Consumer Behavior
Chapter 10
Chapter 11
Chapter 12
Wild Cards
100
The process by which consumers select, organize, and interpret information creates consumers': attitudes. learning. perceptions. cultural norms. postpurchase dissonance
perceptions
100
Private-label brands are owned and managed by: manufacturers. wholesalers. supply chain facilitators. consumers. retailers.
What is retailers.
100
Companies that develop customized-business software often work closely with their customers when installing their products. This close contact often creates new product ideas through: reverse engineering. licensing technology. listening to customers. geodemographic analysis. brainstorming.
What is listening to customers
100
A service is any intangible offering that involves a deed, performance, or effort that: a. cannot be physically possessed. b. is high-priced. c. is supported by advertising and promotion. d. can be transformed into a physical product. e. that offers benefits but not costs.
What is cannot be physically possessed (a)
100
To understand consumer behavior, marketers need to ascertain: the meaning of life. the difference between shopping and sensitivity goods. noncompensatory indecision rules. why people buy products or services. the universal set of evoked goods valued by all consumers.
What is the reson people buy products and services
200
Steve was confused about what kind of salsa he wanted to get for the party he was having. It seemed like there were dozens to choose from. He noticed that he could sample a few at a station in the store. He tried four, rejected two and bought several jars of the two he really liked. He also ended up buying a different - and more expensive - kind of tortilla chip based on the tasting. Marketers identify this as a success story of: learning. taste heuristics. social pressures. advertisements. in-store demonstrations
in-store demonstrations
200
Within each product category, the number of individual items are called: product power. product line breadth. product category depth. SKUs. brand depth.
What is SKU's
200
Samples are often used for new products when _________________ will influence the diffusion of the product. relative advantage compatibility observability complexity trialability
What is trialability
200
Training service providers to know exactly what a "good job" entails is setting service: knowledge. quality. delivery. standards. empowerment.
What is standards
200
When Karen realized her dog had fleas, Karen had: a social-perceptual incongruence. a psychological need. a cognitive learning redundancy. a universal shopping need. an unsatisfied need.
What is an unsatisfied need
300
After Sharon graduated from college, she found a steady and good-paying job, got married and began to raise a family, and continued to work and receive recognition at work and in the community. Eventually, she devoted more time and effort to intellectual and aesthetic pursuits. Sharon is moving up: the conventional morality life cycle. the Lifestyle Achievement Matrix. the Consumer Validation Model. Maslow's Hierarchy of Needs. the American dream
What is Maslow's Hierarchy of Needs
300
Which of the following types of products and services is most likely to be sold without a brand name? soda. real estate sales. automobiles. dresses. meat
What is meat
300
Which of the following is LEAST likely to be a source of ideas for new products? R&D efforts. licensing technology. consumer research. geodemographic analysis. brainstorming.
What is geodemographic analysis
300
Effective service recovery efforts can lead to all of the following EXCEPT: increased purchase intentions. increased positive word of mouth. increased customer satisfaction. lower levels of satisfaction prior to the service failures. increased dependence on technology to prevent future service failures.
What is increased dependence on technology
300
Setting unrealistically high consumer expectation often leads to: ritual reversion. customer dissatisfaction. postpurchase harmony. financial risk. perceptual learning. If the product fails to achieve high performance expectations, this failure can lead to dissatisfied customers and the potential for negative word of mouth.
What is customer dissatisfaction
400
hough he has never owned a Jaguar, Jerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Jerry a car, the company would need to change the _____________ component of Jerry's attitude. social affective functional cognitive physiological
What is cognitive
400
A ____________ package is the one a consumer uses while a _____________ package is used by retailers to display and sell the product. secondary; primary generic; private label primary; secondary corporate; manufacturers cobranding; repositioning
What is primary, secondary
400
By 2009, if someone asked for your cell phone number and you said you did not have one, you would probably have been considered a _________________ in the diffusion of innovation process. innovator laggard late majority early majority early adopter
What is laggard
400
By changing a standard from "be nice to customers" to "greet every customer, and if possible by name," a services marketing manager has created a ________________ goal. insurmountable invisible empowerment measurable inseparable
What is measurable
400
The consumer decision process can be influenced by all the following EXCEPT: a firm's marketing mix. psychological factors. social factors. situational factors. noneconomic supply and demand factors. The consumer decision process can be influenced by several factors. Every decision people make as consumers will take them through some form of the consumer decision process.
What is noneconomic supply and demand factors. The consumer decision process can be influenced by several factors. Every decision people make as consumers will take them through some form of the consumer decision process.
500
Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She spent considerable effort finding a new hair stylist based on her _______________ associated with her purchase decision. evoked set reference group cultural affective perceived risk financial risk
What is perceived risk
500
Recent Apple Computer Company ads showed a young, casually-dressed, friendly and knowledgeable person as an Apple computer type, while the Microsoft computer person was portrayed a stiff, geeky, awkward person. Apple was trying to create comparative: product line depth. brand persuasion. brand association. brand extension. brand personalities.
What is brand personalities
500
Ken's new product seemed like a perfect new addition to the product line, but he was getting some pushback from the distributors who did not seem to want to take on the additional product. What options would make the most sense for Ken? a. generate additional demand with customers so retailers and distributors will clamor for the product. b. offer to provide educational efforts if consumers didn't understand the product. c. offer technical support to ensure consumers would be satisfied with the product. d. provide financial incentives for the distributors. e. All of the above
What is all of the above
500
The owners of hotels whose services are produced and consumed at the same time, know that consumers do not have the opportunity to try out their service before purchasing. Many hotels use _________________ to overcome the problem of inseparability of services. promotional discounts zone of tolerance allowances perishability gap analysis point-of-purchase displays satisfaction guarantees
What is satisfaction guarantees
500
Which of the following is not one of the four factors affecting consumers search processes? Perceived benefits versus perceived costs of search Locus of control Actual or perceived risk Type of product or service All of the above are factors
What is All the above