Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 1 Consumer Behavior: Information-Driven Consumer Behavior
1) Which of the following is the study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and
desires?
A) lifestyle marketing
B) role theory
C) consumer behavior
D) marketing research
2) Which of the following is considered an example of consumer behavior?
A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store
brand.
B) Javier generally gets gas on Monday mornings on his way to work.
C) Jessica prefers to buy her produce from the farmer’s market instead of the grocery store.
D) Jeremy generally recycles his old newspapers and cardboard boxes.
E) All of the above are examples of consumer behavior.
3) Marketing and consumer behavior stem from the ________, which maintains that the essence
of marketing is satisfying consumers’ needs, creating value and retaining customers.
A) production concept
B) product concept
C) selling concept
D) societal concept
E) marketing concept
4) A(n) ________ is a person who identifies a need or desire, makes a purchase, and then
disposes of a product.
A) marketer
B) consumer
C) influencer
D) content generator
5) Tripp runs a product development division at a software company. His division was focused
on producing a word processing software that performs better and has more features than any
competitive product, so they added every feature that was technically feasible. However, they
found that consumers were satisfied with fewer features and unwilling to pay more for the
advanced software. Tripp and his team suffered from ________.
A) marketing myopia
B) over-segmentation
C) target marketing
D) technology devotion
E) marketing vision
6) During historical periods when demand exceeded supply, businesses adopted the ________
concept.
A) marketing
B) technology
C) societal
D) production
E) product
7) The ________ concept in business assumes that consumers are mostly interested in product
availability at low prices.
A) marketing
B) societal
C) product
D) production
E) technology
8) The ________ is characterized by the gearing up of manufacturing skills in order to expand
production.
A) marketing concept
B) product concept
C) selling concept
D) production concept
E) societal concept
9) The production concept makes sense for a business when ________.
A) consumers are more interested in product availability than in product variation
B) consumers are interested in obtaining the product that offers them the highest quality, best
performance, and most features
C) consumers have changing needs and insist that those needs be satisfied
D) consumers are unlikely to buy the product unless they are persuaded to do so
E) consumers are not sensitive to price
10) The focus of the ________ was to sell more of what the manufacturing department was able
to produce.
A) marketing concept
B) selling concept
C) product concept
D) production concept
E) market orientation
11) Kevin’s company owns a factory that can produce 1,000 widgets per week. His primary focus
is on getting consumers to purchase as many widgets as possible to ensure that he is maximizing
his sales relative to his production capacity. Kevin’s business is exhibiting the ________.
A) marketing concept
B) product concept
C) not-for-profit concept
D) selling concept
E) market orientation
12) The key assumption underlying the marketing concept is that ________.
A) if manufacturers make a product, consumers will buy it
B) a company must determine the needs and wants of specific target markets and satisfy
consumers’ needs better than the competition
C) the primary focus of a business should be producing as much as it can, in the cheapest way
possible
D) consumers are most interested in obtaining generic products at low prices
E) consumers are unlikely to buy a product unless they are aggressively persuaded to do so
13) The selling concept focuses on the needs of the ________ and on existing products, while the
marketing concept focuses on the needs of the ________.
A) manufacturer; seller
B) buyer; manufacturer
C) seller; buyer
D) seller; manufacturer
E) buyer; seller
14) The process and tools used to study consumer behavior are characterized by the term
________.
A) data analysis
B) data collection
C) consumer research
D) marketing communication
E) consumer complexes
15) ________ is a process that links the consumer, customer and public to the marketer through
information in order to identify marketing opportunities and problems, evaluate marketing
actions, and evaluate marketing strategies’ performances.
A) Data analysis
B) Data collection
C) Market research
D) Marketing communication
E) Consumer complexes
16) ________ refers to the development of a distinct image for the product in the mind of the
consumer.
A) Targeting
B) Positioning
C) Placement
D) Promotion
E) Segmenting
17) Tanya and her marketing team at a fast food restaurant are breaking their company’s target
audience into groups that have shared needs that are different from the needs shared by other
groups. They are engaged in ________.
A) market targeting
B) positioning
C) placement
D) promotion
E) market segmentation
18) Successful positioning focuses on communicating the ________.
A) segments that the company views as prospective customers
B) distinct benefits that the product provides
C) retail shelf space the product should occupy
D) competing offerings that are available
E) product instructions for use
19) The four Ps of the marketing mix are ________.
A) product/service, price, place, people
B) potential, price, place, people
C) product/service, price, place, promotion
D) product/service, promotion, potential, price
E) price, purchase, placement, product/service
20) Matt’s Mobile Services has designed a cell phone plan especially for tech-savvy teens who
are heavy cell phone users and live in households earning over $150,000 per year. In tailoring the
plan for a specific group of consumers based on their particular needs, Matt’s Mobile Services
has provided an example of ________.
A) societal marketing
B) broadcasting
C) target marketing
D) the selling orientation
E) the product concept
21) The process of dividing a market into subsets of consumers with common needs or
characteristics is known as ________.
A) market targeting
B) ethical marketing
C) product positioning
D) market segmentation
E) market stewardship
22) “Me too” products are ________.
A) products that need to be bought along with the original product
B) secondary products that customers need to be reminded to buy
C) products that lack a unique image or benefit in the eyes of consumers
D) products aimed at helping children learn to share with each other
E) products that are included for free with the desired product
23) When advertising to teens, Matt’s Mobile Services focuses its messaging on how its
expansive network enables subscribers to stay connected with friends at all times, so subscribers
are always accessible and “in the loop” on the latest social news. This is an example of
________.
A) a unique social proposition
B) societal marketing
C) communicating the benefits the product provides
D) product placement
E) broadcasting
24) Packaging and warranties are elements of which of the four Ps?
A) price
B) people
C) promotion
D) place
E) product
25) Of the four Ps of the marketing mix, promotion includes ________.
A) payment methods
B) public relations
C) warranties
D) discounts
E) product size
26) Of the four Ps of the marketing mix, place includes ________.
A) discounts
B) public relations
C) warranties
D) distribution centers
E) packaging
27) Of the four Ps of the marketing mix, price includes ________.
A) payment methods
B) public relations
C) warranties
D) distribution centers
E) packaging
28) Those in favor of socially responsible marketing call on marketers to adopt the societal
marketing concept, which requires marketers to ________.
A) minimize production costs in order to offer the product at the lowest price possible
B) aggressively market all products to all segments of society
C) track customer preferences via the Internet to improve customer research databases
D) fulfill the needs of the target audience in ways that improve society as a whole, while
fulfilling the objectives of the organization
E) lobby for government regulation of their industries
29) The example in the text notes San Francisco City Attorney sued ________ because the
company chose to market caffeinated energy drinks to children despite alleged health risks.
A) Monster Beverage Corp.
B) Hansen’s Natural Beverage Corp.
C) The Coca-Cola Company
D) Pepsico
E) Red Bull GmbH
30) Which of the following is consistent with the societal marketing concept?
A) Fast food restaurants develop offerings with less fat and more nutrients.
B) Food marketers advertise foods to young people in a way that does not encourage overeating.
C) Marketers do not use professional athletes in liquor or tobacco advertisements because they
may serve as role models for young people.
D) Marketers avoid featuring unreasonably slim females in their advertising campaigns because
of the potential of such images to increase eating disorders.
E) All of the above are consistent with the societal marketing concept.
31) Socially responsible activities can result in ________.
A) improved corporate image among consumers
B) improved corporate image among the financial community
C) increased sales
D) all of the above
E) none of the above
32) Online companies create a ________: consumers gain information that turns them into
sophisticated customers, opportunities to customize products easily, and entertainment content;
marketers gain information about consumers that allows them to be more efficient and precise
when marketing their products.
A) value vacuum
B) one-sided transaction
C) click-to-buy culture
D) divestment opportunity
E) value exchange
33) The adoption of digital technologies has introduced drastic changes into the business
environment, including which of the following?
A) Customers are forced to deal with distribution outlets and middlemen in order to obtain
goods.
B) The exchange between marketers and customers is less interactive than in the past.
C) Consumers face more barriers to accessing information.
D) Marketers can offer more products and services than ever before.
E) Market research has become significantly more difficult.
34) Emerging digital technologies are allowing consumers to have more power than ever before.
This means that now customers ________.
A) are required to buy goods and services from local vendors
B) are limited in the time of day that they are able to buy products
C) can locate the best prices for products or services
D) are more limited in the range of products that they can purchase
E) are forced to acquire used items through middlemen instead of directly from the original
owner
35) As consumers spend more time online and have more technological tools that enable them to
avoid exposure to TV ads, marketers are ________.
A) investing in flashier television advertisements to attract attention to themselves
B) buying more air time in an attempt to crowd out their competitors’ advertisements
C) lobbying for legislation that will prohibit the sale of devices that allow consumers to avoid
advertising on the basis that such devices are anti-competitive
D) shifting dollars from traditional display advertising to sites like Facebook that can deliver
huge audiences
E) blocking out any mention of brand names during regular programming
36) Technology enables marketers to do which of the following?
A) customize offerings and promotional messages
B) offer more effective pricing
C) utilize shorter distribution channels
D) build long-term relationships with customers
E) all of the above
37) Cookies are used to track who is interested in what online and sold on exchanges like
________ to other companies who are interested in targeting people based on their interests.
A) eXelate and BlueKai
B) cheapair.com and Hilton
C) Amazon.com
D) informationex.com
E) IdeaLog.com
38) When consumers use online sites to compare models and brands of products and click for
more technical information, companies gain information about ________.
A) competitors’ prices
B) product attributes that consumers consider the most important
C) buying patterns
D) market research
E) self-reported data
39) When Samsung incorporated twitter comments about the iPhone into its advertising pitch, it
was taking advantage of which facet of the interactive exchange?
A) the ability to get instant reactions to marketers’ messages
B) one-way communications
C) consumer-generated content
D) scanner panel data
E) technological innovations
40) Tracy licensed a new software product that enables her to figure out when the same person is
accessing her company’s website via a mobile phone, tablet, and/or computer so she can keep
track of their behavior and target them accordingly. This is an example of ________.
A) cross-screen marketing
B) cyberstalking
C) time shifting
D) mobile advertising
E) commercial blanketing
41) Based on the three criteria for successful customization, which of the following is least likely
to be effectively customized?
A) running shoes
B) fountain pens
C) sunglasses
D) laundry detergent
E) an automobile
42) Which of the following is an example of how the Internet affects prices and distribution?
A) Consumers use smart phones to compare prices as they shop, leading to price matching
guarantees from retailers.
B) Apple distributes iBooks via its digital bookstore, reducing prices of high school textbooks by
almost 90%.
C) Marketers are using smartphone apps to target shoppers in stores who are looking for
information about products.
D) Amazon installed Amazon Lockers in grocery, convenience and drugstores that accept
packages for customers to pick up later.
E) all of the above
43) ________ is defined as the ratio between the customer’s perceived benefits and the resources
used to obtain those benefits.
A) Customer satisfaction
B) Customer value
C) Customer relationship management
D) Consumer decision making
E) Consumer marketing
44) Customers have different expectations when they purchase a Lexus than when they purchase
a Hyundai. These expectations affect ________.
A) market segmentation
B) the value proposition
C) customer satisfaction
D) the corporate vision
E) the market targeting
45) An individual’s perception of the performance of a product or service in relation to one’s
expectations is known as ________.
A) market segmentation
B) customer satisfaction
C) market targeting
D) product placement
E) product promotion
46) ________ is turning individual consumer transactions into long-term customer relationships
by making it in the best interests of customers to stay with the company rather than switch to
another firm.
A) Market segmentation
B) Customer satisfaction
C) Market targeting
D) Customer retention
E) Product promotion
47) Which of the following is NOT one of the benefits of retaining loyal customers?
A) Loyal customers are more likely to purchase high margin supplemental products.
B) Loyal customers are more price-sensitive.
C) It is less expensive to service existing customers.
D) Loyal customer refer other customers and engage in positive word-of-mouth.
E) Loyal customers make employees’ jobs easier and more satisfying.
48) Antoine is in charge of customer acquisition and retention. He allocates more of his budget
to customer retention than customer acquisition. Why does Antoine’s decision make sense?
A) Low customer turnover is correlated with higher profits.
B) High customer turnover is correlated with higher profits.
C) Low customer acquisition is correlated with higher profits.
D) Low customer acquisition is correlated with higher employee satisfaction.
E) High customer acquisition is correlated with higher employee satisfaction.
49) Researchers have identified two interrelated forms of customer engagement with marketers:
________ and ________.
A) customer satisfaction; commercial exchange
B) social exchange; commercial exchange
C) emotional bonds; customer satisfaction
D) customer satisfaction; transaction-based relationships
E) emotional bonds; transaction-based relationships
50) Social media transformed ________ by giving companies a way to easily collect input and
customers’ preferences.
A) photography
B) television commercials
C) market trust
D) market research
E) customer bias
51) Walmart’s use of Twitter chatter to inform their decision to sell cake pops is an example of
social media’s impact on ________.
A) photography
B) television commercials
C) market trust
D) market research
E) customer bias
52) Which of the following determinants of customer satisfaction with online websites and
merchants while shopping online is characterized by the merchant’s ability to match purchase
recommendations to one’s needs and customize products and advertisements so the customer
feels unique and valued?
A) trust
B) engagement
C) network
D) interactivity
E) adaptation
53) Which of the following determinants of customer satisfaction with online websites and
merchants while shopping online is characterized by the customer’s willingness to count on the
merchant to successfully complete the purchase transaction and feeling the merchant is reliable
and honest?
A) trust
B) engagement
C) network
D) interactivity
E) adaptation
54) Which of the following determinants of customer satisfaction with online websites and
merchants while shopping online is characterized by an attractive site design; enjoyable shopping
at the site; and an inviting, comfortable site?
A) trust
B) engagement
C) network
D) interactivity
E) adaptation
55) Which of the following describes Amazon’s customers with high bonds and modest purchase
levels?
A) inertia-driven customers
B) transactional customers
C) loyal customers
D) delighted customers
E) fans
56) Which is NOT one of the benefits of highly satisfied customers?
A) They keep purchasing the same products.
B) They provide word-of-mouth to others.
C) They become customers for life.
D) They switch to competitors if offered a somewhat lower price.
E) They repeatedly buy the same brand.
57) When Gary buys ice cream, he typically buys whichever brand is on sale that week. With
regard to ice cream, Gary is best described as a(n) ________.
A) brand advocate
B) apostle
C) hostage
D) terrorist
E) mercenary
58) Megan uses Bed Head hair products and enthusiastically recommends them to others any
time she receives complements on her hair. With regard to hair products, Megan is best
described as a(n) ________.
A) ambivalent consumer
B) apostle
C) hostage
D) terrorist
E) mercenary
59) Norman dislikes the health insurance plan provided by his employer, but is unwilling to
switch to a different health insurer because obtaining private health insurance would be
significantly more expensive than the employer-subsidized plan in which he is currently
enrolled. With regard to health insurance, Norman is best described as a(n) ________.
A) loyalist
B) apostle
C) hostage
D) terrorist
E) mercenary
60) The primary objective of providing value to customers continuously and more effectively
than the competition is ________.
A) to monopolize the market
B) to produce a compelling advertising message
C) to help recruit a dedicated workforce
D) to avoid government regulation of the industry
E) to create and to retain highly satisfied customers