Q&A Hero

Q: Refer to Fast Food Scenario. Daniel is looking at establishing a long-term relationship based on trust with his customers. In doing so, Daniel is adopting a(n) _____ orientation. a. Association Behavior Management b. Customer Relationship Management c. Investor Margin Management d. Relationship Quality Management e. Marketing Profitability Management

Q: Refer to Fast Food Scenario. Daniel found that though fast-food restaurants cater to the need for a quick bite, consumers feel guilty of indulging in "unhealthy" food habits. This experience of guilt can be best described as _____ associated with the consumption of fast food. a. intuition b. affect c. memory d. cognition e. motivation

Q: FAST FOOD SCENARIODaniel, an entrepreneur, is planning to open a fast-food restaurant. He wants to cash in on the huge population of busy professionals who usually don"t have the time for a sit-down meal. They prefer instead to grab a bite on the go. Daniel has done his fair share of research, and he found that though fast-food restaurants cater to the need for a quick bite, consumers feel guilty of indulging in what they thought was "unhealthy." Daniel conceptualized a place that will offer a quick bite as a healthy alternative, so consumers would not have to suffer from guilt. Daniel is looking at establishing a long-term relationship based on trust with his customers.Refer to Fast Food Scenario. Busy professionals, who usually don"t have the time for a sit-down meal, prefer to grab a bite on the go; even when it means indulging in unhealthy food habits. This is an example of _____ influence on consumer behavior.a. tangentialb. internalc. situationald. intellectuale. personal

Q: Refer to Superfocus Scenario. While consumers need and want this type of eyeglass, they also want something that looks fashionable. Most consumers would not consider the round, silver stainless steel or titanium aluminum charcoal gray frame fashionable. Thus, on a perceptual map, Superfocus would _____.a. not be positioned as a very useful productb. be positioned close to competitorsc. be in a quadrant all by itselfd. not even appeare. not be very close to the ideal point

Q: Refer to Superfocus Scenario. People who need multifocal lenses are the company's _____ market. a. capital b. target c. dominant d. focal e. augmented

Q: Refer to Superfocus Scenario. Superfocus is trying to separate its market into different groups based on age so that it can create customized products for each group. This indicates that Superfocus is conducting the process of _____. a. value reengineering b. mass marketing c. total quality management d. social marketing e. market segmentation

Q: Refer to Superfocus Scenario. The advertising, distribution through the website and eye care providers, the price, and the free trial offer are examples of Superfocus's _____. a. marketing tactics b. corporate strategy c. company mission d. value proposition e. product differentiation

Q: SUPERFOCUS SCENARIOSuperfocus is a revolutionary concept in eyeglasses--it even received a 2010 The Wall Street Journal innovation award. It is a type of eyeglass that allows the wearer to change correction without changing glasses, or having to look through a certain part of the lens like bifocal and progressive lens wearers must do. The round lenses are actually two lenses with a clear fluid in-between. The outer lens is hard, while the inner lens is flexible. There's a little slider on the bridge that, when moved, pushes the fluid and changes the shape of the inner, flexible lens. That, in turn, changes the correction, so a user can see near, far, and everything in-between just by changing the position of the slider. The only catch is that the lenses have to be perfectly round and the frames need to be made out of stainless steel or titanium aluminum. This limits the frame style and color choices for consumers.Superfocus can be purchased through eye care professionals or directly from the manufacturer online. The company has recently started using direct-response television advertising to drive traffic to the website so consumers can learn more about this product and sign up for a free trial offer. With prices starting at $700 a pair, the free trial might help overcome some resistance due to the relatively high price.Refer to Superfocus Scenario. Superfocus glasses were developed for people who have multiple prescriptions but do not like bifocals or who have to continually change glasses for different tasks like reading, computer work, or driving. By solving this problem for consumers, which type of value is being delivered by Superfocus?a. Hedonicb. Rationalc. Completed. Utilitariane. Relative

Q: Briefly discuss the recent trends shaping consumer behavior.

Q: Describe the two common interpretative orientations in the study of consumer behavior.

Q: Describe the two basic approaches for studying consumer behavior. Give examples of the different situations for which each type is better suited.

Q: Consumer behavior influences the way a company will do business. Undifferentiated marketing means that the same basic product is offered to all customers. Differentiated marketers serve multiple market segments each with a unique product offering. Niche marketing is practiced by firms that specialize in serving one market segment with particularly unique demand characteristics. Understanding customers and potential customers guides marketers to the appropriate way of doing business for a given situation.

Q: Explain the role of consumer behavior in business and society.

Q: How will a company with a consumer orientation differ from a company with a stakeholder orientation?

Q: How dependent is the marketer on repeat business?

Q: Explain why consumers get treated differently in different types of exchange environments.

Q: Discuss the relevant contributions of one other discipline to the study of consumer behavior.

Q: Compare and contrast the concepts consumption and consumer behavior.

Q: RESTAURANT RESEARCH SCENARIOInsight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and their preferences. The restaurant chain has several competitors competing for the same customer segments and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Subsequently, they write a report of their interpretations of what they experienced personally while pretending to be a customer. They also add in details of what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard saying they didn"t intend to return. Some researchers also noted that the food was not very good and they saw several customers return orders. Refer to Restaurant Research Scenario. Which of the following demographic trends would result in the restaurant experiencing an increase in sales?a. Rise in households with stay-at-home momsb. Rise in households with two primary income providersc. Decreasing birth ratesd. Increasing unemployment ratee. Advances in technology

Q: RESTAURANT RESEARCH SCENARIOInsight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and their preferences. The restaurant chain has several competitors competing for the same customer segments and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Subsequently, they write a report of their interpretations of what they experienced personally while pretending to be a customer. They also add in details of what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard saying they didn"t intend to return. Some researchers also noted that the food was not very good and they saw several customers return orders. Refer to Restaurant Research Scenario. Which research approach is Insight Research using to better understand this restaurant's customers?a. Quantitative researchb. Survey researchc. Secondary researchd. Online researche. Qualitative research

Q: RESTAURANT RESEARCH SCENARIOInsight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and their preferences. The restaurant chain has several competitors competing for the same customer segments and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Subsequently, they write a report of their interpretations of what they experienced personally while pretending to be a customer. They also add in details of what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard saying they didn"t intend to return. Some researchers also noted that the food was not very good and they saw several customers return orders. Refer to Restaurant Research Scenario. Which of the following can be a criticism of the research approach used by Insight Research?a. It does not providing useful information to the restaurant.b. The results are objective.c. The results are researcher dependent.d. The presence of the researcher could have influenced the actions of consumers.e. Interpretive research is not an acceptable approach for understanding consumer behavior.

Q: RESTAURANT RESEARCH SCENARIOInsight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and their preferences. The restaurant chain has several competitors competing for the same customer segments and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Subsequently, they write a report of their interpretations of what they experienced personally while pretending to be a customer. They also add in details of what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard saying they didn"t intend to return. Some researchers also noted that the food was not very good and they saw several customers return orders. Refer to Restaurant Research Scenario. What are the interactions between the customers and the wait staff called?a. Attributesb. Interactionsc. Process nodesd. Touchpointse. Intersections

Q: RESTAURANT RESEARCH SCENARIOInsight Research, a marketing research company, has been hired by a national chain of family restaurants to help them better understand their customers and their preferences. The restaurant chain has several competitors competing for the same customer segments and has experienced sales declines in the past few years. Researchers go "under cover" and pretend to be customers so that they will fit in while they observe the interactions between customers and the wait staff. Subsequently, they write a report of their interpretations of what they experienced personally while pretending to be a customer. They also add in details of what they saw regarding interactions of other customers with each other and with the employees of the restaurant. Some conclusions drawn were that the employees were not especially attentive to the customers and that customers were overheard saying they didn"t intend to return. Some researchers also noted that the food was not very good and they saw several customers return orders.Refer to Restaurant Research Scenario. Which of the following is the best reason why this restaurant chain should be concerned about customer satisfaction?a. Because all restaurants should be concerned about customer satisfactionb. Because treating customers well is the concern of all businessesc. Because the marketplace is competitive and the restaurant is dependent on repeat businessd. Because serving customers well is a part of the training module for the new employees at the restaurante. Because performance incentives are closely tied to customer satisfaction in this chain of restaurants

Q: Which of the following is a demographic trend shaping consumer behavior patterns?a. Increasing family sizeb. Increasing households having two primary income providersc. Increasing birthrates in the U.S. and Europed. Lower levels of consumer affluence in the U.S.e. Decreasing life expectancy in the U.S.

Q: Which of the following is an economic trend shaping the value received by consumers today? a. Internationalization b. Online shopping c. Decrease in family size d. Advent of private-label brands e. Widespread use of Facebook

Q: Berne Retail plans to introduce new private-label brands for beverages. The marketing team will undertake a survey to obtain feedback on these brands through a test marketing exercise. The data collected in this research study will be collated in terms of frequencies and subjected to statistical analysis to determine the brands that earned the most. The best-performing new brands will be then chosen for a full-scale rollout. This scenario illustrates an instance of _____. a. quantitative research b. metanalytic reserach c. grounded theory reserach d. archival research e. qualitative research

Q: What is the difference between qualitative and quantitative research? a. Qualitative research better enables researchers to test hypothesis as compared to quantitative research. b. Quantitative research gathers data in an unstructured way, while qualitative research gathers data in a structured way. c. Qualitative research data is researcher dependent, while quantitative research data is not. d. Quantitative research data is unstructured and ambiguous, while qualitative research exemplifies scientific and objective research. e. Quantitative research requires deep interpretation, but qualitative research does not.

Q: Which of the following is a quantitative research tool? a. Case study b. Focus group interview c. Clinical interview d. Participatory action research e. Surveys

Q: Netnography: a. studies the evolution of human beings. b. studies different kinds of computer software. c. studies human material remains. d. studies the growth of information technology. e. studies the behavior of online cultures and communities.

Q: _____ research addresses questions about consumer behavior using numerical measurement and analysis tools. a. Quantitative b. Qualitative c. Interpretive d. Ethnographic e. Historical

Q: A consumer research study analyzes the factors, such as age, income, and stage of family life cycle, predicting a consumer's likelihood to purchase a 3-D television. Data were collected from 3,000 consumers using a structured questionnaire. Which type of research does this represent? a. Qualitative b. Interpretive c. Quantitative d. Ethnographic e. Phenomenological

Q: Clark Mathews is a college student and has been hired by a consumer research firm to help a pizza restaurant learn more about the college market. Part of his job entails hanging out with other students and observing how they decide when to order pizza, which pizza restaurants they order from, how they eat it, and what they do with the leftovers, if any. Clark learned from his observations that some students like to put French dressing on their pizza, which led the pizza restaurant to advertise and offer the dressing with orders. Which interpretive orientation does this best illustrate? a. Ethnography b. Quantitative research c. Correlation d. Experimentation e. Surveys

Q: _____ has roots in anthropology and involves analyzing the artifacts associated with consumption. a. Factor analysis b. Phenomenology c. Ethnography d. Action research e. Epidemiology

Q: _____ represents the study of consumption as a "lived experience" and relies on casual interviews with consumers from whom the researcher has won confidence and trust. a. Unobtrusive research b. Archival research c. Ethnography d. Phenomenology e. Netnography

Q: Two common interpretive research orientations are _____. a. regression and cluster analysis b. psychology and sociology c. phenomenology and ethnography d. primary and secondary e. qualitative and quantitative

Q: Which type of research includes tools such as case analyses, clinical interviews, focus group interviews, and other tools in which data are gathered in a relatively unstructured way? a. Quantitative research b. Qualitative research c. Survey research d. Unobtrusive research e. Secondary research

Q: The research results are said to be researcher dependent when: a. the design of the research is a function of the researcher's skills and training. b. the research results are generalizable to other research situations. c. an unstructured research design was used and the results cannot be replicated by other researchers. d. the results are only significant if the researcher validates them. e. the interpretation of the results is a matter of the researcher's opinion until corroborate by other findings.

Q: Kayla Smith is engaged in research that seeks to explain inner meanings and motivations associated with customers' purchase of clothing. She records customers' words and observes their interactions as they shop. From her observations, she develops an understanding of what motivates shoppers. What type of research is Kayla performing? a. Quantitative research b. Interpretive research c. Grounded theory research d. Clinical research e. Archival research

Q: In which research approach to understanding consumer behavior, do researchers derive meaning from talking to people and observing behavior rather than analyzing data? a. Interpretive research b. Quantitative research c. Archival research d. Metanalytic research e. Grounded theory research

Q: Niche marketing differs from one-to-one marketing in that niche marketing: a. offers a unique product to each individual customer. b. treats each customer as a segment of one. c. offers the same basic product to all customers. d. focuses on serving very large segments in which consumers do not have specific desires. e. serves one market segment with particularly unique demand characteristics.

Q: Lane Bryant is a women's clothing store specializing in stylish clothing and flattering fits for plus-size women. Which business orientation best describes Lane Bryant's approach? a. Niche marketing b. One-to-one marketing c. Mass marketing d. Ambush marketing e. Undifferentiated marketing

Q: Some marketers offer each individual customer a different product, so each customer is essentially treated as a segment of one. Which way of doing business does this represent? a. Undifferentiated marketing b. Direct marketing c. Ambush marketing d. One-to-one marketing e. Niche marketing

Q: Procter & Gamble sells six different brands of laundry detergent, each with a unique offering for different market segments. Which business orientation does this illustrate? a. Undifferentiated marketing b. Differentiated marketing c. Direct marketing d. Ambush marketing e. Viral marketing

Q: A company embracing differentiated marketing will _____. a. offer the same basic product to all market segments b. adopt innovative production processes to gain efficiency and economies of scale c. specialize in serving segments in which consumers do not have specific desires d. focus marketing efforts on serving very large market segments e. serve multiple market segments each with a unique product offering

Q: Which type of business orientation offers the same basic product to all customers? a. Undifferentiated marketing b. Differentiated marketing c. Niche marketing d. Ambush marketing e. One-to-one marketing

Q: Walmart's supply chain is as efficient and as economic as possible, which allows it to offer lower prices than competing retailers. With only a few exceptions, Walmart offers the same basic products in all of its stores, worldwide. What orientation does this illustrate? a. Market orientation b. Customer orientation c. Production orientation d. Segmentation e. Differentiation

Q: A product is defined as _____. a. a potentially valuable bundle of benefits b. the physical effort required in the purchase c. the attributes of an item a customer buys d. the resource allocated toward satisfying a felt need e. the cost associated with buying the physical parts of a product

Q: According to Theodore Levitt, marketing researchers should ideally focus on _____ when promoting a product. a. the physical parts of the product b. the features of the product c. the benefits arising from the product d. the profits from the sale of the product e. the inputs required to manufacture the product

Q: The physical parts of a product are known as _____. a. benefits b. elements c. attributes d. resources e. components

Q: Obtaining resources from consumers in return for the value they create is a basic tenet of the _____, which is a theory explaining why companies succeed or fail. a. cognitive resource theory b. resource-advantage theory c. need hierarchy theory d. resource curse theory e. resource-elaboration theory

Q: Which of the following is true of the stakeholder marketing orientation? a. Firms with this type of orientation recognize that more than just the buyer and seller are involved in the marketing process. b. It is a way of doing business in which the actions and decision making of the institution prioritize consumer value and satisfaction above all other concerns. c. It is an organizational culture that embodies the importance of creating value for customers among all employees. d. It stresses solely on the need to monitor and understand competitor actions in the marketplace and the need to communicate information about competitors throughout the organization. e. In this type of orientation, innovation is geared primarily toward making the production process as efficient and economic as possible.

Q: Which of the following is a category of secondary stakeholders? a. Customers b. Managers c. Mass media d. Suppliers e. Regulating agencies

Q: Consumer orientation primarily emphasizes: a. the need to monitor and understand competitor actions in the marketplace and organization. b. the need for secondary stakeholders in the company's functioning. c. the need for consumer value and satisfaction above all other parameters of success. d. the need to communicate information about customers and competitors throughout the organization as the key to success. e. the need to consider the company's bottomline over its customer base.

Q: In which of the following situations is there an indirect contact between a firm and a customer? a. A consumer placing an order over the telephone b. A customer asking an attendant for directions at an amusement park c. A consumer replying to a request sent in an email by a company d. A consumer watching a television commercial e. A guest checking into a hotel

Q: _____ refer to direct contacts between the firm and a customer. a. Touchpoints b. Intersections c. Target segments d. Exchanges e. Counterpoints

Q: Which of the following is based on the belief that firm performance is enhanced through repeat business? a. Cause marketing b. Transaction marketing c. Internal marketing d. Test marketing e. Relationship marketing

Q: A popular hotel in New Jersey has a culture that requires all employees to focus on creating value for guests. One way this is implemented is by giving the front desk employees the authority to rectify a problem presented by a guest without requesting for approval from managers. Which type of orientation does his company embrace? a. Customer orientation b. Profit orientation c. Production orientation d. Sales orientation e. Technical orientation

Q: A _____ orientation apart from understanding customers, stresses the need to monitor and understand competitor actions in the marketplace and the need to communicate information about customers and competitors throughout the organization. a. consumer b. product c. production d. market e. stakeholder

Q: Which orientation refers to a way of doing business in which the actions and decision making of the institution prioritize consumer value and satisfaction above all other concerns? a. Product orientation b. Production orientation c. Consumer orientation d. Sales orientation e. Benefit orientation

Q: Kim Mathews, a retired school teacher, recently relocated to her old neighborhood. She called the trash collection company of her new neighborhood to enter her address but was dismayed to learn that they charged an extra $10 compared to the other companies in other areas. She complained to the company manager but was told that she had to either pay the bill or dispose the trash on her own. Kim had no other option but to pay the bill. Which of the following is the reason why Kim was treated so poorly by the company? a. The trash company was dependent on her repeat business. b. The trash company had no other competitors providing this service. c. It was a regulated service funded by the city's authorities. d. The trash company didn"t want to serve retired individuals. e. The trash company served only the higher-income households.

Q: Organizations must consider the competitiveness of the marketing environment and the _____, when they try to understand the importance of serving customers well. a. price charged for the product or service b. income level of customers c. social impact of the product or service d. dependency of the marketer on repeat business e. objectives of the marketer

Q: Which discipline has contributed to consumer behavior research by allowing researchers to interpret the relationships between consumers and the things they purchase, the products they own, and the activities in which they participate? a. Economics b. Sociology c. Anthropology d. Cognitive psychology e. Operations management

Q: Karen Suthers, an academician and researcher, works primarily in the area of group interactions within a society. The discipline that most closely corresponds to this study is _____. a. economics b. sociology c. philosophy d. cognitive psychology e. operations mangement

Q: Cognitive psychology differs from social psychology in that cognitive psychology: a. focuses on the thoughts, feelings, and behaviors that people have as they interact with other people. b. focuses exclusively on group interactions and group behavior. c. applies psychological principles and research methods to the work place in the interest of improving productivity and the quality of work life. d. deals with the intricacies of mental reactions involved in information processing. e. focuses on the psychological development of the human being that takes place throughout life.

Q: _____ involves the multitude of value-producing seller activities that facilitate exchanges between buyers and sellers. a. Operations management b. Sociology c. Marketing d. Psychology e. Economics

Q: Marie Johns is a psychologist who studies consumer behavior. She specializes in the mental reactions involved in consumer information processing, such as how advertisements persuade consumers to buy a product. Which field of psychology is Marie practicing? a. Forensic psychology b. Evolutionary psychology c. Quantitative psychology d. Cognitive psychology e. Social psychology

Q: John Cameron is a psychologist and he analyzes the thoughts, feeling and behaviors that people have as they interact with other people in groups. John is a _____. a. evolutionary psychologist b. forensic psychologist c. quantitative psychologist d. cognitive psychologist e. social psychologist

Q: Social psychologists focus on the _____. a. intricacies of mental reactions involved in information processing b. production and consumption of goods and services c. value-producing activities that facilitate exchanges between buyers and sellers d. relationships between people and their possessions e. thoughts, feelings and behaviors that people have as they interact with other people

Q: Marian Carter takes an aptitude test offered by the career services department at her school to decide on a particular discipline for her majors. The results indicate that she fared better in topics related to human reactions to their environment, human thoughts, feelings, and behaviors. Which of the following disciplines should Marian pursue? a. Accounting b. Economics c. Anthropology d. Psychology e. Biology

Q: Which of the following disciplines studies human reactions to their environment? a. Marketing b. Economics c. Psychology d. Anthropology e. Operations management

Q: Juan Chavez is majoring in a discipline that examines the production and consumption of goods and services. Which of the following best describes Juan's major? a. Economics b. Accounting c. Anthropology d. Psychology e. Production management

Q: Which discipline is often defined as the study of production and consumption? a. Philosophy b. Psychology c. Economics d. Management e. Anthropology

Q: Which of the following statements is true of consumer behavior as a field of study? a. Consumer behavior traces its roots back to the 1700s when the first book in this field was published. b. Consumer behavior shares strong interdisciplianry connections with economics, psychology, and marketing. c. Consumer behavior excludes from its purview the influence of human sciences like psychology and sociology to maintain its scientific nature. d. Consumer behavior allows little scope for conducting original research. e. Consumer behavior uses quantitative research methods like experimentation and correlation exclusively.

Q: When consumers recognize they have an unmet need, they usually seek out specific products or services that they believe will satisfy that need and provide value to them. They are willing to give up something, such as money and effort, to find the products or services that will provide the benefits they seek. This process that consumers go through to satisfy their needs is best described as the _____ process. a. branding b. consumption c. exchange d. positioning e. advertising

Q: Apple sold more than 7 million iPads within months of launching the product. Prices for this product ranged from $499 to more than $800, and Apple had difficulty keeping up with the demand. Obviously, the _____ outweighed the _____ for this product. a. satisfaction; demand b. need; want c. consumption; need d. costs; benefits e. supply; demand

Q: _____ represents the process by which goods, services or ideas are used and transformed into value. a. Value transfer b. Cost conversion c. Benefits conversion d. Consumption e. Utilization analysis

Q: Positive outcomes of consumption are referred to as _____. a. motivators b. hygiene factors c. benefits d. exchanges e. costs

Q: Dana and John are expecting their first child and therefore decide to furnish their baby's nursery. They browse over the Internet, read parents' magazines, look out for advertisements, and visit child-care stores to purchase reasonable and good quality furniture. Their effort to ensure they make the right purchase decisions can be described as a _____ associated with the consumption process. a. cost b. reaction c. value outcome d. touchpoint e. satisfier

Q: _____ can be thought of as negative results of consumption. a. Wants b. Exchanges c. Costs d. Benefits e. Stimuli

Q: Customers pay money for those products that they believe to be useful in satisfying their needs and wants. This transfer of money for goods or services is best described as _____. a. benefits b. segmentation c. transformational marketing d. exchange e. cost behavior analysis