STUKENT Test 1 UPDATED ACTUAL
Exam Questions and CORRECT Answers
Which of the following is not one of the four key tenets when considering the study of consumer
behavior? - CORRECT 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. - CORRECT 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. - CORRECT ANSWER -
acquisition marketing
The conversion funnel is to move consumers from consideration to awareness to purchase. -
CORRECT ANSWER - False
A marketer's role relative to consumer behavior ends when the consumer selects a service or
purchases a promoted product. - CORRECT ANSWER - False
Which of the following is not an internal influence that impacts an individual's sense of self? -
CORRECT 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. - CORRECT ANSWER - 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. - CORRECT ANSWER - True
, Business people truly needing to understand when and why consumers act the way they do is -
CORRECT 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. - CORRECT ANSWER - true
This states that consumers' unconscious desires drive purchase decisions, and therefore, when
marketing products and services, companies should appeal to those desires. - CORRECT
ANSWER - Ditcher's theory of motivation
Innate needs are biological needs, such as food, water, air, clothing and shelter - CORRECT
ANSWER - true
Marketing innovation is defined as developing compelling marketing messages that highlight a
product's value proposition and differentiating factors. - CORRECT ANSWER - false
This is the governing body that reviews and regulates advertising materials to ensure that content
is true and doesn't overpromise. - CORRECT ANSWER - federal trade commission
According to the consumer motivation process diagram, which of the following is between
"tension" and "action"? - CORRECT ANSWER - motivation
According to the text, savvy companies define their brand in terms of _____, not simply by the
products they sell. - CORRECT ANSWER - the consumer needs they satisfy
Which of the following is not one of the three facets of needs presented in the reading? -
CORRECT 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. - CORRECT ANSWER - true
Exam Questions and CORRECT Answers
Which of the following is not one of the four key tenets when considering the study of consumer
behavior? - CORRECT 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. - CORRECT 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. - CORRECT ANSWER -
acquisition marketing
The conversion funnel is to move consumers from consideration to awareness to purchase. -
CORRECT ANSWER - False
A marketer's role relative to consumer behavior ends when the consumer selects a service or
purchases a promoted product. - CORRECT ANSWER - False
Which of the following is not an internal influence that impacts an individual's sense of self? -
CORRECT 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. - CORRECT ANSWER - 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. - CORRECT ANSWER - True
, Business people truly needing to understand when and why consumers act the way they do is -
CORRECT 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. - CORRECT ANSWER - true
This states that consumers' unconscious desires drive purchase decisions, and therefore, when
marketing products and services, companies should appeal to those desires. - CORRECT
ANSWER - Ditcher's theory of motivation
Innate needs are biological needs, such as food, water, air, clothing and shelter - CORRECT
ANSWER - true
Marketing innovation is defined as developing compelling marketing messages that highlight a
product's value proposition and differentiating factors. - CORRECT ANSWER - false
This is the governing body that reviews and regulates advertising materials to ensure that content
is true and doesn't overpromise. - CORRECT ANSWER - federal trade commission
According to the consumer motivation process diagram, which of the following is between
"tension" and "action"? - CORRECT ANSWER - motivation
According to the text, savvy companies define their brand in terms of _____, not simply by the
products they sell. - CORRECT ANSWER - the consumer needs they satisfy
Which of the following is not one of the three facets of needs presented in the reading? -
CORRECT 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. - CORRECT ANSWER - true
