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Unit 2 of 5

Unit 2: Consumer Behavior and Market Research

Study guide for CLEP CLEP Principles of Marketing — Unit 2: Consumer Behavior and Market Research. Practice questions, key concepts, and exam tips.

42

Practice Questions

16

Flashcards

6

Key Topics

Key Concepts to Study

buying decision process
psychological factors
social influences
market segmentation
primary vs secondary research
survey design

Sample Practice Questions

Try these 5 questions from this unit. Sign up for full access to all 42.

Q1MEDIUM

Derived demand is characteristic of

A) B2C markets
B) B2B markets
C) service markets
D) non-profit markets
E) government markets
Show Answer

Answer: B — B2B markets is correct because B2B demand is derived from the demand for the final consumer product.

Q2EASY

B2B markets differ from B2C in that they have

A) more numerous smaller buyers
B) fewer larger buyers
C) less geographic concentration
D) non-professional buyers
E) one-time purchases
Show Answer

Answer: B — fewer larger buyers is correct because B2B markets have fewer, larger buyers, unlike B2C markets with numerous smaller buyers.

Q3MEDIUM

A company is considering introducing a new product line to the market. The product is a smartwatch that tracks fitness and health metrics. Which of the following is the most appropriate target market for this product?

A) Health-conscious individuals aged 25-45
B) Tech-savvy teenagers aged 13-18
C) Retirees aged 65 and above
D) Low-income families with limited access to healthcare
E) Athletes and fitness enthusiasts aged 18-25
Show Answer

Answer: A — The correct answer is A because the product's features align with the interests and needs of health-conscious individuals aged 25-45, who are likely to be interested in tracking their fitness and health metrics.

Q4HARD

A new task purchase in B2B buying involves

A) a routine purchase with an existing supplier
B) a modified version of a previous purchase
C) a purchase with no prior experience or knowledge
D) a purchase from a new supplier
E) a one-time purchase
Show Answer

Answer: C — a purchase with no prior experience or knowledge is correct because a new task purchase is a purchase with no prior experience or knowledge.

Q5MEDIUM

Which B2B buying type involves a new purchase?

A) Straight rebuy
B) Modified rebuy
C) New task
D) Recurring buy
E) Systematic buy
Show Answer

Answer: C — New task is correct because new task involves a new purchase. Distractor A is wrong as straight rebuy is a repeat purchase.

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Study Tips for Unit 2: Consumer Behavior and Market Research

  • Focus on understanding concepts, not memorizing facts — CLEP tests application
  • Practice with timed questions to build exam-day speed
  • Review explanations for wrong answers — they reveal common misconceptions
  • Use flashcards for key terms, practice questions for deeper understanding

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