Consumer Behavior, 11e (Schiffman/Kanuk)
Chapter 1 Consumer Behavior: Information-Driven Consumer Behavior
1) The actions that consumers display in searching for, purchasing, using, evaluating, and
disposing of products and services that they expect will satisfy their needs is known as
________.
A) the production orientation
B) consumer behavior
C) narrowcasting
D) positioning
E) the marketing mix
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking
2) Which of the following is considered an example of consumer behavior?
A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store
brand.
B) Javier generally gets gas on Monday mornings on his way to work.
C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store.
D) Jeremy generally recycles his old newspapers and cardboard boxes.
E) All of the above are examples of consumer behavior.
Answer: E
Diff: 2
Skill: Application
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge
1
Copyright © 2015 Pearson Education, Inc.
,3) Marketing and consumer behavior stem from the ________, which maintains that the essence
of marketing is satisfying consumers' needs, creating value and retaining customers.
A) production concept
B) product concept
C) selling concept
D) societal concept
E) marketing concept
Answer: E
Diff: 1
Skill: Concept
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Analytical thinking
4) An example of a company that applied the production concept in the early twentieth century is
________.
A) Google
B) Microsoft
C) Ford
D) General Motors
E) Apple
Answer: C
Diff: 1
Skill: Application
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge
2
Copyright © 2015 Pearson Education, Inc.
,5) Tripp runs a product development division at a software company. His division was focused
on producing a word processing software that performs better and has more features than any
competitive product, so they added every feature that was technically feasible. However, they
found that consumers were satisfied with fewer features and unwilling to pay more for the
advanced software. Tripp and his team suffered from ________.
A) marketing myopia
B) over-segmentation
C) target marketing
D) technology devotion
E) marketing vision
Answer: A
Diff: 3
Skill: Application
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge
6) During historical periods when demand exceeded supply, businesses adopted the ________
concept.
A) marketing
B) technology
C) societal
D) production
E) product
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Analytical thinking
3
Copyright © 2015 Pearson Education, Inc.
, 7) The ________ concept in business assumes that consumers are mostly interested in product
availability at low prices.
A) marketing
B) societal
C) product
D) production
E) technology
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Analytical thinking
8) A ________ is characterized by the gearing up of manufacturing skills in order to expand
production.
A) marketing concept
B) product concept
C) selling concept
D) production concept
E) societal concept
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Analytical thinking
4
Copyright © 2015 Pearson Education, Inc.
Chapter 1 Consumer Behavior: Information-Driven Consumer Behavior
1) The actions that consumers display in searching for, purchasing, using, evaluating, and
disposing of products and services that they expect will satisfy their needs is known as
________.
A) the production orientation
B) consumer behavior
C) narrowcasting
D) positioning
E) the marketing mix
Answer: B
Diff: 1
Skill: Concept
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Reflective thinking
2) Which of the following is considered an example of consumer behavior?
A) Janice prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store
brand.
B) Javier generally gets gas on Monday mornings on his way to work.
C) Jessica prefers to buy her produce from the farmer's market instead of the grocery store.
D) Jeremy generally recycles his old newspapers and cardboard boxes.
E) All of the above are examples of consumer behavior.
Answer: E
Diff: 2
Skill: Application
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge
1
Copyright © 2015 Pearson Education, Inc.
,3) Marketing and consumer behavior stem from the ________, which maintains that the essence
of marketing is satisfying consumers' needs, creating value and retaining customers.
A) production concept
B) product concept
C) selling concept
D) societal concept
E) marketing concept
Answer: E
Diff: 1
Skill: Concept
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Analytical thinking
4) An example of a company that applied the production concept in the early twentieth century is
________.
A) Google
B) Microsoft
C) Ford
D) General Motors
E) Apple
Answer: C
Diff: 1
Skill: Application
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge
2
Copyright © 2015 Pearson Education, Inc.
,5) Tripp runs a product development division at a software company. His division was focused
on producing a word processing software that performs better and has more features than any
competitive product, so they added every feature that was technically feasible. However, they
found that consumers were satisfied with fewer features and unwilling to pay more for the
advanced software. Tripp and his team suffered from ________.
A) marketing myopia
B) over-segmentation
C) target marketing
D) technology devotion
E) marketing vision
Answer: A
Diff: 3
Skill: Application
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Application of knowledge
6) During historical periods when demand exceeded supply, businesses adopted the ________
concept.
A) marketing
B) technology
C) societal
D) production
E) product
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Analytical thinking
3
Copyright © 2015 Pearson Education, Inc.
, 7) The ________ concept in business assumes that consumers are mostly interested in product
availability at low prices.
A) marketing
B) societal
C) product
D) production
E) technology
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Analytical thinking
8) A ________ is characterized by the gearing up of manufacturing skills in order to expand
production.
A) marketing concept
B) product concept
C) selling concept
D) production concept
E) societal concept
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 1.1: To understand the evolution of the marketing concept, the most prominent
tools used to implement marketing strategies, and the objectives of socially responsible
marketing.
Learning Outcome: 1: Define consumer behavior and describe its influence on marketing
practices
AACSB: Analytical thinking
4
Copyright © 2015 Pearson Education, Inc.
