Question 1

_____ involves the multitude of value-producing seller activities that facilitate exchanges between buyers and sellers.

Accepted Answer

A)  Operations management 
B)  Sociology 
C)  Marketing 
D)  Psychology 
E)  Economics 
A)  Operations management 
B)  Sociology 
C)  Marketing 
D)  Psychology 
E)  Economics

Question 2

Apple sold more than 7 million iPads within months of launching the product.Prices for this product ranged from $499 to more than $800,and Apple had difficulty keeping up with the demand.Obviously,the _____ outweighed the _____ for this product.

Accepted Answer

A)  satisfaction; demand 
B)  need; want 
C)  consumption; need 
D)  costs; benefits 
E)  supply; demand 
A)  satisfaction; demand 
B)  need; want 
C)  consumption; need 
D)  costs; benefits 
E)  supply; demand

Question 3

Undifferentiated marketers generally adopt a market orientation.

Accepted Answer

A) True 
 B)False

Question 4

Kayla Smith is engaged in research that seeks to explain inner meanings and motivations associated with customers' purchase of clothing.She records customers' words and observes their interactions as they shop.From her observations,she develops an understanding of what motivates shoppers.What type of research is Kayla performing?

Accepted Answer

A)  Quantitative research 
B)  Interpretive research 
C)  Grounded theory research 
D)  Clinical research 
E)  Archival research 
A)  Quantitative research 
B)  Interpretive research 
C)  Grounded theory research 
D)  Clinical research 
E)  Archival research

Question 5

A popular hotel in New Jersey has a culture that requires all employees to focus on creating value for guests.One way this is implemented is by giving the front desk employees the authority to rectify a problem presented by a guest without requesting for approval from managers.Which type of orientation does his company embrace?

Accepted Answer

A)  Customer orientation 
B)  Profit orientation 
C)  Production orientation 
D)  Sales orientation 
E)  Technical orientation 
A)  Customer orientation 
B)  Profit orientation 
C)  Production orientation 
D)  Sales orientation 
E)  Technical orientation

Question 6

Clark Mathews is a college student and has been hired by a consumer research firm to help a pizza restaurant learn more about the college market.Part of his job entails hanging out with other students and observing how they decide when to order pizza,which pizza restaurants they order from,how they eat it,and what they do with the leftovers,if any.Clark learned from his observations that some students like to put French dressing on their pizza,which led the pizza restaurant to advertise and offer the dressing with orders.Which interpretive orientation does this best illustrate?

Accepted Answer

A)  Ethnography 
B)  Quantitative research 
C)  Correlation 
D)  Experimentation 
E)  Surveys 
A)  Ethnography 
B)  Quantitative research 
C)  Correlation 
D)  Experimentation 
E)  Surveys

Question 7

The process by which goods,services,or ideas are used and transformed into value is referred to as cost behavior analysis.

Accepted Answer

A) True 
 B)False

Question 8

Changing demographics have no impact on consumer behavior.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is a category of secondary stakeholders?

Accepted Answer

A)  Customers 
B)  Managers 
C)  Mass media 
D)  Suppliers 
E)  Regulating agencies 
A)  Customers 
B)  Managers 
C)  Mass media 
D)  Suppliers 
E)  Regulating agencies

Question 10

The first step in the basic consumption process is _____.

Accepted Answer

A)  cost and benefit analysis 
B)  purchase decision 
C)  value assessment 
D)  want specification 
E)  need realization 
A)  cost and benefit analysis 
B)  purchase decision 
C)  value assessment 
D)  want specification 
E)  need realization

Question 11

Qualitative research tools gather data in a highly structured way.

Accepted Answer

A) True 
 B)False

Question 12

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 their preferences. The restaurant chain has several competitors competing for the same customer segments 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. Subsequently, they write a report of their interpretations of what they experienced personally while pretending to be a customer. They also add in details of what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard saying they didn't intend to return. Some researchers also noted that the food was not very good and they saw several customers return orders.
-Refer to Restaurant Research Scenario.Which of the following can be a criticism of the research approach used by Insight Research?

Accepted Answer

A)  It does not providing useful information to the restaurant. 
B)  The results are objective. 
C)  The results are researcher dependent. 
D)  The presence of the researcher could have influenced the actions of consumers. 
E)  Interpretive research is not an acceptable approach for understanding consumer behavior. 
A)  It does not providing useful information to the restaurant. 
B)  The results are objective. 
C)  The results are researcher dependent. 
D)  The presence of the researcher could have influenced the actions of consumers. 
E)  Interpretive research is not an acceptable approach for understanding consumer behavior.

Question 13

One-to-one marketing treats each customer as a segment of one.

Accepted Answer

A) True 
 B)False

Question 14

Briefly discuss the recent trends shaping consumer behavior.

Accepted Answer

Some of the trends that are shaping the

Question 15

Describe the two basic approaches for studying consumer behavior.Give examples of the different situations for which each type is better suited.

Accepted Answer

Student's answers will vary.Qualitative

Question 16

Two common interpretative orientations are psychology and sociology.

Accepted Answer

A) True 
 B)False

Question 17

Undifferentiated marketing adopts the consumer orientation.

Accepted Answer

A) True 
 B)False

Question 18

A company embracing differentiated marketing will _____.

Accepted Answer

A)  offer the same basic product to all market segments 
B)  adopt innovative production processes to gain efficiency and economies of scale 
C)  specialize in serving segments in which consumers do not have specific desires 
D)  focus marketing efforts on serving very large market segments 
E)  serve multiple market segments each with a unique product offering 
A)  offer the same basic product to all market segments 
B)  adopt innovative production processes to gain efficiency and economies of scale 
C)  specialize in serving segments in which consumers do not have specific desires 
D)  focus marketing efforts on serving very large market segments 
E)  serve multiple market segments each with a unique product offering

Question 19

_____ represents the study of consumption as a "lived experience" and relies on casual interviews with consumers from whom the researcher has won confidence and trust.

Accepted Answer

A)  Unobtrusive research 
B)  Archival research 
C)  Ethnography 
D)  Phenomenology 
E)  Netnography 
A)  Unobtrusive research 
B)  Archival research 
C)  Ethnography 
D)  Phenomenology 
E)  Netnography

Question 20

Social psychologists focus on the _____.

Accepted Answer

A)  intricacies of mental reactions involved in information processing 
B)  production and consumption of goods and services 
C)  value-producing activities that facilitate exchanges between buyers and sellers 
D)  relationships between people and their possessions 
E)  thoughts, feelings and behaviors that people have as they interact with other people 
A)  intricacies of mental reactions involved in information processing 
B)  production and consumption of goods and services 
C)  value-producing activities that facilitate exchanges between buyers and sellers 
D)  relationships between people and their possessions 
E)  thoughts, feelings and behaviors that people have as they interact with other people

_____ involves the multitude of value-producing seller activities that facilitate exchanges between buyers and sellers.

Apple sold more than 7 million iPads within months of launching the product.Prices for this product ranged from $499 to more than $800,and Apple had difficulty keeping up with the demand.Obviously,the _ outweighed the _ for this product.

Undifferentiated marketers generally adopt a market orientation.

The process by which goods,services,or ideas are used and transformed into value is referred to as cost behavior analysis.

Changing demographics have no impact on consumer behavior.

Which of the following is a category of secondary stakeholders?

The first step in the basic consumption process is _____.

Qualitative research tools gather data in a highly structured way.

One-to-one marketing treats each customer as a segment of one.

Briefly discuss the recent trends shaping consumer behavior.

Describe the two basic approaches for studying consumer behavior.Give examples of the different situations for which each type is better suited.

Two common interpretative orientations are psychology and sociology.

Undifferentiated marketing adopts the consumer orientation.

A company embracing differentiated marketing will _____.

_____ represents the study of consumption as a "lived experience" and relies on casual interviews with consumers from whom the researcher has won confidence and trust.

Social psychologists focus on the _____.

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Comprehension, Memory, and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Attitudes and Attitude Change

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making II: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters

Exam 1: What is CB and Why Should I Care?

_____ involves the multitude of value-producing seller activities that facilitate exchanges between buyers and sellers.

Apple sold more than 7 million iPads within months of launching the product.Prices for this product ranged from $499 to more than $800,and Apple had difficulty keeping up with the demand.Obviously,the _____ outweighed the _____ for this product.

Undifferentiated marketers generally adopt a market orientation.

The process by which goods,services,or ideas are used and transformed into value is referred to as cost behavior analysis.

Changing demographics have no impact on consumer behavior.

Which of the following is a category of secondary stakeholders?

The first step in the basic consumption process is _____.

Qualitative research tools gather data in a highly structured way.

One-to-one marketing treats each customer as a segment of one.

Briefly discuss the recent trends shaping consumer behavior.

Describe the two basic approaches for studying consumer behavior.Give examples of the different situations for which each type is better suited.

Two common interpretative orientations are psychology and sociology.

Undifferentiated marketing adopts the consumer orientation.

A company embracing differentiated marketing will _____.

_____ represents the study of consumption as a "lived experience" and relies on casual interviews with consumers from whom the researcher has won confidence and trust.

Social psychologists focus on the _____.

Value and the Consumer Behavior Value Framework

Consumer Learning Starts Here: Perception

Comprehension, Memory, and Cognitive Learning

Motivation and Emotion: Driving Consumer Behavior

Personality, Lifestyles, and the Self-Concept

Attitudes and Attitude Change

Group and Interpersonal Influence

Consumer Culture

Microcultures

Consumers in Situations

Decision Making I: Need Recognition and Search

Decision Making II: Alternative Evaluation and Choice

Consumption to Satisfaction

Consumer Relationships

Consumer and Marketing Misbehavior

Filters

Apple sold more than 7 million iPads within months of launching the product.Prices for this product ranged from $499 to more than $800,and Apple had difficulty keeping up with the demand.Obviously,the _ outweighed the _ for this product.