Deck 1: Consumer Behavior Overview

Question 1

Hedonic needs are value-expressive needs that reflect a buyer's self-concept.

Answer 1

True

Question 2

The product concept is the organizational philosophy that says that consumers are interested most in products that are readily affordable and easily available.

Answer 2

False

Question 3

Marketing myopia is the result of excessive product focus which can often distract marketers from identifying and responding to consumer needs and wants.

Answer 3

True

Question 4

Practitioners of the selling concept believe that customers' wants can be persuasively molded to fit the product or service.

Question 5

A buyer's market is a marketplace condition where product demand exceeds product supply.

Question 6

Individual psychological influences of consumer behavior include personality, lifestyle, social class, and interpersonal influences.

Question 7

A pragmatic consumer behaves in an automatic and unthinking way, responding directly and hastily to environmental stimuli.

Question 8

A consumer who is satisficing is making an optimal decision during his or her decision-making process.

Question 9

Sex, fear, and fantasy appeals are common advertising techniques which relate to Freud's Psychoanalytical Model.

Question 10

Joel purchases a Rolex watch before he flies out to attend his ten-year college class reunion. He is an example of conspicuous consumption.

Question 11

Rational, objective, concrete, economic, and cognitive needs are all examples of __________.

A) Transformational needs
B) Utilitarian needs
C) Experiential needs
D) Symbolic needs
E) Hedonic needs

Question 12

The selling concept requires aggressive use of one or more elements of the promotional mix. Which of the following is NOT an element of the promotional mix?

A) Advertising
B) Personal selling
C) Public Relations
D) Sales promotion
E) Word of mouth

Question 13

Which marketing management philosophy contains a market orientation, a long-run profit orientation, and a cross-functional integration for its implementation?

A) The marketing concept
B) The societal marketing concept
C) Veblen's Social-Psychological Model
D) Pavlov's Learning Model
E) Marshal's economic model

Question 14

What are the two major influences on the consumer decision process?

A) Environmental stimuli and mood
B) Needs and wants
C) Level of involvement and level of decision making
D) Price and promotion
E) Product and promotion

Question 15

Influence from members of one's family or household is an example of ________.

A) Sociocultural influence
B) Decision-process influence
C) Individual psychological influence
D) Situational influence
E) Level-of-decision-making influence

Question 16

Maggie is adjusting to her new life as a first-year college student. She notices that all of her housemates use Redken Shampoo. On her next trip to the drugstore, she purchases Redken even though she has a full bottle of Head & Shoulders in her dorm room. Which sociocultural influence does this example demonstrate?

A) Social class
B) Culture
C) Reference group
D) Lifestyle
E) Subculture

Question 17

The pragmatic consumer is the __________.

A) Conditioned consumer
B) Economic consumer
C) Emotional consumer
D) Social consumer
E) Psychoanalytical consumer

Question 18

Which social science theory incorporates drives, stimuli, association, responses, and reinforcement to make up the "conditioned consumer"?

A) Freud's Psychoanalytical Model
B) Marshall's Economic Model
C) Veblen's Social Psychological Model
D) Simon's satisficing model
E) Pavlov's Learning Model

Question 19

What is the study of symbols and signs-something that has meaning, such as words, images, and body language?

A) Semiotics
B) Philanthropy
C) Sociology
D) Symbolism
E) Shoptimism

Question 20

Which of the following items would NOT be an example of a conspicuous product?

A) Car
B) Clothes
C) Cleaning products
D) Cell phone
E) House

Question 21

Describe the difference between the information-processing paradigm and the experiential paradigm. Provide an example of a product that encompasses both assumptions.

Question 22

What is the relationship between features and benefits? Which of these should marketing communications primarily emphasize and why? Please provide an example of a product feature and a corresponding product benefit.

Question 23

Cite two marketplace conditions under which the production concept might be successful.

Question 24

Cite two flaws with the product concept.

Question 25

What is meant by the notion that consumers are sovereign? If consumers are indeed sovereign, what is an implication for marketers?

Question 26

Cite two problems inherent in the selling concept.

Question 27

What are two decision process influences? Describe each.

Question 28

What is an implication for postmodern consumer research following from Freud's psychoanalytical man? (That is, describe the type of consumer research Freud would suggest doing)

Question 29

What is the value proposition? Cite three ways marketers can increase consumer value.

Question 30

Cite three examples of marketing strategies/tactics that would be used by a marketer who believes in the Pavlovian consumer.