Deck 1: Buying, Having, and Being

Question 1

A marketer who segments a population by age and gender is using ________ to categorise consumers.

A)demographics
B)psychographics
C)roles
D)lifestyle

Answer 1

demographics

Question 2

Social media platforms enable ________ culture.

A)exclusionary
B)dictatorial
C)participatory
D)repressed

Answer 2

participatory

Question 3

People who belong to the same social class are most likely to have which of the following in common?

A)Income level
B)Personality
C)Ethnicity
D)Family structure

Answer 3

A

Question 4

Sherif visits a new diner in his town.He receives poor service, and his food does not taste fresh.When he gets home, he leaves an honest review of the restaurant online.Another user, Jemma, reads his review and decides she will not visit the dinner.Sherif and Jemma are engaging in a ________.

A)market segmentation
B)B2C e-commerce market
C)virtual brand community
D)social commerce market

Question 5

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 6

Arnold needs to raise money quickly for his very ill grandmother.His friend Paul suggests that he create a GoFundMe page that describes his grandmother's condition, so that many people can see it and share it with others.What is Paul recommending to Paul?

A)crowdsourcing
B)location-based services
C)exchange value
D)B2C e-commerce

Question 7

The term ________ refers to an environment in which an individual can dictate to a company the type of products he or she wants and how, when and where he or she wants to learn about them.

A)database market
B)consumerspace
C)social market
D)consumption community

Question 8

A consumer with a(n) ________ attachment to a product uses the product as part of his or her daily routine.

A)nostalgic
B)interdependent
C)psychographic
D)positivist

Question 9

In an online ________, members share opinions and recommendations about products.

A)market segment
B)consumption community
C)marketing database
D)culture jam

Question 10

A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.

A)asynchronous interactions
B)market segmentation strategies
C)the 80/20 strategy
D)economies of information

Question 11

A soft drink company decided to produce a cola drink with more caffeine than usual in the hope of preventing current teen and early-twenties customers from shifting to coffee and tea drinks after graduating from university.The company test-marketed this new product at a Melbourne university.The company has segmented the market based on [Blank.]

A)psychographics
B)lifestyle
C)demographics
D)usage rates

Question 12

The sociological perspective of ________ takes the view that much of consumer behaviour resembles actions in a play.

A)role theory
B)pastiche
C)interpretivism
D)psychographics

Question 13

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 behaviour
D)Marketing research

Question 14

Joining an online marketplace in order to buy and sell new and used products with people in one's community is an example of

A)crowdsourcing
B)C2C e-commerce
C)exchange value
D)B2C e-commerce

Question 15

Which of the following marketing philosophies emphasises interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time?

A)Differentiated marketing
B)Global marketing
C)Social marketing
D)Relationship marketing

Question 16

Sarah uses an app on her phone to find the nearest coffee shop and then, once she is there, sends her friend a link of precisely where she is so that the friend can meet her.Sarah is making use of

A)fast-moving consumer goods
B)location-based services
C)market segmentation
D)crowdsourcing

Question 17

Which of the following is an example of C2C e-commerce?

A)RFID tags
B)Virtual brand communities
C)Database marketing
D)Green marketing

Question 18

A digital native is someone who ________.

A)grew up in a 'wired' and highly networked world
B)is a heavy user of alternate reality games (ARGs)
C)participates in database marketing
D)belongs to a consumption community

Question 19

Web 3.0 is also known as ________.

A)social commerce market
B)the semantic web
C)social media
D)consumerspace

Question 20

A consumer researcher who examines consumers' lifestyles and personalities is studying ________.

A)demographics
B)psychographics
C)social class
D)usage rates

Question 21

Evan does business in South America.He has mastered Spanish and many cultural norms, but he still has problems with cultural differences in ethics.Many of the regulatory officials Evan must deal with expect bribes.Evan solves this problem by bringing with him a number of moderately priced watches.When an official admires his watch, Evan offers it to him or her as a gift.Later he puts a new watch on his wrist.Evan's situation demonstrates that ________.

A)different cultures define ethical business behaviours differently
B)laws regulating business have become uniform because of the demands of a global economy
C)a small lapse of ethics is acceptable
D)universal values are the basis of business ethics

Question 22

Ikea began a new campaign to sell outdoor furniture.In emphasising how outdoor furniture has been used over the decades in movies and books, by celebrities, and as essential ingredients for home entertainment, the campaign is drawing upon popular culture.

Question 23

Which of the following social science fields would most likely be associated with macro consumer behaviour?

A)Experimental psychology
B)Clinical psychology
C)Human ecology
D)Cultural anthropology

Question 24

Which of the following consumer behaviour issues discussed in the chapter would be most accurately classified as a micro consumer behaviour topic?

A)How marketing campaigns have influenced popular culture
B)How individual consumers perceive advertisements
C)How consumers in different geographic regions respond differently to marketing campaigns
D)How the growth of C2C e-commerce has affected marketing strategies

Question 25

Since consumer behaviour is now examined as an entire consumption process that includes pre-consumption and post-consumption issues, exchange theory is no longer relevant to the study of consumer behaviour.

Question 26

Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design.When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong.Which of the following types of relationships with a product best explains the reason for Lucy's purchase of the dragon bowl?

A)Self-concept attachment
B)Nostalgic attachment
C)Interdependence
D)Cohort attachment

Question 27

Of the following, a proponent of ________ would be most likely to argue that our society emphasises science and technology too much.

A)consumerism
B)positivism
C)modernism
D)interpretivism

Question 28

When a transaction occurs between two or more organisations or people who give and receive something of value, an exchange has taken place.

Question 29

The goals of helping people and bringing about social change are the focus of ________.

A)relationship marketing
B)social media
C)transformative consumer research
D)open data partnerships

Question 30

According to the definition of consumer behaviour, how a consumer disposes of an idea and accepts another is NOT part of consumer behaviour.

Question 31

A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science.

A)fundamentalism
B)interpretivism
C)positivism
D)postmodernism

Question 32

A paradigm is a belief that guides an understanding of the world.

Question 33

A student of postmodernism is most likely to believe that the world in which we live is a(n) ________ or a mixture of images.

A)alternate reality
B)pragmatic
C)consumerspace
D)pastiche

Question 34

Researchers who argue that the field of consumer behaviour should not be a 'handmaiden to business' believe that consumer behaviour research should ________.

A)have a market-oriented focus
B)aim to apply knowledge to increasing profits
C)focus on understanding consumption for its own sake
D)be judged in terms of its ability to improve marketing practices

Question 35

George says that he sees everything as 'black or white-no in between'.George would most accurately be characterised as a(n) ________.

A)positivist
B)collectivist
C)interpretivist
D)consumerist

Question 36

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her school formal.The stores were crowded, and none of her favourite shops carried a dress that she liked in her size.After spending hours at the shopping centre, Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right.This decision took place in the ________ stage of Jenny's consumption process.

A)pre-consumption
B)consumption
C)post-consumption
D)influence

Question 37

Which of the following social science fields would most likely be associated with micro consumer behaviour?

A)Experimental psychology
B)Social psychology
C)Demographics
D)Cultural anthropology

Question 38

The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm.

A)positivist
B)pragmatic
C)interpretivist
D)consumerist

Question 39

Professor Franklin had a time machine and travelled back to 1975.He told a 1975 marketing class that in the future it would become popular among high school and university students to put holes through various parts of their anatomy and to attach metal plugs and ornaments through those holes.The students laughed at Professor Franklin and said they couldn't imagine that anyone would do that to his or her own body.What aspect of consumer behaviour did the students not understand?

A)They didn't understand the impact of popular culture in influencing consumers.
B)They didn't understand that lifestyle issues are more important than social class issues.
C)They didn't understand the meaning of consumption.
D)They didn't understand the importance of culture jamming.

Question 40

Another term for positivism is ________.

A)interpretivism
B)pluralism
C)modernism
D)postmodernism

Question 41

In recent years, the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce.

Question 42

Different issues for marketers and consumers arise in the consumption process.Identify questions that might be asked from the consumer's perspective and from the marketer's perspective in the pre-consumption and consumptions stages of the consumption process.

Question 43

On-demand, hyper-local delivery is a service that is offered to target those in the pre-consumption stage of the consumption process.

Question 44

A common way to segment consumers is to identify which consumers are heavy users of a given product.

Question 45

The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant.

Question 46

A market researcher who analyses a population of consumers using the variable of marital status is segmenting the population by the demographic category of family structure.

Question 47

Global consumer culture and popular culture are interchangeable terms.

Question 48

Demographics refer to aspects of a person's lifestyle and personality.

Question 49

Demographics are statistics that measure observable aspects of a population.

Question 50

Briefly explain how marketers play a significant role in our view of the world and how we live in it.Give a specific example.

Question 51

Consumers and the items they consume can take many forms.Give examples of three different types of consumers and three different types of items they could consume, including products, services and ideas.

Question 52

According to the different categories of relationships that people may have with products, nostalgic attachment occurs if the product is part of the user's daily routine.

Question 53

Psychographic information is not considered to be demographic data because this type of information is not directly observable.

Question 54

Regularly sending text messages rather than communicating by voice is characteristic of a digital native.

Question 55

Explain the concept of the 80/20 rule and why it is important to marketers.

Question 56

A prosumer is a passive consumer who does not engage in product design and manufacturing.

Question 57

The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a 'uniform.' For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats.

Question 58

List and briefly characterise four types of relationships a person might have with a product.Be specific.

Question 59

Popular culture is both a product of marketing and an inspiration for marketing.

Question 60

Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.

Question 61

Compare and contrast the paradigms of positivism and interpretivism.Be specific in your comments and explanations.

Question 62

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 63

A critic says that marketing encourages women to hate their own bodies by showing them models who are impossibly thin.Compare how a typical consumer behaviour researcher and a transformative consumer researcher might differ in their approaches to investigating this criticism.Be specific in your statements.

Question 64

Describe a virtual brand community.Create an example that demonstrates the concept.

Question 65

Discuss the positive and negative consequences of today's culture of participation as enabled by social media platforms.

Question 66

What is relationship marketing? Why is it so widely practiced by today's marketers?

Question 67

What is database marketing? Why is it so widely used by today's marketers?

Question 68

One beer distributor identified a marketing segment as the 'campus guzzlers,' which the beer distributor described to its parent company as university students who study during the week but guzzle on the weekend.Explain what could be used to identify this segment and why.

Question 69

Explain the difference between a need and a desire, giving an example of each.