,Chapter 01 - Testbank
Student: ___________________________________________________________________________
1.
Consumer behaviour is not about how and why consumers purchase a product.
True False
2.
A consumer behaviour audit is an audit of consumer behaviour undertaken with help from the accounting
department.
True False
3.
Marketing researchers talk to hundreds of consumers to find out what their attitudes about products and advertising
are.
True False
4.
Applications of theories and information about consumer behaviour are almost non-existent.
True False
5.
The consumer behaviour audit guarantees a successful strategy.
True False
6.
Consumerism is a movement that aims to minimise consumption of all products and restrict the use of consumer
behaviour theories in practice.
True False
,7.
Market segmentation enables a business to treat all consumers the same.
True False
8.
The marketing manager can view the consumer as a problem solver.
True False
9.
The government cannot regulate marketing activities.
True False
10.
Information search is usually external in nature.
True False
11.
Consumer behaviour draws on many disciplines, such as:
A. clinical psychology.
B. experimental psychology.
C. sociology.
D. all of the given answers.
12.
Marketing researchers 'talk' to hundreds of consumers to find out:
A. what they feel about their 'roles' in the family and society.
B. how they use various products.
C. their hopes and dreams for themselves and their families.
D. all of the given answers.
13.
Consumer behaviour theory provides the manager with:
, A. more problems than it solves.
B. concrete solutions to most marketing problems.
C. the proper questions to ask in specific market decision situations.
D. none of the given answers.
14.
Consumer behaviour is:
A. a complex, multidimensional process.
B. easily understood by marketing managers.
C. a complex, unidimensional process.
D. none of the given answers.
15.
An understanding of consumer behaviour:
A. is based on the corporate strategy.
B. is not considered by top executives in large multinational companies.
C. is only useful for planning purposes but not for managing purposes.
D. contributes to the long-term success of a company's products.
16.
Benefit segmentation:
A. is useful only for business-to-business products.
B. involves a focus on the particular outcome consumers seek from using a product.
C. involves a focus on emotional appeals.
D. is useful only for consumer products.
17.
Positioning:
A. can be based only on real product advantages.
B. is the same as repositioning.
C. is the way a product compares to its competitors, as perceived by consumers.
D. is generally limited to observable behaviour.
18.
To be successful, a new product:
Student: ___________________________________________________________________________
1.
Consumer behaviour is not about how and why consumers purchase a product.
True False
2.
A consumer behaviour audit is an audit of consumer behaviour undertaken with help from the accounting
department.
True False
3.
Marketing researchers talk to hundreds of consumers to find out what their attitudes about products and advertising
are.
True False
4.
Applications of theories and information about consumer behaviour are almost non-existent.
True False
5.
The consumer behaviour audit guarantees a successful strategy.
True False
6.
Consumerism is a movement that aims to minimise consumption of all products and restrict the use of consumer
behaviour theories in practice.
True False
,7.
Market segmentation enables a business to treat all consumers the same.
True False
8.
The marketing manager can view the consumer as a problem solver.
True False
9.
The government cannot regulate marketing activities.
True False
10.
Information search is usually external in nature.
True False
11.
Consumer behaviour draws on many disciplines, such as:
A. clinical psychology.
B. experimental psychology.
C. sociology.
D. all of the given answers.
12.
Marketing researchers 'talk' to hundreds of consumers to find out:
A. what they feel about their 'roles' in the family and society.
B. how they use various products.
C. their hopes and dreams for themselves and their families.
D. all of the given answers.
13.
Consumer behaviour theory provides the manager with:
, A. more problems than it solves.
B. concrete solutions to most marketing problems.
C. the proper questions to ask in specific market decision situations.
D. none of the given answers.
14.
Consumer behaviour is:
A. a complex, multidimensional process.
B. easily understood by marketing managers.
C. a complex, unidimensional process.
D. none of the given answers.
15.
An understanding of consumer behaviour:
A. is based on the corporate strategy.
B. is not considered by top executives in large multinational companies.
C. is only useful for planning purposes but not for managing purposes.
D. contributes to the long-term success of a company's products.
16.
Benefit segmentation:
A. is useful only for business-to-business products.
B. involves a focus on the particular outcome consumers seek from using a product.
C. involves a focus on emotional appeals.
D. is useful only for consumer products.
17.
Positioning:
A. can be based only on real product advantages.
B. is the same as repositioning.
C. is the way a product compares to its competitors, as perceived by consumers.
D. is generally limited to observable behaviour.
18.
To be successful, a new product:
