Question 1

The societal marketing concept advocates a short-term perspective in driving for increased market share and quick profits.

Accepted Answer

The societal marketing concept advocates for a long-term perspective that takes into consideration the well-being of society and the environment, rather than just driving for increased market share and quick profits.

Question 2

Imagine you are training a marketing intern on how your company, which markets athletic footwear, uses market segmentation, target marketing and positioning. Explain what each is and provide an example.

Accepted Answer

The answer of Imagine you are training a marketing intern...

Question 3

Customization is more practical and effective for marketers who are selling low involvement products.

Accepted Answer

Customization is typically more effective for high involvement products where customers are more engaged in the purchase process and seek products that closely match their preferences. Low involvement products often do not require or benefit as much from customization.

Question 4

Purchase behavior and post purchase evaluation are elements of the input stage of the consumer decision-making model.

Accepted Answer

Purchase behavior and post purchase evaluation are elements of the output stage of the consumer decision-making model, not the input stage. The input stage includes problem recognition, information search, and alternative evaluation.

Question 5

The Physicians Committee for Responsible Medicine targeted Burger King in television commercials that blame it for heart disease.

Accepted Answer

The answer of The Physicians Committee for Responsible Medicine targeted...

Question 6

When Amazon buyers find books instantly, read sample pages and reviews posted by other readers, and begin reading purchased books within minutes after placing their orders, Amazon collects information about what books they looked at, the sample pages and reviews they clicked on, and the time spent on each activity. This is an example of a value exchange.

Accepted Answer

The text describes a scenario where Amazon is providing convenience and speed to its buyers in exchange for collecting information about their activity on the website. This is an example of a value exchange where both parties (Amazon and the buyers) benefit.

Question 7

Sophisticated marketers today practice selective relationship building, which can lead to companies rejecting or firing certain types of consumers.

Accepted Answer

Sophisticated marketers may choose to focus on building and maintaining relationships with a specific target audience, and may choose to reject or let go of consumers who do not fit within that target audience. This is known as selective relationship building.

Question 8

Much like traditional television advertising, digital technologies allow for two-way interactive exchanges between customers and marketers.

Accepted Answer

The answer of Much like traditional television advertising, digital technologies...

Question 9

In terms of expectations, when is a customer not satisfied, satisfied, and delighted?

Accepted Answer

The answer of In terms of expectations, when is a...

Question 10

Courtney has been looking at laptop computers for a while and has decided to purchase a Dell. Courtney's decision to purchase a Dell signifies the output stage of decision making.

Accepted Answer

The output stage of decision making refers to the actual implementation or execution of the decision, which in this case is the purchase of the Dell laptop by Courtney.

Question 11

Define consumer behavior. What is the scope of consumer behavior?

Accepted Answer

The answer of Define consumer behavior. What is the scope...

Question 12

The three drivers of successful relationships between marketers and customers are customer value, high levels of customer satisfaction, and customer retention.

Accepted Answer

Customer value, high levels of customer satisfaction, and customer retention are considered the three key drivers of successful relationships between marketers and customers.

Question 13

Customer satisfaction is a function of customer expectations.

Accepted Answer

Customer satisfaction is the degree to which a customer's expectations are met or exceeded. Therefore, customer satisfaction is directly related to customer expectations.

Question 14

Cross-screen marketing consists of tracking and targeting users across their computers, mobile phones and tablets.

Accepted Answer

Cross-screen marketing is the practice of identifying and targeting users across multiple devices and screens, including computers, smartphones, and tablets.

Question 15

Identify the three conditions under which customization is most likely to be effective and provide an example of a successful customizable offering that meets these criteria.

Accepted Answer

The answer of Identify the three conditions under which customization...

Question 16

Identify and discuss the reasons for which small reductions in customer defections produce significant increases in profits.

Accepted Answer

The answer of Identify and discuss the reasons for which...

Question 17

Identify and briefly describe the two interrelated forms of customer engagement with marketers. Provide an example that shows why a company needs to consider both types of engagement.

Accepted Answer

The answer of Identify and briefly describe the two interrelated...

Question 18

Provide three specific examples of how the Internet and related technologies improve marketing transactions by adding value that benefits marketers and/or customers.

Accepted Answer

The answer of Provide three specific examples of how the...

Question 19

The internet offers marketers the ability to customize their products, services, and promotional messages to individual consumers, as seen in how Amazon.com sends emails to customers who are interested in a product category telling them about a new promotional offer.

Accepted Answer

This statement is true. The internet has made it easier for marketers to collect data on individual consumers and tailor their marketing efforts accordingly. This customization can include personalized product recommendations, targeted advertising, and promotional messages sent directly to consumers who have shown interest in a particular product or service. Amazon is a prime example of a company that uses these tactics to strengthen customer relationships and drive sales.

Question 20

The downside of electronic communications is marketers have less ability to gauge the effectiveness of their promotional messages than they did via traditional media outlets.

Accepted Answer

Electronic communications offer advanced analytics and tracking mechanisms, allowing marketers to measure the effectiveness of their promotional messages more precisely than traditional media outlets.

Quiz 1: Consumer Behavior: Information-Driven Consumer Behavior