Marketing Strategy
Exam Materials
Course Introduction
Marketing Strategy explores the frameworks, tools, and analytical techniques essential for developing and implementing effective marketing plans. This course covers the process of identifying target markets, analyzing competitors, positioning products or services, and formulating strategic marketing initiatives that align with organizational objectives. Students will gain hands-on experience through case studies and real-world applications, enhancing their ability to make informed decisions on product development, pricing, distribution, and promotion within diverse and dynamic market environments.
Recommended Textbook
Consumer Behavior Buying Having and Being Global 12th Edition by Michael R. Solomon
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14 Chapters
1284 Verified Questions
1284 Flashcards
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Chapter 1: Buying,Having,and Being: An Introduction to Consumer Behavior
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92 Verified Questions
92 Flashcards
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Sample Questions
Q1) Consumption communities are where consumers share opinions and recommendations about products.
A)True
B)False
Answer: True
Q2) Why is age a common demographic category used in understanding consumer behavior?
A) Different age groups have different wants and needs.
B) Age is easier to categorize than gender.
C) Generational groups tend to be similar.
D) All of the above.
Answer: A
Q3) A consumer researcher who believes in the paradigm of ________ believes that human reason is supreme and that there is a single or objective truth that can be discovered by science.
A) fundamentalism
B) interpretivism
C) positivism
D) postmodernism
Answer: C
Page 3
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Chapter 2: Consumer and Social Well-Being
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96 Verified Questions
96 Flashcards
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Sample Questions
Q1) Consumers may have abandoned products in their homes because they bought for a specific purpose but then changed plans.
A)True
B)False
Answer: True
Q2) Explain the meaning of triple bottom-line orientation.
Answer: The triple bottom-line orientation points out that businesses can maximize return using financial profits,social contributions to communities,and environmentally-sound decisions.
Q3) A physiological or psychological dependency on a product or service is called a
A) want
B) consumer addiction
C) need
D) specialty product
Answer: B
Q4) Explain the three key legislative acts affecting consumers.
Answer: These acts are located in Table 2.2
Q5) Explain why advertising is necessary.
Answer: Advertising helps to communicate products' availability and usefulness.
Page 4
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Chapter 3: ++Perception
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94 Flashcards
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Sample Questions
Q1) When consumers see only what they want to see-don't see what they don't want to see is called ________.
A) perceptual retention
B) perceptual contrast
C) perceptual defense
D) perceptual attention
Answer: C
Q2) The location of a product's image on a package influences the way our brains make sense of it; we perceive objects lower in a frame to be heavier than objects higher in the frame and objects on the right side of a frame heavier than those on the left side of the frame.
A)True
B)False
Answer: True
Q3) In the Western Culture the color black is often associated with ________.
A) mourning
B) innocence
C) fear
D) cult Answer: A
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Chapter 4: Learning Memory
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Sample Questions
Q1) Spreading activation allows consumers to shift back and forth among levels of meanings.
A)True
B)False
Q2) ________ memory permits the temporary storage of information we receive from our senses.
A) Elaborative
B) Sensory
C) Cognitive
D) Working
Q3) Memories of products are often replaced (forgotten)as we learn additional information.This displacement of information is called ________.
A) the highlighting effect
B) interference
C) decay
D) generalization
Q4) The salience of a brand refers to its degree of pricing flexibility.
A)True
B)False
Q5) Explain the term "extinction."
Page 6
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Chapter 5: Motivation and
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Sample Questions
Q1) A dentist promotes his business by reminding people that dental health is important,while emphasizing "painless" dentistry.The dentist's promotion is helping to resolve his potential patients' approach-avoidance conflict.
A)True
B)False
Q2) A goal-oriented theory,which attempts to reduce or eliminate an unpleasant state and return to homeostatsis,is called the expectancy theory.
A)True
B)False
Q3) In its advertising,an automobile company emphasizes the fuel economy,safety rating,and resale value of its car.The company is trying to appeal to which of the following consumer needs?
A) Sentiment needs
B) Biogenic needs
C) Hedonic needs
D) Utilitarian needs
Q4) Product involvement refers to a consumer's level of interest in a product.
A)True
B)False
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Chapter 6: The Self: Mind, Gender, and Body
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92 Flashcards
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Sample Questions
Q1) Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals.
A) self-fulfilling prophecies
B) looking-glass selves
C) a small gap between their real and ideal selves
D) a large gap between their real and ideal selves
Q2) Western cultures tend to subscribe to an independent understanding of the self,which emphasizes the inherent separateness of each individual.
A)True
B)False
Q3) Briefly discuss gender differences in socialization,female sex roles,and male sex roles in our society.
Q4) Anna Jones thinks she should lose some weight even though she is skinny.Anna is concerned about her ________.
A) looking-glass self
B) body image
C) actual self
D) ideal self
Q5) Define self-concept.
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Chapter 7: Personality, Lifestyles, and Values
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Sample Questions
Q1) Explain the 3 systems of Freud's personality theory.
Q2) Motivational research relies on ________ of individual consumers.
A) psychological profiles
B) Jungian analysis
C) behavior targeting
D) depth interviews
Q3) ________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his/her environment.
A) Self-image
B) Consumer image
C) Personality
D) Mirror image
Q4) Consumer researchers have adapted some of Sigmund Freud's ideas.In particular,his work highlights the potential importance of ________ that influence(s)our purchases.
A) rational thinking
B) unconscious motives
C) conscious motives
D) deviant behaviors
Q5) Explain the term "animism." Provide an example of animism.
Page 9
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Chapter 8: Attitudes and Persuasive Communication
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Sample Questions
Q1) The source of a message has an impact on whether the message will be accepted or not.Two particularly important source characteristics are ________.
A) culture and ethnicity
B) credibility and attractiveness
C) credibility and recency
D) attractiveness and recency
Q2) The utilitarian function relates to the basic principles of reward and punishment.
A)True
B)False
Q3) Both the Fishbein model and the extended Fishbein model attempt to measure the influence of attitudes.What was the flaw in the original model and what was added in the extended model to correct this flaw?
Q4) Researchers agree that there are various levels of commitment to an attitude.The lowest form of involvement is ________.
A) identification
B) compliance
C) internalization
D) commitment
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Chapter 9: Decision Making
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Sample Questions
Q1) In a consensual purchase decision,the group agrees on the desired purchase.
A)True
B)False
Q2) What is a major distinction between customers who purchase a product because they are brand loyal and those who purchase by inertia?
A) The cost of the product
B) The social risk of the product
C) Whether the purchase is made after a compensatory or noncompensatory decision process
D) Whether the customers hold a very positive or weak attitude toward the product
Q3) One of the strategies employed by organizational buyers to reduce information search and effort in evaluating competing alternatives for routine purchases is to use a fixed set of suppliers.
A)True
B)False
Q4) Decisions are influenced by the way a problem is posed.This is called framing.
A)True
B)False
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11
Chapter 10: Buying, Using, and Disposing
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90 Verified Questions
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Sample Questions
Q1) Wynona was impulsive.Her friends accused her of being calculating,but she thought of herself as simply an analytical thinker.She wanted what she wanted and tomorrow could take care of itself.Researchers would classify her as being a hedonic variety-seeker.Which of the following time metaphors would best capture Wynona's perspective of time?
A) Time is a pressure cooker.
B) Time is a map.
C) Time is a feast.
D) Time is a mirror.
Q2) A point-of-purchase stimuli is part of the purchase environment.
A)True
B)False
Q3) Political candidates who get the most media coverage are more likely to win elections because of the effect of ________ in determining one's set of referents.
A) propinquity
B) mere exposure
C) group cohesiveness
D) reference bias
Q4) Explain the queuing theory.
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Chapter 11: Groups and Social Media
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93 Flashcards
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Sample Questions
Q1) Earlier purchasers tend to be innovators,who like to take risks.
A)True
B)False
Q2) In general,advertising is more effective when it ________ than when it ________.
A) tries to create new product preferences; reinforces our existing product preferences
B) reinforces our existing product preferences; tries to create new product preferences
C) relies upon word-of-mouth tactics; relies upon viral marketing tactics
D) relies upon viral marketing tactics; relies upon word-of-mouth strategies
Q3) ________ describes the capacity to alter the actions of others.
A) Social power
B) Social pressure
C) Social interaction
D) Social involvement
Q4) The ________ a group is,the more likely members are to engage in social loafing.
A) more homogeneous
B) smaller
C) bigger
D) less homogenous
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Chapter 12: Income and Social Class
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Sample Questions
Q1) Explain the 2 factors that influence consumer savings.
Q2) The prestige of occupations varies dramatically from one culture to the next.
A)True
B)False
Q3) Restricted codes focus on the content of objects,not on relationships among objects.
A)True
B)False
Q4) Which of the following variables related to social class distinction is identified by the text as being unclear and the subject of debate with respect to its role as an indicator of social class?
A) Occupation
B) Education
C) Amount of income
D) How income is spent
Q5) What are the two major components of social class? Explain and comment on each component (such as which is more important).
Q6) Define discretionary income.
Q7) List the 6 social classes.
Page 14
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Chapter 13: Subcultures
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Sample Questions
Q1) Who are "born-again Christians," and why are marketers interested in this group?
Q2) ________ are 8- to 14-year-old children.
A) Gen Y
B) Tweens
C) Millennials
D) Echo Boomers
Q3) One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords,but still have media available at any time.The lifestyle created by this approach is referred to as ________.
A) identity renaissance
B) cosplay
C) distinct-styling
D) connexity
Q4) Christy,Jillian,and Robert were all born between 1965 and 1985; they are considered part of Generation Y.
A)True
B)False
Q5) List and explain the 7 age cohorts.
Q6) Explain the term "Boomerang Kids."
Page 15
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Chapter 14: Culture
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Sample Questions
Q1) Which of the following is an object that is admired strictly for its beauty or because it inspires an emotional reaction?
A) An art product
B) A reality-engineered product
C) A craft product
D) A trial product
Q2) A ________ is a very short-lived fashion.
A) trend
B) fad
C) classic
D) style
Q3) The worldwide popularity of McDonald's suggests that there is a global consumer culture that unites people around the world by their common devotion to brands.
A)True
B)False
Q4) Differentiate between the trickle-down,trickle-up,and trickle-across theories as they apply to fashion.
Q5) Explain the term "power distance" in Hofstede's Dimensions of National Culture.
Q6) Explain the meaning of objectification and how it occurs.Provide an example.
Page 16
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