Which of the following best defines the marketing concept?
a) Focusing on a specific product or service
b) Meeting the needs and wants of consumers
c) Maximizing profits for the company
d) Using subliminal messages to influence consumer behavior
Correct answer: b) Meeting the needs and wants of consumers. The marketing concept is
based on the idea that companies should focus on meeting the needs and wants of
consumers in order to be successful.
Why is it important for marketers to understand consumer behavior?
a) To manipulate consumers into buying products
b) To create false needs and wants in consumers
c) To develop effective marketing strategies
d) To make as much money as possible
Correct answer: c) To develop effective marketing strategies. Understanding consumer
behavior is essential for developing marketing strategies that will appeal to consumers and
meet their needs.
Chapter 2:
Which of the following best describes sensory marketing?
a) Using subliminal messages to influence consumer behavior
b) Focusing on the five senses to enhance the consumer experience
c) Creating false needs and wants in consumers
d) Manipulating consumers into buying products
Correct answer: b) Focusing on the five senses to enhance the consumer experience. Sensory
marketing involves using sensory stimuli (such as colors, sounds, scents, etc.) to create a
more enjoyable and memorable consumer experience.
Which of the following best describes subliminal advertising?
a) Using sensory stimuli to enhance the consumer experience
b) Creating false needs and wants in consumers
c) Manipulating consumers into buying products through hidden messages
d) Focusing on the five senses to create a more enjoyable experience
Correct answer: c) Manipulating consumers into buying products through hidden messages.
Subliminal advertising involves using hidden or subliminal messages to influence consumer
behavior, which is considered controversial and unethical by many.
Chapter 3:
What is classical conditioning?
a) A type of reinforcement that increases the likelihood of a behavior being repeated
b) A type of learning that involves making associations between stimuli
c) A type of persuasion that appeals to emotions
, d) A type of learning that involves rewards and punishments
Correct answer: b) A type of learning that involves making associations between stimuli.
Classical conditioning involves pairing a neutral stimulus (such as a product) with a stimulus
that naturally elicits a response (such as a positive emotion), in order to create a positive
association with the product.
What is negative reinforcement?
a) A type of reinforcement that increases the likelihood of a behavior being repeated
b) A type of learning that involves rewards and punishments
c) A type of persuasion that appeals to emotions
d) A type of reinforcement that removes an unpleasant stimulus
Correct answer: d) A type of reinforcement that removes an unpleasant stimulus. Negative
reinforcement involves removing an unpleasant or aversive stimulus (such as a loud noise or
uncomfortable seat) in order to increase the likelihood of a behavior being repeated.
Chapter 4:
According to Maslow's hierarchy of needs, which of the following is the highest level of
need?
a) Physiological needs
b) Safety needs
c) Love and belonging needs
d) Self-actualization needs
Correct answer: d) Self-actualization needs. Maslow's hierarchy of needs is a theory of
motivation that suggests that people have different levels of needs, ranging from basic
physiological needs to more complex needs related to personal growth and fulfillment.
How can emotions influence consumer behavior?
a) By creating false needs and wants in consumers
b) By appealing to consumers' desire for social status
c) By affecting consumers' evaluations of products and brands
d) By manipulating consumers into buying products
Correct answer: c) By affecting consumers' evaluations of products and brands. Emotions can
play a significant role in how consumers evaluate products and brands, as well as in their
purchase decisions.
Chapter 5:
What is cognitive dissonance?
a) A state of discomfort that arises when a person holds two or more conflicting beliefs or
values
b) A state of euphoria that arises when a person successfully resolves a problem
c) A state of confusion that arises when a person is presented with too much information
d) A state of satisfaction that arises when a person makes a purchase
Correct answer: a) A state of discomfort that arises when a person holds two or more
conflicting beliefs or values. Cognitive dissonance is a psychological phenomenon that occurs
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller martijnheij. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $5.94. You're not tied to anything after your purchase.
