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95 Cards in this Set
- Front
- Back
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Why is China veryattractive to marketers around the world? |
because of its massive population, rising income, andemerging youth market |
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_____ is the study of individuals, groups, or organizationsand the processes they use to select, secure, use, and dispose of products,services, experiences, or ideas to satisfy needs and the impacts that theseprocesses have on the consumer and society. |
Consumer behavior |
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One primary function ofHarriet's job is to study individuals, groups, or organizations and theprocesses they use to select, secure, use, and dispose of her company'sproducts and services to satisfy needs and the impacts that these processeshave on the consumer and society. Harrietworks in the field of _____. |
consumer behavior |
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Which of the following isNOT true regarding consumer behavior? |
The overall model ofconsumer behavior presented in the text is accurate in predicting consumerbehavior. |
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Which of the following is a key aspect regarding consumerbehavior? |
-Organizations are applying theories and information aboutconsumer behavior on a daily basis. -It is often necessary to conduct research. -Consumer behavior is a complex, multidimensionalprocess. -Marketing practices designed to influenceconsumer behavior involve ethical issues that affect the firm, the individual,and society. |
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Which of the following is NOT an application of consumerbehavior? |
human resource management |
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Thomas wants to gain a useable understanding of consumerbehavior in order to help him become a more effective marketing manager. Which application of consumer behavior doesthis represent? |
marketing strategy |
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_____ is theapplication of marketing strategies and tactics to alter or create behaviorsthat have a positive effect on the targeted individuals or society as a whole. |
Social marketing |
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Mia is concerned how her marketing activities will affectindividual consumers as well as society at large. Mia is implementing _____. |
social marketing |
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Most economically developed societies are legitimatelyreferred to as _____ societies. |
consumption |
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Which of the following is used by firms to influenceconsumers? |
-ads -packages -store environments -sales pitches |
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To survive in a competitiveenvironment, an organization must provide its target customers more _____ thanis provided to them by its competition. |
value |
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The difference between all the benefits derived from atotal product and all the costs of acquiring those benefits is known as _____. |
customer value |
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Laurie saved for six months to have enough money to buy anew designer outfit to wear to a special party. She had to travel to a larger city to purchasethis outfit, but it was worth it to her because it made her feel beautiful andconfident. The difference between thebenefits Laurie perceived from this purchase and the cost to her to acquirethese benefits describes her _____. |
customer value |
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It is critical that a firmconsider value from which perspective? |
the customer's |
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How can an organizationprovide superior customer value to customers? |
by doing a better job ofanticipating and reacting to customer needs than the competition does |
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Marketing strategy beginswith _____. |
conducting a market analysis |
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Harold is tasked with developing the marketing strategy forhis family's business. What should he dofirst? |
conduct a market analysis |
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Marketing strategy is formulated in terms of the marketingmix; that is, it involves determining the product, features, price,communications, distribution, and services that will provide customers withsuperior value. This entire set ofcharacteristics is often referred to as the _____. |
total product |
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Disney World in Orlando, FL has several theme parks,resorts, restaurants, and stores. Eachis intentionally created to offer a memorable event for visitors. For example, the Wilderness Lodge is a largeresort hotel on the grounds, and everything within it is made to look like logcabins and pioneer days. Even the casualrestaurant has the wait staff dressed in pioneer costumes, and they put onfunny little skits when they are waiting on customers. Which of the following best describes whatDisney is selling? |
an experience |
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_____ are small, convenient, open-air retailing complexeslaid out to evoke the small-town shopping districts of previous generations. |
Lifestyle centers |
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Which of the following is a component of a market analysis? |
conditions |
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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 atthis step of marketing strategy development? |
-the company's own ability to meet customer needs -competitors' capabilities and strategies --consumers' needs -conditions in the market |
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Jamie is developing a thorough understanding of hiscompany's own capabilities, the capabilities of current and future competitors,the consumption process of potential customers, and the economic, physical, andtechnological environment in which these elements interact. Which step in the marketing strategy processis Jamie performing? |
conducting a marketanalysis |
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Which of the followingaspects is evaluated when determining a firm's ability to meet customer needs? |
-financialcondition -general managerial skills -production capabilities -technological sophistication |
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Which of the following isNOT evaluated when analyzing a company's own ability to meet customer needs? |
competitors |
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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, andmarket and consumer knowledge. Whichaspect of your company's capabilities are you assessing? |
marketing skills |
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A portion of a larger market whose needs differ somewhatfrom the larger market is referred to as a(n) _____. |
market segment |
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Smaller women like to purchase fashionable clothes just asmuch as any women. However, most clothesare not proportioned for their smaller size and do not fit well. As a result, several manufacturers offer“petite” sizes of clothing for this group of consumers. Women who comprise this group have needs thatdiffer somewhat from the total market and represent a _____. |
market segment |
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Tracking consumers' online activity and delivering specificbanner ads based on that activity is known as _____. |
behavioral targeting |
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Tacoda Systems tracksconsumers' online activity and delivers specific banners based on thatactivity. This tracking and ad deliverysystem has been installed on almost 3,000 Web sites, and advertisers pay on apay-for-performance basis, which means that advertisers pay Tacoda Systems onlywhen a consumer clicks on their ad. Thetracking of online activity and delivery of ads based on that activity iscalled _____. |
behavioral targeting |
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What is the first step inmarket segmentation? |
identify product-relatedneed sets |
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describing each group |
identifying product-relatedneed sets |
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Which of the following isNOT a step in market segmentation? |
set budget |
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Carlos is attempting tosegment the market for his company's products. Where should he begin? |
identify product-relatedneed sets |
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Which term reflects thefact that most products in developed economies satisfy more than one need? |
need set |
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Barry is looking for a car that is dependable yet stylishenough to let others know that he has achieved a respectable status in his lifeand career. He also wants it to be ahigh-performance automobile. Dependability, status, and performance represent Barry's _____. |
need set |
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Which of the following isused to describe a group of consumers with similar needs sets? |
-demographics -lifestyles -media usage |
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Talbot's is a women'sclothing store that offers classic fashions at a slightly premium price (i.e.,a wool skirt typically costs over $100). During the process of market segmentation, Talbot's identified a groupof consumers who are larger than average women yet still want stylishclothing. Further research into thissegment revealed that these women tend to be between the ages of 35 and 50, arecareer-oriented, have a household income over $50,000, and are married withchildren under the age of 18 living at home. This group is also heavy users of magazines and newspapers as well asprime-time television. Which step ofmarket segmentation does this describe? |
describing each group |
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The segment(s) within the larger market on which anorganization will focus its marketing effort is referred to as the _____. end to |
target market |
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J&J Produce is adistributor of fresh produce. Theyconducted a thorough analysis of its market and identified groups of consumersthat had similar product-related needs. One particular market identified wanted fresh and unique produce, suchas Swiss chard, radicchio, and exotic fruits, and they were willing to payhigher prices for these choices. J&JProduce decided to focus its marketing effort on this segment of the totalmarket. This segment is J&J's _____. |
target market |
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Which of the following isused to evaluate the attractiveness of various market segments? |
-segment size -distribution available -fit with company image -cost to serve |
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Juan has segmented themarket for boats and is currently analyzing each with respect to several factors,such as size, growth rate, competitor strength, fit with company image,distribution available, cost to serve, and risk before deciding which segmentto target. Which step of marketsegmentation is Juan conducting? |
selecting an attractivesegment(s) to serve |
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The product, price, communications, distribution, andservices provided to the target market is referred to as the _____. |
marketing mix |
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Which of the following is part of the marketing mix? |
-product -price -communications -distribution |
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A(n) _____ is anything aconsumer acquires or might acquire to meet a perceived need. |
product |
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To be successful, a product must _____. |
meet the needs of thetarget market better than the competition does |
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_____ include(s) advertising, the sales force, publicrelations, packaging, and any other signal that the firm provides about itselfand its products. |
Marketing communications |
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Which of the following isincluded in marketing communications? |
-advertising -sales force -public relations -packaging |
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Which of the following is a critical question for developing marketing communications? |
-Who do we want to communicate with? -What effect do we want to have? - What message will achieve the desired result -What media should we use? |
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_____ is the amount of money one must pay to obtain theright to use the product. |
Price |
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Amy purchased a new32" LCD high-definition television and paid $1,999 for it. This amount of money Amy had to pay to obtainthis product is known as the _____. |
price |
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_____ is everything theconsumer must surrender in order to receive the benefits of owning/using theproduct. |
Consumer cost |
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Timothy and his wife areconsidering the purchase of a new car. In addition to the price, they are also considering the cost ofinsurance, gasoline, maintenance, finance charges, and license fees. All of these factors combined represent the_____. |
consumer cost |
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Which element of themarketing mix is concerned with having the product available where targetcustomers can buy it? |
distribution |
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Tony's job entails makingsure his company's products get to retailers so that target customers can buythem. Which element of the marketing mixis Tony involved with? |
distribution |
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Auxiliary or peripheral activities that are performed toenhance the primary product or primary service is referred to as _____. |
service |
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Which of the following isNOT considered one of the firm's outcomes of the marketing strategy andconsumer behavior process? |
service |
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An image of the product or brand in the consumer's mindrelative to competing products and brands is referred to as the product's_____. |
position |
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A product's position refersto _____. |
an image of the product in the consumer's mind relative tocompeting products |
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Rod is surveying consumers togain a better understanding of his restaurant's image relative to competingrestaurants. Rod is concerned with hisrestaurant's _____. |
position |
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Which outcome of marketingstrategy produces the revenue necessary for the firm to continue in business? |
sales |
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John purchases and is satisfied with his SUV because hebelieves that it provides greater crash safety than a sedan even though this isnot technically true. John'ssatisfaction is based on the distinction between _____. |
actual need fulfillment andperceived need fulfillment |
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_____ occurs whenindividuals or groups make consumption decisions that have negative consequencefor their long-run well-being. |
Injurious consumption |
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Bob and his friends go outevery weekend and drink until they get drunk. Then they drive home in that condition. Which type of consumption does this represent? |
injurious consumption |
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Which of the following is asocietal outcome of marketing strategy and consumer behavior? |
social welfare |
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Which of the following isNOT a societal outcome of marketing strategy and consumer behavior? |
customer satisfaction |
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Which is NOT a step in theconsumer's decision process? |
self-concept analysis |
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Which of the following isan internal influence on consumer behavior? |
attitudes |
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Which is NOT an external influence on consumer behavior? |
perception |
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Teresa is trying tounderstand her customers better. She isexamining the external influences that shape her customers' self-concepts andlifestyles. Which of the following is apossible external influence Teresa could examine? |
culture |
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Liz Claiborne is a brand ofclothing, accessories, and home products. Brand managers at this company are trying to learn which internalinfluences impact their customers' needs and desires most. Which of the following is a possible internalinfluence these managers should examine? |
personality |
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What is the first step inthe consumer decision process? |
problem recognition |
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Which of the followingstatements is true regarding the overall model of consumer behavior? |
A consumer's self-concept and lifestyle influence his orher needs and desires. |
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The totality of an individual's thoughts and feelings abouthim- or herself is known as _____. |
self-concept |
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_____ represents how one lives, including the products onebuys, how one uses them, what one thinks about them, and how one feels aboutthem. |
Lifestyle |
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Which type of decisionsinvolve very little effort or thought on the part of the consumer? |
low-involvement decisions |
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Karen was at the checkoutat the grocery store and remembered that she was out of chewing gum that shenormally likes to keep in her purse. Without much thought, she grabbed two packages of the gum shelikes. What type of consumer decisiondoes this illustration? |
low-involvement decision |
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Which of the following is FALSE regarding the working poor? |
They spend a larger portionof their relatively small incomes on meals away from home. |
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What does the consumption of a product like Nikes mean toAndre, the working poor consumer discussed in the “Consumer Insight”? |
they serve as a visible symbol that he is back as asuccessful member of society |
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Consumer behavior is acomplex, multidimensional process. T/F |
True |
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Marketing decisions andregulations are based on exact knowledge of consumer behavior. T/F |
False |
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Economically developedsocieties are often referred to as marketing societies T/F |
False |
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It is critical that a firmconsider value from the customer's perspective T/F |
True |
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Marketing strategy beginswith objective setting. T/F |
False |
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Product features, price,communications, distribution, and services together are often referred to ascustomer value. T/F |
False |
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Small, convenient, open-airretailing complexes are called town centers. T/F |
False |
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Marketing skills include afirm's financial expertise, general managerial skills, production capabilities,research and development capabilities, technological sophistication, and reputation. T/F |
False |
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Tracking consumers' onlineactivity and sending them specific banner ads based on that activity is knownas behavioral targeting. T/F |
True |
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The term used to reflectthe fact that most products in developed economies satisfy more than one needis customer value. T/F |
False |
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A target market is thatsegment(s) of the larger market on which a company will focus its marketingeffort. T/F |
True |
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The outcomes of a firm's marketing strategy are determinedby its interaction with the consumer decision process. T/F |
True |
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Two key processes involvedin need satisfaction are the actual need fulfillment and the perceived needfulfillment. T/F |
True |
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A consumer's needs anddesires are shaped by his or her self-concept and lifestyle. T/F |
True |
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Lifestyle is the totality of an individual's thoughts andfeelings about him- or herself. T/F |
False |
