Study Guide – Midterm exam- MKTG 410

Instructor: Dr. Kordrostami

Chapter 1 Buying, Having, and Being: An Introduction to Consumer Behavior

• What are the three stages of consumer behavior process?
• What does market segmentation mean and why marketers use this strategy?
• Define exchange and describe its importance in marketing.
• Explain how each of the following can be used as segmentation basis? Age, gender, family structure, social class and income, race and ethnicity, geography, lifestyles.
• What is database marketing? What is big data?
• How popular culture can impact marketing?
• What are the four different types of relationship that a person might have with a product?
• What are our motivations to consume? How our needs and wants differ and how they impact consumption?

Chapter 3 Perception

• Define sensation and its impact on marketing.
• Define perception and explain how does it influence consumer behavior.
• What is hedonic consumption and how does it relate to sensation?
• Define sensory marketing.
• Provide examples of each of the senses that are used in sensory marketing.
• How does color impact marketing practices?
• What does sound symbolism mean in marketing?
• Define “Need for Touch” and explain how it impacts consumption.
• What are the stages of perception?
• Define below terms:
  • Sensory threshold
  • Psychographics
  • Absolute threshold
  • Differential threshold
  • n.d.
• What is subliminal perception? Is subliminal advertising effective?
• Define attention. What is sensory overload?
• What is multitasking?
• How perceptual vigilance is different from perceptual defense? How these two personal filters impact attention?
• Define adaptation and explain its influence on marketing.
• Define interpretation.
• What is semiotics? What are the three important components in semiotics?

Chapter 4 Learning and Memory

• Define learning.
• What are the two streams of learning theories?
• Define behavioral learning. What are the types of behavioral learning?
• What are the components of classical conditioning?
• What are some marketing applications of classical conditioning?
• What is the other name for instrumental conditioning? What are the types of instrumental conditioning that can occur?
• What are the different types of reinforcement schedule that can happen in instrumental conditioning?
• What is frequency marketing? How is it related to instrumental conditioning?
• Define cognitive learning theory.
• What is observational learning? What are the different stages of observational learning?
• Define consumer socialization? How parents influence children’s consumption behavior?
• Define memory. What are the different types of memory? Explain each of the types of memory.
• How do marketers use associative networks and knowledge structures in marketing?
• Define schema and script. How these concepts impact marketing?
• What are some factors that help individuals to retrieve information?
• What are some factors that lead to forgetting information?
• Explain how recognition and recall are different.
• What is a response bias?

Chapter 13 Subcultures

• Why subcultures are important in marketing?
• Define acculturation. Who can perform the role of acculturation agent?
• How does progressive learning model help us to understand acculturation?
• When does deethnicization occur?
• What are the big three American ethnic subcultures? What are the characteristics of each of these ethnic subcultures?
• How does religious subcultures impact consumer behavior?
• What are the factors that impact family life cycle stages?
• Define age cohort. What are the age cohorts in the US? What are some of the characteristics of each of these cohorts?