MARK 350 Exam 1 – Micheletto
Question and answers verified to pass
2025/2026
Consumer Behavior - correct answer ✔The study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas or experiences to satisfy needs and desires
6 Questions of Conumer Behavior - correct answer ✔What?
Why?
Where?
How?
Who?
How Often?
Demographics - correct answer ✔Age, Gender, Family Structure, Social Class/Income, Race/Ethnicity
Market Segmentation - correct answer ✔Comes BEFORE Targeting
Process of dividing the total market into segments
Purpose: to design a marketing mix that will more precisely match needs
80/20 Rule - correct answer ✔20% of users account for 80% of sales
Role Theory - correct answer ✔Most everyday activity is the acting out of socially defined categories
(mother, manager, teacher)
Each role is a set of behaviors that someone fulfills
, Role Theory in Marketing - correct answer ✔Criteria used to evaluate products in one role may be
different than those in other roles
What are the different roles in marketing?
Can they be split amongst each other? - correct answer ✔Shopper, Buyer, User, Influencer
YES--they can all 4 be split!
Why is it important for businesses to learn about their heavy users? - correct answer ✔Because of the
80/20 Rule
Example: heavy users of fast food are single males, fast food restaurants want to get light users to visit
more often by adding healthier options
Consumer-Brand Relationships - correct answer ✔Self-concept attachment
Nostalgic attachment
Interdependence
Love
Self-Concept Attachment - correct answer ✔Product establishes user's identity
Nostalgic Attachment - correct answer ✔Product serves as a link with a past self (cars/cereal)
Interdependence - correct answer ✔Product is part of daily routine (vitamins/razors/toilet paper)
Love - correct answer ✔Elicits an emotional bond of warmth, passion, or other strong emotion (singer,
animals)
Question and answers verified to pass
2025/2026
Consumer Behavior - correct answer ✔The study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas or experiences to satisfy needs and desires
6 Questions of Conumer Behavior - correct answer ✔What?
Why?
Where?
How?
Who?
How Often?
Demographics - correct answer ✔Age, Gender, Family Structure, Social Class/Income, Race/Ethnicity
Market Segmentation - correct answer ✔Comes BEFORE Targeting
Process of dividing the total market into segments
Purpose: to design a marketing mix that will more precisely match needs
80/20 Rule - correct answer ✔20% of users account for 80% of sales
Role Theory - correct answer ✔Most everyday activity is the acting out of socially defined categories
(mother, manager, teacher)
Each role is a set of behaviors that someone fulfills
, Role Theory in Marketing - correct answer ✔Criteria used to evaluate products in one role may be
different than those in other roles
What are the different roles in marketing?
Can they be split amongst each other? - correct answer ✔Shopper, Buyer, User, Influencer
YES--they can all 4 be split!
Why is it important for businesses to learn about their heavy users? - correct answer ✔Because of the
80/20 Rule
Example: heavy users of fast food are single males, fast food restaurants want to get light users to visit
more often by adding healthier options
Consumer-Brand Relationships - correct answer ✔Self-concept attachment
Nostalgic attachment
Interdependence
Love
Self-Concept Attachment - correct answer ✔Product establishes user's identity
Nostalgic Attachment - correct answer ✔Product serves as a link with a past self (cars/cereal)
Interdependence - correct answer ✔Product is part of daily routine (vitamins/razors/toilet paper)
Love - correct answer ✔Elicits an emotional bond of warmth, passion, or other strong emotion (singer,
animals)
