MKT 502 Consumer and Buyer Behavior
Dr. Susan Mudambi
Temple University
Exam Study Guide
October 2000
The exam consists of three parts. Part I: Twenty 2-point questions. Part II:
Six 5-point questions. Part III: Two 15 point questions (out of a choice of 4).
KEY CONCEPTS
(a representative list - not intended to be a fully comprehensive list)
Marketing Concept
Marketing Mix
Marketing Strategy
Market Orientation
Consumer Analysis Framework
Segmentation, Targeting and Positioning
Affect
Cognition
Product Knowledge
High and Low Involvement
Means-End Chains
Attention
Comprehension
Attitudes
Behavioral Intentions
Consumer Decision Making
Classical Conditioning
Operant Conditioning
Modeling
Vicarious Learning
Analyzing Consumer Behavior
Influencing Consumer Behavior
Observational research
Examples and findings from Underhill book
Sample Questions
1. Organizations that accept the marketing concept must:
a. assign implementation of the concept solely to the marketing department
b. switch the focus away from sales growth and to advertising growth
c. integrate the marketing concept into all aspects of the organization
d. reduce research and development expenditures
2. The more you learn about consumer behavior, the:
1
a.
b.
c.
d.
less important overt consumer behavior becomes
the better your chances of developing successful marketing strategies
less money you should spend on advertising
less important market segmentation becomes
3. Most consumers' affective responses are the result of:
a. learning
b. innate biology
c. classical conditioning
d. physical environment
4. The immediate environment or context of a purchase activates knowledge
structures that reflect a consumer's:
a. intrinsic self-relevance
b. situational self-relevance
c. level of involvement
d. instrumental values
e. terminal values
5.
6.
7.
8.
Describe each component of the Wheel of Consumer Analysis.
Describe the four types of affective responses.
What or whom is VALS? Why should marketers want to know about VALS?
Give an example of how affect responses can have a physical or physiological
impact.
9. Explain the difference between general and procedural knowledge. Give an
example of each.
10. Explain the managerial relevance of means-end chains.
11. Apply the means-end chain to the purchase of a cell phone.
12. Give an example of a consumer's efforts toward selective exposure.
13. Give an example of a high-involvement purchase and a low-involvement
purchase.
14. What is the function of the consumer's cognitive system?
15. What is the difference between Ao and Aact and why should marketers care?
16. What is the difference between classical conditioning and operant conditioning?
17. Give an example of how a marketer could use operant conditioning to increase
the likelihood of repurchase.
18. How can marketers influence a consumer's information search for car insurance?
19. "Funds access is important to accountants, not to marketers." Comment on this
view.
20. Should marketing strategy be more concerned with changing consumer affect,
cognition, or behavior? Explain.
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