Question 1

Which of the four disciplines that helps shape our understanding of consumer behavior is defined as the study of the human mind and the mental factors that impact behavior?

Accepted Answer

A)  psychology 
B)  sociology 
C)  anthropology 
D)  communication 
E)  economics

Question 2

Which is NOT one of the benefits of highly satisfied customers?

Accepted Answer

A)  They keep purchasing the same products. 
B)  They provide word-of-mouth to others. 
C)  They become customers for life. 
D)  They switch to competitors if offered a somewhat lower price. 
E)  They repeatedly buy the same brand.

Question 3

RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but, due to space and budgetary constraints, he recognizes that he will not be able to offer the same variety and selection of products as does the local athletic mega-store, so he has decided to focus specifically on runners. He stocks shoes and related gear for runners, and maintains a staff that is knowledgeable and enthusiastic about running. Ryan's advertising campaign emphasizes his store's high standard of customer service and selection of products specifically tailored to meet the needs of the runner.
-In the RYAN'S RUNNERS MINI CASE, which of the following is most likely to represent the unique selling proposition at Ryan's Runners?

Accepted Answer

A)  Ryan's Runners offers the widest selection of athletic shoes in town. 
B)  Ryan's Runners is the price leader in running gear. 
C)  At Ryan's Runners, runners can find high quality products and get recommendations from employees who share their passion for running. 
D)  Ryan's Runners is a place where all athletes can find all the equipment they need for the sport of their interest. 
E)  all of the above

Question 4

Imagine you are training a marketing intern on how your company, which markets athletic footwear, uses market segmentation, target marketing and positioning. Explain what each is and provide an example.

Accepted Answer

The answer of Imagine you are training a marketing intern...

Question 5

Tanya and her marketing team at a fast food restaurant are breaking their company's target audience into groups that have shared needs that are different from the needs shared by other groups. They are engaged in ________.

Accepted Answer

A)  market targeting 
B)  positioning 
C)  placement 
D)  promotion 
E)  market segmentation

Question 6

Of the four Ps of the marketing mix, price includes ________.

Accepted Answer

A)  payment methods 
B)  public relations 
C)  warranties 
D)  distribution centers 
E)  packaging

Question 7

Ryan runs a store that caters to athletes. He portrays his store as a one-stop-shop for all your running needs, so he has developed a distinct image for his store. This is an example of ________.

Accepted Answer

A)  segmentation 
B)  targeting 
C)  placement 
D)  positioning 
E)  social marketing

Question 8

Norman dislikes the health insurance plan provided by his employer, but is unwilling to switch to a different health insurer because obtaining private health insurance would be significantly more expensive than the employer-subsidized plan in which he is currently enrolled. With regard to health insurance, Norman is best described as a(n) ________.

Accepted Answer

A)  loyalist 
B)  apostle 
C)  hostage 
D)  terrorist 
E)  mercenary

Question 9

The societal marketing concept advocates a short-term perspective in driving for increased market share and quick profits.

Accepted Answer

A) True 
 B)False

Question 10

Disney gets its cast members to go out of their way to make people happy by valuing its employees like internal customers, which is also known as ________.

Accepted Answer

A)  termination costs 
B)  internal manipulation 
C)  customer gratitude 
D)  customer gratuity 
E)  internal marketing

Question 11

The production concept makes sense for a business when ________.

Accepted Answer

A)  consumers are more interested in product availability than in product variation 
B)  consumers are interested in obtaining the product that offers them the highest quality, best performance, and most features 
C)  consumers have changing needs and insist that those needs be satisfied 
D)  consumers are unlikely to buy the product unless they are persuaded to do so 
E)  consumers are not sensitive to price

Question 12

Which of the following determinants of customer satisfaction with online websites and merchants while shopping online is characterized by the customer's willingness to count on the merchant to successfully complete the purchase transaction and feeling the merchant is reliable and honest?

Accepted Answer

A)  trust 
B)  engagement 
C)  network 
D)  interactivity 
E)  adaptation

Question 13

Transatlantic Airlines identifies the most profitable customers and offers them specific incentives, a practice known as ________.

Accepted Answer

A)  social marketing 
B)  customer profitability-focused marketing 
C)  market targeting 
D)  market segmentation 
E)  product positioning

Question 14

Packaging and warranties are elements of which of the four Ps?

Accepted Answer

A)  price 
B)  people 
C)  promotion 
D)  place 
E)  product

Question 15

RYAN'S RUNNERS MINI CASE: Ryan wants to open a store that caters to athletes, but, due to space and budgetary constraints, he recognizes that he will not be able to offer the same variety and selection of products as does the local athletic mega-store, so he has decided to focus specifically on runners. He stocks shoes and related gear for runners, and maintains a staff that is knowledgeable and enthusiastic about running. Ryan's advertising campaign emphasizes his store's high standard of customer service and selection of products specifically tailored to meet the needs of the runner.
-In the RYAN'S RUNNERS MINI CASE, Ryan decides to focus his attention on that segment of the market that is interested in running. This selection of a specific market segment is known as ________.

Accepted Answer

A)  social marketing 
B)  market targeting 
C)  product placement 
D)  market segmentation 
E)  product positioning

Question 16

Courtney has been looking at laptop computers for a while and has decided to purchase a Dell. Courtney's decision to purchase a Dell signifies the output stage of decision making.

Accepted Answer

A) True 
 B)False

Question 17

Students with expertise in consumer behavior should pursue employment in three areas: brand management, advertising, and consumer research.

Accepted Answer

A) True 
 B)False

Question 18

The selling concept does not consider customer satisfaction because consumers who are aggressively induced to buy products they do not want or need will not buy them again.

Accepted Answer

A) True 
 B)False

Question 19

The example in the text notes San Francisco City Attorney sued ________ because the company chose to market caffeinated energy drinks to children despite alleged health risks.

Accepted Answer

A)  Monster Beverage Corp. 
B)  Hansen's Natural Beverage Corp. 
C)  The Coca-Cola Company 
D)  Pepsico 
E)  Red Bull GmbH

Question 20

Customer satisfaction is a function of customer expectations.

Accepted Answer

A) True 
 B)False

Exam 1: Consumer Behavior: Information-Driven Consumer Behavior

Which of the four disciplines that helps shape our understanding of consumer behavior is defined as the study of the human mind and the mental factors that impact behavior?

Which is NOT one of the benefits of highly satisfied customers?

Imagine you are training a marketing intern on how your company, which markets athletic footwear, uses market segmentation, target marketing and positioning. Explain what each is and provide an example.

Tanya and her marketing team at a fast food restaurant are breaking their company's target audience into groups that have shared needs that are different from the needs shared by other groups. They are engaged in ________.

Of the four Ps of the marketing mix, price includes ________.

Ryan runs a store that caters to athletes. He portrays his store as a one-stop-shop for all your running needs, so he has developed a distinct image for his store. This is an example of ________.

The societal marketing concept advocates a short-term perspective in driving for increased market share and quick profits.

Disney gets its cast members to go out of their way to make people happy by valuing its employees like internal customers, which is also known as ________.

The production concept makes sense for a business when ________.

Which of the following determinants of customer satisfaction with online websites and merchants while shopping online is characterized by the customer's willingness to count on the merchant to successfully complete the purchase transaction and feeling the merchant is reliable and honest?

Transatlantic Airlines identifies the most profitable customers and offers them specific incentives, a practice known as ________.

Packaging and warranties are elements of which of the four Ps?

Courtney has been looking at laptop computers for a while and has decided to purchase a Dell. Courtney's decision to purchase a Dell signifies the output stage of decision making.

Students with expertise in consumer behavior should pursue employment in three areas: brand management, advertising, and consumer research.

The selling concept does not consider customer satisfaction because consumers who are aggressively induced to buy products they do not want or need will not buy them again.

The example in the text notes San Francisco City Attorney sued ________ because the company chose to market caffeinated energy drinks to children despite alleged health risks.

Customer satisfaction is a function of customer expectations.