Multiple Choice Questions
This chapter introduces the study of consumer behaviour, in particular emphasising the importance of consumers in marketing thinking. The chapter aims to outline the broad range of aspects of human beings which impinge on their purchasing and consumption behaviour, and therefore acts as a scene-setter for the rest of the book.
1. Which of the following is true?
- Consuming refers to decisions about buying products.
- Consumer behaviour is about making people buy things.
- Consuming refers to the ways in which people use products.
Consuming is not about the decisions, it is about usage: and consumer behaviour happens with or without persuasion
2. Which of the following is NOT true?
- Purchasing behaviour relates strongly to environmental situation.
- Purchasing behaviour occurs independently of segmentation issues.
- Purchasing behaviour is basic to meeting our needs.
Segmentation and purchasing behaviour are inextricably linked.
3. Which of the following is typical of transaction marketing?
- focus on customer retention
- short time-scale
- orientation on product benefits
The others are typical of relationship marketing.
4. Which of the following is true?
- Businesses change their needs more often than do consumers.
- Businesses are less likely to establish relationships with suppliers than are consumers.
- Businesses see more advantage in establishing relationships than do consumers.
The others are, in fact, exactly the opposite of the case.
5. Which of the following is TRUE?
- Direct marketing and relationship marketing are directly opposed to each other.
- Direct marketing and relationship marketing are often associated together.
- Direct marketing is very helpful in establishing relationships.
They are often associated, but unfortunately the techniques of direct marketing (mailings and telephone calls) often alienate consumers.
6. Which of the following is NOT a market research tool?
- focus groups
- introspective reflection
Thinking about consumers is no substitute for going out and talking to people.
7. The study of demand is called ______.
It is the study of economy, which means choosing between one thing and another.
8. The study of human behaviour in groups is called ______.
It is the study of societies.
9. Which of the following is NOT true?
- Family is a sociological sub-group.
- Family has little influence on consumer behaviour, once outside the home.
- Family is an extremely important group in terms of consumer behaviour.
Family has a strong influence on behaviour, in and out of the home.
10. Which of the following is TRUE?
- The concept of elasticity indicates a clear difference between luxuries and necessities.
- The concept of elasticity means that marketers do not need to worry about pricing.
- The concept of elasticity means that demand can be predicted for many products.
Elasticity shows that there is no objective difference between necessities and luxuries, and marketers certainly do need to consider price, whatever the elasticity of demand for the product.
Why does P&G feel that keeping in touch with consumers’ lives is of paramount importance? How do they use brand management to facilitate this?