Consumer Behaviour
Solved Exam Questions
Course Introduction
Consumer Behaviour explores the psychological, social, cultural, and economic factors that influence how individuals and groups select, purchase, use, and dispose of products and services. This course examines key theories and concepts such as perception, motivation, learning, attitudes, and decision-making processes to help students understand the underpinnings of consumer choices. Emphasizing both qualitative and quantitative research methods, the course also investigates the impact of family, reference groups, and culture on consumption patterns. Through case studies and real-world applications, students learn how to apply consumer behaviour insights to marketing strategies, segmentation, product development, and brand management.
Recommended Textbook
Marketing the Core 4th Edition Canadian by Roger A. Kerin
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18 Chapters
4898 Verified Questions
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Chapter 1: Creating Customer Relationships and Value
Through Marketing
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233 Verified Questions
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Sample Questions
Q1) Publix Supermarkets and The Little Clinic signed an exclusive agreement in 2006, placing small walk-in health clinics inside selected stores.Now Publix customers can have simple medical needs addressed in a convenient and familiar environment, seven days a week, and pick up their prescription from the pharmacy without even leaving the store.This is a prime example of
A)a consumer demand response.
B)customer valuation.
C)relationship marketing.
D)societal marketing.
E)mutually beneficial marketing management.
Answer: C
Q2) What are the two key objectives of marketing? Define exchange and explain how it supports these objectives.
Answer: To serve both buyers and sellers, marketing seeks (1) to discover the needs and wants of prospective customers and (2) to satisfy them.The key to achieving these two objectives is the idea of exchange, which is the trade of things of value between buyer and seller so that each is better off after the trade.If an exchange takes place, then marketers will have been successful in achieving these two objectives, since each party must be better off after the trade.
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Chapter 2: Developing Successful Marketing and Organizational Strategies
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Sample Questions
Q1) In terms of an organization's business, railroads may have lost market share in the 20<sup>th</sup> century because they
A)were too slow and cumbersome.
B)defined their business too narrowly.
C)defined their business too broadly.
D)priced their services too high.
E)were simply an outmoded form of transportation.
Answer: B
Q2) Box "C" in Figure 2-7 above represents the marketing strategy of _________.
A)product development
B)market penetration
C)market development
D)market reversal
E)diversification
Answer: C
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Page 4
Chapter 3: Scanning the Marketing Environment
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Sample Questions
Q1) Each year the U.S.Army shoots an estimated 200 million rounds of lead bullets at target practice areas across the United States.Pentagon officials, in response to environmentalists' concerns over lead poisoning in the soil, have invested over $12 million to develop an environmentally safe tungsten bullet.This is an example of one of the outcomes of
A)consumerism.
B)marketing ethnicity.
C)government intervention.
D)constructive marketing.
E)Naderism.
Answer: A
Q2) The purpose of the __________ is to forbid certain actions that are likely to lessen competition, although no actual harm has yet occurred.
A)Sherman Antitrust Act
B)Hart-Scott-Rodino Act
C)Miller-Tydings Act
D)Celler-Kefauver Antimerger Act
E)Clayton Act
Answer: E
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Chapter 4: Ethical and Social Responsibility in Marketing
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Sample Questions
Q1) Culture refers to
A)the set of values, ideas, and attitudes that are learned and shared among members of a group.
B)the music, art, theater, etc.that reflects the values of an entire nation.
C)the learned behaviors of a specific racial, ethnic, or religious group based on ethics and protected by laws.
D)the combination of beliefs and behaviors accepted as correct regardless of a person's age, sex, race, or religion.
E)the music, art, theater, etc.that expresses the diverse backgrounds of a nation's subcultures.
Q2) More than __________ of the largest firms in the U.S.have uncovered espionage in some form, costing them $300 billion annually in lost sales.
A)20 percent
B)35 percent
C)50 percent
D)75 percent
E)90 percent
Q3) Identify and describe the two types of personal moral philosophy.
Q4) Define green marketing and provide two examples of it.
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Chapter 5: Understanding Consumer Behavior
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Q1) Those needs that are represented by the need for achievement, status, prestige, and self-respect are referred to as __________ needs.
A)safety
B)social
C)personal
D)physiological
E)self-actualization
Q2) Each of the VALS segments exhibits unique media preferences.Which segment would be the most likely to read business and news magazines?
A)experiencers
B)believers
C)makers
D)achievers
E)strivers
Q3) Why would Dr Pepper select country music performer Garth Brooks to appear in an ad campaign? How would he be a sociocultural influence on consumer behavior?
Q4) What is a subculture? What are some examples of products targeted at American subcultures?
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Chapter 6: Understanding Organizations As Customers
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Sample Questions
Q1) In an effort to make better and more efficient purchase decisions, the Ford Motor Company forms loosely organized groups of people who work together on purchase decisions.The people included in these groups change depending on the purchase situation and may include key personnel from various departments, including research and development, finance, marketing, shipping, and sales.Such a loosely organized group of people within an organization who are involved in the purchase decision is correctly called an organizational
A)selling committee.
B)functional unit.
C)purchasing unit.
D)buying center.
E)decision-making unit.
Q2) The buying situation where users, influencers, or deciders want to change product specifications, price, delivery schedule, or supplier is referred to as a A)new buy.
B)straight rebuy.
C)modified rebuy.
D)buy class.
E)make-buy.
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8
Chapter 7: Understanding and Reaching Global
Consumers and Markets
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Sample Questions
Q1) A situation where products are bought in a lower-priced country from a manufacturer's authorized reseller, shipped to higher-priced countries, and sold through unauthorized retailers below the manufacturer's suggested retail price, is referred to as
A)the black market
B)a gray market
C)a monopolized market
D)a globalized market
E)parallel exporting
Q2) Customer groups living in many countries or regions of the world that have similar needs or seek similar features and benefits from products or services are referred to as A)global consumers.
B)nondomestic consumers.
C)international consumers.
D)multinational consumers.
E)transnational consumers.
Q3) Why is it a wise idea for global marketers to use back translation? Provide an example to support your answer.
Q4) Give an example of a global channel of distribution.
Page 9
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Chapter 8: Marketing Research: From Customer Insights to Actions
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Q1) When Procter & Gamble Co.acquired the Old Spice brand it decided to reposition the brand by using different advertising to see whether sales would then increase.The possible sales increase is the __________ in this experiment.
A)dependent variable
B)independent variable
C)hypothesis
D)extraneous variable
E)error variable
Q2) A __________ provides an online meeting place where people with similar interests can communicate and find useful information.
A)tribunal
B)portal
C)social network
D)virtual community
E)CAVE
Q3) Briefly explain the difference between a direct forecast and a lost-horse forecast.
Q4) List the elements of an information system used to help answer marketing questions.
Page 10
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Chapter 9: Market Segmentation, Targeting, and Positioning
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Q1) A business firm segments its markets when this strategy increases its sales revenue, profit, and return on investment.When expenses are greater than the potentially increased sales from segmentation, the firm should
A)not consider market segmentation at this time.
B)combine departments within the company to make the process more streamlined.
C)reduce production costs, or increase prices to facilitate the segmentation process.
D)seek alternate channels of distribution including Internet sales.
E)discontinue manufacturing any products that are not in the mature stage of their product life cycle.
Q2) Which of the following is a consumer demographic variable?
A)personality
B)gender
C)usage rate
D)needs
E)traits
Q3) Define market segmentation.How does it link needs with marketing actions?
Q4) Explain the difference between marketing synergies and product synergies.
Q5) What are the criteria used to select target markets?
Page 11
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Chapter 10: Developing New Products and Services
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Q1) An external evaluation that consists of preliminary testing of a new-product idea (rather than the actual product) with consumers is referred to as A)new-product strategy development.
B)idea generation.
C)alternative evaluation.
D)a concept test.
E)market testing.
Q2) Microsoft, introduced its Zune player a few years after Apple launched its iPod and other competitors offered new MP3 players.The primary reason for the product's failure to meet expectations was due in great part to A)bad timing.
B)not satisfying customer needs on critical factors.
C)poor product quality.
D)an insignificant point of difference.
E)incomplete market and product protocol.
Q3) Explain the differences in promotion between convenience, shopping, specialty, and unsought goods.
Q4) What categories of products are classified as business support products? Give an example of each.
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Chapter 11: Managing Successful Products, Services, and Brands
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Sample Questions
Q1) A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.
A)brand extension
B)family branding
C)co-branding
D)blanket branding
E)mixed branding
Q2) Certain movie theaters open on Tuesday mornings to allow parents with small children to bring them to the theater.They also advertised that the children did not need to stay seated or remain quiet since it is that this is a special day and time just for parents and their small children.Prior to developing this idea, the theaters had been closed on Tuesday mornings.In this situation, the theaters are using
A)capacity management.
B)image management.
C)inseparability.
D)exclusivity.
E)branding.
Q3) Explain the difference between trading up and trading down in repositioning a product.
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Chapter 12: Pricing Products and Services
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Q1) The formula, Total revenue-Total cost, or (Unit price x Quantity sold)-(Fixed cost + Variable cost) represents _________.
A)the profit equation
B)marginal revenue
C)total revenue
D)average revenue
E)break-even point
Q2) Which of the following statements about the product life cycle as a pricing constraint is most accurate?
A)The newer a product is, the higher the price that can usually be charged.
B)The later in the product life cycle the product is, the higher the price that can usually be charged.
C)Once a product is considered nostalgic, the price will continue to rise indefinitely.
D)Fads will generally have only two price points-high and low-but the value of those price points will remain basically the same.
E)Prices should not be changed until a product reaches the maturity stage.
Q3) Give an example of yield management pricing and explain why it is used.
Q4) What are the conditions favoring the use of penetration pricing?
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Page 14
Chapter 13: Managing Marketing Channels and Supply Chains
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Q1) In the automobile industry, the __________ manager is responsible for translating customer requirements into actual orders and arranging for delivery dates.
A)marketing
B)information technology
C)intermodal
D)supply chain
E)financial
Q2) Driving time, proximity, hours of operation, even the usability of a web site are all examples of which buyer requirement?
A)convenience
B)information
C)adaptability
D)variety
E)pre-or post-sale services
Q3) According to figure 13-14 above, there are three types of vertical marketing systems (VMS).List and provide a brief description for each one.
Q4) What is a channel captain? What is its function when there is channel conflict?
Q5) What are the three steps used in choosing a supply chain?
Page 15
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Chapter 14: Retailing and Wholesaling
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Sample Questions
Q1) The Sports Authority is a sporting goods superstore that provides year-round inventory of equipment for just about any sport you can name.Even during the "off season" of seasonal sports, equipment is available at the Sports Authority.Which utility does the Sports Authority best provide in this example?
A)time
B)form
C)convenience
D)possession
E)performance
Q2) Best Buy has approximately what amount of sales per square foot according to the Marketing Dashboard shown in Figure 14-8 above? `
A)$500
B)$1,000
C)$2,000
D)$2,500
E)$4,000
Q3) Briefly describe the advantages to the retailer and to the customer of the independent retailer.
Q4) Briefly describe the three ways retail outlets can be classified.
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Chapter 15: Integrated Marketing Communications and Direct Marketing
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Sample Questions
Q1) To communicate with consumers, a company can use one or more of five promotional alternatives.In Figure 15-2 above, the position labeled "B" refers to the _________ element of
A)advertising
B)personal selling
C)public relations
D)sales promotion
E)direct marketing
Q2) When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix?
A)publicity
B)advertising
C)sales promotion
D)personal selling
E)direct marketing
Q3) What are the strengths and weaknesses of using personal selling in the promotional mix?
Q4) Compare push and pull strategies as alternative promotional methods of moving a product through a channel of distribution.
Page 17
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Chapter 16: Advertising, Sales Promotion, and Public Relations
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Sample Questions
Q1) The three primary types of product advertisement are _________.
A)pioneering, institutional, and informational
B)informational, psychological, and reminder
C)pioneering, competitive, and reminder
D)competitive, persuasive, and institutional
E)cognitive, emotional, and psychological
Q2) Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as _________.
A)publicity
B)sales promotion
C)advertising
D)personal selling
E)direct marketing
Q3) The major advantage associated with radio as an advertising medium is that it
A)has a long exposure time.
B)is a segmented medium.
C)has a perishable message.
D)has an unlimited amount of advertising time available.
E)is relatively simple to convey complex messages.
Q4) What is the difference between a coupon and a deal?
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Chapter 17: Personal Selling and Sales Management
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Sample Questions
Q1) On a recent shopping excursion at the local Target store, Jim Krause went from aisle to aisle selecting the products he needed.He bought a variety of products, including shampoo, toothpaste, a green plant for his office, and several pair of socks.Interestingly, the only salesperson Krause encountered was the person at the checkout counter.The checkout person at Target is an example of a(n) __________.
A)inside order getter
B)outside order getter
C)general sales representative
D)inside order taker
E)outside order taker
Q2) There are six commonly used techniques to deal with objections: acknowledge and convert the objection, __________, agree and neutralize, accept the objection, denial, and ignore the objections.
A)postpone
B)redirect
C)defer to a supervisor
D)ask additional questions
E)identify competitor shortcomings
Q3) Explain the difference between personal selling and sales management.
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Page 19
Chapter 18: Building an Effective Marketing Plan
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Q1) Which of the following is one of the top six questions most lenders and prospective investors expect to be included in the marketing plan?
A)Who is your competition and what are they doing?
B)Who will be your key suppliers?
C)Does the plan clearly describe how those providing capital will get their money back and make a profit?
D)How will you calculate your profit margins?
E)Does the prospective product meet all government safety standards?
Q2) The Target Market section of a marketing plan identifies the specific niches or __________ toward which the company's products are directed.When appropriate or when space permits, this section may also include a __________.
A)target markets; market-product grid
B)market segment; situational analysis
C)customer base; growth-share matrix
D)market segment; growth-share matrix
E)target markets; situational analysis
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