Question 1

The desire to 'show off' one's success and achievement through material possessions is a reflection of a(n) _______ need according to Maslow.

Accepted Answer

A)  inwardly oriented ego 
B)  outwardly oriented ego 
C)  self-actualisation 
D)  social 
A)  inwardly oriented ego 
B)  outwardly oriented ego 
C)  self-actualisation 
D)  social

Question 2

_______ which should logically include all types of research into human motives, is generally used to refer to qualitative research designed to uncover the consumer's subconscious or hidden motivations.

Accepted Answer

A)  Collage research 
B)  Motivational research 
C)  Metaphorical research 
D)  Innate techniques 
A)  Collage research 
B)  Motivational research 
C)  Metaphorical research 
D)  Innate techniques

Question 3

Acquired needs are needs people learn in response to their culture or environment.

Accepted Answer

A) True 
 B)False

Question 4

Vicky employed Maslow's hierarchy to identify important needs that were not being sufficiently addressed by Vicky's competitors. In this situation, the hierarchy was being used for:

Accepted Answer

A)  market segmentation. 
B)  focusing advertising appeals. 
C)  new product development. 
D)  product positioning. 
A)  market segmentation. 
B)  focusing advertising appeals. 
C)  new product development. 
D)  product positioning.

Question 5

The production-oriented approach to marketing is when marketers define their markets in terms of the needs they presume to satisfy, not in terms of the products they sell.

Accepted Answer

A) True 
 B)False

Question 6

Purchasing exercise equipment in order to avoid gaining weight is an example of a negative motivation.

Accepted Answer

A) True 
 B)False

Question 7

Projection, escapism and repression are all examples of defence mechanisms.

Accepted Answer

A) True 
 B)False

Question 8

Why do astute marketers define their goals in terms of the consumer needs they satisfy and not the products that satisfy those needs?

Accepted Answer

Because consumers' basic needs do not ch

Question 9

Generic goals are specifically branded or labelled products that consumers select to fulfil their needs.

Accepted Answer

A) True 
 B)False

Question 10

People have limitless ways of redefining frustrating situations in order to protect their self-esteem from the anxieties that result from experiencing failure.

Accepted Answer

A) True 
 B)False

Question 11

Marketers are aware that consumers often satisfy more than one need with a particular product. The need that marketers should be most interested in identifying is the:

Accepted Answer

A)  prepotent need. 
B)  activation need. 
C)  aggressive need. 
D)  sublimation need. 
A)  prepotent need. 
B)  activation need. 
C)  aggressive need. 
D)  sublimation need.

Question 12

A Year 12 student who was not accepted into law may try business instead. If that fails they might try bookkeeping instead. This example most closely relates to which of the following facts about motivations and goals?

Accepted Answer

A)  People who do not achieve their goals become frustrated and give up. 
B)  People who do not achieve their goals lower their aspirations. 
C)  People who do not achieve their goals take on defence mechanisms to protect their self-images. 
D)  People who do not achieve their goals consider themselves a failure. 
A)  People who do not achieve their goals become frustrated and give up. 
B)  People who do not achieve their goals lower their aspirations. 
C)  People who do not achieve their goals take on defence mechanisms to protect their self-images. 
D)  People who do not achieve their goals consider themselves a failure.

Question 13

Why does need-driven human activity never cease? Give an example of each reason you provide.

Accepted Answer

There are three reasons:
1. Existing nee

Question 14

______ assume that consumers behave by carefully considering all the alternatives and choosing those that give them the greatest utility.

Accepted Answer

A)  Emotional motives 
B)  Rational motives 
C)  Innate needs 
D)  Substitute goals 
A)  Emotional motives 
B)  Rational motives 
C)  Innate needs 
D)  Substitute goals

Question 15

Ben is so frustrated that his boss does not pay him enough for him to afford a Mercedes Benz that he gets angry with his boss in the office and yells at him. Ben is using the defence mechanism of:

Accepted Answer

A)  aggression. 
B)  withdrawal. 
C)  rationalisation. 
D)  regression. 
A)  aggression. 
B)  withdrawal. 
C)  rationalisation. 
D)  regression.

Question 16

Concerning the consumer as an individual, which of the following four statements is false?

Accepted Answer

A)  Consumers seek different pleasures and thus spend their money differently. 
B)  Human needs are the basis of all modern marketing. 
C)  Marketers do not create needs. 
D)  A firm's success is dependent on satisfying previously satisfied needs. 
A)  Consumers seek different pleasures and thus spend their money differently. 
B)  Human needs are the basis of all modern marketing. 
C)  Marketers do not create needs. 
D)  A firm's success is dependent on satisfying previously satisfied needs.

Question 17

In Maslow's hierarchy of needs, each level is mutually exclusive, which means we need to fully satisfy one level of needs before the higher one becomes a motivator.

Accepted Answer

A) True 
 B)False

Question 18

Needs refer to human requirements that are product based.

Accepted Answer

A) True 
 B)False

Question 19

The effects of success and failure on goal selection have strategy implications for marketers. Goals should be reasonably attainable, and this means that ads should:

Accepted Answer

A)  promise more than the product will deliver. 
B)  not promise more than the product will deliver. 
C)  always over promise. 
D)  directly state that the product will satisfy more than promised. 
A)  promise more than the product will deliver. 
B)  not promise more than the product will deliver. 
C)  always over promise. 
D)  directly state that the product will satisfy more than promised.

Question 20

John, an investment banker, believes that 'He who earns the most money in his lifetime wins'. John is most likely driven by the trio of needs classification of:

Accepted Answer

A)  safety. 
B)  power. 
C)  achievement. 
D)  self-esteem. 
A)  safety. 
B)  power. 
C)  achievement. 
D)  self-esteem.

The desire to 'show off' one's success and achievement through material possessions is a reflection of a(n) _______ need according to Maslow.

_______ which should logically include all types of research into human motives, is generally used to refer to qualitative research designed to uncover the consumer's subconscious or hidden motivations.

Acquired needs are needs people learn in response to their culture or environment.

Vicky employed Maslow's hierarchy to identify important needs that were not being sufficiently addressed by Vicky's competitors. In this situation, the hierarchy was being used for:

The production-oriented approach to marketing is when marketers define their markets in terms of the needs they presume to satisfy, not in terms of the products they sell.

Purchasing exercise equipment in order to avoid gaining weight is an example of a negative motivation.

Projection, escapism and repression are all examples of defence mechanisms.

Why do astute marketers define their goals in terms of the consumer needs they satisfy and not the products that satisfy those needs?

Generic goals are specifically branded or labelled products that consumers select to fulfil their needs.

People have limitless ways of redefining frustrating situations in order to protect their self-esteem from the anxieties that result from experiencing failure.

Marketers are aware that consumers often satisfy more than one need with a particular product. The need that marketers should be most interested in identifying is the:

A Year 12 student who was not accepted into law may try business instead. If that fails they might try bookkeeping instead. This example most closely relates to which of the following facts about motivations and goals?

Why does need-driven human activity never cease? Give an example of each reason you provide.

______ assume that consumers behave by carefully considering all the alternatives and choosing those that give them the greatest utility.

Ben is so frustrated that his boss does not pay him enough for him to afford a Mercedes Benz that he gets angry with his boss in the office and yells at him. Ben is using the defence mechanism of:

Concerning the consumer as an individual, which of the following four statements is false?

In Maslow's hierarchy of needs, each level is mutually exclusive, which means we need to fully satisfy one level of needs before the higher one becomes a motivator.

Needs refer to human requirements that are product based.

The effects of success and failure on goal selection have strategy implications for marketers. Goals should be reasonably attainable, and this means that ads should:

John, an investment banker, believes that 'He who earns the most money in his lifetime wins'. John is most likely driven by the trio of needs classification of:

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Personality and self-concept

Consumer perception

Consumer learning and involvement

Consumer attitudes—attitude development and change

Social influences on consumer behaviour

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters

Exam 3: Consumer needs and motivation

The desire to 'show off' one's success and achievement through material possessions is a reflection of a(n) _______ need according to Maslow.

_______ which should logically include all types of research into human motives, is generally used to refer to qualitative research designed to uncover the consumer's subconscious or hidden motivations.

Acquired needs are needs people learn in response to their culture or environment.

Vicky employed Maslow's hierarchy to identify important needs that were not being sufficiently addressed by Vicky's competitors. In this situation, the hierarchy was being used for:

The production-oriented approach to marketing is when marketers define their markets in terms of the needs they presume to satisfy, not in terms of the products they sell.

Purchasing exercise equipment in order to avoid gaining weight is an example of a negative motivation.

Projection, escapism and repression are all examples of defence mechanisms.

Why do astute marketers define their goals in terms of the consumer needs they satisfy and not the products that satisfy those needs?

Generic goals are specifically branded or labelled products that consumers select to fulfil their needs.

People have limitless ways of redefining frustrating situations in order to protect their self-esteem from the anxieties that result from experiencing failure.

Marketers are aware that consumers often satisfy more than one need with a particular product. The need that marketers should be most interested in identifying is the:

A Year 12 student who was not accepted into law may try business instead. If that fails they might try bookkeeping instead. This example most closely relates to which of the following facts about motivations and goals?

Why does need-driven human activity never cease? Give an example of each reason you provide.

______ assume that consumers behave by carefully considering all the alternatives and choosing those that give them the greatest utility.

Ben is so frustrated that his boss does not pay him enough for him to afford a Mercedes Benz that he gets angry with his boss in the office and yells at him. Ben is using the defence mechanism of:

Concerning the consumer as an individual, which of the following four statements is false?

In Maslow's hierarchy of needs, each level is mutually exclusive, which means we need to fully satisfy one level of needs before the higher one becomes a motivator.

Needs refer to human requirements that are product based.

The effects of success and failure on goal selection have strategy implications for marketers. Goals should be reasonably attainable, and this means that ads should:

John, an investment banker, believes that 'He who earns the most money in his lifetime wins'. John is most likely driven by the trio of needs classification of:

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Personality and self-concept

Consumer perception

Consumer learning and involvement

Consumer attitudes—attitude development and change

Social influences on consumer behaviour

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters