Which of the following statements about culture as an influence on consumer buying behavior is true?
a. It prescribes acceptable behavior, which is rarely based on human interactions.
b. It is inherent as people are born with an awareness of the values and norms of their culture.
c. It encompasses all the things that consumers do without conscious choice.
d. It does not adapt to changing consumer needs and an evolving environment.
ANSWER: c
Culture encompasses all the things that consumers do without conscious choice. What people eat, how they dress, what they think and feel, and what language they speak are all dimensions of culture.
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What is immediate, up-to-date information?
A. Information granularity B. Real-time systems C. Information governance D. Real-time information
In crafting a company's strategy, managers
A. are wise not to decide on concrete courses of action in order to preserve maximum strategic flexibility. B. face the biggest challenge of how closely to replicate strategies of successful companies in the industry. C. are well-advised to be risk-averse and develop a "conservative" strategy-"dare-to-be-different" strategies are rarely successful. D. have comparatively little freedom in choosing the "hows" of strategy. E. need to come up with a sustainable competitive advantage that draws in customers and produces a competitive edge over rivals.
In 1962, President John F. Kennedy outlined a Consumer Bill of Rights that codified the ethics of exchange between buyers and sellers. These were the right: (1) to safety; (2) ________; (3) to choose; and (4) to be heard.
A. to privacy B. to be informed C. to receive fair prices for both products and services D. to be treated without prejudice E. to be treated with respect
Scenario 4.1 Use the following to answer the questions. Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television. The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of
the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide. Refer to Scenario 4.1. Kashi's testing of the Crunchy Wheat promotion is an example of A. the collection of secondary data used in a descriptive study. B. information feedback used in an exploratory study. C. the collection of secondary data used in an exploratory study. D. the collection of primary data used in a descriptive study. E. the defining and locating problems through an observational technique.