Question 1

A marketer who segments a population by age and gender is using ________ to categorize consumers.
A) demographics
B) psychographics
C) roles
D) lifestyle

Accepted Answer

Demographics refer to characteristics such as age, gender, income, education, and occupation, which can be used to categorize consumers into different segments for marketing purposes. Psychographics refer to consumers' attitudes, values, and interests, while roles and lifestyle refer to consumers' behaviors and activities. Therefore, the marketer is using demographics to categorize consumers in this scenario.

Question 2

Why is age a common demographic category used in understanding consumer behavior?
A) Different age groups have different needs and wants.
B) Age is easier to categorize than gender.
C) Generational groups tend to be similar.
D) all of the above

Accepted Answer

A

Question 3

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

Accepted Answer

Consumer behavior is the study of how individuals or groups choose, use, and dispose of products, services, ideas, or experiences to satisfy their needs and desires. Lifestyle marketing focuses on reaching consumers based on their values, attitudes, interests, and activities. Role theory is a sociological theory that studies how individuals behave in different social roles. Marketing research is the process of gathering and analyzing data to inform marketing decisions.

Question 4

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

Accepted Answer

People who belong to the same social class are most likely to have a similar income level in common. Personality, ethnicity, and family structure can vary greatly even within the same social class.

Question 5

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 gave up and decided to order her dress online and just return it if it wasn't exactly right. This story is an example of how consumer behavior is a(n) ________.
A) industry
B) process
C) art form
D) theory

Accepted Answer

Consumer behavior refers to the process by which consumers make decisions about what to buy, where to buy it, and how much to spend. In this story, Jenny went through this process by going to multiple stores and ultimately deciding to purchase online.

Question 6

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

Accepted Answer

The definition described in the question perfectly matches the behavior of a consumer. Therefore, option B is the correct answer. A marketer is someone who promotes and sells products or services, an influencer is someone who has the power to affect the purchasing decision of others, and a content generator is someone who creates content for marketing purposes.

Question 7

Which of the following best explains how a minority of a product's users make up a majority of sales of that product?
A) culture of participation theory
B) the 80/20 rule
C) positivism
D) role theory

Accepted Answer

The 80/20 rule, also known as the Pareto principle, states that 80% of effects come from 20% of causes. In the context of product sales, this means that a minority (likely around 20%) of the product's users are responsible for the majority (likely around 80%) of its sales. This phenomenon is observed across many industries and has important implications for marketing and product development strategies.

Question 8

A soft drink company decided to produce a cola drink with more caffeine than usual in hopes of preventing current teen and early-twenties customers from shifting to coffee and tea drinks after graduating from college. The company test-marketed this new product at a Midwestern university. The company has segmented the market based on ________.
A) psychographics
B) lifestyle
C) demographics
D) usage rates

Accepted Answer

The market segmentation was based on demographics, specifically targeting teens and early-twenties customers who are currently in college or university.

Question 9

Big data is generated from ________.
A) smartphone GPS signals
B) credit card transactions
C) social media posts
D) all of the above

Accepted Answer

Big data is generated from various sources including smartphone GPS signals, credit card transactions, social media posts and other digital activities. Therefore, the correct answer is option D, which includes all of the above mentioned sources.

Question 10

A consumer experience that integrates multiple media channels, ranging from television, email, and digital, to engage a community of players who collaborate to solve a puzzle is called a(n) ________.
A) social game
B) casual game
C) transmedia story
D) alternate reality game

Accepted Answer

The description of a consumer experience that integrates multiple media channels and involves collaboration to solve a puzzle matches the characteristics of an alternate reality game (ARG). ARGs typically use various media channels such as TV, email, and digital platforms to create an immersive and interactive experience for players. Players work together to solve puzzles and unravel a story that is told across multiple channels. Social games and casual games may involve multiple players, but they do not necessarily involve multiple media channels or collaborative problem-solving. Transmedia stories may use multiple media channels to tell a cohesive story, but they may not necessarily involve active participation or problem-solving by a community of players.

Question 11

Wal-Mart 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

Accepted Answer

This is an example of database marketing, where customer information is collected and used to tailor products and services towards their needs.

Question 12

Which of the following marketing philosophies emphasizes 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

Accepted Answer

Relationship marketing emphasizes building strong, long-term relationships with customers by constantly interacting with them and offering them incentives to stick with the brand.

Question 13

Which of the following time periods is encompassed in the study of consumer behavior?
A) pre-purchase
B) purchase
C) post-purchase
D) all of the above

Accepted Answer

The study of consumer behavior encompasses all three time periods - pre-purchase, purchase, and post-purchase. This is because consumer behavior involves the decision-making process that occurs in each of these stages, as well as the post-purchase evaluation and possible repurchase decisions.

Question 14

According to the basic marketing concept, a firm exists to ________.
A) influence popular culture
B) dominate market share
C) nurture relationships
D) satisfy needs

Accepted Answer

The basic marketing concept states that a firm exists to satisfy the needs of its customers. The company's primary focus should be on identifying and meeting the needs of its target market, rather than simply trying to dominate market share or influence popular culture. The concept also emphasizes the importance of building and nurturing relationships with customers to build long-term loyalty and sales.

Question 15

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

Accepted Answer

Lifestyles shape the way consumers consume, and they provide marketers with a valuable lens for segmenting target markets. Lifestyles reveal how people express themselves in the activities they pursue and how they spend their time and money. Gender, age, and social class are also methods of segmentation, but they do not encompass as much detail as lifestyle segmentation.

Question 16

The term "big data" refers to the ________.
A) importance of database marketing
B) use of mainframe computers to model marketing problems
C) collection and analysis of extremely large datasets
D) implementation of new data mining technologies

Accepted Answer

Big data refers to the collection and analysis of extremely large datasets, often beyond the capabilities of traditional data processing tools. It involves utilizing advanced technologies and techniques to process, store, and analyze the data to uncover insights and patterns. It is not specifically related to database marketing, mainframe computers, or new data mining technologies.

Question 17

A consumer researcher who examines consumers' lifestyles and personalities is studying ________.
A) demographics
B) psychographics
C) social class
D) usage rates

Accepted Answer

Psychographics refers to the study of consumers' lifestyles, personalities, values, and attitudes, which can provide insights into their purchasing behavior. Demographics (A) refer to characteristics such as age, gender, income, and education, while social class (C) is based on factors like occupation, income, and education. Usage rates (D) reflect how often consumers use a particular product or service.

Question 18

Which of the terms below is used to describe the bond between product and consumer that is difficult for competitors to break?
A) brand loyalty
B) custom
C) patronage
D) relationship

Accepted Answer

Brand loyalty refers to the strong bond that exists between a product and its consumer, making it difficult for competitors to break. Consumers who exhibit brand loyalty will consistently choose the same brand for their products, even if other options are available. This loyalty is often a result of positive experiences with the brand or product, and can lead to increased revenue and customer retention for companies. Options B) custom, C) patronage, and D) relationship do not fully encompass the concept of brand loyalty.

Question 19

Which of the following is NOT a stage in the consumption process?
A) desire
B) pre-purchase
C) purchase
D) post-purchase

Accepted Answer

Desire is not considered a stage in the consumption process. The traditional stages of the consumption process are pre-purchase, purchase, and post-purchase. However, desire may play a role in influencing the pre-purchase stage as consumers may develop a desire for a product or service before they begin the actual process of making a purchase.

Question 20

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

Accepted Answer

Market segmentation strategies involves dividing a larger market into smaller groups of consumers with similar needs and characteristics. By targeting specific segments, marketers can tailor their messaging and promotions to better appeal to those consumers and increase their likelihood of becoming heavy users of the brand. This is more efficient than using a blanket approach to advertising to a wider audience.

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

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

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

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?

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

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

Which of the following best explains how a minority of a product's users make up a majority of sales of that product?

Big data is generated from ________.

A consumer experience that integrates multiple media channels, ranging from television, email, and digital, to engage a community of players who collaborate to solve a puzzle is called a(n) ________.

Wal-Mart 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.

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

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

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

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 ________.

The term "big data" refers to the ________.

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

Which of the terms below is used to describe the bond between product and consumer that is difficult for competitors to break?

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

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.