Consumer Behaviour Exam Preparation Guide
Course Introduction
Consumer Behaviour explores the psychological, social, and cultural factors that influence the purchasing decisions of individuals and groups. The course examines how consumers recognize needs, gather information, evaluate alternatives, make purchase decisions, and reflect on their choices post-purchase. It integrates theories from psychology, sociology, and economics to analyze consumer motivation, perception, learning, attitudes, and lifestyle. Students will also study the impact of social factors such as family, reference groups, and culture on consumption patterns. The course aims to equip students with the ability to apply consumer behaviour concepts to improve marketing strategy, product development, and customer relationship management.
Recommended Textbook Principles of Marketing 7th AUSTRALIAN Edition by Gary Armstrong
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14 Chapters
2302 Verified Questions
2302 Flashcards
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Chapter 1: Marketing: Creating and Capturing Customer Value
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142 Verified Questions
142 Flashcards
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Sample Questions
Q1) A company with many low-margin customers may seek to develop basic relationships with customers while companies operating in markets with few customers and high margins want to create full partnerships with key customers.
A)True
B)False
Answer: True
Q2) The elements of the extended marketing mix are product,price,placement logistics and promotion plus people,process and physical evidence.
A)True
B)False
Answer: True
Q3) The two fold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction.
A)True
B)False
Answer: True
Q4) A(n)________ is the set of all actual and potential buyers of a product. Answer: market
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Chapter
Build Customer Engagement, value and Relationships
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) When should a company consider downsizing its business portfolio?
Answer: Downsizing might be indicated when one or more of the following conditions are evident:
When the company has grown too fast
When the company entered areas where it lacks experience (international markets) When the environment has changed (e.g.product becomes unfashionable or new,improved raw materials or ingredients become available)
When products become obsolete SBUs cease to be a good fit with corporate vision or core business activities.
Q2) Monsanto operates in many businesses,including pharmaceuticals and food products.The company defines its ________ as creating 'abundant food and a healthy environment'.
A)strategy
B)market development
C)business portfolio
D)mission
E)value-delivery network
Answer: D
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Chapter 3: The Marketplace and Customers: Analysing the Environment
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Sample Questions
Q1) It would be a mistake to think of the older boomers as phasing out or slowing down.Today's boomers think ________,no matter what their chronological age.
Answer: young
Q2) You have been directed to study the actors close to the company that affect its ability to serve its customers-departments within the company,suppliers,marketing intermediaries,customer markets,competitors,and publics.Which environment are you studying?
A)the macroenvironment
B)the microenvironment
C)the marketing environment
D)natural habitat
E)the global environment
Answer: B
Q3) In the natural environment,a renewed love of things natural has created a market Of consumers who seek out natural,organic good.
A)True
B)False
Answer: True
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Chapter 4: Marketing Analytics: Gaining Customer Insights
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Sample Questions
Q1) To conduct research in to a customer's unconscious actions and unexpressed feelings,which research method would yield the best results?
A)Netnographic
B)Online focus groups
C)Focus group interviewing
D)Experimental research
E)Ethnographic research
Q2) Videoconferencing and internet technology have changed how focus group interviews can be observed.
A)True
B)False
Q3) Marketing ________ is the systematic collection and analysis of publicly available information about competitors and developments in the marketing environment.
Q4) Which of the following contact methods is generally the least flexible?
A)telephone interviewing
B)personal interviewing
C)mail questionnaires
D)online surveys
E)online panels
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Chapter 5: Buyer Behaviour: Understanding Consumer and Business Buyers
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167 Verified Questions
167 Flashcards
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Sample Questions
Q1) It is most accurate to say that marketers are always trying to spot ________ in order to discover new products that might be wanted.
A)lifestyles
B)cultural shifts
C)groups
D)dissonance
E)attitudes
Q2) Family is one of the ________ factors that influence consumer behaviour.
A)cultural
B)social
C)personal
D)psychological
E)business
Q3) What is the buying centre concept? Explain why this concept presents a major marketing challenge.
Q4) Social classes are relatively ________ and ordered divisions in a society whose members share similar values,interests and behaviours.
Q5) An individual's ________ is their pattern of living as expressed in their activities,interests and opinions.
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Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers
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191 Verified Questions
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Sample Questions
Q1) The answer to the customer's question,'Why should I buy your brand?' is found in the
A)quality image
B)customer services
C)value proposition
D)differentiation
E)pricing and promotion structure
Q2) Why must marketers guard against stereotypes when using age and life-cycle segmentation?
Q3) When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs,it is following ________.
A)concentrated marketing
B)mass marketing
C)mass customisation
D)undifferentiated marketing
E)localisation
Q4) BMW allows customers to design their own vehicle from a set of options at BMW's website.What is this called?
8
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Chapter 7: Products, services and Brands: Offering
Customer Value
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173 Verified Questions
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Sample Questions
Q1) Products that are bought frequently,immediately and with little deliberation,like soft drinks and chewing gum,are called ________ goods.
Q2) The ________ of the product mix refers to how closely related the various product lines are in end use,production requirements,distribution channels or some other way.
A)depth
B)length
C)width
D)consistency
E)perimeter
Q3) Paper,pencils,lubricants,paint,nails and brooms are examples of ________.
A)supplies
B)capital items
C)raw materials
D)specialty products
E)installations
Q4) Emma is thirsty,hot and tired.She goes downstairs to get a Coke.However,the Coke machine is broken and even though there is a working Pepsi machine next to it,Emma walks to the next building to buy a Coke.This is an example of brand ________.
Page 9
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Chapter 8: New Products: Developing and Managing Innovation
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Sample Questions
Q1) In the ________ stage,the firm faces a trade-off between high market share and high profit.
A)growth
B)decline
C)maturity
D)introduction
E)commercialisation
Q2) A company can obtain new products in two ways: One is through ________ and the other is through the company's own new product development process.
Q3) A homewares retailer wants to add new lines of products to its 46-store chain.Managers are correct in believing that the purpose of idea generation is to create a few ideas,and the purpose of succeeding stages is to increase that number.
A)True
B)False
Q4) Retailers are among the latest service businesses to go global.
A)True
B)False
Q5) Manufacturers must comply with specific laws regarding ________ quality and safety.
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Chapter 9: Pricing: Capturing Customer Value
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Sample Questions
Q1) Market-skimming pricing is practiced by companies that set a low initial price in order to get their 'foot in the door' quickly and deeply,attract a large number of buyers quickly and win a large market share.
A)True
B)False
Q2) Prices have a direct impact on a company's bottom line.
A)True
B)False
Q3) Companies bringing out a new product can choose between two broad strategies: market-skimming pricing and market-penetration pricing.It is important to select the optimal approach because there's no going back once prices have been established.Discuss the market and environmental indications suitable for each approach.
Q4) When a manufacturer seeks a market for by-products and accepts a price that covers more than the cost of storing and delivering those by-products,the manufacturer is able to reduce the main product's price to make it more competitive.
A)True
B)False
Q5) Price ________ indicates how responsive demand will be to a change in price.
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Chapter 10: Placement: Customer Value Fulfilment
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Sample Questions
Q1) A(n)________ VMN is a vertical marketing network that combines successive stages of production and distribution under single ownership;channel leadership is established through common ownership.
Q2) In marketing terms,we say that the number of intermediary levels indicates the ________ of a channel.
A)depth
B)complexity
C)involvement
D)length
E)width
Q3) Looking at merchandise at a physical store,then buying it online is a practice referred to as _____.
A)The wheel of retailing
B)Warehousing
C)Showrooming
D)Retail banner groups
E)Rack jobbing
Q4) The difference between distribution centres and storage warehouses is that distribution centres are designed to ________ goods rather than just store them.
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Chapter 11: Communicating Customer Value: Advertising and Public Relations
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172 Verified Questions
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Sample Questions
Q1) Which of the following is responsible for the shift in how companies and customers communicate with each other?
A)Marketing
B)Television
C)Personal selling
D)Digital technology
E)Advertising
Q2) Briefly outline some of the changes in marketing and media that impact on promotions.Explain why these changes create both opportunities and anxiety for marketing communicators?
Q3) When developing an advertising strategy,a company's creative department should first create good advertisements,and then the media department should select the best media for those advertisements.
A)True
B)False
Q4) Developments in communications technology are speeding the movement toward segmented marketing.
A)True
B)False
Page 13
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Chapter 12: Personal Selling and Sales Promotion: Creating
Value in Relationships
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174 Verified Questions
174 Flashcards
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Sample Questions
Q1) The selling process consists of seven steps.When we distil those steps to basic,underlying goals,they all focus on the goals of ________ and ________.
A)closing sales;getting orders from customers
B)getting new customers;obtaining service ideas from customers
C)getting new customers;obtaining orders from customers
D)overcoming objections;developing relationships with customers
E)managing old customers;following up with customers
Q2) Describe several ways in which management can evaluate salesforce performance.
Q3) As a result of the Federal Government's Do Not Call Registry,telemarketing is now rarely used.
A)True
B)False
Q4) The growth of product management has contributed to the increasing adoption of customer salesforce structures.
A)True
B)False
Q5) ________ selling is the interpersonal arm of the promotion mix,used particularly in complex selling situations such as business-to-business marketing.
Page 14
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Chapter 13: Direct and Digital Marketing: Interactivity and Fulfilment
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133 Verified Questions
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Sample Questions
Q1) Jane receives a phone call from a charitable institution.The caller immediately informs her that she is not asking for a donation but instead invites her to assist the charity by selling raffle tickets for a forthcoming sweepstake,in which the grand prize is a home on the Gold Coast.Jane has just been contacted by a telemarketer.
A)True
B)False
Q2) Because of their growing audience,web logs,also known as blogs,are gaining influence.
A)True
B)False
Q3) A woman has been saving her money to buy a BMW convertible.She has spent hours on the BMW website choosing the exterior and interior colours and studying the various options and models.She has been using BMW's marketing website.
A)True
B)False
Q4) Page ________ are the number of web pages viewed by a single visitor to a site.
Q5) Describe two ways that marketers can engage in online social networks.What are the challenges and advantages of these approaches?
Page 15
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Chapter 14: Sustainable Marketing: Social Responsibility, ethics and Legal Compliance
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166 Verified Questions
166 Flashcards
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Sample Questions
Q1) ________ marketing is an approach by organisations whereby they recognise that the task of marketing is to be enlightened to society's views and ethical in their approach.
Q2) Employees who are given access to trade secrets are legally required to keep the information confidential.
A)True
B)False
Q3) Critics point out that in the pharmaceutical industry,a pill that costs five cents to make may cost the consumer $2 to buy.This is an example of which of the following?
A)deceptive advertising
B)redlining
C)excessive mark-ups
D)high-pressure selling
E)shoddy products
Q4) When considering intellectual property,copyright may subsist in words,including personal names,designs,letters,numerals or the shape of goods or their packaging.
A)True
B)False
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