

Accepted Answer

A)  The social critics are simply wrong. People are not influenced by marketing. 
B)  Consumers are highly influenced by marketing, but some products simply fail anyway. 
C)  Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way marketers please. 
D)  Products that fail are generally products that will satisfy a want, but not a need. 
A)  The social critics are simply wrong. People are not influenced by marketing. 
B)  Consumers are highly influenced by marketing, but some products simply fail anyway. 
C)  Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way marketers please. 
D)  Products that fail are generally products that will satisfy a want, but not a need.

In which relationship type do users see the product as a part of their daily routine?

Gaining consumer insights:

Techniques such as storytelling are examples of quantitative research.

What is a virtual brand community? Give an example that demonstrates the concept.

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

Scanner technology and clickstream data gathering are two methods of:

Social class is not considered a demographic variable because it is not a directly observable aspect of the population.

The expanded view of the exchange that includes the issues that influence the consumer before,during,and after a purchase is called:

While marketers cannot create needs,they:

The economics-of-information perspective says consumers are willing to pay for advertising because:

The multi-player online game "League of Legends" is a good example of:

Compare and contrast focus group research with interview research.

Jackson,the marketing manager for a large food manufacturing plant,recently met with his boss because he was concerned that his company was violating the Food and Drugs Act of 1953 and the Competition Act of 1986. Based on this information,what was the problem that Jackson was concerned about?

Frog Box is a Canadian company that offers consumers reusable moving boxes and donates a percentage of its revenue to frog habitat restoration. Discuss the two main marketing processes that are being used by this company.

What is Transformative Consumer Research? Give an example.

Why would a marketer use age as a segmentation variable?

Distinguish between green marketing and social marketing.

________ involve(s)gathering data through a one-on-one interaction between an interviewer and a respondent.

Social critics have maintained that marketing leads people to buy products they do not want and do not need. However,the failure rate of new products that are heavily marketed is reportedly as high as 80 percent. How can these two seemingly opposite views of marketing be reconciled?

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

In which relationship type do users see the product as a part of their daily routine?

Gaining consumer insights:

Techniques such as storytelling are examples of quantitative research.

What is a virtual brand community? Give an example that demonstrates the concept.

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

Scanner technology and clickstream data gathering are two methods of:

Social class is not considered a demographic variable because it is not a directly observable aspect of the population.

The expanded view of the exchange that includes the issues that influence the consumer before,during,and after a purchase is called:

While marketers cannot create needs,they:

The economics-of-information perspective says consumers are willing to pay for advertising because:

The multi-player online game "League of Legends" is a good example of:

Compare and contrast focus group research with interview research.

Jackson,the marketing manager for a large food manufacturing plant,recently met with his boss because he was concerned that his company was violating the Food and Drugs Act of 1953 and the Competition Act of 1986. Based on this information,what was the problem that Jackson was concerned about?

Frog Box is a Canadian company that offers consumers reusable moving boxes and donates a percentage of its revenue to frog habitat restoration. Discuss the two main marketing processes that are being used by this company.

What is Transformative Consumer Research? Give an example.

Why would a marketer use age as a segmentation variable?

Distinguish between green marketing and social marketing.

________ involve(s)gathering data through a one-on-one interaction between an interviewer and a respondent.

Social critics have maintained that marketing leads people to buy products they do not want and do not need. However,the failure rate of new products that are heavily marketed is reportedly as high as 80 percent. How can these two seemingly opposite views of marketing be reconciled?

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