Consumer Behavior Test

Consumer Behavior

Ninth Edition, 2007

ISBN: 0-13-186960-4

Leon G. Schiffman and Leslie Lazar Kanuk

Pearson/Prentice Hall, Upper Saddle River, NJ 07458

CONSUMER BEHAVIOR Study Guide

CONSUMER BEHAVIOR

Unit 1 Examination

CONSUMER BEHAVIOR

Unit One

Multiple Choice Questions (Enter your answers on the enclosed answer sheet)

1. The _____ concept assumes that consumers will buy the product that offers

them the highest quality, the most features and the best performance.

a. production

b. marketing

c. selling

d. product

e. targeting

2. The product concept leads to marketing myopia, which means that the _____.

a. focus is on what consumers want and need

b. focus is on what is best for society

c. focus is on the product rather than the consumer

d. focus is on quality of service

e. focus is on minimizing the cost of production

3. One of the underlying convictions of the _____ is that consumers are unlikely

to buy the product unless they are aggressively persuaded to do so.

a. production concept

b. selling concept

c. market segmentation

d. product concept

e. societal concept

4. Today, the _____ is typically utilized by marketers of unsought goods such as

life insurance.

a. product concept

b. societal marketing

c. selling concept

d. marketing myopia

e. production concept

5. The consumer-oriented philosophy that evolved when marketers realized it

would be easier to sell more goods to consumers who had already expressed

interest is known as the _____.

a. selling concept

b. marketing concept

c. societal marketing concept

d. customer satisfaction philosophy

e. production concept

Unit 1 Examination

CONSUMER BEHAVIOR

6. One of the central tenets of the _____ is that companies will be able to sell

more goods, more easily, if they produce only those goods that they have

already determined that consumers will buy.

a. production concept

b. marketing concept

c. market segment

d. target market

e. selling concept

7. _____ is...