Consumer Behavior, 10e (Solomon) Chapter 1 Buying, Having, and Being 1) A marketer who segments a population by age and

gender is using ________ to categorize consumers. A) demographics B) psychographics C) roles D) lifestyle Answer A Diff 1 !earning "utcome #$plain how membership in ethnic% religious% and racial subcultures influences consumer beha&ior. 'kill Concept "b(ecti&e 1)* AAC'B +ulticultural and di&ersity understanding ,) A consumer researcher who e$amines consumers- lifestyles and personalities is studying ________. A) demographics B) psychographics C) social class D) usage rates Answer B Diff 1 !earning "utcome #$plain how membership in ethnic% religious% and racial subcultures influences consumer beha&ior. 'kill Concept "b(ecti&e 1)* AAC'B +ulticultural and di&ersity understanding *) .n an online ________% members share opinions and recommendations about products. A) market segment B) consumption community C) marketing database D) culture (am Answer B Diff 1 !earning "utcome Discuss the influence of groups and word)of)mouth /0"+) communication. 'kill Concept "b(ecti&e 1)1 AAC'B 2se of information technology

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1) A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be hea&y users of the marketer-s brand. A) asynchronous interactions B) market segmentation strategies C) the 748,4 strategy D) economies of information Answer B Diff 1 !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)* AAC'B +ulticultural and di&ersity understanding 9) 0hich of the following is the study of the processes in&ol&ed when indi&iduals or groups select% purchase% use% or dispose of products% ser&ices% ideas% or e$periences to satisfy needs and desires: A) lifestyle marketing B) role theory C) consumer beha&ior D) marketing research Answer C Diff 1 !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)1 AAC'B +ulticultural and di&ersity understanding ;) A/n) ________ is a person who identifies a need or desire% makes a purchase% and then disposes of a product. A) marketer B) consumer C) influencer D) content generator Answer B Diff 1 !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1),

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<) According to the basic marketing concept% a firm e$ists to ________. A) influence culture B) dominate market share C) nurture relationships D) satisfy needs Answer D Diff , !earning "utcome #$plain the influence of the needs and cultural &alues of consumers. 'kill Concept "b(ecti&e 1)* 7) 0hich of the following e$plains how a minority of a product-s users make up a ma(ority of sales of that product: A) culture of participation theory B) the 748,4 rule C) positi&ism D) role theory Answer B Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)* =) 5eople who belong to the same social class are most likely to ha&e which of the following in common: A) income le&el B) personality C) ethnicity D) family structure Answer A Diff 1 !earning "utcome Describe the influence of social class and economic class on consumer beha&ior. 'kill Concept "b(ecti&e 1)* AAC'B +ulticultural and di&ersity understanding

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14) 0hich of the following is >"? one of the three fastest)growing ethnic groups in the 2nited 'tates: A) African Americans B) .rish Americans C) 6ispanic Americans D) Asian Americans Answer B Diff , !earning "utcome #$plain how membership in ethnic% religious% and racial subcultures influences consumer beha&ior. 'kill Concept "b(ecti&e 1)* AAC'B +ulticultural and di&ersity understanding 11) 0hich of the following marketing philosophies emphasizes interacting with customers on a regular basis and gi&ing them reasons to maintain a bond with a company-s brands o&er time: A) differentiated marketing B) global marketing C) social marketing D) relationship marketing Answer D Diff 1 !earning "utcome Discuss the techni@ues marketers use to change consumers- attitudes. 'kill Concept "b(ecti&e 1)* AAC'B Communication abilities 1,) 0al)+art tracks the habits of the 144 million customers who &isit its stores each week and responds with products and ser&ices directed toward those customers- needs based on the information collected. ?his is an e$ample of ________ marketing. A) undifferentiated B) database C) relationship D) consumer)generated Answer B Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)* AAC'B 2se of information technology

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1*) ?he sociological perspecti&e of ________ takes the &iew that much of consumer beha&ior resembles actions in a play. A) role theory B) pastiche C) interpreti&ism D) psychographics Answer A Diff 1 !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)* 11) A consumer with a/n) ________ attachment to a product uses the product as part of his or her daily routine. A) nostalgic B) interdependent C) psychographic D) positi&ist Answer B Diff 1 !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)* 19) 0hich of the following is an e$ample of C,C e)commerce: A) AB.D tags B) &irtual brand communities C) database marketing D) green marketing Answer B Diff , !earning "utcome Discuss the influence of groups and word)of)mouth /0"+) communication. 'kill Concept "b(ecti&e 1)1 AAC'B 2se of information technology

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1;) A digital nati&e is someone who ________. A) grew up in a CwiredC and highly networked world B) is a hea&y user of alternate reality games /AADs) C) participates in database marketing D) belongs to a consumption community Answer A Diff 1 !earning "utcome Discuss the influence of groups and word)of)mouth /0"+) communication. 'kill Concept "b(ecti&e 1)1 AAC'B 2se of information technology 1<) 0hich of the following terms refers to the online means of communication% con&eyance% and collaboration among interdependent and interconnected networks of people% communities% and organizations: A) open data partnership B) social media C) synchronous interaction D) asynchronous interaction Answer B Diff 1 !earning "utcome Discuss the influence of groups and word)of)mouth /0"+) communication. 'kill Concept "b(ecti&e 1)1 AAC'B 2se of information technology 17) 0hich of the following is >"? closely associated with what your te$t terms the Chorizontal re&olutionC: A) 0eb 1.4 B) 0eb ,.4 C) C,C e)commerce D) user)generated content Answer A Diff , !earning "utcome Discuss the influence of groups and word)of)mouth /0"+) communication. 'kill Concept "b(ecti&e 1)1 AAC'B 2se of information technology

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1=) Aules of conduct based on uni&ersal &alues such as honesty% trustworthiness% and fairness that guide actions in the marketplace are referred to as ________. A) social marketing policies B) consumer acti&ism policies C) business norms D) business ethics Answer D Diff 1 !earning "utcome #$plain the influence of the needs and cultural &alues of consumers. 'kill Concept "b(ecti&e 1)9 AAC'B #thical understanding and reasoning abilities ,4) ?he term ________ refers to an en&ironment in which an indi&idual can dictate to a company the type of products he or she wants and how% when% and where he or she wants to learn about them. A) database market B) consumerspace C) social market D) consumption community Answer B Diff 1 !earning "utcome #$plain the influence of the needs and cultural &alues of consumers. 'kill Concept "b(ecti&e 1)9 AAC'B 2se of information technology ,1) A basic biological moti&e is called a ________. A) want B) demand C) need D) response Answer C Diff 1 !earning "utcome #$plain the influence of the needs and cultural &alues of consumers. 'kill Concept "b(ecti&e 1)9

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,,) According to the ________ perspecti&e% ad&ertising is an important source of consumer information. A) consumerist B) database marketing C) transformati&e consumer D) economics of information Answer D Diff 1 !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)9 AAC'B Communication abilities ,*) 0hich of the following is the go&ernment agency that polices ad&ertising claims about edible products and pharmaceuticals: A) the Bood and Drug Administration B) the Consumer 5roducts 'afety Commission C) the Bederal ?rade Commission D) the >ational Ad&ertising Di&ision Answer A Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)9 AAC'B #thical understanding and reasoning abilities ,1) ?he >ational Ad&ertising Di&ision of the Council of Better Business Bureaus is an e$ample of a/n) ________. A) federal agency B) social marketer C) industry watchdog D) culture (ammer Answer C Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)9 AAC'B #thical understanding and reasoning abilities

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,9) Buy >othing Day and ?E ?urnoff 0eek% e&ents designed to discourage rampant commercialism% are e$amples of ________. A) synchronous interactions B) economics of information C) green marketing D) culture (amming Answer D Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)9 AAC'B Communication abilities ,;) ?he beginning of the modern era of consumerism is most closely associated with ________. A) 2pton 'inclair B) Dlenn Beck C) 5resident "bama D) 5resident Fennedy Answer D Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)9 AAC'B #thical understanding and reasoning abilities ,<) 0hich of the following is >"? included in the CDeclaration of Consumer AightsC: A) the right to safety B) the right to be informed C) the right to be guaranteed D) the right to choice Answer C Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)9 AAC'B #thical understanding and reasoning abilities

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,7) ?he goals of helping people and bringing about social change are the focus of ________. A) relationship marketing B) social media C) ?ransformati&e Consumer Aesearch D) "pen Data 5artnerships Answer C Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)9 AAC'B #thical understanding and reasoning abilities ,=) +any firms choose to protect or enhance the natural en&ironment as they go about their business acti&ities. ?his practice is known as ________. A) consumer marketing B) social marketing C) natural marketing D) green marketing Answer D Diff 1 !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)9 AAC'B #thical understanding and reasoning abilities *4) Aesearchers who argue that the field of consumer beha&ior should not be a Chandmaiden to businessC belie&e that consumer beha&ior research should ________. A) ha&e a market)oriented focus B) aim to apply knowledge to increasing profits C) focus on understanding consumption for its own sake D) be (udged in terms of its ability to impro&e marketing practices Answer C Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1); AAC'B #thical understanding and reasoning abilities

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*1) 0hich of the following social science fields would most likely be associated with macro consumer beha&ior: A) e$perimental psychology B) clinical psychology C) human ecology D) cultural anthropology Answer D Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1); AAC'B +ulticultural and di&ersity understanding *,) 0hich of the following social science fields would most likely be associated with micro consumer beha&ior: A) e$perimental psychology B) social psychology C) demographics D) cultural anthropology Answer A Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1); **) Another term for positi&ism is ________. A) interpreti&ism B) pluralism C) modernism D) postmodernism Answer C Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)< AAC'B Communication abilities

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*1) "f the following% a proponent of ________ would be most likely to argue that our society emphasizes science and technology too much. A) consumerism B) positi&ism C) modernism D) interpreti&ism Answer D Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)< AAC'B Communication abilities *9) A consumer researcher who belie&es in the paradigm of ________ belie&es that human reason is supreme and that there is a single% ob(ecti&e truth that can be disco&ered by science. A) fundamentalism B) interpreti&ism C) positi&ism D) postmodernism Answer C Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)< AAC'B Communication abilities *;) ?he belief that meaning is not fi$ed but is instead constructed by each indi&idual is part of the ________ paradigm. A) positi&ist B) pragmatic C) interpreti&ist D) consumerist Answer C Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)< AAC'B Communication abilities

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*<) A student of postmodernism is most likely to belie&e that the world in which we li&e is a/n) ________% or a mi$ture of images. A) alternate reality B) paradigm C) consumerspace D) pastiche Answer D Diff 1 !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)< AAC'B Communication abilities *7) Genny Aowlins is absolutely e$hausted after her shopping trip to pick out a dress for her sorority-s formal e&ent. ?he stores were crowded% and none of her fa&orite shops carried a dress that she liked in her size. After spending hours at the mall% Genny ga&e up and decided to order her dress online and (ust return it if it wasn-t e$actly right. ?his decision took place in the ________ stage of Genny-s consumption process. A) prepurchase B) purchase C) postpurchase D) influence Answer B Diff , !earning "utcome Describe the stages of consumer decision making. 'kill Application "b(ecti&e 1), AAC'B Analytic skills *=) A soft drink company decided to produce a cola drink with more caffeine than usual in hopes of pre&enting current teen and early)twenties customers from shifting to coffee and tea drinks after graduating from college. ?he company test)marketed this new product at a +idwestern uni&ersity. ?he company has segmented the market based on ________. A) psychographics B) lifestyle C) demographics D) usage rates Answer C Diff , !earning "utcome #$plain how marketers can best appeal to members of different age subcultures. 'kill Application "b(ecti&e 1)* AAC'B Analytic skills

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14) 5rofessor Branklin had a time machine and tra&eled back to 1=<9. 6e told a 1=<9 marketing class that in the future it would become popular among high school and college students to put holes through &arious parts of their anatomy and to attach metal plugs and ornaments through those holes. ?he students laughed at 5rofessor Branklin and said they couldn-t imagine that anyone would do that to his or her own body. 0hat aspect of consumer beha&ior did the students not understand: A) ?hey didn-t understand the impact of popular culture in influencing consumers. B) ?hey didn-t understand that lifestyle issues are more important than social class issues. C) ?hey didn-t understand the meaning of consumption. D) ?hey didn-t understand the importance of culture (amming. Answer A Diff , !earning "utcome #$plain the influence of the needs and cultural &alues of consumers. 'kill Application "b(ecti&e 1)* AAC'B Analytic skills 11) !ucy Chang recently purchased a lo&ely ceramic bowl that featured a red dragon design. 0hen she thought about her purchase% she found that she really had no (ustification for buying the bowl other than it reminded her of the bowls her mother used during e&ening meals when she was a young child in 6ong Fong. 0hich of the following types of relationships with a product best e$plains the reason for !ucy-s purchase of the dragon bowl: A) self)concept attachment B) nostalgic attachment C) interdependence D) cohort attachment Answer B Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)* AAC'B Analytic skills

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1,) #&an does business in 'outh America. 6e has mastered 'panish and many cultural norms% but he still has problems with cultural differences in ethics. +any of the regulatory officials #&an must deal with e$pect bribes. #&an sol&es this problem by bringing with him a number of moderately priced watches. 0hen an official admires his watch% #&an offers it to him or her as a gift. !ater he puts a new watch on his wrist. #&an-s situation demonstrates that ________. A) different cultures define ethical business beha&iors differently B) laws regulating business ha&e become uniform because of the demands of a global economy C) a small lapse of ethics is acceptable D) uni&ersal &alues are the basis of business ethics Answer A Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)9 AAC'B #thical understanding and reasoning abilities 1*) An ad&ertisement for a national shampoo shows a plain woman using the product% then transforming to a gorgeous woman with a new hairstyle% dressed in elegant clothes% waiting for the Cman of her dreamsC to appear on her doorstep. ?his ad&ertisement best illustrates which of the following criticisms of the marketing system: A) +arketing makes society o&erly materialistic. B) +arketers promise miracles. C) +arketers create needs. D) +arketers control popular culture. Answer B Diff , !earning "utcome #$plain the influence of the needs and cultural &alues of consumers. 'kill Application "b(ecti&e 1)9 AAC'B Analytic skills

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11) +orris Da&is belie&es that ad&ertising and marketing ha&e too much impact on a consumer-s daily life. ?o fight this problem% +r. Da&is recently launched a 0eb site called CGunk .tHC 6is 0eb site in&ites disgruntled consumers to communicate with him about marketing in&asions of their pri&acy and indi&idual space. +r. Da&is belie&es that change comes slowly but that consumers must fight to preser&e their culture and freedom from marketers and ad&ertisers. 0hich of the following terms best e$presses the actions being taken by +r. Da&is to disrupt what he percei&es as inappropriate marketing and ad&ertising actions: A) marketing myopia B) cultural symbolism C) culture (amming D) transformati&e consumer research Answer C Diff , !earning "utcome #$plain the influence of the needs and cultural &alues of consumers. 'kill Application "b(ecti&e 1)9 AAC'B Analytic skills 19) Deorge says that he sees e&erything as Cblack or whiteIno in between.C Deorge would most accurately be characterized as a/n) ________. A) positi&ist B) collecti&ist C) interpreti&ist D) consumerist Answer A Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)< AAC'B Communication abilities

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1;) 0hich of the following best characterizes social critic Eance 5ackard-s position on the possibility of marketing efforts manipulating consumers- thoughts: A) +arketers don-t ha&e enough knowledge to manipulate consumers. B) +arketers ha&e been successful in manipulating consumers- emotions% but not thought processes. C) +arketers ha&e used knowledge of the social sciences to channel consumer habits% decisions% and thoughts. D) ?he public has been unnecessarily frightened by allegations of marketing manipulation that are blatantly false. Answer C Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Critical ?hinking "b(ecti&e 1)9 AAC'B Aeflecti&e thinking skills 1<) Amaya 'immons wants to write a consumer beha&ior paper about the origins of green marketing with respect to pesticides. 0hich of the following sources will she find most useful: A) The Jungle by 2pton 'inclair B) The Hidden Persuaders by Eance 5ackard C) Unsafe at any Speed by Aalph >ader D) Silent Spring by Aachel Carson Answer D Diff * !earning "utcome #$plain the influence of the needs and cultural &alues of consumers. 'kill Critical ?hinking "b(ecti&e 1)9 AAC'B Aeflecti&e thinking skills 17) 'ocial critics ha&e maintained that marketing leads people to buy products they neither want nor need. 6owe&er% the failure rate of new products is reportedly as high as 74 percent. 0hich of the following best reconciles these two seemingly opposite &iews of marketing: A) ?he social critics are simply wrong. 5eople are not influenced by marketing. B) ?hough consumers are highly influenced by marketing% most failed products ha&e technical flaws. C) +arketing does ha&e an influence on consumers% but marketers simply do not know enough about people to manipulate them any way they please. D) 5urchase is a function of marketing% but business failure is unrelated to marketing. Answer C Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill 'ynthesis "b(ecti&e 1)9 AAC'B Aeflecti&e thinking skills 1=) 0hich of the following is the best tool for consumer acti&ists to use in efforts to make the public aware of unethical or @uestionable marketing beha&ior:
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A) 0eb ,.4 B) B,C e)commerce C) economics of information D) compulsi&e consumption Answer A Diff , !earning "utcome Discuss the influence of groups and word)of)mouth /0"+) communication. 'kill 'ynthesis "b(ecti&e 1)* AAC'B Aeflecti&e thinking skills 94) 0hich of the following consumer beha&ior issues discussed in the chapter would be most accurately classified as a micro consumer beha&ior topic: A) how marketing campaigns ha&e influenced popular culture B) how indi&idual consumers percei&e ad&ertisements C) how consumers in different geographic regions respond differently to marketing campaigns D) how the growth of C,C e)commerce has affected marketing strategies Answer B Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill 'ynthesis "b(ecti&e 1)< AAC'B Aeflecti&e thinking skills 91) According to the definition of consumer beha&ior% how a consumer disposes of an idea and accepts another is >"? part of consumer beha&ior. Answer BA!'# Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)1 AAC'B Communication abilities 9,) 0hen a transaction occurs between two or more organizations or people who gi&e and recei&e something of &alue% an e$change has taken place. Answer ?A2# Diff 1 !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1), 9*) Because consumer beha&ior is now e$amined as an entire consumption process that includes prepurchase and postpurchase issues% e$change theory is no longer rele&ant to the study of consumer beha&ior. Answer BA!'# Diff ,
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!earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1), 91) American society is shifting from a mass culture in which many consumers share the same preferences to a di&erse culture in which consumers ha&e almost an infinite number of choices. Answer ?A2# Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)* AAC'B +ulticultural and di&ersity understanding 99) A common way to segment consumers is to identify which consumers are hea&y users of a gi&en product. Answer ?A2# Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)* 9;) Demographics refer to aspects of a person-s lifestyle and personality. Answer BA!'# Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)* 9<) Demographics are statistics that measure obser&able aspects of a population. Answer ?A2# Diff 1 !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)*

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97) A market researcher who analyzes a population of consumers using the &ariable of marital status is segmenting the population by the demographic category of family structure. Answer ?A2# Diff , !earning "utcome Describe the effects of changing family structures on family decision making. 'kill Concept "b(ecti&e 1)* 9=) Consumers who share demographic characteristics such as ethnicity and age can ha&e &ery different lifestyles. Answer ?A2# Diff , !earning "utcome #$plain how membership in ethnic% religious% and racial subcultures influences consumer beha&ior. 'kill Concept "b(ecti&e 1)* AAC'B +ulticultural and di&ersity understanding ;4) 5opular culture is both a product of marketing and an inspiration for marketing. Answer ?A2# Diff , !earning "utcome #$plain the influence of the needs and cultural &alues of consumers. 'kill Concept "b(ecti&e 1)* AAC'B +ulticultural and di&ersity understanding ;1) ?he fact that people often buy products not for what the products do but for what they mean implies that a product-s basic function is unimportant. Answer BA!'# Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)* ;,) According to the different categories of relationships that people may ha&e with products% nostalgic attachment occurs if the product is part of the user-s daily routine. Answer BA!'# Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)*

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;*) Dlobal consumer culture and popular culture are interchangeable terms. Answer BA!'# Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)* AAC'B +ulticultural and di&ersity understanding ;1) Consumer)generated content is one of the trends that helps to define the era of 0eb ,.4. Answer ?A2# Diff , !earning "utcome Discuss the influence of groups and word)of)mouth /0"+) communication. 'kill Concept "b(ecti&e 1)1 AAC'B 2se of information technology ;9) ?e$ting back)and)forth with a friend is an e$ample of asynchronous interaction. Answer BA!'# Diff , !earning "utcome Discuss the influence of groups and word)of)mouth /0"+) communication. 'kill Concept "b(ecti&e 1)1 AAC'B 2se of information technology ;;) #thics are uni&ersal in that ethical business practices in one country are the same as in other countries. Answer BA!'# Diff , !earning "utcome #$plain why and how marketers must adapt marketing strategies to the global marketplace. 'kill Concept "b(ecti&e 1)9 AAC'B #thical understanding and reasoning abilities ;<) Bribing foreigners to gain business has been against the law in the 2.'. for more than *4 years. Answer ?A2# Diff , !earning "utcome #$plain why and how marketers must adapt marketing strategies to the global marketplace. 'kill Concept "b(ecti&e 1)9 AAC'B #thical understanding and reasoning abilities ;7) A paradigm is a belief that guides an understanding of the world.
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Answer ?A2# Diff 1 !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Concept "b(ecti&e 1)< AAC'B Communication abilities ;=) 0al)+art began a new campaign to sell lawn furniture. .n emphasizing how lawn furniture has been used o&er the decades in mo&ies and books% by celebrities% and as essential ingredients to home entertainment% the campaign is drawing upon popular culture. Answer ?A2# Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)* AAC'B Analytic skills <4) ?he sociological perspecti&e of role theory can be used to e$plain why people who engage in certain acti&ities seem to ha&e a Cuniform.C Bor e$ample% cyclists ha&e spande$ and helmets% while fly fishermen ha&e &ests and floppy hats. Answer ?A2# Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)* AAC'B Analytic skills <1) Arthur was a good mechanic and finally opened his own repair shop. 6e wanted to be seen as a responsible merchant% so he installed the latest recycling and safe disposal systems for oil and anti)freeze. Arthur was engaging in green marketing. Answer ?A2# Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)9 AAC'B Analytic skills

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<,) 5sychographic information is not considered to be demographic data because this type of information is not directly obser&able. Answer ?A2# Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill 'ynthesis "b(ecti&e 1)* AAC'B Aeflecti&e thinking skills <*) .n the era of 0eb ,.4% the focus of electronic marketing has shifted from C,C e)commerce to B,C e)commerce. Answer BA!'# Diff * !earning "utcome Discuss the influence of groups and word)of)mouth /0"+) communication. 'kill 'ynthesis "b(ecti&e 1)1 AAC'B 2se of information technology <1) 'ome critics of marketing ha&e said that consumers are manipulated into buying products they really don-t need and wouldn-t e&en consider buying without the false wants created by the marketing system. A strong counterargument to this criticism is that wants are basic biologically) based moti&es that cannot be created by marketers. Answer BA!'# Diff , !earning "utcome #$plain the influence of the needs and cultural &alues of consumers. 'kill Critical ?hinking "b(ecti&e 1)9 AAC'B Aeflecti&e thinking skills <9) A person who belie&es that science can fi$ or find a cure for anything most likely follows the philosophy of interpreti&ism. Answer BA!'# Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Critical ?hinking "b(ecti&e 1)< AAC'B Aeflecti&e thinking skills

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<;) Consumers and the items they consume can take many forms. Di&e e$amples of three different types of consumers and e$amples of three different types of items they could consume% including products% ser&ices% and ideas. Answer #$amples will &ary. Consumers can include indi&iduals of any age% groups% and organizations. .tems consumed can include products such as toys% cars% foodJ ser&ices such as dentist appointments% haircuts% and massagesJ and ideas such as democracy and the green mo&ement. Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)1 AAC'B Analytic skills <<) Different issues for marketers and consumers arise in the consumption process. .dentify @uestions that might be asked from the consumer-s perspecti&e and from the marketer-s perspecti&e in the prepurchase and purchase stages of the consumption process. Answer 5repurchase phase i. Consumer's perspectiveI6ow does a consumer decide that he or she needs a product: 0hat are the best sources of information to learn more about alternati&e choices: ii. Marketer's perspectivesI6ow are attitudes toward products formed and8or changed: 0hat cues do consumers use to infer which products are superior to others: 5urchase phase iii. Consumer's perspectiveI.s ac@uiring a product a stressful or pleasant e$perience: 0hat does the purchase say about the consumer: i&. Marketer's perspectivesI6ow do situational factors% such as time pressure or store displays% affect the consumer-s purchase decision: Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1), AAC'B Analytic skills <7) #$plain the concept of the 748,4 rule and why it is important to marketers. Answer According to the 748,4 rule% ,4 percent of a product-s users account for 74 percent of sales of that product. ?hese hea&y users are the product-s most faithful customers. A company that can identify% build relationships with% and create &alue for hea&y users is likely to ha&e a successful marketing strategy. Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)* AAC'B Analytic skills

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<=) 0hat is relationship marketing: 0hy is it so widely practiced by today-s marketers: Answer +arketers who practice relationship marketing ha&e realized that a key to success is building relationships between brands and customers that will last a lifetime. .n this type of marketing% companies make an effort to interact with customers on a regular basis and gi&e them reasons to maintain a bond with the company o&er time. Aelationship marketing is e&en more important during an economic downturn. Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)* AAC'B Analytic skills 74) 0hat is database marketing: 0hy is it so widely used by today-s marketers: Answer Database marketing in&ol&es tracking consumers- buying habits &ery closely and crafting products and messages tailored precisely to people-s wants and needs based on this information. As consumer markets are more and more segmented% marketers can use technology such as database marketing to determine e$actly what each consumer wants and determine how to meet those wants. Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)* AAC'B 2se of information technology 71) Briefly e$plain how marketers play a significant role in our &iew of the world and how we li&e in it. Di&e a specific e$ample. Answer 0e are surrounded by marketing stimuli% from tele&ision and radio commercials to online and print ad&ertisements. .n addition to promoting a product% these ad&ertisements depict models of how people should interact in social situations% how people should dress% what people should eat% and what people should belie&e. Bor e$ample% the marketing of cigarettes in the 1=94s led many people to think of smoking as social and rela$ing. ?oday% howe&er% health campaigns ha&e helped people to recognize the health risks of smoking. Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)* AAC'B Analytic skills

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7,) !ist and briefly characterize four types of relationships a person might ha&e with a product. Be specific. Answer Bour types of relationships are 1) self)concept attachmentIthe product helps to establish the user-s identityJ ,) nostalgic attachmentIthe product ser&es as a link with a past selfJ *) interdependenceIthe product is a part of the user-s daily routineJ and% 1) lo&eIthe product elicits emotional bonds of warmth% passion% or another strong emotion. Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Application "b(ecti&e 1)* AAC'B Analytic skills 7*) #$plain the difference between a need and a want% gi&ing an e$ample of each. Answer A need is a basic biological moti&e that cannot be created by marketing. A want represents one way that indi&iduals are taught by society and culture to satisfy a biological need. Bor e$ample% thirst in general is a need% but thirst for a 5epsi or Coke is a want. Diff , !earning "utcome #$plain the influence of the needs and cultural &alues of consumers. 'kill Application "b(ecti&e 1)9 AAC'B Analytic skills 71) .n the early stages of de&elopment% consumer beha&ior was known as buyer behavior. 0hat important aspect of the e$change process does this change in name reflect: Answer Buyer beha&ior reflects an emphasis on the act of purchase% but this e$change is dependent upon a number of prepurchase and postpurchase perspecti&es and beha&iors. ?o fully understand why an e$change is made% researchers must look at the decisions and influences before the e$change% as well as the e$pectations of what happens after the e$change. ?he study of consumer beha&ior% rather than simply buyer beha&ior% accounts for prepurchase and postpurchase issues along with purchase issues. Diff , !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Critical ?hinking "b(ecti&e 1), AAC'B Aeflecti&e thinking skills

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79) "ne beer distributor identified a marketing segment as the Ccampus guzzlers.C #$plain what could be used to identify this segment and why. Answer a. geI?he potential customer would ha&e to be old enough to drink legally yet still be young enough to attend college. By identifying the interests and lifestyles of this age group% promotions and products could be de&eloped. b. !enderI5romotions to males might emphasize sports and physical acti&ities% while promotions to women students might highlight relationships and good times. c. "ifestyleIConsumers in this age and gender bracket might reflect a wide &ariety of lifestyles including physical acti&ity% se$ual attraction% and social interactions. Bamily structure% social class% income% and race and8or ethnicity might play roles in segmenting Ccampus guzzlers%C but the age% gender% and lifestyle combined with the selection process inherent in attending colleges or uni&ersities would make these relati&ely unimportant because of the unifying power of the first three characteristics. Diff * !earning "utcome #$plain how marketers can best appeal to members of different age subcultures. 'kill Critical ?hinking "b(ecti&e 1)* AAC'B +ulticultural and di&ersity understanding 7;) Discuss the positi&e and negati&e conse@uences of today-s culture of participation that is enabled by social media platforms. Answer .n today-s culture of participation% indi&iduals can communicate with huge numbers of people with a click of a mouse. .nformation is no longer disseminated from a few sourcesJ rather% it is generated by people and flows across people. 5eople are free to interact with each other and build upon each other-s ideas. 5eople ha&e far greater access to information than e&er before. 6owe&er% social media is not all positi&e. ?he hours people spend on Bacebook or in &irtual worlds often come at the e$pense of time spent working% studying% or being with family and friends. Bor many% it is difficult to balance the real and &irtual worlds. Diff * !earning "utcome Discuss the influence of groups and word)of)mouth /0"+) communication. 'kill Critical ?hinking "b(ecti&e 1)1 AAC'B 2se of information technology

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7<) Describe a &irtual brand community. Create an e$ample that demonstrates the concept. Answer A &irtual brand community is an online group of people from anywhere around the world who share information about their e$periences with a specific brand. "ne of the e$amples used in the te$t is ?he 6ollywood 'tock #$change% a simulated entertainment stock market. ?raders try to predict the four)week bo$ office take from films. 'tudent e$amples should re&eal how their proposed &irtual brand community interacts% who the members might be% and what makes the interaction among customers special. ?his e$tension of the chat room is a special research opportunity for the marketer and consumer beha&ior specialist. Diff , !earning "utcome Discuss the influence of groups and word)of)mouth /0"+) communication. 'kill 'ynthesis "b(ecti&e 1)1 AAC'B 2se of information technology 77) Compare and contrast the paradigms of positi&ism and interpreti&ism. Be specific in your comments and e$planations. Answer i. Positivism #sometimes called modernism$IDominant at this point in time% it is a &iew that has significantly influenced 0estern art and science since the late 1;th century. .t emphasizes that human reason is supreme and there is a single% ob(ecti&e truth that can be disco&ered by science. 5ositi&ism encourages us to stress the function of ob(ects% to celebrate technology% and to regard the world as a rational% ordered place with a clearly defined past% present% and future. 'ome critics feel that positi&ism o&eremphasizes material well)being and that its logical outlook is dominated by an ideology that stresses the homogeneous &iews of a culture dominated by white males. ii. %nterpretivism #sometimes referred to as postmodernism$I5roponents of this &iew argue that there is an o&eremphasis on science and technology in our society and that this ordered% rational &iew of consumers denies the comple$ social and cultural world in which we li&e. .nterpreti&ists stress the importance of symbolic% sub(ecti&e e$perience and the idea that meaning is in the mind of the person. ?hat is% we each construct our own meanings based on our uni@ue and shared cultural e$periencesJ there are no uni@ue right or wrong answers. ?he &alue placed on products because they help us to create order in our li&es is replaced by an appreciation of consumption as a set of di&erse e$periences. .nterpreti&ists want to understand consumers and consumer beha&ior rather than try to make predictions about consumers. Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill Critical ?hinking "b(ecti&e 1)< AAC'B Aeflecti&e thinking skills

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7=) Considering the information presented in the te$t% take a position on the @uestion of whether marketers manipulate consumers. 'upport your position by addressing whether marketers create artificial needs% whether ad&ertising and marketing are necessary% and whether marketers promise miracles. Answer ?he te$t deals with this issue by addressing three @uestion areas. 'tudents should take a position on whether marketing manipulates consumers and then e$plore each of these @uestions /and the associated te$t responses) to support their positions. i. Do marketers create artificial needs: >otice the te$t response addresses e$actly what needs are. ?he role of the marketer is to address awareness that needs e$ist and not to create them. ii. Are ad&ertising and marketing necessary: #&idence is presented that social critics doubt the necessity of the ad&ertising and marketing function. ?he te$t response indicates that% according to the economics of information% ad&ertising plays a &ital role in commerce. .n fact% most consumers are willing to admit that ad&ertising pro&ides useful information and sa&es them time and energy in purchasing. iii. Do marketers promise miracles: +any consumers belie&e they do. 6owe&er% the te$t indicates that ad&ertising and marketing offer solutions to problems. 5romising miracles only agitates and disappoints consumers and is not a long)term strategy that has any merit. Diff * !earning "utcome Discuss the techni@ues marketers use to change consumers- attitudes. 'kill Critical ?hinking "b(ecti&e 1)9 AAC'B Aeflecti&e thinking skills =4) A critic says that marketing encourages women to hate their own bodies by showing them models that are impossibly thin. Compare how a typical consumer beha&ior researcher and a transformati&e consumer researcher might differ in their approaches to in&estigating this criticism. Be specific in your statements. Answer A typical consumer beha&ior researcher would likely be interested in in&estigating how the purchasing beha&ior of different groups of people is influenced by ad&ertisements showing such impossibly thin models. 'uch a researcher may ha&e a strategic focus% hoping to gain insights that would lead to more effecti&e marketing. A transformati&e consumer researcher% on the other hand% would see sub(ects of the research as collaborators in identifying ways to impro&e consumer well)being. A transformati&e consumer researcher would be interested in social change. Diff * !earning "utcome Define consumer beha&ior and describe its influence on marketing practices. 'kill 'ynthesis "b(ecti&e 1)9 AAC'B Aeflecti&e thinking skills

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