Deck 9: Patterns of Buyer Behavior

Question 1

Depending on how often we need to replace our products or renew our services, we demonstrate _______ purchase patterns.

A) predictable
B) erratic
C) variable
D) frequent

Answer 1

A

Question 2

The proportion of customers who buy an item in a given period is known as

A) active learning.
B) market penetration.
C) market share.
D) attitudinal loyalty.

Answer 2

B

Question 3

The proportion of the total sales for one brand versus all brands in the market is known as

A) market penetration.
B) active learning.
C) attitudinal loyalty.
D) market share.

Answer 3

D

Question 4

What do marketing managers often use when they want to examine repeat purchasing patterns?

A) Double jeopardy
B) Situational involvement
C) Market penetration
D) Consumer panel data

Question 5

Asking customers to record their purchases by scanning their grocery card at a store, is an example of

A) the consensus rule.
B) the Pareto principle.
C) a consumer panel.
D) procedural memory.

Question 6

What is purchase frequency?

A) The average number of times a consumer purchases a product in a given period
B) How often a consumer visits the same store
C) The number of times a consumer uses coupons or product rebate programs
D) How often consumers change their minds and behaviors

Question 7

The phenomenon whereby brands with smaller market share have fewer buyers who buy the brand less often is called

A) double jeopardy.
B) purchase frequency.
C) attitudinal loyalty.
D) the Pareto principle.

Question 8

An established mature market that appears stable over a period of several months or years is known as a _______ market.

A) nonstationary
B) stationary
C) near-stationary
D) salient

Question 9

A dynamic market that can change quickly and dramatically is known as a _______ market.

A) near-stationary
B) salient market
C) nonstationary
D) stationary

Question 10

Which type of consumers are very interested in trying different brands and product attributes?

A) Passive consumers
B) Variety-seeking consumers
C) Static consumers
D) Habit-persistent consumers

Question 11

What type of consumers have an affinity for certain brands and make decisions based on previous purchases?

A) Habit-persistent consumers
B) Variety-seeking consumers
C) Dynamic consumers
D) Moderate consumers

Question 12

_______ brands are those that imitate the color, shape, brand name, or look of a national brand.

A) Static
B) Copycat
C) Foster
D) Inert

Question 13

A vast majority of consumers are

A) nonstationary.
B) variety-seeking.
C) habit-persistent.
D) confirmatory.

Question 14

Joe has developed a strong preference for Nike sneakers. When it comes time for him to buy a new pair he decides to buy Nike's. What type of consumer is Joe?

A) Variety-seeking
B) Near-stationary
C) Habit-persistent
D) Nonstationary

Question 15

Everyday items such as socks and plates are examples of _______ market products.

A) nonstationary
B) variety-seeking
C) near-stationary
D) habit-persistent

Question 16

_______ loyalty involves the repeated, often habitual, purchase of a brand.

A) Situational
B) Attitudinal
C) Moderate
D) Purchase

Question 17

_______ loyalty involves liking or a commitment to the brand that is often based on perceived value.

A) Moderate
B) Situational
C) Purchase
D) Attitudinal

Question 18

The _______ suggests that about 80 percent of a company's sales come from 20 percent of its customers.

A) Pareto principle
B) law of buyer moderation
C) duplication of purchases principle
D) attribution theory

Question 19

The _______ suggests that, over time, light buyers tend to become heavier and heavier buyers tend to become lighter.

A) duplication of purchases principle
B) attribution theory
C) law of buyer moderation
D) Pareto principle

Question 20

A child moves out of house, and as a result her parents purchase less soda. This is an example of the

A) attribution theory.
B) law of buyer moderation.
C) Pareto principle.
D) duplication of purchases principle.

Question 21

The _______ is the extent to which brands in a given category share their customers with other brands in that category.

A) Pareto principle
B) law of buyer moderation
C) attribution theory
D) duplication of purchases principle

Question 22

Sometimes panel data is based on _______, which is an observational research method that collects data from products purchased at a retail store's checkout counter.

A) online data
B) secondary data
C) scanner data
D) the Pareto principle

Question 23

To overcome the concept of double jeopardy, a small organization with no associated online or offline brand should launch a _______ app to have the best chance of grabbing a significant share of the market.

A) tracking
B) paid
C) free
D) framing

Question 24

The first organic product purchase that a consumer makes is called the _______ to the market.

A) trait-based approach
B) subliminal exposure
C) entry point
D) positivist approach

Question 25

Without brand _______ there is little reason to buy one brand over another.

A) duplication
B) copycats
C) differentiation
D) consensus

Question 26

In order to make sure that consumers are able to spot and recognize a brand, the brand should be

A) distinctive.
B) homogenous.
C) duplicative.
D) hedonic.

Question 27

Which type of marketing strategy uses tactics like competition, rewards, status, achievement, socialization, and learning to engage with consumers?

A) Scarcity
B) Duplication
C) Anchoring
D) Gamification

Question 28

One drawback to the differentiation strategy is that

A) it can easily be copied.
B) repeat buying does not increase.
C) it attracts very few new consumers.
D) consumers become confused.

Question 29

_______ data can help marketers better understand what consumers do and how they might differentiate a brand for consumers.

A) Cognitive
B) Behavioral
C) Emotional
D) Procedural

Question 30

If a marketing manager wants to determine how a specific gender interacts with their brand, they will _______ their target market.

A) segment
B) motivate
C) change
D) expand

Question 31

A brand _______ occurs when a deeper level of connection is forged between the self and the brand.

A) archetype
B) relationship
C) personality
D) division

Question 32

Brand _______ occurs when there is a strong emotional tie between a brand and a consumer.

A) affinity
B) love
C) addiction
D) reflection

Question 33

From a relationship standpoint, brand _______ would be the friendship phase of a relationship.

A) reflection
B) affinity
C) addiction
D) love

Question 34

Brand _______ occurs when there is a passionate emotional attachment to a brand.

A) addiction
B) reflection
C) love
D) affinity

Question 35

Brand _______ occurs when there is a mental and behavioral preoccupation with a brand.

A) love
B) affinity
C) reflection
D) addiction

Question 36

Mrs. Hammond teaches high-school biology. To increase student engagement, she splits her class into teams and tells the students they will be excused from that evenings homework if their team correctly answer more questions than the other team. This is an example of

A) gamification.
B) distinction
C) reactance.
D) compliance.

Question 37

Researchers who focus on _______ examine what consumers do by looking at purchase data, observing how consumers interact with a product, and analyzing consumer panel data.

A) double jeopardy
B) shopper marketing
C) purchase frequency
D) market penetration

Question 38

How can a brand help consumer's justify paying higher prices for a product that is sustainably sourced?

A) Offer detailed information on the benefits of the product and the reason for the higher price.
B) Use the storefront, marketing materials, and product packaging to make the brand seem high-end.
C) Create a buzz for the brand by keeping long lines waiting in front of the stores.
D) Provide evidence that the product is a status symbol that will be admired within their social circle.

Question 39

Brand addiction is distinguished from other addictions, such as drugs or alcohol addiction, because

A) there is less of a financial strain.
B) there is no physical risk.
C) there is no chemical dependency.
D) the urges are controllable.

Question 40

Ample evidence suggests that consumer behaviors are largely low involvement and a function of habit, dependent on what brands are familiar and

A) attract attention.
B) exclusive.
C) readily available.
D) distinct.

Question 41

_______ is a research perspective that focuses on what consumers do by examining purchase data, observing how consumers interact with a product, and analyzing consumer panel data.

A) Perceptual vigilance
B) Enculturation
C) Shopper marketing
D) Neuromarketing

Question 42

Consumers with brand love have higher levels of

A) ego involvement.
B) buyer moderation.
C) purchase loyalty.
D) divestment rituals.

Question 43

Using _______ to create finely targeted promotions makes it more likely that the promotion will resonate with individual customers.

A) reciprocity
B) the Pareto principle
C) behavioral data
D) distinctive brands

Question 44

_______ refers to a non-geographically bound community that is connected through brand admiration, with a structured set of social relations.

A) Market penetration
B) Purchase frequency
C) Brand community
D) Ego involvement

Question 45

A pastry shop wants to _______ itself from the market. As a result, they decide to only use organic ingredients and make the shop more comfortable and inviting to consumers.

A) distance
B) remove
C) differentiate
D) detach

Question 46

What is a consumer panel? How are they used? What do most types of panels have in common?

Question 47

Why is understanding purchase frequency important to marketing managers? What insights can be derived from purchase frequency data and how can those insights be used to influence brand interaction?

Question 48

Explain why it is important for marketers to understand how consumers make decisions. Describe how the habits of variety seeking consumers and habit-persistent consumers differ from one another.

Question 49

Define the two types of brand loyalty. Why is it important to distinguish between these types of brand loyalty?

Question 50

What is the Pareto principle? What suggestions would you make to a marketing manager of a brand with a very high ratio? What would you suggest if the brand is working with lower ratios?

Question 51

What are the two ways that differentiating a brand could occur? Provide three ways that a dog food brand might use those strategies to differentiate themselves from their competitors.

Question 52

What is gamification? Why do brands use gamification? How can gamification increase consumer engagement?

Question 53

You are the marketing manager for a dog food brand that is seeking to make the brand distinctive. Provide two detailed suggestions for how this can be done. Give two potential pitfalls.

Question 54

How does a brand relationship differ from purchase loyalty and attitudinal loyalty?

Question 55

Identify and describe two notable ways in which researchers have created shopping experiences to suit the needs of the millennial.

Question 56

Why is it important that brands establish learning relationships with consumers? How can this be done?

Question 57

What is double jeopardy? Why should brand managers be concerned when they are faced with double jeopardy situations? Why is this particularly troublesome for smaller companies? How can a manager of a small brand avoid the problem of double jeopardy?

Question 58

Are segmentation strategies useful? Imagine that you are the marketing manager for an aquarium. You are looking for ways to increase interaction and deepen relationships with visitors. After some research, you discover that two segments of patrons have very low levels of repeat visits and interaction while at the aquarium. The first segment consists of senior citizens, and the other consists of Latinx who speak little to no English. How would you build stronger relationships with those consumers?

Question 59

Describe the three brand relationships presented in the text. What are the pros and cons of these brand relationships? Do marketing managers have any responsibility to curb harmful brand relationships?