Consumer Behavior Exam Preparation Guide
Course Introduction
Consumer Behavior explores the psychological, social, cultural, and economic factors that influence individuals purchasing decisions and consumption habits. This course examines how consumers recognize needs, gather and process information, evaluate alternatives, make buying choices, and use and dispose of products or services. Students will analyze theories and models of consumer motivation, perception, attitude formation, and learning, as well as the impact of reference groups, family, social class, and culture. Through case studies and applied projects, the course emphasizes practical strategies for marketing professionals to understand, predict, and influence consumer actions in dynamic marketplaces.
Recommended Textbook
Marketing An Introduction 12th Edition by Gary Armstrong
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16 Chapters
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1600 Flashcards
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Page 2
Chapter 1: Marketing: Creating and Capturing Customer Value
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) When customers don't know what they want or don't even know what's possible,the most effective strategy is ________ marketing.
A) customer-driven
B) customer-driving
C) societal
D) functional
E) product
Answer: B
Q2) Customer-perceived value is defined as a customer's evaluation of the perceived difference between all the benefits and all the costs of a market offering relative to those of competing offers.
A)True
B)False
Answer: True
Q3) Organizations that follow the societal marketing concept most likely practice socially and environmentally responsible marketing.
A)True
B)False
Answer: True
Page 3
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Chapter 2: Company and Marketing Strategy: Partnering to
Build Customer Relationships
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100 Flashcards
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Sample Questions
Q1) To which of the following elements of the marketing mix do design,packaging,services,and features belong?
A) product
B) price
C) promotion
D) place
E) people
Answer: A
Q2) Which of the following is true of marketing ROI?
A) Marketing ROI uses only those marketing factors that can be measured in dollars.
B) Marketing ROI ignores customer-centered measures of marketing impact, such as customer acquisition and retention.
C) Marketing ROI is easier to calculate than financial ROI.
D) Marketing ROI cannot be assessed in terms of standard marketing performance measures, such as brand awareness, sales, or market share.
E) Marketing ROI measures the profits generated by investments in marketing activities.
Answer: E
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Chapter 3: Analyzing the Marketing Environment
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Sample Questions
Q1) Which of the following is an example of a media public?
A) community organization
B) minority group
C) television station
D) banking institution
E) federal government
Answer: C
Q2) Secure is a financial services and insurance company.The company's most profitable division is one that sells the Secure Future Plan.The Secure Future Plan targets customers who are entering retirement and want long-term savings so they can remain financially independent in the later years of their life.The marketing team at Secure has most likely targeted the plan at ________.
A) Millennials
B) baby boomers
C) Generation Xers
D) Generation Zers
E) the Lost Generation
Answer: B
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Chapter 4: Managing Marketing Information to Gain Customer Insights
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Sample Questions
Q1) The most common research instrument,whether administered in person,by phone,by e-mail,or online,is the ________.
A) mechanical device
B) personal interview
C) questionnaire
D) telephone interview
E) focus group
Q2) Which of the following sources constitutes the internal database of a company?
A) commercial online databases
B) conversations on social media
C) the company's sales records
D) reports sold by market research firms
E) the Web
Q3) What is the last step in the marketing research process?
A) developing a research plan
B) determining a research approach
C) interpreting the findings
D) gathering internal data
E) using behavioral targeting
Q4) What is neuromarketing? How is neuromarketing used by marketers?
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Chapter 5: Understanding Consumer and Business Buyer Behavior
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Sample Questions
Q1) Explain Maslow's hierarchy of needs.
Q2) A shoe company's ads feature the members of a popular country music band.Product sales increase significantly among the band's fans.From the fans' viewpoint,the band is a(n)________.
A) membership group
B) reference group
C) laggard
D) subculture
E) late-majority adopter
Q3) In which of the following stages of the adoption process does a consumer consider whether trying a new product makes sense?
A) interest
B) adoption
C) evaluation
D) awareness
E) trial
Q4) Consumers within a social class tend to exhibit similar buying behaviors.
A)True
B)False
Q5) Identify and describe the stages in the adoption process of a new product.
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Chapter 6: Customer-Driven Marketing Strategy: Creating
Value for Target Customers
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Sample Questions
Q1) Marketers typically limit their market segmentation analysis to a single variable in order to simplify the process.
A)True
B)False
Q2) When a market segment is large or profitable enough to serve,it is termed ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) differentiable
Q3) ________ marketing tailors brands and promotions to the needs and wants of specific cities,neighborhoods,and even stores.
A) Differentiated
B) Mass
C) Niche
D) Local
E) Individual
Q4) Why do international markets need to be segmented?
Q5) Explain the concept of positioning for competitive advantage.
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Chapter 7: Products,Services,and Brands: Building
Customer Value
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Sample Questions
Q1) Which packaging component identifies the product or brand?
A) unit price
B) material
C) label
D) trademark
E) copyright symbol
Q2) Which of the following is most likely a true statement about services?
A) Services can be stored for later sale or use.
B) Service quality is not dependent on the provider.
C) Services can be easily separated from their providers.
D) A service is intangible before it is purchased.
E) Demand fluctuation has little to no impact on service providers.
Q3) Describe the various categories of consumer products.
Q4) Describe the various categories of industrial products with examples.
Q5) Furniture is an example of a shopping product.
A)True
B)False
Q7) What are the two dimensions of product quality? Page 9
Q6) What is co-branding? What are the advantages of co-branding? Provide an example to illustrate your answer.
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Page 10
Chapter 8: New Product Development and Product Life Cycle Strategies
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Sample Questions
Q1) Craft Inc.'s Krayons is a multi-color chalk material that was released in the market over a century ago.Since the release,the company has had remarkable sales and Krayons has remained unchanged.However,over the last few years,sales of Krayons have been stagnant.Competitors have begun marking prices down,and increasing their advertising and sales promotions.Craft's Krayons is most likely in the ________ stage of the PLC.
A) introduction
B) maturity
C) growth
D) decline
E) incubation
Q2) With the crowdsourcing approach,a company can estimate the sales volume that a new product will generate.
A)True
B)False
Q3) Discuss public policy issues,government regulations,and laws that affect new product development.
Q4) Explain what happens during the concept testing stage of new product development.
Q5) Briefly describe the steps in the new product development process.
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Chapter 9: Pricing: Understanding and Capturing Customer Value
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Sample Questions
Q1) Target return pricing is a variation of break-even pricing.
A)True
B)False
Q2) A company designs what it considers to be a good product,calculates the expenses of making the product,and sets a price that adds a standard markup to the cost of the product.This approach to pricing is called ________ pricing.
A) value-added
B) good-value
C) cost-plus
D) competitor-based
E) break-even
Q3) With reference to pricing in different types of markets,compare oligopolistic competition with a pure monopoly.
Q4) What external factors affect the pricing decisions made by organizations?
Q5) The price that a company should charge in a specific country depends on the nature of the wholesaling and retailing system in that country.
A)True
B)False
Q6) Explain product line pricing.
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Chapter 10: Marketing Channels: Delivering Customer Value
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Sample Questions
Q1) How does a company determine its channel objectives? What factors influence the channel objectives of a company?
Q2) Outbound logistics refers to moving ________.
A) unwanted, excess products from resellers to producers
B) raw materials from suppliers to the factory
C) excess materials from the factory to suppliers
D) products from the factory to resellers
E) broken, damaged products from customers to producers
Q3) Jupiter Steel is the chief provider of metals to Greystone Motors.Greystone Motors has two models of cars-one for commercial and ordinary consumers and another for professional car racing teams.Greystone Motors has designated dealers to sell its commercial cars to consumers,while racing cars are sold directly to the racing teams.In such a distribution channel,which of the following would be considered a horizontal conflict?
A) a conflict between Jupiter Steel and Greystone Motors
B) a conflict between Jupiter Steel and Greystone dealers
C) a conflict between two Greystone Motors car dealerships
D) a conflict between a Greystone Motors car dealership and a racing team
E) a conflict between Greystone Motors and its car dealerships
Q4) What is marketing logistics? What are the components of marketing logistics?
Page 13
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Chapter 11: Retailing and Wholesaling
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Sample Questions
Q1) Voluntary chains are normally based on one unique product or a specific trade name.
A)True
B)False
Q2) Carleese,a leading fashion brand,sets up small temporary boutiques across numerous locations during its year-end sale,promoting its outdated products at half the price.These temporary boutiques are referred to as ________.
A) power centers
B) franchises
C) shopping centers
D) pop-up stores
E) category killers
Q3) PennyLane Retailers believe in a do-it-yourself approach,and their stores are designed for consumers who are willing to perform their own locate-compare-select process.PennyLane is an example of a full-service retailer.
A)True
B)False
Q4) Compare and contrast specialty stores and convenience stores.
Q5) Differentiate between power centers and lifestyle centers.
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Chapter 12: Engaging Consumers and Communicating
Customer Value: Advertising and Public Relations
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Sample Questions
Q1) In a promotion mix,________ occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships.
A) advertising
B) public relations
C) crowdsourcing
D) merchandising
E) personal selling
Q2) Public relations is the form of product advertising that is most widely utilized by U.S.firms.
A)True
B)False
Q3) Why do today's firms need integrated marketing communications systems? How do firms benefit from such systems?
Q4) Integrated marketing communications involves carefully coordinating a company's many communications channels to deliver a clear,consistent,and compelling message about the organization and its products.
A)True
B)False
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Chapter 13: Personal Selling and Sales Promotion
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Sample Questions
Q1) Sandy Bayes works at Hilton Brews as a senior sales executive and manages all the key national accounts of his company.His job involves ensuring that key customers receive the best service from Hilton Brews.Sandy is also responsible for acquiring new customers with high consumption needs on a nation-wide basis.Despite his lack of product specialization in all the product lines,Sandy is hired for this position because of his excellent interpersonal skills.Hilton Brews has most likely adopted a ________ sales-force structure.
A) product
B) team-based
C) territorial
D) market
E) complex
Q2) In which of the following promotion tools does a customer send a proof of purchase to a manufacturer,who then refunds part of the purchase price by mail?
A) rebate
B) coupon
C) sample
D) premium
E) price pack
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Page 16
Chapter 14: Direct, Online, Social Media, and Mobile Marketing
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Sample Questions
Q1) Which of the following is the fastest-growing form of marketing?
A) direct marketing
B) undifferentiated marketing
C) internal marketing
D) mass marketing
E) standardized marketing
Q2) Blogs are online journals where people post their thoughts,usually on a narrow topic.
A)True
B)False
Q3) Describe two ways in which marketers can engage in social media.What are the challenges and advantages of these approaches?
Q4) Unsolicited and unwanted commercial e-mail is referred to as ________.
A) an infomercial
B) an advertorial
C) viral marketing
D) social media
E) spam
Q5) Describe spam and permission-based e-mail marketing.
Q6) Explain the concept of viral marketing.
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Chapter 15: The Global Marketplace
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Sample Questions
Q1) Companies that export goods to one country cannot have a subsidiary in another country because of international trade agreements.
A)True
B)False
Q2) Foreign businesses can face nontariff trade barriers restricting product standards. A)True
B)False
Q3) Jazz is a costume jewelry manufacturing company based in the United States.The company decides to sell its products abroad,but it faces the major problem of price escalation.What is price escalation? How can Jazz overcome this problem?
Q4) Price escalation is caused by transportation costs,tariffs,importer margin,wholesaler margin,and retailer margin.As a result,foreign prices are typically lower than domestic prices for comparable products.
A)True
B)False
Q5) What is the North American Free Trade Agreement (NAFTA)?
Q6) Explain product invention with the help of suitable examples.
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Page 18
Chapter 16: Social Responsibility and Ethics
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Sample Questions
Q1) Identify the major social criticisms of marketing.
Q2) ________ serves as a guide to the future,laying out how a company's products and services,processes,and policies must evolve and what new technologies must be developed to get there.
A) An environmental mission statement
B) A cradle-to-cradle practice
C) Pollution prevention
D) Product stewardship
E) A sustainability vision
Q3) The challenge for makers of ________ products is to add long-run benefits without reducing the products' agreeable qualities.
A) salutary
B) desirable
C) pleasing
D) durable
E) deficient
Q4) Briefly describe a few ways the American marketing system is accused of harming the consumer.
Q5) How can companies help marketers act ethically when faced with ethical dilemmas?
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