MARK 260 Tutorial Questions (Chapter 1) PDF

Chapter 1: Tutorial Questions (True/False) ▪ In studying consumers like Gail, a college student, marketers often find it useful to learn their interests in music or clothing, how they spend their leisure time, and even their attitudes about social issues, to be able to categorize consumers...

Chapter 1: Tutorial Questions (True/False) ▪ In studying consumers like Gail, a college student, marketers often find it useful to learn their interests in music or clothing, how they spend their leisure time, and even their attitudes about social issues, to be able to categorize consumers according to their lifestyles. This sort of information is called demographic characteristics. ▪ F (psychographic characteristics) ▪ If a product succeeds in satisfying needs and is purchased over and over again, it most likely has attained “brand loyalty or customer loyalty.” ▪ T ▪ Consumer behavior as a discipline deals mainly with what happens at one point of purchase. ▪ F (Consumer behavior includes before, during, and after a purchase is made) ▪ The expanded view of consumer behavior recognizes that the consumption process includes issues that influence consumers before, during, and after a purchase is made. ▪ T ▪ 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 their friends after coming back from the trips. For John, this problem is a “post-purchase” issue. ▪ T  Chapter 1: Tutorial Questions (True/False) ▪ The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires is called “market segmentation.” ▪ F (“consumer behavior”) ▪ In studying consumer behavior, it is often useful to categorize people on the basis of some similarity. Descriptions such as age, gender, income, or occupation are called “demographic characteristics.” ▪ T ▪ Tony Roma's restaurant sends regular customers a coupon for a free meal on their birthdays. This is an example of “relationship marketing.” ▪ T ▪ The collection and analysis of extremely large data sets are called “big data.” ▪ T ▪ Ethnographic research is an example of a type of “survey research.” ▪ F (Ethnographic research = “observational research”) ▪ Differentiating products by gender does not begin until the teenage years. ▪ F (Baby pampers for baby boys and baby girls are differentiated!)  Chapter 1: Tutorial Questions (True/False) ▪ When data is collected by the researcher specifically for the research question at hand, this is called “primary data research.” ▪ T ▪ When the researcher uses data collected by another entity such as journal articles, corporate websites, and etc., to answer a new research question, this is called “primary research.” ▪ F (“secondary research”) ▪ A survey is a method of data collection in which the respondents self-report answers to a set of questions posed by the researcher. ▪ T ▪ Focus groups usually involve small group sessions with approximately 6 to 12 consumer participants to discuss and provide feedback to the researcher. ▪ T ▪ Techniques such as storytelling are examples of quantitative research. ▪ F (Storytelling = “Qualitative research”) ▪ Data collected by a researcher specifically for the research question at hand is known as informal research. ▪ F (primary research)  Chapter 1: Tutorial Questions (True/False) ▪ While marketers cannot create needs, they may affect an environment in which specific needs may be activated. ▪ T ▪ Doritos has capitalized on “consumer-generated content” by using video created by the market in their memorable Super Bowl ads. ▪ T ▪ Sara and Jessica text back and forth while Sara is shopping, and Jessica is riding the bus to work. This is an example of a “synchronous interaction.” ▪ T ▪ Online shopping does not create opportunities for small, specialized businesses. ▪ F (Online shopping creates opportunities for both small and large businesses) ▪ Consumer behavior theorists have found that consumers only buy products and services for what the products /services do. ▪ F (consumers buy products/services for what the products/services mean to them, according to their own perceptions and attitudes) ▪ Consumer-generated opinion-based content found on social networking sites and other interactive mediums about products is an important part of marketing influence on culture. ▪ T  Chapter 1: Tutorial Questions (True/False) ▪ Research has shown that Mexican firms are less likely to have formal codes of ethics and more likely to bribe public officials than are American or Canadian companies. This demonstrates that cultural values and beliefs are important for determining what is considered ethical. ▪ T ▪ Canada Consumer Product Safety Act is intended to protect the consumer and to prevent the sale of dangerous products. ▪ T ▪ To reduce waste associated with their Downy fabric softener, Procter & Gamble introduced refillable containers. This is an example of “cause-related marketing.” ▪ F (“green marketing”) ▪ Business ethics essentially are rules of conduct that guide actions in the marketplace. ▪ T ▪ Many firms choose to protect or enhance the natural environment as they go about their business activities. This is called "corporate giving." ▪ F (“corporate social responsibility, or CSR)  Chapter 1: Tutorial Questions (True/False) ▪ At times Pepsi and Coke have been accused of causing psychological dependence due to the levels of caffeine in their colas. This dependence is known as “consumer addiction.” ▪ T ▪ Mrs. Brown has an obsessive need to shop every day to relieve depression and boredom. Her behavior is termed “compulsive consumption.” ▪ T ▪ The term “shrinkage” is an industry term for inventory and cash losses due to shoplifting and employee theft. ▪ T ▪ Unlike those with physical addictions, consumption addicts really do have control over their behavior; the comparison is strictly metaphorical. ▪ F (Consumption addicts do not have control over their behavior; such as gambling, internet addiction, alcoholic addiction, etc.) ▪ Graffiti disparaging Nike on the Toronto subway is one form of “anti-consumption.” ▪ T ▪ Ella feels that her little brother has a psychological dependence on playing video games. She feels that he has become obsessed with the games and that playing the games interferes with other aspects of his life. Using terminology from the textbook, his behavior can be categorized as “consumer addicts.” ▪ T  Chapter 1: Tutorial Questions (True/False) ▪ The expanded view of the exchange that includes the issues that influence the consumer before, during, and after a purchase is called “the consumption process.” ▪ T ▪ If you listed your collection of NHL rookie cards on eBay, you would be engaging in “consumer-to-consumer” (C2C) type of commerce. ▪ T ▪ Groups of people that unite on the Internet to share a passion for a product are known as “virtual brand community.” ▪ T ▪ "Shopaholics,“ categorized as compulsive consumption, turn to shopping in much the same way as addicted people turn to drugs or alcohol. ▪ T ▪ Gambling is an example of a "consumption addiction“ that touches every segment of consumer society. ▪ T  Chapter 1: Tutorial Questions (True/False) ▪ Business ethics essentially are rules of conduct that guide actions in the marketplace. ▪ T ▪ Counterfeiting, a widespread problem, is a term that describes shoplifting for a thrill. ▪ F (Counterfeiting = sale of fake versions of real products.) ▪ Gaining consumer insights involves probing deeper to understand the underlying motivations for a given behavior. ▪ T ▪ Graffiti disparaging Nike on the Toronto subway is one form of “anti-consumption.” ▪ T ▪ Business ethics essentially are rules of conduct that guide actions in the marketplace. ▪ T ▪ Consumer-generated opinion-based content found on social networking sites and other interactive mediums about products is an important part of marketing influence on culture. ▪ T ▪ The Fabellas and Singhs were born in the 1960s, so they tend to share a common set of cultural experiences that they carry throughout life. ▪ T  Chapter 1: Tutorial Questions (True/False) ▪ Rather than try to reach everybody, a marketer today usually targets their product to specific consumers, even if they make other people deliberately avoid it as a result. ▪ T ▪ When a marketer investigates sex, age, educational level, occupation, and income characteristics of consumers, he/she is studying “psychographics segmentation.” ▪ F (“demographic segmentation”).