Question 1

All of the following are methods of segmenting the business market EXCEPT

Accepted Answer

Psychographics is a method typically used in consumer market segmentation to categorize people based on their attitudes, aspirations, and other psychological criteria, rather than in business market segmentation which focuses more on organizational characteristics and needs.

Question 2

Hershey has teamed up with Betty Crocker to introduce a new line of co-branded desserts,including cookies,cupcakes,and frostings.This is an example of

Accepted Answer

This is an example of a cobranded product because two brands, Hershey and Betty Crocker, are collaborating to create and market a new line of desserts together, combining their brand identities and strengths in the product offerings.

Question 3

Huang is tired of doing his laundry at the local laundromat and would like to buy a washer and dryer for his apartment.He notices that an online retail store is having a half-price sale.Huang is at what step of the consumer behavior process?

Accepted Answer

Huang is in the "Searching for alternatives" step as he is considering buying a washer and dryer due to the inconvenience of using a laundromat and has noticed a sale, indicating he is exploring options.

Question 4

Marketing is rarely useful as an education tool.

Accepted Answer

Marketing can be highly effective as an educational tool because it can inform and teach the target audience about products, services, and ideas, influencing their understanding and behaviors.

Question 5

Isabella has initiated a project to establish a company website for interactive electronic commerce that encourages customers to provide the company with information on their purchase decision factors,post-purchase evaluations,lifestyles,and future expectations for service.Isabella plans to use the Internet for

Accepted Answer

Isabella's project focuses on creating a platform for interactive electronic commerce that encourages customer engagement by sharing their purchase decision factors, post-purchase evaluations, lifestyles, and future expectations for service. This approach is aimed at building long-term relationships with customers by understanding their needs and preferences better, which aligns with the concept of relationship marketing. Relationship marketing is about establishing, maintaining, enhancing, and commercializing customer relationships, often through direct and interactive communication, which is what Isabella plans to achieve through the company website.

Question 6

Interpersonal determinants of consumer behavior include all of the following EXCEPT _____ influences.

Accepted Answer

Interpersonal determinants of consumer behavior, such as cultural, social, and family influences, involve interactions between people. Motivational influences, however, are considered intrapersonal, stemming from within an individual, and do not involve interactions with others.

Question 7

Penelope wants to purchase a new printer for her computer.She decides to stick with the brand she knows because of her experience with its efficiency and reliability.This is an example of a(n)

Accepted Answer

This is an example of a personal determinant because Penelope's decision is influenced by her personal experience and perception of the brand's efficiency and reliability.

Question 8

A Lenovo laptop with an i5 processor would be an example of

Accepted Answer

The answer of A Lenovo laptop with an i5 processor...

Question 9

When McDonald's offered Madame Alexander gifts in its Happy Meals,both companies profited from the _____ arrangement.

Accepted Answer

Co-marketing is a marketing strategy in which two or more companies work together to promote their products or services. In this case, McDonald's and Madame Alexander worked together to promote their products by offering Madame Alexander gifts in McDonald's Happy Meals. Both companies benefited from this arrangement because it increased sales for both companies.

Question 10

Developing and maintaining long-term,cost-effective exchange relationships with individual customers,suppliers,employees,and other partners for mutual benefit characterizes

Accepted Answer

Relationship marketing focuses on building and maintaining long-term relationships with parties such as customers, suppliers, and employees for mutual benefit, rather than just focusing on individual transactions.

Question 11

Which of the following is NOT consistent with relationship marketing?

Accepted Answer

Relationship marketing emphasizes building long-term relationships with customers rather than prioritizing short-term gains from new customers at the expense of losing existing ones.

Question 12

Which of the following is an interpersonal determinant of consumer behavior?

Accepted Answer

Family influences are considered interpersonal determinants because they involve interactions and relationships with other people, affecting an individual's buying behavior and decisions.

Question 13

Which of these refers to the actions of consumers directly involved in obtaining,consuming,and disposing of products and the decision processes that precede and follow these actions?

Accepted Answer

Consumer behavior refers to the actions of consumers directly involved in obtaining, consuming, and disposing of products, as well as the decision processes that precede and follow these actions.

Question 14

Approximately how much more does it cost to attract one new customer than to keep an existing one?

Accepted Answer

It costs approximately five times as much to attract a new customer than to keep an existing one, due to the higher expenses associated with marketing, sales efforts, and the overall process of establishing trust and value to new customers.

Question 15

Amazon.com keeps track of goods its customers have ordered.When a returning customer logs onto Amazon.com,the site creates a list of recommendations based on the customer's purchasing history.Amazon is segmenting the market by

Accepted Answer

Amazon is segmenting the market by product because it is creating a list of recommendations based on the customer's purchasing history.

Question 16

SoledShop Ltd.manufactures customized coffee mugs,coasters,wall posters,postcards,and magnets.SoledShop Ltd.is involved in creating _____ utility.

Accepted Answer

Form utility is created by producing or altering goods and services to make them more useful or attractive to consumers. SoledShop Ltd. manufactures customized items, which means they are altering or creating products to meet specific customer preferences, thereby creating form utility.

Question 17

Branding expert David Armano started The Daniela Project in which he requested the users of Critical Mass,a digital experience design agency,to help support women who have been victims of domestic abuse.The Daniela Project is an example of _____ marketing.

Accepted Answer

The Daniela Project is an example of cause marketing, as it focuses on supporting a social cause (helping women who have been victims of domestic abuse) rather than promoting a product or service.

Question 18

ABC University offers its alumni a special Visa card with the university's logo printed on the front.Each time the cardholder uses the card,the university receives a small percentage of the amount charged.This is an example of

Accepted Answer

This is an example of an affinity program, where an organization partners with a company to offer a product or service that benefits the organization financially each time it is used by its members or supporters.

Question 19

Personal determinants in the buying decision include all of the following EXCEPT

Accepted Answer

Cultural experiences are not considered personal determinants in the buying decision process; they are part of social determinants. Personal determinants include factors such as needs and motives, perceptions, and learning and self-concept, which are intrinsic to the individual.

Question 20

Denzel seeks out cleaning products that are environmental friendly and is willing to pay extra for a "green" brand.Denzel's purchase is governed by

Accepted Answer

Denzel's decision is influenced by personal values and preferences towards environmental sustainability, which falls under personal determinants.

Quiz 11: Customer-Driven Marketing