Strategic Marketing
Exam Materials
Course Introduction
Strategic Marketing explores the processes and frameworks organizations use to analyze market opportunities, develop competitive positioning, and formulate effective marketing strategies. The course covers market analysis, segmentation, targeting, positioning, and differentiation, alongside the integration of product, price, place, and promotion (the 4Ps) in achieving organizational objectives. Emphasis is placed on developing decision-making and analytical skills necessary to create, evaluate, and adapt marketing strategies in response to changing competitive environments and evolving consumer preferences. Through case studies and applied projects, students learn to align marketing initiatives with overall business goals in both domestic and global contexts.
Recommended Textbook
CB 8th Edition by Babin
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16 Chapters
1600 Verified Questions
1600 Flashcards
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Page 2
Chapter 1: What is CB and Why Should I Care?
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Which of the following is an example of the kind of information that is included in big data?
A) Focus group interviews
B) Case analyses
C) Survey responses
D) Clinical interviews
Answer: C
Q2) Qualitative research tools gather data in a highly structured way.
A)True
B)False
Answer: False
Q3) Which of the following is true of the demographics trends throughout most of Western culture?
A) Households increasingly have one primary income provider.
B) Family size is increasing throughout most of Western culture.
C) European families are averaging less than one child per family.
D) Modern families consist of the stereotypical stay-at-home mom.
Answer: C
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Chapter 2: Value and the Consumer Behavior Framework
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100 Flashcards
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Sample Questions
Q1) In the context of Consumer Value Framework (CVF), _____ is an internal influence.
A) timing
B) categorization
C) family influence
D) acculturation
Answer: B
Q2) The object or activity that allows something else good to happen or be accomplished provides utilitarian value.
A)True
B)False
Answer: True
Q3) In the context of Consumer Value Framework (CVF), social class is an internal influence that shape consumption-related behaviors of consumers.
A)True
B)False
Answer: False
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Chapter 3: Consumer Learning Starts Here: Perception
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100 Flashcards
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Sample Questions
Q1) While shopping for groceries, Nora picked up some Tumble Moo fruit juice. Even though it was not on her shopping list, she bought it because she had seen some billboards advertising the product while on her way to the market. Nora's choice was influenced by her _____.
A) explicit memory
B) sensory memory
C) implicit memory
D) semantic memory
Answer: C
Q2) Which of the following terms refers to the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness?
A) Subliminal persuasion
B) Subliminal processing
C) Assimilation
D) Accommodation
Answer: B
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Chapter 4: Comprehension, Memory, and Cognitive Learning
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Sample Questions
Q1) In the context of the storage areas within the human brain, sensory memory:
A) has limited capacity.
B) has unlimited duration.
C) is considered to be preattentive.
D) uses semantic coding to store information.
Q2) The more involved a consumer is with a message, the lesser will be the capacity of his workbench memory.
A)True
B)False
Q3) What is workbench memory? Explain its various aspects.
Q4) Which of the following statements is true of workbench memory?
A) It has unlimited duration.
B) It has limited capacity.
C) It is considered to be preattentive.
D) It uses semantic coding to store information.
Q5) _____ refers to the memory for past events in one's life.
A) Workbench memory
B) Episodic memory
C) Long-term memory
D) Sensory memory
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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100 Flashcards
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Sample Questions
Q1) Which of the following is true of aesthetic labor?
A) It refers to the spatial layout of a business environment.
B) It helps manage the emotions of customers.
C) It is something that employees perform to enhance their confidence.
D) It helps induce impulse buying through attractive product display.
Q2) Discuss the implications of "emotional effect on memory" for marketing.
Q3) According to the pleasure-arousal-dominance (PAD) approach, when consumers feel lower control, situational influences play a greater role in shaping their behavior.
A)True
B)False
Q4) Which of the following is true in the context of consumer emotions?
A) Marketers like to create appraisals leading to emotions that evoke avoidance behaviors in consumers.
B) Actions bring value to a consumer to the extent that desirable emotional states can be created.
C) Appraisals do not involve conflicting behavioral responses.
D) Emotions do not influence how marketing messages are processed.
Q5) Briefly discuss the importance of aesthetic labor from a marketing standpoint.
Q6) Explain the cognitive appraisal theory and its significance for marketers.
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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100 Flashcards
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Sample Questions
Q1) Personality traits do not influence behavior.
A)True
B)False
Q2) Downshifting refers to:
A) a conscious decision to reduce one's material consumption.
B) the resentment that arises as a result of another's belongings.
C) the tendency to engage in bargaining behaviors when making purchases.
D) an inclination to retain control and ownership over one's possessions.
Q3) Claudia reads publications such as The Wall Street Journal and other reputed dailies, and perceives herself to be knowledgeable about current affairs. Which of the following self-concepts is best reflected in Claudia's perception of herself as a knowledgeable person?
A) The possible self
B) The ideal self
C) The social self
D) The actual self
Q4) Conspicuous consumption represents the tendency of a consumer to engage in bargaining behaviors when making purchases.
A)True
B)False
8
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Chapter 7: Attitudes and Attitude Change
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Sample Questions
Q1) The matchup hypothesis states that:
A) the more strongly held an attitude is, the more difficult it is to change.
B) a source feature is most effective when it corresponds with relevant products.
C) attitudes are changed based on differing levels of consumer involvement.
D) consumers prefer consistency among their beliefs, attitudes, and behaviors.
Q2) The theory of planned action expands upon the behavioral intentions model by including:
A) a schema-based affect.
B) the consistency principle.
C) sentiment relations and unit relations.
D) a perceived control component.
Q3) Which of the following statements is true of sex appeals in advertising?
A) Consumers find sexually appealing ads largely ineffective.
B) The use of nudity is ineffective for products that have intimate appeal.
C) Both males and females tend to react negatively to female nudity in advertising.
D) Highly sexual ads tend to outperform non-sexual ads when they have highly arousing content.
Q4) Briefly describe the value-expressive function of attitudes.
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Page 9
Chapter 8: Group and Interpersonal Influence
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Sample Questions
Q1) The nuclear family consists of three or more generations of family members, including grandparents, parents, children, and grandchildren.
A)True
B)False
Q2) Aspirational group membership often appeals to a consumer's _____.
A) actual self
B) social self
C) possible self
D) ideal self
Q3) Explain how marketing information is spread through social media. Why must marketers be mindful of negative word-of-mouth (WOM)?
Q4) The consumer doppelganger effect is illustrated when mothers mimic their daughters' identities through clothing and fashion choice.
A)True
B)False
Q5) Social networking has primarily become a desktop computer activity.
A)True
B)False
Q6) Explain the three types of reference group influence.
Page 10
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Chapter 9: Consumer Culture
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Sample Questions
Q1) The natives of Midland, a country in southern Europe, believe that their wine is better than the wine produced elsewhere in the world. This is an example of _____.
A) consumer imperialism
B) cultural hegemony
C) consumer xenocentrism
D) consumer ethnocentrism
Q2) Thirst, a beverage manufacturer, markets its products worldwide using the same strategy. However, the tagline in their ads and the music used in their jingles change according to the place. This is an example of _____.
A) enculturation
B) metric equivalence
C) glocalization
D) translational equivalence
Q3) Role expectations define the types of products that are appropriate for a person within a role.
A)True
B)False
Q4) Briefly explain modeling in the context of the quartet of institutions.
Q5) Briefly discuss the importance of body language in nonverbal communication.
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Chapter 10: Microcultures
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Sample
Questions
Q1) A group of students from different parts of the country started elementary school together. They graduated high school at a time when higher education costs made it very difficult for parents to finance college education. Most of them took loans to complete college. This experience made them financially responsible, and they started saving up early in life. This collective group of individuals can best be described as belonging to the same _____.
A) unit
B) cohort
C) legion
D) order
Q2) Miles was born into a traditional, middle-class family. Miles worked hard as a student and graduated from Harvard Law School. Today, he is considered one among the elite of Manhattan. In the given scenario, Miles worked his way into the social class called _____.
A) ascribed status
B) desired status
C) aspired status
D) achieved status
Q3) Explain the African American culture with regards to ethnic microculture.
Q4) Describe the six generational microcultures in the United States.
Page 12
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Chapter 11: Consumers in Situations
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Sample Questions
Q1) In the context of atmospherics, _____ represents the emotional meaning of an environment, which results from the sum effect of all ambient attributes that affect the way one feels in that place.
A) functional quality
B) an antecedent condition
C) affective quality
D) an ecological factor
Q2) The impact of color and sound in the virtual shopping world is very different from that in bricks-and-mortar shopping environments.
A)True
B)False
Q3) Consumers with a low capacity to self-regulate their behavior are referred to as
A) experiential consumers
B) compulsive consumers
C) state-oriented consumers
D) action-oriented consumers
Q4) In the context of experiential shopping, discuss the role of other consumers in shaping the shopping experience.
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Chapter 12: Decision Making I: Need Recognition and Search
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Sample Questions
Q1) Briefly explain the concept of need recognition in the consumer decision-making process.
Q2) After a bad experience with Sunshine Cereals, John decides to never purchase that product. In this case, John has assigned Sunshine Cereals to the _____ within his awareness set.
A) hidden set
B) inept set
C) inert set
D) camouflaged set
Q3) Explain the role of value perceptions in the consumer decision-making process.
Q4) Sylvia wants to buy a car, and she has narrowed down her options to four brands. She is currently comparing the features of the four cars. In the context of the activities included in the consumer decision-making process, Sylvia is engaged in _____.
A) evaluation of alternatives
B) search for information
C) need recognition
D) postchoice evaluation
Q5) Briefly describe five types of perceived risk that consumers face while making a buying decision.
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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Sample Questions
Q1) Explain affect-based and attribute-based evaluations with an example of each.
Q2) When consumers need to purchase a refrigerator, they usually evaluate different models across a set of features or characteristics such as storage capacity, freezer shelving, and energy efficiency. Such an evaluation is an example of _____.
A) qualitative evaluation
B) hedonic evaluation
C) attribute-based evaluation
D) affect-based evaluation
Q3) In the context of the furnishings, which of the following product categories is an example of a superordinate category?
A) Furniture
B) Chair
C) Sofa
D) Dining table
Q4) The lexicographic rule is a noncompensatory decision rule where the option selected must surpass a minimum cutoff across all relevant attributes.
A)True
B)False
Page 15
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Chapter 14: Consumption to Satisfaction
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Sample Questions
Q1) Managers believe that initiatives that increase customer satisfaction always improve top-line performance.
A)True
B)False
Q2) Confirmatory bias is present when consumers receive recommendations from the marketer, and return policies are lenient.
A)True
B)False
Q3) Identify a true statement about consumer dissatisfaction.
A) It can lead to specific emotions like delight.
B) It is a negative consumption outcome.
C) It results in positive disconfirmation.
D) It is an effect of low involvement and high expectation.
Q4) Services and experiences are usually classified as _____ by default.
A) durable
B) nondurable
C) permanent
D) constant
Q5) Define consumer refuse. List the disposal alternatives available to consumers.
Page 16
Q6) Explain the expectancy/disconfirmation theory.
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Chapter 15: Beyond Consumer Relationships
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Sample Questions
Q1) A few customers at Mackarel, a seafood restaurant, recently suffered from food poisoning and were hospitalized. One of those customers was so angry that he tried to burn the restaurant down. This action of the disgruntled customer is an example of
A) retaliatory revenge
B) procedural justice
C) retributive justice
D) restorative revenge
Q2) In the context of brand loyalty, the portion of resources allocated to one brand from among the set of competing brands is called _____.
A) segment share
B) retail share
C) market share
D) customer share
Q3) Explain the role that attribution theory plays in post-purchase evaluations.
Q4) Consumers are about twice as likely to spread positive as negative word-of-mouth (WOM).
A)True
B)False
Q5) Briefly discuss three categories of switching costs.
Page 17
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Chapter 16: Consumer and Marketing Misbehavior
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Sample Questions
Q1) In the United States, which are the organizations responsible for regulating marketing activities?
Q2) Contractualism reflects beliefs about the social acceptability of an act.
A)True
B)False
Q3) The Consumer Bill of Rights, which today stands as a foundation of the consumerism movement, was introduced in 1962.
A)True
B)False
Q4) Teleological evaluations focus on how people accomplish their goals.
A)True
B)False
Q5) Which of the following eating disorders involves starving one's body in the pursuit of thinness?
A) Binge eating disorder
B) Bulimia
C) Anorexia
D) Night eating syndrome
Q6) Briefly explain price gouging.
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Q7) What is the regulation imposed by the Children's Online Privacy Protection Act?