Chapter 01 Consumer Behavior and Marketing Strategy.docx

1、Chapter01ConsumerBehaviorandMarketingStrategyMultipleChoiceQuestions1.WhyisChinaveryattractivetomarketersaroundtheworld?A.becauseitrepresentsacollectiveapproachtomarketingincontrasttothetraditionalindividualistapproachusedintheUnitedStatesandotherwesternculturesB.ChineseconsumersareverybrandloyalC.t

2、heyaretheheaviestusersoftheInternetD.ChineseteensareeasiertounderstandbecausetheyarelesstrendythanteenagersfromothercountriesE.becauseofitsmassivepopulation,risingincome,andemergingyouthmarket2._isthestudyofindividuals,groups,ororganizationsandtheprocessestheyusetoselect,secure,use,anddisposeofprodu

3、cts,services,experiences,orideastosatisfyneedsandtheimpactsthattheseprocesseshaveontheconsumerandsociety.A.MarketingB.ConsumerbehaviorC.PsychographicsD.DemographicsE.Psychology3.OneprimaryfunctionofHarrietsjobistostudyindividuals,groups,ororganizationsandtheprocessestheyusetoselect,secure,use,anddis

4、poseofhercompanysproductsandservicestosatisfyneedsandtheimpactsthattheseprocesseshaveontheconsumerandsociety.Harrietworksinthefieldof_.A.socialpsychologyB.cognitivepsychologyC.managementD.consumerbehaviorE.organizationalbehavior4.WhichofthefollowingisNOTtrueregardingconsumerbehavior?A.Organizationsa

5、reapplyingtheoriesandinformationaboutconsumerbehavioronadailybasis.B.Itisoftennecessarytoconductresearch.C.Consumerbehaviorisacomplex,multidimensionalprocess.D.Theoverallmodelofconsumerbehaviorpresentedinthetextisaccurateinpredictingconsumerbehavior.E.Marketingpracticesdesignedtoinfluenceconsumerbeh

6、aviorinvolveethicalissuesthataffectthefirm,theindividual,andsociety.5.Whichofthefollowingisakeyaspectregardingconsumerbehavior?A.Organizationsareapplyingtheoriesandinformationaboutconsumerbehavioronadailybasis.B.Itisoftennecessarytoconductresearch.C.Consumerbehaviorisacomplex,multidimensionalprocess

7、.D.Marketingpracticesdesignedtoinfluenceconsumerbehaviorinvolveethicalissuesthataffectthefirm,theindividual,andsociety.E.alloftheabove6.WhichofthefollowingisNOTanapplicationofconsumerbehavior?A.marketingstrategyB.humanresourcemanagementC.regulatorypolicyD.informedconsumersE.socialmarketing7.Thomaswa

8、ntstogainausableunderstandingofconsumerbehaviorinordertohelphimbecomeamoreeffectivemarketingmanager.Whichapplicationofconsumerbehaviordoesthisrepresent?A.marketingstrategyB.regulatorypolicyC.socialmarketingD.informedconsumersE.resourcemanagement8._istheapplicationofmarketingstrategiesandtacticstoalt

9、erorcreatebehaviorsthathaveapositiveeffectonthetargetedindividualsorsocietyasawhole.A.SocialmarketingB.ConsumerbehaviorC.RegulationD.ProactivemarketingE.Ethicalmarketing9.Miaisconcernedhowhermarketingactivitieswillaffectindividualconsumersaswellassocietyatlarge.Miaisimplementing_.A.conscientiousmark

10、etingB.regulatedmarketingC.ethicalmarketingD.proactivemarketingE.socialmarketing10.Mosteconomicallydevelopedsocietiesarelegitimatelyreferredtoas_societies.A.marketingB.proactiveC.consumptionD.competitiveE.enhanced11.Whichofthefollowingisusedbyfirmstoinfluenceconsumers?A.adsB.packagesC.storeenvironme

11、ntsD.salespitchesE.alloftheabove12.Tosurviveinacompetitiveenvironment,anorganizationmustprovideitstargetcustomersmore_thanisprovidedtothembyitscompetition.A.productB.serviceC.valueD.feedbackE.attention13.Thedifferencebetweenallthebenefitsderivedfromatotalproductandallthecostsofacquiringthosebenefits

12、isknownas_.A.priceB.positionC.consumerbehaviorD.customervalueE.equity14.Lauriesavedforsixmonthstohaveenoughmoneytobuyanewdesigneroutfittoweartoaspecialparty.Shehadtotraveltoalargercitytopurchasethisoutfit,butitwasworthittoherbecauseitmadeherfeelbeautifulandconfident.ThedifferencebetweenthebenefitsLa

13、urieperceivedfromthispurchaseandthecosttohertoacquirethesebenefitsdescribesher_.A.consumerbehaviorB.customervalueC.motivationD.equitydifferenceE.perceptualfield15.Itiscriticalthatafirmconsidervaluefromwhichperspective?A.thecompetitionsB.thefirmsC.thecustomersD.thegovernmentsE.theindustrys16.Howcanan

14、organizationprovidesuperiorcustomervaluetocustomers?A.byconductingmarketresearchB.byofferingtheirproductsatthelowestpriceC.byofferingextendedwarrantycoverageonproductsD.bydoingabetterjobofanticipatingandreactingtocustomerneedsthanthecompetitiondoesE.byofferingmorevariationsofaproduct17.Marketingstra

15、tegybeginswith_.A.marketsegmentationB.targetingC.conductinganoutcomesassessmentD.objectivesettingE.conductingamarketanalysis18.Haroldistaskedwithdevelopingthemarketingstrategyforhisfamilysbusiness.Whatshouldhedofirst?A.segmentthemarketB.conductamarketanalysisC.decideonwhichsegmentstotargetD.developt

16、hemarketingmixE.setobjectives19.Marketingstrategyisformulatedintermsofthemarketingmix;thatis,itinvolvesdeterminingtheproduct,features,price,communications,distribution,andservicesthatwillprovidecustomerswithsuperiorvalue.Thisentiresetofcharacteristicsisoftenreferredtoasthe_.A.totalproductB.customerv

17、alueC.offeringD.valuepropositionE.totalvalue20.DisneyWorldinOrlando,FLhasseveralthemeparks,resorts,restaurants,andstores.Eachisintentionallycreatedtoofferamemorableeventforvisitors.Forexample,theWildernessLodgeisalargeresorthotelonthegrounds,andeverythingwithinitismadetolooklikelogcabinsandpioneerda

18、ys.Eventhecasualrestauranthasthewaitstaffdressedinpioneercostumes,andtheyputonfunnylittleskitswhentheyarewaitingoncustomers.WhichofthefollowingbestdescribeswhatDisneyisselling?A.aproductB.aserviceC.abundledproductD.abundledserviceE.anexperience21._aresmall,convenient,open-airretailingcomplexeslaidou

19、ttoevokethesmall-townshoppingdistrictsofpreviousgenerations.A.MallsB.KiosksC.TowncentersD.LifestylecentersE.Micro-malls22.Whichofthefollowingisacomponentofamarketanalysis?A.marketsegmentationB.objectivesC.conditionsD.priceE.alloftheabove23.Darrenisconductingamarketanalysisforhisbusiness,andhehasaske

20、dyouradviceonwhatheshouldbeanalyzing.Whichofthefollowingshouldheconsideratthisstepofmarketingstrategydevelopment?A.thecompanysownabilitytomeetcustomerneedsB.competitorscapabilitiesandstrategiesC.consumersneedsD.conditionsinthemarketE.alloftheabove24.Jamieisdevelopingathoroughunderstandingofhiscompan

21、ysowncapabilities,thecapabilitiesofcurrentandfuturecompetitors,theconsumptionprocessofpotentialcustomers,andtheeconomic,physical,andtechnologicalenvironmentinwhichtheseelementsinteract.WhichstepinthemarketingstrategyprocessisJamieperforming?A.settingobjectivesB.segmentingthemarketC.conductingamarket

22、analysisD.assessingtheoutcomesE.targetingthemarket25.Whichofthefollowingaspectsisevaluatedwhendeterminingafirmsabilitytomeetcustomerneeds?A.financialconditionB.generalmanagerialskillsC.productioncapabilitiesD.technologicalsophisticationE.alloftheabove26.WhichofthefollowingisNOTevaluatedwhenanalyzing

23、acompanysownabilitytomeetcustomerneeds?A.competitorsB.financialstrengthsC.generalmanagerialskillsD.productioncapabilitiesE.reputation27.Aspartofdevelopingyourcompanysmarketingstrategy,youaretaskedwithanalyzingthenew-productcapabilities,channelstrength,advertisingabilities,servicecapabilities,marketi

24、ngresearchabilities,andmarketandconsumerknowledge.Whichaspectofyourcompanyscapabilitiesareyouassessing?A.financialstrengthB.marketingskillsC.generalmanagerialskillsD.productioncapabilitiesE.reputation28.Aportionofalargermarketwhoseneedsdiffersomewhatfromthelargermarketisreferredtoasa(n)_.A.marketseg

25、mentB.nicheC.subgroupD.ancillarymarketE.secondarymarket29.Smallerwomenliketopurchasefashionableclothesjustasmuchasanywomen.However,mostclothesarenotproportionedfortheirsmallersizeanddonotfitwell.Asaresult,severalmanufacturersofferpetitesizesofclothingforthisgroupofconsumers.Womenwhocomprisethisgroup

26、haveneedsthatdiffersomewhatfromthetotalmarketandrepresenta_.A.demographicsegmentB.lifestylesegmentC.marketpotentialD.sub-marketE.marketsegment30.Trackingconsumersonlineactivityanddeliveringspecificbanneradsbasedonthatactivityisknownas_.A.clickstreamB.bloggingC.spamD.behavioraltargetingE.electronicta

27、rgeting31.TacodaSystemstracksconsumersonlineactivityanddeliversspecificbannersbasedonthatactivity.Thistrackingandaddeliverysystemhasbeeninstalledonalmost3,000Websites,andadvertiserspayonapay-for-performancebasis,whichmeansthatadvertiserspayTacodaSystemsonlywhenaconsumerclicksontheirad.Thetrackingofo

28、nlineactivityanddeliveryofadsbasedonthatactivityiscalled_.A.click-throughsB.behavioraltargetingC.spammingD.bloggingE.cookietargeting32.Whatisthefirststepinmarketsegmentation?A.describeeachgroupB.groupcustomerswithsimilarneedssetsC.identifyproduct-relatedneedsetsD.selectanattractivesegmenttoserveE.setobjectivesforsegm