SPMT 370 WALTEMYER UNIT 1 TEST
EXAM 2025 QUESTIONS AND ANSWERS
Course Behavior - ANS is a dynamic process, that can involve many people, involves many
decisions, and involves consumer emotions
consumer behavior as a field of study - ANS 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 - ANS Behavior, Demographic, Psychographic
Behavior segmentation type - ANS Need-based, discount, new, and potential
Demographic - ANS Age, race/ethnicity, social class/income, sex/gender
Psychographic - ANS Believer, Experiencer, Innovator, Impulsive, Socialite, Wanderer
Touchpoint - ANS direct contacts between the firm and a customer
What affects consumer behavior? - ANS External influences, internal influences, decision
making process, outcomes and issues
1 Copyright ©BRIGHSTARS ALL RIGHTS RESERVED 2025
, What are the approaches to studying consumer behavior? - ANS Description, Explanatory,
and Exploratory (Quantitative- survey/questionnaire Qualitative- Ethnography, interviews,
focus groups, secret shoppers)
What does STP stand for? - ANS Segmentation, Targeting, Positioning
why is consumer behavior dynamic? - ANS Economy, technology, and globalization
Consumer behavior theory - ANS illustrates factors that shape consumption-related
behaviors and determine the value associated with consumption
What is consumption? - ANS the process by which consumers use and transform products
into value
Value= - ANS benefits - costs
Utilitarian Value - ANS a value derived from a product or service that helps the consumer
solve problems and accomplish tasks
Hedonic Value - ANS value derived from the gratification that comes from some task
Total value concept (TVC) - ANS practiced when companies operate with the understanding
that products provide value in multiple ways
TVC - ANS Every produts value proposition is made up of the augmented elemets, plus the
ancillary elements
4 P's - ANS Product, Price, Place, Promotion
2 Copyright ©BRIGHSTARS ALL RIGHTS RESERVED 2025
EXAM 2025 QUESTIONS AND ANSWERS
Course Behavior - ANS is a dynamic process, that can involve many people, involves many
decisions, and involves consumer emotions
consumer behavior as a field of study - ANS 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 - ANS Behavior, Demographic, Psychographic
Behavior segmentation type - ANS Need-based, discount, new, and potential
Demographic - ANS Age, race/ethnicity, social class/income, sex/gender
Psychographic - ANS Believer, Experiencer, Innovator, Impulsive, Socialite, Wanderer
Touchpoint - ANS direct contacts between the firm and a customer
What affects consumer behavior? - ANS External influences, internal influences, decision
making process, outcomes and issues
1 Copyright ©BRIGHSTARS ALL RIGHTS RESERVED 2025
, What are the approaches to studying consumer behavior? - ANS Description, Explanatory,
and Exploratory (Quantitative- survey/questionnaire Qualitative- Ethnography, interviews,
focus groups, secret shoppers)
What does STP stand for? - ANS Segmentation, Targeting, Positioning
why is consumer behavior dynamic? - ANS Economy, technology, and globalization
Consumer behavior theory - ANS illustrates factors that shape consumption-related
behaviors and determine the value associated with consumption
What is consumption? - ANS the process by which consumers use and transform products
into value
Value= - ANS benefits - costs
Utilitarian Value - ANS a value derived from a product or service that helps the consumer
solve problems and accomplish tasks
Hedonic Value - ANS value derived from the gratification that comes from some task
Total value concept (TVC) - ANS practiced when companies operate with the understanding
that products provide value in multiple ways
TVC - ANS Every produts value proposition is made up of the augmented elemets, plus the
ancillary elements
4 P's - ANS Product, Price, Place, Promotion
2 Copyright ©BRIGHSTARS ALL RIGHTS RESERVED 2025
