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

techniques for repositioning his/her product

expanding the scope/use of marketing research

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

expanding distribution

Which of the following is overt in nature?

Memory

Affect

Behavior

Cognition

The change in societal attitudes toward smoking demonstrates:

that consumers do not trust advertisements.

that cigarette manufacturers can create needs.

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

that smoking is the only cause of cancer.

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

consumer competition.

consumer behavior.

consumer cognition.

consumer affect.

All of the following are elements of affect EXCEPT:

emotions.

moods.

values.

feelings.

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

intensive distribution strategies.

consistently offering lower prices.

effective packaging design.

repetitive advertising campaigns.

The key process in consumer decision making is:

making the purchase decision.

acquiring information.

the integration/evaluation process which produces a choice.

identification of multiple purchase alternatives.

The BASIC task of marketing strategy is to:

positively influence consumer behavior.

eliminate competitors.

significantly raise product prices.

dramatically lower marketing costs.

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

Routinized decision making.

Extensive decision making

Moderate decision making.

Impulse purchasing.

The marketing concept is BEST described as:

a profitable philosophy adopted for conducting business.

an appropriate philosophy for conducting business.

a profit maximization practice for conducting business.

a legally accepted practice for conducting business.

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 process begins with problem recognition.

that the consumers often reevaluate their choice after use.

that the choice results from the comparison of alternatives.

Problem representation may include all of the following EXCEPT:

a set of subgoals organized into a goal hierarchy.

selection of a best alternative.

tangible and abstract end goals.

relevant product knowledge.

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

predicting future markets.

formal consumer research.

logic founded in knowledge.

informal discussions with consumers.

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?

Evaluation of alternatives.

Purchase

Searching for alternative solutions

Satisfaction maximization

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

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

integrative process.

purchase outcome.

action.

behave oral intention.

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

Purchase

Evaluation of alternatives

Search for alternative solutions

Problem recognition

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

The attempt to understand consumer feelings

The attempt to understand the consumer

The overt nature of consumer behavior

The dynamic nature of consumer behavior

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

lawsuits.

force.

appeal.

deception.

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

consideration set.

activation set.

evoked set.

memory set.

A comprehensive consumer analysis:

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

should focus only on cognitive behavior.

is not properly directed at environmental changes.

is only concerned with cognitive behavior.

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

community

brand and store

organizational

supervisory

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

psychology.

cultural anthropology.

economics.

statistics.

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

stimuli and events.

predicting competition’s prices.

remembering past events.

forming evaluations.

All of the following statements are true EXCEPT:

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

Consumer behavior is constantly changing.

Product life cycles are becoming longer.

The consumer often does not understand their own behavior completely.

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 decisions

multiple problems

purposive behaviors

cognitive decisions

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

is essential in highly competitive markets.

poses complex ethical issues.

it is based on a small representative set of the population

utilizes a variety of techniques.

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

consumers of an industry’s product.

organizational change.

a target market.

an entire society.

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

Statistical modeling

Observation

Focus groups

Surveys

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

it affects, and is affected by, its environment.

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

it is dynamic.

it is focused upon the buying and selling patterns.