Ba 370 – Test 1 – chapter 1 – Flashcards
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1) 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
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Answer: B
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2) Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny gave up and decided to order her dress online and just return it if it wasn't exactly right. This story is an example of how consumer behavior is a(n) ________. A) industry B) process C) art form D) theory
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Answer: B
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3) 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
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Answer: C
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4) Which of the terms below is used to describe the bond between product and consumer that is difficult for competitors to break? A) brand loyalty B) custom C) patronage D) relationship
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Answer: A
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5) Which of the following time periods is encompassed in the study of consumer behavior? A) pre-purchase B) purchase C) post-purchase D) all of the above
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Answer: D
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6) Which of the following is NOT a stage in the consumption process? A) desire B) pre-purchase C) purchase D) post-purchase
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Answer: A
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7) According to the basic marketing concept, a firm exists to ________. A) influence popular culture B) dominate market share C) nurture relationships D) satisfy needs
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Answer: D
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8) A marketer who segments a population by age and gender is using ________ to categorize consumers. A) demographics B) psychographics C) roles D) lifestyle
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Answer: A
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9) A soft drink company decided to produce a cola drink with more caffeine than usual in hopes of preventing current teen and early-twenties customers from shifting to coffee and tea drinks after graduating from college. The company test-marketed this new product at a Midwestern university. The company has segmented the market based on ________. A) psychographics B) lifestyle C) demographics D) usage rates
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Answer: C
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10) A consumer researcher who examines consumers' lifestyles and personalities is studying ________. A) demographics B) psychographics C) social class D) usage rates
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Answer: B
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11) A consumer experience that integrates multiple media channels, ranging from television, email, and digital, to engage a community of players who collaborate to solve a puzzle is called a(n) ________. A) social game B) casual game C) transmedia story D) alternate reality game
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Answer: D
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12) A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand. A) asynchronous interactions B) market segmentation strategies C) the 80/20 strategy D) economies of information
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Answer: B
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13) Why is age a common demographic category used in understanding consumer behavior? A) Different age groups have different needs and wants. B) Age is easier to categorize than gender. C) Generational groups tend to be similar. D) all of the above
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Answer: A
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14) Which of the following best explains how a minority of a product's users make up a majority of sales of that product? A) culture of participation theory B) the 80/20 rule C) positivism D) role theory
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Answer: B
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15) People who belong to the same social class are most likely to have which of the following in common? A) income level B) personality C) ethnicity D) family structure
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Answer: A
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16) Which of the following marketing philosophies emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with a company's brands over time? A) differentiated marketing B) global marketing C) social marketing D) relationship marketing
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Answer: D
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17) Wal-Mart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing. A) undifferentiated B) database C) relationship D) consumer-generated
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Answer: B
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18) The way consumers feel about themselves, the things they value, and the things they like to do in their spare time are part of how marketers segment using ________. A) gender B) age C) social class D) lifestyle
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Answer: D
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19) The term "big data" refers to the ________. A) importance of database marketing B) use of mainframe computers to model marketing problems C) collection and analysis of extremely large datasets D) implementation of new data mining technologies
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Answer: C
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20) Big data is generated from ________. A) smartphone GPS signals B) credit card transactions C) social media posts D) all of the above
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Answer: D
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21) When a product helps to establish the user's identity, the user is said to have a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love
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Answer: A
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22) When a product serves as a link to the user's past or past self, the user is said to have a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love
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Answer: B
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23) When a product is part of a user's daily routine, the user is said to have a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love
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Answer: C
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24) When a product elicits emotional bonds of warmth and affection, the user is said to have a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love
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Answer: D
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25) Tracy buys Eight O'Clock coffee because it reminds her of her grandmother, who always purchased this brand. Tracy has a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love
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Answer: B
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26) Die-hard Apple fans post videos on YouTube claiming their affection for Apple products. They could be said to have a(n) ________ type of relationship with the product. A) self-concept attachment B) nostalgic attachment C) interdependence D) love
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Answer: D
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27) Brands like Colgate that are a part of a user's every day existence likely relate to customers with a(n) ________ type of relationship. A) self-concept attachment B) nostalgic attachment C) interdependence D) love
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Answer: C
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28) Which form of relationship between product and customer is most at risk of the customer switching to a different brand of product? A) self-concept attachment B) nostalgic attachment C) interdependence D) love
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Answer: C
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29) Lucy Chang recently purchased a lovely ceramic bowl that featured a red dragon design. When she thought about her purchase, she found that she really had no justification for buying the bowl other than it reminded her of the bowls her mother used during evening meals when she was a young child in Hong Kong. Which of the following types of relationships with a product best explains the reason for Lucy's purchase of the dragon bowl? A) self-concept attachment B) nostalgic attachment C) interdependence D) cohort attachment
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Answer: B
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30) The sociological perspective of ________ takes the view that much of consumer behavior resembles actions in a play. A) role theory B) pastiche C) interpretivism D) psychographics
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Answer: A
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31) The mass market produces and consumes music, movies, sports, and other forms of entertainment known as ________. A) user-generated content B) culture C) urban dictionary D) popular culture
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Answer: D
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32) A ________ creates a state of tension that drives the consumer to attempt to reduce or eliminate it. A) want B) demand C) need D) response
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Answer: C
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33) People buy products for ________. A) what they do B) what they mean C) the role the product plays in the consumer's life D) all of the above
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Answer: D
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34) When a person buys a product for emotional reasons, we can say that the need is ________. A) utilitarian B) functional C) interdependent D) hedonic
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Answer: D
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35) ________ focuses on biological needs that produce unpleasant states of arousal. A) Drive theory B) Gratification theory C) Consumerism D) Role theory
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Answer: A
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36) Which theory suggests that consumer expectations of achieving desirable outcomes motivate behavior? A) drive theory B) role theory C) expectancy theory D) equity theory
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Answer: C
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37) Which of the following is an example of C2C e-commerce? A) RFID tags B) virtual brand communities C) database marketing D) green marketing
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Answer: B
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38) Which of the following is the best tool for consumer activists to use in efforts to make the public aware of unethical or questionable marketing behavior? A) Web 2.0 B) B2C e-commerce C) economics of information D) compulsive consumption
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Answer: A
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39) In an online ________, members share opinions and recommendations about products. A) market segment B) consumption community C) marketing database D) culture jam
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Answer: B
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40) A digital native is someone who ________. A) grew up in a "wired" and highly networked world B) uses alternate reality games frequently C) participates in database marketing D) belongs to a consumption community
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Answer: A
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41) Which of the following terms refers to the online means of communication, conveyance, and collaboration among interdependent and interconnected networks of people, communities, and organizations? A) open data partnership B) social media C) synchronous interaction D) asynchronous interaction
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Answer: B
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42) Which of the following is NOT closely associated with what your text terms the "horizontal revolution"? A) Web 1.0 B) Web 2.0 C) C2C e-commerce D) user-generated content
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Answer: A
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43) The revolution in cyberspace has created a situation in which consumers can sell to other consumers in communities like Etsy. This is known as ________. A) B2C e-commerce B) C2C e-commerce C) B2B e-commerce D) consumption community
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Answer: B
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44) Researchers who argue that the field of consumer behavior should not be a "handmaiden to business" believe that consumer behavior research should ________. A) have a market-oriented focus B) aim to apply knowledge to increasing profits C) focus on understanding consumption for its own sake D) be judged in terms of its ability to improve marketing practices
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Answer: C
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45) Another term for positivism is ________. A) interpretivism B) pluralism C) modernism D) postmodernism
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Answer: C
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46) Of the following, a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much. A) consumerism B) positivism C) modernism D) interpretivism
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Answer: D
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47) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single, objective truth that can be discovered by science. A) fundamentalism B) interpretivism C) positivism D) postmodernism
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Answer: C
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48) The belief that meaning is not fixed but is instead constructed by each individual is part of the ________ paradigm. A) positivist B) pragmatic C) interpretivist D) consumerist
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Answer: C
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49) A student of postmodernism is most likely to believe that the world in which we live is a(n) ________, or a mixture of images. A) alternate reality B) paradigm C) consumerspace D) pastiche
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Answer: D
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50) George says that he sees everything as "black or white-no in between." George would most accurately be characterized as a(n) ________. A) positivist B) collectivist C) interpretivist D) consumerist
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Answer: A
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51) When a transaction occurs between two or more organizations or people who give and receive something of value, an exchange has taken place.
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Answer: TRUE
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52) According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is NOT part of consumer behavior.
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Answer: FALSE
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53) Because consumer behavior is now examined as an entire consumption process that includes prepurchase and postpurchase issues, exchange theory is no longer relevant to the study of consumer behavior.
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Answer: FALSE
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54) American society is shifting from a mass culture in which many consumers share the same preferences to a diverse culture in which consumers have almost an infinite number of choices.
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Answer: TRUE
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55) A common way to segment consumers is to identify which consumers are heavy users of a given product.
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Answer: TRUE
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56) Demographics refer to aspects of a person's lifestyle and personality.
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Answer: FALSE
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57) Demographics are statistics that measure observable aspects of a population.
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Answer: TRUE
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58) A market researcher who analyzes a population of consumers using the variable of marital status is segmenting the population by the demographic category of family structure.
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Answer: TRUE
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59) Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.
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Answer: TRUE
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60) The fact that people often buy products not for what the products do but for what they mean implies that a product's basic function is unimportant.
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Answer: FALSE
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61) Psychographic information is not considered to be demographic data because this type of information is not directly observable.
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Answer: TRUE
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62) The sociological perspective of role theory can be used to explain why people who engage in certain activities seem to have a "uniform." For example, cyclists have spandex and helmets, while fly fishermen have vests and floppy hats.
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Answer: TRUE
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63) According to the different categories of relationships that people may have with products, nostalgic attachment occurs if the product is part of the user's daily routine.
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Answer: FALSE
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64) Motivation can be described in terms of strength and direction.
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Answer: TRUE
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65) Drive theory struggles to explain why people may delay gratification of a want.
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Answer: TRUE
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66) Research suggests that some consumer behaviors can be explained by a productivity orientation, a continual striving to use time constructively.
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Answer: TRUE
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67) Many needs can influence consumer behavior including one's need for power and need for uniqueness.
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Answer: TRUE
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68) Consumer-generated content is a trend that helps to define the era of Web 2.0.
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Answer: TRUE
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69) Popular culture is both a product of marketing and an inspiration for marketing.
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Answer: TRUE
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70) Wal-Mart began a new campaign to sell lawn furniture. In emphasizing how lawn furniture has been used over the decades in movies and books, by celebrities, and as essential ingredients to home entertainment, the campaign is drawing upon popular culture.
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Answer: TRUE
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71) Texting back-and-forth with a friend is an example of asynchronous interaction.
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False
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72) Global consumer culture and popular culture are interchangeable terms.
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False
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73) In the era of Web 2.0, the focus of electronic marketing has shifted from C2C e-commerce to B2C e-commerce.
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False
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74) A paradigm is a belief that guides an understanding of the world.
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True
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75) A person who believes that science can fix or find a cure for anything most likely follows the philosophy of interpretivism.
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False
