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11
chapter
Marketing Processes and
Consumer Behavior
Business Essentials, 8th Edition
Ebert/Griffin
Classroom Response System
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
A process which creates, communicates, and
delivers value to customers is known as:
A.
B.
C.
D.
Advertising
Marketing
Utility
Selling
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-2
A process which creates, communicates, and
delivers value to customers is known as:
A.
B.
C.
D.
Advertising
Marketing
Utility
Selling
Marketing is much more than the advertising that you see on
television or in magazines.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-3
After class, you purchase a candy bar from a
vending machine. The candy bar is a(n):
A.
B.
C.
D.
Intangible good
Industrial good
Consumer good
Specialty good
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-4
After class, you purchase a candy bar from a
vending machine. The candy bar is a(n):
A.
B.
C.
D.
Intangible good
Industrial good
Consumer good
Specialty good
A consumer good is any product purchased by a consumer for
personal use.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-5
Your local newspaper purchases a new printing
press. The new press is a(n):
A.
B.
C.
D.
Intangible good
Industrial good
Consumer good
Specialty good
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-6
Your local newspaper purchases a new printing
press. The new press is a(n):
A.
B.
C.
D.
Intangible good
Industrial good
Consumer good
Specialty good
The new press is used to print newspapers that are sold to
consumers. The press is an industrial good.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-7
GEICO commercials are seen on television every
night. GEICO is marketing a(n):
A.
B.
C.
D.
Consumer good
Industrial good
Service
Substitute product
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-8
GEICO commercials are seen on television every
night. GEICO is marketing a(n):
A.
B.
C.
D.
Consumer good
Industrial good
Service
Substitute product
Services, such as insurance, are intangible. GEICO is providing
expertise to consumers.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-9
Many marketers focus on a long-term
perspective when communicating with buyers.
A.
B.
C.
D.
This is an example of the economic environment.
This is an example of relationship marketing.
This is an example of the marketing mix.
This is an example of product differentiation.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-10
Many marketers focus on a long-term
perspective when communicating with buyers.
A.
B.
C.
D.
This is an example of the economic environment.
This is an example of relationship marketing.
This is an example of the marketing mix.
This is an example of product differentiation.
Relationship marketing is designed to create greater customer
loyalty. How can a marketer accomplish this?
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-11
A Pringles can is labeled in English and in Spanish.
Which element of the marketing environment is
Pringles adapting to?
A.
B.
C.
D.
Technological
Political-legal
Sociocultural
Economic
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-12
A Pringles can is labeled in English and in
Spanish. Which element of the marketing
environment is Pringles adapting to?
A.
B.
C.
D.
Technological
Political-legal
Sociocultural
Economic
Our society is become more bilingual. Pringles is adapting to
these changes in our society by changing its labels.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-13
The marketing mix is also known as the “4 P’s.”
Which of these is NOT one of the 4 P’s?
A.
B.
C.
D.
Product
Price
Place
Publicity
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-14
The marketing mix is also known as the “4 P’s.”
Which of these is NOT one of the 4 P’s?
A.
B.
C.
D.
Product
Price
Place
Publicity
The “4 P’s” are: Product, Price, Place, and Promotion.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-15
A good, service, or idea that can fill a
consumer’s needs and wants is known as:
A.
B.
C.
D.
A product
A market
A value package
Differentiation
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-16
A good, service, or idea that can fill a
consumer’s needs and wants is known as:
A.
B.
C.
D.
A product
A market
A value package
Differentiation
A product can be tangible (a good), intangible (a service or
idea)—or it can be a combination of the two.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-17
Marketers often promote certain product features
that allow their product to “stand out in a crowd.”
A.
B.
C.
D.
This is known as a marketing plan.
This is known as product differentiation
This is known as sales promotion.
This is known as a buzz marketing.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-18
Marketers often promote certain product features
that allow their product to “stand out in a crowd.”
A.
B.
C.
D.
This is known as a marketing plan.
This is known as product differentiation
This is known as sales promotion.
This is known as a buzzmarketing.
Successful products must stand out in a crowded marketplace.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-19
Hardee’s markets its products to unmarried males,
aged 17-29. Hardee’s has identified its:
A.
B.
C.
D.
Psychographic variables
Brand loyalty
Target market
Product mix
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-20
Hardee’s markets its products to unmarried
males, aged 17-29. Hardee’s has identified its:
A.
B.
C.
D.
Psychographic variables
Brand loyalty
Target market
Product mix
A target market is a group of people with similar needs, and will
show similar interest in the same products.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-21
Identifying a population by race, gender,
income level, or marital status is using:
A.
B.
C.
D.
Geographic variables
Psychographic variables
Demographic variables
Social variable
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-22
Identifying a population by race, gender,
income level, or marital status is using:
A.
B.
C.
D.
Geographic variables
Psychographic variables
Demographic variables
Social variable
Demographic variables also include education level, religion,
and family life cycle.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-23
Bobby only wears Nike shoes and would never
wear Adidas. Bobby is demonstrating:
A.
B.
C.
D.
Demographic variables
Brand loyalty
A rational motive
A demographic variable
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-24
Bobby only wears Nike shoes and would never
wear Adidas. Bobby is demonstrating:
A.
B.
C.
D.
Demographic variables
Brand loyalty
A rational motive
A demographic variable
Bobby’s behaviors indicate his satisfaction with Nike products.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-25
Janie buys a brand of jeans because her friends
wear the same brand. Her decision was based on:
A.
B.
C.
D.
Brand loyalty
An emotional motive
A rational motive
An evaluation of alternatives
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-26
Janie buys a brand of jeans because her friends
wear the same brand. Her decision was based on:
A.
B.
C.
D.
Brand loyalty
An emotional motive
A rational motive
An evaluation of alternatives
Janie based her decision on a desire to “fit in” with her friends—
this is an emotional motive.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-27
Sears purchases Lands’ End clothing and makes it
available in its stores. This is an example of the:
A.
B.
C.
D.
Industrial market
Institutional market
Reseller market
Buyer’s market
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-28
Sears purchases Lands’ End clothing and makes it
available in its stores. This is an example of the:
A.
B.
C.
D.
Industrial market
Institutional market
Reseller market
Buyer’s market
Lands’ End clothing is a finished good when Sears purchases it.
Sears then resells it in their stores. This is a reseller market.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-29
Organizational buyers differ from consumers in that:
A. Organizational buyers are more likely than
consumers to negotiate pricing.
B. Organizational buyers usually have more product
knowledge than consumers.
C. Organizational buyers normally have a long-term
relationship with the seller.
D. All of these are true.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-30
Organizational buyers differ from consumers in that:
A. Organizational buyers are more likely than
consumers to negotiate pricing.
B. Organizational buyers usually have more product
knowledge than consumers.
C. Organizational buyers normally have a long-term
relationship with the seller.
D. All of these are true.
Business-to-business relationships differ from a
business-to-consumer relationship in many ways.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-31
A tangible or intangible quality that a company
builds into a product is known as a:
A.
B.
C.
D.
Product feature
Product benefit
Product mix
Product line
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-32
A tangible or intangible quality that a company
builds into a product is known as a:
A.
B.
C.
D.
Product feature
Product benefit
Product mix
Product line
A marketer will identify product features and benefits. Together,
the features and benefits are made into a value package.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-33
A product that a consumer buys with little
thought is known as a:
A.
B.
C.
D.
Shopping good
Convenience good
Specialty good
Product line
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-34
A product that a consumer buys with little
thought is known as a:
A.
B.
C.
D.
Shopping good
Convenience good
Specialty good
Product line
A consumer buys many products without much thought, such as
newspapers or chewing gum. These are convenience goods.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-35
Most products go through four stages after reaching
the market; these stages are known as the:
A.
B.
C.
D.
Marketing mix
Product placement
Product life cycle
Sales cycle
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-36
Most products go through four stages after reaching
the market; these stages are known as the:
A.
B.
C.
D.
Marketing mix
Product placement
Product life cycle
Sales cycle
Introduction, growth, maturity, and decline are the four stages
of the product life cycle.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-37
A shoe shopper sees a swoosh on a sneaker and
instantly knows the shoe is a Nike. The swoosh is
an example of:
A.
B.
C.
D.
Product placement
Personal selling
Branding
A private brand
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-38
A shoe shopper sees a swoosh on a sneaker and
instantly knows the shoe is a Nike. The swoosh is
an example of:
A.
B.
C.
D.
Product placement
Personal selling
Branding
A private brand
Branding is the use of symbols to communicate the qualities of a
particular product by a particular producer.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-39
A marketer who uses an interactive Internet game
to spread information about a product is using:
A.
B.
C.
D.
Product placement
Speed-to-market techniques
Viral marketing
A value package
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-40
A marketer who uses an interactive Internet game
to spread information about a product is using:
A.
B.
C.
D.
Product placement
Speed-to-market techniques
Viral marketing
A value package
Information spreads on the Internet like a virus. It is known as
viral marketing.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-41
Which of these is NOT a purpose of packaging?
A.
B.
C.
D.
A method of in-store advertising
Reducing theft of smaller products
A way to communicate features and benefits
All of these are purposes of packaging
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-42
Which of these is NOT a purpose of packaging?
A.
B.
C.
D.
A method of in-store advertising
Reducing theft of smaller products
A way to communicate features and benefits
All of these are purposes of packaging
Most marketers recognize that packaging can play many roles,
including advertising, security, and communication.
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-43
All rights reserved. No part of this publication may be reproduced, stored
in a retrieval system, or transmitted, in any form or by any means,
electronic, mechanical, photocopying, recording, or otherwise,
without the prior written permission of the publisher. Printed in the
United States of America.
Copyright © 2011 Pearson Education, Inc. publishing
as Prentice Hall
Copyright © 2011 Pearson Education, Inc.
publishing as Prentice Hall
11-44