Chapter 1 2

Consumer Behavior, 12e (Schiffman/Kanuk)
Chapter 1 Consumer Behavior: Information-Driven Consumer Behavior

Chapter 2. Segmentation – Targeting – Positioning
1) Which of the following is considered an example of consumer behavior?

A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the
store brand.
B) Javier generally gets gas on Monday mornings on his way to work.
C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store.
D) Jeremy generally recycles his old newspapers and cardboard boxes.
E) All of the above are examples of consumer behavior.
2) Marketing and consumer behavior stem from the ________, which maintains that the
essence of marketing is satisfying consumers' needs, creating value and retaining
customers.
A) production concept
B) product concept
C) selling concept
D) societal concept
E) marketing concept
3) An example of a company that applied the production concept in the early twentieth
century is ________.
A) Google
B) Microsoft
C) Ford
D) General Motors
E) Apple
4) Tripp runs a product development division at a software company. His division was
focused on producing a word processing software that performs better and has more
features than any competitive product, so they added every feature that was technically
feasible. However, they found that consumers were satisfied with fewer features and
unwilling to pay more for the advanced software. Tripp and his team suffered from
________.
A) marketing myopia
B) over-segmentation
C) target marketing
D) technology devotion
E) marketing vision
5) The ________ concept in business assumes that consumers are mostly interested in
product availability at low prices.
A) marketing
B) societal
C) product
D) production
E) technology
6) ________ refers to the development of a distinct image for the product in the mind of
the consumer.
A) Targeting
B) Positioning
C) Placement
D) Promotion
E) Segmenting
7) Tanya and her marketing team at a fast food restaurant are breaking their
company's target audience into groups that have shared needs that are different from
the needs shared by other groups. They are engaged in ________.
A) market targeting
B) positioning
C) placement
D) promotion
E) market segmentation
8) The 4 Ps of the marketing mix are ________.
A) product/service, price, place, people
B) potential, price, place, people
C) product/service, price, place, promotion
D) product/service, promotion, potential, price
E) price, purchase, placement, product/service
9) Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens
who are heavy cell-phone users and live in households earning over $150,000 per year.
In tailoring the plan for a specific group of consumers based on their particular needs,
Matt's Mobile Services has provided an example of ________.
A) societal marketing
B) broadcasting
C) market targeting
D) the selling orientation
E) the product concept
10) Customers have different expectations when they purchase a Lexus than when they
purchase a Hyundai. These expectations affect ________.
A) market segmentation
B) the value proposition
C) customer satisfaction
D) the corporate vision
E) the market targeting
11) Peter wants to segment the target audience for his frozen yogurt shop based on
benefits sought. Unlike demographic variables, the benefits sought variable is difficult
to measure, so it is not as ________.
A) profitable
B) stable in terms of consumption patterns
C) identifiable
D) inaccessible
E) expensive to pursue
12) Consumers' characteristics can be classed as either behavioral or cognitive. In this
context, cognitive factors are abstract, can be determined only through more complex
psychological and attitudinal questioning, and generally have no single, universal
definitions. Examples of cognitive factors include ________.
A) demographics, gender, and benefits wanted
B) usage rate, level of involvement, and education
C) personality traits, lifestyles, and gender
D) education, usage situation, and social class
E) cultural values, personality traits, and benefits sought
13) Consumers' characteristics can be classed as either consumer-intrinsic or
consumption-specific. In this context, consumption-specific features are attitudes and
preferences toward specific products or buying situations. Examples of consumption-
specific features include ________.
A) demographics, gender, and benefits sought
B) attitudes toward shopping, benefits sought in products, and frequency of leisure activities
C) personality traits, lifestyles, and income
D) education, usage situation, and gender
E) personality traits, awareness of product alternatives, and attitudes toward political issues
14) Age, gender, and income are bases of which of the following types of segmentation?
A) geographic segmentation
B) sociocultural segmentation
C) benefit segmentation
D) demographic segmentation
E) psychological segmentation
15) PRIZM is an example of ________ segmentation.
A) demographic
B) geodemographic
C) psychographic
D) sociocultural
E) use-related
16) Which of the following five segments, as characterized by the spectrum of green, is
not particularly concerned about environmental issues, and limits their green product
purchases to green products that are very conspicuous so they can be perceived as green
by others?
A) Alpha-Ecos
B) Eco-Centrics
C) Eco-Chics
D) Economically Ecos
E) Eco-Moms
17) The most popular segmentation system combining lifestyle and values is ________.
A) PALS
B) VALS
C) LAPS
D) SALS
E) CALS
18) Define consumer behavior. What is the scope of consumer behavior?
CRUISE MINI CASE: Sunshine Cruise Lines is a cruise operator that offers three- to
seven-day cruises along five Caribbean routes. It has developed a reputation as a party
cruise operator and the majority of its revenue comes from vacationing college students.
This type of customer demand is highly cyclical, and Sunshine finds that repeat purchase
is high while its consumers are in college, but practically disappears after graduation. In
an effort to encourage its customers to continue taking Sunshine Cruises after they have
graduated, the cruise operator has begun offering Adventure Cruises, with port stops on
islands known for eco-tourism and biodiversity, both on land and off shore, appealing to
young professionals who like to hike and scuba dive or snorkel. In contrast to its party
cruises, Sunshine focuses its marketing message for Adventure Cruises on activities at port
stops and the convenience of being able to explore several Caribbean destinations from the
comfort of a single ship. Adventure Cruises are roughly 15% more expensive than party
cruises, priced to discourage a raucous college-age party crowd, and do not allow children
under 18. The first season of Adventure Cruises was a great success and, much to
Sunshine's surprise, attracted not only the intended young professional crowd, but also
many empty nester couples that were looking for a reasonably priced, active vacation.
19) In the CRUISE MINI CASE, of the eight VALS segments, Sunshine is most likely
targeting ________ with its new Adventure Cruises.
A) Makers
B) Survivors
C) Experiencers
D) Strivers
E) Believers
20) In the CRUISE MINI CASE, Sunshine markets Adventure Cruises as a way to see
multiple islands from the comfort of a single ship, alleviating the hassle of flying
between islands and staying in a different hotel every couple of nights. Targeting
consumers who view this convenience as appealing is an example of ________.
A) countersegmentation
B) cultural segmentation
C) usage rate segmentation
D) demographic segmentation
E) benefit segmentation
21) Position a health club offering to one of the VALS segments. In your description of
the positioning for the segment, please note the segment's primary motivation, level of
resources, level of innovativeness, and values and consumption patterns.

Chapter 1 2

Uploaded by

Copyright:

Available Formats

Chapter 1 2

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Chapter 1 2

Uploaded by

Copyright:

Available Formats

Consumer Behavior, 12e (Schiffman/Kanuk)

Chapter 1 Consumer Behavior: Information-Driven Consumer Behavior

1) Which of the following is considered an example of consumer behavior?

You might also like