Question 1

Which of the following statements about "hierarchy of needs" is FALSE?

Accepted Answer

While the hierarchy of needs suggests a general pattern of needs being satisfied, it does not mean that this pattern always occurs in the same order. Some people may prioritize different needs at different times, and some may have certain needs satisfied before others are met. Therefore, statement C is false.

Question 2

A marketing manager who wants to apply the "hierarchy of needs" model should keep in mind that:

Accepted Answer

The hierarchy of needs model suggests that consumers' needs are arranged in a hierarchy, ranging from basic physiological needs to higher level psychological needs like self-actualization. A marketing manager should keep in mind that the same marketing mix can satisfy two or more levels of need. For example, a luxury car can satisfy a consumer's need for transportation (a basic physiological need) as well as their need for esteem and status (a higher psychological need).

Question 3

L'Oreal advertises its hair color with the popular tagline, "So it costs a bit more. But I'm worth it!" Here, L'Oreal's marketing effort focuses on satisfying what level in the hierarchy of needs?

Accepted Answer

L'Oreal's marketing effort focuses on satisfying personal needs, specifically the need for self-esteem and the belief that one is worth the extra cost for a premium product.

Question 4

Harley Owners Group connects motorcycle riders to one another. This group is focusing on satisfying what level in the hierarchy of needs?

Accepted Answer

The Harley Owners Group is focusing on satisfying the social level of the hierarchy of needs, which involves connecting with others and feeling a sense of belonging.

Question 5

Motivation theory

Accepted Answer

The answer of Motivation theory
...

Question 6

______ needs are concerned with things that involve a person's interaction with others.

Accepted Answer

Social needs are concerned with a person's interaction with others, such as the need for companionship, belongingness, and love. Physiological needs (A) refer to basic survival needs such as food, water, and shelter. Safety needs (B) refer to a person's need for physical and emotional security. Biological needs (C) is not a commonly used category of needs. Personal needs (D) may refer to a wide range of individual needs and desires, such as self-expression, creativity, and achievement.

Question 7

At its Web site, Tylenol identifies the top headache triggers and offers solutions to headache sufferers. Tylenol is focusing on satisfying what level in the hierarchy of needs?

Accepted Answer

The answer of At its Web site, Tylenol identifies the...

Question 8

Psychological theories of motivation and needs suggest that:

Accepted Answer

Maslow's hierarchy of needs theory suggests that individuals have different levels of needs, and that a particular good or service might satisfy multiple levels of needs simultaneously. This means that a product that satisfies a physiological need (such as hunger) may also satisfy a higher-level need such as self-actualization. The other answer choices are incorrect: connecting with others is typically considered a social need, needs are not always satisfied in the same order, and the desire for a better world is not a recognized need in psychological theories of motivation.

Question 9

Needs such as accomplishment and relaxation, which are unrelated to what others think or do, are known as:

Accepted Answer

Personal needs are internal and individualistic needs that are unrelated to social interaction and the opinions of others. Examples include self-esteem, accomplishment, and relaxation. Physiological needs involve basic biological needs such as food, water, and shelter. Safety needs involve feeling secure and protected from harm. Social needs involve interactions with others such as love, belongingness, and friendship. Biological needs are the same as physiological needs.

Question 10

Allstate Insurance promotes its auto and home insurance by telling consumers, "You're in good hands with Allstate." Which of the following types of needs is Allstate trying to satisfy?

Accepted Answer

Allstate is trying to satisfy the safety needs of consumers by promoting their insurance as a way for people to have peace of mind knowing they are in good hands and protected in case of any accidents or damages to their home or car.

Question 11

The Cleveland Water Department promotes its safe water with a catchy tagline, "The label says Fiji because it's not bottled in Cleveland." Here, the Cleveland Water Department's marketing effort focuses on satisfying what level in the hierarchy of needs?

Accepted Answer

The answer of The Cleveland Water Department promotes its safe...

Question 12

Which of the following are examples of "personal needs"?

Accepted Answer

The answer of Which of the following are examples of...

Question 13

Hallmark advertises its gift items with the popular tagline, "When you care enough to send the very best." Here, Hallmark's marketing effort focuses on satisfying what level in the hierarchy of needs?

Accepted Answer

The answer of Hallmark advertises its gift items with the...

Question 14

Newman's Own (a salad dressing brand) donates 100 percent of its after-tax profits to progressive causes. Newman's Own is focusing on satisfying what level in the hierarchy of needs?

Accepted Answer

The answer of Newman's Own (a salad dressing brand) donates...

Question 15

The California Dairy Association promotes its milk campaign with the popular tagline, "Got milk?" Here, the California Dairy Association's marketing effort focuses on satisfying what level in the hierarchy of needs?

Accepted Answer

The "Got milk?" campaign focuses on the physiological need for nourishment and hydration, promoting the consumption of milk as an essential source of nutrients for the body.

Question 16

The American Heart Association promotes its awareness campaign with the popular tagline, "Learn and Live." Here, The American Heart Association's marketing effort focuses on satisfying what level in the hierarchy of needs?

Accepted Answer

The "Learn and Live" campaign by The American Heart Association focuses on promoting awareness about heart health and preventing fatal heart diseases. This effort is aimed at fulfilling the safety needs of individuals, which is a part of the hierarchy of needs proposed by Abraham Maslow. Safety needs include the need for health, safe living environments, stable income, and protection from physical harm.

Question 17

In the PSSP Hierarchy of Needs model, which level is illustrated by a "Got Milk?" magazine campaign that encourages customers to drink more milk?

Accepted Answer

The "Got Milk?" campaign is targeting the physiological need for adequate nutrition and hydration, which includes the consumption of dairy products like milk. This need for sustenance is considered one of the most basic and essential needs in the PSSP Hierarchy of Needs model.

Question 18

Which of the following statements about "needs" is true?

Accepted Answer

All of the statements are true. Maslow's hierarchy of needs suggests that a higher level need may develop before lower level needs are all satisfied. The theory also states that if lower level needs are reasonably satisfied, those at higher levels become more dominant. In addition, a particular product may satisfy more than one need at the same time.

Question 19

In the PSSP Hierarchy of Needs model, which level is illustrated by a Fidelity campaign on TV that proclaims its IRA is a sound investment for the future?

Accepted Answer

The PSSP Hierarchy of Needs model includes five levels of needs: physiological, safety, social, personal, and self-actualization. The level illustrated by a Fidelity campaign on TV proclaiming its IRA as a sound investment for the future would be the safety needs level, as the advertisement is promoting financial security and stability.

Question 20

When studying consumer needs, a marketer should:

Accepted Answer

A marketer should understand that a product may be perceived as a want or a need depending on the consumer's learning and experience. Therefore, they should try to understand how their marketing mix can satisfy multiple needs of the consumer. Additionally, marketers should realize that they cannot create needs but can identify them to offer the right product to satisfy the needs. Hence, all three statements are correct, and the best choice is D.

Quiz 6: Final Consumers and Their Buying Behavior