Consumer Behavior: Midterm Study Guide, Fall 2016

Note: This study guide serves as a rough guide only. This study guide
is given to you as a way to help you organize the information we have
covered thus far. Keep in mind that students are responsible for all
the material that was covered in the lectures and in the readings.
Background of Marketing
What is the marketing concept?
What is a value proposition and what influences whether a value
proposition is successful?
The four Ps.
How can marketing be understood as a process? What does that mean?
Why do customers become more profitable over time? Know and
understand the specific reasons.
Introduction to Consumer Behavior and the Disciplines Related to Consumer
Behavior.

Know the definition of consumer behavior.

Know the different types of people that use consumer behavior insight
and how they apply the insight (e.g., social marketers vs. marketing
practitioners).
Know the types of questions consumer researchers may ask.
Understand the disciplines (e.g., anthropology) that are related to
consumer research and why these disciplines are important.
How did these disciplines contribute to consumer behavior and what are
some of the important insights to have come from these disciplines that
relate to consumer behavior? Also, understand the research methods
associated with each discipline (e.g., ethnography, experiments, etc.).

Segmentation
What are the different target marketing strategies (e.g., differentiated
marketing)? What are the benefits and weaknesses associated with
each?
Understand how companies can use perceptual maps for positioning
decisions.
Understand the relationship between income and social class and how
each variable can be used by marketers for segmentation.
Know why gender and age are important to marketing and how they can
be used to increase profitability.
For the segmentation variables we discussed, understand important
aspects of the variables. For example, important differences between
men and women.
Research Methods in Consumer Behavior

Understand experimental design and the logic of experimental design

very well.
Understand how to diagram experimental design (e.g., the design of an
experiment with Xs and Os).
Be able to draw and explain the conceptual models we discussed in class
(conceptual models involve the rectangles and arrows). For example, you
should be able to think of a variable that moderates the effect of another
variable and you should be able to illustrate that relationship.
Know the different sources of data for consumer research.
Know about the different research approaches in consumer research and
what the strengths and weakness are for the different approaches.
What does mediation and moderation refer to? Think of examples.
Understand the logic of an ANOVA, for example, within group and
between group variation.

Motivation, Ability, and Opportunity

What do these concepts mean in a marketing context?

Why are they important to marketers and how can knowledge of these
concepts benefit marketers?

Attitudes

What are the components of attitudes?

Know the characteristics of attitudes.
Understand the basis of attitudes and how attitudes are formed.
How can marketers appeal to our attitudes?
What is the multi-attribute model of attitudes and how can it be used to
benefit marketing strategy.
Know the elaboration likelihood model and the relevance of involvement.
What are peripheral cues?
What is the mere-exposure effect and what is misattribution.

Homework Assignments, Readings, and In-class Exercises

Understand the main points included in all class assignments. If you

missed a class, it is your responsibility to find out what you missed.
Know the relevance of each news article.