Strategic Marketing Study Guide Questions
Course Introduction
Strategic Marketing equips students with the analytical frameworks, tools, and techniques essential for developing and implementing marketing strategies that build competitive advantage in dynamic markets. The course explores the process of market analysis, segmentation, targeting, product positioning, and the integration of digital technologies into marketing plans. Students will critically evaluate real-world case studies to understand customer behavior, assess competition, and allocate resources effectively. Emphasis is placed on aligning marketing strategies with broader organizational goals, measuring performance, and adapting approaches in response to evolving business landscapes.
Recommended Textbook
Consumer Behaviour Buying Having and Being 7th Canadian Edition by Michael Solomon
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15 Chapters
1842 Verified Questions
1842 Flashcards
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Page 2
Chapter 1: An Introduction to Consumer Behaviour
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Sample Questions
Q1) Saucony Canada held a contest asking consumers to send in their own photos,which will be utilized in a future advertising campaign for the company. This is an example of:
A) anticonsumption.
B) consumer-generated content
C) social marketing.
D) green marketing.
Answer: B
Q2) Gail is studying the interests and values of a group of ten consumers for some consumer researcher. What category of information is Gail studying and what other aspects of the consumers may also be included in her study?
Answer: Gail is studying psychographics. The study of psychographics includes aspects of a person's lifestyle,interests,attitudes,values,and personality.
Q3) Consumer behaviour theorists have found that consumers only buy products and services for what the products /services do.
A)True
B)False
Answer: False
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3
Chapter 2: Perception
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Sample Questions
Q1) When marketers pay extra attention to the impact of sensation on consumer product experiences,this is called:
A) experiential purchasing.
B) relationship marketing.
C) product positioning.
D) sensory marketing.
Answer: D
Q2) You are talking to a co-worker and he says,"perception is reality." What does he mean by this? Do you agree or disagree? Use an example.
Answer: This is a subjective question,which can highlight students' ability to think through issues related to perception and sensation. A good answer will point out that even though sensations are based on incoming data from the world to our senses,what is more important is how we take in this information,organize it,and interpret it (perception).
Students can draw on any example they wish,such as the Coca-Cola example in the textbook.
Q3) List the five sensory systems.
Answer: sight,sound,smell,taste,and touch
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4
Chapter 3: Learning and Memory
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124 Flashcards
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Sample Questions
Q1) On her first visit to China,Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections and then Jane copied their behaviour. This is an example of:
A) motivated learning.
B) retrieval learning.
C) modelling.
D) automatic conditioning.
Answer: C
Q2) If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "Pure Cream and Berries Ice Cream"),they will feel hungry for some in the future when they merely hear the brand name. Their hunger is an example of a:
A) conditioning trial.
B) conditioned response.
C) conditioned cue.
D) voluntary action.
Answer: B
Q3) Identify the three components of the memory system.
Answer: There are three parts to the memory system: sensory,short term,and long term.
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5
Chapter 4: Motivation and Affect
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Sample Questions
Q1) What do we mean when we say "a goal has valence"?
Q2) When consumers are intent on doing what they can to satisfy a need,they are inclined to pay attention and process any information they feel is relevant to achieving their goals. This state is termed:
A) involvement.
B) motivation.
C) attribution.
D) participation.
Q3) Research on happiness throughout the lifespan suggests that:
A) younger people are more likely to associate happiness with excitement.
B) younger people are more likely to focus on the importance of material goods in bringing happiness.
C) younger people prefer hedonic purchases.
D) older people are more likely to focus on the importance of material products in bringing happiness.
Q4) What is sentiment analysis and how is it related to social media?
Q5) Give an example of a particular discrete emotion and how this is used by marketers.
Q6) Describe the lowest level of needs in Maslow's hierarchy.
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Chapter 5: The Self
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Sample Questions
Q1) Body decoration or alteration is often used to distinguish group members from nonmembers.
A)True
B)False
Q2) Jenine is a copywriter at a medium-sized ad agency,and she is eager to show off her superior skills and up-to-date knowledge of the best ways to reach her target market. She is working with Mark on a new account with a line of skin-care products. The line will carry the same brand name for both men's and women's products. The project team members do not agree on how to position the product. Mark argues that using the same brand name on both men's and women's products is a mistake. Men will think that products for moisturizing their skin will be thought of as "sissy" products,or too feminine; "real men" won't use them. Mark is saying that skin-care products are:
A) gender-oriented.
B) ego-dominated.
C) sex-typed.
D) gender-bending.
Q3) What is fattism? Provide a specific example of this in society.
Q4) Do societies still force a traditional female role stereotype to women? Explain.
Q5) How have ideals of beauty in Western culture changed over time?
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Chapter 6: Personality, Lifestyles, and Values
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Sample Questions
Q1) Within each culture,there are usually beliefs or a set of underlying goals most people agree are important. Values that can be thought of as desired end states or goals for both individuals and their society are termed:
A) terminal values.
B) behaviour objective values.
C) instrumental values.
D) self-actualization values.
Q2) Many researchers believe that it is wrong to use motivational research,largely based on Freudian theories,to study customers. Why?
A) Freudian theories have been shown not to apply to modern consumers.
B) Although the theories appear to have applications in psychological studies, they cannot be successfully used to predict what happens in the marketplace.
C) The attempt was flawed in the first place because personality theories have been found to be unrelated to motivation.
D) Some researchers believe that motivational research is not valid or reliable, while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers.
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Chapter 7: Attitudes
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Sample Questions
Q1) A marketing message is a special type of an attitude object.
A)True
B)False
Q2) Identify the elements of balance theory. Discuss possible interaction effects between unit relation and sentiment relation,and how they can be applied to marketing strategy.
Q3) Marketing managers often reject the concept of low involvement by consumers in processing product or brand information because:
A) it implies that much of marketing communications would be wasted effort.
B) their bosses would fire them on the spot if they thought so.
C) the billions spent on advertising can't be wrong.
D) the proof is that consumers do buy their companies' brands.
Q4) Most researchers agree that an attitude is made up of ________ components.
A) two
B) three
C) four
D) five
Q5) Describe the three elements most multi-attribute models specify.
Q6) Explain how balance theory works.
Q7) What is cognitive dissonance?
Page 9
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Chapter 8: Attitude Change and Interactive Communications
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Sample Questions
Q1) The tendency for consumers to like things,including products,simply because they are more familiar to them is called the:
A) mere exposure effect.
B) novelty wear-out effect.
C) barrier-to-entry effect.
D) preference consistency effect.
Q2) The ________ strategy blends multiple media platforms to unfold messages and integrate social media with real-world experiences over time.
A) co-creation
B) multi-message media
C) transmedia storytelling
D) real-time marketing
Q3) The two-factor theory suggests that there is an optimal number of repetitions for a message.
A)True
B)False
Q4) Explain how Wikipedia is vulnerable to sock puppeting.
Q5) What is meant by the term "second-order response"?
Q6) What is "chunking"?
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Chapter 9: Individual Decision Making
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129 Flashcards
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Sample Questions
Q1) Products that customers put on the subordinate level always have at least one thing in common.
A)True
B)False
Q2) Spiro is shopping at Walmart and very quickly picks up everything on his shopping list that he needs. Because it went quickly and he feels good,he keeps shopping. This is an illustration of:
A) conspicuous consumption.
B) compulsive behaviour.
C) purchase momentum.
D) selection acceptance.
Q3) Store managers realize that under conditions of low involvement,consumers are affected by product placement and other cues in the shopping environment such as surprise specials. Managers with the behavioural influence perspective try to facilitate "impulse" buying decisions.
A)True
B)False
Q4) What type of marketing research uses functional magnetic imaging (fMRI)and how is this helpful?
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Chapter 10: Buying and Disposing
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130 Verified Questions
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Sample Questions
Q1) Amy's primary motivation for shopping is to obtain instant status,an example of a hedonic reason for shopping.
A)True
B)False
Q2) Mark expected that he was going to have to deal with a middle-aged man in a loud sport coat,and he was surprised when the salesperson,Melanie,approached. He inferred that he would not have to be so tough negotiating with a woman of his own age. Almost immediately,Melanie rejected his low-bid offer for the classic silver 1987 Camaro. In the sales interaction,they had quickly reached a tacit agreement about the way each would behave during the sale,a process called:
A) interaction dominance.
B) missionary selling.
C) pre-purchase search.
D) identity negotiation.
Q3) According to the expectancy disconfirmation model,what would our reaction be if we encountered slow service at a fast-food restaurant?
Q4) What is meant by the term "identity negotiation"?
Q5) What is meant by the term "transumer?"
Q6) What are the three different ways a consumer can act on dissatisfaction?
Page 12
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Chapter 11: Group Influence and Social Media
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Sample Questions
Q1) When we come to like persons or things simply as a result of seeing them more often,this is known as the:
A) proximity hypothesis.
B) frequency paradox theory.
C) similarity-difference comparison model.
D) mere exposure effect.
Q2) Offsetters,a Vancouver-based carbon offsetting company,employed a number of novel attention-getting techniques to raise awareness for their brand. For example,they stationed a lifeguard in the middle of an urban area of Vancouver to remind consumers about the dangers of global warming. This is an example of:
A) the wisdom of crowds.
B) stealth marketing.
C) guerrilla marketing.
D) reference group influence.
Q3) What is guerrilla marketing? Give an example.
Q4) Consumers' desire to identify with desirable others is the primary motivator for many of our purchases.
A)True
B)False
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Chapter 12: Income, Social Class, and Family Structure
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Sample Questions
Q1) What does potlatch mean? Give a modern-day equivalent.
Q2) Which is the primary growing consumer market in the Middle East at present?
A) sports cars
B) menswear fashion
C) designer ladies underwear
D) western luxury brands
Q3) Canada is the only G7 nation to have fully recovered in terms of employment and GDP. This has been attributed to:
A) more women entering the work force.
B) growth of computer-related industries.
C) a sound financial system.
D) a growing working immigrant class.
Q4) The proliferation of inexpensive counterfeit products threatens to diminish the value of some status symbols. One coping strategy is to disguise the item in the belief that truly high-status people do not need to display expensive logos. This is known as:
A) conspicuous consumption.
B) unbranding.
C) abranding.
D) reclamation.
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Chapter 13: Subcultures
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Sample Questions
Q1) Jenny was born in 2001 and Henry in 1989. Respectively,they are members of which generations?
A) Generation Y and Generation X
B) Generation Y and Generation Z
C) Generation Z and Generation Y
D) both in Generation Y
Q2) Explain consumer identity renaissance. How would this relate to Jeff who is 65 and has recently taken up waterskiing for the first time?
Q3) Consumer identity renaissance refers to the redefinition process people undergo when they retire. The two types of identity renaissance are emergent and:
A) affiliation.
B) entertainment.
C) revived.
D) self-expression.
Q4) How do high- and low-context cultures differ?
Q5) Explain the concepts of subculture and microculture and give an example of each.
Q6) Sam is teasing his mother for being nostalgic over "the good old days." He says it is due to her age. Is he right?
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Chapter 14: Cultural Influences on Consumer Behaviour
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Sample Questions
Q1) Bob is a lover of antiques. Each Saturday he visits the local garage sales where he gets great finds. His house is full of his finds. He can be termed a:
A) stockpiler.
B) collector.
C) hoarder.
D) compiler.
Q2) Raymond and Erstil are planning on taking their successful European product line,Earth-Glow,into the Japanese market. In terms of language issues,what should they make sure they do and why?
Q3) The fact that,in China,the color red is viewed positively,being associated with joy and good fortune,is an example of a symbol.
A)True
B)False
Q4) What is the notion of world view and why is it important to global brands?
Q5) The Pope would be an example of a(n):
A) cultural convention.
B) sacred person.
C) cultural object.
D) reciprocity symbol.
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Chapter 15: The Creation and Diffusion of Culture
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Sample Questions
Q1) Monica is pleased in one way that the new style of dress that she bought in New York recently is catching on. But when she sees the lower classes adopting this style,she immediately starts to look around for something new to distance herself from it. This is an example of the theory called:
A) adopt-adopt.
B) trickle-down.
C) reward-rejection.
D) fashion-focus.
Q2) Give an example of relative advantage in the context of product adoption.
Q3) Which of the following statements describes an early adopter?
A) more likely to read specialty magazines
B) prefer to read creative light content
C) high risk taker
D) important to be the first to own a new product
Q4) Use a song as an example to describe the three phases of the fashion acceptance cycle.
Q5) What does coding mean to fashion? Why would something be undercoded?
Q6) What is a discontinuous innovation?
Q7) What is an innovation? What are the types of innovations?
Q8) Explain continuous innovation with an example.
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