PGA PGM Level 2 Executive
Management Test - Introduction to
Consumer Behavior
1. Provide a definition for Consumer Behavior. - Answer-The study of value-seeking activities and
processes involved in acquiring, consuming and discarding products and services.
1. What are the 4Ps of Marketing? - Answer-Promotion, product, pricing and placement of goods and
services.
What occurs when a golfer wants to shift from an actual state to an ideal state with their golf game? -
Answer-Motivation process model. This triggers a tension system which leads to a behavioral drive, goal
attainment, and eventually reduces the consumer tension.
According to the Self-Determination Theory, what are the three basic psychological needs that drive
behavior? - Answer-Competence, relatedness and autonomy.
According to Maslow's hierarchy of needs, which need includes belonging to a culture of group? -
Answer-Relatedness
, An HR department at a company identifies a gap in their health and wellness program. An employee
survey reflects an interest in golf. According to the Consumer Motivation Model, what has occurred? -
Answer-A utilitarian need activation has happened.
A General Manager has recently completed the PGA Master Professional Program. According to the
Consumer Motivation Model, what has occurred? - Answer-Actual state has hit ideal state and goal
attainment lead to reduced tension.
According to Maslow's hierarchy of needs, what are the most basic needs? - Answer-They are
physiological and include a place to sleep, food and water.
A club is seeking estimates to widen the existing wheelchair ramp in order to be ADA compliant. Which
term best describes the club's decision to expand the ramp? - Answer-Social and consumer needs are
met through the motivation process model.
What is a marketer using when capitalizing upon a person's desire to have the latest and greatest? -
Answer-The hedonic need activation. Conformity scheme.
Hosting a member-guest event fulfills which level of Maslow's Hierarchy of Needs? - Answer-The third
level which includes the need to belong to a family, community society, culture or any other group.
According to Self-Determination Theory, what must be achieved to experience the height of well-being
or happiness. - Answer-The three needs which are competence, relatedness, and autonomy.
Ann is a member of a private club who has several close friends at the club. She works from home and is
able to enjoy the club at her leisure while being confident that business requirements are met. Which
theory indicates she has achieved the height of well-being? - Answer-Self-Determination Theory SDT
To achieve maximum value, appropriate data analytics and smart marketing must construct synergies
for enhancing what two elements? - Answer-Customer loyalty and lifetime value
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