Business-to-Consumer Marketing Textbook Exam Questions
Course Introduction
Business-to-Consumer Marketing explores the strategies, concepts, and practices involved in marketing products and services directly to individual consumers. The course covers topics such as consumer behavior, market segmentation, branding, advertising, digital marketing, pricing strategies, and customer relationship management. Students will analyze how companies identify target markets, create value propositions, and design integrated marketing campaigns that appeal to diverse consumer demographics. Practical case studies and real-world examples help students understand the dynamic nature of the consumer market and develop effective tactics for reaching and engaging end customers in todays competitive environment.
Recommended Textbook
CB 2nd Canadian Edition by Murray Babin
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16 Chapters
2117 Verified Questions
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Chapter 1: What Is CB, and Why Should I Care?
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Sample Questions
Q1) In addition to the demographic trends discussed inChapter 1, discuss one other demographic trend in the Western world and how that trend will influence consumer behaviour.
Answer: The chapter discusses two demographic trends: households with two primary income providers and declining birth rates. Other trends students might discuss are: (1) Aging population. A large percentage of the Canadian population, "baby boomers," retiring will increase demand for financial services, leisure products, and health care. (2) Increasing immigration. It is predicted that by 2017 more than one in five people in Canada will have been born in another country. These are just suggestions of what students might discuss. Specific answers to this question are not found in this chapter.
Q2) Marketing activities include the production, promotion, pricing, and distribution of goods, services, ideas, and experiences that provide value for consumers and other stakeholders.
A)True
B)False
Answer: True
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3
Chapter 2: Value and the Consumer Behaviour Value Framework
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) What is the value equation?
A) value = what you get/what you give
B) value = what you give/what you get
C) value = what you get - what you give
D) value = what you give - what you get
Answer: C
Q2) Relationship quality is a function of a consumer's perceived value of the relationship.
A)True
B)False
Answer: True
Q3) The presence of music in an environment is a social influence that may shape consumer behaviour.
A)True
B)False
Answer: False
Q4) An act of consumption cannot provide both utilitarian and hedonic value.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Consumer Learning Starts Here: Perception
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Sample Questions
Q1) Weber's Law states that as the intensity of the initial stimulus decreases, a consumer's ability to detect differences between two levels of the stimulus decreases.
A)True
B)False
Answer: False
Q2) Behaviours often cease when reinforcers are no longer present.
A)True
B)False
Answer: True
Q3) Health Canada has advised Canadians to cut down on salt intake because it can lead to health problems such as heart disease and stroke. Bob doesn't believe all that because his grandfather always puts a lot of salt on his food and he's 90 years old. Which element of Bob's selective perception does this illustrate?
A) selective persuasion
B) selective exposure
C) selective attention
D) selective distortion
Answer: D
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Chapter 4: Comprehension, Memory, and Cognitive Learning
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Sample Questions
Q1) Name and describe the four mental processes that can assist in remembering things and discuss an example of how you can use each to perform better on an exam in this class.
Q2) Personal elaboration provides the deepest comprehension and greatest chance of accurate recall.
A)True
B)False
Q3) Long-term memory is a repository for all information that a person has encountered.
A)True
B)False
Q4) Which message source characteristic refers to the amount of knowledge that a source is perceived to have about a subject?
A) congruity
B) expertise
C) trustworthiness
D) intelligence
Q5) Sensory memory has unlimited capacity and duration.
A)True
B)False
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Chapter 5: Motivation and Emotion: Driving Consumer Behaviour
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Specific emotions including pride, shame, guilt, and embarrassment can result from some evaluation or reflection of one's own behaviour. Which term refers to these emotions?
A) self-conscious emotions
B) autobiographical emotions
C) contagion emotions
D) internalized emotions
Q2) Melanie exercises almost every day. She is motivated by changing her current state of fitness to one that is much higher. Which group of motivation behaviour does this describe?
A) self-improvement
B) homeostasis
C) self-actualization
D) hierarchy of effects
Q3) In Maslow's hierarchy of needs, safety and security needs are basic needs for survival such as food and drink.
A)True
B)False
Q4) Describe Maslow's hierarchy of needs and give an example of each type of need.
Q5) Compare and contrast the different types of involvement.
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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Sample Questions
Q1) Some individuals see themselves as worthless and unworthy of being loved by others. What do these individuals likely suffer from?
A) a distorted ideal social self
B) low self-esteem
C) an unabated id
D) low symbolic interactionism
Q2) Which term refers to the descriptions of how individual consumers differ according to specific traits or patterns of behaviour?
A) individual difference variables
B) individual descriptor variables
C) personality variables
D) individual lifestyle variables
Q3) The hierarchical approach to personality allows consumer researchers to better understand the uniqueness of the individual consumer by combining information on traits, goals, and even consumer life stories in order to gain a better understanding of the complexities of the human personality.
A)True
B)False
Q4) Explain self-congruency theory and its relevance to consumer behaviour.
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Chapter 7: Attitudes and Attitude Change
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Sample Questions
Q1) "I really like my Subaru" is an example of the belief component of attitudes.
A)True
B)False
Q2) Which of the following is NOT an attitude change theory?
A) psychographics model
B) elaboration likelihood model
C) schema-based affect approach
D) balance theory approach
Q3) The behavioural influence hierarchy suggests that behaviour occurs without either beliefs or affect being strongly formed beforehand.
A)True
B)False
Q4) In the attitude-toward-the-object (ATO) model, the belief ratings (b) do not vary across the brands under consideration.
A)True
B)False
Q5) Explain social judgment theory and its implications for influencing consumers' attitudes.
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Chapter 8: Consumer Culture
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Sample Questions
Q1) Which term refers to a commonly agreed upon consensus about the most preferable ways of living within a society?
A) individualism
B) collectivism
C) core societal values
D) pluralism
Q2) Define cultural norm and cultural sanction. Discuss the cultural norms and sanctions regarding behaviour on social networking sites such as Facebook and Twitter.
Q3) Body language refers to the nonverbal communication cues signalled by somatic (controllable biological) responses.
A)True
B)False
Q4) Cultural distance represents how disparate one nation is from another in terms of their CSVs.
A)True
B)False
Q5) What is consumer culture, how does it influence consumer value, and what are the functions it performs for consumers?
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Chapter 9: Microcultures
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Sample Questions
Q1) Where is the largest group of first-generation Canadians from?
A) England
B) China
C) Russia
D) Italy
Q2) The term homogamy refers to mental and cognitive structures through which individuals perceive the world based largely on their standing in a social class.
A)True
B)False
Q3) The largest group of first generation Canadians comes from Western Europe.
A)True
B)False
Q4) Which term refers to mental and cognitive structures through which individuals perceive the world based largely on their standing in a social class?
A) habitus
B) stratification
C) homogamy
D) stigmatization
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Chapter 10: Group and Interpersonal Influence
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Sample Questions
Q1) John went to Western University because that's where his parents wanted him to attend university. How is John's family best described in this example?
A) relative
B) formal
C) aspirational
D) primary
Q2) Name and describe the five types of social power and explain the type or types of power the following people might hold over others' behaviour:
(a) Judge
(b) Coach
(c) Parent
(d) Friend
(e) Doctor
Q3) Which type of networks do consumers form based on common interests, associations, or goals?
A) social
B) personal
C) interactive
D) primary
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Page 12
Chapter 11: Consumers in Situations
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Sample Questions
Q1) Advertisers love to feature their advertisements during the 8pm to 10 pm prime time viewing hours. This is the time when most people watch television and will be most receptive to their ads. Which term refers to the practice of running advertisements primarily at times when customers will be most receptive to the messages?
A) advertiming
B) flighting
C) recency
D) circadian cycle
Q2) Which term refers to situational characteristics related to time?
A) temporal factors
B) sequential factors
C) seasonal factors
D) epistemic factors
Q3) Which shopping activity is most likely to lead to high utilitarian value?
A) acquisitional
B) impulsive
C) experiential
D) end-state
Q4) Compare and contrast impulsive, unplanned, and compulsive shopping behaviours.
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Chapter 12: Decision Making I: Need Recognition and Search
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Sample Questions
Q1) Refer to Coffee Maker Scenario. Jane's concern over the cost of the coffee maker reflects which type of perceived risk?
A) performance
B) financial
C) price
D) fulfillment
Q2) Which term refers to risk associated with the time required to search for the product and the time necessary for the product to be serviced or maintained?
A) future
B) allotment
C) long-term
D) time
Q3) Name and describe the different "sets" available to consumers when making a decision. Identify the schools that were in each of your sets when you were deciding which school to attend.
Q4) A consumer's actual state must change for need recognition to occur.
A)True
B)False
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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Sample Questions
Q1) Underlying attributes are often perceived only during consumption. What is another term for underlying attributes?
A) search qualities
B) subordinate qualities
C) consumption qualities
D) experience qualities
Q2) In which type of evaluation process are alternatives evaluated across a set of characteristics that are considered relevant to the purchase situation?
A) attribute-based
B) rationally based
C) affect-based
D) elaborative
Q3) Diet Coke is a brand of soft drink. Which level of product category is this an example of?
A) secondary
B) tertiary
C) subordinate
D) superordinate
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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Sample Questions
Q1) When performance perceptions are more positive than what was expected, positive disconfirmation occurs.
A)True
B)False
Q2) Self-attribution theory states that consumers are motivated to act in accordance with their attitudes and behaviours.
A)True
B)False
Q3) According to the text, satisfaction should be the key outcome variable for marketers and consumers.
A)True
B)False
Q4) Denise thinks she should get a bigger bonus than her co-workers because she sold more of the company's products than the others. Which type of expectation does this represent?
A) realistic
B) predictive
C) ideal
D) equitable
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Chapter 15: Consumer Relationships
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Sample Questions
Q1) The more you do business with the Kawartha Credit Union the more affinity shares you will earn; in 2012, these shares paid a cash dividend of 4.5%. What kind of program is this an example of?
A) switching
B) loyalty
C) satisfaction
D) customer commitment
Q2) One characteristic of relationship quality is competence, which means the consumer views company and service providers as knowledgeable and capable.
A)True
B)False
Q3) Competitive intensity refers to the resources allocated to one brand from among the set of competing brands.
A)True
B)False
Q4) Utilitarian value is more important than hedonic value in preventing switching behaviour.
A)True
B)False
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Chapter 16: Marketing Ethics and Consumer Misbehaviour
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Sample Questions
Q1) Self-regulation, such as the advertising industry's Canadian Code of Advertising Standards, was put into place to ensure that advertising practices are truthful.
A)True
B)False
Q2) Which of the following is NOT a major issue considered with teleological evaluations?
A) the perceived consequences of the actions for various stakeholders
B) the probability that the consequences will occur
C) the desirability of the consequences for the stakeholders
D) the perception of how others would act in the situation
Q3) When a consumer enters into a situation that calls for an ethical decision, three sets of ethical evaluations occur: equity, contractual, and relativist.
A)True
B)False
Q4) A number of consumer misbehaviours may be classified as consumer fraud.
A)True
B)False
Q5) Describe consumer misbehaviour and discuss how it affects the exchange process.
Q6) What role does value play in consumer misbehaviour?
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