Deck 10: Influencing Consumer Behaviors

Question 1

A strategy may not succeed because:

A) objectives were set too low.
B) unanticipated economic changes have occurred within the environment.
C) competitors made a major strategic error than was expected.
D) faulty measurements were used.
E) measurements may have overestimated results.

Answer 1

B

Question 2

Which of the following methods involves the use of panel members and special bar-coded identification cards to monitor the stages in a purchase sequence?

A) Scanner cable method
B) Consumer purchase diaries
C) Garbology
D) Diffusion research
E) Inventory analysis

Answer 2

A

Question 3

A marketing strategy can be salvaged at a stage where the strategy is still viable or when a new strategy can be redeveloped and re-implemented to correct errors made at this stage:

A) faulty objectives.
B) faulty strategy.
C) faulty implementation.
D) unanticipated competitive/consumer reactions.
E) faulty measurement.

Answer 3

C

Question 4

Regardless of the target or time frame involved,consumer behavior influence strategies should always begin by:

A) measuring current levels of consumer affect, cognition, and behavior.
B) analyzing consumers and markets.
C) selecting the appropriate strategy.
D) measuring strategic effects.
E) evaluating performance.

Question 5

Which of the following methods can be used to monitor a large number of stages in a purchase sequence of a consumer?

A) Day-after recall scores
B) Inventory analysis
C) Consumer purchase diaries
D) Scanner data
E) Diffusion research.

Question 6

Consumer promotion may be used for all of the following EXCEPT:

A) stimulate purchase without necessarily affecting prepurchase attitudes about a brand.
B) introduce a new product/brand.
C) reduce the perceived risk of purchase.
D) stimulate purchase by strategically affecting prepurchase attitudes about a brand.
E) build/maintain brand loyalty.

Question 7

Classical conditioning is primarily focused upon consumers':

A) overt behavior.
B) knowledge.
C) emotions, moods, feelings, and evaluations.
D) overt behavior.
E) meanings, beliefs.

Question 8

All of the following statements about social marketing are true EXCEPT:

A) its end goal is to achieve organizational objectives.
B) it is typically concerned with influencing and changing consumers' overt behavior.
C) it can be used to influence affect and cognitions as an intermediate step.
D) it can be applied at individual, household, target market, or societal levels.
E) it can be used to increase desired behaviors and decrease undesired behaviors.

Question 9

Affective strategies are primarily focused upon:

A) consumers' knowledge/meanings.
B) consumers' beliefs.
C) consumers' emotions, moods, feelings and evaluations.
D) consumers' overt behaviors.
E) consumers' covert behaviors.

Question 10

Habitual behaviors are most likely to be targeted by:

A) affective strategies.
B) cognitive strategies.
C) behavioral strategies.
D) subliminal strategies.
E) covert strategies.

Question 11

Coupons and sampling are prime tools of:

A) trade promotion.
B) consumer promotion.
C) retail promotion.
D) channel promotion.
E) wholesale promotion.

Question 12

All of the following statements about the development of marketing strategy are true EXCEPT:

A) marketers often initially focus on consumer's affect and cognition.
B) marketers typically follow a tightly sequenced development process which always allow for detailed analyses and evaluations of consumer responses to chosen strategies.
C) marketers may initially focus upon intermediate behaviors.
D) marketers may focus on desired behaviors directly.
E) marketers ultimately seek to influence a consumer's overt behavior.

Question 13

Attempts to influence overt consumer behaviors begin with:

A) the development of marketing strategies.
B) the implementation of marketing strategies.
C) the development of a marketing mix.
D) the development of a new product.
E) attempting to understand consumer affect, cognitions, and behaviors.

Question 14

Sales promotion efforts are most likely to be successful in influencing consumer behavior if all of the following characteristics are met EXCEPT:

A) that the reward offered is perceived as significant.
B) that little effort is required.
C) that the consumer incurs little/no risk.
D) that the reward can be obtained quickly.
E) that the reward is specifically monetary in nature.

Question 15

Even if strategy succeeds,the firm may have made a mistake in:

A) setting objectives.
B) designing strategy.
C) implementing strategy.
D) consumer analysis.
E) evaluating performance improvement.

Question 16

Which of the following is an example of a trade promotion?

A) Bonus packs
B) Price deals
C) Display allowances
D) Rebates
E) Premiums

Question 17

Which of the following types of products is generally most resistant to the brand switching efforts of sales promotion?

A) Shampoo
B) Coffee
C) Toothpaste
D) Alcoholic beverages
E) Personal appliances

Question 18

Sales promotion may seek to specifically increase purchase probability by all of the following methods EXCEPT:

A) by repositioning the product/brand.
B) by showcasing the firm's societal concern.
C) by offering promotions to encourage a brand switch.
D) by using couponing to build/maintain brand loyalty.
E) by offering special sales on specific dates.

Question 19

Two-for-one sales and/or offering coupons are primarily aimed at increasing/influencing:

A) purchase quantity.
B) purchase timing.
C) purchase location.
D) purchase perception.
E) purchase evaluation.

Question 20

Trade promotions are generally designed to:

A) pull products through the channel to the customers.
B) spur immediate purchases by the final consumer.
C) push products through the channel to the customer.
D) build customer brand loyalty.
E) encourage consumers to trade in old products for new ones.

Question 21

Consumer promotions cannot be used to get consumers to switch brands.

Question 22

Sales promotion may seek to specifically increase purchase probability by repositioning the product/brand.

Question 23

Marketers may seek to induce brand switching by expanding distribution outlets.

Question 24

Behavior research is employed to both design/implement market offerings/strategies and to evaluate the success of these efforts.

Question 25

Providing coupons is considered to be the most effective form of sales promotion for influencing consumer behavior.

Question 26

Cognitive strategies focus upon consumers' emotions and moods.

Question 27

Sweepstakes and contests are most likely to be employed in an effort to influence purchase probability.

Question 28

Sampling is a form of consumer promotion.

Question 29

After collecting baseline data,the next step is to analyze the information by evaluating
consumer responses from various current and potential markets.

Question 30

Strategies for new products include expanding the product markets geographically.

Question 31

Products and brands cannot satisfy consumer needs and wants unless some behavior occurs.

Question 32

Marketers must gather consumer information,regardless of cost,in order to create effective strategies.

Question 33

The end goal of social marketing is to benefit consumers as a means to achieving organizational objectives.

Question 34

Consumer promotions can be designed to influence the number or size of units purchased.

Question 35

Display allowances are forms of consumer promotions.

Question 36

The scanner cable method can monitor behaviors in the purchase sequence but cannot influence them.

Question 37

Many consumer behaviors are habitual and involve little decision making.

Question 38

Consumers' affect,cognitions,and behaviors should be measured to form the basis for successful strategies.

Question 39

Lengthening a coupon's redemption period encourages consumers to purchase sooner.

Question 40

According to research,consumers who are more affluent,educated,and older are less likely to participate in consumer promotions.

Question 41

Briefly explain the scanner cable method,which allows for monitoring a number of stages in a purchase sequence.

Question 42

Modeling desired behaviors is often employed as part of a(n)_____ strategy.

Question 43

_____ is the least effective form of sales promotion.

Question 44

Briefly identify the four prime tools of sales promotion and the tasks for which they may be used.Which is the most effective? Why?

Question 45

List some ways to measure overt consumer behavior.

Question 46

_____ marketing applies commercial marketing technologies to the analysis,planning,execution,and evaluation of programs designed to affect voluntary behavior of target audiences in order to enhance both their personal welfare and that of their society.

Question 47

_____ stimuli includes things such as products,brand marks,packaging,advertisements and commercials,price tags,coupons,store signs,and logos.

Question 48

Providing information highlighting the competitive advantages of a product is a type of _____ strategy.

Question 49

Briefly describe sales promotion and its characteristics and discuss the two basic forms of sales promotion.

Question 50

Outline the various sub-goals that are often hoped to be achieved by a firm that designs consumer promotions aimed to increase the purchase probability of consumers.

Question 51

Briefly summarize the basic steps in the process of attempting to influence overt consumer behavior.

Question 52

_____ involves offering regular or trial sizes of a product either free or at a nominal price.

Question 53

Briefly explain the reasons for the failure of influence strategies.

Question 54

Offering special discounts to encourage customers to eat at a particular restaurant on nights when business is slow is a way of influencing the _____ at which consumers purchase.

Question 55

A firm that claims it makes contributions to charity for each coupon or refund certificate redeemed by consumers is using promotion for _____ purposes.

Question 56

A_____ is the level of consumers' responses prior to implementation of a new strategy.

Question 57

_____ is defined as an action-focused marketing event whose purpose is to have a direct impact upon the firm's customers.

Question 58

What is social marketing?

Question 59

List the steps managers can follow to develop successful influence strategies.

Question 60

Briefly summarize the strategies designed to influence overt consumer behaviors