消费者行为学第一章练习.docx
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消费者行为学第一章练习
Chapter1:
IntroductiontoConsumerBehaviorandMarketingStrategy
MultipleChoiceQuestions
1.OnlineBusiness-to-Consumer（B2C）marketingisMOSTsimilartotraditionalmarketinginthewaythat:
A）itallowsproductstobeofferedallthroughtheyear.
B）itiscostefficient.
C）itprovidesameansfordevelopingaone-on-onerelationshipwiththeconsumer.
D）itrequiresmarketerstounderstandconsumersanddeliverproductsandservicesthatconsumersneed.
E）ithelpsestablishconsumerdatabases.
Answer:
D
Page:
1
Difficulty:
Easy
2.ThemarketingconceptisBESTdescribedas:
A）aprofitablephilosophyadoptedforconductingbusiness.
B）alegallyacceptedpracticeforconductingbusiness.
C）aprofitmaximizationpracticeforconductingbusiness.
D）aneconomicmethodforconductingbusiness.
E）anappropriatephilosophyforconductingbusiness.
Answer:
E
Page:
3
Difficulty:
Medium
3.TheMOSTimportantfactordrivingacceptanceofthemarketingconceptwas:
A）enthusiasticacademicsupport.
B）improvedproductionequipment.
C）intenseforeigncompetition.
D）theadventofCAD/CAMsystems.
E）theelevationofmarketerstoCEOpositions.
Answer:
C
Page:
3
Difficulty:
Easy
4.AllofthefollowingstatementsaboutInternetmarketingaretrueEXCEPT:
A）itcanchangethewayconsumersshopandpurchase.
B）itcouldbeathreattotraditionalmanufacturersandretailers.
C）itdoesnotpresentsmallerfirmswithanopportunitytocompeteeffectively.
D）hasmadetheglobalmarketmoreaccessible.
E）itcanbeusedtocommunicateavastamountofinformationtopotentialconsumers.
Answer:
C
Page:
4
Difficulty:
Medium
5.AccordingtotheAmericanMarketingAssociation,consumerbehaviorisallofthefollowingEXCEPT:
A）itisdynamic.
B）itistheproductoftheinteractionofaffect,cognition,andbehavior.
C）itaffects,andisaffectedby,itsenvironment.
D）itisfocusedupontheindividual’sexchangeactivities.
E）itisfocuseduponthebuyingandsellingpatterns.
Answer:
E
Page:
4
Difficulty:
Easy
6.WhichofthefollowingaspectsofconsumerbehaviorpresentsthemarketertheMOSTdifficultcontinuingchallenge?
A）Theovertnatureofconsumerbehavior
B）Theattempttounderstandtheconsumer
C）Theattempttounderstandconsumerfeelings
D）Thedynamicnatureofconsumerbehavior
E）Theenvironmentalaspects
Answer:
D
Page:
5
Difficulty:
Hard
7.AllofthefollowingstatementsaretrueEXCEPT:
A）Productlifecyclesarebecominglonger.
B）Consumerbehaviorisconstantlychanging.
C）Needs/wantschangeatdifferenttimesfordifferentconsumergroups.
D）Theconsumeroftendoesnotunderstandtheirownbehaviorcompletely.
E）Constantinnovationisnecessarytoensureprofitability.
Answer:
A
Page:
5-6
Difficulty:
Hard
8.Theinterpretiveapproachisrootedinthetheories/methodsof:
A）economics.
B）statisticalmodeling.
C）culturalanthropology.
D）sociology.
E）psychology.
Answer:
C
Page:
8
Difficulty:
Medium
9.Thoughaprimarytoolofresearchforretailers,_____isbeingusedbyconsumerproductcompaniesaswell.
A）thetraditionalapproach
B）theinterpretiveapproach
C）thetrafficanalysisapproach
D）theanthropologicalapproach
E）themarketingscienceapproach
Answer:
C
Page:
8
Difficulty:
Medium
10.AllofthefollowingarecharacteristicsofconsumerresearchEXCEPTthatit:
A）utilizesavarietyoftechniques.
B）posescomplexethicalissues.
C）isessentialinhighlycompetitivemarkets.
D）mustbeongoinginadynamicmarketplace.
E）itisbasedonasmallrepresentativesetofthepopulation
Answer:
E
Page:
8-9
Difficulty:
Medium
11.Asanapproachtostudyconsumerbehavior,understandingconsumptionanditsmeaningsistheprimaryobjectiveof:
A）culturalanthropology.
B）psychology.
C）economics.
D）statistics.
E）sociology.
Answer:
A
Page:
9
Difficulty:
Medium
12.Whichofthefollowingtoolsarebestusedtodiscoverthemeaningsassociatedwiththepurchase/useofproducts/services?
A）Statisticalmodeling
B）Focusgroups
C）Observation
D）Surveys
E）Trafficanalysis
Answer:
B
Page:
9
Difficulty:
Easy
13.Whichofthefollowingconsumerresearchapproachesseekstodeveloptheories/methodstoexplainconsumerdecisionmakingandbehavior?
A）Thetraditionalapproach
B）Thestatisticalmodelingapproach
C）Theinterpretiveapproach
D）Themarketingscienceapproach
E）Thedidacticapproach
Answer:
A
Page:
9
Difficulty:
Easy
14.Thetraditionalapproachtostudyingconsumerbehaviorprimarilyreliesupon:
A）statisticalmodeling.
B）focusgroups.
C）lengthyinterviews.
D）experiments/surveys.
E）observation.
Answer:
D
Page:
9
Difficulty:
Medium
15.Themarketingscienceapproachtoconsumerresearchisbasedontheories/methodsborrowedfrom:
A）sociology.
B）economicsandstatistics.
C）psychology.
D）anthropology.
E）trafficanalysis.
Answer:
B
Page:
9
Difficulty:
Easy
16.WhichofthefollowingmethodsisMOSTlikelytobeusedbyfirmsintheconsumerpackagedgoodsindustry?
A）Thetraditionalapproach
B）Theinterpretiveapproach
C）Themarketingscienceapproach
D）Theanthropologicalapproach
E）Thetrafficanalysisapproach
Answer:
C
Page:
9
Difficulty:
Easy
17.Thedesign,implementation,andcontrolofaplantoinfluenceexchangestoachieveorganizationalobjectivesisattheheartof:
A）marketingresearch.
B）consumerresearch.
C）marketingscience.
D）marketingstrategy.
E）statisticalmodeling.
Answer:
D
Page:
11
Difficulty:
Easy
18.MarketingstrategyquestionsmaybeaddressedinallofthefollowingwaysEXCEPTthrough:
A）formalconsumerresearch.
B）informaldiscussionswithconsumers.
C）predictingfuturemarkets.
D）logicfoundedinknowledge.
E）intuitionfoundedinknowledge.
Answer:
C
Page:
13
Difficulty:
Easy
19.WhichofthefollowingisNOTtrueofmarketingstrategies?
A）Understandingconsumersisacriticalelementindevelopingsuccessfulmarketingstrategies.
B）Theessenceofamarketingstrategyistounderstandmarkets,developandimplementsuperiorstrategiestoattractandholdthemprofitably.
C）Marketingstrategiescannotchangewhatconsumersthinkandfeelaboutthemselves.
D）Marketingstrategieshaveapowerfulforceonconsumersandsocietyatlarge.
E）Marketingstrategiesarenotunethicalorinappropriateactivities.
Answer:
C
Page:
13-14
Difficulty:
Easy
20.Althoughconsumerbehaviorresearchisusefulforalllevelsofstrategicanalysis,itismostcommonlystudiedandappliedatthe_____level（s）.
A）organizational
B）supervisory
C）brandandstore
D）community
E）individualconsumerandconsumersegment
Answer:
C
Page:
13
Difficulty:
Medium
True/FalseQuestions
21.AmajorcriticismofB2CmarketingwasthatconsumersusedtheWebtocollectinformationbutcontinuedtoshopinpersonatstores.
Answer:
True
Page:
1-2
Difficulty:
Easy
22.ThemarketingconceptwasdevelopedintheUnitedStates,butnotfullyimplementedbyAmericanfirmsuntilforcedtodosobyforeigncompetitors.
Answer:
True
Page:
3
Difficulty:
Medium
23.Consumerfeelingsisthecomponentofconsumerbehaviorthatismostdifficulttoresearch.
Answer:
True
Page:
4
Difficulty:
Medium
24.Formanyyears,themarketingconceptwasnotfullyunderstoodorimplementedproperlybyU.S.firms.
Answer:
True
Page:
4
Difficulty:
Easy
25.Inthepast,companiesconductedresearchtoinvestigatenewproductconceptsandtotrytounderstandconsumers;thisresearchwascontinuousandaidedinidentifyingthefirm’sactualcustomers.
Answer:
False
Page:
4
Difficulty:
Easy
26.Inthepast,consumersreceivedmostoftheirinformationaboutproductsandservicesfromtraditionalprintandmediaadvertising.
Answer:
True
Page:
5
Difficulty:
Easy
27.Consumerbehaviordoesnotincludethethingsintheenvironmentthatinfluencethesethoughts,feelingspeopleexperienceandtheactionstheyperforminconsumptionprocesses.
Answer:
False
Page:
5
Difficulty:
Medium
28.Thedynamicnatureofconsumerbehaviormakesdevelopmentofmarketingstrategiesanexcitingandeasytask.
Answer:
False
Page:
6
Difficulty:
Medium
29.Becauseproductlifecyclesarelongerthaneverbefore,manycompanieshavetoinnovateconstantlytocreatesuperiorvalueforcustomersandstayprofitable.
Answer:
False
Page:
6
Difficulty:
Medium
30.Theinterpretiveapproachisbasedontheoriesandmethodsfromcognitive,social,andbehavioralpsychology,aswellassociology.
Answer:
False
Page:
10
Difficulty:
Medium
31.Muchofconsumerbehaviorinvolvesexchangesbetweenbuyers（consumers）andsellers（marketers）.
Answer:
True
Page:
8
Difficulty:
Medium
32.GovernmentagenciessuchastheFDAareprimarilyinterestedinconsumerbehaviorresearchinordertoinfluenceconsumerstobehaveincertainways.
Answer:
True
Page:
10
Difficulty:
Easy
33.Historically,thetraditionalapproachtostudyconsumerbehaviorhashadthegreatestimpact.
Answer:
True
Page:
10
Difficulty:
Medium
34.Themarketingscienceapproachhasbecomeamainstayintheconsumerpackagedgoodsindustrybecauseitcanhandlelargescannerdatasetsinanefficientmannertohelpsolvemarketingproblems.
Answer:
True
Page:
10
Difficulty:
Medium
35.Mathmodelingandsimulationaretheprimarymethodsusedintheinterpretiveapproachtostudyconsumerbehavior.
Answer:
False
Page:
10
Difficulty:
Medium
36.Themarketingscienceapproachisbasedontheoriesandmethodsfromeconomicsandstatistics.
Answer:
Easy
Page:
10
Difficulty:
Medium
37.Thefirstgrouptouseknowledgeaboutconsumerbehaviorismarketingorga
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