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Chapter 01 Consumer Behavior (1)

The document discusses consumer behavior and its significance in marketing strategy, highlighting key aspects such as the complexity of consumer behavior and its applications in various fields. It includes multiple choice, true/false, and essay questions aimed at assessing understanding of consumer behavior concepts. The content emphasizes the shift of power from marketers to consumers due to social media and the importance of research in marketing decisions.

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3 views4 pages

Chapter 01 Consumer Behavior (1)

The document discusses consumer behavior and its significance in marketing strategy, highlighting key aspects such as the complexity of consumer behavior and its applications in various fields. It includes multiple choice, true/false, and essay questions aimed at assessing understanding of consumer behavior concepts. The content emphasizes the shift of power from marketers to consumers due to social media and the importance of research in marketing decisions.

Uploaded by

quyenphamm06
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Chapter 01: Consumer Behavior and Marketing Strategy

Multiple Choice Questions


1. 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. A and D

2. 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

3. 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

4. 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

5. 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 the above are key aspects

6. 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

7. 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
True / False Questions
8. 81. Consumer behavior is a complex, multidimensional process. True
9. 82. Marketing decisions and regulations are based on exact knowledge of consumer
behavior. False
10. 83. Economically developed societies are often referred to as marketing societies. True
Essay Questions
11. 96. Describe the field of consumer behavior, and discuss the four key aspects of
consumer behavior that make it an important area of study.
12. 97. List and briefly describe applications of consumer behavior.
13. 98. List and briefly describe the four steps involved in market segmentation.
14. 99. Briefly describe the outcomes of marketing strategy for the firm, consumers, and
society.
15. 100. Alex is developing the marketing strategy for a brand of men's clothing. Before he
develops his strategy, Alex will conduct research to better understand his customers.
Briefly describe a conceptual model that includes the factors he should consider in his
research.

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