76 test bank for consumer behavior 11th edition

Test Bank with answers for M Advertising 2 Test bank for marketing management a strategic decision making approach 7th edition Test Bank marketing an introduction 10th edition Free Test Bank for Consumer Behavior 10th Edition Test Bank for Marketing An Introduction 12th Free Test Bank for Retailing Management Free Test Bank for A Preface to Marketing Management 14th Free Test Bank for A Preface to Marketing Management Test Bank for Foundations of Marketing 6th Edition Test Bank with Answer for Consumer Behavior 11th Edition Đề thi trắc nghiệm Marketing có đáp án, Câu hỏi trắc nghiệm Marketing, Marketing Management Exam, Mutiple Choice Questions, câu hỏi lựa chọn Marketing, Examination Marketing

76 Test Bank for Consumer Behavior 11th Edition

by Schiffman Multiple Choice Questions - Page 1

Online companies create a : consumers gain information that turns them into sophisticated customers, opportunities to

customize products easily, and entertainment content; marketers gain information about consumers that allows them to be more

efficient and precise when marketing their products

1 A) value vacuum

2 B) one-sided transaction

3 C) click-to-buy culture

4 D) divestment opportunity

5 E) value exchange

Those in favor of socially responsible marketing call on marketers to adopt the societal marketing concept, which requires marketers to

1 A) minimize production costs in order to offer the product at the lowest price possible

2 B) aggressively market all products to all segments of society

3 C) track customer preferences via the Internet to improve customer research databases

4 D) fulfill the needs of the target audience in ways that improve society as a whole, while fulfilling the objectives of the organization

5 E) lobby for government regulation of their industries

As consumers spend more time online and have more technological tools that enable them to avoid exposure to TV ads, marketers are

1 A) investing in flashier television advertisements to attract attention to

themselves

2 B) buying more air time in an attempt to crowd out their competitors'

advertisements

3 C) lobbying for legislation that will prohibit the sale of devices that allow

consumers to avoid advertising on the basis that such devices are

anti-competitive

4 D) shifting dollars from traditional display advertising to sites like Facebook that can deliver huge audiences

5 E) blocking out any mention of brand names during regular programming

Marketing and consumer behavior stem from the , which maintains that the essence of marketing is satisfying consumers' needs, creating value and retaining customers

1 A) production concept

2 B) product concept

3 C) selling concept

4 D) societal concept

5 E) marketing concept

The process of dividing a market into subsets of consumers with common needs or characteristics is known as

1 A) market targeting

2 B) ethical marketing

3 C) product positioning

4 D) market segmentation

5 E) market stewardship

Packaging and warranties are elements of which of the four Ps?

1 A) price

2 B) people

3 C) promotion

4 D) place

5 E) product

Of the four Ps of the marketing mix, promotion includes

1 A) payment methods

2 B) public relations

3 C) warranties

4 D) discounts

5 E) product size

When advertising to teens, Matt's Mobile Services focuses its

messaging on how its expansive network enables subscribers to stay connected with friends at all times, so subscribers are always accessible and "in the loop" on the latest social news This is an example of

1 A) a unique social proposition

2 B) societal marketing

3 C) communicating the benefits the product provides

4 D) product placement

5 E) broadcasting

is a process that links the consumer, customer and public

to the marketer through information in order to identify marketing opportunities and problems, evaluate marketing actions, and

evaluate marketing strategies' performances

1 A) Data analysis

2 B) Data collection

3 C) Market research

4 D) Marketing communication

5 E) Consumer complexes

During historical periods when demand exceeded supply,

businesses adopted the concept

1 A) marketing

2 B) technology

3 C) societal

4 D) production

5 E) product

Tanya and her marketing team at a fast food restaurant are

breaking their company's target audience into groups that have shared needs that are different from the needs shared by other groups They are engaged in

1 A) market targeting

2 B) positioning

3 C) placement

4 D) promotion

5 E) market segmentation

Successful positioning focuses on communicating the

1 A) segments that the company views as prospective customers

2 B) distinct benefits that the product provides

3 C) retail shelf space the product should occupy

4 D) competing offerings that are available

5 E) product instructions for use

"Me too" products are

1 A) products that need to be bought along with the original product

2 B) secondary products that customers need to be reminded to buy

3 C) products that lack a unique image or benefit in the eyes of consumers

4 D) products aimed at helping children learn to share with each other

5 E) products that are included for free with the desired product

refers to the development of a distinct image for the product in the mind of the consumer

1 A) Targeting

2 B) Positioning

3 C) Placement

4 D) Promotion

5 E) Segmenting

Of the four Ps of the marketing mix, place includes

1 A) discounts

2 B) public relations

3 C) warranties

4 D) distribution centers

5 E) packaging

Socially responsible activities can result in

1 A) improved corporate image among consumers

2 B) improved corporate image among the financial community

3 C) increased sales

4 D) all of the above

5 E) none of the above

Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens who are heavy cell-phone users and live in households earning over $150,000 per year In tailoring the plan for

a specific group of consumers based on their particular needs,

Matt's Mobile Services has provided an example of

1 A) societal marketing

2 B) broadcasting

3 C) market targeting

4 D) the selling orientation

5 E) the product concept

Cookies are used to track who is interested in what online and sold

on exchanges like to other companies who are interested

in targeting people based on their interests

1 A) eXelate and BlueKai

2 B) cheapair.com and Hilton

4 D) informationex.com

5 E) IdeaLog.com

Of the four Ps of the marketing mix, price includes

1 A) payment methods

2 B) public relations

3 C) warranties

4 D) distribution centers

5 E) packaging

The selling concept focuses on the needs of the and on existing products, while the marketing concept focuses on the

needs of the

1 A) manufacturer; seller

2 B) buyer; manufacturer

3 C) seller; buyer

4 D) seller; manufacturer

5 E) buyer; seller

The concept in business assumes that consumers are mostly interested in product availability at low prices

1 A) marketing

2 B) societal

3 C) product

4 D) production

5 E) technology

Kevin's company owns a factory that can produce 1,000 widgets per week His primary focus is on getting consumers to purchase as many widgets as possible to ensure that he is maximizing his sales relative to his production capacity Kevin's business is exhibiting the

1 A) marketing concept

2 B) product concept

3 C) not-for-profit concept

4 D) selling concept

5 E) market orientation

The actions that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is known as

1 A) the production orientation

2 B) consumer behavior

3 C) narrowcasting

4 D) positioning

5 E) the marketing mix

Which of the following is considered an example of consumer

behavior?

1 A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store brand.

2 B) Javier generally gets gas on Monday mornings on his way to work.

3 C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store.

4 D) Jeremy generally recycles his old newspapers and cardboard boxes.

5 E) All of the above are examples of consumer behavior.

Which of the following is consistent with the societal marketing

concept?

1 A) Fast food restaurants develop offerings with less fat and more nutrients.

2 B) Food marketers advertise foods to young people in a way that does not encourage overeating.

3 C) Marketers do not use professional athletes in liquor or tobacco

advertisements because they may serve as role models for young people.

4 D) Marketers avoid featuring unreasonably slim females in their advertising campaigns because of the potential of such images to increase eating

disorders.

5 E) All of the above are consistent with the societal marketing concept.

The 4 Ps of the marketing mix are

1 A) product/service, price, place, people

2 B) potential, price, place, people

3 C) product/service, price, place, promotion

4 D) product/service, promotion, potential, price

5 E) price, purchase, placement, product/service

A is characterized by the gearing up of manufacturing skills in order to expand production

1 A) marketing concept

2 B) product concept

3 C) selling concept

4 D) production concept

5 E) societal concept

The key assumption underlying the marketing concept is that

1 A) if manufacturers make a product, consumers will buy it

2 B) a company must determine the needs and wants of specific target markets and satisfy consumers' needs better than the competition

3 C) the primary focus of a business should be producing as much as it can, in the cheapest way possible

4 D) consumers are most interested in obtaining generic products at low prices

5 E) consumers are unlikely to buy a product unless they are aggressively persuaded to do so

Emerging digital technologies are allowing consumers to have more power than ever before This means that now customers

1 A) are required to buy goods and services from local vendors

2 B) are limited in the time of day that they are able to buy products

3 C) can locate the best prices for products or services

4 D) are more limited in the range of products that they can purchase

5 E) are forced to acquire used items through middlemen instead of directly from the original owner

The focus of the was to sell more of what the

manufacturing department was able to produce

1 A) marketing concept

2 B) selling concept

3 C) product concept

4 D) production concept

5 E) market orientation

An example of a company that applied the production concept in the early twentieth century is

1 A) Google

2 B) Microsoft

3 C) Ford

4 D) General Motors

5 E) Apple

The process and tools used to study consumer behavior are characterized by the term

1 A) data analysis

2 B) data collection

3 C) consumer research

4 D) marketing communication

5 E) consumer complexes

Technology enables marketers to do which of the following?

1 A) customize offerings and promotional messages

2 B) offer more effective pricing

3 C) utilize shorter distribution channels

4 D) build long-term relationships with customers

5 E) all of the above

The example in the text notes San Francisco City Attorney sued because the company chose to market caffeinated energy drinks to children despite alleged health risks

1 A) Monster Beverage Corp.

2 B) Hansen's Natural Beverage Corp.

3 C) The Coca-Cola Company

4 D) Pepsico

5 E) Red Bull GmbH

The adoption of digital technologies has introduced drastic changes into the business environment, including which of the following?

1 A) Customers are forced to deal with distribution outlets and middlemen in order to obtain goods.

2 B) The exchange between marketers and customers is less interactive than in the past.

3 C) Consumers face more barriers to accessing information.

4 D) Marketers can offer more products and services than ever before.

5 E) Market research has become significantly more difficult.

The production concept makes sense for a business when

1 A) consumers are more interested in product availability than in product

variation

2 B) consumers are interested in obtaining the product that offers them the highest quality, best performance, and most features

3 C) consumers have changing needs and insist that those needs be satisfied

4 D) consumers are unlikely to buy the product unless they are persuaded to do so

5 E) consumers are not sensitive to price

76 Free Test Bank for Consumer Behavior 11th Edition

by Schiffman Multiple Choice Questions - Page 2

Which of the following is NOT one of the benefits of retaining loyal customers?

1 A) Loyal customers are more likely to purchase high margin supplemental products.

2 B) Loyal customers are more price-sensitive.

3 C) It is less expensive to service existing customers.

4 D) Loyal customer refer other customers and engage in positive word-of-mouth.

5 E) Loyal customers make employees' jobs easier and more satisfying.

Which is NOT one of the benefits of highly satisfied customers?

1 A) They keep purchasing the same products.

2 B) They provide word-of-mouth to others.

3 C) They become customers for life.

4 D) They switch to competitors if offered a somewhat lower price.

5 E) They repeatedly buy the same brand.

The primary objective of providing value to customers continuously and more effectively than the competition is

1 A) to monopolize the market

2 B) to produce a compelling advertising message

3 C) to help recruit a dedicated workforce

4 D) to avoid government regulation of the industry

5 E) to create and to retain highly satisfied customers

The three distinct but interlocking steps of the consumer decision-making process are

1 A) input, analysis, and output

2 B) environment, search, and evaluation

3 C) input, process, and output

4 D) analysis, decision making, and output

5 E) analysis, process, and output

Which of the following determinants of customer satisfaction with online websites and merchants while shopping online is

characterized by the customer's willingness to count on the

merchant to successfully complete the purchase transaction and feeling the merchant is reliable and honest?

1 A) trust

2 B) engagement

3 C) network

4 D) interactivity

5 E) adaptation

Which of the following describes Amazon's customers with high bonds and modest purchase levels?

1 A) inertia-driven customers

2 B) transactional customers

3 C) loyal customers

4 D) delighted customers

5 E) fans

Customer profitability-focused marketing

1 A) tracks costs and revenues of individual customers and then categorizes those consumers into tiers based on consumption behaviors that are specific to the company's offerings

2 B) minimizes the cost of production in order to offer the product at the best price possible

3 C) aggressively markets products to consumers who do not necessarily think that they need the product

4 D) continually updates the product without regard to the needs of the

consumer

5 E) invests money in attracting customers that are very sensitive to price and are not loyal to any given brand

Which of the four disciplines that helps shape our understanding of consumer behavior compares human societies' culture and

development?

1 A) psychology

2 B) sociology

3 C) anthropology

4 D) communication

5 E) economics

Disney gets its cast members to go out of their way to make people happy by valuing its employees like internal customers, which is also known as

1 A) termination costs

2 B) internal manipulation

3 C) customer gratitude

4 D) customer gratuity

5 E) internal marketing

Customers have different expectations when they purchase a Lexus than when they purchase a Hyundai These expectations affect

1 A) market segmentation

2 B) the value proposition

3 C) customer satisfaction

4 D) the corporate vision

5 E) the market targeting

Once or twice a year, when Estee Lauder runs a particularly good promotion, Candace buys some new make-up She typically only spends the minimum required to qualify for the promotion On the customer profitability pyramid, Candace is most likely to fall into the tier

1 A) gold

2 B) lead

3 C) silver

4 D) iron

5 E) platinum

Which tier of customers is most likely to get "fired" by a firm?

1 A) gold

2 B) lead

3 C) silver

4 D) iron