MKTG 4770: Consumer Behavior
Exam #1 Review Guide
This guide should help you organize your thoughts and prepare for the exam. The information
listed here is, in general, much broader than most of the questions you’ll find on the exam; that
means that the questions on the exam may include details not listed here. Additionally, you will
note that some concepts are listed here that we did not
cover in lecture; you can refer to your
textbook for these concepts.
If you can
each of the concepts and key terms
here, you’ll be in good shape for the exam.
The exam will cover
Chapters 1 through 4
, along with information from lectures, textbook
readings, additional readings, class discussions, videos, and experiential in-class exercises.
exam may feature a range of question types, such as multiple choice, true-false, short answer,
and short essay.
Exam Date: Tuesday, February 8, 2011.
: Consumers Rule
Consumer-generated content (including examples, and the pros and cons) (“CGC”)
When everyday people voice their opinions about products, brands, and companies on blogs,
podcasts, social networking sites, etc.
Used recently by marketers to invite consumers to create ads (but this is only 1
It engages consumers in brand communication
Consumers seem to know best what other consumers will like.
Could cost less
money since consumers are producing the content.
Could cost more
money since companies still need to “promote” the opportunity to
consumers, and buy media time and space.
What happens if all the submitted content is poorly executed, offensive, or just plain
Consumers often not aware of overall brand strategy (so simply use humor as a
a person who identifies a need or desire, makes a purchase, and/or disposes
of the product
The study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy