95) Companies that focus on understanding customers are able to continue to grow and remain
leaders in their industries in spite of increased competition and changing business environments.
96) No matter where we are born, we all have the same biological needs: needs for food,
nourishment, water, air and shelter from the environment’s elements.
97) Most products do not have substitutes or similar products in the marketplace, so having a
distinct benefit is usually unimportant for marketers.
98) Me-too products lack a unique image or benefit.
99) Post-purchase benefits such as warranties and return policies are part of the place element of
the marketing mix.
100) The societal marketing concept requires marketers to fulfill the needs of the target audience
in ways that improve, preserve and enhance society’s well-being and meet business objectives.
101) The Physicians Committee for Responsible Medicine targeted Burger King in television
commercials that blame it for heart disease.
102) The Internet offers marketers the ability to customize their products, services, and
promotional messages to individual consumers, as seen in how Amazon.com sends emails to
customers who are interested in a product category telling them about a new promotional offer.
103) Much like traditional television advertising, digital technologies allow for two-way
interactive exchanges between customers and marketers.
104) When Amazon buyers find books instantly, read sample pages and reviews posted by other
readers, and begin reading purchased books within minutes after placing their orders, Amazon
collects information about what books they looked at, the sample pages and reviews they clicked
on, and the time spent on each activity. This is an example of a value exchange.
105) The societal marketing concept advocates a short-term perspective in driving for increased
market share and quick profits.
106) The downside of electronic communications is marketers have less ability to gauge the
effectiveness of their promotional messages than they did via traditional media outlets.
107) Cross-screen marketing consists of tracking and targeting users across their computers,
mobile phones and tablets.
108) Customization is more practical and effective for marketers who are selling low
involvement products.
109) The three drivers of successful relationships between marketers and customers are customer
value, high levels of customer satisfaction, and customer retention.
110) Customer satisfaction is a function of customer expectations.
111) Sophisticated marketers today practice selective relationship building, which can lead to
companies rejecting or firing certain types of consumers.
112) Purchase behavior and post-purchase evaluation are elements of the input stage of the
consumer decision-making model.
113) Courtney has been looking at laptop computers for a while and has decided to purchase a
Dell. Courtney’s decision to purchase a Dell signifies the output stage of decision making.
114) Students with expertise in consumer behavior should pursue employment in three areas:
brand management, advertising, and consumer research.
115) Define consumer behavior. What is the scope of consumer behavior?
116) Imagine you are training a marketing intern on how your company, which markets athletic
footwear, uses market segmentation, target marketing and positioning. Explain what each is and
provide an example.
117) Provide three specific examples of how the Internet and related technologies improve
marketing transactions by adding value that benefits marketers and/or customers.
118) Identify the three conditions under which customization is most likely to be effective and
provide an example of a successful customizable offering that meets these criteria.
119) In terms of expectations, when is a customer not satisfied, satisfied, and delighted?
120) Identify and discuss the reasons for which small reductions in customer defections produce
significant increases in profits.
121) Identify and briefly describe the two interrelated forms of customer engagement with
marketers. Provide an example that shows why a company needs to consider both types of
engagement.
122) Identify and briefly describe five of the factors that determine customer satisfaction with
online websites and merchants while shopping online.
123) Identify the three components of the decision-making process. In your response, please
provide an example of what someone who was in the market for a new television might do at that
stage in the process.
124) What three areas should students with expertise in consumer behavior pursue employment
in ?
