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Marketing questions

True/False

1. All consumer behavior research tools available to e-businesses are available to traditional businesses.
True
False

2. Everyone is a member of at least one reference group.
True
False

3. Psychographics are internal influences on consumer behavior.
True
False

4. Organizational buying decisions are always made by a group.
True
False

5. Organizational buying decisions are always high involvement:
True
False

6. The consumer is part of the marketing mix.
True
False

7. One characteristic of reference groups is shared beliefs.
True
False

8. Understanding cultural differences is critical in predicting consumer behavior.
True
False

9. Technological advances have had a significant influence on consumers' shopping habits.
True
False

Multiple choice

1. Which of the following is not an ethical concern in marketing to children?
a. Education level
b. Internet privacy
c. Access to objectionable material
d. Peer pressure
e. Using cartoon characters to sell adult products

2. Which of the following is not an example of an adjustment made to reposition a product based on consumer behavior research?
a. Change in advertising
b. Change in sales force
c. Change in production schedule
d. Change in budget
e. Change in overhead

3. Which of the following is an example of a high-involvement purchase?
a. Newspaper
b. Soft drink
c. Insurance policy
d. Lottery ticket
e. Office supplies

4. Which of the following is not a level of social stratification?
a. Upper
b. Middle
c. Working
d. Lower
e. Upper middle

5. Consumer behavior affects all of the following marketing activities except:
a. Segmentation
b. Targeting
c. Shipping
d. Positioning
e. Research

6. Which of the following is a factor affecting Internet shopping?
a. Tax ramifications
b. Point of sale
c. Supply and demand
d. Time value of money
e. All of the above

7. All of the following are elements of consumer decision making except:
a. Need/problem recognition
b. High involvement
c. Low involvement
d. Purchase
e. Sampling

8. An example of psychographic analysis would be:
a. VALS
b. Regression analysis
c. Constructivism
d. Income analysis
e. Family structure analysis

9. Which of the following is an example of utilizing demographics in marketing?
a. Taste testing
b. Online interviews
c. Focus groups
d. Target marketing
e. Test marketing

10. Which of the following is a current retail trend related to marketing?
a. Globalization
b. Creation of balance sheets
c. Quality control
d. Price elasticity of demand
e. Six Sigma

11. Research data gathered by e-business organizations must always include which the following?
a. Name
b. Address
c. Date of birth
d. Gender
e. Access to the site

12. Consumers make their purchasing decisions using all of the following except:
a. Advertising
b. Word of mouth
c. Paradigm shift
d. Sampling
e. Research

13. Which of the following is not a change in family structure that has influence consumer behavior?
a. Divorce
b. Single parenting
c. Alternative lifestyle
d. Increase income
e. Blended

14. Thomas bought a refrigerator last week. He saw a similar model on sale for 20% less at another store. This is an example of:
a. Low involvement learning
b. Satisfaction
c. Repeat purchase
d. Dissonance

15. Which of the following is not a consumer demographic?
a. Age
b. Gender
c. Personality
d. Education
e. Income

16. Which of the following is a learning theory used in marketing?
a. Classical conditioning
b. Maslow's hierarchy of needs
c. Gange's nine events of instruction
d. Operational conditioning
e. Containment

17. An emotional attachment over time to products manufactured by a specific organization is known as:
a. Brand assignment
b. Brand loyalty
c. Brand valuing
d. Branding
e. Brand switching

Essay

1. Describe the marketing strategy process as it relates to consumer behavior. Use examples.

Solution Preview

True/False

1. All consumer behavior research tools available to e-businesses are available to traditional businesses.

False - consumer behavior research tools use information that is gathered electronically - such as how the consumer found out about the website, how long they visited the site... it would be impossible to calculate this data automatically in a traditional business

2. Everyone is a member of at least one reference group.
False

The definition is: reference group is a sociological concept referring to a group to which another group is compared. Reference groups are used in order to evaluate and determine the nature of a given individual or other group's characteristics and sociological attributes. Reference groups provide the benchmarks and contrast needed for comparison and evaluation of group and personal characteristics. (Thompson, William; Joseph Hickey (2005). Society in Focus. Boston, MA: Pearson. ISBN 0-205-41365-X.) In other words, you use another group to form you opinion, so no not everyone has to be or is a member of one reference group.

3. Psychographics are internal influences on consumer behavior.
True

Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles, therefore, they are an inherent way to influence consumer behavior.

4. Organizational buying decisions are always made by a group.
False

Organizational buying is a more complex system of decisions when purchasing a product - more than one person is involved, but not necessary a group of people are involved in the decision process.

5. Organizational buying decisions are always high involvement:
True

Simple purchases such as food or water is a different buying behavior than organizational buying decisions, which is done when a person want to purchase more "premium" products such as a computer or a car. The person will shop around, look at price comparisons, which is high involvement

6. The consumer is part of the marketing mix.
True

The elements of the marketing mix - also known as the 5-Ps are:

Place
Product
Price
Promotion
People.

The people aspect is the consumer.

7. One characteristic of reference groups is shared beliefs.
True

The people who belong in the reference group do have shared beliefs.

8. Understanding cultural differences is critical in predicting consumer behavior.
True

Not everyone will act the same way do to cultural difference, and marketers should understand these differences when trying to sell a product in a global market.

9. Technological advances have had a significant influence on consumers' shopping habits.
True

For sure. Consumers can now shop online at all hours of the day, purchase products from all over the world and have it shipped to their door. They can do price comparisons, read reviews, find coupon.

Multiple choice

1. Which of the following is not an ethical concern in marketing to children?
a. Education level
b. Internet privacy
c. Access to objectionable material
d. Peer pressure
e. Using cartoon characters to sell adult products

A

I would think that educational level has little to do when marketing to children while all of the other items ...

Solution Summary

This is a set of 17 questions plus an essay which covers many topics in the marketing domain. It contains a comprehensive wealth of information pertaining to marketing.

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