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1 | |
Customer value is: |
| | A) | the cost of your product divided by the cost of the best competitor. |
| | B) | the difference between all the benefits derived from a total product and all the costs of securing those benefits. |
| | C) | the current cost of a product relative to its normal or average cost. |
| | D) | all the benefits a customer receives from a product. |
| | E) | all of the above |
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2 | |
The online research conducted by BuzzBack Market Research for Kellogg’s Pop-Tarts Yogurt Blast identified the key benefits of a(n) _____ could satisfy both moms and kids. |
| | A) | larger-sized package and lower price per ounce |
| | B) | colorful and interesting package and emphasis on healthier benefits |
| | C) | increased product offering to include combination flavors and add multivitamins supplements |
| | D) | all of the above were found to be key benefits that would satisfy both moms and kids |
| | E) | none of the above |
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3 | |
Applications and theories and information about consumer behavior: |
| | A) | are being developed but are not yet common. |
| | B) | are being made daily by commercial firms, nonprofit organizations, and regulatory agencies. |
| | C) | are limited to large commercial organizations. |
| | D) | are almost nonexistent |
| | E) | none of the above |
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4 | |
Social marketing involves: |
| | A) | stressing the social desirability of owning or using a particular product or brand. |
| | B) | using group pressure to sell a product. |
| | C) | showing how using a particular product or brand will enhance the consumer’s popularity. |
| | D) | applying marketing tactics to create behaviors that have a positive impact on target individuals or society. |
| | E) | none of the above. |
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5 | |
The total product includes: |
| | A) | the communications about the product. |
| | B) | the product price. |
| | C) | the services provided with the product. |
| | D) | all the functional product features. |
| | E) | all of the above |
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6 | |
Which of the following is NOT part of the model of marketing strategy and consumer behavior presented in the text? |
| | A) | cash flow analysis. |
| | B) | market analysis. |
| | C) | market segmentation. |
| | D) | consumer decision process. |
| | E) | all of the above are part of the model. |
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7 | |
Selecting a target market involves all of the following steps EXCEPT: |
| | A) | group customers with similar need sets. |
| | B) | select an attractive group to target. |
| | C) | describe each group. |
| | D) | identify product-related need sets. |
| | E) | all of the above are involved. |
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8 | |
Creating satisfied customers requires: |
| | A) | providing a product at least as good as the competition at a lower cost. |
| | B) | having a marketing mix that is superior to the competition. |
| | C) | providing more functional features than the customers require. |
| | D) | convincing customers that your brand offers superior value and delivering as much or more value. |
| | E) | all of the above. |
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9 | |
Injurious consumption occurs when: |
| | A) | a product is introduced that does not meet consumer needs. |
| | B) | individuals make consumption decisions that have a negative impact on their long-run well being. |
| | C) | a firm advertises benefits that the product can not deliver. |
| | D) | consumers purchase products for symbolic rather than functional reasons. |
| | E) | all of the above |
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10 | |
Consumer lifestyle is: |
| | A) | how one lives. |
| | B) | individuals’ activities, interest, opinions, needs, and values which reflect who they are. |
| | C) | the manifestations of one’s self-image or self-concept. |
| | D) | the way an individual chooses and uses possessions. |
| | E) | all of the above |
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11 | |
Self-concept is a major step in the consumer’s decision process. |
| | A) | True |
| | B) | False |
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12 | |
Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experience, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. |
| | A) | True |
| | B) | False |
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13 | |
Most economically developed societies are legitimately referred to as marketing societies. |
| | A) | True |
| | B) | False |
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14 | |
Marketing strategy ends with conducting a market analysis. |
| | A) | True |
| | B) | False |
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15 | |
One of the elements marketers use in their evaluation of the attractiveness of various segments is the segment size. |
| | A) | True |
| | B) | False |
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