Marketing Principles Exam Preparation Guide
Course Introduction
Marketing Principles introduces students to the foundational concepts and strategies that drive successful marketing in todays dynamic business environment. This course explores the core elements of the marketing mix product, price, place, and promotion while examining how consumer behavior, market research, and segmentation shape marketing decisions. Emphasis is placed on understanding target markets, the development of effective marketing strategies, and the ethical and social responsibilities associated with marketing practices. Through case studies and practical applications, students gain insight into real-world marketing challenges and learn to devise solutions that create value for both customers and organizations.
Recommended Textbook
CB4 4th Edition by Barry
J. Babin
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16 Chapters
2151 Verified Questions
2151 Flashcards
Source URL: https://quizplus.com/study-set/1132
Page 2
Chapter 1: What Is CB and Why Should I Care
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122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/22225
Sample Questions
Q1) _____ represents the study of consumption as a "lived experience" and relies on casual interviews with consumers from whom the researcher has won confidence and trust?
A) Touchpoint analysis
B) Psychology
C) Sociology
D) Phenomenology
E) Conjoint analysis
Answer: D
Q2) The final step in the consumption process is satisfaction.
A)True
B)False
Answer: False
Q3) There are several approaches to studying consumer behavior, but most researchers agree that the interpretive approach is the best.
A)True
B)False
Answer: False
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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) When a consumer realizes high value from an exchange with a company, _____ improves.
A) relationship quality
B) internalization
C) emotional attachment
D) augmented quality
E) elasticity
Answer: A
Q2) Which of the following is an internal influence on consumer value?
A) costs
B) learning
C) social class
D) time/timing
E) family
Answer: B
Q3) A CRM system allows a firm to be more customer-focused.
A)True
B)False
Answer: True
Page 4
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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) Selective distortion is a process by which consumers interpret information in ways that are biased by their previously held beliefs.
A)True
B)False
Answer: True
Q2) Many store brand packages look similar to national name brand packages. This is done with the hope that consumers' awareness of and interpretation of the package design might lead them to think the less expensive store brand is just as good as the more expensive name brand. This is an attempt to influence consumers' _____.
A) exposure
B) affect
C) perception
D) schemata
E) explicit memory
Answer: C
Q3) Perception represents a subjective reality.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Comprehension, Memory, and Cognitive Learning
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151 Verified Questions
151 Flashcards
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Sample Questions
Q1) Wanda is 2 years old and learned that watermelons taste sweet, are red on the inside, have black seeds, and are green on the outside. These facts represent Wanda's _____ in her associative network concern watermelons.
A) paths
B) tags
C) associative knowledge
D) exemplars
E) declarative knowledge
Q2) Which source characteristic refers to how honest and unbiased the source is perceived to be?
A) expertise
B) trustworthiness
C) likeability
D) attractiveness
E) congruity
Q3) Social memory refers to the memory for past events in one's life.
A)True
B)False
Q4) Compare and contrast the different memory stores in the multiple store theory of 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) Define autobiographical memory and describe one of yours. Explain how a marketer might be able to influence consumers to recall positive autobiographical memories.
Q2) There is a consensus among researchers that the best way to measure consumer emotions is with autonomic measures..
A)True
B)False
Q3) Mood is a transient and general cognitive state.
A)True
B)False
Q4) Emotional labor is performed by service workers who must overtly manage their own emotional displays as part of the requirements of the job.
A)True
B)False
Q5) Going to a trendy, new restaurant is most likely driven by hedonic motivations.
A)True
B)False
Q6) Describe a schema-based affect based on a shopping experience you've had. Is it positive, negative, or both?
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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) It is often useful to look at demographic variables, such as age, income, and education, by ZIP codes. Combining demographic data with geographic information such as zip codes is an example of using a _____ technique.
A) graphical
B) multi-trait
C) resource allocation
D) behavioral
E) geodemographic
Q2) Which trait represents a tendency for consumers to make unintended purchases?
A) impulsiveness
B) need for gratification
C) vanity
D) frugality
E) openness to experience
Q3) Name and describe the eight VALS groups and discuss which one best describes you.
Q4) Lifestyles are completely determined by personality.
A)True
B)False
Q5) Explain self-congruency theory and its relevance to consumer behavior.
Page 8
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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) Which type of effect is said to occur when material presented later in the message has the most impact?
A) primacy effect
B) central effect
C) recency effect
D) latter effect
E) peripheral effect
Q2) Refer to Attitude Scenario. What can this model tell marketers regarding this consumer?
A) Low price is the least important attribute for this consumer.
B) This consumer believes that Honda Accord has a better warranty than Ford Taurus.
C) This consumer believes the price for the Honda Accord is lower price than the price for the Ford Taurus.
D) This consumer has a more favorable attitude toward Honda Accord.
E) This consumer has a more favorable attitude toward Ford Taurus.
Q3) Define attitude and describe the ABC approach to attitudes. For each component of this approach, give an example that illustrates that component of your attitude regarding a product or activity.
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Chapter 8: Consumer Culture
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Assimilation is the process by which consumers come to learn a culture other than their natural, native culture.
A)True
B)False
Q2) BRIC is an acronym that refers to the collective economies of Britain, Russia, India, and Canada.
A)True
B)False
Q3) Rules that specify the appropriate behavior in a given situation within a specific culture are called cultural standards.
A)True
B)False
Q4) The idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local is called _____.
A) guanxi
B) glocalization
C) acculturation
D) marketing adaptation
E) cultural distance
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Chapter 9: Microcultures
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) A group of students who start elementary school together and go through school together are called a(n) _____.
A) market segment
B) cohort
C) strata
D) reference group
E) attachment microculture
Q2) Travel to any major city in a developed nation and you'll see teenagers with iPod buds stuck in their ears while looking at Facebook. It seems as though teenagers are pretty much the same throughout the developed world, a phenomenon labeled _____,
A) homogamy
B) social stratification
C) world teen culture
D) demographic consistency
E) cohort consistency
Q3) The largest ethnic group in the United States aside from whites of European decent is Hispanics.
A)True
B)False
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Page 11
Chapter 10: Group and Interpersonal Influence
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153 Verified Questions
153 Flashcards
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Sample Questions
Q1) Using online technologies to facilitate WOM by having consumers spread marketing messages through their online conversations is known as _____.
A) network marketing
B) stealth marketing
C) viral marketing
D) electronic marketing
E) online marketing
Q2) Groups of consumers who develop relationships based on shared interests or product usage are referred to as _____.
A) consumption groups
B) brand communities
C) interest groups
D) lifestyle communities
E) aspirational groups
Q3) Children are playing a much larger role in influencing household purchases than ever before.
A)True
B)False
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Chapter 11: Consumers in Situations
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128 Verified Questions
128 Flashcards
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Sample Questions
Q1) Name and describe the four types of shopping activities and give an example of each based on your personal shopping experience.
Q2) Which of the following statements is true regarding crowding in a retail setting?
A) A high degree of crowding produces the most positive outcome in terms of shopping affect, purchase behavior, consumer satisfaction, and shopping value.
B) The absence of other consumers produces the most positive outcome in terms of shopping affect, purchase behavior, consumer satisfaction, and shopping value.
C) Crowding affects hedonic shopping value in a positive linear fashion.
D) Crowding affects hedonic shopping value in a negative linear fashion.
E) A mild degree of crowding produces the most positive outcome in terms of shopping affect, purchase behavior, consumer satisfaction, and shopping value.
Q3) Consumers experiencing time pressure are less likely to rely on simple choice heuristics than are those in less tense situations.
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) Which decision-making perspective assumes that consumers diligently gather information about purchases, carefully compare various brands of products on salient attributes, and make informed decisions regarding what brand to buy?
A) rational decision making perspective
B) experiential decision making perspective
C) behavioral influence decision making perspective
D) extended decision making perspective
E) intensive decision making perspective
Q2) The experiential decision-making perspective often focuses on which type of value?
A) immediate
B) delayed
C) utilitarian
D) hedonic
E) rational
Q3) As perceived risk increases, search effort increases.
A)True
B)False
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Page 14
Chapter 13: Decision Making Ii: Alternative Evaluation and Choice
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) Compare and contrast evaluative criteria and determinant criteria and identify each relevant to you if deciding among athletic shoe alternatives.
Q2) Determinant criteria remain constant across situations.
A)True
B)False
Q3) Judgments are mental assessments of the presence of attributes and the benefits associated with those attributes.
A)True
B)False
Q4) A perceived favorable result that is derived from the presence of a particular feature is known as a(n) _____.
A) attribute
B) benefit
C) criterion
D) element
E) category
Q5) "Choice" means that a particular alternative will be chosen.
A)True
B)False
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Chapter 14: Consumption to Satisfaction
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122 Verified Questions
122 Flashcards
Source URL: https://quizplus.com/quiz/22238
Sample Questions
Q1) If performance perceptions exactly match what was expected, confirmation is said to occur.
A)True
B)False
Q2) Hank is removing the packaging on his daughter's new Barbie doll. While some of the package can used by her daughter as a prop to use to play with her doll, the rest of it is not necessary and goes in the trash. The packaging that gets thrown away is called
A) consumer refuse
B) consumer waste
C) consumer consumption input
D) consumer consumption output
E) independent waste
Q3) Expectations that form about what a consumer thinks will actually occur during an experience are called _____ expectations.
A) predictive
B) normative
C) equitable
D) ideal
E) realistic
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Chapter 15: Consumer Relationships
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115 Verified Questions
115 Flashcards
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Sample Questions
Q1) The worst thing a company can do to handle negative public publicity is to release information allowing the public to draw its own conclusion.
A)True
B)False
Q2) When negative WOM spreads on a relatively large scale, it can result in _____.
A) negative public publicity
B) product recalls
C) legal action
D) negative disconfirmation
E) dissatisfaction
Q3) Customer share is sometimes referred to as _____.
A) share of wallet
B) competitive intensity
C) brand share
D) share of voice
E) individual share
Q4) Complaining is a type of postconsumption behavior.
A)True
B)False
Q5) Describe each component of true consumer loyalty.
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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) Refer to Cigarette Marketing Scenario. Jose owns a convenience store and refuses to sell cigarettes even though he knows he can make a lot of money doing so. He believes it is ethically wrong to sell this harmful product. Jose's belief that selling cigarettes is unethical is reflective of his _____.
A) relativistic beliefs
B) moral conscience
C) moral compass
D) moral beliefs
E) internal beliefs
Q2) Which type of products are good for both consumers and society in the long run and offer high utilitarian value but not hedonic value?
A) long-term products
B) pleasing products
C) desirable products
D) salutary products
E) rational products
Q3) Consumer misbehavior and consumer problem behavior are synonymous.
A)True
B)False
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Page 18