Marketing Principles
Final Exam Questions
Course Introduction
Marketing Principles introduces students to the foundational concepts and strategies that drive successful marketing in todays dynamic business environment. The course covers essential topics such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion).
Through a blend of theoretical frameworks and real-world case studies, students learn how organizations analyze markets, create value for customers, and develop integrated marketing plans. By the end of the course, students will have a comprehensive understanding of how effective marketing contributes to business objectives and long-term customer relationships.
Recommended Textbook
CB 2nd Canadian Edition by Murray Babin
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16 Chapters
2117 Verified Questions
2117 Flashcards
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Page 2
Chapter 1: What Is CB, and Why Should I Care?
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119 Verified Questions
119 Flashcards
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Sample Questions
Q1) Which field of study 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
Answer: D
Q2) In trying to understand consumers, researchers derive meaning from talking to people and observing behaviour rather than analyzing data. What type of research is this an example of?
A) interpretive
B) quantitative
C) concentric
D) depth
Answer: A
Q3) Benefits are the physical parts of a product.
A)True
B)False
Answer: False
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Chapter 2: Value and the Consumer Behaviour Value Framework
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116 Verified Questions
116 Flashcards
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Sample Questions
Q1) Which of the following improves when a consumer realizes high value from an exchange with a company?
A) relationship quality
B) internalization
C) emotional attachment
D) augmented quality
Answer: A
Q2) What is the term for a planned way of doing something?
A) objective
B) goal
C) utilization
D) strategy
Answer: D
Q3) Which of the following is NOT an example of benefits received from consumption?
A) quality
B) convenience
C) prestige
D) effort
Answer: D
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) With classical conditioning, behaviour is conditioned through reinforcement.
A)True
B)False
Answer: False
Q2) Consumers are bombarded with hundreds of marketing messages each day but "see" only a small portion of them because they screen out most of them. What is this an example of?
A) selective retention
B) selective distortion
C) selective exposure
D) selective sensation
Answer: C
Q3) Which type of memory is exhibited by a student who tries to remember all the definitions, goes over the textbook and notes, and answers the questions at the end of eachChapter while studying for a test?
A) explicit
B) implicit
C) intentional
D) attentive
Answer: A
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Chapter 4: Comprehension, Memory, and Cognitive Learning
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140 Verified Questions
140 Flashcards
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Sample Questions
Q1) Which type of associative network works as a cognitive representation of a phenomenon that provides meaning to that entity?
A) association
B) exemplar
C) schema
D) prototype
Q2) Primary memory is the area in memory where the things that we encounter with any of the five human senses are stored.
A)True
B)False
Q3) Which term refers to the finding that the context or the environment frames thoughts and therefore both value and meaning?
A) priming
B) dominance
C) prospecting
D) congruity
Q4) A memory code is the mental path by which some thought becomes active.
A)True
B)False
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Chapter 5: Motivation and Emotion: Driving Consumer Behaviour
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131 Verified Questions
131 Flashcards
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Sample Questions
Q1) Human motivations are oriented toward two key groups of behaviour: steady-state and self-improvement.
A)True
B)False
Q2) Define cognitive appraisal theory and name and describe the four types of cognitive appraisals relevant for consumer behaviour.
Q3) Which type of need reflects the need to be recognized as a person of worth?
A) esteem
B) physiological
C) safety and security
D) self-actualization
Q4) Which type of motivation involves a drive to experience something personally gratifying?
A) utilitarian
B) end-state
C) physiological
D) hedonic
Q5) Shopping involvement represents the personal relevance of shopping activities. A)True
B)False
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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) Which trait refers to the extent to which physical goods are important in a consumer's life?
A) materialism
B) value consciousness
C) vanity
D) Possessiveness
Q2) The hierarchical approach to personality allows consumer researchers to better understand the uniqueness of the individual consumer by combining information on traits, goals, and even consumer life stories in order to gain a better understanding of the complexities of the human personality.
A)True
B)False
Q3) Which self-concept refers to how a consumer currently perceives him- or herself?
A) personal self
B) actual self
C) realistic self
D) extended self
Q4) Explain self-congruency theory and its relevance to consumer behaviour.
Q5) Define personality and describe three distinct qualities exhibited by personality.
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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 model of attitude change is based on differing levels of consumer involvement?
A) elaboration likelihood model
B) schema-based affect model
C) attitude-toward-the-object approach
D) behavioural influence approach
Q2) 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.
Q3) Harriet is trying to conduct research on the Internet, but she keeps getting interrupted by pop-up ads. Her infant daughter is crying and it's too hot in her apartment, too. In the basic communications model, which term refers to all these stimuli in Harriet's environment that are disrupting the communication process?
A) distracters
B) noise
C) interference
D) moderators
Q4) Explain how the behavioural intentions model differs from the attitude-toward-the-object (ATO) model.
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Chapter 8: Consumer Culture
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118 Verified Questions
118 Flashcards
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Sample Questions
Q1) Which term refers to the process of learning by imitating others' behaviour?
A) shaping
B) modelling
C) parroting
D) transference
Q2) Women's traits tend to vary more from nation to nation than do those of men.
A)True
B)False
Q3) Which term refers to a socialization process by which consumers' behaviours slowly adapt to a culture through a series of rewards and sanctions?
A) modelling
B) posturing
C) mirroring
D) shaping
Q4) Role expectations are the specific expectations that are associated with each type of person.
A)True
B)False
Q5) Define core societal values (CSV) and discuss any three described inChapter 8.
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Chapter 9: Microcultures
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127 Verified Questions
127 Flashcards
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Sample Questions
Q1) What was one of the two fastest growing cities in Canada between 2006 and 2011?
A) Toronto
B) Halifax
C) Montreal
D) Edmonton
Q2) The countries with the highest birth rates in the world are among the richest.
A)True
B)False
Q3) Canebrake is a neighbourhood in which most families have household incomes over $100,000 and include at least one professional in the household, such as a doctor, lawyer, banker, or business owner. The fact that people of similar socioeconomic status tend to live in this neighbourhood is an example of which of the following?
A) geodemographics
B) cluster demographics
C) flocking theory
D) psychographics
Q4) The majority of Canadians are Catholic.
A)True
B)False
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Chapter 10: Group and Interpersonal Influence
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154 Verified Questions
154 Flashcards
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Sample Questions
Q1) Consumers scoring high on the attention to social comparison information (ATSCI) trait are generally not concerned about how other people react to their behaviour.
A)True
B)False
Q2) Which type of social power occurs when a group has the power to sanction members for failing to follow expectations or rules?
A) referent
B) expert
C) coercive
D) legitimate
Q3) Which of the following is NOT a category of consumers identified in the diffusion process?
A) nonadopters
B) early adopters
C) innovators
D) late majority
Q4) An aspirational group is a group in which a consumer desires to become a member.
A)True
B)False
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Chapter 11: Consumers in Situations
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126 Verified Questions
126 Flashcards
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Sample Questions
Q1) Consumers often make social comparisons when encountering a salesperson in a store.
A)True
B)False
Q2) The hedonic quality represents the emotional meaning of an environment, which results from the sum effect of all ambient attributes that affect the way one feels in that place.
A)True
B)False
Q3) Compulsive consumer behaviour is harmful.
A)True
B)False
Q4) It's RRSP season-that time of year when people put some money aside and save for their future by buying RRSPs. Which temporal factor is influencing these purchases?
A) circadian cycle
B) planting cycle
C) climatic conditions
D) seasonality
Q5) List the dimensions that impact the quality of an environment.
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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 type of search activities are focused on locating information that will enable the consumer to reach a decision for a specific problem?
A) pre-purchase
B) proactive
C) ongoing
D) pre-emptive
Q2) A consumer's consideration set includes the set of brands or alternatives to which a consumer is aware.
A)True
B)False
Q3) A consumer performs an ongoing search when he or she seeks information simply because he or she is interested in a particular topic.
A)True
B)False
Q4) Perceived risk refers to the perception of the negative consequences that are likely to result from a course of action and the uncertainty of which course of action is best to take.
A)True
B)False
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Which type of quality can be assessed through industry specification or expert rating?
A) absolute
B) objective
C) perceived
D) legitimate
Q2) What type of attributes is not readily apparent and can be learned only through experience with the product?
A) experiential
B) secondary
C) subordinate
D) underlying
Q3) One judgment consumers make during the evaluation process is an assessment of the benefits associated with features.
A)True
B)False
Q4) Attribute variants are perceived relationships between product features.
A)True
B)False
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
122 Flashcards
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Sample Questions
Q1) Explain how attribution theory is used to explain consumer satisfaction. Using this theory, explain why you were satisfied or dissatisfied with a recent consumption experience.
Q2) Which term refers to the measurement issue when the bulk of consumers indicate that they are satisfied or completely satisfied?
A) right skewed
B) left skewed
C) positive skewed
D) negative skewed
Q3) Denise thinks she should get a bigger bonus than her co-workers because she sold more of the company's products than the others. Which type of expectation does this represent?
A) realistic
B) predictive
C) ideal
D) equitable
Q4) Non-durable goods are consumed quickly.
A)True
B)False
Q5) Define expectations and name and describe the four types.
Page 16
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Chapter 15: Consumer Relationships
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120 Verified Questions
120 Flashcards
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Sample Questions
Q1) Which of the following means consumers pass on negative information about a company from one person to another?
A) complaining behaviour
B) negative word-of-mouth
C) rancorous revenge
D) buzz marketing
Q2) Equity judgments, in particular perceptions of unfair treatment, are particularly prone to lead consumers to switch.
A)True
B)False
Q3) Many consumers who do online banking are reluctant to change banks because of the effort it would take to change automatic payments and online payments. The "cost" to change includes the time and effort it would take to cancel old payments and set up new ones as well as the potential for missing a payment. What do these "costs" represent?
A) opportunity costs
B) switching costs
C) barrier costs
D) contributory costs
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Page 17
Chapter 16: Marketing Ethics and Consumer Misbehaviour
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175 Verified Questions
175 Flashcards
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Sample Questions
Q1) Consumerism is used to describe the activities of various groups to protect basic consumer rights.
A)True
B)False
Q2) A consumer's moral beliefs are comprised of two components: norms and relativism.
A)True
B)False
Q3) Which of the following is an example of consumer misbehaviour?
A) compulsive consumption
B) eating disorders
C) binge drinking
D) fraud
Q4) Sociologists use attribution theory to explain why groups of people replace one set of acceptable norms with another set that others view as unacceptable.
A)True
B)False
Q5) Why do consumers misbehave? Discuss three of the several reasons given in the textbook.
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