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Multiple Choice Quiz
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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
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
3
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.
4
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.
5
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
6
Self-concept is a major step in the consumer's decision process.
A)True
B)False
7
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
8
Most economically developed societies are legitimately referred to as marketing societies.
A)True
B)False
9
Marketing strategy ends with conducting a market analysis.
A)True
B)False
10
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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