Digital Marketing Test Bank
Course Introduction
Digital Marketing is an essential course that explores the strategies, tools, and techniques used to engage customers and promote brands in the digital landscape. Students will learn about search engine optimization (SEO), pay-per-click (PPC) advertising, social media marketing, content marketing, email campaigns, and data analytics. The course emphasizes both foundational concepts and the latest trends in digital marketing, equipping learners with practical skills to plan, execute, and evaluate digital marketing campaigns. By the end of the course, students will have a comprehensive understanding of how to leverage digital channels to reach target audiences and achieve business objectives.
Recommended Textbook
CB 8th Edition by Babin
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16 Chapters
1600 Verified Questions
1600 Flashcards
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Chapter 1: What is CB and Why Should I Care?
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100 Verified Questions
100 Flashcards
Source URL: https://quizplus.com/quiz/4294
Sample Questions
Q1) A company with a customer orientation will most likely:
A) prioritize making the production process as efficient and economical as possible.
B) prioritize consumer value and satisfaction above all other concerns.
C) focus primarily on using the mass media approach to reach consumers.
D) emphasize on serving customers while incurring minimum costs.
Answer: B
Q2) List a few characteristics that are exhibited by successful innovations. Answer: Answers will vary. A few characteristics exhibited by successful innovations are listed below.
.Relative Advantage-makes things better than before .Simplicity-all things equal, a simpler innovation is better than a complex innovation .Observable-things that are observable tend to get adopted faster .Trialability-things that can be tried with little or no risk get adopted faster .Consistency-consumers are more likely to adopt things that are congruent with existing values and knowledge
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Chapter 2: Value and the Consumer Behavior Framework
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Sample Questions
Q1) Explain the concept of customer lifetime value (CLV).
Answer: Answers will vary. CLV represents the approximate worth of a customer to a company in economic terms. Put another way, CLV is the overall, long-term profitability of an individual consumer. Although there is no generally accepted formula for the CLV, the basic idea is simple:CLV = npv (sales - costs) + npv (equity)The CLV then is equal to the net present value (npv) of the stream of profits over a customer's lifetime, plus the worth attributed to the equity a good customer can bring in the form of positive referrals and word of mouth.
Q2) The Consumer Value Framework (CVF) represents:
A) the set of value-seeking activities that take place as consumers go about addressing their real needs.
B) the multitude of value-producing seller activities that facilitate exchanges between consumers and marketers.
C) the consumer behavior theory, illustrating factors that shape consumption-related behaviors.
D) the approximate worth of a customer to a company in economic terms.
Answer: C
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Page 4
Chapter 3: Consumer Learning Starts Here: Perception
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Which of the following statements is true of the mere exposure effect?
A) The mere exposure effect is created in the presence of attention.
B) The preferences associated with the mere exposure effect are difficult to elicit.
C) The size of the effect is not very strong relative to an effect created by a strong cohesive argument.
D) The mere exposure effect works best when the consumer has a high involvement in processing the object.
Answer: C
Q2) Advertisements that feature promotions such as buy-one-get-one-free offers essentially signal that customers will get value in some form of a reward when they perform a specific purchasing activity. These offers employ the strategy of _____.
A) discriminative stimuli
B) classical conditioning
C) orientation reflexes
D) surprising stimuli
Answer: A
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5
Chapter 4: Comprehension, Memory, and Cognitive Learning
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Sample Questions
Q1) Miss, a popular brand of women's clothing, introduces a new line of luxury evening wear. The management of Miss wants to position the new collection as plush, sophisticated, and feminine. Which of the following print media advertisements is most likely to have the intended effect?
A) An ad featuring a model in a yellow dress with the brand logo in block font as the background
B) An ad featuring a model in a red dress with large numerals quoting the price of the dress
C) An ad featuring a model in a golden dress with the brand logo in script font as the background
D) An ad featuring a model in a beige dress with the brand logo in masculine font on the side
Q2) Attempts to demarket a product can be implemented by stigmatizing consumption with a negative stereotype.
A)True B)False
Q3) A stereotype captures the role expectations of a person of a specific type. A)True B)False
Page 6
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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Sample Questions
Q1) Which of the following is true in the context of consumer emotions?
A) Marketers like to create appraisals leading to emotions that evoke avoidance behaviors in consumers.
B) Actions bring value to a consumer to the extent that desirable emotional states can be created.
C) Appraisals do not involve conflicting behavioral responses.
D) Emotions do not influence how marketing messages are processed.
Q2) According to the pleasure-arousal-dominance (PAD) approach, when consumers feel lower control, situational influences play a greater role in shaping their behavior.
A)True
B)False
Q3) Chelsea has vivid childhood memories of Saturday mornings when her father used to take her out to a restaurant for breakfast. It was their special time together as she got her father all to herself. Chelsea's memories are an example of _____.
A) procedural memories
B) echoic memories
C) sensory memories
D) autobiographical memories
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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Sample Questions
Q1) _____ is closely associated with a tendency to retain control and ownership over possessions.
A) Materialism
B) Innovativeness
C) Frugality
D) Competitiveness
Q2) Consumers use products as symbols to convey their self-concepts to others.
A)True
B)False
Q3) Lower materialism scores are typically found among younger consumers.
A)True
B)False
Q4) Sam recently bought Deep Waters, a new cologne. He bought the particular cologne just because his favorite football star had endorsed it. In the given scenario, which of the following does Sam display?
A) High levels of innovativeness
B) High need for affiliation
C) Low need for cognition
D) Low levels of materialism
Q5) Define brand personality and explain its significance.
Page 8
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Chapter 7: Attitudes and Attitude Change
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) Which of the following is the formula for predicting attitudes using the attitude-toward-the-object (ATO) model?
A) \(A _ { 0 } = \sum _ { i = 1 } ^ { N } \left( b _ { i } \right) + \left( e _ { i } \right)\)
B) \(A _ { 0 } = \sum _ { i = 1 } ^ { N } \left( b _ { i } \right) \left( e _ { i } \right)\)
C) \(A _ { 0 } = \sum _ { i = 1 } ^ { N } \left( b _ { i } \right) - \left( e _ { i } \right)\)
D) \(A _ { 0 } = \sum _ { i = 1 } ^ { N } - \left( b _ { i } \right) \left( e _ { i } \right)\)
Q2) _____ are relatively enduring overall evaluations of objects, products, services, issues, or people.
A) Notions
B) Attitudes
C) Prejudices
D) Beliefs
Q3) Briefly discuss the role of humor in message appeal.
Q4) Briefly explain the high-involvement hierarchy of effects.
Q5) Briefly discuss the effect of fear appeal in marketing.
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Chapter 8: Group and Interpersonal Influence
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Sample Questions
Q1) Aspirational group membership often appeals to a consumer's _____.
A) actual self
B) social self
C) possible self
D) ideal self
Q2) In the context of household purchase roles, the early adopter is the person who actually uses the product under consideration.
A)True
B)False
Q3) Felicity is a 15-year-old girl. She lives in a big house with her parents and her two younger siblings. Her aunt, her paternal grandparents, and her great-grandmother also live with her family. Family chores are divided among the members of the family so that everybody can contribute to the household. The given scenario exemplifies a(n) _____.
A) extended family
B) matrifocal family
C) nuclear family
D) blended family
Q4) Discuss positive and negative word-of-mouth (WOM).
Q5) Explain the relationship between gender roles and household decision making.
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Chapter 9: Consumer Culture
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Sample Questions
Q1) Unlike highly collectivistic societies, highly individualistic societies:
A) are extremely loyal to the groups to which they belong.
B) are uncomfortable with things that are ambiguous or unknown.
C) place high value on self-reliance.
D) tend to live in extended families.
Q2) A culture high in _____ is uncomfortable with things that are ambiguous or unknown.
A) power distance
B) individualism
C) uncertainty avoidance
D) long-term orientation
Q3) In Asian nations, where power distance is high, older people have more status than younger people.
A)True
B)False
Q4) In low-power-distance nations, marketing messages that make use of authority appeals are very effective in facilitating positive consumer response.
A)True
B)False
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Chapter 10: Microcultures
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Sample Questions
Q1) A microculture is less significant in terms of its potential influence on consumer behavior.
A)True
B)False
Q2) Most men hate shopping for clothes and use product price as an indicator for quality. Many believe expensive products as a guarantee for good quality. In making a buying decision based on price-quality heuristic, a consumer makes use of _____.
A) cognitive distortion
B) cognitive imaging
C) cognitive dissonance
D) cognitive structuring
Q3) Consumers belonging to the Generation X grew up spending time with both parents at home that is why this group tend to be relatively impulsive and optimistic.
A)True
B)False
Q4) Compare age-based microcultures with generational microcultures. How is this distinction important to marketers?
Q5) Describe the six generational microcultures in the United States.
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Chapter 11: Consumers in Situations
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Sample Questions
Q1) Diane buys most of her day-to-day household provisions from a local supermarket. During one of her visits to the store, she found it unusually crowded. She did not want to wait in the long checkout queue, so she decided to go to another store. Diane's decision is a result of a(n) _____.
A) cultural influence
B) situational influence
C) ecological influence
D) physiological influence
Q2) Which of the following is most likely to be true of consumers who experience time pressure while deciding on a purchasing activity?
A) Their orientations are most likely to switch from utilitarian to hedonic.
B) They are more likely to enjoy the shopping experience due to the adrenaline rush.
C) They are most likely to shop with others than shop alone.
D) They are more likely to believe that a seller-supplied reference price is indeed a fair price.
Q3) In the context of experiential shopping, discuss the role of other consumers in shaping the shopping experience.
Q4) Briefly discuss the implications of unredeemed gift cards for merchants.
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Page 13
Chapter 12: Decision Making I: Need Recognition and Search
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Sample Questions
Q1) In the context of external search, search regret is more likely to be experienced when consumers utilize unfamiliar techniques during the search process.
A)True
B)False
Q2) When Mathew decided to buy a laptop, he searched the Internet for information. However, he could not understand the technical language used in the websites he visited and decided to use product price as an indicator of quality. Which of the following terms best describes Mathew's decision-making process?
A) Habitual decision making
B) Extended decision making
C) Rationalizing
D) Satisficing
Q3) A consumer's perceived current state is also known as his or her _____.
A) desired state
B) ideal state
C) actual state
D) hypothetical state
Q4) Explain the role of value perceptions in the consumer decision-making process.
Q5) Describe the three categories of alternatives found in the awareness set.
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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Sample Questions
Q1) Consumers tend to use information about retailer reputation as a signal of quality when the purchase involvement is low.
A)True
B)False
Q2) In the context of product evaluation, new alternatives are compared to exemplars first and then to other brands that are found in the brand category.
A)True
B)False
Q3) When consumers need to purchase a refrigerator, they usually evaluate different models across a set of features or characteristics such as storage capacity, freezer shelving, and energy efficiency. Such an evaluation is an example of _____.
A) qualitative evaluation
B) hedonic evaluation
C) attribute-based evaluation
D) affect-based evaluation
Q4) Describe the four types of noncompensatory decision rules that consumers use when selecting products.
Q5) How does quality perception of consumers affect marketing?
Page 15
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Chapter 14: Consumption to Satisfaction
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Sample Questions
Q1) Which of the following is true of consumer satisfaction?
A) It is often the result of cognitive dissonance.
B) It results from affective rather than cognitive processes.
C) It is a post-consumption phenomenon.
D) It creates strong behavioral motivations.
Q2) Which of the following is an example of a nondurable good?
A) An air conditioner
B) A bottle of water
C) A dining table
D) A box of gold
Q3) The overall goodness or badness of a service provided is referred to as _____.
A) service input
B) service gateway
C) service guarantee
D) service quality
Q4) The locus element of the attribution theory involves judgments of whether the outcome was controllable or not.
A)True
B)False
Q5) Define expectations. Describe the four types of consumer expectations.
Page 16
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Chapter 15: Beyond Consumer Relationships
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Sample Questions
Q1) Which of the following characteristics of relationship quality represents the understanding between a consumer and a firm?
A) Communication
B) Competence
C) Personalization
D) Equity
Q2) Briefly discuss three categories of switching costs.
Q3) Consumer complaints pay off in terms of customer retention if a store provides the compensation quickly.
A)True
B)False
Q4) Which of the following types of switching costs refers to the emotional and psychological consequences of changing from one brand/retailer/service provider to another?
A) The procedural switching cost
B) The financial switching cost
C) The relational switching cost
D) The transactional switching cost
Q5) Explain how relationship quality impacts value for both customers and the firm.
Page 17
Q6) Why cannot a company depend on consumer inertia for long-term revenues?
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Chapter 16: Consumer and Marketing Misbehavior
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Sample Questions
Q1) College students who have higher self-actualization values generally have lower attitudes toward binge drinking, whereas students who value social affiliation tend to have more positive attitudes toward the behavior.
A)True
B)False
Q2) The foot-in-the-door selling technique is based on _____.
A) belief congruence theory
B) self-perception theory
C) expectation theory
D) equity theory
Q3) The Consumer Bill of Rights, which today stands as a foundation of the consumerism movement, was introduced in 1962.
A)True
B)False
Q4) To have a sales orientation means that a salesperson is more focused on long-term customer satisfaction and relationship development than on immediate sale and short-term results.
A)True
B)False
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