The best way to prepare for your 750 exam is as follows:

1. Read the book chapters carefully before class and jot down notes.

2. Download a copy of the slides before class and add your own notes during the class session.

3. Go back over the book chapters and your class notes and generate and submit exam questions via e-mail.  If you submit questions be sure to provide the appropriate answer and source (page number in the book or slides from class).

4. Look over the sample questions provided to get an idea of the format. 

Samples of past exam questions are provided for you to look over.  The standard format will include twenty multiple choice questions (3 points each), two short answer questions (10 points each), and one extended essay question (20 points).

Multiple Choice:

1.                  Marketers study consumer behavior to

a)  Determine consumer decision making

b)  Justify their actions

c)  Better serve their customers

d)  None of the above

2.                  Success in today’s marketplace requires:

a)  Attracting, satisfying and retaining customers

b)  Designing novel promotional strategies

c)  Outsmarting the competition

d)  Segmenting the marketplace

3.       The amount of problem solving a consumer engages in during decision

           making depends on

            a)  Their involvement in the product category

            b)  The amount of differentiation between alternatives

            c)  Time available

            d)  All of the above

Short Answer:

4.       Hofstede identified four dimensions for characterizing cultural differences. 

          What are these four dimensions and what does each refer to?  (10 points)

5.       Explain the premise behind cohort analysis.  How and why cohort analysis is used by marketers (5 points).  Select a generational cohort and describe what we know about this group.  (Shared experiences, values, and traits of interest to a marketer)  (5 points)

 

Extended Essay:

 

6.       The consumer decision process, as characterized in our textbook, involves as series of stages.  However, as we discussed in class, the consumer decision making process depends on the product being purchased, characteristics of the consumer and the nature of the decision.  Compare and contrast the purchase process for two different types of products (10 points).  Discuss the marketing implications associated with the similarities and differences (10 points).

 

[last updated January 20, 2004]