Deck 1: What Is CB and Why Should I Care

Question 1

The basic consumption process involves a consumer assessing the costs and benefits associated with a choice.

Answer 1

True

Question 2

Anthropology focuses on the thoughts, feelings and behaviors that people have as they interact with other people.

Answer 2

False
Social psychology focuses on the thoughts, feelings and behaviors that people have as they interact with other people.

Question 3

An understanding of consumer behavior can mean better business for companies, better public policy for governments, and a better life for individuals.

Answer 3

True

Question 4

The subdisciplines of psychology that are highly relevant to consumer behavior are social psychology and experimental psychology.

Question 5

The basic consumption process begins with the consumer recognizing that he or she wants something new.

Question 6

Marketing activities include the production, promotion, pricing, and distribution of goods, services, ideas, and experiences that provide value for consumers and other stakeholders.

Question 7

Consumer behavior is the set of value-seeking activities that take place as people go about addressing realized needs.

Question 8

Consumer behavior represents the process by which goods, services, or ideas are used and transformed into value.

Question 9

Costs involve more that just the price of the product.

Question 10

Marketing's roots in economics are evident in the production and distribution of goods.

Question 11

Consumer behavior has family roots in other disciplines such as economics, anthropology, and psychology.

Question 12

Benefits are the only result of consumption.

Question 13

Consumer behavior, as a field of study, is a very young field.

Question 14

The final step in the consumption process is satisfaction.

Question 15

Consumer behavior can be thought of as the actions, reactions and consequences that take place as the consumer goes through a decision making process, reaches a decision and then uses the product.

Question 16

Consumer behavior focuses primarily on the study of groups of people within a society.

Question 17

Psychology is the study of human reactions to their environment.

Question 18

Cognitive psychology is helpful in understanding how consumers process information from marketing communications such as advertisements.

Question 19

While consumer behavior refers to human thought and action, it is not considered a field of study.

Question 20

An exchange is the acting out of a decision to give something up in return for something of equal value.

Question 21

Niche marketers specialize in serving one market segment.

Question 22

The motivational research era in consumer research proved to be very useful in providing satisfying explanations for consumer behavior on a large scale.

Question 23

The roots of interpretive consumer research go back over 150 years to the earliest days of consumer research.

Question 24

A market orientation means innovation is geared primarily toward making the production process as efficient and economic as possible.

Question 25

Data generated from qualitative research are considered "researcher-dependent."

Question 26

A market-oriented firm stresses the importance of creating value for customers among all employees.

Question 27

Interpretive research seeks to explain the inner meanings and motivations associated with specific consumption experiences.

Question 28

Differentiated marketing can be taken to the extreme with a practice known as one-to-one marketing.

Question 29

One theory explaining why companies succeed or fail is attribution theory.

Question 30

Two common interpretative orientations are psychology and sociology.

Question 31

Anthropology has contributed to consumer behavior research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate.

Question 32

Relationship marketing is based on the belief that firm performance is enhanced through repeat business.

Question 33

There are several approaches to studying consumer behavior, but most researchers agree that the interpretive approach is the best.

Question 34

A highly competitive marketplace in which consumers have many alternatives is more likely to result in better customer service than a marketplace with little competition.

Question 35

Undifferentiated marketers generally adopt a market orientation.

Question 36

Benefits are the physical parts of a product.

Question 37

A product is a potentially valuable bundle of benefits.

Question 38

Interaction points refer to direct contacts between the firm and a customer.

Question 39

Quantitative research tools include things such as cases analyses, clinical interviews, focus group interviews and other tools in which data are gathered in a relatively unstructured way.

Question 40

Undifferentiated marketing means that the same basic product is offered to all customers.

Question 41

An ethnographic approach to studying consumers often involves analyzing the artifacts associated with consumption.

Question 42

Companies must deal only with geographical distances when operating in different countries.

Question 43

Renee is going to a formal dance next month and goes shopping for a full-length gown. The gown is an example of a(n) _____ in the basic consumption process.

A) need
B) want
C) reaction
D) outcome
E) satisfier

Question 44

The phenomenological researcher relies on highly-structured, formal interviews with consumers.

Question 45

_____ can be thought of as negative results of consumption.

A) Wants
B) Reactions
C) Costs
D) Benefits
E) Consequences

Question 46

Dana and John are expecting their first child and are purchasing furniture for the nursery. They are searching the Internet, reading parents' magazines and paying attention to the advertisements, and visiting many stores because they want to purchase the best quality furniture that fits their budget. The effort they are expending to ensure they make the right decision can be described as a _____ associated with the consumption process.

A) cost
B) reaction
C) value outcome
D) benefit
E) satisfier

Question 47

Qualitative research better enables researchers to test hypotheses as compared to quantitative research.

Question 48

The Internet has made geographical distance almost a non-issue.

Question 49

What is the last step in the basic consumption process?

A) exchange
B) value
C) reaction
D) want
E) costs and benefits

Question 50

One demographic trend shaping consumer behavior is the decreasing birth rates in the U.S. and Europe.

Question 51

The first step in the basic consumption process is _____.

A) cost and benefit analysis
B) reaction
C) value assessment
D) want specification
E) need realization

Question 52

The acting out of a decision to give something up in return for something of greater value is known as _____.

A) exchange
B) marketing
C) consumption
D) consumer behavior
E) benefitizing

Question 53

A researcher measuring consumers' attitudes toward different brands on a scale ranging from 1 (very negative) to 5 (very positive) is using qualitative research.

Question 54

Interpretation of quantitative research data is a function of the researcher's opinion.

Question 55

Customers pay money for products they believe will satisfy their needs and wants. This transfer of money for goods or services is best described as _____.

A) benefit gratification
B) consumption
C) transformational marketing
D) exchange
E) consumer behavior

Question 56

One demographic trend impacting marketers is that households increasingly include two primary income providers.

Question 57

Trends shaping the value received by consumers include internationalization, technological changes, changing communications, changing demographics, and the changing economy.

Question 58

Positive outcomes of consumption are referred to as _____.

A) costs
B) consequences
C) benefits
D) enhancers
E) satisfiers

Question 59

From which two perspectives can consumer behavior be defined?

A) primary and secondary
B) human thought and behavior and as a field of study
C) social and psychological
D) as an input and as an outcome
E) based on needs or based on wants

Question 60

A market researcher focuses on the psychological process, including thoughts, feelings, and behavior that people experience once they realize they have an unmet need. The human behavior that makes up the set of value-seeking activities that the researcher is examining is best described as _____.

A) marketing
B) consumer behavior
C) cognitive psychology
D) social interaction
E) consumption

Question 61

The Ritz-Carlton Hotel has a culture that embodies the importance of creating value for guests among all employees. One way this is implemented is giving the front desk employees the authority to correct a problem presented by a guest without having to have approval from a manager. Which type of orientation does his company embrace?

A) market orientation
B) product orientation
C) production orientation
D) sales orientation
E) outward orientation

Question 62

Which of the following is NOT a discipline in which consumer behavior has roots?

A) economics
B) accounting
C) anthropology
D) social psychology
E) sociology

Question 63

Which discipline studies human reactions to their environment?

A) marketing
B) economics
C) psychology
D) anthropology
E) sociology

Question 64

_____ represents the process by which goods, services or ideas are used and transformed into value.

A) Value transfer
B) Cost conversion
C) Benefits conversion
D) Consumption
E) Marketing

Question 65

Which orientation refers to a way of doing business in which the actions and decision making of the institution prioritize consumer value and satisfaction above all other concerns?

A) product orientation
B) production orientation
C) consumer orientation
D) sales orientation
E) benefit orientation

Question 66

Kim moved from one house in a neighborhood to another house in a nearby neighborhood. She called her trash collection company to inform them of her address change and was dismayed to learn that her trash collection bill will be $10 a month higher than it was at her previous residence even though it is the same company. She commented on this and was told by the lady from the company that was the price and she can deal with removing her own trash if she didn't like the price hike. Kim just had to pay the higher price because there was no other company allowed to service this neighborhood. What is the best reason why Kim was treated so poorly by this company?

A) the trash company was dependent on her repeat business
B) there are no other competitors providing this service
C) it is a regulated service
D) Kim preferred this company over any others
E) the company really doesn't need her business

Question 67

John is a psychologist and analyzes the thoughts, feeling and behaviors that people have as they interact with other people in groups. John is a _____.

A) qualitative psychologist
B) group psychologist
C) quantitative psychologist
D) cognitive psychologist
E) social psychologist

Question 68

Two factors should be considered when trying to understand how important serving customers well should be to any given organization. The first factor is the competitiveness of the marketing environment, and the second is the _____.

A) price charged for the product or service
B) income level of customers
C) social impact
D) dependency of the marketer on repeat business
E) objectives of the marketer

Question 69

_____ involves the multitude of value-producing activities that facilitate exchanges between buyers and sellers.

A) Consumption
B) Consumer behavior
C) Marketing
D) Psychology
E) Economics

Question 70

Which discipline is often defined as the study of production and consumption?

A) marketing
B) psychology
C) economics
D) distribution
E) anthropology

Question 71

A description for a marketing course in a college course catalog states, "This course represents the study of consumers as they go about the consumption process." What course is this best describing?

A) Consumer Marketing
B) Value-based Marketing
C) Promotion
D) Consumption Marketing
E) Consumer Behavior

Question 72

Marketing as a recognized discipline grew out of which two other disciplines?

A) economics and psychology
B) economics and accounting
C) psychology and anthropology
D) psychology and sociology
E) sociology and economics

Question 73

Apple sold more than 7 million iPads within months of launching the product. Prices for this product ranged from $499 to more than $800, and Apple had difficulty keeping up with the demand. Obviously, the _____ outweighed the _____ for this product.

A) satisfaction; demand
B) need; want
C) consumption; need
D) benefits; costs
E) want; demand

Question 74

If you wanted to learn how groups of people interact within society, which discipline should you study?

A) economics
B) sociology
C) anthropology
D) cognitive psychology
E) astrology

Question 75

Social psychologists focus on the _____.

A) intricacies of mental reactions involved in information processing
B) production and consumption of goods and services
C) value-producing activities that facilitate exchanges between buyers and sellers
D) relationships between people and their possessions
E) thoughts, feelings. and behaviors that people have as they interact with other people

Question 76

When consumers recognize they have an unmet need, they usually seek out specific products or services that they believe will satisfy that need and provide value to them. They are willing to give up something, such as money and effort, to find the products or services that will provide the benefits they seek. This process that consumers go through to satisfy their needs is best described as the _____ process.

A) marketing
B) consumption
C) exchange
D) internal
E) purchase

Question 77

Marian is trying to decide on a college major, so she took an aptitude test offered by the career services office at her school. The results indicated that she is interested in understanding how people react to their environment and is concerned with their thoughts, feelings, and behaviors. Which of the following disciplines should Marian pursue?

A) accounting
B) economics
C) anthropology
D) psychology
E) biology

Question 78

Melanie is a psychologist who studies consumer behavior. She specializes in the mental reactions involved in consumer information processing, such as how advertisements persuade consumers to buy a product. Which field of psychology is Melanie practicing?

A) qualitative psychology
B) personal psychology
C) quantitative psychology
D) cognitive psychology
E) social psychology

Question 79

Juan is majoring in a discipline that examines the production and consumption of goods and services. Which of the following best describes Juan's major?

A) economics
B) accounting
C) anthropology
D) psychology
E) production management

Question 80

Which discipline has contributed to consumer behavior research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate?

A) economics
B) sociology
C) anthropology
D) cognitive psychology
E) astrology