Consumer Behavior Study Guide
Questions
Course Introduction
Consumer Behavior explores the psychological, social, and cultural factors that influence how individuals and groups select, purchase, use, and dispose of products and services. The course examines theories and models of consumer decision-making, the impact of perception, motivation, learning, attitude formation, and personality on buying behavior, as well as the roles of family, social class, and culture. Students will analyze how marketers use this knowledge to develop effective marketing strategies, predict trends, and build lasting customer relationships. Through case studies and applied projects, learners will gain practical insights into understanding and influencing consumer actions in diverse markets.
Recommended Textbook
Marketing 4th Edition by Dhruv Grewal
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20 Chapters
2626 Verified Questions
2626 Flashcards
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Chapter 1: Overview of Marketing
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Sample Questions
Q1) When the U.S.Army advertises,"Be All You Can Be,Join the Army," which of the three primary promotional objectives is it pursuing?
Answer: This is an example of an advertisement designed to persuade people to take action.
Q2) During the __________ era manufacturers and retailers began to focus on what consumers wanted and needed before they designed,made,or attempted to sell their products.
A) production-oriented
B) sales-oriented
C) market-oriented
D) value-based marketing
E) retailing-oriented
Answer: C
Q3) The evolution of marketing progressed along the following continuum:
A) sales,marketing,value-based marketing,production.
B) marketing,value-based marketing,production,sales.
C) value-based marketing,production,sales,marketing.
D) production,sales,marketing,value-based marketing.
E) sales,value-based marketing,marketing,production.
Answer: D
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Chapter 2: Developing Marketing Strategies and a Marketing Plan
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156 Flashcards
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Sample Questions
Q1) Imagine that you are in a convenience store choosing your favorite "comfort" food instead of being in a classroom taking this test.You might notice the packaging,colors,labels,even the fonts used on labels.All of these efforts are part of the marketer's:
A) value-based promotions.
B) market segmentation.
C) positioning strategy.
D) customer excellence strategy.
E) target market.
Answer: C
Q2) After identifying various market segments that her company could pursue,Lisa evaluated each segment's attractiveness based on size,income,and accessibility.Lisa was involved in:
A) target marketing.
B) situation analysis.
C) diversification.
D) positioning.
E) market penetration estimation.
Answer: A
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Chapter 3: Social and Mobile Marketing
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Sample Questions
Q1) A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets.This best describes which of the 4E frameworks?
A) Engage
B) Energize
C) Excite
D) Experience
E) Educate
Answer: C
Q2) Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter,or put another way,by
A) reacting.
B) exciting.
C) engaging.
D) listening.
E) educating.
Answer: D
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Page 5
Chapter 4: Marketing Ethics
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Sample Questions
Q1) Garrett has just purchased a beer distributorship.He wants to increase the visibility of his firm in local markets,but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages.According to the Framework for Ethical Decision Making,the first thing Garrett should do is to A) identify issues.
B) promote the firm's corporate social responsibility efforts.
C) gather information and identify stakeholders.
D) brainstorm and evaluate alternatives.
E) choose a course of action.
Q2) For every consumer who purchases a pair of TOMS shoes for $55.00,the company promises that a child will receive a pair of shoes.TOMS shoes is actively engaging in A) corporate social responsibility.
B) business ethics.
C) marketing ethics.
D) environmental marketing.
E) overpricing its products.
Q3) Respond to the question,"Which is a more important corporate objective: making a profit,or obtaining and keeping customers?"
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Chapter 5: Analyzing the Marketing Environment
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Sample Questions
Q1) Tweens rarely use any type of technology.
A)True
B)False
Q2) Gaetana is the new marketing director for a local theater.One of her major responsibilities is to monitor and manage aspects of the theater's immediate environment.What will Gaetana monitor and manage?
Q3) Astute marketers recognize that the increasing disparity of income between upperand lower-income groups
A) will create inflationary expectations.
B) will disappear as ethnicity becomes a stronger cultural determinant.
C) creates opportunities to provide value to each group.
D) will vanish once the recession ends.
E) is attributable to technological expertise of immigrant groups.
Q4) Which generational cohort is characterized as being highly individualistic,involved in leisure activities,and eternally in love with rock 'n roll?
Q5) At almost every major university,some group on campus pressures the university to become more "green." What does this mean? What does it usually involve? Why would a university want to become greener?
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Page 7
Chapter 6: Consumer Behavior
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Sample Questions
Q1) __________ are the three types of attribute sets.
A) Universal,retrieval,and evoked
B) University,relatives,and expression
C) United,relations,and exploration
D) Urban,random,and exchange
E) Unanimity,rule,and express
Q2) In the consumer decision process,we decide how much time and effort to expend searching for information based partly on A) postpurchase dissonance.
B) the outcome of the alternative evaluation process.
C) the degree of perceived risk associated with the product or service being considered. D) the results of habitual decision making.
E) the results of the external search.
Q3) For many American consumers,the purchase of a personal computer has shifted from an extended problem solving decision to a limited problem solving decision.How does this change the way retail stores should display and sell computers?
Q4) Using examples,describe the difference between impulse buying and habitual decision making.
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Chapter 7: Business-To-Business Marketing
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Sample Questions
Q1) B2B buying decisions are often made by
A) governors.
B) influencers.
C) committees.
D) resellers.
E) consumers.
Q2) While no one in the firm has discussed it,Brad notices everyone else seems to dress more casually on Fridays during the summer.Brad is observing part of his firm's
A) culture.
B) governing principles.
C) human resources policy.
D) employee obligations.
E) gatekeeping.
Q3) Which of the following is an example of an institutional buyer?
A) Mayo Clinic Hospital
B) Procter & Gamble
C) U.S.Marine Corps
D) Nucor Steel Corporation
E) Walmart
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Page 9
Chapter 8: Global Marketing
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Sample Questions
Q1) Which of the BRIC countries has the highest illiteracy rate?
A) India
B) Brazil
C) Russia
D) Italy
E) China
Q2) Which of the following trade agreements is designed to manage and promote trade activities for the United States,Canada,and Mexico?
A) NAFTA
B) EU
C) CAFTA
D) Mercosur
E) ASEAN
Q3) Most Americans tend to take access to global products and services for granted.
A)True
B)False
Q4) The Big Mac Index is a measure of economic health in a country.
A)True
B)False
Q5) How could a marketer adapt a product to appeal to international markets?
Page 10
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Chapter 9: Segmentation,Targeting,and Positioning
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Sample Questions
Q1) A company that sells only multigrain,low calorie bread should use an undifferentiated targeting strategy.
A)True
B)False
Q2) Why does loyalty segmentation make so much sense? Describe how a local pizza restaurant could employ loyalty segmentation.
Q3) The manager of Plantation River Country Club wanted members of the very upscale club to use the bar and dining facilities more frequently.He offered a two-for-one "happy hour" special but few members showed up.The manager did not have a grasp of what would make his target market
A) substantial.
B) responsive.
C) identifiable.
D) reachable.
E) quantifiable.
Q4) Segmentation,targeting,and positioning involve a number of processes,many decisions and many different options.With all that effort,why are marketers so concerned with STP?
Q5) Write a value proposition for your favorite restaurant.
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Chapter 10: Marketing Research
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Sample Questions
Q1) Randall wants to do an online survey of college professors about the factors that influence their textbook selection.He would like to use a structured questionnaire but is not sure what responses to include for each question.Randall could use __________ to help him develop his questionnaire.
A) in-depth interviews
B) experiments
C) surveys
D) observation
E) primary data mining
Q2) Frederica manages an upscale women's clothing store.She wants more information about her customers' general feelings about upcoming fall fashions.Frederica will most likely use __________ to gather this type of data.
A) door-to-door surveys
B) focus group interviews
C) syndicated data
D) sales invoices
E) census data
Q3) Define qualitative research and list two examples of qualitative data collection techniques.
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Page 12
Chapter 11: Product,Branding,and Packaging Decisions
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Sample Questions
Q1) Laura prefers Sony products and will only purchase alternatives when there are no Sony products available.Laura's brand loyalty means she is
A) relatively insensitive to price.
B) uninformed about the product category.
C) product category committed.
D) a brand equity investor.
E) a savvy consumer.
Q2) Salina is working to create greater brand awareness for her company's new line of personal digital assistants.To increase brand awareness,the LEAST important information that should be included in promotions is
A) the brand name.
B) the logo.
C) the packaging.
D) the slogan.
E) the product history.
Q3) A product is anything that is of value to a consumer and can be offered through a voluntary exchange.
A)True
B)False
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Page 13
Chapter 12: Developing New Products
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Sample Questions
Q1) ___________________ involves taking apart a product,analyzing it,and creating an improved product that does not infringe on the competitor's patents.
A) Reverse innovation
B) Reverse engineering
C) Selective dissection
D) Redistribution
E) Creative destruction
Q2) In new product development,what advantage do first movers have?
Q3) When automobile manufacturers introduced SUVs,they distributed and promoted them in the United States,but not in Europe where gasoline is heavily taxed and roads are much smaller.Car manufacturers recognized that this new line of cars
A) provided equivalent relative advantage for both European and U.S.customers.
B) were not compatible with European market conditions.
C) did not provide benefits that were observable.
D) involved technology that was too complex.
E) could not be easily tried by consumers.
Q4) Fashion trends tend to experience short product life cycles.
A)True
B)False
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Chapter 13: Services: The Intangible Product
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Sample Questions
Q1) Which service gap is the Ritz-Carlton Hotel trying to address when it takes time and spends up to $1,700 to train a new employee?
A) standards gap
B) knowledge gap
C) performance gap
D) communication gap
E) recovery gap
Q2) Collecting information at the point of sale is a straightforward and inexpensive way to assess service quality,but this approach will NOT be useful if A) customers cannot assess service quality,as in the case of oil change or maintenance check.
B) decision-making managers do not get the results of the feedback.
C) the person who rendered poor service is the same person collecting the information.
D) customers are rushed and don't take the time to assess the service.
E) any of these occur.
Q3) Why is it important for marketers to pay special attention to providing excellent customer service?
Q4) How do airlines and hotels overcome the perishability of their services?
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Page 15
Chapter 14: Pricing Concepts for Establishing Value
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Sample Questions
Q1) ____________ are costs that remain constant as the volume of production increases or decreases.
A) Fixed costs
B) Variable costs
C) Beneficial costs
D) Contribution per unit costs
E) Break-even point costs
Q2) In general,prices should not be based on costs because
A) consumers are cost-conscious.
B) producers rarely know what their costs are.
C) consumers make their purchase decisions based on perceived value.
D) producers need to avoid creating a cost competitive parity debate.
E) customers are always right.
Q3) According to a typical demand curve,the higher the price,
A) the greater the income effect.
B) the lower the quantity consumers will buy.
C) the lower the output of producers.
D) the greater the production costs.
E) the lower the cross-price elasticity.
Q4) What is cross-shopping and what does it mean for marketers' pricing strategy?
Page 16
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Chapter 15: Strategic Pricing Methods
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Sample Questions
Q1) Dan is especially price sensitive.He has been known to line up on "Black Friday" (the day after Thanksgiving)at 4 a.m.in order to be among the first to buy sale items.Dan would likely respond to a __________ pricing strategy.
A) high / low
B) premium
C) slotting allowance
D) horizontal flattening
E) vertical triangulation
Q2) Betty's Bird Seed Company charges $50 for 10 pounds of bird feed,including shipping.Betty is using __________ to determine shipping costs.
A) uniform delivered pricing
B) zone pricing
C) advertising allowances
D) predatory pricing
E) vertical price fixing
Q3) What does an everyday low prices strategy say to consumers?
Q4) What are slotting allowances? Why do some marketers consider them unfair?
Q5) Why would the manufacturer of custom-made yachts not use a market penetration strategy?
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Chapter 16: Supply Chain and Channel Management
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Sample Questions
Q1) Universal product codes (UPC)are used to describe products for inventory taxation purposes.
A)True
B)False
Q2) In vendor-managed inventory systems,
A) corporations send information to retail customers,bypassing wholesalers and retailers.
B) companies send information to cooperatives.
C) customers send information to retailers.
D) manufacturers send sales information to the retailer.
E) retailers send sales information to the manufacturer.
Q3) For a JIT system to be successful,the firm and its vendors must
A) cooperate.
B) compete.
C) participate in a vertical marketing system.
D) put a VMI system in place.
E) be located within 500 miles of each other.
Q4) As the text states,"Students of marketing often overlook or underestimate the importance of place in the marketing mix." Why? Create an example to describe how place is important to consumers.
18
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Chapter 17: Retailing and Multichannel Marketing
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Sample Questions
Q1) Of the following,the best example of a category killer is
A) Dollar General.
B) Staples.
C) Kohl's.
D) Target.
E) Costco.
Q2) When Creative Pen Company designed a new pen that was particularly comfortable to use,it wanted to,literally,get the pen in the hands of as many consumers as possible.Creative Pen will probably choose __________ distribution for its new product.
A) intensive
B) exclusive
C) selective
D) collective
E) variable
Q3) One of retailers' most fundamental activities is providing the right mix of merchandise and services that satisfies the needs of the target market.
A)True
B)False
Q4) How has the relationship between manufacturers and retailers changed?
Page 19
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Chapter 18: Integrated Marketing Communications
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Sample Questions
Q1) Sales data,complaints,compliments,and redemption rates for coupons and rebates are types of ________________ marketers use to assess the effectiveness of their IMC efforts.
A) decoding
B) pre-testing
C) feedback
D) simulations
E) encoding
Q2) Provide an example of a firm delivering the right message to the right audience through the right media.
Q3) Marketers often use focus groups to learn how consumers interpret their IMC messages.Experience has shown that
A) effective branding requires marketers to encode messages the same way for each market segment.
B) each receiver decodes IMC messages in his or her own way.
C) action is taken before desire and interest are determined.
D) marketers can almost always use the same message for all audiences.
E) messages are decoded in the manner intended by the encoder.
Q4) What are the four mental stages in the AIDA model?
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Chapter 19: Advertising,public Relations,and Sales Promotions
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Sample Questions
Q1) The key to a successful emotional appeal is to create a bond between the consumer and the brand.
A)True
B)False
Q2) The author / self-publisher of a new book,The Gullah Bible (a translation of the Bible into the Gullah language),wants to advertise her book.Which media outlets would be most appropriate?
Q3) Why is tracking the impact of an advertising campaign challenging?
Q4) The __________ stage of the advertising campaign planning process can be described by the question,"Who are we trying to talk to?"
A) identifying target audience
B) setting advertising objectives
C) conveying the message
D) assessing the impact
E) determining the advertising budget
Q5) What is puffery? Why is puffery not illegal in the United States? Give an example of an advertising message containing puffery.
Page 21
Q6) Create a sales promotion to promote your university bookstore.
Q7) Why do many people think advertising and marketing are synonymous?
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Chapter 20: Personal Selling and Sales Management
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Sample Questions
Q1) Often the best way to handle customers' reservations is to relax,listen,and
A) reassess your preapproach strategy.
B) consider outsourcing.
C) immediately call your sales support team.
D) ask questions to clarify the issues.
E) reevaluate your expected order.
Q2) Whether or not a salesperson will go through all five steps of the selling process depends on the sales situation and
A) the use of sales representatives versus independent reps.
B) the effectiveness of role playing.
C) the buyer's readiness to purchase.
D) the number of sales support personnel available.
E) how the person was trained.
Q3) The International Consumer Electronics Show is an example of A) a vendor conference.
B) a product demonstration.
C) an industry convention.
D) a trade show.
E) a consumer meeting.
Q4) What kinds of ethical problems can be created by corporate policies?
Page 22
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