STUKENT Test 1 |69 Questions with 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
-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
-The conversion funnel is to move consumers from consideration to awareness to
purchase. - -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
-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 with a company moves forward
-Brand marketers see 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. - -
Ditcher's theory of motivation
-Innate needs are biological needs, such as food, water, air, clothing and shelter - -true
-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 brand 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
-McClelland's human motivation theory can be used to influence how managers set goals,
provide feedback and motivate and reward team members. - -true
-The state of mind you experience as you search for something to fulfill your need is your
consumer framework. - -false
-Goal identification is part of consumer movement from identifying needs and motivations
to purchasing products and services. - -true
-Physical stimuli from outside environment is one of two primary inputs to perception - -
true
-information search is not one of the first three stages of the consumer decision-making
process - -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. This product placement
exemplifies the Gestalt psychology element of - -proximity
-__________ is the practice of placing ads in places where consumers don't expect to see them
or where they simply can't avoid them - -ambush marketing
-The first step in understanding how to create or change perceptions is to - -understand
the elements of perception that consumers use to understand the world around them
-When it comes to problem recognition, in the case of __________ marketers can create ads
that consumers hear and see so consumers realize they have an unmet need awaiting
fulfillment and that a marketer's product can fulfill that need. - -external stimuli
-perception is all about the objective reality of their environment-not consumers'
subjective understanding of the world around them. - -false
-an example of how stimuli affects marketing efforts is Snapple's elimination of the plastic
seal around the bottle caps. - -true
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
-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
-The conversion funnel is to move consumers from consideration to awareness to
purchase. - -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
-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 with a company moves forward
-Brand marketers see 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. - -
Ditcher's theory of motivation
-Innate needs are biological needs, such as food, water, air, clothing and shelter - -true
-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 brand 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
-McClelland's human motivation theory can be used to influence how managers set goals,
provide feedback and motivate and reward team members. - -true
-The state of mind you experience as you search for something to fulfill your need is your
consumer framework. - -false
-Goal identification is part of consumer movement from identifying needs and motivations
to purchasing products and services. - -true
-Physical stimuli from outside environment is one of two primary inputs to perception - -
true
-information search is not one of the first three stages of the consumer decision-making
process - -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. This product placement
exemplifies the Gestalt psychology element of - -proximity
-__________ is the practice of placing ads in places where consumers don't expect to see them
or where they simply can't avoid them - -ambush marketing
-The first step in understanding how to create or change perceptions is to - -understand
the elements of perception that consumers use to understand the world around them
-When it comes to problem recognition, in the case of __________ marketers can create ads
that consumers hear and see so consumers realize they have an unmet need awaiting
fulfillment and that a marketer's product can fulfill that need. - -external stimuli
-perception is all about the objective reality of their environment-not consumers'
subjective understanding of the world around them. - -false
-an example of how stimuli affects marketing efforts is Snapple's elimination of the plastic
seal around the bottle caps. - -true
