Practice Questions on Consumer Behavior
Name of the Student
………………………………………………………………………..
Program Enrolled BBM/ BIB
Course
Consumer Behaviour
Course Code
MKT 312
Chapter – 1
Practice Questions
1. When Bill orders five movie tickets online for himself and his friends for a Friday night showing of the latest action thriller, he is acting as a(n) _________________
A) Organizational consumer
B) Team consumer
C) Non-profit consumer
D) Personal consumer
2. Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens who are heavy cell-phone users and live in households earning over $150,000 per year. In tailoring the plan for a specific group of consumers based on their particular needs, Matt's Mobile Services has provided an example of ________.
A) Societal marketing
B) Market targeting
C) The selling orientation
D) The product concept
3. Once or twice a year, when Estee Lauder runs a particularly good promotion, Candace buys some new make-up. She typically only spends the minimum required to qualify for the promotion. On the customer profitability pyramid, Candace is most likely to fall into the ________ tier.
A) Lead
B) Silver
C) Iron
D) Platinum
AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and Western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights. Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing. This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase. Transatlantic also
………………………………………………………………………..
Program Enrolled BBM/ BIB
Course
Consumer Behaviour
Course Code
MKT 312
Chapter – 1
Practice Questions
1. When Bill orders five movie tickets online for himself and his friends for a Friday night showing of the latest action thriller, he is acting as a(n) _________________
A) Organizational consumer
B) Team consumer
C) Non-profit consumer
D) Personal consumer
2. Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens who are heavy cell-phone users and live in households earning over $150,000 per year. In tailoring the plan for a specific group of consumers based on their particular needs, Matt's Mobile Services has provided an example of ________.
A) Societal marketing
B) Market targeting
C) The selling orientation
D) The product concept
3. Once or twice a year, when Estee Lauder runs a particularly good promotion, Candace buys some new make-up. She typically only spends the minimum required to qualify for the promotion. On the customer profitability pyramid, Candace is most likely to fall into the ________ tier.
A) Lead
B) Silver
C) Iron
D) Platinum
AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and Western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights. Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing. This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase. Transatlantic also