SPMT 370 WALTMYER UNIT 1 STUDY GUIDE
2026 COMPREHENSIVE QUESTION SET
WITH ANSWERS
◉ Perceptual map.
Answer: the tool used to graphically depict the positioning of
competing products
◉ Blue Ocean Strategy.
Answer: positioning a firm far away from competitors' positions so
that it creates an industry of its own and, at least for a time, isolates
itself from competitors
◉ Consumer personality.
Answer: individual characteristics (motivation, values, personality,
lifestyle, self-image, and emotions)
◉ consumer psychology.
Answer: processes of the mind (attitudes, learning, perceptions,
memory)
◉ Motivation.
, Answer: inner reasons that provide energy needed to achieve a goal
◉ Regulatory focus theory.
Answer: consumer behavior is centered around two primary
orientations (Homeostasis and Self Improvement)
◉ Homeostasis.
Answer: prevention focused (Utilitarian)
◉ Self-improvement.
Answer: Promotion focused (Hedonic)
◉ Are sport products a want or need?.
Answer: they are a want
◉ Need/want satisfaction is.
Answer: subjective and dynamic
◉ Maslow's Hierarchy of Needs.
Answer: (level 1) Physiological Needs, (level 2) Safety and Security,
(level 3) Relationships, Love and Affection, (level 4) Self Esteem,
(level 5) Self Actualization
2026 COMPREHENSIVE QUESTION SET
WITH ANSWERS
◉ Perceptual map.
Answer: the tool used to graphically depict the positioning of
competing products
◉ Blue Ocean Strategy.
Answer: positioning a firm far away from competitors' positions so
that it creates an industry of its own and, at least for a time, isolates
itself from competitors
◉ Consumer personality.
Answer: individual characteristics (motivation, values, personality,
lifestyle, self-image, and emotions)
◉ consumer psychology.
Answer: processes of the mind (attitudes, learning, perceptions,
memory)
◉ Motivation.
, Answer: inner reasons that provide energy needed to achieve a goal
◉ Regulatory focus theory.
Answer: consumer behavior is centered around two primary
orientations (Homeostasis and Self Improvement)
◉ Homeostasis.
Answer: prevention focused (Utilitarian)
◉ Self-improvement.
Answer: Promotion focused (Hedonic)
◉ Are sport products a want or need?.
Answer: they are a want
◉ Need/want satisfaction is.
Answer: subjective and dynamic
◉ Maslow's Hierarchy of Needs.
Answer: (level 1) Physiological Needs, (level 2) Safety and Security,
(level 3) Relationships, Love and Affection, (level 4) Self Esteem,
(level 5) Self Actualization
