Ch01
Student: ___________________________________________________________________________
1. Online Business-to-Consumer (B2C) marketing is MOST similar to traditional marketing in the way that:
A. it allows products to be offered all through the year.
B. it is cost efficient.
C. it provides a means for developing a one-on-one relationship with the consumer.
D. it requires marketers to understand consumers and deliver products and services that consumers need.
E. it helps establish consumer databases.
2. E-commerce is BEST described as:
A. an over-hyped failure.
B. a passing fad.
C. the most effective way to sell any product to any customer.
D. a convenient information source.
E. a major element in modern marketing strategy.
3. The marketing concept is BEST described as:
A. a profitable philosophy adopted for conducting business.
B. a legally accepted practice for conducting business.
C. a profit maximization practice for conducting business.
D. an economic method for conducting business.
E. an appropriate philosophy for conducting business.
4. The MOST important "foundation" of the marketing concept is:
A. sales.
B. profits.
C. customer satisfaction.
D. consumer behavior.
E. competition.
5. Earlier, even when firms accepted the marketing concept in principal they failed to recognize the fact that:
A. it required extensive marketing and consumer research.
B. it involved commitment from the top management.
C. it has cost implications and organizational change.
D. it required the organization to change its existing practices dramatically.
E. it required increase in product quality and reduction in prices.
6. The MOST important factor driving acceptance of the marketing concept was:
A. enthusiastic academic support.
B. improved production equipment.
C. intense foreign competition.
D. the advent of CAD/CAM systems.
E. the elevation of marketers to CEO positions.
,7. All of the following are "drivers" of the push for American firms to better serve the consumer EXCEPT:
A. the success of foreign competitors.
B. the dramatic increase in the quality of consumer and marketing research.
C. the devaluation of the American dollar.
D. the advent of computerized technology capable of providing precise consumer/market data on a
continuous basis.
E. the emergence of the Internet as a marketing tool.
8. The dramatic increase in the quality of consumer and marketing research has enabled firms achieve all of
the following EXCEPT:
A. to know their customers personally.
B. to understand the effects of marketing strategy on the customers.
C. control consumers' reaction to new products and services.
D. tracking consumers' reactions to new products and services.
E. implement the marketing concept better.
9. All of the following statements about Internet marketing are true EXCEPT:
A. it can change the way consumers shop and purchase.
B. it could be a threat to traditional manufacturers and retailers.
C. it does not present smaller firms with an opportunity to compete effectively.
D. has made the global market more accessible.
E. it can be used to communicate a vast amount of information to potential consumers.
10. All of the following statements about the Internet are true EXCEPT:
A. the Internet has opened the global market to small firms.
B. use of Internet marketing guarantees success.
C. the Internet offers a potent research tool.
D. the Internet is both an opportunity and a threat.
E. the Internet is essentially an electronic catalog.
11. According to the American Marketing Association, consumer behavior is all of the following EXCEPT:
A. it is dynamic.
B. it is the product of the interaction of affect, cognition, and behavior.
C. it affects, and is affected by, its environment.
D. it is focused upon the individual's exchange activities.
E. it is focused upon the buying and selling patterns.
12. Which of the following components of consumer behavior is most difficult to research/understand?
A. the environment
B. consumer feelings
C. consumer thoughts
D. consumer actions
E. exchange mechanisms
,13. The environment of consumer behavior includes all of the following EXCEPT:
A. consumer thoughts.
B. advertising.
C. packaging.
D. other consumers.
E. price information.
14. The fact that marketers need to constantly research and keep up with changing trends indicates that
consumer behavior:
A. is a "subset" of human behavior.
B. is dynamic.
C. involves interactions.
D. involves exchanges.
E. involves studying consumer psychology.
15. Which of the following aspects of consumer behavior presents the marketer the MOST difficult continuing
challenge?
A. the overt nature of consumer behavior
B. the attempt to understand the consumer
C. the attempt to understand consumer feelings
D. the dynamic nature of consumer behavior
E. the environmental aspects
16. The example of Mercedes-Benz developing a more complete line of vehicles to try to reach more
consumers BEST illustrates:
A. that consumer behavior is dynamic.
B. that consumer behavior involves interactions.
C. that consumer behavior is influenced by environmental changes.
D. that consumer behavior involves exchanges.
E. that consumer behavior is influenced by price.
17. Marketing strategies must be "fluid" because:
A. consumer thoughts are difficult to reveal.
B. consumer emotions are difficult to express.
C. consumer behavior is dynamic.
D. consumer behavior occurs in a complex environment.
E. consumer behavior is overt.
18. All of the following statements are true EXCEPT:
A. Product life cycles are becoming longer.
B. Consumer behavior is constantly changing.
C. Needs/wants change at different times for different consumer groups.
D. The consumer often does not understand their own behavior completely.
E. Constant innovation is necessary to ensure profitability.
, 19. Gap Inc. expanded its upscale chain and lower-end stores to tap the two growing markets. This is an
example of consumer behavior:
A. involving exchanges.
B. involving interactions.
C. creating strategic development.
D. offering insights into consumer patterns.
E. as being dynamic.
20. Consumer behavior is the result of interactions among all of the following EXCEPT:
A. thoughts.
B. feelings.
C. actions.
D. the environment.
E. ethics.
21. The interpretive approach is rooted in the theories/methods of:
A. economics.
B. statistical modeling.
C. cultural anthropology.
D. sociology.
E. psychology.
22. Though a primary tool of research for retailers, it is being used by consumer product companies as well.
A. the traditional approach
B. the interpretive approach
C. the traffic analysis approach
D. the anthropological approach
E. the marketing science approach
23. Traffic analysis has revealed that:
A. periphery areas in supermarkets account for as much as 80 percent of store sales.
B. "dippers" tend to buy less than "cart pushers".
C. high traffic does not guarantee high sales.
D. strategically placed display racks often increase sales.
E. all of the above
24. All of the following are characteristics of consumer research EXCEPT:
A. utilizes a variety of techniques.
B. poses complex ethical issues.
C. is essential in highly competitive markets.
D. must be ongoing in a dynamic marketplace.
E. it is based on a small representative set of the population
Student: ___________________________________________________________________________
1. Online Business-to-Consumer (B2C) marketing is MOST similar to traditional marketing in the way that:
A. it allows products to be offered all through the year.
B. it is cost efficient.
C. it provides a means for developing a one-on-one relationship with the consumer.
D. it requires marketers to understand consumers and deliver products and services that consumers need.
E. it helps establish consumer databases.
2. E-commerce is BEST described as:
A. an over-hyped failure.
B. a passing fad.
C. the most effective way to sell any product to any customer.
D. a convenient information source.
E. a major element in modern marketing strategy.
3. The marketing concept is BEST described as:
A. a profitable philosophy adopted for conducting business.
B. a legally accepted practice for conducting business.
C. a profit maximization practice for conducting business.
D. an economic method for conducting business.
E. an appropriate philosophy for conducting business.
4. The MOST important "foundation" of the marketing concept is:
A. sales.
B. profits.
C. customer satisfaction.
D. consumer behavior.
E. competition.
5. Earlier, even when firms accepted the marketing concept in principal they failed to recognize the fact that:
A. it required extensive marketing and consumer research.
B. it involved commitment from the top management.
C. it has cost implications and organizational change.
D. it required the organization to change its existing practices dramatically.
E. it required increase in product quality and reduction in prices.
6. The MOST important factor driving acceptance of the marketing concept was:
A. enthusiastic academic support.
B. improved production equipment.
C. intense foreign competition.
D. the advent of CAD/CAM systems.
E. the elevation of marketers to CEO positions.
,7. All of the following are "drivers" of the push for American firms to better serve the consumer EXCEPT:
A. the success of foreign competitors.
B. the dramatic increase in the quality of consumer and marketing research.
C. the devaluation of the American dollar.
D. the advent of computerized technology capable of providing precise consumer/market data on a
continuous basis.
E. the emergence of the Internet as a marketing tool.
8. The dramatic increase in the quality of consumer and marketing research has enabled firms achieve all of
the following EXCEPT:
A. to know their customers personally.
B. to understand the effects of marketing strategy on the customers.
C. control consumers' reaction to new products and services.
D. tracking consumers' reactions to new products and services.
E. implement the marketing concept better.
9. All of the following statements about Internet marketing are true EXCEPT:
A. it can change the way consumers shop and purchase.
B. it could be a threat to traditional manufacturers and retailers.
C. it does not present smaller firms with an opportunity to compete effectively.
D. has made the global market more accessible.
E. it can be used to communicate a vast amount of information to potential consumers.
10. All of the following statements about the Internet are true EXCEPT:
A. the Internet has opened the global market to small firms.
B. use of Internet marketing guarantees success.
C. the Internet offers a potent research tool.
D. the Internet is both an opportunity and a threat.
E. the Internet is essentially an electronic catalog.
11. According to the American Marketing Association, consumer behavior is all of the following EXCEPT:
A. it is dynamic.
B. it is the product of the interaction of affect, cognition, and behavior.
C. it affects, and is affected by, its environment.
D. it is focused upon the individual's exchange activities.
E. it is focused upon the buying and selling patterns.
12. Which of the following components of consumer behavior is most difficult to research/understand?
A. the environment
B. consumer feelings
C. consumer thoughts
D. consumer actions
E. exchange mechanisms
,13. The environment of consumer behavior includes all of the following EXCEPT:
A. consumer thoughts.
B. advertising.
C. packaging.
D. other consumers.
E. price information.
14. The fact that marketers need to constantly research and keep up with changing trends indicates that
consumer behavior:
A. is a "subset" of human behavior.
B. is dynamic.
C. involves interactions.
D. involves exchanges.
E. involves studying consumer psychology.
15. Which of the following aspects of consumer behavior presents the marketer the MOST difficult continuing
challenge?
A. the overt nature of consumer behavior
B. the attempt to understand the consumer
C. the attempt to understand consumer feelings
D. the dynamic nature of consumer behavior
E. the environmental aspects
16. The example of Mercedes-Benz developing a more complete line of vehicles to try to reach more
consumers BEST illustrates:
A. that consumer behavior is dynamic.
B. that consumer behavior involves interactions.
C. that consumer behavior is influenced by environmental changes.
D. that consumer behavior involves exchanges.
E. that consumer behavior is influenced by price.
17. Marketing strategies must be "fluid" because:
A. consumer thoughts are difficult to reveal.
B. consumer emotions are difficult to express.
C. consumer behavior is dynamic.
D. consumer behavior occurs in a complex environment.
E. consumer behavior is overt.
18. All of the following statements are true EXCEPT:
A. Product life cycles are becoming longer.
B. Consumer behavior is constantly changing.
C. Needs/wants change at different times for different consumer groups.
D. The consumer often does not understand their own behavior completely.
E. Constant innovation is necessary to ensure profitability.
, 19. Gap Inc. expanded its upscale chain and lower-end stores to tap the two growing markets. This is an
example of consumer behavior:
A. involving exchanges.
B. involving interactions.
C. creating strategic development.
D. offering insights into consumer patterns.
E. as being dynamic.
20. Consumer behavior is the result of interactions among all of the following EXCEPT:
A. thoughts.
B. feelings.
C. actions.
D. the environment.
E. ethics.
21. The interpretive approach is rooted in the theories/methods of:
A. economics.
B. statistical modeling.
C. cultural anthropology.
D. sociology.
E. psychology.
22. Though a primary tool of research for retailers, it is being used by consumer product companies as well.
A. the traditional approach
B. the interpretive approach
C. the traffic analysis approach
D. the anthropological approach
E. the marketing science approach
23. Traffic analysis has revealed that:
A. periphery areas in supermarkets account for as much as 80 percent of store sales.
B. "dippers" tend to buy less than "cart pushers".
C. high traffic does not guarantee high sales.
D. strategically placed display racks often increase sales.
E. all of the above
24. All of the following are characteristics of consumer research EXCEPT:
A. utilizes a variety of techniques.
B. poses complex ethical issues.
C. is essential in highly competitive markets.
D. must be ongoing in a dynamic marketplace.
E. it is based on a small representative set of the population
