Business-to-Consumer Marketing Textbook Exam Questions
Course Introduction
Business-to-Consumer Marketing focuses on the strategies, principles, and practices involved in delivering products and services directly to individual customers. The course covers understanding consumer behavior, market segmentation, targeting, positioning, branding, digital marketing, and the use of data analytics to tailor marketing efforts. Students will explore the development and execution of marketing campaigns, the customer journey, and methods for building and maintaining long-term customer relationships. Throughout the course, real-world cases and current trends will be examined to help students develop practical skills relevant to todays consumer-driven markets.
Recommended Textbook
Consumer Behaviour Buying Having and Being 6th Canadian Edition by Michael R. Solomon
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Page 2
Chapter 1: An Introduction to Consumer Behaviour
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Sample Questions
Q1) Graffiti disparaging Nike on the Toronto subway is one form of anticonsumption.
A)True
B)False
Answer: True
Q2) Gambling is an example of a "consumption addiction" because the person never experiences any regret or guilt afterwards.
A)True
B)False
Answer: False
Q3) A low tar claim in an advertisement for Brand X cigarettes proved to be misleading.Which Act was violated and why?
Answer: The Competition Act was violated.The Competition Act prohibits misleading advertising and deceptive marketing practices in promoting the supply or use of a product or service or any business interest.
Q4) Marketer space is really the same concept as a newer term called consumer space. A)True
B)False
Answer: False
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Chapter 2: Perception
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Sample Questions
Q1) What is sensation? Give an example.
Answer: Sensation is the immediate response of our sensory receptors (those in our eyes,ears,nose,mouth,and skin)to such basic stimuli as light,colour,and sound.
One "neuromarketing" study,using brain-scanning (fMRI)technology,found that when no brand name was presented prior to tasting cola beverages (i.e.,consumers relied only on sensation),the reward centres of the brain lit up and Coke and Pepsi were equally preferred.But,when explicitly told the brand name before drinking,more consumers preferred Coca-Cola,and an entirely different part of the brain lit up-the medial prefrontal cortex.This is the area of the brain responsible for thinking and judging.Learned meanings about the brand influenced consumers' ultimate perceptions of Coca-Cola.
Thus,based on sensation alone,consumers might equally prefer Pepsi and Coke.However,our ultimate preferences are also shaped by our perceptions-the way in which we organize,interpret,and form associations about the brand.
Q2) What is the principle of closure?
Answer: The gestalt principle of closure implies that consumers tend to perceive an incomplete picture as complete.That is,we tend to fill in the blanks based on our prior experience.
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Chapter 3: Learning and Memory
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Sample Questions
Q1) Once we have learned something,such as a behaviour,the original learned material stays intact no matter what new stimuli we are exposed to.
A)True
B)False
Answer: False
Q2) A coffee chain could not understand why its new commercial was not successful at improving sales .The commercial,which showed its latte followed by a jingle,had aired for a month on popular television stations.This commercial was not successful because:
A) television advertising is not an effective medium for promoting coffee.
B) jingles are not effective at creating conditioned responses to brands.
C) the commercial should have played the jingle before showing the latte.
D) because the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.
Answer: C
Q3) What is an associative network model?
Answer: Associative network models propose that an incoming piece of information is stored in a network containing bits of information organized according to some relation to each other.
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Chapter 4: Motivation and Affect
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Sample Questions
Q1) Give an example of a particular discrete emotion and how this is used by marketers.
Q2) Janelle believes that having luxurious products is the secret to happiness.Given what you know about happiness,what would you tell her?
Q3) Consumers may seek products that emphasize objective tangible attributes to satisfy certain utilitarian needs.
A)True
B)False
Q4) The term mood congruency refers to the fact that:
A) judgments are often consistent with our mood states
B) recall is more accurate when the same mood state is experienced at retrieval as at encoding.
C) we prefer products that are congruent with other products that we already own. D) we prefer advertisements that are the same valence as the show we are watching.
Q5) Describe the different types of consumer involvement.
Q6) What is one way in which marketers take advantage of negative consumer mood states?
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6
Chapter 5: The Self
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Sample Questions
Q1) In terms of the ideal female body type,the ________ look has reappeared.
A) waif
B) athletic
C) hourglass figure
D) hippy look
Q2) What is fattism? Provide a specific example of this in society.
Q3) People who own the newest Mercedes convertible with 500 horsepower most likely:
A) are conservative and thrifty.
B) lack social comparison.
C) are difficult customers.
D) have high self-esteem.
Q4) Jerome is a fan of the Calgary Stampeders.This attachment helps to define his extended self.
A)True
B)False
Q5) What people feel they would like to be is called the:
A) ideal self.
B) denied self.
C) submerged self.
D) reflected self.
Page 7
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Chapter 6: Personality, Lifestyles, and Values
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Sample Questions
Q1) Identify and define the three aspects of the self-system according to Freudian psychology.
Q2) Consumers high in need for cognition:
A) find it hard to manage complex decisions on a daily basis.
B) prefer to take short cuts and rely on peripheral product information.
C) purchase more products related to science and technology than their counterparts.
D) enjoy thinking extensively about potential product purchases.
Q3) What is meant by the term need for uniqueness?
Q4) The id is essentially a person's conscience.
A)True
B)False
Q5) The theories of ________ highlight the potential importance of unconscious motives underlying purchases.
A) Horney
B) Jung
C) Katz
D) Freud
Q6) What are values? Why are values of interest to marketers?
Q7) What is conscientious consumerism?
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Chapter 7: Attitudes
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Sample Questions
Q1) Describe the functional theory of attitudes.
Q2) A research firm was using Fishbein's model to measure attitudes,but found that the predictions of the model were insufficient to explain the behaviour of its client's customers.The firm decided to try the extended Fishbein model; what did they need to add to their original research?
A) the age and income of the average customer.
B) the social class and the income of the average customer.
C) an attitude-tracking program.
D) the influence of an individual's attitude toward the act of buying.
Q3) Molson's Ale depicts one male getting turned down for a date because an attractive female notices that he drinks another brand.Shortly after,she accepts a date from a male drinking Molson beer.Molson is trying to get consumers to:
A) be more assertive in product selection.
B) imitate the behaviour of successful models.
C) choose based on subliminal perception.
D) reject competitors based on selective learning.
Q4) Describe what is meant by the "experiential hierarchy of effects."
Q5) What is cognitive dissonance?
Q6) What alterations have been made to the original Fishbein model and why?
Page 9
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Chapter 8: Attitude Change and Interactive Communications
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Sample Questions
Q1) What is meant by the term second-order response?
Q2) All of the following are true about the Frankfurt School theorists,EXCEPT:
A) the receiver is a passive "couch potato."
B) a message is perishable.
C) this school dominated mass communications in the latter half of the 20th century. D) advertising is the process of transferring information to the buyer before the sale.
Q3) The Smith Company uses after-sale interviews with its customers to examine how well the customers were served by the sales force and service staff of the company.When the Smith Company follows this procedure,the company is attempting to use feedback as a means to improve communications.
A)True
B)False
Q4) CNN News tends to be more persuasive than other sources such as TMZ.Why?
Q5) Compare and contrast the uses of emotional appeals,such as sex,humour,and fear,in advertising.What are the strengths and weaknesses of each?
Q6) Explain how Wikipedia is vulnerable to sock puppeting.
Q7) What is "chunking"?
Page 10
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Chapter 9: Individual Decision Making
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Sample Questions
Q1) Ariel is looking over the used cars on the lot.He gives high marks to a car which has a rebuilt engine.In his mind that outweighs or "makes up for" relatively lower marks he gave on its fenders and interior appearance.He is using which decision rule?
A) prototypicality
B) balance
C) compensatory
D) elimination-by-aspects
Q2) Ella's absolute favourite cereal is Love Crunch by Nature's Path.However,one day she decides to switch to a less-liked cereal,just to "mix things up." What concept does this behaviour demonstrate and why did she likely do this?
Q3) How might a product's country of origin affect purchaser choice?
Q4) Compare and contrast internal and external search.
Q5) Janet needs to buy a new TV.She knows almost nothing about TV's.What effect is this lack of prior experience likely have on her search for a new product compared to an expert in the field?
Q6) What type of marketing research uses functional magnetic imaging (fMRI)and how is this helpful?
Q7) Explain the disjunctive rule,and include a simple example.
Page 11
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Chapter 10: Buying and Disposing
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Sample
Questions
Q1) Customers want quality,but quality is hard to determine in many products.Which of the following cues are customers least likely to use to determine quality?
A) the brand name of the product
B) the brand personality of the product
C) the price of the product
D) the time it takes to purchase the product
Q2) What are the problems associated with disposal and new technology?
Q3) Which of the following is not considered to be a negative limitation of e-commerce?
A) security
B) selling of personal information
C) inability to sample products
D) inability to provide good postpurchase customer service
Q4) Caitlynn uses a online service to temporarily rent a formal dress,rather than buying one.She is acting as a:
A) gemba.
B) free-cycler.
C) de-pack rat.
D) transumer.
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Chapter 11: Group Influence and Social Media
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Sample Questions
Q1) Advice given by a Saturn Owner's Club member to another about Saturn's new SUV would be an example of _________ influence.
A) normative
B) comparative
C) associative
D) peripheral
Q2) Many people,before buying an automobile,will look at car ratings and other information found in buying guides and online sites.These sources have what type of power over purchasers?
A) referent
B) information
C) legitimate
D) expert
Q3) A membership reference group comprises idealized figures such as successful business people,athletes,or performers.
A)True
B)False
Q4) Reference groups influence consumers in three ways.Name them and describe the nature of the influence upon the consumer.
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Chapter 12: Income, Social Class, and Family Structure
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Sample Questions
Q1) What modern Canadian ceremony would come closest in intent to a Native American potlatch?
A) a baptism
B) a marriage
C) a university graduation
D) a rock concert
Q2) The Bartons threw a massive birthday party for their youngest daughter.They decorated the event like a carnival,hired a clown,had a huge balloon drop,and even brought in an elephant for three hours.The Bartons' behaviour is an example of:
A) affluenza
B) trickle down theory
C) conspicuous consumption
D) conspicuous waste
Q3) The millions of consumers around the world who can now afford higher quality products are referred to as belonging to the ________.
A) global middle class
B) mobile demanders
C) swing class
D) mass class
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Page 14
Chapter 13: Subcultures
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Sample Questions
Q1) When marketers attempt to appeal to people across different age categories,they are using a ___________ strategy.
A) masstige
B) multigenerational marketing
C) concentrated
D) differentiated
Q2) Marketing strategists know nostalgia appeals work best for those in the over-30 age group.
A)True
B)False
Q3) Simon's family has strong oral traditions,where words speak louder than gestures.This is indicative of a ________ culture.
A) low-context
B) hidden-meaning
C) high-context
D) verbally-directed
Q4) What is an age cohort and how might you describe it to a friend?
Q5) Explain the difference between a low-context and a high-context culture.Which is more prevalent in Canadian society?
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Chapter 14: Cultural Influences on Consumer Behaviour
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Sample Questions
Q1) Cross-culturally speaking,a society's tolerance for uncertainty and ambiguity is referred to as:
A) individualism/collectivism.
B) uncertainty avoidance.
C) masculinity/femininity.
D) power distance.
Q2) It can be difficult to grasp the full impact of culture on consumption because:
A) it is so powerful and far-reaching an influence on our lives that it may be hard to see it as separate from just "the way things are."
B) only primitive societies are affected by their cultures.
C) only modern societies are affected by their cultures.
D) there are so many different cultural groups in our society that we cannot keep their influences separate.
Q3) When Disney Land Hong Kong used elements of feng shui in elements of their design,they were taking an etic perspective.
A)True
B)False
Q4) How are cultural symbols relevant for marketers?
Q5) What is uncertainty avoidance?
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Chapter 15: The Creation and Diffusion of Culture
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Sample Questions
Q1) How is branding affecting education? What are the pros and cons of this?
Q2) The process when elements of popular culture are appropriated by marketers and converted to vehicles for promotional strategies is termed:
A) reality artifices.
B) actuality engineering.
C) reality engineering.
D) validity engineering.
Q3) Fashions tend to "sweep" the country.The process by which certain symbolic alternatives are chosen over others and gain general consensus has been termed:
A) symbolic interactionism.
B) collective identification.
C) symbolic interdependence theory.
D) collective selection.
Q4) What are the three major components of a culture production system (CPS)?
Q5) What does coding mean to fashion? Why would something be undercoded?
Q6) Explain the concept of reality engineering and what it might have to do with consumer culture.
Q7) What is cultural selection?
Q8) Explain the concept of reality engineering and give an example.
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