Deck 1: Consumer Behavior: Information-Driven Consumer Behavior

Question 1

Tanya and her marketing team at a fast food restaurant are breaking their company's target audience into groups that have shared needs that are different from the needs shared by other groups. They are engaged in ________.

A) market targeting
B) positioning
C) placement
D) promotion
E) market segmentation

Answer 1

E

Question 2

The production concept makes sense for a business when ________.

A) consumers are more interested in product availability than in product variation
B) consumers are interested in obtaining the product that offers them the highest quality, best performance, and most features
C) consumers have changing needs and insist that those needs be satisfied
D) consumers are unlikely to buy the product unless they are persuaded to do so
E) consumers are not sensitive to price

Answer 2

A

Question 3

Kevin's company owns a factory that can produce 1,000 widgets per week. His primary focus is on getting consumers to purchase as many widgets as possible to ensure that he is maximizing his sales relative to his production capacity. Kevin's business is exhibiting the ________.

A) marketing concept
B) product concept
C) not-for-profit concept
D) selling concept
E) market orientation

Answer 3

D

Question 4

The ________ is characterized by the gearing up of manufacturing skills in order to expand production.

A) marketing concept
B) product concept
C) selling concept
D) production concept
E) societal concept

Question 5

The focus of the ________ was to sell more of what the manufacturing department was able to produce.

A) marketing concept
B) selling concept
C) product concept
D) production concept
E) market orientation

Question 6

Which of the following is considered an example of consumer behavior?

A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store brand.
B) Javier generally gets gas on Monday mornings on his way to work.
C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store.
D) Jeremy generally recycles his old newspapers and cardboard boxes.
E) All of the above are examples of consumer behavior.

Question 7

The four Ps of the marketing mix are ________.

A) product/service, price, place, people
B) potential, price, place, people
C) product/service, price, place, promotion
D) product/service, promotion, potential, price
E) price, purchase, placement, product/service

Question 8

Successful positioning focuses on communicating the ________.

A) segments that the company views as prospective customers
B) distinct benefits that the product provides
C) retail shelf space the product should occupy
D) competing offerings that are available
E) product instructions for use

Question 9

Which of the following is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires?

A) lifestyle marketing
B) role theory
C) consumer behavior
D) marketing research

Question 10

A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product.

A) marketer
B) consumer
C) influencer
D) content generator

Question 11

The ________ concept in business assumes that consumers are mostly interested in product availability at low prices.

A) marketing
B) societal
C) product
D) production
E) technology

Question 12

________ refers to the development of a distinct image for the product in the mind of the consumer.

A) Targeting
B) Positioning
C) Placement
D) Promotion
E) Segmenting

Question 13

Marketing and consumer behavior stem from the ________, which maintains that the essence of marketing is satisfying consumers' needs, creating value and retaining customers.

A) production concept
B) product concept
C) selling concept
D) societal concept
E) marketing concept

Question 14

The process and tools used to study consumer behavior are characterized by the term ________.

A) data analysis
B) data collection
C) consumer research
D) marketing communication
E) consumer complexes

Question 15

During historical periods when demand exceeded supply, businesses adopted the ________ concept.

A) marketing
B) technology
C) societal
D) production
E) product

Question 16

The selling concept focuses on the needs of the ________ and on existing products, while the marketing concept focuses on the needs of the ________.

A) manufacturer; seller
B) buyer; manufacturer
C) seller; buyer
D) seller; manufacturer
E) buyer; seller

Question 17

________ is a process that links the consumer, customer and public to the marketer through information in order to identify marketing opportunities and problems, evaluate marketing actions, and evaluate marketing strategies' performances.

A) Data analysis
B) Data collection
C) Market research
D) Marketing communication
E) Consumer complexes

Question 18

Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens who are heavy cell phone users and live in households earning over $150,000 per year. In tailoring the plan for a specific group of consumers based on their particular needs, Matt's Mobile Services has provided an example of ________.

A) societal marketing
B) broadcasting
C) target marketing
D) the selling orientation
E) the product concept

Question 19

Tripp runs a product development division at a software company. His division was focused on producing a word processing software that performs better and has more features than any competitive product, so they added every feature that was technically feasible. However, they found that consumers were satisfied with fewer features and unwilling to pay more for the advanced software. Tripp and his team suffered from ________.

A) marketing myopia
B) over-segmentation
C) target marketing
D) technology devotion
E) marketing vision

Question 20

The key assumption underlying the marketing concept is that ________.

A) if manufacturers make a product, consumers will buy it
B) a company must determine the needs and wants of specific target markets and satisfy consumers' needs better than the competition
C) the primary focus of a business should be producing as much as it can, in the cheapest way possible
D) consumers are most interested in obtaining generic products at low prices
E) consumers are unlikely to buy a product unless they are aggressively persuaded to do so

Question 21

The process of dividing a market into subsets of consumers with common needs or characteristics is known as ________.

A) market targeting
B) ethical marketing
C) product positioning
D) market segmentation
E) market stewardship

Question 22

Those in favor of socially responsible marketing call on marketers to adopt the societal marketing concept, which requires marketers to ________.

A) minimize production costs in order to offer the product at the lowest price possible
B) aggressively market all products to all segments of society
C) track customer preferences via the Internet to improve customer research databases
D) fulfill the needs of the target audience in ways that improve society as a whole, while fulfilling the objectives of the organization
E) lobby for government regulation of their industries

Question 23

When Samsung incorporated twitter comments about the iPhone into its advertising pitch, it was taking advantage of which facet of the interactive exchange?

A) the ability to get instant reactions to marketers' messages
B) one-way communications
C) consumer-generated content
D) scanner panel data
E) technological innovations

Question 24

Of the four Ps of the marketing mix, promotion includes ________.

A) payment methods
B) public relations
C) warranties
D) discounts
E) product size

Question 25

Online companies create a ________: consumers gain information that turns them into sophisticated customers, opportunities to customize products easily, and entertainment content; marketers gain information about consumers that allows them to be more efficient and precise when marketing their products.

A) value vacuum
B) one-sided transaction
C) click-to-buy culture
D) divestment opportunity
E) value exchange

Question 26

Of the four Ps of the marketing mix, price includes ________.

A) payment methods
B) public relations
C) warranties
D) distribution centers
E) packaging

Question 27

When advertising to teens, Matt's Mobile Services focuses its messaging on how its expansive network enables subscribers to stay connected with friends at all times, so subscribers are always accessible and "in the loop" on the latest social news. This is an example of ________.

A) a unique social proposition
B) societal marketing
C) communicating the benefits the product provides
D) product placement
E) broadcasting

Question 28

Technology enables marketers to do which of the following?

A) customize offerings and promotional messages
B) offer more effective pricing
C) utilize shorter distribution channels
D) build long-term relationships with customers
E) all of the above

Question 29

Of the four Ps of the marketing mix, place includes ________.

A) discounts
B) public relations
C) warranties
D) distribution centers
E) packaging

Question 30

Emerging digital technologies are allowing consumers to have more power than ever before. This means that now customers ________.

A) are required to buy goods and services from local vendors
B) are limited in the time of day that they are able to buy products
C) can locate the best prices for products or services
D) are more limited in the range of products that they can purchase
E) are forced to acquire used items through middlemen instead of directly from the original owner

Question 31

As consumers spend more time online and have more technological tools that enable them to avoid exposure to TV ads, marketers are ________.

A) investing in flashier television advertisements to attract attention to themselves
B) buying more air time in an attempt to crowd out their competitors' advertisements
C) lobbying for legislation that will prohibit the sale of devices that allow consumers to avoid advertising on the basis that such devices are anti-competitive
D) shifting dollars from traditional display advertising to sites like Facebook that can deliver huge audiences
E) blocking out any mention of brand names during regular programming

Question 32

Cookies are used to track who is interested in what online and sold on exchanges like ________ to other companies who are interested in targeting people based on their interests.

A) eXelate and BlueKai
B) cheapair.com and Hilton
C) Amazon.com
D) informationex.com
E) IdeaLog.com

Question 33

Which of the following is consistent with the societal marketing concept?

A) Fast food restaurants develop offerings with less fat and more nutrients.
B) Food marketers advertise foods to young people in a way that does not encourage overeating.
C) Marketers do not use professional athletes in liquor or tobacco advertisements because they may serve as role models for young people.
D) Marketers avoid featuring unreasonably slim females in their advertising campaigns because of the potential of such images to increase eating disorders.
E) All of the above are consistent with the societal marketing concept.

Question 34

Packaging and warranties are elements of which of the four Ps?

A) price
B) people
C) promotion
D) place
E) product

Question 35

The example in the text notes San Francisco City Attorney sued ________ because the company chose to market caffeinated energy drinks to children despite alleged health risks.

A) Monster Beverage Corp.
B) Hansen's Natural Beverage Corp.
C) The Coca-Cola Company
D) Pepsico
E) Red Bull GmbH

Question 36

Tracy licensed a new software product that enables her to figure out when the same person is accessing her company's website via a mobile phone, tablet, and/or computer so she can keep track of their behavior and target them accordingly. This is an example of ________.

A) cross-screen marketing
B) cyberstalking
C) time shifting
D) mobile advertising
E) commercial blanketing

Question 37

"Me too" products are ________.

A) products that need to be bought along with the original product
B) secondary products that customers need to be reminded to buy
C) products that lack a unique image or benefit in the eyes of consumers
D) products aimed at helping children learn to share with each other
E) products that are included for free with the desired product

Question 38

Socially responsible activities can result in ________.

A) improved corporate image among consumers
B) improved corporate image among the financial community
C) increased sales
D) all of the above
E) none of the above

Question 39

The adoption of digital technologies has introduced drastic changes into the business environment, including which of the following?

A) Customers are forced to deal with distribution outlets and middlemen in order to obtain goods.
B) The exchange between marketers and customers is less interactive than in the past.
C) Consumers face more barriers to accessing information.
D) Marketers can offer more products and services than ever before.
E) Market research has become significantly more difficult.

Question 40

When consumers use online sites to compare models and brands of products and click for more technical information, companies gain information about ________.

A) competitors' prices
B) product attributes that consumers consider the most important
C) buying patterns
D) market research
E) self-reported data

Question 41

The primary objective of providing value to customers continuously and more effectively than the competition is ________.

A) to monopolize the market
B) to produce a compelling advertising message
C) to help recruit a dedicated workforce
D) to avoid government regulation of the industry
E) to create and to retain highly satisfied customers

Question 42

Which of the following determinants of customer satisfaction with online websites and merchants while shopping online is characterized by an attractive site design; enjoyable shopping at the site; and an inviting, comfortable site?

A) trust
B) engagement
C) network
D) interactivity
E) adaptation

Question 43

Customers have different expectations when they purchase a Lexus than when they purchase a Hyundai. These expectations affect ________.

A) market segmentation
B) the value proposition
C) customer satisfaction
D) the corporate vision
E) the market targeting

Question 44

Which of the following is NOT one of the benefits of retaining loyal customers?

A) Loyal customers are more likely to purchase high margin supplemental products.
B) Loyal customers are more price-sensitive.
C) It is less expensive to service existing customers.
D) Loyal customer refer other customers and engage in positive word-of-mouth.
E) Loyal customers make employees' jobs easier and more satisfying.

Question 45

Antoine is in charge of customer acquisition and retention. He allocates more of his budget to customer retention than customer acquisition. Why does Antoine's decision make sense?

A) Low customer turnover is correlated with higher profits.
B) High customer turnover is correlated with higher profits.
C) Low customer acquisition is correlated with higher profits.
D) Low customer acquisition is correlated with higher employee satisfaction.
E) High customer acquisition is correlated with higher employee satisfaction.

Question 46

Researchers have identified two interrelated forms of customer engagement with marketers: ________ and ________.

A) customer satisfaction; commercial exchange
B) social exchange; commercial exchange
C) emotional bonds; customer satisfaction
D) customer satisfaction; transaction-based relationships
E) emotional bonds; transaction-based relationships

Question 47

Which of the following determinants of customer satisfaction with online websites and merchants while shopping online is characterized by the customer's willingness to count on the merchant to successfully complete the purchase transaction and feeling the merchant is reliable and honest?

A) trust
B) engagement
C) network
D) interactivity
E) adaptation

Question 48

________ is turning individual consumer transactions into long-term customer relationships by making it in the best interests of customers to stay with the company rather than switch to another firm.

A) Market segmentation
B) Customer satisfaction
C) Market targeting
D) Customer retention
E) Product promotion

Question 49

Social media transformed ________ by giving companies a way to easily collect input and customers' preferences.

A) photography
B) television commercials
C) market trust
D) market research
E) customer bias

Question 50

Norman dislikes the health insurance plan provided by his employer, but is unwilling to switch to a different health insurer because obtaining private health insurance would be significantly more expensive than the employer-subsidized plan in which he is currently enrolled. With regard to health insurance, Norman is best described as a(n) ________.

A) loyalist
B) apostle
C) hostage
D) terrorist
E) mercenary

Question 51

Which of the following is an example of how the Internet affects prices and distribution?

A) Consumers use smart phones to compare prices as they shop, leading to price matching guarantees from retailers.
B) Apple distributes iBooks via its digital bookstore, reducing prices of high school textbooks by almost 90%.
C) Marketers are using smartphone apps to target shoppers in stores who are looking for information about products.
D) Amazon installed Amazon Lockers in grocery, convenience and drugstores that accept packages for customers to pick up later.
E) all of the above

Question 52

Which is NOT one of the benefits of highly satisfied customers?

A) They keep purchasing the same products.
B) They provide word-of-mouth to others.
C) They become customers for life.
D) They switch to competitors if offered a somewhat lower price.
E) They repeatedly buy the same brand.

Question 53

Which of the following determinants of customer satisfaction with online websites and merchants while shopping online is characterized by the merchant's ability to match purchase recommendations to one's needs and customize products and advertisements so the customer feels unique and valued?

A) trust
B) engagement
C) network
D) interactivity
E) adaptation

Question 54

When Gary buys ice cream, he typically buys whichever brand is on sale that week. With regard to ice cream, Gary is best described as a(n) ________.

A) brand advocate
B) apostle
C) hostage
D) terrorist
E) mercenary

Question 55

Walmart's use of Twitter chatter to inform their decision to sell cake pops is an example of social media's impact on ________.

A) photography
B) television commercials
C) market trust
D) market research
E) customer bias

Question 56

________ is defined as the ratio between the customer's perceived benefits and the resources used to obtain those benefits.

A) Customer satisfaction
B) Customer value
C) Customer relationship management
D) Consumer decision making
E) Consumer marketing

Question 57

Megan uses Bed Head hair products and enthusiastically recommends them to others any time she receives complements on her hair. With regard to hair products, Megan is best described as a(n) ________.

A) ambivalent consumer
B) apostle
C) hostage
D) terrorist
E) mercenary

Question 58

Which of the following describes Amazon's customers with high bonds and modest purchase levels?

A) inertia-driven customers
B) transactional customers
C) loyal customers
D) delighted customers
E) fans

Question 59

An individual's perception of the performance of a product or service in relation to one's expectations is known as ________.

A) market segmentation
B) customer satisfaction
C) market targeting
D) product placement
E) product promotion

Question 60

Based on the three criteria for successful customization, which of the following is least likely to be effectively customized?

A) running shoes
B) fountain pens
C) sunglasses
D) laundry detergent
E) an automobile

Question 61

Ryan runs a store that caters to athletes. He divides the athletic market into different subsets of shoe consumers, such as runners, basketball players, and golfers, which is known as ________.

A) market targeting
B) product placement
C) product positioning
D) market segmentation
E) social marketing

Question 62

CAR MINI CASE: In the early 1900s, Henry Ford made a fortune manufacturing Model T cars and selling them cheaply, making the automobile affordable for a much larger proportion of the population than had previously been the case. He accomplished this by producing only one model of car and doing so cheaply and at high volumes through the utilization of assembly line manufacture. In 1923, General Motors decided to increase its market share in the automobile industry by offering, instead of just one model, as Ford did, a variety of affordable mass-produced models to meet the various differing needs of different types of consumers.
In the CAR MINI CASE, Ford's business strategy focused on ________.

A) targeting the market
B) positioning its product
C) developing a value proposition
D) segmenting the market
E) minimizing production costs

Question 63

Sophisticated marketers selectively build relationships with customers according to their profitability by customer retention by ________.

A) monitoring customers' consumption volume and shopping patterns
B) creating tiers of customers according to their profitability levels
C) developing distinct strategies for each group of customers
D) A, B and C
E) none of the above

Question 64

Ryan runs a store that caters to athletes. He portrays his store as a one-stop-shop for all your running needs, so he has developed a distinct image for his store. This is an example of ________.

A) segmentation
B) targeting
C) placement
D) positioning
E) social marketing

Question 65

The three distinct but interlocking steps of the consumer decision-making process are ________.

A) input, analysis, and output
B) environment, search, and evaluation
C) input, process, and output
D) analysis, decision making, and output
E) analysis, process, and output

Question 66

In the consumer decision-making process, the ________ stage focuses on how consumers make decisions.

A) analysis
B) evaluation
C) input
D) process
E) output

Question 67

In the consumer decision-making process, the ________ stage focuses on how consumers make decisions.

A) analysis
B) evaluation
C) input
D) process
E) output

Question 68

Which of the four disciplines that helps shape our understanding of consumer behavior is defined as the study of the human mind and the mental factors that impact behavior?

A) psychology
B) sociology
C) anthropology
D) communication
E) economics

Question 69

John is a frequent flier, who travels with American Airlines at least 250,000 miles a year in first class. According to the text, the profitability classification given him would be ________.

A) emerald
B) sapphire
C) titanium
D) diamond
E) platinum

Question 70

Transatlantic Airlines identifies the most profitable customers and offers them specific incentives, a practice known as ________.

A) social marketing
B) customer profitability-focused marketing
C) market targeting
D) market segmentation
E) product positioning

Question 71

In the consumer decision-making process, the ________ stage influences the consumer's recognition of a product need.

A) analysis
B) evaluation
C) input
D) process
E) output

Question 72

CAR MINI CASE: In the early 1900s, Henry Ford made a fortune manufacturing Model T cars and selling them cheaply, making the automobile affordable for a much larger proportion of the population than had previously been the case. He accomplished this by producing only one model of car and doing so cheaply and at high volumes through the utilization of assembly line manufacture. In 1923, General Motors decided to increase its market share in the automobile industry by offering, instead of just one model, as Ford did, a variety of affordable mass-produced models to meet the various differing needs of different types of consumers.
In the CAR MINI CASE, Ford's business approach exhibited a ________.

A) production concept
B) marketing concept
C) societal marketing concept
D) product concept
E) selling concept

Question 73

Disney gets its cast members to go out of their way to make people happy by valuing its employees like internal customers, which is also known as ________.

A) termination costs
B) internal manipulation
C) customer gratitude
D) customer gratuity
E) internal marketing

Question 74

Ryan runs a store that caters to athletes. He divides the athletic market into different subsets of shoe consumers, such as runners, basketball players, and golfers. Ryan decides to focus his attention on that segment of the market that is interested in running. This selection of a specific market segment is known as ________.

A) social marketing
B) market targeting
C) product placement
D) market segmentation
E) product positioning

Question 75

Which of the four disciplines that helps shape our understanding of consumer behavior compares human societies' culture and development?

A) psychology
B) sociology
C) anthropology
D) communication
E) economics

Question 76

Using the classification system used by airlines in the text, a diamond or an emerald who is some miles short of keeping his or her status at the end of a given year technically must be "demoted" to ________.

A) gold
B) sapphire
C) diamond
D) iron
E) platinum

Question 77

Customer profitability-focused marketing ________.

A) tracks costs and revenues of individual customers and then categorizes those consumers into tiers based on consumption behaviors that are specific to the company's offerings
B) minimizes the cost of production in order to offer the product at the best price possible
C) aggressively markets products to consumers who do not necessarily think that they need the product
D) continually updates the product without regard to the needs of the consumer
E) invests money in attracting customers that are very sensitive to price and are not loyal to any given brand

Question 78

CAR MINI CASE: In the early 1900s, Henry Ford made a fortune manufacturing Model T cars and selling them cheaply, making the automobile affordable for a much larger proportion of the population than had previously been the case. He accomplished this by producing only one model of car and doing so cheaply and at high volumes through the utilization of assembly line manufacture. In 1923, General Motors decided to increase its market share in the automobile industry by offering, instead of just one model, as Ford did, a variety of affordable mass-produced models to meet the various differing needs of different types of consumers.
In the CAR MINI CASE, which of the following elements of the marketing mix was central to Ford's business model?

A) promotion
B) product
C) price
D) placement
E) production

Question 79

Which of the four disciplines that helps shape our understanding of consumer behavior is defined as the study of the development, structure, functioning and problems of human society?

A) psychology
B) sociology
C) anthropology
D) communication
E) economics

Question 80

Which of the following customer retention measurement methods is described: the percentage of customers at the beginning of the year that are still customers by the end of the year?

A) customer valuation
B) retention rate
C) complaint analysis
D) defection rate
E) benchmark