mrkt 319-test 1

a specific desire that spells out a way a consumer can go about addressing a recognized need
want
consumer behavior is related to other issues in our lives, like dating

true/false

true
differentiated marketers serve multiple market segments, each with a unique product offering

true/false

true
I often use my metal detector to find old artifacts that can help explain to me hw people lived and died in civil war. this type of analysis- using old artifacts- to explain how people lived is known as phenomenology

true/false

false
in undifferentiated marketing, the same basic product is offered to all customers

true/false

true
according to resource advantage theory, a firms succeeds by acquiring more resources from consumer and in turn using those resources to gain advantages in physical and intellectual capital

true/false

true
)____ focuses on thoughts, feelings, and behaviors that people have as they interact with other people
social psychology
the acting out of a decision to give something up in return for something of greater value is called
exchange
during obamas presidency, the amount of US debt is forecast to have
doubled
women like to shop with their boyfriends/husbands because it brings them closer together

true/false

false
cognition refers to the mental or thinking processes that go on as we process and store information that becomes knowledge

true/false

true
which of the following is NOT an external influence on consumers?

culture
cognition
situational influences
social conveniences

cognition
Every Saturday, my father would line up and polish all my family member’s shoes. To this day, when I smell shoe polish I am reminded of my father shining shoes on the patio. To me, the odor of shoe polish gives me utilitarian value.

true/false

false: hedonic value
many European prefer to eat boiled eggs for breakfast, in the us we often eat fried eggs. this is probably due to different cultural norms as to what a breakfast should be.

true/false

true
products that are attractive because they help a consumer solve a problem or accomplish a task are said to offer
utilitarian value
psychologists and marketers recognize that music can shape or influence behavior

true/false

true
a marketing strategy is primarily concerned with two things: a marketing mix and a target market

true/false

true
if your grandmother sits and tells you about your family background and how she grew up, she would be helping you to ____to your culture
enculturate
Those who believe in customer relationship management believe that customers form relationships with companies as opposed to companies just conducting individual transactions with customers

true/false

true
My grandather owned an inexpensive single shot shotgun he used on hunts. To him, this shotgun which was purchased to put meat in his pot probably gave him more utilitarian value than hedonic value.

true/false

true
learning refers to a change in behavior resulting from an interaction between a person and a stimulus
true
Cognitive interference is the notion that everything else the consumer is being exposed to while trying to remember something is taking up processing capacity and as a result interferes with memory and comprehension.

true/false

true
A guy takes a date to his apartment for the first time. The condition of the apartment (decor, cleanliness, colors, organization, etc) is likely to impact the way the date perceives the guy.

true/false

true
the use of color in an advertisement affects the likelihood of gaining a consumer’s attention

true/false

true
Current research indicates that subliminal advertising works well and that smart marketers will include it in their promotional efforts

true/false

false
perception is important because people often change their behaviors on what they perceive

true/false

true
Researchers recognize several things can impact a consumer’s ability to understand a message and have placed these things into three categories. Which of the following is not one of the three categories that impact a consumer’s comprehension of a message?

characteristics of the message reciever
characteristics of the message
characteristics of the environment
characteristics of the product

characteristics of the product
A voter perceives a politician to be a crook. In reality, the politician has never done anything wrong and is quite honest.

a. The voter will recognize the reality of the politician being honest when a flood occurs and the politician can get money for the voter.
b. The voter can be easily convinced that they are wrong.
c. The voter can be persuaded easily by the politician that he/she is honest.
d. The voter’s perception is his/her reality and the truth as they see it.

d) the voters perception is his/her reality and the truth as they see it
Most people in the world recognize that a sweet, sticky round food that is brown with a hole in the middle is a donut. This is a result of
assimilation
When I was growing up, my family went to Destin almost every summer. To me, whenever I hear the word Destin I think of those trips. It brings back this kind of memory…
episodic memory
marketing myopia
The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products.
Need, Want, Exchange, Costs of Benefits, Reaction, Value
basic consumption process
basic consumption process
Need, Want, Exchange, Costs of Benefits, Reaction, Value
An understanding of consumer behaviour can mean better business for companies, better public policy for governments, and a better life for individuals.

true/false

true
While consumer behaviour refers to human thought and action, it is not considered a field of study.

true/false

true
Consumer behaviour can be defined from two different perspectives:
(1) human thought and action
(2) a field of study that is developing an accumulated body of knowledge.
Consumer behaviour can be thought of as the actions, reactions, and consequences that take place as the consumer goes through a decision-making process, reaches a decision, and then uses the product.

true/false

true
Consumer behaviour is the set of value-seeking activities that take place as people go about addressing needs.

true/false

true
The basic consumption process begins with the consumer recognizing that he or she wants something new.

true/false

false: recognition of a need begins with the consumption process. A want describes how to go about that need.
The basic consumption process involves a consumer assessing the costs and benefits associated with a choice.

true/false

true
he final step in the consumption process is satisfaction.

true/false

false: value
An exchange is the acting out of a decision to give something up in return for something of equal value.

true/false

false; greater
Consumer behaviour represents the process by which goods, services, or ideas are used and transformed into value.

true/false

false; consumption
costs involve more than just the price of the product.

true/false

true
Benefits are the only result of consumption.

true/false

false; and costs
Consumer behaviour, as a field of study, is a very young field.

true/false

true
. Consumer behaviour has family roots in other disciplines such as economics, anthropology, and psychology.

true/false

true
Marketing’s roots in economics are evident in the production and distribution of goods.

true/false

true
Psychology is the study of human reactions to their environment.

true/false

true
The sub-disciplines of psychology that are highly relevant to consumer behaviour are social psychology and experimental psychology.

true/false

false: social and cognitive psychology
Anthropology focuses on the thoughts, feelings, and behaviours that people have as they interact with other people.

true/false

false; social psychology
Cognitive psychology is helpful in understanding how consumers process information from marketing communications such as advertisements.

true/false

true
Marketing activities include the production, promotion, pricing, and distribution of goods, services, ideas, and experiences that provide value for consumers and other stakeholders.

true/false

true
Consumer behaviour focuses primarily on the study of groups of people within a society.

true/false

false: sociology
Anthropology has contributed to consumer behaviour research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate.

true/false

true
A highly competitive marketplace in which consumers have many alternatives is more likely to result in better customer service than a marketplace with little competition.

true/false

true
A market-oriented firm stresses the importance of creating value for customers among all employees.

true/false

true
Relationship marketing is based on the belief that firm performance is enhanced through repeat business.

true.false

true
nteraction points refer to direct contacts between the firm and a customer.

true/false

false; touchpoints
One theory explaining why companies succeed or fail is attribution theory.

true.false

false: resource advantage theory
Benefits are the physical parts of a product.

true.false

false; attributes
A product is a potentially valuable bundle of benefits.

true.false

true
Undifferentiated marketers generally adopt a market orientation

true/false

false; product orientation
A market orientation means innovation is geared primarily toward making the production process as efficient and economic as possible

true.false

false: product orientation
Differentiated marketing can be taken to the extreme with a practice known as one-to-one marketing.

true/false

true
Niche marketers specialize in serving one market segment.

true/false

true
There are several approaches to studying consumer behaviour, but most researchers agree that the interpretive approach is the best.

true/false

false
Interpretive research seeks to explain the inner meanings and motivations associated with specific consumption experiences.

true/false

true
Quantitative research tools include things such as case analyses, clinical interviews, focus group interviews, and other tools in which data are gathered in a relatively unstructured way.

true/false

false:qualitative
Data generated from qualitative research are considered “researcher-dependent.”

true/false

true
The roots of interpretive consumer research go back over 150 years to the earliest days of consumer research.

true/false

false; just over 50 years
The motivational research era in consumer research proved to be very useful in providing satisfying explanations for consumer behaviour on a large scale.

true/false

false
Two common interpretative orientations are psychology and sociology.

true/false

false: phenomenology and ethnography
The phenomenological researcher relies on highly structured, formal interviews with consumers.

true/false

false: casual interviews
An ethnographic approach to studying consumers often involves analyzing the artifacts associated with consumption.

true.false

true
One demographic trend impacting marketers is that households increasingly include two primary income providers.

true/false

true
One demographic trend shaping consumer behaviour is the decreasing birth rates in the U.S. and Europe.

true/false

true
What is the last step in the basic consumption process?
a. exchange
b. value
c. reaction
d. costs and benefits
b
Renee is going to a formal dance next month and goes shopping for a full-length gown. What does the gown exemplify in the basic consumption process?
a. need
b. want
c. reaction
d. satisfier
b
7. Customers pay money for products they believe will satisfy their needs and wants. What is the term for this transfer of money for goods or services?
a. benefit gratification
b. consumption
c. transformational marketing
d. exchange
d
What is the term for the negative results of consumption?
costs
When consumers recognize they have an unmet need, they usually seek out specific products or services that they believe will satisfy that need and provide value to them. They are willing to give up something, such as money and effort, to find the products or services that will provide the benefits they seek. What is the term for this process that consumers go through to satisfy their needs?
consumption
Melanie is a psychologist who studies consumer behaviour. She specializes in the mental reactions involved in consumer information processing, such as how advertisements persuade consumers to buy a product. Which field of psychology is Melanie practising?
a. qualitative psychology
b. personal psychology
c. cognitive psychology
d. social psychology
c
Which area involves the multitude of value-producing activities that facilitate exchanges between buyers and sellers?
a. consumer behaviour
b. marketing
c. psychology
d. economics
b
Marketing as a recognized discipline grew out of two other disciplines. What are the two disciplines?
a. economics and psychology
b. psychology and anthropology
c. psychology and sociology
d. sociology and economics
a
Which discipline has contributed to consumer behaviour research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate?
a. economics
b. sociology
c. anthropology
d. cognitive psychology
c
Due to the competitive nature of the restaurant industry, Harry’s Town Pub has implemented a new employee training program that prioritizes providing high-quality customer service and focusing on patron satisfaction. Which type of orientation is Harry’s focusing on?
a. sales orientation
b. employee orientation
c. consumer orientation
d. inward orientation
c
The Ritz-Carlton Hotel has a culture that embodies the importance of creating value for guests among all employees. One way this is implemented is by giving the front desk employees the authority to correct a problem presented by a guest without having to have approval from a manager. Which type of orientation does this company embrace?
a. market orientation
b. product orientation
c. sales orientation
d. outward orientation
a
According to the textbook, what is the ultimate hallmark of success for a business?
a. maximum profits
b. maximum sales
c. long-term survival
d. short-term sales
c
Which theory has “obtaining resources from consumers in return for the value they create” as a basic tenet for explaining why companies succeed or fail?
a. attribution theory
b. resource-advantage theory
c. the theory of reasoned action d. resource-elaboration theory
b
What is the definition of a product?
a. a potentially valuable bundle of benefits
b. a physical good offered to satisfy a need
c. an item offering perceived value to a target market
d. a resource allocated toward satisfying a felt need
a
Which of the following is practised by a company that embraces differentiated marketing?
a. adopting innovative production processes to gain efficiency and economies of
scale
b. specializing in serving one market segment with particularly unique demand
characteristics
c. focusing marketing efforts on the largest market segment
d. serving multiple market segments each with a unique product offering
d
Procter & Gamble sells six different brands of laundry detergent, each with a unique offering for different market segments. Which business orientation does this illustrate?
a. undifferentiated marketing
b. differentiated marketing
c. niche marketing
d. multiple marketing
b
Lane Bryant is a women’s clothing store specializing in stylish clothing and flattering fits for plus-sized women. Which business orientation best describes Lane Bryant’s approach?
a. niche marketing
b. one-to-one marketing
c. mass marketing
d. product marketing
a
Which of the following represents a pair of common interpretive research orientations?
a. regression and cluster analysis
b. phenomenology and ethnography
c. primary and secondary
d. qualitative and quantitative
b
Which field of study represents the study of consumption as a “lived experience” and relies on casual interviews with consumers from whom the researcher has won confidence and trust?
a. touchpoint analysis
b. psychology
c. sociology
d. phenomenology
d
Which field of study has roots in anthropology and often involves analyzing the artifacts associated with consumption?
a. sociology
b. phenomenology
c. ethnography
d. conjoint analysis
c
Which statement is NOT true regarding quantitative research?
a. common purpose is to test hypotheses or specific research questions
b. structured response categories provided
c. samples are typically large to produce generalizable results
d. results are subjective
d
hich aspect of the changing economy likely has the most impact on consumer spending?
a. high interest rates
b. high tax rates
c. high prices
d. high unemployment rate
d