Question 1

Marketers often introduce new brands into markets that are mature and saturated because of consumer's tendency towards:

Accepted Answer

Consumers often seek novelty and excitement, which means they are always on the lookout for new products or brands to try. This tendency towards novelty seeking behavior makes introducing new brands into mature and saturated markets a viable marketing strategy. By presenting a new brand as fresh and exciting, marketers can attract the attention of consumers who are looking for something new and different.

Question 2

Lower level needs such as hunger and thirst are important to marketers because these needs:

Accepted Answer

Lower level needs such as hunger and thirst are ongoing sources of motivation for most consumer purchase behavior. These needs have to be satisfied constantly, and thus they create a perpetual demand for products and services that meet these needs. Marketers who can successfully address these needs are likely to attract a loyal customer base.

Question 3

The ad for Riverside Military Academy (RMA)states,"RMA sets standards that enable young men to achieve extraordinary excellence for a lifetime of accomplishments." In other words,students attending RMA will satisfy their ______ needs as defined by Maslow's hierarchy.

Accepted Answer

Maslow's hierarchy of needs suggests that self-actualization needs are the highest level of human needs, which include a desire for personal growth and fulfillment of one's potential. The ad suggests that RMA sets standards that enable young men to achieve extraordinary excellence, which aligns with the goal of self-actualization.

Question 4

The headline for the National Flood Insurance program ad reads,"There's a chance of flooding in your area.Are you willing to bet the house on it?" The ad shows a picture of a flooded home and shows how flood insurance helps to satisfy the ______ need as defined by Maslow's hierarchy.

Accepted Answer

The National Flood Insurance program ad is targeting the safety need in Maslow's hierarchy, which refers to the need for security and protection from physical harm, danger, or threat. The ad highlights the risk of losing one's home due to flooding and proposes flood insurance as a means of mitigating that risk and satisfying the safety need.

Question 5

Energizer batteries come with a tester on each battery that lets a user see if the battery needs to be replaced.This strategy is focused on reaching consumers at the _____ stage of the consumer decision making process.

Accepted Answer

The Energizer battery tester helps consumers recognize when their battery is running low and needs to be replaced. This corresponds to the problem recognition stage in the consumer decision making process.

Question 6

According to Abraham Maslow's hierarchy of needs,the basic level of needs is:

Accepted Answer

Maslow's hierarchy of needs starts with physiological needs which refer to the basic needs of survival like food, water, shelter, and warmth. These needs are the most fundamental and must be met before other needs can be pursued. Without satisfying these needs, a person cannot move to higher levels of needs like safety, belongingness, esteem, and self-actualization.

Question 7

The market for snack food is saturated,but manufacturers continue to develop new offerings.Which of the following best explains why the makers of Honey Maid graham crackers found it necessary to develop and market Honey Maid graham sticks?

Accepted Answer

Consumers have a strong inclination towards trying out new and unique products, and the makers of Honey Maid graham crackers developed and marketed Honey Maid graham sticks to appeal to this novelty-seeking behavior.

Question 8

The Hierarchy of needs theory was popularized by:

Accepted Answer

The Hierarchy of Needs theory was popularized by Abraham Maslow, a psychologist known for his research on human motivation and personality.

Question 9

_____ is the process and activities people engage in when searching for,selecting,purchasing,using,evaluating,and disposing of products and services so as to satisfy their needs and desires.

Accepted Answer

Consumer behavior refers to the actions and processes consumers undertake when searching for, buying, using, evaluating, and disposing of products and services in order to fulfill their needs and desires. This includes factors such as psychological, social, and cultural influences on consumer decision-making. Marketing is a broader term that includes creating, promoting, and selling products and services to consumers, while exchange is the act of obtaining a desired product or service by offering something in return. Conspicuous consumption refers to the purchase and display of luxury goods as a means of showing off one's wealth or status, and learning refers to the acquisition of knowledge or skills through education or experience.

Question 10

A _____ is a desire for something that one does not have.

Accepted Answer

A want is a desire for something that one does not have. A need, on the other hand, is something that is necessary or required for survival, such as food, water, and shelter. Therefore, the most appropriate choice is B.

Question 11

_____ are factors that compel or drive a consumer to take a particular action.

Accepted Answer

Motives refer to the underlying reasons that drive consumer behavior. These can be psychological, social, or even physiological. For example, a consumer may be motivated to purchase a luxury car in order to impress others (social motive), or because they enjoy the feeling of status and power that comes with driving such a vehicle (psychological motive). Understanding the various motives that consumers have can help marketers develop more effective strategies to appeal to them.

Question 12

According to Abraham Maslow's hierarchy of needs theory,the highest level of needs is ______ needs.

Accepted Answer

The answer of According to Abraham Maslow's hierarchy of needs...

Question 13

Which of the following statements describe a situation in which marketer-induced problem recognition was used?

Accepted Answer

Marketer-induced problem recognition occurs when marketers create a perception of a need or problem that consumers were not previously aware of. In option A, Shoppers Stop sends newsletters to inform customers about new fashion trends and arrivals, potentially creating a desire or perceived need for new clothing.

Question 14

_____ is a technique to probe into the mind of a customer in which an individual is asked to respond to the first thing that comes to his mind when he or she is given a word or a picture.

Accepted Answer

Association tests involve asking individuals to respond to the first thing that comes to their mind when given a word or a picture. This allows researchers to probe into the customer's subconscious mind and understand their associations with a particular brand or product.

Question 15

Ilon loves his car and does everything necessary to keep the vehicle in top running condition.When he heard a strange popping noise under the hood,he knew the car needed the services of a mechanic.The noise triggered the _____ stage of the consumer decision-making process.

Accepted Answer

The stage of problem recognition occurs when consumers become aware of a difference between their desired state and their actual state of affairs. In this case, Ilon hears a strange popping noise, which indicates a problem with his car, triggering the problem recognition stage in the consumer decision-making process.

Question 16

Consumer behavior is defined as:

Accepted Answer

Consumer behavior involves the entire process of searching for, selecting, and using products and services that individuals need or want. It includes not just the act of purchasing a product, but also the decision-making process leading up to the purchase, as well as post-purchase evaluation and use of the product. A is incorrect because consumer behavior is not necessarily concerned with conspicuous consumption. C and D are incorrect because they only refer to specific parts of the process, rather than encompassing the entire process. E is incorrect because this is describing product development rather than consumer behavior.

Question 17

The slogan of Bata,an Indian shoe brand,is 'The World at your feet.' Bata is focusing on satisfying which of the following need of the consumers?

Accepted Answer

Bata's slogan "The World at your feet" suggests that wearing Bata shoes will make the consumer feel confident and proud, which is fulfilling the consumer's need for esteem.

Question 18

Martha took part in a marketing research experiment in which she was given two pictures of two distinctly different kitchens and asked to write a description of the person who owned each one.What kind of motivation research was Martha participating in?

Accepted Answer

Martha was given two pictures and asked to write a description of the person who owned each one. This is an example of a projective technique, which is a type of motivation research that uses indirect means to uncover consumers' motivations, beliefs, and attitudes. The idea behind projective techniques is that consumers may not always be able to express their thoughts and feelings directly, so researchers use stimuli (in this case, pictures of kitchens) to elicit a response that can reveal underlying motivations or attitudes.

Question 19

_____ generally occurs during the first stage in the consumer decision making process.

Accepted Answer

Problem recognition is the first stage in the consumer decision making process where a consumer realizes that there is a difference between the desired state and the actual state. This recognition leads to the need for a product or service to fulfill the gap, which drives the entire decision-making process. Internal search, external search, alternative evaluation, and post-purchase evaluation are the subsequent stages that follow after problem recognition.

Question 20

An ad for Duncan Hines cake mixes advises consumers to "Tell Them What Is in Your Heart Without Saying a Word" by preparing Duncan Hines brownies for your family and close friends.Duncan Hines is claiming to help satisfy consumers' _____ need as defined by Maslow's hierarchy.

Accepted Answer

The ad is emphasizing the social need to connect with family and close friends by sharing something from the heart, in this case, through preparing and sharing Duncan Hines brownies.

Quiz 2: Perspectives on Consumer Behavior