Question 1

John is the vice president of marketing for a local tour guide company. He is concerned that his customers are not recommending his company to their friends. For John,this problem is a:
A) purchase issue.
B) demographic problem.
C) prepurchase issue.
D) postpurchase issue.

Accepted Answer

The fact that John's customers are not recommending his company to their friends indicates that there is a problem with their post-purchase experience. This can be due to a variety of factors, such as a lack of satisfaction with the tour, poor customer service, or unmet expectations. John should focus on addressing these issues to improve customer satisfaction and generate positive word-of-mouth recommendations.

Question 2

Marketers who interact with their customers on a regular basis,and not just at the time of purchase,are most likely engaged in:
A) brand loyalty.
B) psychographic segmentation.
C) market segmentation.
D) relationship marketing.

Accepted Answer

Marketers who interact with their customers regularly and not just at the time of purchase are engaged in relationship marketing. This type of marketing focuses on building long-term relationships with customers through continuous communication and engagement. The goal is to create loyal customers who will keep coming back to the brand and also refer others to it.

Question 3

Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays. This is an example of:
A) a company seeking to attract lost clients back to base.
B) a social networking process.
C) a loss-leading promotion campaign.
D) relationship marketing.

Accepted Answer

This is an example of relationship marketing as the restaurant is seeking to build a long-term relationship with its customers by providing them with incentives to return to the restaurant on their birthdays.

Question 4

A fast-food chain describes its core customer as a single male under 30 years of age with a working-class job,who reads little,likes loud music,and hangs out with friends. This is an example of:
A) subculture.
B) marketing segmentation.
C) demographics.
D) a typical male Canadian consumer of burgers.

Accepted Answer

The description provided refers to a specific market segment that the fast-food chain is targeting, based on factors like age, gender, occupation, interests, and social behavior. This is an example of marketing segmentation, which allows companies to customize their products and messages to specific groups of consumers. It is not a subculture, which refers to a group with distinct values, beliefs, and practices that differ from those of the mainstream culture. It is also not a demographic, which typically refers to broader categories like age, gender, income, education, and ethnicity. The description is too specific and focused to represent the typical male Canadian consumer of burgers.

Question 5

In the early stages of development,what was the field of consumer behaviour known as? What important understanding of the exchange process does this change in name reflect?

Accepted Answer

The answer of In the early stages of development,what was...

Question 6

The collection and analysis of extremely large data sets:
A) result in delays in the development of marketing strategies.
B) do not aid with relationship marketing.
C) are called big data.
D) have declined in recent years.

Accepted Answer

The collection and analysis of extremely large data sets are called big data.

Question 7

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 is called:
A) market segmentation.
B) relationship marketing.
C) market research.
D) consumer behaviour.

Accepted Answer

Consumer behaviour is the study of the processes involved in the selection, purchase, use, and disposal of products, services, ideas, or experiences to satisfy needs and desires. Market segmentation is the identification of groups of consumers with similar needs and characteristics, while relationship marketing focuses on building long-term relationships with customers. Market research is the process of gathering and analyzing information about a target market.

Question 8

Gail decides to take a break from studying and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a/an:
A) lifestyle discussion.
B) brand competition.
C) consumption community.
D) marketplace competition.

Accepted Answer

Gail connecting with a product discussion group indicates that she is a part of a consumption community, where individuals share information and opinions about products they consume. This differs from brand competition, which refers to companies competing with each other for market share, and marketplace competition, which refers to all the firms that produce the same product or service competing with each other. It is not a lifestyle discussion since Gail is discussing a specific product rather than a broader topic related to her lifestyle.

Question 9

List the three stages of the consumption process,indicating for each stage some of the issues of concern to the consumer as well as to the marketer.

Accepted Answer

The answer of List the three stages of the consumption...

Question 10

If a product succeeds in satisfying needs and is purchased over and over again,it most likely has attained:
A) product separation.
B) brand loyalty.
C) lifestyle variation.
D) purchase conception.

Accepted Answer

Brand loyalty refers to a customer's allegiance to a particular brand or product. When a customer continues to purchase a product over and over again, it indicates that they are satisfied with the product and have developed a sense of loyalty towards it. This is a key factor in the success of a product, as it can lead to repeat business and positive word-of-mouth advertising.

Question 11

In studying consumers like Gail,a college student,marketers often find it useful to learn their interests in music or clothing,how they spend their leisure time,and even their attitudes about social issues,to be able to categorize consumers according to their lifestyles. This sort of information is called:
A) core values.
B) psychographics.
C) configurations.
D) physiognomies.

Accepted Answer

The information about Gail's interests, leisure time, and attitudes towards social issues are all examples of psychographic information. Psychographics refer to the study of consumers based on their lifestyle, interests, and attitudes, among other factors. This information is often used by marketers to tailor their marketing messages and products to appeal to specific segments of consumers. Core values refer to a person's fundamental beliefs and attitudes, while configurations and physiognomies are not relevant to this context.

Question 12

The expanded view of the exchange that includes the issues that influence the consumer before,during,and after a purchase is called:
A) the value.
B) the strategic focus.
C) the pre-sell strategy.
D) the consumption process.

Accepted Answer

The consumption process includes all the issues that influence the consumer before, during, and after a purchase. This includes factors such as pre-purchase research, decision-making process, post-purchase evaluation, and disposal of the product. Option A (the value) is a component of the consumption process, but does not encompass all the issues that influence the consumer. Options B and C (strategic focus and pre-sell strategy) are not related to the consumption process.

Question 13

Which of the following is NOT an example of a demographic variable?
A) age
B) geography
C) lifestyle
D) ethnicity

Accepted Answer

Demographic variables refer to characteristics of a population that can be measured quantitatively, such as age, gender, income, education level, occupation, ethnicity, and geography. Lifestyle, on the other hand, is a psychographic variable that refers to a person's attitudes, values, interests, and beliefs.

Question 14

Tina,a supervisor of displays for Sears Canada,knows that attractive displays can generate additional sales of particular items. From a marketer's perspective,this is:
A) a purchase issue.
B) a postpurchase issue.
C) merchandising complexity.
D) a loss leader.

Accepted Answer

The answer of Tina,a supervisor of displays for Sears Canada,knows...

Question 15

The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before,during,and after a purchase is made.

Accepted Answer

The statement is true. The expanded view of consumer behavior includes pre-purchase, purchase, and post-purchase stages.

Question 16

One of the fundamental premises of the modern field of consumer behaviour is that people often buy products not for what they do,but for what they:
A) cost.
B) mean.
C) look like.
D) promise.

Accepted Answer

The premise of consumer behaviour is that people often buy products for what they mean, such as the status or social identity that a product represents, rather than just for their functional benefits. Cost, appearance, and promises are all important factors, but they are secondary to the symbolic value that a product holds for the consumer.

Question 17

Mary designed an unsuccessful advertising campaign for a medical insurance company that was targeted at 18- to 34-year-old males. The campaign only included one commercial,which featured a young man who had become crippled in a skydiving accident. While planning the campaign,Mary failed to recognize that:
A) 18- to 34-year-old males are not interested in medical insurance.
B) not all 18- to 34-year-old males share the same lifestyle.
C) television commercials are not effective for advertising medical insurance.
D) she should have also segmented based on ethnicity.

Accepted Answer

Mary failed to recognize that not all 18- to 34-year-old males share the same lifestyle. By featuring a skydiving accident in the commercial, Mary assumed that all her target audience enjoy extreme sports, which is not necessarily true. By understanding that her target audience is diverse and has different interests, Mary could have designed a more effective campaign.

Question 18

Recently marketers have come to realize the value of relationship marketing. In marketing terms,"relationship marketing" means:
A) developing friendships with foreign governments so that American products can be sold in their countries at a fair price.
B) instituting practices that show companies' awareness of their responsibilities to the environment and society.
C) building bonds between brands and customers that will last over time.
D) using new electronic capabilities to ensure that all channel members work smoothly together, for example, in seeing that products get to retailers before retailers' inventories run out.

Accepted Answer

Relationship marketing is about building long-term connections between brands and customers. It involves creating loyalty programs, personalized communication, customer service that goes above and beyond, and other strategies that make customers feel valued and appreciated. It is about influencing the customer's mindset from transactional to transformational. The focus is on the lifetime value of the customer rather than just a one-time sale.

Question 19

In studying consumer behaviour,it is often useful to categorize people on the basis of some similarity. Descriptions such as age,gender,income,or occupation are called:
A) demographics.
B) psychographics.
C) personal profiles.
D) physiology.

Accepted Answer

Descriptions such as age, gender, income, or occupation are known as demographics. Psychographics refers to the study of personality, values, attitudes, interests, and lifestyle of consumers. Personal profiles are more specific and detailed descriptions of an individual's characteristics and preferences. Physiology refers to the study of the functions and workings of living organisms, including humans.

Question 20

Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.

Accepted Answer

Consumer behaviour as a discipline deals with various stages of the consumer decision-making process, including pre-purchase activities such as information search and post-purchase activities such as evaluation and satisfaction.

Quiz 1: An Introduction to Consumer Behaviour

John is the vice president of marketing for a local tour guide company. He is concerned that his customers are not recommending his company to their friends. For John,this problem is a:

Marketers who interact with their customers on a regular basis,and not just at the time of purchase,are most likely engaged in:

Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays. This is an example of:

A fast-food chain describes its core customer as a single male under 30 years of age with a working-class job,who reads little,likes loud music,and hangs out with friends. This is an example of:

In the early stages of development,what was the field of consumer behaviour known as? What important understanding of the exchange process does this change in name reflect?

The collection and analysis of extremely large data sets:

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 is called:

Gail decides to take a break from studying and goes online to check things out. She connects with one of the product discussion groups that she participates in. This is an example of a/an:

List the three stages of the consumption process,indicating for each stage some of the issues of concern to the consumer as well as to the marketer.

If a product succeeds in satisfying needs and is purchased over and over again,it most likely has attained:

The expanded view of the exchange that includes the issues that influence the consumer before,during,and after a purchase is called:

Which of the following is NOT an example of a demographic variable?

Tina,a supervisor of displays for Sears Canada,knows that attractive displays can generate additional sales of particular items. From a marketer's perspective,this is:

The expanded view of consumer behaviour recognizes that the consumption process includes issues that influence consumers before,during,and after a purchase is made.

One of the fundamental premises of the modern field of consumer behaviour is that people often buy products not for what they do,but for what they:

Recently marketers have come to realize the value of relationship marketing. In marketing terms,"relationship marketing" means:

In studying consumer behaviour,it is often useful to categorize people on the basis of some similarity. Descriptions such as age,gender,income,or occupation are called:

Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.