Which of the following is overt in nature?

Behavior

Memory

Cognition

Affect

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

lawsuits.

force.

appeal.

deception.

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

Impulse purchasing.

Routinized decision making.

Extensive decision making

Moderate decision making.

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

cultural anthropology.

psychology.

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.

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

it is dynamic.

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

it is focused upon the buying and selling patterns.

it affects, and is affected by, its environment.

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

The interpretive approach

The marketing science approach

The anthropological approach

The traditional approach

The key process in consumer decision making is:

identification of multiple purchase alternatives.

acquiring information.

making the purchase decision.

the integration/evaluation process which produces a choice.

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

Surveys

Focus groups

Statistical modeling

Observation

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 the consumer

The overt nature of consumer behavior

The attempt to understand consumer feelings

The BASIC task of marketing strategy is to:

significantly raise product prices.

eliminate competitors.

positively influence consumer behavior.

dramatically lower marketing costs.

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

Evaluation of alternatives

Search for alternative solutions

Purchase

The change in societal attitudes toward smoking demonstrates:

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.

that consumers do not trust advertisements.

All of the following statements are true EXCEPT:

Consumer behavior is constantly changing.

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

The consumer often does not understand their own behavior completely.

Product life cycles are becoming longer.

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

techniques for repositioning his/her product

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

expanding the scope/use of marketing research

expanding distribution

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

activation set.

consideration set.

evoked set.

memory set.

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

an entire society.

organizational change.

a target market.

consumers of an industry’s product.

The marketing concept is BEST described as:

a profitable philosophy adopted for conducting business.

a legally accepted practice for conducting business.

an appropriate philosophy for conducting business.

a profit maximization practice for conducting business.

Problem representation may include all of the following EXCEPT:

selection of a best alternative.

relevant product knowledge.

tangible and abstract end goals.

a set of subgoals organized into a goal hierarchy.

A comprehensive consumer analysis:

should focus only on cognitive behavior.

is only concerned with cognitive behavior.

is not properly directed at environmental changes.

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

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?

Satisfaction maximization

Searching for alternative solutions

Purchase

Evaluation of alternatives.

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

consumer behavior.

consumer cognition.

consumer competition.

consumer affect.

All of the following are elements of affect EXCEPT:

moods.

emotions.

values.

feelings.

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

utilizes a variety of techniques.

is essential in highly competitive markets.

it is based on a small representative set of the population

poses complex ethical issues.

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

formal consumer research.

informal discussions with consumers.

predicting future markets.

logic founded in knowledge.

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

supervisory

brand and store

organizational

community

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

effective packaging design.

intensive distribution strategies.

repetitive advertising campaigns.

consistently offering lower prices.

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

purchase outcome.

behave oral intention.

integrative process.

action.

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

that the consumers often reevaluate their choice after use.

that the choice results from the comparison of alternatives.

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

that the process begins with problem recognition.

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

cognitive decisions

purposive behaviors

multiple problems