Consumer Behavior Exam Review
Course Introduction
Consumer Behavior examines the psychological, social, and cultural influences that shape individuals' purchasing decisions and consumption patterns. The course explores topics such as perception, motivation, learning, attitude formation, decision-making processes, and the impact of group dynamics on consumer choices. Students will analyze how marketers use insights into consumer behavior to develop effective strategies, design persuasive marketing messages, and create value for both customers and organizations in dynamic market environments.
Recommended Textbook
Foundations of Marketing 5th Edition by John Fahy
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12 Chapters
1403 Verified Questions
1403 Flashcards
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Chapter 1: The Nature of Marketing
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161 Verified Questions
161 Flashcards
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Sample Questions
Q1) Why is innovation so important in marketing orientated companies?
A)So that new production process can be developed
B)So that new products can be developed to meet the needs of tomorrow's customers
C)So that new products can be developed faster
D)So that new organizations can improve effectiveness
Answer: B
Q2) More attention that ever before is being paid to the _______ used to measure marketing activity.
A)conditions
B)metrics
C)context
D)evidence
Answer: B
Q3) The secondary elements of marketing strategy involve decisions related to market segmentation, targeting and positioning.
A)True
B)False
Answer: False
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Chapter 2: The Global Marketing Environment
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) Which of the following is an emerging implication of the development of the "Single European Market"?
A)Globalization
B)International Marketing
C)Global Marketing
D)Pan- European Marketing
Answer: D
Q2) Cause-related marketing is a philanthropic activity by which businesses and charities or causes form a partnership with each other to market an image, goods or service for mutual benefit
A)True
B)False
Answer: False
Q3) The macroenvironment contains a number of broader forces that affect not only the company, but also other actors in the environment, e.g. social, political, commercial and economic.
A)True
B)False
Answer: True
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Page 4
Chapter 3: Understanding Customer Behaviour
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103 Verified Questions
103 Flashcards
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Sample Questions
Q1) Two main categories of marketplaces or exchanges have been created due to the growth in the use of the Internet: vertical electronic marketplaces which are industry specific and _______ electronic marketplaces which cross industry boundaries and cater for supplies such as maintenance, repair and operation (MRO) or services.
A)cross
B)horizontal
C)inter
D)intra
Answer: B
Q2) Which of the following is a typical example of a gatekeeper?
A)A company secretary
B)A company engineer
C)Purchasing manager
D)Operations manager
Answer: A
Q3) Safety is one of the five categories of motives as proposed by Maslow.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Marketing Research and Customer Insights
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134 Verified Questions
134 Flashcards
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Sample Questions
Q1) Response rates are the lowest for which two forms of survey method?
A)Telephone and face-to-face surveys
B)Mail and telephone surveys
C)Face-to-face and online surveys
D)Mail and online surveys
Q2) An MkIS comprises of which four elements?
A)External continuous data, external ad-hoc data, environmental scanning, and marketing research
B)External continuous data, external ad-hoc data, environmental intelligence, and marketing research
C)Market intelligence, external ad-hoc data, environmental intelligence, and marketing research
D)Internal market information, market intelligence, environmental scanning, and marketing research
Q3) Which of the following is not an example of an external source of secondary information?
A)Census
B)Trade magazine
C)Sales invoice
D)Government statistics
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Chapter 5: Market Segmentation, Targeting and Positioning
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) Targeting children in advertising and communication is the subject of some criticism as it may encourage them to use _______ power to encourage their parents to buy products and services.
A)materialism
B)pressure
C)influence
D)pester
Q2) Which of the following characteristics do marketers use in evaluating the effectiveness of different segments?
A)Accessible; Interactivity; Sustainability; Measurability
B)Measurability; Accessibility; Actionability; Profitability
C)Interactivity; Effectiveness; Measurability; Predictability
D)Measurability; Addressability; Profitability; Monitorability
Q3) Intangible repositioning involves which of the following?
A)Changing the product and targeted market segment
B)Retaining the product but changing the market segment the company aims for
C)Retaining the product and the market segment but changing the brand's image
D)None of the above
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Chapter 6: Value Through Products and Brands
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111 Verified Questions
111 Flashcards
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Sample Questions
Q1) Companies will be monitoring the speed of product adoption and, if disappointing, they may terminate the product. At which stage may this termination occur?
A)Decline
B)Maturity
C)Growth
D)At any stage a product may be terminated
Q2) The process of managing groups of brands and product lines is called which of the following?
A)Product Management
B)Market Management
C)Portfolio Planning
D)Segment Planning
Q3) Which of the following is a benefit of branding to organizations?
A)Increases company value
B)Acts as a barrier to competition
C)Acts as a base for brand extension
D)All of the above are benefits of branding to organizations
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8
Chapter 7: Value Through Services, Relationships and Experiences
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) Which of the following are benefits customers reap from entering into a long term relationship?
A)Risk and stress increase
B)Better quality service
C)Social and status risks
D)None of the above
Q2) Why is there a need to extend the traditional 4-Ps marketing mix for services?
A)The high degree of direct contact between the firm and the customer
B)The invisible nature of the service assembly process
C)The separation of production and consumption
D)All of the above
Q3) Willingness to help customers and provide a prompt response to customer problems, requests and questions refers to which of the following dimensions of service quality?
A)Reliability
B)Courtesy
C)Tangibles
D)Responsiveness
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Chapter 8: Value Through Pricing
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Cost-based pricing gives an indication of which of the following?
A)The maximum price that can be extracted from customers
B)The minimum price that needs to be charged to break even
C)The costs involved in the production
D)The costs involved in the production, marketing and distribution of a product
Q2) Pricing the calculation of only those costs that are likely to rise as output increases is referred to as which of the following?
A)Output cost
B)Variable costs
C)Full cost
D)Marginal cost
Q3) Companies may decide to raise prices when embarking on a harvest objective.
A)True
B)False
Q4) Positioning refers to which of the following?
A)The choice of pricing and the quality associations that arise as a result
B)The choice of target market and differential advantage
C)The choice of pricing and how the company wishes to compete
D)Where the company wishes to compete and pricing strategy
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Chapter 9: Distribution: Delivering Customer Value
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Where a retailer decides to widen its product assortment from food, drink and toiletries to include clothes and toys, this is called which of the following?
A)Scrambled merchandising
B)Variety assortment
C)Convenience shopping
D)Depth retailing
Q2) Channel and physical distribution decisions are inter-related, although physical distribution decisions tend to be made earlier.
A)True
B)False
Q3) Distributors may demand the right to exclusive distribution as a condition for stocking a manufacturer's product line.
A)True
B)False
Q4) Direct distribution is less prevalent when buyers are few in number and buy large quantities.
A)True
B)False
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11
Chapter 10: Integrated Marketing Communications 1: Mass Communications Techniques
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) Which of the following is not part of the promotional mix?
A)Sales promotion
B)Digital marketing
C)Personal selling
D)Market research
Q2) The 'target audience' refers to which of the following?
A)The group of people at which a product is aimed
B)The group of people at which an advertisement or message is aimed
C)The group of people which have past, present or future interest in the actions or behaviour of a company
D)The group of people referred to as stakeholders
Q3) Consumer _______ theory suggests that advertising acts as a source of meanings through which we express ourselves and communicate with others.
A)communication
B)advertising
C)culture
D)promotion
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Page 12
Chapter 11: Integrated Marketing Communications 2: Direct Communications Techniques
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67 Verified Questions
67 Flashcards
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Sample Questions
Q1) The origins of direct marketing lie in:
A)telemarketing.
B)direct mail.
C)electronic media.
D)none of the above.
Q2) What is the first stage in a direct marketing campaign?
A)Creative decisions
B)Identification of the target audience
C)Media decisions
D)Campaign execution
Q3) Which of the following statements is true?
A)In industrial marketing, over 70% of the marketing budget is usually spent on the sales force
B)In consumer marketing, over 70% of the marketing budget is usually spent on the sales force
C)All of the above
D)None of the above
Q4) A role of telemarketing is to maintain and update the firm's marketing database.
A)True
B)False
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Chapter 12: Digital Marketing
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) When designing SEO for any online channel, _______ to and from the website are important as they help 'spiders' to place it within a network of websites.
A)images
B)keywords
C)links
D)research
Q2) _______ media is the term commonly given to internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content.
A)Social
B)Mass
C)Traditional
D)Impersonal
Q3) It is good practice for companies to copy the same content over to all social media platforms that it uses.
A)True
B)False
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