Marketing Strategy
Chapter Exam Questions
Course Introduction
Marketing Strategy explores the frameworks and tools necessary to design, implement, and evaluate effective marketing initiatives in dynamic business environments. This course covers the analysis of market opportunities, understanding consumer behavior, competitive positioning, segmentation, targeting, and the development of integrated marketing plans. Students will apply strategic thinking to real-world scenarios, emphasizing the alignment of marketing activities with broader organizational objectives, the management of the marketing mix, and the measurement of strategic outcomes to drive long-term business success.
Recommended Textbook
CB4 4th Edition by Barry J. Babin
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Chapter 1: What Is CB and Why Should I Care
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Sample Questions
Q1) The physical parts of a product are known as _____.
A) benefits
B) elements
C) attributes
D) resources
E) components
Answer: C
Q2) While consumer behavior refers to human thought and action, it is not considered a field of study.
A)True
B)False
Answer: False
Q3) _____ involves the multitude of value-producing activities that facilitate exchanges between buyers and sellers.
A) Consumption
B) Consumer behavior
C) Marketing
D) Psychology
E) Economics
Answer: C
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Chapter 2: Value and the Consumer Behavior Value Framework
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Q1) A basic CRM premise is that customers form relationships with companies as opposed to companies conducting individual transactions with customers.
A)True
B)False
Answer: True
Q2) Consumer segments exist because different consumers do not value different alternatives the same way.
A)True
B)False
Answer: True
Q3) Learning, perception, memory, and attitudes are examples of elements comprising the personality of a consumer.
A)True
B)False
Answer: False
Q4) Marketing tactics include price, promotion, product, and distribution decisions.
A)True
B)False
Answer: True
Page 4
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Chapter 3: Consumer Learning Starts Here: Perception
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Sample Questions
Q1) Which perspective focuses on the cognitive processes associated with comprehension that leads to consumer learning?
A) behaviorism approach
B) mindful learning perspective
C) conditioning approach
D) information processing perspective
E) operant learning perspective
Answer: D
Q2) Which of the following refers to the finding that consumers will prefer an object to which they have been exposed compared to one to which they have not been exposed?
A) mere exposure effect
B) just meaningful difference (JMD)
C) subliminal effect
D) Weber's Law
E) selective distinction
Answer: A
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Chapter 4: Comprehension, Memory, and Cognitive Learning
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Sample Questions
Q1) Research has shown that it is easier for people to remember concrete words, such as dog or car, better than they can remember abstract concepts, such as justice or peace. It is believed to be due to the fact that people can more easily picture concrete concepts and thus put that information in their long-term memory via two different sensory "traces." That is, they put the word in long term memory as well as an image of that word. This process in which two different sensory traces are available to remember something is called _____.
A) repetition
B) redundancy
C) dual coding
D) meaningful encoding
E) chunking
Q2) In which area in memory are the things encountered with any of the five human senses stored?
A) immediate memory
B) sensory memory
C) long-term memory
D) intermediate memory
E) initial memory
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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Sample Questions
Q1) Shopping involvement represents the personal relevance of shopping activities.
A)True
B)False
Q2) A new western-themed family steakhouse requires its employees to dress like cowboys and cowgirls from head-to-toe with cowboy hats, bandanas, red-and-white checkered shirts, blue jeans, and cowboy boots. The employees are not allowed to have tattoos or pierced body parts, either, because that doesn't fit the cowboy stereotype. The owners believe that this specific appearance is needed to generate the emotional reaction it is seeking from its customers. What does this illustrate?
A) emotional labor
B) emotional contagion
C) aesthetic labor
D) contrived emotion
E) emotional construction
Q3) Nostalgia is characterized by a yearning of the past motivated by the belief that previous times were somehow more pleasant.
A)True
B)False
Q4) Describe Maslow's hierarchy of needs and give an example of each type of need.
Page 7
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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Q1) Which perspective believes consumers agree on the shared meaning of products and symbols?
A) symbolic interactionism
B) semiotics
C) nomothetic perspective
D) idiographic perspective
E) congruency theory
Q2) Value consciousness represents the tendency for consumers to focus solely on price when making purchase decisions.
A)True
B)False
Q3) Hank is a researcher engaged in the study of symbols and their meanings. So in a consumer context, he looks at company logos and what they mean to consumers. What is this study called?
A) symbolic interactionism
B) semiotics
C) linguistics
D) symbolism
E) archeology
Q4) Explain self-congruency theory and its relevance to consumer behavior.
Page 8
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Chapter 7: Attitudes and Attitude Change
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Q1) All of the following are hierarchies in the hierarchy of effects approach to attitudes EXCEPT _____.
A) high-involvement hierarchy
B) low-involvement hierarchy
C) value-expressive hierarchy
D) experiential hierarchy
E) behavioral influence hierarchy
Q2) Research suggests that _____ are likely to occur when the audience is highly engaged (highly involved) and when verbal (versus pictorial) content is present. Thus, important information should be placed early in the message.
A) primacy effects
B) central effects
C) recency effects
D) initial effects
E) priming effects
Q3) In balance theory, the object-person relation is referred to as a unit relation.
A)True
B)False
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Chapter 8: Consumer Culture
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Q1) All of the following are elements of nonverbal communication EXCEPT _____.
A) time
B) symbols
C) space
D) etiquette
E) language
Q2) An Asian consumer who responds to a sales appeal with "yes" is definitely indicating agreement and readiness to purchase.
A)True
B)False
Q3) _____ represent a commonly agreed upon consensus about the most preferable ways of living within a society.
A) Cultural sanctions
B) Individualism
C) Collectivism
D) Core societal values (CSV)
E) Pluralism
Q4) Women's traits tend to vary more from nation to nation than do those of men.
A)True
B)False
Page 10
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Chapter 9: Microcultures
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Q1) A _____ is a group of people who have lived the same major experiences in their life.
A) cohort
B) strata
C) reference group
D) schema
E) herd
Q2) America is sometimes referred to as a melting pot because it is a land filled with people from a wide range of ethnic backgrounds.
A)True
B)False
Q3) Hispanics consumers are a very homogenous group.
A)True
B)False
Q4) Which generation was born between 1965 1966 and 1980?
A) Generation X
B) Millennials
C) Baby Boomers
D) Greatest Generation
E) Generation Y
Page 11
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Chapter 10: Group and Interpersonal Influence
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Sample Questions
Q1) Members of the American Marketing Association know each other professionally and meet twice a year at conferences. Some members work on research together, but most do not see each other any other times except for during the conferences. Which type of group is the American Marketing Association for its members?
A) primary group
B) secondary group
C) tangential group
D) distant group
E) professional group
Q2) Describe an example of each of the three types of "unethical" guerrilla marketing techniques that have been used by marketers.
Q3) A nonconformity group is a group that has no membership or application requirements, and codes of conduct may be nonexistent.
A)True
B)False
Q4) Describe social networking websites and discuss how they may influence your behavior.
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Chapter 11: Consumers in Situations
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Sample Questions
Q1) Anthropologie is a retail store targeted toward women and offers trendy clothing and housewares. The stores are different from other stores and are designed to give the perception that the store is hip and unique, just like its shoppers. The goal is to create an emotionally rewarding environment in an attempt to produce high hedonic shopping value, which is an example of positioning around _____.
A) utilitarian quality
B) affective quality
C) perceptual quality
D) personal quality
E) subjective quality
Q2) A fearful consumer will tend to buy more but enjoy the experience less.
A)True
B)False
Q3) Impulsive acts are usually spontaneous but involve long-term feelings of liberation. A)True
B)False
Q4) Discuss the different ways that time affects consumer behavior. How do marketers help consumers manage these temporal factors?
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Chapter 12: Decision Making I: Need Recognition and Search
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Q1) A consumer recognizes a need when a he or she perceives a difference between the
A) benefits and costs
B) actual state and desired state
C) actual self-concept and social self-concept
D) perceived risk and actual risk
E) value and costs
Q2) Greg is considering purchasing a new truck, and he wants to purchase the best one within his budget. He has searched the Internet, asked friends, and visited dealerships to learn more about the different brands and their features. He even found one website where he can conduct direct comparisons of different brands to help him in his decision. Which decision-making perspective is Greg following?
A) experiential decision making
B) behavioral decision making
C) complete decision making
D) utilitarian decision making
E) rational decision making
Q3) Several factors that influence the amount of search performed by consumers were presented in the chapter. Discuss five of them.
Page 14
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Chapter 13: Decision Making Ii: Alternative Evaluation and Choice
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Q1) All of the following are factors that influence the type of criteria consumers use when evaluating alternatives EXCEPT _____.
A) social influences
B) financial resources
C) product knowledge
D) expert opinions
E) situational influences
Q2) Which of the following describes the idea that perfectly rational decisions are not always feasible due to constraints found in information processing?
A) limited capacity
B) limited rationality
C) bounded rationality
D) bounded capacity
E) information overload
Q3) Consumers can combine decision rules to arrive at a final solution.
A)True
B)False
Q4) Name and describe the four types of noncompensatory decision rules.
Page 15
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Chapter 14: Consumption to Satisfaction
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Q1) A mild, negative affective reaction resulting from an unfavorable appraisal of a consumption outcome is consumer_____.
A) dissatisfaction
B) disgust
C) anger
D) disappointment
E) disconfirmation
Q2) _____ is the process through which cultural meaning is transferred to a product and onto the consumer.
A) Cultural transference
B) Cultural infusion
C) Meaning transference
D) Assimilation
E) Accommodation
Q3) What is a problem with satisfaction measures and what can researchers do to improve them?
Q4) If performance perceptions exactly match what was expected, confirmation is said to occur.
A)True
B)False
Page 16
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Chapter 15: Consumer Relationships
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Q1) Satisfaction, joy, anger, and frustration are examples of postconsumption behaviors.
A)True
B)False
Q2) All of the following are examples of postconsumption affective reactions EXCEPT _____.
A) joy
B) skepticism
C) switching
D) anger
E) satisfaction
Q3) Antiloyal consumers are those who will do everything possible to avoid doing business with a particular marketer.
A)True
B)False
Q4) Trust is a characteristic of relationship quality in which a buyer and seller can depend on each other.
A)True
B)False
Q5) List the behavioral outcomes of consumption.
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Chapter 16: Consumer and Marketing Misbehavior
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Sample Questions
Q1) An extreme manifestation of aggressive driving is called _____.
A) dysfunctional driving
B) road rage
C) binge driving
D) compulsive driving
E) road hazard
Q2) Describe consumer misbehavior and discuss how it affects the exchange process.
Q3) Refer to Cigarette Marketing Scenario. Jose owns a convenience store and refuses to sell cigarettes even though he knows he can make a lot of money doing so. He believes it is ethically wrong to sell this harmful product. Jose's belief that selling cigarettes is unethical is reflective of his _____.
A) relativistic beliefs
B) moral conscience
C) moral compass
D) moral beliefs
E) internal beliefs
Q4) Identity theft is a type of consumer fraud that has grown considerably.
A)True
B)False
Q5) What role does value play in consumer misbehavior?
Page 18
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