Deck 2: A Framework for Consumer Analysis

Question 1

Successful marketing strategies are based upon an accurate understanding of the _____ of/ for both the companies and the competitors.

A) advertorial campaigns
B) consumer-product relationships
C) price ranges
D) marketing psychology
E) financial strength

Answer 1

B

Question 2

The development of successful marketing strategies requires research into and analysis of all of the following EXCEPT:

A) consumer affect.
B) consumer cognition.
C) consumer behavior.
D) consumer environments.
E) consumer competition.

Answer 2

E

Question 3

Successful marketing strategies can result from all of the following EXCEPT:

A) correctly identifying the target market.
B) understanding consumer-product relationships for the firm's customer.
C) understanding consumer-product relationships for customers of competitors.
D) increasing the annual budget for the advertisements.
E) creating an advantage over competitive offerings.

Answer 3

D

Question 4

In a(n)_____ system,each system element can be either a cause OR an effect of a change at any particular time.

A) reciprocal
B) overt
C) environmental
D) implied
E) virtual

Question 5

In studying marketing strategy,the marketer is most interested in:

A) techniques for repositioning his/her product
B) expanding distribution
C) identifying those consumer variables that impact the success of a marketing strategy
D) expanding the scope/use of marketing research
E) improving marketing strategies corresponding to popularity ratings.

Question 6

Production and sale of shoes that vary in design,features,and price to appeal to groups of consumers that are similar in some ways,could be explained through:

A) the need to deceive the consumer.
B) the ability to create needs.
C) market segmentation.
D) the want to create a fashion statement.
E) individual specifications.

Question 7

Which of the following is overt in nature?

A) Behavior
B) Cognition
C) Affect
D) Memory
E) Decision-making

Question 8

While consumer analysis may begin with any element of the process,it is assumed that marketers TEND to start with an analysis of:

A) consumer affect.
B) consumer cognition.
C) specific overt behaviors needed to achieve objectives.
D) the environment.
E) consumer memory.

Question 9

In its use of the Wheel of Consumer Analysis,marketing seeks to elicit change through:

A) appeal.
B) force.
C) deception.
D) lawsuits.
E) legislation.

Question 10

Political parties/candidates are MOST likely to use the Wheel of Consumer Analysis as a tool to change:

A) society
B) individuals
C) industries
D) products
E) themselves

Question 11

Consumer analysis may be used to analyze all of the following EXCEPT:

A) organizational change.
B) a target market.
C) consumers of an industry's product.
D) an entire society.
E) individual consumers.

Question 12

Consumer research includes the following types of studies EXCEPT:

A) advertising pretests.
B) sales promotion effects.
C) cost-benefit analysis.
D) traffic and shopping patterns.
E) test marketing.

Question 13

The change in societal attitudes toward smoking demonstrates:

A) that cigarette manufacturers can create needs.
B) that consumers do not trust advertisements.
C) that political/health activists well understand the use of marketing tools.
D) that smoking is the only cause of cancer.
E) that lawyers are willing to donate their services for the public good.

Question 14

All of the following are elements of affect EXCEPT:

A) emotions.
B) feelings.
C) moods.
D) values.
E) attitudes.

Question 15

Products,brands,packaging,advertisements,coupons,stores,credit cards,price tags,salespeople's communications,and,in some cases,sounds (music),smells (perfume),and other sensory cues are examples of _____ used in marketing strategy.

A) stimuli
B) sales promotions
C) atmospherics
D) overt influences
E) covert influences

Question 16

A comprehensive consumer analysis:

A) should focus only on cognitive behavior.
B) must continuously monitor changes in all three elements of the consumer process.
C) is only concerned with cognitive behavior.
D) is not properly directed at environmental changes.
E) is useful only for strategy creation.

Question 17

As a result of the reciprocal nature of the consumer process,all of the following can be deduced,EXCEPT:

A) comprehensive analysis of consumers need include a minimum of two elements and their relationships.
B) any of the three elements of consumer analysis may be a starting point for analysis.
C) consumers can continually change.
D) consumer analysis may be conducted at any level of aggregation.
E) the use of consumer research and analysis in developing marketing strategies becomes important.

Question 18

From a consumer analysis point of view,a(n)_____ is a set of stimuli placed in consumers' environments designed to influence their affect,cognition,and behavior.

A) organizational change
B) culture
C) marketing strategy
D) self-concept
E) positive reinforcement

Question 19

The BASIC task of marketing strategy is to:

A) positively influence consumer behavior.
B) dramatically lower marketing costs.
C) significantly raise product prices.
D) eliminate competitors.
E) expand market presence.

Question 20

The study of cognition includes an analysis of the processes associated with all of the following EXCEPT:

A) stimuli and events.
B) predicting competition's prices.
C) remembering past events.
D) forming evaluations.
E) making purchasing decisions and choices.

Question 21

Shopping at stores or on the Internet,buying products,and using credit cards are all examples of consumer affect.

Question 22

The Wheel of Consumer Analysis can be used to analyze the relationships of a company and its competitors with consumers in specific industries.

Question 23

A consumer receives a free sample of a new liquid detergent in the mail,tries it out,likes it,and then purchases it.In this case,a change in the consumer's cognition led to a change in behavior,which led to a change in the consumer's environment.

Question 24

Behavior is critical for marketing strategy because only through behavior can sales be made and profits earned.

Question 25

The first implication of viewing consumer processes as a reciprocal system is that any analysis of consumers must consider all three elements as separate entities with exclusive influences on consumer behavior.

Question 26

The consumer environment refers to all external forces that exert influence upon what consumer's think,feel,and do.

Question 27

Consumer research and analysis becomes redundant when a strategy has been implemented.

Question 28

Liking McDonald's french fries or disliking Bic pens are examples of affective responses.

Question 29

Marketers analyze that the company offering superior quality is one way of influencing consumer affect.

Question 30

Consumer behavior is also called overt behavior to distinguish it from mental activities,such as thinking,that cannot be observed directly.

Question 31

The Wheel of Consumer Analysis is a tool that is only capable of identifying the changes in the environment,cognition and affect,and behavior that interact to create changes in societies in general.

Question 32

In the Wheel of Consumer Behavior,cognition refers to their feelings about stimuli and events,such as whether they like or dislike a product.

Question 33

Attitude refers to the mental structures and processes involved in thinking,understanding,and interpreting stimuli and events.

Question 34

Once the marketer has successfully effected a change,he/she can be assured that the change will be permanent.

Question 35

The consumer environment is important to marketing because it is the medium in which stimuli are placed to influence consumers.

Question 36

Consumer environment excludes other physical stimuli,such as stores,products,advertisements,and signs,that can change consumers' thoughts,feelings,and actions.

Question 37

Consumer analysis is the "hub" or center of the Wheel of Consumer Analysis

Question 38

Essentially,marketing strategies are introduced into an environment in an attempt to influence consumers.

Question 39

One implication of viewing consumer processes as a reciprocal system is that consumer analysis can be used to analyze only groups of consumers that make up a target market.

Question 40

Wheel of Consumer Analysis can be used to analyze the consumption history,a single purchase,or some aspect of a purchase for a specific consumer.

Question 41

Describe the relationship between consumer analysis and strategy development.

Question 42

A consumer,dissatisfied with his or her current brand of laundry detergent,selects one that promises to get white clothes whiter.In this example,a change in _____ led to a change in the consumer's environment,which led to a change in _____.

Question 43

Why is consumer behavior a reciprocal system?

Question 44

_____ refers to the physical actions of consumers that can be directly observed and measured by others.

Question 45

Discuss the implications of viewing consumer analysis as a reciprocal system.

Question 46

Briefly define "marketing strategy" and discuss its creation/role?

Question 47

Although many marketing strategies are designed to influence consumers' affect and cognition,these strategies must ultimately result in _____ consumer behavior to have value for the company.

Question 48

A consumer sees an ad for a new laundry detergent that promises to clean clothes better than Tide.This ad changes what the consumer thinks about the new brand and leads to a purchase of it.In this case,a change in the consumer's _____ led to a change in cognition.

Question 49

Why is behavior of unique and critical concern to the marketer?

Question 50

_____ refers to the mental structures and processes involved in thinking,understanding,and interpreting stimuli and events.

Question 51

Describe the relationship between the three elements of the Wheel of Consumer Analysis using an example.

Question 52

What is the implication of the consumer environment,to marketers?

Question 53

Physical stimuli such as stores,products,advertisements,and signs,that can change consumers' thoughts,feelings,and actions are example of _____.

Question 54

A _____ is a set of stimuli placed in consumers' environments designed to influence their affect,cognition,and behavior.

Question 55

_____ includes many types of studies,such as test marketing,advertising pretests,sales promotion effects,analysis of sales and market share data,pricing experiments,traffic and shopping patterns,surveys,and many others.

Question 56

BRIEFLY describe the two mental processes that determine consumer perception

Question 57

Consumer processes not only involve a dynamic and interactive system but also represent a _____ system.

Question 58

Consumer _____ and _____ refer to two types of mental responses consumers exhibit toward stimuli and events in their environment.

Question 59

Why is cognition important to marketers?

Question 60

Briefly describe the levels of consumer analysis.