Consumer Behavior Final Exam| 150
Questions with Detailed Solutions
Which of the following is not one of the four key tenets when considering the
study of consumer behavior? - -Market research looks narrowly at buyer
decisions to simplify the complexity of consumer behavior
- True or False: Brand marketing is the concept of building a differentiated,
recognizable identity for your company. - -true
- The marketing role focused on driving customers into a company's
purchase funnel (the detailed steps in a customer journey from awareness to
purchase), pushing them through that funnel until they make a purchase,
and doing so in a cost-effective way. - -acquisition marketing
- True or False: The conversion funnel is to move consumers from
consideration to awareness to purchase. - -False
- True or False: A marketer's role relative to consumer behavior ends when
the consumer selects a service or purchases a promoted product. - -False
- Which of the following is not an internal influence that impacts an
individual's sense of self? - -marketing messages
- This is likely the most significant external influence on a consumer's
behavior; includes values, norms, language, religion, cuisine and social
habits. - -culture
- True or False: Brand is a name, term, design, symbol or any other feature
that identifies one seller's good or service as distinct from those of other
sellers. - -true
- Business people truly needing to understand when and why consumers act
the way they do is ________. - -the foundation of all strategies with which a
company moves forward
- True or False: Brand marketers seek to drive brand health, which is often
defined as awareness and consideration of and affinity for a brand. - -True
- This states that consumers' unconscious desires drive purchase decisions,
and therefore, when marketing products and services, companies should
appeal to those desires. - -Dichter's theory of motivation
, - True or False: Innate needs are biological needs, such as food, water, air,
clothing and shelter. - -true
- True or False: Marketing innovation is defined as developing compelling
marketing messages that highlight a product's value proposition and
differentiating factors. - -false
- This is the governing body that reviews and regulates advertising materials
to ensure that content is true and doesn't overpromise. - -Federal Trade
Commission
- According to the consumer motivation process diagram, which of the
following is between "tension" and "action"? - -motivation
- According to the text, savvy companies define their brands in terms of
__________, not simply by the products they sell. - -the consumer needs they
satisfy
- Which of the following is not one of the three facets of needs presented in
the reading? - -the variation among customer needs results in companies
hyper-targeted messages
- True or False: McClelland's human motivation theory can be used to
influence how managers set goals, provide feedback and motivate and
reward team members. - -true
- True or False: The state of mind you experience as you search for
something to fulfill your need is your consumer framework. - -false
- True or False: Goal identification is part of consumer movement from
identifying needs and motivations to purchasing products and services. - -
true
- True or False: Physical stimuli from the outside environment is one of two
primary inputs to perception. - -true
- True or False: Information search is not one of the first three stages of the
consumer decision-making process. - -false
- True or False: Closure, a critical element of Gestalt psychology, deals with
objects that are part of a visual design being perceived as a group or a
pattern. - -false
- A 16-ounce bottle of Dasani water might be placed next to a salad bar so
consumers can grab a salad and water at lunch when he or she is on the go.
Questions with Detailed Solutions
Which of the following is not one of the four key tenets when considering the
study of consumer behavior? - -Market research looks narrowly at buyer
decisions to simplify the complexity of consumer behavior
- True or False: Brand marketing is the concept of building a differentiated,
recognizable identity for your company. - -true
- The marketing role focused on driving customers into a company's
purchase funnel (the detailed steps in a customer journey from awareness to
purchase), pushing them through that funnel until they make a purchase,
and doing so in a cost-effective way. - -acquisition marketing
- True or False: The conversion funnel is to move consumers from
consideration to awareness to purchase. - -False
- True or False: A marketer's role relative to consumer behavior ends when
the consumer selects a service or purchases a promoted product. - -False
- Which of the following is not an internal influence that impacts an
individual's sense of self? - -marketing messages
- This is likely the most significant external influence on a consumer's
behavior; includes values, norms, language, religion, cuisine and social
habits. - -culture
- True or False: Brand is a name, term, design, symbol or any other feature
that identifies one seller's good or service as distinct from those of other
sellers. - -true
- Business people truly needing to understand when and why consumers act
the way they do is ________. - -the foundation of all strategies with which a
company moves forward
- True or False: Brand marketers seek to drive brand health, which is often
defined as awareness and consideration of and affinity for a brand. - -True
- This states that consumers' unconscious desires drive purchase decisions,
and therefore, when marketing products and services, companies should
appeal to those desires. - -Dichter's theory of motivation
, - True or False: Innate needs are biological needs, such as food, water, air,
clothing and shelter. - -true
- True or False: Marketing innovation is defined as developing compelling
marketing messages that highlight a product's value proposition and
differentiating factors. - -false
- This is the governing body that reviews and regulates advertising materials
to ensure that content is true and doesn't overpromise. - -Federal Trade
Commission
- According to the consumer motivation process diagram, which of the
following is between "tension" and "action"? - -motivation
- According to the text, savvy companies define their brands in terms of
__________, not simply by the products they sell. - -the consumer needs they
satisfy
- Which of the following is not one of the three facets of needs presented in
the reading? - -the variation among customer needs results in companies
hyper-targeted messages
- True or False: McClelland's human motivation theory can be used to
influence how managers set goals, provide feedback and motivate and
reward team members. - -true
- True or False: The state of mind you experience as you search for
something to fulfill your need is your consumer framework. - -false
- True or False: Goal identification is part of consumer movement from
identifying needs and motivations to purchasing products and services. - -
true
- True or False: Physical stimuli from the outside environment is one of two
primary inputs to perception. - -true
- True or False: Information search is not one of the first three stages of the
consumer decision-making process. - -false
- True or False: Closure, a critical element of Gestalt psychology, deals with
objects that are part of a visual design being perceived as a group or a
pattern. - -false
- A 16-ounce bottle of Dasani water might be placed next to a salad bar so
consumers can grab a salad and water at lunch when he or she is on the go.
