Marketing Principles Exam Review
Course Introduction
Marketing Principles introduces students to the fundamental concepts, strategies, and practices that drive effective marketing in todays dynamic business environment. The course covers essential topics such as market research, consumer behavior, segmentation, targeting, positioning, product development, pricing strategies, distribution channels, and promotion. Emphasizing both theoretical frameworks and real-world applications, students learn how organizations identify customer needs, develop value propositions, and build lasting brand relationships. Case studies and practical projects further enhance understanding, preparing students to make informed marketing decisions in diverse industry contexts.
Recommended Textbook Consumer Behaviour Buying Having and Being 7th Canadian Edition by Michael Solomon
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15 Chapters
1842 Verified Questions
1842 Flashcards
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Page 2
Chapter 1: An Introduction to Consumer Behaviour
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Although research has shown that consumers think better of products made by firms they feel are behaving ethically,many "ethical" companies encounter difficulties selling their products. What is a good a reason for this?
A) Ethical companies do not make good-quality products.
B) Products made by ethical companies are hard to find for consumers.
C) Sometimes consumers' buying behaviour is not consistent with their positive attitudes about ethical products.
D) Consumers lie on surveys about ethical companies to appear like they care.
Answer: C
Q2) The Jones and Smiths were born in the 1960s,so they tend to share a common set of cultural experiences that they carry throughout life.
A)True
B)False
Answer: True
Q3) Consumer behaviour as a discipline deals mainly with what happens at the point of purchase.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Perception
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132 Verified Questions
132 Flashcards
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Sample Questions
Q1) Marketers contribute to a world overflowing with sensations.
A)True
B)False
Answer: True
Q2) The relationship in which one part of a stimulus configuration dominates a situation,such as a visual field,while other aspects recede into the background,is called the ________ principle.
A) foreground-background
B) onstage-offstage
C) figure-ground
D) dominant-recessive
Answer: C
Q3) Simple stimuli tend to be habituated to because they do not require attention to detail. This statement pertains to which factor that can lead to adaptation?
A) intensity
B) duration
C) discrimination
D) exposure
Answer: C
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Page 4
Chapter 3: Learning and Memory
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124 Verified Questions
124 Flashcards
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Sample Questions
Q1) The market researcher showed Chuck five ads for a new product. Chuck,wanting to please the researcher,agreed that he had seen four of the ads,even though 2 of them were bogus ads. This is an example of:
A) omitting bias.
B) averaging bias.
C) telescopic bias.
D) response bias.
Answer: D
Q2) Learning is a relatively permanent change in behaviour that is caused by experience.
A)True
B)False
Answer: True
Q3) One way marketers can trigger nostalgia in an individual is by:
A) increasing brand equity.
B) having the marketer's product present in their evoked set.
C) introducing a retro brand.
D) creating a new fashionable trend.
Answer: C
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Page 5
Chapter 4: Motivation and Affect
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) ________ is a mental state of well-being characterized by positive emotions.
A) Guilt
B) Happiness
C) Embarrassment
D) Anger
Q2) Research examining consumer goal attainment shows that:
A) all goals are conscious.
B) the Apple brand can activate hedonic goals.
C) the mere presence of a healthy option on a menu can vicariously fulfill nutrition-related goals.
D) goals that don't set a time frame are usually more effective.
Q3) What is one way in which marketers take advantage of negative consumer mood states?
Q4) ________ is a negative emotion that is associated with the desire to reduce the gap between oneself and someone who is superior on some dimension.
A) Guilt
B) Jealousy
C) Anger
D) Envy
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Chapter 5: The Self
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) After a long and complex relationship ended,Beth wanted to signal to people that she was simplifying her life. She changed her hairstyle by:
A) colouring it.
B) shaving her head.
C) cutting it short.
D) adding extensions.
Q2) The self-concept refers to all of the products that make up the individual's sense of self.
A)True
B)False
Q3) The phrase "You are what you consume" recognizes that products do more than influence the perceptions of others about who we are. They also:
A) act as protection to enable us to keep others from learning too much about our true self.
B) help us determine our own sense of self as well.
C) hide us from ever really knowing who we are.
D) serve as a substitute for a well-developed self-concept.
Q4) Define androgyny and provide an example of it.
Q5) Why is gender identity an important component of self-concept?
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Chapter 6: Personality, Lifestyles, and Values
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123 Verified Questions
123 Flashcards
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Sample Questions
Q1) Serena loves to eat canned corn,especially because of the Jolly Green Giant spokescharacter. What aspect of brand personality is being used in this example?
Q2) ________ may be thought of as a person's unique psychological makeup and how these features consistently influence the way that person will respond to his or her environment.
A) Configuration
B) The self
C) Personality
D) Self-focus cognate
Q3) The Rokeach Value Survey is intended to measure:
A) consumption-specific values, such as convenient shopping and good service.
B) how consumer values are dependent on culture.
C) a set of terminal values.
D) comparative house prices across North America.
Q4) Jules is a consumer in the segment sometimes labelled "lifestyles of health and sustainability." Discuss what his typical day might include and,from a marketing perspective,what type of products he may be interested in.
Q5) Explain the Freudian concept of the ego.
Q6) What is conscientious consumerism?
Page 8
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Chapter 7: Attitudes
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) When the marketer communicates information about what people commonly do,a ________ is being communicated.
A) descriptive norm
B) affiliation goal
C) injunctive norm
D) implicit expectation
Q2) A hotel leaves the message: "JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT" in the bathrooms of their guest rooms. This is an example of using a(n):
A) consistency motive.
B) descriptive norm.
C) affiliation goal.
D) implicit expectation.
Q3) Compare and contrast descriptive norms and injunctive norms. Give an example of how each might be used in a city-wide campaign encouraging consumers to recycle.
Q4) Explain how balance theory works.
Q5) Using balance theory,explain why a book publisher might want to use Donald Trump as a television "pitchman" for a new book about a previously unknown concept concerning deal financing.
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Chapter 8: Attitude Change and Interactive Communications
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) The elaboration likelihood model (ELM)refers to the nature of counter-arguments a consumer makes when listening to a persuasive message.
A)True
B)False
Q2) The traditional communications model is ordered:
A) source, medium, receiver, feedback.
B) source, feedback, receiver, re-send.
C) source, medium, receiver, feedback, re-send.
D) source, message, medium, receiver, feedback.
Q3) In 2006,Sony launched a program in which it hired a person to pretend he was a huge PSP fan. The person created a hip-hop song,a YouTube video,as well as a website dedicated to his love for Sony's PSP (called alliwantforxmasismypsp.com). This is an example of:
A) fraudulent marketing.
B) youtubing.
C) sock puppeting.
D) podcasting.
Q4) Explain how mere exposure and advertising wearout intersect.
Page 10
Q5) CNN News tends to be more persuasive than other sources such as TMZ. Why?
Q6) What is customer co-creation? Give an example.
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Chapter 9: Individual Decision Making
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129 Verified Questions
129 Flashcards
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Sample Questions
Q1) Store managers realize that under conditions of low involvement,consumers are affected by product placement and other cues in the shopping environment such as surprise specials. Managers with the behavioural influence perspective try to facilitate "impulse" buying decisions.
A)True
B)False
Q2) One form of framing called ________ describes people who are so obsessed with preparing for the future that they can't enjoy the present.
A) mental accounting
B) hyperopia
C) myopia
D) loss aversion
Q3) Criteria on which products differ carry less weight in the decision process than do criteria that are similar.
A)True
B)False
Q4) How are online search engines and social media informing both consumers and marketers,as searches are made for product information?
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Chapter 10: Buying and Disposing
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130 Verified Questions
130 Flashcards
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Sample Questions
Q1) What are the three different ways a consumer can act on dissatisfaction?
Q2) Name and briefly describe four hedonic shopping motives.
Q3) Competition for shoppers is getting rougher. Retailers now must offer something extra to lure shoppers,whether that something is excitement or just plain bargains. What are some of the store influences on consumers?
Q4) One emerging consumer trend involves the movement away from the purchase and ownership of tangible goods towards other models. Describe what these models look like.
Q5) The concept of ________ is based on building strong customer service experiences with loyal customers in ways that foster a continued relationship over time.
A) relationship marketing
B) database management
C) customer co-creation
D) retention marketing
Q6) Re-arranging your grocery store,you decide to shake things up and move the fresh produce toward the cashier area. What impact might this have,if any,on shopping in the cookie aisle?
Q7) Explain the concept of relationship marketing.
Q8) What are divestment rituals?
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Chapter 11: Group Influence and Social Media
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) Why might John want to distance himself from a group of computer geeks at his school to the extent that he avoids buying the same clothing as they do?
Q2) The likelihood that someone will join your reference group is enhanced if the person does not have propinquity to you.
A)True
B)False
Q3) Marie would like some information regarding what brand of cosmetics to purchase. Is she more likely to ask it from a close friend or a colleague she knows has worked previously as a make-up artist? Why?
Q4) Promotional strategies that use unconventional locations and intensive word-of-mouth campaigns to push products is termed ________ marketing.
A) seditious
B) affinity
C) viral
D) guerrilla
Q5) What effect might propinquity have on Bella's relationship with her next-door neighbour as opposed to a person in the next street?
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Page 14
Chapter 12: Income, Social Class, and Family Structure
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121 Verified Questions
121 Flashcards
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Sample Questions
Q1) In China,an economic decline is rapidly decreasing the size of the middle-class segment.
A)True
B)False
Q2) The proliferation of inexpensive counterfeit products threatens to diminish the value of some status symbols. One coping strategy is to emphasize the long relationship with the brand but express concern that its image will be tarnished. This is known as:
A) abranding.
B) reclamation.
C) flight.
D) deflection.
Q3) Miriam comes from a background of old money. How might this affect her spending habits compared to her friend Harry who has recently done well financially?
A) Miriam spends less in general.
B) Miriam doesn't flaunt her consumption.
C) Miriam spends less on small items as she has high property upkeep costs.
D) Miriam needs to show others her wealth in social contexts.
Q4) What is consumer confidence and how does it affect spending behaviour?
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Page 15
Chapter 13: Subcultures
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113 Verified Questions
113 Flashcards
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Sample Questions
Q1) It seems paradoxical,but teens want independence from their families at the same time they need to attach themselves to others to avoid being alone.
A)True
B)False
Q2) Scott was planning to put on a huge concert featuring a popular DJ at his university. Which of the following media types would be the most effective for advertising this concert?
A) online
B) television
C) radio
D) newspapers
Q3) When Frito-Lay Canada plays on a number of regional associations with flavours such as Cape Breton Sea Salt and Pepper,and Toronto College Street Pizza,they are drawing on differences among subcultures based on:
A) age cohorts.
B) lifestyle preferences.
C) regional associations.
D) ethnic segmentation.
Q4) What is a subculture? Give an example.
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Chapter 14: Cultural Influences on Consumer Behaviour
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125 Verified Questions
125 Flashcards
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Sample Questions
Q1) The story goes that George Washington (as a small child)cut down his father's cherry tree with a hatchet. When asked who might have committed this act (even though young Washington was afraid of punishment for the act),George replied,"I cannot tell a lie; I cut down the cherry tree." This story has taken on mythical proportions in the United States and is designed to provide a model for personal conduct. Which of the following functions would the myth best match?
A) metaphysical
B) cosmological
C) sociological
D) psychological
Q2) What is a global agnostic?
Q3) How do cultures that differ on the dimension of individualism/collectivism differ?
Q4) Crescive norms are those that have been explicitly agreed upon by members of a culture.
A)True
B)False
Q5) What is uncertainty avoidance?
Q6) How do cultures that differ on the dimension of masculinity/femininity differ?
Q7) What is creolization? Give an example.
Page 17
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Chapter 15: The Creation and Diffusion of Culture
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117 Verified Questions
117 Flashcards
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Sample Questions
Q1) The 34% of consumers who adopt an innovation after the early adopters are called the:
A) innovators.
B) late adopters.
C) early majority.
D) late majority.
Q2) Which of the following statements describes an early adopter?
A) more likely to read specialty magazines
B) prefer to read creative light content
C) high risk taker
D) important to be the first to own a new product
Q3) What is plinking?
A) the embedding of a product or service link in a video
B) the placement of a brand in a documentary feature
C) advertising drop-ins to feature storylines
D) pop-up ads on social networking sites
Q4) Economic models of fashion typically involve some version of supply and demand.
A)True
B)False
Q5) Describe the three sociological models of fashion described in the text.
Page 18
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