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MKTG 329 EXAM QUESTIONS AND 100% CORRECT ANSWERS
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MKTG 329 EXAM QUESTIONS AND 100% CORRECT ANSWERS...
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MKTG 329 EXAM QUESTIONS AND 100% CORRECT ANSWERSFour Key Tenets when considering the study of consumer behavior - ANSWER 1.
Marketing practices designed to influence consumer behavior involve ethical issues
2. Market research is critical in understanding consumer behavior
3. Consumer behavior is a complex multidimensional process
4. Successful business decisions require an understanding of consumer behavior
True or False: Brand marketing is the concept of building a differentiated recognizable
identity for your company - ANSWER True
Acquisition marketing - ANSWER 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.
True or False: The conversion funnel is to move consumers from consideration to
awareness to purchase. - ANSWER False
Which of the following is NOT an internal influence that shapes a person's self-concept?
- ANSWER Marketing messages
This is probably the most important of all the external influences on a consumer's
behavior; encompasses values, norms, language, religion, food and social customs. -
ANSWER culture
True or False: 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 foundation of all strategies with which a company moves
forward
True or False: Brand marketers aim for brand health, which is usually defined as not
only awareness but consideration of and affinity for a brand. - ANSWER True
This indicates that unconscious desires of consumers activate purchase decisions, and
therefore, while marketing products and services, the businesses must appeal to those
desires. - ANSWER Dichter's motivational theory
True or False: Innate needs are biological needs such as food, water, air, clothes and
shelter. - ANSWER True
True or False: Marketing innovation is defined as creating persuasive marketing
messages that communicate a product's value proposition and points of differentiation.
- ANSWER False
This is the governing body responsible to review and regulate advertising materials to
make sure content is truthful and does not overpromise. - ANSWER Federal Trade
Commission
SCENARIO Based on the diagram of the process of consumer motivation, which of the
following does come between "tension" and "action"? - ANSWER Motivation
Based on the text, smart 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 as discussed in the
reading? - ANSWER the differences between customer needs cause companies to
hyper-target messages
True or False: McClelland's human motivation theory can be used to impact how
managers set goals, provide feedback and motivate and reward team members. -
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