Test Bank for Consumer Behavior 10th Edition by Schiffman

8/20/2019 Test Bank for Consumer Behavior 10th Edition by Schiffman

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Consumer Behavior, 10e (Schiffman/Kanuk)

Chapter 1 Consumer Behavior: Meeting Changes and Challenges

1) The behavior that consumers display in searching for, purchasing, using, evaluating, anddisposing of products and services that they expect will satisfy their needs is known as

________.A) the production orientation) consumer behavior!) narrowcasting") positioning#) the marketing mixAnswer$ "iff$ 1 %age &ef$ '(kill$ !onceptb*ective$ 1.1$ +nderstand what consumer behavior is and the different types of consumers

) -hich of the following is considered an example of consumer behaviorA) /anice prefers to buy name0brand pain relievers like Tylenol and Advil, rather than the store brand.) /avier generally gets gas on onday mornings on his way to work.!) /essica prefers to buy her produce from the farmer2s market instead of the grocery store.") /eremy generally recycles his old newspapers and cardboard boxes.#) All of the above are examples of consumer behavior.Answer$ #"iff$ %age &ef$ '(kill$ Applicationb*ective$ 1.1$ +nderstand what consumer behavior is and the different types of consumers

3) -hen ill orders five movie tickets online for himself and his friends for a 4riday nightshowing of the latest action thriller, he is acting as a5n)A) organi6ational consumer ) team consumer !) non0profit consumer ") market consumer #) personal consumer Answer$ #"iff$ %age &ef$ '(kill$ Applicationb*ective$ 1.1$ +nderstand what consumer behavior is and the different types of consumers



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7) The term 8consumer behavior8 describes two different kinds of consumers$ ________ and ________ consumers.A) non0profit9 government) non0profit9 for profit!) personal9 organi6ational

") government9 private#) organi6ational9 privateAnswer$ !"iff$ 1 %age &ef$ '(kill$ !onceptb*ective$ 1.1$ +nderstand what consumer behavior is and the different types of consumers

') A personal consumer buys goods for ________.A) his or her own use) consumption by coworkers!) his or her business") his or her school#) a government agencyAnswer$ A"iff$ %age &ef$ '(kill$ !onceptb*ective$ 1.1$ +nderstand what consumer behavior is and the different types of consumers

:) ________ is one of the most pervasive of all types of consumer behavior because we all act as personal consumers.A) #nd0use consumption) rgani6ational consumption!) (ocietal consumption") %hilanthropic consumption#) ;nstitutional consumptionAnswer$ A"iff$ %age &ef$ '(kill$ !onceptb*ective$ 1.1$ +nderstand what consumer behavior is and the different types of consumers

alentine2s "ay, he is acting as a5n) ________.A) non0profit consumer) personal consumer!) public consumer

") organi6ational consumer#) team consumer Answer$ "iff$ %age &ef$ '(kill$ Applicationb*ective$ 1.1$ +nderstand what consumer behavior is and the different types of consumers



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?) !arol is in charge of purchasing at ercy @ospital. -hen she puts in an order for towels forthe hospital, she is acting as a5n) ________.A) private consumer ) organi6ational consumer !) individual consumer

") public consumer#) personal consumer Answer$ "iff$ %age &ef$ '(kill$ Applicationb*ective$ 1.1$ +nderstand what consumer behavior is and the different types of consumers

) "uring historical periods when demand exceeded supply, businesses adopted the ________orientation.A) marketing) technology!) societal") production#) productAnswer$ ""iff$ %age &ef$ ?(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

1B) The ________ orientation in business assumes that consumers are mostly interested in product availability at low prices.A) marketing) societal!) product") production#) technologyAnswer$ ""iff$ %age &ef$ ?(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning



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11) A ________ is characteri6ed by the gearing up of manufacturing skills in order to expand production.A) market orientation) product orientation!) sales orientation

") production orientation#) marketing conceptAnswer$ ""iff$ %age &ef$ ?AA!($ Analytic (kills(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

1) The production orientation makes sense for a business when ________.A) consumers are more interested in product availability than in product variation

) consumers are interested in obtaining the product that offers them the highest Cuality, best performance, and most features!) consumers have changing needs and insist that those needs be satisfied") consumers are unlikely to buy the product unless they are persuaded to do so#) consumers are not sensitive to priceAnswer$ A"iff$ %age &ef$ ?AA!($ &eflective Thinking(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

13) The focus of the ________ was to sell more of what the manufacturing department was ableto produce.A) marketing concept) sales orientation!) product orientation") production orientation#) market orientationAnswer$ "iff$ 1 %age &ef$ ?(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketing

concept, the societal marketing concept, as well as segmentation, targeting, and positioning



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17) Devin2s company owns a factory that can produce 1,BBB widgets per week. @is primaryfocus is on getting consumers to purchase as many widgets as possible to ensure that he ismaximi6ing his sales relative to his production capacity. Devin2s business is exhibiting the ________.A) marketing concept

) product orientation!) not0for0profit orientation") sales orientation#) market orientationAnswer$ ""iff$ 1 %age &ef$ ?(kill$ Applicationb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

1') To respond to consumers2 growing interest in products and services that were more uniCue

and would better satisfy their individual or specific needs and preferences, companies adoptedthe ________.A) production orientation) marketing orientation!) sales orientation") product orientation#) targeting orientationAnswer$ "iff$ 1 %age &ef$ ?(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

1:) !ompanies that 8put the consumer first 8 in their business thinking and planning areexhibiting a ________.A) production orientation) selling orientation!) marketing orientation") segmenting orientation#) product orientationAnswer$ !"iff$ %age &ef$ ?(kill$ !oncept

b*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning



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B) The production orientation focuses on profit through ________, while the marketing conceptfocuses on profits based on ________.A) product innovation9 aggressive advertising) cost control9 customer satisfaction!) customer satisfaction9 product innovation

") customer satisfaction9 aggressive advertising#) product innovation9 sales volumeAnswer$ "iff$ 3 %age &ef$ ?0AA!($ &eflective Thinking(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

1) ________ refers to the development of a distinct image for the product in the mind of theconsumer.

A) Targeting) %ositioning!) %lacement") %romotion#) (egmentingAnswer$ "iff$ 1 %age &ef$ 1B(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

) The 7 %s of the marketing mix are ________.A) productEservice, price, place, people) potential, price, place, people!) productEservice, price, place, promotion") productEservice, promotion, potential, price#) price, purchase, placement, productEserviceAnswer$ !"iff$ %age &ef$ 1B(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning



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3) att2s obile (ervices has designed a cell phone plan especially for tech0savvy teens whoare heavy cell0phone users and live in households earning over F1'B,BBB per year. ;n tailoringthe plan for a specific group of consumers based on their particular needs, att2s obile(ervices has provided an example of ________.A) societal marketing

) broadcasting!) market targeting") the selling orientation#) the product conceptAnswer$ !"iff$ 3 %age &ef$ 1B(kill$ Applicationb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

7) The process of dividing a market into subsets of consumers with common needs or

characteristics is known as ________.A) market targeting) ethical marketing!) product positioning") market segmentation#) market stewardshipAnswer$ ""iff$ 1 %age &ef$ 1B(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

') 8e too8 products are ________.A) products that need to be bought along with the original product) secondary products that customers need to be reminded to buy!) products that lack a uniCue image or benefit in the eyes of consumers") products aimed at helping children learn to share with each other #) products that are included for free with the desired productAnswer$ !"iff$ %age &ef$ 1BAA!($ Analytic (kills(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning



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:) (uccessful product positioning centers around two key principles$ developing a uniCueselling proposition, and communicating the ________.A) price) features and options!) benefits the product provides

") warranty details#) store locationsAnswer$ !"iff$ %age &ef$ 1B(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning


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) ;n the production concept business model, which of the four elements of the marketing mixis most heavily emphasi6edA) product) proportion!) price

") place#) promotionAnswer$ !"iff$ 3 %age &ef$ ?01BAA!($ &eflective Thinking(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

3B) %ackaging and warranties are elements of which of the four %sA) price

) people!) promotion") place#) productAnswer$ #"iff$ %age &ef$ 1B(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

31) f the four %s of the marketing mix, promotion includes ________.A) payment methods) public relations!) warranties") discounts#) product si6eAnswer$ "iff$ %age &ef$ 1B(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning



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3) f the four %s of the marketing mix, place includes ________.A) discounts) public relations!) warranties") distribution centers

#) packagingAnswer$ ""iff$ %age &ef$ 1BAA!($ Analytic (kills(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

33) f the four %s of the marketing mix, price includes ________.A) payment methods) public relations

!) warranties") distribution centers#) packagingAnswer$ A"iff$ %age &ef$ 1BAA!($ Analytic (kills(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

37) ________ is defined as the ratio between the customer2s perceived benefits and the resourcesused to obtain those benefits.A) !ustomer satisfaction) !ustomer value!) !ustomer relationship management") !onsumer decision making#) !onsumer marketingAnswer$ "iff$ %age &ef$ 11(kill$ !onceptb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention



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3') Gexus claims to deliver its buyers Cuality, 6ero defects in manufacturing, and superior and personal post0purchase service. This is an example of ________.A) market segmentation) a value proposition!) a customer satisfaction guarantee

") a corporate futuristic vision#) market targetingAnswer$ "iff$ %age &ef$ 11(kill$ Applicationb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

3:) -hich of the following is HT one of the four drivers of successful relationships betweenmarketers and consumersA) customer satisfaction

) customer trust!) customer selectivity") customer retention#) customer valueAnswer$ !"iff$ %age &ef$ 11(kill$ !onceptb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

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3?) -hen =ary buys ice cream, he typically buys whichever brand is on sale that week. -ithregard to ice cream, =ary is best described as a5n) ________.A) brand advocate) apostle!) hostage

") terrorist#) mercenaryAnswer$ #"iff$ %age &ef$ 1(kill$ Applicationb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

3) egan uses ed @ead hair products and enthusiastically recommends them to others anytime she receives complements on her hair. -ith regard to hair products, egan is bestdescribed as a5n) ________.A) ambivalent consumer ) apostle!) hostage") terrorist#) mercenaryAnswer$ "iff$ %age &ef$ 1(kill$ Applicationb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

7B) -hen /enny is checking out at the grocery store, she freCuently picks up a B0o6 bottle ofsoda at one of the coolers by the register. (he doesn2t have a strong preference for !oke or %epsi,and will *ust buy whichever happens to be closest. ;n this instance, /enny is best described asa5n) ________.A) defector ) loyalist!) apostle") terrorist#) hostageAnswer$ A"iff$ %age &ef$ 1AA!($ &eflective Thinking

(kill$ Applicationb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention



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71) Horman dislikes the health insurance plan provided by his employer, but is unwilling toswitch to a different health insurer because obtaining private health insurance would besignificantly more expensive than the employer0subsidi6ed plan in which he is currently enrolled.-ith regard to health insurance, Horman is best described as a5n) ________.A) loyalist

) apostle!) hostage") terrorist#) mercenaryAnswer$ !"iff$ %age &ef$ 1AA!($ &eflective Thinking(kill$ Applicationb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

7) %ete ate at a local tex0mex chain last weekend and received such poor service that he sworehe would never go back. The following onday, when his coworkers asked about his weekend,%ete told them about the bungled, dissatisfactory service he received, and even exaggerated thelousy experience he had. ;n this situation, %ete is best described as a5n) ________.A) loyalist) apostle!) hostage") terrorist#) mercenaryAnswer$ ""iff$ %age &ef$ 1(kill$ Applicationb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

73) f the various information sources available to consumers, ________ isEare by far the mosttrusted and perceived as the most credible.A) word of mouth) corporate websites!) online banner ads") television ads#) ratings by establishments such as Consumer ReportsAnswer$ A

"iff$ %age &ef$ 1(kill$ !onceptb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention



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77) ________ is the foundation for maintaining a long standing relationship with customers, andit helps to increase the chances that customers will remain loyal.A) Trust) %ositioning!) Targeting

") (egmentation#) (ocietal marketingAnswer$ A"iff$ 1 %age &ef$ 1(kill$ !onceptb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

7') The primary ob*ective of providing value to customers continuously and more effectivelythan the competition is ________.A) to monopoli6e the market) to produce a compelling advertising message!) to help recruit a dedicated workforce") to avoid government regulation of the industry#) to create and to retain highly satisfied customersAnswer$ #"iff$ 3 %age &ef$ 1AA!($ &eflective Thinking(kill$ !onceptb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

7:) A ________ strategy is designed to make it in the best interest of customers to stay with acompany rather than switch to another company.A) customer retention) narrowcasting!) market segmentation") market targeting#) positioningAnswer$ A"iff$ %age &ef$ 13(kill$ !onceptb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention



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'B) The adoption of digital technologies has introduced drastic changes into the businessenvironment, including which of the followingA) !ustomers are forced to deal with distribution outlets and middlemen in order to obtaingoods.) The exchange between marketers and customers is less interactive than in the past.

!) !onsumers face more barriers to accessing information.") arketers can offer more products and services than ever before.#) arket research has become significantly more difficult.Answer$ ""iff$ 1 %age &ef$ 1'AA!($ +se of ;T(kill$ !onceptb*ective$ 1.7$ +nderstand how new technologies are enabling marketers to better satisfy theneeds and wants of consumers

'1) #merging digital technologies are allowing consumers to have more power than ever before.This means that now, customers ________.A) are reCuired to buy goods and services from local vendors) are limited in the time of day that they are able to buy products!) can use 8intelligent agents8 to locate the best prices for products or services") are more limited in the range of products that they can purchase#) are forced to acCuire used items through middlemen instead of directly from the originalownerAnswer$ !"iff$ %age &ef$ 1'AA!($ +se of ;T(kill$ !onceptb*ective$ 1.7$ +nderstand how new technologies are enabling marketers to better satisfy theneeds and wants of consumers

') As consumers spend more time online and have more technological tools that enable them toavoid exposure to T> ads, marketers are ________.A) investing in flashier television advertisements to attract attention to themselves) buying more air time in an attempt to crowd out their competitors2 advertisements!) lobbying for legislation that will prohibit the sale of devices that allow consumers to avoidadvertising on the basis that such devices are anti0competitive") reducing their advertising expenditures on the ma*or networks and investing their advertisingdollars in newer media, such as the web#) blocking out any mention of brand names during regular programming

Answer$ ""iff$ 3 %age &ef$ 1'AA!($ +se of ;T(kill$ Applicationb*ective$ 1.7$ +nderstand how new technologies are enabling marketers to better satisfy theneeds and wants of consumers



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'3) The societal marketing concept calls on marketers to ________.A) minimi6e production costs in order to offer the product at the lowest price possible) aggressively market all products to all segments of society!) track customer preferences via the ;nternet to improve customer research databases") fulfill the needs of the target audience in ways that improve society as a whole, while

fulfilling the ob*ectives of the organi6ation#) lobby for government regulation of their industriesAnswer$ ""iff$ %age &ef$ AA!($ #thical &easoning(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

'7) -hich of the following consumers is likely to receive the most attention and customersupport from the manufacturer, retailer, or service provider in CuestionA) "iane is an avid reader and buys most of her books on Ama6on.com. 4reCuently, when shereceives emails from Ama6on suggesting new books she might like, she visits the site and makesa purchase.) ill is an avid bargain shopper when it comes to travel. @e has freCuent flier cards with fivedifferent airlines and spends a lot of time shopping around for discounted airfare.!) (arah works out with a personal trainer, but has a very irregular and unpredictable workschedule. (he freCuently has to cancel her training sessions when last minute conflicts arise atwork.") Hicole drives an old @onda and takes it to the local /iffy Gube for oil changes. (he always buys the least expensive oil change package and declines the technicians2 repeated offers toreplace her windshield wipers and flush out her coolant system.#) "avid has a >isa card that he uses to pay for gas and groceries. @e spends very little on hiscard and pays the balance off in full each month.Answer$ A"iff$ 3 %age &ef$ 13AA!($ Analytic (kills(kill$ Applicationb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention



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'') (mall reductions in customer defections produce significant increases in profits for all of thefollowing reasons #I!#%T ________.A) loyal customers buy more products) loyal customers pay less attention to competitors2 advertising!) loyal customers are more price sensitive

") loyal customers spread positive word0of0mouth and refer other customers#) it is more expensive to secure new customers than to keep existing onesAnswer$ !"iff$ %age &ef$ 1(kill$ !onceptb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

':) The three distinct but interlocking steps of the consumer decision making process are ________.A) input, analysis, and output

) environment, search, and evaluation!) input, process, and output") analysis, decision making, and output#) analysis, process, and outputAnswer$ !"iff$ 1 %age &ef$ 1?(kill$ !onceptb*ective$ 1.


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'?) ;n the consumer decision making process, the ________ stage focuses on how consumersmake decisions.A) analysis) evaluation!) input

") process#) outputAnswer$ ""iff$ %age &ef$ 1AA!($ Analytic (kills(kill$ !onceptb*ective$ 1.


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:1) ;n the !A& ;H; !A(#, 4ord2s business approach exhibited a ________.A) production orientation) marketing orientation!) societal marketing orientation") product orientation

#) selling orientationAnswer$ A"iff$ %age &ef$ ?(kill$ Applicationb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

:) ;n the !A& ;H; !A(#, which of the following elements of the marketing mix was centralto 4ord2s business modelA) promotion) product

!) price") placement#) productionAnswer$ !"iff$ 3 %age &ef$ 1BAA!($ &eflective Thinking(kill$ Applicationb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

:3) ;n the !A& ;H; !A(#, which element of the marketing mix was central to =eneralotors2 business modelA) public relations) product!) price") placement#) productionAnswer$ "iff$ 3 %age &ef$ 1BAA!($ &eflective Thinking(kill$ Applicationb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning



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:7) ;n the !A& ;H; !A(#, by offering a variety of cars to choose from, =eneral otors wasable to differentiate itself from 4ord by demonstrating to consumers that it could offer ________.A) organi6ational buying power ) compelling consumer research!) an effective marketing mix

") a uniCue selling proposition#) significantly lower pricesAnswer$ ""iff$ 3 %age &ef$ 1BAA!($ &eflective Thinking(kill$ Applicationb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

R.AN/S RNNERS MINI CASE: Ryan ants to open a store that !aters to athletes, %ut, ue to

spa!e an %u"etary !onstraints, he re!o"ni(es that he ill not %e a%le to offer the same &ariety

an sele!tion of prou!ts as oes the lo!al athleti! me"a-store, so he has e!ie to fo!us spe!ifi!ally on runners' He sto!$s shoes an relate "ear for runners, an maintains a staff that

is $nole"ea%le an enthusiasti! a%out runnin"' Ryan/s a&ertisin" !ampai"n emphasi(es his store/s hi"h stanar of !ustomer ser&i!e an sele!tion of prou!ts spe!ifi!ally tailore to meet

the nees of the runner'

:') ;n the &JAH2( &+HH#&( ;H; !A(#, the process of dividing the athletic market intodifferent subsets of shoe consumers, such as runners, basketball players, and golfers, is known as ________.A) market targeting) product placement!) product positioning") market segmentation#) social marketingAnswer$ ""iff$ %age &ef$ 1B(kill$ Applicationb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning



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::) ;n the &JAH2( &+HH#&( ;H; !A(#, &yan decides to focus his attention on that segmentof the market that is interested in running. This selection of a specific market segment is knownas ________.A) social marketing) market targeting

!) product placement") market segmentation#) product positioningAnswer$ "iff$ %age &ef$ 1B(kill$ Applicationb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

:


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:) ;n the &JAH2( &+HH#&( ;H; !A(#, which of the following is most likely to representthe uniCue selling proposition at &yan2s &unnersA) &yan2s &unners offers the widest selection of athletic shoes in town.) &yan2s &unners is the price leader in running gear.!) At &yan2s &unners, runners can find high Cuality products and get recommendations from

employees who share their passion for running.") &yan2s &unners is a place where all athletes can find all the eCuipment they need for the sportof their interest.#) All of the above.Answer$ !"iff$ 3 %age &ef$ 1B(kill$ Applicationb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

AIR2INE MINI CASE: #ransatlanti! Airlines flies %eteen popular estinations in the S an

estern Europe, an !laims to eli&er 3a first !lass e4perien!e for e&ery passen"er'3 All ti!$et pur!hases are mae on-line, an users of the #ransatlanti! e% site must re"ister %efore they

sear!h for fli"hts' #ransatlanti! uses this information to etermine hi!h !onsumers are "eneratin" the most profits for the !ompany, hi!h ser&i!es they pur!hase most fre5uently, an

hi!h ser&i!es they are potentially intereste in %ut are not pur!hasin"' #his information is then

use to ma$e spe!ifi! promotional offers to profita%le !ustomers in an attempt to retain their

%usiness an to e4pan the ran"e of fli"ht ser&i!es that they pur!hase' #ransatlanti! also usesthis information to pro&ie une4pe!te per$s to hi"hly profita%le !ustomers, li$e free up"raes to

first !lass'


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?7) "epending on where we are born, we all have different biological needs.Answer$ 4AG(#"iff$ 1 %age &ef$ (kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketing

concept, the societal marketing concept, as well as segmentation, targeting, and positioning

?') ost companies today are able to target all the market segments that they have identifiedthrough their research.Answer$ 4AG(#"iff$ %age &ef$ 1B(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

?:) (uccessful product positioning centers around two key points$ communicating the benefits to

the consumers, and developing and communicating a uniCue selling proposition.Answer$ T&+#"iff$ %age &ef$ 1B(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

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B) A company2s value proposition helps establish customer expectations, which the companymust consistently fulfill.Answer$ T&+#"iff$ %age &ef$ 11(kill$ !oncept

b*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

1) !ustomer satisfaction is a function of customer expectations.Answer$ T&+#"iff$ 1 %age &ef$ 11(kill$ !onceptb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

) (ophisticated marketers today practice selective relationship building, which can lead to

companies re*ecting certain types of consumers.Answer$ T&+#"iff$ 3 %age &ef$ 13AA!($ &eflective Thinking(kill$ !onceptb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

3) !onsumers have more power today than ever before, as seen through their use of 8intelligentagents8 to locate the best prices for products and services.Answer$ T&+#"iff$ %age &ef$ 1'AA!($ +se of ;T(kill$ !onceptb*ective$ 1.7$ +nderstand how new technologies are enabling marketers to better satisfy theneeds and wants of consumers

7) The internet offers marketers the ability to customi6e their products, services, and promotional messages to individual consumers, as seen in how Ama6on.com sends mass e0mailsto all their existing customers telling them about a new promotional offer.Answer$ T&+#"iff$ 1 %age &ef$ 1'AA!($ +se of ;T(kill$ Applicationb*ective$ 1.7$ +nderstand how new technologies are enabling marketers to better satisfy theneeds and wants of consumers



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') uch like traditional advertising, digital technologies allow for two0way interactiveexchanges between customers and marketers.Answer$ 4AG(#"iff$ 1 %age &ef$ 1:AA!($ +se of ;T

(kill$ !onceptb*ective$ 1.7$ +nderstand how new technologies are enabling marketers to better satisfy theneeds and wants of consumers

:) Harrowcasting is a method that enables marketers to develop and deliver more customi6edmessages to increasingly smaller markets on an ongoing basis.Answer$ T&+#"iff$ 3 %age &ef$ 1:(kill$ !onceptb*ective$ 1.7$ +nderstand how new technologies are enabling marketers to better satisfy theneeds and wants of consumers


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1B1) -hat is the difference between the personal consumer and the organi6ational consumerAnswer$ The personal consumer buys goods and services for his or her own use, for the use ofthe household, or as a gift. ;n each, the final user is the individual, or end user.

The organi6ational consumer includes profit and non0profit businesses, government agencies,

and institutions like schools, hospitals and prisons, all of which buy products and services to runtheir organi6ations."iff$ %age &ef$ 'AA!($ Analytic (kills(kill$ !onceptb*ective$ 1.1$ +nderstand what consumer behavior is and the different types of consumers

1B) !ompare the production orientation and the marketing orientation on three ma*or points.Answer$ The production orientation2s ma*or focus is to produce large Cuantities of a productinexpensively. The marketing orientation does the opposite9 it makes what it knows will sell.

The production orientation provides a generic version of a product, reasoning that productavailability is more important to the consumer than product variation. The marketing orientationensures the product is in demand by conducting consumer research to explore consumers2 needs.

The production orientation does not consider customer satisfaction and long term relationships.The marketing orientation focuses on customer satisfaction and building and strengtheningrelationships with their customers to ensure repeat business."iff$ 3 %age &ef$ ?0AA!($ &eflective Thinking(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

1B3) Talk briefly about market segmentation, targeting, and positioning.Answer$ arket segmentation is the process of dividing a market into a subset of consumerswith common needs or characteristics. (ince most companies have limited resources, very fewcompanies are able to pursue all the segments that they have identified.

arket targeting is selecting one or more of the segments identified as the groups that thecompany will pursue.

%ositioning is developing a distinct image for the product or service in the mind of theconsumerKan image that will differentiate the offering from competing ones, and that will perform better than the competition at satisfying the same need. ;t also means that the companyshould develop a uniCue selling proposition and communicate the benefits of the product to thecustomers."iff$ %age &ef$ 01B(kill$ !onceptb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

1B7) ;n terms of expectations, when is a customer not satisfied, satisfied, and delighted



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Answer$ A customer is satisfied when the expectations have been met, a customer is dissatisfiedwhen expectations have not been met and the product did not perform as expected. A customer ishighly satisfied or delighted when the product or service has exceeded the expectations of thecustomer."iff$ 1 %age &ef$ 11

(kill$ !onceptb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

1B') ;dentify and discuss the reasons for which small reductions in customer defections producesignificant increases in profits.Answer$ There are four primary reasons why small reductions in customer defections producesignificant increases in profits. 1) Goyal customers buy more products. ) Goyal customers areless price sensitive and pay less attention to competitors2 advertising. 3) (ervicing existingcustomers, who are familiar with the firm2s offerings and processes, is cheaper. 7) Goyalcustomers spread positive word of mouth and refer other customers. ;n addition, marketing

efforts aimed at attracting new customers are expensive. ;n saturated markets, there may not even be new customers."iff$ %age &ef$ 1AA!($ Analytic (kills(kill$ Applicationb*ective$ 1.3$ +nderstand the relationship between consumer behavior and customer value,satisfaction, trust, and retention

1B:) "iscuss some of the positive effects of the adoption of digital technologies on today2smarketing practices.Answer$ "igital technologies allow for greater customi6ation of products, services and promotional messages than other marketing tools. They enable marketers to build technologies tocollect and analy6e data on consumers2 buying patterns and personal characteristics and preferences."iff$ %age &ef$ 1701:AA!($ +se of ;T(kill$ Applicationb*ective$ 1.7$ +nderstand how new technologies are enabling marketers to better satisfy theneeds and wants of consumers

1Bo presented a challenge to marketers



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Answer$ The Ti>o digital recorder allows viewers to control what they watch on T>, when theywatch it and whether or not to watch the commercials for which marketers spend billions ofdollars per year. The Ti>o recorder downloads programming information and allows users torecord many hours of T> programming into a hard drive without the hassle of videocassettes.This means that the power is shifting from the broadcaster to the viewer, and viewers are

deciding to skip the commercials."iff$ 3 %age &ef$ 1'(kill$ Applicationb*ective$ 1.7$ +nderstand how new technologies are enabling marketers to better satisfy theneeds and wants of consumers

1B) -hat does the societal marketing concept entail -hat is a ma*or reason many marketersdo not adhere to the societal marketing conceptAnswer$ The societal marketing concept reCuires marketers to adhere to principles of socialresponsibility in the marketing of their goods and services9 that is, they should endeavor tosatisfy the needs and the wants of their target markets in ways that preserve and enhance the

well0being of consumers and society as a whole.

A ma*or reason many marketers do not adhere to the principles of the societal marketing conceptis the short0term orientation embraced by most business executives in their drive for increasedmarket share and Cuick profits. (ince the societal marketing concept advocates a long0term perspective, it will not fit in to the short0term goals of many executives."iff$ 3 %age &ef$ AA!($ #thical &easoning(kill$ Applicationb*ective$ 1.$ +nderstand the relationship between consumer behavior and the marketingconcept, the societal marketing concept, as well as segmentation, targeting, and positioning

Test Bank for Consumer Behavior 10th Edition by Schiffman

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