Meeting Changes and Challenges

Consumer Behavior

Business
109
Questions
25
True/False
74
Choices
10
Essay
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Quiz Materials

CAR MINI CASE: In the early 1900s, Henry Ford made a fortune manufacturing Model T cars and selling them cheaply, making the automobile affordable for a much larger proportion of the population than had previously been the case. He accomplished this by producing only one model of car and doing so cheaply and at high volumes through the utilization of assembly line manufacture. In 1923, General Motors decided to increase its market share in the automobile industry by offering, instead of just one model, as Ford did, a variety of affordable mass-produced models to meet the various differing needs of different types of consumers.


AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights. Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing. This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase. Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class.


Questions

Q1
Free

The behavior 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 ________.

Multiple Choice
expand_more
A) the production orientation
B) consumer behavior
C) narrowcasting
D) positioning
E) the marketing mix
Answer:
B) consumer behavior
Q2
Free

Which of the following is considered an example of consumer behavior?

Multiple Choice
expand_more
A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store brand.
B) Javier generally gets gas on Monday mornings on his way to work.
C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store.
D) Jeremy generally recycles his old newspapers and cardboard boxes.
E) All of the above are examples of consumer behavior.
Answer:
E) All of the above are examples of consumer behavior.
Q3
Free

When Bill orders five movie tickets online for himself and his friends for a Friday night showing of the latest action thriller, he is acting as a(n)

Multiple Choice
expand_more
A) organizational consumer
B) team consumer
C) non-profit consumer
D) market consumer
E) personal consumer
Answer:
E) personal consumer
Q4

The term "consumer behavior" describes two different kinds of consumers: ________ and ________ consumers.

Multiple Choice
expand_more
A) non-profit; government
B) non-profit; for profit
C) personal; organizational
D) government; private
E) organizational; private
Answer:

A) You need to subscribe to get the answer.

Q5

A personal consumer buys goods for ________.

Multiple Choice
expand_more
A) his or her own use
B) consumption by coworkers
C) his or her business
D) his or her school
E) a government agency
Answer:

A) You need to subscribe to get the answer.

Q6

________ is one of the most pervasive of all types of consumer behavior because we all act as personal consumers.

Multiple Choice
expand_more
A) End-use consumption
B) Organizational consumption
C) Societal consumption
D) Philanthropic consumption
E) Institutional consumption
Answer:

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Q7

When George buys roses for his girlfriend for Valentine's Day, he is acting as a(n) ________.

Multiple Choice
expand_more
A) non-profit consumer
B) personal consumer
C) public consumer
D) organizational consumer
E) team consumer
Answer:

A) You need to subscribe to get the answer.

Q8

Carol is in charge of purchasing at Mercy Hospital. When she puts in an order for towels for the hospital, she is acting as a(n) ________.

Multiple Choice
expand_more
A) private consumer
B) organizational consumer
C) individual consumer
D) public consumer
E) personal consumer
Answer:

A) You need to subscribe to get the answer.

Q9

During historical periods when demand exceeded supply, businesses adopted the ________ orientation.

Multiple Choice
expand_more
A) marketing
B) technology
C) societal
D) production
E) product
Answer:

A) You need to subscribe to get the answer.

Q10

The ________ orientation in business assumes that consumers are mostly interested in product availability at low prices.

Multiple Choice
expand_more
A) marketing
B) societal
C) product
D) production
E) technology
Answer:

A) You need to subscribe to get the answer.

Q11

A ________ is characterized by the gearing up of manufacturing skills in order to expand production.

Multiple Choice
expand_more
A) market orientation
B) product orientation
C) sales orientation
D) production orientation
E) marketing concept
Answer:

A) You need to subscribe to get the answer.

Q12

The production orientation makes sense for a business when ________.

Multiple Choice
expand_more
A) consumers are more interested in product availability than in product variation
B) consumers are interested in obtaining the product that offers them the highest quality, best performance, and most features
C) consumers have changing needs and insist that those needs be satisfied
D) consumers are unlikely to buy the product unless they are persuaded to do so
E) consumers are not sensitive to price
Answer:

A) You need to subscribe to get the answer.

Q13

The focus of the ________ was to sell more of what the manufacturing department was able to produce.

Multiple Choice
expand_more
A) marketing concept
B) sales orientation
C) product orientation
D) production orientation
E) market orientation
Answer:

A) You need to subscribe to get the answer.

Q14

Kevin's company owns a factory that can produce 1,000 widgets per week. His primary focus is on getting consumers to purchase as many widgets as possible to ensure that he is maximizing his sales relative to his production capacity. Kevin's business is exhibiting the ________.

Multiple Choice
expand_more
A) marketing concept
B) product orientation
C) not-for-profit orientation
D) sales orientation
E) market orientation
Answer:

A) You need to subscribe to get the answer.

Q15

To respond to consumers' growing interest in products and services that were more unique and would better satisfy their individual or specific needs and preferences, companies adopted the ________.

Multiple Choice
expand_more
A) production orientation
B) marketing orientation
C) sales orientation
D) product orientation
E) targeting orientation
Answer:

A) You need to subscribe to get the answer.

Q16

Companies that "put the consumer first" in their business thinking and planning are exhibiting a ________.

Multiple Choice
expand_more
A) production orientation
B) selling orientation
C) marketing orientation
D) segmenting orientation
E) product orientation
Answer:

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Q17

The key assumption underlying the marketing concept is that ________.

Multiple Choice
expand_more
A) if manufacturers make a product, consumers will buy it
B) a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition in order to be successful
C) the primary focus of a business should be producing as much as it can, in the cheapest way possible
D) consumers are most interested in obtaining generic products at low prices
E) consumers are unlikely to buy a product unless they are aggressively persuaded to do so
Answer:

A) You need to subscribe to get the answer.

Q18

The focus of the ________ is for marketers to know consumers' current needs, and to secure, as accurately as possible, a picture of their likely future needs.

Multiple Choice
expand_more
A) product orientation
B) societal marketing concept
C) marketing concept
D) selling orientation
E) production orientation
Answer:

A) You need to subscribe to get the answer.

Q19

The selling concept focuses on the needs of the ________ and on existing products, while the marketing concept focuses on the needs of the ________.

Multiple Choice
expand_more
A) manufacturer; seller
B) buyer; manufacturer
C) seller; buyer
D) seller; manufacturer
E) buyer; seller
Answer:

A) You need to subscribe to get the answer.

Q20

The production orientation focuses on profit through ________, while the marketing concept focuses on profits based on ________.

Multiple Choice
expand_more
A) product innovation; aggressive advertising
B) cost control; customer satisfaction
C) customer satisfaction; product innovation
D) customer satisfaction; aggressive advertising
E) product innovation; sales volume
Answer:

A) You need to subscribe to get the answer.

Q21

________ refers to the development of a distinct image for the product in the mind of the consumer.

Multiple Choice
expand_more
A) Targeting
B) Positioning
C) Placement
D) Promotion
E) Segmenting
Answer:

A) You need to subscribe to get the answer.

Q22

The 4 Ps of the marketing mix are ________.

Multiple Choice
expand_more
A) product/service, price, place, people
B) potential, price, place, people
C) product/service, price, place, promotion
D) product/service, promotion, potential, price
E) price, purchase, placement, product/service
Answer:

A) You need to subscribe to get the answer.

Q23

Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens who are heavy cell-phone users and live in households earning over $150,000 per year. In tailoring the plan for a specific group of consumers based on their particular needs, Matt's Mobile Services has provided an example of ________.

Multiple Choice
expand_more
A) societal marketing
B) broadcasting
C) market targeting
D) the selling orientation
E) the product concept
Answer:

A) You need to subscribe to get the answer.

Q24

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

Multiple Choice
expand_more
A) market targeting
B) ethical marketing
C) product positioning
D) market segmentation
E) market stewardship
Answer:

A) You need to subscribe to get the answer.

Q25

"Me too" products are ________.

Multiple Choice
expand_more
A) products that need to be bought along with the original product
B) secondary products that customers need to be reminded to buy
C) products that lack a unique image or benefit in the eyes of consumers
D) products aimed at helping children learn to share with each other
E) products that are included for free with the desired product
Answer:

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Q26

Successful product positioning centers around two key principles: developing a unique selling proposition, and communicating the ________.

Multiple Choice
expand_more
A) price
B) features and options
C) benefits the product provides
D) warranty details
E) store locations
Answer:

A) You need to subscribe to get the answer.

Q27

When advertising to teens, Matt's Mobile Services focuses its messaging on the importance of staying connected with friends so subscribers are always accessible and "in the loop" on the latest social news. This is an example of ________.

Multiple Choice
expand_more
A) a unique social proposition
B) societal marketing
C) communicating the benefits the product provides
D) product placement
E) broadcasting
Answer:

A) You need to subscribe to get the answer.

Q28

In the sales orientation, which of the four elements of the marketing mix is most heavily emphasized?

Multiple Choice
expand_more
A) promotion
B) place
C) production
D) price
E) people
Answer:

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Q29

In the production concept business model, which of the four elements of the marketing mix is most heavily emphasized?

Multiple Choice
expand_more
A) product
B) proportion
C) price
D) place
E) promotion
Answer:

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Q30

Packaging and warranties are elements of which of the four Ps?

Multiple Choice
expand_more
A) price
B) people
C) promotion
D) place
E) product
Answer:

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Q31

Of the four Ps of the marketing mix, promotion includes ________.

Multiple Choice
expand_more
A) payment methods
B) public relations
C) warranties
D) discounts
E) product size
Answer:

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Q32

Of the four Ps of the marketing mix, place includes ________.

Multiple Choice
expand_more
A) discounts
B) public relations
C) warranties
D) distribution centers
E) packaging
Answer:

A) You need to subscribe to get the answer.

Q33

Of the four Ps of the marketing mix, price includes ________.

Multiple Choice
expand_more
A) payment methods
B) public relations
C) warranties
D) distribution centers
E) packaging
Answer:

A) You need to subscribe to get the answer.

Q34

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

Multiple Choice
expand_more
A) Customer satisfaction
B) Customer value
C) Customer relationship management
D) Consumer decision making
E) Consumer marketing
Answer:

A) You need to subscribe to get the answer.

Q35

Lexus claims to deliver its buyers quality, zero defects in manufacturing, and superior and personal post-purchase service. This is an example of ________.

Multiple Choice
expand_more
A) market segmentation
B) a value proposition
C) a customer satisfaction guarantee
D) a corporate futuristic vision
E) market targeting
Answer:

A) You need to subscribe to get the answer.

Q36

Which of the following is NOT one of the four drivers of successful relationships between marketers and consumers?

Multiple Choice
expand_more
A) customer satisfaction
B) customer trust
C) customer selectivity
D) customer retention
E) customer value
Answer:

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Q37

An individual's perception of the performance of a product or service in relation to one's expectations is known as ________.

Multiple Choice
expand_more
A) market segmentation
B) customer satisfaction
C) market targeting
D) product placement
E) product promotion
Answer:

A) You need to subscribe to get the answer.

Q38

When Gary buys ice cream, he typically buys whichever brand is on sale that week. With regard to ice cream, Gary is best described as a(n) ________.

Multiple Choice
expand_more
A) brand advocate
B) apostle
C) hostage
D) terrorist
E) mercenary
Answer:

A) You need to subscribe to get the answer.

Q39

Megan uses Bed Head hair products and enthusiastically recommends them to others any time she receives complements on her hair. With regard to hair products, Megan is best described as a(n) ________.

Multiple Choice
expand_more
A) ambivalent consumer
B) apostle
C) hostage
D) terrorist
E) mercenary
Answer:

A) You need to subscribe to get the answer.

Q40

When Jenny is checking out at the grocery store, she frequently picks up a 20-oz bottle of soda at one of the coolers by the register. She doesn't have a strong preference for Coke or Pepsi, and will just buy whichever happens to be closest. In this instance, Jenny is best described as a(n) ________.

Multiple Choice
expand_more
A) defector
B) loyalist
C) apostle
D) terrorist
E) hostage
Answer:

A) You need to subscribe to get the answer.

Q41

Norman dislikes the health insurance plan provided by his employer, but is unwilling to switch to a different health insurer because obtaining private health insurance would be significantly more expensive than the employer-subsidized plan in which he is currently enrolled. With regard to health insurance, Norman is best described as a(n) ________.

Multiple Choice
expand_more
A) loyalist
B) apostle
C) hostage
D) terrorist
E) mercenary
Answer:

A) You need to subscribe to get the answer.

Q42

Pete ate at a local tex-mex chain last weekend and received such poor service that he swore he would never go back. The following Monday, when his coworkers asked about his weekend, Pete told them about the bungled, dissatisfactory service he received, and even exaggerated the lousy experience he had. In this situation, Pete is best described as a(n) ________.

Multiple Choice
expand_more
A) loyalist
B) apostle
C) hostage
D) terrorist
E) mercenary
Answer:

A) You need to subscribe to get the answer.

Q43

Of the various information sources available to consumers, ________ is/are by far the most trusted and perceived as the most credible.

Multiple Choice
expand_more
A) word of mouth
B) corporate websites
C) online banner ads
D) television ads
E) ratings by establishments such as Consumer Reports
Answer:

A) You need to subscribe to get the answer.

Q44

________ is the foundation for maintaining a long standing relationship with customers, and it helps to increase the chances that customers will remain loyal.

Multiple Choice
expand_more
A) Trust
B) Positioning
C) Targeting
D) Segmentation
E) Societal marketing
Answer:

A) You need to subscribe to get the answer.

Q45

The primary objective of providing value to customers continuously and more effectively than the competition is ________.

Multiple Choice
expand_more
A) to monopolize the market
B) to produce a compelling advertising message
C) to help recruit a dedicated workforce
D) to avoid government regulation of the industry
E) to create and to retain highly satisfied customers
Answer:

A) You need to subscribe to get the answer.

Q46

A ________ strategy is designed to make it in the best interest of customers to stay with a company rather than switch to another company.

Multiple Choice
expand_more
A) customer retention
B) narrowcasting
C) market segmentation
D) market targeting
E) positioning
Answer:

A) You need to subscribe to get the answer.

Q47

Customer profitability-focused marketing ________.

Multiple Choice
expand_more
A) tracks costs and revenues of individual customers and then categorizes those consumers into tiers based on consumption behaviors that are specific to the company's offerings
B) minimizes the cost of production in order to offer the product at the best price possible
C) aggressively markets products to consumers who do not necessarily think that they need the product
D) continually updates the product without regard to the needs of the consumer
E) invests money in attracting customers that are very sensitive to price and are not loyal to any given brand
Answer:

A) You need to subscribe to get the answer.

Q48

Gloria always uses Tide laundry detergent and stocks up whenever she sees a sale. As a result, she rarely pays full price for detergent. On the customer profitability pyramid, Gloria is most likely to fall into the ________ tier.

Multiple Choice
expand_more
A) gold
B) lead
C) silver
D) iron
E) platinum
Answer:

A) You need to subscribe to get the answer.

Q49

Once or twice a year, when Estee Lauder runs a particularly good promotion, Candace buys some new make-up. She typically only spends the minimum required to qualify for the promotion. On the customer profitability pyramid, Candace is most likely to fall into the ________ tier.

Multiple Choice
expand_more
A) gold
B) lead
C) silver
D) iron
E) platinum
Answer:

A) You need to subscribe to get the answer.

Q50

The adoption of digital technologies has introduced drastic changes into the business environment, including which of the following?

Multiple Choice
expand_more
A) Customers are forced to deal with distribution outlets and middlemen in order to obtain goods.
B) The exchange between marketers and customers is less interactive than in the past.
C) Consumers face more barriers to accessing information.
D) Marketers can offer more products and services than ever before.
E) Market research has become significantly more difficult.
Answer:

A) You need to subscribe to get the answer.

Q51

Emerging digital technologies are allowing consumers to have more power than ever before. This means that now, customers ________.

Multiple Choice
expand_more
A) are required to buy goods and services from local vendors
B) are limited in the time of day that they are able to buy products
C) can use "intelligent agents" to locate the best prices for products or services
D) are more limited in the range of products that they can purchase
E) are forced to acquire used items through middlemen instead of directly from the original owner
Answer:

A) You need to subscribe to get the answer.

Q52

As consumers spend more time online and have more technological tools that enable them to avoid exposure to TV ads, marketers are ________.

Multiple Choice
expand_more
A) investing in flashier television advertisements to attract attention to themselves
B) buying more air time in an attempt to crowd out their competitors' advertisements
C) lobbying for legislation that will prohibit the sale of devices that allow consumers to avoid advertising on the basis that such devices are anti-competitive
D) reducing their advertising expenditures on the major networks and investing their advertising dollars in newer media, such as the web
E) blocking out any mention of brand names during regular programming
Answer:

A) You need to subscribe to get the answer.

Q53

The societal marketing concept calls on marketers to ________.

Multiple Choice
expand_more
A) minimize production costs in order to offer the product at the lowest price possible
B) aggressively market all products to all segments of society
C) track customer preferences via the Internet to improve customer research databases
D) fulfill the needs of the target audience in ways that improve society as a whole, while fulfilling the objectives of the organization
E) lobby for government regulation of their industries
Answer:

A) You need to subscribe to get the answer.

Q54

Which of the following consumers is likely to receive the most attention and customer support from the manufacturer, retailer, or service provider in question?

Multiple Choice
expand_more
A) Diane is an avid reader and buys most of her books on Amazon.com. Frequently, when she receives emails from Amazon suggesting new books she might like, she visits the site and makes a purchase.
B) Bill is an avid bargain shopper when it comes to travel. He has frequent flier cards with five different airlines and spends a lot of time shopping around for discounted airfare.
C) Sarah works out with a personal trainer, but has a very irregular and unpredictable work schedule. She frequently has to cancel her training sessions when last minute conflicts arise at work.
D) Nicole drives an old Honda and takes it to the local Jiffy Lube for oil changes. She always buys the least expensive oil change package and declines the technicians' repeated offers to replace her windshield wipers and flush out her coolant system.
E) David has a Visa card that he uses to pay for gas and groceries. He spends very little on his card and pays the balance off in full each month.
Answer:

A) You need to subscribe to get the answer.

Q55

Small reductions in customer defections produce significant increases in profits for all of the following reasons EXCEPT ________.

Multiple Choice
expand_more
A) loyal customers buy more products
B) loyal customers pay less attention to competitors' advertising
C) loyal customers are more price sensitive
D) loyal customers spread positive word-of-mouth and refer other customers
E) it is more expensive to secure new customers than to keep existing ones
Answer:

A) You need to subscribe to get the answer.

Q56

The three distinct but interlocking steps of the consumer decision making process are ________.

Multiple Choice
expand_more
A) input, analysis, and output
B) environment, search, and evaluation
C) input, process, and output
D) analysis, decision making, and output
E) analysis, process, and output
Answer:

A) You need to subscribe to get the answer.

Q57

In the consumer decision making process, the ________ stage influences the consumer's recognition of a product need.

Multiple Choice
expand_more
A) analysis
B) evaluation
C) input
D) process
E) output
Answer:

A) You need to subscribe to get the answer.

Q58

In the consumer decision making process, the ________ stage focuses on how consumers make decisions.

Multiple Choice
expand_more
A) analysis
B) evaluation
C) input
D) process
E) output
Answer:

A) You need to subscribe to get the answer.

Q59

In the consumer decision making process, the ________ stage focuses on how consumers make decisions.

Multiple Choice
expand_more
A) analysis
B) evaluation
C) input
D) process
E) output
Answer:

A) You need to subscribe to get the answer.

Q60

In the CAR MINI CASE, Ford's business strategy focused on ________.

Multiple Choice
expand_more
A) targeting the market
B) positioning its product
C) developing a value proposition
D) segmenting the market
E) minimizing production costs
Answer:

A) You need to subscribe to get the answer.

Q61

In the CAR MINI CASE, Ford's business approach exhibited a ________.

Multiple Choice
expand_more
A) production orientation
B) marketing orientation
C) societal marketing orientation
D) product orientation
E) selling orientation
Answer:

A) You need to subscribe to get the answer.

Q62

In the CAR MINI CASE, which of the following elements of the marketing mix was central to Ford's business model?

Multiple Choice
expand_more
A) promotion
B) product
C) price
D) placement
E) production
Answer:

A) You need to subscribe to get the answer.

Q63

In the CAR MINI CASE, which element of the marketing mix was central to General Motors' business model?

Multiple Choice
expand_more
A) public relations
B) product
C) price
D) placement
E) production
Answer:

A) You need to subscribe to get the answer.

Q64

In the CAR MINI CASE, by offering a variety of cars to choose from, General Motors was able to differentiate itself from Ford by demonstrating to consumers that it could offer ________.

Multiple Choice
expand_more
A) organizational buying power
B) compelling consumer research
C) an effective marketing mix
D) a unique selling proposition
E) significantly lower prices
Answer:

A) You need to subscribe to get the answer.

Q65

In the RYAN'S RUNNERS MINI CASE, the process of dividing the athletic market into different subsets of shoe consumers, such as runners, basketball players, and golfers, is known as ________.

Multiple Choice
expand_more
A) market targeting
B) product placement
C) product positioning
D) market segmentation
E) social marketing
Answer:

A) You need to subscribe to get the answer.

Q66

In the RYAN'S RUNNERS MINI CASE, Ryan decides to focus his attention on that segment of the market that is interested in running. This selection of a specific market segment is known as ________.

Multiple Choice
expand_more
A) social marketing
B) market targeting
C) product placement
D) market segmentation
E) product positioning
Answer:

A) You need to subscribe to get the answer.

Q67

In the RYAN'S RUNNERS MINI CASE, by portraying his store as a one-stop-shop for all your running needs, Ryan has developed a distinct image for his store. This is an example of ________.

Multiple Choice
expand_more
A) segmentation
B) targeting
C) placement
D) positioning
E) social marketing
Answer:

A) You need to subscribe to get the answer.

Q68

In the RYAN'S RUNNERS MINI CASE, which of the four elements of the marketing mix does Ryan use to differentiate his store in the marketplace?

Multiple Choice
expand_more
A) place
B) positioning
C) promotion
D) price
E) product/service
Answer:

A) You need to subscribe to get the answer.

Q69

In the RYAN'S RUNNERS MINI CASE, which of the following is most likely to represent the unique selling proposition at Ryan's Runners?

Multiple Choice
expand_more
A) Ryan's Runners offers the widest selection of athletic shoes in town.
B) Ryan's Runners is the price leader in running gear.
C) At Ryan's Runners, runners can find high quality products and get recommendations from employees who share their passion for running.
D) Ryan's Runners is a place where all athletes can find all the equipment they need for the sport of their interest.
E) All of the above.
Answer:

A) You need to subscribe to get the answer.

Q70

In the AIRLINE MINI CASE, Transatlantic Airlines identifies the most profitable customers and offers them specific incentives, a practice known as ________.

Multiple Choice
expand_more
A) social marketing
B) customer profitability-focused marketing
C) market targeting
D) market segmentation
E) product positioning
Answer:

A) You need to subscribe to get the answer.

Q71

In the AIRLINE MINI CASE, when Transatlantic upgrades the seat assignment of especially loyal customers, the airline is attempting to increase ________.

Multiple Choice
expand_more
A) net revenue
B) production capacity
C) customer satisfaction
D) social responsibility
E) profit margins
Answer:

A) You need to subscribe to get the answer.

Q72

In the AIRLINE MINI CASE, Transatlantic Airlines advertises "a first class experience for every passenger." This is Transatlantic's ________.

Multiple Choice
expand_more
A) market segmentation
B) market target
C) product position
D) code of ethics
E) value proposition
Answer:

A) You need to subscribe to get the answer.

Q73

In the AIRLINE MINI CASE, by tracking flight searches and developing services to better meet customers' unfulfilled needs, Transatlantic adheres to the ________.

Multiple Choice
expand_more
A) social marketing concept
B) production concept
C) selling concept
D) marketing concept
E) product concept
Answer:

A) You need to subscribe to get the answer.

Q74

In the AIRLINE MINI CASE, Transatlantic uses information gathered from consumer searches on its website to better understand the behavior of its consumers. This kind of data collection and analysis is an example of ________.

Multiple Choice
expand_more
A) consumer research
B) building customer trust
C) broadcasting
D) organizational consumption
E) customer value
Answer:

A) You need to subscribe to get the answer.

Q75

Consumer behavior includes the behavior that consumers display in searching, purchasing, evaluating and disposal of products and services.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q76

The term consumer behavior describes only the behavior of those who purchase goods and services for their own use.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q77

Organizational consumers include both for profit and non-profit organization.

True/False
expand_more
A) True.
B) False.
Answer:

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Q78

The production orientation assumes that consumers are mostly interested in product availability at low prices.

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Q79

The production orientation makes sense in developing countries where the main objective is to make products available to the maximum number of consumers at the lowest prices.

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Q80

The sales orientation focuses on selling products that the target market demands.

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Q81

The sales orientation arose in response to the expanded capacity that was created during the production era.

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Q82

The key assumption underlying the marketing concept is that, to be successful, a company must determine the needs and wants of specific target markets and deliver better than the competition.

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Q83

Companies that focus on understanding customers are able to continue to grow and remain leaders in their industries in spite of increased competition and changing business environments.

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Q84

Depending on where we are born, we all have different biological needs.

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Q85

Most companies today are able to target all the market segments that they have identified through their research.

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Q86

Successful product positioning centers around two key points: communicating the benefits to the consumers, and developing and communicating a unique selling proposition.

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Q87

"Me too" products are products that lack a unique image or benefit.

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Q88

Perceived value is relative and objective.

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Q89

Four drivers of successful relationships between marketers and customers are customer value, high levels of customer satisfaction, a strong sense of customer trust, and building a structure that ensures customer retention.

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Q90

A company's value proposition helps establish customer expectations, which the company must consistently fulfill.

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Q91

Customer satisfaction is a function of customer expectations.

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Q92

Sophisticated marketers today practice selective relationship building, which can lead to companies rejecting certain types of consumers.

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Q93

Consumers have more power today than ever before, as seen through their use of "intelligent agents" to locate the best prices for products and services.

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Q94

The internet offers marketers the ability to customize their products, services, and promotional messages to individual consumers, as seen in how Amazon.com sends mass e-mails to all their existing customers telling them about a new promotional offer.

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Q95

Much like traditional advertising, digital technologies allow for two-way interactive exchanges between customers and marketers.

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Q96

Narrowcasting is a method that enables marketers to develop and deliver more customized messages to increasingly smaller markets on an ongoing basis.

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Q97

The societal marketing concept advocates a short-term perspective in driving for increased market share and quick profits.

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Q98

Purchase behavior and post purchase evaluation are elements of the input stage of the consumer decision-making model.

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Q99

Courtney has been looking at laptop computers for a while and has decided to purchase a Dell. Courtney's decision to purchase a Dell signifies her adoption of the product.

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Define consumer behavior. What is the scope of consumer behavior?

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What is the difference between the personal consumer and the organizational consumer?

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Compare the production orientation and the marketing orientation on three major points.

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Talk briefly about market segmentation, targeting, and positioning.

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In terms of expectations, when is a customer not satisfied, satisfied, and delighted?

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Identify and discuss the reasons for which small reductions in customer defections produce significant increases in profits.

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Discuss some of the positive effects of the adoption of digital technologies on today's marketing practices.

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Digital technologies allow for consumers to have more power than ever before. How?

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How has TiVo presented a challenge to marketers?

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What does the societal marketing concept entail? What is a major reason many marketers do not adhere to the societal marketing concept?

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