CHAPTER 1—CONSUMER BEHAVIOR AND CONSUMER RESEARCHMULTIPLE CHOICE1. Which of the following activities are characteristic of a customer-centric firm?a. Identifying customers’ needs.b. Formulating strategies to fit customers’ needs.c. Consumer research and analysis to monitor trends.d. A and Be. A, B, and CANS: E2. Consumer behavior consists of which of the following activities?a. Obtaining d. A and Bb. Consuming e. A, B, and Cc. DispositionANS: E3. Consumer behavior can be defined as:a. a field of study focusing on marketing activitiesb. a field of study focusing on consumer activitiesc. a study of pricingd. the study of decision rulese. None of the above.ANS: B4. ____ refers to activities leading up to and including the purchase or receipt of the product.a. Purchase d. Obtainingb. Consumption e. Disposalc. ExchangeANS: D5. ____ refers to how consumers get rid of the product and packaging.a. Purchase d. Obtainingb. Consumption e. Disposalc. ExchangeANS: E6. The key element in the definition of the marketing concept is:a. Consumption d. Purchaseb. Disposal e. Accommodationc. ExchangeANS: C7. Consumption analysis refers to:a. why and how people use products.b. why and how people make products.c. when and where people dispose of products.d. A and Be. A, B, and CANS: B18. Successful organizations believe:a. consumers are influenced by the needs and wants of the organization.b. marketing is the process of transforming or changing an organization to have what people will buy.c. marketing is not really important.d. marketing is the process of transforming consumer wants into the firm's product offering.e. None of the above.ANS: B9. Which of the following areas can be better understood by studying consumer behavior?a. Consumer preferences for different advertisementsb. Financial decisions c. Voting in electionsd. A and Ce. A, B, and CANS: E10. ____ activities are used by public health advocates to influence people to abstain from illegal drugs or stop underage smoking.a. Promotional d. Demarketingb. Marketing e. All of the above.c. AdvertisingANS: D11. Which of the following is not an example of demarketing activities aimed at consumers?a. Warning labelsb. Advertising restrictionsc. Bans from smoking in public placesd. Higher taxes on cigarettese. All of the above are examples of demarketing activities.ANS: E12. “Only the customer can fire us all” implies that:a. consumers determine which firms survive and which fail.b. customers can be manipulated into buying goods and services.c. customers are concerned only when prices go higher.d. firms should not bother with research as the customer is fickle.e. None of the above.ANS: A13. Many firms are trying to develop relationships with their customers because:a. people are naturally brand loyal.b. new customers are very expensive to recruit.c. doing so makes it easier to retain them.d. consumer behavior is very difficult to understand.e. B and C are correct.ANS: E214. Consumer product manufacturers study consumer behavior to influence:a. brand choice d. None of the above.b. purchase e. All of the above.c. consumptionANS: E15. The retail supply chain does not include:a. Manufacturersb. Retailersc. Wholesalersd. Public policy makerse. The retail supply chain includes all of the above.ANS: D16. Facilitating organizations include:a. advertising and research firmsb. financial institutionsc. transportation or logistic firmsd. All of the above are types of facilitating organizations.e. Only A and C are types of facilitating organizations.ANS: D17. In the early days of the American Colonies, the power within the retail supply chain was held primarilyby:a. Wholesalers d. Consumersb. Manufacturers e. None of the above.c. RetailersANS: A18. The selling of the Ford Model T was an example of a ____ orientation.a. marketing d. manufacturingb. comprehensive consumer e. retailerc. wholesalerANS: D19. Having what consumers are likely to buy is a characteristic of a ____ orientation.a. manufacturing d. All of the above.b. selling e. None of the above.c. marketingANS: C20. Whereas a ____ focuses on how an organization adapts to consumers, a ____ extends this focus to howall organizations in a demand chain adapt to changing consumer lifestyles and behaviors.a. selling orientation; marketing orientationb. marketing orientation; comprehensive consumer orientationc. manufacturing orientation; selling orientationd. comprehensive consumer orientation; manufacturing orientatione. None of the above.ANS: B321. Consumer research has three major methodological approaches. These are:a. observational, interviews and surveys, critical relativismb. observational, interviews and surveys, experimentationc. observational, critical relativism, experimentationd. experimentation, critical relativism, interviews and surveyse. experimentation, post-modernism, critical relativismANS: B22. ____ is a method in which a researcher accompanies consumers through the shopping and consumption processes.a. Focus groups d. Shadowingb. Longitudinal studies e. None of the above.c. ExperimentationANS: D23. A consumer researcher conducting psychophysiological observations would be more likely to use which of the following methods to gather data?a. Biofeedback d. A and Bb. Magnetic resonance imaging e. A, B, and Cc. Vocal analysisANS: E24. Focus groups and longitudinal studies are examples of:a. Experimentation d. Post-modernismb. Interviews and surveys e. Critical relativismc. ObservationANS: B25. ____ usually consist of 8 to 12 people involved in a discussion led by a moderator skilled in getting consumers to discuss a subject thoroughly.a. Focus groups d. Shadowing studiesb. Longitudinal studies e. None of the above.c. ExperimentsANS: A26. Suppose you are interested in measuring consumers' opinions repeatedly over time in order to see if there is a change in these opinions. Which type of methodology would be most appropriate for you to use?a. Focus groups d. Shadowing studiesb. Longitudinal studies e. None of the above.c. ExperimentsANS: B427. ____ attempts to understand cause-and-effect relationships by carefully manipulating independent variables.a. Focus groups d. Shadowing studiesb. Longitudinal studies e. None of the above.c. ExperimentsANS: C28. According to Chapter 1, which of the following is not a drawback of choice modeling?a. Interrelations of independent variables could make it unreliable to interpret.b. Gender differences in the participant pool may bias the analysis.c. Data