Marketing Principles Exam Review
Course Introduction
Marketing Principles introduces students to the fundamental concepts and practices of marketing in contemporary organizations. The course examines the role of marketing in business, the marketing mix (product, price, place, promotion), market research, consumer behavior, segmentation, and target marketing. Students will explore how organizations identify and satisfy customer needs, develop effective marketing strategies, and respond to the dynamic marketplace. Through case studies and practical examples, the course provides a foundation for understanding how marketing decisions are made and their impact on organizational success.
Recommended Textbook
CB4 4th Edition by Barry
J. Babin
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Page 2
Chapter 1: What Is CB and Why Should I Care
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) The Ritz-Carlton Hotel has a culture that embodies the importance of creating value for guests among all employees. One way this is implemented is giving the front desk employees the authority to correct a problem presented by a guest without having to have approval from a manager. Which type of orientation does his company embrace?
A) market orientation
B) product orientation
C) production orientation
D) sales orientation
E) outward orientation
Answer: A
Q2) Anthropology focuses on the thoughts, feelings and behaviors that people have as they interact with other people.
A)True
B)False
Answer: False
Q3) Psychology is the study of human reactions to their environment.
A)True
B)False
Answer: True
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Page 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) A CRM system allows a firm to be more customer-focused.
A)True
B)False
Answer: True
Q2) Which environment includes the people and groups who help shape a consumer's everyday experiences?
A) emotional environment
B) internal environment
C) social environment
D) macro environment
E) micro environment
Answer: C
Q3) All of the following are examples of benefits received from consumption EXCEPT
A) quality
B) convenience
C) prestige
D) experience
E) effort
Answer: E
Page 4
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Chapter 3: Consumer Learning Starts Here: Perception
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135 Verified Questions
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Sample Questions
Q1) Explain the difference between punishers and negative reinforcers in shaping behavior. Give an example of how each can be use in marketing.
Answer: <B>Punishers </B>represent stimuli that decrease the likelihood that a behavior will occur again. The hope is that the behavior will not occur again. <B>Negative reinforcement</B>, on the other had, refers to the removal of bad stimuli as a way of encouraging behavior. The two concepts are not the same. A punisher is the presence of bad stimuli after an undesirable behavior has occurred, whereas a negative reinforcer represents the removal of undesirable events. An example of a punisher would be a consumer getting arrested for shoplifting. Examples of negative reinforcement include advertisements that focus on the bad outcomes associated with not using a company's products, such as having bad breadth if a consumer did not use a specific mouth wash.
Q2) With classical conditioning, behavior is conditioned through reinforcement.
A)True
B)False
Answer: False
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Chapter 4: Comprehension, Memory, and Cognitive Learning
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Sample Questions
Q1) A tag is a small piece of coded information that helps a particular piece of knowledge get retrieved.
A)True
B)False
Q2) A memory code is the mental path by which some thought becomes active.
A)True
B)False
Q3) Most accountants tend to be linear thinkers and verbal processors. Which brain dominance does this represent?
A) front-brain
B) back-brain
C) right-brain
D) left-brain
E) top-brain
Q4) Likeability of a source can influence message comprehension.
A)True
B)False
Q5) Iconic storage is the storage of auditory information in sensory memory. A)True
B)False
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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135 Verified Questions
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Sample Questions
Q1) In consumer behavior, consumer mood represents feelings a consumer has about a particular product or activity.
A)True
B)False
Q2) Cognitive-based affect are emotions that become stored as part of the meaning for a category.
A)True
B)False
Q3) Spreading activation represents the extent to which an emotional display by one person influences the emotional state of a bystander.
A)True
B)False
Q4) Which of the following terms is used to represent the feelings a consumer has about a particular product or activity?
A) cognition
B) affect
C) mood
D) emotion
E) nostalgia
Page 7
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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Sample Questions
Q1) It is usually enough for consumer researchers to consider demographic variables in isolation from other variables, such as psychographics.
A)True
B)False
Q2) Refer to Designer Clothes Scenario. Ana's statement regarding buying what she loves implies that her motivation for purchasing expensive designer clothing is based on the _____.
A) reality principle
B) trait approach to personality
C) pleasure principle
D) superego
E) nomothetic perspective
Q3) The positivity of an individual's self-concept is called _____.
A) self-perception
B) ideal self
C) perfected self
D) self-congruency
E) self-esteem
Q4) Explain self-congruency theory and its relevance to consumer behavior.
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Chapter 7: Attitudes and Attitude Change
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Sample Questions
Q1) How the appeal of a message and its construction affect persuasiveness is referred to as _____.
A) message effects
B) source effects
C) structural effects
D) central effects
E) peripheral effects
Q2) Which term refers to specific attempts to change attitudes?
A) manipulation
B) persuasion
C) conversion
D) intervention
E) tracking
Q3) According to the functional theory of attitudes, which function of consumer attitudes works as a defensive mechanism for consumers?
A) utilitarian function
B) value-expressive function
C) ego-defensive function
D) personal function
E) shielding function
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Chapter 8: Consumer Culture
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Sample Questions
Q1) Responsibility as a CSV means the extent to which people are expected to take care of themselves and their immediate family.
A)True B)False
Q2) Cultural sanction refers to the penalties associated with performing a nongratifying or culturally inconsistent behavior.
A)True B)False
Q3) Wei and her family live in Beijing, and a friend of her parents helped get her son into a prestigious school. These friends now expect renquing from Wei, which means she _____.
A) must pay these people a lump sum of money
B) must pay these people money during the time her son attends the school
C) is expected to return that good deed sometime in the future
D) must publicly announce the favor granted by her parents' friends
E) must give these people periodic reports of her son's progress in school
Q4) The symbolic meaning of objects affects gift giving from culture to culture.
A)True B)False
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Chapter 9: Microcultures
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Sample Questions
Q1) Other countries besides the United States have microcultures.
A)True
B)False
Q2) The "Baby Boomer" generation was born before 1946.
A)True
B)False
Q3) Brad is really into fashion and spends a great deal of time shopping for clothes. He tends to splurge on himself by getting massages and facials to keep his skin looking good. Brad can best be described as a _____.
A) retrosexual
B) metrosexual
C) cohort
D) value-expressive consumers
E) market maven
Q4) Marketers today often use the phrase the "elderly market" rather than the "senior citizen market" to highlight the idea that older consumers still lead actively, vibrant lives, and still have wants and needs that they seek to fill.
A)True
B)False
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Chapter 10: Group and Interpersonal Influence
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Sample Questions
Q1) Five adopter categories of consumers have been identified: innovators, early adopters, early majority, late majority, and laggards.
A)True
B)False
Q2) Group members share a set of expectations, rules, and roles.
A)True
B)False
Q3) A consumer who is hired by another to provide input into a purchase decision is called a(n) _____.
A) opinion leader
B) product adopter
C) market maven
D) surrogate consumer
E) buzz marketer
Q4) Brand communities are groups of consumers who develop relationships based on shared interests or product usage.
A)True
B)False
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Page 12
Chapter 11: Consumers in Situations
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Sample Questions
Q1) All of the following are types of shopping activities EXCEPT _____.
A) epistemic shopping
B) acquisitional shopping
C) hedonic shopping
D) experiential shopping
E) impulsive shopping
Q2) Lori prefers to purchase cosmetics at self-service drug stores because the women at the cosmetic counters in department stores intimidate her. That's because Lori thinks they are so much prettier and have nicer skin than she does. Lori's comparison of herself with the cosmetics sales consultants is an example of _____.
A) antecedent conditions
B) social comparison
C) separateness self-schema
D) low self-esteem
E) relative perception
Q3) Epistemic shopping activities are oriented toward a specific, intended purchase or purchases.
A)True
B)False
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Page 13
Chapter 12: Decision Making I: Need Recognition and Search
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Sample Questions
Q1) Refer to Coffee Maker Scenario. The fact that Jane wanted to make coffee-shop style drinks in her own home is indicative of Jane's _____.
A) commitment to purchase
B) awareness set
C) brand loyalty
D) actual state
E) desired state
Q2) Compare and contrast the three decision-making approaches and describe which one you used when making a recent purchase.
Q3) The end state is the perceived state for which the consumer strives.
A)True
B)False
Q4) As a general statement, inexperienced consumers search for purchase-related information more than do either experienced or moderately experienced consumers.
A)True
B)False
Q5) List the activities in the consumer decision-making process and explain why these activities are not referred to as steps.
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Chapter 13: Decision Making Ii: Alternative Evaluation and Choice
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117 Verified Questions
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Sample Questions
Q1) The attitude-toward-the-object model is an example of which type of consumer choice decision rule?
A) compliance
B) superordinate
C) subordinate
D) noncompensatory
E) compensatory
Q2) Which type of quality is based on consumer perceptions?
A) subjective quality
B) perceived quality
C) underlying quality
D) latent quality
E) secondary quality
Q3) Perceptual attributes are sometimes called search qualities because they can easily be evaluated prior to actual purchase.
A)True
B)False
Q4) List the factors that determine the type of evaluative criteria that consumers use.
Q5) Name and describe the four types of noncompensatory decision rules.
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Chapter 14: Consumption to Satisfaction
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122 Verified Questions
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Sample Questions
Q1) Refer to Louis Vuitton Scenario. Carla's experience in the store was even more positive than what she expected. According to the expectancy/disconfirmation theory of satisfaction, which of the following will occur?
A) positive confirmation
B) positive disconfirmation
C) negative confirmation
D) negative disconfirmation
E) neutral disconfirmation
Q2) According to the disconfirmation element of attribution theory, a consumer assesses whether an outcome was controllable or not.
A)True
B)False
Q3) According to the expectancy/disconfirmation theory, when performance perceptions are more positive than what was expected, _____ occurs.
A) positive disconfirmation
B) negative disconfirmation
C) disconfirmation
D) confirmation
E) positive expectation
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Page 16
Chapter 15: Consumer Relationships
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115 Verified Questions
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Sample
Questions
Q1) China Palace is a Chinese restaurant where a few customers recently suffered food poisoning. One customer was so mad that he tried to burn the restaurant down a week later. What type of behavior did this disgruntled customer engage in?
A) negative public publicity
B) complaining behavior
C) rancorous revenge
D) spiteful revenge
E) retaliatory revenge
Q2) Consumers who experience anger in response to an evaluation of the consumption experience are least likely to complain.
A)True
B)False
Q3) The characteristic of relationship quality in which a buyer and seller can depend on each other is known as _____.
A) competence
B) communication
C) trust
D) equity
E) customer oriented
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Page 17
Chapter 16: Consumer and Marketing Misbehavior
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198 Verified Questions
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Sample Questions
Q1) Corporate social responsibility may be defined as an organization's activities and status related to its societal obligations.
A)True
B)False
Q2) Why do consumers use safe products in unsafe ways?
A) They may have a tendency to be error prone.
B) They may focus more on the thrill of misuse rather than the actual risk of the behavior.
C) They may simply not pay attention to what they are doing.
D) They may feel as though they always get away with the risky behavior.
E) all of these choices
Q3) A salesperson using the food-in-the-door technique begins by making a very large request of a customer.
A)True
B)False
Q4) Define the concept of products liability and explain why firms face higher liability costs in the United States.
Q5) Explain how compulsive consumption differs from addictive consumption an give and example of each type of behavior.
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