Business-to-Consumer Marketing Textbook Exam
Questions
Course Introduction
Business-to-Consumer (B2C) Marketing explores the strategies, principles, and practices involved in marketing products and services directly to individual consumers. This course delves into consumer behavior, market segmentation, branding, digital marketing, and retail management, highlighting how organizations identify and satisfy customer needs in a rapidly changing marketplace. It examines both traditional and contemporary marketing channels, including e-commerce and social media platforms, and emphasizes the importance of customer engagement, loyalty programs, and analytics in crafting effective B2C campaigns. Students will gain practical skills for developing, implementing, and assessing B2C marketing strategies to achieve business objectives and sustain competitive advantage.
Recommended Textbook
Consumer Behavior Buying Having and Being 12th Edition by Michael R. Solomon
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Page 2
Chapter 1: Buying, Having, and Being: an Introduction to Consumer Behavior
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Sample Questions
Q1) Positivism is sometimes called ________.
A) paradigm
B) modernism
C) westernism
D) none of the above
Answer: B
Q2) George says that he sees everything as "black or white no in between." George would most accurately be characterized as a(n) ________.
A) positivist
B) collectivist
C) interpretivist
D) consumerist
Answer: A
Q3) A digital native is someone who ________.
A) grew up in a "wired" and highly networked area
B) uses alternate reality games frequently
C) participates in database marketing
D) belongs to a consumption community
Answer: A
Page 3
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Chapter 2: Consumer and Social Well-Being
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Sample Questions
Q1) How consumers dispose of products can apply to the disposal of ideas just as it does to products.
A)True
B)False
Answer: True
Q2) The social bottom line provides financial benefits directly to stockholders.
A)True
B)False
Answer: False
Q3) Discuss an implication that relates to the lack of locational privacy consumers have in today's wired and mobile world.
Answer: Answers will vary. An example is the threat that is possible when others can see one's location in real-time such as on Four-Square.
Q4) Sustainability and green marketing are the same thing.
A)True
B)False
Answer: False
Q5) Explain the three key legislative acts affecting consumers.
Answer: These acts are located in Table 2.2
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Chapter 3: Perception
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Sample Questions
Q1) When Coke weaves a sound into a piece of music, the advertisement is using
A) sound marketing
B) audio watermarking
C) sound watermarking
D) music marketing
Answer: B
Q2) Research has shown that Kansei engineering can be an effective way to design products. Explain how Kansei engineering works and give an illustration that demonstrates your understanding.
Answer: Kansei engineering is a Japanese philosophy that translates customers' feelings into design elements. For example, many carmakers have changed the design of the driver's seat to make drivers feel taller. Ford's version is called "Command Seating" to reinforce the feeling of power it wants drivers to experience as they look down on all those little vehicles buzzing around them.
Q3) Sensory marketing has proven to be largely ineffective as a marketing approach.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Learning Memory
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Sample Questions
Q1) Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning.
A) stage one
B) subliminal
C) incidental
D) evoked
Q2) Instrumental conditioning is also called classical conditioning.
A)True
B)False
Q3) Samantha is passing down the cereal aisle when she spots a box of Frosted Flakes cereal featuring Tony the Tiger on the box front. She remembers the taste of the cereal and how much fun she had talking to Tony while she ate her cereal as a kid. She buys a box and leaves the cereal aisle without examining any other cereal products. What aspect of the retrieval process did Samantha use in her product search process?
A) Salience
B) The von Restorff effect
C) The spacing effect
D) State-dependent retrieval
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Chapter 5: Motivation and Affect
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Sample Questions
Q1) ________ suggests that expectations of achieving desirable outcomes-positive incentives-rather than being pushed from within motivate our behavior.
A) The theory of cognitive dissonance
B) Gestalt theory
C) Expectancy theory
D) Homeostasis
Q2) If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________.
A) achievement
B) affiliation
C) power
D) uniqueness
Q3) Alicia loves chocolate. She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best explained with the expectancy theory.
A)True
B)False
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Chapter 6: The Self: Mind, Gender, and Body
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Sample Questions
Q1) When we act the way we assume others expect us to act we are practicing a
A) looking-glass self
B) self-image
C) self-fulfilling prophecy
D) real self
Q2) ________ refers to the possession of both masculine and feminine traits.
A) Heterosexual
B) Homosexual
C) Amorphany
D) Androgyny
Q3) The looking-glass self is molded by elements of pop culture, such as comic book heroes.
A)True
B)False
Q4) Self-esteem refers to the positivity of a person's self-concept.
A)True
B)False
Q5) Describe how ideals of beauty within a culture motivate consumers to change themselves physically. Discuss specific categories where this occurs.
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Chapter 7: Personality, Lifestyles, and Values
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Sample Questions
Q1) Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles?
A) The 80/20 principle
B) The pyramid principle
C) The derived demand principle
D) The surrogate buyer principle
Q2) Instead of spending the weekend working on the research paper due at the end of next week, Andrew decided to spend the weekend going out with friends. According to Freudian theory, which system dominated in Adam's decision?
A) The id
B) The superego
C) The anti-ego
D) The ego
Q3) Explain the term "animism." Provide an example of animism.
Q4) List the various ways that psychographic segmentation can be used.
Q5) What did Freud mean when he said, "Sometimes a cigar is just a cigar"?
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Chapter 8: Attitudes and Persuasive Communication
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Sample Questions
Q1) The utilitarian function relates to the basic principles of reward and punishment.
A)True
B)False
Q2) Which theory of attitudes states that people are motivated to take action to resolve inconsistencies between attitudes and behaviors?
A) Theory of cognitive dissonance
B) Self-perception theory
C) Social judgement theory
D) Balance theory
Q3) Tyler told a local journalist about an upcoming astrological event, and the reporter printed the information in the newspaper the next day. A local college professor who specializes in astrophysics said the newspaper story had numerous inaccuracies and was "penned by an amateur." In this case, Tyler and the journalist created a situation in which reporting bias has occurred.
A)True
B)False
Q4) What is source credibility and does source credibility affect attitude change?
Q5) Explain the term "persuasion."
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Chapter 9: Decision Making
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Sample Questions
Q1) A consumer who falls back on "mental rules-of-thumb" when making a decision is using heuristics.
A)True
B)False
Q2) Neuromarketing refers to the use of MRI tools that try to understand and then apply a human decision maker's multiattribute preferences for a product category.
A)True
B)False
Q3) What are noncompensatory rules? When are they used? Briefly describe the three types of noncompensatory rules.
Q4) ________ is a frenzied, guilt-ridden compromise between conflicting cultural ideals of motherhood and professionalism.
A) Kin-network system
B) Dad advertising
C) Home shopping
D) Juggling lifestyle
Q5) Define framing.
Q6) How can marketers help people organize information on the internet?
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Chapter 10: Buying, Using, and Disposing
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Sample Questions
Q1) A ________ includes a buyer, a seller, a product or service and other factors, such as how the physical environment makes one feel.
A) post-purchase process
B) purchase process
C) consumption situation
D) psychological situation
Q2) A vending machine is a good illustration of a point-of-purchase display.
A)True
B)False
Q3) The thrill of the hunt is considered a hedonic shopping motive.
A)True
B)False
Q4) An individual's motivation to distance himself from a negative reference group is never as powerful as his motivation to please a positive group.
A)True
B)False
Q5) Why are modern industrialized societies dependent upon perceptions of time?
Q6) Why does a typical casino have low ceilings, no windows, no clocks, and no straight aisles?
Page 12
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Chapter 11: Groups and Social Media
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Sample Questions
Q1) A type of reference group is ________.
A) membership
B) aspirational
C) avoidance
D) all of the above
Q2) According to the principle of least interest, the person who is least ________ has the most power in the relationship.
A) committed to staying in the relationship
B) susceptible to interpersonal influence
C) susceptible to cultural pressures
D) concerned about sanctions against nonconforming behavior
Q3) Several research methods are used to study reference groups and opinion leadership. ________ methods trace communication patterns among members of a group. These techniques allow researchers to systematically map out the interactions that take place among group members.
A) momentum
B) behavioral
C) sociometric
D) geodemographic
Q4) Explain the term "lurkers" as it relates to social media.
Page 13
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Chapter 12: Income and Social Class
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Sample Questions
Q1) ________ refers to the passage of individuals from one social class to another.
A) Social class
B) Social affinity
C) Social mobility
D) Social prestige
Q2) Lower-class men are more likely than middle-class men to have a general sense of empowerment.
A)True
B)False
Q3) Restricted codes focus on the content of objects, not on relationships among objects.
A)True
B)False
Q4) Many twenty-somethings have rebelled against their more affluent parents by mocking wealth, wearing clothing such as shredded jeans and driving boxy cars. These are examples of what is called a modern potlatch.
A)True
B)False
Q5) List the 6 social classes.
Q6) Explain the term "hedonic adaptation."
Page 14
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Chapter 13: Subcultures
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Sample Questions
Q1) Which of the following statements about teenagers is True?
A) Most cultures have historically separated youth between the ages of 13 to 17 as being neither children nor adults.
B) Most primitive cultures have isolated youth between the ages of 13 to 17 as being unstable and incapable of membership in adult life.
C) The concept of being a teenager is a relatively new historical development that did not exist prior to about 60 to 70 years ago.
D) The concept of a teenager began to appear in Western cultures about 200 years ago as a result of practices by Native American tribes.
Q2) Explain why the Islamic market should be important to U.S. marketers.
Q3) The lack of marketing information about religion is primarily due to ________.
A) the small number of people who are influenced in the marketplace by religious issues
B) the dollar value of the Christian market being very low
C) traditional bigotry toward religion
D) religion being somewhat of a taboo subject among researchers
Q4) Explain why the original descriptions and stereotypes of Gen Xers may be inaccurate.
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Chapter 14: Culture
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Sample Questions
Q1) ________ is the way people maintain an orderly social life.
A) Ecology
B) Lifestyle
C) Social structure
D) Ideology
Q2) ________ postulated that myths involve binary opposition, in which two opposing ends of some dimension are represented (such as good versus evil).
A) Levi-Strauss
B) Freud
C) Hofstede
D) Bettelheim
Q3) ________ is when ordinary objects, events, and even people take on sacred meaning.
A) Contamination
B) Objectification
C) Sacralization
D) Profane consumption
Q4) Describe the three functional areas of a cultural system.
Q5) Explain the term "power distance" in Hofstede's Dimensions of National Culture.
Q6) Define the term "myth."
Page 16
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