Deck 1: Consumer Behaviour and Marketing Strategy

Question 1

Market segmentation enables a business to treat all consumers the same.

Answer 1

False

Question 2

To be successful, a new product:

A) must be a true innovation.
B) must be priced higher than competing products when first introduced.
C) must be priced lower than competing products when first introduced.
D) must solve a consumer problem.

Answer 2

D

Question 3

An understanding of consumer behaviour:

A) is based on the corporate strategy.
B) is not considered by top executives in large multinational companies.
C) is only useful for planning purposes but not for managing purposes.
D) contributes to the long-term success of a company's products.

Answer 3

D

Question 4

Which is not an element of the marketing mix?

A) product
B) people
C) place
D) price

Question 5

The government cannot regulate marketing activities.

Question 6

Customer value is:

A) derived from the price of the product.
B) the difference between all of the benefits derived from the total product and all of the costs of acquiring those products.
C) the cost to the consumer of altering their behaviour to buy a product.
D) the difference between the perceived financial and social costs in obtaining the product and the financial and social gain in owning the product.

Question 7

Applications of theories and information about consumer behaviour are almost non-existent.

Question 8

Information search is usually external in nature.

Question 9

The consumer behaviour audit guarantees a successful strategy.

Question 10

Consumer behaviour is not about how and why consumers purchase a product.

Question 11

Consumer behaviour theory provides the manager with:

A) more problems than it solves.
B) concrete solutions to most marketing problems.
C) the proper questions to ask in specific market decision situations.
D) none of the given answers.

Question 12

Consumerism is a movement that aims to minimise consumption of all products and restrict the use of consumer behaviour theories in practice.

Question 13

Marketing researchers talk to hundreds of consumers to find out what their attitudes about products and advertising are.

Question 14

A consumer behaviour audit is an audit of consumer behaviour undertaken with help from the accounting department.

Question 15

Consumer behaviour draws on many disciplines, such as:

A) clinical psychology.
B) experimental psychology.
C) sociology.
D) all of the given answers.

Question 16

Marketing researchers 'talk' to hundreds of consumers to find out:

A) what they feel about their 'roles' in the family and society.
B) how they use various products.
C) their hopes and dreams for themselves and their families.
D) all of the given answers.

Question 17

Positioning:

A) can be based only on real product advantages.
B) is the same as repositioning.
C) is the way a product compares to its competitors, as perceived by consumers.
D) is generally limited to observable behaviour.

Question 18

The marketing manager can view the consumer as a problem solver.

Question 19

Benefit segmentation:

A) is useful only for business-to-business products.
B) involves a focus on the particular outcome consumers seek from using a product.
C) involves a focus on emotional appeals.
D) is useful only for consumer products.

Question 20

Consumer behaviour is:

A) a complex, multidimensional process.
B) easily understood by marketing managers.
C) a complex, unidimensional process.
D) none of the given answers.

Question 21

Post-purchase process includes:

A) use.
B) disposal.
C) repurchase behaviour.
D) all of the given answers.

Question 22

Which of the following is not an example of internal influences in the consumer behaviour audit?

A) Is the product suited for particular personality types?
B) Who in the household evaluates the price of the product?
C) What is the ideal version of this product in each market segment?
D) Will price be perceived as an indicator of status?

Question 23

A group is made up of:

A) people who tend to know each other.
B) two or more people who have a purpose for interacting over some extended period of time.
C) two or more people who occupy the same space in any one moment.
D) all of the given answers.

Question 24

Which of the following often leads to lifestyle changes?

A) the results of past consumption decisions
B) time-related events such as ageing
C) external events such as a job change
D) all of the given answers

Question 25

We learn our culture and social class through:

A) reference groups.
B) the mass media.
C) religious institutions.
D) all of the given answers.

Question 26

Which is the following is not one of the major questions related to social class?

A) On what characteristics is the social structure is built?
B) What degree of consumerism is there in a given society?
C) To what extent do various societies structure and rank individuals?
D) In what ways does the social structure influence consumer lifestyle?

Question 27

The product section of the consumer behaviour audit covers which of the following influences?

A) external
B) internal
C) decision-process
D) all of the given answers.

Question 28

The marketing manager should view the consumer as:

A) a decision-making unit.
B) a problem solver.
C) being primarily concerned with economic factors.
D) automatically responding in set ways to marketing stimuli.

Question 29

Non-verbal communication:

A) is irrelevant for marketing strategy.
B) is important in dealing with other cultures.
C) is the same across all cultures.
D) None of the given answers are correct.

Question 30

Motives are:

A) forces that initiate and direct consumer behaviour.
B) physiologically based guides to behaviour.
C) psychologically based patterns of behaviour.
D) future based responses to current stimuli.

Question 31

Consumer lifestyle includes:

A) a focus on luxury goods.
B) good and services we buy.
C) rejection of materialism.
D) none of the given answers.

Question 32

Groups serve as a ____________ and as a ___________ for the individual.

A) social stimulant; social determinant
B) segmentation point; target market
C) reference point; source of information
D) None of the given answers are correct.

Question 33

The post-purchase process involves:

A) consumer redress.
B) consumer satisfaction.
C) product safety.
D) all of the given answers.

Question 34

The consumer behaviour audit is a:

A) review of marketing recommendations.
B) checklist to evaluate marketing strategies.
C) systematic review of all important aspects of consumer behaviour.
D) checklist to evaluate marketing strategies and systematic review of all important aspects of consumer behaviour.

Question 35

Social class:

A) is unrelated to consumer lifestyle.
B) relates only to purchase of durable goods.
C) does not relate to values and attitudes.
D) relates to ranking of individuals.

Question 36

Global marketing is:

A) rapidly sweeping the world and leading to the largest period of sustained global economic growth ever experienced.
B) the cause of consumerism.
C) a form of international marketing that aims to target particular consumer segments using a standardised marketing mix.
D) necessary for any company to understand consumer behaviour.

Question 37

All of the following relate to culture except:

A) values.
B) beliefs.
C) basic physiological motives.
D) habits.

Question 38

Injurious consumption is:

A) the way an individual behaves in a group.
B) consumer behaviour that may be harmful to oneself.
C) consumer behaviour that may be harmful to others.
D) all of the given answers.

Question 39

The household:

A) has a regular life cycle.
B) has a predictable life cycle.
C) can be used to develop aggregate pictures of the purchase needs of individuals at each stage.
D) All of the given answers are correct.

Question 40

Consumerism and consumer behaviour deals with:

A) the study of consumer behaviour and socialism.
B) consumer protection and governmental regulation of marketing.
C) non-profit consumer marketing.
D) none of the given answers.

Question 41

Which steps exist in the consumer decision-making process?

Question 42

Postmodernists use:

A) ethnography.
B) content analysis of popular media.
C) introspection.
D) all of the given answers.

Question 43

Examples of injurious consumption include:

A) abusing a loved one.
B) gambling as an addiction that leads to bankruptcies.
C) over-consumption of alcohol that leads to road accidents.
D) gambling as an addiction that leads to bankruptcies and over-consumption of alcohol that leads to road accidents.

Question 44

Describe the elements of the marketing mix and explain why these are important for consumer behaviour.

Question 45

Attitudes represent:

A) a basic orientation for or against some object.
B) non-factual as opposed to factual information.
C) emotional as opposed to rational evaluations.
D) subjective as opposed to objective feelings.

Question 46

How does the consumer decision-making process differ for low- versus high-involvement purchases?

Question 47

In low-involvement purchase decisions:

A) there is simple evaluation of performance.
B) substitution is less likely.
C) many performance criteria are used.
D) All of the given answers are correct.

Question 48

Postmodernists believe all of the following except:

A) that all reality is constructed by the individual or group.
B) that knowledge is independent of time.
C) that all reality is determined by an individual or group even more than by objective reality.
D) that there are multiple realities.

Question 49

Personality is considered to reflect:

A) socially accepted ways of behaving.
B) the objectives an individual desires to achieve.
C) a consistent pattern of responses to a variety of situations.
D) all of the given answers.

Question 50

Modernism is based on:

A) reason and a rational order.
B) autonomous investigators and subjects.
C) the existence of a single objective reality.
D) all of the given answers.

Question 51

In high-involvement purchase decisions:

A) there is limited external information search.
B) problem recognition is trivial to minor.
C) many alternatives are considered.
D) substitution is highly possible.

Question 52

Which of the following is not a component of an attitude?

A) cognitive (beliefs)
B) affective (feelings)
C) behavioural (response tendencies)
D) attributions (causative assignments)

Question 53

Postmodernists tend to view knowledge as being dependent on all of the following except:

A) time.
B) culture.
C) geography.
D) context.

Question 54

The consumer decision-making process begins with:

A) marketing efforts.
B) the recognition of a difference between an existing and a desired state.
C) the alternatives available.
D) none of the given answers.