Patterns Of Buyer Behavior Test Bank Docx Ch.9

Chapter 9: Patterns of Buyer Behavior

Type: multiple choice question

Title: Chapter 09 Question 01

1) Depending on how often we need to replace our products or renew our services, we demonstrate _______ purchase patterns.

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.1

a. predictable

b. erratic

c. variable

d. frequent

Type: multiple choice question

Title: Chapter 09 Question 02

2) The proportion of customers who buy an item in a given period is known as

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.1

a. active learning.

b. market penetration.

c. market share.

d. attitudinal loyalty.

Type: multiple choice question

Title: Chapter 09 Question 03

3) The proportion of the total sales for one brand versus all brands in the market is known as

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.1

a. market penetration.

b. active learning.

c. attitudinal loyalty.

d. market share.

Type: multiple choice question

Title: Chapter 09 Question 04

4) What do marketing managers often use when they want to examine repeat purchasing patterns?

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.2

a. Double jeopardy

b. Situational involvement

c. Market penetration

d. Consumer panel data

Type: multiple choice question

Title: Chapter 09 Question 05

5) Asking customers to record their purchases by scanning their grocery card at a store, is an example of

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.2

a. the consensus rule.

b. the Pareto principle.

c. a consumer panel.

d. procedural memory.

Type: multiple choice question

Title: Chapter 09 Question 06

6) What is purchase frequency?

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.1

a. The average number of times a consumer purchases a product in a given period

b. How often a consumer visits the same store

c. The number of times a consumer uses coupons or product rebate programs

d. How often consumers change their minds and behaviors

Type: multiple choice question

Title: Chapter 09 Question 07

7) The phenomenon whereby brands with smaller market share have fewer buyers who buy the brand less often is called

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.2

a. double jeopardy.

b. purchase frequency.

c. attitudinal loyalty.

d. the Pareto principle.

Type: multiple choice question

Title: Chapter 09 Question 08

8) An established mature market that appears stable over a period of several months or years is known as a _______ market.

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.2

a. nonstationary

b. stationary

c. near-stationary

d. salient

Type: multiple choice question

Title: Chapter 09 Question 09

9) A dynamic market that can change quickly and dramatically is known as a _______ market.

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.2

a. near-stationary

b. salient market

c. nonstationary

d. stationary

Type: multiple choice question

Title: Chapter 09 Question 10

10) Which type of consumers are very interested in trying different brands and product attributes?

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.2

a. Passive consumers

b. Variety-seeking consumers

c. Static consumers

d. Habit-persistent consumers

Type: multiple choice question

Title: Chapter 09 Question 11

11) What type of consumers have an affinity for certain brands and make decisions based on previous purchases?

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.2

a. Habit-persistent consumers

b. Variety-seeking consumers

c. Dynamic consumers

d. Moderate consumers

Type: multiple choice question

Title: Chapter 09 Question 12

12) _______ brands are those that imitate the color, shape, brand name, or look of a national brand.

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.2

a. Static

b. Copycat

c. Foster

d. Inert

Type: multiple choice question

Title: Chapter 09 Question 13

13) A vast majority of consumers are

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.2

a. nonstationary.

b. variety-seeking.

c. habit-persistent.

d. confirmatory.

Type: multiple choice question

Title: Chapter 09 Question 14

14) Joe has developed a strong preference for Nike sneakers. When it comes time for him to buy a new pair he decides to buy Nike’s. What type of consumer is Joe?

Feedback: Page reference: Tracking Buyer Behavior

Learning objective: 9.2

a. Variety-seeking

b. Near-stationary

c. Habit-persistent

d. Nonstationary

Type: multiple choice question

Title: Chapter 09 Question 15

15) Everyday items such as socks and plates are examples of _______ market products.

Feedback: Page reference: Tracking Buyer Behavior

Learning objective: 9.2

a. nonstationary

b. variety-seeking

c. near-stationary

d. habit-persistent

Type: multiple choice question

Title: Chapter 09 Question 16

16) _______ loyalty involves the repeated, often habitual, purchase of a brand.

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.3

a. Situational

b. Attitudinal

c. Moderate

d. Purchase

Type: multiple choice question

Title: Chapter 09 Question 17

17) _______ loyalty involves liking or a commitment to the brand that is often based on perceived value.

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.3

a. Moderate

b. Situational

c. Purchase

d. Attitudinal

Type: multiple choice question

Title: Chapter 09 Question 18

18) The _______ suggests that about 80 percent of a company’s sales come from 20 percent of its customers.

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.3

a. Pareto principle

b. law of buyer moderation

c. duplication of purchases principle

d. attribution theory

Type: multiple choice question

Title: Chapter 09 Question 19

19) The _______ suggests that, over time, light buyers tend to become heavier and heavier buyers tend to become lighter.

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.3

a. duplication of purchases principle

b. attribution theory

c. law of buyer moderation

d. Pareto principle

Type: multiple choice question

Title: Chapter 09 Question 20

20) A child moves out of house, and as a result her parents purchase less soda. This is an example of the

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.3

a. attribution theory.

b. law of buyer moderation.

c. Pareto principle.

d. duplication of purchases principle.

Type: multiple choice question

Title: Chapter 09 Question 21

21) The _______ is the extent to which brands in a given category share their customers with other brands in that category.

Feedback: Page reference: Tracking Buying Behavior

Learning objective: 9.3

a. Pareto principle

b. law of buyer moderation

c. attribution theory

d. duplication of purchases principle

Type: multiple choice question

Title: Chapter 09 Question 22

22) Sometimes panel data is based on _______, which is an observational research method that collects data from products purchased at a retail store’s checkout counter.

Feedback: Page reference: Tracking Buyer Behavior

Learning objective: 9.6

a. online data

b. secondary data

c. scanner data

d. the Pareto principle

Type: multiple choice question

Title: Chapter 09 Question 23

23) To overcome the concept of double jeopardy, a small organization with no associated online or offline brand should launch a _______ app to have the best chance of grabbing a significant share of the market.

Feedback: Page reference: Tracking Buyer Behavior

Learning objective: 9.6

a. tracking

b. paid

c. free

d. framing

Type: multiple choice question

Title: Chapter 09 Question 24

24) The first organic product purchase that a consumer makes is called the _______ to the market.

Feedback: Page reference: Tracking Buyer Behavior

Learning objective: 9.6

a. trait-based approach

b. subliminal exposure

c. entry point

d. positivist approach

Type: multiple choice question

Title: Chapter 09 Question 25

25) Without brand _______ there is little reason to buy one brand over another.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.4

a. duplication

b. copycats

c. differentiation

d. consensus

Type: multiple choice question

Title: Chapter 09 Question 26

26) In order to make sure that consumers are able to spot and recognize a brand, the brand should be

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.4

a. distinctive.

b. homogenous.

c. duplicative.

d. hedonic.

Type: multiple choice question

Title: Chapter 09 Question 27

27) Which type of marketing strategy uses tactics like competition, rewards, status, achievement, socialization, and learning to engage with consumers?

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.4

a. Scarcity

b. Duplication

c. Anchoring

d. Gamification

Type: multiple choice question

Title: Chapter 09 Question 28

28) One drawback to the differentiation strategy is that

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.4

a. it can easily be copied.

b. repeat buying does not increase.

c. it attracts very few new consumers.

d. consumers become confused.

Type: multiple choice question

Title: Chapter 09 Question 29

29) _______ data can help marketers better understand what consumers do and how they might differentiate a brand for consumers.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.4

a. Cognitive

b. Behavioral

c. Emotional

d. Procedural

Type: multiple choice question

Title: Chapter 09 Question 30

30) If a marketing manager wants to determine how a specific gender interacts with their brand, they will _______ their target market.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.4

a. segment

b. motivate

c. change

d. expand

Type: multiple choice question

Title: Chapter 09 Question 31

31) A brand _______ occurs when a deeper level of connection is forged between the self and the brand.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.4

a. archetype

b. relationship

c. personality

d. division

Type: multiple choice question

Title: Chapter 09 Question 32

32) Brand _______ occurs when there is a strong emotional tie between a brand and a consumer.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.5

a. affinity

b. love

c. addiction

d. reflection

Type: multiple choice question

Title: Chapter 09 Question 33

33) From a relationship standpoint, brand _______ would be the friendship phase of a relationship.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.5

a. reflection

b. affinity

c. addiction

d. love

Type: multiple choice question

Title: Chapter 09 Question 34

34) Brand _______ occurs when there is a passionate emotional attachment to a brand.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.5

a. addiction

b. reflection

c. love

d. affinity

Type: multiple choice question

Title: Chapter 09 Question 35

35) Brand _______ occurs when there is a mental and behavioral preoccupation with a brand.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.5

a. love

b. affinity

c. reflection

d. addiction

Type: multiple choice question

Title: Chapter 09 Question 36

36) Mrs. Hammond teaches high-school biology. To increase student engagement, she splits her class into teams and tells the students they will be excused from that evenings homework if their team correctly answer more questions than the other team. This is an example of

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.6

a. gamification.

b. distinction

c. reactance.

d. compliance.

Type: multiple choice question

Title: Chapter 09 Question 37

37) Researchers who focus on _______ examine what consumers do by looking at purchase data, observing how consumers interact with a product, and analyzing consumer panel data.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.6

a. double jeopardy

b. shopper marketing

c. purchase frequency

d. market penetration

Type: multiple choice question

Title: Chapter 09 Question 38

38) How can a brand help consumer’s justify paying higher prices for a product that is sustainably sourced?

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.6

a. Offer detailed information on the benefits of the product and the reason for the higher price.

b. Use the storefront, marketing materials, and product packaging to make the brand seem high-end.

c. Create a buzz for the brand by keeping long lines waiting in front of the stores.

d. Provide evidence that the product is a status symbol that will be admired within their social circle.

Type: multiple choice question

Title: Chapter 09 Question 39

39) Brand addiction is distinguished from other addictions, such as drugs or alcohol addiction, because

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.6

a. there is less of a financial strain.

b. there is no physical risk.

c. there is no chemical dependency.

d. the urges are controllable.

Type: multiple choice question

Title: Chapter 09 Question 40

40) Ample evidence suggests that consumer behaviors are largely low involvement and a function of habit, dependent on what brands are familiar and

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.6

a. attract attention.

b. exclusive.

c. readily available.

d. distinct.

Type: multiple choice question

Title: Chapter 09 Question 41

41) _______ is a research perspective that focuses on what consumers do by examining purchase data, observing how consumers interact with a product, and analyzing consumer panel data.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.6

a. Perceptual vigilance

b. Enculturation

c. Shopper marketing

d. Neuromarketing

Type: multiple choice question

Title: Chapter 09 Question 42

42) Consumers with brand love have higher levels of

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.6

a. ego involvement.

b. buyer moderation.

c. purchase loyalty.

d. divestment rituals.

Type: multiple choice question

Title: Chapter 09 Question 43

43) Using _______ to create finely targeted promotions makes it more likely that the promotion will resonate with individual customers.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.6

a. reciprocity

b. the Pareto principle

c. behavioral data

d. distinctive brands

Type: multiple choice question

Title: Chapter 09 Question 44

44) _______ refers to a non-geographically bound community that is connected through brand admiration, with a structured set of social relations.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.6

a. Market penetration

b. Purchase frequency

c. Brand community

d. Ego involvement

Type: multiple choice question

Title: Chapter 09 Question 45

45) A pastry shop wants to _______ itself from the market. As a result, they decide to only use organic ingredients and make the shop more comfortable and inviting to consumers.

Feedback: Page reference: Influencing Consumer Behavior

Learning objective: 9.6

a. distance

b. remove

c. differentiate

d. detach

Type: essay/short answer question

Title: Chapter 09 Question 46

46) What is a consumer panel? How are they used? What do most types of panels have in common?

Feedback:

• Consumer panel data is collected to identify and examine consumer purchasing behavior
• Behavioral data are often combined with attitudinal and demographic information
• Panels are typically large, representative samples of the overall population

Page reference: Tracking Buyer Behavior

Learning objective: 9.2

Type: essay/short answer question

Title: Chapter 09 Question 47

47) Why is understanding purchase frequency important to marketing managers? What insights can be derived from purchase frequency data and how can those insights be used to influence brand interaction?

Feedback:

• Marketing managers can determine the brand market penetration, market share and the structure of their consumer base
• The data can provide insights that indicate how the customer base is structured
• It can influence how the organization interacts with customers and how it delivers the value proposition

Page reference: Tracking Buyer Behavior

Learning objective: 9.2

Type: essay/short answer question

Title: Chapter 09 Question 48

48) Explain why it is important for marketers to understand how consumers make decisions. Describe how the habits of variety seeking consumers and habit-persistent consumers differ from one another.

Feedback:

• It provides insights into how brands can communicate with consumers
• It can help marketers understand the nature of the market and the nature of their consumers
• Habit-persistent consumers make decisions based on their previous purchases
• Variety-seeking consumers are interested in trying new or different products

Page reference: Tracking Buyer Behavior

Learning objective: 9.2

Type: essay/short answer question

Title: Chapter 09 Question 49

49) Define the two types of brand loyalty. Why is it important to distinguish between these types of brand loyalty?

Feedback:

• Purchase loyalty involves the repeated, often habitual, purchase of a brand
• Purchase loyalty increases market share
• Attitudinal loyalty involves a commitment to a brand and is often based on some perceived value obtained from consumption of the brand
• Consumers who have higher attitudinal loyalty will pay a higher price for the product

Page reference: Tracking Buyer Behavior

Learning objective: 9.3

Type: essay/short answer question

Title: Chapter 09 Question 50

50) What is the Pareto principle? What suggestions would you make to a marketing manager of a brand with a very high ratio? What would you suggest if the brand is working with lower ratios?

Feedback:

• The Pareto principle suggests that about 80 percent of a company’s sales come from 20 percent of its customers
• High ratio—Ensure that the very few loyal customers are kept satisfied with a consistently high-quality product and implement strategies to convert light users to heavy users
• Low ratio—Make sure that heavy users are satisfied and implement strategies to attract new customers to the brand

Page reference: Tracking Buyer Behavior

Learning objective: 9.3

Type: essay/short answer question

Title: Chapter 09 Question 51

51) What are the two ways that differentiating a brand could occur? Provide three ways that a dog food brand might use those strategies to differentiate themselves from their competitors.

Feedback:

• 1. Perform better than the competition on an attribute that is important to consumers
• 2. Connect consumer values to brand values
• Retail experiences, price, attributes, target audiences, quality, social initiatives, ethics, values, etc.

Page reference: Influencing Consumer Behavior

Learning objective: 9.4

Type: essay/short answer question

Title: Chapter 09 Question 52

52) What is gamification? Why do brands use gamification? How can gamification increase consumer engagement?

Feedback:

• Gamification utilizes personalized interactions that are designed to appeal to a consumer’s vanity, as well as interactions that remember and adapt as the customer plays the game, adding excitement and challenge to the game
• Short attention spans and increasing distractions make it difficult for a marketer to attract and keep a consumer’s attention
• Games encourage consumers to engage in a variety of behaviors such as reading about the brand, watching video content, earning points or badges, and connecting with other like-minded consumers

Page reference: Influencing Consumer Behavior

Learning objective: 9.4

Type: essay/short answer question

Title: Chapter 09 Question 53

53) You are the marketing manager for a dog food brand that is seeking to make the brand distinctive. Provide two detailed suggestions for how this can be done. Give two potential pitfalls.

Feedback:

• A brand should be distinctive so that customers are able to recognize it
• It is important that the customer identifies the brand and that this activates or reinforces the customer’s memory of the brand, thus making it easier to choose
• Create or highlight the brand’s distinctive and unique attributes
• Colors, shapes, logos, taglines, jingles, consistency, packaging
• The brand needs to be sure that it is not mistaken for another brand
• It is difficult to have product attributes that are very different or distinct within the consideration set

Page reference: Influencing Consumer Behavior

Learning objective: 9.4

Type: essay/short answer question

Title: Chapter 09 Question 54

54) How does a brand relationship differ from purchase loyalty and attitudinal loyalty?

Feedback:

• Purchase loyalty—consumers habitually purchase the brand
• Attitudinal loyalty—consumers have a positive attitude toward the brand
• A brand relationship occurs when a deeper level of connection is forged between the self and the brand, such that the relation grows and develops in a way that is similar to a personal relationship

Page reference: Influencing Consumer Behavior

Learning objective: 9.4

Type: essay/short answer question

Title: Chapter 09 Question 55

55) Identify and describe two notable ways in which researchers have created shopping experiences to suit the needs of the millennial.

Feedback:

• Technological updates
• Product strategy – no backorders
• Upgrade retail environment
• Quick and easy delivery

Page reference: Influencing Consumer Behavior

Learning objective: 9.4

Type: essay/short answer question

Title: Chapter 09 Question 56

56) Why is it important that brands establish learning relationships with consumers? How can this be done?

Feedback:

• Customers who are well versed in the product and its attributes will be able to provide insights that may have never been considered by the marketing team
• A marketer should be sure to incorporate that advice into changes in the product or delivery of the product
• Consumers want to see that the company listened to them and incorporated some of their suggestions
• Marketers can invite customers to share their stories, test a new version of the product, or preview a new ad campaign

Page reference: Influencing Consumer Behavior

Learning objective: 9.4

Type: essay/short answer question

Title: Chapter 09 Question 57

57) What is double jeopardy? Why should brand managers be concerned when they are faced with double jeopardy situations? Why is this particularly troublesome for smaller companies? How can a manager of a small brand avoid the problem of double jeopardy?

Feedback:

• As market share declines, average purchase frequencies also decrease
• Double jeopardy is the phenomenon whereby brands with smaller market share have fewer buyers who buy the brand less often
• The concept of double jeopardy implies that increasing market share will lower defection rates for consumers
• Smaller companies have fewer buyers and those buyers purchase less frequently
• Identify strategic priorities, reorganize, and make a shift in marketing strategies

Page reference: Tracking Buying Behavior

Learning objective: 9.2

Type: essay/short answer question

Title: Chapter 09 Question 58

58) Are segmentation strategies useful? Imagine that you are the marketing manager for an aquarium. You are looking for ways to increase interaction and deepen relationships with visitors. After some research, you discover that two segments of patrons have very low levels of repeat visits and interaction while at the aquarium. The first segment consists of senior citizens, and the other consists of Latinx who speak little to no English. How would you build stronger relationships with those consumers?

Feedback:

• Yes, segmentation strategies help marketers develop a better understanding of consumers and where they need to foster relationships
• Marketers will then be able to create better product, price, distribution, and promotional strategies
• Seniors—The aquarium can invest in accessibility structures that will make it easier for them to navigate the aquarium. They can implement senior pricing strategies for admission and the food court.
• Latinx—Create signage to include Spanish translations. These can offer easy and natural ways for families to interact with the staff. They can evaluate any exclusionary or off-putting practices, experiences, and products

Page reference: Influencing Consumer Behavior

Learning objective: 9.4

Type: essay/short answer question

Title: Chapter 09 Question 59

59) Describe the three brand relationships presented in the text. What are the pros and cons of these brand relationships? Do marketing managers have any responsibility to curb harmful brand relationships?

Feedback:

• Brand affinity occurs when there is a strong emotional tie between the brand and the consumer
• Brand love describes a passionate emotional attachment to a particular brand
• Brand addiction is a mental and behavioral preoccupation with the brand. The consumer experiences almost uncontrollable urges to possess any new product from the brand, and once the brand is acquired, the consumer experiences positive emotions
• Marketing managers try to foster stronger relationships between the brand and consumers, sometimes a line can be crossed where that relationship is harmful, and responsible marketers will do what they can to curb such occurrences
• Marketers must walk a fine line between attracting consumers to their brand and being responsible corporate citizens
• Brand affinity and love are largely beneficial, but brands need to be mindful of social issues, their target markets, and how they advertise products
• Brand addiction is the largest concern
• Responsible consumer researchers want to understand the triggers for these addictive behaviors so that they can help these consumers break the cycle of addiction and get on to the road to recovery

Page reference: Influencing Consumer Behavior

Learning objective: 9.5