Question 1

Distinguish between green marketing and social marketing. Use an example for each.

Accepted Answer

Green marketing is when firms choose to protect or enhance the natural environment within their business activities, such as when Proctor and Gamble introduced refillable containers for Downy Fabric Softener. Social marketing refers to using marketing techniques to encourage positive behaviours or discourage negative behaviours, such as drunk driving. Although there are examples in the text, the student should be able to bring in other examples from outside the book as there are many.

Question 2

The fundamental set of assumptions which researchers make about what they are studying and how to go about studying it is termed:

Accepted Answer

A)   research vision
B)   a decision tree
C)   entomology
D)   information processing
E)   a paradigm E

Question 3

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

Accepted Answer

A) True 
 B)False  True

Question 4

Compulsive consumption is much like impulse buying because the shopper focuses on the process of buying, rather than on the purchases themselves.

Accepted Answer

A) True 
 B)False

Question 5

Matty loves to use her shower gel when she showers each morning. Her relationship with this product is:

Accepted Answer

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

Question 6

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

Accepted Answer

A)   Database Marketing
B)   Consumer- Generated Content
C)   File Sharing
D)   Interpretivism
E)   Relationship Marketing

Question 7

To reduce waste associated with their Downey Fabric Softener, Proctor & Gamble introduced refillable containers. This is an example of:

Accepted Answer

A)   culture jamming
B)   green marketing
C)   social marketing
D)   ethical marketing
E)   anticonsumption

Question 8

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

Accepted Answer

A)   demographics
B)   psychographics
C)   core values
D)   configurations
E)   physiognomies

Question 9

Age, Gender, Ethnicity, Income, and Geography, and Purchase Frequency are all potential segmentation variables.

Accepted Answer

A) True 
 B)False

Question 10

People choose brands that have a personality consistent with their underlying needs.

Accepted Answer

A) True 
 B)False

Question 11

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 friends of theirs. For John, this problem is a:

Accepted Answer

A)   prepurchase issue
B)   postpurchase issue
C)   market segmentation problem
D)   role theory problem
E)   purchase issue

Question 12

The best way to think of an "exchange" is when a consumer gives a company money for a product or service.

Accepted Answer

A) True 
 B)False

Question 13

While marketers cannot create needs, they:

Accepted Answer

A)   can imply that products have magical properties which will transform lives
B)   may affect an environment in which specific needs may be activated
C)   control the mass media-almost the same thing
D)   are close to being able to create needs in the next five years
E)   can always sell to somebody

Question 14

We generally use the term "paradigm" to refer to the fundamental assumptions researchers make about what they are studying and how to go about studying it.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)   C2C
B)   B2C
C)   database
D)   B2B
E)   market adaptation

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Research has shown that heavy Web users are less likely to spend time with friends and family, but they report far more offline contact with family members than nonusers. How should this be interpreted by marketers?

Accepted Answer

A)   The findings emphasize the need for smaller companies to go global on the Web
B)   There is probably a third factor involved, such as personality, which increases the interactions among family of some heavy Web users but decreases the interaction among others
C)   Respondents in marketing research many times misrepresent the truth about sensitive items
D)   Heavy Web users are an ideal market segment for purchases of family- oriented products, such as board games
E)   Respondents are not sure what Web use is, therefore they are answering in ways that misrepresent their actual behaviour.

Question 18

If you were preparing a list of variables to use for research on market segmentation, one variable could be Quebec.

Accepted Answer

A) True 
 B)False

Question 19

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.

Accepted Answer

The answer of Define demographics. Next, using information that you...

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 1: Buying, Having, and Being: an Introduction to Consumer Behavior

Distinguish between green marketing and social marketing. Use an example for each.

The fundamental set of assumptions which researchers make about what they are studying and how to go about studying it is termed:

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

Compulsive consumption is much like impulse buying because the shopper focuses on the process of buying, rather than on the purchases themselves.

Matty loves to use her shower gel when she showers each morning. Her relationship with this product is:

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

To reduce waste associated with their Downey Fabric Softener, Proctor & Gamble introduced refillable containers. This is an example of:

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

Age, Gender, Ethnicity, Income, and Geography, and Purchase Frequency are all potential segmentation variables.

People choose brands that have a personality consistent with their underlying needs.

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 friends of theirs. For John, this problem is a:

The best way to think of an "exchange" is when a consumer gives a company money for a product or service.

While marketers cannot create needs, they:

We generally use the term "paradigm" to refer to the fundamental assumptions researchers make about what they are studying and how to go about studying it.

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

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

Research has shown that heavy Web users are less likely to spend time with friends and family, but they report far more offline contact with family members than nonusers. How should this be interpreted by marketers?

If you were preparing a list of variables to use for research on market segmentation, one variable could be Quebec.

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.

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