Consumer Behavior
Midterm Exam
Course Introduction
Consumer Behavior explores the psychological, social, and cultural influences that drive individuals and groups to make purchasing decisions. The course examines key theories and concepts related to motivation, perception, learning, attitude formation, and decision-making in the context of marketing. Students learn how personal, situational, and external factors shape consumer preferences, behaviors, and loyalty to brands. By analyzing real-world case studies and current trends, the course equips students with the skills to interpret consumer data and develop effective marketing strategies that respond to the needs and wants of target audiences.
Recommended Textbook Marketing Principles v. 2.0 1st Edition by Jeff
Tanner
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1775 Verified Questions
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Page 2
Chapter 1: What Is Marketing?
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100 Flashcards
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Sample Questions
Q1) The company's strategic plan and the marketing plan both begin with a focus on customers.
A)True
B)False
Answer: True
Q2) Good marketing focuses primarily on making a profit for the corporation.
A)True
B)False
Answer: False
Q3) _____ refers to the actual transportation and storage of materials and products.
A) Logistics
B) Product orientation
C) Product placement
D) Value
E) Direct marketing
Answer: A
Q4) _____ professionals combine advertising,direct marketing,and other areas of marketing to communicate directly with customers via social media,the web,and mobile media.
Answer: Digital media
Page 3
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Chapter 2: Strategic Planning
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Sample Questions
Q1) The _____ is a portfolio-planning approach that examines a business's strengths and the attractiveness of industries.
Answer: General Electric approach
Q2) Trent would like to increase his clothing sales by 4% over the next 24 months.Which of the following has Trent created?
A) Market penetration strategy
B) Downsizing strategy
C) Mission statement
D) Objective
E) Marketing plan
Answer: D
Q3) _____ are internal factors that are somewhat controllable and can be utilized by the company to create a competitive advantage.
Answer: Strengths
Q4) An auto company decided to downsize a current vehicle model into a smaller SUV.This is known as utilizing a _____ strategy.
Answer: product-development
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Chapter 3: Consumer Behavior: How People Make Buying Decisions
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Sample Questions
Q1) Selective perception is the process whereby a person _____ information based on how relevant it is to them.
Answer: filters
Q2) To change the situational factor known as the _____,Neiman Marcus began introducing more mid-priced brands.
Answer: consumer's mood
Q3) Products that carry a high level of risk and/or have a high price tag for a specific individual who is making the decision are known as _____.
Answer: high-involvement products
Q4) Market researchers believe people buy products to enhance how they feel about themselves.
A)True
B)False
Answer: True
Q5) The consumer purchasing process begins with the search for information. A)True
B)False
Answer: False
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Chapter 4: Business Buying Behavior
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Sample Questions
Q1) The Federal Trade Commission regulates companies:
A) in an effort to prevent them from engaging in unfair trade practices.
B) in order to help them create more aggressive marketing campaigns.
C) in an effort to reduce competitive business practices.
D) to enhance customer feedback and value.
E) to help them increase their profit margin.
Q2) Resellers are companies that sell goods and services that they have transformed.
A)True
B)False
Q3) Suppliers are the only ones to blame for poor performance records.
A)True
B)False
Q4) Fluctuating demand changes sharply in response to a change in _____ demand.
Q5) List and describe the four major categories of business buyers.
Q6) Explain the factors that can lead to sub-par purchase decisions.
Q7) Institutional markets include state and local governments.
A)True
B)False
Page 6
Q8) List and describe the steps in the B2B buying process.
Q9) How do sellers find government buyers?
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Page 7
Chapter 5: Market Segmenting, Targeting, and Positioning
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Sample Questions
Q1) _____ is the result of using both qualitative and quantitative data.
Q2) The sub-segment of the Hispanic market that is characterized as containing individuals who are English dominant,free thinkers,and multicultural is known as _____.
A) accidental explorers
B) the enlightened C) just moved in'rs
D) SYLrs
E) FOBrs
Q3) One of the most well-known psychographic surveys is VALS.
A)True
B)False
Q4) It is beneficial for a business to get to know and form close relationships with _____ because it is the goal to do as much business as possible with each one of them.
Q5) Positioning can help answer the question,"Why should buyers purchase your offering versus another?"
A)True
B)False
Q6) Information about customers is often kept in a _____ system.
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Chapter 6: Creating Offerings
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Sample Questions
Q1) _____ refers to an intangible component of an offering.
Q2) A _____ is used by a seller to differentiate its offerings from competitors' offerings.
Q3) A _____ is one for which the consumer will make an effort to compare and select a brand.
A) convenience offering
B) shopping offering
C) specialty offering
D) unsought offering
E) product offering
Q4) The categories in which consumer offerings are placed are based on the characteristic of the offerings themselves.
A)True
B)False
Q5) _____ refers to the degree to which a feature satisfies a buyer's need or desire.
Q6) A _____ is the spoken part of an identity used to describe the brand.
Q7) A(n)_____ has been processed into a finished good but is not a stand-alone product.
Q8) List and describe the four types of consumer offerings.
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Chapter 7: Developing and Managing Offerings
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Sample Questions
Q1) In the decline stage,changes in consumer preferences,technological advances,and alternatives that satisfy the same need can lead to a(n)_____ in demand for a product.
Q2) An organization utilizing a penetration pricing strategy is hoping to sell a(n)_____ volume in order to generate _____ revenues.
Q3) In B2B markets,customers are typically a large source of new product ideas.
A)True
B)False
Q4) A new offering's financial feasibility addresses its ability to _____.
Q5) The stage in the product life cycle when promotions focus on the specific benefits the product offers and its value relative to competitive offerings is known as the _____ stage.
A) maturity
B) growth
C) introduction
D) decline
E) downsizing
Q6) The introduction stage is the first stage of the product life cycle after a product is _____.
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Chapter 8: Using Marketing Channels to Create Value for Customers
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Sample Questions
Q1) A(n)_____ provision designates who is responsible for what shipping costs,who owns title of goods and when.
Q2) _____ is the practice of selling a large quantity of goods at a price too low to be economically justifiable in another country.
A) Integration
B) Dumping
C) Pull strategy
D) Regrouping
E) Disintermediation
Q3) Frank needs to buy groceries,get a haircut,and stop for lunch.He could accomplish all these things under the same roof if he were to visit a(n)_____.
A) superstore
B) supermarket
C) grocery store
D) convenience store
E) category killer
Q4) Store brands are products _____ produce themselves or pay _____ to produce for them.
Q5) _____ has contributed to consumers gaining channel power.
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Chapter 9: Using Supply Chains to Create Value for Customers
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Sample Questions
Q1) A(n)_____ is an organization whose duties include consolidating small loads of freight,negotiating rates for their shipment,and booking space for them on transportation vehicles and in warehouses.
Q2) Provide examples of how companies can forecast demand.
Q3) Extracting value from waste and using it to create new products in known as:
A) reverse engineering.
B) mining.
C) upward logistics.
D) upcycling.
E) backward integration.
Q4) If a firm can find a company that can add more value to a function than it can itself,it will often _____ the task to that company.
A) offshore
B) procure
C) source
D) outsource
E) insource
Q5) The physical flow of materials in the supply chain is known as _____.
Q6) _____ is a good option for a company transporting freshly cut flowers.
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Chapter 10: Gathering and Using Information: Marketing Research and
Market
Intelligence
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Sample Questions
Q1) The intranet is an excellent tool utilized by companies to reach consumers.
A)True
B)False
Q2) _____ is data generated about the number of people who visit a Web site and its various pages.
Q3) The _____ is the overall tendency of the study to be off-kilter.
Q4) _____ involves a native speaker translating a survey into a foreign language and then translating it back to the original language.
Q5) Stealing product strategy information from a competitor is known as:
A) industrial espionage.
B) competitive intelligence.
C) product investigation.
D) consumer protection.
E) strategic marketing.
Q6) What format is entailed in a questionnaire?
Q7) A researcher asking a respondent to complete sentences is engaging in a(n)_____.
Page 13
Q8) _____ data is more expensive and time consuming to collect than _____ data.
Q9) A(n)_____ is paid to shop at a predetermined establishment and report findings in terms of service,cleanliness,etc.
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Page 14
Chapter 11: Integrated Marketing Communications and the Changing Media Landscape
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Sample Questions
Q1) The objective and task method takes objectives into consideration and the costs of the tasks necessary to accomplish objectives in order to determine the promotion budget.
A)True
B)False
Q2) The general types of communication like television and radio are referred to as _____.
Q3) Sales promotions include promotions that are part of the other components of the communication mix.
A)True
B)False
Q4) Integrated marketing communications:
A) provide an approach to deliver one consistent message.
B) budget the promotional efforts related to a product.
C) measure the number of people exposed to a message.
D) measure how often people are exposed to a message.
E) measure how receivers interpret messages.
Q5) _____ can be personalized and can be used to ask consumers to make a call to action.
Q6) Purchasing a product provides the sender with _____. Page 15
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Page 16
Chapter 12: Public Relations, Social Media, and Sponsorships
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Sample Questions
Q1) News stories or reviews about products in the mass media are examples of ______.
Q2) A(n)_____ is a news story written by an organization to promote a product,service,or person.
Q3) Cause-related marketing is often associated with a customer backlash.
A)True
B)False
Q4) While organizations are allocating more of their promotion budgets to social media,they are also generating a lot of buzz or talk without a lot of _____.
Q5) _____ can have a positive PR impact by strengthening the affinity people have for a company that engages in it.
A) Couponing
B) Promotional marketing
C) Product placement
D) Cause-related marketing
E) Sales promotions
Q6) _____ uses technology and mobility to provide an interactive means of communication among people.
Q7) Explain the benefits of PR specialists.
Q8) _____ involves paying a fee to have your name associated with different things. Page 17
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Page 18
Chapter 13: Professional Selling
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Sample Questions
Q1) The more potential buyers there are in the _____,the more revenue a salesperson is likely to generate.
Q2) Explain how marketing helps sales efforts.
Q3) _____ works best if the needs of customers vary,but the products being offered are fairly standard.
A) Consultative selling
B) Right-sales selling
C) Script-based selling
D) Strategic-partner selling
E) Needs-satisfaction selling
Q4) Courts often uphold a seller's obligation to protect the buyer's information,even with no nondisclosure agreement.
A)True
B)False
Q5) Sales executives typically focus solely on sales.
A)True
B)False
Q6) _____ are more common when sales cycles are short.
Q7) _____ involves finding potential customers.
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Q8) Independent agents are salespeople who _____ employees of the company.
Chapter 14: Customer Satisfaction, Loyalty, and Empowerment
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Sample Questions
Q1) _____ participate regularly in marketing research activities.
Q2) List some characteristics of loyalty programs that can make them effective.
Q3) Early research on loyalty showed that loyal customers were more willing to overlook a problem related to the brand.
A)True
B)False
Q4) A company should avoid setting expectations _____ in addition to setting them _____.
Q5) U.S.privacy laws apply to Internet marketing.
A)True
B)False
Q6) The _____ requires certain institutions to provide written notices of their privacy policies.
A) Robinson-Patman Act
B) CAN-SPAM Act
C) Marketing Solicitation Act
D) CANNOT-SPAM Act
E) Gramm-Leach-Bliley Act
Page 20
Q7) Social media spending _____ in 2008 and continued to rise through 2011 despite the poor economy.
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Chapter 15: Price,the Only Revenue Generator
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Sample Questions
Q1) Demand is said to be _____ when the demand for a product stays relatively the same and buyers are not sensitive to changes in its price.
A) gaining market share
B) price elastic
C) lost
D) price sensitive
E) price inelastic
Q2) A skimming price strategy targets buyers who are willing to pay a high price and buy products _____.
Q3) _____ involves pricing one or more items low to get people into a store.
A) Leader pricing
B) Bait-and-switch pricing
C) Demand backward pricing
D) Loss leader pricing
E) Premium pricing
Q4) How do product costs impact a firm's pricing decisions?
Q5) Capturing more market share means a firm will earn higher profits.
A)True
B)False
Q6) _____ refers to people's sensitivity to price changes.
Page 22
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Chapter 16: The Marketing Plan
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Sample Questions
Q1) Strengths and opportunities are positive situational factors arising from within the firm.
A)True
B)False
Q2) What is the purpose of the marketing plan?
Q3) As a sole method of forecasting,expert opinions are mostly very accurate.
A)True
B)False
Q4) Team members creating a marketing plan can be specialists in a certain area.
A)True
B)False
Q5) The _____ is an adjustment whereby the rate of change for the past few periods is averaged; while _____ is a type of moving average that puts more emphasis on the most recent period.
A) moving average; exponential smoothing
B) moving average; correlational analysis
C) exponential smoothing; moving average
D) correlational analysis; moving average
E) exponential smoothing; correlational analysis
Q6) _____ is the application of science to solve problems.
Page 23
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