Consumer Behavior Exam

  • The Final Exam is comprehensive and covers all reading assignments and materials in Weeks 1 through 7. See the Final Exam Study Guide in Doc Sharing for details.
  • All TCOs are covered.
  • You will have 3 hours and 30 minutes to complete the Final Exam.
  • Remember to SAVE frequently, because when the time limit is reached, you will be exited from the exam automatically.
  • Note that short answer and essay questions won’t be included in the eCollege auto-grading function.

MKGT310 Final Exam Study Guide
1. The Final Exam is open book and open notes. The maximum time you can spend in the exam is 3 hours, 30 minutes. If you have not clicked the Submit for Grading button by then, you will be exited from the exam automatically. In the Final Exam environment, the Windows clipboard is disabled, so you will not be able to copy exam questions or answers to or from other applications.
2. You should click the Save Answers button in the exam frequently. This helps prevent connection timeouts that might occur with certain Internet service providers and also minimizes lost answers in the event of connection problems. If your Internet connection does break, when you reconnect, you will normally be able to get back into your Final Exam without any trouble. Remember, though, that the exam timer continues to run while students are disconnected, so students should try to log in again as quickly as possible. The Help Desk cannot grant any student additional time on the exam.
3. See the Syllabus section “Due Dates for Assignments & Exams” for due date information.
4. Reminders
You will only be able to enter your online Final Exam one time.
Click the Save Answers button often.
If you lose your Internet connection during your Final Exam, log on again and try to access it. If you are unable to enter the Final Exam, first contact the Help Desk and then your instructor.
You will always be able to see the time remaining in the Final Exam at the top right of the page.

5. Assessments With Multiple Pages
Make sure to click the Save Answers button before advancing to the next page (we also suggest clicking on Save Answers while you are working).
Complete all of the pages before submitting your Final Exam for instructor review.
Do NOT use your browser’s Back and Forward buttons during the Final Exam.
Please use the provided links for navigation.

6. Submitting Your Final Exam
When you are finished with the Final Exam, click on the Submit for Grading button.
Please note: Once you click the Submit for Grading button, you will NOT be able to edit or change any of your answers.

7. Exam Questions
There are 10 randomly selected essay questions each worth 25 points, for a total of 250 points.
The Final Exam covers all course TCOs and Weeks 1–7.
The Final Exam questions are pooled. This means that not everyone will have the same questions. Even if you do have some of the same questions, they may not be in the same order. These questions are distributed among the TCOs. The entire exam is worth 250 points.
On the essay questions, your answers should be succinct, should fully address each part of the question, and should demonstrate your knowledge and understanding in a concise but complete manner. Most essay questions require answers that are a couple of paragraphs (not a couple of sentences) that directly speak to each part of the question. Some students opt to work on the essay questions first, due to their higher point value and the length of time needed to adequately address each question, but this is entirely your choice.
Remember to always use proper citation when quoting other sources. This means that ANY borrowed material (even a short phrase) should be placed in quotation marks with the source (URL, author/date/page number) immediately following the end of the passage (the end quote). Changing a few words in a passage does NOT constitute putting it in your own words, and proper citation is still required. Borrowed material should NOT dominate a student’s work; it should only be used sparingly to support the student’s thoughts, ideas, and examples. Heavy usage of borrowed material (even if properly cited) can jeopardize the points for that question. Uncited material can jeopardize a passing grade on the exam. As a part of our commitment to academic integrity, your work may be submitted to, an online plagiarism-checking service. So please be VERY mindful of proper citation. 
8.  Some of the key study areas are shown below. Although these are key areas, remember that the exam is comprehensive for all of the assigned course content and this study guide may not be all-inclusive.
Critical values in marketing
Contextual marketing
Types of marketing strategies
Emotions in marketing
Occupational groups
Marketing strategies for different groups
Adoption of innovations
Cultural and group variances
Stratification matrix
Sacred and profane consumption
Problem-solving techniques
Groups and their perspectives
Life cycle factors
Internet based marketing
Environmental factors in buying  and re-buying decisions
Attitudes and behaviors for different groups
Motives and perceptions affecting buying
Stimulus generalization
Elaboration likelihood model
 TCO 6
Mass customization
Psychological factors’ influence on the marketing strategy and brand involvement
Buying decision-making process
Environmental effects on decision making
Marketing channels
Emotional appeals  and values
Components of attitude
Attitude models
Balance theory
Self conception and perception
Factors in selecting target markets
Market segmentation effects
Trait theory
Using technology for competitive advantages
Product signals
Organizational culture
Experience economy
Situational marketing influences
TCO 10
Ethics in marketing
Temporal factors in marketing
Internet marketing
Post-product dissatisfaction

9.  Areas that were discussed in the Discussion areas will be prime targets. 
10. Assignments will also be prime targets for revisiting. 
11. Reviewing the TCOs, which are listed below for your convenience, will also be a great preparation for the Final Exam.
1    Given that consumer behavior is an essential element of marketing strategy, define the steps in a marketing strategy and explain their link to consumer behavior.      
2    Given that smart marketing requires businesses to stay on top of demographic trends, demonstrate a solid understanding of generations and their marketing implications.      
3    Given the cultural diversity between and within countries, demonstrate an understanding of what variances in values exist across cultures.      
4    Given that the household is the basic purchasing and consuming unit and therefore of great importance to marketers, demonstrate knowledge of the household life cycle stages and their role in segmenting the market.      
5    Given that perception is a critical part of information processing for consumer decision making, gain an in-depth understanding of the nature of perception as it relates to marketing strategy.       
6    Given the importance of psychological factors (learning, memory, motivation, personality, and emotions) in consumer behavior, explain the difference between these factors as well as their role in designing marketing strategy.      
7    Given that marketers ultimately want to change behaviors or response tendencies, understand the components of an attitude (cognitive, affective, and behavioral) and how marketers change these components to influence consumer behavior.      
8    Given that marketers constantly strive to better understand their target markets, explain the value of psychographics or lifestyle as well as the popular systems that quantify lifestyle (e.g. VALS).       
9    Given that all behavior takes place within the context of a situation, demonstrate an understanding of how situational influences relate to marketing strategy.      
10    Given that the Consumer Decision Process helps marketers understand emotion, environment, and attribute based decisions, demonstrate a thorough understanding of the process.     

Finally, if you have any questions for me, please post them to our Q & A Forum or e-mail me. Good luck on the exam!

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