Question 1 Renna is going to a formal dance next month and goes shopping for a full-length gown. The gown is an example of
a(n) _____ in the basic consumption process. Want
Question 2 Customers pay money for products they believe will satisfy their needs and wants. This transfer of money for goods
or services is best described as _____. exchange
Question 3 All of the following are message receiver characteristics affecting comprehension EXCEPT _____. information
intensity
Question 4 Which of the following is NOT a discipline in which consumer behavior has roots? accounting
Question 5 Which orientation refers to a way of doing business in which the actions and decision making of the institution
prioritize consumer value and satisfaction above all other concerns? consumer orientation
Question 6 All of the following are examples of touchpoints EXCEPT _____. a consumer watching a television commercial
Question 7 Procter & Gamble (P&G) decided to skip a generation of consumers when it began to market Old Spice deodorant.
The target market consists of men aged 18 to 34 years old (Generation Y) who don’t remember the Old Spice brand sold to
their grandfathers (pre baby boomer) many years ago. P&G is using which type of segmentation variable? demographic
Question 8 Which type of research includes tools such as case analyses, clinical interviews, focus group interviews, and other
tools in which data are gathered in a relatively unstructured way? qualitative research
Question 9 Which of the following refers to the thinking or mental processes that go on as we process and store things that
can become knowledge? cognition
Question 10 A company that views itself in a product business, rather than in a value, or benefits producing business runs the
risk of developing _____, which could cause the company to go out of business if technology makes the product obsolete.
marketing myopia
