Marketing Management
Exam Answer Key
Course Introduction
Marketing Management is a comprehensive course designed to equip students with the knowledge and skills required to analyze, plan, and implement effective marketing strategies in a dynamic business environment. The course explores key concepts such as market segmentation, targeting, and positioning, as well as product development, pricing strategies, distribution channels, and promotional tactics. Through case studies and practical examples, students learn to assess market opportunities, understand consumer behavior, and utilize digital and traditional marketing tools to achieve organizational objectives. Emphasis is placed on decision-making, ethical considerations, and adapting marketing plans to global and technological changes, preparing students for real-world marketing challenges.
Recommended Textbook
CB 8th Edition by Babin
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1600 Verified Questions
1600 Flashcards
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Page 2
Chapter 1: What is CB and Why Should I Care?
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100 Verified Questions
100 Flashcards
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Sample Questions
Q1) When trying to understand the importance of consumer service, organizations must consider two important aspects, the competitiveness of the marketing environment and the:
A) income level of customers.
B) social impact of the product or service.
C) dependency of the marketer on repeat business.
D) environmental impact of the product.
Answer: C
Q2) A(n) _____ is a part, or tangible feature, of a product that potentially delivers a benefit of consumption.
A) benefit
B) facet
C) touchpoint
D) attribute
Answer: D
Q3) Social psychology deals with the intricacies of mental reactions involved in information processing.
A)True
B)False
Answer: False
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Chapter 2: Value and the Consumer Behavior Framework
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Sample Questions
Q1) Every product's value proposition is made up of the basic benefits a product provides and the estimated life of the product.
A)True
B)False
Answer: False
Q2) The term _____ refers to the thinking or mental processes that go on as we process and store things that can become knowledge.
A) value co-creation
B) cognition
C) affect
D) circadian rhythm
Answer: B
Q3) The object or activity that allows something else good to happen or be accomplished provides utilitarian value.
A)True
B)False
Answer: True
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Chapter 3: Consumer Learning Starts Here: Perception
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Sample Questions
Q1) According to the behaviorist approach of learning, bits of knowledge are processed electronically to form meaning.
A)True
B)False
Answer: False
Q2) With intentional learning, consumers simply sense and react (or respond) to the environment and do not attempt to comprehend the information presented.
A)True
B)False
Answer: False
Q3) Which of the following terms refers to the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness?
A) Subliminal persuasion
B) Subliminal processing
C) Assimilation
D) Accommodation
Answer: B
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Page 5
Chapter 4: Comprehension, Memory, and Cognitive Learning
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Sample Questions
Q1) Sam, a high school student, lives in a busy neighborhood. When he sits down to study, he can hear different sounds, such as a phone ringing somewhere, a baby crying, a car honking, even though he does not pay much attention to these sounds. In this case, these sounds will be stored in Sam's _____.
A) long-term memory
B) sensory memory
C) workbench memory
D) procedural memory
Q2) _____ states that the capacity limit for workbench memory is between three and seven units of information.
A) Weber's law
B) Pavlov's law
C) Miller's law
D) Maslow's law
Q3) A _____is the mental path by which some thought becomes active.
A) memory trace
B) mental script
C) memory tag
D) mental schema
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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Sample Questions
Q1) Autonomic measures of assessing emotional activity require a volitional response from the consumer.
A)True
B)False
Q2) Consumers experiencing negative self-conscious emotions can perceive not only the need to rectify some problem, but also the need to restore their self-esteem.
A)True
B)False
Q3) Discuss the implications of "emotional effect on memory" for marketing.
Q4) Anne is meticulous when it comes to planning her weekly grocery store visits. Before buying anything, she makes sure that she is well-informed about the best deals. Anne exhibits high level of _____.
A) shopping involvement
B) product involvement
C) situational involvement
D) enduring involvement
Q5) Schemata are developed and reinforced through actual experience.
A)True
B)False
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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Sample Questions
Q1) Which of the following best describes the ideal self?
A) It refers to how consumers currently perceive themselves
B) It represents the image that consumers would like others to have about them.
C) It refers to how consumers would like to perceive themselves.
D) It refers to the beliefs that consumers have about how they are seen by others.
Q2) Targeted marketing communications is required because:
A) consumers remain the same across various cultures.
B) consumers vary across the concepts of personality, lifestyle, and self-concept.
C) consumer lifestyles are different from the concept of consumer personalities.
D) consumer lifestyles rarely involve organizational identification.
Q3) PRIZM is based on the premise that people with similar backgrounds and means tend to live close to one another and emulate each other's behaviors and lifestyles. This is an example of the _____.
A) geodemographic technique
B) five-factor model
C) idiographic perspective
D) single-trait approach
Q4) What is demographics?
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Page 8
Chapter 7: Attitudes and Attitude Change
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Sample Questions
Q1) According to the elaboration likelihood model of persuasion, information such as music or the imagery presented along with a message are examples of peripheral cues.
A)True
B)False
Q2) Which of the following consumer attitude models is known as a compensatory model?
A) The balance theory model
B) The elaboration likelihood model
C) The attitude-toward-the-object model
D) The behavioral intentions model
Q3) The attitude-toward-the-object (ATO) model combines information about a number of beliefs and evaluations pertaining to an object's attributes.
A)True
B)False
Q4) In the context of the elaboration likelihood model (ELM), explain how attitudes are changed based on differing levels of consumer involvement.
Q5) How does the behavioral intentions model differ from the attitude-toward-the-object (ATO) model?
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Chapter 8: Group and Interpersonal Influence
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Sample Questions
Q1) Patrick graduated from college with a bachelor's degree in business administration. He decides to stay with his parents in order to save money and pay off his student loan. In the given scenario, Patrick is an example of a _____.
A) gatekeeper
B) laggard
C) boomerang kid
D) decision maker
Q2) The individual difference variable of _____ assesses an individual's need to enhance the image others hold of him or her by acquiring and using products, conforming to the expectations of others, and learning about products by observing others.
A) susceptibility to interpersonal influence
B) separateness-connectedness
C) social presence and embarrassment
D) attention to social comparison information
Q3) A group to which a consumer does not want to belong is called a _____.
A) primary group
B) formal group
C) dissociative group
D) peer group
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Chapter 9: Consumer Culture
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Sample Questions
Q1) John, an American, works for a U.S. law firm. The firm transferred him to its office in Brazil for three years. During his stay there, John learned a lot about the Brazilian culture. Gradually, he adopted social and business etiquettes of Brazilians, which helped him in his interactions with his local business associates. In the given scenario, John's adoption of Brazilian etiquettes is an example of _____.
A) enculturation
B) acculturation
C) renquing
D) guanxi
Q2) Briefly explain modeling in the context of the quartet of institutions.
Q3) In the United States, people wear black to funerals, while in China, people wear white. This difference best exemplifies _____.
A) cultural sentiments
B) cultural biases
C) cultural norms
D) cultural sanctions
Q4) Briefly discuss the importance of body language in nonverbal communication.
Q5) List the elements of nonverbal communication.
Q6) Briefly describe any three of the core societal values (CSVs).
Page 11
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Chapter 10: Microcultures
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Sample Questions
Q1) Americans born between 1928 and 1945 tend to be frugal and follow largely utilitarian motivations with their purchases. The generational microculture group described here is the _____.
A) Baby Boomers
B) greatest generation
C) silent generation
D) Generation X
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) Young consumers who were born between 1995 and 2010 belong to the _____ group.
A) Generation X
B) Baby Boomers
C) Millennials
D) Generation Z
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Chapter 11: Consumers in Situations
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Sample Questions
Q1) _____ refers to a salesperson who is capable of conveying emotional information to shape a more valuable outcome for consumers.
A) Emotional ability
B) Emotional contagion
C) Emotional attractiveness
D) Emotional dependability
Q2) In the context of consumer behavior, situational influences do not affect the value of things.
A)True
B)False
Q3) Signs that emphasize price by using large numerals create the perception of an upscale store.
A)True
B)False
Q4) In the context of experiential shopping, discuss the role of other consumers in shaping the shopping experience.
Q5) A fearful consumer tends to buy less and enjoy the experience less.
A)True
B)False
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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) _____ is the risk associated with how other consumers will view a purchase.
A) Performance risk
B) Social risk
C) Financial risk
D) Physical risk
Q3) When a purchase is imminent, consumers tend to view price as a strong indicator of quality.
A)True
B)False
Q4) Briefly explain the concept of need recognition in the consumer decision-making process.
Q5) Briefly discuss the impact of the Internet on consumer search behavior.
Q6) Explain the role of value perceptions in the consumer decision-making process.
Q7) Briefly discuss the rational decision-making perspective.
Q8) Differentiate between ongoing searches and prepurchase search activities. Page 14
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Page 15
Chapter 13: Decision Making II: Alternative Evaluation and Choice
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Sample Questions
Q1) The underlying attributes of a product are referred to as _____.
A) features
B) search qualities
C) experience qualities
D) signals
Q2) How does quality perception of consumers affect marketing?
Q3) Marketers use _____ to assess consumers' choice criteria.
A) affect-based evaluation
B) just noticeable difference
C) conjoint analysis
D) attribute correlation
Q4) In the context of the evaluation of alternatives, consumers can be relied upon to know the criteria that truly are determinant.
A)True
B)False
Q5) Which of the following is true of benefits?
A) They play an important role in the value equation.
B) They represent the performance characteristic of an object.
C) They allow a consumer to diagnose something distinctive about an alternative.
D) They are visually apparent and easily recognizable.
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Chapter 14: Consumption to Satisfaction
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Sample Questions
Q1) With low involvement, high expectations will be associated directly with increased dissatisfaction and low expectations will be associated directly with increased satisfaction.
A)True
B)False
Q2) Pre-consumption beliefs concerning what will occur during an exchange and/or consumption of a product are known as _____.
A) premeditations
B) perceptions
C) confirmations
D) expectations
Q3) Managers believe that initiatives that increase customer satisfaction always improve top-line performance.
A)True
B)False
Q4) The basic disconfirmation model proposes that consumers enter into a consumption experience without predetermined expectations.
A)True
B)False
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Chapter 15: Beyond Consumer Relationships
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Sample Questions
Q1) Procedural switching costs involve money and emotional consequences.
A)True
B)False
Q2) Consumers are about twice as likely to spread positive as negative word-of-mouth (WOM).
A)True
B)False
Q3) Stan has not shopped at Resplendent Stores, a chain of retail stores, in more than two years. Because of a bad experience at the store, he dislikes the store and has vowed never to shop there. In the given scenario, which of the following is true of Stan?
A) He is engaged in complaining behavior.
B) He is exacting rancorous revenge.
C) He has become an antiloyal consumer.
D) He has become afflicted with consumer inertia.
Q4) Briefly discuss three categories of switching costs.
Q5) In the social media world, the key is to ignore negative news so that it fades away.
A)True
B)False
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Chapter 16: Consumer and Marketing Misbehavior
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Sample Questions
Q1) List any seven ways to improve marketing ethics.
Q2) The "I'm working for you!" selling technique relies on _____.
A) belief congruence theory
B) self-perception theory
C) balance theory
D) equity theory
Q3) The Clayton Act (1914) prevents mortgage foreclosures and enhances mortgage availability.
A)True
B)False
Q4) _____ refer to societal and professional standards of right and fair practices that are expected of marketing managers as they develop and implement marketing strategies.
A) Marketing tactics
B) Marketing ethics
C) Marketing concepts
D) Strategic objectives
Q5) Contractualism reflects beliefs about the social acceptability of an act.
A)True
B)False
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