BUS 332 Customer Engagement
Finals Mock Exam Review
(Questions & Solutions)
2025
©2025
,> Topics Covered Include:
> • Advanced market segmentation, targeting, and positioning (STP)
> • Consumer behavior models and decision-making processes
> • Integrated marketing communications (IMC) and digital media
strategies
> • Pricing strategies and product life cycle impacts
> • Branding and brand equity management
> • Data-driven marketing analytics and CRM
> • Ethical and socially responsible marketing
> • Global marketing and localization strategies
> • Marketing research methodologies
> • Strategic planning and trade-offs in marketing
---
Multiple Choice Questions (10 Questions)
Question 1:
A luxury fashion brand intends to enter a new market segment
dominated by consumers who value exclusivity and quality over price.
Which positioning approach should the company adopt?
- A. Cost leadership
- B. Differentiation
- C. Market penetration
- D. Niche marketing
ANS: B. Differentiation
Rationale: Differentiation focuses on developing unique product
features and a premium brand image that justify higher prices. For a
luxury brand, emphasizing quality and exclusivity (key differentiators) is
critical to attract consumers who are willing to pay a premium.
---
©2025
, Question 2:
When using advanced segmentation techniques, which of the following
bases typically provide the most actionable insights for customizing
marketing efforts?
- A. Demographic segmentation
- B. Behavioral segmentation
- C. Geographic segmentation
- D. Technographic segmentation
ANS: B. Behavioral segmentation
Rationale: Behavioral segmentation classifies customers based on their
actions, such as purchasing behavior, usage rate, and loyalty. These
insights allow marketers to tailor strategies that directly address
customer needs and habits, making campaigns more effective.
---
Question 3:
A company uses the AIDA model to design its advertising campaign. At
which stage in the model does the consumer take action, such as making
a purchase or signing up for a service?
- A. Attention
- B. Interest
- C. Desire
- D. Action
ANS: D. Action
Rationale: The AIDA model includes Attention, Interest, Desire, and
Action. The “Action” stage is where the consumer commits to a purchase
or engagement, making it the final and most critical step in converting
interest to sales.
---
Question 4:
©2025
Finals Mock Exam Review
(Questions & Solutions)
2025
©2025
,> Topics Covered Include:
> • Advanced market segmentation, targeting, and positioning (STP)
> • Consumer behavior models and decision-making processes
> • Integrated marketing communications (IMC) and digital media
strategies
> • Pricing strategies and product life cycle impacts
> • Branding and brand equity management
> • Data-driven marketing analytics and CRM
> • Ethical and socially responsible marketing
> • Global marketing and localization strategies
> • Marketing research methodologies
> • Strategic planning and trade-offs in marketing
---
Multiple Choice Questions (10 Questions)
Question 1:
A luxury fashion brand intends to enter a new market segment
dominated by consumers who value exclusivity and quality over price.
Which positioning approach should the company adopt?
- A. Cost leadership
- B. Differentiation
- C. Market penetration
- D. Niche marketing
ANS: B. Differentiation
Rationale: Differentiation focuses on developing unique product
features and a premium brand image that justify higher prices. For a
luxury brand, emphasizing quality and exclusivity (key differentiators) is
critical to attract consumers who are willing to pay a premium.
---
©2025
, Question 2:
When using advanced segmentation techniques, which of the following
bases typically provide the most actionable insights for customizing
marketing efforts?
- A. Demographic segmentation
- B. Behavioral segmentation
- C. Geographic segmentation
- D. Technographic segmentation
ANS: B. Behavioral segmentation
Rationale: Behavioral segmentation classifies customers based on their
actions, such as purchasing behavior, usage rate, and loyalty. These
insights allow marketers to tailor strategies that directly address
customer needs and habits, making campaigns more effective.
---
Question 3:
A company uses the AIDA model to design its advertising campaign. At
which stage in the model does the consumer take action, such as making
a purchase or signing up for a service?
- A. Attention
- B. Interest
- C. Desire
- D. Action
ANS: D. Action
Rationale: The AIDA model includes Attention, Interest, Desire, and
Action. The “Action” stage is where the consumer commits to a purchase
or engagement, making it the final and most critical step in converting
interest to sales.
---
Question 4:
©2025
