Consumer Behavior - Chapter 1 Questions and
Answers Grade A+ 2023
Consumer Behavior - -Searching for, purchasing, using, evaluating, and disposing of products
and services that they expect with satisfy their needs.
-Personal Consumer - -buys goods and services for his or her own use, for the use of the
household, or as a gift for a friend; the "end user";
-Organizational Consumer - -Includes business, government agencies, and institutions which
must buy products, equipment, and services in order to run their organizations.
-Production Orientation - -1850s-1920s, focus of expanding production, perfecting the
production capabilities of company in an era where demand exceeded supply.
-Sales Orientation - -1930s-1950s; focus on selling products because often supply exceeded
demand;
-marekting orietnation - -the realization that it was time for businesses to focus more of their
attention on consumers and their preferences; the customer comes first!
-Marketing Concept - -a company must determine the needs and wants of specific target markets
and deliver the desired satisfactions better than the competition.
-Societal Marketing Concept - -Consumers respond to their immeditate needs or wants, while
over-looking what is in effect in their own long-run best intereste, or the best interest of their
family, neighbors, etc.
-Consumer Research - -The process and tools used to study consumer behavior.
-Market Segmentation - -The Process of dividing a market into subsets of consumers with
common needs or characteristics.
-Market Targetting - -The selection of one or more of the segments for the company to pursue.
-Positioning - -the development of a distinct image for the product or service in the mind of the
consumer, an image to difference the offering from competing ones; benefits and Unique Selling
Proposition;
-Marketing Mix - -Product, Price, Place, Promotion
Answers Grade A+ 2023
Consumer Behavior - -Searching for, purchasing, using, evaluating, and disposing of products
and services that they expect with satisfy their needs.
-Personal Consumer - -buys goods and services for his or her own use, for the use of the
household, or as a gift for a friend; the "end user";
-Organizational Consumer - -Includes business, government agencies, and institutions which
must buy products, equipment, and services in order to run their organizations.
-Production Orientation - -1850s-1920s, focus of expanding production, perfecting the
production capabilities of company in an era where demand exceeded supply.
-Sales Orientation - -1930s-1950s; focus on selling products because often supply exceeded
demand;
-marekting orietnation - -the realization that it was time for businesses to focus more of their
attention on consumers and their preferences; the customer comes first!
-Marketing Concept - -a company must determine the needs and wants of specific target markets
and deliver the desired satisfactions better than the competition.
-Societal Marketing Concept - -Consumers respond to their immeditate needs or wants, while
over-looking what is in effect in their own long-run best intereste, or the best interest of their
family, neighbors, etc.
-Consumer Research - -The process and tools used to study consumer behavior.
-Market Segmentation - -The Process of dividing a market into subsets of consumers with
common needs or characteristics.
-Market Targetting - -The selection of one or more of the segments for the company to pursue.
-Positioning - -the development of a distinct image for the product or service in the mind of the
consumer, an image to difference the offering from competing ones; benefits and Unique Selling
Proposition;
-Marketing Mix - -Product, Price, Place, Promotion
