ch 2

Which of the following is overt in nature? A) Behavior B) Cognition C) Affect D) Memory E) Decision-making

A) Behavior

In its use of the Wheel of Consumer Analysis, marketing seeks to elicit change through: A) appeal. B) force. C) deception. D) lawsuits. E) legislation.

A) appeal.

As a result of the reciprocal nature of the consumer process, all of the following can be deduced, EXCEPT: A) comprehensive analysis of consumers need include a minimum of two elements and their relationships. B) any of the three elements of consumer analysis may be a starting point for analysis. C) consumers can continually change. D) consumer analysis may be conducted at any level of aggregation. E) the use of consumer research and analysis in developing marketing strategies becomes important.

A) comprehensive analysis of consumers need include a minimum of two elements and their relationships.

Consumer analysis may be used to analyze all of the following EXCEPT: A) organizational change. B) a target market. C) consumers of an industry's product. D) an entire society. E) individual consumers.

A) organizational change.

The BASIC task of marketing strategy is to: A) positively influence consumer behavior. B) dramatically lower marketing costs. C) significantly raise product prices. D) eliminate competitors. E) expand market presence.

A) positively influence consumer behavior.

In a(n) _____ system, each system element can be either a cause OR an effect of a change at any particular time. A) reciprocal B) overt C) environmental D) implied E) virtual

A) reciprocal

Political parties/candidates are MOST likely to use the Wheel of Consumer Analysis as a tool to change: A) society B) individuals C) industries D) products E) themselves

A) society

Products, brands, packaging, advertisements, coupons, stores, credit cards, price tags, salespeople's communications, and, in some cases, sounds (music), smells (perfume), and other sensory cues are examples of _____ used in marketing strategy. A) stimuli B) sales promotions C) atmospherics D) overt influences E) covert influences

A) stimuli

Successful marketing strategies are based upon an accurate understanding of the _____ of/ for both the companies and the competitors. A) advertorial campaigns B) consumer-product relationships C) price ranges D) marketing psychology E) financial strength

B) consumer-product relationships

A comprehensive consumer analysis: A) should focus only on cognitive behavior. B) must continuously monitor changes in all three elements of the consumer process. C) is only concerned with cognitive behavior. D) is not properly directed at environmental changes. E) is useful only for strategy creation.

B) must continuously monitor changes in all three elements of the consumer process.

The study of cognition includes an analysis of the processes associated with all of the following EXCEPT: A) stimuli and events. B) predicting competition's prices. C) remembering past events. D) forming evaluations. E) making purchasing decisions and choices.

B) predicting competition's prices.

Consumer research includes the following types of studies EXCEPT: A) advertising pretests. B) sales promotion effects. C) cost-benefit analysis. D) traffic and shopping patterns. E) test marketing.

C) cost-benefit analysis.

In studying marketing strategy, the marketer is most interested in: A) techniques for repositioning his/her product B) expanding distribution C) identifying those consumer variables that impact the success of a marketing strategy D) expanding the scope/use of marketing research E) improving marketing strategies corresponding to popularity ratings.

C) identifying those consumer variables that impact the success of a marketing strategy

Production and sale of shoes that vary in design, features, and price to appeal to groups of consumers that are similar in some ways, could be explained through: A) the need to deceive the consumer. B) the ability to create needs. C) market segmentation. D) the want to create a fashion statement. E) individual specifications.

C) market segmentation.

From a consumer analysis point of view, a(n) _____ is a set of stimuli placed in consumers' environments designed to influence their affect, cognition, and behavior. A) organizational change B) culture C) marketing strategy D) self-concept E) positive reinforcement

C) marketing strategy

While consumer analysis may begin with any element of the process, it is assumed that marketers TEND to start with an analysis of: A) consumer affect. B) consumer cognition. C) specific overt behaviors needed to achieve objectives. D) the environment. E) consumer memory.

C) specific overt behaviors needed to achieve objectives.

The change in societal attitudes toward smoking demonstrates: A) that cigarette manufacturers can create needs. B) that consumers do not trust advertisements. C) that political/health activists well understand the use of marketing tools. D) that smoking is the only cause of cancer. E) that lawyers are willing to donate their services for the public good.

C) that political/health activists well understand the use of marketing tools.

Successful marketing strategies can result from all of the following EXCEPT: A) correctly identifying the target market. B) understanding consumer-product relationships for the firm's customer. C) understanding consumer-product relationships for customers of competitors. D) increasing the annual budget for the advertisements. E) creating an advantage over competitive offerings.

D) increasing the annual budget for the advertisements.

All of the following are elements of affect EXCEPT: A) emotions. B) feelings. C) moods. D) values. E) attitudes.

D) values.

The development of successful marketing strategies requires research into and analysis of all of the following EXCEPT: A) consumer affect. B) consumer cognition. C) consumer behavior. D) consumer environments. E) consumer competition.

E) consumer competition.

A consumer receives a free sample of a new liquid detergent in the mail, tries it out, likes it, and then purchases it. In this case, a change in the consumer's cognition led to a change in behavior, which led to a change in the consumer's environment.

false

Attitude refers to the mental structures and processes involved in thinking, understanding, and interpreting stimuli and events.

false

Consumer analysis is the "hub" or center of the Wheel of Consumer Analysis

false

Consumer environment excludes other physical stimuli, such as stores, products, advertisements, and signs, that can change consumers' thoughts, feelings, and actions.

false

Consumer research and analysis becomes redundant when a strategy has been implemented.

false

In the Wheel of Consumer Behavior, cognition refers to their feelings about stimuli and events, such as whether they like or dislike a product.

false

Marketers analyze that the company offering superior quality is one way of influencing consumer affect.

false

Once the marketer has successfully effected a change, he/she can be assured that the change will be permanent.

false

One implication of viewing consumer processes as a reciprocal system is that consumer analysis can be used to analyze only groups of consumers that make up a target market.

false

Shopping at stores or on the Internet, buying products, and using credit cards are all examples of consumer affect.

false

The Wheel of Consumer Analysis is a tool that is only capable of identifying the changes in the environment, cognition and affect, and behavior that interact to create changes in societies in general.

false

The first implication of viewing consumer processes as a reciprocal system is that any analysis of consumers must consider all three elements as separate entities with exclusive influences on consumer behavior.

false

Behavior is critical for marketing strategy because only through behavior can sales be made and profits earned.

true

Consumer behavior is also called overt behavior to distinguish it from mental activities, such as thinking, that cannot be observed directly.

true

Essentially, marketing strategies are introduced into an environment in an attempt to influence consumers.

true

Liking McDonald's french fries or disliking Bic pens are examples of affective responses.

true

The Wheel of Consumer Analysis can be used to analyze the relationships of a company and its competitors with consumers in specific industries.

true

The consumer environment is important to marketing because it is the medium in which stimuli are placed to influence consumers.

true

The consumer environment refers to all external forces that exert influence upon what consumer's think, feel, and do.

true

Wheel of Consumer Analysis can be used to analyze the consumption history, a single purchase, or some aspect of a purchase for a specific consumer.

true