MKTG 315 STUDY GUIDE for EXAM 1
This review sheet, while
is intended to provide a list of topics which should be
familiar to you at this point in the course.
Your understanding of these concepts will be of help to you
on the exam.
The exam will consist of 30-40 multiple-choice questions and several short-answer questions to help
those who prefer writing out their answers.
Questions will come from chapters, class discussions,
videos and lectures. Questions will be a test of both your knowledge and
your application skills
be sure to know how concepts can be applied to real business situations.
How is Consumer Behavior defined?
Reflects totality of consumer’s decisions with respect to the acquisition, consumption, and
disposition of goods, services, time, and ideas by (human) decision making units (over time)
Examples of the 3 major consumer behaviors
- buying represents one type of acquisition behavior, including ways of obtaining
products and services. Includes leasing, trading, or borrowing
- usage at very core of consumer behavior, has symbolic implications for the consumer
thus is imp for marketing strategies and tactics (influences other imp behaviors)
- how consumers get rid of an offering previously acquired
What are the 4 domains of consumer behavior?
Process of Making Decisions
Consumer Behavior Outcomes
Why are reference groups important?
How is CB relevant to public policy/advocacy groups?
Consumers who are particularly concerned about ethical marketing form advocacy groups to
create public awareness of inappropriate practices.
They also influence other consumers and
the targeted companies through strategies such as media statements/boycotts
Consumers also band together to form cooperatives (institutions where consumers minimize
costs and control marketing practices by acting as both owners and consumers)
Lawmakers/public policy groups strive to protect consumers from unfair, unsafe, or
inappropriate marketing practices
In protecting the right to be informed, consumer researchers investigate deceptive/misleading
Pres Kennedy declared that consumers have the right to safety, to info, to choice,
and to be heard.
Definition of surveys, interviews, focus groups, ethnographic research