Deck 1: An Introduction to Consumer Behaviour

Question 1

John is the vice president of marketing for a local tour guide company. He is concerned that his customers are not recommending his company to their friends. For John,this problem is a:

A) purchase issue.
B) demographic problem.
C) prepurchase issue.
D) postpurchase issue.

Answer 1

D

Question 2

Marketers who interact with their customers on a regular basis,and not just at the time of purchase,are most likely engaged in:

A) brand loyalty.
B) psychographic segmentation.
C) market segmentation.
D) relationship marketing.

Answer 2

D

Question 3

Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays. This is an example of:

A) a company seeking to attract lost clients back to base.
B) a social networking process.
C) a loss-leading promotion campaign.
D) relationship marketing.

Answer 3

D

Question 4

A fast-food chain describes its core customer as a single male under 30 years of age with a working-class job,who reads little,likes loud music,and hangs out with friends. This is an example of:

A) subculture.
B) marketing segmentation.
C) demographics.
D) a typical male Canadian consumer of burgers.

Question 5

In the early stages of development,what was the field of consumer behaviour known as? What important understanding of the exchange process does this change in name reflect?

Question 6

The collection and analysis of extremely large data sets:

A) result in delays in the development of marketing strategies.
B) do not aid with relationship marketing.
C) are called big data.
D) have declined in recent years.

Question 7

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 is called:

A) market segmentation.
B) relationship marketing.
C) market research.
D) consumer behaviour.

Question 8

Gail decides to take a break from studying and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a/an:

A) lifestyle discussion.
B) brand competition.
C) consumption community.
D) marketplace competition.

Question 9

List the three stages of the consumption process,indicating for each stage some of the issues of concern to the consumer as well as to the marketer.

Question 10

If a product succeeds in satisfying needs and is purchased over and over again,it most likely has attained:

A) product separation.
B) brand loyalty.
C) lifestyle variation.
D) purchase conception.

Question 11

In studying consumers like Gail,a college student,marketers often find it useful to learn their interests in music or clothing,how they spend their leisure time,and even their attitudes about social issues,to be able to categorize consumers according to their lifestyles. This sort of information is called:

A) core values.
B) psychographics.
C) configurations.
D) physiognomies.

Question 12

The expanded view of the exchange that includes the issues that influence the consumer before,during,and after a purchase is called:

A) the value.
B) the strategic focus.
C) the pre-sell strategy.
D) the consumption process.

Question 13

Which of the following is NOT an example of a demographic variable?

A) age
B) geography
C) lifestyle
D) ethnicity

Question 14

Tina,a supervisor of displays for Sears Canada,knows that attractive displays can generate additional sales of particular items. From a marketer's perspective,this is:

A) a purchase issue.
B) a postpurchase issue.
C) merchandising complexity.
D) a loss leader.

Question 15

The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before,during,and after a purchase is made.

Question 16

One of the fundamental premises of the modern field of consumer behaviour is that people often buy products not for what they do,but for what they:

A) cost.
B) mean.
C) look like.
D) promise.

Question 17

Mary designed an unsuccessful advertising campaign for a medical insurance company that was targeted at 18- to 34-year-old males. The campaign only included one commercial,which featured a young man who had become crippled in a skydiving accident. While planning the campaign,Mary failed to recognize that:

A) 18- to 34-year-old males are not interested in medical insurance.
B) not all 18- to 34-year-old males share the same lifestyle.
C) television commercials are not effective for advertising medical insurance.
D) she should have also segmented based on ethnicity.

Question 18

Recently marketers have come to realize the value of relationship marketing. In marketing terms,"relationship marketing" means:

A) developing friendships with foreign governments so that American products can be sold in their countries at a fair price.
B) instituting practices that show companies' awareness of their responsibilities to the environment and society.
C) building bonds between brands and customers that will last over time.
D) using new electronic capabilities to ensure that all channel members work smoothly together, for example, in seeing that products get to retailers before retailers' inventories run out.

Question 19

In studying consumer behaviour,it is often useful to categorize people on the basis of some similarity. Descriptions such as age,gender,income,or occupation are called:

A) demographics.
B) psychographics.
C) personal profiles.
D) physiology.

Question 20

Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.

Question 21

Why would a marketer use age as a segmentation variable?

Question 22

Alan owns an independent coffee shop in a trendy urban neighbourhood. He asks you to explain "relationship marketing" and how he might implement this in his business.

Question 23

What do we mean when we say that consumer behaviour is a process?

Question 24

In the early stages of development,consumer behaviour was known as buyer behaviour. What important aspect of the exchange process does this change in name reflect?

Question 25

What is relationship marketing? How might relationship marketing be used by marketers to become "closer" to consumers?

Question 26

In which relationship type do users see the product as a part of their daily routine?

A) self-concept attachment
B) interdependence
C) nostalgic attachment
D) love

Question 27

Differentiating products by gender does not begin until the teenage years.

Question 28

Gail is studying the interests and values of a group of ten consumers for some consumer researcher. What category of information is Gail studying and what other aspects of the consumers may also be included in her study?

Question 29

When Gail investigates sex,age,and income characteristics of her friends,she is studying psychographics.

Question 30

The key issue about market segmentation is that consumers within a segment have to be psychographically the same.

Question 31

Explain the view that marketing is more than just an exchange.

Question 32

The growth of the Web has created thousands of online consumption communities. What is the biggest danger of such communities?

A) The members will receive bad information.
B) The members will feel pressure to conform to certain types of purchase behaviour.
C) The members will become frustrated in their communication efforts.
D) The members of have no sense of mission.

Question 33

What is a virtual brand community? Give an example that demonstrates the concept.

Question 34

Social class is not considered a demographic variable because it is not a directly observable aspect of the population.

Question 35

Social critics have maintained that marketing leads people to buy products they do not want and do not need. However,the failure rate of new products that are heavily marketed is reportedly as high as 80 percent. How can these two seemingly opposite views of marketing be reconciled?

A) The social critics are simply wrong. People are not influenced by marketing.
B) Consumers are highly influenced by marketing, but some products simply fail anyway.
C) Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way marketers please.
D) Products that fail are generally products that will satisfy a want, but not a need.

Question 36

Age,gender,ethnicity,income,geography,and purchase frequency are all potential segmentation variables.

Question 37

The Jones and Smiths were born in the 1960s,so they tend to share a common set of cultural experiences that they carry throughout life.

Question 38

While marketers cannot create needs,they:

A) may affect an environment in which specific needs may be activated.
B) can always sell to somebody.
C) are close to being able to create needs in the next five years.
D) control the mass media-almost the same thing.

Question 39

Popular culture is both a ________ of and an inspiration for ________.

A) market; advertisers
B) product; marketers
C) product; consumers
D) market; consumers

Question 40

Rather than try to reach everybody,a marketer today usually targets his product to specific consumers,even if he makes other people deliberately avoid it as a result.

Question 41

Saucony Canada held a contest asking consumers to send in their own photos,which will be utilized in a future advertising campaign for the company. This is an example of:

A) anticonsumption.
B) consumer-generated content
C) social marketing.
D) green marketing.

Question 42

Today each of us can communicate information across huge numbers of people. This is called:

A) B2B commerce.
B) vertical flow.
C) horizontal flow.
D) B2C commerce.

Question 43

The economics-of-information perspective says consumers are willing to pay for advertising because:

A) it is cheaper than paying for sales promotion.
B) it offers entertainment value.
C) the information provided reduces search time.
D) it reduces consumerism.

Question 44

Groups of people that unite on the Internet to share a passion for a product are known as:

A) chat rooms.
B) virtual brand communities.
C) consumer networks.
D) product organizations.

Question 45

Virtual consumption has greatly facilitated ________ activity.

A) C2C
B) B2C
C) U-commerce
D) e-tailing

Question 46

If you listed your collection of NHL rookie cards on eBay,you would be engaging in which type of commerce?

A) transactional
B) psychographic
C) B2C
D) C2C

Question 47

Consumer behaviour theorists have found that consumers only buy products and services for what the products /services do.

Question 48

The multi-player online game "League of Legends" is a good example of:

A) consumer-generated content.
B) the dark side of consumerism.
C) a virtual brand community.
D) anti-consumption.

Question 49

Describe what is meant by a "culture of participation."

Question 50

At times Pepsi and Coke have been accused of causing psychological dependence due to the levels of caffeine in their colas. This dependence is known as:

A) psychological marketing.
B) consumer addiction.
C) social marketing.
D) brand loyalty.

Question 51

Research has shown that Mexican firms are less likely to have formal codes of ethics and more likely to bribe public officials than are American or Canadian companies. This demonstrates that:

A) business practices can be unethical without being illegal.
B) social marketing is not important in Mexico.
C) cultural values and beliefs are important for determining what is considered ethical.
D) American and Canadian companies are more respectful than Mexican companies.

Question 52

Sara and Jessica text back and forth while Sara is shopping and Jessica is riding the bus to work. This is an example of:

A) a synchronous interaction.
B) an asynchronous interaction.
C) utilitarian consumption.
D) a consumption community.

Question 53

Doritos has capitalized on ________ by using video created by the market in their memorable Superbowl ads.

A) spokescharacters
B) social marketing
C) green marketing
D) consumer-generated content

Question 54

You have just told a girl you recently met about your enrolment in a consumer behaviour class,to which she replies,"I don't agree with marketers. They manipulate us through advertising by telling us we need something that we don't." What counterarguments (if any)could you give her and are there any examples you could use to be more convincing?

Question 55

Define demographics. Next,using information that you have learned from the text about the demographics of consumers,identify three marketing opportunities that match demographic trends. Justify your opportunities with specifics from your demographic appraisal.

Question 56

Billy is an avid collector of shoes. He constantly voices his opinion on blogs and product review websites of what features new shoes should have. His behaviour is consistent with the concept of:

A) file sharing.
B) database marketing.
C) interpretivism.
D) consumer-generated content.

Question 57

What are social media? Give an example.

Question 58

The growing number of smart,connected,and interactive products available to consumers today is also known as:

A) U-commerce.
B) tech toys.
C) the internet of things.
D) culture of participation.

Question 59

Global terms like kuroi kiri,la mordida,bustarella,and baksheesh refer to:

A) competition.
B) segmentation.
C) theft.
D) bribery.

Question 60

Online shopping does not create opportunities for small,specialized businesses.

Question 61

In a survey designed to measure people's willingness to pay for fair-trade coffee,researchers found that most coffee drinkers were willing to pay an average price premium of:

A) 10 percent.
B) 20 percent.
C) 30 percent.
D) 40 percent.

Question 62

What is culture jamming? Give an example.

Question 63

Business ethics essentially are rules of conduct that guide actions in the marketplace.

Question 64

Of the following pieces of legislation intended to protect the consumer,which was passed first?

A) Textile Labelling Act
B) Food and Drugs Act
C) Motor Vehicle Safety Act
D) Hazardous Products Act
E) National Trademark and True Labelling Act

Question 65

Canada is one of the "cleanest" countries in the world when it comes to issues like bribery or giving "gifts" in exchange for getting business from suppliers.

Question 66

Frog Box is a Canadian company that offers consumers reusable moving boxes and donates a percentage of its revenue to frog habitat restoration. Discuss the two main marketing processes that are being used by this company.

Question 67

What is CSR? Give an example.

Question 68

Firms that are interested in voluntarily protecting or enhancing their positive social and environmental impacts are engaged in:

A) relationship marketing.
B) transformative consumer research.
C) green marketing.
D) corporate social responsibility.

Question 69

Distinguish between green marketing and social marketing.

Question 70

What is Transformative Consumer Research? Give an example.

Question 71

Ella feels that her little brother has a psychological dependence on playing video games. She feels that he has become obsessed with the games and that playing the games interferes with other aspects of his life. Using terminology from the textbook,how would you characterize his behaviour?

Question 72

A low tar claim in an advertisement for Brand X cigarettes proved to be misleading. Which Act was violated and in what way?

Question 73

To reduce waste associated with their Downy fabric softener,Procter & Gamble introduced refillable containers. This is an example of:

A) green marketing.
B) ethical marketing.
C) culture jamming.
D) anticonsumption.

Question 74

Although research has shown that consumers think better of products made by firms they feel are behaving ethically,many "ethical" companies encounter difficulties selling their products. What is a good a reason for this?

A) Ethical companies do not make good-quality products.
B) Products made by ethical companies are hard to find for consumers.
C) Sometimes consumers' buying behaviour is not consistent with their positive attitudes about ethical products.
D) Consumers lie on surveys about ethical companies to appear like they care.

Question 75

Which Act is designed to protect consumers against purchasing food,cosmetics,or drugs that are deceptive or misleading,or that may pose a risk to health?

A) Food and Drugs Act
B) Consumer Packaging and Labelling Act
C) Hazardous Products Act
D) National Trademark and True Labelling Act

Question 76

Many firms choose to protect or enhance the natural environment as they go about their business activities. This is called "corporate giving."

Question 77

Keith went into a store to return a shirt. The owner of the store replied that she needed Keith's address and phone number to refund his money. After providing his information,Keith asked why the information was needed,but the owner of the store would not tell him. The owner's actions are in direct violation of the Competition Act.

Question 78

Jackson,the marketing manager for a large food manufacturing plant,recently met with his boss because he was concerned that his company was violating the Food and Drugs Act of 1953 and the Competition Act of 1986. Based on this information,what was the problem that Jackson was concerned about?

A) The company had not taken any quality-control measures when producing its products.
B) The company was advertising one of its unhealthy products as being healthy.
C) The company would not reveal what information it was collecting from its customers.
D) Its products were unsafe to consume and could cause harm to people.

Question 79

The fact that bribery in business is acceptable in some countries but not in others demonstrates that:

A) ethics are relative to the situation in which business persons find themselves.
B) cultural jamming has been successfully practised in some countries.
C) ethics are incompatible with social marketing.
D) practices can be unethical without being illegal.

Question 80

If Maple Leaf Foods of Toronto were to donate a certain percentage of its annual profits to adult literacy,they would be engaged in:

A) lifestyle segmentation.
B) irresponsible practices.
C) corporate giving.
D) database marketing.