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Exam 1 Study Guide

Exam Format
50 questions; 20 from the text and 30 from
class notes. There is only one right answer
for each question. Bring a pencil to the exam
to use on the answer sheet. The grades will
be posted to the Blackboard web site.

Class Material
Everything from class sessions is a potential
subject of a test question, including examples
and videos. If you have missed a class, be
sure to get the notes from a classmate.

Marketing 4220

4220 Exam 1
CONSUMER BEHAVIOR
Text Chapters: 1-4
20 questions from textbook
30 questions from class
Bring pencil for scan form
Final exam serves as makeup

Text Material
Be able to define what each chapter section covers. Also be familiar with terms in bold
and italics. The end of each chapter has a list of key terms that may prove useful.
Use the outlines below as a starting point, but note that exam questions can come from
any topic that is well-covered in the chapter.

Ch. 1
The concept of consumer behavior, the process and different actors.
Consumers impact on the marketing strategy of an organization.
Consumer segmentation strategies and practices.
Database and relationship marketing today.
Marketings impact on consumers.
Popular culture effects

Meaning of consumption and its meaning to the study of consumer behavior.


The relevance of the global consumer.
The online world and consumption.
Marketing ethics and public policy that affects companies and consumers.
Consumer behavior as a field of study and interdisciplinary mature
Interpretivist approaches to the study of consumer behavior.

Ch. 2
Different age groups and consumer identity.
The Teen Market, and their values, conflicts and desires.
The strategies used in appealing to the youth market.
The Baby Busters or Generation X.
The Baby Boomers and their economic power.
The needs and wants of the Gray Market.
The challenges that marketers face in selling to seniors.
Distinguishing the needs and wants of each age category.
The marketing challenges in selling to different age categories.
Successful strategies used in selling to specific age groups.

Ch. 3
The concept of culture.
Functions and dimensions of culture and its impact on marketing.
Myths and rituals.
The functions and structure of mythsWhat is considered a ritual.
Gift giving rituals, and the effects of gift giving on social relationships.
Rites of passage and its phases.
Sacred vs. profane consumption.
The process of moving from sacred to profane and back again.
Applying different forms of culture to marketing.

Ch. 4
Perspectives on The Self and its components.
Multiple Selves, virtual identity and the concept of the Looking-Glass Self.
Consumption and the Self-Concept.
Sex roles in our society and their importance to marketers.
Body image, and its impact on consumer behavior.

Example questions from text:


Attributes of the self-concept can be described along such dimensions as:
a.
b.
c.
d.

content
positivity or negativity
intensity and accuracy
all of the above (106)

In some cases, gift giving represents a(n) _____________ exchange, where the giver
transfer an item of value to a recipient, who in turn is somehow obligated to reciprocate?
a.
b.
c.
d.

economic (85)
symbolic
cultural
sociable

If Procter & Gamble uses its marketing muscle to promote increased literacy, it is engaging
in _____________.
a.
b.
c.
d.

green marketing
social marketing (25)
market segmentation
corporate branding

Example questions from class:


The field of consumer behavior involves the study of all of the following except:
a.
b.
c.
d.

how consumers select and buy products.


how consumers use products.
how consumers dispose of products.
all of the above are involved.

For market segmentation to be successful, the target market must be:


a.
b.
c.
d.

specific, measurable, attainable, and compatible


reachable, responsive, substantial, and compatible with the company
identifiable and measurable, substantial, accessible, and homogenous
accessible, profitable, substantial, and responsive

Which company's products were used in class to highlight possible costs of serving a large
number of market segments?
a.
b.
c.
d.

Procter and Gamble


Pepsi
CNN
Eddie Bauer

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