MKTG Consumer behavior chapter 1 -4 quizzes

Which of the following is a characteristic of a highly competitive market?

- Companies eventually move toward a high degree of consumer orientation

_______ is the set of value- seeking activities that take place as people go about addressing their real needs.

- Consumer behavior

Which of the following may result in a negative net worth during a person's professional?

- Credit card debt accumulated in early adulthood

_______ has roots in anthropology and often involves analyzing the artifacts associated with consumption

- Ethnography

Which of the following statements is true in the context of internationalization?

- Every culture's people will interpret products and behaviors differently

Which of the following statements is true of the changing demographics in the Western world?

- Households increasingly include two primary income providers.

In the context of technological changes, which of the following is true of big date?

- It can potentially be used to predict customer behaviors

Which of the following is true of resource-advantage theory?

- It explains why companies succeed or fall

Which of the following methods is used as a quantitative research tool?

- Multiple- choice questions

Psychedelic trance is a firm that specializes in designing and marketing T- shirts for rock music fans. It advertises its T-shirts during rock concerts and on popular music websites frequented by listeners. What kind of marketing is the firm practicing?

- Niche marketing

______ is a qualitative approach to studying consumers that relies on interpretation of the lived experience associated with some aspect of consumption.

- Phenomenology

A product is defined as:

a potentially valuable bundle of benefits

_____ are positive results of consumption experiences. a. Benefits b. Wants c. Costs d. Needs

a. Benefits

Which of the following is a characteristic of a highly competitive market? a. Companies eventually move toward a high degree of consumer orientation. b. The operating costs for companies are reduced significantly. c. Businesses enjoy higher margins on sales. d. Customers typically do not receive good customer service.

a. Companies eventually move toward a high degree of consumer orientation.

Which of the following statements is true of the changing demographics in the Western world? a. Households increasingly include two primary income providers. b. Household size is increasing throughout most of Western culture. c. European families are averaging two children per family. d. Families typically have the working dad and the stay-at-home mom.

a. Households increasingly include two primary income providers.

_____ is a term that refers to a cognitive process in which active concepts activate other closely associated concepts, thereby affecting both value perceptions and meaning. a. Priming b. Elaboration c. Information intensity d. Brain dominance

a. Priming

Charlie is a voracious reader. He finds it inconvenient to go to a bookstore every time he needs new books. To make things easier, he purchased an e-book reader. He is delighted with this new device as it has an inbuilt dictionary and acts like a portable library with an added option to store multiple books. In the given scenario, Charlie is in the _____ stage of the basic consumption process. a. benefit b. exchange c. want d. need

a. benefit

To help communicate company goals to all employees, Cold Stone Creamery distributes a white pyramid with words in red font that identify the company's mission, vision, and purpose. These design elements are:a.characteristics of the message receiver that influence comprehension.b.characteristics of the cognitive schema that influence comprehension.c.characteristics of the environment that influence comprehension.d.characteristics of the message that influence comprehension.

a. characteristics of the message receiver that influence comprehension.

Sara receives information on different competing products and their prices on the Internet and utilizes the gathered data to settle for the best product in the market. In this example, the data gathered by Sara is most likely to be stored in her _____. a. explicit memory b. assimilated memory c. accommodation memory d. sensory memory

a. explicit memory

Leaders at Cold Stone Creamery want their ice cream brand to evoke(bring) which of the following mental linkages in customers' associative networks? a.Number one best-selling ice cream brand, ultimate ice cream experience, and fun atmosphere b. Doug Ducey, Lee Knowlton, and Kevin Myers c. Managers, crew members, and franchisees d. Strategic vision, mission, and planning

a.Number one best-selling ice cream brand, ultimate ice cream

Comprehension of Cold Stone Creamery's message to be the number one best-selling ice cream will become severely reduced if:a.messages are so frequent that they become highly familiar.b.messages come from top executives.c.messages are timed right.d.messages are simple.

a.messages are so frequent that they become highly familiar.

A combination of product characteristics that provide the most value to an individual consumer or market segment is referred to as _____.

an ideal point

____ is the set of value-seeking activities that take place as people go about addressing their real needs. a. Market analysis b. Consumer behavior c. Stakeholder marketing d. Predictive analytics

b. Consumer behavior

_____ is a term used in psychology to refer to cognitive components that represent facts. a. Associative network b. Declarative knowledge c. Episodic memory d. Social schema

b. Declarative knowledge

Megan and her friends decide to play a game that involves a person reading out a list of five-digit numbers and the others trying to repeat them as accurately as possible. Which of the following is used by Megan and her friends to process this information? a. Iconic storage b. Echoic storage c. Workbench memory d. Haptic perception

b. Echoic storage

Which of the following statements is true in the context of internationalization? a. Companies should keep their product offerings consistent across all the countries. b. Every culture's people will interpret products and behaviors differently. c. Geographical distance are not as important as cultural distances. d. The success of the product being offered is independent of the perception of the consumer.

b. Every culture's people will interpret products and behaviors differently.

Which of the following statements is true of financial decisions? a. Taking on any kind of debt is a bad decision. b. High levels of debt can cause low self-esteem. c. Credit cards represent economic freedom. d. Early adulthood debts can be easily written off.

b. High levels of debt can cause low self-esteem.

BurgerCell Inc., a famous chain of restaurants in the United States, Canada, and Australia, is planning to open outlets in India. According to the marketing team's survey, a large part of the population in India does not eat meat. Which of the following measures should BurgerCell Inc. incorporate to increase its chances of success in India? a. Keep its menu consistent with what its customers across countries have come to expect from it b. Include more vegetarian options in their menu and remove others which may not be popular in India c. Advertise aggressively to create a buzz about non-vegetarian food and its benefits d. Stick to its current business model as it has proved to be a successful model

b. Include more vegetarian options in their menu and remove others which may not be popular in India

Many store brand packages look similar to national brand packages. This is done with the hope that consumers' awareness and interpretation of the package design might lead them to think of the less expensive store brand as qualitatively comparable with the more expensive national brand. This is an attempt to influence consumers' _____. a. orienting reflex b. unconditioned response c. perception d. superego

c. perception

Jamie is a 17-year-old teenager who has recently joined a gym. Influenced by his friends who speak highly of the benefits of protein supplements, he has developed a positive outlook toward supplements. He has started consuming protein supplements in the hope of building muscles as soon as possible. Which of the following terms best describes Jamie's association with the supplements?

Affect

_____ refers to the feelings experienced during consumption activities or feelings associated with specific objects.

Affect

Which of the following scenarios exemplifies utilitarian value?

A man benefitting from a successful surgery

Which of the following scenarios is an example of hedonic value?

A woman waiting in an exclusive lounge at an airport

Early Bird Inc. is an online retail store. It uses statistical tools that discover patterns in data to help its customers shop efficiently. It decreases their online shopping time by showing them products bought by other customers with similar buying patterns. In this scenario, Early Bird Inc. is using________.

- Predictive analytics

Undifferentiated marketers generally adopt a _______, where the emphasis is on serving customers while incurring minimum costs.

- Production orientation

Tandem Inc., a nationwide retail chain, believes that even a single purchase by a customer can lead to a long-term relationship with the customer. In order to achieve this, Tandem introduces strategies to ensure that every customer interaction with the company is as rewarding for the customer as possible. After the successful implementation of these strategies, it generates higher revenue than its competitors owing to the increase in repeat customers. In this scenario, Tandem inc. has employed _______ strategy to strengthen its performance in the market.

- Relationship marking

In the context of dynamic consumer behavior (CB), which of the following is a result of the changing demographics?

- The relative importance of cultures as consumer markets is changing

Which of the following statements is true of financial decisions?

- high levels of debt can cause low self - esteem

______ a positive results of consumption experiences.

Benefit

_____ represents the approximate worth of a customer to a company in economic terms.

Customer lifetime value

____ is often defined as the study of production and consumption

Economics

In the basic consumption process, the acting out of a decision to give something up in return for something perceived to of greater value is referred to as a(n) _____

Exchanged

_____ is the immediate gratification that comes from experiencing some activity.

Hedonic value

Bob owns a convenience store in the countryside. He values his customers and addresses customer complaints, if any, promptly. Consequently, he enjoys a high-quality relationship with many of his customers. Which of the following scenarios exemplifies a high-quality relationship between Bob and his customers?

His customers being loyal to him and buying groceries and other household requirements only from his store

Which of the following is true of a Customer Relationship Management (CRM) system?

It helps marketers make more customer-oriented decisions.

Which of the following is true of an organization using the blue ocean strategy?

It is positioned far away from competitors.

Which of the following is a defining characteristic of a company that practices the total value concept?

It operates with the understanding that products provide value in multiple ways.

_____ refers to the way a product is perceived by a consumer and can be represented by the number and types of characteristics that consumers perceive.

Positioning

_____ can be thought of as an organization's efforts and resources applied toward value creation

Service

_____ are temporary factors unique to a time or place that can affect consumer decision making and the value received from consumption.

Situational influences

Mr. Presley always wanted to have a restaurant of his own, but the intense competition in his city discouraged him from opening one. After a lot of research, he decided to open a café near a hiking trail. His café gained popularity among hungry trekkers and travelers as his was the only eatery for miles. Which of the following strategies did Mr. Presley implement to start his business?

The blue ocean strategy

Ramona is assisting the marketing research team of her company to come up with a new strategy based on customer lifetime value (CLV). She has considered the equity a good customer can bring in the form of positive referrals and word of mouth. What else does Ramona need to add to this equity to calculate CLV?

The net present value of the stream of profits over a customer's lifetime

_____ is gratification derived from something that helps a consumer solve problems or accomplish tasks that are a part of being a consumer.

Utilitarian value

_____ is at the heart of experiencing and understanding consumer behavior.

Value

Which of the following is true of rumination? a. It refers to the process by which a memory trace shows how cognitive activation spreads from one concept to another. b. It refers to unintentional, recurrent memory of long-ago events that are not triggered by anything in the environment. c. It refers to the process by which continuous exposure to a stimulus affects the comprehension of and response to some stimulus. d. It refers to the extent to which one continues processing a message even after an initial understanding is developed.

b. It refers to unintentional, recurrent memory of long-ago events that are not triggered by anything in the environment.

D-Minus Inc. is a company that manufactures smartphones. Aluminum frames and LCD displays are some of its in-house products. It purchases other materials like chipsets from dedicated suppliers. These materials used in the production of its smartphones are called _____. a. gauges b. attributes c. abstracts d. panels

b. attributes

Customers interact with Travelocity through the company's website, which is a(n) ________ for Travelocity. a.benefit b.touchpoint c.attribute d.niche

b.touchpoint

Which of the following reactions is most likely to occur when a stimulus does not share enough in common with existing categories to allow categorization? a. Assimilation b. Accommodation c. Contrast d. Extinction

c. Contrast

Which of the following has the greatest impact on whether or not customers at a Cold Stone Creamery store comprehend the "ultimate ice cream experience" that the crewmembers aim to deliver? a.The colors and fonts used for in-store signage b.The hours of operation c.Customers' expectations d.The left-brain or right-brain dominance of customers

c. Customers' expectations

_____ are beliefs about what will happen in a future situation. a. Counterarguments b. Metaphors c. Expectations d. Support arguments

c. Expectations

Which of the following is most likely to occur in a market with many competitive pressures? a. Firms will benefit by becoming production oriented. b. Firms will not have any incentive for better customer service. c. Firms will focus on value creation for their customers. d. Firms will not be compelled to adjust workloads to demand.

c. Firms will focus on value creation for their customers.

Which of the following is true of episodic memory? a. It is a mental yearning to relive the past, producing emotions of longing. b. It captures the role expectations of a person of a specific type. c. It can include knowledge necessary for consumers to use products. d. It is a network of mental pathways linking all knowledge within memory.

c. It can include knowledge necessary for consumers to use products.

David designs customized automobiles for his clients. He meets them to understand their unique requirements and creates models that fit their specifications. He has designed and sold hundreds of customized vehicles, each distinctive in its own way. In this scenario, which of the following marketing plans is David using? a. Mass marketing b. Concentrated marketing c. One-to-one marketing d. Undifferentiated marketing

c. One-to-one marketing

In the context of dynamic consumer behavior (CB), which of the following is a result of the changing demographics? a. The relative importance of cultures as consumer markets remains the same due to acculturation. b. The Chinese market is not an important consumer of goods in the current economic scenario. c. The relative importance of cultures as consumer markets is changing. d. The Indian market is no longer relevant in the current marketing scenario.

c. The relative importance of cultures as consumer markets is changing.

Which of the following statements is true of the mere exposure effect? a. The mere exposure effect is created in the presence of attention. b. The preferences associated with the mere exposure effect are difficult to elicit. c. The size of the effect is not very strong relative to an effect created by a strong cohesive argument. d. The mere exposure effect works best when the consumer has a high involvement in processing the object.

c. The size of the effect is not very strong relative to an effect created by a strong cohesive argument.

A product is defined as: a. a collection of attributes. b. a collection of tangible features. c. a potentially valuable bundle of benefits. d. a specific way to address a recognized need.

c. a potentially valuable bundle of benefits.

An exemplar is a: a. representation of the association between nodes in an associative network. b. schema that is representative of some category but is not represented by an existing entity. c. concept within a schema that is the single best representative of some category. d. cognitive representation that gives a specific type of person meaning.

c. concept within a schema that is the single best representative of some category

In the basic consumption process, the acting out of a decision to give something up in return for something perceived to be of greater value is referred to as a(n) _____. a. want b. need c. exchange d. reaction

c. exchange

Encoding is: a. the process by which information is transferred back into the workbench memory for additional processing when needed. b. the process in which a thought is kept alive in short-term memory by mentally repeating the thought. c. the process by which information is transferred from workbench memory to long-term memory for permanent storage. d. the process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit.

c. the process by which information is transferred from workbench memory to long-term memory for permanent storage.

Despite not being legally obliged to, Travelocity honored $0 tickets to Fiji that were mistakenly sold on the website. Which of the following does this indicate? a.Travelocity is an undifferentiated marketer. b.Travelocity uses a niche marketing strategy. c.Travelocity has a strong customer orientation. d.Travelocity's action conforms to the resource-advantage theory.

c.Travelocity has a strong customer orientation.

In which of the following situations does Travelocity go against the logic of the resource-advantage theory? a.Travelocity's close focus on ensuring that its partner sites operate at optimum levels b.Travelocity's combination of television advertising and online advertising for a website-based business c.Travelocity's honoring the $0 tickets to Fiji that were sold by mistake despite no legal obligation to do so d.Travelocity's guaranteeing customers that they would receive the services they booked on the site

c.Travelocity's honoring the $0 tickets to Fiji that were sold by mistake despite no legal obligation to do so

Lee Knowlton's statement that the typical Japanese consumer is open to experiencing American brands is: a.habituation b.echoic storage c.a social stereotype d.an example of episodic memory

c.a social stereotype

Hot seasons and cold seasons influence consumer comprehension of the Cold Stone Creamery ice cream brand because: a.workbench memory is influenced by outside temperatures. b.comprehension is seasonal. c.hot or cold seasons change the framing of the ice cream eating experience. d.consumers have no involvement during certain seasons.

c.hot or cold seasons change the framing of the ice cream eating experience.

In a Travelocity commercial, a customer who arrives at a hotel finds he's been given a single room instead of the kind-size room he booked. He calls Travelocity and the company rectifies the mistake immediately. This is an example of a.multi-level marketing b.viral marketing c.one-on-one marketing d.undifferentiated marketing

c.one-on-one marketing

The "ultimate ice cream experience" at Cold Stone Creamery is a total service event created by the crewmembers and store atmosphere as much as by the quality of the ice cream. Consumers will evaluate this total service event based on: a.dual coding b.repetition c.scripts d.chunking

c.scripts

Product differentiation is a marketplace condition in which

consumers do not view all competing products as identical to one another.

_____ refers to the purposeful allocation of information processing capacity toward developing an understanding of some stimulus. a. Assimilation b. Exposure c. Sensation d. Attention

d. Attention

Abraham conducts a research on how a new product captures the attention of consumers. His study concludes that the way a product is advertised has significant impact on buyers' perception of the product. If a buyer relates to an advertisement, the chances that the person may purchase the product are higher. In this scenario, which field of study did Abraham apply to understand consumer behavior (CB)? a. Social psychology b. Geodemographics c. Economics d. Cognitive psychology

d. Cognitive psychology

Zoco, a restaurant chain, introduced a new version of lemonade that was red in color and had a thick consistency. The company had relied on the fact that its drink was different from other lemonades. However, the consumers did not respond positively. What is the most likely reason for the consumers' negative response? a. Extinction b. Selective distortion c. Assimilation d. Contrast

d. Contrast

Which of the following may result in a negative net worth during a person's professional life? a. A credit card with a very low limit b. High credit limit with low credit utilization c. Lack of a credit card during early adulthood d. Credit card debt accumulated in early adulthood

d. Credit card debt accumulated in early adulthood

Tim is a copywriter at an advertising firm. He knows that repeating a message is the best way to increase consumer comprehension. Which of the following should he do to ensure greater recall of an intended message by consumers? a. He should include complex terminology in the advertisement. b. He should restrict movement in the advertisement. c. He should use unique fonts instead of fonts that appear natural. d. He should present the information in intervals rather than in sequence.

d. He should present the information in intervals rather than in sequence

Which of the following is true of stakeholder marketing? a. It represents a narrower focus than a market orientation. b. It solely caters to the interests of the shareholders of a company. c. In stakeholder marketing, the value equation cannot be altered in any way. d. In stakeholder marketing, even secondary stakeholders can alter the value equation.

d. In stakeholder marketing, even secondary stakeholders can alter the value equation.

Which of the following is true of resource-advantage theory? a. It states that companies exist only to maximize shareholder returns. b. It highlights the benefits of catering to niche customers. c. It assists companies in managing their finances. d. It explains why companies succeed or fail.

d. It explains why companies succeed or fail.

_____ focuses on the thoughts, feelings, and behaviors that people have as they interact with other people. a. Theoretical psychology b. Forensic psychology c. Cognitive psychology d. Social psychology

d. Social psychology

Unlike qualitative research, quantitative research: a. is researcher dependent. b. has an unstructured data collection approach. c. does not include measuring and testing. d. does not require deep interpretation.

d. does not require deep interpretation.

In Pavlov's classical conditioning experiment, the salivation of the dogs on being exposed to the meat powder is an example of a(n) _____. a. orientation reflex b. selective distortion c. involuntary attention d. unconditioned response

d. unconditioned response

Leaders at Cold Stone Creamery say they launched stores in Japan because Japanese consumers have Western brand awareness that enables them to comprehend the American ice cream experience. The leaders are making a case that: a.Japanese consumers have prior knowledge of Cold Stone Creamery's logos, colors, and fonts. b.Japanese consumers have low familiarity c.Japanese consumers have high intelligence. d.Japanese consumers have schemas and prototypes against which they can positively evaluate and comprehend Cold Stone Creamery.

d.Japanese consumers have schemas and prototypes against which they can positively evaluate and comprehend Cold Stone Creamery.

Which of the following Travelocity initiatives best demonstrates that the company has a strong stakeholder orientation over and above its customer orientation? a.Travelocity's "Roaming Gnome" advertising campaign b.Travelocity's customer satisfaction guarantee, its "Customer Bill of Rights" c.Travelocity honoring the $0 tickets to Fiji that were sold by mistake d.Travelocity's paying attention to the effectiveness of its partners' sites

d.Travelocity's paying attention to the effectiveness of its partners' sites

Travelocity wants to study the habits of its customers to better predict the kinds of travel packages they will prefer. The company opts for a quantitative study of its customer preferences. Which of the following would it most likely use? a.Case analyses of some prominent customer situations that Travelocity handled well b.observational studies of how Travelocity customers make use of the entertainment and adventure options they purchase c.in-depth interviews with a few customers who are among Travelocity's most loyal customers d.an online structured questionnaire for customers who visit the site

d.an online structured questionnaire for customers who visit the site

Cold Stone Creamery will achieve exemplar status in Japan if the product: a.fails to attract Japanese consumers. b.is promoted in frequent advertisements. c.becomes one of many acceptable ice cream products sold in the country. d.becomes the number one best-selling ice cream and maintains its leader status. Skip

d.becomes the number one best-selling ice cream and maintains its leader status.

In economics, _____ is a term used to represent market sensitivity to changes in price or other characteristics.

elasticity

In instrumental conditioning, reinforcements must be positive for behavioral change to occur. T/f

false

Selective attention is an unconscious effort made by a consumer to perceive subliminal stimuli. t/f

false

While shopping for groceries, Nora picked up some Tumble Moo fruit juice. Even though it was not on her shopping list, she bought it because she had seen some billboards advertising the product while on her way to the market. Nora's choice was influenced by her _____.

implicit memory

Seafarm Fresh Inc., a packaged seafood company, lost a part of its market share when a competitor launched a pickled version of seafood products. Now, to recapture the market share, the company is offering pickled seafood at a lesser price than its competitor. This measure undertaken by Seafarm Fresh Inc. is an example of _____.

marketing tactics

Marketing analysts use _____ to depict graphically the positioning of competing products.

perceptual maps

A _____ is a planned way of doing something to accomplish some goal.

strategy

Value co-creation refers to

the realization that a consumer is necessary and must play a part in order to produce value.

The term marketing mix refers to

the way a marketing strategy is implemented within a given market

Marketing myopia is a condition in which a company

views itself competing in a product business rather than in a value- or benefits-producing business.