Deck 1: Introduction to Consumer Behavior and Marketing Strategy

Question 1

The traditional approach to studying consumer behavior primarily relies upon:

A) statistical modeling.
B) focus groups.
C) lengthy interviews.
D) experiments/surveys.
E) observation.

Answer 1

D

Question 2

Online Business-to-Consumer (B2C)marketing is MOST similar to traditional marketing in the way that:

A) it allows products to be offered all through the year.
B) it is cost efficient.
C) it provides a means for developing a one-on-one relationship with the consumer.
D) it requires marketers to understand consumers and deliver products and services that consumers need.
E) it helps establish consumer databases.

Answer 2

D

Question 3

According to the American Marketing Association,consumer behavior is all of the following EXCEPT:

A) it is dynamic.
B) it is the product of the interaction of affect, cognition, and behavior.
C) it affects, and is affected by, its environment.
D) it is focused upon the individual's exchange activities.
E) it is focused upon the buying and selling patterns.

Answer 3

E

Question 4

Which of the following methods is MOST likely to be used by firms in the consumer packaged goods industry?

A) The traditional approach
B) The interpretive approach
C) The marketing science approach
D) The anthropological approach
E) The traffic analysis approach

Question 5

The marketing science approach to consumer research is based on theories/methods borrowed from:

A) sociology.
B) economics and statistics.
C) psychology.
D) anthropology.
E) traffic analysis.

Question 6

The interpretive approach is rooted in the theories/methods of:

A) economics.
B) statistical modeling.
C) cultural anthropology.
D) sociology.
E) psychology.

Question 7

Which of the following is NOT true of marketing strategies?

A) Understanding consumers is a critical element in developing successful marketing strategies.
B) The essence of a marketing strategy is to understand markets, develop and implement superior strategies to attract and hold them profitably.
C) Marketing strategies cannot change what consumers think and feel about themselves.
D) Marketing strategies have a powerful force on consumers and society at large.
E) Marketing strategies are not unethical or inappropriate activities.

Question 8

Which of the following consumer research approaches seeks to develop theories/methods to explain consumer decision making and behavior?

A) The traditional approach
B) The statistical modeling approach
C) The interpretive approach
D) The marketing science approach
E) The didactic approach

Question 9

All of the following statements about Internet marketing are true EXCEPT:

A) it can change the way consumers shop and purchase.
B) it could be a threat to traditional manufacturers and retailers.
C) it does not present smaller firms with an opportunity to compete effectively.
D) has made the global market more accessible.
E) it can be used to communicate a vast amount of information to potential consumers.

Question 10

Which of the following aspects of consumer behavior presents the marketer the MOST difficult continuing challenge?

A) The overt nature of consumer behavior
B) The attempt to understand the consumer
C) The attempt to understand consumer feelings
D) The dynamic nature of consumer behavior
E) The environmental aspects

Question 11

The design,implementation,and control of a plan to influence exchanges to achieve organizational objectives is at the heart of:

A) marketing research.
B) consumer research.
C) marketing science.
D) marketing strategy.
E) statistical modeling.

Question 12

The marketing concept is BEST described as:

A) a profitable philosophy adopted for conducting business.
B) a legally accepted practice for conducting business.
C) a profit maximization practice for conducting business.
D) an economic method for conducting business.
E) an appropriate philosophy for conducting business.

Question 13

Marketing strategy questions may be addressed in all of the following ways EXCEPT through:

A) formal consumer research.
B) informal discussions with consumers.
C) predicting future markets.
D) logic founded in knowledge.
E) intuition founded in knowledge.

Question 14

Which of the following tools are best used to discover the meanings associated with the purchase/use of products/services?

A) Statistical modeling
B) Focus groups
C) Observation
D) Surveys
E) Traffic analysis

Question 15

All of the following are characteristics of consumer research EXCEPT that it:

A) utilizes a variety of techniques.
B) poses complex ethical issues.
C) is essential in highly competitive markets.
D) must be ongoing in a dynamic marketplace.
E) it is based on a small representative set of the population

Question 16

The MOST important factor driving acceptance of the marketing concept was:

A) enthusiastic academic support.
B) improved production equipment.
C) intense foreign competition.
D) the advent of CAD/CAM systems.
E) the elevation of marketers to CEO positions.

Question 17

Though a primary tool of research for retailers,_____ is being used by consumer product companies as well.

A) the traditional approach
B) the interpretive approach
C) the traffic analysis approach
D) the anthropological approach
E) the marketing science approach

Question 18

All of the following statements are true EXCEPT:

A) Product life cycles are becoming longer.
B) Consumer behavior is constantly changing.
C) Needs/wants change at different times for different consumer groups.
D) The consumer often does not understand their own behavior completely.
E) Constant innovation is necessary to ensure profitability.

Question 19

Although consumer behavior research is useful for all levels of strategic analysis,it is most commonly studied and applied at the _____ level(s).

A) organizational
B) supervisory
C) brand and store
D) community
E) individual consumer and consumer segment

Question 20

As an approach to study consumer behavior,understanding consumption and its meanings is the primary objective of:

A) cultural anthropology.
B) psychology.
C) economics.
D) statistics.
E) sociology.

Question 21

Math modeling and simulation are the primary methods used in the interpretive approach to study consumer behavior.

Question 22

Much of consumer behavior involves exchanges between buyers (consumers)and sellers (marketers).

Question 23

Marketing strategies are developed at the management level.

Question 24

In the past,companies conducted research to investigate new product concepts and to try to understand consumers; this research was continuous and aided in identifying the firm's actual customers.

Question 25

Government agencies such as the FDA are primarily interested in consumer behavior research in order to influence consumers to behave in certain ways.

Question 26

A major criticism of B2C marketing was that consumers used the Web to collect information but continued to shop in person at stores.

Question 27

The third group interested in consumer behavior includes both consumers and organizational buyers who exchange resources for various goods and services.Their interest is in making exchanges that help them achieve their goals and in understanding their own behavior.

Question 28

The marketing science approach has become a mainstay in the consumer packaged goods industry because it can handle large scanner data sets in an efficient manner to help solve marketing problems.

Question 29

Consumer behavior does not include the things in the environment that influence these thoughts,feelings people experience and the actions they perform in consumption processes.

Question 30

Historically,the traditional approach to study consumer behavior has had the greatest impact.

Question 31

The dynamic nature of consumer behavior makes development of marketing strategies an exciting and easy task.

Question 32

The interpretive approach is based on theories and methods from cognitive,social,and behavioral psychology,as well as sociology.

Question 33

In the past,consumers received most of their information about products and services from traditional print and media advertising.

Question 34

The marketing science approach is based on theories and methods from economics and statistics.

Question 35

The marketing concept was developed in the United States,but not fully implemented by American firms until forced to do so by foreign competitors.

Question 36

Consumer feelings is the component of consumer behavior that is most difficult to research.

Question 37

The marketing science approach is used to predict the impact of marketing strategies on consumer choice and behavior.

Question 38

For many years,the marketing concept was not fully understood or implemented properly by U.S.firms.

Question 39

Because product life cycles are longer than ever before,many companies have to innovate constantly to create superior value for customers and stay profitable.

Question 40

The first group to use knowledge about consumer behavior is marketing organizations,which include businesses attempting to sell products but not hospitals,museums,parks,law firms,universities,and other organizations that seek exchanges with consumers.

Question 41

Briefly describe consumer behavior's role in marketing strategy.

Question 42

Because _____ are shorter than ever before,many companies have to innovate constantly to create superior value for customers and stay profitable.

Question 43

When people give up something of value to others and receive something in return it is referred to as a(n)_____.

Question 44

Which are the groups interested in knowledge about consumer behavior?

Question 45

What are the three major reasons that have resulted in companies making changes to serve customers better?

Question 46

Predicting consumer choice and behavior is the primary objective of the _____ approach.

Question 47

Why is the consumer more difficult to understand/predict than anything in the physical universe?

Question 48

What is the function of a marketing strategy?

Question 49

The _____ approach seeks to develop a deep understanding of consumption and its meanings.

Question 50

In consumer markets,_____ are typically designed to increase the chances that consumers will have favorable thoughts and feelings about particular products,services,and brands.

Question 51

_____ involves the thoughts and feelings people experience and the actions they perform in consumption processes.

Question 52

The _____ approach commonly involves developing and testing mathematical models to predict the impact of marketing strategies on consumer choice and behavior.

Question 53

How has the marketing concept influenced companies that are successful today?

Question 54

To implement _____,organizations must understand their customers and stay close to them to provide products and services that consumers will purchase and use appropriately.

Question 55

What is the impact of the emergence of the Internet as a marketing tool?

Question 56

How does the second group (government and political organizations)impact consumer behavior?

Question 57

Long interviews and focus groups are the primary methods used in the _____ approach.

Question 58

Briefly describe the three basic approaches to the study of consumer behavior.Which is best?

Question 59

The _____ approach seeks to develop theories and methods to explain consumer decision making and behavior.

Question 60

What are the MOST important precursors/determinants of consumer behavior? What problems flow from this reality?