Marketing Management Exam 2 Questions And 100%
Correct Answers 2025-2026
Brand Ambassadors - MARK via Word of Mouth influence and buzz marketing by
enlisting or creating opinion leaders
Consumer Behaviour - MARK cultural, social, personal, psychological
Cultural consumer behavior - MARK culture, subculture, social class
social consumer behaviour - MARK groups, social networks, family, and social roles and
status
personal consumer behavior - ANSWER occupation, age and life-cycle stage (Nielsen
Prizm), economic situation, personality and self-concept, lifestyle/psychographics
(measures consumer's major AIO dimensions - activities, interests, and opinions)
psychological consumer behavior - ANSWER motivation, perception, learning, beliefs
and attitudes
belief - ANSWER descriptive thought that a person holds about something, based on
real knowledge, opinion or faith (may or may not carry emotional charge)
attitude - ANSWER person's consistently favorable or unfavorable evaluations, feelings
and tendencies toward an object or idea (difficult to change)
types of buying decision behavior (short essay) - ANSWER complex,
dissonance-reducing, habitual, variety-seeking
, complex buying behavior - ANSWER in situations characterized by high consumer
involvement in a purchase and significant perceived differences among brands (car
purchases)
Dissonance-reducing buying behavior - ANS situations where there is high involvement
but few perceived differences between brands (carpet purchase)
habitual buying behavior - ANS low consumer involvement and few significant brand
differences are perceived (groceries)
variety-seeking buying behavior - ANS low consumer involvement but there are
significant perceived brand differences (brand switching due to sake of variety not due
to dissatisfaction)
Buyer decision process - ANS
market-targeting strategies - ANS
target marketing - ANSWER identifying market segments, selecting one or more of them
and developing products and marketing programs tailored to each
target market - ANSWER set of buyers who share common needs or characteristics that
a company decides to serve
market targeting - ANSWER evaluating each market segment's attractiveness and
selecting one or more market segments to enter
Market Segmentation-ANsWER dividing a market into distinct groups of buyers who
have different needs, characteristics, or behaviours and who might require separate
marketing strategies or mixes Differentiation - ANsWER actually differentiating the
market offering to create superior customer value Positioning - ANsWER arranging for a
market offering to occupy a clear distinctive and desirable place relative to competing
products in the minds of target consumers
customer-driven marketing strategy - ANSWER the goal is to create more value for
consumers we serve than competitors do
Correct Answers 2025-2026
Brand Ambassadors - MARK via Word of Mouth influence and buzz marketing by
enlisting or creating opinion leaders
Consumer Behaviour - MARK cultural, social, personal, psychological
Cultural consumer behavior - MARK culture, subculture, social class
social consumer behaviour - MARK groups, social networks, family, and social roles and
status
personal consumer behavior - ANSWER occupation, age and life-cycle stage (Nielsen
Prizm), economic situation, personality and self-concept, lifestyle/psychographics
(measures consumer's major AIO dimensions - activities, interests, and opinions)
psychological consumer behavior - ANSWER motivation, perception, learning, beliefs
and attitudes
belief - ANSWER descriptive thought that a person holds about something, based on
real knowledge, opinion or faith (may or may not carry emotional charge)
attitude - ANSWER person's consistently favorable or unfavorable evaluations, feelings
and tendencies toward an object or idea (difficult to change)
types of buying decision behavior (short essay) - ANSWER complex,
dissonance-reducing, habitual, variety-seeking
, complex buying behavior - ANSWER in situations characterized by high consumer
involvement in a purchase and significant perceived differences among brands (car
purchases)
Dissonance-reducing buying behavior - ANS situations where there is high involvement
but few perceived differences between brands (carpet purchase)
habitual buying behavior - ANS low consumer involvement and few significant brand
differences are perceived (groceries)
variety-seeking buying behavior - ANS low consumer involvement but there are
significant perceived brand differences (brand switching due to sake of variety not due
to dissatisfaction)
Buyer decision process - ANS
market-targeting strategies - ANS
target marketing - ANSWER identifying market segments, selecting one or more of them
and developing products and marketing programs tailored to each
target market - ANSWER set of buyers who share common needs or characteristics that
a company decides to serve
market targeting - ANSWER evaluating each market segment's attractiveness and
selecting one or more market segments to enter
Market Segmentation-ANsWER dividing a market into distinct groups of buyers who
have different needs, characteristics, or behaviours and who might require separate
marketing strategies or mixes Differentiation - ANsWER actually differentiating the
market offering to create superior customer value Positioning - ANsWER arranging for a
market offering to occupy a clear distinctive and desirable place relative to competing
products in the minds of target consumers
customer-driven marketing strategy - ANSWER the goal is to create more value for
consumers we serve than competitors do
