978-1260100044 Test Bank Chapter 13 Part 3

76. Which of the following statements is false regarding ritual situations?

A. Rituals are receiving increasing attention by marketing scholars and practitioners.

B. Ritual situations are of major importance to marketers because they often involve prescribed consumption

behaviors.

C. There is enough shared behavior across individuals and households that marketers can develop products and

promotions around the common ritual situations that arise each year.

D. Ritual situations can also result in injurious consumption.

E. Marketers cannot change or create consumption patterns associated with ritual situations.

77. Binge drinking among college students can be described as a(n)

A. ritual behavior.

B. socially desirable behavior.

C. task accomplishing behavior.

D. antecedent behavior.

E. value-expressive behavior.

78. Which of the following is a step in the approach for developing situation-based marketing strategies that was

given in the textbook?

A. Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various

usage situations that influence the consumption of the product.

B. Survey a large sample of consumers to better understand and quantify how the product is used and the benefits

sought in the usage situation by the market segment.

C. Construct a person-situation segmentation matrix.

D. Evaluate each cell in terms of potential.

E. All of these choices are correct.

13-33

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Easy

Gradable: automatic

Learning Objective: 13-05 Describe the use of situational influence in developing marketing strategy.

Topic: Situational Influences and Marketing Strategy

79. Which of the following is the first step in the approach for developing situation-based marketing strategies?

A. Use observational studies, focus group discussions, depth interviews, and secondary data to discover the various

usage situations that influence the consumption of the product.

B. Survey a large sample of consumers to better understand and quantify how the product is used and the benefits

sought in the usage situation by the market segment.

C. Construct a person-situation segmentation matrix.

D. Evaluate each cell in terms of potential.

E. Develop and implement a marketing strategy for cells that offers sufficient profit potential given your

capabilities.

80. Richard is studying how various usage situations influence the consumption of his company’s products. He

conducted qualitative analyses (i.e., focus group discussions and depth interviews) as well as surveyed a larger

sample of consumers to better understand and quantify how products are used and the benefits sought in the usage

situation by the market segment. Richard is performing the first two steps in an approach to develop

A. demographically-based marketing strategies.

B. geographically-based marketing strategies.

C. situation-based marketing strategies.

D. momentary conditions.

E. hedonic purchase situations.

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of McGraw-Hill Education.

True or False Questions

81. To better understand a consumer’s behavior, we must know about the consumer, about the primary stimulus

object, and about the situation.

82. Consumer behavior occurs within four broad categories or types of situations: the communications situation, the

purchase situation, the usage situation, and the social situation.

83. Expanded usage situation strategies can produce major sales gains for established products.

84. The disposition situation can create significant social problems as well as opportunities for marketers.

13-35

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 13-02 Explain the four types of situations and their relevance to marketing strategy.

Topic: The Disposition Situation

85. Physical surroundings represent the situational characteristic that has the greatest impact on consumption

behavior.

86. Psychographics is the process managers use to manipulate the physical retail environment to create specific

mood responses in shoppers.

87. Consumers typically attend the theater for utilitarian purposes.

88. The only aspect of music that influences consumer behavior is tempo.

89. Personal space and resulting crowding perceptions can vary from culture to culture.

90. Individuals tend to comply with group expectations, particularly when the behavior is visible.

91. The presence of close family members during the shopping occasion increases impulse buying more than close

friends.

92. Mood is an example of a momentary condition reflecting a temporary state of being.

93. Marketers do not attempt to change or create consumption patterns associated with rituals.

94. Individuals cannot “create” the situations they face.

95. Determining how products are currently used across situations can help the marketer develop appropriate

advertising and positioning strategies.

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of McGraw-Hill Education.

Essay Questions

96. Describe the nature of situational influence on consumer behavior, and briefly discuss the four broad categories

or types of situations.

Explanation:

Situational influence is all those factors particular to a time and place that do not follow from a knowledge of the

stable attributes of the consumer and the stimulus that have an effect on current behavior. Thus, with one exception,

the situation stands apart from the consumer and the stimulus. The exception is in the case of temporary

characteristics of the consumer or stimulus that are specific to the situation and sometimes even caused by it (e.g., a

bad mood caused by the surrounding media context). Consumer behavior occurs within four broad categories or

types of situations:

97. Pablo is planning on opening a Mexican restaurant in the town where he lives. He is considering how to design

the physical environment of the restaurant. Discuss the components of the physical surroundings that can influence

consumption behavior and make some recommendations to Pablo regarding each component.

Explanation:

Four components of the physical environment were discussed in the text:

98. Tim is looking for a gift for his relatively new girlfriend that he likes a lot but is not sure if she’s “the one.” He’s

facing somewhat of a dilemma with this gift because he doesn’t want to send the wrong message to her, but he

doesn’t want to appear cheap, either. Moreover, he’s not sure how she really feels about him. Explain the types of

symbolic meaning the gift he selects might hold.

99. Explain why ritual situations are important to marketers.

100. You are tasked with the responsibility of developing a situation-based marketing strategy. Explain how you

would go about doing that.

Explanation:

Because most people “create” many of the situations they face, a marketer needs to identify the different situations

Chapter 13 Test Bank Summary