Deck 1: Consumer Behavior: Meeting Changes and Challenges

Question 1

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 deliver the desired satisfactions better than the competition in order to be successful
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

Answer 1

B

Question 2

When Bill orders five movie tickets online for himself and his friends for a Friday night showing of the latest action thriller,he is acting as a(n)

A) organizational consumer
B) team consumer
C) non-profit consumer
D) market consumer
E) personal consumer

Answer 2

E

Question 3

Companies that "put the consumer first" in their business thinking and planning are exhibiting a ________.

A) production orientation
B) selling orientation
C) marketing orientation
D) segmenting orientation
E) product orientation

Answer 3

C

Question 4

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

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

Question 5

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

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

Question 6

The ________ orientation 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 7

A personal consumer buys goods for ________.

A) his or her own use
B) consumption by coworkers
C) his or her business
D) his or her school
E) a government agency

Question 8

The production orientation 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

Question 9

The term "consumer behavior" describes two different kinds of consumers: ________ and ________ consumers.

A) non-profit; government
B) non-profit; for profit
C) personal; organizational
D) government; private
E) organizational; private

Question 10

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 11

The production orientation focuses on profit through ________,while the marketing concept focuses on profits based on ________.

A) product innovation; aggressive advertising
B) cost control; customer satisfaction
C) customer satisfaction; product innovation
D) customer satisfaction; aggressive advertising
E) product innovation; sales volume

Question 12

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 13

The behavior that consumers display in searching for,purchasing,using,evaluating,and disposing of products and services that they expect will satisfy their needs is known as ________.

A) the production orientation
B) consumer behavior
C) narrowcasting
D) positioning
E) the marketing mix

Question 14

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 orientation
C) not-for-profit orientation
D) sales orientation
E) market orientation

Question 15

________ is one of the most pervasive of all types of consumer behavior because we all act as personal consumers.

A) End-use consumption
B) Organizational consumption
C) Societal consumption
D) Philanthropic consumption
E) Institutional consumption

Question 16

Carol is in charge of purchasing at Mercy Hospital.When she puts in an order for towels for the hospital,she is acting as a(n)________.

A) private consumer
B) organizational consumer
C) individual consumer
D) public consumer
E) personal consumer

Question 17

The focus of the ________ is for marketers to know consumers' current needs,and to secure,as accurately as possible,a picture of their likely future needs.

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

Question 18

When George buys roses for his girlfriend for Valentine's Day,he is acting as a(n)________.

A) non-profit consumer
B) personal consumer
C) public consumer
D) organizational consumer
E) team consumer

Question 19

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

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

Question 20

To respond to consumers' growing interest in products and services that were more unique and would better satisfy their individual or specific needs and preferences,companies adopted the ________.

A) production orientation
B) marketing orientation
C) sales orientation
D) product orientation
E) targeting orientation

Question 21

The 4 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 22

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) market targeting
D) the selling orientation
E) the product concept

Question 23

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 24

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 25

When Jenny is checking out at the grocery store,she frequently picks up a 20-oz bottle of soda at one of the coolers by the register.She doesn't have a strong preference for Coke or Pepsi,and will just buy whichever happens to be closest.In this instance,Jenny is best described as a(n)________.

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

Question 26

________ 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 27

When advertising to teens,Matt's Mobile Services focuses its messaging on the importance of staying connected with friends 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

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

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

Question 29

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 30

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 31

"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 32

Lexus claims to deliver its buyers quality,zero defects in manufacturing,and superior and personal post-purchase service.This is an example of ________.

A) market segmentation
B) a value proposition
C) a customer satisfaction guarantee
D) a corporate futuristic vision
E) market targeting

Question 33

In the sales orientation,which of the four elements of the marketing mix is most heavily emphasized?

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

Question 34

In the production concept business model,which of the four elements of the marketing mix is most heavily emphasized?

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

Question 35

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

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

Question 36

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

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

Question 37

Which of the following is NOT one of the four drivers of successful relationships between marketers and consumers?

A) customer satisfaction
B) customer trust
C) customer selectivity
D) customer retention
E) customer value

Question 38

________ 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 39

Successful product positioning centers around two key principles: developing a unique selling proposition,and communicating the ________.

A) price
B) features and options
C) benefits the product provides
D) warranty details
E) store locations

Question 40

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

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

Question 41

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 42

Once or twice a year,when Estee Lauder runs a particularly good promotion,Candace buys some new make-up.She typically only spends the minimum required to qualify for the promotion.On the customer profitability pyramid,Candace is most likely to fall into the ________ tier.

A) gold
B) lead
C) silver
D) iron
E) platinum

Question 43

Which of the following consumers is likely to receive the most attention and customer support from the manufacturer,retailer,or service provider in question?

A) Diane is an avid reader and buys most of her books on Amazon.com. Frequently, when she receives emails from Amazon suggesting new books she might like, she visits the site and makes a purchase.
B) Bill is an avid bargain shopper when it comes to travel. He has frequent flier cards with five different airlines and spends a lot of time shopping around for discounted airfare.
C) Sarah works out with a personal trainer, but has a very irregular and unpredictable work schedule. She frequently has to cancel her training sessions when last minute conflicts arise at work.
D) Nicole drives an old Honda and takes it to the local Jiffy Lube for oil changes. She always buys the least expensive oil change package and declines the technicians' repeated offers to replace her windshield wipers and flush out her coolant system.
E) David has a Visa card that he uses to pay for gas and groceries. He spends very little on his card and pays the balance off in full each month.

Question 44

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 45

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 46

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 47

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 use "intelligent agents" to 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 48

The societal marketing concept calls on 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 49

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 50

A ________ strategy is designed to make it in the best interest of customers to stay with a company rather than switch to another company.

A) customer retention
B) narrowcasting
C) market segmentation
D) market targeting
E) positioning

Question 51

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) reducing their advertising expenditures on the major networks and investing their advertising dollars in newer media, such as the web
E) blocking out any mention of brand names during regular programming

Question 52

Small reductions in customer defections produce significant increases in profits for all of the following reasons EXCEPT ________.

A) loyal customers buy more products
B) loyal customers pay less attention to competitors' advertising
C) loyal customers are more price sensitive
D) loyal customers spread positive word-of-mouth and refer other customers
E) it is more expensive to secure new customers than to keep existing ones

Question 53

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 54

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 55

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 56

________ is the foundation for maintaining a long standing relationship with customers,and it helps to increase the chances that customers will remain loyal.

A) Trust
B) Positioning
C) Targeting
D) Segmentation
E) Societal marketing

Question 57

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 58

Of the various information sources available to consumers,________ is/are by far the most trusted and perceived as the most credible.

A) word of mouth
B) corporate websites
C) online banner ads
D) television ads
E) ratings by establishments such as Consumer Reports

Question 59

Gloria always uses Tide laundry detergent and stocks up whenever she sees a sale.As a result,she rarely pays full price for detergent.On the customer profitability pyramid,Gloria is most likely to fall into the ________ tier.

A) gold
B) lead
C) silver
D) iron
E) platinum

Question 60

Pete ate at a local tex-mex chain last weekend and received such poor service that he swore he would never go back.The following Monday,when his coworkers asked about his weekend,Pete told them about the bungled,dissatisfactory service he received,and even exaggerated the lousy experience he had.In this situation,Pete is best described as a(n)________.

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

Question 61

The production orientation makes sense in developing countries where the main objective is to make products available to the maximum number of consumers at the lowest prices.

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,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 63

AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights.Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing.This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase.Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class.
In the AIRLINE MINI CASE,when Transatlantic upgrades the seat assignment of especially loyal customers,the airline is attempting to increase ________.

A) net revenue
B) production capacity
C) customer satisfaction
D) social responsibility
E) profit margins

Question 64

RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but, due to space and budgetary constraints, he recognizes that he will not be able to offer the same variety and selection of products as does the local athletic mega-store, so he has decided to focus specifically on runners.He stocks shoes and related gear for runners, and maintains a staff that is knowledgeable and enthusiastic about running.Ryan's advertising campaign emphasizes his store's high standard of customer service and selection of products specifically tailored to meet the needs of the runner.
In the RYAN'S RUNNERS MINI CASE,which of the four elements of the marketing mix does Ryan use to differentiate his store in the marketplace?

A) place
B) positioning
C) promotion
D) price
E) product/service

Question 65

The sales orientation focuses on selling products that the target market demands.

Question 66

Consumer behavior includes the behavior that consumers display in searching,purchasing,evaluating and disposal of products and services.

Question 67

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 element of the marketing mix was central to General Motors' business model?

A) public relations
B) product
C) price
D) placement
E) production

Question 68

AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights.Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing.This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase.Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class.
In the AIRLINE MINI CASE,Transatlantic Airlines advertises "a first class experience for every passenger." This is Transatlantic's ________.

A) market segmentation
B) market target
C) product position
D) code of ethics
E) value proposition

Question 69

The production orientation assumes that consumers are mostly interested in product availability at low prices.

Question 70

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,by offering a variety of cars to choose from,General Motors was able to differentiate itself from Ford by demonstrating to consumers that it could offer ________.

A) organizational buying power
B) compelling consumer research
C) an effective marketing mix
D) a unique selling proposition
E) significantly lower prices

Question 71

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 orientation
B) marketing orientation
C) societal marketing orientation
D) product orientation
E) selling orientation

Question 72

RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but, due to space and budgetary constraints, he recognizes that he will not be able to offer the same variety and selection of products as does the local athletic mega-store, so he has decided to focus specifically on runners.He stocks shoes and related gear for runners, and maintains a staff that is knowledgeable and enthusiastic about running.Ryan's advertising campaign emphasizes his store's high standard of customer service and selection of products specifically tailored to meet the needs of the runner.
In the RYAN'S RUNNERS MINI CASE,by portraying his store as a one-stop-shop for all your running needs,Ryan 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 73

AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights.Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing.This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase.Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class.
In the AIRLINE MINI CASE,Transatlantic uses information gathered from consumer searches on its website to better understand the behavior of its consumers.This kind of data collection and analysis is an example of ________.

A) consumer research
B) building customer trust
C) broadcasting
D) organizational consumption
E) customer value

Question 74

RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but, due to space and budgetary constraints, he recognizes that he will not be able to offer the same variety and selection of products as does the local athletic mega-store, so he has decided to focus specifically on runners.He stocks shoes and related gear for runners, and maintains a staff that is knowledgeable and enthusiastic about running.Ryan's advertising campaign emphasizes his store's high standard of customer service and selection of products specifically tailored to meet the needs of the runner.
In the RYAN'S RUNNERS MINI CASE,the process of dividing the athletic market into different subsets of shoe consumers,such as runners,basketball players,and golfers,is known as ________.

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

Question 75

AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights.Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing.This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase.Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class.
In the AIRLINE MINI CASE,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 76

RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but, due to space and budgetary constraints, he recognizes that he will not be able to offer the same variety and selection of products as does the local athletic mega-store, so he has decided to focus specifically on runners.He stocks shoes and related gear for runners, and maintains a staff that is knowledgeable and enthusiastic about running.Ryan's advertising campaign emphasizes his store's high standard of customer service and selection of products specifically tailored to meet the needs of the runner.
In the RYAN'S RUNNERS MINI CASE,which of the following is most likely to represent the unique selling proposition at Ryan's Runners?

A) Ryan's Runners offers the widest selection of athletic shoes in town.
B) Ryan's Runners is the price leader in running gear.
C) At Ryan's Runners, runners can find high quality products and get recommendations from employees who share their passion for running.
D) Ryan's Runners is a place where all athletes can find all the equipment they need for the sport of their interest.
E) All of the above.

Question 77

The term consumer behavior describes only the behavior of those who purchase goods and services for their own use.

Question 78

AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights.Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing.This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase.Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class.
In the AIRLINE MINI CASE,by tracking flight searches and developing services to better meet customers' unfulfilled needs,Transatlantic adheres to the ________.

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

Question 79

Organizational consumers include both for profit and non-profit organization.

Question 80

RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but, due to space and budgetary constraints, he recognizes that he will not be able to offer the same variety and selection of products as does the local athletic mega-store, so he has decided to focus specifically on runners.He stocks shoes and related gear for runners, and maintains a staff that is knowledgeable and enthusiastic about running.Ryan's advertising campaign emphasizes his store's high standard of customer service and selection of products specifically tailored to meet the needs of the runner.
In the RYAN'S RUNNERS MINI CASE,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