A comprehensive consumer analysis:

must continuously monitor changes in all three elements of the consumer process.

should focus only on cognitive behavior.

is only concerned with cognitive behavior.

is not properly directed at environmental changes.

Marketing strategy questions may be addressed in all of the following ways EXCEPT through:

predicting future markets.

informal discussions with consumers.

logic founded in knowledge.

formal consumer research.

Which of the following is overt in nature?

Behavior

Memory

Cognition

Affect

The development of successful marketing strategies requires research into and analysis of all of the following EXCEPT:

consumer behavior.

consumer affect.

consumer cognition.

consumer competition.

All of the following statements about the consumer decision process are true EXCEPT:

that the consumer usually progresses through the stages of the decision process in a linear fashion.

that the consumers often reevaluate their choice after use.

that the choice results from the comparison of alternatives.

that the process begins with problem recognition.

Jane decided to purchase a car that was one or two years old with low mileage. In this regard, Jane has started visiting a few dealers, talking to salespeople, and has discussed the purchase with her father. Jane is currently in which of the following phases of the Generic Model of Consumer Problem Solving?

Purchase

Satisfaction maximization

Evaluation of alternatives.

Searching for alternative solutions

The study of cognition includes an analysis of the processes associated with all of the following EXCEPT:

remembering past events.

predicting competition’s prices.

forming evaluations.

stimuli and events.

According to the American Marketing Association, consumer behavior is all of the following EXCEPT:

it is focused upon the buying and selling patterns.

it affects, and is affected by, its environment.

it is the product of the interaction of affect, cognition, and behavior.

it is dynamic.

The marketing concept is BEST described as:

a legally accepted practice for conducting business.

an appropriate philosophy for conducting business.

a profit maximization practice for conducting business.

a profitable philosophy adopted for conducting business.

New firms seeking to sell unfamiliar products/brands will find their task most difficult under which of the following choice behavior condition?

Moderate decision making.

Extensive decision making

Impulse purchasing.

Routinized decision making.

A product/brand’s position in the consumer’s consideration set may be enhanced by all of the following EXCEPT:

repetitive advertising campaigns.

intensive distribution strategies.

effective packaging design.

consistently offering lower prices.

All of the following are characteristics of consumer research EXCEPT that it:

poses complex ethical issues.

utilizes a variety of techniques.

it is based on a small representative set of the population

is essential in highly competitive markets.

Problem representation may include all of the following EXCEPT:

a set of subgoals organized into a goal hierarchy.

relevant product knowledge.

selection of a best alternative.

tangible and abstract end goals.

The BASIC task of marketing strategy is to:

positively influence consumer behavior.

significantly raise product prices.

dramatically lower marketing costs.

eliminate competitors.

The choice which results from consumer decision making is best described as a(n):

purchase outcome.

action.

behave oral intention.

integrative process.

Which of the following tools are best used to discover the meanings associated with the purchase/use of products/services?

Observation

Surveys

Statistical modeling

Focus groups

In its use of the Wheel of Consumer Analysis, marketing seeks to elicit change through:

lawsuits.

force.

appeal.

deception.

The key process in consumer decision making is:

the integration/evaluation process which produces a choice.

acquiring information.

making the purchase decision.

identification of multiple purchase alternatives.

Which of the following methods is MOST likely to be used by firms in the consumer packaged goods industry?

The traditional approach

The anthropological approach

The interpretive approach

The marketing science approach

Brands that are activated directly from memory upon problem recognition make up the:

evoked set.

memory set.

consideration set.

activation set.

As an approach to study consumer behavior, understanding consumption and its meanings is the primary objective of:

psychology.

statistics.

economics.

cultural anthropology.

Although consumer behavior research is useful for all levels of strategic analysis, it is most commonly studied and applied at the _____ level(s).

organizational

community

supervisory

brand and store

All of the following are elements of affect EXCEPT:

values.

moods.

feelings.

emotions.

Each behavioral intention formed in the process of problem solving is a step in the overall decision plan; this in turn produces a sequence of _____ for goal achievement.

multiple problems

cognitive decisions

purposive behaviors

multiple decisions

Consumer analysis may be used to analyze all of the following EXCEPT:

organizational change.

consumers of an industry’s product.

an entire society.

a target market.

All of the following statements are true EXCEPT:

Product life cycles are becoming longer.

The consumer often does not understand their own behavior completely.

Consumer behavior is constantly changing.

Needs/wants change at different times for different consumer groups.

Which of the following aspects of consumer behavior presents the marketer the MOST difficult continuing challenge?

The dynamic nature of consumer behavior

The attempt to understand consumer feelings

The attempt to understand the consumer

The overt nature of consumer behavior

The change in societal attitudes toward smoking demonstrates:

that consumers do not trust advertisements.

that cigarette manufacturers can create needs.

that smoking is the only cause of cancer.

that political/health activists well understand the use of marketing tools.

In studying marketing strategy, the marketer is most interested in:

techniques for repositioning his/her product

expanding distribution

identifying those consumer variables that impact the success of a marketing strategy

expanding the scope/use of marketing research

The consumer’s salient beliefs about relevant consequences become a choice criteria during which of the following stages of the consumer problem solving process?

Problem recognition

Purchase

Evaluation of alternatives

Search for alternative solutions