,Chapter 01
Multiple Choice Questions
1. The rise of social media has
A. shifted power from marketers to consumers.
B. helped to strengthen the shift of power from consumers to marketers.
C. helped give rise to the development of online crowd seeking.
D. helped marketers like CVS listen and adapt to consumers in real time.
E. shifted power from marketers to consumers and helped marketers like CVS listen and adapt to consumers in real
time.
Answer: E
Explanation:
Social media is a tool that gives consumers power but also allows firms to listen and react in real time via online
monitoring of social media trends.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 01-01 Define consumer behavior.
Topic: Consumer Behavior and Marketing Strategy
2. is the study of individuals, groups, or organizations and the processes they use to select, secure, use,
and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on
the consumer and society.
A. Marketing
B. Consumer behavior
C. Psychographics
D. Demographics
E. Psychology
Answer: B
Explanation:
This view of consumer behavior is broader than the traditional one, which focused more narrowly on the buyer and
the purchasing process.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 01-01 Define consumer behavior.
Topic: Consumer Behavior and Marketing Strategy
,3. One primary function of Harriet's job is to study individuals, groups, or organizations and the processes they use
to select, secure, use, and dispose of her company's products and services to satisfy needs and the impacts that these
processes have on the consumer and society. Harriet works in the field of .
A. social psychology
B. cognitive psychology
C. management
D. consumer behavior
E. organizational behavior
Answer: D
Explanation:
Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure,
use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Easy
Gradable: automatic
Learning Objective: 01-01 Define consumer behavior.
Topic: Consumer Behavior and Marketing Strategy
4. Which of the following is not true regarding consumer behavior?
A. Organizations are applying theories and information about consumer behavior on a daily basis.
B. It is often necessary to conduct research.
C. Consumer behavior is a complex, multidimensional process.
D. The overall model of consumer behavior presented in the text is accurate in predicting consumer behavior.
E. Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the
individual, and society.
Answer: D
Explanation:
Sufficient knowledge of consumer behavior exists to provide usable guidelines, but accurate monitoring and practice
are required.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
Learning Objective: 01-01 Define consumer behavior.
Topic: Consumer Behavior and Marketing Strategy
, 5. Which of the following is a key aspect regarding consumer behavior?
A. Organizations are applying theories and information about consumer behavior on a daily basis.
B. It is often necessary to conduct research.
C. Consumer behavior is a complex, multidimensional process.
D. Marketing practices designed to influence consumer behavior involve ethical issues that affect the firm, the
individual, and society.
E. All of these choices are correct.
Answer: E
Explanation:
Sufficient knowledge of consumer behavior exists to provide usable guidelines, but accurate monitoring and practice
are required.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
Learning Objective: 01-01 Define consumer behavior.
Topic: Consumer Behavior and Marketing Strategy
6. Which of the following is not an application of consumer behavior?
A. marketing strategy
B. human resource management
C. regulatory policy
D. informed consumers
E. social marketing
Answer: B
Explanation:
Human resource management is not an application of consumer behavior.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 01-02 Summarize the applications of consumer behavior.
Topic: Applications of Consumer Behavior
7. Thomas wants to gain a usable understanding of consumer behavior in order to help him become a more effective
marketing manager. Which application of consumer behavior does this represent?
A. marketing strategy
B. regulatory policy
C. social marketing
D. informed consumers
E. resource management
Answer: A
Explanation:
An accurate understanding of consumer behavior can greatly reduce the odds of failures.
