Chapter 1 Consumer Behavior: Its

Origins and Strategic Applications

CRS Questions
and Answers
When BMW studies consumer behavior,
they include which of the following:

1. Dealership payroll
2. Manufacturing inventory
3. Dealer locations
4. Manufacturing locations
5. Executive compensation
When BMW studies
consumer behavior, they
include which of the Dealer locations
following: might influence
the search and
1. Dealership payroll evaluation of the
consumer.
2. Manufacturing inventory The other
3. Dealer locations considerations
4. Manufacturing locations are more internal
5. Executive compensation to the company.
Staples and Office Max are interested in
the personal consumer as well as the
business consumer. A personal
consumer buys supplies for all of the
following EXCEPT:
1. Personal consumption
2. Small business
3. Household use
4. Children’s homework
5. Gifts to friends
Staples and Office Max are
interested in the personal
consumer as well as the
Products for the
business consumer. A
personal
personal consumer buys
consumer are not
supplies for all of the
used for work
following EXCEPT:
purposes. These
1. Personal consumption lines are
2. Small business becoming more
narrow as home
3. Household use offices increase
4. Children’s homework as a main work
5. Gifts to friends establishment.
When Ford operated under the
production concept their assumption
was that:
1. Marketers should analyze the needs of the
consumer to create products to meet these needs
2. Consumer research was critical to designing the
superior automobile
3. Customer retention was the key to success
4. Consumers will seek out features of the product
through word of mouth advertising
5. Consumers are more interested in obtaining the
product than they are in features
When Ford operated under
the production concept
their assumption was that:
1. Marketers should analyze the In the production
needs of the consumer to concept,
create products to meet
these needs consumer needs
2. Consumer research was and their search
critical to designing the for features was
superior automobile
3. Customer retention was the not considered by
key to success most marketers.
4. Consumers will seek out
features of the product
through word of mouth
advertising
5. Consumers are more
interested in obtaining the
product than they are in
features
When a company has marketing myopia,
they:
1. Focus on marketing budgets
2. Focus on marketing messages
3. Focus on advertising testing
4. Focus on consumers needs
5. Focus on the product rather than the consumer
When a company has
marketing myopia,
they: The production
1. Focus on marketing budgets concept often leads
2. Focus on marketing to marketing
messages myopia, which
3. Focus on advertising testing takes the focus
4. Focus on consumers needs away from the
5. Focus on the product rather consumer and their
than the consumer needs.
____ refers to the development of a
distinct image for the product in the mind
of the consumer.
1. Segmentation
2. Positioning
3. Targeting
4. Marketing
5. Narrowcasting
____ refers to the
development of a distinct
image for the product in The image is meant
the mind of the consumer. to differentiate the
offering from
competing products
1. Segmentation and to squarely
2. Positioning communicate that
3. Targeting the product will fill
4. Marketing consumer’s needs
better than the
5. Narrowcasting
competing product.
The product, price, place and promotion
are considered the ________.

1. key restrictions
2. marketing mix
3. marketing matrix
4. marketing media
5. elements of advertising
The product, price, place
and promotion are
considered the ________. These 4 elements
work together as
part of a strategic
1. key restrictions marketing plan.
2. marketing mix
3. marketing matrix
4. marketing media
5. elements of advertising
The ratio between the customer’s
perceived benefits and the resources
used to obtain those benefits is known
as the _________.
1. horatio ratio
2. customer value
3. product worth
4. expectation gap
5. service equilibrium
The ratio between the
customer’s perceived
benefits and the resources
used to obtain those
benefits is known as the It is important to
_________. realize that
perceived value is
1. horatio ratio relative and
2. customer value subjective.
3. product worth
4. expectation gap
5. service equilibrium
Which of the following is NOT a resource
that consumers use to weigh value?

1. Money
2. Time
3. Effort
4. Psychological resources
5. Books
Which of the following is
NOT a resource that
consumers use to weigh
value? These resources are
weighed against the
benefits to
1. Money determine consumer
2. Time value.
3. Effort
4. Psychological resources
5. Books
____ is the individual’s perception of the
performance of the product or service in
relation to expectations.
1. Consumer value
2. Customer value
3. Customer satisfaction
4. Marketing satisfaction
5. Marketing value
____ is the individual’s
perception of the
performance of the
product or service in Customers have
relation to expectations. very different
expectations of a
1. Consumer value high end product vs.
2. Customer value a lower cost
3. Customer satisfaction product.
4. Marketing satisfaction
5. Marketing value
Consumers who are unhappy customers
and stay with the company because of a
monopolistic environment or low prices
are called ___.
1. terrorists
2. defectors
3. apostles
4. hostages
5. loyalists
Consumers who are
unhappy customers and
stay with the company Loyalists and
because of a monopolistic apostles are
environment or low prices satisfied; apostles
are called ___. provide positive
1. terrorists word of mouth.
2. defectors Defectors are
somewhat neutral
3. apostles
and terrorists
4. hostages spread negative
5. loyalists word of mouth.
Which of the following statements are
NOT true?
1. Loyal customers buy more products
2. Loyal customers are less price sensitive
3. Servicing existing customers is cheaper than servicing new
customers
4. Loyal customers spread positive word of mouth
5. Loyal customers listen carefully to competitor’s advertising
Which of the following
statements are NOT
true? In fact, loyal
customers pay less
1. Loyal customers buy more
attention to
products competitors’
2. Loyal customers are less price advertising.
sensitive
3. Servicing existing customers is
cheaper than servicing new
customers
4. Loyal customers spread positive
word of mouth
5. Loyal customers listen carefully
to competitor’s advertising
Digital technologies have NOT given
consumers more ___ than ever before.

1. information
2. power
3. determination
4. interaction
5. accessibility
Digital technologies have
NOT given consumers
There has not really
more ___ than ever before.
been any change in
basic personality
1. information features such as
determination, but
2. power
rather more power,
3. determination connection and
4. interaction availability for the
5. accessibility consumer.
When a company like McDonald’s offers
healthier choices, they are practicing the
____ marketing concept.
1. healthy
2. low-fat
3. societal
4. non super-sized
5. society
When a company like
McDonald’s offers
healthier choices, they are
practicing the ____ This concept
marketing concept. requires that all
marketers adhere to
1. healthy principles of social
2. low-fat responsibility.
3. societal
4. non super-sized
5. society
The three stages of the consumer
decision making model are the __, __,
and __ stages.
1. primary; secondary; tertiary
2. product; place; promotion
3. trial; repeat; loyal
4. input; process; output
5. primary; process; secondary
The three stages of the
consumer decision making
model are the __, __, and
__ stages. These three stages
are distinct but
interlocking.
1. primary; secondary; tertiary
2. product; place; promotion
3. trial; repeat; loyal
4. input; process; output
5. primary; process; secondary
During the input stage, the consumer has
two major sources of information,
including the firm’s marketing efforts and
___ ___ influences on the consumer.
1. external sociological
2. internal psychological
3. external psychological
4. internal sociological
5. internal cultural
During the input stage, the
consumer has two major
sources of information,
including the firm’s These external
marketing efforts and ___ sociological
___ influences on the influences include
consumer. family, friends,
neighbors, social
1. external sociological class, cultural
2. internal psychological membership and
3. external psychological other informal and
4. internal sociological noncommercial
sources.
5. internal cultural