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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 page 4 2. When considering consumer behaviour, marketers are only interested in who actually buys their goods or services. Answer: F page 4 3. Marketers consider the behaviourist approach to be more useful than the cognitive approach when studying consumer behaviour. Answer: F page 8 4. On a perceptual level, pricing represents value to the buyer only. Answer: F page 13 5. Organisations usually have two types of customers to consider. Answer: T page 20 6. Marketing research is an important tool for finding out about consumer behaviour and the influences on it. Answer: T page 20 7. Quantitative research is vital to understanding the underlying reasons behind consumer behaviour. Answer: F page 20 8. The ‘traditional’ approach to studying consumer behaviour is based on research in the areas of psychology and sociology. Answer: T page 20 9. Even though purchases may be made elsewhere, the Internet plays an important role in buying decisions. Answer: True page 26 10. The external influence of technology on consumer behaviour is not as strong as it used to be. Answer: F page 28 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 page 4 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 page 7 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 page 8 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 page 8 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 page 9 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 page 9 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 page 10 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 page 10 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 page 11 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 page 11 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 page 12 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 page 12 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 page 12 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 page 12 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 page 13 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 page 14 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 page 15 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 page 16 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 page 21 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 page 21 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 page 22 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 page 26 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 page 26 Question 24 Coca-Cola’s main effort at influencing customers is through: a) Price b) Promotion c) Packaging d) New product development Answer: B page 26 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 page 28