Strategic Marketing
Chapter Exam Questions
Course Introduction
Strategic Marketing explores the formulation, implementation, and evaluation of marketing strategies that drive business growth and competitiveness in dynamic markets. This course examines key concepts such as market analysis, segmentation, targeting, positioning, and brand management, with a focus on aligning marketing initiatives with overall organizational objectives. Students will analyze real-world case studies, develop strategic marketing plans, and learn to respond to changes in consumer behavior, technology, and competitive landscapes. Emphasis is placed on critical thinking and decision-making skills essential for effective marketing leadership in both domestic and global contexts.
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CB 8th Edition by Babin
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Chapter 1: What is CB and Why Should I Care?
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Q1) Briefly explain interpretive research.
Answer: Answers will vary. Interpretive research seeks to explain the inner meanings and motivations associated with specific consumption experiences.Consumer researchers interpret these meanings through the words that consumers use to describe events or through observation of social interactions. With this approach, researchers interpret meaning rather than analyze data. Interpretive research generally falls into the broader category of qualitative research. Qualitative research tools include things such as case analyses, clinical interviews, focus group interviews, and other means by which data are gathered in a relatively unstructured way. In other words, consumer respondents are usually free to respond in their own words or simply through their own behavior. Data of this type requires that the researcher interpret its meaning. Such results are considered researcher dependent, because the interpretation is a matter of opinion until corroborated by other findings.
Q2) Which of the following is an effect of consumers never being satisfied?
A) Companies are not able to grow and flourish.
B) Companies hire more people and raise income levels throughout the economy.
C) Companies incur losses and consequently need to downsize their operations.
D) Companies find it impossible to meet the consumers' demands.
Answer: B
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Chapter 2: Value and the Consumer Behavior Framework
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Q1) An automobile marketer is interested in studying the internal influences that affect the psychology of the potential buyers of luxury automobiles. The marketer would most likely be studying the:
A) cultural values of the potential buyers.
B) social status of the potential buyers.
C) attitudes of the potential buyers toward brands.
D) effect of acculturation on the potential buyers.
Answer: C
Q2) In economics, product differentiation is a term used to represent market sensitivity to changes in price or other characteristics.
A)True
B)False
Answer: False
Q3) The core concept of consumer behavior (CB) is the product quality.
A)True
B)False
Answer: False
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Chapter 3: Consumer Learning Starts Here: Perception
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Q1) Bob reads a circular from the Department of Human Health and Safety. It recommends a lower intake of salt as a measure to prevent health problems. However, Bob has always believed that salt is good for health. He has seen his 90-year-old grandfather add extra salt to his food and still remain healthy. Bob, therefore, rejects the information in the circular. Which of the following offers an explanation for Bob's reaction?
A) Assimilation
B) Accommodation
C) Selective distortion
D) Subliminal processing
Answer: C
Q2) Attention that is beyond the conscious control of a consumer and that occurs as the result of exposure to surprising or novel stimuli is known as _____.
A) involuntary attention
B) selective exposure
C) grounded cognition
D) selective attention
Answer: A
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Chapter 4: Comprehension, Memory, and Cognitive Learning
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Q1) A prototype can differ from one person to another based on their unique experiences.
A)True
B)False
Q2) _____ refers to the interpretation or understanding a consumer develops about some attended stimulus based on the way meaning is assigned.
A) Comprehension
B) Attention
C) Motivation
D) Lateralization
Q3) A(n) _____ is the cognitive representation that gives a specific type of person meaning.
A) script
B) social schema
C) episodic memory
D) exemplar
Q4) What are the four mental processes that help consumers remember things?
Q5) Right brain-dominant consumers tend to deal better with verbal processing. A)True
B)False
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Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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Q1) Michelle is shopping for a wedding gift for her friend. While looking around the store, she comes across a pair of designer sunglasses that are on sale. She tries them on and makes an impulsive decision to buy them for herself. She feels that her old sunglasses are not of the latest style. Michelle's decision is driven by _____.
A) physiological motivation
B) mood-congruent judgment
C) self-improvement motivation
D) equity judgment
Q2) Isabella has retired recently. She is excited to finally have the time and the money to travel and see the world. She joins a women's travel group and starts making a list of all the places she wants to visit. In the context of Maslow's hierarchy of needs, which of the following needs is Isabella trying to address?
A) Physiological needs
B) Esteem needs
C) Security needs
D) Self-actualization needs
Q3) Explain the cognitive appraisal theory and its significance for marketers.
Q4) Describe the importance of consumer self-construal in consumer decision making.
Page 7
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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Q1) Consumer and organizational identification illustrate the important role that products and organizations can play in the expression of the self.
A)True
B)False
Q2) Explain why lifestyles are important to the study of consumer behavior and describe how consumer lifestyles are measured.
Q3) Mary thinks of herself as a warm, caring person. She is content with her life and believes that others enjoy her company. These thoughts and feelings that Mary has about herself comprise her _____.
A) body esteem
B) self-congruence
C) self-concept
D) need for cognition
Q4) The structural-functional theory proposes that much of consumer behavior can be explained by the match between a consumer's self-concept and the image of typical users of a focal product.
A)True
B)False
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Chapter 7: Attitudes and Attitude Change
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Q1) Identify a true statement in the context of social judgment theory.
A) Consumers do not compare incoming information to their existing attitudes about a particular object or issue.
B) For a message to fall within the latitude of acceptance, the information presented must be perceived as being far from the original attitude position.
C) Social judgment theory states that human beings do not prefer consistency among their beliefs, attitudes, and behaviors.
D) A message that is perceived as being far away from the original attitude position will fall within the latitude of rejection.
Q2) Discuss the importance of source credibility in advertisements.
Q3) List some of the questions an advertiser must consider when constructing a message.
Q4) The extent to which a company actively monitors its customers' attitudes over time is referred to as behavioral intentions modeling.
A)True
B)False
Q5) Briefly explain the high-involvement hierarchy of effects.
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Chapter 8: Group and Interpersonal Influence
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Q1) Jen makes handmade soaps and sells them at farmers' markets every Sunday. She wants her business to grow, so her husband decides to help her. They start a website to showcase the soaps. Jen's husband also praises her products using a fake identity on various online forums. In the given scenario, Jen's husband is using the tactic of _____.
A) stealth marketing
B) shilling
C) infiltrating
D) ambush marketing
Q2) _____ uses online technologies to facilitate word-of-mouth by having consumers spread marketing messages through their online connections.
A) Niche marketing
B) Stealth marketing
C) Viral marketing
D) Dissociative marketing
Q3) Aspirational group membership often appeals to a consumer's _____.
A) actual self
B) social self
C) possible self
D) ideal self
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Chapter 9: Consumer Culture
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Q1) Alex, an American, was invited to a formal dinner by his French manager. He was not sure about the correct flatware to be used for each course. He took his cues from the other diners and copied them. Alex's behavior is an example of _____.
A) xenocentrism
B) sanction
C) shaping
D) modeling
Q2) Cultural distance (CD) is independent of geographical distance between countries.
A)True
B)False
Q3) In a nation low in uncertainty avoidance, the primary task of the marketer is to make the unfamiliar seem familiar.
A)True
B)False
Q4) Role expectations are the primary basis for cultural norms and sanctions.
A)True
B)False
Q5) List the elements of nonverbal communication.
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Chapter 10: Microcultures
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Q1) All microcultures have identical and consistent role expectations for its members.
A)True
B)False
Q2) Culture explains the habits and idiosyncrasies of all groups of consumers.
A)True
B)False
Q3) The Internet facilitates communication among consumers around the world, contributing to what some believe is a more universally similar world teen culture.
A)True
B)False
Q4) Restaurateurs who serve markets with a heterogeneity of religious groups need to be well aware of the dietary restrictions and the sensitivity of these different groups to violations of the restrictions.
A)True
B)False
Q5) List the four major cultural, microcultural, and demographic trends that affect consumer behavior.
Q6) Describe the six generational microcultures in the United States.
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Chapter 11: Consumers in Situations
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Q1) Increasing the number and visibility of security personnel can induce fear in consumers because too many security personnel make consumers nervous.
A)True
B)False
Q2) Which of the following types of shopping is characterized by recreationally oriented activities designed to provide interest, excitement, relaxation, fun, social interaction, or some other desired feeling?
A) Epistemic shopping
B) Impulsive shopping
C) Experiential shopping
D) Acquisitional shopping
Q3) What are unplanned purchases?
Q4) Time pressure shapes the value consumers perceive in products by influencing both quality and price perceptions.
A)True
B)False
Q5) Consumers in good moods find more hedonic value in shopping.
A)True
B)False
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Chapter 12: Decision Making I: Need Recognition and Search
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Q1) The recognition of a need invariably triggers the other activities found in the decision-making process.
A)True B)False
Q2) The amount of search tends to decrease as a consumer's level of income increases.
A)True
B)False
Q3) Describe the three categories of alternatives found in the awareness set.
Q4) In habitual decision making, _____.
A) consumers generally pick any brand that is available
B) consumers tend to search multiple external sources of information to reach a satisfactory decision
C) consumers arrive at a decision based on compromise and intuition
D) consumers believe that the consumption of a specific a product of a specific brand will deliver value
Q5) Explain search regret.
Q6) The amount of search tends to decrease as consumers become older.
A)True B)False
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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Q1) _____ describes the idea that perfectly rational decisions are not always feasible because of constraints found in information processing.
A) Rational ignorance
B) Rational expression
C) Instrumental rationality
D) Bounded rationality
Q2) Lisa plans to buy a sewing machine. She evaluates different brands of the product and chooses one that makes the least noise. Which of the following is most likely to account for Lisa's choice of sewing machine?
A) The compensatory rule
B) The conjunctive rule
C) The lexicographic rule
D) The elimination-by-aspects rule
Q3) A(n) _____ is a perceived favorable result that is derived from the presence of a particular feature.
A) characteristic
B) attribute
C) benefit
D) touchpoint
Page 15
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Chapter 14: Consumption to Satisfaction
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Q1) Services and experiences are usually classified as durable by default.
A)True
B)False
Q2) Goods that are typically expensive and consumed over long periods of time are known as _____.
A) degradable goods
B) convenience goods
C) perishable goods
D) durable goods
Q3) Define consumer satisfaction. How does it differ from other important consumer behavior concepts?
Q4) Consumers who frame expectations based on what ought to happen show a greater tendency toward being satisfied relative to consumers who experience anticipatory hope.
A)True
B)False
Q5) Define expectations. Describe the four types of consumer expectations.
Q6) Expectations can affect performance perceptions.
A)True
B)False
Page 16
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Chapter 15: Beyond Consumer Relationships
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Q1) A healthy relationship between a consumer and a marketer enhances value both for the consumer and the marketer.
A)True
B)False
Q2) Sheri, a socialite, received bad publicity for her recent choice of evening wear. As a result, she decided to change designers. However, when she visits her new designer for the first time, she missed the camaraderie she shared with her previous designer. In the given scenario, Sheri is experiencing the _____.
A) procedural switching cost
B) relational switching cost
C) transactional switching cost
D) financial switching cost
Q3) Identify a true statement about loyalty programs in the United States.
A) They more often work by offering on-the-spot discounts.
B) They seem to work better when the reward is offered in the future.
C) They work best on consumers with a strong economic orientation.
D) They work best on consumers who are bargain shoppers.
Q4) Why cannot a company depend on consumer inertia for long-term revenues?
Q5) Explain how relationship quality impacts value for both customers and the firm.
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Chapter 16: Consumer and Marketing Misbehavior
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Q1) _____ refer to societal and professional standards of right and fair practices that are expected of marketing managers as they develop and implement marketing strategies.
A) Marketing tactics
B) Marketing ethics
C) Marketing concepts
D) Strategic objectives
Q2) Products that provide hedonic value to consumers but may be harmful in the long run are known as _____.
A) deficient products
B) salutary products
C) pleasing products
D) desirable products
Q3) To have a sales orientation means that a salesperson is more focused on long-term customer satisfaction and relationship development than on immediate sale and short-term results.
A)True
B)False
Q4) Briefly explain price gouging.
Q5) What is the regulation imposed by the Children's Online Privacy Protection Act?
Page 18
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