CB exam 1
A company that views itself in a product business, rather than in a value, or benefits producing business runs the risk of developing _____, which could cause the company to go out of business if technology makes the product obsolete. a. marketing myopia b. cognitive dissonance c. negative affect d. marketing dissonance e. marketing disconnect
A
A consumer's awareness and interpretation of reality is known as _____. a. perception b. attention c. exposure d. learning e. cognition
A
A cosmetic manufacturer was looking at a graphical display of how women perceived different brands of cosmetics and was dismayed to learn that its brand was clustered with brands that are targeted toward older women, not the younger women the marketer was trying to reach. The graphical depiction of the positioning of competing brands the marketer was using is called a(n) _____. a. perceptual map b. BCG matrix c. competitive matrix d. competitive array e. positioning plot
A
A product is defined as _____. a. a potentially valuable bundle of benefits b. 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 e. benefit offered for exchange
A
Characteristic traits of individuals, including personality and lifestyles, are known as _____. a. individual differences b. individual identifiers c. discriminators d. value enhancers e. exemplars
A
Clark is a college student and has been hired by a consumer research firm to help a pizza restaurant learn more about the college market. Part of his job entails hanging out with other students and observing how they decide when to order pizza, which pizza restaurants they order from, how they eat it, and what they do with the leftovers, if any. Clark learned from his observations that some students like to put French dressing on their pizza, which led the pizza restaurant to advertise and offer the dressing with orders. Which interpretive orientation does this best illustrate? a. ethnography b. quantitative research c. sociology d. grounded theory e. demography
A
Consumers do not view all soft drinks as identical to one another. Some prefer Coca-Cola, while others will only drink Pepsi-Cola. Still others will not drink either cola and drink only non-caffeinated soft drinks. This marketplace condition in which consumers do not view all competing products as identical to one another is called _____. a. product differentiation b. product variation c. market segmentation d. perceptual differentiation e. selective perception
A
Dana and John are expecting their first child and are purchasing furniture for the nursery. They are searching the Internet, reading parents' magazines and paying attention to the advertisements, and visiting many stores because they want to purchase the best quality furniture that fits their budget. The effort they are expending to ensure they make the right decision can be described as a _____ associated with the consumption process. a. cost b. reaction c. value outcome d. benefit e. satisfier
A
Every Disney employee is thought of and trained to be a host or hostess with the express goal of making sure all guests feel good when they are there. Which of the follow refers to the feelings visitors experience while they are there and long after they've left? a. affect b. cognition c. internalization d. environment e. satisfaction
A
In which research approach to understanding consumers do researchers derive meaning from talking to people and observing behavior rather than analyzing data? a. interpretive research b. quantitative research c. concentric research d. depth research e. dynamic research
A
Juan is majoring in a discipline that examines the production and consumption of goods and services. Which of the following best describes Juan's major? a. economics b. accounting c. anthropology d. psychology e. production management
A
Kyle purchased a Macbook Pro and an extended warranty. He also purchased one-on-one training to learn how to use the computer. This is an example of a(n) _____. a. augmented product b. complete product c. extended product d. total product e. segmented product
A
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 e. undifferentiated marketing
A
Maria is traveling through Europe but doesn't speak any of the languages in the countries she's visiting. When she looks at signs and menus, she tries to sort the words into something recognizable so she might understand them. What is this process called? a. cognitive organization b. sensory assimilation c. discrimination d. selective perception e. sensory comprehension
A
Marketing as a recognized discipline grew out of which two other disciplines? a. economics and psychology b. economics and accounting c. psychology and anthropology d. psychology and sociology e. sociology and economics
A
Mesha read a magazine article and found out that we are supposed to consume 25 grams a fiber a day and that fruits, vegetables, and whole grains are good sources of fiber. The next time she went to the store, she purchased whole wheat bread and more fruits and vegetables than she would have if she hadn't read that article. This change in Mesha's behavior is an example of _____. a. learning b. perception c. habituation d. cognitive dissonance e. classical conditioning
A
Offering the same basic product to all customers is which type of business orientation? a. undifferentiated marketing b. differentiated marketing c. niche marketing d. product marketing e. production marketing
A
Samantha tracks detailed information about customers so more customer-oriented decisions can be made, hopefully leading to longer-lasting relationships with customers. Samantha is involved in _____. a. customer relationship management b. marketing management c. consumer value management d. quality management e. internal marketing management
A
Selective perception includes all of the following EXCEPT _____. a. selective retention b. selective attention c. selective distortion d. selective exposure e. selective perception includes all of these choices
A
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 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 his company embrace? a. market orientation b. product orientation c. production orientation d. sales orientation e. outward orientation
A
The acting out of a decision to give something up in return for something of greater value is known as _____. a. exchange b. marketing c. consumption d. consumer behavior e. benefitizing
A
The actual physical product purchased plus any services such as installation and warranties necessary to use the product and obtain its benefits is called the _____. a. augmented product b. secondary product c. complete product d. enhanced product e. value proposition
A
The degree to which a consumer is sensitive to changes in some product characteristic is known as _____. a. elasticity b. differentiation c. sensitivity d. segmentation e. positioning
A
The market segment a company will serve with a specific marketing mix is referred to as the _____. a. target market b. primary market c. segmented market d. selected market e. potential market
A
The term marketers use to describe the idea that consumers are often bombarded with too much information in their daily lives is _____. a. clutter b. noise c. distraction d. sensation e. assimilation
A
Things unique to a time or place that can affect consumer decision making and the value received from consumption are known as _____. a. situational influences b. temporal factors c. social influences d. internal factors e. socio-environmental factors
A
When a consumer realizes high value from an exchange with a company, _____ improves. a. relationship quality b. internalization c. emotional attachment d. augmented quality e. elasticity
A
When you went to school or work today, you passed by many billboards and there likely were many advertisements on the radio, but you only saw or heard a few of them. In terms of selective perception, which of the following does this represent? a. selective exposure b. selective reaction c. discriminant exposure d. subliminal processing e. assimilation
A
Which concept is at the heart of the Consumer Value Framework and the focus of marketing efforts? a.value b. consumption c. personality d. culture e. quality
A
Which of the following refers to the thinking or mental processes that go on as we process and store things that can become knowledge? a. cognition b. schema c. affect d. synergy e. internalization
A
Which of the following response occurs when a stimulus has characteristics such that individuals readily recognize it as an example of a specific category? a. assimilation b. accommodation c. contrast d. selective distortion e. sensation
A
Which strategy deals with how the firm will be defined and sets general goals? a. corporate strategy b. marketing strategy c. tactical strategy d. top-level strategy e. meta-strategy
A
Which term describes a consumer's immediate response after exposure to a stimulus? a. sensation b. cognition c. affect d. attention e. perception
A
____ is a personal assessment of the net worth obtained from an activity. a. Value b. Customer lifetime value c. Prestige d. Quality e. Effort
A
_____ refer to direct contacts between the firm and a customer. a. Touchpoints b. Intersections c. Interaction points d. Moments of truth e. Counterpoints
A
_____ research addresses questions about consumer behavior using numerical measurement and analysis tools. a. Quantitative b. Qualitative c. Interpretive d. Initial e. Final
A
_____ value is derived from a product that helps a consumer solve problems and accomplish tasks. a. Utilitarian b. Functional c. Terminal d. Purchase e. End-state
A
_____ value is the immediate gratification that comes from experiencing some activity. a. Hedonic b. Utilitarian c. End-state d. Process e. Experiential
A
A market researcher focuses on the psychological process, including thoughts, feelings, and behavior that people experience once they realize they have an unmet need. The human behavior that makes up the set of value-seeking activities that the researcher is examining is best described as _____. a. marketing b. consumer behavior c. cognitive psychology d. social interaction e. consumption
B
All of the following are elements of the marketing mix EXCEPT _____. a. price b. planning c. promotion d. distribution e. product
B
All of the following are examples of product attributes EXCEPT _____. a. quality b. satisfaction c. styling d. weight e. safety
B
Community Trust Bank is analyzing its customer data to determine if groups other than simply consumer and business customers can be identified. It is looking at the frequency of branch visits, use of ATMs, online banking activity, loan activity, and account balances for each customer. The bank has identified three groups of customers based on these factors and is considering offering different products to better meet the needs of each group. What marketing concept do these different groups of customers represent? a. target marketing b. market segmentation c. positioning d. marketing audit e. environmental scanning
B
From which two perspectives can consumer behavior be defined? a. primary and secondary b. human thought and behavior and as a field of study c. social and psychological d. as an input and as an outcome e. based on needs or based on wants
B
How do hedonic and utilitarian value differ? a. Utilitarian value is an end in and of itself rather than a means to an end. b. Hedonic value is very emotional and subjective in nature. c. When a consumer does something to obtain hedonic value, the action is usually very easy to explain objectively. d. Utilitarian value is immediate and hedonic value is delayed. e. Hedonic value is more positive and longer-lasting than utilitarian value.
B
If you wanted to learn how groups of people interact within society, which discipline should you study? a. economics b. sociology c. anthropology d. cognitive psychology e. astrology
B
It's the day before Christmas and Mark has not even started shopping for gifts for his family. He rushes to the mall and buys the first things he sees. Which of the following is most likely having the greatest impact on Mark's behavior? a. social influences b. situational influences c. socio-environmental factors d. hedonic factors e. perceptional influences
B
Kayla is engaged in research that seeks to explain the inner meanings and motivations associated with purchasing clothing. She records and analyzes the words that consumers use to describe events and observes shoppers in stores. From that, she develops an understanding of what motivates shoppers. What type of research is Kayla performing? a. quantitative research b. interpretive research c. soft research d. sociological research e. independent research
B
Kim moved from one house in a neighborhood to another house in a nearby neighborhood. She called her trash collection company to inform them of her address change and was dismayed to learn that her trash collection bill will be $10 a month higher than it was at her previous residence even though it is the same company. She commented on this and was told by the lady from the company that was the price and she can deal with removing her own trash if she didn't like the price hike. Kim just had to pay the higher price because there was no other company allowed to service this neighborhood. What is the best reason why Kim was treated so poorly by this company? a. the trash company was dependent on her repeat business b. there are no other competitors providing this service c. it is a regulated service d. Kim preferred this company over any others e. the company really doesn't need her business
B
Obtaining resources from consumers in return for the value they create is a basic tenet of _____, which is a theory explaining why companies succeed or fail. a. attribution theory b. resource-advantage theory c. the marketing concept d. the theory of reasoned action e. resource-elaboration theory
B
Over which factor depicted in the Consumer Value Framework does the marketer have the most control? a. motivation b. atmospherics c. social class d. lifestyles e. perception
B
Paying attention to only certain stimuli is which element of selective perception? a. limited attention b. selective attention c. discriminant attention d. focused attention e. subliminal attention
B
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. product marketing e. multiple marketing
B
Renee is going to a formal dance next month and goes shopping for a full-length gown. The gown is an example of a(n) _____ in the basic consumption process. a. need b. want c. reaction d. outcome e. satisfier
B
The _____ represents consumer behavior theory illustrating factors that shape consumption-related behaviors that ultimately determine the value associated with consumption. a. Consumer Behavior Framework (CBF) b. Consumer Value Framework (CVF) c. Consumption Process Framework (CPF) d. Customer Relationship Framework (CRF) e. Marketing-Consumer Framework (MCF)
B
The approximate worth of a customer to a company in economic terms is known as _____. a. net present value (NPV) b. customer lifetime value (CLV) c. customer present value (CPV) d. customer future value (CFV) e. customer value (CV)
B
The business practice wherein companies operate with the understanding that products provide value in multiple ways is called the _____. a. augmented product concept b. total value concept c. marketing concept d. product concept e. multifaceted product concept
B
The first step in the perceptual process is called _____ and refers to process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses. a. attention b. exposure c. comprehension d. learning e. retention
B
The number of post-season college football bowl games has increased over the years. Even the most diehard football fan might not want to watch all of them. Most people just watch the ones they are most interested in. This is an example of _____. a. accommodation b. selective exposure c. subliminal processing d. absolute attention e. determinant processing
B
Two main types of value are _____. a. internal and external b. utilitarian and hedonic c. personal and social d. primary and secondary e. temporal and stable
B
What is the last step in the basic consumption process? a. exchange b. value c. reaction d. want e. costs and benefits
B
When consumers attempt to organize information, which possible reactions may occur? a. sensing, perception, or attention b. assimilation, accommodation, or contrast c. enculturation, acculturation, or extinction d. marginalization, internalization, or externalization e. acceptance, rejection, or apathy
B
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. This process that consumers go through to satisfy their needs is best described as the _____ process. a. marketing b. consumption c. exchange d. internal e. purchase
B
Which of the following is NOT a discipline in which consumer behavior has roots? a. economics b. accounting c. anthropology d. social psychology e. sociology
B
Which of the following is a demographic trend shaping consumer behavior patterns? a. family size is increasing b. households increasingly include two primary income providers c. birthrates are increasing in the U.S. and Europe d. lower levels of consumer affluence in the U.S. e. decreasing life expectancy in the U.S.
B
Which of the following is an internal influence on consumer value? a. costs b. learning c. social class d. time/timing e. family
B
Which of the following refers to the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness? a. selective exposure b. subliminal processing c. selective attention d. threshold processing e. just noticeable differentiation
B
Which type of research includes tools such as case analyses, clinical interviews, focus group interviews, and other tools in which data are gathered in a relatively unstructured way? a. quantitative research b. qualitative research c. soft research d. preliminary research e. secondary research
B
_____ occurs when a stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category. a. Assimilation b. Accommodation c. Contrast d. Selective distortion e. Sensation
B
_____ refers to a marketplace condition in which consumers do not view all competing products as identical to one another. a. Product positioning b. Product differentiation c. Marketing positioning d. Competitive advantage e. Market differentiation
B
A consumer research study analyzes the factors, such as age, income, and stage of family life cycle, predicting a consumer's likelihood to purchase a 3-D television. Data were collected from 3,000 consumers using a structured questionnaire. Which type of research does this represent? a. qualitative b. interpretive c. quantitative d. structured e. focused
C
A university realizes it needs to increase revenue in the face of severe budget cuts due to the weak economy. The school decides to pursue students who have some college but have not completed their degrees. To do this, the university is offering online degree programs, charges extra fees for these students, offers a wide selection of online courses each semester, and advertises on billboards, on radio, on television, and in newspapers throughout the state. The school also sends direct mail letters to students who were previously enrolled at the school but did not complete their degree. The courses, the tuition, online delivery, and promotion are examples of _____. a. corporate strategy b. value enhancement c. marketing tactics d. marketing augmentation e. task implementation
C
All of the following are elements of consumer psychology EXCEPT _____. a. learning b. attitude c. culture d. information processing e. memory
C
Henrik has set aside three hours where he will do nothing else but study for his upcoming marketing exam. He turns off his television, phone, and computer because he knows he will not be able to focus on his textbook otherwise. Which element of perception do these actions best represent? a. concentration b. comprehension c. attention d. categorization e. sensation
C
James is six years old and was looking at a game on television where players were tossing a small ball around using long sticks with a little net on the end with the objective to get it in the opponent's goal. He knew it wasn't soccer or hockey, but he couldn't figure out what it was. Finally, he had to ask his mother, who told him the sport was called lacrosse. Which cognitive organization reaction did James likely experience? a. assimilation b. internalization c. contrast d. distortion e. combination
C
Many store brand packages look similar to national name brand packages. This is done with the hope that consumers' awareness of and interpretation of the package design might lead them to think the less expensive store brand is just as good as the more expensive name brand. This is an attempt to influence consumers' _____. a. exposure b. affect c. perception d. schemata e. explicit memory
C
Melanie and her daughter enjoy shopping together even if they do not purchase anything. For them, shopping is an end in and of itself, not just a means to an end. Which type of value are they experiencing? a. utilitarian value b. pleasure-seeking value c. hedonic value d. experiential value e. augmented value
C
Positive outcomes of consumption are referred to as _____. a. costs b. consequences c. benefits d. enhancers e. satisfiers
C
Sheri was having a few friends over and she served endamame as a snack. Bob thought she was serving peas because that's the only thing he thought came in pods like that. Sheri explained that endamame is soy beans. For Bob to recognize endamame in the future, which cognitive organization reaction must occur? a. assimilation b. internalization c. accommodation d. contrast e. sensation
C
Subliminal stimuli occur below the ____ threshold of perception. a. obvious b. recognition c. absolute d. just noticeable e. just meaningful
C
The physical parts of a product are known as _____. a. benefits b. elements c. attributes d. resources e. components
C
The ultimate hallmark of success for a business is _____. a. maximum profits b. maximum sales c. long-term survival d. short-term sales e. monopoly
C
Two common interpretive research orientations are _____. a. regression and cluster analysis b. psychology and sociology c. phenomenology and ethnography d. primary and secondary e. qualitative and quantitative
C
Vann's is a company that manufactures and markets shoes for serious skateboarders. These consumers are predominantly males, 10-25 years old. This market segment that Vann's serves with a specific marketing mix is called its _____. a. preferred market b. optimum market c. target market d. selected market e. segmented market
C
Walmart's supply chain is as efficient and as economic as possible, which allows it to offer lower prices than competing retailers. With only a few exceptions, Walmart offers the same basic products in all of its stores, even worldwide. What orientation does this illustrate? a. market orientation b. customer orientation c. production orientation d. linear orientation e. undifferentiated orientation
C
What do the x- and y-axes on a perceptual map represent? a. how competitors perform on the two most important attributes to consumers - price and quality b. the ideal combination of attributes and the actual combination of attributes of all competitors in the market c. dimensions used to separate competitors on a specific characteristic d. growth rate of the market and market shares of each competitor e. factors used to identify market segments
C
What is the difference between qualitative and quantitative research? a. Qualitative research is used for hypothesis testing, and quantitative research is only used for descriptive analyses. b. Quantitative research is longitudinal, and qualitative research is cross-sectional. c. Qualitative research is researcher dependent, and quantitative research is not. d. Quantitative research is researcher dependent, and qualitative research is not. e. Quantitative research results in primary data, and qualitative research results in secondary data.
C
Which discipline has contributed to consumer behavior 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 e. astrology
C
Which discipline is often defined as the study of production and consumption? a. marketing b. psychology c. economics d. distribution e. anthropology
C
Which discipline studies human reactions to their environment? a. marketing b. economics c. psychology d. anthropology e. sociology
C
Which environment includes the people and groups who help shape a consumer's everyday experiences? a. emotional environment b. internal environment c. social environment d. macro environment e. micro environment
C
Which of the following is NOT a trend shaping the value received by consumers today? a. internationalization b. technological changes c. market compression d. changing demographics e. changing communications
C
Which of the following occurs when a stimulus does not share enough in common with existing categories to allow categorization? a. assimilation b. accommodation c. contrast d. selective perception e. sensation
C
Which of the following represents the value equation? a. Value = What you get/What you give b. Value = What you give/What you get c. Value = What you get - What you give d. Value = What you give - What you get e. Value = What you give + What you get
C
Which orientation refers to a way of doing business in which the actions and decision making of the institution prioritize consumer value and satisfaction above all other concerns? a. product orientation b. production orientation c. consumer orientation d. sales orientation e. benefit orientation
C
_____ are things that go on inside of the mind and heart of the consumer and influence value. a. External influences b. Innate influences c. Internal influences d. Social influences e. Personal influences
C
_____ can be thought of as negative results of consumption. a. Wants b. Reactions c. Costs d. Benefits e. Consequences
C
_____ has roots in anthropology and often involves analyzing the artifacts associated with consumption. a. Sociology b. Phenomenology c. Ethnography d. Conjoint analysis e. Grounded theory
C
_____ involves the multitude of value-producing activities that facilitate exchanges between buyers and sellers. a. Consumption b. Consumer behavior c. Marketing d. Psychology e. Economics
C
_____ is the attempt to derive meaning from information. a. Exposure b. Attention c. Comprehension d. Learning e. Sensation
C
_____ is the process by which the human brain assembles the sensory evidence into something recognizable. a. Perception b. Sensory categorization c. Cognitive organization d. Contrast e. Reaction
C
_____ refers to the feelings that are experienced during consumption activities or associated with specific objects. a. Cognition b. Internalization c. Affect d. Value e. Utilitarian value
C
_____ refers to the way a product is perceived by a consumer. a. Product differentiation b. Product augmentation c. Product positioning d. Product segmentation e. Product perception
C
A automobile marketer is interested in the psychological influences on potential buyers of luxury automobiles. Which of the following would this researcher be interested in studying? a. lifestyles of luxury car buyers b. whether buyers are liberal or conservative c. stage in family lifecycle of luxury car buyers d. buyers' attitudes toward different brands e. all of the above
D
A product with backward sloping demand _____ a. displays a negative price-quantity demanded relationship b. means consumers are more sensitive to price than to other product factors c. displays a neutral price-quantity demanded relationship d. displays a positive price-quantity demanded relationship e. displays a positive price-quality relationship
D
All of the following are examples of touchpoints EXCEPT _____. a. a consumer placing an order over the telephone b. a customer asking an attendant for directions at an amusement park c. a consumer replying to a request sent in an email by a company d. a consumer watching a television commercial e. a guest checking into a hotel
D
Apple sold more than 7 million iPads within months of launching the product. Prices for this product ranged from $499 to more than $800, and Apple had difficulty keeping up with the demand. Obviously, the _____ outweighed the _____ for this product. a. satisfaction; demand b. need; want c. consumption; need d. benefits; costs e. want; demand
D
Black & Decker is well known for power tools. However, if the company thinks of itself merely as a power tool company instead of a company that delivers the benefits users want, such as cut materials or holes in materials, it could be taking a short-sighted focus of its business. If a technologically-advanced device is developed that could replace the need for power tools to deliver those benefits, this company could go out of business. That is, Black & Decker could suffer from _____. a. brain drain b. cognitive dissonance c. marketing disconnect d. marketing myopia e. product devaluation
D
Consumers are bombarded with hundreds of marketing messages each day but "see" only a small portion of them because they screen out most of them. This is an example of _____. a. discrimination b. selective retention c. selective distortion d. selective exposure e. selective sensation
D
Customers pay money for products they believe will satisfy their needs and wants. This transfer of money for goods or services is best described as _____. a. benefit gratification b. consumption c. transformational marketing d. exchange e. consumer behavior
D
Josh needed new soccer cleats, so he visited several stores to find the right ones. He purchased a pair from Soccer Locker and was satisfied that his needs were met. Which of the following best describes the type of value Josh received? a. end-state value b. hedonic value c. terminal value d. utilitarian value e. purchase value
D
Marian is trying to decide on a college major, so she took an aptitude test offered by the career services office at her school. The results indicated that she is interested in understanding how people react to their environment and is concerned with their thoughts, feelings, and behaviors. Which of the following disciplines should Marian pursue? a. accounting b. economics c. anthropology d. psychology e. biology
D
Melanie is a psychologist who studies consumer behavior. 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 practicing? a. qualitative psychology b. personal psychology c. quantitative psychology d. cognitive psychology e. social psychology
D
Monique stopped smoking by listening to tapes of music that had "don't smoke" embedded within. The message was just loud enough for her brain to perceive it but it was not obvious when listening to the music. This is an example of _____. a. selective distortion b. just noticeable differentiation c. just meaningful differentiation d. subliminal persuasion e. primed persuasion
D
Some marketers offer each individual customer a different product, so each customer is essentially treated as a segment of one. Which way of doing business does this represent? a. undifferentiated marketing b. personalized marketing c. customer-based marketing d. one-to-one marketing e. niche marketing
D
The Department of Human Health and Safety has advised Americans to cut down on salt intake because it can lead to health problems such as heart disease and stroke. Bob doesn't believe all that because his grandfather always puts a lot of salt on his food and he's 90 years old. Which element of Bob's selective perception does this illustrate? a. selective persuasion b. selective exposure c. selective attention d. selective distortion e. absolute distortion
D
The cost for a 30-second advertising slot on the Super Bowl was $3 million in 2011, and that's on top of the costs to produce the commercial. Advertisers are spending $3 million to activate which aspect of the consumer perception process? a. attention b. comprehension c. affect d. exposure e. cognition
D
The realization that a consumer is necessary and must play a part in order to produce value is the major premise underlying the concept of _____. a. synergy b. value integration c. value internalization d. value co-creation e. dyadic valuation
D
Two factors should be considered when trying to understand how important serving customers well should be to any given organization. The first factor is the competitiveness of the marketing environment, and the second is the _____. a. price charged for the product or service b. income level of customers c. social impact d. dependency of the marketer on repeat business e. objectives of the marketer
D
USAA is an insurance company that believes customers form relationships with companies as opposed to companies merely conducting individual transactions with customers. For this reason, USAA rewards loyal customers in the form of dividends at the end of each year. The longer a customer has been with the company, the greater the dividend received. USAA is implementing _____. a. consumer value management (CVM) b. hedonic value c. marketing relationship management (MRM) d. customer relationship management (CRM) e. relationship quality management (RQM)
D
Which of the following on a perceptual map represents the combination of product characteristics that provide the most value to an individual consumer or market segment? a. touch point b. maximum point c. optimum point d. ideal point e. slope intercept
D
Which orientation means each customer represents a potential stream of resources rather than just a single sale? a. product orientation b. CVF orientation c. hedonic orientation d. CRM orientation e. utilitarian orientation
D
_____ is the purposeful allocation of information processing capacity toward developing an understanding of some stimulus. a. Exposure b. Comprehension c. Sensation d. Attention e. Intention
D
_____ is the separation of a market into groups based on the different demand curves associated with each group. a. Market zoning b. Market augmentation c. Market positioning d. Market segmentation e. Market selection
D
_____ represents the process by which goods, services or ideas are used and transformed into value. a. Value transfer b. Cost conversion c. Benefits conversion d. Consumption e. Marketing
D
_____ 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 e. Conjoint analysis
D
A company embracing differentiated marketing will _____. a. offer the same basic product to all market segments b. adopt innovative production processes to gain efficiency and economies of scale c. specialize in serving one market segment with particularly unique demand characteristics d. focus marketing efforts on the largest market segment e. serve multiple market segments each with a unique product offering
E
A company has formed a team to decide the direction the organization should take over the next five years. The focus of this team is to come up with a plan that will better position the company to take advantage of opportunities and avoid threats in the changing environment. This team is involved in developing the _____ for the organization. a. mission b. focus c. tactics d. blueprint e. strategy
E
A description for a marketing course in a college course catalog states, "This course represents the study of consumers as they go about the consumption process." What course is this best describing? a. Consumer Marketing b. Value-based Marketing c. Promotion d. Consumption Marketing e. Consumer Behavior
E
A planned way of doing something is known as a(n) _____. a. objective b. mission c. goal d. utilization e. strategy
E
All of the following are considered part of a consumer's personality EXCEPT _____. a. traits b. values c. lifestyles d. motivation e. perception
E
All of the following are examples of "What you give," or sacrifices, in the value equation EXCEPT _____. a. time b. opportunity c. emotions d. image e. experience
E
All of the following are examples of benefits received from consumption EXCEPT _____. a. quality b. convenience c. prestige d. experience e. effort
E
All of the following are examples of marketing tactics EXCEPT _____. a. determining the quality level of the product b. setting the price of a product or service c. creating advertising for a service d. distributing through discount stores e. setting the company sales goal
E
All of the following are true regarding quantitative research EXCEPT _____. 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. descriptive and causal research designs most often used e. results are subjective
E
Customer lifetime value is equal to the net present value of the stream of profits over a customer's lifetime plus _____. a. the costs associated with satisfying that customer b. the costs associated with keeping that customer for more than 10 years c. the retention rate for all customers d. opportunity cost saved from having loyal customers e. the worth attributed to the equity a good customer can bring
E
Haley is a member of a sorority. She uses certain brands because they are popular with the others in her sorority. Her sorority sisters are part of the _____ that influences Haley's everyday experiences. a. internal environment b. value network c. relationship network d. emotional environment e. social environment
E
Hannah believes that Mac computers are better than Windows-based computers because they are not as vulnerable to computer viruses. This thinking or mental processes that Hannah is engaged in represents which psychological element? a. personality b. affect c. lifestyle d. individual differences e. cognition
E
IKEA is a large home furnishings retailer that offers good furniture at very low prices with stores all over the world. One way the company can offer such low prices is by having the customer assemble the furniture themselves. Therefore, instruction booklets accompanying the products usually rely heavily on pictures to make it easier for customers to understand how to put the furniture together. Even with pictures, though, it is often difficult to assemble the product. Sometimes, consumers will study the directions closely and still not understand what they are supposed to do. Which element of perception in not accomplished? a. exposure b. attention c. value d. satisfaction e. comprehension
E
John is a psychologist and analyzes the thoughts, feeling and behaviors that people have as they interact with other people in groups. John is a _____. a. qualitative psychologist b. group psychologist c. quantitative psychologist d. cognitive psychologist e. social psychologist
E
Most consumers easily recognize a round, bouncy toy as a ball. What cognitive organization reaction has occurred? a. contrast b. internalization c. accommodation d. selection e. assimilation
E
Natalie walked by a bakery and her first response was a feeling of desire for something tasty because of the alluring aroma coming from the store. This immediate response Natalie experienced is called _____. a. cognition b. affect c. perception d. exposition e. sensation
E
Selective distortion is the process by which _____. a. marketers manipulation information to influence consumers b. consumers form opinions about one brand over another based on the information provided by marketers c. consumers screen out most stimuli and attend to only a small portion of stimuli d. marketers determine the minimum strength of stimulus necessary to influence a consumer e. consumers interpret information in ways that are biased by their previously held beliefs
E
Social psychologists focus on the _____. a. intricacies of mental reactions involved in information processing b. production and consumption of goods and services c. value-producing activities that facilitate exchanges between buyers and sellers d. relationships between people and their possessions e. thoughts, feelings. and behaviors that people have as they interact with other people
E
The first step in the basic consumption process is _____. a. cost and benefit analysis b. reaction c. value assessment d. want specification e. need realization
E
What does it mean when research results are "researcher dependent"? a. it means the design of the research is a function of the researcher's skills and training b. it means the research results are generalizable to other research situations c. it means an unstructured research design was used and the results cannot be replicated by other researchers d. it means that the results are only significant if the researcher validates them e. it means the interpretation of the results is a matter of the researcher's opinion until corroborate by other findings
E
When consumers study consumer behavior, they should come to make better decisions. Which of the following can be helpful in enlightening consumers? a. Consequences associated with poor budget allocation. b. The role of emotions in consumer decision making. c. Avenues for seeking redress for unsatisfactory purchases. d. The effect of the environment on consumer behavior. e. All of the above.
E
Which aspect of the changing economy likely has the most impact on consumer spending? a. high interest rates b. high tax rates c. high inflation rate d. high prices e. high unemployment rate
E
Which of the following is an external influence on consumer value? a. personal values b. lifestyles c. needs d. perception e. reference groups
E
Which of the following is based on the belief that firm performance is enhanced through repeat business? a. acquisition marketing b. outward marketing c. inward marketing d. repetition marketing e. relationship marketing
E
Which of the following is used to depict graphically the positioning of competing products? a. product map b. schema c. demand curve d. product map e. perceptual map
E
_____ refers to a change in behavior resulting from the interaction between a person and a stimulus. a. Habituation b. Discrimination c. Categorization d. Perception e. Learning
E
_____ reflects the connectedness between a consumer and a retailer, a brand, or service provider. a. Hedonic value b. Interconnectivity c. Synergy d. Consumption e. Relationship quality
E
A company would be foolish to turn away a customer.
F
A market orientation means innovation is geared primarily toward making the production process as efficient and economic as possible.
F
A researcher measuring consumers' attitudes toward different brands on a scale ranging from 1 (very negative) to 5 (very positive) is using qualitative research.
F
Accommodation occurs when a consumer easily recognizes a round, red fruit as an apple.
F
An act of consumption cannot provide both utilitarian and hedonic value.
F
An exchange is the acting out of a decision to give something up in return for something of equal value.
F
Anthropology focuses on the thoughts, feelings and behaviors that people have as they interact with other people.
F
Benefits are the only result of consumption.
F
Benefits are the physical parts of a product.
F
Cognition refers to the process by which the human brain assembles the sensory evidence into something recognizable.
F
Companies must deal only with geographical distances when operating in different countries.
F
Comprehension refers to a consumer's awareness and interpretation of reality.
F
Consumer behavior focuses primarily on the study of groups of people within a society.
F
Consumer behavior represents the process by which goods, services, or ideas are used and transformed into value.
F
Consumer perception involves two phases: sensing and organizing.
F
Customer lifetime value is equal to sales attributed to particular customer minus the costs associated with satisfying that customer over the lifetime of that customer.
F
Ideal points on a perceptual map represent each marketer's product offering.
F
In the value equation, sacrifice includes things such as quality, prestige, opportunity, and image.
F
Individual differences have little effect on the value experienced by consumers and the reaction consumers have to consumption.
F
Interaction points refer to direct contacts between the firm and a customer.
F
Internal influences include the social and cultural aspects of life as a consumer.
F
Internal influences on the consumption process include factors such as service quality.
F
Interpretation of quantitative research data is a function of the researcher's opinion.
F
Learning, perception, memory, and attitudes are examples of elements comprising the personality of a consumer.
F
Marketers use the term noise to describe the idea that consumers are often bombarded with too much information in their daily lives.
F
Marketing strategy deals with how the firm will be defined and sets general goals.
F
On his way to work, Hank passes by many billboards and many ads play on the radio while he's driving, but he only sees and hears a few of them. This is an example of selective distortion.
F
One conceptual difference between utilitarian value and hedonic value is that utilitarian value is an end in and of itself rather than a means to an end.
F
One theory explaining why companies succeed or fail is attribution theory.
F
Perception refers to a change in behavior resulting from the interaction between a person and a stimulus.
F
Price is the best indicator of value.
F
Qualitative research better enables researchers to test hypotheses as compared to quantitative research.
F
Quantitative research tools include things such as cases analyses, clinical interviews, focus group interviews and other tools in which data are gathered in a relatively unstructured way.
F
Selective cognition involves paying attention to only certain stimuli.
F
Selective perception includes selective exposure, selective attention, and selective retention.
F
Sensing represents a delayed response to stimuli that has come into contact with one of the consumer's five senses.
F
Sensitivity represents the degree to which a consumer is sensitive to changes in some product characteristic.
F
Subliminal persuasion is extremely effective.
F
Subliminal processing refers to the way in which consumers can be influenced without their brain even sensing being exposed to a stimulus.
F
Subliminal stimuli are below the cognitive threshold of perception.
F
Target marketing is the separation of a market into groups based on the different demand curves associated with each group.
F
The Consumer Behavior Framework (CBF) represents consumer behavior theory illustrating factors that shape consumption-related behaviors and ultimately determine the value associated with consumption.
F
The basic consumption process begins with the consumer recognizing that he or she wants something new.
F
The best strategic focus should be centered on the products offered.
F
The final step in the consumption process is satisfaction.
F
The most basic truth of economics is that as price increases, quantity demanded will decrease.
F
The motivational research era in consumer research proved to be very useful in providing satisfying explanations for consumer behavior on a large scale.
F
The phenomenological researcher relies on highly-structured, formal interviews with consumers.
F
The presence of music in an environment is a social influence that may shape consumer behavior.
F
The process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses is called attention.
F
The roots of interpretive consumer research go back over 150 years to the earliest days of consumer research.
F
The segment or segments of a market that a company services is called the focal market.
F
The subdisciplines of psychology that are highly relevant to consumer behavior are social psychology and experimental psychology.
F
There are several approaches to studying consumer behavior, but most researchers agree that the interpretive approach is the best.
F
To deliver superior customer value, different business units within the firm must have the same marketing strategy.
F
Two common interpretative orientations are psychology and sociology.
F
Two types of value are primary value and secondary value.
F
Undifferentiated marketers generally adopt a market orientation.
F
While consumer behavior refers to human thought and action, it is not considered a field of study.
F
A CRM system allows a firm to be more customer-focused.
T
A basic CRM premise is that customers form relationships with companies as opposed to companies conducting individual transactions with customers.
T
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.
T
A market-oriented firm stresses the importance of creating value for customers among all employees.
T
A positioning map is used to depict graphically the positioning of competing products.
T
A product is a potentially valuable bundle of benefits.
T
A strategy is a planned way of doing something.
T
An ethnographic approach to studying consumers often involves analyzing the artifacts associated with consumption.
T
An understanding of consumer behavior can mean better business for companies, better public policy for governments, and a better life for individuals.
T
Anthropology has contributed to consumer behavior 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.
T
Atmospherics, time and timing, and conditions are situational influences on consumer behavior.
T
Attention is the purposeful allocation of information-processing capacity toward developing an understanding of something.
T
Both consumers and marketers enter exchanges seeking value.
T
Cognition refers to the thinking or mental processes that go on as we process and store things that can become knowledge.
T
Cognitive psychology is helpful in understanding how consumers process information from marketing communications such as advertisements.
T
Companies embracing the total value concept demonstrate an understanding that products provide value in multiple ways.
T
Comprehension is the consumer's attempt to derive meaning from information received.
T
Consumer behavior 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.
T
Consumer behavior has family roots in other disciplines such as economics, anthropology, and psychology.
T
Consumer behavior is the set of value-seeking activities that take place as people go about addressing realized needs.
T
Consumer behavior, as a field of study, is a very young field.
T
Consumer segments exist because different consumers do not value different alternatives the same way.
T
Consumers play a role in the creation of the value offered by marketers.
T
Contrast occurs when a stimulus does not share enough in common with existing categories to allow categorization.
T
Costs involve more that just the price of the product.
T
Customer lifetime value (CLV) represents the approximate worth of a customer to a company in economic terms.
T
Data generated from qualitative research are considered "researcher-dependent."
T
Depending on the extent to which a stimulus can be categorized, three possible reactions may occur: assimilation, accommodation, or contrast.
T
Differentiated marketing can be taken to the extreme with a practice known as one-to-one marketing.
T
Hedonic value is the immediate gratification that comes from experiencing some activity.
T
Individual differences are characteristic traits of individuals, including personality and lifestyle.
T
Interpretive research seeks to explain the inner meanings and motivations associated with specific consumption experiences.
T
Learning can occur without even trying.
T
Marketing activities include the production, promotion, pricing, and distribution of goods, services, ideas, and experiences that provide value for consumers and other stakeholders.
T
Marketing tactics are ways marketing management is implemented.
T
Marketing tactics include price, promotion, product, and distribution decisions.
T
Marketing's roots in economics are evident in the production and distribution of goods.
T
Niche marketers specialize in serving one market segment.
T
One demographic trend impacting marketers is that households increasingly include two primary income providers.
T
One demographic trend shaping consumer behavior is the decreasing birth rates in the U.S. and Europe.
T
People and groups who help shape a consumer's everyday experiences are part of the social environment.
T
Perception represents a subjective reality.
T
Positioning refers to the way a product is perceived by a consumer.
T
Product differentiation is a marketplace condition in which consumers do not view all competing products as identical to one another.
T
Products are multifaceted and can provide value in many ways.
T
Psychology is the study of human reactions to their environment.
T
Purchasing a satellite radio for your car and the satellite radio service necessary to use the radio is an example of an augmented product.
T
Relationship marketing is based on the belief that firm performance is enhanced through repeat business.
T
Relationship quality is function of a consumer's perceived value of the relationship.
T
Relationship quality reflects the connectedness between a consumer and a retailer, brand, or service provider.
T
Selective distortion is a process by which consumers interpret information in ways that are biased by their previously held beliefs.
T
Sensation describes a consumer's immediate response to information.
T
Strategies exist at more than one level in an organization.
T
The Internet has made geographical distance almost a non-issue.
T
The basic consumption process involves a consumer assessing the costs and benefits associated with a choice.
T
The core concept of consumer behavior is value.
T
The first stage of the perceptual process is comprehension.
T
The market for any product is the sum of the demand existing in individual groups or segments of consumers.
T
The marketing mix is the combination of product, pricing, promotion, and distribution strategies used to position some product offering or brand in the marketplace.
T
The perceptual process ends with some reaction.
T
The term cognitive refers to a mental or thinking process.
T
Trends shaping the value received by consumers include internationalization, technological changes, changing communications, changing demographics, and the changing economy.
T
Undifferentiated marketing means that the same basic product is offered to all customers.
T
Utilitarian value is derived from a product that helps the consumer solve problems and accomplish tasks that are a part of being a consumer.
T
Value equals what you get minus what you give.
T
Value is a personal assessment of the net worth obtained from an activity.
T
