Consumer Behavior
Mock Exam
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence the purchasing decisions of individuals and groups. This course examines how consumers perceive products, make choices, and evaluate brands, incorporating theories from psychology, sociology, and economics. Students will learn about decision-making processes, the roles of attitudes and motivation, the impact of family, culture, and social groups, and how marketing strategies are developed to respond to consumer needs and wants. Real-world examples and case studies foster a practical understanding of how consumer insights drive successful marketing campaigns and shape the business landscape.
Recommended Textbook Essentials of Marketing 12th Edition by
Charles W. Lamb
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3763 Verified Questions
3763 Flashcards
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Page 2
Chapter 1: An Overview of Marketing
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Sample Questions
Q1) Refer to Harley-Davidson.Customer-oriented personnel who ride the products they make and sell,sponsorship of motorcycle clubs and parties,and employee attendance at bike rallies all work together at Harley-Davidson to implement which type of strategy?
A) Relationship marketing
B) Social marketing
C) Internal marketing
D) External marketing
E) Empowered marketing
Answer: A
Q2) Which marketing management philosophy focuses on the question,"What do customers want and need?"
A) Sales orientation
B) Production orientation
C) Product orientation
D) Market orientation
E) Internal orientation
Answer: D
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Page 3
Chapter 2: Strategic Planning for Competitive Advantage
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Sample Questions
Q1) Perhaps the broadest control device available to marketing management is the marketing audit.Describe this tool and its characteristics.
Answer: A marketing audit is a thorough,systematic,periodic evaluation of the objectives,strategies,structure,and performance of the marketing organization.It incorporates both financial and nonfinancial reporting,is mainly futuristic in nature,and is largely strategy-oriented.The marketing audit is designed to aid management in allocating marketing resources efficiently.The marketing audit looks to the future allocation of marketing resources.All companies should use the audit system to uncover potential weaknesses and identify cost-cutting opportunities.The marketing audit should be comprehensive,systematic,independently conducted,and run periodically.
Q2) A subgroup of a single business or a collection of related businesses within the larger organization is called a(n):
A) conglomerate
B) joint venture
C) strategic business unit (SBU)
D) oligarchy
E) strategic alliance
Answer: C
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Chapter 3: Ethics and Social Responsibility
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Sample Questions
Q1) Sustainability refers to a business's concern for society's welfare.
A)True
B)False
Answer: False
Q2) All of the following are ethical theories relevant to marketing EXCEPT:
A) deontology
B) attribution theory
C) utilitarianism
D) casuist ethical theory
E) moral relativism
Answer: B
Q3) Unfortunately,most businesspeople have not progressed beyond the self-centered and manipulative actions of preconventional morality.
A)True
B)False
Answer: False
Q4) List the six modes of social control.
Answer: The six modes of social control are (1)ethics, (2)laws, (3)formal and informal groups, (4)self- regulation, (5)the media,and (6)an active civil society.
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Chapter 4: The Marketing Environment
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Sample Questions
Q1) What is a component lifestyle? Describe how a college student follows a component lifestyle.Use specific examples.
Q2) The goal of environmental scanning is to _____.
A) identify opportunities and threats in the marketplace
B) eliminate all competition in the marketplace
C) close all environmental loopholes
D) control the external environment
E) increase product myopia
Q3) All of the following are promotional messages created to resonate with baby boomers,EXCEPT:
A) connecting with their sense of themselves as trailblazers
B) focusing on their lives,not their ages
C) linking the brand with a major life event
D) marketing to boomers' tendencies as big spenders
E) knowing that boomers are jaded students of ads
Q4) Name and describe at least five ways that thieves can steal an identity.
Q5) An economic recession increases demand for products and services.
A)True
B)False
Q6) What is the CPSC? How does it affect marketing?
Page 6
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Chapter 5: Developing a Global Vision
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Sample Questions
Q1) A U.S.executive had no idea the Germans tend to be very risk-averse.When he arrived at a meeting in Berlin,he simply stressed the price of his firm's products without emphasizing their bottom-line benefits,promoting the company's strong service support,or guaranteeing their effectiveness.As a result,the multimillion dollar deal failed.The U.S.executive overlooked the importance of which environmental factor?
A) Culture
B) Demographics
C) Natural resources
D) Economic development
E) Political structure
Q2) With a _____,a firm produces standardized products to be sold the same way all over the world.
A) traditional marketing strategy
B) global marketing standardization approach
C) product extension approach
D) culturally based marketing strategy
E) synergistic approach to marketing
Q3) Global legal structures are designed to either encourage or limit trade.Name and define five of these legal structures.
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Chapter 6: Consumer Decision Making
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Sample Questions
Q1) The processes consumers use when making purchase decisions are called:
A) consumer behavior
B) marketing
C) consumerism
D) perceptual mapping
E) database mining
Q2) Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions is referred to as:
A) cognitive dissonance
B) psychological discomfort
C) affect referral
D) perceptual imbalance
E) dissatisfaction
Q3) A newly hired employee at an advertising agency chose the clothes she purchased for work by observing the clothes she saw worn in The Apprentice,a popular television reality show.In this example,the women hoping to work for Donald Trump served as primary reference groups.
A)True
B)False
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Page 8
Chapter 7: Business Marketing
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Sample Questions
Q1) Refer to Boise Cascade.Boise Cascade's excellent supplier relationships allow the company to provide the best value on the top brands in the industry.Because Boise Cascade has confidence in its suppliers' reliability and integrity,a high degree of _____ exists between the firm and the suppliers.
A) trust
B) tomo
C) amae
D) reciprocity
E) derived demand
Q2) _____ is the primary promotional method for the sale of all business products.
A) Direct mail
B) Advertising
C) Personal selling
D) Public relations
E) Trade promotions
Q3) The reseller market is the same as the retailer market.
A)True
B)False
Q4) Describe the reseller market.Why do businesses use the services of business product distributors?
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Chapter 8: Segmenting and Targeting Markets
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Sample Questions
Q1) Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges.Airlines are using these rewards as a means of implementing _____ segmentation.
A) lifestyle
B) motive
C) usage-rate
D) demographic
E) personality
Q2) Refer to Turkey Hunting Equipment.What kind of strategy does Cost use to select his target market?
A) Concentrated targeting
B) Multisegment
C) Mass marketing
D) Undifferentiated
E) Repositioned
Q3) What is a market segment? Define market segmentation and discuss why market segmentation is important to the well-being of most companies.
Q4) What are the four criteria that are necessary to define a market?
Q5) Define cannibalization.Is it always bad? Explain.
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Chapter 9: Decision Support Systems and Marketing Research
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Sample Questions
Q1) In contrast to marketing research problems,management decision problems are:
A) action oriented
B) pervasive
C) narrower in scope
D) synergistic
E) information oriented
Q2) A(n)_____ is characterized by the researcher's altering one or more variables-such as price or package design--while observing the effects of those alterations on another variable (usually sales).
A) observation research project
B) research problem
C) experiment
D) sampling frame
E) correlation of facts study
Q3) Martina was interested in how students perceive the health service provided by her university.To collect data on this issue,she interviewed the students in her evening class.Martina has used a random sampling procedure.
A)True
B)False
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Chapter 10: Product Decisions
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Sample Questions
Q1) Amy stopped by the grocery store to pick up a gallon of milk.As she was waiting to check out she noticed that People Magazine had an interesting cover story about Scarlett Johansson.As Amy is a huge fan Scarlett,she had to buy a copy.In this example,the People Magazine is an example of a(n)_____ product.
A) specialty
B) convenience
C) business
D) shopping
E) unsought
Q2) The statement on the toothpaste box that brushing twice a day with this paste will remove 90 percent of all tartar from the user's teeth is an example of a(n):
A) implied warranty
B) functional label
C) UPC disclaimer
D) express warranty
E) universal warranty
Q3) The nutrition label on a package is an example of persuasive labeling.
A)True
B)False
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Page 12
Chapter 11: Developing and Managing Products
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Sample Questions
Q1) All of the following statements about how adopters participate in the diffusion process are true EXCEPT:
A) Early adopters may also be opinion leaders.
B) Laggards are the last consumers to adopt a new product.
C) There are three categories of consumers who will adopt an innovation.
D) The dominant characteristic of members of the late majority is skepticism.
E) Innovators are the first to purchase a new product.
Q2) In the adopter categories,the final 16 percent to adopt are similar to innovators in that they do not rely on the norms of the group but are independent because they are tradition-bound.They tend to have the lowest socioeconomic status,are suspicious of new products,and are alienated from a rapidly advancing society.They are called:
A) generics
B) late majority
C) decliners
D) laggards
E) Luddites
Q3) Global R&D is important for two reasons.What are they?
Q4) Name and describe the six categories of new products.
Q5) List four potential advantages that come to the company that is first to market.
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Chapter 12: Services and Nonprofit Organization Marketing
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Sample Questions
Q1) Refer to Got Milk .Manhattan Milk is an example of a:
A) retail operation
B) service
C) wholesale intermediary
D) facilitator
E) manufacturer
Q2) Trina is a physical fitness trainer who tries to get to know her clients and their specific fitness goals.Trina understands that she is in the _____ processing business.
A) people
B) mechanical
C) possession
D) mental
E) information
Q3) What are the five key issues to remember when developing distribution strategies for service organizations?
Q4) What is the difference between internal marketing and relationship marketing? Why are these types of marketing important to service marketing?
Q5) 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) Refer to R.H.Kurt.When Kurt combines products from 41 different manufacturers into a collection retail buyers want available at one place,it is engaging in:
A) a transactional function
B) creating an assortment
C) a facilitating function
D) integrating its promotional functions
E) compressed distribution
Q2) Refer to Redbox.Redbox offers DVDs from several production studios,such as Disney,Sony,and Paramount.Consumers just have to rent from Redbox instead of obtaining the DVD from the various production studios if they want a children's movie from Disney and an action movie from Paramount.Thus,one kiosk provides _____ for both consumers and the production studios.
A) contact efficiency
B) integration
C) synergy
D) distribution efficiency
E) distribution intensity
Q3) What is a marketing channel? What type of business make up a marketing channel?
Q4) Discuss the four main areas of importance in service distribution.
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Chapter 14: Supply Chain Management
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Sample Questions
Q1) All of the following accurately describe modern supply chain management EXCEPT:
A) physical flow process
B) customer-driven
C) provides enhanced customer and economic value
D) plays the role of communicator of customer demand
E) relies on a "push" strategy
Q2) All of the following activity groups are related closely to internal operations integration success EXCEPT:
A) the use of cross-functional teams
B) activity-based costing
C) standardization of work processes across work groups
D) simplification of all work processes as much as possible
E) a reconfiguration of the physical assets the company owns
Q3) Digital distribution is a distribution technique that includes any kind of product or service that can be distributed electronically.
A)True
B)False
Q4) What is relationship integration? Describe a supply chain that has achieved high relationship integration.
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Chapter 15: Retailing
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Sample Questions
Q1) Pick of the Litter has just purchased a sizable plot of land on which it will build a store building with a large parking lot.Across the street is a collection of specialty shops and a furniture store.Pick of the Litter will be part of a strip shopping center.
A)True
B)False
Q2) The _____ of retail stores is a key factor in their success;the goal is to use all space in the store effectively,including aisles,displays,and even nonselling areas.
A) merchandise density
B) layout
C) target strategy
D) merchandise mix
E) promotional strategy
Q3) Marketers who use nonstore retailing no longer have to worry about the "place" element of the four Ps.
A)True
B)False
Q4) Define retailing and list the factors that are used to classify retail operations.
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17
Chapter 16: Promotional Planning for Competitive Advantage
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Sample Questions
Q1) All of the following are elements of the communication process EXCEPT:
A) encoding
B) sender
C) channel
D) comprehension
E) receiver
Q2) The toy inside of a McDonald's Happy Meal is an example of:
A) a sales promotion
B) publicity
C) advertising
D) implicit communications
E) a personal sales presentation
Q3) The two major categories of communications are:
A) primary and secondary
B) direct and indirect
C) long term and short term
D) mass and interpersonal
E) informative and persuasive
Q4) Describe the promotional strategies used in each stage of the product life cycle.
Page 18
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Chapter 17: Advertising and Public Relations
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Sample Questions
Q1) What is the most significant recent trend that has affected television advertising? Describe the trend and how it impacts television networks,and explain how television networks have been dealing with it.
Q2) How can advertising affect consumers?
A) It can change cultural practices and conventions
B) It can change strongly held values
C) It can manipulate society against its will
D) It can change negative attitudes to positive ones
E) It can make people buy things they do not want
Q3) A newspaper article revealed that hazardous waste buried in an on-site landfill at a paper manufacturer were leaking into the local water supply.Even though the company quickly stopped the leak and paid for an additional water purification system for the town,it still received some very negative publicity.The company should have:
A) begun a pulsing advertising campaign
B) implemented its crisis management plan
C) used an ad campaign based on a fear appeal
D) done nothing until the actual damage levels were determined
E) ignored the publicity and assumed it would go away
Q4) What is public relations? What is publicity?
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Chapter 18: Sales Promotion and Personal Selling
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Sample Questions
Q1) Refer to College Entertainers.The entertainers and agency representatives engage in _____ in the Marketplace.
A) transformational management
B) countertrades
C) all types of marketing communications
D) personal selling
E) loyalty marketing programs
Q2) A(n)_____ is a statement of sales goals,usually based on sales volume alone.
A) breakeven statement
B) trend analysis
C) order forecast
D) account report
E) quota
Q3) Consumer sales promotion seeks to reach new users,keep current users,and entice users to stock up.It can also be used to reinforce advertising for the good or service.Name and define five consumer sales promotional tools.
Q4) What is sales promotion? What are the objectives of sales promotion?
Q5) List the seven steps in the personal selling process.
Q6) List the advantages personal selling offers over other forms of promotion.
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Chapter 19: Pricing Concepts
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Sample Questions
Q1) Refer to Specialty Cakes.Which of the following is the BEST example of a variable cost for Cecilia Villaveces Cakes?
A) Life insurance on Cecilia
B) Flour and sugar
C) Ovens used for cooking cakes
D) Business license
E) Interest payment to the bank
Q2) If a company's pricing objective is to meet the competition or to maintain existing prices,it is using _____ pricing.
A) head-on
B) target return on investment
C) status quo
D) market share
E) demand-oriented
Q3) _____ use complex mathematical software to profitably fill unused capacity.
A) Yield management systems
B) Capacity correlation systems
C) Service forecasting tools
D) Service management systems
E) Capacity management software
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Chapter 20: Setting the Right Price
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Sample
Questions
Q1) Which of the following is a pricing policy whereby a firm charges a high introductory price,often coupled with heavy promotion?
A) Penetration pricing
B) Price skimming
C) Price capping
D) Profit pricing
E) Price maximization
Q2) Refer to Art Supplies.Which of the following merchandise is offered in the flyer with a seasonal discount?
A) Tacky glue
B) Plastic storage boxes
C) Flag-related items
D) Funky Girls Gel Pens
E) Scrapbook starter kit
Q3) Odd-even pricing is also called:
A) psychological pricing
B) 1-2 pricing
C) bait pricing
D) price bundling
E) two-part pricing
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Chapter 21: Customer Relationship Management (CRM)
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Sample Questions
Q1) _____ is the process of breaking large groups of customers into smaller,more homogeneous groups.
A) Customer segmentation
B) Recency-frequency-monetary analysis
C) Data mining
D) Customer valuation
E) Relationship marketing
Q2) Refer to the Los Angeles Sparks.The Home Court Advantage Program is an example of a _____ program.
A) reward
B) incentive
C) co-branding
D) loyalty
E) cohort
Q3) The United States has the most restrictive privacy laws in the world.
A)True
B)False
Q4) What is RFID technology? Explain why it is used and how it works,and describe the main implication of this technology.
Q5) What is knowledge management? What type of companies use knowledge management?
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Chapter 22: Social Media and Marketing
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Sample Questions
Q1) From a marketing standpoint,the most useful Facebook feature is probably _____,which allows a brand to communicate directly with fans via status updates.
A) the Profile page
B) the search engine
C) the Fans list
D) the Wall
E) the Real or Fake application
Q2) Which of the following statements about online gaming is CORRECT?
A) Games such as Angry Birds and CityVille have proven unattractive to marketers because it takes so long to play them.
B) Almost 90% of people play games within social networking sites or on mobile devices.
C) The typical online gamer is a 43-year-old woman with a full time job and college education.
D) Social gaming is one of the few areas of social media that is not growing.
E) The demographic of gamers who favor mobile devices tends to skew older than those who play on traditional PCs.
Q3) What is social media?
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