Chapter 1

_______ 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.

A. Social marketing

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?

A. marketing strategy

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 ________.

A. total product

________ 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.

B. Consumer Behavior

Which of the following is NOT an application of consumer behavior?

B. Human resource management

Harold is tasked with developing the marketing strategy for his family's business. What should he do first?

B. conduct a market analysis

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 _____.

B. customer value

Which of the following is a component of a market analysis?

C. Conditions

Most economically developed societies are legitimately referred to as _______ societies.

C. Consumption

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

C. Value

It is critical that a firm consider value from which perspective?

C. the customer's

Which of the following is NOT true regarding consumer behavior?

D. The overall model of consumer behavior presented in the text is accurate in predicting consumer behavior.

How can an organization provide superior customer value to customers?

D. by doing a better Jon of anticipating and reacting to customer needs than the competition does.

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 _______

D. consumer behavior

The difference between all the benefits derived from a total product and all the costs of acquiring those benefits is known as ______.

D. customer value

The rise of social media has

E. (A and D) shifted power from marketers to consumers and helped marketers like CVS listen and adapt to consumers in real time.

Darren is conducting a marketing 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?

E. All of the above

Which of the following is used by firms to influence consumers?

E. All of the above

Which of the following is a key aspect regarding consumer behavior?

E. All of the above are key aspects

Mia is concerned how her marketing activities will affect individual consumers as well as society at large. Mia is implementing _____.

E. Social marketing

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?

E. an experience

Marketing strategy begins with ________

E. conducting a market analysis

A shopper who cares about brand-name merchandise and convenience is known as a __________ shooter.

E. serious