- Description
MKT 435 Wk 1 – Practice: Assignment
- Which of the following is a key concept to understand regarding consumer behavior?
o A consumer’s thought processes and attitudes stay relatively stable throughout his or her lifetime.
o Consumer behavior is highly unpredictable and therefore not a good source of information.
o Most consumers have similar thought processes and attitudes that guide them through purchase decisions.
o Every consumer has unique likes, dislikes, and expectations.
- Which of the following is a behavioral characteristic of a B2C company?
o Buyers are seeking large-scale group solutions
o Considers a group’s needs for a solution in audience targeting and decision-making
o Concentrates primarily on building more remote, short-term relationships
o Focuses on rationality in promotions
- What line of thinking characterized the study of consumer behavior in the 1940s?
o Customers are irrational, impulsive, and highly susceptible to advertising influences.
o Customers tend to make rational, logical purchase decisions based on economic factors.
o Customers are independent-minded and don’t like being told what to do or what to buy.
o Consumers tend to behave collectively in their buying journey.
- How might a modern marketing campaign differ from a marketing campaign in the 1940s and ’50s?
o It would target the underlying consumer motives of hunger, sex, and fear, whereas these would have been considered taboo in earlier decades.
o It would empower customers with information to choose the best products for their needs rather than depriving the customer of information.
o It would disregard consumer psychology and instead focus on the enlightened customer who makes rational decisions free from emotion.
o It would focus on repetitive messaging rather than presenting something new every time.
- What are the three stages of a moment of truth?
o Discouragement, flash, encounter
o Impetus, push, avoidance
o Stimulus, shelf, experience
o Test, impulse, purchase
- Which of the following is a current trend in consumer behavior?
o Decreased customer need for accessing information prior to a purchase
o Increased consumer reluctance to share data with businesses they interact with
o Availability of premium options for devoted and loyal customers of a business
o The need to create a seamless user experience on an easy-to-use company website
- Which of the following describes the form of data Kantar may present to marketers?
o It stresses the subjective meaning of the consumer’s individual experience and the idea that any behavior is subject to multiple interpretations rather than one single explanation.
o It provides a qualitative and quantitative segmentation approach that uncovers the functional, social, and emotional drivers of consumer behavior within a given market.
o It gives companies a major presence on social networking sites as this allows them to interact with their current and potential consumers in new ways.
o It allows companies to examine consumer protection legislation across the world.
- Understanding perception is significant for marketers because perception ___________.
o Limits exposure to stimuli through selective exposure, which is the active seeking and avoidance of stimuli
o Is the minimum amount of stimulation that can be picked up by any of our senses
o Is when a consumer consciously or unconsciously filters stimuli for relevance
o Helps us understand our surroundings, including people and objects, and involves both cognitive and psychological processes
- What tends to occur during the sensory adaptation phase of the perception process that can pose a problem for marketers?
o Consumers experience a decreased sensitivity after prolonged exposure to stimuli and stop paying attention.
o Customers may interpret the stimuli negatively based on the schemata they already hold.
o Consumers no longer recognize a brand when it changes its look and feel.
o Customers are distracted by technology and don’t notice new stimuli.
- Which of the following best describes the importance of sensory marketing?
o It aims to use sensory stimuli to trigger emotional impulses that will win over objective reasoning.
o Shocking ads do work, but often by eliciting responses of surprise, interest, and compassion.
o It lets retailers know if the colors they use in their stores influence consumer purchases.
o Visual attention accounts for about 80 percent of human perception.
- What additional benefit do heat maps provide marketing organizations?
o They look at the mechanisms underlying exposure and how they are used in marketing.
o They examine the stages of the perceptual process.
o They help ascertain what attracts and distracts viewer attention on the organizational website.
o They pay attention to how consumers react to sensory stimuli.
- You work for a diet and nutrition organization, and the company has just launched a mobile phone program that tracks what users eat. The barcode scanning app, together with the interactive food diary website, is designed to track a user’s food intake and empowers the user with the knowledge to make better choices to manage their diet—whether their goal is to lose weight, gain weight, or eat for good health. Which of the following types of learning does the app represent?
o Cognitive
o Behavioral
o Auditory
o Kinesthetic
- Based on Pavlov’s bell-ringing experiment, which of the following concepts best describes why the dogs salivated without any food present?
o Conditioned response
o Unconditioned stimulus
o Neutral stimulus
o Unconditioned response
- Imagine you are walking through a fairground. You will pass many colorful sights, fascinating smells, and noisy sounds. You may taste a bit of your friend’s cotton candy and touch a teddy bear that someone has won. When you get home, you may have a general sense of what you experienced and one or two of the things have stayed with you, but much will be forgotten. What type of memory system is utilized when you recall your experience at the fairground?
o Long-term
o Encoding
o Storage
o Sensory
- A recent television commercial included Dora the Explorer. As you watch the commercial, you are reminded of your childhood experiences with Dora. Which type of advertising appeal is the marketer utilizing to tap into your childhood memories?
o Customs
o Conventions
o Nostalgia
o Mores