CB Ch 1

Jenny Rowlins is absolutely exhausted after her shopping trip to pick out a dress for her sorority's formal event. The stores were crowded, and none of her favorite shops carried a dress that she liked in her size. After spending hours at the mall, Jenny decided to order her dress online and just return it if it was not exactly right. This story is an example of how consumer behavior is a(n) ________.

• A) industry

• B) process

• C) art form

• D) theory

________ are statistics that measure observable aspects of population.

• A) Psychographics

• B) Lifestyles

• C) Demographics

• D) Benefits

People buy products for ________.

• A) what they do

• B) what they mean

• C) the role the product plays in the consumer's life

• D) All of the above

When a person buys a product for emotional reasons, the need is ________.

• A) utilitarian

• B) functional

• C) interdependent

• D) hedonic

Walmart tracks the habits of the 100 million customers who visit its stores each week and responds with products and services directed toward those customers' needs based on the information collected. This is an example of ________ marketing.

• A) undifferentiated

• B) database

• C) relationship

• D) consumer-generated

________ is a term which refers to the ability of people voicing their opinions about products, brands, and companies on blogs, podcasts, and social networking sites

• A) Virtual brand communities

• B) User Generated Content

• D) Green marketing

• C) Database marketing

George says that he sees everything as "black or white, no in between." George would most accurately be characterized as a(n) ________.

• A) positivist

• B) collectivist

• C) interpretivist

• D) consumerist

The 80/20 rule states that 80 percent of consumers will use 20 percent of the product.

• TRUE

• FALSE

Consumers who share demographic characteristics such as ethnicity and age can have very different lifestyles.

• TRUE

• FALSE

A person who believes that science can fix or find a cure for anything most likely follows the philosophy of interpretivism.

• TRUE

• FALSE