Marketing Principles
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Course Introduction
Marketing Principles introduces students to the fundamental concepts and strategies of marketing within contemporary business environments. The course covers essential topics such as market segmentation, targeting, positioning, and the marketing mix (product, price, place, and promotion). Students will explore consumer behavior, branding, and the role of marketing research in decision-making. Through case studies and practical applications, learners will develop a foundational understanding of how organizations create value for customers and gain a competitive advantage in the marketplace.
Recommended Textbook
Consumer Behavior 9th Edition by J. Paul Peter
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Chapter 1: Introduction to Consumer Behavior and Marketing Strategy
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Sample Questions
Q1) Briefly describe consumer behavior's role in marketing strategy.
Answer: In consumer markets,marketing strategies are typically designed to increase the chances that consumers will have favorable thoughts and feelings about particular products,services and brands and will try them and repeatedly purchase them.Marketing strategies are also developed to increase the chances that consumers will have favorable thoughts and feelings about purchasing from them and will actually do so.Marketing strategies involve developing and presenting marketing stimuli directed at selected target markets to influence what they think,how they feel and what they do.
Q2) Online Business-to-Consumer (B2C)marketing is MOST similar to traditional marketing in the way that:
A) it allows products to be offered all through the year.
B) it is cost efficient.
C) it provides a means for developing a one-on-one relationship with the consumer. D) it requires marketers to understand consumers and deliver products and services that consumers need.
E) it helps establish consumer databases.
Answer: D
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Chapter 2: A Framework for Consumer Analysis
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Q1) All of the following are elements of affect EXCEPT:
A) emotions.
B) feelings.
C) moods.
D) values.
E) attitudes.
Answer: D
Q2) Essentially,marketing strategies are introduced into an environment in an attempt to influence consumers.
A)True
B)False
Answer: True
Q3) The change in societal attitudes toward smoking demonstrates:
A) that cigarette manufacturers can create needs.
B) that consumers do not trust advertisements.
C) that political/health activists well understand the use of marketing tools.
D) that smoking is the only cause of cancer.
E) that lawyers are willing to donate their services for the public good.
Answer: C
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Chapter 3: Introduction to Affect and Cognition
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Q1) Explain cognitive learning.
Answer: Cognitive learning occurs when people interpret information in the environment and create new knowledge or meaning.These new meanings modify their existing knowledge structures in memory.
Consumers come into contact with information about products and services in three ways:
-Direct personal use experience.
-Vicarious product experiences.
-Interpreting product-related information from the mass media or from personal sources.
-There are three types of cognitive leaning:
-Accretion: As consumers interpret information about products and services,they add new knowledge,meanings,and beliefs to their existing knowledge structures.
-Tuning: It can occur when parts of a knowledge structure are combined and given a new overall meaning.
-Restructuring: It involves the revision of the entire associative network of knowledge,which might include creation of entirely new meaning structures and/or reorganization of an old knowledge structure.
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Chapter 4: Consumers Product Knowledge and Involvement
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Q1) By using ZMET,researchers are able to dig quite deeply into consumers' conscious and unconscious thoughts and feelings.
A)True
B)False
Q2) Which of the following statements about values is true?
A) Terminal values are preferred modes of conduct.
B) Instrumental values are broad psychological states.
C) Core values have a major influence on cognitive processes and choice behaviors.
D) Values are examined frequently and often in connection with one another.
E) Security is an instrumental value.
Q3) In principle,marketers can analyze consumers' involvement with virtually anything.
A)True
B)False
Q4) _____ is a motivational state that energizes and directs consumers' cognitive and affective processes and behaviors as they make decisions.
Q5) How can marketers influence intrinsic and situational self-relevance?
Q6) What are factors influencing involvement?
6
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Chapter 5: Attention and Comprehension
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Q1) Why is comprehension central to successful marketing communications? Why does the consumer rely upon cues and inferences in this effort? Briefly describe the short/long-run consequences of miscomprehension?
Q2) Comprehension processes vary in four important ways: Automatic processing,level,elaboration,and _____.
Q3) Shallow comprehension processes tend to produce meanings about product attributes.
A)True
B)False
Q4) Why might exposure to information and attention be considered the most important factors in the quest to influence consumer behavior?
Q5) Critique the common marketing obsession with novel,creative messages and environmental prominence.
Q6) Briefly explain how marketers can influence involvement by paying attention to self-relevance.
Q7) Interpretations that produce knowledge or beliefs that go beyond the information given are called _____.
Q8) Briefly explain the factors influencing attention?
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Chapter 6: Attitudes and Intentions
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Q1) Marketers tend to be more concerned about consumers' covert behavior.
A)True
B)False
Q2) In which of the following situations is the relationship between measured behavioral intentions and observed behavior likely to be weak?
A) The measured intention and the observed behavior are specified at the same level
B) Behaviors have a high degree of voluntary control
C) Intentions are highly stable
D) Consumers receive a substantial amount of new information
E) The situational context is constant
Q3) The accessibility of an attitude is affected by an absence of cues.
A)True
B)False
Q4) The affective system automatically produces emotions.
A)True
B)False
Q5) _____ is the perceived probability of association between an object and its relevant attributes.
Q6) _____ concerns the value of the brand to the marketer and to the consumer.
Page 8
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Chapter 7: Consumer Decision Making
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Q1) Routinized choice behavior requires high conscious control.
A)True
B)False
Q2) What are choice alternatives?
Q3) In a consideration set where both the level of knowledge and involvement are low,very few choice alternatives are known or considered.
A)True
B)False
Q4) Why must a product/brand break into the consumer's consideration set? How does this occur? Why would the marketer desire to achieve entry into the consumers' evoked set? How does this occur?
Q5) Approach-approach conflict occurs when consumers must choose between two alternatives with different negative consequences.
A)True
B)False
Q6) What are decision plans?
Q7) _____are the alternative behaviors that consumers consider in the problem-solving process.
Q8) Explain the effect of end goals on problem solving processes.
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Chapter 8: Introduction to Behavior
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Q1) Which of the following information sources are most likely to be used only in the later stages of information search?
A) Stored experience
B) Advertising
C) Experiential sources
D) In-store displays
E) Personal sources
Q2) Ads that show models receiving social approval and satisfaction from purchasing a product provide stimuli that can move the consumer loser to purchase by stimulating the "_____".
Q3) The primary function of marketing is to:
A) facilitate exchanges.
B) create needs.
C) dispose of goods/services.
D) maximize first-time sales.
E) maximize consumption.
Q4) List the stages and the types of behavior that usually occurs in the purchase of consumer goods with an example for each step in the model.
Q5) Explain the importance of creating easy access for consumer funds access.
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Chapter 9: Conditioning and Learning Processes
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Q1) Classical conditioning focus upon behaviors:
A) that are assumed to be involuntary in nature.
B) that are conditioned by the principle of conscious control.
C) that are totally voluntary in nature.
D) that do not impact affective responses.
E) that are reasonably resistant to extinction.
Q2) If all of the possible behaviors are arranged in descending order of probability of occurrence,the result is _____.
Q3) Shaping can be used to influence several stages in a purchase sequence.
A)True
B)False
Q4) Which of the following reinforcement schedules produce high rates of behavior that are reasonably resistant to extinction?
A) Continuous reinforcement schedules
B) Variable-ratio schedules
C) Paired reinforcement schedules
D) Statistical reinforcement schedules
E) Continual reinforcement schedules
Q5) Explain discriminative stimuli?
Q6) List the three steps involved in the vicarious learning process.
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Chapter 10: Influencing Consumer Behaviors
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Q1) _____ is defined as an action-focused marketing event whose purpose is to have a direct impact upon the firm's customers.
Q2) Providing information highlighting the competitive advantages of a product is a type of _____ strategy.
Q3) Many consumer behaviors are habitual and involve little decision making.
A)True
B)False
Q4) What is social marketing?
Q5) Sales promotion may seek to specifically increase purchase probability by all of the following methods EXCEPT:
A) by repositioning the product/brand.
B) by showcasing the firm's societal concern.
C) by offering promotions to encourage a brand switch.
D) by using couponing to build/maintain brand loyalty.
E) by offering special sales on specific dates.
Q6) List the steps managers can follow to develop successful influence strategies.
Q7) Briefly explain the reasons for the failure of influence strategies.
Q8) _____ involves offering regular or trial sizes of a product either free or at a nominal price.
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Chapter 11: Introduction to the Environment
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Q1) The more tangible physical and social aspects of a consumer's immediate environment comprise of the:
A) social environment.
B) store environment.
C) micro environment.
D) purchase environment.
E) disposition environment.
Q2) All of the following are spatial elements of the physical environment EXCEPT: A) stores.
B) internal design.
C) noise level.
D) products.
E) brands.
Q3) The _____ situation includes the environments where consumers acquire information relevant to a problem-solving goal such as a brand or store choice.
Q4) A customer interacting with a salesclerk is an example of a micro social environment.
A)True
B)False
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Chapter 12: Cultural and Cross-Cultural Influences
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Q1) In a materialistic society,possessions are all of the following EXCEPT:
A) symbols of success/achievement.
B) sources of pleasure.
C) sources of happiness.
D) representations of indulgence/luxury.
E) necessities.
Q2) All of the following statements about the cultural meanings in products are true EXCEPT:
A) certain brands have meanings concerning the sex and age groups for which they are appropriate.
B) buying and using products make their cultural meanings tangible and visible.
C) cultural meanings of products are standard across different societies.
D) some of the cultural meanings in products are hidden.
E) many products contain personal meanings in addition to cultural meanings.
Q3) _____ is the economic value of a brand.
Q4) The cultural process describes how cultural meaning is transferred between social/physical environments,products and services,and individual consumers.
A)True
B)False
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Chapter 13: Subculture and Social Class
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Q1) All of the following are affective and cognitive factors useful in defining subcultures EXCEPT:
A) emotional reactions.
B) beliefs.
C) values.
D) goals.
E) behavioral norms.
Q2) Which of the following statements about baby boomers is NOT true?
A) One-quarter of all baby boomers are single.
B) Baby boomers tend to have large families.
C) Baby boomers have spawned a "baby boom echo".
D) Baby boomers have been a major factor in the growing toy market.
E) Baby boomers comprise the most lucrative/challenging market in history.
Q3) What is social class and what are the primary factors that determine membership in a particular class? Why do Americans have a "love-hate" relationship with this concept?
Q4) List the tentative generalizations offered by Charles Shaninger with reference to social class versus income.
Q5) Explain the three major ethnic subcultures in the United States.
Q6) _ Black,Hispanic,and Asian are the three major _____ in the United States.
Page 15
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Chapter 14: Reference Groups and Family
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Q1) For which of the following product/brand combinations is reference group influence likely to be strong for the brand-but not for the product?
A) Public luxury
B) Public necessity
C) Private luxury
D) Private necessity
E) Public property
Q2) Useful information to consumers about themselves,other people,or aspects of the physical environment such as products,services,and stores is transmitted by:
A) utilitarian reference group influence.
B) value-expressive reference group influence.
C) family reference group influence.
D) informational reference group influence.
E) subculture.
Q3) Briefly define reference groups and describe five of the most common types.
Q4) Stages of the family life cycle that contain _____ are quite important to many marketers dealing with toys,clothing,and video products.
Q5) Briefly describe the six common types of family influence strategies.
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Chapter 15: Market Segmentation and Product Positioning
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Q1) Johnson & Johnson repositioned its shampoo from a product used for babies to one used by people who wash their hair frequently and therefore need a mild shampoo.This example is associated with which of the following positioning approaches?
A) Positioning by product attribute
B) Positioning by product user
C) Positioning by product use/application
D) Positioning by product class
E) Positioning by competitor
Q2) Positioning the product relative to competing products in the minds of consumers is known as _____.
Q3) What are the basic alternatives involved during the consideration of a segmentation strategy? What are the three important criteria that a viable market must have?
Q4) An examination of a positioning map by a company can indicate the need for a new product.
A)True
B)False
Q5) In positioning by _____,an explicit or implicit frame of reference is the competition.
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Chapter 16: Consumer Behavior and Product Strategy
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Q1) Briefly describe the objectives of packaging.
Q2) Mailed samples are tools to enhance:
A) speed.
B) observability.
C) simplicity.
D) trialability.
E) compatibility.
Q3) Many brands within product groups are relatively _____ in terms of their functional benefits for consumers.
Q4) What are some of the characteristics of innovators? What role do they play in product adoption?
Q5) In terms of brand loyalty and usage rate,brand-loyal light users are the least attractive to the marketer.
A)True
B)False
Q6) A product that facilitates a nonpurchase trial or a limited-purchase trial is less likely to influence consumers to try the product.
A)True
B)False
Page 18
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Chapter 17: Consumer Behavior and Promotion Strategy
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Q1) The _____ grid is based on two concepts: consumers' involvement and their salient knowledge,meanings,and beliefs about the product.
Q2) The _____ includes all the stimuli associated with the physical and social environment in which consumers experience promotion strategies.
Q3) _____ is any paid,nonpersonal presentation of information about a product,brand,company,or store.
Q4) The promotion mix of the future is likely to be more eclectic with all of the options given below EXCEPT:
A) event sponsorship.
B) sports marketing.
C) direct marketing.
D) public relations.
E) test marketing.
Q5) Managing promotion strategies involves all of the following EXCEPT:
A) analyzing consumer-product relationships.
B) redesigning product/brand attributes.
C) designing/implementing a promotion strategy.
D) evaluating the effects of the promotion strategy.
E) determining the promotion objectives.
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Chapter 18: Consumer Behavior and Pricing Strategy
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Q1) Which of the following is probably the most important factor in the purchase situation?
A) Price
B) Cognitive activity costs
C) Value
D) Behavioral costs
E) Shopping costs
Q2) Price may not be a serious factor in a purchase of a product when all of the following scenarios exist EXCEPT:
A) when it falls within the consumer's implicit price range.
B) if it is an impulse purchase.
C) for products that a consumer is loyal to.
D) if the purchase is made habitually.
E) if it is a high-involvement product.
Q3) A firm will have greater pricing freedom if the product enjoys a clear competitive advantage.
A)True
B)False
Q4) What is price? What specific types of consumer "costs" are involved?
Q5) Explain the difference between internal and external reference prices.
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Chapter 19: Consumer Behavior, Electronic Commerce, and Channel Strategy
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Q1) Which of the following emotional states exerts the least influence on consumer behavior in the retail environment?
A) Pleasure
B) Arousal
C) Dominance
D) Procrastination
E) Mobility
Q2) Briefly explain the four general approaches to store location discussed in the text.
Q3) Which of the following is NOT a disadvantage associated with shopping via catalogs?
A) The product cannot be experienced directly
B) It entails slow delivery
C) It involves inconvenient, slow return
D) Delivery charges increase actual product price
E) There is no option of buying unique items for sale
Q4) Briefly describe electronic commerce.What are the associated advantages and disadvantages?
Q5) The two basic types of store layouts are _____ and free form.
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Q6) _____ behaviors refer to moving away from various environments and stimuli.