Question 1

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

Accepted Answer

Cross-screen marketing involves tracking and targeting users across multiple devices, including computers, mobile phones, and tablets, to provide a cohesive and personalized marketing experience.

Question 2

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

Accepted Answer

Digital technologies, unlike traditional television advertising, enable two-way interactive exchanges, allowing customers to engage directly with marketers.

Question 3

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 4

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 5

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 6

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 7

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 8

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 involves making a final choice or decision, which in this case is Courtney's decision to purchase a Dell laptop.

Question 9

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 10

Students with expertise in consumer behavior should pursue employment in three areas: brand management, advertising, and consumer research.

Accepted Answer

Students with expertise in consumer behavior are well-suited for careers in brand management, advertising, and consumer research, as these areas directly apply principles of how consumers make purchasing decisions and how to influence those decisions.

Question 11

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 12

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 process and post-purchase stages of the consumer decision-making model, respectively, not the input stage. The input stage involves the gathering of information and influences before making a purchase decision.

Question 13

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.

Question 14

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

Accepted Answer

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

Question 15

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

This scenario describes a value exchange where customers receive immediate access to books and related content, while Amazon collects valuable data on customer preferences and behaviors, which can be used to enhance user experience and tailor recommendations.

Question 16

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

Accepted Answer

Selective relationship building involves focusing on maintaining relationships with customers who are deemed valuable or beneficial to the company, while potentially distancing from or ending relationships with customers who are seen as less profitable or more problematic. This approach can indeed lead to companies rejecting or "firing" certain types of consumers.

Question 17

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

Accepted Answer

These three drivers are fundamental in building and maintaining successful relationships between marketers and customers. Customer value ensures that customers feel they are getting benefits worth their investment, high levels of customer satisfaction lead to positive experiences that customers want to repeat, and customer retention is the result of continuously meeting or exceeding customer needs, encouraging them to stay loyal to the brand or company.

Question 18

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

Accepted Answer

The societal marketing concept focuses on the well-being of society and the environment in the long term, rather than prioritizing short-term gains and increased market share.

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

The Internet enables marketers to collect detailed data on consumer preferences and behaviors, allowing for the customization of products, services, and promotional messages to individual consumers, as exemplified by Amazon.com's targeted email promotions.

Question 20

Customer satisfaction is a function of customer expectations.

Accepted Answer

Customer satisfaction is determined by how well a product or service meets or exceeds the customer's expectations.

Quiz 1: Consumer Behavior: Information-Driven Consumer Behavior