Exam Prep Consumer Behavior and Marketing Strategy Ch.1

Chapter 01 Test Bank

Multiple Choice Questions

1. The rise of social media has

A. shifted power from marketers to consumers.

B. helped to strengthen the shift of power from consumers to marketers.

C. helped give rise to the development of online crowd seeking.

D. helped marketers like CVS listen and adapt to consumers in real time.

E. shifted power from marketers to consumers and helped marketers like CVS listen and adapt to consumers in real time.

2. __________ 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 these processes have on the consumer and society. Harriet works in the field of __________.

A. social psychology

B. cognitive psychology

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 these choices are correct.

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. packages

C. store environments

D. sales pitches

E. All of the choices are correct.

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. by 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. decide 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. 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. A holiday shopper who cares about efficiency and stress reduction is known as a(n) __________ shopper.

A. Black Friday

B. Early Bird

C. Last Minute

D. Reluctant

E. Steady

22. Which of the following is a component of a market analysis?

A. market segmentation

B. objectives

C. conditions

D. price

E. All of these choices are correct.

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 these choices are correct.

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. production capabilities

D. technological sophistication

E. All of these choices are correct.

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 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

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 "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 websites, 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. deciding 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. select 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. demographics and lifestyles

E. demographics, lifestyles, and media usage

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&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&J Produce decided to focus its marketing effort on this segment of the total market. This segment is J&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 these choices are correct.

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 these choices are correct.

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 these choices are correct.

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 these choices 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" LCD high-definition television and paid $400 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. customer satisfaction

C. service

D. sales and profits

E. All of these choices 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 position 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.

61. 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. antisocial 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. customer satisfaction

C. physical environment outcomes

D. social welfare

E. All of these choices 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. Kate Spade 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. family

D. 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. primary 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. According to the "Consumer Insight" in your text, buying auto insurance represents which form of consumption meaning?

A. mundane

B. avoidance

C. innovative brands

D. function

E. All of these choices are correct.

80. What does the consumption of a product like Nikes mean to Andre Hank, the formerly homeless consumer discussed in the text?

A. that he can afford a brand that is superior in meeting his physical needs

B. his peers will now accept him

C. they serve as a visible symbol that he is back as a successful member of society

D. his peers will try to be more like him

E. they serve as a reminder of what he used to have

81. Consumer behavior is a complex, multidimensional process.

82. Marketing decisions and regulations are based on exact knowledge of consumer behavior.

83. Economically developed societies are often referred to as marketing societies.

84. It is critical that a firm consider value from the customer's perspective.

85. Marketing strategy begins with objective setting.

86. Product features, price, communications, distribution, and services together are often referred to as customer value.

87. Holiday shoppers who primarily care about time savings are known as Black Friday shoppers.

88. Marketing skills include a firm's financial expertise, general managerial skills, production capabilities, research and development capabilities, technological sophistication, and reputation.

89. Tracking consumers' online activity and sending them specific banner ads based on that activity is known as behavioral targeting.

90. The term used to reflect the fact that most products in developed economies satisfy more than one need is customer value.

91. A target market is that segment(s) of the larger market on which a company will focus its marketing effort.

92. The outcomes of a firm's marketing strategy are determined by its interaction with the consumer decision process.

93. Two key processes involved in need satisfaction are the actual need fulfillment and the perceived need fulfillment.

94. A consumer's needs and desires are shaped by his or her self-concept and lifestyle.

95. Lifestyle is the totality of an individual's thoughts and feelings about him- or herself.

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.