21-1
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 01-03 Explain how consumer behavior can be used to develop marketing strategy.
Topic: Communications
50. Which of the following is not a critical question for developing marketing communications?
A. Who do we want to communicate with?
B. What effect do we want to have?
C. What message will achieve the desired result?
D. What media should we use?
E. All of these choices are critical questions.
51. __________ is the amount of money one must pay to obtain the right to use the product.
A. Consumer cost
B. Total cost
C. Price
D. Value
E. Customer value
52. 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
A. total cost.
B. value.
C. value proposition.
D. price.
E. consumer cost.
53. __________ is everything the consumer must surrender in order to receive the benefits of owning/using the
product.
A. Value
B. Consumer cost
C. Price
D. Opportunity cost
E. Value proposition
54. 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
A. value.
B. price.
C. opportunity cost.
D. consumer cost.
E. value proposition.
23-1
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 01-03 Explain how consumer behavior can be used to develop marketing strategy.
Topic: Price
55. Which element of the marketing mix is concerned with having the product available where target customers can
buy it?
A. product
B. price
C. distribution
D. communications
E. placement
56. 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?
A. product
B. price
C. distribution
D. communications
E. placement
57. Auxiliary or peripheral activities that are performed to enhance the primary product or primary service is
referred to as
A. service.
B. supplemental product.
C. intangible benefits.
D. secondary product.
E. ancillary attributes.
58. Which of the following is not considered one of the firm’s outcomes of the marketing strategy and consumer
behavior process?
A. product position
B. customer satisfaction
C. service
D. sales and profits
E. All of these choices are considered outcomes for the firm.
59. An image of the product or brand in the consumer’s mind relative to competing products and brands is referred
to as the product’s
A. equity.
B. extension.
C. message.
D. placement.
E. position.
25-1
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 01-03 Explain how consumer behavior can be used to develop marketing strategy.
Topic: Firm Outcomes
60. A product’s position refers to
A. its shelf location in retail stores.
B. an image of the product in the consumer’s mind relative to competing products.
C. its price relative to other products in the firm’s product line.
D. its price relative to competitors’ products.
E. its stage in the product development process.
61. 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
A. position.
B. equity.
C. placement.
D. driver.
E. satisfaction index.
62. Which outcome of marketing strategy produces the revenue necessary for the firm to continue in business?
A. customer satisfaction
B. product position
C. consumption
D. social welfare
E. sales and profits
63. John purchases and is satisfied with his SUV because he believes that it provides greater crash safety than a
sedan even though this is not technically true. John’s satisfaction is based on the distinction between
A. primary need fulfillment and secondary need fulfillment.
B. actual need fulfillment and perceived need fulfillment.
C. initial need fulfillment and repeat need fulfillment.
D. articulated need fulfillment and unarticulated need fulfillment.
E. attribute fulfillment and benefit fulfillment.
64. __________ occurs when individuals or groups make consumption decisions that have negative consequence for
their long-run well-being.
A. Disintermediation
B. Conspicuous consumption
C. Disenfranchisement
D. Injurious consumption
E. Demarketing
27-1
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 01-03 Explain how consumer behavior can be used to develop marketing strategy.
Topic: Individual Outcomes
65. Bob and his friends go out every weekend and drink until they get drunk. Then they drive home in that
condition. Which type of consumption does this represent?
A. injurious consumption
B. severe consumption
C. conspicuous consumption
D. unethical consumption
E. antisocial consumption
66. Which of the following is a societal outcome of marketing strategy and consumer behavior?
A. sales
B. need satisfaction
C. social welfare
D. customer satisfaction
E. product position
67. Which of the following is not a societal outcome of marketing strategy and consumer behavior?
A. economic outcomes
B. customer satisfaction
C. physical environment outcomes
D. social welfare
E. All of these choices are societal outcomes.
68. Which is not a step in the consumer’s decision process?
A. information search
B. postpurchase processes
C. problem recognition
D. alternative evaluation and selection
E. self-concept analysis
69. Which of the following is an internal influence on consumer behavior?
A. culture
B. family
C. attitudes
D. marketing activities
E. reference groups
29-1
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 01-04 Explain the components that constitute a conceptual model of consumer behavior.
Topic: The Nature of Consumer Behavior
70. Which is not an external influence on consumer behavior?
A. culture
B. family
C. social status
D. perception
E. marketing activities
71. Teresa is trying to understand her customers better. She is examining the external influences that shape her
customers’ self-concepts and lifestyles. Which of the following is a possible external influence Teresa could
examine?
A. motives
B. personality
C. perception
D. attitudes
E. culture
72. Kate Spade is a brand of clothing, accessories, and home products. Brand managers at this company are trying to
learn which internal influences impact their customers’ needs and desires most. Which of the following is a possible
internal influence these managers should examine?
A. culture
B. personality
C. family
D. social status
73. What is the first step in the consumer decision process?
A. problem recognition
B. budget setting
C. information search
D. outlet selection
E. alternative evaluation and selection
74. Which of the following statements is true regarding the overall model of consumer behavior?
A. It is sufficiently detailed so as to predict particular behaviors.
B. Family and culture are internal influences on consumer behavior.
C. Personality, emotions, and attitudes represent external influences on consumer behavior.
D. A consumer’s self-concept and lifestyle influence his or her needs and desires.
E. Experiences and acquisitions have little effect on the process.
31-1
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 01-04 Explain the components that constitute a conceptual model of consumer behavior.
Topic: The Nature of Consumer Behavior
75. The totality of an individual’s thoughts and feelings about him- or herself is known as
A. lifestyle.
B. self-concept.
C. internal influences.
D. external influences.
E. consumption outcomes.
76. __________ represents how one lives, including the products one buys, how one uses them, what one thinks
about them, and how one feels about them.
A. Lifestyle
B. Self-concept
C. Position
D. Status
E. Social class