Mkg ch. 1
Which of the following statements is true regarding the overall model of consumer behavior? A. It is sufficiently detailed so as to predict particular behaviors. B. Family and culture are internal influences on consumer behavior. C. Personality, emotions, and attitudes represent external influences on consumer behavior. D. A consumer's self-concept and lifestyle influence his or her needs and desires. E. Experiences and acquisitions have little effect on the process.
A consumer's self-concept and lifestyle influence his or her needs and desires
Which of the following aspects is evaluated when determining a firm's ability to meet customer needs? A. financial condition B. general managerial skills C. production capabilities D. technological sophistication E. all of the above
A. financial condition B. general managerial skills C. production capabilities D. technological sophistication (all the above)
Why is china very attractive to markets around the world?
Because of its massive population, rising income, and emerging youth market
____is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
Consumer Behavior
Which of the following is used to describe a group of consumers with similar needs sets? A. demographics B. lifestyles C. media usage D. a and b E. a, b, and c
E. a,b, and c (demographics, lifestyles, media usage)
Which of the following is NOT true regarding consumer behavior? A. Organizations are applying theories and information about consumer behavior on a daily basis. B. It is often necessary to conduct research. C. Consumer behavior is a complex, multidimensional process. D. The overall model of consumer behavior presented in the text is accurate in predicting consumer behavior. E. Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society.
The overall model of consumer behavior presented in the text is accurate in predicting consumer behavior.
John purchases and is satisfied with his SUV because he believes that it provides greater crash safety than a sedan even though this is not technically true. John's satisfaction is based on the distinction between _____. A. primary need fulfillment and secondary need fulfillment B. actual need fulfillment and perceived need fulfillment C. initial need fulfillment and repeat need fulfillment D. articulated need fulfillment and unarticulated need fulfillment E. attribute fulfillment and benefit fulfillment
actual need fulfillment and perceived need fulfillment
Darren is conducting a market analysis for his business, and he has asked your advice on what he should be analyzing. Which of the following should he consider at this step of marketing strategy development? A. the company's own ability to meet customer needs B. competitors' capabilities and strategies C. consumers' needs D. conditions in the market E. all of the above
all of the above
Which of the following is a key aspect regarding consumer behavior? A. Organizations are applying theories and information about consumer behavior on a daily basis. B. It is often necessary to conduct research. C. Consumer behavior is a complex, multidimensional process. D. Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society. E. all of the above
all of the above
Which of the following is included in marketing communications? A. advertising B. sales force C. public relations D. packaging E. all of the above
all of the above
Which of the following is part of the marketing mix? A. product B. price C. communications D. distribution E. all of the above
all of the above
Which of the following is used by firms to influence consumers? A. ads B. packages C. store environments D. sales pitches E. all of the above
all of the above
Which of the following is used to evaluate the attractiveness of various market segments? A. segment size B. distribution available C. fit with company image D. cost to serve E. all of the above
all of the above
Which of the following is NOT a critical question for developing marketing communications? A. Who do we want to communicate with? B. What effect do we want to have? C. What message will achieve the desired result? D. What media should we use? E. all of the above are critical questions
all of the above are critical questions
Disney World in Orlando, FL has several theme parks, resorts, restaurants, and stores. Each is intentionally created to offer a memorable event for visitors. For example, the Wilderness Lodge is a large resort hotel on the grounds, and everything within it is made to look like log cabins and pioneer days. Even the casual restaurant has the wait staff dressed in pioneer costumes, and they put on funny little skits when they are waiting on customers. Which of the following best describes what Disney is selling?
an experience
A product's position refers to _____.
an imagine of the product in the consumer's mind relative to competing products
Which of the following is an internal influence on consumer behavior? A. culture B. family C. attitudes D. marketing activities E. reference groups
attitudes
Tacoda Systems tracks consumers' online activity and delivers specific banners based on that activity. This tracking and ad delivery system has been installed on almost 3,000 Web sites, and advertisers pay on a pay-for-performance basis, which means that advertisers pay Tacoda Systems only when a consumer clicks on their ad. The tracking of online activity and delivery of ads based on that activity is called _____.
behavioral targeting
Tracking consumers' online activity and delivering specific banner ads based on that activity is known as _____.
behavioral targeting
How can an organization provide superior customer value to customers?
by doing a better job of anticipating and reacting to customer needs than the competition does
Which of the following is NOT evaluated when analyzing a company's own ability to meet customer needs? A. competitors B. financial strengths C. general managerial skills D. production capabilities E. reputation
competitors
Which of the following is a component of a market analysis? A. market segmentation B. objectives C. conditions D. price E. all of the above
conditions
Harold is tasked with developing the marketing strategy for his family's business. What should he do first?
conduct a market analysis
Jamie is developing a thorough understanding of his company's own capabilities, the capabilities of current and future competitors, the consumption process of potential customers, and the economic, physical, and technological environment in which these elements interact. Which step in the marketing strategy process is Jamie performing?
conducting a market analysis
Marketing strategy begins with _____.
conducting a market analysis
One primary function of Harriet's job is to study individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of her company's products and services to satisfy needs and the impacts that these processes have on the consumer and society. Harriet works in the field of _____.
consumer behavior
Timothy and his wife are considering the purchase of a new car. In addition to the price, they are also considering the cost of insurance, gasoline, maintenance, finance charges, and license fees. All of these factors combined represent the _____.
consumer cost
_____ is everything the consumer must surrender in order to receive the benefits of owning/using the product.
consumer cost
Most economically developed societies are legitimately referred to as _____ societies.
consumption
Teresa is trying to understand her customers better. She is examining the external influences that shape her customers' self-concepts and lifestyles. Which of the following is a possible external influence Teresa could examine? A. motives B. personality C. perception D. attitudes E. culture
culture
Which of the following is NOT a societal outcome of marketing strategy and consumer behavior? A. economic outcomes B. customer satisfaction C. physical environment outcomes D. social welfare E. all of the above are societal outcomes
customer satisfaction
Laurie saved for six months to have enough money to buy a new designer outfit to wear to a special party. She had to travel to a larger city to purchase this outfit, but it was worth it to her because it made her feel beautiful and confident. The difference between the benefits Laurie perceived from this purchase and the cost to her to acquire these benefits describes her _____.
customer value
The difference between all the benefits derived from a total product and all the costs of acquiring those benefits is known as _____.
customer value
Talbot's is a women's clothing store that offers classic fashions at a slightly premium price (i.e., a wool skirt typically costs over $100). During the process of market segmentation, Talbot's identified a group of consumers who are larger than average women yet still want stylish clothing. Further research into this segment revealed that these women tend to be between the ages of 35 and 50, are career-oriented, have a household income over $50,000, and are married with children under the age of 18 living at home. This group is also heavy users of magazines and newspapers as well as prime-time television. Which step of market segmentation does this describe?
describing each group
Tony's job entails making sure his company's products get to retailers so that target customers can buy them. Which element of the marketing mix is Tony involved with?
distribution
Which element of the marketing mix is concerned with having the product available where target customers can buy it?
distribution
Which of the following is NOT an application of consumer behavior? A. marketing strategy B. human resource management C. regulatory policy D. informed consumers E. social marketing
human resource management
Carlos is attempting to segment the market for his company's products. Where should he begin?
identify product-related need sets
What is the first step in market segmentation?
identify product-related need sets
Bob and his friends go out every weekend and drink until they get drunk. Then they drive home in that condition. Which type of consumption does this represent?
injurious consumption
_____ occurs when individuals or groups make consumption decisions that have negative consequence for their long-run well-being.
injurious consumption
_____ are small, convenient, open-air retailing complexes laid out to evoke the small-town shopping districts of previous generations.
lifestlye centers
_____ represents how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them.
lifestyle
Karen was at the checkout at the grocery store and remembered that she was out of chewing gum that she normally likes to keep in her purse. Without much thought, she grabbed two packages of the gum she likes. What type of consumer decision does this illustration?
low-involvement decisions
Which type of decisions involve very little effort or thought on the part of the consumer?
low-involvement decisions
A portion of a larger market whose needs differ somewhat from the larger market is referred to as a(n) _____.
market segment
Smaller women like to purchase fashionable clothes just as much as any women. However, most clothes are not proportioned for their smaller size and do not fit well. As a result, several manufacturers offer "petite" sizes of clothing for this group of consumers. Women who comprise this group have needs that differ somewhat from the total market and represent a _____.
market segment
_____ include(s) advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products.
marketing communications
The product, price, communications, distribution, and services provided to the target market is referred to as the _____.
marketing set
As part of developing your company's marketing strategy, you are tasked with analyzing the new-product capabilities, channel strength, advertising abilities, service capabilities, marketing research abilities, and market and consumer knowledge. Which aspect of your company's capabilities are you assessing?
marketing skills
Thomas wants to gain a usable understanding of consumer behavior in order to help him become a more effective marketing manager. Which application of consumer behavior does this represent?
marketing strategy
To be successful, a product must _____.
meet the needs of the target market better than the competition does
Barry is looking for a car that is dependable yet stylish enough to let others know that he has achieved a respectable status in his life and career. He also wants it to be a high-performance automobile. Dependability, status, and performance represent Barry's _____.
need set
Which term reflects the fact that most products in developed economies satisfy more than one need?
need set
Which is NOT an external influence on consumer behavior? A. culture B. family C. social status D. perception E. marketing activities
perception
Liz Claiborne is a brand of clothing, accessories, and home products. Brand managers at this company are trying to learn which internal influences impact their customers' needs and desires most. Which of the following is a possible internal influence these managers should examine? A. culture B. personality C. demographics D. family E. social status
personality
An image of the product or brand in the consumer's mind relative to competing products and brands is referred to as the product's _____.
position
Rod is surveying consumers to gain a better understanding of his restaurant's image relative to competing restaurants. Rod is concerned with his restaurant's _____.
position
Amy purchased a new 32" LCD high-definition television and paid $1,999 for it. This amount of money Amy had to pay to obtain this product is known as the _____.
price
_____ is the amount of money one must pay to obtain the right to use the product.
price
What is the first step in the consumer decision process?
problem recognition
A(n) _____ is anything a consumer acquires or might acquire to meet a perceived need.
product
Which outcome of marketing strategy produces the revenue necessary for the firm to continue in business?
sales and profits
Juan has segmented the market for boats and is currently analyzing each with respect to several factors, such as size, growth rate, competitor strength, fit with company image, distribution available, cost to serve, and risk before deciding which segment to target. Which step of market segmentation is Juan conducting?
selecting an attractive segment(s) to serve
What is the LAST step in market segmentation?
selecting an attractive segment(s) to serve
The totality of an individual's thoughts and feelings about him- or herself is known as _____.
self-concept
. Which is NOT a step in the consumer's decision process? A. information search B. postpurchase processes C. problem recognition D. alternative evaluation and selection E. self-concept analysis
self-concept analysis
Auxiliary or peripheral activities that are performed to enhance the primary product or primary service is referred to as _____.
service
Which of the following is NOT considered one of the firm's outcomes of the marketing strategy and consumer behavior process? A. product position B. customer satisfaction C. service D. sales and profits E. all of the above are considered outcomes for the firm
service
Which of the following is NOT a step in market segmentation? A. set budget B. identify product-related need sets C. group customers with similar need sets D. describe each group E. select an attractive segment(s) to serve
set budget
Mia is concerned how her marketing activities will affect individual consumers as well as society at large. Mia is implementing _____.
social marketing
_____ is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole.
social marketing
Which of the following is a societal outcome of marketing strategy and consumer behavior? A. sales B. need satisfaction C. social welfare D. customer satisfaction E. product position
social welfare
J&J Produce is a distributor of fresh produce. They conducted a thorough analysis of its market and identified groups of consumers that had similar product-related needs. One particular market identified wanted fresh and unique produce, such as Swiss chard, radicchio, and exotic fruits, and they were willing to pay higher prices for these choices. J&J Produce decided to focus its marketing effort on this segment of the total market. This segment is J&J's _____.
target market
The segment(s) within the larger market on which an organization will focus its marketing effort is referred to as the _____.
target market
It is critical that a firm consider value from which perspective?
the customer's
What does the consumption of a product like Nikes mean to Andre, the working poor consumer discussed in the "Consumer Insight"?
they serve as a visible symbol that he is back as a successful member of society
Which of the following is FALSE regarding the working poor? A. They are forced to spend a disproportionate percentage of their income on housing, utilities, and medical care. B. They generally rely on public transportation. C. They spend a larger portion of their relatively small incomes on meals away from home. D. They spend very little on their own financial security. E. They spend the same percent of their income as do higher income consumers on apparel and accessories.
they spend a larger portion of their relatively small incomes on meals away from home
Marketing strategy is formulated in terms of the marketing mix; that is, it involves determining the product, features, price, communications, distribution, and services that will provide customers with superior value. This entire set of characteristics is often referred to as the
total product
To survive in a competitive environment, an organization must provide its target customers more _____ than is provided to them by its competition.
value