Customer Strategy Exam Guide
Exam 1 Study Guide
Example Questions:
Textbook Examples:
_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. A) Perception B) Interpretation C) Information processing D) Perceptual exposure E) Selective exposure
A ________ is an unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.
A) focus group
B) qualitative interview
C) projective interview
D) depth interview
Answer: D
Lecture Examples:
A segmentation approach in which the researcher uses known categories of consumers is a (an) _______ approach.
A) Post hoc
B) A priori
C) demographic
D) None of the above
E) All of the above
TEXTBOOK
Chapter 1
Consumer behavior • The study of individuals, groups, or organizations and the processes they use to select, secure, use and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. • Four key aspects o Consumer behavior is a complex, multidimensional process. o Successful marketing decisions by require an understanding of consumer behavior o Collect information about the specific consumers involved in marketing decisions o Involves ethical issues, that affect firm, individual and society.
Customer value • The difference between all the benefits derived from a total product and all the costs of acquiring those benefits. • It is critical that a firm consider value from the customer’s perspective. • Consumers want things that lead to high level values. o Products o Relationships o Activities • Instrumental Values: preferred modes of behavior • Terminal Values: State of being or end state • Values are
Example Questions:
Textbook Examples:
_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. A) Perception B) Interpretation C) Information processing D) Perceptual exposure E) Selective exposure
A ________ is an unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.
A) focus group
B) qualitative interview
C) projective interview
D) depth interview
Answer: D
Lecture Examples:
A segmentation approach in which the researcher uses known categories of consumers is a (an) _______ approach.
A) Post hoc
B) A priori
C) demographic
D) None of the above
E) All of the above
TEXTBOOK
Chapter 1
Consumer behavior • The study of individuals, groups, or organizations and the processes they use to select, secure, use and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. • Four key aspects o Consumer behavior is a complex, multidimensional process. o Successful marketing decisions by require an understanding of consumer behavior o Collect information about the specific consumers involved in marketing decisions o Involves ethical issues, that affect firm, individual and society.
Customer value • The difference between all the benefits derived from a total product and all the costs of acquiring those benefits. • It is critical that a firm consider value from the customer’s perspective. • Consumers want things that lead to high level values. o Products o Relationships o Activities • Instrumental Values: preferred modes of behavior • Terminal Values: State of being or end state • Values are