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Samplepractice Exam 2017 Questions and Answers PDF
Samplepractice Exam 2017 Questions and Answers PDF
Model Exam Consumer Behavior 2016
10 open essay questions, maximum 10 points for each question. It is important to recognize
that the way of reasoning and arguing as well as your writing style is significant in the grading
process of the answers.
It is permitted to write the answers in the Dutch language.
1. There are many ways that consumers can acquire products and services. These offerings
can have different acquisition methods. Mention three of them, define them and
describe the underlying buying decisions.
2. How is consumer behavior defined? Describe the differences in benefits of studying
consumer behavior for marketing managers, consumers and policymakers, explain these
differences and give examples.
3. Consumer researchers are gaining deeper insights by measuring physiological reactions
of consumers. Describe how and why these researchers of measure methods use these
insights and what kind of applications do exist.
4. Mention three types of consumer researchers and emphasize one positive and one
negative aspects for each of these types.
5. Describe Maslow’s hierarchy of needs. Mention two advantages and two disadvantages
of this model?
6. With zipping consumers fast‐forward through the commercials when viewing the
programs on TV, yet they can still identify the brand or product category in the many of
the ads. This can have a positive influence on brand attitude. Describe the differences
with zapping.
7. Consumer memory is the persistence of learning over time, via the storage and retrieval
of information, either consciously or unconsciously. A. Distinguish three types of
memory and define them. B. What are marketing implications for approaching
particularly the long‐term memory?
8. Consumer attitudes are based on cognitions and affections. Explain how attitudes form
and change and provide an explanation of how, when and why attitudes predict
behavior.
9. Marketers must understand the nature of consumer’s responses to dissatisfaction.
What kind of decisions can consumers take and what can be the marketing implications.
10. There are many additional ways of disposing of an offering. Explain the methods used in
the taxonomy of voluntary disposition of ‘give away’, ‘recycle’, ‘use up’ and ‘destroy’ by
its different foci.
Answer indications:
1. A. Buying (ownership) B. Sharing (preventing high acquisition costs) C. Renting
(temporarily possession)
2. Consumer Behavior is reflects the totality of consumer’s decisions with respect to the
acquisition, consumption, and disposition of goods, services, activities, experiences,
people and ideas by (human) decision‐making units (over time). A. Marketing managers:
getting insights into consumers’ value to deliver appropriate goods and services through
marketing research. B. Consumers: to understand differences in the supply side of
economics to make better choices for example based on consumer magazines C. Policy
makers: to develop legislation in protecting consumers, for example by banning tobacco
advertising
3. In contrast to surveys, self‐reports and observing purchasing behavior
psychophysiological reactions of consumers to marketing actions are often automatic,
unconsciousness and rapid. What can be measured are for example facial expressions,
eye movements, skin conductance, muscle movement and brain activities.
Developments in neuroscience have led to new methodologies to gain deeper insights in
understanding consumer responses, for example to determine which ad attract and
retain attention and how marketers could engage consumers so they will not click away
from online video ads. (f.e Frito‐Lay, orange cheesy residue by eating Cheetos snacks)
4. A. in‐house marketing research departments (pos. insight in consumer experiences
improve better products, services; neg. invasion of consumer privacy) B. External
marketing Research Firms (pos. more satisfying acquisition and post purchase
experiences; neg. unscrupulous deceptive research practices) C. Academics and
Academic Research Centers (pos. state‐of‐the‐art studies; neg. higher marketing costs,
which in turn translate into higher consumer prices)
5. Exhibit 2.3 and slides session 2
6. With zapping, which is the use of a remote control to switch channels during
commercial breaks, consumers avoid ads. Zipping and zapping are used by consumers to
gain control over what they are exposed to.
7. Sensory memory, working memory, long‐term memory (chapter 4). Various techniques
can leverage the power of episodic memory: promote empathy and identification, cue
and preserve episodic memories and reinterpret past consumption experiences
8. Use the expectancy‐value model for the first explanation and the theory of reasoned
action for the second one. (chapter 5)
9. They can take no action, or discontinue purchasing the product or service. Consumers
can also complain to the company or to a third party and perhaps return the item. And
they can participate in negative word‐of‐mouth communication. Companies should pay
close attention to customer characteristics (problem perception, cc‐relationship,
psychographic and personal characteristics) and set up complaint‐resolution policies and
practices.
10. Exhibit 10.10