Strategic Marketing
Textbook Exam Questions
Course Introduction
Strategic Marketing explores how organizations develop and implement marketing strategies to create value, achieve competitive advantage, and drive business success. This course covers essential concepts such as market analysis, segmentation, targeting, positioning, and the marketing mix, while emphasizing the importance of aligning marketing efforts with overall organizational goals. Students learn to assess market opportunities, understand consumer behavior, and analyze competitors, as well as to design and execute strategic marketing plans. Through case studies and real-world applications, the course equips students with the analytical and decision-making skills required to formulate effective marketing strategies in dynamic business environments.
Recommended Textbook
CB 6 6th Edition by Barry J. Babin
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2052 Flashcards
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Chapter 1: What is CB and Why Should I Care?
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Sample Questions
Q1) Renee Samson has been invited to take part in a formal dance programme next month.Though she has a lot of gowns,she decides to go shopping for a new one that she had seen at a sale.The gown is an example of a(n)_____ in the basic consumption process.
A) need
B) want
C) reaction
D) outcome
E) touchpoint
Answer: B
Q2) Consumer behavior is the set of value-seeking activities that take place as people go about addressing realized needs.
A)True
B)False
Answer: True
Q3) Niche marketers specialize in serving one market segment with unique demand characteristics.
A)True
B)False Answer: True
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Chapter 2: Value and the Consumer Behavior Value Framework
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Sample Questions
Q1) A planned way of doing something is known as _____.
A) marketing myopia
B) a mission
C) a strategy
D) utilization
E) a terminal value
Answer: C
Q2) Which of the following environments includes the people and groups who help shape a consumer's everyday experiences?
A) Emotional environment
B) Internal environment
C) Social environment
D) Macro environment
E) Micro environment
Answer: C
Q3) All the customers are equally valuable to a firm.
A)True
B)False
Answer: False
Page 4
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Chapter 3: Consumer Learning Starts Here: Perception
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134 Flashcards
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Sample Questions
Q1) Selective distortion is the process by which:
A) marketers manipulate information to influence consumers.
B) consumers form opinions about one brand over another based on the information provided by marketers.
C) consumers screen out most stimuli and attend to only a small portion of stimuli.
D) marketers determine the minimum strength of stimulus necessary to influence a consumer.
E) consumers interpret information in ways that are biased by their previously held beliefs.
Answer: E
Q2) The perceptual process ends with a reaction.
A)True
B)False
Answer: True
Q3) Voluntary memory is the memory for information one is exposed to,attends to,and applies effort to remember.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Comprehension, Memory, and Cognitive Learning
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Sample Questions
Q1) Which of the following statements is true of message receiver characteristics?
A) Less-intelligent consumers tend to comprehend messages more accurately than intelligent consumers as they put in more effort in the comprehension process.
B) Highly involved consumers tend to pay less attention to messages as they are too involved with their own things.
C) High levels of familiarity always increases consumer comprehension as consumers are more inclined toward the familiar.
D) Consumers' beliefs of what will happen in a future situation have an impact on their comprehension of the environment.
E) Consumers who are left-brain dominant tend to be visual processors often favoring images for verbal communication.
Q2) Sensory memory is considered to be preattentive.
A)True
B)False
Q3) The strength of sensory memory is duration,but the weakness is capacity.
A)True
B)False
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Page 6
Chapter 5: Motivation and Emotion: Driving Consumer Behavior
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Sample Questions
Q1) According to Maslow's theory,consumers first seek value by satisfying the most basic needs.
A)True
B)False
Q2) Some consumers get very upset when they are served "bad food" in a restaurant.They lose control and start yelling at the server.Sometimes,they even demand to see the manager.This lack of emotional control on the part of consumers suggests that such consumers have low emotional _____.
A) tolerance
B) contagion
C) intelligence
D) expressiveness
E) regulation
Q3) Utilitarian motivation involves a drive to experience something personally gratifying. A)True
B)False
Q4) Consumer wants are a function of the need driven by homeostasis.
A)True
B)False
7
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Chapter 6: Personality, Lifestyles, and the Self-Concept
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Sample Questions
Q1) Which of the following best describes semiotics?
A) It refers to the study of symbols and their meanings.
B) It refers to the study of human psychology.
C) It refers to the study of human behavior.
D) It refers to the study of organizational behavior.
E) It refers to the study of cognitive development.
Q2) Which 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 product?
A) Self-congruency theory
B) Self-determination theory
C) Self-verification theory
D) Self-perception theory
E) Self-discrepancy theory
Q3) For consumers having very strong ties to brands,the task of self-expression through product ownership is one of identity maintenance and communication.
A)True
B)False
Q4) Explain self-congruency theory and its relevance to consumer behavior.
Q5) Define trait.Differentiate between the nomothetic and idiographic approaches.
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Chapter 7: Attitudes and Attitude Change
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Sample Questions
Q1) Which of the following best explains impulse purchases?
A) High-involvement hierarchy
B) Low-involvement hierarchy
C) Experiential perspective
D) Behavioral influence
E) Reinforcement perspective
Q2) Which of the following refers to a function of attitudes that allows consumers to simplify their decision-making processes?
A) Utilitarian function
B) Ego-defensive function
C) Knowledge function
D) Bilateral function
E) Value-expressive function
Q3) Highly explicit sexual content in advertisements effectively directs consumers' attention to the product advertised.
A)True
B)False
Q4) What is the hierarchy of effects? Briefly describe the different hierarchies.
Q5) Name and describe the four functions of attitudes.
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Chapter 8: Group and Interpersonal Influence
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Sample Questions
Q1) Legitimate power is associated with authority.
A)True
B)False
Q2) Early adopter consumers are generally young and well-educated.
A)True
B)False
Q3) A(n)_____ group refers to a group that has no membership or application requirements,and codes of conduct may be nonexistent.
A) informal
B) professional
C) legitimate
D) structured
E) dissociative
Q4) Name and describe the five important roles in the household purchase process.Discuss the roles played by your family members in a major purchase decision,such as the purchase of a car,home,television,and so on.
Q5) The family unit is an example of a secondary reference group.
A)True
B)False
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Chapter 9: Consumer Culture
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Sample Questions
Q1) Role expectations define the types of products that are appropriate for a person within a role.
A)True
B)False
Q2) The process of learning by imitating others' behavior is known as _____.
A) shaping
B) modeling
C) reinforcing
D) renquing
E) diffusing
Q3) Translation-back translation is a way to try to produce translational equivalence.
A)True
B)False
Q4) Consumers from high-uncertainty-avoidance cultures demand greater amounts of product information and explanation.
A)True
B)False
Q5) Explain the concept of glocalization.Give an example of how marketers can apply it.
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Chapter 10: Microcultures
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Sample Questions
Q1) Which of the following is a geodemographic tool that assists consumer behavior analysis?
A) CPM
B) PRIZM
C) BLAST
D) LDRA
E) PERT
Q2) Rodeo,a popular animal-riding sport in Texas,draws huge crowds every time it is organized.However,there are others among them who view the sport as encouraging animal cruelty and hence they stage protests to ban this sport.These people come together and form groups to further the cause of safeguarding animals.Such groups are an example of a(n)_____.
A) universal culture
B) macroculture
C) subculture
D) collective culture
E) mainstream culture
Q3) People who age in the same generation belong to the same cohort.
A)True
B)False
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Chapter 11: Consumers in Situations
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Sample Questions
Q1) Kate loves buying gifts for her friends.It gives her immense personal satisfaction.Which of the following types of shopping value is Kate most likely to receive from the activity of buying gifts?
A) Affective shopping value
B) Hedonic shopping value
C) Impulsive shopping value
D) Absolute shopping value
E) Epistemic shopping value
Q2) State-oriented shoppers' purchasing and shopping value perceptions are unaffected by dominance.
A)True
B)False
Q3) Define situational influences.How do situational influences change a consumer's perception of value? Explain the three categories of situational influences.
Q4) Seasonality refers to regularly occurring conditions that vary with the time of year. A)True
B)False
Q5) Compare and contrast impulsive,unplanned,and compulsive shopping behaviors.
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Chapter 12: Decision Making I: Need Recognition and Search
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Q1) The difference between ongoing searches and browsing behavior is that an ongoing search is performed when consumers have an enduring interest or involvement with the product,not simply when information is being gathered for a specific purchase.
A)True
B)False
Q2) Refer to Real-Estate Broker Scenario.In her experience of working with the real estate broker,Jane has had a successful run,except for the time when an elderly man left disappointed after weeks of continuous search.After his retirement,he had wanted to invest in a "dream house," but sadly he could not find what he was looking for.Whatever he liked exceeded his budget.The disappointment experienced by the man can be best described as search _____.
A) overdrive
B) regret
C) bias
D) dissonance
E) overload
Q3) Explain the types of consumer search behavior with an example each.
Q4) Explain the significance of QR codes and GPS-based technologies in consumer search.
Page 14
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Chapter 13: Decision Making II: Alternative Evaluation and Choice
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Q1) Compensatory rules allow consumers to select products that may perform poorly on one attribute by compensating for the poor performance by good performance on another attribute.
A)True
B)False
Q2) Following the lexicographic rule,the consumer selects the product that he or she believes performs best on the most important feature.
A)True
B)False
Q3) Perceptual attributes are sometimes referred to as search qualities because they can easily be evaluated prior to actual purchase.
A)True
B)False
Q4) The efforts by companies to improve the objective quality of their products are limited by consumer perceptions of quality.
A)True
B)False
Q5) Name and describe the four types of noncompensatory decision rules.
Page 15
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Chapter 14: Consumption to Satisfaction
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Q1) Which of the following is an example of a nondurable good?
A) An air conditioner
B) A bottle of water
C) Furniture
D) A washing machine
E) Cutlery
Q2) Self-perception theory states that consumers are motivated to act in accordance with their attitudes and behaviors.
A)True
B)False
Q3) Equitable expectations are expectations of what a consumer thinks should happen given past experiences with a product or service.
A)True
B)False
Q4) Expectations that a consumer forms regarding what he or she thinks should happen given the level of work that he or she has put into the experience are known as predictive expectations.
A)True
B)False
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Chapter 15: Consumer Relationships
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Sample Questions
Q1) Elaine had a problem with the computer printer she purchased.When she called the toll-free service support number,she was told that she had to pay to speak to a service representative.It made her so unhappy that she told all of her friends and family about the problem with the printer and the poor service she received,and advised them never to buy that brand.According to the information given in this case,which of the following postconsumption behaviors best describes Elaine's behavior?
A) Loyalty
B) Switching
C) Avoidance
D) Disconfirmation
E) Negative word-of-mouth
Q2) Consumers high in price sensitivity are less likely to complain than consumers with some indifference about the price paid for a service.
A)True
B)False
Q3) What is a third party endorsement? What are its two types?
Q4) When customers don't switch,they repeat their purchase behavior over again.
A)True
B)False
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Chapter 16: Consumer and Marketing Misbehavior
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Q1) A consumer was awarded $10 million in a lawsuit after she was left paralyzed in an accident in which her vehicle rolled over.It was determined that the automobile company should pay her $2 million for medical care expenses,and an additional $8 million to punish the company for selling a faulty product.What type of damages does the $8 million represent?
A) Punitive damages
B) Compensatory damages
C) Nominal damages
D) Expectation damages
E) Actual damages
Q2) Cause-related marketing activities involve a company strategically engaging in socially responsible activities in order to increase the value of the firm,such as a company donating to a cause every time a consumer purchases its product.These types of marketing activities would most likely be categorized as an organization's _____.
A) ethical duties
B) altruistic duties
C) strategic initiatives
D) partnership initiatives
E) rational duties
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