Deck 1: Buying,having and Being

Question 1

A basic biological motive is called a ________.

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

Answer 1

C

Question 2

Buy Nothing Day and TV Turnoff Week,events designed to discourage rampant commercialism,are examples of ________.

A) synchronous interactions
B) economics of information
C) green marketing
D) culture jamming

Answer 2

D

Question 3

The term ________ refers to an environment in which an individual can dictate to a company the type of products he or she wants and how,when and where he or she wants to learn about them.

A) database market
B) consumerspace
C) social market
D) consumption community

Answer 3

B

Question 4

The sociological perspective of ________ takes the view that much of consumer behaviour resembles actions in a play.

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

Question 5

A(n)________ is a person who identifies a need or desire,makes a purchase,and then disposes of a product.

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

Question 6

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

A) Income level
B) Personality
C) Ethnicity
D) Family structure

Question 7

Which of the following terms refers to the online means of communication,conveyance and collaboration among interdependent and interconnected networks of people,communities and organisations?

A) Open data partnership
B) Social media
C) Synchronous interaction
D) Asynchronous interaction

Question 8

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 behaviour
D) Marketing research

Question 9

Which of the following is an example of C2C e-commerce?

A) RFID tags
B) Virtual brand communities
C) Database marketing
D) Green marketing

Question 10

Which of the following is NOT an Australian Government Agency established to oversee consumer-related activities and to promote competition and fair trade in the marketplace?

A) The Food and Drug Administration
B) Consumers Online
C) The Australian Competition and Consumer Commission (ACCC)
D) The Australian Securities and Investments Commission (ASIC)

Question 11

A marketer who segments a population by age and gender is using ________ to categorise consumers.

A) demographics
B) psychographics
C) roles
D) lifestyle

Question 12

A digital native is someone who ________.

A) grew up in a 'wired' and highly networked world
B) is a heavy user of alternate reality games (ARGs)
C) participates in database marketing
D) belongs to a consumption community

Question 13

In an online ________,members share opinions and recommendations about products.

A) market segment
B) consumption community
C) marketing database
D) culture jam

Question 14

Rules of conduct based on universal values such as honesty,trustworthiness and fairness that guide actions in the marketplace are referred to as ________.

A) social marketing policies
B) consumer activism policies
C) business norms
D) business ethics

Question 15

According to the ________ perspective,advertising is an important source of consumer information.

A) consumerist
B) database marketing
C) transformative consumer
D) economics of information

Question 16

A consumer with a(n)________ attachment to a product uses the product as part of his or her daily routine.

A) nostalgic
B) interdependent
C) psychographic
D) positivist

Question 17

A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.

A) asynchronous interactions
B) market segmentation strategies
C) the 80/20 strategy
D) economies of information

Question 18

Which of the following marketing philosophies emphasises interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time?

A) Differentiated marketing
B) Global marketing
C) Social marketing
D) Relationship marketing

Question 19

A consumer researcher who examines consumers' lifestyles and personalities is studying ________.

A) demographics
B) psychographics
C) social class
D) usage rates

Question 20

According to the basic marketing concept,a firm exists to ________.

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

Question 21

Which of the following social science fields would most likely be associated with micro consumer behaviour?

A) Experimental psychology
B) Social psychology
C) Demographics
D) Cultural anthropology

Question 22

Of the following,a proponent of ________ would be most likely to argue that our society emphasises science and technology too much.

A) consumerism
B) positivism
C) modernism
D) interpretivism

Question 23

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her school formal.The stores were crowded,and none of her favourite shops carried a dress that she liked in her size.After spending hours at the shopping centre,Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right.This decision took place in the ________ stage of Jenny's consumption process.

A) prepurchase
B) purchase
C) postpurchase
D) influence

Question 24

Researchers who argue that the field of consumer behaviour should not be a 'handmaiden to business' believe that consumer behaviour research should ________.

A) have a market-oriented focus
B) aim to apply knowledge to increasing profits
C) focus on understanding consumption for its own sake
D) be judged in terms of its ability to improve marketing practices

Question 25

Another term for positivism is ________.

A) interpretivism
B) pluralism
C) modernism
D) postmodernism

Question 26

George says that he sees everything as "black or white-no in between".George would most accurately be characterised as a(n)________.

A) positivist
B) collectivist
C) interpretivist
D) consumerist

Question 27

A soft drink company decided to produce a cola drink with more caffeine than usual in the hope of preventing current teen and early-twenties customers from shifting to coffee and tea drinks after graduating from university.The company test-marketed this new product at a Melbourne university.The company has segmented the market based on ________.

A) psychographics
B) lifestyle
C) demographics
D) usage rates

Question 28

Evan does business in South America.He has mastered Spanish and many cultural norms,but he still has problems with cultural differences in ethics.Many of the regulatory officials Evan must deal with expect bribes.Evan solves this problem by bringing with him a number of moderately priced watches.When an official admires his watch,Evan offers it to him or her as a gift.Later he puts a new watch on his wrist.Evan's situation demonstrates that ________.

A) different cultures define ethical business behaviours differently
B) laws regulating business have become uniform because of the demands of a global economy
C) a small lapse of ethics is acceptable
D) universal values are the basis of business ethics

Question 29

The goals of helping people and bringing about social change are the focus of ________.

A) relationship marketing
B) social media
C) transformative consumer research
D) open data partnerships

Question 30

Morris Davis believes that advertising and marketing have too much impact on a consumer's daily life.To fight this problem,Mr.Davis recently launched a Web site called 'Junk It!'.His Web site invites disgruntled consumers to communicate with him about marketing invasions of their privacy and individual space.Mr.Davis believes that change comes slowly but that consumers must fight to preserve their culture and freedom from marketers and advertisers.Which of the following terms best expresses the actions being taken by Mr.Davis to disrupt what he perceives as inappropriate marketing and advertising actions?

A) Marketing myopia
B) Cultural symbolism
C) Culture jamming
D) Transformative consumer research

Question 31

Which of the following social science fields would most likely be associated with macro consumer behaviour?

A) Experimental psychology
B) Clinical psychology
C) Human ecology
D) Cultural anthropology

Question 32

An advertisement for a national shampoo shows a plain woman using the product,then transforming into a gorgeous woman with a new hairstyle,dressed in elegant clothes,waiting for the 'man of her dreams' to appear on her doorstep.This advertisement best illustrates which of the following criticisms of the marketing system?

A) Marketing makes society overly materialistic.
B) Marketers promise miracles.
C) Marketers create needs.
D) Marketers control popular culture.

Question 33

The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm.

A) positivist
B) pragmatic
C) interpretivist
D) consumerist

Question 34

Many firms choose to protect or enhance the natural environment as they go about their business activities.This practice is known as ________.

A) consumer marketing
B) social marketing
C) natural marketing
D) green marketing

Question 35

Social critics have maintained that marketing leads people to buy products that they neither want or need.However,the failure rate of new products is reportedly as high as 80 per cent.Which of the following best reconciles these two seemingly opposite views of marketing?

A) The social critics are simply wrong. People are not influenced by marketing.
B) Though consumers are highly influenced by marketing, most failed products have technical flaws.
C) Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way they please.
D) Purchase is a function of marketing, but business failure is unrelated to marketing.

Question 36

Professor Franklin had a time machine and travelled back to 1975.He told a 1975 marketing class that in the future it would become popular among high school and university students to put holes through various parts of their anatomy and to attach metal plugs and ornaments through those holes.The students laughed at Professor Franklin and said they couldn't imagine that anyone would do that to his or her own body.What aspect of consumer behaviour did the students not understand?

A) They didn't understand the impact of popular culture in influencing consumers.
B) They didn't understand that lifestyle issues are more important than social class issues.
C) They didn't understand the meaning of consumption.
D) They didn't understand the importance of culture jamming.

Question 37

A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single,objective truth that can be discovered by science.

A) fundamentalism
B) interpretivism
C) positivism
D) postmodernism

Question 38

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 of the following types of relationships 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) Cohort attachment

Question 39

A student of postmodernism is most likely to believe that the world in which we live is a(n)________,or a mixture of images.

A) alternate reality
B) paradigm
C) consumerspace
D) pastiche

Question 40

Which of the following best characterises social critic Vance Packard's position on the possibility of marketing efforts manipulating consumers' thoughts?

A) Marketers don't have enough knowledge to manipulate consumers.
B) Marketers have been successful in manipulating consumers' emotions, but not thought processes.
C) Marketers have used knowledge of the social sciences to channel consumer habits, decisions and thoughts.
D) The public has been unnecessarily frightened by allegations of marketing manipulation that are blatantly false.

Question 41

Texting back-and-forth with a friend is an example of asynchronous interaction.

Question 42

A market researcher who analyses a population of consumers using the variable of marital status is segmenting the population by the demographic category of family structure.

Question 43

A common way to segment consumers is to identify which consumers are heavy users of a given product.

Question 44

A paradigm is a belief that guides an understanding of the world.

Question 45

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

Question 46

Consumer-generated content is one of the trends that help to define the era of Web 2.0.

Question 47

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

Question 48

Because consumer behaviour is now examined as an entire consumption process that includes prepurchase and postpurchase issues,exchange theory is no longer relevant to the study of consumer behaviour.

Question 49

Demographics refer to aspects of a person's lifestyle and personality.

Question 50

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

Question 51

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

Question 52

Ethics are universal in that ethical business practices in one country are the same as in other countries.

Question 53

According to the definition of consumer behaviour,how a consumer disposes of an idea and accepts another is NOT part of consumer behaviour.

Question 54

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

Question 55

Which of the following is the best tool for consumer activists to use in efforts to make the public aware of unethical or questionable marketing behaviour?

A) Web 2.0
B) B2C e-commerce
C) Economics of information
D) Compulsive consumption

Question 56

Demographics are statistics that measure observable aspects of a population.

Question 57

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 unimportant.

Question 58

Which of the following consumer behaviour issues discussed in the chapter would be most accurately classified as a micro consumer behaviour topic?

A) How marketing campaigns have influenced popular culture
B) How individual consumers perceive advertisements
C) How consumers in different geographic regions respond differently to marketing campaigns
D) How the growth of C2C e-commerce has affected marketing strategies

Question 59

In Australia,laws have been proposed to allow criminal charges to be laid on any Australian citizens engaged in bribery,irrespective of its acceptability in the country where they are doing business.

Question 60

Global consumer culture and popular culture are interchangeable terms.

Question 61

The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a 'uniform.' For example,cyclists have spandex and helmets,while fly fishermen have vests and floppy hats.

Question 62

One beer distributor identified a marketing segment as the 'campus guzzlers.' Explain what could be used to identify this segment and why.

Question 63

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

Question 64

List and briefly characterise four types of relationships a person might have with a product.Be specific.

Question 65

Compare and contrast the paradigms of positivism and interpretivism.Be specific in your comments and explanations.

Question 66

Wal-Mart began a new campaign to sell outdoor furniture.In emphasising how outdoor furniture has been used over the decades in movies and books,by celebrities,and as essential ingredients for home entertainment,the campaign is drawing upon popular culture.

Question 67

Some critics of marketing have said that consumers are manipulated into buying products they really don't need and wouldn't even consider buying without the false wants created by the marketing system.A strong counterargument to this criticism is that wants are basic biologically-based motives that cannot be created by marketers.

Question 68

Different issues for marketers and consumers arise in the consumption process.Identify questions that might be asked from the consumer's perspective and from the marketer's perspective in the prepurchase and purchase stages of the consumption process.

Question 69

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

Question 70

A person who believes that science can fix or find a cure for anything most likely follows the philosophy of interpretivism.

Question 71

In the era of Web 2.0,the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce.

Question 72

Psychographic information is not considered to be demographic data because this type of information is not directly observable.

Question 73

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

Question 74

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

Question 75

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

Question 76

Briefly explain how marketers play a significant role in our view of the world and how we live in it.Give a specific example.

Question 77

Arthur was a good mechanic and finally opened his own repair shop.He wanted to be seen as a responsible merchant,so he installed the latest recycling and safe disposal systems for oil and anti-freeze.Arthur was engaging in green marketing.

Question 78

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

Question 79

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

Question 80

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