COSUMER INSIGHTS EXAM 1

Consumers higher in individualism are more likely to _____ when faced with poor service performance.

complain, switch, and engage in negative word-of-mouth

Marketing strategy begins with

conducting a market analysis

Widely held beliefs that affirm what is desirable

cultural values

Which of the following stages of the information processing model constitute perception

exposure, attention, interpretation

Which of the following statements is true regarding the overall model of consumer behavior

A consumer's self concept and lifestyle influence his or her needs and desires

Which of the following is a step in the approach for developing situation based marketing strategies that was given in the textbook

A) Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various usage situations that influence the consumption of the product. B) Survey a large sample of consumers to better understand and quantify how the product is used and the benefits sought in the usage situation by the market segment. C) Construct a person-situation segmentation matrix. D) Evaluate each cell in terms of potential.

Which of the following is a situation in which consumer behavior occurs

A) communications situation B) purchase situation C) usage situation D) disposition situation

Which of the following statements is FALSE regarding Americans environment oriented values

Americans traditionally have not been very receptive to change

The process managers use to manipulate the physical retail environment to create specific mood responses in shoppers

Atmospherics

How can an organization provide superior value to customers

By doing a better job of anticipating and reacting to customer needs than the competition does

Which type of marketing ties a company and it's products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause

Cause related marketing

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

Consumer behavior

Which of the following is NOT an application of consumer behavior

Human resource management

Occurs when individuals or groups make consumption decisions that have negative consequences for their long run well being

Injurious consumption

What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay community

Just have internal policies that do not discriminate against gay employees

Represents how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them

Lifestyle

Which of the following is a reason why women are an important target market

More women work more hours outside the home today than at any time in our history.

Which of the following is a key aspect regarding consumer behavior

Organizations are applying theories and information about consumer behavior on a daily basis It is often necessary to conduct research Consumer behavior is a complex, multidimensional process Marketing Practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society (All of the Above)

Involved incorporating brands into movies, tv, and other entertainment in exchange for payment

Product placement

Which warm colors are more arousing than cool colors

Red and yellow

A closed-in feeling created by a crowded store will result in adaptive strategies that could _____.

Reduce shopping time, reduce purchases, and alter the use of in store information

A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning is referred to as a

Ritual situation

Which of the following is NOT considered one of the firm's outcomes of the marketing strategy and consumer behavior process

Service

Which group of consumers doubts the sincerity or effectiveness of cause related marketing programs

Skeptic

It is critical that a firm consider value from which perspective

The customer's

Attention is determined by which factor?

The stimulus, the individual, and the situation

Which of the following is true regarding changes in American cultural values

There is substantial variance in values across individuals and groups.

The size, shape, and color are specific _____ of the stimulus that can affect interpretation.

Traits

refers to the capacity of individuals to attend to and process information

ability

Is consumers' efforts to reduce their reliance on consumption and material possessions

Voluntary simplicity

The emotional or feeling response triggered by a stimulus such as an ad

affective interpretation

Features of the individual person that are not lasting characteristics, such as momentary moods or conditions, are called _____.

antecedent states

Which of the following is an ability factor related to attention that may require less attention to the brands ads by an individual due to their high existing knowledge

brand familiarity

A process whereby stimuli are placed into existing categories of meaning

cognitive interpretation

Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation that can play a role in consumer interpretation independent of the actual stimulus.

contextual cues

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

customer value

A shift back to an emphasis on postponed gratification in America would most likely _____.

decrease the use of credit

Which situation involves consumers disposing of products or product packages after or before product use

disposition situation

According to the authors, American culture increasingly values

diversity

Occurs when a stimulus is placed within a persons relevant environment and comes within range of their sensory receptor nerves

exposure

Which of the following is one of the defining characteristics of American society

individualism

How does music influence consumer behavior?

influences mood

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.

interpretation

The assignment of meaning to sensations

interpretation

The fact that all aspects of the perception process are extremely selective is referred to as _____.

perceptual defenses

To be successful, a product must _____.

meet the needs of the target market better than the competition does

Which of the following are antecedent states

moods and momentary conditions

Decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object are included in which situational characteristic? A) physical surroundings B) social surroundings C) temporal perspectives D) task definition E) antecedent states

physical surroundings

Which of the following is NOT generally involved in green marketing

pricing products lower than the competition

What is the first step in the consumer decision process

problem recognition

indicates motivation or interest in a specific product category, and it can be temporary or enduring.

product involvement

Is done to enhance the welfare of individuals or society without direct benefit to a firm

social marketing

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

social marketing

The other individuals present in the particular situation are referred to as the

social surroundings

The purchase decision and consumption process always occur in the context of

specific situation

Stacy is shopping to purchase new linens for her guest room. Which situational characteristic is influencing her behavior? A) physical surroundings B) social surroundings C) temporal perspective D) task definition E) antecedent states

task definition

Which situational characteristic deals with the effect of time on consumer behavior

temporal perspective

A shift away from a competition oriented society would most likely affect

the use of comparative advertising

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

value

An advertiser who formats its factual information so that it is easier to process

will increase the chances that their information is perceived to be true