Question 1

____ activities are used by public health advocates to influence people to abstain from illegal drugs or stop underage smoking.

Accepted Answer

Demarketing is specifically aimed at reducing demand for harmful products or behaviors, such as illegal drug use or underage smoking, by discouraging their use through various strategies.

Question 2

Which of the following is not an example of demarketing activities aimed at consumers?

Accepted Answer

All the options listed (warning labels, advertising restrictions, bans from smoking in public places, and higher taxes on cigarettes) are examples of demarketing activities. Demarketing is aimed at reducing demand for products that are harmful to health or the environment, among other reasons.

Question 3

"Only the customer can fire us all" implies that:

Accepted Answer

This statement emphasizes the power of consumer choice in the marketplace. It suggests that businesses survive and thrive based on their ability to satisfy customer needs and preferences. If customers are not satisfied, they can choose not to purchase from a company, effectively "firing" it by taking their business elsewhere. This highlights the importance of consumer demand in determining the success or failure of firms.

Question 4

Many firms are trying to develop relationships with their customers because:

Accepted Answer

New customers are indeed expensive to recruit, and developing relationships helps in retaining them, making choices B and C correct.

Question 5

Consumer product manufacturers study consumer behavior to influence:

Accepted Answer

Consumer product manufacturers study consumer behavior to influence brand choice, purchase, and consumption, as all these factors are crucial for their marketing strategies and product success.

Question 6

The retail supply chain does not include:

Accepted Answer

Public policy makers are not directly involved in the retail supply chain, which typically includes manufacturers, wholesalers, and retailers.

Question 7

Facilitating organizations include:

Accepted Answer

Facilitating organizations are those that assist in the distribution and marketing process, which includes advertising and research firms, financial institutions, and transportation or logistic firms.

Question 8

In the early days of the American Colonies, the power within the retail supply chain was held primarily by:

Accepted Answer

In the early days of the American Colonies, wholesalers held the most power in the retail supply chain as they were responsible for importing goods and distributing them to retailers.

Question 9

The selling of the Ford Model T was an example of a ____ orientation.

Accepted Answer

The Ford Model T was sold using a manufacturing orientation, focusing on mass production and efficiency to make cars affordable and accessible to the general public.

Question 10

Having what consumers are likely to buy is a characteristic of a ____ orientation.

Accepted Answer

A marketing orientation focuses on understanding and meeting the needs and desires of consumers, which includes having products that consumers are likely to buy. Manufacturing orientation focuses on production efficiency, and selling orientation focuses on creating sales transactions, rather than primarily on what consumers want to buy.

Question 11

Whereas a ____ focuses on how an organization adapts to consumers, a ____ extends this focus to how all organizations in a demand chain adapt to changing consumer lifestyles and behaviors.

Accepted Answer

A marketing orientation focuses on adapting to consumers' needs and wants, while a comprehensive consumer orientation extends this focus to how all organizations in a demand chain adapt to changing consumer lifestyles and behaviors, making it a broader approach.

Question 12

Consumer research has three major methodological approaches. These are:

Accepted Answer

The three major methodological approaches in consumer research are observational, interviews and surveys, and experimentation. These methods are widely used to gather data about consumer behavior and preferences.

Question 13

____ is a method in which a researcher accompanies consumers through the shopping and consumption processes.

Accepted Answer

Shadowing is a qualitative research method where the researcher observes and follows a consumer during their shopping and consumption activities to gain insights into their behaviors and preferences.

Question 14

A consumer researcher conducting psychophysiological observations would be more likely to use which of the following methods to gather data?

Accepted Answer

Psychophysiological observations involve measuring physiological responses to understand psychological phenomena. Biofeedback measures physiological functions to train individuals to control them. Magnetic resonance imaging (MRI) can observe brain activity and structures, providing insights into psychological states. Vocal analysis can reveal psychological states through changes in voice. Therefore, all these methods (A, B, and C) are relevant for psychophysiological observations.

Question 15

Focus groups and longitudinal studies are examples of:

Accepted Answer

Focus groups and longitudinal studies are primarily associated with interviews and surveys, as they involve collecting data from participants over time or in group settings to gather insights or opinions.

Question 16

____ usually consist of 8 to 12 people involved in a discussion led by a moderator skilled in getting consumers to discuss a subject thoroughly.

Accepted Answer

Focus groups typically consist of 8 to 12 participants and are led by a moderator to encourage in-depth discussion on a particular subject, making them a popular method for gathering qualitative data.

Question 17

Suppose you are interested in measuring consumers' opinions repeatedly over time in order to see if there is a change in these opinions. Which type of methodology would be most appropriate for you to use?

Accepted Answer

Longitudinal studies are designed to collect data from the same subjects repeatedly over a period of time. This makes them ideal for measuring changes in consumers' opinions over time.

Question 18

____ attempts to understand cause-and-effect relationships by carefully manipulating independent variables.

Accepted Answer

Experiments are designed to understand cause-and-effect relationships by manipulating independent variables and observing the effects on dependent variables.

Question 19

According to Chapter 1, which of the following is not a drawback of choice modeling?

Accepted Answer

Gender differences in the participant pool biasing the analysis is not specifically mentioned as a drawback of choice modeling in Chapter 1. The other options (A and C) are common concerns in choice modeling related to the reliability and relevance of the data and the complexity of interpreting interrelated variables.

Question 20

Chapter 1 indicates that the text was written with some underlying principles about consumers. Which of the following is not one of them?

Accepted Answer

All the options (A, B, C, D) represent principles that are typically discussed in the context of consumer behavior or marketing, suggesting that they are indeed underlying principles about consumers mentioned in Chapter 1.

Quiz 1: Consumer Behavior and Consumer Research