Digital Marketing Study Guide Questions
Course Introduction
Digital Marketing explores the strategies and tools used to promote products, services, or brands through digital channels such as social media, search engines, email, and websites. This course covers key concepts including content creation, search engine optimization (SEO), pay-per-click advertising (PPC), data analytics, and mobile marketing. Students will learn how to plan, execute, and measure digital marketing campaigns, analyze consumer behavior online, and adapt to rapidly changing digital trends, preparing them for effective engagement with audiences in the digital age.
Recommended Textbook
CB4 4th Edition by Barry J. Babin
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16 Chapters
2151 Verified Questions
2151 Flashcards
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Chapter 1: What Is CB and Why Should I Care
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Renee is going to a formal dance next month and goes shopping for a full-length gown. The gown is an example of a(n) _____ in the basic consumption process.
A) need
B) want
C) reaction
D) outcome
E) satisfier
Answer: B
Q2) Quantitative research tools include things such as cases analyses, clinical interviews, focus group interviews and other tools in which data are gathered in a relatively unstructured way.
A)True
B)False Answer: False
Q3) A market-oriented firm stresses the importance of creating value for customers among all employees.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Value and the Consumer Behavior Value Framework
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) A basic CRM premise is that customers form relationships with companies as opposed to companies conducting individual transactions with customers.
A)True
B)False
Answer: True
Q2) Which environment includes the people and groups who help shape a consumer's everyday experiences?
A) emotional environment
B) internal environment
C) social environment
D) macro environment
E) micro environment
Answer: C
Q3) The most basic truth of economics is that as price increases, quantity demanded will decrease.
A)True
B)False
Answer: False
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Chapter 3: Consumer Learning Starts Here: Perception
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) James is six years old and was looking at a game on television where players were tossing a small ball around using long sticks with a little net on the end with the objective to get it in the opponent's goal. He knew it wasn't soccer or hockey, but he couldn't figure out what it was. Finally, he had to ask his mother, who told him the sport was called lacrosse. Which cognitive organization reaction did James likely experience?
A) assimilation
B) internalization
C) contrast
D) distortion
E) combination
Answer: C
Q2) Weber's Law states that as the intensity of the initial stimulus decreases, a consumer's ability to detect differences between two levels of the stimulus decreases.
A)True
B)False
Answer: False
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5
Chapter 4: Comprehension, Memory, and Cognitive Learning
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151 Verified Questions
151 Flashcards
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Sample Questions
Q1) A memory code is the mental path by which some thought becomes active.
A)True
B)False
Q2) A print advertisement for Nivea skin lotion uses pastel colors and script-type fonts to make it appear feminine. These tangible attributes of the ad that are sensed directly are examples of which characteristic of the message that influences comprehension?
A) figure-ground
B) discriminators
C) message source
D) congruity-incongruity
E) physical characteristics
Q3) In which memory storage area is information stored and encoded for placement in long-term memory and, eventually, retrieved for future use?
A) sensory memory
B) left-brain memory
C) workbench memory
D) iconic memory
E) echoic memory
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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135 Verified Questions
135 Flashcards
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Sample Questions
Q1) Emotions create visceral responses, meaning that certain feeling states are tied to behavior in a very direct way.
A)True
B)False
Q2) Mood is a transient and general cognitive state.
A)True
B)False
Q3) Autonomic measures or emotions are those responses that are automatically recorded based on either automatic visceral reactions or neurological brain activity.
A)True
B)False
Q4) Describe Maslow's hierarchy of needs and give an example of each type of need.
Q5) Which motivation reflects a desire to acquire products that can be used to accomplish things?
A) utilitarian
B) esteem
C) hedonic
D) functional
E) end-state
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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145 Verified Questions
145 Flashcards
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Sample Questions
Q1) The ethnicity of the United States is changing and it is expected that diversity will continue to grow in the years to come.
A)True
B)False
Q2) Which self-concept refers to how a consumer currently perceives him- or herself?
A) personal self
B) actual self
C) realistic self
D) social self
E) extended self
Q3) Which trait refers to the degree to which consumers enjoy engaging in effortful cognitive information processing?
A) need for cognition
B) innovativeness
C) materialism
D) competitiveness
E) complaint proneness
Q4) Each individual has a unique personality.
A)True
B)False
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Chapter 7: Attitudes and Attitude Change
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140 Verified Questions
140 Flashcards
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Sample Questions
Q1) The basic premise of balance theory is that consumers are motivated to maintain perceived consistency in the relations found in mental systems.
A)True
B)False
Q2) According to the behavioral influence approach to persuasion, behavior change can only occur if beliefs and attitudes are changed first.
A)True
B)False
Q3) The behavioral intentions model is sometimes referred to as the ATO model.
A)True
B)False
Q4) Researchers have noted that all of the following are factors that weaken the attitude-behavior relationship EXCEPT _____.
A) length of time between attitude measurement and overt behavior
B) specificity with which attitudes are measured
C) consumers' gender
D) environmental pressures
E) impulse buying situations
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Chapter 8: Consumer Culture
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122 Flashcards
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Sample Questions
Q1) The symbolic meaning of objects affects gift giving from culture to culture.
A)True
B)False
Q2) The degree to which consumers feel a sense of belonging to the culture of their ethnic origins is known as _____.
A) ethnocentrism
B) imperialism
C) ethnic roots
D) acculturation
E) ethnic identification
Q3) Dialects are variations of a common language.
A)True
B)False
Q4) Just over five billion consumers live in India.
A)True
B)False
Q5) Define cultural norm and cultural sanction and discuss the cultural norms and sanctions regarding behavior on social networking sites, such as Facebook and Twitter.
Q6) Define core societal values (CSV) and discuss any three described in Chapter 8.
Page 10
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Chapter 9: Microcultures
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Sample Questions
Q1) What term means that the consumer is marked in some way that indicates their place in society?
A) stigmatization
B) identification
C) acculturation
D) assimilation
E) stratification
Q2) Compare and contrast age-based groups and generational groups. How is this distinction important to marketers?
Q3) Which generation was born before 1946 and had their lives and values shaped very much by World War II?
A) Greatest Generation
B) Baby Boomers
C) Generation X
D) Millennials
E) Old-timers
Q4) Other countries besides the United States have microcultures.
A)True
B)False
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Chapter 10: Group and Interpersonal Influence
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153 Verified Questions
153 Flashcards
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Sample
Questions
Q1) Barbara sees herself as being an integral part of her church. She is the choir director and head of the youth activities. Which type of self-schema does Barbara likely have?
A) connected self-schema
B) integrated self-schema
C) interpersonal self-schema
D) maven self-schema
E) value-expressive self-schema
Q2) IKEA (the furniture store) placed a 20 x 20 foot "studio apartment" box furnished with IKEA furniture and accessories in a parking lot in Brooklyn, NY to gain attention for its new store opening. The marketing of a product or service using unconventional means such as the one used by IKEA is called _____.
A) stealth marketing
B) guerrilla marketing
C) viral marketing
D) place marketing
E) nontraditional marketing
Q3) Professional organizations and social clubs are examples of secondary groups.
A)True
B)False
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Page 12
Chapter 11: Consumers in Situations
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) Music that becomes the focal point of attention and can have strong effects on a consumer's willingness to approach or avoid an environment is called _____.
A) atmospheric music
B) foreground music
C) background music
D) effective music
E) relevant music
Q2) Epistemic shopping _____.
A) involves activities oriented toward acquiring knowledge about products
B) involves recreationally oriented activities designed to provide interest, excitement, relaxation, fun, social interaction, or some other desired feeling
C) is spontaneous
D) results in impulse purchases
E) creates affective shopping value
Q3) The mood that consumers bring to the shopping environment can exaggerate the actual experience.
A)True
B)False
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13
Chapter 12: Decision Making I: Need Recognition and Search
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) A consumer performs an ongoing search when he or she seeks information simply because he or she is interested in a particular topic.
A)True
B)False
Q2) With limited decision making, no comparison between brands is done.
A)True
B)False
Q3) Tanya is considering purchasing a digital camera, so she searched "digital cameras" in Google and was overwhelmed with millions of results. There was so much information available that Tanya could not assimilate all of it, which is a phenomenon referred to as
A) information saturation
B) information overload
C) overexposure
D) information inertia
E) entropy
Q4) Compare and contrast the three decision-making approaches and describe which one you used when making a recent purchase.
Page 14
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Chapter 13: Decision Making Ii: Alternative Evaluation and Choice
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117 Flashcards
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Sample Questions
Q1) Compensatory rules allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute.
A)True
B)False
Q2) With affect-based evaluation, consumers evaluate products based on the overall feeling that is evoked by the alternative.
A)True
B)False
Q3) Refer to Energy Bar Scenario. Using the lexicographic rule, which energy bar would this consumer select?
A) Clif Bar because it has the highest protein content
B) Clif Bar because it has the lowest price
C) Clif Bar because it has the lowest sugar content
D) Clif Bar because it has the lowest fat content
E) not enough information to determine
Q4) Determinant criteria remain constant across situations.
A)True
B)False
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Chapter 14: Consumption to Satisfaction
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) The process through which cultural meaning is transferred to a product and onto the consumer is called affect referral.
A)True
B)False
Q2) Which of the following is a disposal alternative available to consumers?
A) trashing
B) recycling
C) reselling
D) donating
E) all of these choices
Q3) Using the question, "How do you rate your overall satisfaction with the food at this restaurant?" is an example of which type of satisfaction measure?
A) attribute specific measure
B) disconfirmation measure
C) confirmation measure
D) superordinate measure
E) direct, global measure
Q4) Compare and contrast durable and nondurable goods and give three examples of each.
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Chapter 15: Consumer Relationships
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) Opportunity switching costs involve lost time and effort.
A)True
B)False
Q2) The characteristic of relationship quality in which the consumer and firm understand each other and "speak the same language" is _____.
A) trust
B) competence
C) individualization
D) communication
E) customer oriented
Q3) True consumer loyalty consists of both a pattern of repeated behavior and a strong feeling of attachment.
A)True
B)False
Q4) List the behavioral outcomes of consumption.
Q5) Share of wallet is sometimes used to refer to customer share.
A)True
B)False
Q6) Describe each component of true consumer loyalty.
Page 17
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Chapter 16: Consumer and Marketing Misbehavior
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198 Verified Questions
198 Flashcards
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Sample Questions
Q1) The Financial Lending Act requires lenders to disclose complete costs associated with loans.
A)True
B)False
Q2) Describe consumer misbehavior and discuss how it affects the exchange process.
Q3) The primary legal doctrine governing products liability in the United States is _____.
A) strict liability
B) negligence
C) compensatory liability
D) noncompensatory liability
E) absolute liability
Q4) Products liability is the extent to which businesses are held responsible for product-related injuries.
A)True
B)False
Q5) A consumer's moral beliefs are comprised of two components: norms and relativism.
A)True
B)False
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