Chapter-1

1. The behavior that consumers use to search for, purchase, use, evaluate,
and dispose of products is known as:

social responsibility.
Your Answer:
Correct consumer behavior.
Answer:

  Incorrect

Incorrect

2. What type of consumer buys goods for his own use or for the use of his
household?

Organizational consumer
Your Answer:
Correct Personal consumer
Answer:

  Incorrect

Incorrect

3. Another term for a personal consumer is:

end user.
Your
Answer:

  Correct

4. Which stage of consumer behavior stressed the selling of products that

 the manufacturing department wanted to produce?

Production orientation
Your Answer:
Correct Sales orientation
Answer:

  Incorrect

Incorrect

5. When a market is divided into subsets by age groupings, what is this

called:

Market segmentation
Your
Answer:

  Correct

6. When a company attempts to create an "image" of its product in the

mind of consumers relative to other similar competitive products, this is
called:

positioning.
Your
Answer:

  Correct

7. All of the following are examples of the marketing mix EXCEPT:

promotion.
Your Answer:
Correct profit.
Answer:

  Incorrect
 Incorrect

8. The features of a new car (e.g. air bags, CD player, surround sound,
heated seats, automatic locks, etc.) are part of which aspect of the
marketing mix?

Place
Your Answer:
Correct Product
Answer:

  Incorrect

Incorrect

9. In terms of customer value, all of the following are examples of

resources used to obtain benefits EXCEPT:

functional benefit.
Your
Answer:

  Correct

10 When a company can deliver customized messages to a small market

. segment on an ongoing basis, this process is called:

broadcasting.
Your Answer:
Correct narrowcasting.
Answer:

  Incorrect

Incorrect
11 Consumer behavior focuses on how consumers make decisions to
. purchase products.

True
Your
Answer:

  Correct

12 The two types of consumers that are the focus of consumer behavior are
. personal consumers and household consumers.

True
Your Answer:
Correct False
Answer:

  Incorrect

13 A city government is an example of an organizational consumer.

.
True
Your
Answer:

  Correct

14 End-use consumption involves every person in the U.S.

.
True
Your
Answer:

  Correct

15 Mass marketing ideas are the basic assumptions in the marketing

. concept.

True
Your Answer:
Correct False
Answer:

  Incorrect

16 The process of studying consumer behavior is called consumer research.

.
True
Your
Answer:

  Correct

17 A good positioning strategy focuses on the features of the product

. instead of the benefits that the product will provide to the consumer.

True
Your Answer:
Correct False
Answer:

  Incorrect

18 A sound marketing orientation is to consider the sale of a product as a

. transaction and not as a part of a customer relationship.

True
Your Answer:
Correct False
Answer:

  Incorrect
 19 Customer satisfaction is a function of the expectations of the customer
. when she purchases the product.

True
Your
Answer:

  Correct

20 Successful marketers treat all customers the same in terms of their

. potential profitability.

True
Your Answer:
Correct False
Answer:

  Incorrect

Chapter-2

1. All of the following are examples of quantitative research EXCEPT:

experiments.
Your Answer:
Correct focus groups.
Answer:

  Incorrect
2. The first step in the consumer research process is:

designing the research study.

Your Answer:
Correct defining the objectives of the research project.
Answer:

  Incorrect

3. The most difficult step in the consumer research process is:

defining the objectives of the research.

Your
Answer:

  Correct

4. Another term for a depth interview is a(n):

one-on-one interview.
Your
Answer:

  Correct

5. A discussion group led by a moderator in which 8 to 10 participants

discuss an idea for a new product is called a(n):

focus group.
Your
Answer:

  Correct

6. A step-by-step outline of the topics to be discussed in a focus group is

 called a(n):

moderator key.
Your Answer:
Correct discussion guide.
Answer:

  Incorrect

7. When a camera takes photographs of cars "running a red light" so that

the owners can be mailed the photos along with an invoice for a fine of
$100, this is an example of what type of research study?

Experiment
Your Answer:
Correct Observational
Answer:

  Incorrect

8. If an experimenter performs a test market in two cities and offers the

product at two different prices to track the number of units sold at each
price, price is the:

the independent variable.

Your
Answer:

  Correct

9. A five-point scale ranging from strongly disagree to strongly agree that

measures customer satisfaction with front desk clerk service at a hotel is
an example of what type of scale?

Semantic differential scale

Your Answer:
Correct Likert scale
Answer:
  Incorrect

10 When adult women who live in St. Louis are asked to place, from
. highest to lowest, six shopping centers located in St. Louis on "value for
the money," what type of scale does this represent?

Behavior intention scale

Your Answer:
Correct Rank-order scale
Answer:

  Incorrect

11 Information that has already been collected for a research study of a

. different purpose than the current research study is called primary data.

True
Your Answer:
Correct False
Answer:

  Incorrect

12 Secondary data cannot be obtained from sources internal to the

. organization.

True
Your Answer:
Correct False
Answer:

  Incorrect

13 A depth interview is a good example of qualitative research.

.
 True
Your
Answer:

  Correct

14 In a depth interview, the interviewer should probe answers from the

. respondent that are vague.

True
Your
Answer:

  Correct

15 Focus groups are typically held in conference rooms where they can be
. recorded.

True
Your
Answer:

  Correct

16 The use of one form of expression to describe feelings about another is

. called a metaphor.

True
Your
Answer:

  Correct

17 During the past decade, there has been a strong decrease in the
. popularity of online focus groups.
 True
Your Answer:
Correct False
Answer:

  Incorrect

18 In a telephone survey, people who have unlisted phone numbers can be

. reached by random-digit dialing.

True
Your
Answer:

  Correct

19 Customer satisfaction measures can be either qualitative or quantitative

. in nature.

True
Your
Answer:

  Correct

20 Typically, it is much more costly for a company to retain existing

. customers than to acquire new customers.

True
Your Answer:
Correct False
Answer:

Chapter-4
1. The driving force within a manager that impels that manager to take
some action is called:

motivation.
Your
Answer:

  Correct

2. Needs such as physiological, food, water, air, clothing, and shelter are
what type of needs?

Innate needs
Your
Answer:

  Correct

3. When a manager has a goal toward which her behavior is engaged

trying to accomplish that goal, what type of object is involved?

Avoidance object
Your Answer:
Correct Approach object
Answer:

  Incorrect

4. What type of needs involve the need for food, the need for water, and
the need to avoid cold?

Defense needs
Your Answer:
Correct Physiological needs
Answer:
  Incorrect

5. What type of goal is selected when the consumer decides on the brand
based on objective criteria (e.g. price, weight, size) to select a purchase
object?

Rational
Your
Answer:

  Correct

6. Another term for "daydreaming" is:

level of aspiration.
Your Answer:
Correct autistic thinking.
Answer:

  Incorrect

7. A consumer who sees a 20-ounce bottle of Pepsi in a cooler at the

checkout counter at a supermarket and who purchases this product is
making a decision based on:

stimulus-response theory.
Your
Answer:

  Correct

8. Which psychologist developed a detailed list of psychogenic needs?

Henry Murray
Your
Answer:
  Correct

9. In Maslow's theory of motivation, which type of needs are the most

basic of human needs?

(blank)
Your
Answer:

10 What type of need is involved when a manager tries to have great

. control over every detail of his subordinates' work plans?

Need for power

Your
Answer:

  Correct

11 The key to a company's profitability is its ability to satisfy the

. unfulfilled needs of consumers better than competitors.

True
Your
Answer:

  Correct

12 Companies should define their business based on the products they

. produce instead of on the consumer needs they satisfy.

(blank)
Your
Answer:
13 Physiological needs are innate needs.
.
True
Your
Answer:

  Correct

14 Acquired needs are called secondary needs.

.
True
Your
Answer:

  Correct

15 Goals are the intended accomplishments of motivated behavior.

.
True
Your
Answer:

  Correct

16 Needs and goals are independent of one another and are not
. interdependent.

True
Your Answer:
Correct False
Answer:

  Incorrect

17 Managers who achieve their goals typically set lower-level goals for
.
 their next goals.

True
Your Answer:
Correct False
Answer:

  Incorrect

18 Frustration typically follows failure by a manager to achieve a goal.

.
(blank)
Your
Answer:

19 Managers who have different needs can select the same goal.
.
True
Your
Answer:

  Correct

20 A good positioning strategy attempts to identify an unsatisfied need of

. consumers that is not being satisfied by a competing brand.

True
Your
Answer:

  Correct

Chapter-5
1. An individual's inner psychological characteristics that determine how
that person responds to his environment are known as:

(blank)
Your
Answer:

2. All of the following are components of Freud's psychoanalytic theory of

personality EXCEPT:

(blank)
Your
Answer:

3. All of the following are examples of Karen Horney's personality groups

EXCEPT:

compliant.
Your Answer:
Correct superego.
Answer:

  Incorrect

4. In Karen Horney's personality groups, which group focuses on people

who desire to excel and to win admiration from others?

Aggressive
Your
Answer:

  Correct

5. In Karen Horney's personality groups, all of the following are

 characteristics of the detached group EXCEPT:

self-sufficiency.
Your Answer:
Correct the desire to be loved.
Answer:

  Incorrect

6. In trait theory, the degree of receptiveness a consumer feels toward

"new experiences" is called:

consumer narrowness.
Your Answer:
Correct consumer innovativeness.
Answer:

  Incorrect

7. Which personality-driven trait refers to a consumer's switching brands

in order to experience a possible better alternative brand?

Exploratory purchase behavior

Your
Answer:

  Correct

8. Which cognitive personality attribute refers to consumers who prefer

verbal information about new products to visual information?

Visualizers
Your Answer:
Correct Verbalizers
Answer:

  Incorrect
9. When marketers target consumers by stressing a theme such as: "Made
in America," what type of consumer is being targeted?

Inner-directed consumer
Your Answer:
Correct Erhnocentric consumer
Answer:

  Incorrect

10 What type of a consumer's self-image refers to how consumers see

. themselves factually?

Social self-image
Your Answer:
Correct Actual self-image
Answer:

  Incorrect

11 The personality of a consumer tends to be "consistent."

.
True
Your
Answer:

  Correct

12 Trait theory is primarily qualitative in nature.

.
True
Your Answer:
Correct False
Answer:
  Incorrect

13 Consumer research has found a negative relationship between

. consumers who purchase goods online and their innovative use of the
Internet.

True
Your Answer:
Correct False
Answer:

  Incorrect

14 The degree of "rigidity" a consumer displays toward unfamiliar products

. is called consumer dogmatism.

True
Your
Answer:

  Correct

15 Highly dogmatic consumers tend to be less receptive to TV ads for new

. products.

True
Your Answer:
Correct False
Answer:

  Incorrect

16 Other-directed consumers tend to be more likely to be consumer

. innovators.
 True
Your Answer:
Correct False
Answer:

  Incorrect

17 Variety-seeking behavior can be domain specific.

.
True
Your
Answer:

  Correct

18 Consumer materialism varies from one country to another country.

.
True
Your
Answer:

  Correct

19 Compulsive consumption is an example of addictive abnormal behavior.

.
True
Your
Answer:

  Correct

20 Women are more likely than men to exhibit impulse buying tendencies.
.
True
Your
Answer:
  Correct