Question 1

The presence of music in an environment may shape consumer behavior and even change buying patterns.In this case,music is an example of a _____.

Accepted Answer

A)  social influence 
B)  situational influence 
C)  socio-economic factor 
D)  hedonic factor 
E)  perceptional influence 
A)  social influence 
B)  situational influence 
C)  socio-economic factor 
D)  hedonic factor 
E)  perceptional influence B

Question 2

A marketing strategy provides an operating orientation for the company.

Accepted Answer

A) True 
 B)False  False

Question 3

_____ value is the immediate gratification that comes from experiencing some activity.

Accepted Answer

A)  Hedonic 
B)  Utilitarian 
C)  End-state 
D)  Process 
E)  Terminal 
A)  Hedonic 
B)  Utilitarian 
C)  End-state 
D)  Process 
E)  Terminal A

Question 4

Prime's is a company that manufactures and markets suits for professional kayakers.These consumers are predominantly males in the age group of 25-45 years.This market segment that Prime's serves with a specific marketing mix is called its _____.

Accepted Answer

A)  preferred market 
B)  optimum market 
C)  target market 
D)  dominant market 
E)  elementary market 
A)  preferred market 
B)  optimum market 
C)  target market 
D)  dominant market 
E)  elementary market

Question 5

All the customers are equally valuable to a firm.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following terms refers to a personal assessment of the net worth a consumer obtains from an activity?

Accepted Answer

A)  Quality 
B)  Experience 
C)  Prestige 
D)  Value 
E)  Effort 
A)  Quality 
B)  Experience 
C)  Prestige 
D)  Value 
E)  Effort

Question 7

Internal influences on the consumption process include factors,such as social class.

Accepted Answer

A) True 
 B)False

Question 8

A corporate strategy is the way a company goes about creating value for customers.

Accepted Answer

A) True 
 B)False

Question 9

A perceptual map is used to depict graphically the positioning of competing products.

Accepted Answer

A) True 
 B)False

Question 10

_____ are unique to a time or place that can affect consumer decision making and the value received from consumption.

Accepted Answer

A)  Situational influences 
B)  Temporal factors 
C)  Social influences 
D)  Internal factors 
E)  Socio-environmental factors 
A)  Situational influences 
B)  Temporal factors 
C)  Social influences 
D)  Internal factors 
E)  Socio-environmental factors

Question 11

Which of the following is an external influence on consumer value?

Accepted Answer

A)  Personal values 
B)  Attitude 
C)  Needs 
D)  Perception 
E)  Reference groups 
A)  Personal values 
B)  Attitude 
C)  Needs 
D)  Perception 
E)  Reference groups

Question 12

Which of the following is used to depict graphically the positioning of competing products?

Accepted Answer

A)  Product blueprint 
B)  Schema 
C)  Perceptual map 
D)  Product map 
E)  Demand curve 
A)  Product blueprint 
B)  Schema 
C)  Perceptual map 
D)  Product map 
E)  Demand curve

Question 13

Relationship quality reflects the connectedness between a consumer and a retailer,brand,or service provider.

Accepted Answer

A) True 
 B)False

Question 14

Product differentiation is a marketplace condition in which consumers do not view all competing products as identical to one another.

Accepted Answer

A) True 
 B)False

Question 15

SUPERFOCUS SCENARIO
Superfocus is a revolutionary concept in eyeglasses--it even received a 2010 The Wall Street Journal innovation award. It is a type of eyeglass that allows the wearer to change correction without changing glasses, or having to look through a certain part of the lens like bifocal and progressive lens wearers must do. The round lenses are actually two lenses with a clear fluid in-between. The outer lens is hard, while the inner lens is flexible. There's a little slider on the bridge that, when moved, pushes the fluid and changes the shape of the inner, flexible lens. That, in turn, changes the correction, so a user can see near, far, and everything in-between just by changing the position of the slider. The only catch is that the lenses have to be perfectly round and the frames need to be made out of stainless steel or titanium aluminum. This limits the frame style and color choices for consumers.
Superfocus can be purchased through eye care professionals or directly from the manufacturer online. The company has recently started using direct-response television advertising to drive traffic to the website so consumers can learn more about this product and sign up for a free trial offer. With prices starting at $700 a pair, the free trial might help overcome some resistance due to the relatively high price.
-Refer to Superfocus Scenario.People who need multifocal lenses are the company's _____ market.

Accepted Answer

A)  capital 
B)  target 
C)  dominant 
D)  focal 
E)  augmented 
A)  capital 
B)  target 
C)  dominant 
D)  focal 
E)  augmented

Question 16

According to the Customer Relationship Management (CRM)orientation:

Accepted Answer

A)  each customer represents just a single sale rather than a potential stream of resources. 
B)  customers who switch providers each time they make a purchase tend to be more profitable than loyal customers due to their wide range of purchases. 
C)  the most profitable customers are those who search for information about a product online and then buy it in a brick-and-mortar store. 
D)  customers form relationships with companies as opposed to companies conducting individual transactions with customers. 
E)  a strong, or high-quality, relationship is typified by a consumer who buys different brands of a product each time a need for that product arises. 
A)  each customer represents just a single sale rather than a potential stream of resources. 
B)  customers who switch providers each time they make a purchase tend to be more profitable than loyal customers due to their wide range of purchases. 
C)  the most profitable customers are those who search for information about a product online and then buy it in a brick-and-mortar store. 
D)  customers form relationships with companies as opposed to companies conducting individual transactions with customers. 
E)  a strong, or high-quality, relationship is typified by a consumer who buys different brands of a product each time a need for that product arises.

Question 17

SUPERFOCUS SCENARIO
Superfocus is a revolutionary concept in eyeglasses--it even received a 2010 The Wall Street Journal innovation award. It is a type of eyeglass that allows the wearer to change correction without changing glasses, or having to look through a certain part of the lens like bifocal and progressive lens wearers must do. The round lenses are actually two lenses with a clear fluid in-between. The outer lens is hard, while the inner lens is flexible. There's a little slider on the bridge that, when moved, pushes the fluid and changes the shape of the inner, flexible lens. That, in turn, changes the correction, so a user can see near, far, and everything in-between just by changing the position of the slider. The only catch is that the lenses have to be perfectly round and the frames need to be made out of stainless steel or titanium aluminum. This limits the frame style and color choices for consumers.
Superfocus can be purchased through eye care professionals or directly from the manufacturer online. The company has recently started using direct-response television advertising to drive traffic to the website so consumers can learn more about this product and sign up for a free trial offer. With prices starting at $700 a pair, the free trial might help overcome some resistance due to the relatively high price.
-Refer to Superfocus Scenario.Superfocus is trying to separate its market into different groups based on age so that it can create customized products for each group.This indicates that Superfocus is conducting the process of _____.

Accepted Answer

A)  value reengineering 
B)  mass marketing 
C)  total quality management 
D)  social marketing 
E)  market segmentation 
A)  value reengineering 
B)  mass marketing 
C)  total quality management 
D)  social marketing 
E)  market segmentation

Question 18

_____ is the separation of a market into groups based on the different demand curves associated with each group.

Accepted Answer

A)  Market zoning 
B)  Market augmentation 
C)  Market positioning 
D)  Market segmentation 
E)  Market selection 
A)  Market zoning 
B)  Market augmentation 
C)  Market positioning 
D)  Market segmentation 
E)  Market selection

Question 19

Consumer segments exist because different consumers do not value different alternatives the same way.

Accepted Answer

A) True 
 B)False

Question 20

The segment or segments of a market that a company serves to is called the focal market.

Accepted Answer

A) True 
 B)False

The presence of music in an environment may shape consumer behavior and even change buying patterns.In this case,music is an example of a _____.

A marketing strategy provides an operating orientation for the company.

_____ value is the immediate gratification that comes from experiencing some activity.

Prime's is a company that manufactures and markets suits for professional kayakers.These consumers are predominantly males in the age group of 25-45 years.This market segment that Prime's serves with a specific marketing mix is called its _____.

All the customers are equally valuable to a firm.

Which of the following terms refers to a personal assessment of the net worth a consumer obtains from an activity?

Internal influences on the consumption process include factors,such as social class.

A corporate strategy is the way a company goes about creating value for customers.

A perceptual map is used to depict graphically the positioning of competing products.

_____ are unique to a time or place that can affect consumer decision making and the value received from consumption.

Which of the following is an external influence on consumer value?

Which of the following is used to depict graphically the positioning of competing products?

Relationship quality reflects the connectedness between a consumer and a retailer,brand,or service provider.

Product differentiation is a marketplace condition in which consumers do not view all competing products as identical to one another.

According to the Customer Relationship Management (CRM)orientation:

_____ is the separation of a market into groups based on the different demand curves associated with each group.

Consumer segments exist because different consumers do not value different alternatives the same way.

The segment or segments of a market that a company serves to is called the focal market.

What is CB and Why Should I Care?

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 2: Value and the Consumer Behavior Value Framework

The presence of music in an environment may shape consumer behavior and even change buying patterns.In this case,music is an example of a _____.

A marketing strategy provides an operating orientation for the company.

_____ value is the immediate gratification that comes from experiencing some activity.

Prime's is a company that manufactures and markets suits for professional kayakers.These consumers are predominantly males in the age group of 25-45 years.This market segment that Prime's serves with a specific marketing mix is called its _____.

All the customers are equally valuable to a firm.

Which of the following terms refers to a personal assessment of the net worth a consumer obtains from an activity?

Internal influences on the consumption process include factors,such as social class.

A corporate strategy is the way a company goes about creating value for customers.

A perceptual map is used to depict graphically the positioning of competing products.

_____ are unique to a time or place that can affect consumer decision making and the value received from consumption.

Which of the following is an external influence on consumer value?

Which of the following is used to depict graphically the positioning of competing products?

Relationship quality reflects the connectedness between a consumer and a retailer,brand,or service provider.

Product differentiation is a marketplace condition in which consumers do not view all competing products as identical to one another.

According to the Customer Relationship Management (CRM)orientation:

_____ is the separation of a market into groups based on the different demand curves associated with each group.

Consumer segments exist because different consumers do not value different alternatives the same way.

The segment or segments of a market that a company serves to is called the focal market.

What is CB and Why Should I Care?

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