Study Guide 1: Exam 1

I. Consumer Behavior as a Discipline

1. What is consumer behavior?
2. Why did it evolve?
3. What is the role of consumer research?
   1. What have been the major streams of research?
   2. What is left to explore?
   3. What questions are answered for the most part?
4. What is the marketing concept and how does it relate to the field of consumer behavior?
5. How does strategic planning relate to consumer behavior?

II. Services/Ethics

1. What are the rights of marketers?
2. What are the rights of consumers?
3. What are the sources of consumer protection?
4. Identify some ethical considerations in the field of consume behavior.
5. What distinguishes services from products?
6. Explain the difference between teleology, utilitarianism, and deontology.
7. Identify the types of unethical marketing behavior and give examples of each. What do you think about them?
8. Do you think individual consumers can affect the marketplace? Why or why not?

III. Consumer Decision Making

1. How do the various "models of consumers" relate to consumer behavior?
2. What are the various ways consumers can make decisions?
   1. Decision rules
   2. How the rules relate to the study of consumer behavior
3. What are the basic components of consumer decision models?
   1. How do the various models we discussed build on one another?

IV. Consumer Research

1. What constitutes guidelines of successful research?
2. What is the scientific approach and what are its components?
3. How are hypotheses developed and how do they relate to the consumer research process?
4. What are the differences between primary and secondary data?
   1. What are examples of each?
5. Distinguish between qualitative and quantitative data
   1. How are each collected?
   2. What are the uses of each?
6. What are the basic methods of data collection?
   1. What problems are associated with each method?
   2. What are the strong points of each method?
7. What are the basic steps in questionnaire development?
8. What constitutes a good questionnaire?

V. Segmentation

1. Why is segmentation important for consumer behavior specialists?
2. What are the basic methods of segmentation?
3. How is segmentation used?
4. How does one go about segmenting a market? (8 S's)
5. What is VALS 2?

VI. Social Class

1. Why is social class important to the study of consumer behavior?
2. What are the major social classes and values & beliefs associated with them?
3. How might you measure social class?

VII. Culture

1. What are the components of culture? Why are they important?
2. What are the American "core values"?
3. What are the characteristics of customs?
4. What are the differences between culture & subculture?

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