STUKENT CERTIFICATION TEST 1QUESTIONS &
ANSWERS
Which of the following is not one of the four key tenets when considering the study of
consumer behavior? - Answer -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. - Answer -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. -
Answer -acquisition marketing
The conversion funnel is to move consumers from consideration to awareness to
purchase. - Answer -False
A marketer's role relative to consumer behavior ends when the consumer selects a
service or purchases a promoted product. - Answer -False
Which of the following is not an internal influence that impacts an individual's sense of
self? - Answer -marketing messages
This is likely the most significant external influence on a consumer's behavior; includes
values, norms, language, religion, cuisine, and social habits. - Answer -culture
Marketing innovation is defined as developing compelling marketing messages that
highlight a product's value proposition and differentiating factors. - Answer -false
This is the governing body that reviews and regulates advertising materials to ensure
that content is true and doesn't overpromise. - Answer -federal trade commission
According to the consumer motivation process diagram, which of the following is
between "tension" and "action"? - Answer -motivation
According to the text, savvy companies define their brand in terms of _____, not simply
by the products they sell. - Answer -the consumer needs they satisfy
Which of the following is not one of the three facets of needs presented in the reading? -
Answer -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. - Answer -true
, The state of mind you experience as you search for something to fulfill your need is your
consumer framework. - Answer -false
Goal identification is part of consumer movement from identifying needs and
motivations to purchasing products and services. - Answer -true
Physical stimuli from outside environment is one of two primary inputs to perception -
Answer -true
Information search is not one of the first three stages of the consumer decision-making
process - Answer -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 - Answer -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 - Answer -ambush marketing
The first step in understanding how to create or change perceptions is to - Answer -
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. - Answer -external
stimuli
Perception is all about the objective reality of their environment-not consumers'
subjective understanding of the world around them. - Answer -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. - Answer -True
Business people truly needing to understand when and why consumers act the way
they do is - Answer -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. - Answer -true
This states that consumers' unconscious desires drive purchase decisions, and
therefore, when marketing products and services, companies should appeal to those
desires. - Answer -Ditcher's theory of motivation
ANSWERS
Which of the following is not one of the four key tenets when considering the study of
consumer behavior? - Answer -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. - Answer -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. -
Answer -acquisition marketing
The conversion funnel is to move consumers from consideration to awareness to
purchase. - Answer -False
A marketer's role relative to consumer behavior ends when the consumer selects a
service or purchases a promoted product. - Answer -False
Which of the following is not an internal influence that impacts an individual's sense of
self? - Answer -marketing messages
This is likely the most significant external influence on a consumer's behavior; includes
values, norms, language, religion, cuisine, and social habits. - Answer -culture
Marketing innovation is defined as developing compelling marketing messages that
highlight a product's value proposition and differentiating factors. - Answer -false
This is the governing body that reviews and regulates advertising materials to ensure
that content is true and doesn't overpromise. - Answer -federal trade commission
According to the consumer motivation process diagram, which of the following is
between "tension" and "action"? - Answer -motivation
According to the text, savvy companies define their brand in terms of _____, not simply
by the products they sell. - Answer -the consumer needs they satisfy
Which of the following is not one of the three facets of needs presented in the reading? -
Answer -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. - Answer -true
, The state of mind you experience as you search for something to fulfill your need is your
consumer framework. - Answer -false
Goal identification is part of consumer movement from identifying needs and
motivations to purchasing products and services. - Answer -true
Physical stimuli from outside environment is one of two primary inputs to perception -
Answer -true
Information search is not one of the first three stages of the consumer decision-making
process - Answer -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 - Answer -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 - Answer -ambush marketing
The first step in understanding how to create or change perceptions is to - Answer -
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. - Answer -external
stimuli
Perception is all about the objective reality of their environment-not consumers'
subjective understanding of the world around them. - Answer -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. - Answer -True
Business people truly needing to understand when and why consumers act the way
they do is - Answer -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. - Answer -true
This states that consumers' unconscious desires drive purchase decisions, and
therefore, when marketing products and services, companies should appeal to those
desires. - Answer -Ditcher's theory of motivation
