Consumer Behavior Free Essays

2. What is the basic difference between a fad, a fashion, a classic, and a trend? Provide example of each. A fashion refers to a style that is accepted by a large group of people at a given time such as skinny jeans. We will write a custom essay sample on Consumer Behavior or any similar topic only for you Order Now Some styles become classics, which are styles that become acceptable and in good taste anytime and place such as the classic black dress. A fad is a short lived fashion that suddenly becomes popular and quickly disappears; generally it only affects a specific group of the population such as low rise jeans wore by juniors. A trend is a general direction or movement as a style begins to be accepted such as the revival of high-waist jeans made from a light denim which also were worn in the 60-70s. 11. State some differences between the positivist and interpretivist approaches to consumer research. For each type of inquiry give examples of product dimensions what would be more usefully explored using that type of research over the other. Positivist assume the nature of reality is objective, tangible, and single, while the interprevisit believe that nature of reality is socially constructed and multiple, this should be used with products that are socially minded and include interactions based on technology such as social networking. Positivist have a goal of prediction which is good when trying to create trend reports and in the process of product development, while interpretivist goal is of understanding, this would be most useful when analyzing behavior toward products already on the market. . What is the difference between an enacted norm and a crescive norm? Identify the set of crescive norms operating when a man and a woman in your culture go out for dinner on a first date. What would they wear? An enacted norm are explicitly decided upon while crescive norms are embedded in a culture and are only discovered through interaction with other members’ of the culture. When a young man and woman go out on a first date, if they are both from the same culture then they are following crescive norms, because they are both following the norms which are accepted within their given culture. If they are both from completely different cultures, then they would be operating on enacted norms. What they would wear would be determined based upon what is accepted in their culture as appropriate wear for the occasion. 3. Read the Article â€Å" Body Ritual Among the Nacirema† and discuss what is going on. How to cite Consumer Behavior, Papers Consumer Behavior Free Essays string(72) " and they put on funny little skits when they are waiting on customers\." Chapter 01 Consumer Behavior and Marketing Strategy Multiple Choice Questions 1. Why is China very attractive to marketers around the world? A. because it represents a collective approach to marketing in contrast to the traditional individualist approach used in the United States and other western cultures B. We will write a custom essay sample on Consumer Behavior or any similar topic only for you Order Now Chinese consumers are very brand loyal C. they are the heaviest users of the Internet D. Chinese teens are easier to understand because they are less â€Å"trendy† than teenagers from other countries E. because of its massive population, rising income, and emerging youth market . _____ is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. A. Marketing B. Consumer behavior C. Psychographics D. Demographics E. Psychology 3. One primary function of Harriet’s job is to study individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of her company’s products and services to satisfy needs and the impacts that hese processes have on the consumer and society. Harriet works in the field of _____. A. social psychology B. cognitive psycho logy C. management D. consumer behavior E. organizational behavior 4. Which of the following is NOT true regarding consumer behavior? A. Organizations are applying theories and information about consumer behavior on a daily basis. B. It is often necessary to conduct research. C. Consumer behavior is a complex, multidimensional process. D. The overall model of consumer behavior presented in the text is accurate in predicting consumer behavior. E. Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society. 5. Which of the following is a key aspect regarding consumer behavior? A. Organizations are applying theories and information about consumer behavior on a daily basis. B. It is often necessary to conduct research. C. Consumer behavior is a complex, multidimensional process. D. Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society. E. all of the above 6. Which of the following is NOT an application of consumer behavior? A. marketing strategy B. human resource management C. regulatory policy D. informed consumers E. social marketing 7. Thomas wants to gain a usable understanding of consumer behavior in order to help him become a more effective marketing manager. Which application of consumer behavior does this represent? A. marketing strategy B. regulatory policy C. social marketing D. informed consumers E. resource management 8. _____ is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole. A. Social marketing B. Consumer behavior C. Regulation D. Proactive marketing E. Ethical marketing 9. Mia is concerned how her marketing activities will affect individual consumers as well as society at large. Mia is implementing _____. A. conscientious marketing B. regulated marketing C. ethical marketing D. proactive marketing E. social marketing 10. Most economically developed societies are legitimately referred to as _____ societies. A. marketing B. proactive C. consumption D. competitive E. enhanced 11. Which of the following is used by firms to influence consumers? A. ads B. ackages C. store environments D. sales pitches E. all of the above 12. To survive in a competitive environment, an organization must provide its target customers more _____ than is provided to them by its competition. A. product B. service C. value D. feedback E. attention 13. The difference between all the benefits derived from a total product and all the costs of acquiring those benefits is known as _____ . A. price B. position C. consumer behavior D. customer value E. equity 14. Laurie saved for six months to have enough money to buy a new designer outfit to wear to a special party. She had to travel to a larger city to purchase this outfit, but it was worth it to her because it made her feel beautiful and confident. The difference between the benefits Laurie perceived from this purchase and the cost to her to acquire these benefits describes her _____. A. consumer behavior B. customer value C. motivation D. equity difference E. perceptual field 15. It is critical that a firm consider value from which perspective? A. the competition’s B. the firm’s C. the customer’s D. the government’s E. the industry’s 16. How can an organization provide superior customer value to customers? A. y conducting market research B. by offering their products at the lowest price C. by offering extended warranty coverage on products D. by doing a better job of anticipating and reacting to customer needs than the competition does E. by offering more variations of a product 17. Marketing strategy begins with _____. A. market segmentation B. targeting C. conducting an outcomes assessment D. objective setting E. conducting a market analysis 18. Harold is tasked with developing the marketing strategy for his family’s business. What should he do first? A. segment the market B. conduct a market analysis C. ecide on which segments to target D. develop the marketing mix E. set objectives 19. Marketing strategy is formulated in terms of the marketing mix; that is, it involves determining the product, features, price, communications, distribution, and services that will provide customers with superior value. This entire set of characteristics is often referred to as the _____. A. total product B. customer value C. offering D. value proposition E. total value 20. Disney World in Orlando, FL has several theme parks, resorts, restaurants, and stores. Each is intentionally created to offer a memorable event for visitors. For example, the Wilderness Lodge is a large resort hotel on the grounds, and everything within it is made to look like log cabins and pioneer days. Even the casual restaurant has the wait staff dressed in pioneer costumes, and they put on funny little skits when they are waiting on customers. You read "Consumer Behavior" in category "Essay examples" Which of the following best describes what Disney is selling? A. a product B. a service C. a bundled product D. a bundled service E. an experience 21. _____ are small, convenient, open-air retailing complexes laid out to evoke the small-town shopping districts of previous generations. A. Malls B. Kiosks C. Town centers D. Lifestyle centers E. Micro-malls 22. Which of the following is a component of a market analysis? A. market segmentation B. objectives C. conditions D. price E. all of the above 23. Darren is conducting a market analysis for his business, and he has asked your advice on what he should be analyzing. Which of the following should he consider at this step of marketing strategy development? A. the company’s own ability to meet customer needs B. competitors’ capabilities and strategies C. consumers’ needs D. conditions in the market E. all of the above 24. Jamie is developing a thorough understanding of his company’s own capabilities, the capabilities of current and future competitors, the consumption process of potential customers, and the economic, physical, and technological environment in which these elements interact. Which step in the marketing strategy process is Jamie performing? A. setting objectives B. segmenting the market C. conducting a market analysis D. assessing the outcomes E. targeting the market 25. Which of the following aspects is evaluated when determining a firm’s ability to meet customer needs? A. financial condition B. general managerial skills C. roduction capabilities D. technological sophistication E. all of the above 26. Which of the following is NOT evaluated when analyzing a company’s own ability to meet customer needs? A. competitors B. financial strengths C. general managerial skills D. production capabilities E. reputation 27. As part of developing your company’s marketing s trategy, you are tasked with analyzing the new-product capabilities, channel strength, advertising abilities, service capabilities, marketing research abilities, and market and consumer knowledge. Which aspect of your company’s capabilities are you assessing? A. financial strength B. marketing skills C. general managerial skills D. production capabilities E. reputation 28. A portion of a larger market whose needs differ somewhat from the larger market is referred to as a(n) _____. A. market segment B. niche C. subgroup D. ancillary market E. secondary market 29. Smaller women like to purchase fashionable clothes just as much as any women. However, most clothes are not proportioned for their smaller size and do not fit well. As a result, several manufacturers offer â€Å"petite† sizes of clothing for this group of consumers. Women who comprise this group have needs that differ somewhat from the total market and represent a _____. A. demographic segment B. lifestyle segment C. market potential D. sub-market E. market segment 30. Tracking consumers’ online activity and delivering specific banner ads based on that activity is known as _____. A. clickstream B. blogging C. spam D. behavioral targeting E. electronic targeting 31. Tacoda Systems tracks consumers’ online activity and delivers specific banners based on that activity. This tracking and ad delivery system has been installed on almost 3,000 Web sites, and advertisers pay on a pay-for-performance basis, which means that advertisers pay Tacoda Systems only when a consumer clicks on their ad. The tracking of online activity and delivery of ads based on that activity is called _____. A. click-throughs B. behavioral targeting C. spamming D. blogging E. cookie targeting 32. What is the first step in market segmentation? A. describe each group B. group customers with similar needs sets C. identify product-related need sets D. select an attractive segment to serve E. set objectives for segmenting 33. What is the LAST step in market segmentation? A. describing each group B. selecting an attractive segment(s) to serve C. identifying product-related need sets D. grouping customers with similar need sets E. eciding the segmenting scheme 34. Which of the following is NOT a step in market segmentation? A. set budget B. identify product-related need sets C. group customers with similar need sets D. describe each group E. select an attractive segment(s) to serve 35. Carlos is attempting to segment the market for his company’s products. Where should he begin? A. set objectives B . identify product-related need sets C. group customers with similar need sets D. describe each group E. selecting an attractive segment(s) to serve 36. Which term reflects the fact that most products in developed economies satisfy more than one need? A. multiplicity B. duplicity C. need array D. need set E. value proposition 37. Barry is looking for a car that is dependable yet stylish enough to let others know that he has achieved a respectable status in his life and career. He also wants it to be a high-performance automobile. Dependability, status, and performance represent Barry’s _____. A. self-image B. need set C. alter ego D. unarticulated needs E. lifestyle 38. Which of the following is used to describe a group of consumers with similar needs sets? A. demographics B. lifestyles C. media usage D. a and b E. a, b, and c 39. Talbot’s is a women’s clothing store that offers classic fashions at a slightly premium price (i. e. , a wool skirt typically costs over $100). During the process of market segmentation, Talbot’s identified a group of consumers who are larger than average women yet still want stylish clothing. Further research into this segment revealed that these women tend to be between the ages of 35 and 50, are career-oriented, have a household income over $50,000, and are married with children under the age of 18 living at home. This group is also heavy users of magazines and newspapers as well as prime-time television. Which step of market segmentation does this describe? A. identifying product-related need sets B. grouping customer with similar need sets C. describing each group D. selecting an attractive segment(s) to serve E. profiling current customers 40. The segment(s) within the larger market on which an organization will focus its marketing effort is referred to as the _____. A. need set B. target market C. customer set D. strategic market E. primary market 41. J Produce is a distributor of fresh produce. They conducted a thorough analysis of its market and identified groups of consumers that had similar product-related needs. One particular market identified wanted fresh and unique produce, such as Swiss chard, radicchio, and exotic fruits, and they were willing to pay higher prices for these choices. J Produce decided to focus its marketing effort on this segment of the total market. This segment is J’s _____. A. need set B. primary market C. customer set D. target market E. market focus 42. Which of the following is used to evaluate the attractiveness of various market segments? A. segment size B. distribution available C. fit with company image D. cost to serve E. all of the above 43. Juan has segmented the market for boats and is currently analyzing each with respect to several factors, such as size, growth rate, competitor strength, fit with company image, distribution available, cost to serve, and risk before deciding which segment to target. Which step of market segmentation is Juan conducting? A. identifying product-related need sets B. grouping customer with similar need sets C. describing each group D. selecting an attractive segment(s) to serve E. profiling current customers 44. The product, price, communications, distribution, and services provided to the target market is referred to as the _____. A. need set B. marketing mix C. marketing set D. decision set E. value proposition 45. Which of the following is part of the marketing mix? A. product B. price C. communications D. distribution E. all of the above 46. A(n) _____ is anything a consumer acquires or might acquire to meet a perceived need. A. satisfier B. end state C. product D. value proposition E. outcome 47. To be successful, a product must _____. A. meet the needs of the target market better than the competition does B. be lower priced than competitors’ products C. be of higher quality than competitors’ products D. be advertised more than competitors’ products E. have greater distribution than the competition does 48. _____ include(s) advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products. A. Value promotions B. Brand equity C. Distribution D. Market segmentation E. Marketing communications 49. Which of the following is included in marketing communications? A. advertising B. sales force C. public relations D. packaging E. all of the above 50. Which of the following is NOT a critical question for developing marketing communications? A. Who do we want to communicate with? B. What effect do we want to have? C. What message will achieve the desired result? D. What media should we use? E. all of the above are critical questions 51. _____ is the amount of money one must pay to obtain the right to use the product. A. Consumer cost B. Total cost C. Price D. Value E. Customer value 52. Amy purchased a new 32†³ LCD high-definition television and paid $1,999 for it. This amount of money Amy had to pay to obtain this product is known as the _____. A. total cost B. value C. value proposition D. price E. consumer cost 53. _____ is everything the consumer must surrender in order to receive the benefits of owning/using the product. A. Value B. Consumer cost C. Price D. Opportunity cost E. Value proposition 54. Timothy and his wife are considering the purchase of a new car. In addition to the price, they are also considering the cost of insurance, gasoline, maintenance, finance charges, and license fees. All of these factors combined represent the _____. A. value B. price C. opportunity cost D. consumer cost E. value proposition 55. Which element of the marketing mix is concerned with having the product available where target customers can buy it? A. product B. price C. distribution D. communications E. placement 56. Tony’s job entails making sure his company’s products get to retailers so that target customers can buy them. Which element of the marketing mix is Tony involved with? A. product B. price C. distribution D. communications E. placement 57. Auxiliary or peripheral activities that are performed to enhance the primary product or primary service is referred to as _____. A. service B. supplemental product C. intangible benefits D. secondary product E. ancillary attributes 58. Which of the following is NOT considered one of the firm’s outcomes of the marketing strategy and consumer behavior process? A. product position B. ustomer satisfaction C. service D. sales and profits E. all of the above are considered outcomes for the firm 59. An image of the product or brand in the consumer’s mind relative to competing products and brands is referred to as the product’s _____. A. equity B. extension C. message D. placement E. position 60. A product’s positio n refers to _____. A. its shelf location in retail stores B. an image of the product in the consumer’s mind relative to competing products C. its price relative to other products in the firm’s product line D. its price relative to competitors’ products E. its stage in the product development process 1. Rod is surveying consumers to gain a better understanding of his restaurant’s image relative to competing restaurants. Rod is concerned with his restaurant’s _____. A. position B. equity C. placement D. driver E. satisfaction index 62. Which outcome of marketing strategy produces the revenue necessary for the firm to continue in business? A. customer satisfaction B. product position C. consumption D. social welfare E. sales and profits 63. John purchases and is satisfied with his SUV because he believes that it provides greater crash safety than a sedan even though this is not technically true. John’s satisfaction is based on the distinction between _____. A. primary need fulfillment and secondary need fulfillment B. actual need fulfillment and perceived need fulfillment C. initial need fulfillment and repeat need fulfillment D. articulated need fulfillment and unarticulated need fulfillment E. attribute fulfillment and benefit fulfillment 64. _____ occurs when individuals or groups make consumption decisions that have negative consequence for their long-run well-being. A. Disintermediation B. Conspicuous consumption C. Disenfranchisement D. Injurious consumption E. Demarketing 65. Bob and his friends go out every weekend and drink until they get drunk. Then they drive home in that condition. Which type of consumption does this represent? A. injurious consumption B. severe consumption C. conspicuous consumption D. unethical consumption E. anti-social consumption 66. Which of the following is a societal outcome of marketing strategy and consumer behavior? A. sales B. need satisfaction C. social welfare D. customer satisfaction E. product position 67. Which of the following is NOT a societal outcome of marketing strategy and consumer behavior? A. economic outcomes B. ustomer satisfaction C. physical environment outcomes D. social welfare E. all of the above are societal outcomes 68. Which is NOT a step in the consumer’s decision process? A. information search B. postpurchase processes C. problem recognition D. alternative evaluation and selection E. self-concept analysis 69. Which of the following is an internal influence on consumer behavior? A. culture B . family C. attitudes D. marketing activities E. reference groups 70. Which is NOT an external influence on consumer behavior? A. culture B. family C. social status D. perception E. marketing activities 71. Teresa is trying to understand her customers better. She is examining the external influences that shape her customers’ self-concepts and lifestyles. Which of the following is a possible external influence Teresa could examine? A. motives B. personality C. perception D. attitudes E. culture 72. Liz Claiborne is a brand of clothing, accessories, and home products. Brand managers at this company are trying to learn which internal influences impact their customers’ needs and desires most. Which of the following is a possible internal influence these managers should examine? A. culture B. personality C. demographics D. family E. social status 73. What is the first step in the consumer decision process? A. problem recognition B. budget setting C. information search D. outlet selection E. alternative evaluation and selection 74. Which of the following statements is true regarding the overall model of consumer behavior? A. It is sufficiently detailed so as to predict particular behaviors. B. Family and culture are internal influences on consumer behavior. C. Personality, emotions, and attitudes represent external influences on consumer behavior. D. A consumer’s self-concept and lifestyle influence his or her needs and desires. E. Experiences and acquisitions have little effect on the process. 75. The totality of an individual’s thoughts and feelings about him- or herself is known as _____. A. lifestyle B. self-concept C. internal influences D. external influences E. consumption outcomes 76. _____ represents how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them. A. Lifestyle B. Self-concept C. Position D. Status E. Social class 77. Which type of decisions involve very little effort or thought on the part of the consumer? A. rimary decisions B. top-of-mind decisions C. low-involvement decisions D. automatic decisions E. self-related decisions 78. Karen was at the checkout at the grocery store and remembered that she was out of chewing gum that she normally likes to keep in her purse. Without much thought, she grabbed two packages of the gum she likes. What type of consumer decision does this illustration? A. primary decision B. top- of-mind decision C. low-involvement decision D. automatic decision E. self-related decision 79. Which of the following is FALSE regarding the working poor? A. They are forced to spend a disproportionate percentage of their income on housing, utilities, and medical care. B. They generally rely on public transportation. C. They spend a larger portion of their relatively small incomes on meals away from home. D. They spend very little on their own financial security. E. They spend the same percent of their income as do higher income consumers on apparel and accessories. 80. What does the consumption of a product like Nikes mean to Andre, the working poor consumer discussed in the â€Å"Consumer Insight†? A. that he can afford a brand that is superior in meeting his physical needs B. is peers will now accept him C. they serve as a visible symbol that he is back as a successful member of society D. he peers will try to be more like him E. they serve as a reminder of what he used to have True / False Questions 81. Consumer behavior is a complex, multidimensional process. True  Ã‚  Ã‚  Ã‚  False 82. Marketing decisions and regulations ar e based on exact knowledge of consumer behavior. True  Ã‚  Ã‚  Ã‚  False 83. Economically developed societies are often referred to as marketing societies. True  Ã‚  Ã‚  Ã‚  False 84. It is critical that a firm consider value from the customer’s perspective. True  Ã‚  Ã‚  Ã‚  False 85. Marketing strategy begins with objective setting. True  Ã‚  Ã‚  Ã‚  False 86. Product features, price, communications, distribution, and services together are often referred to as customer value. True  Ã‚  Ã‚  Ã‚  False 87. Small, convenient, open-air retailing complexes are called town centers. True  Ã‚  Ã‚  Ã‚  False 88. Marketing skills include a firm’s financial expertise, general managerial skills, production capabilities, research and development capabilities, technological sophistication, and reputation. True  Ã‚  Ã‚  Ã‚  False 89. Tracking consumers’ online activity and sending them specific banner ads based on that activity is known as behavioral targeting. True  Ã‚  Ã‚  Ã‚  False 90. The term used to reflect the fact that most products in developed economies satisfy more than one need is customer value. True  Ã‚  Ã‚  Ã‚  False 91. A target market is that segment(s) of the larger market on which a company will focus its marketing effort. True  Ã‚  Ã‚  Ã‚  False 92. The outcomes of a firm’s marketing strategy are determined by its interaction with the consumer decision process. True  Ã‚  Ã‚  Ã‚  False 93. Two key processes involved in need satisfaction are the actual need fulfillment and the perceived need fulfillment. True  Ã‚  Ã‚  Ã‚  False 94. A consumer’s needs and desires are shaped by his or her self-concept and lifestyle. True  Ã‚  Ã‚  Ã‚  False 95. Lifestyle is the totality of an individual’s thoughts and feelings about him- or herself. True  Ã‚  Ã‚  Ã‚  False Essay Questions 96. Describe the field of consumer behavior, and discuss the four key aspects of consumer behavior that make it an important area of study. 97. List and briefly describe applications of consumer behavior. 98. List and briefly describe the four steps involved in market segmentation. 99. Briefly describe the outcomes of marketing strategy for the firm, consumers, and society. 100. Alex is developing the marketing strategy for a brand of men’s clothing. Before he develops his strategy, Alex will conduct research to better understand his customers. Briefly describe a conceptual model that includes the factors he should consider in his research. Chapter 01 Consumer Behavior and Marketing Strategy Answer Key Multiple Choice Questions 1. (p. 5)  Why is China very attractive to marketers around the world? A. because it represents a collective approach to marketing in contrast to the traditional individualist approach used in the United States and other western cultures B. Chinese consumers are very brand loyal C. they are the heaviest users of the Internet D. Chinese teens are easier to understand because they are less â€Å"trendy† than teenagers from other countries E. because of its massive population, rising income, and emerging youth market Difficulty: moderate 2. (p. 6)  _____ is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. A. Marketing B. Consumer behavior C. Psychographics D. Demographics E. Psychology Difficulty: easy 3. (p. )  One primary function of Harriet’s job is to study individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of her company’s products and services to satisfy needs and the impacts that these processes have on the consumer and society. Harriet works in the field of _____. A. social psychology B. cognitive psychology C. management D. consum er behavior E. organizational behavior Difficulty: easy 4. (p. 7)  Which of the following is NOT true regarding consumer behavior? A. Organizations are applying theories and information about consumer behavior on a daily basis. B. It is often necessary to conduct research. C. Consumer behavior is a complex, multidimensional process. D. The overall model of consumer behavior presented in the text is accurate in predicting consumer behavior. E. Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society. Difficulty: hard 5. (p. 7)  Which of the following is a key aspect regarding consumer behavior? A. Organizations are applying theories and information about consumer behavior on a daily basis. B. It is often necessary to conduct research. C. Consumer behavior is a complex, multidimensional process. D. Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society. E. all of the above Difficulty: easy 6. (p. 9-11)  Which of the following is NOT an application of consumer behavior? A. marketing strategy B. human resource management C. regulatory policy D. informed consumers E. social marketing Difficulty: moderate 7. (p. 9)  Thomas wants to gain a usable understanding of consumer behavior in order to help him become a more effective marketing manager. Which application of consumer behavior does this represent? A. marketing strategy B. regulatory policy C. social marketing D. informed consumers E. resource management Difficulty: moderate 8. (p. 10)  _____ is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole. A. Social marketing B. Consumer behavior C. Regulation D. Proactive marketing E. Ethical marketing Difficulty: moderate 9. (p. 10)  Mia is concerned how her marketing activities will affect individual consumers as well as society at large. Mia is implementing _____. A. conscientious marketing B. regulated marketing C. ethical marketing D. proactive marketing E. social marketing Difficulty: moderate 10. (p. 10)  Most economically developed societies are legitimately referred to as _____ societies. A. marketing B. proactive C. consumption D. competitive E. enhanced Difficulty: moderate 11. (p. 11)  Which of the following is used by firms to influence consumers? A. ads B. packages C. store environments D. sales pitches E. all of the above Difficulty: easy 12. (p. 11)  To survive in a competitive environment, an organization must provide its target customers more _____ than is provided to them by its competition. A. product B. service C. value D. feedback E. attention Difficulty: moderate 13. (p. 11)  The difference between all the benefits derived from a total product and all the costs of acquiring those benefits is known as _____. A. price B. position C. consumer behavior D. customer value E. equity Difficulty: moderate 14. (p. 11)  Laurie saved for six months to have enough money to buy a new designer outfit to wear to a special party. She had to travel to a larger city to purchase this outfit, but it was worth it to her because it made her feel beautiful and confident. The difference between the benefits Laurie perceived from this purchase and the cost to her to acquire these benefits describes her _____. A. consumer behavior B. customer value C. motivation D. equity difference E. perceptual field Difficulty: hard 15. (p. 11)  It is critical that a firm consider value from which perspective? A. the competition’s B. the firm’s C. the customer’s D. the government’s E. the industry’s Difficulty: easy 16. (p. 11)  How can an organization provide superior customer value to customers? A. by conducting market research B. by offering their products at the lowest price C. y offering extended warranty coverage on products D. by doing a better job of anticipating and reacting to customer needs than the competition does E. by offering more variations of a product Difficulty: hard 17. (p. 11)  Marketing strategy begins with _____. A. market segmentation B. targeting C. conducting an outcomes assessment D. objective setti ng E. conducting a market analysis Difficulty: moderate 18. (p. 11)  Harold is tasked with developing the marketing strategy for his family’s business. What should he do first? A. segment the market B. conduct a market analysis C. decide on which segments to target D. evelop the marketing mix E. set objectives Difficulty: moderate 19. (p. 12)  Marketing strategy is formulated in terms of the marketing mix; that is, it involves determining the product, features, price, communications, distribution, and services that will provide customers with superior value. This entire set of characteristics is often referred to as the _____. A. total product B. customer value C. offering D. value proposition E. total value Difficulty: moderate 20. (p. 13)  Disney World in Orlando, FL has several theme parks, resorts, restaurants, and stores. Each is intentionally created to offer a memorable event for visitors. For example, the Wilderness Lodge is a large resort hotel on the grounds, and everything within it is made to look like log cabins and pioneer days. Even the casual restaurant has the wait staff dressed in pioneer costumes, and they put on funny little skits when they are waiting on customers. Which of the following best describes what Disney is selling? A. a product B. a service C. a bundled product D. a bundled service E. an experience Difficulty: hard 21. (p. 14)  _____ are small, convenient, open-air retailing complexes laid out to evoke the small-town shopping districts of previous generations. A. Malls B. Kiosks C. Town centers D. Lifestyle centers E. Micro-malls Difficulty: hard 22. (p. 14-16)  Which of the following is a component of a market analysis? A. market segmentation B. objectives C. conditions D. price E. all of the above Difficulty: moderate 23. (p. 14-16)  Darren is conducting a market analysis for his business, and he has asked your advice on what he should be analyzing. Which of the following should he consider at this step of marketing strategy development? A. the company’s own ability to meet customer needs B. competitors’ capabilities and strategies C. consumers’ needs D. conditions in the market E. all of the above Difficulty: moderate 4. (p. 14)  Jamie is developing a thorough understanding of his company’s own capabilities, the capabilities of current and future competitors, the consumption process of potential customers, and the economic, physical, and technological environment in which these elements interact. Which step in the marketing strategy proc ess is Jamie performing? A. setting objectives B. segmenting the market C. conducting a market analysis D. assessing the outcomes E. targeting the market Difficulty: moderate 25. (p. 15)  Which of the following aspects is evaluated when determining a firm’s ability to meet customer needs? A. financial condition B. general managerial skills C. production capabilities D. technological sophistication E. all of the above Difficulty: easy 26. (p. 15)  Which of the following is NOT evaluated when analyzing a company’s own ability to meet customer needs? A. competitors B. financial strengths C. general managerial skills D. production capabilities E. reputation Difficulty: moderate 27. (p. 15)  As part of developing your company’s marketing strategy, you are tasked with analyzing the new-product capabilities, channel strength, advertising abilities, service capabilities, marketing research abilities, and market and consumer knowledge. Which aspect of your company’s capabilities are you assessing? A. financial strength B. marketing skills C. general managerial skills D. production capabilities E. reputation Difficulty: easy 28. (p. 16)  A portion of a larger market whose needs differ somewhat from the larger market is referred to as a(n) _____. A. market segment B. niche C. subgroup D. ancillary market E. secondary market Difficulty: moderate 29. (p. 16)  Smaller women like to purchase fashionable clothes just as much as any women. However, most clothes are not proportioned for their smaller size and do not fit well. As a result, several manufacturers offer â€Å"petite† sizes of clothing for this group of consumers. Women who comprise this group have needs that differ somewhat from the total market and represent a _____. A. demographic segment B. lifestyle segment C. market potential D. sub-market E. market segment Difficulty: hard 30. (p. 16)  Tracking consumers’ online activity and delivering specific banner ads based on that activity is known as _____. A. clickstream B. blogging C. spam D. behavioral targeting E. electronic targeting Difficulty: moderate 31. (p. 6)  Tacoda Systems tracks consumers’ online activity and delivers specific banners based on that activity. This tracking and ad delivery system has been installed on almost 3,000 Web sites, and advertisers pay on a pay-for-performance basis, which means that advertisers pay Tacoda Systems only when a consumer clicks on their ad. The tracking of online activity and delivery of ads based on that activity is call ed _____. A. click-throughs B. behavioral targeting C. spamming D. blogging E. cookie targeting Difficulty: hard 32. (p. 16)  What is the first step in market segmentation? A. escribe each group B. group customers with similar needs sets C. identify product-related need sets D. select an attractive segment to serve E. set objectives for segmenting Difficulty: moderate 33. (p. 16)  What is the LAST step in market segmentation? A. describing each group B. selecting an attractive segment(s) to serve C. identifying product-related need sets D. grouping customers with similar need sets E. deciding the segmenting scheme Difficulty: moderate 34. (p. 16)  Which of the following is NOT a step in market segmentation? A. set budget B. identify product-related need sets C. roup customers with similar need sets D. describe each group E. select an attractive segment(s) to serve Difficulty: hard 35. (p. 16)  Carlos is attempting to segment the market for his company’s products. Wher e should he begin? A. set objectives B. identify product-related need sets C. group customers with similar need sets D. describe each group E. selecting an attractive segment(s) to serve Difficulty: hard 36. (p. 16)  Which term reflects the fact that most products in developed economies satisfy more than one need? A. multiplicity B. duplicity C. need array D. need set E. value proposition Difficulty: moderate 37. (p. 16-17)  Barry is looking for a car that is dependable yet stylish enough to let others know that he has achieved a respectable status in his life and career. He also wants it to be a high-performance automobile. Dependability, status, and performance represent Barry’s _____. A. self-image B. need set C. alter ego D. unarticulated needs E. lifestyle Difficulty: hard 38. (p. 18)  Which of the following is used to describe a group of consumers with similar needs sets? A. demographics B. lifestyles C. media usage D. a and b E. a, b, and c Difficulty: moderate 39. (p. 8)  Talbot’s is a women’s clothing store that offers classic fashions at a slightly premium price (i. e. , a wool skirt typically costs over $100). During the process of market segmentation, Talbot’s identified a group of consumers who are larger than average women yet still want stylish clothing. Further research into this segment revealed that these women tend to be between the ages of 35 and 50, are career-oriented, have a household income over $50,000, and are married with children under the age of 18 living at home. This group is also heavy users of magazines and newspapers as well as prime-time television. Which step of market segmentation does this describe? A. identifying product-related need sets B. grouping customer with similar need sets C. describing each group D. selecting an attractive segment(s) to serve E. profiling current customers Difficulty: moderate 40. (p. 18)  The segment(s) within the larger market on which an organization will focus its marketing effort is referred to as the _____. A. need set B. target market C. customer set D. strategic market E. primary market Difficulty: easy 41. (p. 18)  JJ Produce is a distributor of fresh produce. They conducted a thorough analysis of its market and identified groups of consumers that had similar product-related needs. One particular market identified wanted fresh and unique produce, such as Swiss chard, radicchio, and exotic fruits, and they were willing to pay higher prices for these choices. JJ Produce decided to focus its marketing effort on this segment of the total market. This segment is JJ’s _____. A. need set B. primary market C. customer set D. target market E. market focus Difficulty: moderate 42. (p. 18-19)  Which of the following is used to evaluate the attractiveness of various market segments? A. segment size B. distribution available C. fit with company image D. cost to serve E. all of the above Difficulty: easy 43. (p. 18-19)  Juan has segmented the market for boats and is currently analyzing each with respect to several factors, such as size, growth rate, competitor strength, fit with company image, distribution available, cost to serve, and risk before deciding which segment to target. Which step of market segmentation is Juan conducting? A. identifying product-related need sets B. grouping customer with similar need sets C. describing each group D. selecting an attractive segment(s) to serve E. rofiling current customers Difficulty: hard 44. (p. 19)  The product, price, communications, distribution, and services provided to the target market is referred to as the _____. A. need set B. marketing mix C. marketing set D. decision set E. value proposition Difficulty: easy 45. (p. 19)  Which of the following is part of the marketing mix? A. product B. price C. commun ications D. distribution E. all of the above Difficulty: easy 46. (p. 19)  A(n) _____ is anything a consumer acquires or might acquire to meet a perceived need. A. satisfier B. end state C. product D. value proposition E. outcome Difficulty: moderate 7. (p. 20)  To be successful, a product must _____. A. meet the needs of the target market better than the competition does B. be lower priced than competitors’ products C. be of higher quality than competitors’ products D. be advertised more than competitors’ products E. have greater distribution than the competition does Difficulty: easy 48. (p. 20)  _____ include(s) advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products. A. Value promotions B. Brand equity C. Distribution D. Market segmentation E. Marketing communications Difficulty: easy 9. (p. 20)  Which of the following is included in marketing communications? A. advertising B. sales force C. public relations D. packaging E. all of the above Difficulty: easy 50. (p. 20-21)  Which of the following is NOT a critical question for developing marketing communications? A. Who do we want to communicate with? B. What effect do we want to have? C. What message will achieve the desired result? D. What media should we use? E. all of the above are critical questions Difficulty: moderate 51. (p. 21)  _____ is the amount of money one must pay to obtain the right to use the product. A. Consumer cost B. Total cost C. Price D. Value E. Customer value Difficulty: easy 52. (p. 21)  Amy purchased a new 32†³ LCD high-definition television and paid $1,999 for it. This amount of money Amy had to pay to obtain this product is known as the _____. A. total cost B. value C. value proposition D. price E. consumer cost Difficulty: moderate 53. (p. 22)  _____ is everything the consumer must surrender in order to receive the benefits of owning/using the product. A. Value B. Consumer cost C. Price D. Opportunity cost E. Value proposition Difficulty: moderate 54. (p. 22)  Timothy and his wife are considering the purchase of a new car. In addition to the price, they are also considering the cost of insurance, gasoline, maintenance, finance charges, and license fees. All of these factors combined represent the _____. A. value B. price C. opportunity cost D. consumer cost E. value proposition Difficulty: moderate 55. (p. 22)  Which element of the marketing mix is concerned with having the product available where target customers can buy it? A. product B. price C. distribution D. communications E. placement Difficulty: easy 56. (p. 22)  Tony’s job entails making sure his company’s products get to retailers so that target customers can buy them. Which element of the marketing mix is Tony involved with? A. product B. price C. distribution D. communications E. placement Difficulty: moderate 57. (p. 22)  Auxiliary or peripheral activities that are performed to enhance the primary product or primary service is referred to as _____. A. service B. supplemental product C. intangible benefits D. secondary product E. ancillary attributes Difficulty: moderate 58. (p. 23)  Which of the following is NOT considered one of the firm’s outcomes of the marketing strategy and consumer behavior process? A. product position B. customer satisfaction C. service How to cite Consumer Behavior, Essay examples