29. 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?
a.
Product orientation
b.
Production orientation
c.
Consumer orientation
d.
Sales orientation
e.
Benefit orientation
30. A _____ orientation apart from understanding customers, stresses the need to monitor and understand
competitor actions in the marketplace and the need to communicate information about customers and
competitors throughout the organization.
a.
consumer
b.
product
c.
production
d.
market
e.
stakeholder
31. A popular hotel in New Jersey has a culture that requires all employees to focus on creating value for
guests. One way this is implemented is by giving the front desk employees the authority to rectify a
problem presented by a guest without requesting for approval from managers. Which type of
orientation does his company embrace?
a.
Customer orientation
b.
Profit orientation
c.
Production orientation
d.
Sales orientation
e.
Technical orientation
32. Which of the following is based on the belief that firm performance is enhanced through repeat
business?
a.
Cause marketing
b.
Transaction marketing
c.
Internal marketing
d.
Test marketing
e.
Relationship marketing
33. _____ refer to direct contacts between the firm and a customer.
a.
Touchpoints
b.
Intersections
c.
Target segments
d.
Exchanges
e.
Counterpoints
34. In which of the following situations is there an indirect contact between a firm and a customer?
a.
A consumer placing an order over the telephone
b.
A customer asking an attendant for directions at an amusement park
c.
A consumer replying to a request sent in an email by a company
d.
A consumer watching a television commercial
e.
A guest checking into a hotel
35. Consumer orientation primarily emphasizes:
a.
the need to monitor and understand competitor actions in the marketplace and
organization.
b.
the need for secondary stakeholders in the company’s functioning.
c.
the need for consumer value and satisfaction above all other parameters of success.
d.
the need to communicate information about customers and competitors throughout the
organization as the key to success.
e.
the need to consider the company’s bottomline over its customer base.
36. Which of the following is a category of secondary stakeholders?
a.
Customers
b.
Managers
c.
Mass media
d.
Suppliers
e.
Regulating agencies
37. Which of the following is true of the stakeholder marketing orientation?
a.
Firms with this type of orientation recognize that more than just the buyer and seller are
involved in the marketing process.
b.
It is a way of doing business in which the actions and decision making of the institution
prioritize consumer value and satisfaction above all other concerns.
c.
It is an organizational culture that embodies the importance of creating value for
customers among all employees.
d.
It stresses solely on the need to monitor and understand competitor actions in the
marketplace and the need to communicate information about competitors throughout the
organization.
e.
In this type of orientation, innovation is geared primarily toward making the production
process as efficient and economic as possible.
38. Obtaining resources from consumers in return for the value they create is a basic tenet of the _____,
which is a theory explaining why companies succeed or fail.
a.
cognitive resource theory
b.
resource-advantage theory
c.
need hierarchy theory
d.
resource curse theory
e.
resource-elaboration theory
39. The physical parts of a product are known as _____.
a.
benefits
b.
elements
c.
attributes
d.
resources
e.
components
40. According to Theodore Levitt, marketing researchers should ideally focus on _____ when promoting a
product.
a.
the physical parts of the product
b.
the features of the product
c.
the benefits arising from the product
d.
the profits from the sale of the product
e.
the inputs required to manufacture the product
41. A product is defined as _____.
a.
a potentially valuable bundle of benefits
b.
the physical effort required in the purchase
c.
the attributes of an item a customer buys
d.
the resource allocated toward satisfying a felt need
e.
the cost associated with buying the physical parts of a product
42. Walmart’s supply chain is as efficient and as economic as possible, which allows it to offer lower
prices than competing retailers. With only a few exceptions, Walmart offers the same basic products in
all of its stores, worldwide. What orientation does this illustrate?
a.
Market orientation
b.
Customer orientation
c.
Production orientation
d.
Segmentation
e.
Differentiation
43. Which type of business orientation offers the same basic product to all customers?
a.
Undifferentiated marketing
b.
Differentiated marketing
c.
Niche marketing
d.
Ambush marketing
e.
One-to-one marketing
44. A company embracing differentiated marketing will _____.
a.
offer the same basic product to all market segments
b.
adopt innovative production processes to gain efficiency and economies of scale
c.
specialize in serving segments in which consumers do not have specific desires
d.
focus marketing efforts on serving very large market segments
e.
serve multiple market segments each with a unique product offering
45. Procter & Gamble sells six different brands of laundry detergent, each with a unique offering for
different market segments. Which business orientation does this illustrate?
a.
Undifferentiated marketing
b.
Differentiated marketing
c.
Direct marketing
d.
Ambush marketing
e.
Viral marketing
46. Some marketers offer each individual customer a different product, so each customer is essentially
treated as a segment of one. Which way of doing business does this represent?
a.
Undifferentiated marketing
b.
Direct marketing
c.
Ambush marketing
d.
One-to-one marketing
e.
Niche marketing
47. Lane Bryant is a women’s clothing store specializing in stylish clothing and flattering fits for plus-size
women. Which business orientation best describes Lane Bryant’s approach?
a.
Niche marketing
b.
One-to-one marketing
c.
Mass marketing
d.
Ambush marketing
e.
Undifferentiated marketing
48. Niche marketing differs from one-to-one marketing in that niche marketing:
a.
offers a unique product to each individual customer.
b.
treats each customer as a segment of one.
c.
offers the same basic product to all customers.
d.
focuses on serving very large segments in which consumers do not have specific desires.
e.
serves one market segment with particularly unique demand characteristics.
49. In which research approach to understanding consumer behavior, do researchers derive meaning from
talking to people and observing behavior rather than analyzing data?
a.
Interpretive research
b.
Quantitative research
c.
Archival research
d.
Metanalytic research
e.
Grounded theory research
50. Kayla Smith is engaged in research that seeks to explain inner meanings and motivations associated
with customers’ purchase of clothing. She records customers’ words and observes their interactions as
they shop. From her observations, she develops an understanding of what motivates shoppers. What
type of research is Kayla performing?
a.
Quantitative research
b.
Interpretive research
c.
Grounded theory research
d.
Clinical research
e.
Archival research
51. The research results are said to be researcher dependent when:
a.
the design of the research is a function of the researcher’s skills and training.
b.
the research results are generalizable to other research situations.
c.
an unstructured research design was used and the results cannot be replicated by other
researchers.
d.
the results are only significant if the researcher validates them.
e.
the interpretation of the results is a matter of the researcher’s opinion until corroborate by
other findings.
52. 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?
a.
Quantitative research
b.
Qualitative research
c.
Survey research
d.
Unobtrusive research
e.
Secondary research
53. Two common interpretive research orientations are _____.
a.
regression and cluster analysis
b.
psychology and sociology
c.
phenomenology and ethnography
d.
primary and secondary
e.
qualitative and quantitative
54. _____ represents the study of consumption as a “lived experience” and relies on casual interviews with
consumers from whom the researcher has won confidence and trust.
a.
Unobtrusive research
b.
Archival research
c.
Ethnography
d.
Phenomenology
e.
Netnography
55. _____ has roots in anthropology and involves analyzing the artifacts associated with consumption.
a.
Factor analysis
b.
Phenomenology
c.
Ethnography
d.
Action research
e.
Epidemiology
56. Clark Mathews is a college student and has been hired by a consumer research firm to help a pizza
restaurant learn more about the college market. Part of his job entails hanging out with other students
and observing how they decide when to order pizza, which pizza restaurants they order from, how they
eat it, and what they do with the leftovers, if any. Clark learned from his observations that some
students like to put French dressing on their pizza, which led the pizza restaurant to advertise and offer
the dressing with orders. Which interpretive orientation does this best illustrate?
a.
Ethnography
b.
Quantitative research
c.
Correlation
d.
Experimentation
e.
Surveys
57. A consumer research study analyzes the factors, such as age, income, and stage of family life cycle,
predicting a consumer’s likelihood to purchase a 3-D television. Data were collected from 3,000
consumers using a structured questionnaire. Which type of research does this represent?
a.
Qualitative
b.
Interpretive
c.
Quantitative
d.
Ethnographic
e.
Phenomenological
58. _____ research addresses questions about consumer behavior using numerical measurement and
analysis tools.
a.
Quantitative
b.
Qualitative
c.
Interpretive
d.
Ethnographic
e.
Historical
59. Netnography:
a.
studies the evolution of human beings.
b.
studies different kinds of computer software.
c.
studies human material remains.
d.
studies the growth of information technology.
e.
studies the behavior of online cultures and communities.
60. Which of the following is a quantitative research tool?
a.
Case study
b.
Focus group interview
c.
Clinical interview
d.
Participatory action research
e.
Surveys
61. What is the difference between qualitative and quantitative research?
a.
Qualitative research better enables researchers to test hypothesis as compared to
quantitative research.
b.
Quantitative research gathers data in an unstructured way, while qualitative research
gathers data in a structured way.
c.
Qualitative research data is researcher dependent, while quantitative research data is not.
d.
Quantitative research data is unstructured and ambiguous, while qualitative research
exemplifies scientific and objective research.
e.
Quantitative research requires deep interpretation, but qualitative research does not.
62. Berne Retail plans to introduce new private-label brands for beverages. The marketing team will
undertake a survey to obtain feedback on these brands through a test marketing exercise. The data
collected in this research study will be collated in terms of frequencies and subjected to statistical
analysis to determine the brands that earned the most. The best-performing new brands will be then
chosen for a full-scale rollout. This scenario illustrates an instance of _____.
a.
quantitative research
b.
metanalytic reserach
c.
grounded theory reserach
d.
archival research
e.
qualitative research
63. Which of the following is an economic trend shaping the value received by consumers today?
a.
Internationalization
b.
Online shopping
c.
Decrease in family size
d.
Advent of private-label brands
e.
Widespread use of Facebook
64. Which of the following is a demographic trend shaping consumer behavior patterns?
a.
Increasing family size
b.
Increasing households having two primary income providers
c.
Increasing birthrates in the U.S. and Europe
d.
Lower levels of consumer affluence in the U.S.
e.
Decreasing life expectancy in the U.S.
RESTAURANT RESEARCH SCENARIO
Insight Research, a marketing research company, has been hired by a national chain of family
restaurants to help them better understand their customers and their preferences. The restaurant chain
has several competitors competing for the same customer segments and has experienced sales declines
in the past few years. Researchers go “under cover” and pretend to be customers so that they will fit in
while they observe the interactions between customers and the wait staff. Subsequently, they write a
report of their interpretations of what they experienced personally while pretending to be a customer.
They also add in details of what they saw regarding interactions of other customers with each other
and with the employees of the restaurant. Some conclusions drawn were that the employees were not
especially attentive to the customers and that customers were overheard saying they didn’t intend to
return. Some researchers also noted that the food was not very good and they saw several customers
return orders.
65. Refer to Restaurant Research Scenario. Which of the following is the best reason why this restaurant
chain should be concerned about customer satisfaction?
a.
Because all restaurants should be concerned about customer satisfaction
b.
Because treating customers well is the concern of all businesses
c.
Because the marketplace is competitive and the restaurant is dependent on repeat business
d.
Because serving customers well is a part of the training module for the new employees at
the restaurant
e.
Because performance incentives are closely tied to customer satisfaction in this chain of
restaurants
66. Refer to Restaurant Research Scenario. What are the interactions between the customers and the wait
staff called?
a.
Attributes
b.
Interactions
c.
Process nodes
d.
Touchpoints
e.
Intersections
67. Refer to Restaurant Research Scenario. Which of the following can be a criticism of the research
approach used by Insight Research?
a.
It does not providing useful information to the restaurant.
b.
The results are objective.
c.
The results are researcher dependent.
d.
The presence of the researcher could have influenced the actions of consumers.
e.
Interpretive research is not an acceptable approach for understanding consumer behavior.
68. Refer to Restaurant Research Scenario. Which research approach is Insight Research using to better
understand this restaurant’s customers?
a.
Quantitative research
b.
Survey research
c.
Secondary research
d.
Online research
e.
Qualitative research
69. Refer to Restaurant Research Scenario. Which of the following demographic trends would result in the
restaurant experiencing an increase in sales?
a.
Rise in households with stay-at-home moms
b.
Rise in households with two primary income providers
c.
Decreasing birth rates
d.
Increasing unemployment rate
e.
Advances in technology
ESSAY
1. Compare and contrast the concepts consumption and consumer behavior.
2. Discuss the relevant contributions of one other discipline to the study of consumer behavior.
3. Explain why consumers get treated differently in different types of exchange environments.
4. How will a company with a consumer orientation differ from a company with a stakeholder
orientation?
5. Explain the role of consumer behavior in business and society.
6. Describe the two basic approaches for studying consumer behavior. Give examples of the different
situations for which each type is better suited.
7. Describe the two common interpretative orientations in the study of consumer behavior.
8. Briefly discuss the recent trends shaping consumer behavior.