Introduction to Marketing Exam Review
Course Introduction
Introduction to Marketing offers students a comprehensive overview of the fundamental concepts, strategies, and practices that drive successful marketing in todays dynamic business environment. The course explores core topics such as market research, consumer behavior, product development, pricing strategies, promotion, distribution channels, and the impact of digital technologies on marketing. Through case studies, real-world examples, and interactive activities, students will gain the analytical and practical skills needed to identify market opportunities, understand consumer needs, and develop effective marketing strategies. This foundation prepares students for more advanced study in marketing and related business fields.
Recommended Textbook
Consumer Behavior 11th Edition by
Leon G. Schiffman
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16 Chapters
1826 Verified Questions
1826 Flashcards
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Page 2
Chapter 1: Consumer Behavior: Information-Driven
Consumer Behavior
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123 Verified Questions
123 Flashcards
Source URL: https://quizplus.com/quiz/10501
Sample Questions
Q1) In the RYAN'S RUNNERS MINI CASE, Ryan decides to focus his attention on that segment of the market that is interested in running. This selection of a specific market segment is known as ________.
A) social marketing
B) market targeting
C) product placement
D) market segmentation
E) product positioning
Answer: B
Q2) Ryan runs a store that caters to athletes. He divides the athletic market into different subsets of shoe consumers, such as runners, basketball players, and golfers. Ryan decides to focus his attention on that segment of the market that is interested in running. This selection of a specific market segment is known as ________.
A) social marketing
B) market targeting
C) product placement
D) market segmentation
E) product positioning
Answer: B
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Chapter 2: Segmentation, Targeting and Positioning
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) ________ information is often the most accessible and cost-effective way to identify a target market.
A) Demographic
B) Sociocultural
C) Psychological
D) Physiological
E) Benefit
Answer: A
Q2) In the RENTAL CAR MINI CASE, Rosetta exercises ________ when it stocks more convertible cars in California than in New York.
A) demographic segmentation
B) geographic segmentation
C) sociocultural segmentation
D) psychographic segmentation
E) usage-situation segmentation
Answer: B
Q3) Geographic characteristics serve as the core of almost all segmentations.
A)True
B)False
Answer: False
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Chapter 3: Consumer Motivation and Personality
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) How do motivations drive consumer behavior?
Answer: Motivations are the driving force that impels consumers to act. This driving force is produced by a state of tension, which exists as the result of an unfulfilled need. Therefore, individuals consciously and subconsciously take on behaviors that they anticipate will fulfill their needs and relieve them from the state of stress they feel. Consumers take on behaviors to satisfy their needs based on their individual thinking and learning, as well as their perceptions. Marketers must view motivation as the force that induces consumption.
Q2) Which of the following is NOT a characteristic of compulsive buyers?
A) Compulsive buyers feel compelled to spend all or part of their money.
B) Compulsive buyers buy products they do not need despite having little money left.
C) Compulsive buyers feel others would be horrified if they knew about their shopping habits.
D) Compulsive buyers are more likely to be males (75% of compulsive buyers).
E) Compulsive buyers knowingly write checks that will bounce.
Answer: D
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Chapter 4: Consumer Perception
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Because services are intangible, image becomes a key factor in differentiating a service from its competition.
A)True
B)False
Q2) ________ is promotion that is designed to promote a company's overall image without overtly referring to specific products.
A) Status advertising
B) Institutional advertising
C) Store image
D) Brand image
E) Global advertising
Q3) Which of the following does NOT provoke attention?
A) shocking images
B) contrasting images
C) adaptation
D) unrealistic images
E) contrasting sounds
Q4) What is subliminal perception? How does it relate to marketing?
Q5) There are many ways consumers handle risk. Identify and discuss three methods.
Page 6
Q6) What are the types of perceived risk consumers have to deal with?
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Chapter 5: Consumer Learning
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) In ________ tests, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points.
A) brand loyalty
B) low involvement processing
C) recall
D) recognition
E) discrimination
Q2) ________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.
A) Perceived learning
B) Behavioral learning
C) Cognitive learning
D) Associative learning
E) Modernist learning
Q3) Increasing the number of repetitions of a message increases the message's retention, without any known satiation point.
A)True
B)False
Q4) When and why do marketers use massed or distributed learning schedules?
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Chapter 6: Consumer Attitude Formation and Change
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110 Verified Questions
110 Flashcards
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Sample Questions
Q1) Differentiate between the three components of the tricomponent attitude model.
Q2) Tom is looking to lose weight by cutting carbohydrates out of his diet, particularly from regular sodas, but has a negative attitude towards diet. Diet Coke promotes its association with the American Heart Association, which generates goodwill from Tom. What strategy did the company use?
A) changing the relative evaluation of attributes
B) associating the product with a special group, event or cause
C) changing the basic motivational function
D) changing consumer beliefs about competitor brands
E) changing consumers' subjective norms
Q3) According to ________, discomfort occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
A) attitude-change strategies
B) cognitive dissonance theory
C) attribution theory
D) self-perception theory
E) attitude research
Q4) What is the theory of trying to consume? Give an example from your own experience.
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Chapter 7: Persuading Customers
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107 Verified Questions
107 Flashcards
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Sample Questions
Q1) ________ track bodily responses to stimuli.
A) Physiological measures
B) UPC codes
C) Attitudinal measures
D) Day-after recall tests
E) Net income tests
Q2) Which of the following tracks the degree of attention paid to the components of viewed advertisements through monitoring electrical impulses produced by the viewer's brain?
A) Facial EMG
B) brain wave analysis
C) eye-tracking
D) attitudinal measures
E) UPC codes
Q3) What is the difference between a one-sided message and a two-sided message? When are they used?
Q4) The recall of a commercial and its central theme is evidence of its attention-getting and persuasive power.
A)True
B)False
Page 9
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Chapter 8: From Print and Broadcast to Social Media and Mobile Advertising
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) How is one's influence measured on Twitter?
Q2) Lonnie is responsible for online customer acquisition at a direct marketing firm. His objective is to drive low-cost, high quality traffic to the company's website. Which metric would be the best indicator of how efficiently he spent his online advertising budget?
A) unique visitors
B) cost per unique visitor
C) return visits
D) time spent
E) page views
Q3) ________ consist of messages sent by marketers and delivered to consumers via channels that the marketers control.
A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media
Q4) What are the advantages of impression-based targeting (relative to segment-based targeting)?
Q5) What are the steps to design a social media campaign?
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Chapter 9: Reference Groups and Word-of-Mouth
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) When Damon filled out a survey for the sporting goods store he favors, it asked him to respond to items that asked for his agreement on items about his influence on his friends. These items were attempting to measure his opinion leadership using the __________________ method.
A) heuristic
B) key informant
C) self-designated
D) sociometric
E) Klout
Q2) Innovators seem to find new products threatening to the point where they prefer to delay purchase until the product's success has been clearly established.
A)True
B)False
Q3) The theory of differential decay suggests that one will dissociated the message from its source over time, remembering only the message content but not its source.
A)True
B)False
Q4) What are the activities which characterize fashion innovators?
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Chapter 10: The Family and Its Social Class Standing
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Kevin and Lisa have been married for two years and have not yet had their first child. What kind of family does this constitute?
A) empty nest
B) married couple
C) extended family
D) single-parent family
E) nuclear family
Q2) Sarah is focused on her family, and often sacrifices her own desires to meet the wants of her children. She trusts well-known companies and brands. When characterizing mothers' socialization-related attitudes, Sarah would be categorized as a
A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic
Q3) How do the lower classes and upper classes differ in terms of saving, spending and credit?
Q4) What is social comparison theory? How might marketers use this theory in advertising?
Page 12
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Chapter 11: Culture's Influence on Consumer Behavior
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Differentiate between the levels of cultural norms.
Q2) Culture can exist and sometimes reveal itself at different perceived or subjective levels. The ________ level reflects the underlying dimensions of culture that impact multiple cultures or different societies.
A) supernational
B) supranational
C) subnational
D) national
E) group
Q3) In terms of consumer behavior, ________ is defined as the sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society.
A) conformity
B) individualism
C) culture
D) society
E) subculture
Q4) Differentiate between formal learning, informal learning, and technical learning.
Q5) How does marketing influence cultural learning?
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Chapter 12: Subcultures and Consumer Behavior
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) Which of the following is true of Hispanic-American households?
A) Hispanic Americans tend to be members of smaller families.
B) Hispanic Americans are less likely to live in an extended family household.
C) Hispanic American households are less likely to contain children.
D) Hispanic Americans spend more time caring for their children.
E) The majority of all Hispanic Americans under the age of 18 living in the United States were born in Latin America.
Q2) Queens County (one of the five boroughs that make up the City of New York)is one of the most multicultural counties in America, where ________ percent of its residents were born outside the United States.
A) 26
B) 36
C) 46
D) 56
E) 66
Q3) For Generation X, enjoying life and having a lifestyle that provides freedom and flexibility is more important than salary.
A)True
B)False
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Page 14
Chapter 13: Cross-Cultural Consumer Behavior: An International Perspective
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108 Verified Questions
108 Flashcards
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Sample Questions
Q1) A(n)________ is manufactured, packaged, and positioned the same way regardless of the country in which it is sold.
A) local brand
B) world brand
C) hybrid brand
D) customized brand
E) intra-cultural brand
Q2) In the CRAFT MINI CASE, the majority of Global Craft's consumers fall into the ________ consumer segment.
A) Global Citizens
B) Global Dreamers
C) Global Indifferents
D) Antiglobals
E) Global Agnostics
Q3) China and Mexico are collectivistic cultures.
A)True
B)False
Q4) What are three of the issues that might deter researchers from conducting marketing research in foreign countries?
Page 15
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Chapter 14: Consumer Decision Making and Diffusion of Innovations
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Describe the lexicographic rule and provide an example of how it might be used in the context of an automobile purchase.
Q2) When a single person gives a gift to a family as a thank you for letting him visit in their home for a week, it is an example of intercategory giving.
A)True
B)False
Q3) Many software companies allow customers to use limited versions of their software free for 30 days. This strategy tries to increase the diffusion of a new product through increasing ________.
A) relative advantage
B) compatibility
C) complexity
D) trialability
E) observability
Q4) Differentiate between the types of gifting and provide an example of each.
Q5) Name five factors that are likely to increase prepurchase search with regards to a product or service.
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Q6) What are the three levels of consumer decision making? Briefly define each.
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Chapter 15: Marketing Ethics and Social Responsibility
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109 Verified Questions
109 Flashcards
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Sample Questions
Q1) Truth-in-advertising laws protect consumers from false advertisements.
A)True
B)False
Q2) Print ads that closely resemble editorial matter are known as ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
Q3) Identify and briefly describe the three major categories of promotional violations that occur in the marketing of drugs.
Q4) In ABC's Extreme Makeover: Home Edition, Sears' Kenmore appliances and Craftsman tools are the "stars" of the show. This is an example of ________.
A) product placement
B) buzz marketing
C) broadcast media
D) an advertorial
E) an infomercial
Q5) What is puffery? Provide an example.
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Chapter 16: Consumer Research
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) Respondents are most hostile when administered ________ surveys.
A) mail
B) online
C) telephone
D) personal interview
E) focus group
Q2) During a depth interview, which of the following is NOT part of the interviewer's strategy?
A) Provide as much time as possible for the consumer to express his or her thoughts and behaviors.
B) Give the consumer an opportunity to respond to specific verbal and visual materials.
C) Talk as much as possible to ensure the consumer gives the answers s/he wants.
D) Establish an atmosphere that encourages the consumer respondent to relax and open up to provide valuable insights.
E) Probe the respondent and encourage him/her to talk freely about the product category and/or brand under study.
Q3) Give an example of a research objective where qualitative research methods would be appropriate to use.
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