Deck 1: What is CB and Why Should I Care?

Question 1

In the context of consumption and consumer behavior, costs involve more than just the monetary price of the product.

Answer 1

True

Question 2

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

Answer 2

False

Question 3

In the context of internationalization, companies must deal with geographical distances as well as cultural distances.

Answer 3

True

Question 4

A consumer's perception of a product determines the success or failure of the product being offered.

Question 5

A market orientation represents a much narrower focus than a strategic orientation that focuses more solely on production.

Question 6

The phenomenological researcher relies on casual interviews with consumers from whom the researcher has won confidence and trust.

Question 7

Consumption is a value-producing process in which the marketer and the consumer interact to produce value.

Question 8

Qualitative research tools gather data in a highly structured way.

Question 9

In the context of the ways in which consumers are treated, competition in the marketplace serves to protect consumers.

Question 10

In most of the Western world, notable demographic trends have shaped consumer behavior (CB) patterns greatly over the past quarter century or so.

Question 11

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

Question 12

An understanding of consumer behavior (CB) can translate into better public policy for governments.

Question 13

One-to-one marketing is a marketing plan wherein a firm specializes in serving one market segment with particularly unique demand characteristics.

Question 14

Social psychology deals with the intricacies of mental reactions involved in information processing.

Question 15

Costs are the positive results of consumption experiences.

Question 16

Decisions about household budget allocation are not very relevant aspects of consumer behavior (CB).

Question 17

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

Question 18

The Internet has made geographical distance almost a nonissue.

Question 19

In the basic consumption process, the realization of a need creates a want.

Question 20

The international focus of today's modern company places a greater demand on consumer behavior (CB) research.

Question 21

A need is a specific desire that spells out a way a consumer can go about addressing a recognized want.

Question 22

Consumers usually have negative net worth years into their professional life because of the debt accumulated in early adulthood.

Question 23

Learning about the effect of the environment on consumer behavior (CB) can help consumers apply that knowledge by making better consumer decisions.

Question 24

One demographic trend that has shaped consumer behavior (CB) patterns is the increasing family size throughout most of Western culture.

Question 25

A part, or tangible feature, of a product that potentially delivers a benefit of consumption in called a touchpoint.

Question 26

In the context of consumer behavior (CB) and marketing strategy, a product is a sum of its attributes.

Question 27

The resource-advantage theory primarily explains the manner in which human resources must be managed in a company.

Question 28

Unlike qualitative research, quantitative data are not researcher dependent.

Question 29

Two common interpretative research orientations are big data analytics and predictive analytics.

Question 30

An economist's focus on consumer behavior (CB) is generally a micro perspective bounded by specific assumptions.

Question 31

In the context of firm orientations, mass media and trade organizations are two of the primary stakeholders of a firm.

Question 32

Clark, a college student, was hired by a consumer research firm to help a pizza joint learn more about a consumer segment comprising college students. His job entailed observing what factors influenced students to decide when to order pizza and where to order it from. Clark learned from his observations that most students liked Italian dips with their pizza. This led the pizza joint to advertise and offer free Italian dips with all its orders. Which of the following research techniques did the pizza joint use in the given scenario?

A) Ethnography
B) Phenomenology
C) Quantitative research
D) Predictive analytics

Question 33

A(n) _____ is a part, or tangible feature, of a product that potentially delivers a benefit of consumption.

A) benefit
B) facet
C) touchpoint
D) attribute

Question 34

FaveMart, a discount chain store, offers the same basic products in all of its stores. It has a state-of-the-art distribution network, and it ships massive quantities of products to its stores around the world. Due to large quantities, the shipping is very economical, and the store is able to offer lower prices than competing retailers. FaveMart follows a _____ approach for innovation.

A) market orientation
B) monopolistic orientation
C) production orientation
D) customer orientation

Question 35

Neuroscience studies suggest that when consumers think about enjoying some of their favorite foods, their brains are comparatively less active than when they actually eat the food.

Question 36

Undifferentiated marketers generally adopt a market orientation.

Question 37

A market orientation is an orientation wherein innovation is geared primarily toward making the production process as efficient and economical as possible.

Question 38

A consumer research study conducted by Visual Effects Inc. analyzed factors such as age, income, and the stage of family life cycle to predict the likelihood of consumers purchasing a 3-D television. Data was collected from 3,000 consumers using a structured questionnaire. Which type of research does the given scenario represent?

A) Qualitative research
B) Ethnographic research
C) Quantitative research
D) Phenomenological research

Question 39

A consumer to consumer (peer to peer) rental transaction activity is often referred to as _____.

A) multiopsonistic consumption
B) social consumption
C) productive consumption
D) collaborative consumption

Question 40

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

Question 41

Which of the following is true of the demographics trends throughout most of Western culture?

A) Households increasingly have one primary income provider.
B) Family size is increasing throughout most of Western culture.
C) European families are averaging less than one child per family.
D) Modern families consist of the stereotypical stay-at-home mom.

Question 42

In the context of marketing strategy, differentiated marketers:

A) specialize in serving segments in which consumers do not have specific desires.
B) adopt a production orientation.
C) focus on the mass production of products.
D) minimize the need for consumer research.

Question 43

FittingTrends is a women's clothing line dealing exclusively in stylish clothing and flattering fits for plus-size women. Which of the following marketing plans does FittingTrends follow?

A) Cause Marketing
B) Scarcity Marketing
C) Close Range Marketing
D) Niche marketing

Question 44

Kim Mathews, a retired school teacher, recently relocated to her old neighborhood. To her dismay, she learned that the trash collection company in the area charged almost double the price compared to the companies in other areas. She complained to the company manager but was rudely told that she had to either pay the fee or dispose the trash on her own. Kim had no other option but to pay the fee. The most likely reason the company had such poor customer service is that it:

A) was dependent on consumers' repeat business.
B) did not have competitors providing the same service.
C) did not want to serve retired individuals.
D) served only high-income households.

Question 45

Pure & Natural Inc. sells six different brands of laundry detergent. The products under different brands are tailored to meet the requirements of different market segments. Which of the following marketing strategies does Pure & Natural Inc. follow?

A) Relationship marketing
B) Production-oriented marketing
C) Differentiated marketing
D) Undifferentiated marketing

Question 46

The results of qualitative research are said to be researcher dependent because:

A) they require an examination of the relationships among many variables using multivariate statistical analysis.
B) the results allow a numerical representation of consumers' attitudes and require interpretation by the researcher.
C) the measurements are structured, meaning that the consumer will choose a response from among alternatives supplied by the researcher.
D) the interpretation of the results is a matter of the researcher's opinion until corroborated by other findings.

Question 47

In the context of the basic consumption process, which of the following statements is true?

A) The physical efforts spent in acquiring a product enhance the perceived self-esteem of a consumer.
B) Costs are the negative results of consumption experiences.
C) Browsing the web store and a visit to the retail store are considered benefits.
D) Vanity and the enhancement of perceived self-esteem are considered costs.

Question 48

A company with a customer orientation will most likely:

A) prioritize making the production process as efficient and economical as possible.
B) prioritize consumer value and satisfaction above all other concerns.
C) focus primarily on using the mass media approach to reach consumers.
D) emphasize on serving customers while incurring minimum costs.

Question 49

In the context of consumer behavior (CB), the interactions between customers and the wait staff of a restaurant are called _____.

A) attributes
B) liabilities
C) process nodes
D) touchpoints

Question 50

Which of the following is an example of the kind of information that is included in big data?

A) Focus group interviews
B) Case analyses
C) Survey responses
D) Clinical interviews

Question 51

In the context of consumer behavior (CB) and marketing strategy, which of the following is true of niche marketers?

A) They are exclusively consumer oriented.
B) They can be product oriented.
C) They treat all consumer segments the same.
D) They have a minimal need for consumer research.

Question 52

Kayla Smith is engaged in research that seeks to explain the inner meanings and motivations associated with customers' purchase of clothing. She records customers' words and observes their interactions as they shop. Through her observations, she develops an understanding of what motivates shoppers. Which of the following types of research is Kayla conducting?

A) Quantitative research
B) Predictive analytics
C) Quasi-experimental analytics
D) Interpretive research

Question 53

Which of the following is a characteristic of niche marketing?

A) It offers a unique product to each individual customer.
B) It emphasizes serving customers while incurring minimum costs.
C) It serves multiple market segments and gives same treatment to all the consumers.
D) It serves one market segment with particularly unique demand characteristics.

Question 54

Megan is excited about her upcoming high school prom. Although she has many dresses, she decides to go shopping for a new one. In this scenario, the dress is an example of a _____ in the basic consumption process.

A) necessity
B) touchpoint
C) want
D) reaction

Question 55

PCPersonal Inc. sold more than 7 million tablet computers within months of launching the product. The price of this product ranged from $499 to more than $800. Despite the high price, PCPersonal Inc. had difficulty keeping up with the demand. In the given scenario, the benefits of the product most likely outweigh its _____.

A) sales
B) necessity
C) demand
D) cost

Question 56

In undifferentiated marketing, _____.

A) a market orientation is adopted
B) a stakeholder orientation is adopted
C) the emphasis is on matching a product with a segment
D) the same basic product is offered to all customers

Question 57

Berne Retail plans to introduce new private-label brands for beverages. The marketing team will undertake a survey to obtain feedback on these brands through a test marketing exercise. The data collected in this research study will be collated in terms of frequency of purchase and subjected to statistical analysis to determine the brands that have the potential to earn the most. The best-performing new brands will be then chosen for a full-scale rollout. This scenario is an example of _____.

A) psychographic research
B) demographic research
C) quantitative research
D) geodemographic research

Question 58

In the context of the changing economy, which of the following statements is true?

A) Economic, political, and social turmoil around the world has made consumers less cautious about spending money.
B) Mature workers are not apt to retire even with the decreased opportunity to work at an acceptable wage.
C) Many college students are deciding to stay in school longer, given limited prospects in the workforce.
D) Family size is increasing throughout most of Western culture with European families averaging three children per family.

Question 59

A market orientation:

A) focuses exclusively on providing consumer value to remain ahead in a market.
B) focuses on eliminating all competition from a market and establishing market monopoly.
C) stresses the need to monitor and understand competitor actions in the marketplace.
D) stresses the need to prioritize the profitability of a company over consumer value.

Question 60

In the context of technological change, which of the following statements is true?

A) Email is the least tracked source of data analytics among marketers.
B) The massive amounts of data available to companies cannot be used for predictive analytics.
C) Email is the most widely tracked source of data analytics among marketers.
D) Big data does not include data from social network interactions and things like GPS tracking.

Question 61

_____ serve multiple market segments, each with a unique product offering.

A) Regional marketers
B) Mass marketers
C) Undifferentiated marketers
D) Differentiated marketers

Question 62

_____ addresses questions about consumer behavior (CB) using numerical measurement and analysis tools.

A) Quantitative research
B) Ethnographic research
C) Qualitative research
D) Interpretive research

Question 63

Some marketers offer each individual customer a different product, so each customer is essentially treated as a single market segment. Which of the following marketing plans does this represent?

A) One-to-one marketing
B) Niche marketing
C) Transactional Marketing
D) Close Range Marketing

Question 64

Which of the following is an effect of consumers never being satisfied?

A) Companies are not able to grow and flourish.
B) Companies hire more people and raise income levels throughout the economy.
C) Companies incur losses and consequently need to downsize their operations.
D) Companies find it impossible to meet the consumers' demands.

Question 65

The term _____ is used to capture the market activity involving temporary usage for hire (rentals) as a replacement for traditional ownership.

A) sharing economy
B) personal economy
C) borrowing economy
D) fluctuating economy

Question 66

One of the differences between interpretive and quantitative research is that unlike interpretive research, quantitative research:

A) is researcher dependent.
B) better enables researchers to test hypotheses.
C) is not likely to stand on its own and requires deep interpretation.
D) does not support a numerical representation of consumers' attitudes.

Question 67

When trying to understand the importance of consumer service, organizations must consider two important aspects, the competitiveness of the marketing environment and the:

A) income level of customers.
B) social impact of the product or service.
C) dependency of the marketer on repeat business.
D) environmental impact of the product.

Question 68

_____ recognizes that customer desires are recurring and that a single purchase act may be only one touchpoint in an ongoing series of interactions with a customer.

A) Call to action marketing
B) Close range marketing
C) Stakeholder marketing
D) Relationship marketing

Question 69

_____ is a field of study that involves the interpretation of relationships between consumers and the things they purchase, the products they own, and the activities in which they participate.

A) Economics
B) Cognitive psychology
C) Anthropology
D) Statistics

Question 70

Which of the following types of research includes tools such as case analyses, clinical interviews, focus group interviews, and other tools in which data are gathered in a relatively unstructured way?

A) Quantitative research
B) Qualitative research
C) Statistical research
D) Quasi-experimental research

Question 71

Which of the following orientations is best suited to a differentiated marketer?

A) Resource orientation
B) Production orientation
C) Market orientation
D) Sales orientation

Question 72

Which of the following methods is an example of quantitative research?

A) A case study
B) An interpretative phenomenological analysis
C) A clinical interview
D) A multivariate statistical analysis

Question 73

According to research which of the following is true of consumer behavior (CB)?

A) Consumers often express a more favorable attitude for a product promoted with an "amount off" discount.
B) Consumers often express a more favorable attitude for a product promoted with "percentage off" discount.
C) Consumers do not pay attention to relative advantage while trying out a new product in the market.
D) Consumers are less likely to adopt things that do not transcend existing values and knowledge.

Question 74

Marie is a psychologist who studies consumer behavior (CB). She specializes in the mental reactions involved in consumer information processing, such as how advertisements persuade consumers to buy a product. In this scenario, Marie is practicing in the field of _____.

A) forensic psychology
B) quantitative psychology
C) cognitive psychology
D) social psychology

Question 75

In the context of technological changes and internationalization, which of the following statements is true?

A) E-commerce accounts for more than one-third of total U.S. retailing as of 2016.
B) Despite internet, geographical distance is a hurdle to the e-commerce.
C) Consumers all over the world are bound by the store hours.
D) The entire world is now truly the market for consumers in free countries.

Question 76

Theodore Levitt, one of the most famous marketing researchers, emphasized the importance of:

A) the value received by a customer from a product.
B) the tangible features of a product as observed by a customer.
C) the profits from the sale of a product.
D) the features of a product.

Question 77

Sociology is relevant to consumer behavior (CB) because:

A) it helps to study the brain mechanisms associated with emotion and offers potential for understanding CB.
B) every time a consumer evaluates a product or reacts to product consumption, information is processed.
C) it helps researchers to interpret the relationships between consumers and the things they purchase.
D) consumption often takes place within group settings or is in one way or another affected by group dynamics.

Question 78

Obtaining resources from consumers in return for the value they create is a basic tenet of the _____, which is a theory that explains why companies succeed or fail.

A) cognitive resource theory
B) resource-advantage theory
C) resource dependence theory
D) need-hierarchy theory

Question 79

In the context of stakeholder marketing, which of the following entities are secondary stakeholders?

A) Suppliers
B) Employees
C) Mass media
D) Regulating agencies

Question 80

Netnography studies:

A) technological advancement in the field of science.
B) the use of technology for increasing efficiency.
C) consumption as a "lived experience."
D) the behavior of online cultures and communities.