Consumer Behaviour Study Guide
Questions
Course Introduction
Consumer Behaviour examines the psychological, social, and cultural factors that influence individuals and groups in their decision-making processes related to the acquisition, consumption, and disposal of goods and services. The course explores key theories and concepts such as perception, motivation, attitude formation, learning, and personality, while also addressing the impact of family, social class, and culture on consumer choices. Through analysis of consumer behavior models and real-world case studies, students will develop a comprehensive understanding of how marketing strategies can be tailored to effectively meet consumer needs and influence purchasing decisions in a dynamic marketplace.
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Marketing 4th Canadian Edition by Dhruv Grewal
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18 Chapters
2312 Verified Questions
2312 Flashcards
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2
Chapter 1: Overview of Marketing
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130 Flashcards
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Sample Questions
Q1) A sports goods manufacturing company attempts to sell consumers as many of their products as possible without focusing on what they really want.It mainly focuses on advertising its products in order to attract customers.It believes that customers will like its products once they try them.This is an example of a:
A)brand-oriented company.
B)market-oriented company.
C)sales-oriented company.
D)value-oriented company.
E)customer-oriented company.
Answer: C
Q2) The key to the success of many entrepreneurs is that they launch ventures that:
A)aim to satisfy unfilled needs.
B)have a product orientation.
C)exclusively focus on distributing innovative products.
D)depend on heavy doses of personal selling and advertising.
E)have a sales orientation.
Answer: A
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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Sample Questions
Q1) Emily regularly chooses Argo Airlines for her travels.The company values her preference and rewards her with loyalty points.It would entitle Emily for reduced ticket rates for certain flights.Through this offer, the company succeeds in retaining a regular user.In this scenario, which of the following is used by Argo Airlines to achieve sustainable competitive advantage?
A)Operational excellence
B)Product excellence
C)Diversification excellence
D)Locational excellence
E)Customer excellence
Answer: E
Q2) In a SWOT analysis, which of the following is considered a company's strength?
A)Presence of wide distribution networks
B)Attractiveness of the industry
C)Market exit of a competitor
D)Favourable political changes
E)Acquiring another firm and gaining market access
Answer: A
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Chapter 3: Analyzing the Marketing Environment
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Sample Questions
Q1) Canadian national food includes poutine and butter tarts.Canada is the world's largest producer of maple syrup.The music of Canada reflects the many influences that have shaped the country.The official symbols of Canada include the maple leaf and the beaver.Which of the following best exemplifies the given information?
A)Competitive intelligence
B)Country culture
C)Generational cohort
D)Demographics
E)Regional subculture
Answer: B
Q2) Philip lives with his wife Emma and four children in a rented single-room apartment.They live below poverty and take aid of the social security provided by the government.Which of the following categories do they belong to?
A)Underclass consumers
B)Upper-class consumers
C)Working-class consumers
D)Middle-class consumers
E)Lower-class consumers
Answer: A
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Chapter 4: Consumer Behaviour
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Sample Questions
Q1) Imagine you want to join a university.Explain in detail the evaluative criteria that would lead you to choose a particular school over others.What shortcuts would you use to arrive at a decision?
Q2) After having eaten an expensive Indian meal at a fine dining restaurant, Shane realized that he could have eaten more at another restaurant for a lesser price.Which of the following is being illustrated in this scenario?
A)Habitual decision making
B)An external search for information
C)Ritual consumption
D)An internal search for information
E)Postpurchase dissonance
Q3) Mary believes that if she makes a wise decision, it is not to her credit, and if she makes a poor one, it is not her fault.This is an example of:
A)an external locus of control.
B)limited problem solving.
C)an internal locus of control.
D)ritual consumption.
E)extended problem solving.
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6
Chapter 5: Business-To-Business Marketing
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Sample Questions
Q1) A technical firm that assembles computers decides to buy LCD monitors from a supplier that specializes in LCD monitors and batteries.The materials manager at the firm suggests to the top management to place an order for both monitors and batteries at the same time so that he can save on transportation costs and also get a discount for bulk purchase.The role played by the manager is that of a(n):
A)influencer.
B)user.
C)decider.
D)buyer.
E)gatekeeper.
Q2) After need recognition and product specification, many firms using the business-to-business buying process:
A)identify product specification assessed through cultural determinism.
B)issue a request for proposals from invited suppliers.
C)proceed to proposal analysis.
D)enter vendor negotiation and selection.
E)revise need recognition through either internal or external sources.
Q3) How do government purchases differ from the purchases made by institutional organizations in business-to-business (B2B)markets?
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Page 7
Chapter 6: Segmentation, Targeting, and Positioning
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129 Flashcards
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Sample Questions
Q1) When the car did not do well in the premium segment, Revolve changed its target segment.It lowered the price and aimed the product at the middle-income bracket.This is called:
A)brand repositioning.
B)undifferentiated positioning.
C)perceptual mapping.
D)mass marketing.
E)micro customization.
Q2) Explain why geodemographic segmentation can be particularly useful for retailers.
Q3) Magas is a business information service provider that helps companies by dividing the consumer market into different consumer segments.One such segment consists of neighbourhoods that are populated by wealthy families.People in this segment are more likely to take vacations on cruises and store money in offshore banks.To identify this segment, Magas has used:
A)differentiated segmentation.
B)behavioural segmentation.
C)geodemographic segmentation.
D)undifferentiated segmentation.
E)concentrated segmentation.
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Page 8
Chapter 7: Marketing Research
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130 Flashcards
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Sample Questions
Q1) Joe has developed two Facebook advertisements for his restaurant and is not sure which one to use.Which method of data collection should he use to answer his question?
A)Survey
B)In-depth interview
C)Experiment
D)Qualitative research
E)Panel data
Q2) Which of the following is an internal source of secondary data?
A)Government agencies
B)Syndicated services
C)Directories
D)Journal articles
E)Customer lists
Q3) Explain the method of projective technique used for data collection in market research.Provide one example.
Q4) Mention any two sources of secondary data and provide one example for each.
Q5) What is syndicated data? List any three firms that provide syndicated data and the type of data they offer.
Q6) What is syndicated data?
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Chapter 8: Developing New Products
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132 Flashcards
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Sample Questions
Q1) The process by which ideas are transformed into new products and services that help firms grow is known as:
A)prototyping.
B)innovation.
C)diffusion.
D)adoption.
E)brainstorming.
Q2) LuxSpeed Inc.is a car manufacturing firm.It is experiencing a decline in the sales of a model released in the 1990s.At this stage, LuxSpeed Inc.should focus all its marketing efforts toward:
A)producing new variations of the model.
B)increasing the number of users and the frequency of use for the model.
C)developing new uses for the model.
D)altering the appearance of the model.
E)targeting a particular segment of brand loyalists interested in the model.
Q3) Explain how the use of the adoption cycle benefit firms? Provide one example.
Q4) How does market testing help in the promotion of products?
Q5) In reality, the product life cycle curve of most products is bell-shaped.
A)True
B)False
Page 10
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Chapter 9: Product, Branding, and Packaging Decisions
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) A dairy farm launched a catchy new singing commercial.The lines were: Milk for health,
A)slogan.
B)character.
C)logo.
D)brand name.
E)jingle.
Q2) Which of the following is a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee?
A)Brand commitment
B)Brand value
C)Brand licensing
D)Brand extension
E)Brand dilution
Q3) Explain how brands add value for both customers and a firm.
Q4) Provide one example on how Samsung can increase breadth, decrease breadth, increase depth, and decrease depth of its product mix.
Q5) Explain how firms can change product line depth with one example.
Q6) Explain the advantages of using the same brand name for new products.
Page 11
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Chapter 10: Services: The Intangible Product
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Sample Questions
Q1) The delivery gap differs from the communication gap in that the communication gap refers to the difference between:
A)the firm's perceptions of customers' expectations and the service standards it sets.
B)the actual service provided to customers and the service that the firm's promotion program promises.
C)the customers' expectations and the service standards set by the firm.
D)the firm's service standards and the actual service it provides to customers.
E)customers' expectations and the firm's perception of those expectations.
Q2) When a firm asks its customers about a service quality dimension that relates to customers' desired and expected level of service, the firm is trying to define the:
A)zone of tolerance.
B)communication gap.
C)responsiveness aspect.
D)delivery gap.
E)standards gap.
Q3) What is service quality? Describe the five distinct dimensions that customers use to determine the overall quality of a service.Provide one example for each dimension.
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Chapter 11: Pricing Concepts and Strategies: Establishing Value
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128 Flashcards
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Sample Questions
Q1) Laws against bait and switch practices are difficult to enforce because salespeople, simply as a function of their jobs, are always trying to get customers to trade up to a higher- priced model without necessarily deliberately baiting them.
A)True
B)False
Q2) Predatory pricing, although representative of a form of unfair competition, promotes free trade.
A)True
B)False
Q3) Tangerine, an exclusive retailer of handbags, chooses its suppliers very carefully.It prefers one supplier mainly because it offers great quality and 40 percent discount on any single order of more than $20,000.The supplier is offering a(n):
A)seasonal discount.
B)cash discount.
C)listing allowance.
D)quantity discount.
E)advertising allowance.
Q4) Explain the drawbacks associated with the market penetration strategy.
Page 13
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Chapter 12: Distribution Channels
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Which of the following is NOT an example of a transactional function that intermediaries perform?
A)Promote products to attract consumers
B)Purchasing goods for resale
C)Transact with potential customers
D)Own inventory that can become outdated
E)Sharing competitive intelligence about customers
Q2) Which of the following is an example of a logistical function that intermediaries perform?
A)Promoting products to attract consumers
B)Purchasing goods for resale
C)Maintaining inventory
D)Extending credit to customers
E)Sharing competitive intelligence about customers
Q3) Explain the three types of distribution centres.
Q4) A firm that adopts selective distribution will have only one retailer in a geographic area.
A)True
B)False
Q5) Explain logistics management.
14
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Chapter 13: Retailing and Omni-Channel Marketing
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132 Flashcards
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Sample Questions
Q1) Retail stores that offer a broad variety and deep assortment of merchandise, provide some customer services, and are organized into separate departments to display their merchandise are referred to as:
A)discount stores.
B)department stores.
C)specialty stores.
D)category specialists.
E)convenience stores.
Q2) Which of the following provides easy access to information about products and their use to customers in the form of editorial content?
A)Catalogue channel
B)Kiosk channel
C)Store channel
D)Internet channel
E)Electronic channel
Q3) What limitations do store-based retailers face when marketing products?
Q4) All retailers should adopt omnichannel to serve customers better.
A)True
B)False
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Chapter 14: Integrated Marketing Communications
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133 Flashcards
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Sample Questions
Q1) You have opened a new gym.How would you use direct marketing to attract target customers to it?
Q2) Before releasing the ad, Fleur shows it to a select audience to test the clarity of the message in the ad, the relevance of the communication channel, and the ad's power of persuasion.This is an example of:
A)tracking.
B)impressions.
C)pretesting.
D)pulsing.
E)post-testing.
Q3) A company specializes in winter clothing.It advertises heavily in the winter and then stops advertising once the season ends.Which of the following best describes the advertising schedule adopted in the given scenario?
A)Flighting
B)Cause related
C)Continuous
D)Deceptive
E)Pulsing
Q4) Explain the benefits that direct marketing offers to sellers.
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Chapter 15: Advertising, Sales Promotions, and Personal Selling
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) FrostyFine allows customers to enter a draw when they make a purchase costing more than $50.The draws are conducted every week, and the winning customers who are selected through a random draw are rewarded with gifts.This promotional technique is an example of a:
A)sampling program.
B)sweepstake.
C)deal.
D)contest.
E)loyalty program.
Q2) The country of Devenopolis uses mass media advertisements to promote its tourist places, educational institutions, and industrial corporations in other countries.Devenopolis uses _____ advertising.
A)public service
B)institutional
C)societal
D)operational
E)product-focused
Q3) Explain the use of coupons in promotion with an example.
Q4) Explain the lagged effect.
Q5) Distinguish between a contest and a sweepstake.
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Chapter 16: Social and Mobile Marketing
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Sample Questions
Q1) Which of the following would be a suitable choice for the restaurant chain to allow its customers to communicate regarding any issues, suggestions, and ideas, and build a strong relationship with the chain?
A)Corporate blog
B)Flickr
C)LinkedIn
D)YouTube
E)Picasa
Q2) What are the appropriate steps that a firm should take as part of its social media marketing strategy to make it successful? Explain with the help of an example.
Q3) Educating the customer is an opportunity for the marketers to expand the overlap of the benefits they provide with customer requirements.
A)True
B)False
Q4) Thought-sharing sites, like blogs, are not effective in providing customer education.
A)True
B)False
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Chapter 17: Global Marketing
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Sample Questions
Q1) In the context of country market assessment, an analysis of which of the following requires a firm to consider market size and population growth?
A)Technology and infrastructure capabilities
B)Economic factors
C)Sociocultural factors
D)Political environment
E)Legal factors
Q2) What is a trade agreement and what does a trading bloc have to do with a trade agreement? Provide an example.
Q3) Which of the following designates the maximum quantity of a product that may be brought into a country during a specified time period?
A)Tariff
B)Embargo
C)Duty
D)Exchange rate
E)Quota
Q4) Describe Geert Hofstede's cultural dimensions concept.
Q5) Why is global STP more complicated than domestic STP?
Q6) What are the environmental concerns associated with global marketing?
Page 19
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Chapter 18: Ethics and Socially Responsible Marketing
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Sample Questions
Q1) John is a very competitive student and works hard to do well in his studies.His mentor Sam encourages him to be honest in all his efforts.One day John cheats in an exam and although no one is the wiser, John feels he has failed the moral mentor test.Given this information, which of the following ethical questions is the best explanation for his response?
A)Am I justified in cheating because winning is everything?
B)Would I like to be on the receiving end of this action and all its potential consequences?
C)Would the person I admire the most engage in this activity?
D)Will I be able to look myself in the mirror and respect the person I see there?
E)Would I want to see this action described on the front page of the local paper?
Q2) During the implementation phase, in what way might sourcing decisions be a problem area for firms?
Q3) Why are marketers more likely to be singled out for criticism about unethical behaviour than other business professionals? Provide examples to support your answer.
Q4) What is required of a firm before it can align personal and corporate goals?
Q5) Who are the key stakeholders in a firm?
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