Consumer Behavior
Review Questions
Course Introduction
Consumer Behavior explores the processes and factors that influence how individuals and groups select, purchase, use, and dispose of goods, services, ideas, and experiences. This course examines psychological, social, cultural, and economic determinants of consumer decision-making, and considers the implications for marketing strategies and business practices. Students will learn to analyze consumer needs and motivations, interpret buyer responses to marketing stimuli, and apply theoretical concepts to real-world marketing scenarios. Through case studies, discussions, and projects, the course aims to develop a deep understanding of consumer behavior and its impact on marketing effectiveness.
Recommended Textbook PROMO2 2nd Edition by Thomas O'Guinn
Available Study Resources on Quizplus
15 Chapters
984 Verified Questions
984 Flashcards
Source URL: https://quizplus.com/study-set/1124 Page 2
Chapter 1: The World of Integrated Marketing Communication
Available Study Resources on Quizplus for this Chatper
69 Verified Questions
69 Flashcards
Source URL: https://quizplus.com/quiz/22079
Sample Questions
Q1) Audiences can be considered geographic entities by marketers. The book offered five different types of promotion that result from this. List three of these different types of promotion defined by geography. Describe when the use of each of the three types you list is appropriate.
Answer: (1) Global promotion is possible only when brands and the messages about those brands have a similar appeal across diverse cultures. (2) International promotion occurs when firms prepare and place different promotion in different national markets. It is appropriate when a product does not have cross-cultural appeal and global recognition. (3) National promotion is used when a single message needs to reach all of the geographic areas of one nation. (4) Regional promotion is carried out by producers, wholesalers, distributors, and retailers that concentrate their efforts in a relatively large, but not national, geographic region. (5) Local promotion is directed at an audience in a single trading area, either a city or state.
Q2) To be effective, brand differentiation must be based on tangible as well as intangible differences between brands.
A)True
B)False Answer: True
To view all questions and flashcards with answers, click on the resource link above. Page 3
Chapter 2: The Promotion Industry
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/22080
Sample Questions
Q1) Interactive agencies help advertisers prepare communications for new media on the world wide web.
A)True
B)False
Answer: True
Q2) Media clutter, once a major problem of the mass media, has intensified as a barrier to quality advertising messages because of the introduction of new technologies and their contribution to an increased number of messages.
A)True
B)False Answer: True
Q3) Calvin Klein, and Revlon have developed their own in-house agencies because of economic reasons, and the fact that their in house agencies have brand specific control over and knowledge of their own marketing activities.
A)True
B)False Answer: True
To view all questions and flashcards with answers, click on the resource link above.
Page 4
Chapter 3: The Evolution of Promoting Brands
Available Study Resources on Quizplus for this Chatper
65 Verified Questions
65 Flashcards
Source URL: https://quizplus.com/quiz/22081
Sample Questions
Q1) In the advertising era referred to as World War II and After (1941-1960), advertising creativity
A) applied the principle of cognitive dissonance.
B) primarily used the social tableau approach.
C) is rarely remembered as advertising's golden age
D) was mainly affective advertising.
Answer: C
Q2) Which one of the following descriptions is not associated with the period of advertising known as the creative revolution?
A) Creatives began to have a bigger say in how agencies were run.
B) There was a trend toward simplicity.
C) There was increased representation of women and minorities.
D) Advertising became a symbol of consumption.
Answer: C
Q3) Because of the dramatic increase of goods on the market between 1875-1918, advertising took on less importance, as advertisers created new products for consumers.
A)True
B)False
Answer: False
To view all questions and flashcards with answers, click on the resource link above.
Page 5
Chapter 4: Understanding the Marketing Environment:
Segmentation, Targeting, and Positioning
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/22082
Sample Questions
Q1) Benefit positioning often refers to the functional benefits the brand offers. What else can it refer to?
A) there are no other kind of benefits
B) powerful emotional benefits that differentiate the brand in situations where all the competitors offer comparable functional benefits
C) the perceived utilities set with which consumers interpret the brand's messages
D) insignificant benefits such as peace of mind or prestige benefits
Q2) Segmentation used in selecting target markets that includes basic descriptors such as age, gender, and income is known as ____ segmentation.
A) psychographic
B) behavioral
C) geographic
D) demographic
Q3) Effective positioning is based on:
A) meaningful commitment of organizational resources
B) focus on providing substantive value for the intended target
C) simple and internally consistent over time
D) all of these statements are part of a sound basis for positioning
To view all questions and flashcards with answers, click on the resource link above. Page 6
Chapter 5: Understanding Buyer Behavior and the Communication Process
Available Study Resources on Quizplus for this Chatper
68 Verified Questions
68 Flashcards
Source URL: https://quizplus.com/quiz/22083
Sample Questions
Q1) The text tells us something that common sense also tells us: that it is difficult to get people to process a message about a headache remedy when they don't have a headache. This problem is a consumer phenomenon called
A) attention deficit disorder
B) selective attention
C) cognitive dissonance
D) involvement
Q2) Related to how a consumer's culture shapes his or her tastes and preferences is the concept of Cultural Capital, which is
A) financial investment in creating a brand meaning of clear social significance
B) a particular pattern of consumption that depends on fiscal stability
C) the value that a culture places on certain consumption practices and objects, for example owning a snowboard or a Porsche or flying first class all have cultural capital among certain groups like hipsters or wine snobs
D) the financial value of cultural icons like the Geico Gecko
Q3) Select a product that you use at least once a week. Then describe three possible functional benefits and three possible emotional benefits a person might receive from using the product. Be as specific as possible.
To view all questions and flashcards with answers, click on the resource link above. Page 7
Chapter 6: The Regulatory and Ethical Environment of Promotions
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/22084
Sample Questions
Q1) Those who argue that advertising promotes conformity and status seeking consumption behavior are rebutted by those who assert that advertising reflects, not causes, America's age of consumption.
A)True
B)False
Q2) To judge whether a particular instance of vertical cooperative advertising is a form of unfair competition, you must know if the advertising allowances involved represent hidden price concessions.
A)True
B)False
Q3) Critics of advertising charge that alcohol and tobacco firms are targeting adolescents with ads that make dangerous and addictive products appealing; which of the following is true
A) medical journals have proved that advertising makes adolescents start smoking
B) beer and alcohol makers are oblivious to these concerns
C) repeated research studies since the 1950s have shown that family, friends and peers are the strongest influences on the use of tobacco and alcohol products
D) use of tobacco and alcohol is hereditary
To view all questions and flashcards with answers, click on the resource link above. Page 8
Chapter 7: The International Market Environment for Brand Promotion
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/22085
Sample Questions
Q1) Make an argument for the use of a globalized campaign as opposed to a localized campaign. Then summarize the opposing argument.
Q2) One of the most frustrating aspects for Americans of the global media challenge is that
A) there are not enough newspapers worldwide to reach the intended audience.
B) media prices are subject to negotiation--no matter what the rate card says.
C) there are no rate cards for media in foreign markets.
D) there is no negotiation of media rates--media firms are rigid in their pricing.
Q3) (Scenario 7-2) Which of the following is not an argument for the localization of marketing efforts?
A) Different product attributes have different importance levels in different markets.
B) An effort cannot be successful if it ignores local customs and values.
C) Having to create individualized campaigns for local markets creates a powerful economy of scale.
D) A campaign is likely to fail if it does not fully assess and understand local competitive efforts.
To view all questions and flashcards with answers, click on the resource link above. Page 9
Chapter 8: Messaging and Media Strategies
Available Study Resources on Quizplus for this Chatper
47 Verified Questions
47 Flashcards
Source URL: https://quizplus.com/quiz/22086
Sample Questions
Q1) Creativity is the same no matter what the domain: the ability to consider and hold together seemingly inconsistent elements and forces.
A)True
B)False
Q2) In brainstorming, fear of being demoted is a great incentive to come up with the most brilliant idea.
A)True
B)False
Q3) (Scenario 8-2) Easy-Ride chooses Agency B to be their agency. What are the likely reasons?
A) Agency B understood that key task was to make a brand connection to the consumer
B) Agency A was in Florida which is a smaller state than California
C) Agency B was in LA and the client liked that city better, anticipating work meetings there instead of Florida
D) Agency A suggested changing their brand name, which already had a small but good image
Q4) Characterize the tensions between the creatives and the account executives (AEs) in an advertising agency.
To view all questions and flashcards with answers, click on the resource link above.
Chapter 9: The Internet
Available Study Resources on Quizplus for this Chatper
74 Verified Questions
74 Flashcards
Source URL: https://quizplus.com/quiz/22087
Sample Questions
Q1) If a person grants permission to an advertiser to send updates, specials and other incentives via email communication, this is referred to as permission marketing.
A)True
B)False
Q2) The measurement of Web audience that is the least accurate is A) hits.
B) pages.
C) visits.
D) users.
Q3) Which of the following is a strong advantage of the World Wide Web:
A) that it only uses visual transmission.
B) the technology allows for partial information exchange.
C) one-way information exchange.
D) 24-hour availability.
Q4) (Scenario 9-6) Which of the following is "term D"?
A) Unique Visits
B) Pages
C) Hits
D) Visits
To view all questions and flashcards with answers, click on the resource link above. Page 11
Chapter 10: Direct Marketing and Personal Selling
Available Study Resources on Quizplus for this Chatper
65 Verified Questions
65 Flashcards
Source URL: https://quizplus.com/quiz/22088
Sample Questions
Q1) A company uses its marketing database to run an RFM analysis on its customers. The F in RFM stands for frequency and refers to
A) the number of times a customer was reached with any kind of advertising message from the company.
B) the number of times a customer was reached through a direct-marketing medium for the company.
C) the number of times a customer bought a product from any product category.
D) the number of times a customer bought a product from the company.
Q2) A company wants to sell a fire-resistant car wax in a 30-minute infomercial. What does experience this medium suggest this company would be wise to do?
A) Sell the car wax for $9.95--about 50 percent of the maximum price.
B) Consumers don't watch all 30 minutes, so the call to action should occur 3 timesevery 10 minutes - in the half hour it runs.
C) Spend the extra cost on a celebrity because they are necessary to gain consumer attention
D) Understand that using the infomercial will make the brand appear cheap, so calculate the expected sales return with that in mind.
To view all questions and flashcards with answers, click on the resource link above.
Page 12
Chapter 11: Sales Promotion and Point of Purchase
Available Study Resources on Quizplus for this Chatper
70 Verified Questions
70 Flashcards
Source URL: https://quizplus.com/quiz/22089
Sample Questions
Q1) Describe the overall trend in spending on advertising and sales promotion since the 1980s. Outline at least four reasons behind this trend.
Q2) (Scenario 11-4) General Mills has experimented with selling "two packs" of several brands of cereal. These are two standard size boxes of cereal shrink wrapped together and offered at a special price. The objective for this form of consumer-market sales promotion is likely to ____.
A) simulate a trial purchase
B) stimulate a repeat purchase
C) stimulate a larger purchase
D) introduce a new brand
Q3) P-O-P refers to materials used in the retail setting to attract shoppers attention to ones product, convey primary product benefits, or highlight pricing information.
A)True
B)False
Q4) Jiffy Lube relies heavily on couponing in local newspapers and coupon sheets to promote its basic oil change service. What are four possible advantages that Jiffy Lube gains from using coupons?
To view all questions and flashcards with answers, click on the resource link above. Page 13
Chapter 12: Sponsorship, Product Placements, and Branded Entertainment
Available Study Resources on Quizplus for this Chatper
53 Verified Questions
53 Flashcards
Source URL: https://quizplus.com/quiz/22090
Sample Questions
Q1) (Scenario 12-3) The account executive approves your suggestions of a 10K heart health race sponsorship for promoting the Acme brand women's angina medication, and asks whether you can "enrich" the idea by presenting some related ideas that will leverage the event to support the brand even further. You email back and offer some ideas. Among those ideas is (are) ____.
A) Creating a limited edition tee shirt specially designed by a local artist that will incorporate the race name and the Acme brand name. The client management team who will attend in support of the race will personally give a tee to each woman who runs.
B) Brand placement in a video game currently under development
C) All of these statements are leveraging ideas
D) A series of kinetic billboards designed to highlight Acme's sponsorship of the race and be posted for two months in advance of race day that also sends interested consumers to the Acme website.
Q2) The convergence of Madison & Vine refers to the two renowned avenues of the advertising and entertainment industries respectively and their convergence with the branding efforts of marketers.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above. Page 14
Chapter 13: Public Relations, Influencer Marketing, Social
Media, and Corporate Advertising
Available Study Resources on Quizplus for this Chatper
71 Verified Questions
71 Flashcards
Source URL: https://quizplus.com/quiz/22091
Sample Questions
Q1) How do proactive and reactive public relations strategies differ? Describe the steps necessary to implement each strategy.
Q2) (Scenario 13-2) The situation is not as bad as it could be, because your public relations agency had already identified environmental issues as a weak area for your company. As a result, the agency had been in contact with important constituent groups before the furor erupted. A weak area is referred to as ____ by people in the public relations industry.
A) an Achilles' heel
B) a vulnerability
C) a red spot
D) a negative opportunity
Q3) (Scenario 13-3) Reacting to negative news reports, Wisconsin Education Association Council used what type of public relations strategy?
A) image management
B) proactive
C) topspin
D) reactive
To view all questions and flashcards with answers, click on the resource link above.
Page 15
Chapter 14: Personal Selling and Sales Management
Available Study Resources on Quizplus for this Chatper
63 Verified Questions
63 Flashcards
Source URL: https://quizplus.com/quiz/22092
Sample
Questions
Q1) Mike, the sales manager for Mega brands wants to increase the motivation of his sales force but has a very tight budget and cannot increase compensation. "Well, money isn't everything" he thinks. Mike decides to start posting on the company website the high performing individuals that have exceeded their short-term goals. Which of the following nonmonetary compensation methods is Mike employing?
A) task clarity
B) job/life satisfaction
C) recognition of goal attainment
D) perquisites/perks
Q2) Mega brands has some salespeople that call on wholesalers, large retail chains, and small retailers. Mega brand has structured the salesforce by A) geographic territory.
B) product lines.
C) type of customer .
D) channel power.
Q3) The final stage in the personal selling process is closing the sale.
A)True
B)False
To view all questions and flashcards with answers, click on the resource link above.
16
Chapter 15: Measuring the Effectiveness of Brand Promotions
Available Study Resources on Quizplus for this Chatper
59 Verified Questions
59 Flashcards
Source URL: https://quizplus.com/quiz/22093
Sample Questions
Q1) To perform an attitude change study, it is necessary to measure the attitudes of consumers before they are exposed to an advertisement.
A)True
B)False
Q2) Physiological measures include all of the following EXCEPT
A) eye-tracking systems.
B) psychogalvanometers.
C) voice response analysis.
D) resonance tests.
Q3) P-O-P materials effectiveness is measured
A) almost exclusively on the basis of sales.
B) using retailer receptivity.
C) by how long the display stays up before it is removed by the retailer.
D) through telephone surveys of recall by shoppers of the store.
Q4) Aside from measuring just the inquires or sales generated, direct marketing
A) is more difficult to determine the effectiveness of then advertising.
B) allows for a more refined evaluations against geodemographic objectives.
C) is much less costly on a CPM basis then public relations.
D) does not allow for a profitability or return on investment calculations because of its complexity.
To view all questions and flashcards with answers, click on the resource link above. Page 17