A person who believes that it is critical for marketing managers to have a thorough knowledge of consumer behavior is likely to agree that:
a. consumers' product and service preferences are constant and unchanging.
b. a proper marketing mix for a market can be achieved by understanding consumers' desires.
c. consumer decision making always occurs in a step-by-step sequence.
d. the level of consumer involvement while buying a product has little impact on the final purchase decision.
ANSWER: b
Consumers' product and service preferences are constantly changing. Marketing managers must understand these desires in order to create a proper marketing mix for a well-defined market. So it is critical that marketing managers have a thorough knowledge of consumer behavior.
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