78 test bank for consumer behavior building marketing strategy 12th edition

78 Test Bank for Consumer Behavior Building Marketing Strategy 12th Edition by Hawkins Mutiple Choice Questions - Page 1 Which of the following statements is true regarding the overall m

78 Test Bank for Consumer Behavior Building Marketing Strategy 12th Edition

by Hawkins Mutiple Choice Questions - Page 1

Which of the following statements is true regarding the overall

model of consumer behavior?

1 A It is sufficiently detailed so as to predict particular behaviors.

2 B Family and culture are internal influences on consumer behavior.

3 C Personality, emotions, and attitudes represent external influences on consumer behavior.

4 D A consumer's self-concept and lifestyle influence his or her needs and desires.

5 E Experiences and acquisitions have little effect on the process.

Rod is surveying consumers to gain a better understanding of his restaurant's image relative to competing restaurants Rod is

concerned with his restaurant's _

Which outcome of marketing strategy produces the revenue

necessary for the firm to continue in business?

1 A customer satisfaction

2 B product position

3 C consumption

4 D social welfare

5 E sales and profits

Liz Claiborne is a brand of clothing, accessories, and home

products Brand managers at this company are trying to learn whichinternal influences impact their customers' needs and desires most Which of the following is a possible internal influence these

managers should examine?

Amy purchased a new 32" LCD high-definition television and paid

$400 for it This amount of money Amy had to pay to obtain this product is known as the _

1 A primary need fulfillment and secondary need fulfillment

2 B actual need fulfillment and perceived need fulfillment

3 C initial need fulfillment and repeat need fulfillment

4 D articulated need fulfillment and unarticulated need fulfillment

5 E attribute fulfillment and benefit fulfillment

Which type of decisions involve very little effort or thought on the part of the consumer?

5 E all of the above

Which of the following is NOT a societal outcome of marketing strategy and consumer behavior?

1 A economic outcomes

2 B customer satisfaction

3 C physical environment outcomes

4 D social welfare

5 E all of the above are societal outcomes

To be successful, a product must _

1 A meet the needs of the target market better than the competition does

2 B be lower priced than competitors' products

3 C be of higher quality than competitors' products

4 D be advertised more than competitors' products

5 E have greater distribution than the competition does

Tony's job entails making sure his company's products get to retailers so that target customers can buy them Which element of the marketing mix is Tony involved with?

1 A product

2 B price

3 C distribution

4 D communications

5 E placement

Which of the following is NOT considered one of the firm's

outcomes of the marketing strategy and consumer behavior process?

1 A product position

2 B customer satisfaction

3 C service

4 D sales and profits

5 E all of the above are considered outcomes for the firm

A(n) _ is anything a consumer acquires or might acquire to meet a perceived need

A product's position refers to _

1 A its shelf location in retail stores

2 B an image of the product in the consumer's mind relative to competing products

3 C its price relative to other products in the firm's product line

4 D its price relative to competitors' products

5 E its stage in the product development process

What is the first step in the consumer decision process?

Which is NOT an external influence on consumer behavior?

Which of the following is FALSE regarding the working poor?

1 A They are forced to spend a disproportionate percentage of their income on housing, utilities, and medical care.

2 B They generally rely on public transportation.

3 C They spend a larger portion of their relatively small incomes on meals away from home.

4 D They spend very little on their own financial security.

5 E They spend the same percent of their income as do higher income

consumers on apparel and accessories.

Which of the following is a societal outcome of marketing strategy and consumer behavior?

1 A that he can afford a brand that is superior in meeting his physical needs

2 B his peers will now accept him

3 C they serve as a visible symbol that he is back as a successful member of society

4 D his peers will try to be more like him

5 E they serve as a reminder of what he used to have

_ include(s) advertising, the sales force, public relations,

packaging, and any other signal that the firm provides about itself and its products

_ is everything the consumer must surrender in order to

receive the benefits of owning/using the product

Teresa is trying to understand her customers better She is

examining the external influences that shape her customers' concepts and lifestyles Which of the following is a possible externalinfluence Teresa could examine?

_ occurs when individuals or groups make consumption

decisions that have negative consequence for their long-run being

well-1 A Disintermediation

2 B Conspicuous consumption

3 C Disenfranchisement

4 D Injurious consumption

5 E Demarketing

Which of the following is NOT a critical question for developing marketing communications?

1 A Who do we want to communicate with?

2 B What effect do we want to have?

3 C What message will achieve the desired result?

4 D What media should we use?

5 E all of the above are critical questions

Which of the following is used to evaluate the attractiveness of various market segments?

1 A segment size

2 B distribution available

3 C fit with company image

4 D cost to serve

5 E all of the above

Juan has segmented the market for boats and is currently analyzingeach with respect to several factors, such as size, growth rate, competitor strength, fit with company image, distribution available, cost to serve, and risk before deciding which segment to target Which step of market segmentation is Juan conducting?

1 A identifying product-related need sets

2 B grouping customer with similar need sets

3 C describing each group

4 D selecting an attractive segment(s) to serve

5 E profiling current customers

The totality of an individual's thoughts and feelings about him- or herself is known as _

1 A lifestyle

2 B self-concept

3 C internal influences

4 D external influences

5 E all of the above

Timothy and his wife are considering the purchase of a new car In addition to the price, they are also considering the cost of

insurance, gasoline, maintenance, finance charges, and license fees All of these factors combined represent the _

J&J Produce is a distributor of fresh produce They conducted a thorough analysis of its market and identified groups of consumers that had similar product-related needs One particular market

identified wanted fresh and unique produce, such as Swiss chard, radicchio, and exotic fruits, and they were willing to pay higher prices for these choices J&J Produce decided to focus its

marketing effort on this segment of the total market This segment

5 E all of the above

_ is the application of marketing strategies and tactics to alter

or create behaviors that have a positive effect on the targeted individuals or society as a whole

1 A by conducting market research

2 B by offering their products at the lowest price

3 C by offering extended warranty coverage on products

4 D by doing a better job of anticipating and reacting to customer needs than the competition does

5 E by offering more variations of a product

Barry is looking for a car that is dependable yet stylish enough to letothers know that he has achieved a respectable status in his life and career He also wants it to be a high-performance automobile Dependability, status, and performance represent Barry's _

Thomas wants to gain a usable understanding of consumer

behavior in order to help him become a more effective marketing manager Which application of consumer behavior does this

What is the LAST step in market segmentation?

1 A describing each group

2 B selecting an attractive segment(s) to serve

3 C identifying product-related need sets

4 D grouping customers with similar need sets

5 E deciding the segmenting scheme

The segment(s) within the larger market on which an organization will focus its marketing effort is referred to as the _

It is critical that a firm consider value from which perspective?

5 E all of the above

As part of developing your company's marketing strategy, you are tasked with analyzing the new-product capabilities, channel

strength, advertising abilities, service capabilities, marketing

research abilities, and market and consumer knowledge Which aspect of your company's capabilities are you assessing?

1 A consumer behavior

2 B customer value

3 C motivation

One primary function of Harriet's job is to study individuals, groups,

or organizations and the processes they use to select, secure, use,

and dispose of her company's products and services to satisfy

needs and the impacts that these processes have on the consumer and society Harriet works in the field of _

1 A setting objectives

2 B segmenting the market

3 C conducting a market analysis

4 D assessing the outcomes

5 E targeting the market

Harold is tasked with developing the marketing strategy for his family's business What should he do first?

1 A segment the market

2 B conduct a market analysis

3 C decide on which segments to target

4 D develop the marketing mix

5 E set objectives

Which of the following is NOT true regarding consumer behavior?

1 A Organizations are applying theories and information about consumer behavior on a daily basis.

2 B It is often necessary to conduct research.

3 C Consumer behavior is a complex, multidimensional process.

4 D The overall model of consumer behavior presented in the text is accurate

in predicting consumer behavior.

5 E Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society.

Most economically developed societies are legitimately referred to

Which of the following is NOT evaluated when analyzing a

company's own ability to meet customer needs?

What is the first step in market segmentation?

1 A describe each group

2 B group customers with similar needs sets

3 C identify product-related need sets

4 D select an attractive segment to serve

5 E set objectives for segmenting

Why is China very attractive to marketers around the world?

1 A because it represents a collective approach to marketing in contrast to the traditional individualist approach used in the United States and other western cultures

2 B Chinese consumers are very brand loyal

3 C they are the heaviest users of the Internet

4 D Chinese teens are easier to understand because they are less "trendy" than teenagers from other countries

5 E because of its massive population, rising income, and emerging youth market

Which of the following is used to describe a group of consumers with similar needs sets?

Marketing strategy is formulated in terms of the marketing mix; that

is, it involves determining the product, features, price,

communications, distribution, and services that will provide

customers with superior value This entire set of characteristics is often referred to as the _

1 A total product

2 B customer value

3 C offering

4 D value proposition

5 E total value

Darren is conducting a market analysis for his business, and he hasasked your advice on what he should be analyzing Which of the following should he consider at this step of marketing strategy

development?

1 A the company's own ability to meet customer needs

2 B competitors' capabilities and strategies

3 C consumers' needs

4 D conditions in the market

5 E all of the above

Which of the following is a key aspect regarding consumer

behavior?

1 A Organizations are applying theories and information about consumer behavior on a daily basis.

2 B It is often necessary to conduct research.

3 C Consumer behavior is a complex, multidimensional process.

4 D Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the individual, and society.

5 E all of the above

Marketing strategy begins with _

1 A market segmentation

2 B targeting

3 C conducting an outcomes assessment

4 D objective setting

5 E conducting a market analysis

A portion of a larger market whose needs differ somewhat from the larger market is referred to as a(n) _

1 A market segment

2 B niche

3 C subgroup

4 D ancillary market

5 E secondary market

A shopper who cares about brand-name merchandise and

convenience is known as a shopper

2 B identify product-related need sets

3 C group customers with similar need sets

4 D describe each group

5 E select an attractive segment(s) to serve

_ is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society

Carlos is attempting to segment the market for his company's

products Where should he begin?

1 A set objectives

2 B identify product-related need sets

3 C group customers with similar need sets

4 D describe each group

5 E select an attractive segment(s) to serve

Mia is concerned how her marketing activities will affect individual consumers as well as society at large Mia is implementing _

Smaller women like to purchase fashionable clothes just as much

as any women However, most clothes are not proportioned for theirsmaller size and do not fit well As a result, several manufacturers offer "petite" sizes of clothing for this group of consumers Women who comprise this group have needs that differ somewhat from the total market and represent a _

Which term reflects the fact that most products in developed

economies satisfy more than one need?

1 A multiplicity

2 B duplicity

3 C need array

4 D need set

5 E value proposition