Trắc nghiệm C1 TNKH hệ E - Trải nghiệm khách hàng UEL

Consumer Behavior, 13e (Solomon) Chapter 1 Buying, Having, and Being: An Introduction to Consumer Behavior 1) A(n) ________ is a person who identifies a need or desire, makes a purchase, and then disposes of a product during the three stages of the consumption process. A) marketer B) consumer C) influencer D) content generator Answer: B Diff: 1 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 2) Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a(n) ________. A) industry B) process C) art form D) theory Answer: B Diff: 2 LO: 1.1: Consumer behavior is a process. AACSB: Analytical thinking 3) Which of the following is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires? A) lifestyle marketing B) role theory C) consumer behavior D) marketing research Answer: C Diff: 1 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 4) Which term refers to the bond between product and consumer that is difficult for competitors to break? A) brand loyalty B) custom C) patronage D) relationship Answer: A lOMoARcPSD| 35096023 Diff: 1 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 5) Which of the following time periods is encompassed in the study of consumer behavior? A) prepurchase B) purchase C) postpurchase D) All of the above Answer: D Diff: 1 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 6) Which of the following is NOT a stage of the consumption process? A) desire B) pre-purchase C) purchase D) post-purchase Answer: A Diff: 1 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 7) According to the basic marketing concept, a firm exists to ________, only to the extent that they understand the people or organizations that will use the products and services they sell. A) influence popular culture B) dominate market share C) nurture relationships D) satisfy needs Answer: D Diff: 2 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 8) Which of the following is NOT considered a demographic? A) sex B) income C) lifestyle D) occupation Answer: C Diff: 1 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge lOMoARcPSD| 35096023 9) A transaction in which two or more organizations or people give and receive something of value is called ________. A) buyer behavior B) an exchange C) perception D) consumer perspective Answer: B Diff: 1 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 10) ________ are statistics that measure observable aspects of population. A) Psychographics B) Lifestyles C) Demographics D) Benefits Answer: C Diff: 2 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 11) When a transaction occurs between two or more organizations or people who give and receive something of value, an exchange has taken place. Answer: TRUE Diff: 1 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 12) According to the definition of consumer behavior, how a consumer disposes of an idea and accepts another is part of consumer behavior. Answer: TRUE Diff: 2 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 13) Because consumer behavior is now examined as an entire consumption process that includes pre-purchase and post-purchase issues, exchange theory is irrelevant to the study of consumer behavior. Answer: FALSE Diff: 2 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 14) Descriptive characteristics of a population are called demographics. Answer: TRUE Diff: 1 LO: 1.1: Consumer behavior is a process. lOMoARcPSD| 35096023 AACSB: Application of knowledge 15) Demographics are statistics that measure observable aspects of a population, such as birth rate, age distribution, and income. Answer: TRUE Diff: 1 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 16) In the early stages of development, consumer behavior was known as buyer behavior. What important aspect of the exchange process does this change in name reflect? Answer: Buyer behavior reflects an emphasis on the act of purchase, but this exchange is dependent upon a number of pre-purchase and post-purchase perspectives and behaviors. To fully understand why an exchange is made, researchers must look at decisions and influences before the exchange, as well as the expectations of what happens after the exchange. The study of consumer behavior accounts for pre-purchase and post-purchase issues along with purchase issues, rather than simply buyer behavior. Diff: 2 LO: 1.1: Consumer behavior is a process. AACSB: Reflective thinking 17) Explain the term "market segmentation strategies." Answer: Market segmentation strategies means an organization targets its product, service or idea only to a specific group of consumers rather than everybody. Diff: 2 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 18) Explain what a consumer is. Answer: A consumer is a person who identifies a need or desire, makes a purchase, and then disposes of the purchase during the three stages of the consumption process. Diff: 2 LO: 1.1: Consumer behavior is a process. AACSB: Application of knowledge 19) Is there a 'right way' for retailers to help in times of disaster? Answer: In trying to take action in the face of disasters and tragic events, retailers and brands can find themselves walking a difficult line. On one hand, it's important for businesses to take authentically charitable steps in such instances. High-profile charitable acts can also encourage other brands to step in and donate or act. However, the fact that businesses are motivated by profit can make such efforts appear like cynical branding exercises if not handled properly. For example, when Hurricane Sandy devastated cities on the East Coast in 2012, some marketers rose to the occasion, whereas others stumbled in the wind. Gap, for example, tweeted, "We'll be doing lots of Gap.com shopping today. How about you?" American Apparel offered an incentive lOMoARcPSD| 35096023 to shoppers: "In case you're bored during the storm, just Enter SANDYSALE at Checkout." Many of the storm victims were not amused. One tweeted, "Hey @americanapparel people have died and others are in need. Shut up about your #Sandy sale." In contrast, Allstate ran radio commercials to let policyholders know how to file claims quickly. JetBlue Airways waived change and cancellation fees for people who had to rebook. How's this for a relationship builder? Duracell batteries sent a truck to New York City that offered free batteries and access to charging lockers for mobile devices and computers to desperate people who had been without power (or even worse, access to social media). Diff: 2 LO: 1.1: Consumer behavior is a process. AACSB: Analytical thinking 20) The 80/20 rule (20 percent of users account for 80 percent of sales) targets what user group? A) all consumers B) light users C) heavy users D) moderate users Answer: C Diff: 1 LO: 1.2: Marketers have to understand the wants and needs of different consumer segments. AACSB: Application of knowledge 21) Age, gender, family structure social class, race, ethnicity and income are all used ________. A) to divide a market B) as part of promotion C) in social media D) as part of the marketing mix Answer: A Diff: 2 LO: 1.2: Marketers have to understand the wants and needs of different consumer segments. AACSB: Application of knowledge 22) Why is age a common demographic category used in understanding consumer behavior? A) Different age groups have different wants and needs. B) Age is easier to categorize than gender. C) Generational groups tend to be similar. D) All of the above. Answer: A Diff: 2 LO: 1.2: Marketers have to understand the wants and needs of different consumer segments. AACSB: Application of knowledge 23) Psychographics are used to measure ________. A) social class B) income C) demographics lOMoARcPSD| 35096023 D) lifestyles Answer: D Diff: 1 LO: 1.2: Marketers have to understand the wants and needs of different consumer segments. AACSB: Application of knowledge 24) People who belong to the same social class are most likely to have which of the following in common? A) social standing in the community B) personality C) ethnicity D) family structure Answer: A Diff: 1 LO: 1.2: Marketers have to understand the wants and needs of different consumer segments. AACSB: Application of knowledge 25) Which marketing philosophy emphasizes interacting with customers on a regular basis and giving them reasons to maintain a bond with the company over time? A) differentiated marketing B) global marketing C) social marketing D) relationship marketing Answer: D Diff: 1 LO: 1.2: Marketers have to understand the wants and needs of different consumer segments. AACSB: Application of knowledge 26) Walmart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing. A) undifferentiated B) database C) relationship D) consumer-generated Answer: B Diff: 2 LO: 1.2: Marketers have to understand the wants and needs of different consumer segments. AACSB: Application of knowledge 27) The way consumers feel about themselves, the things they value, and the things they like to do in their spare time are part of how marketers segment using ________. A) gender B) age C) social class D) lifestyle