Transcript 17136C Understanging Buyers

17136C
Understanging Buyers
Ch.01 Introduction
Section A:True or False
1.
Consumer behaviour is the behaviour of individuals when
buying or hiring goods and services to satisfy needs.
Answer: T
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2.
When considering consumer behaviour, marketers are only
interested in who actually buys their goods or services.
Answer: F
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3.
Marketers consider the behaviourist approach to be more
useful than the cognitive approach when studying consumer
behaviour.
Answer: F
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4.
On a perceptual level, pricing represents value to the buyer
only.
Answer: F
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5. Organisations usually have two types of customers to consider.
Answer: T
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6. Marketing research is an important tool for finding out about
consumer behaviour and the influences on it.
Answer: T
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7. Quantitative research is vital to understanding the underlying
reasons behind consumer behaviour.
Answer: F
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8. The ‘traditional’ approach to studying consumer behaviour is
based on research in the areas of psychology and sociology.
Answer: T
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9. Even though purchases may be made elsewhere, the Internet
plays an important role in buying decisions.
Answer: True
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10. The external influence of technology on consumer behaviour is
not as strong as it used to be.
Answer: F
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17136C
Understanging Buyers
Ch.01 Introduction
Section B: Multiple Choice
Question 1
When considering consumer behaviour, marketers are interested in:
a) Only the person who buys the good or service
b) Only the person who consumes the good or service
c) Both the person who buys and the person who uses the good or
service
d) Both these people, plus anyone who might influence the
purchase decision
Answer: D
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Question 2
Some of the specific disciplines that contribute to the understanding
of consumer behaviour are:
a) Psychology, sociology and demographic research
b) Sociology, astrology and anthropology
c) Qualitative, quantitative and scientific research
d) Social psychology, psychiatry and psychographic research
Answer: A
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Question 3
Which of the following statements is true?
a) Behaviourism looks at responses to stimuli that are observable but not
measurable
b) Cognitive theories are used to achieve brand awareness and customer
loyalty
c) Both behaviourism and cognitive theories are used to understand
consumer behaviour
d) Cognitive theories are most useful in developing strategies to influence
the way consumers feel about particular products.
Answer: C
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Question 4
Marketing is:
a) All activities involved in getting a good or service into the hands of
buyers
b) Everything done to sell the product but doesn’t include delivery
c) The same as selling
d) The same as advertising
Answer: A
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Question 5
Marketing occurs only:
a) When money changes hands
b) In the consumer market
c) When any organisation tries to persuade their audience to
change their behaviour
d) When advertising is involved
Answer: C
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Question 6
To be successful, marketers need to:
a) Market to the end user
b) Market to the retailer
c) Market to influencers
d) Market to end users, retailers and influencers
Answer: D
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Question 7
The greatest impact on marketing and buying behaviour in the last
decade is:
a) The economy
b) The Internet
c) Education
d) Television
Answer: B
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Question 8
Advertising:
a) Is a fantastic tool to communicate information
b) Is used to create positioning
c) Should never promise more than the good or service can deliver
d) All of the above
Answer: D
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Question 9
The four elements of the marketing mix are:
a) Product, presentation, price and purpose
b) Product, price, place and promotion
c) Production, placement, positioning and pricing
d) Price, place, position and purpose
Answer: B
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Question 10
Consumers develop ideas about different brands based on:
a) Packaging
b) Price
c) Where the product is sold
d) All of the above
Answer: D
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Question 11
Positioning is:
a) The way customers perceive a product
b) The way the product is placed on a shelf
c) The way customers perceive a product compared to others in the
market
d) The way the organisation sees the product
Answer: C
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Question 12
A physical good is:
a) A combination of tangible and intangible characteristics
b) A piece of exercise equipment
c) Both the food and the waiting service in a restaurant
d) Requires effort to pick up
Answer: A
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Question 13
People make their purchase decisions based:
a) Mainly on tangible characteristics
b) Mainly on intangible characteristics
c) Both tangible and intangible characteristics
d) Equally on tangible and intangible characteristics
Answer: C
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Question 14
A service is made up of:
a) Mainly tangible characteristics
b) Mainly intangible characteristics
c) Equally tangible and intangible characteristics
d) Only intangible characteristics
Answer: B
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Question 15
When two apparently similar products have different prices, which
consumer behaviour theory is used to decide the value of each
offering?
a) Learning
b) Attitude
c) Perception
d) Lifestyle
Answer: C
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Question 16
Marketers of a fast-moving consumer good should use which
distribution strategy?
a) Intensive
b) Selective
c) Exclusive
d) A combination of selective and intensive
Answer: A
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Question 17
Marketing communication is used to achieve which of the following
goals?
a) Persuasion
b) Reinforcing
c) Informing
d) All of the above
Answer: D
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Question 18
Dunlop sports shoes lost the interest of the youth market because:
a) They were the wrong colour
b) Management neglected the brand
c) They were mainly sold in K-mart
d) They were seen as boring
Answer: B
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Question 19
Consumer behaviour can be measured by using which types of
quantitative research?
a) Experiments
b) Surveys
c) Physiological measures
d) All of the above
Answer: D
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Question 20
Consumer behaviour can be measured by which types of qualitative
research?
a) Projective techniques
b) Telephone surveys
c) Observation
d) All of the above
Answer: A
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Question 21
To understand the underlying reasons for consumer behaviour, the
marketer needs to carry out:
a) Quantitative research
b) Syndicated research
c) Qualitative research
d) Both quantitative and qualitative research
Answer: C
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Question 22
On-line buying is:
a) Buying by telephone
b) Well established in Australia
c) In the introduction stage of the product lifecycle
d) None of the above
Answer: C
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Question 23
In the model of consumer behaviour:
a) Demographics and culture shape experiences
b) Attitudes and needs influence problem recognition
c) Learning, perception and price shape attitudes
d) Marketing activities play no part in shaping attitudes
Answer: B
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Question 24
Coca-Cola’s main effort at influencing customers is through:
a) Price
b) Promotion
c) Packaging
d) New product development
Answer: B
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Question 25
To really understand consumer behaviour, marketers:
a) Need only rely on psychology
b) Need only rely on psychology, sociology and related disciplines
c) Need to integrate psychology, sociology and related disciplines
with the external influence of technology
d) Watch what their competitors are doing
Answer: C
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