消费者行为学第一章练习.docx
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消费者行为学第一章练习.docx
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消费者行为学第一章练习
Chapter1:
IntroductiontoConsumerBehaviorandMarketingStrategy
MultipleChoiceQuestions
1.OnlineBusiness-to-Consumer(B2C)marketingisMOSTsimilartotraditionalmarketinginthewaythat:
A)itallowsproductstobeofferedallthroughtheyear.
B)itiscostefficient.
C)itprovidesameansfordevelopingaone-on-onerelationshipwiththeconsumer.
D)itrequiresmarketerstounderstandconsumersanddeliverproductsandservicesthatconsumersneed.
E)ithelpsestablishconsumerdatabases.
Answer:
D
Page:
1
Difficulty:
Easy
2.ThemarketingconceptisBESTdescribedas:
A)aprofitablephilosophyadoptedforconductingbusiness.
B)alegallyacceptedpracticeforconductingbusiness.
C)aprofitmaximizationpracticeforconductingbusiness.
D)aneconomicmethodforconductingbusiness.
E)anappropriatephilosophyforconductingbusiness.
Answer:
E
Page:
3
Difficulty:
Medium
3.TheMOSTimportantfactordrivingacceptanceofthemarketingconceptwas:
A)enthusiasticacademicsupport.
B)improvedproductionequipment.
C)intenseforeigncompetition.
D)theadventofCAD/CAMsystems.
E)theelevationofmarketerstoCEOpositions.
Answer:
C
Page:
3
Difficulty:
Easy
4.AllofthefollowingstatementsaboutInternetmarketingaretrueEXCEPT:
A)itcanchangethewayconsumersshopandpurchase.
B)itcouldbeathreattotraditionalmanufacturersandretailers.
C)itdoesnotpresentsmallerfirmswithanopportunitytocompeteeffectively.
D)hasmadetheglobalmarketmoreaccessible.
E)itcanbeusedtocommunicateavastamountofinformationtopotentialconsumers.
Answer:
C
Page:
4
Difficulty:
Medium
5.AccordingtotheAmericanMarketingAssociation,consumerbehaviorisallofthefollowingEXCEPT:
A)itisdynamic.
B)itistheproductoftheinteractionofaffect,cognition,andbehavior.
C)itaffects,andisaffectedby,itsenvironment.
D)itisfocusedupontheindividual’sexchangeactivities.
E)itisfocuseduponthebuyingandsellingpatterns.
Answer:
E
Page:
4
Difficulty:
Easy
6.WhichofthefollowingaspectsofconsumerbehaviorpresentsthemarketertheMOSTdifficultcontinuingchallenge?
A)Theovertnatureofconsumerbehavior
B)Theattempttounderstandtheconsumer
C)Theattempttounderstandconsumerfeelings
D)Thedynamicnatureofconsumerbehavior
E)Theenvironmentalaspects
Answer:
D
Page:
5
Difficulty:
Hard
7.AllofthefollowingstatementsaretrueEXCEPT:
A)Productlifecyclesarebecominglonger.
B)Consumerbehaviorisconstantlychanging.
C)Needs/wantschangeatdifferenttimesfordifferentconsumergroups.
D)Theconsumeroftendoesnotunderstandtheirownbehaviorcompletely.
E)Constantinnovationisnecessarytoensureprofitability.
Answer:
A
Page:
5-6
Difficulty:
Hard
8.Theinterpretiveapproachisrootedinthetheories/methodsof:
A)economics.
B)statisticalmodeling.
C)culturalanthropology.
D)sociology.
E)psychology.
Answer:
C
Page:
8
Difficulty:
Medium
9.Thoughaprimarytoolofresearchforretailers,_____isbeingusedbyconsumerproductcompaniesaswell.
A)thetraditionalapproach
B)theinterpretiveapproach
C)thetrafficanalysisapproach
D)theanthropologicalapproach
E)themarketingscienceapproach
Answer:
C
Page:
8
Difficulty:
Medium
10.AllofthefollowingarecharacteristicsofconsumerresearchEXCEPTthatit:
A)utilizesavarietyoftechniques.
B)posescomplexethicalissues.
C)isessentialinhighlycompetitivemarkets.
D)mustbeongoinginadynamicmarketplace.
E)itisbasedonasmallrepresentativesetofthepopulation
Answer:
E
Page:
8-9
Difficulty:
Medium
11.Asanapproachtostudyconsumerbehavior,understandingconsumptionanditsmeaningsistheprimaryobjectiveof:
A)culturalanthropology.
B)psychology.
C)economics.
D)statistics.
E)sociology.
Answer:
A
Page:
9
Difficulty:
Medium
12.Whichofthefollowingtoolsarebestusedtodiscoverthemeaningsassociatedwiththepurchase/useofproducts/services?
A)Statisticalmodeling
B)Focusgroups
C)Observation
D)Surveys
E)Trafficanalysis
Answer:
B
Page:
9
Difficulty:
Easy
13.Whichofthefollowingconsumerresearchapproachesseekstodeveloptheories/methodstoexplainconsumerdecisionmakingandbehavior?
A)Thetraditionalapproach
B)Thestatisticalmodelingapproach
C)Theinterpretiveapproach
D)Themarketingscienceapproach
E)Thedidacticapproach
Answer:
A
Page:
9
Difficulty:
Easy
14.Thetraditionalapproachtostudyingconsumerbehaviorprimarilyreliesupon:
A)statisticalmodeling.
B)focusgroups.
C)lengthyinterviews.
D)experiments/surveys.
E)observation.
Answer:
D
Page:
9
Difficulty:
Medium
15.Themarketingscienceapproachtoconsumerresearchisbasedontheories/methodsborrowedfrom:
A)sociology.
B)economicsandstatistics.
C)psychology.
D)anthropology.
E)trafficanalysis.
Answer:
B
Page:
9
Difficulty:
Easy
16.WhichofthefollowingmethodsisMOSTlikelytobeusedbyfirmsintheconsumerpackagedgoodsindustry?
A)Thetraditionalapproach
B)Theinterpretiveapproach
C)Themarketingscienceapproach
D)Theanthropologicalapproach
E)Thetrafficanalysisapproach
Answer:
C
Page:
9
Difficulty:
Easy
17.Thedesign,implementation,andcontrolofaplantoinfluenceexchangestoachieveorganizationalobjectivesisattheheartof:
A)marketingresearch.
B)consumerresearch.
C)marketingscience.
D)marketingstrategy.
E)statisticalmodeling.
Answer:
D
Page:
11
Difficulty:
Easy
18.MarketingstrategyquestionsmaybeaddressedinallofthefollowingwaysEXCEPTthrough:
A)formalconsumerresearch.
B)informaldiscussionswithconsumers.
C)predictingfuturemarkets.
D)logicfoundedinknowledge.
E)intuitionfoundedinknowledge.
Answer:
C
Page:
13
Difficulty:
Easy
19.WhichofthefollowingisNOTtrueofmarketingstrategies?
A)Understandingconsumersisacriticalelementindevelopingsuccessfulmarketingstrategies.
B)Theessenceofamarketingstrategyistounderstandmarkets,developandimplementsuperiorstrategiestoattractandholdthemprofitably.
C)Marketingstrategiescannotchangewhatconsumersthinkandfeelaboutthemselves.
D)Marketingstrategieshaveapowerfulforceonconsumersandsocietyatlarge.
E)Marketingstrategiesarenotunethicalorinappropriateactivities.
Answer:
C
Page:
13-14
Difficulty:
Easy
20.Althoughconsumerbehaviorresearchisusefulforalllevelsofstrategicanalysis,itismostcommonlystudiedandappliedatthe_____level(s).
A)organizational
B)supervisory
C)brandandstore
D)community
E)individualconsumerandconsumersegment
Answer:
C
Page:
13
Difficulty:
Medium
True/FalseQuestions
21.AmajorcriticismofB2CmarketingwasthatconsumersusedtheWebtocollectinformationbutcontinuedtoshopinpersonatstores.
Answer:
True
Page:
1-2
Difficulty:
Easy
22.ThemarketingconceptwasdevelopedintheUnitedStates,butnotfullyimplementedbyAmericanfirmsuntilforcedtodosobyforeigncompetitors.
Answer:
True
Page:
3
Difficulty:
Medium
23.Consumerfeelingsisthecomponentofconsumerbehaviorthatismostdifficulttoresearch.
Answer:
True
Page:
4
Difficulty:
Medium
24.Formanyyears,themarketingconceptwasnotfullyunderstoodorimplementedproperlybyU.S.firms.
Answer:
True
Page:
4
Difficulty:
Easy
25.Inthepast,companiesconductedresearchtoinvestigatenewproductconceptsandtotrytounderstandconsumers;thisresearchwascontinuousandaidedinidentifyingthefirm’sactualcustomers.
Answer:
False
Page:
4
Difficulty:
Easy
26.Inthepast,consumersreceivedmostoftheirinformationaboutproductsandservicesfromtraditionalprintandmediaadvertising.
Answer:
True
Page:
5
Difficulty:
Easy
27.Consumerbehaviordoesnotincludethethingsintheenvironmentthatinfluencethesethoughts,feelingspeopleexperienceandtheactionstheyperforminconsumptionprocesses.
Answer:
False
Page:
5
Difficulty:
Medium
28.Thedynamicnatureofconsumerbehaviormakesdevelopmentofmarketingstrategiesanexcitingandeasytask.
Answer:
False
Page:
6
Difficulty:
Medium
29.Becauseproductlifecyclesarelongerthaneverbefore,manycompanieshavetoinnovateconstantlytocreatesuperiorvalueforcustomersandstayprofitable.
Answer:
False
Page:
6
Difficulty:
Medium
30.Theinterpretiveapproachisbasedontheoriesandmethodsfromcognitive,social,andbehavioralpsychology,aswellassociology.
Answer:
False
Page:
10
Difficulty:
Medium
31.Muchofconsumerbehaviorinvolvesexchangesbetweenbuyers(consumers)andsellers(marketers).
Answer:
True
Page:
8
Difficulty:
Medium
32.GovernmentagenciessuchastheFDAareprimarilyinterestedinconsumerbehaviorresearchinordertoinfluenceconsumerstobehaveincertainways.
Answer:
True
Page:
10
Difficulty:
Easy
33.Historically,thetraditionalapproachtostudyconsumerbehaviorhashadthegreatestimpact.
Answer:
True
Page:
10
Difficulty:
Medium
34.Themarketingscienceapproachhasbecomeamainstayintheconsumerpackagedgoodsindustrybecauseitcanhandlelargescannerdatasetsinanefficientmannertohelpsolvemarketingproblems.
Answer:
True
Page:
10
Difficulty:
Medium
35.Mathmodelingandsimulationaretheprimarymethodsusedintheinterpretiveapproachtostudyconsumerbehavior.
Answer:
False
Page:
10
Difficulty:
Medium
36.Themarketingscienceapproachisbasedontheoriesandmethodsfromeconomicsandstatistics.
Answer:
Easy
Page:
10
Difficulty:
Medium
37.Thefirstgrouptouseknowledgeaboutconsumerbehaviorismarketingorga
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