FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 1: Buying, Having, and Being: an Introduction to Consumer Behavior

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 1

Multiple Choice

Review LaterAdd Note

Review Later

Research has shown that heavy Web users are less likely to spend time with friends and family, but they report far more offline contact with family members than nonusers. How should this be interpreted by marketers?

A) The findings emphasize the need for smaller companies to go global on the Web
B) There is probably a third factor involved, such as personality, which increases the interactions among family of some heavy Web users but decreases the interaction among others
C) Respondents in marketing research many times misrepresent the truth about sensitive items
D) Heavy Web users are an ideal market segment for purchases of family- oriented products, such as board games
E) Respondents are not sure what Web use is, therefore they are answering in ways that misrepresent their actual behaviour.

F) A) and E)
G) A) and C)

Correct Answer

verified

Show Answer

Question 2

True/False

Review LaterAdd Note

Review Later

The key issue about market segmentation is that consumers within a segment have to be psychographically the same.

A) True
B) False

Correct Answer

verified

Show Answer

Question 3

Multiple Choice

Review LaterAdd Note

In studying consumers like Gail, a college junior, marketers often find it useful to learn how they spend their leisure time, their interests in music or clothing, even attitudes about social issues, to be able to categorize them according to their lifestyles. This sort of information is called:

Define demographics. Next, using information that you have learned from the text about the demographics of consumers, identify three marketing opportunities that match demographic trends. Justify your opportunities with specifics from your demographic appraisal.

When Gail investigates sex, age, and income characteristics of her friends, she is studying psychographics.

Age, Gender, Ethnicity, Income, and Geography, and Purchase Frequency are all potential segmentation variables.

The Jones and Smiths were born in the sixties so they tend to share a common set of cultural experiences that they carry throughout life.

Billy is an avid collector of shoes. He constantly voices his opinion of new shoes on blogs and product review websites. His behaviour is consistent with the concept of:

People choose brands that have a personality consistent with their underlying needs.

John is the Vice- President of marketing for a local tour guide company. He is concerned that his customers are not recommending his company to friends of theirs. For John, this problem is a:

Matty loves to use her shower gel when she showers each morning. Her relationship with this product is:

To reduce waste associated with their Downey Fabric Softener, Proctor & Gamble introduced refillable containers. This is an example of:

The fundamental set of assumptions which researchers make about what they are studying and how to go about studying it is termed:

The best way to think of an "exchange" is when a consumer gives a company money for a product or service.

We generally use the term "paradigm" to refer to the fundamental assumptions researchers make about what they are studying and how to go about studying it.

Compulsive consumption is much like impulse buying because the shopper focuses on the process of buying, rather than on the purchases themselves.

Distinguish between green marketing and social marketing. Use an example for each.

While marketers cannot create needs, they:

If you were preparing a list of variables to use for research on market segmentation, one variable could be Quebec.

If you listed your collection of NHL rookie cards on eBay, you would be engaging in which type of commerce: