CHAPTER 1: W2 INTRODUCTION TO CONSUMER BEHAVIOR

Question 1

The behavior that consumers display in searching for,
purchasing, using, evaluating, and disposing of products
and services that they expect will satisfy their needs.

Answer 1

Consumer behavior

Question 2

The individual who buys goods and services for his or
her own use, for household use, for the use of a family member, or for a friend.

Answer 2

Personal consumer

Question 3

WHY CONSUMER BEHAVIOR BECOME A SEPARATE DISCIPLINE FROM MARKETING?

• __________ came to realize that consumers did not act or react as the theory suggested they would.

Answer 3

marketers

Question 4

WHY CONSUMER BEHAVIOR BECOME A SEPARATE DISCIPLINE FROM MARKETING?

consumers prefer products that reflected their___________, ____________, and__________.

Answer 4

special needs, personalities, and lifestyle

Question 5

WHY CONSUMER BEHAVIOR BECOME A SEPARATE DISCIPLINE FROM MARKETING?

• buyers exhibited diversified ____________and __________________purchase behavior

Answer 5

preferences and less predictable

Question 6

OTHER FACTORS THAT CONTRIBUTED TO THE GROWING INTEREST IN CONSUMER BEHAVIOR?

• The accelerated rate of ____ product development.

Answer 6

new

Question 7

OTHER FACTORS THAT CONTRIBUTED TO THE GROWING INTEREST IN CONSUMER BEHAVIOR?

• The consumer ___________.

Answer 7

movement

Question 8

OTHER FACTORS THAT CONTRIBUTED TO THE GROWING INTEREST IN CONSUMER BEHAVIOR?

-Public _______ considerations.

Answer 8

policy

Question 9

OTHER FACTORS THAT CONTRIBUTED TO THE GROWING INTEREST IN CONSUMER BEHAVIOR?

_________________ concerns.

Answer 9

Environmental

Question 10

OTHER FACTORS THAT CONTRIBUTED TO THE GROWING INTEREST IN CONSUMER BEHAVIOR?

The opening of _____________ through the world (globalization)

Answer 10

national markets

Question 11

OTHER FACTORS THAT CONTRIBUTED TO
THE GROWING INTEREST IN CONSUMER BEHAVIOR?

(6)

Answer 11

01 The accelerated rate of new product development

02 The consumer movement

03 public policy considerations

04 environmental concerns

05the opening of national markets through the world (globalization)

Question 12

___________ is “an expression of dissatisfaction on a
consumer’s behalf to a responsible party”. It can also be described in a positive sense as a report
from a consumer providing documentation about a
problem with a product or service.

Answer 12

Complain

Question 13

• a product _________ is the process of a customer taking previously purchased merchandise back to
  the retailer.

Answer 13

return

Question 14

_________ in the
original form of payment, or exchange for another
item (identical or different).

Answer 14

refund

Question 15

the ability to affect the behavior of others in a particular direction, leveraging key tactics that involve, connect, and inspire them. That’s why we’ve identified “influencing others” as one of the 4 core leadership skills needed in every role.

Answer 15

Influencing others

Question 16

it enables consumers to gather information about products and services. Social media platforms allow users to read reviews,
compare prices, and gain insights into the features and benefits of products and services.

Answer 16

Exposure to media

Question 17

• to affect or change how someone or something develops, behaves, or think.

Answer 17

Being Influence by others

Question 18

refers to reading and scanning through data.
________ describes when a user reads through web pages on the Internet and is also often called surfing.

Answer 18

Browsing

Question 19

browsing is also called_____.

Answer 19

surfing

Question 20

LATER RESEARCH DISCOVERED
THAT CONSUMERS ARE JUST AS
LIKELY TO:

Answer 20

• Purchase impulsively.
• Be influenced by family, friends, advertisers and role models.
• Be influenced just as strongly by mood, situation and
  emotion.

Question 21

DEVELOPMENT OF
MARKETING CONCEPT (4)

Answer 21

product concept
production concept
selling concept
marketing concept

Question 22

• Assumes that consumers will buy the product that offers them the
  highest quality, the best performance and the most features.
  Marketing Objectives:
• quality improvement
• addition in features

Answer 22

product concept

Question 23

• Assumes that consumers are interested primarily in product availability
  at low prices.
  Marketing Objectives:
• cheap, efficient production
• intensive distribution
• market expansion

Answer 23

production concept

Question 24

• Assumes that consumers are unlikely to buy a product unless they are
  aggressively persuaded to do so
• Lack of concern for customer needs and satisfaction
  Marketing Objectives:
• sell, sell, sell

Answer 24

selling concept

Question 25

• Assumes that to be successful, a company must determine the needs and wants of specific target markets and deliver the desired
  satisfactions better than the competition.
  Marketing Objectives:
• profits through customer satisfaction

Answer 25

marketing concept