MKTG 329 Exam 1 Questions And 100% Correct Answers
Which of the following is NOT one of the four key tenets when considering the study of
consumer behavior? - ANSWER Market research looks narrowly at buyer decisions to
simplify the complexity of consumer behavior
T or F: Brand marketing is the concept of building a differentiated, recognizable identity
for your company - 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. - ANSWER
Acquisition marketing
T or F: The conversion funnel is to move consumers from consideration to awareness to
purchase. - ANSWER False
T or F: The marketer's role relative to consumer behavior ends when the consumer
selects a service or buys a promoted product. - ANSWER False
Which is not an internal influence that affects an individual's sense of self? - ANSWER
Learning
This is probably the biggest external influence on consumer's behavior; this is defined
as values, norms, language, religion, food and social habits. - ANSWER Culture
T or F: 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. - ANSWER true
Business people truly needing to understand when and why consumers act the way they
do is: - ANSWER The basis of all strategies with which a company moves forward
, T or F: Brand marketers strive to drive brand health, which is frequently defined by
awareness and of and affinity for a brand - ANSWER True
T or F: Innate needs are biological needs such as food, water, air, clothing, shelter -
ANSWER True
This maintains that unconscious desires of consumers activate purchase decisions, and
hence, in marketing products and services, companies should make an appeal to such
desires. - ANSWER Dichter's theory of motivation
T or F: Marketing innovation refers to the development of persuasive marketing
messages highlighting a product's value proposition and the points of differentiation. -
ANSWER False
This is the governing body that reviews and regulates advertising materials so content
is truthful and does not overpromise. - ANSWER Federal Trade Commission (FTC)
Using the consumer motivation process diagram below, which of the following comes
between "tension" and "action"? - ANSWER Motivation
According to the text, savvy companies define their brands in terms of _____, not simply
by the products they sell. - ANSWER The consumer needs they satisfy
Which of the following is not one of the three facets of needs presented in the reading? -
ANSWER The variation amount customer needs results in companies hyper-targeted
messages
T or F: McClelland's human motivation theory can be used to help managers understand
how to goal set, provide feedback to and motivate and reward team members. -
ANSWER True
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