MKT 3230 A02 (3 CH)CONSUMER BEHAVIOURDr. Marcio Coelho108 Drake, MW 2.30 -3.45 pmMIDTERM EXAM STUDY GUIDE–Winter 2020The Consumer Behaviour Midterm exam is scheduled for Wednesday, February 26th, 2020 andwill be written during the scheduled class time. The content required for the exam is that onChapters 1, 5, 2, 7, 8 & 3;The Exam will consist in sixteen (16) Multiple Choice Questions (16 marks–1 each) and five Trueor False with Explanation questions (T/F+E) (35 marks, 7 each: 1 for the right choice and 6 forthe right explanation).The T/F+E questions are designed to make sure you understood why the statement is True orFalse and to give you the opportunity to express your knowledge on the concept that isinvolved in that question.See the following example:Jennifer is a marketing manager for a clothing manufacturer. She wants to have two productlines: one targeted at price-sensitive consumers and one targeted at affluent consumers. Todifferentiate the two brands, she intends to create distinct brand personalities. Keith argues thisis dangerous because a company cannot have two brands with different personalities. Keith isright.