Consumer Behavior
Solved Exam Questions
Course Introduction
Consumer Behavior explores the psychological, social, and cultural processes that influence individuals' purchasing decisions and product usage. The course examines how factors such as motivation, perception, attitudes, personality, group dynamics, and cultural trends affect consumer choices. Students learn to analyze consumer decision-making processes, evaluate the effectiveness of marketing strategies, and apply theories of consumer behavior to real-world business scenarios. By understanding the role of consumer behavior in the marketplace, students gain insights into how to design and implement marketing campaigns that effectively target and engage various consumer segments.
Recommended Textbook
Essentials of Marketing Management 1st Edition by Greg Marshall
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14 Chapters
1694 Verified Questions
1694 Flashcards
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Page 2
Chapter 1: Marketing in Todays Global Business Milieu
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) AMA's current official definition of marketing reflects the view towards marketing activities as ______.
A) Focused on strategy
B) Focused on tactics like using electronic commerce and new media like You Tube
C) Focused on activities throughout the organization, not just a department
D) Focused on value, through creating, communicating, delivering and exchanging offering that create value
E) A, C and D
Answer: E
Q2) Give an example of an industry or firm that has transformed environmentally harmful products to environmentally friendly products.
Answer: The air conditioning industry stopped using the hazardous product Freon and began to use Puron,a refrigerant that reduces chlorine emissions and the depletion of the ozone layer.
Q3) Walmart opened its first international store in Canada over 30 years ago.
A)True
B)False
Answer: False
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3
Chapter 2: Elements of Marketing Strategy and Planning
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123 Verified Questions
123 Flashcards
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Sample Questions
Q1) A window manufacturer has trouble getting raw materials for production.The problem occurs in the ____________ activity of the value chain.
A) Inbound logistics
B) Operations
C) Outbound logistics
D) Marketing and sales
E) Service
Answer: A
Q2) The firm's ____________ articulates an organization's purpose,or reason for existence.It should define the unique purpose that sets it apart from competitors and identifies the scope of the company's operations,products,and markets.
A) Mission statement
B) Goals
C) Objectives
D) Vision
E) Value proposition
Answer: A
Q3) What are the three generic business strategies?
Answer: Growth,retrenchment,stability.
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Page 4
Chapter 3: Perspectives on Crm and Marketing Metrics
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) What are the three major objectives of CRM?
Answer: 1.Customer acquisition- acquisition of the right customers based on known or learned characteristics that will drive growth and increase margins.
2.Customer retention- retention of satisfied and loyal profitable customers and channels,and thus to grow the business profitably over the long run.
3.Customer profitability- increased individual customer margins,while offering the right products at the right time.
Q2) The effort a firm makes towards cultivating a customer-centric culture requires a high degree of __________________ within the firm.This means structure,processes,and tools are developed to support the culture.
A) Professionalism
B) Creativity
C) Management
D) Formalization
E) Metrics
Answer: D
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Chapter 4: Managing Marketing Information
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) In order to gather _________,the sales manager at XYZ Company collects,analyzes,and stores data from the macro environment on a continuous basis.
A) Sales data
B) Target market information
C) Marketing intelligence
D) External resources
E) Internal projections
Q2) What are the benefits of statistical software for managers/decision makers?
Q3) Identify the difference between a census and a sample.Name the types of sampling.
Q4) By analyzing demographics,a company can define the "typical" customer but not the market at large.
A)True
B)False
Q5) Using the Internet to find secondary data requires careful screening to verify the validity of the data and the credibility of the source.
A)True
B)False
Q6) Define and give examples of the 3 major types of quantitative data.
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Chapter 5: Understanding Customers:
Business-To-Consumer Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Gender roles are behaviors regarded as proper for men and women in a particular society.These roles do not change over time,but they do change across cultures.
A)True
B)False
Q2) On average,we are exposed to as many as ______ messages daily.Since we cannot process,let alone retain all of these messages,we employ a psychological tool known as selective awareness.
A) 5-10
B) 100-200
C) 2000-5,000
D) 500-1000
E) 8,000 -10000
Q3) The population of the U.S.is not only growing,it is ___________.
A) Getting younger
B) Becoming more homogenous
C) Getting older
D) Getting married earlier
E) Having a shorter life expectancy
Q4) What are values? Explain the different types of values.
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Chapter 6: Understanding Customers:
Business-To-Business Markets
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Users in the B2B buying process have enhanced responsibilities in new purchase and modified re-buy situations when product specifications are being set for the purchase decision.
A)True
B)False
Q2) You decided to open a sports bar with your best friend and are now trying to decide between two suppliers.What do you consider when making your final decision?
Q3) In straight rebuy situations,companies that are not on the approved list are called _____.
A) Preferred suppliers
B) Out suppliers
C) Standard suppliers
D) Variable suppliers
E) Alternate suppliers
Q4) Business markets are characterized by fewer,but larger customers,how does this affect customer retention?
Q5) Why is the demand for products and services different in a business market?
Q6) Define supply chain.
8
Q7) Why is a new purchase the most difficult buying situation?
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Chapter 7: Segmentation,target Marketing,positioning
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Offering credit cards to college-bound high school seniors is an example of ________ segmentation.
A) Income segmentation
B) Occupation segmentation
C) Education segmentation
D) Life style segmentation
E) All of the above
Q2) Many people of the GI Generation and the Silent Generation now live in or are considering retirement communities,nursing homes or assisted living facilities.What do marketing managers need to understand about these groups?
Q3) While moving out of the 1990's,McDonald's had tried (and failed)at so many diverse new product launches in its restaurants that many customers lost track of what the core of the brand was.This represents which positioning error?
A) Overpositioning
B) Underpositioning
C) Doubtful positioning
D) Confused positioning
E) None of the above
Q4) Define perceptual maps.
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Chapter 8: The Product Experience: Product Strategy and Building the Brand
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) The major objectives of packaging are to protect the product,communicate information about the product,and encourage product use.
A)True
B)False
Q2) A product line is defined as the combination of all the products offered by a company.
A)True
B)False
Q3) What are the implications of the dimensions of brand equity for marketing managers?
Q4) Companies use perceived quality only to validate a price premium.
A)True
B)False
Q5) How do the essential benefit and the core product relate? Why is this important?
Q6) What is an enhanced product? Give an example.
Q7) Identify and explain the two dimensions used to classify business goods into three broad areas.What are these areas and give examples of each?
Q9) What are the market conditions in each phase of the product life cycle? Page 10
Q8) Define product.What is the difference between product and product item?
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Chapter 9: The Product Experience: New-Product
Development and Service
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) With respect to the product adoption process,marketers are interested in knowing
A) The rate at which the product will be adopted as well as the timeline for adoption
B) The rate at which sales will exceed costs
C) The rate at which the late majority come into the market during growth
D) The rate of the early majority acceptance of the product
E) The duration required to reach breakeven
Q2) Many organizations are too small to have a national sales force to help discover new-product ideas.For such companies ________ are a good source for new-product ideas particularly when they are the primary link between the customer and the company.
A) Distributors
B) Parts manufacturers
C) Logistics companies
D) Market research firms
E) Consumer forums
Q3) What is the biggest challenge small companies face in new product development?
Q4) How is cost reduction used to create new products?
Q5) What are the four sources of new product idea generation?
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Chapter 10: Managing Pricing Decisions
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120 Flashcards
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Sample Questions
Q1) ________________ could lead the marketing manager to decide to price at some market average price,or perhaps above or below it in the context of penetration or skimming objectives.
A) Penetration pricing
B) Price skimming
C) Target ROI
D) Competitor based pricing
E) Value pricing
Q2) Carianne works for Kenny.Kenny insists that when deciding which pricing objectives to use,you just think of what you want and make it happen,independent of external factors.Carianne knows better and is trying to explain to Kenny the importance of pricing objectives and how they relate to other aspects of the business.How should Carianne explain this to Kenny?
Q3) Pricing objectives are independent of other marketing-related objectives such as positioning and branding.
A)True
B)False
Q4) When is the logic of competitor-base pricing not a rational option?
Q5) Give an example of when a value pricing strategy would be best used.
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Chapter 11: Managing Marketing Channels and the Supply Chain
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119 Flashcards
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Sample Questions
Q1) The motivating force for suppliers to work with large chain stores is that the stores have huge ______________ because they can write big orders.
A) Coercive power
B) Reward power
C) Expert power
D) Referent power
E) Legitimate power
Q2) Richard's partner thinks of logistics in very limited terms.Richard has been trying to work out a better logistics plan for their luxury doghouse company.Help Richard explain how inbound and outbound logistics relates to his company.
Q3) If a seller requires an intermediary to purchase a supplementary product to qualify to purchase the primary product the intermediary wishes to buy,a(n)______________ is in place.
A) Exclusive contract
B) Management contract
C) Exclusive dealing
D) Exclusive territory
E) Tying contract
Q4) What are the goals of partner relationship management strategies (PRM)?
Page 14
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Chapter 12: Points of Customer Interface: Bricks and Clicks
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Sample Questions
Q1) The Internet has decreased the efficiency of B2B relationships.
A)True
B)False
Q2) Generally,_______________ offer a lower price point product relative to the national brand.
A) Specialty brands
B) National brands
C) Private-label brands
D) B & C
E) None of the above
Q3) Martin was recently promoted to manager a retail store.He is trying to find the best ways to add value for customers.What are some things that Martin can do to add value?
Q4) ________________ offers even the smallest entrepreneur the opportunity to open a shop on the Internet.
A) Direct selling
B) Television home shopping
C) Vending machine retailing
D) Catalog retailing
E) Electronic retailing
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Chapter 13: Integrated Marketing Communications:
Promotional Strategy, advertisig
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117 Flashcards
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Sample Questions
Q1) Many charities,cause-related marketers,and politicians use _____ to elicit support.The Salvation Army's tagline "Doing the Most Good" reflects this.
A) Moral appeals
B) Rational appeals
C) Emotional appeals
D) Explicit appeals
E) Implicit appeals
Q2) When a company wishes to indicate features when introducing its new product,explain product functionality,articulate what the company and its brand stands for in order to develop a clear image,and wishes to discuss various uses and applications for its product,which goal of promotion is it seeking to achieve?
A) To persuade
B) To inform
C) To captivate
D) To remind
E) To manipulate
Q3) Describe the principle types of product advertising and give examples of each.
Q4) Define sales promotion.How is it most effectively used in a promotional campaign?
Page 16
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Chapter 14: Integrated Marketing Communications:
Personal Selling, direct Market
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Catalogs,telemarketing,and Internet marketing are communication channels for
A) Personal selling
B) Public relations
C) Direct marketing
D) In-store marketing
E) Targets short term objectives
Q2) Salespeople consistently report that price is the most common customer apprehension.
A)True
B)False
Q3) ______________________ is a characteristic of a great sales presentation.
A) Explaining the value proposition
B) Maximizing change conflict
C) Developing win-lose solutions
D) Focusing on technology
E) Emphasizing features over benefits
Q4) Discuss the factors used to understand sales force performance.
Q6) Define Transactional Cost Analysis. Page 17
Q5) List and describe the impact of the 4 common customer concerns.
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Page 18