©THEBRIGHT 2024/2025 ALL RIGHTS RESERVED 10:15AM A+
SPMT 370 Waltemyer Unit 1 Test Exam
Questions And Answers |Latest 2025 |
Guaranteed Pass.
Course Behavior - Answer✔is a dynamic process, that can involve many people, involves many
decisions, and involves consumer emotions
consumer behavior as a field of study - Answer✔study of consumers as they go about the
consumption process; the science of studying how consumers seek value in an effort to address
real needs
Segmentation Types - Answer✔Behavior, Demographic, Psychographic
Behavior segmentation type - Answer✔Need-based, discount, new, and potential
Demographic - Answer✔Age, race/ethnicity, social class/income, sex/gender
Psychographic - Answer✔Believer, Experiencer, Innovator, Impulsive, Socialite, Wanderer
Touchpoint - Answer✔direct contacts between the firm and a customer
What affects consumer behavior? - Answer✔External influences, internal influences, decision
making process, outcomes and issues
What are the approaches to studying consumer behavior? - Answer✔Description, Explanatory,
and Exploratory (Quantitative- survey/questionnaire Qualitative- Ethnography, interviews,
focus groups, secret shoppers)
What does STP stand for? - Answer✔Segmentation, Targeting, Positioning
why is consumer behavior dynamic? - Answer✔Economy, technology, and globalization
Consumer behavior theory - Answer✔illustrates factors that shape consumption-related
behaviors and determine the value associated with consumption
1
, ©THEBRIGHT 2024/2025 ALL RIGHTS RESERVED 10:15AM A+
What is consumption? - Answer✔the process by which consumers use and transform products
into value
Value= - Answer✔benefits - costs
Utilitarian Value - Answer✔a value derived from a product or service that helps the consumer
solve problems and accomplish tasks
Hedonic Value - Answer✔value derived from the gratification that comes from some task
Total value concept (TVC) - Answer✔practiced when companies operate with the
understanding that products provide value in multiple ways
TVC - Answer✔Every produts value proposition is made up of the augmented elemets, plus the
ancillary elements
4 P's - Answer✔Product, Price, Place, Promotion
Product Differentiation - Answer✔creating and designing products so that customers perceive
them as different from competing products
product positioning - Answer✔the way a product is designed to create a perception in the mind
of the consumer
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
2
SPMT 370 Waltemyer Unit 1 Test Exam
Questions And Answers |Latest 2025 |
Guaranteed Pass.
Course Behavior - Answer✔is a dynamic process, that can involve many people, involves many
decisions, and involves consumer emotions
consumer behavior as a field of study - Answer✔study of consumers as they go about the
consumption process; the science of studying how consumers seek value in an effort to address
real needs
Segmentation Types - Answer✔Behavior, Demographic, Psychographic
Behavior segmentation type - Answer✔Need-based, discount, new, and potential
Demographic - Answer✔Age, race/ethnicity, social class/income, sex/gender
Psychographic - Answer✔Believer, Experiencer, Innovator, Impulsive, Socialite, Wanderer
Touchpoint - Answer✔direct contacts between the firm and a customer
What affects consumer behavior? - Answer✔External influences, internal influences, decision
making process, outcomes and issues
What are the approaches to studying consumer behavior? - Answer✔Description, Explanatory,
and Exploratory (Quantitative- survey/questionnaire Qualitative- Ethnography, interviews,
focus groups, secret shoppers)
What does STP stand for? - Answer✔Segmentation, Targeting, Positioning
why is consumer behavior dynamic? - Answer✔Economy, technology, and globalization
Consumer behavior theory - Answer✔illustrates factors that shape consumption-related
behaviors and determine the value associated with consumption
1
, ©THEBRIGHT 2024/2025 ALL RIGHTS RESERVED 10:15AM A+
What is consumption? - Answer✔the process by which consumers use and transform products
into value
Value= - Answer✔benefits - costs
Utilitarian Value - Answer✔a value derived from a product or service that helps the consumer
solve problems and accomplish tasks
Hedonic Value - Answer✔value derived from the gratification that comes from some task
Total value concept (TVC) - Answer✔practiced when companies operate with the
understanding that products provide value in multiple ways
TVC - Answer✔Every produts value proposition is made up of the augmented elemets, plus the
ancillary elements
4 P's - Answer✔Product, Price, Place, Promotion
Product Differentiation - Answer✔creating and designing products so that customers perceive
them as different from competing products
product positioning - Answer✔the way a product is designed to create a perception in the mind
of the consumer
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
2
