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59 free test bank for CB 6th edition by babin

59 Free Test Bank for CB 6th Edition by Babin
Multiple Choice Questions - Page 1
A market researcher focuses on the psychological process,
including thoughts, feelings, and behavior that people experience
once they realize that they have an unmet need. The human
behavior that constitutes this set of value-seeking activities that the
researcher is examining is best described as _____.
1.

a.opportunistic behavior

2.

b.consumer behavior

3.

c.cognitive psychology

4.


d.social interaction

5.

e.deviant behavior

A(n) _____ is a specific desire that spells out a way a consumer
can go about addressing a recognized need.
1.

a.touchpoint

2.

b.exchange

3.

c.want

4.

d.reaction

5.

e.attribute

Organizations must consider the competitiveness of the marketing
environment and the _____, when they try to understand the
importance of serving customers well.
1.

a.price charged for the product or service

2.

b.income level of customers

3.

c.social impact of the product or service

4.

d.dependency of the marketer on repeat business


5.

e.objectives of the marketer

Which of the following disciplines studies human reactions to their
environment?
1.

a.Marketing

2.

b.Economics

3.

c.Psychology

4.

d.Anthropology

5.

e.Operations management

From which of the following pairs of perspectives can consumer
behavior be defined?
1.

a.Primary and secondary

2.

b.Human thought and behavior, and as a field of study

3.

c.Social and psychological

4.

d.Inputs and outcomes

5.

e.Needs and wants

Juan Chavez is majoring in a discipline that examines the
production and consumption of goods and services. Which of the
following best describes Juan’s major?
1.

a.Economics

2.

b.Accounting

3.

c.Anthropology

4.

d.Psychology

5.

e.Production management

What is the last step in the basic consumption process?
1.

a.Exchange


2.

b.Value perception

3.

c.Need realization

4.

d.Want specification

5.

e.Experience costs and benefits

Customers pay money for those products that they believe to be
useful in satisfying their needs and wants. This transfer of money
for goods or services is best described as _____.
1.

a.benefits

2.

b.segmentation

3.

c.transformational marketing

4.

d.exchange

5.

e.cost behavior analysis

Positive outcomes of consumption are referred to as _____.
1.

a.motivators

2.

b.hygiene factors

3.

c.benefits

4.

d.exchanges

5.

e.costs

Renee Samson has been invited to take part in a formal dance
programme next month. Though she has a lot of gowns, she
decides to go shopping for a new one that she had seen at a sale.
The gown is an example of a(n) _____ in the basic consumption
process.
1.

a.need

2.

b.want

3.

c.reaction


4.

d.outcome

5.

e.touchpoint

Which discipline is often defined as the study of production and
consumption?
1.

a.Philosophy

2.

b.Psychology

3.

c.Economics

4.

d.Management

5.

e.Anthropology

Which orientation refers to a way of doing business in which the
actions and decision making of the institution prioritize consumer
value and satisfaction above all other concerns?
1.

a.Product orientation

2.

b.Production orientation

3.

c.Consumer orientation

4.

d.Sales orientation

5.

e.Benefit orientation

_____ refer to direct contacts between the firm and a customer.
1.

a.Touchpoints

2.

b.Intersections

3.

c.Target segments

4.

d.Exchanges

5.

e.Counterpoints

The first step in the basic consumption process is _____.
1.

a.cost and benefit analysis


2.

b.purchase decision

3.

c.value assessment

4.

d.want specification

5.

e.need realization

_____ involves the multitude of value-producing seller activities that
facilitate exchanges between buyers and sellers.
1.

a.Operations management

2.

b.Sociology

3.

c.Marketing

4.

d.Psychology

5.

e.Economics

Which of the following is based on the belief that firm performance
is enhanced through repeat business?
1.

a.Cause marketing

2.

b.Transaction marketing

3.

c.Internal marketing

4.

d.Test marketing

5.

e.Relationship marketing

Karen Suthers, an academician and researcher, works primarily in
the area of group interactions within a society. The discipline that
most closely corresponds to this study is _____.
1.

a.economics

2.

b.sociology

3.

c.philosophy

4.

d.cognitive psychology


5.

e.operations mangement

Apple sold more than 7 million iPads within months of launching the
product. Prices for this product ranged from $499 to more than
$800, and Apple had difficulty keeping up with the demand.
Obviously, the _____ outweighed the _____ for this product.
1.

a.satisfaction; demand

2.

b.need; want

3.

c.consumption; need

4.

d.costs; benefits

5.

e.supply; demand

Cognitive psychology differs from social psychology in that cognitive
psychology:
1.

2.

a.focuses on the thoughts, feelings, and behaviors that people have as they
interact with other people.
b.focuses exclusively on group interactions and group behavior.

3.

c.applies psychological principles and research methods to the work place in
the interest of improving productivity and the quality of work life.

4.

d.deals with the intricacies of mental reactions involved in information
processing.

5.

e.focuses on the psychological development of the human being that takes
place throughout life.

Which of the following statements is true of consumer behavior as a
field of study?
1.

a.Consumer behavior traces its roots back to the 1700s when the first book in
this field was published.

2.

b.Consumer behavior shares strong interdisciplianry connections with
economics, psychology, and marketing.

3.

c.Consumer behavior excludes from its purview the influence of human
sciences like psychology and sociology to maintain its scientific nature.


4.
5.

d.Consumer behavior allows little scope for conducting original research.
e.Consumer behavior uses quantitative research methods like
experimentation and correlation exclusively.

Marian Carter takes an aptitude test offered by the career services
department at her school to decide on a particular discipline for her
majors. The results indicate that she fared better in topics related to
human reactions to their environment, human thoughts, feelings,
and behaviors. Which of the following disciplines should Marian
pursue?
1.

a.Accounting

2.

b.Economics

3.

c.Anthropology

4.

d.Psychology

5.

e.Biology

_____ can be thought of as negative results of consumption.
1.

a.Wants

2.

b.Exchanges

3.

c.Costs

4.

d.Benefits

5.

e.Stimuli

The acting out of a decision to give something up in return for
something of greater value is known as _____.
1.

a.exchange

2.

b.touchpoint

3.

c.differentiation

4.

d.showrooming


5.

e.alternative evaluation

A popular hotel in New Jersey has a culture that requires all
employees to focus on creating value for guests. One way this is
implemented is by giving the front desk employees the authority to
rectify a problem presented by a guest without requesting for
approval from managers. Which type of orientation does his
company embrace?
1.

a.Customer orientation

2.

b.Profit orientation

3.

c.Production orientation

4.

d.Sales orientation

5.

e.Technical orientation

_____ represents the process by which goods, services or ideas
are used and transformed into value.
1.

a.Value transfer

2.

b.Cost conversion

3.

c.Benefits conversion

4.

d.Consumption

5.

e.Utilization analysis

John Cameron is a psychologist and he analyzes the thoughts,
feeling and behaviors that people have as they interact with other
people in groups. John is a _____.
1.

a.evolutionary psychologist

2.

b.forensic psychologist

3.

c.quantitative psychologist

4.

d.cognitive psychologist

5.

e.social psychologist


Social psychologists focus on the _____.
1.

a.intricacies of mental reactions involved in information processing

2.

b.production and consumption of goods and services

3.

4.
5.

c.value-producing activities that facilitate exchanges between buyers and
sellers
d.relationships between people and their possessions
e.thoughts, feelings and behaviors that people have as they interact with other
people

Which discipline has contributed to consumer behavior research by
allowing researchers to interpret the relationships between
consumers and the things they purchase, the products they own,
and the activities in which they participate?
1.

a.Economics

2.

b.Sociology

3.

c.Anthropology

4.

d.Cognitive psychology

5.

e.Operations management

Marie Johns is a psychologist who studies consumer behavior. She
specializes in the mental reactions involved in consumer
information processing, such as how advertisements persuade
consumers to buy a product. Which field of psychology is Marie
practicing?
1.

a.Forensic psychology

2.

b.Evolutionary psychology

3.

c.Quantitative psychology

4.

d.Cognitive psychology

5.

e.Social psychology


A _____ orientation apart from understanding customers, stresses
the need to monitor and understand competitor actions in the
marketplace and the need to communicate information about
customers and competitors throughout the organization.
1.

a.consumer

2.

b.product

3.

c.production

4.

d.market

5.

e.stakeholder

59 Free Test Bank for CB 6th Edition by Babin Multiple
Choice Questions - Page 2
Which of the following is a category of secondary stakeholders?
1.

a.Customers

2.

b.Managers

3.

c.Mass media

4.

d.Suppliers

5.

e.Regulating agencies

According to Theodore Levitt, marketing researchers should ideally
focus on _____ when promoting a product.
1.

a.the physical parts of the product

2.

b.the features of the product

3.

c.the benefits arising from the product

4.

d.the profits from the sale of the product

5.

e.the inputs required to manufacture the product

A product is defined as _____.


1.

a.a potentially valuable bundle of benefits

2.

b.the physical effort required in the purchase

3.

c.the attributes of an item a customer buys

4.

d.the resource allocated toward satisfying a felt need

5.

e.the cost associated with buying the physical parts of a product

In which research approach to understanding consumer behavior,
do researchers derive meaning from talking to people and
observing behavior rather than analyzing data?
1.

a.Interpretive research

2.

b.Quantitative research

3.

c.Archival research

4.

d.Metanalytic research

5.

e.Grounded theory research

A company embracing differentiated marketing will _____.
1.

a.offer the same basic product to all market segments

2.

b.adopt innovative production processes to gain efficiency and economies of
scale

3.

c.specialize in serving segments in which consumers do not have specific
desires

4.

d.focus marketing efforts on serving very large market segments

5.

e.serve multiple market segments each with a unique product offering

Which of the following is a demographic trend shaping consumer
behavior patterns?
1.

a.Increasing family size

2.

b.Increasing households having two primary income providers

3.

c.Increasing birthrates in the U.S. and Europe


4.

d.Lower levels of consumer affluence in the U.S.

5.

e.Decreasing life expectancy in the U.S.

Which of the following is true of the stakeholder marketing
orientation?
1.

a.Firms with this type of orientation recognize that more than just the buyer
and seller are involved in the marketing process.

2.

b.It is a way of doing business in which the actions and decision making of the
institution prioritize consumer value and satisfaction above all other concerns.

3.

c.It is an organizational culture that embodies the importance of creating value
for customers among all employees.

4.

d.It stresses solely on the need to monitor and understand competitor actions
in the marketplace and the need to communicate information about competitors
throughout the organization.

5.

e.In this type of orientation, innovation is geared primarily toward making the
production process as efficient and economic as possible.

Which of the following is an economic trend shaping the value
received by consumers today?
1.

a.Internationalization

2.

b.Online shopping

3.

c.Decrease in family size

4.

d.Advent of private-label brands

5.

e.Widespread use of Facebook

Niche marketing differs from one-to-one marketing in that niche
marketing:
1.

a.offers a unique product to each individual customer.

2.

b.treats each customer as a segment of one.

3.

c.offers the same basic product to all customers.


4.

5.

d.focuses on serving very large segments in which consumers do not have
specific desires.
e.serves one market segment with particularly unique demand characteristics.

_____ research addresses questions about consumer behavior
using numerical measurement and analysis tools.
1.

a.Quantitative

2.

b.Qualitative

3.

c.Interpretive

4.

d.Ethnographic

5.

e.Historical

In which of the following situations is there an indirect contact
between a firm and a customer?
1.

a.A consumer placing an order over the telephone

2.

b.A customer asking an attendant for directions at an amusement park

3.

c.A consumer replying to a request sent in an email by a company

4.

d.A consumer watching a television commercial

5.

e.A guest checking into a hotel

Walmart’s supply chain is as efficient and as economic as possible,
which allows it to offer lower prices than competing retailers. With
only a few exceptions, Walmart offers the same basic products in all
of its stores, worldwide. What orientation does this illustrate?
1.

a.Market orientation

2.

b.Customer orientation

3.

c.Production orientation

4.

d.Segmentation

5.

e.Differentiation


Netnography:
1.

a.studies the evolution of human beings.

2.

b.studies different kinds of computer software.

3.

c.studies human material remains.

4.

d.studies the growth of information technology.

5.

e.studies the behavior of online cultures and communities.

What is the difference between qualitative and quantitative
research?
1.

a.Qualitative research better enables researchers to test hypothesis as
compared to quantitative research.

2.

b.Quantitative research gathers data in an unstructured way, while qualitative
research gathers data in a structured way.

3.

c.Qualitative research data is researcher dependent, while quantitative
research data is not.

4.

d.Quantitative research data is unstructured and ambiguous, while qualitative
research exemplifies scientific and objective research.

5.

e.Quantitative research requires deep interpretation, but qualitative research
does not.

_____ has roots in anthropology and involves analyzing the artifacts
associated with consumption.
1.

a.Factor analysis

2.

b.Phenomenology

3.

c.Ethnography

4.

d.Action research

5.

e.Epidemiology

Which type of business orientation offers the same basic product to
all customers?


1.

a.Undifferentiated marketing

2.

b.Differentiated marketing

3.

c.Niche marketing

4.

d.Ambush marketing

5.

e.One-to-one marketing

Procter & Gamble sells six different brands of laundry detergent,
each with a unique offering for different market segments. Which
business orientation does this illustrate?
1.

a.Undifferentiated marketing

2.

b.Differentiated marketing

3.

c.Direct marketing

4.

d.Ambush marketing

5.

e.Viral marketing

Two common interpretive research orientations are _____.
1.

a.regression and cluster analysis

2.

b.psychology and sociology

3.

c.phenomenology and ethnography

4.

d.primary and secondary

5.

e.qualitative and quantitative

Which type of research includes tools such as case analyses,
clinical interviews, focus group interviews, and other tools in which
data are gathered in a relatively unstructured way?
1.

a.Quantitative research

2.

b.Qualitative research

3.

c.Survey research


4.

d.Unobtrusive research

5.

e.Secondary research

A consumer research study analyzes the factors, such as age,
income, and stage of family life cycle, predicting a consumer’s
likelihood to purchase a 3-D television. Data were collected from
3,000 consumers using a structured questionnaire. Which type of
research does this represent?
1.

a.Qualitative

2.

b.Interpretive

3.

c.Quantitative

4.

d.Ethnographic

5.

e.Phenomenological

The physical parts of a product are known as _____.
1.

a.benefits

2.

b.elements

3.

c.attributes

4.

d.resources

5.

e.components

Lane Bryant is a women’s clothing store specializing in stylish
clothing and flattering fits for plus-size women. Which business
orientation best describes Lane Bryant’s approach?
1.

a.Niche marketing

2.

b.One-to-one marketing

3.

c.Mass marketing

4.

d.Ambush marketing

5.

e.Undifferentiated marketing


_____ represents the study of consumption as a “lived experience”
and relies on casual interviews with consumers from whom the
researcher has won confidence and trust.
1.

a.Unobtrusive research

2.

b.Archival research

3.

c.Ethnography

4.

d.Phenomenology

5.

e.Netnography

Some marketers offer each individual customer a different product,
so each customer is essentially treated as a segment of one. Which
way of doing business does this represent?
1.

a.Undifferentiated marketing

2.

b.Direct marketing

3.

c.Ambush marketing

4.

d.One-to-one marketing

5.

e.Niche marketing

The research results are said to be researcher dependent when:
1.

a.the design of the research is a function of the researcher’s skills and
training.

2.

b.the research results are generalizable to other research situations.

3.

c.an unstructured research design was used and the results cannot be
replicated by other researchers.

4.
5.

d.the results are only significant if the researcher validates them.
e.the interpretation of the results is a matter of the researcher’s opinion until
corroborate by other findings.

Kayla Smith is engaged in research that seeks to explain inner
meanings and motivations associated with customers’ purchase of


clothing. She records customers’ words and observes their
interactions as they shop. From her observations, she develops an
understanding of what motivates shoppers. What type of research
is Kayla performing?
1.

a.Quantitative research

2.

b.Interpretive research

3.

c.Grounded theory research

4.

d.Clinical research

5.

e.Archival research

Obtaining resources from consumers in return for the value they
create is a basic tenet of the _____, which is a theory explaining
why companies succeed or fail.
1.

a.cognitive resource theory

2.

b.resource-advantage theory

3.

c.need hierarchy theory

4.

d.resource curse theory

5.

e.resource-elaboration theory

Which of the following is a quantitative research tool?
1.

a.Case study

2.

b.Focus group interview

3.

c.Clinical interview

4.

d.Participatory action research

5.

e.Surveys

Consumer orientation primarily emphasizes:
1.

a.the need to monitor and understand competitor actions in the marketplace
and organization.


2.

b.the need for secondary stakeholders in the company’s functioning.

3.

c.the need for consumer value and satisfaction above all other parameters of
success.

4.

d.the need to communicate information about customers and competitors
throughout the organization as the key to success.

5.

e.the need to consider the company’s bottomline over its customer base.



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