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50.
Which of the following is NOT a critical question for developing marketing communications?
51.
_____ is the amount of money one must pay to obtain the right to use the product.
52.
Amy purchased a new 32-inch 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 _____.
53.
_____ is everything the consumer must surrender in order to receive the benefits of owning/using the
product.
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 _____.
55.
Which element of the marketing mix is concerned with having the product available where target
customers can buy it?
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?
57.
Auxiliary or peripheral activities that are performed to enhance the primary product or primary service
are referred to as _____.
58.
Which of the following is NOT considered one of the firm's outcomes of the marketing strategy and
consumer behavior process?
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 _____.
60.
A product's position refers to _____.
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 _____.
62.
Which outcome of marketing strategy produces the revenue necessary for the firm to continue in
business?
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 _____.
64.
_____ occurs when individuals or groups make consumption decisions that have negative consequence
for their long-run well-being.
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?
66.
Which of the following is a societal outcome of marketing strategy and consumer behavior?
67.
Which of the following is NOT a societal outcome of marketing strategy and consumer behavior?
68.
Which is NOT a step in the consumer's decision process?
69.
Which of the following is an internal influence on consumer behavior?
70.
Which is NOT an external influence on consumer behavior?
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?
72.
Liz Claiborne 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?
73.
What is the first step in the consumer decision process?
74.
Which of the following statements is TRUE regarding the overall model of consumer behavior?
75.
The totality of an individual's thoughts and feelings about him or herself is known as _____.
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.
77.
Which type of decisions involve very little effort or thought on the part of the consumer?
78.
Karen was at the checkout at the grocery store and remembered that she was out of chewing gum that
she normally likes to keep in her purse. Without much thought, she grabbed two packages of the gum
she likes. What type of consumer decision does this illustration?
79.
According to the "Consumer Insight" in your text, buying auto insurance represents which form of
consumption meaning?
80.
What does the consumption of a product like Nike shoes mean to Andre, the working poor consumer
discussed in the text?
True / False Questions
81.
Consumer behavior is a complex, multidimensional process.
82.
Marketing decisions and regulations are based on exact knowledge of consumer behavior.
83.
Economically developed societies are often referred to as marketing societies.
84.
It is critical that a firm consider value from the customer's perspective.
85.
Marketing strategy begins with objective setting.
86.
Product features, price, communications, distribution, and services together are often referred to as
customer value.
87.
Shoppers who only care about mall essentials are known as destination shoppers.
88.
Marketing skills include a firm's financial expertise, general managerial skills, production capabilities,
research and development capabilities, technological sophistication, and reputation.
89.
Tracking consumers' online activity and sending them specific banner ads based on that activity is
known as behavioral targeting.
90.
The term used to reflect the fact that most products in developed economies satisfy more than one need
is customer value.
91.
A target market is that segment(s) of the larger market on which a company will focus its marketing
effort.
92.
The outcomes of a firm's marketing strategy are determined by its interaction with the consumer
decision process.
93.
Two key processes involved in need satisfaction are the actual need fulfillment and the perceived need
fulfillment.
94.
A consumer's needs and desires are shaped by his or her self-concept and lifestyle.
95.
Lifestyle is the totality of an individual's thoughts and feelings about him or herself.
Essay Questions
96.
Describe the field of consumer behavior, and discuss the four key aspects of consumer behavior that
make it an important area of study.
97.
List and briefly describe applications of consumer behavior.
98.
List and briefly describe the four steps involved in market segmentation.
99.
Briefly describe the outcomes of marketing strategy for the firm, consumers, and society.
100.
Alex is developing the marketing strategy for a brand of men's clothing. Before he develops his strategy,
Alex will conduct research to better understand his customers. Briefly describe a conceptual model that
includes the factors he should consider in his research.
