Question 1

Why would a marketer use age as a segmentation variable?

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Question 2

Alan owns an independent coffee shop in a trendy urban neighbourhood. He asks you to explain "relationship marketing" and how he might implement this in his business.

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The answer of Alan owns an independent coffee shop in...

Question 3

What do we mean when we say that consumer behaviour is a process?

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Question 4

In the early stages of development,consumer behaviour was known as buyer behaviour. What important aspect of the exchange process does this change in name reflect?

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Question 5

What is relationship marketing? How might relationship marketing be used by marketers to become "closer" to consumers?

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Question 6

In which relationship type do users see the product as a part of their daily routine?
A) self-concept attachment
B) interdependence
C) nostalgic attachment
D) love

Accepted Answer

Interdependence refers to a relationship type where users perceive the product as an integral part of their daily routine, relying on it regularly for various tasks or activities.

Question 7

Differentiating products by gender does not begin until the teenage years.

Accepted Answer

Differentiating products by gender begins at a much younger age, with toys, clothes, and other products marketed specifically toward boys or girls from infancy.

Question 8

Gail is studying the interests and values of a group of ten consumers for some consumer researcher. What category of information is Gail studying and what other aspects of the consumers may also be included in her study?

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Question 9

When Gail investigates sex,age,and income characteristics of her friends,she is studying psychographics.

Accepted Answer

Gail is actually studying demographics, which includes characteristics such as sex, age, and income. Psychographics, on the other hand, refers to more complex characteristics such as personality traits, values, interests, and lifestyles.

Question 10

The key issue about market segmentation is that consumers within a segment have to be psychographically the same.

Accepted Answer

While market segmentation is based on grouping consumers with similar needs and characteristics, it is not necessary for them to be psychographically the same. Segments can be based on demographics, behaviors, and other factors as well.

Question 11

Explain the view that marketing is more than just an exchange.

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Question 12

The growth of the Web has created thousands of online consumption communities. What is the biggest danger of such communities?
A) The members will receive bad information.
B) The members will feel pressure to conform to certain types of purchase behaviour.
C) The members will become frustrated in their communication efforts.
D) The members of have no sense of mission.

Accepted Answer

The biggest danger of online consumption communities is that members may feel pressure to conform to certain types of purchase behaviour due to the influence and pressure of the community. This can lead to overspending or buying products that do not truly meet their needs. While bad information or communication issues can be problems in online communities, they do not pose as significant of a danger as the pressure to conform. The option of having no sense of mission is not relevant.

Question 13

What is a virtual brand community? Give an example that demonstrates the concept.

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Question 14

Social class is not considered a demographic variable because it is not a directly observable aspect of the population.

Accepted Answer

Social class is not directly observable and additionally, it is a subjective classification that can vary depending on the context and culture. Therefore, it is not considered a demographic variable. Demographic variables include observable characteristics such as age, gender, education, income, and race/ethnicity.

Question 15

Social critics have maintained that marketing leads people to buy products they do not want and do not need. However,the failure rate of new products that are heavily marketed is reportedly as high as 80 percent. How can these two seemingly opposite views of marketing be reconciled?
A) The social critics are simply wrong. People are not influenced by marketing.
B) Consumers are highly influenced by marketing, but some products simply fail anyway.
C) Marketing does have an influence on consumers, but marketers simply do not know enough about people to manipulate them any way marketers please.
D) Products that fail are generally products that will satisfy a want, but not a need.

Accepted Answer

Marketing influences consumers, but marketers lack the complete understanding to manipulate consumer behavior perfectly, leading to high failure rates.

Question 16

Age,gender,ethnicity,income,geography,and purchase frequency are all potential segmentation variables.

Accepted Answer

Age, gender, ethnicity, income, geography, and purchase frequency are all commonly used variables for market segmentation.

Question 17

The Jones and Smiths were born in the 1960s,so they tend to share a common set of cultural experiences that they carry throughout life.

Accepted Answer

This statement is true. People who are born in the same decade tend to have shared cultural experiences due to similar historical events, popular trends, and technological advancements that shape their upbringing and worldview.

Question 18

While marketers cannot create needs,they:
A) may affect an environment in which specific needs may be activated.
B) can always sell to somebody.
C) are close to being able to create needs in the next five years.
D) control the mass media-almost the same thing.

Accepted Answer

Marketers cannot create a need out of nothing. However, they can influence the environment in which people perceive certain needs and desires. For example, advertising can make people aware of a problem they didn't know they had or make them feel inadequate if they don't own a particular product. Ultimately, it is up to the consumer to decide whether or not they want to act on these perceived needs.

Question 19

Popular culture is both a ________ of and an inspiration for ________.
A) market; advertisers
B) product; marketers
C) product; consumers
D) market; consumers

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Question 20

Rather than try to reach everybody,a marketer today usually targets his product to specific consumers,even if he makes other people deliberately avoid it as a result.

Accepted Answer

This statement is true. Marketers often use targeted advertising and other techniques to focus their messaging on specific consumer groups rather than trying to appeal to everyone. This allows them to more effectively use their marketing resources and can lead to higher conversion rates and more loyal customers. In some cases, this may result in certain people deliberately avoiding the product, but the benefits of targeting specific groups usually outweigh the potential drawbacks.

Quiz 1: An Introduction to Consumer Behaviour