consumer behavior practice quiz 1

The actions that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is known as

Consumer behavior

The study and tools used to study consumer behavior are characterized by the term ____

Consumer research

_____ is a process that links the consumer, customer and public to the marketer through information in order to identify marketing opportunities and problems, evaluate marketing actions, and evaluate marketing strategies' performances.

Consumer research

_____ is defined as the ratio between the consumer's perceived benefits and the resources used to obtain those benefits.

Consumer value

Marketing and consumer behavior stem from ______, which maintains that the essence of marketing is satisfying consumers' needs. creating value and retaining customers.

Marketing concept

Many marketers target the generation that is 18 to 34 years old, known as the

Millenial generation

____ is the process by which a company creates a distinct image and identity for its products, services, and brands in consumers' minds

Positioning

The type of self image that characterizes the way consumers see themselves ____

actual self image

Aggression and rationalization are examples of ______ that people sometimes adopt to protect their egos from feelings of failure when they do not attain their goals.

defense mechanisms

The most popular use of geography in strategic targeting is ______ a hybrid segmentation scheme based on the premise that people who live close to one another are likely to have similar financial means, tastes, preferences, lifestyles, and consumption habits.

geodemographics

Yellow tail wines changed its taglines from "open for anything" and "tails, you win" to "the go to" as part of its

repositioning

Social media transformed _____ by giving companies a way to easily collect input and customers' preferences.

market research

The process of dividing a market into distinct subsets of consumers with common needs or characteristics is known as ______

market segmentation

Why is it so hard to measure motives?

A) because motives are hypothetical constructs B) measurements techniques often lack validity and reliability C) motives are intangible D) all of the above

Technology enables marketers to do which of the following?

A) customize offerings and promotional messages B) offer more effective pricing C) utilize shorter distribution channels and build long-term relationships with customers D) All of the above

Research on the nature of goals in which individuals set for themselves has shown:

A) goal selection is often a function of success and failure B) individuals who achieve their goals set new and higher goals for themselves C) individuals who do not achieve their goals sometimes lower their level of aspiration D) all of the above are true

To be an effective target, a market segment must be ____

A) identifiable B) sizable C) Stable and growing D) all of the above

Socially responsable activities can result in ______

A) improved corporate image among consumers B) improved corporate image among the financial community C) increased sales D) All of the above

Which of the following statements is true?

A) physiological needs are innate B) psychological needs are learned from parents, social environment and interactions with others. C) All human behavior is goal oriented D) All of the above

Which of the following is NOT a characteristic of compulsive buyers?

Compulsive buyers are more likely to be males (75% of compulsive buyers)

______ is how consumers actually see themselves, whereas ______ refers to how consumers would like to see themselves.

Actual self image; ideal self image

Which of the following statements about personality are true?

It is relatively stable, consistent, and enduring.

Which of the following is NOT one of the benefits of retaining loyal customers?

Loyal customers are more price sensitive

The process of dividing a market into subsets of consumers with common needs or characteristics is known as _____

Market segmentation

The most popular segmentation system combining lifestyle and values is _____

VALS

Whether or not consumers need to be informed about a product relates to consumers' _______

awareness status

When colgate offers colgate total, which provides 12-hours of germ fighting; colgate max fresh, which fights bad breath; and colgate sensitive pro relief for people who have sensitive gums, they are segmenting based on ____

benefits

The degree of a consumer's willingness to adopt new products and services shortly after they have been introduced is known as _____

consumer innovativeness

Which of the following is NOT one of the five underlying dimensions of a brand's personality?

cosmopolitanism

What is one of the benefits of offering many product versions that provide distinct benefits and "fill" as many positions as possible in a product category?

creating barriers to competitive entry and market segmentation

An individual's perception of the performance of a product or service in relation to one's expectation is known as _____

customer satisfaction

Successful positioning focuses on communicating the _____

distinct benefits that the product provides

Consumers' characteristics can be classed as either behavioral or cognitive. In this context, behavioral data can be determined from direct questioning and categorized by a single objective measure. Examples of behavioral data include ______

education, quantity of product purchased, and gender

Marketers segment some populations on the basis of cultural heritage and ______ because members of the same culture tend to share the same values, beliefs, and customs.

ethnicity

Traditionally, the ______ has been the focus of most marketing efforts.

family

Those in favor of socially responsible marketing call on marketers to adopt the societal marketing concept, which requires marketers to ________

fulfill the needs of the target audience in ways that improve society as a whole, while fulfilling the objectives of the organizations

Another term for psychographic characteristics is ____

lifestyles

The driving force within individuals that impels them to action is known as _____

motivation

The effects of success and failure on goal selection have strategy implications for marketers. Goals should be reasonably attainable, and this meant that ads should:

not promise more than the product will deliver

The relationship of goals and needs are best expressed by the statement:

one cannot exist without the other

Consumer innovators are generally characterized by which of the following personality traits?

open-minded and perceive less risk than others in trying new things

______ is/are defined as those inner psychological characteristics that both determine and reflect how a person responds to his or her environment

personality

Some psychologists believe in a trio of basic needs. Which of the following is one of those basic needs?

power needs

______ are measures that predict consumers' future purchases on the basis of past buying information and other data.

predictive analysis

Rate of usage is strongly related to two cognitive dimensions; product involvement and _____

product awareness status

The 4 Ps of the marketing mix are ______

product/service, price, place, promotion

"Me too" products are ____

products that lack a unique image or benefit in the eyes of the consumer

Maslow's hierarchy of needs ranks human needs in order of importance from lower level biogenic needs to higher level ____ needs.

psychogenic

Consumers use ____ to attempt to express new versions of themselves and/or to take on the appearances of other types of people.

self altering products

Which of the following is NOT one of the uses of perceptual maps?

show consumers how they should perceive a marketers brand in relation to the competition

As a base for market segmentation, _______ is/are commonly computed as a weighted index of education, occupation, and income.

social class

Neo-Freudian theorists believe that _____

social relationships are fundamental to the formation and development of personality

The type of self image that characterizes the way consumers feel others see them is ______

social self image

Some people enjoy thinking. Marketers who want to tie into this personality characteristics are tapping the personality characteristics of:

the need of cognition

Successful marketers define their markets in terms of _____

the needs they presume to satisfy

Campbell's slogan "soup is good food" is an example of ______

umbrella positioning

Freud's psychoanalytical theory of personality is built on the premise that _____ are at the heart of human motivations and personality.

unconscious needs or drives

Motivation is produced by a state of tension, which exists as the result of ___

unfulfilled needs