Consumer Behavior Ch. 01
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 portion of a larger market whose needs differ somewhat from the larger market is referred to as a(n) _____.
Market Segment
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
A shopper who cares about brand-name merchandise and convenience is known as a ________ shopper.
Serious
Consumer behavior is a complex, multidimensional process.
True
It is critical that a firm consider value from the customer's perspective.
True
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?
all of the above
A product's position refers to _____.
an image of the product in the consumer's mind relative to competing products
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
Harold is tasked with developing the marketing strategy for his family's business. What should he do first?
conduct a market analysis
Economically developed societies are often referred to as marketing societies.
false
Carlos is attempting to segment the market for his company's products. Where should he begin?
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
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
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
Amy purchased a new 32" LCD high-definition television and paid $400 for it. This amount of money Amy had to pay to obtain this product is known as the _____.
price
A(n) _____ is anything a consumer acquires or might acquire to meet a perceived need.
product
Auxiliary or peripheral activities that are performed to enhance the primary product or primary service is referred to as _____.
service
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 effort.
true
