Consumer Behavior/MKTG Exam

Please select the one best answer for the multiple choice section.
Then select any three (3 total) of
Your answers and write a short essay stating WHY you have selected
the answer.

Full Name:
Intake:

ANSWER SHEET

1. 2. 3. 4. 5.

6. 7. 8. 9. 10.

11. 12. 13. 14. 15.

16. 17. 18. 19. 20.

1) What is Marketing?
a) An orientation to the customer
b) An orientation towards the share holder
c) An Orientation towards PR and making people like the company
d) None of the above

2) A product is:
a) A solution to the problem of a customer
b) Something marketing does, sometimes not
c) Whatever you want it to be
d) None of the above

3) Positioning in Marketing is:

a) Where you play the marketing game and win (more for more, more for less,
same for less etc.)
b) A game we play in boardrooms
c) Like baseball, but more for business
d) None of the above

4) Segmentation is something Marketers do because:

a) Well that’s just what they do, why ask?
b) It makes us sound sophisticated.
c) It is something the boss expects
d) To establish target markets
e) None of the above

5) B2b Marketing is:

A) Oriented towards selling to other businesses
B) Oriented towards selling to end consumers
C) Done only with a database and NO other way!
D) None of the above

6) B2C Marketing is:

a) The most fun, creative and interesting thing to do in Marketing
b) Selling to the end consumer
c) Done on the internet only
d) None of the above

7) Marketing Channels are:

a) How we reach and touch customers: phone, online, in person, etc.
b) How we buy boats but not ships, which are too big for channels
 c) All about how we feel about the product
d) None of the above
e) All of the above

8) The “augmented product is”

A) Services and terms, we add to the product
B) Something we all do from time to time
C) A way to make the product identical to the other competitors
D) All of the above

9) The Core Benefit of a Product is

a) Like an apple core, it’s in the center
b) Benefits are core to existence and this is how customers feel about it, after all.
c) The true reason the customer buys, the need behind the need.
d) All of the above

10) Most business is:

a) B2B
b) B2C
c) B2G
d) G2G
e) None of the above
f) All of the above

11) The Marketing Plan exists because:

a) Its just what Marketers have always done, its tradition
b) To exact scarse resources, and to prioritize actions
c) To impress your boss and colleagues
d) To show you have studied MBA
e) None of the above

12) Marketers can use the following for segmentation

a) Demographics
b) Psychographics
c) Geographics
d) Behavior
e) All of the above
13) Demographics is
a) Means “population” such as age, income, gender
b) Means Politics
c) Means how people feel
d) None of the above
e) All of the above

14) Psychographics is:

a) Aggregate population
b) Where people live and how they live their lives
c) vAttitudes and perceptions of the psyche
d) All of the above

15) Geo-Demography is
a) The use of demographics linked to geography such as PRIZM, ACORN as used in
the USA and UK
b) A silly combination of words misused by marketers
c) It depends
d) None of the above

16) Case studies are used in Marketing because:

a) Harvard does it, so we all try to copy Harvard
b) To get an understanding of how some theories can be proven by applying them
to reality.
c) To keep MBA students busy
d) None of the above

17) The Chief Marketing Officer:

a) Is the head of Marketing, Sales, Public relations and Customer Service
b) Is the next CEO
c) Can inspire the organization to focus on the customer
d) All of the above

18) Salesmanship is
a) The art and science of knowing what the customer wants and can afford and
asking them to buy and Managing all the people and resources for this
 b) How to fool customers into buying your overpriced products and services
c) A way to make the most money in one’s career
d) None of the above

19) The Brand of a company is (according to your professor)

a) A waste of time and a scam by the advertising industry
b) A story about your customer’s life and how this life improves with your brand
c) A story about your company history, logo and name
d) A way to obey all local, national, and international law

20) Advertising is:

a) A department inside of Marketing
b) A way to communicate the brand consistently to customers
c) An interesting industry which employs “creative people”
d) An industry with many possible awards and awards ceremonies and events