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MKT 305 (Strayer) Week 2 Quiz 1 Chapter 1, 2 - Questions
TRUE/FALSE 1. An understanding of consumer behavior can mean better business for companies, better public policy for governments, and a better life for individuals. 2. While consumer behavior refers to human thought and ACTION, it is not considered a field of study. 3. Consumer behavior can be thought of as the actions, reactions and consequences that take place as the consumer goes through a decision making process, reaches a decision and then uses the PRODUCT. 4. Consumer behavior is the set of value-seeking activities that take place as PEOPLE go about addressing realized needs. |
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5. The basic consumption process begins with the consumer recognizing that he or she wants something new. 6. The basic consumption process involves a consumer assessing the costs and BENEFITS associated with a choice. 7. The final step in the consumption process is satisfaction. 8. An exchange is the acting out of a decision to give something up in return for something of equal value. 9. Consumer behavior represents the process by which goods, services, or ideas are used and transformed into value. 10.Costs involve more that just the price of the product. 11.Benefits are the only result of consumption. |
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12.Consumer behavior, as a field of study, is a very young field. 13.Consumer behavior has family roots in other disciplines such as economics, anthropology, and psychology. 14.Marketing’s roots in economics are evident in the production and distribution of goods. 15.Psychology is the study of human reactions to their environment. 16.The subdisciplines of psychology that are highly relevant to consumer behavior are social psychology and experimental psychology. 17.Anthropology focuses on the thoughts, feelings and behaviors that PEOPLE have as they interact with other people. 18.Cognitive psychology is helpful in understanding how consumers process information from marketing communications such as advertisements. 19.Marketing activities include the production, PROMOTION, pricing, and distribution of goods, services, ideas, and experiences that provide value for consumers and other stakeholders. 20.Consumer behavior focuses primarily on the study of groups of people within a society. 21.Anthropology has contributed to consumer behavior research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate. 22.A highly competitive marketplace in which consumers have many alternatives is more likely to result in better customer service than a marketplace with little competition. 23.A market-oriented firm stresses the importance of creating value for customers among all employees. 24.Relationship marketing is based on the belief that firm performance is enhanced through repeat business. 25.Interaction points refer to direct contacts between the firm and a customer. 26.One theory explaining why companies succeed or fail is attribution theory. 27.BENEFITS are the physical parts of a product. 28.A PRODUCT is a potentially valuable bundle of benefits. 29.Undifferentiated marketing means that the same basic product is offered to all customers. 30.Undifferentiated marketers generally adopt a market orientation. 31.A market orientation means innovation is geared primarily toward making the production process as efficient and economic as possible. 32.Differentiated marketing can be taken to the extreme with a practice known as one-to-one marketing. 33.Niche marketers specialize in serving one market segment. 34.There are several approaches to studying consumer behavior, but most researchers agree that the interpretive approach is the best. 35.Interpretive research seeks to explain the inner meanings and motivations associated with specific consumption experiences. 36.Quantitative research tools include things such as cases analyses, clinical interviews, focus group interviews and other tools in which data are gathered in a relatively unstructured way. 37.Data generated from qualitative research are considered “researcher-dependent.” 38.The roots of interpretive consumer research go back over 150 years to the earliest days of consumer research. 39.The motivational research era in consumer research proved to be very useful in providing satisfying explanations for consumer behavior on a large scale. 40.Two common interpretative orientations are psychology and sociology. 41.The phenomenological researcher relies on highly-structured, formal interviews with consumers. 42.An ethnographic approach to studying consumers often involves analyzing the artifacts associated with consumption. 43.A researcher measuring consumers’ attitudes toward different brands on a scale ranging from 1 (very negative) to 5 (very positive) is using qualitative research. 44.Interpretation of quantitative research data is a function of the researcher’s opinion. 45.Qualitative research better enables researchers to test hypotheses as compared to quantitative research. 46.Trends shaping the value received by consumers include internationalization, technological changes, changing communications, changing demographics, and the changing economy. 47.Companies must deal only with geographical distances when operating in different countries. 48.The Internet has made geographical distance almost a non-issue. 49.One demographic trend impacting marketers is that households increasingly include two primary income providers. 50.One demographic trend shaping consumer behavior is the decreasing birth rates in the U.S. and Europe.
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