Strategic Marketing
Midterm Exam
Course Introduction
Strategic Marketing explores the processes and frameworks organizations use to analyze market environments, identify opportunities, and create long-term value through effective marketing strategies. The course covers market research, segmentation, targeting, positioning, competitive analysis, and the development of marketing plans aligned with organizational objectives. Through case studies and practical applications, students learn to assess consumer behavior, evaluate branding decisions, and manage product portfolios, pricing strategies, distribution channels, and marketing communications within a global context. The course equips students with the analytical and decision-making skills necessary to craft and implement marketing strategies that drive sustainable competitive advantage.
Recommended Textbook
Consumer Behavior 6th Edition by Wayne
D. Hoyer
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Page 2
Chapter 1: Understanding Consumer Behavior
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Q1) Research indicates that we understand the differences between brands better when we can view a chart,matrix,or grid comparing brands and their attributes.
A)True
B)False
Answer: True
Q2) The consumer behavior field looks at
A) how consumers are the most important element of the marketing mix.
B) the totality of consumers' decisions with respect to acquisition, consumption, and disposition of goods, services, activities, experiences, people, and ideas by human decision-making units over time.
C) only the behavior of consumers while in a retail environment.
D) the purchases of tangible goods but not services.
E) the persuasion of individuals to increase consumption at one period of time. Answer: B
Q3) One reason marketers study consumer behavior is because it helps them to create new products.
A)True
B)False
Answer: True
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Page 3
Chapter 2: Motivation, Ability, and Opportunity
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Sample Questions
Q1) The most basic level of Maslow's needs is
A) physiological needs.
B) egoistic needs.
C) safety.
D) social needs.
E) self-actualization.
Answer: A
Q2) Any kind of offering may be personally relevant to the extent that it bears on your self-concept,or your view of yourself and the way you think others view you.
A)True
B)False
Answer: False
Q3) Perceived risk is best thought of as the extent to which the consumer
A) has a fear of using a product.
B) has thought out the consequences of an action.
C) has spent time using and considering a product or service.
D) is uncertain about the consequences of an action.
E) considers the potential rewards of using a particular product or service.
Answer: D
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Page 4
Chapter 3: From Exposure to Comprehension
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Q1) Heather knew how to use a digital video recorder well.She recorded all of her favorite prime-time programs and would fast-forward through the commercials when she played them back.Heather was
A) zipping.
B) zapping.
C) flipping.
D) zinging.
E) skipping.
Answer: A
Q2) Perception uses the following senses only: (1)smell,(2)vision,(3)taste,and (4)touch.
A)True
B)False
Answer: False
Q3) John is going to pay for an ad in Vogue at the front of the magazine because this garners the greatest chance of exposure to his product by readers.
A)True
B)False
Answer: False
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5
Chapter 4: Memory and Knowledge
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Q1) Toyota sponsors the National Hot Rod Association and its series of automobile races.By associating its name with the NHRA,Toyota is trying to
A) maintain consumers' schema for automobile racing.
B) maintain consumers' schema for NHRA.
C) promote Toyota's existing brand personality.
D) disassociate an image of American auto-racing.
E) None of these choices are correct.
Q2) When the goal is to appeal to a broad segment of consumers,one strategy is for a company entering a product category to
A) position the brand separately from the other brands.
B) position the brand close to the category prototype.
C) increase the number of associations with the product category.
D) change the brand name.
E) create an entirely new set of associations for the brand.
Q3) Describe a brand that has a personality matching each of the personality types in the framework.Why are these brand personalities important?
Q4) Compare and contrast the ways in which the information in taxonomic categories can be structured.Give examples of each.
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Page 6
Chapter 5: Attitudes Based on High Effort
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Q1) Low-credibility sources can be effective in some ads.
A)True
B)False
Q2) Favorability refers to how easily and how readily an attitude can be retrieved from memory.
A)True
B)False
Q3) Filene's attitude toward using dental floss was hard to change.Despite teachers' and doctors' advice,she always believed that using dental floss was unnecessary.On the other hand,she changed her high-sugar diet as soon as the doctor told her to do so.These two attitudes vary in their
A) resistance to change.
B) persuasiveness.
C) confidence.
D) depth.
E) accessibility of information.
Q4) Research indicates that fear appeals are an effective form of advertising.
A)True
B)False
Q5) How can the message influence affectively based attitudes?
Page 7
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Chapter 6: Attitudes Based on Low Effort
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Q1) The canning company wanted its audience to feel romance whenever it saw the giant fish label on its tuna fish can.This was could occur with a lot of advertising.In classical conditioning,the fish label can be thought of as a(n)____ stimulus.
A) rapid
B) conditioned
C) automatic
D) involuntary
E) unconditioned
Q2) Chad could not remember the products that were being endorsed during a graphic program about the Vietnam War on the History Channel.The most probable explanation of this situation is that
A) studies have shown that violence can interfere with a customer's recall ability.
B) Chad did not like any of the products being advertised.
C) Chad was watching the program for the first time.
D) Chad had not seen the ads for products related to the program.
E) Chad was not in the Vietnam War.
Q3) Why is the dual mediation effect important for advertisers to understand?
Q4) When is conditioning most likely to occur?
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Page 8
Chapter 7: Problem Recognition and Information Search
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Q1) In order to maximize the chance of being considered when consumers engage in internal search,marketers want to position their brands
A) as far away from the prototype as possible.
B) to maximize preference dispersion.
C) as close to the category prototype as possible.
D) at the beginning or the end of a consideration set.
E) near the end, but not last.
Q2) Priscilla purchased a house and recalls information such as the selling price,number of bathrooms,and paint color.She does not recall how big her backyard is.This is an example of inhibition.
A)True
B)False
Q3) When there is problem recognition,a(n)____ will usually be started.
A) ongoing search
B) prepurchase search
C) actual state formation
D) consumptive reaction
E) evaluative myopia
Q4) What is the confirmation bias and why should this be of interest to marketers?
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Chapter 8: Judgment and Decision Making Based on High
Effort
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Q1) It is December and Barb is planning ahead for her summer vacation.She is basing her decisions on how she will feel next summer.This is an example of
A) prospect theory.
B) appraisal theory.
C) affective forecasting.
D) cognitive forecasting.
E) emotional predilection.
Q2) Imagery may play a major role in judgment.
A)True
B)False
Q3) Wayne does not buy foreign made products; this is an example of a compensatory model.
A)True
B)False
Q4) Consumers using a disjunctive model set up minimum cutoff levels for each important attribute.
A)True
B)False
Page 10
Q5) Compare and contrast cognitive and affective decision-making strategies.
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Chapter 9: Judgment and Decision Making Based on Low Effort
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Q1) Consumers engage variety seeking for three reasons: boredom,satiation,and the availability of new products.
A)True
B)False
Q2) What are the ways in which marketers can appeal to habitual purchasers of other brands?
Q3) Buyers would be suspicious of a Rolex watch priced at $19.99
A)True
B)False
Q4) Regarding price changes,consumers tend to be
A) relatively insensitive to any price change.
B) equally responsive to price increases and to price decreases.
C) more responsive to price decreases than to price increases.
D) only responsive to price changes when elaboration is high.
E) more responsive to price increases than to price decreases.
Q5) Sarah buys only Pepsi and Sierra Mist; she is multibrand loyal.
A)True
B)False
Q7) How can marketers overcome the availability bias? Page 11
Q6) Outline some choice tactics and the situations within which they would be used.
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Chapter 10: Post-Decision Processes
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Q1) Kimberly bought a digital camera at what she thought had the best price and features,but felt uncertain about her choice.This is likely an example of A) impulsiveness.
B) response derogation.
C) post-decision dissonance.
D) response uncertainty.
E) decision disposition.
Q2) What are some of the factors that influence learning from experience?
Q3) Is initial customer satisfaction enough to keep customers brand loyal?
Q4) Walnut Crest advertised to create expectations for its Chilean Merlot wine by encouraging U.S.consumers to take the "$1,000,000 Taste Challenge." This is an example of an underdog trying to
A) block exposure to evidence.
B) increase ambiguous information.
C) use promotions to get consumers to try the brand.
D) avoid comparisons with the market leader
E) explain the experience.
Q5) Satisfaction and dissatisfaction can lead to different behaviors.Describe these differences.
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Chapter 11: Social Influences on Consumer Behavior
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Q1) Describe some strategies that can be used to combat rumors.
Q2) People become opinion leaders because they
A) have no vested interest in whether consumers actually heed their opinions.
B) are dissatisfied with their present knowledge of a product category.
C) have an intrinsic interest in and enjoyment of products.
D) dislike the products.
E) have a need to be alone.
Q3) Opinion leaders play an important role in other consumers' acceptance of new offerings primarily because they are
A) attractive.
B) part of the consumer's reference group.
C) opinionated.
D) personal.
E) credible.
Q4) Negative information may prompt consumers to attribute problems to the offering itself,not to the consumer who uses it.
A)True
B)False
Q5) How can marketers target the network rather than the individual?
Q6) How does consumer socialization occur?
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Chapter 12: Consumer Diversity
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Q1) All of the following external factors could influence the tastes of a particular subculture except
A) ethnicity.
B) culture.
C) elaboration level.
D) region.
E) reference group.
Q2) Why might it be difficult to target Asian Americans as a single market?
Q3) Which of the statements about Generation Y's shopping behavior is not true?
A) Teens tend to shop more on weekends.
B) Friends are a major source of information about products.
C) Males tend to shop more than females.
D) A major shopping motive for teens is socializing.
E) Teens now shop more for themselves than previous generations.
Q4) Born and bred on TV,Xers tend to
A) be quite open to influence by advertising.
B) be cynical about obvious marketing techniques.
C) find exaggerated claims less objectionable than other generations.
D) find ads for unpopular products less objectionable than other generations.
E) be more open to stereotypes.
Page 15
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Chapter 13: Household and Social Class Influences
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Q1) The concept of social class is inherently negative.
A)True
B)False
Q2) How do children influence family decision making?
Q3) Are there similarities among the upper classes in different countries? Explain.
Q4) The Computerized Status Index (CSI)is a(n)
A) directory of occupation status.
B) directory of famous people and their social ranking.
C) index of the changing role of status over history.
D) index to determine social class standing.
E) handbook of brands and their relative status ranking.
Q5) ____ is the grouping of members of society according to status.
A) Social class hierarchy
B) Clustering
C) Grouping
D) Dividing
E) Status delineating
Q6) Why might some view social class as important to a society?
Q7) In what ways are conspicuous consumption and conspicuous waste important for marketers to understand?
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Chapter 14: Psychographics: Values, Personality, and Lifestyles
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Q1) Materialism may reflect a high value of ____ if people judge their self-worth by what they have acquired.
A) accomplishment
B) self-aggrandizement
C) self-esteem
D) diligence
E) a desire for formality
Q2) In part,health concerns are tied to
A) equity.
B) self-esteem.
C) affluence.
D) forgiveness.
E) obedience.
Q3) In a materialistic society,consumers will be receptive to marketing tactics that
A) encourage anti-materialistic values.
B) encourage recycling and environmental values.
C) promote social good.
D) facilitate the acquisition of goods.
E) appeal to the terminal values of national security and freedom.
Q4) What are psychographics? How has this description changed over time?
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Chapter 15: Innovations: Adoption, Resistance, and Diffusion
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Q1) Margaret refuses to upgrade to Windows 2007 because she understands and is comfortable with Windows 98.This could be considered a symbolic innovation.
A)True
B)False
Q2) Social marketers have been active in persuading consumers to adopt energy conservation,smoke-free workplaces,and abstinence from drugs.These are best thought of as ____ innovations.
A) product
B) ethnic emblem
C) service
D) idea
E) product attribute
Q3) Some products like film projectors and black-and-white televisions are in the ____ stage of the product life cycle.
A) growth
B) decline
C) introduction
D) birth
E) maturity
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Page 18
Chapter 16: Symbolic Consumer Behavior
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Q1) Why are some possessions special?
Q2) When the purpose of acquisition,usage,or disposal of an offering is ____,these offerings have symbolic value.
A) to say something about who we are as people
B) sensory pleasure or emotional stimulation
C) to complete a task
D) to be abstract
E) to be valuable to the consumer
Q3) When a consumer moves to a new country,they may go through a(n)____ involving the abandonment or disposition of old customs and symbols and the adoption of new ones stereotypically associated with the new role.
A) anticipatory role acquisition
B) problem recognition struggle
C) pre-role acquisition search
D) ritual
E) cultural transition
Q4) Describe the gift giving process.
Q5) How do products serve a connectedness function?
Q6) How do consumers dispose of special possessions?
Q7) Describe the emblematic function of products.
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Chapter 17: Marketing,Ethics,and Social Responsibility in
Today's Consumer Society
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Q1) Marketers have access to an increasing variety of data about customers.Where does this information come from?
Q2) How does materialism impact consumers? Do marketing efforts have an impact on materialism? Give examples.
Q3) Advertising has been accused of having a negative impact on the self-image of viewers.Specifically,it can
A) encourage impulse buying.
B) make consumers buy cheaper sale items, thus lowering their self-image and their image in society in general.
C) make consumers materialistic and dissatisfied with their appearance.
D) encourage compulsive buying.
E) discourage impulse buying, thus lowering self-esteem and self-image.
Q4) Credit card fraud is usually associated with less educated consumers. A)True B)False
Q5) Is underage drinking and smoking prevalent in the United States? What are some of the consequences?
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Q6) Why do some people become addicted to alcohol,eat compulsively,or bet compulsively while others do not?