Exam 1: What Is CB, and Why Should I Care?

While consumer behaviour refers to human thought and action, it is not considered a field of study.

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

Undifferentiated marketing means that the same basic product is offered to all customers.

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. When customers interact with the wait staff, what are these interactions called?

Marketing activities include the production, promotion, pricing, and distribution of goods, services, ideas, and experiences that provide value for consumers and other stakeholders.

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?

Which of the following involves the multitude of value-producing activities that facilitate exchanges between buyers and sellers?

Niche marketers specialize in serving one market segment.

Undifferentiated marketers generally adopt a market orientation.

Which statement does NOT accurately describe quantitative research?

Interpretation of quantitative research data is a function of the researcher's opinion.

Which of the following is NOT a trend shaping the value received by consumers today?

When consumers recognize they have an unmet need, they usually seek out specific products or services that they believe will satisfy that need and provide value to them. They are willing to give up something, such as money and effort, to find the products or services that will provide the benefits they seek. What term refers to the process that consumers go through to satisfy their needs?

There are several approaches to studying consumer behaviour, but most researchers agree that the interpretive approach is the best.

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

Anthropology focuses on the thoughts, feelings, and behaviours that people have as they interact with other people.

Marketing as a recognized discipline grew out of two other disciplines. What are the two disciplines?

Which type of marketing is based on the belief that a firm's performance is enhanced through repeat business?

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?