消费者行为学第一章练习

1-1Chapter1:IntroductiontoConsumerBehaviorandMarketingStrategyMultipleChoiceQuestions1.OnlineBusiness-to-Consumer(B2C)marketingisMOSTsimilartotraditionalmarketinginthewaythat:A)itallowsproductstobeofferedallthroughtheyear.B)itiscostefficient.C)itprovidesameansfordevelopingaone-on-onerelationshipwiththeconsumer.D)itrequiresmarketerstounderstandconsumersanddeliverproductsandservicesthatconsumersneed.E)ithelpsestablishconsumerdatabases.Answer:DPage:1Difficulty:Easy2.ThemarketingconceptisBESTdescribedas:A)aprofitablephilosophyadoptedforconductingbusiness.B)alegallyacceptedpracticeforconductingbusiness.C)aprofitmaximizationpracticeforconductingbusiness.D)aneconomicmethodforconductingbusiness.E)anappropriatephilosophyforconductingbusiness.Answer:EPage:3Difficulty:Medium3.TheMOSTimportantfactordrivingacceptanceofthemarketingconceptwas:A)enthusiasticacademicsupport.B)improvedproductionequipment.C)intenseforeigncompetition.D)theadventofCAD/CAMsystems.E)theelevationofmarketerstoCEOpositions.Answer:CPage:3Difficulty:Easy4.AllofthefollowingstatementsaboutInternetmarketingaretrueEXCEPT:A)itcanchangethewayconsumersshopandpurchase.B)itcouldbeathreattotraditionalmanufacturersandretailers.C)itdoesnotpresentsmallerfirmswithanopportunitytocompeteeffectively.D)hasmadetheglobalmarketmoreaccessible.E)itcanbeusedtocommunicateavastamountofinformationtopotentialconsumers.Answer:CPage:4Difficulty:Medium1-25.AccordingtotheAmericanMarketingAssociation,consumerbehaviorisallofthefollowingEXCEPT:A)itisdynamic.B)itistheproductoftheinteractionofaffect,cognition,andbehavior.C)itaffects,andisaffectedby,itsenvironment.D)itisfocusedupontheindividual’sexchangeactivities.E)itisfocuseduponthebuyingandsellingpatterns.Answer:EPage:4Difficulty:Easy6.WhichofthefollowingaspectsofconsumerbehaviorpresentsthemarketertheMOSTdifficultcontinuingchallenge?A)TheovertnatureofconsumerbehaviorB)TheattempttounderstandtheconsumerC)TheattempttounderstandconsumerfeelingsD)ThedynamicnatureofconsumerbehaviorE)TheenvironmentalaspectsAnswer:DPage:5Difficulty:Hard7.AllofthefollowingstatementsaretrueEXCEPT:A)Productlifecyclesarebecominglonger.B)Consumerbehaviorisconstantlychanging.C)Needs/wantschangeatdifferenttimesfordifferentconsumergroups.D)Theconsumeroftendoesnotunderstandtheirownbehaviorcompletely.E)Constantinnovationisnecessarytoensureprofitability.Answer:APage:5-6Difficulty:Hard8.Theinterpretiveapproachisrootedinthetheories/methodsof:A)economics.B)statisticalmodeling.C)culturalanthropology.D)sociology.E)psychology.Answer:CPage:8Difficulty:Medium9.Thoughaprimarytoolofresearchforretailers,_____isbeingusedbyconsumerproductcompaniesaswell.A)thetraditionalapproach1-3B)theinterpretiveapproachC)thetrafficanalysisapproachD)theanthropologicalapproachE)themarketingscienceapproachAnswer:CPage:8Difficulty:Medium10.AllofthefollowingarecharacteristicsofconsumerresearchEXCEPTthatit:A)utilizesavarietyoftechniques.B)posescomplexethicalissues.C)isessentialinhighlycompetitivemarkets.D)mustbeongoinginadynamicmarketplace.E)itisbasedonasmallrepresentativesetofthepopulationAnswer:EPage:8-9Difficulty:Medium11.Asanapproachtostudyconsumerbehavior,understandingconsumptionanditsmeaningsistheprimaryobjectiveof:A)culturalanthropology.B)psychology.C)economics.D)statistics.E)sociology.Answer:APage:9Difficulty:Medium12.Whichofthefollowingtoolsarebestusedtodiscoverthemeaningsassociatedwiththepurchase/useofproducts/services?A)StatisticalmodelingB)FocusgroupsC)ObservationD)SurveysE)TrafficanalysisAnswer:BPage:9Difficulty:Easy13.Whichofthefollowingconsumerresearchapproachesseekstodeveloptheories/methodstoexplainconsumerdecisionmakingandbehavior?A)ThetraditionalapproachB)ThestatisticalmodelingapproachC)TheinterpretiveapproachD)Themarketingscienceapproach1-4E)ThedidacticapproachAnswer:APage:9Difficulty:Easy14.Thetraditionalapproachtostudyingconsumerbehaviorprimarilyreliesupon:A)statisticalmodeling.B)focusgroups.C)lengthyinterviews.D)experiments/surveys.E)observation.Answer:DPage:9Difficulty:Medium15.Themarketingscienceapproachtoconsumerresearchisbasedontheories/methodsborrowedfrom:A)sociology.B)economicsandstatistics.C)psychology.D)anthropology.E)trafficanalysis.Answer:BPage:9Difficulty:Easy16.WhichofthefollowingmethodsisMOSTlikelytobeusedbyfirmsintheconsumerpackagedgoodsindustry?A)ThetraditionalapproachB)TheinterpretiveapproachC)ThemarketingscienceapproachD)TheanthropologicalapproachE)ThetrafficanalysisapproachAnswer:CPage:9Difficulty:Easy17.Thedesign,implementation,andcontrolofaplantoinfluenceexchangestoachieveorganizationalobjectivesisattheheartof:A)marketingresearch.B)consumerresearch.C)marketingscience.D)marketingstrategy.E)statisticalmodeling.Answer:DPage:111-5Difficulty:Easy18.MarketingstrategyquestionsmaybeaddressedinallofthefollowingwaysEXCEPTthrough:A)formalconsumerresearch.B)informaldiscussionswithconsumers.C)predictingfuturemarkets.D)logicfoundedinknowledge.E)intuitionfoundedinknowledge.Answer:CPage:13Difficulty:Easy19.WhichofthefollowingisNOTtrueofmarketingstrategies?A)Understandingconsumer