Deck 1: Buying, Having, and Being: an Introduction to Consumer Behavior

Question 1

Explain the term "market segmentation strategies."

Answer 1

Market segmentation strategies means an organization targets its product, service or idea only to a specific group of consumers rather than everybody.

Question 2

Demographics are statistics that measure observable aspects of a population, such as birth rate, age distribution, and income.

Answer 2

True

Question 3

Which of the following is NOT a stage of the consumption process?

A) desire
B) pre-purchase
C) purchase
D) post-purchase

Answer 3

A

Question 4

________ are statistics that measure observable aspects of population.

A) Psychographics
B) Lifestyles
C) Demographics
D) Benefits

Question 5

Which of the following is NOT considered a demographic?

A) sex
B) income
C) lifestyle
D) occupation

Question 6

When a transaction occurs between two or more organizations or people who give and receive something of value, an exchange has taken place.

Question 7

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a(n) ________.

A) industry
B) process
C) art form
D) theory

Question 8

Which of the following time periods is encompassed in the study of consumer behavior?

A) prepurchase
B) purchase
C) postpurchase
D) All of the above

Question 9

A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product during the three stages of the consumption process.

A) marketer
B) consumer
C) influencer
D) content generator

Question 10

According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is part of consumer behavior.

Question 11

According to the basic marketing concept, a firm exists to ________, only to the extent that they understand the people or organizations that will use the products and services they sell.

A) influence popular culture
B) dominate market share
C) nurture relationships
D) satisfy needs

Question 12

Descriptive characteristics of a population are called demographics.

Question 13

In the early stages of development, consumer behavior was known as buyer behavior. What important aspect of the exchange process does this change in name reflect?

Question 14

Is there a 'right way' for retailers to help in times of disaster?

Question 15

Which term refers to the bond between product and consumer that is difficult for competitors to break?

A) brand loyalty
B) custom
C) patronage
D) relationship

Question 16

Which of the following is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires?

A) lifestyle marketing
B) role theory
C) consumer behavior
D) marketing research

Question 17

Because consumer behavior is now examined as an entire consumption process that includes pre-purchase and post-purchase issues, exchange theory is irrelevant to the study of consumer behavior.

Question 18

The 80/20 rule (20 percent of users account for 80 percent of sales) targets what user group?

A) all consumers
B) light users
C) heavy users
D) moderate users

Question 19

A transaction in which two or more organizations or people give and receive something of value is called ________.

A) buyer behavior
B) an exchange
C) perception
D) consumer perspective

Question 20

Explain what a consumer is.

Question 21

Age, gender, family structure social class, race, ethnicity and income are all used ________.

A) to divide a market
B) as part of promotion
C) in social media
D) as part of the marketing mix

Question 22

People who belong to the same social class are most likely to have which of the following in common?

A) social standing in the community
B) personality
C) ethnicity
D) family structure

Question 23

Why is age a common demographic category used in understanding consumer behavior?

A) Different age groups have different wants and needs.
B) Age is easier to categorize than gender.
C) Generational groups tend to be similar.
D) All of the above.

Question 24

Explain the difference between a need and a want?

Question 25

American society is shifting from a mass culture, in which many consumers share the same preferences, to a diverse culture in which consumers have almost an infinite number of choices.

Question 26

Walmart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing.

A) undifferentiated
B) database
C) relationship
D) consumer-generated

Question 27

The 80/20 rule states that 80 percent of consumers will use 20 percent of the product.

Question 28

The way consumers feel about themselves, the things they value, and the things they like to do in their spare time are part of how marketers segment using ________.

A) gender
B) age
C) social class
D) lifestyle

Question 29

A need is something a person must have to live.

Question 30

People who belong to the same social class are most likely to have which of the following in common?

A) income and social standing in the community
B) personality
C) ethnicity
D) family structure

Question 31

Which marketing philosophy emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with the company over time?

A) differentiated marketing
B) global marketing
C) social marketing
D) relationship marketing

Question 32

Psychographics are used to measure ________.

A) social class
B) income
C) demographics
D) lifestyles

Question 33

The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is important.

Question 34

Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.

Question 35

A person's marital status is important to which demographic variable?

A) gender
B) race
C) family structure
D) age

Question 36

What is relationship marketing? Why is it so widely practiced by today's marketers?

Question 37

What is database marketing? Why is it so widely used by today's marketers?

Question 38

What is database marketing? How is it used by consumers?

Question 39

Which term refers to the collection and analysis of extremely large data sets?

A) mainframe marketing data
B) internet information data
C) big data
D) online media data

Question 40

Explain the concept of the 80/20 rule and why it is important to marketers.

Question 41

Target began a new campaign to sell leather furniture. In emphasizing how leather furniture has been used over the decades in movies and books, by celebrities, and a necessity for home entertainment, the campaign is drawing upon popular culture.

Question 42

A product that helps to establish the user's identity is called ________.

A) self-concept attachment
B) interdependence
C) love
D) nostalgic attachment

Question 43

A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the product.

Question 44

Love is a relationship a consumer might have with a product.

Question 45

People buy products for ________.

A) what they do
B) what they mean
C) the role the product plays in the consumer's life
D) All of the above

Question 46

Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which type of relationship with a product best explains the reason for Lucy's purchase of the dragon bowl?

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 47

The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play; consumers seek the lines, props, and costumes necessary to put on a good performance.

A) role theory
B) pastiche
C) interpretivism
D) psychographics

Question 48

A relationship a person might have with a product is called ________.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) all of the above

Question 49

Which form of relationship between product and customer is most at risk of the consumer switching to a different brand or product?

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 50

Consumption communities are where consumers share opinions and recommendations about products.

Question 51

Die-hard Apple fans post videos on YouTube claiming their affection for Apple products. They most likely have a(n) ________ relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 52

Role theory takes the view that much of consumer behavior resembles actions in a play.

Question 53

According to the different categories of relationships that people may have with products, interdependence attachment occurs if the product is part of the user's daily routine.

Question 54

When a product is part of a user's daily routine the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 55

A ________ creates a state of tension that drives consumers to attempt to reduce or eliminate.

A) want
B) demand
C) need
D) response

Question 56

List and briefly characterize four types of relationships a person might have with a product. Provide examples to illustrate each.

Question 57

When a product helps to establish the user's identity, the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 58

When a product elicits emotional bonds of warmth and affection, the user is said to have a(n) ________ type of relationship with the product.

A) self-concept attachment
B) nostalgic attachment
C) interdependence
D) love

Question 59

Popular culture is both a product of marketing and an inspiration for marketing.

Question 60

Music, movies, sports, and books are part of ________.

A) consumer marketing
B) popular culture
C) lifestyles
D) in-your-face marketing

Question 61

Which of the following is the best tool that helped to define the era of the rebirth of the Internet as a social, interactive medium from its original roots as a form of one-way transmission from producers to consumers.

A) web 2.0
B) B2C e-commerce
C) economics of information
D) compulsive consumption

Question 62

Which term refers to the online means of communication, conveyance, and collaboration among the interdependent and interconnected networks of people, communities, and organizations?

A) open data partnership
B) social media
C) synchronous interaction
D) asynchronous interaction

Question 63

________ is a term which refers to the ability of people voicing their opinions about products, brands, and companies on blogs, podcasts, and social networking sites

A) Virtual brand communities
B) User Generated Content
C) Database marketing
D) Green marketing

Question 64

Consumers and the items they consume can take many forms. Give examples of three different types of consumers and examples of three different types of items they could consume, including products, services, and ideas.

Question 65

A product that helps to establish the user's identity is called a self-concept attachment.

Question 66

Discuss the positive and negative consequences of today's culture of participation that is enabled by social media platforms.

Question 67

Describe a virtual brand community. Create an example of a new community that demonstrates the concept.

Question 68

Consumer behavior is irrelevant to our understanding of both public policy issues (e.g., ethical marketing practices) and the dynamics of popular culture.

Question 69

Explain the term "social media."

Question 70

People often buy products for what they mean, not what they do.

Question 71

Explain the term "user-generated content."

Question 72

Facebook, Twitter, and Instagram are examples of a ________.

A) local interaction
B) social interactive medium
C) one way transmission
D) horizontal interaction

Question 73

Explain what is meant by relationship marketing.

Question 74

A digital native is someone who ________.

A) grew up in a "wired" and highly networked area
B) uses alternate reality games frequently
C) participates in database marketing
D) belongs to a consumption community

Question 75

Texting, tweeting, Facebooking, or pinning favorite items on Pinterest are an accepted part of daily life.

Question 76

A metropolitan area with a total population of more than 10 million people is called a(n) ________.

A) metro area
B) megacity
C) metroplex
D) developing economy

Question 77

Explain the difference between a need and a want. Provide an example of each.

Question 78

When a person buys a product for emotional reasons, the need is ________.

A) utilitarian
B) functional
C) interdependent
D) hedonic

Question 79

The growth of the internet has created ________.

A) segmentation strategies
B) consumption communities
C) behavioral processes
D) mass cultures

Question 80

Positivism is sometimes called ________.

A) paradigm
B) modernism
C) westernism
D) none of the above