Chapter01

ConsumerBehaviorandMarketingStrategy

Multiple Choice Questions

1.

2.

Theriseofsocialmediahas

A.
shiftedpowerfrommarketerstoconsumers.
B. helpedtostrengthentheshiftofpowerfromconsumerstomarketers.
C. helpedgiverisetothedevelopmentofonlinecrowdseeking.
D. helpedmarketerslikeCVSlistenandadapttoconsumersinrealtime.
E.
AandD
_____isthestudyofindividuals,groups,ororganizationsandtheprocessestheyusetoselect,secure,use,
anddisposeofproducts,services,experiences,orideastosatisfyneedsandtheimpactsthattheseprocesses
haveontheconsumerandsociety.

A.
B.
C.
D.
E.

Marketing
Consumerbehavior
Psychographics
Demographics
Psychology

3.

OneprimaryfunctionofHarriet'sjobistostudyindividuals,groups,ororganizationsandtheprocesses
theyusetoselect,secure,use,anddisposeofhercompany'sproductsandservicestosatisfyneedsandthe
impactsthattheseprocesseshaveontheconsumerandsociety.Harrietworksinthefieldof_____.

A.
B.
C.
D.
E.

socialpsychology
cognitivepsychology
management
consumerbehavior
organizationalbehavior

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4.

5.

6.

WhichofthefollowingisNOTtrueregardingconsumerbehavior?

A. Organizationsareapplyingtheoriesandinformationaboutconsumerbehavioronadailybasis.
B.
Itisoftennecessarytoconductresearch.
C. Consumerbehaviorisacomplex,multidimensionalprocess.
D.Theoverallmodelofconsumerbehaviorpresentedinthetextisaccurateinpredictingconsumer
behavior.
E.Marketingpracticesdesignedtoinfluenceconsumerbehaviorinvolveethicalissuesthataffectthefirm,
theindividual,andsociety.
Whichofthefollowingisakeyaspectregardingconsumerbehavior?

A. Organizationsareapplyingtheoriesandinformationaboutconsumerbehavioronadailybasis.
B.
Itisoftennecessarytoconductresearch.
C. Consumerbehaviorisacomplex,multidimensionalprocess.
D.Marketingpracticesdesignedtoinfluenceconsumerbehaviorinvolveethicalissuesthataffectthefirm,
theindividual,andsociety.
E.
Alloftheabovearekeyaspects.
WhichofthefollowingisNOTanapplicationofconsumerbehavior?

A.
B.
C.
D.
E.

marketingstrategy
humanresourcemanagement
regulatorypolicy
informedconsumers
socialmarketing

7.

Thomaswantstogainausableunderstandingofconsumerbehaviorinordertohelphimbecomeamore
effectivemarketingmanager.Whichapplicationofconsumerbehaviordoesthisrepresent?

A.
B.
C.
D.
E.

marketingstrategy
regulatorypolicy
socialmarketing
informedconsumers
resourcemanagement

8.

_____istheapplicationofmarketingstrategiesandtacticstoalterorcreatebehaviorsthathaveapositive
effectonthetargetedindividualsorsocietyasawhole.

A.
B.
C.
D.
E.

Socialmarketing
Consumerbehavior
Regulation
Proactivemarketing
Ethicalmarketing

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9.

Miaisconcernedhowhermarketingactivitieswillaffectindividualconsumersaswellassocietyatlarge.
Miaisimplementing_____.

A.
B.
C.
D.
E.

conscientiousmarketing
regulatedmarketing
ethicalmarketing
proactivemarketing
socialmarketing

10. Mosteconomicallydevelopedsocietiesarelegitimatelyreferredtoas_____societies.

A.
B.
C.
D.
E.

marketing
proactive
consumption
competitive
enhanced

11. Whichofthefollowingisusedbyfirmstoinfluenceconsumers?

A.
B.
C.
D.
E.

ads
packages
storeenvironments
salespitches
alloftheabove

12. Tosurviveinacompetitiveenvironment,anorganizationmustprovideitstargetcustomersmore_____
thanisprovidedtothembyitscompetition.

A.
B.
C.
D.
E.

product
service
value
feedback
attention

13. Thedifferencebetweenallthebenefitsderivedfromatotalproductandallthecostsofacquiringthose
benefitsisknownas_____.

A.
B.
C.
D.
E.

price
position
consumerbehavior
customervalue
equity

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14. Lauriesavedforsixmonthstohaveenoughmoneytobuyanewdesigneroutfittoweartoaspecialparty.
Shehadtotraveltoalargercitytopurchasethisoutfit,butitwasworthittoherbecauseitmadeherfeel
beautifulandconfident.ThedifferencebetweenthebenefitsLaurieperceivedfromthispurchaseandthe
costtohertoacquirethesebenefitsdescribesher_____.

A.
B.
C.
D.
E.

consumerbehavior
customervalue
motivation
equitydifference
perceptualfield

15. Itiscriticalthatafirmconsidervaluefromwhichperspective?

A.
B.
C.
D.
E.

thecompetition's
thefirm's
thecustomer's
thegovernment's
theindustry's

16. Howcananorganizationprovidesuperiorcustomervaluetocustomers?

A.
byconductingmarketresearch
B.
byofferingitsproductsatthelowestprice
C. byofferingextendedwarrantycoverageonproducts
D. bydoingabetterjobofanticipatingandreactingtocustomerneedsthanthecompetitiondoes
E.
byofferingmorevariationsofaproduct

17. Marketingstrategybeginswith_____.

A.
B.
C.
D.
E.

marketsegmentation
targeting
conductinganoutcomesassessment
objectivesetting
conductingamarketanalysis

18. Haroldistaskedwithdevelopingthemarketingstrategyforhisfamily'sbusiness.Whatshouldhedofirst?

A.
B.
C.
D.
E.

segmentthemarket
conductamarketanalysis
decideonwhichsegmentstotarget
developthemarketingmix
setobjectives

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19. Marketingstrategyisformulatedintermsofthemarketingmix;thatis,itinvolvesdeterminingtheproduct,
features,price,communications,distribution,andservicesthatwillprovidecustomerswithsuperiorvalue.
Thisentiresetofcharacteristicsisoftenreferredtoasthe_____.

A.
B.
C.
D.
E.

totalproduct
customervalue
offering
valueproposition
totalvalue

20. DisneyWorldinOrlando,FL,hasseveralthemeparks,resorts,restaurants,andstores.Eachisintentionally
createdtoofferamemorableeventforvisitors.Forexample,theWildernessLodgeisalargeresorthotel
onthegrounds,andeverythingwithinitismadetolooklikelogcabinsandpioneerdays.Eventhecasual
restauranthasthewaitstaffdressedinpioneercostumes,andtheyputonfunnylittleskitswhentheyare
waitingoncustomers.WhichofthefollowingbestdescribeswhatDisneyisselling?

A.
B.
C.
D.
E.

aproduct
aservice
abundledproduct
abundledservice
anexperience

21. Ashopperwhocaresaboutbrandnamemerchandiseandconvenienceisknownasa________shopper.

A.
B.
C.
D.
E.

destination
brand
basic
enthusiast
serious

22. Whichofthefollowingisacomponentofamarketanalysis?

A.
B.
C.
D.
E.

marketsegmentation
objectives
conditions
price
alloftheabove

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23. Darrenisconductingamarketanalysisforhisbusiness,andhehasaskedyouradviceonwhatheshouldbe
analyzing.Whichofthefollowingshouldheconsideratthisstepofmarketingstrategydevelopment?

A.
B.
C.
D.
E.

thecompany'sownabilitytomeetcustomerneeds
competitors'capabilitiesandstrategies
consumers'needs
conditionsinthemarket
alloftheabove

24. Jamieisdevelopingathoroughunderstandingofhiscompany'sowncapabilities;thecapabilitiesofcurrent
andfuturecompetitors;theconsumptionprocessofpotentialcustomers;andtheeconomic,physical,and
technologicalenvironmentinwhichtheseelementsinteract.Whichstepinthemarketingstrategyprocessis
Jamieperforming?

A.
B.
C.
D.
E.

settingobjectives
segmentingthemarket
conductingamarketanalysis
assessingtheoutcomes
targetingthemarket

25. Whichofthefollowingaspectsisevaluatedwhendeterminingafirm'sabilitytomeetcustomerneeds?

A.
B.
C.
D.
E.

financialcondition
generalmanagerialskills
productioncapabilities
technologicalsophistication
alloftheabove

26. WhichofthefollowingisNOTevaluatedwhenanalyzingacompany'sownabilitytomeetcustomer
needs?

A.
B.
C.
D.
E.

competitors
financialstrengths
generalmanagerialskills
productioncapabilities
reputation

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27. Aspartofdevelopingyourcompany'smarketingstrategy,youaretaskedwithanalyzingthenewproduct
capabilities,channelstrength,advertisingabilities,servicecapabilities,marketingresearchabilities,and
marketandconsumerknowledge.Whichaspectofyourcompany'scapabilitiesareyouassessing?

A.
B.
C.
D.
E.

financialstrength
marketingskills
generalmanagerialskills
productioncapabilities
reputation

28. Aportionofalargermarketwhoseneedsdiffersomewhatfromthelargermarketisreferredtoasa(n)
_____.

A.
B.
C.
D.
E.

marketsegment
niche
subgroup
ancillarymarket
secondarymarket

29. Smallerwomenliketopurchasefashionableclothesjustasmuchasanywomen.However,mostclothes
arenotproportionedfortheirsmallersizeanddonotfitwell.Asaresult,severalmanufacturersoffer
"petite"sizesofclothingforthisgroupofconsumers.Womenwhocomprisethisgrouphaveneedsthat
differsomewhatfromthetotalmarketandrepresenta_____.

A.
B.
C.
D.
E.

demographicsegment
lifestylesegment
marketpotential
submarket
marketsegment

30. Trackingconsumers'onlineactivityanddeliveringspecificbanneradsbasedonthatactivityisknownas
_____.

A.
B.
C.
D.
E.

clickstream
blogging
spam
behavioraltargeting
electronictargeting

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31. TacodaSystemstracksconsumers'onlineactivityanddeliversspecificbannersbasedonthatactivity.This
trackingandaddeliverysystemhasbeeninstalledonalmost3,000websites,andadvertiserspayonapay
forperformancebasis,whichmeansthatadvertiserspayTacodaSystemsonlywhenaconsumerclickson
theirad.Thetrackingofonlineactivityanddeliveryofadsbasedonthatactivityiscalled_____.

A.
B.
C.
D.
E.

clickthroughs
behavioraltargeting
spamming
blogging
cookietargeting

32. Whatisthefirststepinmarketsegmentation?

A.
B.
C.
D.
E.

describeeachgroup
groupcustomerswithsimilarneedssets
identifyproductrelatedneedsets
selectanattractivesegmenttoserve
setobjectivesforsegmenting

33. WhatistheLASTstepinmarketsegmentation?

A.
B.
C.
D.
E.

describeeachgroup
selectanattractivesegment(s)toserve
identifyproductrelatedneedsets
groupcustomerswithsimilarneedsets
decidethesegmentingscheme

34. WhichofthefollowingisNOTastepinmarketsegmentation?

A.
B.
C.
D.
E.

setbudget
identifyproductrelatedneedsets
groupcustomerswithsimilarneedsets
describeeachgroup
selectanattractivesegment(s)toserve

35. Carlosisattemptingtosegmentthemarketforhiscompany'sproducts.Whereshouldhebegin?

A.
B.
C.
D.
E.

setobjectives
identifyproductrelatedneedsets
groupcustomerswithsimilarneedsets
describeeachgroup
selectanattractivesegment(s)toserve

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36. Whichtermreflectsthefactthatmostproductsindevelopedeconomiessatisfymorethanoneneed?

A.
B.
C.
D.
E.

multiplicity
duplicity
needarray
needset
valueproposition

37. Barryislookingforacarthatisdependableyetstylishenoughtoletothersknowthathehasachieveda
respectablestatusinhislifeandcareer.Healsowantsittobeahighperformanceautomobile.
Dependability,status,andperformancerepresentBarry's_____.

A.
B.
C.
D.
E.

selfimage
needset
alterego
unarticulatedneeds
lifestyle

38. Whichofthefollowingisusedtodescribeagroupofconsumerswithsimilarneedssets?

A.
B.
C.
D.
E.

demographics
lifestyles
mediausage
AandB
A,B,andC

39. Talbot'sisawomen'sclothingstorethatoffersclassicfashionsataslightlypremiumprice(i.e.,awoolskirt
typicallycostsmorethan$100).Duringtheprocessofmarketsegmentation,Talbot'sidentifiedagroupof
consumerswhoarelargerthanaveragewomenyetstillwantstylishclothing.Furtherresearchintothis
segmentrevealedthatthesewomentendtobebetweentheagesof35and50,arecareeroriented,havea
householdincomeover$50,000,andaremarriedwithchildrenundertheageof18livingathome.This
womeninthisgrouparealsoheavyusersofmagazinesandnewspapersaswellasprimetimetelevision.
Whichstepofmarketsegmentationdoesthisdescribe?

A.
B.
C.
D.
E.

identifyingproductrelatedneedsets
groupingcustomerwithsimilarneedsets
describingeachgroup
selectinganattractivesegment(s)toserve
profilingcurrentcustomers

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40. Thesegment(s)withinthelargermarketonwhichanorganizationwillfocusitsmarketingeffortisreferred
toasthe_____.

A.
B.
C.
D.
E.

needset
targetmarket
customerset
strategicmarket
primarymarket

41. J&JProduceisadistributoroffreshproduce.Itconductedathoroughanalysisofitsmarketandidentified
groupsofconsumersthathadsimilarproductrelatedneeds.Oneparticularmarketidentifiedwantedfresh
anduniqueproduce,suchasSwisschard,radicchio,andexoticfruits,andtheywerewillingtopayhigher
pricesforthesechoices.J&JProducedecidedtofocusitsmarketingeffortonthissegmentofthetotal
market.ThissegmentisJ&J's_____.

A.
B.
C.
D.
E.

needset
primarymarket
customerset
targetmarket
marketfocus

42. Whichofthefollowingisusedtoevaluatetheattractivenessofvariousmarketsegments?

A.
B.
C.
D.
E.

segmentsize
distributionavailable
fitwithcompanyimage
costtoserve
alloftheabove

43. Juanhassegmentedthemarketforboatsandiscurrentlyanalyzingeachwithrespecttoseveralfactors,
suchassize,growthrate,competitorstrength,fitwithcompanyimage,distributionavailable,costtoserve,
andriskbeforedecidingwhichsegmenttotarget.WhichstepofmarketsegmentationisJuanconducting?

A.
B.
C.
D.
E.

identifyingproductrelatedneedsets
groupingcustomerwithsimilarneedsets
describingeachgroup
selectinganattractivesegment(s)toserve
profilingcurrentcustomers

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44. Theproduct,price,communications,distribution,andservicesprovidedtothetargetmarketisreferredto
asthe_____.

A.
B.
C.
D.
E.

needset
marketingmix
marketingset
decisionset
valueproposition

45. Whichofthefollowingispartofthemarketingmix?

A.
B.
C.
D.
E.

product
price
communications
distribution
alloftheabove

46. A(n)_____isanythingaconsumeracquiresormightacquiretomeetaperceivedneed.

A.
B.
C.
D.
E.

satisfier
endstate
product
valueproposition
outcome

47. Tobesuccessful,aproductmust_____.

A. meettheneedsofthetargetmarketbetterthanthecompetitiondoes
B.
belowerpricedthancompetitors'products
C. beofhigherqualitythancompetitors'products
D. beadvertisedmorethancompetitors'products
E. havegreaterdistributionthanthecompetitiondoes

48. _____include(s)advertising,thesalesforce,publicrelations,packaging,andanyothersignalthatthefirm
providesaboutitselfanditsproducts.

A.
B.
C.
D.
E.

Valuepromotions
Brandequity
Distribution
Marketsegmentation
Marketingcommunications

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49. Whichofthefollowingisincludedinmarketingcommunications?

A.
B.
C.
D.
E.

advertising
salesforce
publicrelations
packaging
alloftheabove

50. WhichofthefollowingisNOTacriticalquestionfordevelopingmarketingcommunications?

A.
B.
C.
D.
E.

Whodowewanttocommunicatewith?
Whateffectdowewanttohave?
Whatmessagewillachievethedesiredresult?
Whatmediashouldweuse?
Alloftheabovearecriticalquestions.

51. _____istheamountofmoneyonemustpaytoobtaintherighttousetheproduct.

A.
B.
C.
D.
E.

Consumercost
Totalcost
Price
Value
Customervalue

52. Amypurchasedanew32inchLCDhighdefinitiontelevisionandpaid$400forit.Thisamountofmoney
Amyhadtopaytoobtainthisproductisknownasthe_____.

A.
B.
C.
D.
E.

totalcost
value
valueproposition
price
consumercost

53. _____iseverythingtheconsumermustsurrenderinordertoreceivethebenefitsofowning/usingthe
product.

A.
B.
C.
D.
E.

Value
Consumercost
Price
Opportunitycost
Valueproposition

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54. Timothyandhiswifeareconsideringthepurchaseofanewcar.Inadditiontotheprice,theyarealso
consideringthecostofinsurance,gasoline,maintenance,financecharges,andlicensefees.Allofthese
factorscombinedrepresentthe_____.

A.
B.
C.
D.
E.

value
price
opportunitycost
consumercost
valueproposition

55. Whichelementofthemarketingmixisconcernedwithhavingtheproductavailablewheretargetcustomers
canbuyit?

A.
B.
C.
D.
E.

product
price
distribution
communications
placement

56. Tony'sjobentailsmakingsurehiscompany'sproductsgettoretailerssothattargetcustomerscanbuy
them.WhichelementofthemarketingmixisTonyinvolvedwith?

A.
B.
C.
D.
E.

product
price
distribution
communications
placement

57. Auxiliaryorperipheralactivitiesthatareperformedtoenhancetheprimaryproductorprimaryserviceare
referredtoas_____.

A.
B.
C.
D.
E.

service
supplementalproduct
intangiblebenefits
secondaryproduct
ancillaryattributes

58. WhichofthefollowingisNOTconsideredoneofthefirm'soutcomesofthemarketingstrategyand
consumerbehaviorprocess?

A.
productposition
B.
customersatisfaction
C.
service
D.
salesandprofits
E. Alloftheaboveareconsideredoutcomesforthefirm.

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59. Animageoftheproductorbrandintheconsumer'smindrelativetocompetingproductsandbrandsis
referredtoastheproduct's_____.

A.
B.
C.
D.
E.

equity
extension
message
placement
position

60. Aproduct'spositionrefersto_____.

A.
itsshelflocationinretailstores
B. animageoftheproductintheconsumer'smindrelativetocompetingproducts
C. itspricerelativetootherproductsinthefirm'sproductline
D.
itspricerelativetocompetitors'products
E. itsstageintheproductdevelopmentprocess

61. Rodissurveyingconsumerstogainabetterunderstandingofhisrestaurant'simagerelativetocompeting
restaurants.Rodisconcernedwithhisrestaurant's_____.

A.
B.
C.
D.
E.

position
equity
placement
driver
satisfactionindex

62. Whichoutcomeofmarketingstrategyproducestherevenuenecessaryforthefirmtocontinueinbusiness?

A.
B.
C.
D.
E.

customersatisfaction
productposition
consumption
socialwelfare
salesandprofits

63. JohnpurchasesandissatisfiedwithhisSUVbecausehebelievesthatitprovidesgreatercrashsafetythana
sedaneventhoughthisisnottechnicallytrue.John'ssatisfactionisbasedonthedistinctionbetween
_____.

A. primaryneedfulfillmentandsecondaryneedfulfillment
B. actualneedfulfillmentandperceivedneedfulfillment
C. initialneedfulfillmentandrepeatneedfulfillment
D. articulatedneedfulfillmentandunarticulatedneedfulfillment
E.
attributefulfillmentandbenefitfulfillment

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64. _____occurswhenindividualsorgroupsmakeconsumptiondecisionsthathavenegativeconsequencefor
theirlongrunwellbeing.

A.
B.
C.
D.
E.

Disintermediation
Conspicuousconsumption
Disenfranchisement
Injuriousconsumption
Demarketing

65. Bobandhisfriendsgoouteveryweekendanddrinkuntiltheygetdrunk.Thentheydrivehomeinthat
condition.Whichtypeofconsumptiondoesthisrepresent?

A.
B.
C.
D.
E.

injuriousconsumption
severeconsumption
conspicuousconsumption
unethicalconsumption
antisocialconsumption

66. Whichofthefollowingisasocietaloutcomeofmarketingstrategyandconsumerbehavior?

A.
B.
C.
D.
E.

sales
needsatisfaction
socialwelfare
customersatisfaction
productposition

67. WhichofthefollowingisNOTasocietaloutcomeofmarketingstrategyandconsumerbehavior?

A.
B.
C.
D.
E.

economicoutcomes
customersatisfaction
physicalenvironmentoutcomes
socialwelfare
Alloftheabovearesocietaloutcomes.

68. WhichisNOTastepintheconsumer'sdecisionprocess?

A.
B.
C.
D.
E.

informationsearch
postpurchaseprocesses
problemrecognition
alternativeevaluationandselection
selfconceptanalysis

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69. Whichofthefollowingisaninternalinfluenceonconsumerbehavior?

A.
B.
C.
D.
E.

culture
family
attitudes
marketingactivities
referencegroups

70. WhichisNOTanexternalinfluenceonconsumerbehavior?

A.
B.
C.
D.
E.

culture
family
socialstatus
perception
marketingactivities

71. Teresaistryingtounderstandhercustomersbetter.Sheisexaminingtheexternalinfluencesthatshapeher
customers'selfconceptsandlifestyles.WhichofthefollowingisapossibleexternalinfluenceTeresacould
examine?

A.
B.
C.
D.
E.

motives
personality
perception
attitudes
culture

72. LizClaiborneisabrandofclothing,accessories,andhomeproducts.Brandmanagersatthiscompanyare
tryingtolearnwhichinternalinfluencesimpacttheircustomers'needsanddesiresmost.Whichofthe
followingisapossibleinternalinfluencethesemanagersshouldexamine?

A.
B.
C.
D.
E.

culture
personality
demographics
family
socialstatus

73. Whatisthefirststepintheconsumerdecisionprocess?

A.
B.
C.
D.
E.

problemrecognition
budgetsetting
informationsearch
outletselection
alternativeevaluationandselection

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74. WhichofthefollowingstatementsisTRUEregardingtheoverallmodelofconsumerbehavior?

A. Itissufficientlydetailedsoastopredictparticularbehaviors.
B. Familyandcultureareinternalinfluencesonconsumerbehavior.
C. Personality,emotions,andattitudesrepresentexternalinfluencesonconsumerbehavior.
D. Aconsumer'sselfconceptandlifestyleinfluencehisorherneedsanddesires.
E. Experiencesandacquisitionshavelittleeffectontheprocess.

75. Thetotalityofanindividual'sthoughtsandfeelingsabouthimorherselfisknownas_____.

A.
B.
C.
D.
E.

lifestyle
selfconcept
internalinfluences
externalinfluences
consumptionoutcomes

76. _____representshowonelives,includingtheproductsonebuys,howoneusesthem,whatonethinks
aboutthem,andhowonefeelsaboutthem.

A.
B.
C.
D.
E.

Lifestyle
Selfconcept
Position
Status
Socialclass

77. Whichtypeofdecisionsinvolveverylittleeffortorthoughtonthepartoftheconsumer?

A.
B.
C.
D.
E.

primarydecisions
topofminddecisions
lowinvolvementdecisions
automaticdecisions
selfrelateddecisions

78. Karenwasatthecheckoutatthegrocerystoreandrememberedthatshewasoutofchewinggumthatshe
normallylikestokeepinherpurse.Withoutmuchthought,shegrabbedtwopackagesofthegumshelikes.
Whattypeofconsumerdecisiondoesthisillustration?

A.
B.
C.
D.
E.

primarydecision
topofminddecision
lowinvolvementdecision
automaticdecision
selfrelateddecision

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79. Accordingtothe"ConsumerInsight"inyourtext,buyingautoinsurancerepresentswhichformof
consumptionmeaning?

A.
B.
C.
D.
E.

mundane
avoidance
innovativebrands
function
noneoftheabove

80. WhatdoestheconsumptionofaproductlikeNikeshoesmeantoAndre,theworkingpoorconsumer
discussedinthetext?

A. Hecanaffordabrandthatissuperiorinmeetinghisphysicalneeds.
B.
Hispeerswillnowaccepthim.
C. Theyserveasavisiblesymbolthatheisbackasasuccessfulmemberofsociety.
D.
Hispeerswilltrytobemorelikehim.
E. Theyserveasareminderofwhatheusedtohave.

True / False Questions

81. Consumerbehaviorisacomplex,multidimensionalprocess.

TrueFalse

82. Marketingdecisionsandregulationsarebasedonexactknowledgeofconsumerbehavior.

TrueFalse

83. Economicallydevelopedsocietiesareoftenreferredtoasmarketingsocieties.

TrueFalse

84. Itiscriticalthatafirmconsidervaluefromthecustomer'sperspective.

TrueFalse

85. Marketingstrategybeginswithobjectivesetting.

TrueFalse

86. Productfeatures,price,communications,distribution,andservicestogetherareoftenreferredtoas
customervalue.

TrueFalse

1-18
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McGraw-Hill Education.

87. Shopperswhoonlycareaboutmallessentialsareknownasdestinationshoppers.

TrueFalse

88. Marketingskillsincludeafirm'sfinancialexpertise,generalmanagerialskills,productioncapabilities,
researchanddevelopmentcapabilities,technologicalsophistication,andreputation.

TrueFalse

89. Trackingconsumers'onlineactivityandsendingthemspecificbanneradsbasedonthatactivityisknown
asbehavioraltargeting.

TrueFalse

90. Thetermusedtoreflectthefactthatmostproductsindevelopedeconomiessatisfymorethanoneneedis
customervalue.

TrueFalse

91. Atargetmarketisthatsegment(s)ofthelargermarketonwhichacompanywillfocusitsmarketingeffort.

TrueFalse

92. Theoutcomesofafirm'smarketingstrategyaredeterminedbyitsinteractionwiththeconsumerdecision
process.

TrueFalse

93. Twokeyprocessesinvolvedinneedsatisfactionaretheactualneedfulfillmentandtheperceivedneed
fulfillment.

TrueFalse

94. Aconsumer'sneedsanddesiresareshapedbyhisorherselfconceptandlifestyle.

TrueFalse

95. Lifestyleisthetotalityofanindividual'sthoughtsandfeelingsabouthimorherself.

TrueFalse

Essay Questions

1-19
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McGraw-Hill Education.

96. Describethefieldofconsumerbehavior,anddiscussthefourkeyaspectsofconsumerbehaviorthatmake
itanimportantareaofstudy.

97. Listandbrieflydescribeapplicationsofconsumerbehavior.

98. Listandbrieflydescribethefourstepsinvolvedinmarketsegmentation.

99. Brieflydescribetheoutcomesofmarketingstrategyforthefirm,consumers,andsociety.

1-20
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McGraw-Hill Education.

100.Alexisdevelopingthemarketingstrategyforabrandofmen'sclothing.Beforehedevelopshisstrategy,
Alexwillconductresearchtobetterunderstandhiscustomers.Brieflydescribeaconceptualmodelthat
includesthefactorsheshouldconsiderinhisresearch.

1-21
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McGraw-Hill Education.

Chapter01ConsumerBehaviorandMarketingStrategyAnswerKey

Multiple Choice Questions

1.

Theriseofsocialmediahas

A.
shiftedpowerfrommarketerstoconsumers.
B. helpedtostrengthentheshiftofpowerfromconsumerstomarketers.
C. helpedgiverisetothedevelopmentofonlinecrowdseeking.
D. helpedmarketerslikeCVSlistenandadapttoconsumersinrealtime.
AandD
E.
Socialmediaisatoolthatgivesconsumerspowerbutalsoallowsfirmstolistenandreactinrealtime
viaonlinemonitoringofsocialmediatrends.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0101Defineconsumerbehavior
Topic:ConsumerBehaviorandMarketingStrategy

2.

_____isthestudyofindividuals,groups,ororganizationsandtheprocessestheyusetoselect,secure,
use,anddisposeofproducts,services,experiences,orideastosatisfyneedsandtheimpactsthatthese
processeshaveontheconsumerandsociety.

A.
Marketing
Consumerbehavior
B.
C.
Psychographics
D.
Demographics
E.
Psychology
Thisviewofconsumerbehaviorisbroaderthanthetraditionalone,whichfocusedmorenarrowlyon
thebuyerandthepurchasingprocess.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0101Defineconsumerbehavior
Topic:ConsumerBehaviorandMarketingStrategy

1-22
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McGraw-Hill Education.

3.

OneprimaryfunctionofHarriet'sjobistostudyindividuals,groups,ororganizationsandtheprocesses
theyusetoselect,secure,use,anddisposeofhercompany'sproductsandservicestosatisfyneedsand
theimpactsthattheseprocesseshaveontheconsumerandsociety.Harrietworksinthefieldof_____.

A.
socialpsychology
B.
cognitivepsychology
C.
management
consumerbehavior
D.
E.
organizationalbehavior
Consumerbehavioristhestudyofindividuals,groups,ororganizationsandtheprocessestheyuseto
select,secure,use,anddisposeofproducts,services,experiences,orideastosatisfyneedsandthe
impactsthattheseprocesseshaveontheconsumerandsociety.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:1Easy
LearningObjective:0101Defineconsumerbehavior
Topic:ConsumerBehaviorandMarketingStrategy

4.

WhichofthefollowingisNOTtrueregardingconsumerbehavior?

A. Organizationsareapplyingtheoriesandinformationaboutconsumerbehavioronadailybasis.
B.
Itisoftennecessarytoconductresearch.
C. Consumerbehaviorisacomplex,multidimensionalprocess.
D. Theoverallmodelofconsumerbehaviorpresentedinthetextisaccurateinpredictingconsumer
behavior.
E. Marketingpracticesdesignedtoinfluenceconsumerbehaviorinvolveethicalissuesthataffectthe
firm,theindividual,andsociety.
Sufficientknowledgeofconsumerbehaviorexiststoprovideusableguidelines,butaccuratemonitoring
andpracticearerequired.

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Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0101Defineconsumerbehavior
Topic:ConsumerBehaviorandMarketingStrategy

1-23
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McGraw-Hill Education.

5.

Whichofthefollowingisakeyaspectregardingconsumerbehavior?

A. Organizationsareapplyingtheoriesandinformationaboutconsumerbehavioronadailybasis.
B.
Itisoftennecessarytoconductresearch.
C. Consumerbehaviorisacomplex,multidimensionalprocess.
D. Marketingpracticesdesignedtoinfluenceconsumerbehaviorinvolveethicalissuesthataffectthe
firm,theindividual,andsociety.
Alloftheabovearekeyaspects.
E.
Sufficientknowledgeofconsumerbehaviorexiststoprovideusableguidelines,butaccuratemonitoring
andpracticearerequired.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0101Defineconsumerbehavior
Topic:ConsumerBehaviorandMarketingStrategy

6.

WhichofthefollowingisNOTanapplicationofconsumerbehavior?

A.
marketingstrategy
humanresourcemanagement
B.
C.
regulatorypolicy
D.
informedconsumers
E.
socialmarketing
Humanresourcemanagementisnotanapplicationofconsumerbehavior.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0102Summarizetheapplicationsofconsumerbehavior
Topic:ApplicationsofConsumerBehavior

7.

Thomaswantstogainausableunderstandingofconsumerbehaviorinordertohelphimbecomeamore
effectivemarketingmanager.Whichapplicationofconsumerbehaviordoesthisrepresent?

marketingstrategy
A.
B.
regulatorypolicy
C.
socialmarketing
D.
informedconsumers
E.
resourcemanagement
Anaccurateunderstandingofconsumerbehaviorcangreatlyreducetheoddsoffailures.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0102Summarizetheapplicationsofconsumerbehavior
Topic:MarketingStrategy
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McGraw-Hill Education.

8.

_____istheapplicationofmarketingstrategiesandtacticstoalterorcreatebehaviorsthathavea
positiveeffectonthetargetedindividualsorsocietyasawhole.

Socialmarketing
A.
B.
Consumerbehavior
C.
Regulation
D.
Proactivemarketing
E.
Ethicalmarketing
Socialmarketinghasbeenusedinattemptstoreducesmoking,toencourageenvironmentallysound
behaviorssuchasrecycling,andtosupportmanyotherimportantcauses.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0102Summarizetheapplicationsofconsumerbehavior
Topic:SocialMarketing

9.

Miaisconcernedhowhermarketingactivitieswillaffectindividualconsumersaswellassocietyat
large.Miaisimplementing_____.

A.
conscientiousmarketing
B.
regulatedmarketing
C.
ethicalmarketing
D.
proactivemarketing
socialmarketing
E.
Socialmarketingistheapplicationofmarketingstrategiesandtacticstoalterorcreatebehaviorsthat
haveapositiveeffectonthetargetedindividualsorsocietyasawhole.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0102Summarizetheapplicationsofconsumerbehavior
Topic:SocialMarketing

10.

Mosteconomicallydevelopedsocietiesarelegitimatelyreferredtoas_____societies.

A.
marketing
B.
proactive
consumption
C.
D.
competitive
E.
enhanced
Mostindividualsinthesesocietiesspendmoretimeengagedinconsumptionthaninanyotheractivity.

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McGraw-Hill Education.

Difficulty:2Medium
LearningObjective:0102Summarizetheapplicationsofconsumerbehavior
Topic:InformedIndividuals

11.

Whichofthefollowingisusedbyfirmstoinfluenceconsumers?

A.
ads
B.
packages
C.
storeenvironments
D.
salespitches
alloftheabove
E.
Marketersspendbillionstoinfluenceconsumerdecisions.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0102Summarizetheapplicationsofconsumerbehavior
Topic:InformedIndividuals

12.

Tosurviveinacompetitiveenvironment,anorganizationmustprovideitstargetcustomersmore_____
thanisprovidedtothembyitscompetition.

A.
product
B.
service
value
C.
D.
feedback
E.
attention
Customervalueisthedifferencebetweenallthebenefitsderivedfromatotalproductandallthecosts
ofacquiringthosebenefits.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

1-26
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McGraw-Hill Education.

13.

Thedifferencebetweenallthebenefitsderivedfromatotalproductandallthecostsofacquiringthose
benefitsisknownas_____.

A.
price
B.
position
C.
consumerbehavior
customervalue
D.
E.
equity
Tosurviveinacompetitiveenvironment,anorganizationmustprovideitstargetcustomersmorevalue
thanisprovidedtothembyitscompetition.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

14.

Lauriesavedforsixmonthstohaveenoughmoneytobuyanewdesigneroutfittoweartoaspecial
party.Shehadtotraveltoalargercitytopurchasethisoutfit,butitwasworthittoherbecauseitmade
herfeelbeautifulandconfident.ThedifferencebetweenthebenefitsLaurieperceivedfromthis
purchaseandthecosttohertoacquirethesebenefitsdescribesher_____.

A.
consumerbehavior
customervalue
B.
C.
motivation
D.
equitydifference
E.
perceptualfield
Customervalueisthedifferencebetweenallthebenefitsderivedfromatotalproductandallthecosts
ofacquiringthosebenefits.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

15.

Itiscriticalthatafirmconsidervaluefromwhichperspective?

A.
thecompetition's
B.
thefirm's
thecustomer's
C.
D.
thegovernment's
E.
theindustry's
Marketingstrategyseekstoprovidethecustomerwithmorevaluethanthecompetitionwhilestill
producingprofitforthefirm.

AACSB:AnalyticalThinking
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Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

16.

Howcananorganizationprovidesuperiorcustomervaluetocustomers?

A.
byconductingmarketresearch
B.
byofferingitsproductsatthelowestprice
C.
byofferingextendedwarrantycoverageonproducts
D. bydoingabetterjobofanticipatingandreactingtocustomerneedsthanthecompetitiondoes
E.
byofferingmorevariationsofaproduct
Itiscriticalthatafirmconsidervaluefromthecustomer'sperspective.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

17.

Marketingstrategybeginswith_____.

A.
marketsegmentation
B.
targeting
C.
conductinganoutcomesassessment
D.
objectivesetting
conductingamarketanalysis
E.
Theorganizationidentifiesgroupsofindividuals,households,orfirmswithsimilarneeds.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

18.

Haroldistaskedwithdevelopingthemarketingstrategyforhisfamily'sbusiness.Whatshouldhedo
first?

A.
segmentthemarket
conductamarketanalysis
B.
C.
decideonwhichsegmentstotarget
D.
developthemarketingmix
E.
setobjectives
Theorganizationidentifiesgroupsofindividuals,households,orfirmswithsimilarneeds.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
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McGraw-Hill Education.

Blooms:Understand
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

19.

Marketingstrategyisformulatedintermsofthemarketingmix;thatis,itinvolvesdeterminingthe
product,features,price,communications,distribution,andservicesthatwillprovidecustomerswith
superiorvalue.Thisentiresetofcharacteristicsisoftenreferredtoasthe_____.

totalproduct
A.
B.
customervalue
C.
offering
D.
valueproposition
E.
totalvalue
Thetotalproductispresentedtothetargetmarket,whichisconsistentlyengagedinprocessing
informationandmakingdecisions.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

20.

DisneyWorldinOrlando,FL,hasseveralthemeparks,resorts,restaurants,andstores.Eachis
intentionallycreatedtoofferamemorableeventforvisitors.Forexample,theWildernessLodgeisa
largeresorthotelonthegrounds,andeverythingwithinitismadetolooklikelogcabinsandpioneer
days.Eventhecasualrestauranthasthewaitstaffdressedinpioneercostumes,andtheyputonfunny
littleskitswhentheyarewaitingoncustomers.WhichofthefollowingbestdescribeswhatDisneyis
selling?

A.
aproduct
B.
aservice
C.
abundledproduct
D.
abundledservice
anexperience
E.
Anexperienceoccurswhenacompanyintentionallycreatesamemorableeventforcustomers.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

1-29
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McGraw-Hill Education.

21.

Ashopperwhocaresaboutbrandnamemerchandiseandconvenienceisknownasa________
shopper.

A.
destination
B.
brand
C.
basic
D.
enthusiast
serious
E.
Aseriousshoppercaresaboutbrandnamemerchandiseandconvenience.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:CustomerswithSimilarNeedSets

22.

Whichofthefollowingisacomponentofamarketanalysis?

A.
marketsegmentation
B.
objectives
conditions
C.
D.
price
E.
alloftheabove
Thestateoftheeconomy,thephysicalenvironment,governmentregulations,andtechnological
developmentsaffectconsumerneedsandexpectationsaswellascompanyandcompetitorcapabilities.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Conditions

23.

Darrenisconductingamarketanalysisforhisbusiness,andhehasaskedyouradviceonwhatheshould
beanalyzing.Whichofthefollowingshouldheconsideratthisstepofmarketingstrategy
development?

A.
thecompany'sownabilitytomeetcustomerneeds
B.
competitors'capabilitiesandstrategies
C.
consumers'needs
D.
conditionsinthemarket
alloftheabove
E.
Marketanalysisrequiresathoroughunderstandingofthecompany'sownabilitytomeetcustomer
needs,competitors'capabilitiesandstrategies,consumers'needs,andconditionsinthemarket.

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Accessibility:KeyboardNavigation
Blooms:Understand
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Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketAnalysisComponents

24.

Jamieisdevelopingathoroughunderstandingofhiscompany'sowncapabilities;thecapabilitiesof
currentandfuturecompetitors;theconsumptionprocessofpotentialcustomers;andtheeconomic,
physical,andtechnologicalenvironmentinwhichtheseelementsinteract.Whichstepinthemarketing
strategyprocessisJamieperforming?

A.
settingobjectives
B.
segmentingthemarket
conductingamarketanalysis
C.
D.
assessingtheoutcomes
E.
targetingthemarket
Marketanalysisrequiresathoroughunderstandingofthecompany'sownabilitytomeetcustomer
needs,competitors'capabilitiesandstrategies,consumers'needs,andconditionsinthemarket.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketAnalysisComponents

25.

Whichofthefollowingaspectsisevaluatedwhendeterminingafirm'sabilitytomeetcustomerneeds?

A.
financialcondition
B.
generalmanagerialskills
C.
productioncapabilities
D.
technologicalsophistication
alloftheabove
E.
Failuretofullyunderstandstrengthsandweaknessescancauseseriousproblems.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:TheCompany

1-31
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McGraw-Hill Education.

26.

WhichofthefollowingisNOTevaluatedwhenanalyzingacompany'sownabilitytomeetcustomer
needs?

competitors
A.
B.
financialstrengths
C.
generalmanagerialskills
D.
productioncapabilities
E.
reputation
Whenanalyzingacompany'sownabilitytomeetcustomerneeds,competitorsarenotconsidered.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:TheCompany

27.

Aspartofdevelopingyourcompany'smarketingstrategy,youaretaskedwithanalyzingthenew
productcapabilities,channelstrength,advertisingabilities,servicecapabilities,marketingresearch
abilities,andmarketandconsumerknowledge.Whichaspectofyourcompany'scapabilitiesareyou
assessing?

A.
financialstrength
marketingskills
B.
C.
generalmanagerialskills
D.
productioncapabilities
E.
reputation
Marketingskillsincludenewproductcapabilities,channelstrength,advertisingabilities,service
capabilities,marketingresearchabilities,andmarketandconsumerknowledge.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:TheCompany

28.

Aportionofalargermarketwhoseneedsdiffersomewhatfromthelargermarketisreferredtoasa(n)
_____.

marketsegment
A.
B.
niche
C.
subgroup
D.
ancillarymarket
E.
secondarymarket
Tobeviable,asegmentmustbelargeenoughtobeservedprofitably.

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Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketSegmentation

29.

Smallerwomenliketopurchasefashionableclothesjustasmuchasanywomen.However,mostclothes
arenotproportionedfortheirsmallersizeanddonotfitwell.Asaresult,severalmanufacturersoffer
"petite"sizesofclothingforthisgroupofconsumers.Womenwhocomprisethisgrouphaveneedsthat
differsomewhatfromthetotalmarketandrepresenta_____.

A.
demographicsegment
B.
lifestylesegment
C.
marketpotential
D.
submarket
marketsegment
E.
Amarketsegmentisaportionofalargermarketwhoseneedsdiffersomewhatfromthelargermarket.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketSegmentation

30.

Trackingconsumers'onlineactivityanddeliveringspecificbanneradsbasedonthatactivityisknown
as_____.

A.
clickstream
B.
blogging
C.
spam
behavioraltargeting
D.
E.
electronictargeting
Behavioraltargetingisanexampleofhowtechnologyismakingindividualizedcommunication
increasinglycosteffective.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketSegmentation

1-33
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McGraw-Hill Education.

31.

TacodaSystemstracksconsumers'onlineactivityanddeliversspecificbannersbasedonthatactivity.
Thistrackingandaddeliverysystemhasbeeninstalledonalmost3,000websites,andadvertiserspay
onapayforperformancebasis,whichmeansthatadvertiserspayTacodaSystemsonlywhena
consumerclicksontheirad.Thetrackingofonlineactivityanddeliveryofadsbasedonthatactivityis
called_____.

A.
clickthroughs
behavioraltargeting
B.
C.
spamming
D.
blogging
E.
cookietargeting
Trackingconsumers'onlineactivityanddeliveringspecificbanneradsbasedonthatactivityisknown
asbehavioraltargeting.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketSegmentation

32.

Whatisthefirststepinmarketsegmentation?

A.
describeeachgroup
B.
groupcustomerswithsimilarneedssets
identifyproductrelatedneedsets
C.
D.
selectanattractivesegmenttoserve
E.
setobjectivesforsegmenting
Mostproductsindevelopedeconomiessatisfymorethanoneneed.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketSegmentation

33.

WhatistheLASTstepinmarketsegmentation?

A.
describeeachgroup
selectanattractivesegment(s)toserve
B.
C.
identifyproductrelatedneedsets
D.
groupcustomerswithsimilarneedsets
E.
decidethesegmentingscheme
Thelaststepinmarketsegmentationisselectinganattractivesegment(s)toserve.

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Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketSegmentation

34.

WhichofthefollowingisNOTastepinmarketsegmentation?

setbudget
A.
B.
identifyproductrelatedneedsets
C.
groupcustomerswithsimilarneedsets
D.
describeeachgroup
E.
selectanattractivesegment(s)toserve
Settingabudgetisnotastepinmarketsegmentation.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketSegmentation

35.

Carlosisattemptingtosegmentthemarketforhiscompany'sproducts.Whereshouldhebegin?

A.
setobjectives
identifyproductrelatedneedsets
B.
C.
groupcustomerswithsimilarneedsets
D.
describeeachgroup
E.
selectanattractivesegment(s)toserve
Thefirststepinmarketsegmentationisidentifyingproductrelatedneedsets.

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Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketSegmentation

36.

Whichtermreflectsthefactthatmostproductsindevelopedeconomiessatisfymorethanoneneed?

A.
multiplicity
B.
duplicity
C.
needarray
needset
D.
E.
valueproposition
Productscanmeetdifferentneedsbeyondtheirbasicfunction.

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Topic:ProductRelatedNeedSets

37.

Barryislookingforacarthatisdependableyetstylishenoughtoletothersknowthathehasachieveda
respectablestatusinhislifeandcareer.Healsowantsittobeahighperformanceautomobile.
Dependability,status,andperformancerepresentBarry's_____.

A.
selfimage
needset
B.
C.
alterego
D.
unarticulatedneeds
E.
lifestyle
Productscanmeetdifferentneedsbeyondtheirbasicfunction.

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Blooms:Understand
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:ProductRelatedNeeds

38.

Whichofthefollowingisusedtodescribeagroupofconsumerswithsimilarneedssets?

A.
demographics
B.
lifestyles
C.
mediausage
D.
AandB
A,B,andC
E.
Designinganeffectivemarketingprogramrequireshavingacompleteunderstandingofthepotential
customers.

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Difficulty:2Medium
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Topic:DescriptionofEachGroup

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39.

Talbot'sisawomen'sclothingstorethatoffersclassicfashionsataslightlypremiumprice(i.e.,awool
skirttypicallycostsmorethan$100).Duringtheprocessofmarketsegmentation,Talbot'sidentifieda
groupofconsumerswhoarelargerthanaveragewomenyetstillwantstylishclothing.Furtherresearch
intothissegmentrevealedthatthesewomentendtobebetweentheagesof35and50,arecareer
oriented,haveahouseholdincomeover$50,000,andaremarriedwithchildrenundertheageof18
livingathome.Thiswomeninthisgrouparealsoheavyusersofmagazinesandnewspapersaswellas
primetimetelevision.Whichstepofmarketsegmentationdoesthisdescribe?

A.
identifyingproductrelatedneedsets
B.
groupingcustomerwithsimilarneedsets
describingeachgroup
C.
D.
selectinganattractivesegment(s)toserve
E.
profilingcurrentcustomers
Designinganeffectivemarketingprogramrequireshavingacompleteunderstandingofthepotential
customers.

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Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:DescriptionofEachGroup

40.

Thesegment(s)withinthelargermarketonwhichanorganizationwillfocusitsmarketingeffortis
referredtoasthe_____.

A.
needset
targetmarket
B.
C.
customerset
D.
strategicmarket
E.
primarymarket
Theselectionofatargetmarketisbasedontheabilitytoprovidetheselectedsegment(s)withsuperior
customerserviceataprofit.

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Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:AttractiveSegment(s)toServe

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41.

J&JProduceisadistributoroffreshproduce.Itconductedathoroughanalysisofitsmarketand
identifiedgroupsofconsumersthathadsimilarproductrelatedneeds.Oneparticularmarketidentified
wantedfreshanduniqueproduce,suchasSwisschard,radicchio,andexoticfruits,andtheywere
willingtopayhigherpricesforthesechoices.J&JProducedecidedtofocusitsmarketingeffortonthis
segmentofthetotalmarket.ThissegmentisJ&J's_____.

A.
needset
B.
primarymarket
C.
customerset
targetmarket
D.
E.
marketfocus
Thesegment(s)withinthelargermarketonwhichanorganizationwillfocusitsmarketingeffortis
referredtoasthetargetmarket.

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Blooms:Understand
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:AttractiveSegment(s)toServe

42.

Whichofthefollowingisusedtoevaluatetheattractivenessofvariousmarketsegments?

A.
segmentsize
B.
distributionavailable
C.
fitwithcompanyimage
D.
costtoserve
alloftheabove
E.
Manycriteriaareusedtoevaluateandcomparetheattractivenessofvariousmarketsegments.

AACSB:AnalyticalThinking
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Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:AttractiveSegment(s)toServe

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43.

Juanhassegmentedthemarketforboatsandiscurrentlyanalyzingeachwithrespecttoseveralfactors,
suchassize,growthrate,competitorstrength,fitwithcompanyimage,distributionavailable,costto
serve,andriskbeforedecidingwhichsegmenttotarget.WhichstepofmarketsegmentationisJuan
conducting?

A.
identifyingproductrelatedneedsets
B.
groupingcustomerwithsimilarneedsets
C.
describingeachgroup
selectinganattractivesegment(s)toserve
D.
E.
profilingcurrentcustomers
Manycriteriaareusedtoevaluateandcomparetheattractivenessofvariousmarketsegments.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:AttractiveSegment(s)toServe

44.

Theproduct,price,communications,distribution,andservicesprovidedtothetargetmarketisreferred
toasthe_____.

A.
needset
marketingmix
B.
C.
marketingset
D.
decisionset
E.
valueproposition
Thecombinationoftheseelementsmeetscustomerneedsandprovidescustomervalue.

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Blooms:Remember
Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategy

45.

Whichofthefollowingispartofthemarketingmix?

A.
product
B.
price
C.
communications
D.
distribution
alloftheabove
E.
Product,price,communications,anddistributionareallpartofthemarketingmix.

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Difficulty:1Easy
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LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategy

46.

A(n)_____isanythingaconsumeracquiresormightacquiretomeetaperceivedneed.

A.
satisfier
B.
endstate
product
C.
D.
valueproposition
E.
outcome
Theterm"product"isusedtorefertophysicalproductsandprimaryorcoreservices.

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Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:TheProduct

47.

Tobesuccessful,aproductmust_____.

A. meettheneedsofthetargetmarketbetterthanthecompetitiondoes
B.
belowerpricedthancompetitors'products
C.
beofhigherqualitythancompetitors'products
D.
beadvertisedmorethancompetitors'products
E.
havegreaterdistributionthanthecompetitiondoes
Tobesuccessful,aproductmustmeettheneedsofthetargetmarketbetterthanthecompetitiondoes.

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Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:TheProduct

48.

_____include(s)advertising,thesalesforce,publicrelations,packaging,andanyothersignalthatthe
firmprovidesaboutitselfanditsproducts.

A.
Valuepromotions
B.
Brandequity
C.
Distribution
D.
Marketsegmentation
Marketingcommunications
E.
Marketingcommunicationsincludesadvertising,thesalesforce,publicrelations,packaging,andany
othersignalthatthefirmprovidesaboutitselfanditsproducts.

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LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Communications

49.

Whichofthefollowingisincludedinmarketingcommunications?

A.
advertising
B.
salesforce
C.
publicrelations
D.
packaging
alloftheabove
E.
Advertising,salesforce,publicrelations,andpackagingareallincludedinmarketingcommunications.

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Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Communications

50.

WhichofthefollowingisNOTacriticalquestionfordevelopingmarketingcommunications?

A.
Whodowewanttocommunicatewith?
B.
Whateffectdowewanttohave?
C.
Whatmessagewillachievethedesiredresult?
D.
Whatmediashouldweuse?
Alloftheabovearecriticalquestions.
E.
Aneffectivecommunicationsstrategyrequiresanswerstothesecriticalquestions.

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Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Communications

51.

_____istheamountofmoneyonemustpaytoobtaintherighttousetheproduct.

A.
Consumercost
B.
Totalcost
Price
C.
D.
Value
E.
Customervalue
Onecanbuyownershipofaproductor,formanyproducts,limitedusagerights.

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Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Price
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52.

Amypurchasedanew32inchLCDhighdefinitiontelevisionandpaid$400forit.Thisamountof
moneyAmyhadtopaytoobtainthisproductisknownasthe_____.

A.
totalcost
B.
value
C.
valueproposition
price
D.
E.
consumercost
Priceistheamountofmoneyonemustpaytoobtaintherighttousetheproduct.

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Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Price

53.

_____iseverythingtheconsumermustsurrenderinordertoreceivethebenefitsofowning/usingthe
product.

A.
Value
Consumercost
B.
C.
Price
D.
Opportunitycost
E.
Valueproposition
Firmsseektoprovidecustomervaluebyreducingthenonpricecostsofowningoroperatingaproduct.

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Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Price

54.

Timothyandhiswifeareconsideringthepurchaseofanewcar.Inadditiontotheprice,theyarealso
consideringthecostofinsurance,gasoline,maintenance,financecharges,andlicensefees.Allofthese
factorscombinedrepresentthe_____.

A.
value
B.
price
C.
opportunitycost
consumercost
D.
E.
valueproposition
Priceiseverythingtheconsumermustsurrenderinordertoreceivethebenefitsofowning/usingthe
product.

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Blooms:Understand
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Price

55.

Whichelementofthemarketingmixisconcernedwithhavingtheproductavailablewheretarget
customerscanbuyit?

A.
product
B.
price
distribution
C.
D.
communications
E.
placement
Gooddistributiondecisionsrequireasoundknowledgeofwheretargetcustomersshopfortheproduct
inquestion.

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Accessibility:KeyboardNavigation
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Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Distribution

56.

Tony'sjobentailsmakingsurehiscompany'sproductsgettoretailerssothattargetcustomerscanbuy
them.WhichelementofthemarketingmixisTonyinvolvedwith?

A.
product
B.
price
distribution
C.
D.
communications
E.
placement
Distributionisconcernedwithhavingtheproductavailablewheretargetcustomerscanbuyit.

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Blooms:Understand
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Distribution

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57.

Auxiliaryorperipheralactivitiesthatareperformedtoenhancetheprimaryproductorprimaryservice
arereferredtoas_____.

service
A.
B.
supplementalproduct
C.
intangiblebenefits
D.
secondaryproduct
E.
ancillaryattributes
Afirmmustexplicitlymanageitsauxiliaryservicestohaveacompetitiveadvantage.

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Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Service

58.

WhichofthefollowingisNOTconsideredoneofthefirm'soutcomesofthemarketingstrategyand
consumerbehaviorprocess?

A.
productposition
B.
customersatisfaction
service
C.
D.
salesandprofits
E.
Alloftheaboveareconsideredoutcomesforthefirm.
Serviceisnotconsideredoneofthefirm'soutcomesofthemarketingstrategyandconsumerbehavior
process.

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Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:FirmOutcomes

59.

Animageoftheproductorbrandintheconsumer'smindrelativetocompetingproductsandbrandsis
referredtoastheproduct's_____.

A.
equity
B.
extension
C.
message
D.
placement
position
E.
Thisimageconsistsofasetofbeliefs,pictorialrepresentations,andfeelingsabouttheproductorbrand.

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LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:FirmOutcomes

60.

Aproduct'spositionrefersto_____.

A.
itsshelflocationinretailstores
B. animageoftheproductintheconsumer'smindrelativetocompetingproducts
C. itspricerelativetootherproductsinthefirm'sproductline
D.
itspricerelativetocompetitors'products
E.
itsstageintheproductdevelopmentprocess
Thisimageconsistsofasetofbeliefs,pictorialrepresentations,andfeelingsabouttheproductorbrand.

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Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:FirmOutcomes

61.

Rodissurveyingconsumerstogainabetterunderstandingofhisrestaurant'simagerelativeto
competingrestaurants.Rodisconcernedwithhisrestaurant's_____.

position
A.
B.
equity
C.
placement
D.
driver
E.
satisfactionindex
Aproduct'spositionreferstoanimageoftheproductintheconsumer'smindrelativetocompeting
products.

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Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:FirmOutcomes

62.

Whichoutcomeofmarketingstrategyproducestherevenuenecessaryforthefirmtocontinuein
business?

A.
customersatisfaction
B.
productposition
C.
consumption
D.
socialwelfare
salesandprofits
E.
Firmsevaluatethesuccessoftheirmarketingprogramsintermsofsalesrevenuesandprofits.

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Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:FirmOutcomes

63.

JohnpurchasesandissatisfiedwithhisSUVbecausehebelievesthatitprovidesgreatercrashsafety
thanasedaneventhoughthisisnottechnicallytrue.John'ssatisfactionisbasedonthedistinction
between_____.

A. primaryneedfulfillmentandsecondaryneedfulfillment
actualneedfulfillmentandperceivedneedfulfillment
B.
C.
initialneedfulfillmentandrepeatneedfulfillment
D. articulatedneedfulfillmentandunarticulatedneedfulfillment
E.
attributefulfillmentandbenefitfulfillment
Thesetwoprocessesarecloselyrelatedandareoftenidentical;however,attimestheydiffer.

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Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:IndividualOutcomes

64.

_____occurswhenindividualsorgroupsmakeconsumptiondecisionsthathavenegativeconsequence
fortheirlongrunwellbeing.

A.
Disintermediation
B.
Conspicuousconsumption
C.
Disenfranchisement
Injuriousconsumption
D.
E.
Demarketing
Examplesareoverspending,consumptionofunhealthyproductssuchasalcoholandcigarettes,and
gambling.

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Difficulty:2Medium
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Topic:IndividualOutcomes

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65.

Bobandhisfriendsgoouteveryweekendanddrinkuntiltheygetdrunk.Thentheydrivehomeinthat
condition.Whichtypeofconsumptiondoesthisrepresent?

injuriousconsumption
A.
B.
severeconsumption
C.
conspicuousconsumption
D.
unethicalconsumption
E.
antisocialconsumption
Injuriousconsumptionoccurswhenindividualsorgroupsmakeconsumptiondecisionsthathave
negativeconsequencefortheirlongrunwellbeing.

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Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:IndividualOutcomes

66.

Whichofthefollowingisasocietaloutcomeofmarketingstrategyandconsumerbehavior?

A.
sales
B.
needsatisfaction
socialwelfare
C.
D.
customersatisfaction
E.
productposition
Consumerdecisionsaffectthegeneralsocialwelfareofasociety.

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Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:SocietyOutcomes

67.

WhichofthefollowingisNOTasocietaloutcomeofmarketingstrategyandconsumerbehavior?

A.
economicoutcomes
customersatisfaction
B.
C.
physicalenvironmentoutcomes
D.
socialwelfare
E.
Alloftheabovearesocietaloutcomes.
Customersatisfactionisnotasocietaloutcomeofmarketingstrategyandconsumerbehavior.

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Difficulty:3Hard
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Topic:SocietyOutcomes

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68.

WhichisNOTastepintheconsumer'sdecisionprocess?

A.
informationsearch
B.
postpurchaseprocesses
C.
problemrecognition
D.
alternativeevaluationandselection
selfconceptanalysis
E.
Selfconceptanalysisisnotastepintheconsumer'sdecisionprocess.

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Accessibility:KeyboardNavigation
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Difficulty:2Medium
LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:TheNatureofConsumerBehavior

69.

Whichofthefollowingisaninternalinfluenceonconsumerbehavior?

A.
culture
B.
family
attitudes
C.
D.
marketingactivities
E.
referencegroups
Attitudesisaninternalinfluenceonconsumerbehavior.

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Blooms:Remember
Difficulty:2Medium
LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:TheNatureofConsumerBehavior

70.

WhichisNOTanexternalinfluenceonconsumerbehavior?

A.
culture
B.
family
C.
socialstatus
perception
D.
E.
marketingactivities
Perceptionisaninternalinfluenceonconsumerbehavior.

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Difficulty:3Hard
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Topic:TheNatureofConsumerBehavior

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71.

Teresaistryingtounderstandhercustomersbetter.Sheisexaminingtheexternalinfluencesthatshape
hercustomers'selfconceptsandlifestyles.Whichofthefollowingisapossibleexternalinfluence
Teresacouldexamine?

A.
motives
B.
personality
C.
perception
D.
attitudes
culture
E.
Cultureisperhapsthemostpervasiveinfluenceonconsumerbehavior.

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Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:TheNatureofConsumerBehavior

72.

LizClaiborneisabrandofclothing,accessories,andhomeproducts.Brandmanagersatthiscompany
aretryingtolearnwhichinternalinfluencesimpacttheircustomers'needsanddesiresmost.Whichof
thefollowingisapossibleinternalinfluencethesemanagersshouldexamine?

A.
culture
personality
B.
C.
demographics
D.
family
E.
socialstatus
Personalityisanindividual'scharacteristicresponsetendenciesacrosssimilarsituations.

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Difficulty:2Medium
LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:TheNatureofConsumerBehavior

73.

Whatisthefirststepintheconsumerdecisionprocess?

problemrecognition
A.
B.
budgetsetting
C.
informationsearch
D.
outletselection
E.
alternativeevaluationandselection
Thefirststepintheconsumerdecisionprocessisproblemrecognition.

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LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:TheNatureofConsumerBehavior

74.

WhichofthefollowingstatementsisTRUEregardingtheoverallmodelofconsumerbehavior?

A. Itissufficientlydetailedsoastopredictparticularbehaviors.
B. Familyandcultureareinternalinfluencesonconsumerbehavior.
C. Personality,emotions,andattitudesrepresentexternalinfluencesonconsumerbehavior.
D. Aconsumer'sselfconceptandlifestyleinfluencehisorherneedsanddesires.
E. Experiencesandacquisitionshavelittleeffectontheprocess.
Aconsumer'sselfconceptandlifestyleinfluencehisorheneedsanddesires.

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LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:TheNatureofConsumerBehavior

75.

Thetotalityofanindividual'sthoughtsandfeelingsabouthimorherselfisknownas_____.

A.
lifestyle
selfconcept
B.
C.
internalinfluences
D.
externalinfluences
E.
consumptionoutcomes
Selfconceptisreflectedinalifestyle.

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Difficulty:2Medium
LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:SelfConceptandLifestyle

76.

_____representshowonelives,includingtheproductsonebuys,howoneusesthem,whatonethinks
aboutthem,andhowonefeelsaboutthem.

Lifestyle
A.
B.
Selfconcept
C.
Position
D.
Status
E.
Socialclass
Lifestyleisthesumoftheperson'spastdecisionsandfutureplans.

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Topic:SelfConceptandLifestyle

77.

Whichtypeofdecisionsinvolveverylittleeffortorthoughtonthepartoftheconsumer?

A.
primarydecisions
B.
topofminddecisions
lowinvolvementdecisions
C.
D.
automaticdecisions
E.
selfrelateddecisions
Mostconsumerdecisionsinvolveverylittleeffortorthoughtonthepartoftheconsumer.

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Difficulty:1Easy
LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:SelfConceptandLifestyle

78.

Karenwasatthecheckoutatthegrocerystoreandrememberedthatshewasoutofchewinggumthat
shenormallylikestokeepinherpurse.Withoutmuchthought,shegrabbedtwopackagesofthegum
shelikes.Whattypeofconsumerdecisiondoesthisillustration?

A.
primarydecision
B.
topofminddecision
lowinvolvementdecision
C.
D.
automaticdecision
E.
selfrelateddecision
Lowinvolvementdecisionsinvolveverylittleeffortorthoughtonthepartoftheconsumer.

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Difficulty:2Medium
LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:SelfConceptandLifestyle

79.

Accordingtothe"ConsumerInsight"inyourtext,buyingautoinsurancerepresentswhichformof
consumptionmeaning?

A.
mundane
avoidance
B.
C.
innovativebrands
D.
function
E.
noneoftheabove
Consumptionhasmanymeanings.Insurancerepresentsriskreductionandthusgarnersmeaningin
helpingtoavoidsuchrisks.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
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Blooms:Remember
Difficulty:2Medium
LearningObjective:0105Discussissuesinvolvingconsumptionmeaningsandfirmattemptstoinfluencethem
Topic:TheMeaningofConsumption

80.

WhatdoestheconsumptionofaproductlikeNikeshoesmeantoAndre,theworkingpoorconsumer
discussedinthetext?

A. Hecanaffordabrandthatissuperiorinmeetinghisphysicalneeds.
B.
Hispeerswillnowaccepthim.
C. Theyserveasavisiblesymbolthatheisbackasasuccessfulmemberofsociety.
D.
Hispeerswilltrytobemorelikehim.
E.
Theyserveasareminderofwhatheusedtohave.
Lowincomeconsumerswantthesameproductsandservicesotherconsumerswant.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Understand
Difficulty:2Medium
LearningObjective:0105Discussissuesinvolvingconsumptionmeaningsandfirmattemptstoinfluencethem
Topic:TheMeaningofConsumption

True / False Questions

81.

Consumerbehaviorisacomplex,multidimensionalprocess.

TRUE
Consumerdecisionsofteninvolvenumerousstepsandareinfluencedbyahostoffactors,including
demographics,lifestyle,andculturalvalues.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0101Defineconsumerbehavior
Topic:ConsumerBehaviorandMarketingStrategy

82.

Marketingdecisionsandregulationsarebasedonexactknowledgeofconsumerbehavior.

FALSE
Marketingdecisionsbasedonexplicitconsumerbehaviortheory,assumptions,andresearcharemore
likelytobesuccessfulthanthosebasedonhunchesorintuition.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0102Summarizetheapplicationsofconsumerbehavior
Topic:MarketingStrategy

1-52
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McGraw-Hill Education.

83.

Economicallydevelopedsocietiesareoftenreferredtoasmarketingsocieties.

FALSE
Mosteconomicallydevelopedsocietiesareoftenreferredtoasconsumptionsocieties.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0102Summarizetheapplicationsofconsumerbehavior
Topic:InformedIndividuals

84.

Itiscriticalthatafirmconsidervaluefromthecustomer'sperspective.

TRUE
Tosurviveinacompetitiveenvironment,anorganizationmustprovideitstargetcustomerswithmore
valuethanisprovidedtothembyitscompetitors.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

85.

Marketingstrategybeginswithobjectivesetting.

FALSE
Marketingstrategybeginswithananalysisofthemarkettheorganizationisconsidering.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

86.

Productfeatures,price,communications,distribution,andservicestogetherareoftenreferredtoas
customervalue.

FALSE
Thissetoffeaturesisoftenreferredtoasthetotalproduct.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:3Hard
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketingStrategyandConsumerBehavior

1-53
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McGraw-Hill Education.

87.

Shopperswhoonlycareaboutmallessentialsareknownasdestinationshoppers.

FALSE
Shopperswhoonlycareaboutmallessentialsareknownasbasicshoppers.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:CustomerswithSimilarNeedSets

88.

Marketingskillsincludeafirm'sfinancialexpertise,generalmanagerialskills,productioncapabilities,
researchanddevelopmentcapabilities,technologicalsophistication,andreputation.

FALSE
Marketingskillsincludenewproductcapabilities,channelstrength,advertisingabilities,service
capabilities,marketingresearchabilities,andmarketandconsumerknowledge.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:TheCompany

89.

Trackingconsumers'onlineactivityandsendingthemspecificbanneradsbasedonthatactivityis
knownasbehavioraltargeting.

TRUE
Behavioraltargetingisanexampleofhowtechnologyismakingindividualizedcommunication
increasinglycosteffective.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketSegmentation

90.

Thetermusedtoreflectthefactthatmostproductsindevelopedeconomiessatisfymorethanoneneed
iscustomervalue.

FALSE
Thetermisneedset.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:ProductRelatedNeedSets

1-54
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McGraw-Hill Education.

91.

Atargetmarketisthatsegment(s)ofthelargermarketonwhichacompanywillfocusitsmarketing
effort.

TRUE
Theselectionofatargetmarketisbasedontheabilitytoprovidetheselectedsegment(s)withsuperior
customerserviceataprofit.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:1Easy
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:AttractiveSegment(s)toServe

92.

Theoutcomesofafirm'smarketingstrategyaredeterminedbyitsinteractionwiththeconsumer
decisionprocess.

TRUE
Theconsumerdecisionprocessintervenesbetweenthemarketingstrategyandtheoutcomes.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:ConsumerDecisions

93.

Twokeyprocessesinvolvedinneedsatisfactionaretheactualneedfulfillmentandtheperceivedneed
fulfillment.

TRUE
Thesetwoprocessesarecloselyrelatedandareoftenidentical;however,attimestheydiffer.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:IndividualOutcomes

94.

Aconsumer'sneedsanddesiresareshapedbyhisorherselfconceptandlifestyle.

TRUE
Theseselfconceptsandlifestylesproduceneedsanddesires,manyofwhichrequireconsumption
decisionstosatisfy.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:TheNatureofConsumerBehavior

1-55
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McGraw-Hill Education.

95.

Lifestyleisthetotalityofanindividual'sthoughtsandfeelingsabouthimorherself.

FALSE
Thetotalityofanindividual'sthoughtsandfeelingsabouthimorherselfisknownaslifestyle.

AACSB:AnalyticalThinking
Accessibility:KeyboardNavigation
Blooms:Remember
Difficulty:2Medium
LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:SelfConceptandLifestyle

Essay Questions
96.

Describethefieldofconsumerbehavior,anddiscussthefourkeyaspectsofconsumerbehaviorthat
makeitanimportantareaofstudy.

Thefieldofconsumerbehavioristhestudyofindividuals,groups,ororganizationsandtheprocesses
theyusetoselect,secure,use,anddisposeofproducts,services,experiences,orideastosatisfyneeds
andtheimpactsthattheseprocesseshaveontheconsumerandsociety.Fourkeyaspectsofconsumer
behaviorthatmakeitanimportantareaofstudyare:
a.Successfulmarketingdecisionsbycommercialfirms,nonprofitorganizations,andregulatory
agenciesrequireextensiveinformationaboutconsumerbehavior.Organizationsareapplyingtheories
andinformationaboutconsumerbehavioronadailybasis.
b.Thereisaneedtocollectinformationaboutthespecificconsumersinvolvedinthemarketing
decisionathand.
c.Consumerbehaviorisacomplex,multidimensionalprocess.
d.Marketingpracticesdesignedtoinfluenceconsumerbehaviorinvolveethicalissuesthataffectthe
firm,theindividual,andsociety.

AACSB:AnalyticalThinking
Blooms:Understand
Difficulty:3Hard
LearningObjective:0101Defineconsumerbehavior
Topic:ConsumerBehaviorandMarketingStrategy

1-56
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McGraw-Hill Education.

97.

Listandbrieflydescribeapplicationsofconsumerbehavior.

MarketingStrategyallmarketingstrategiesandtacticsarebasedonexplicitorimplicitbeliefsabout
consumerbehavior,andknowledgeofconsumerbehaviorcanbeanimportantcompetitiveadvantage.
RegulatoryPolicyvariousregulatorybodiesexisttodevelop,interpret,and/orimplementpolicies
designedtoprotectandaidconsumers.Clearly,effectiveregulationofmanymarketingpractices
requiresanextensiveknowledgeofconsumerbehavior.
SocialMarketingtheapplicationofmarketingstrategiesandtacticstoalterorcreatebehaviorsthat
haveapositiveeffectonthetargetedindividualsorsocietyasawhole.Successfulsocialmarketing
strategyrequiresasoundunderstandingofconsumerbehavior.
InformedIndividualsmosteconomicallydevelopedsocietiesarelegitimatelyreferredtoas
consumptionsocieties.Knowledgeofconsumerbehaviorcanenhanceourunderstandingofour
environmentandourselves.Suchanunderstandingisessentialforsoundcitizenship,effective
purchasingbehavior,andreasonedbusinessethics.

AACSB:AnalyticalThinking
Blooms:Understand
Difficulty:2Medium
LearningObjective:0102Summarizetheapplicationsofconsumerbehavior
Topic:ApplicationsofConsumerBehavior

98.

Listandbrieflydescribethefourstepsinvolvedinmarketsegmentation.

a.Identifyingproductrelatedneedsets.Thefirsttaskistoidentifyneedsetsthattheorganizationis
capable,orcouldbecomecapable,ofmeeting.Identifyingthevariousneedsetsthatthefirm'scurrentor
potentialproductmightsatisfytypicallyinvolvesconsumerresearch.
b.Groupingcustomerswithsimilarneedsets.Thisstepgenerallyinvolvesconsumerresearch.
c.Describingeachgroup.Onceconsumerswithsimilarneedsetsareidentified,theyshouldbe
describedintermsoftheirdemographic,lifestyles,andmediausage.Itisnecessarytohaveacomplete
understandingofpotentialcustomersforamarketingprogramtobeeffective.
d.Selectinganattractivesegment(s)toserve.Oncewearesurewehaveathoroughunderstandingof
eachsegment,wemustselectourtargetmarket,whichisthatsegment(s)ofthelargermarketonwhich
wewillfocusourmarketingefforts.Factorstoconsiderincludeasegment'ssizeandgrowthrate,
competitorstrength,customersatisfactionwithexistingproducts,fitwithcompanyimage,objectives,
andresources,distributionavailability,andsoon.

AACSB:AnalyticalThinking
Blooms:Understand
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:MarketSegmentation

1-57
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McGraw-Hill Education.

99.

Brieflydescribetheoutcomesofmarketingstrategyforthefirm,consumers,andsociety.

FirmOutcomesincludeproductposition,sales,andcustomersatisfaction.Aproduct'spositionisthe
imageoftheproductorbrandintheconsumer'smindrelativetocompetingproductsandbrands.Sales
areacriticaloutcome,becausetheyproducetherevenuenecessaryforthefirmtocontinueinbusiness,
andvirtuallyallfirmsevaluatethesuccessoftheirmarketingprogramintermsofsales.Customer
satisfactionisamajorconcernofmarketersbecauseitisgenerallymoreprofitabletomaintainexisting
customersthantoreplacethemwithnewones.
Consumer(Individual)Outcomesincludeneedsatisfactionandinjuriousconsumption.Themost
obviousoutcomeoftheconsumptionprocessforanindividualissomelevelofsatisfactionoftheneed
thatinitiatedtheconsumptionprocess.Twokeyprocessesareinvolved:actualneedfulfillmentandthe
perceivedneedfulfillment.Injuriousconsumptionoccurswhenindividualsorgroupsmake
consumptiondecisionsthathavenegativeconsequencesfortheirlongrunwellbeing.
SocietyOutcomesincludeeconomicoutcomes,physicalenvironmentoutcomes,andsocialwelfare.
Thecumulativeimpactofconsumers'purchasedecisionsisamajordeterminantofthestateofagiven
country'seconomy.Consumersmakedecisionsthathaveamajorimpactonthephysicalenvironments
ofboththeirownandothersocieties.Consumerdecisionsaffectthegeneralsocialwelfareofasociety
aswell.Injuriousconsumptionaffectssocietyaswellastheindividualsinvolved.

AACSB:AnalyticalThinking
Blooms:Understand
Difficulty:2Medium
LearningObjective:0103Explainhowconsumerbehaviorcanbeusedtodevelopmarketingstrategy
Topic:Outcomes

100.

Alexisdevelopingthemarketingstrategyforabrandofmen'sclothing.Beforehedevelopshisstrategy,
Alexwillconductresearchtobetterunderstandhiscustomers.Brieflydescribeaconceptualmodelthat
includesthefactorsheshouldconsiderinhisresearch.

Thisquestionisattemptingtogetstudentstobroadlydiscusstheelementsoftheoverallmodelof
consumerbehaviorillustratedinFigure13anddiscussedinthechapter.FactorsAlexshouldconsider
includeexternalinfluences(i.e.,culture,subculture,demographics,socialstatus,referencegroups,
family,andmarketinginfluences)andinternalinfluences(i.e.,perception,learning,memory,motives,
personality,emotions,andattitudes).Theseexternalandinternalfactorsshapeconsumers'selfconcepts
andlifestyles.Theseselfconceptsandlifestylesproduceneedsanddesires,manyofwhichrequire
consumptiondecisionstosatisfy.

AACSB:AnalyticalThinking
Blooms:Understand
Difficulty:2Medium
LearningObjective:0104Explainthecomponentsthatconstituteaconceptualmodelofconsumerbehavior
Topic:TheNatureofConsumerBehavior

1-58
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McGraw-Hill Education.