CONSUMER BEHAVIOUR 9TH EDITION BY
SOLOMON EXAM SCRIPT 2026 QUESTIONS
WITH ANSWERS GRADED A+
◉ Jessie shared her opinion about the new Moto Android phone in an
online group. Luis, who is looking for a new phone, read the review and
used Jessie's opinion to help select his new phone. This scenario
demonstrates participation in a ______________. Answer: consumption
community
◉ Consumer behavior is a process. In the study of this important topic,
we learn that the _______ is a transaction in which two or more
organizations or people give and receive something of value. Answer:
exchange
◉ Consumer behavior is a process. As part of this process, we study
_______, which are descriptive characteristics of a population. Answer:
demographics
◉ Evolving from a mass culture in which many consumers share the
same preferences to a diverse one in which we each have almost an
infinite number of choices makes it more important than ever to
_____________. Answer: identify distinct market segments and develop
specialized messages for those groups
, ◉ Identifying your most faithful customer, or heavy user, and then
focusing your marketing efforts on them is a clever marketing strategy.
In many cases, marketers use the _______ rule, where _______ percent
of the users account for _______ percent of the sales. Answer: 80/20; 20;
80
◉ TJ is a savvy marketer and knows that the Atlantic hurricane season
begins on June 1st. To prepare his annual strategic marketing plan for
the Florida division, he studies his consumer segments for wants and
needs, and then pre-designs several brand loyalty-building campaigns
for the third quarter (July-September). Which of the following is most
likely to fail? Answer: Text ChargeMe246 for a list of locations with free
mobile phone charging stations.
◉ Ron's Hardware store tracks consumer buying habits and then uses
that data to design marketing messages. For instance, data analysis
indicated that consumers who purchased flower plants such as
geraniums, rhododendrons, and azaleas usually returned within 30 days
to purchase fertilizer designed for outdoor flowing plants. Therefore,
Ron tailored a two-week follow-up marketing message for this segment
that highlighted sales on flowering plant fertilizers. Marketers refer to
this process as_____________. Answer: database marketing
◉ The use of _______ allows an organization to target its product,
service, or idea only to specific groups of consumers rather than to
everybody-even if it means that other consumers who don't belong to
this target market aren't exposed to it. Answer: market segmentation
strategies
SOLOMON EXAM SCRIPT 2026 QUESTIONS
WITH ANSWERS GRADED A+
◉ Jessie shared her opinion about the new Moto Android phone in an
online group. Luis, who is looking for a new phone, read the review and
used Jessie's opinion to help select his new phone. This scenario
demonstrates participation in a ______________. Answer: consumption
community
◉ Consumer behavior is a process. In the study of this important topic,
we learn that the _______ is a transaction in which two or more
organizations or people give and receive something of value. Answer:
exchange
◉ Consumer behavior is a process. As part of this process, we study
_______, which are descriptive characteristics of a population. Answer:
demographics
◉ Evolving from a mass culture in which many consumers share the
same preferences to a diverse one in which we each have almost an
infinite number of choices makes it more important than ever to
_____________. Answer: identify distinct market segments and develop
specialized messages for those groups
, ◉ Identifying your most faithful customer, or heavy user, and then
focusing your marketing efforts on them is a clever marketing strategy.
In many cases, marketers use the _______ rule, where _______ percent
of the users account for _______ percent of the sales. Answer: 80/20; 20;
80
◉ TJ is a savvy marketer and knows that the Atlantic hurricane season
begins on June 1st. To prepare his annual strategic marketing plan for
the Florida division, he studies his consumer segments for wants and
needs, and then pre-designs several brand loyalty-building campaigns
for the third quarter (July-September). Which of the following is most
likely to fail? Answer: Text ChargeMe246 for a list of locations with free
mobile phone charging stations.
◉ Ron's Hardware store tracks consumer buying habits and then uses
that data to design marketing messages. For instance, data analysis
indicated that consumers who purchased flower plants such as
geraniums, rhododendrons, and azaleas usually returned within 30 days
to purchase fertilizer designed for outdoor flowing plants. Therefore,
Ron tailored a two-week follow-up marketing message for this segment
that highlighted sales on flowering plant fertilizers. Marketers refer to
this process as_____________. Answer: database marketing
◉ The use of _______ allows an organization to target its product,
service, or idea only to specific groups of consumers rather than to
everybody-even if it means that other consumers who don't belong to
this target market aren't exposed to it. Answer: market segmentation
strategies
