Consumer Behavior and Marketing Strategy Chapter 1-3

Which of the following aspects is evaluated when determining a firm's abilit to meet customer needs?

All of the above Financial condition, general managerial skills, production capabilities, technological sophistication

Which culture has traditionally valued the wisdom that comes with age?

Asian

Which of the following is a segment used to describe consumers with respect to their environmental activism?

Eco-centrists

Which of the following is true regarding changes in America cultural values?

There is substantial variance in values across individuals and groups.

What is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individual or society as a whole

Social Marketing

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

What does the consumption of a product like Nike shoes mean to Andre, the working poor consumer discussed in the text?

They serve as a visible symbol that the is back as a successful member of society.

which of the following is a reason women are an important target market?

A high percentage of women work outside the home.

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 _____.

Actual need fulfillment and perceived need fulfillment

Leigh is working on a research project for her marketing class, and her assignment is to study how Americans' values with respect to sensual gratification and abstinence have changed in the past 50 years. Which of the following would give her the best insight into these changes?

Advertising Movies Video A B C

Unilever is highly successful in marketing its laundry products outside of the United States. Which factors do they use to adapt within and across countries where they do business?

All of the above Cultural homogeneity ethical implications affordability infrastructure

Which of the following is a cultural factor that affects consumer behavior and marketing strategy?

All of the above Demographics Value Language Nonverbal communications

Jose is from Brazil and is currently enrolled in an MBA program at a U.S. university. He routinely comes to class 30-60 minutes late and does not turn in assignments by the deadline. One of his professors pulled him aside and asked him why he's always late for class and turns his work in late. Jose was surprised that his professor was bothered by this as this behavior is entirely acceptable in Brazil. In fact, it's expected. Which of the following best describes Jose's time perspective?

China

Marketing strategy begins with________.

Conduction a market analysis

What is the study of individuals, groups or organizations and the processes they use to select, secure, use, and dispose of products, services, and experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

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

Marketers that wish to expand internationally need to understand a culture's widely held beliefs that affirm what is desirable. To do this, marketers should study _____.

Cultural values

____ are widely held beliefs that affirm what is desirable.

Cultural values

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?

Culture

In the United States, promptness is considered in virtue. Americans are expected to be on time to an event, and they expect others to do so as well. Which aspect of culture best explains this behavior?

Culture is acquired, that is , it is learned

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

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

Americans have always valued diversity.

False

Current estimates vary, but common benchmarks put the size of the gay markets put the size of the gay market at 10 to 15 percent of the adult US population.

False

Green marketing, like food supplement marketing, is unregulated, and marketers can make unsubstantiated claims without penalty.

False

Marketing decisions and regulations are based on exact knowledge of consumer behavior.

False

Product features, price, communications, distribution, and services together are often referred to as customer value.

False

Psychographics describes a population in terms of its size, structure, and distribution.

False

While culture heavily influences marketing strategy, culture is not influenced by marketing strategy.

False-Culture does influence market strategy

Adapting products and services to local considerations is known as localizing.

False-Glocalizing not localizing.

Two companies cannot use the same logo and brand nae when operating in different countries.

False-They can use the same logo

Cultures are static and rarely change

False-culture does change

What is the largest single influence on the movement toward uniformity in the global youth market?

mass media

What is the first stem in market segmentation?

Identify product-related need sets

occurs when individuals or groups make consumption decisions that have negative consequences for their long-run well-being.

Injurious consumption

____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 decision

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

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?

Market strategy

The product, price, communications, distribution, and services provided to the target market is referred to as the ____.

Marketing Mix

____ include(s) advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products.

Marketing communications

Howard Industries is a computer manufacturer located in Laurel, MS. This company is interested in expanding internationally. Which of the following is a cultural factor that affects consumer behavior and marketing strategy that Howard Industries needs to be aware of?

Nonverbal communications

Karen's father is an executive for a major international corporation and has been transferred to various countries over the years. With each move, Karen is enrolled in a new school. Even though English is spoken in the schools she attends, there are students from all over the world whose parents have jobs similar to Karen's father. With each new school, Karen spends the first few weeks merely observing the other students to learn which behaviors are appropriate in specific situations because she's learned that at each school the kids behave differently. Karen is attempting to learn that student body's specific _____ regarding behavior.

Norms

Which of the following is a self-oriented value?

material/nonmaterial

____values reflect a society's view of the appropriate relationships between individuals and groups within that society.

Other-oriented

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?

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

Which value has a strong influence on entrepreneurship and economic development as well as new product acceptance?

Risk taking/security

Robert is 15 years old and has recently moved to a new town and therefore, a new high school. He was trying to get accepted by a group of kids that he wanted to be friends with. When they asked him to attend a party over the weekend, he said he'd have to ask his parents for permission. This group of students laughed at him and called him a "momma's boy" and told hi he can't be one of them because they don't ask parents for permission, they just do what they want. This social disapproval of Robert's behavior is an example of a______.

Sanction

_____values reflect the objectives and approaches to life that the individual members of society find desirable.

Self-oriented

Before a marketer can successfully launch a brand in a foreign country, several nonverbal communication factors need to be understood. One of these factors is time, and international marketers must understand a culture's overall orientation toward time. This is known as a culture's _____.

Time perspective

A consumer's needs and desires are shaped by his or her self concept and lifestyle.

True

A target market is that segment(s) of the larger market on which a company will focus its marketing efforts.

True

A trapped housewife is generally married and stays at home, but she prefers to work and does not enjoy household chores.

True

America is basically a secular society.

True

Consumer behavior is a complex, multidimensional process

True

Consumer higher in individualism are more likely to complain, switch, or engage in negative word of mouth.

True

It is critical that a firm consider value from the customer's perspective

True

Observable shifts in consumer behavior are often due to underlying shifts in cultural values..

True

The color blue connotes femininity in Holland buy masculinity in Sweden and the US.

True

The family unit is the basis for virtually all societies

True

The meaning of time varies between cultures in two major ways: time perspective and interpretations assigned to specific uses of time.

True

Tracking consumers online activity and sending them specific banner ads based on that activity is known as behavioral targeting.

True

Two key processes involved in need satisfaction are the actual need fulfillment and the perceived need fulfillment

True

____is based on the cost of a standard market basket of products bought in

Uniformity is always possible.

Which of the following countries tends to value individualism over collectivism?

United States

To survive in a competitive environment, an organization must provide its target customers more _____ than is provided to them by its competition.

Value

Which of the following statements is false regarding cross-cultural marketing?

While marketing strategy is heavily influenced by cultural factors, it does not influence aspects of cultures.

Which of the following statement regarding the masculine/feminine value is false?

Women in South Korea frequently participate more in sports and exercise than men.

Personal Marketing

____ is done to enhance the welfare of individuals or society without direct benefit to a firm.

Which of the following is a current American Value?

active

Which of the following is an emerging American Value?

admiring nature

Which of the following is an internal influence on consumer behavior?

attitudes

Target stores give one percent of a customer's purchase to a school of their choice if they use a Target Visa credit card to pay for their purchases. Target will also donate one-half percent of all other purchases made on that card. This is an example of _____.

cause related marketing

Consumers higher in individualism are more likely to ____ when faced with poor service performance.

complain, switch, engage in negative word of mouth A, B, C

Dale has to write a research report about Poland in his international marketing class. One aspect he must learn about the country is its size, structure, and distribution. What does this represent?

demographics

Charmine is a member of a Junior Miss organization that teaches young women how to behave in various social situations. She is learning manners, how to carry herself, and appropriate attire for specific situations. Charmaine is learning____.

etiquette

In Japan, the exchange of meishi is the most basic of social rituals in a nation where social ritual matters very much. The act of exchanging meishi is weighted with meaning. Once the social minuet is completed, the two know where they stand in relation to each other and their respective statures within the hierarchy of corporate or government bureaucracy. What is "meishi"?

exchange of business cards

Consumers' efforts to reduce their reliance on consumption and material possessions have been termed dematerialization.

false

Marie has purchased a brand that she has purchased before. However, the first time she used this brand, the product failed and she was dissatisfied. Unfortunately, the second time she purchased this brand, the same thing happened. She's frustrated and wants her money back, but she doesn't feel as though she has any control over this situation. She's decided that she just needs to accept this poor quality and not expect so much from the next product she purchases. Marie can be described as a(n) ______.

fatalist

While women are vital members of the workforce in the U.S., they are still considered the primary care givers of the children in a family. This represents women's _____ in American society.

gender role

The practice whereby a firm promotes environmental benefits that are unsubstantiated and on which they dont deliver is known as

greenwashing

Jake is in the market for a new car. He's looking at brands such as Mercedes, Lexus, and BMW because he feels they tell other people that he's successful in life. This is an illustration of which value?

individualism

Rayna is married and a mother of four children. Both she and her husband share homemaking and child-rearing responsibilities. Rayna would be classified as a _____ gender orientation.

modern

Ralph is very prompt. If he says he will be there at 10:00 a.m., he will be there exactly at that time. Furthermore, he will not begin another task until he is completely done with the one he is currently working on. Which time perspective does Ralph have?

monochronic- singular

What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay community?

must have internal policies that do not discriminate against gay employees

Nicholas is examining how people in India perceive time, space, symbols, relationships, agreements, things, and etiquette. He is interested in these factors because they influence _____.

nonverbal communication

Asian societies value collective activity. That is, consumers look toward others for guidance in purchase decisions and do not respond favorably to promotional appeals focusing on individualism. Which category of cultural values does this represent?

other-oriented

The Green guides provide examples of acceptable and unacceptable practices dealing with advertising and package claims relating to such areas as the environment, in general, as well those relating specifically to

ozone friendly biodegradable recyclable recycled content all of the above

A culture that tends to view time as being less discrete and less subject to scheduling, views simultaneous involvement in many activities as natural, allows activities to occur at their own pace rather than according to a predetermined timetable is adhering to a ____ time perspective.

polychronic

In Germany, one concern retailers have is ensuring that cash drawers have enough money to make change when consumers make purchases. One company went so far as to use computerized model that monitored the weight of the cash drawer and signaled a need for replenishment. This is such a concern because consumers typically use cash to make purchases, which differs from other countries, such as the US, where credit cards use is more common. Which cultural value does this illustrate?

postponed gratification/immediate gratification

What is the first step in the consumer decisions process?

problem recognition

Which of the following is an example of a self-oriented value?

religious/secular

John doubts the sincerity of marketers who claim that they will donate to a cause if he purchases their product. He doesn't believe that they will make a difference because he thinks that marketers are only concerned with profits and probably only donate a small portion of their profits to the stated cause. John is best described as belonging to which group of consumers?

skeptic

Maria will go out of her way to purchase a brand or patronize a store that claims to support a charity if she purchases their brand or shops in their store. Even though she knows that marketers develop these programs to help themselves as well as the cause, she doesn't really care about that. She's just driven by the desire to help. To which group of consumers does Maria belong?

socially concerned

Those who work in such professions as architecture, engineering, health care, and business who generate new ideas and technologies for a living or engage in complex problem solving are referred to as____.

the creative class

A shift from a focus on sensual gratification to abstinence in America would most likely affect _____.

the types of advertising themes used

Erica and her family decided that it was just too much strain on them for Erica to work outside the home. Even though she was a successful attorney and they enjoyed the good things in life, her family made a conscious decision to reduce their reliance on consumption and material possessions. This behavior has been termed _____.

voluntary siplicity