Test Bank for Consumer Behavior and Marketing Strategy, 9th Edition by J. Paul Peter

1. Online Business-to-Consumer (B2C) marketing is MOST similar to traditional marketing in the way that:

A) it allows products to be offered all through the year.

B) it is cost efficient.

C) it provides a means for developing a one-on-one relationship with the consumer.

D) it requires marketers to understand consumers and deliver products and services that consumers need.

E) it helps establish consumer databases.

Answer: D

Page: 1

Difficulty: Easy

2. The marketing concept is BEST described as:

A) a profitable philosophy adopted for conducting business.

B) a legally accepted practice for conducting business.

C) a profit maximization practice for conducting business.

D) an economic method for conducting business.

E) an appropriate philosophy for conducting business.

Answer: E

Page: 3

Difficulty: Medium

3. The MOST important factor driving acceptance of the marketing concept was: A) enthusiastic academic support.

B) improved production equipment.

C) intense foreign competition.

D) the advent of CAD/CAM systems.

E) the elevation of marketers to CEO positions.

Answer: C

Page: 3

Difficulty: Easy

4. All of the following statements about Internet marketing are true EXCEPT: A) it can change the way consumers shop and purchase.

B) it could be a threat to traditional manufacturers and retailers.

C) it does not present smaller firms with an opportunity to compete effectively.

D) has made the global market more accessible.

E) it can be used to communicate a vast amount of information to potential consumers.

Answer: C

Page: 4

Difficulty: Medium

5. According to the American Marketing Association, consumer behavior is all of the following EXCEPT: A) it is dynamic.

B) it is the product of the interaction of affect, cognition, and behavior.

C) it affects, and is affected by, its environment.

D) it is focused upon the individual’s exchange activities.

E) it is focused upon the buying and selling patterns.

Answer: E

Page: 4

Difficulty: Easy

6. Which of the following aspects of consumer behavior presents the marketer the MOST difficult continuing challenge?

A) The overt nature of consumer behavior

B) The attempt to understand the consumer

C) The attempt to understand consumer feelings

D) The dynamic nature of consumer behavior

E) The environmental aspects

Answer: D

Page: 5

Difficulty: Hard

7. All of the following statements are true EXCEPT: A) Product life cycles are becoming longer.

B) Consumer behavior is constantly changing.

C) Needs/wants change at different times for different consumer groups.

D) The consumer often does not understand their own behavior completely.

E) Constant innovation is necessary to ensure profitability.

Answer: A

Page: 5-6

Difficulty: Hard

8. The interpretive approach is rooted in the theories/methods of:

A) economics.

B) statistical modeling.

C) cultural anthropology.

D) sociology.

E) psychology.

Answer: C

Page: 8

Difficulty: Medium

9. Though a primary tool of research for retailers, _____ is being used by consumer product companies as well.

A) the traditional approach

B) the interpretive approach

C) the traffic analysis approach

D) the anthropological approach

E) the marketing science approach

Answer: C

Page: 8

Difficulty: Medium

10. All of the following are characteristics of consumer research EXCEPT that it: A) utilizes a variety of techniques.

B) poses complex ethical issues.

C) is essential in highly competitive markets.

D) must be ongoing in a dynamic marketplace.

E) it is based on a small representative set of the population

Answer: E

Page: 8-9

Difficulty: Medium