The behavior that consumers use to search for, purchase, use, evaluate, and dispose

of products is known as: Your Answer: social responsibility. Correct Answer:

consumer behavior. Incorrect Incorrect

2. What type of consumer buys goods for his own use or for the use of his
household? Your Answer: Organizational consumer Correct Answer: Personal
consumer Incorrect Incorrect

3. Another term for a personal consumer is: Your Answer: end user. Correct

4. Which stage of consumer behavior stressed the selling of products that the
manufacturing department wanted to produce? Your Answer: Production
orientation Correct Answer: Sales orientation Incorrect Incorrect

5. When a market is divided into subsets by age groupings, what is this called:
Your Answer: Market segmentation Correct

6. When a company attempts to create an "image" of its product in the mind of

consumers relative to other similar competitive products, this is called: Your
Answer: positioning. Correct

7. All of the following are examples of the marketing mix EXCEPT: Your
Answer: promotion. Correct Answer: profit. Incorrect Incorrect

8. The features of a new car (e.g. air bags, CD player, surround sound, heated seats,
automatic locks, etc.) are part of which aspect of the marketing mix? Your Answer:
Place Correct Answer: Product Incorrect Incorrect

9. In terms of customer value, all of the following are examples of resources used
to obtain benefits EXCEPT:

Your Answer: functional benefit. Correct

10. When a company can deliver customized messages to a small market segment
on an ongoing basis, this process is called: Your Answer: broadcasting. Correct
Answer: narrowcasting. Incorrect Incorrect
11. Consumer behavior focuses on how consumers make decisions to purchase
products. Your Answer: True Correct

12. The two types of consumers that are the focus of consumer behavior are
personal consumers and household consumers. Your Answer: True Correct
Answer: False Incorrect

13. A city government is an example of an organizational consumer. Your Answer:

True Correct

14. End-use consumption involves every person in the U.S. Your Answer: True
Correct

15. Mass marketing ideas are the basic assumptions in the marketing concept. Your
Answer: True Correct Answer: False Incorrect

16. The process of studying consumer behavior is called consumer research. Your
Answer: True Correct

17. A good positioning strategy focuses on the features of the product instead of
the benefits that the product will provide to the consumer. Your Answer: True
Correct Answer: False Incorrect

18. A sound marketing orientation is to consider the sale of a product as a

transaction and not as a part of a customer relationship.