Test Bank for Buying, Having, & Being:
An Introduction to Consumer Behavior
8th Canadian Edition by Solomon
What is consumer behavior?
Why has the view of consumer behavior expanded beyond the point of exchange to be
considered more of a process? - ANSconsumer behavior- the study of the process involved
when people decide to purchase goods & service or dispose of them to satisfy a need
Because the consumer has to go through a process of before, during, and after a purchase
decision which a marketer can try to influence.
What is the definition of a consumer? - ANS
What are the 3 stages in the consumption process? What occurs at each stage? -
ANSPre-purchase- consumer needs a product; alternative choices
Purchase- was the shopping experience stressful, fun, or satisfying
Post-purchase- product perform at its intended function; will consumer repurchase; disposal-
how & will it affect the environment?
What is the marketing concept?
What is marketing myopia? - ANSmarketing concept-the maintenance of marketing
to satisfying consumers' needs, create value, and retain customers. Companies must only
produce goods that has been determined it would satisfy the consumer.
marketing myopia- companies do not solve the consumer's problems long-term
What are the steps in implementing the marketing concept? Be able to define and apply each. -
ANS1. consumer research-process of using tools to study consumer behavior to identify needs
& characteristics
2. segmentation-grouping consumers together based on demographics
3. Market targeting-choosing a segment to market to; pick a market/field
4. positioning- what differentiates your brand from competitors from the consumer perspective
5. differentiation- stressing the image of the product's unique benefits which sets the brand apart
from competitors
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