Deck 1: Consumer Behavior and Consumer Research

Question 1

Consumer behavior is a specialized discipline in the marketing field and represents a small part of our everyday decisions.

Answer 1

False

Question 2

Some of the most successful firms are adopting an approach that organizes their activities around the needs and behaviors of key manufacturers rather than key customers.

Answer 2

False

Question 3

The activities people undertake when obtaining, consuming, and disposing of products and services is a good definition of marketing.

Answer 3

False

Question 4

To gain an effective understanding of the consumer it is most important to study activities relating to the purchase aspect of consumer behavior.

Question 5

To gain an effective understanding of the consumer it is most important to study activities relating to the purchase, consumption, and disposal aspects of consumer behavior.

Question 6

Consumer behavior can be defined as the activity people undertake when obtaining, consuming, and disposing of products and services.

Question 7

Obtaining refers to the activities leading up to and including the purchase or receipt of a product.

Question 8

Disposing refers to how, when, where, and under what circumstances consumers use products.

Question 9

Consuming includes how consumers get rid of products and packaging.

Question 10

Historically, the study of consumer behavior has focused on why people buy.

Question 11

Consumption analysis focuses on how people buy.

Question 12

Why and how people consume is the focus of consumption analysis.

Question 13

In the United States, consumers are responsible for about 66 percent of the nation's economy.

Question 14

The marketing concept is the process of planning, and execution of ideas, goods and services to create exchanges that satisfy individual and organizational objective.

Question 15

The marketing concept refers to the ability of a firm to sell what it manufactures to its targeted consumers.

Question 16

Marketing is the process of making people want to buy what an organization has to sell.

Question 17

Marketing is the process of transforming an organization to have what people will buy.

Question 18

If a firm is doing a good job of marketing, it can ignore the needs and wants of the market.

Question 19

Due to the high cost of recruiting new customers, firms sometimes try to create relationships with their customers as a way of retaining them.

Question 20

Public policy makers are not interested in consumer behavior.

Question 21

An understanding of consumer behavior is useful in formulating public policy.

Question 22

Consumer research plays an important role in public policy debates as policy makers need to predict the effect of their decisions upon the public.

Question 23

The cornerstone of a market-driven economy is the right of any consumer to make an informed and unrestricted choice from an array of alternatives.

Question 24

From an individual standpoint, possibly the most important reason you should be interested in consumer behavior is the effect it will have on the overall economy.

Question 25

The retail supply chain consists of all the organizations involved in taking a product from inception to final consumption.

Question 26

Retailers typically procure products, house them and distribute them to the point of sale.

Question 27

Advertising and research firms are examples of facilitating organizations.

Question 28

Manufacturers manage raw materials and produce products.

Question 29

The primary influence over what we buy has shifted over time from wholesalers to manufacturers to retailers and now to consumers.

Question 30

The primary influence over what we buy has shifted over time from manufacturers to retailers to consumers and now to wholesalers.

Question 31

Increased competition and slower population growth are factors that have reduced the consumer's influence on business.

Question 32

Consumer behavior is a driving force in the formation of cutting-edge supply chains.

Question 33

The selling era came about due to an excess of demand that exceeded production capacity.

Question 34

The goal of motivation research is to use rigorous empirical techniques to discover generalizable explanations and laws.

Question 35

The goal of positivism is to uncover hidden or non-recognized motivations through guided interviewing.

Question 36

Post-modernism, unlike positivism, uses qualitative and other research methods to understand consumer behavior.

Question 37

Post-modernism refers to the process of using rigorous empirical techniques to discover generalizable explanations and laws.

Question 38

A comprehensive consumer orientation focuses on how all organizations in a demand chain adapt to changing consumer lifestyles and behavior.

Question 39

Consumer behavior draws on a variety of other disciplines such as statistics, anthropology, economics, and psychology.

Question 40

The methods used for studying consumer behavior can be classified as observational, interviews and surveys, and experimental.

Question 41

Shadowing is one form of the observational method for studying consumers.

Question 42

Surveys are one method for getting inside peoples' homes in order to see exactly how products are consumed.

Question 43

Surveys are a method of gathering information from a large sample of consumers by asking questions and recording responses.

Question 44

With the time lag involved in mail questionnaires and the declining response rates from internet surveys, market research will increasingly be conducted by telephone surveys.

Question 45

Interviewer bias occurs because of the interviewer's desire to provide the customers with the information they want.

Question 46

Experimentation attempts to understand cause-and-effect relationships by carefully manipulating independent variables.

Question 47

Field experiments take place in a laboratory setting.

Question 48

Understanding how consumers buy products often leads to an improved understanding of how they use products.

Question 49

Understanding how consumers use products often leads to an improved understanding of how they buy products.

Question 50

Consumers are much more adept at forcing changes within firms to meet the consumption preferences of consumers than marketers are adept at getting customers to buy a product that does not meet the needs and usage preferences of consumers.

Question 51

Segmentation focuses on differences within a group of consumers while recognizing the similarities between groups.

Question 52

Which of the following activities are characteristic of a customer-centric firm?

A) Identifying customers' needs.
B) Formulating strategies to fit customers' needs.
C) Consumer research and analysis to monitor trends.
D) A and B
E) A, B, and C

Question 53

Consumer behavior consists of which of the following activities?

A) Obtaining
B) Consuming
C) Disposition
D) A and B
E) A, B, and C

Question 54

Consumer behavior can be defined as:

A) a field of study focusing on marketing activities
B) a field of study focusing on consumer activities
C) a study of pricing
D) the study of decision rules
E) None of the above.

Question 55

____ refers to activities leading up to and including the purchase or receipt of the product.

A) Purchase
B) Consumption
C) Exchange
D) Obtaining
E) Disposal

Question 56

____ refers to how consumers get rid of the product and packaging.

A) Purchase
B) Consumption
C) Exchange
D) Obtaining
E) Disposal

Question 57

The key element in the definition of the marketing concept is:

A) Consumption
B) Disposal
C) Exchange
D) Purchase
E) Accommodation

Question 58

Consumption analysis refers to:

A) why and how people use products.
B) why and how people make products.
C) when and where people dispose of products.
D) A and B
E) A, B, and C

Question 59

Successful organizations believe:

A) consumers are influenced by the needs and wants of the organization.
B) marketing is the process of transforming or changing an organization to have what people will buy.
C) marketing is not really important.
D) marketing is the process of transforming consumer wants into the firm's product offering.
E) None of the above.

Question 60

Which of the following areas can be better understood by studying consumer behavior?

A) Consumer preferences for different advertisements
B) Financial decisions
C) Voting in elections
D) A and C
E) A, B, and C

Question 61

____ activities are used by public health advocates to influence people to abstain from illegal drugs or stop underage smoking.

A) Promotional
B) Marketing
C) Advertising
D) Demarketing
E) All of the above.

Question 62

Which of the following is not an example of demarketing activities aimed at consumers?

A) Warning labels
B) Advertising restrictions
C) Bans from smoking in public places
D) Higher taxes on cigarettes
E) All of the above are examples of demarketing activities.

Question 63

"Only the customer can fire us all" implies that:

A) consumers determine which firms survive and which fail.
B) customers can be manipulated into buying goods and services.
C) customers are concerned only when prices go higher.
D) firms should not bother with research as the customer is fickle.
E) None of the above.

Question 64

Many firms are trying to develop relationships with their customers because:

A) people are naturally brand loyal.
B) new customers are very expensive to recruit.
C) doing so makes it easier to retain them.
D) consumer behavior is very difficult to understand.
E) B and C are correct.

Question 65

Consumer product manufacturers study consumer behavior to influence:

A) brand choice
B) purchase
C) consumption
D) None of the above.
E) All of the above.

Question 66

The retail supply chain does not include:

A) Manufacturers
B) Retailers
C) Wholesalers
D) Public policy makers
E) The retail supply chain includes all of the above.

Question 67

Facilitating organizations include:

A) advertising and research firms
B) financial institutions
C) transportation or logistic firms
D) All of the above are types of facilitating organizations.
E) Only A and C are types of facilitating organizations.

Question 68

In the early days of the American Colonies, the power within the retail supply chain was held primarily by:

A) Wholesalers
B) Manufacturers
C) Retailers
D) Consumers
E) None of the above.

Question 69

The selling of the Ford Model T was an example of a ____ orientation.

A) marketing
B) comprehensive consumer
C) wholesaler
D) manufacturing
E) retailer

Question 70

Having what consumers are likely to buy is a characteristic of a ____ orientation.

A) manufacturing
B) selling
C) marketing
D) All of the above.
E) None of the above.

Question 71

Whereas a ____ focuses on how an organization adapts to consumers, a ____ extends this focus to how all organizations in a demand chain adapt to changing consumer lifestyles and behaviors.

A) selling orientation; marketing orientation
B) marketing orientation; comprehensive consumer orientation
C) manufacturing orientation; selling orientation
D) comprehensive consumer orientation; manufacturing orientation
E) None of the above.

Question 72

Consumer research has three major methodological approaches. These are:

A) observational, interviews and surveys, critical relativism
B) observational, interviews and surveys, experimentation
C) observational, critical relativism, experimentation
D) experimentation, critical relativism, interviews and surveys
E) experimentation, post-modernism, critical relativism

Question 73

____ is a method in which a researcher accompanies consumers through the shopping and consumption processes.

A) Focus groups
B) Longitudinal studies
C) Experimentation
D) Shadowing
E) None of the above.

Question 74

A consumer researcher conducting psychophysiological observations would be more likely to use which of the following methods to gather data?

A) Biofeedback
B) Magnetic resonance imaging
C) Vocal analysis
D) A and B
E) A, B, and C

Question 75

Focus groups and longitudinal studies are examples of:

A) Experimentation
B) Interviews and surveys
C) Observation
D) Post-modernism
E) Critical relativism

Question 76

____ usually consist of 8 to 12 people involved in a discussion led by a moderator skilled in getting consumers to discuss a subject thoroughly.

A) Focus groups
B) Longitudinal studies
C) Experiments
D) Shadowing studies
E) None of the above.

Question 77

Suppose you are interested in measuring consumers' opinions repeatedly over time in order to see if there is a change in these opinions. Which type of methodology would be most appropriate for you to use?

A) Focus groups
B) Longitudinal studies
C) Experiments
D) Shadowing studies
E) None of the above.

Question 78

According to Chapter 1, which of the following is not a drawback of choice modeling?

A) Interrelations of independent variables could make it unreliable to interpret.
B) Gender differences in the participant pool may bias the analysis.
C) Data may not be sufficient, accurate, up to date or relevant.
D) All of the above are identified in Chapter 1 as drawbacks of choice modeling.
E) None of the above are identified in Chapter 1 as drawbacks of choice modeling.

Question 79

Chapter 1 indicates that the text was written with some underlying principles about consumers. Which of the following is not one of them?

A) The consumer is sovereign.
B) The consumer is global.
C) Consumers are different; consumers are alike.
D) The consumer has rights.
E) All of the above are underlying principles discussed in Chapter 1.

Question 80

Which of the following is not one of the Consumer Bill of Rights discussed in Chapter 1?

A) The right to safety.
B) The right to be informed.
C) The right to choose.
D) The right to enjoy a clean and healthful environment.
E) All of the above are listed in the Consumer Bill of Rights.