Consumer Behavior
Exam Answer Key
Course Introduction
Consumer Behavior explores the underlying psychological, social, and cultural drivers that influence individuals and groups purchasing decisions. The course examines theories and models of consumer decision-making, learning, motivation, perception, and attitude formation, along with the roles of reference groups, family, and social class in shaping buying behavior. Emphasis is placed on understanding how consumer insights can inform marketing strategies, product development, and communications. Case studies and real-world examples are used to illustrate how marketers anticipate and respond to changing consumer needs and preferences in a dynamic marketplace.
Recommended Textbook
Marketing 11th Edition by Charles W. Lamb
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21 Chapters
3517 Verified Questions
3517 Flashcards
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Chapter 1: An Overview of Marketing
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141 Flashcards
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Sample Questions
Q1) Life is good developed the "Good Karma" line of environmentally friendly 100% organic cotton apparel.The production of the Good Karma line is be consistent with a _____ orientation.
A) societal marketing
B) supplier
C) sales
D) production
E) philanthropic
Answer: A
Q2) The U.S.Postal Service (USPS)argues that its express service is comparable to what is offered by FedEx and that its prices are much lower.Yet,FedEx dominates with more than a 45 percent share of the express-delivery market.Which of the following statements describes this situation?
A) The USPS is perceived as offering greater customer value.
B) FedEx is perceived as offering greater customer value.
C) FedEx and the USPS offer the same customer value.
D) Customer value is not an issue in deciding which express-delivery service to use.
E) The USPS should lower its prices even further to increase market share.
Answer: B
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Chapter 2: Strategic Planning for Competitive Advantage
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174 Flashcards
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Sample Questions
Q1) Technol Medical Products makes specialty face masks to shield health-care workers from infection.Because it focuses on this narrow market,it is able to outsell its primary competitors--3M and Johnson & Johnson.Technol Medical Products has a(n):
A) aggregated positioning strategy
B) demarketing focus
C) heterogeneous target marketing strategy
D) cost competitive advantage
E) niche competitive advantage
Answer: E
Q2) The _____ is a tool for allocating resources among products or strategic business units on the basis of relative market share and market growth rate.
A) market audit
B) portfolio matrix
C) experience matrix
D) market development analysis
E) market opportunity analysis
Answer: B
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Page 4
Chapter 3: Ethics & Social Responsibility
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Sample Questions
Q1) Pacific Gas and Electric (PG&E)Company has donated almost $300,000 to 58 local governments and community-based organizations for local economic development projects.Recipients of these grants include the San Benito County Economic Development Corporation's Business Outreach Program,the San Jose Conservation Corps' Hennessy Place Affordable Single-Family Housing Project,and Mariposa County's Business Development Training Program.This sort of donation indicates PG&E was operating at a(n)_____ responsibility level of the pyramid of corporate social responsibility.
A) legal
B) philanthropic
C) ethical
D) economic
E) cultural
Answer: B
Q2) The deontological theory of ethics is founded on the ability to predict the consequences of an action.
A)True
B)False
Answer: False
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Page 5
Chapter 4: The Marketing Environment
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Sample Questions
Q1) The Gramm-Leach-Bliley Act is aimed at the healthcare industry.
A)True
B)False
Q2) Laws and regulations of various governments and their ongoing development and change are an example of _____ factors that are part of all organizations' external environment.
A) economic investment
B) political and legal
C) research and development
D) competitive
E) demographic
Q3) The external environment is a strong influence on a target market and can provide _____ for the marketing manager.
A) opportunities and threats
B) threats and strengths
C) environmental loopholes
D) opportunities and weaknesses
E) product myopia
Q4) List and describe the four basic values that have strongly influenced American's attitudes and lifestyles.
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Chapter 5: Developing a Global Vision
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Sample Questions
Q1) The fact that Russia's inflation rate has increased 15.1% since May of 2007 would be an important _____ factor for a company that wanted to do business in that country.
A) legal
B) economic
C) culture
D) technological
E) natural
Q2) Basketball is played nearly everywhere in the world and is an easily understood sport.The National Basketball Association (NBA)finals reached more than 600 million televisions in 195 countries.From this information,you should be able to infer that the NBA is:
A) developing international selling schemes
B) implementing standard international marketing
C) implementing global marketing standardization
D) supplementing its foreign vision
E) practicing global marketing
Q3) Why is developing a global vision important for firms in the United States?
Q4) What is a multinational corporation (MNC)? Discuss two MNCs you are familiar with.
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Page 7
Chapter 6: Consumer Decision Making
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Sample Questions
Q1) Refer to Coca-Cola.According to Maslow's hierarchy of needs model,which need was Ed trying to satisfy when he purchased the Coke?
A) self-actualization
B) esteem
C) safety
D) social
E) physiological
Q2) Which of the following is an information source that is not associated with advertising or promotion?
A) external
B) nonmarketing-controlled
C) marketing-controlled
D) unbiased
E) primary
Q3) How can marketers reduce consumers' cognitive dissonance?
A) offer guarantees
B) offer sales promotions
C) avoid contradictory information
D) change the product
E) ignore it
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Chapter 7: Business Marketing
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196 Flashcards
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Sample Questions
Q1) Which type of business product represents goods,such as portable tools and office equipment,that are less expensive and shorter-lived than major equipment?
A) accessory equipment
B) component parts
C) processed goods
D) supplies
E) intermediate goods
Q2) Refer to Baseball Dirt.Because Partac Peat is a business product,the primary promotional method used for its sale is:
A) trade promotions
B) slotting allowances
C) personal selling
D) advertising in consumer magazines
E) publicity
Q3) Another commonly used term for accessory equipment is installations.
A)True
B)False
Q4) Discuss how businesses measure online success.
Q5) What is a strategic alliance? How is it linked to relationship marketing?
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Chapter 8: Segmenting and Targeting Markets
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Sample Questions
Q1) What is product differentiation and how can it be achieved?
Q2) Private Ears are earphones that a person with limited hearing can use to hear the television without turning the volume up full blast. That way,other family members with normal hearing can watch the television at the appropriate volume for them. Private Ears is using _____ segmentation.
A) usage-rate
B) demographic
C) geodemographic
D) competitive
E) benefit
Q3) What is geographic segmentation? Name four reasons why a company would use a regional marketing approach.Then give a specific example of a company marketing its product(s)regionally.
Q4) Define multisegment targeting and discuss the advantages and disadvantages of this targeting strategy.
Q5) To be useful,a segmentation scheme must produce segments that meet four basic criteria.Name and briefly describe each of these four criteria.
Q6) Name the four broad segments of the business market.
Q7) Define cannibalization.Is it always bad? Explain.
Page 10
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Chapter 9: Decision Support Systems and Marketing Research
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202 Flashcards
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Sample Questions
Q1) Which type of interview question encourages an answer phrased in the respondent's own words?
A) scaled-response question
B) Likert item
C) closed-ended question
D) open-ended question
E) free-form question
Q2) First Southern Community Bank has long tried to differentiate itself as,"your friendly,hometown bank." However,the bank president has been concerned about a number of recent customer service complaints.Which of the following approaches would probably be best to get a feel for how friendly her employees really are to customers?
A) employee focus-group interview
B) mail questionnaire of a sample of current customers
C) mystery shopper
D) experiential research
E) an Internet based community study
Q3) One advantage of Internet surveys is dramatically reduced costs.
A)True
B)False
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Chapter 10: Product Concepts
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Sample Questions
Q1) Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts,turkey sausages,ground turkey,lunchmeat cold cuts,fresh marinated bone-in,boneless,and whole chicken,frozen chicken products,and Butterball stuffing and gravy mixes.Butterball uses:
A) dealer branding
B) brand grouping
C) family branding
D) generic branding
E) cobranding
Q2) Discuss the benefits for organizations by organizing related items into product lines.
Q3) Rolex watches are very expensive,can only be purchased in high-end jewelry stores located in large metropolitan areas,and most buyers will accept no substitutes. Roles watches are an example of a shopping product.
A)True
B)False
Q4) Products can be classified as either business/industrial or consumer products. Explain what distinguishes business products from consumer products and why it is important to understand this distinction.
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Page 12
Chapter 11: Developing and Managing Products
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Sample Questions
Q1) One advantage for being first on the market with a new product is more resale opportunities.
A)True
B)False
Q2) A long-run drop in sales signals the beginning of which stage in the product life cycle?
A) laggard stage
B) saturation stage
C) deterioration stage
D) decline stage
E) decay stage
Q3) Oakley,a manufacturer of protective eyewear for various kinds of sports,has introduced sunglasses that play music.The glasses weigh just a few ounces and can hold up to 120 songs.These sunglasses would be an example of a(n):
A) repositioning strategy
B) new product line
C) addition to an existing product line
D) discontinuous innovation
E) revision to existing products
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Page 13
Chapter 12: Services and Nonprofit Organization Marketing
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Sample Questions
Q1) A group of services that support or enhance the core service is called:
A) secondary services
B) peripheral services
C) additional services
D) supplementary services
E) complementary services
Q2) Virtual Bellhop is a company that ships awkward sporting goods to vacation destinations so its customers to not have to worry about lugging them through airports or having them damaged in transit.Thus far,its record for getting the sporting equipment to the correct destination for the vacationer is perfect.This indicates the company excels at which component of service quality?
A) tangibles
B) empathy
C) reliability
D) flexibility
E) assurance
Q3) Compare and contrast search quality,experience quality,and credence quality.
Describe their significance for the marketing of services.
Q4) Name and briefly define the three categories of pricing objectives for services.
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Chapter 13: Marketing Channels
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Sample Questions
Q1) Which of the following is the lack of all the items a customer needs to receive full satisfaction from a product or products?
A) discrepancy of assortment
B) discrepancy of quantity
C) spatial discrepancy
D) temporal discrepancy
E) discrepancy of possession
Q2) Agents and brokers:
A) have a great deal of control and risk invested in the goods
B) only represent manufacturers in sales situations
C) have a great deal of input on the terms of the sale
D) generally are on salary with the manufacturer
E) do not take title to merchandise
Q3) Horizontal channel conflict occurs most often when manufacturers practice:
A) dual or multiple distribution
B) trade loading
C) promotional pricing
D) direct distribution
E) channel distribution
Q4) Discuss the three main areas of importance in service distribution.
Page 15
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Chapter 14: Supply Chain Management
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Sample Questions
Q1) Compare and contrast the lean,agile,and Leagile supply chain strategies.
Q2) Air transportation is faster,cheaper,and more dependable than rail transportation. A)True
B)False
Q3) Which of the following technology is an automatic identification method that works with scanned bar codes to identify products?
A) radio-frequency identification (RFID)
B) third party logistic identifiers (3PL)
C) global positioning system (GPS)
D) electronic data interchange (EDI)
E) network identification systems (NIS)
Q4) All of the following are logistics components of the supply chain EXCEPT:
A) trade promotions
B) production scheduling
C) inventory control
D) warehousing and materials-handling
E) order processing
Q5) What is the customer service management process? List five activities that are a part of this process.
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Chapter 15: Retailing
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Sample Questions
Q1) _____ refers to shopping without visiting a store and is currently growing faster than in-store shopping because of the consumer demand for convenience.
A) Nonstore retailing
B) Customerization
C) Hypershopping
D) Niche marketing
E) Specialty merchandising
Q2) Build a Bear is a retailer where children can design and assemble a stuffed animal from walls of parts.Each child starts by deciding what animal they want.Then,the child moves to a place where the stuffing is added.Finally,the child moves to the area where the last accessories are added.Build-A-Bear is part of a recent trend in retailing referred to as::
A) nonstore retailing
B) m-commerce
C) convenience retailing
D) e-business
E) adding interactivity
Q3) Compare and contrast supermarkets and convenience stores.Name several characteristics of each store in your answer.
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Page 17
Chapter 16: Promotional Planning for Competitive Advantage
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159 Flashcards
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Sample Questions
Q1) If a business studied its promotional strategies by looking at sales trends and market research,it would be using direct feedback to evaluate its promotional strategies.
A)True
B)False
Q2) Refer to Amtrak.Amtrak originated the new campaign.Amtrak represents the _____ in the communication process.
A) promotional impetus
B) decoder
C) sender
D) channeler
E) receiver
Q3) Black & Mild FT are the only cigars on the market made with "a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness." This feature creates a competitive advantage for the product.
A)True
B)False
Q4) Several factors affect the choice of promotional mix.Name five of these factors.
Q5) Draw a diagram that illustrates the communication process.
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Chapter 17: Advertising and Public Relations
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Sample Questions
Q1) Comparative advertising:
A) does not have high claim recall effectiveness
B) has always been legal but is in bad taste
C) allows advertisers to falsely describe the competition
D) was not allowed before the 1970s if the other brands were mentioned by name or shown
E) results in high recall of the brand name of the advertised goods, but not for the named, competing brand
Q2) IBM runs television ads that show how their IT services can help a small Internet start up prepare for and solve any problems that may arise in their daily operations.This is an example of a _____.
A) unique selling proposition
B) advertising objective
C) media profile
D) basis for comparative advertising
E) basis for product identification
Q3) Name five major advertising media.List two advantages and two disadvantages associated with the use of each.
Q4) Name and briefly define the two major types of advertising.
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Chapter 18: Sales Promotion and Personal Selling
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Sample Questions
Q1) All of the following statements describe an advantage of personal selling over other forms of promotion EXCEPT:
A) Personal selling is less expensive on a per contact basis.
B) Personal selling is better for providing customers with detailed demonstrations of products.
C) It is easier to vary the message according to what the customer needs to know with personal selling.
D) It is easier to direct the marketing effort to directly to qualified prospects with personal selling.
E) Personal selling costs can be controlled by adjusting the size of the sales force.
Q2) A _____ is a determination of the customer's specific needs and wants and the range of options the customer has for satisfying them.
A) stimulus-response continuum
B) needs hierarchy
C) needs assessment
D) NASIC comparison
E) sales probability
Q3) What is sales promotion? What are the objectives of sales promotion?
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Chapter 19: Pricing Concepts
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Sample Questions
Q1) Consumers' responsiveness or sensitivity to changes in prices is known as:
A) break-even
B) equilibrium
C) unitary revenue
D) asymmetrical demand
E) elasticity of demand
Q2) Refer to the American Girl Doll.In terms of the costs of producing the doll and its accessories,the salary of the graphic designer who does the layout for the American Girl catalog is a(n):
A) markup cost
B) variable cost
C) fixed cost
D) derived cost
E) elastic cost
Q3) A marketer using a profit maximization strategy will charge the highest prices the market will bear.
A)True
B)False
Q4) Name two advantages and two disadvantages associated with the use of break-even analysis.
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Chapter 20: Setting the Right Price
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Sample Questions
Q1) One pharmaceutical manufacturer did not price a new antiulcer drug by adding up the costs of developing and manufacturing the medication and tacking on the amount of profit it wanted to make.Instead,the company justified a higher price than it might otherwise have been able to get from medical insurers by using studies that showed the new drug could help patients avoid expensive surgery and save the insurance companies money.The pharmaceutical company used:
A) value-based pricing
B) noncumulative pricing
C) CRM pricing
D) price bundling
E) market concept pricing
Q2) Name and describe the three basic strategies for setting a price on a new good or service.Under what conditions is each of the three basic pricing methods successful?
Q3) Markdown allowances are illegal.
A)True
B)False
Q4) What activities occur once the marketing manager has established pricing goals? Why are these activities important?
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Chapter 21: Customer Relationship Management (CRM)
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Sample Questions
Q1) Refer to Blood Services.What technique did the organization use to analyze its donor information?
A) data identifying
B) recency-frequency-monetary analysis
C) niche marketing
D) predictive modeling
E) customer segmentation
Q2) All the following are U.S.privacy Acts EXCEPT:
A) McCarthy Act
B) Gramm-Leach-Bliley Act
C) Health Insurance Portability and Accountability Act
D) CAN-SPAM Act
E) all these are privacy acts
Q3) Which technique was likely used to suggest that a customer who wanted to buy a $29 shirt would also be a likely prospect for a cigar humidor.
A) predictive modeling
B) customer segmentation
C) market aggregation
D) recency-frequency-monetary analysis
E) data interpolation
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