Question 1

Ben's decision to purchase an expensive Mercedes model to reflect his success is driven by:

Accepted Answer

Ben's decision is driven by his self-image as he wants the car to reflect his success, aligning with how he perceives or wants to perceive himself.

Question 2

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

Accepted Answer

Marketers focus on identifying and meeting existing or emerging needs rather than satisfying needs that have already been met. Satisfying previously satisfied needs does not typically lead to a firm's success, as the goal is to fulfill current, unmet needs or create new desires.

Question 3

A brand of gym and fitness equipment may advertise the general benefit of health and fitness from exercising. This approach would be concerned with a:

Accepted Answer

The approach of advertising the general benefit of health and fitness from exercising is a generic goal, meaning it promotes the overall benefits of exercising without focusing on any specific product or feature of the gym and fitness equipment brand.

Question 4

An office worker is hungry and goes to his local café to buy a sandwich to eat. This person's action was driven by a(n):

Accepted Answer

The action of buying a sandwich because of hunger is driven by an innate need. Innate needs are physiological requirements for survival, such as the need for food, water, air, and shelter.

Question 5

Wishing to join the same sports club your parents belonged to, wanting branded mineral water and wanting a house suitable for entertaining people, are all examples of what kind of needs?

Accepted Answer

These are examples of acquired needs, which are learned through culture and experience rather than being biologically necessary (innate needs) or necessary for survival (physical needs). The reference to a "well-developed country" is not relevant to the question.

Question 6

All of Lisa's friends have purchased handbags by a new popular brand. The anxiety that motivates her to buy a handbag by the same brand would best be described as:

Accepted Answer

The anxiety that motivates Lisa to buy a handbag by the same brand is best described as tension, as she feels pressure to conform and fit in with her friends who have already made the purchase.

Question 7

______ needs are needs that we learn in response to our culture or environment. They may include the need for self-esteem, prestige, affection, power or learning.

Accepted Answer

Acquired needs are needs that are learned through our experiences, culture and environment. These can be psychological needs, such as the need for self-esteem, or more tangible needs such as the need for money or material possessions. Innate needs, on the other hand, are those that are biologically determined, such as the need for food, water and shelter. Environmental needs may refer to the need for a specific living or working environment, while psychological needs refer to emotional and mental needs.

Question 8

The driving force within individuals that impels them to action is:

Accepted Answer

Motivation is defined as the driving force within individuals that impels them to action. Drive and behaviour are related to motivation, but they do not encompass the full definition of motivation. Learning may contribute to motivation, but it is not the same as the driving force that impels individuals to act.

Question 9

Which of the following statements regarding consumer motivation and needs is false?

Accepted Answer

Marketers who understand motivational theory attempt to influence consumers' underlying needs and desires, not just their physical behaviours.

Question 10

Which of the following statements regarding goals is false?

Accepted Answer

Needs and goals are interdependent, as goals are often set to meet one's needs or desires. Therefore, statement A is false.

Question 11

The key to a company's survival, profitability and growth in a highly competitive marketplace is:

Accepted Answer

In a highly competitive marketplace, it's essential for a company to constantly identify and satisfy unfulfilled consumer needs better and sooner than their competition. This approach helps the company to stay ahead of its competitors and attract more customers towards its products and services, which ultimately leads to profitability and growth. Focusing on quality and forgoing profits or forcing consumers to buy more products may not necessarily help the company survive in a competitive marketplace. Similarly, selling what a company is good at making may not always align with changing consumer needs and preferences.

Question 12

The greatest benefit of operating by the marketing concept is marketers:

Accepted Answer

The greatest benefit of operating by the marketing concept is that marketers will find a ready market for their products because this approach focuses on identifying and meeting the needs and desires of consumers, thereby ensuring demand for the product.

Question 13

Another term for biological needs is _____ needs.

Accepted Answer

Biological needs refer to innate or natural needs such as food, water, air, and sleep that are necessary for survival. Acquired needs are learned needs such as the need for achievement, recognition, or status. Secondary needs refer to needs for love, friendship, or self-esteem. Psychogenic needs refer to psychological needs such as the need for self-actualization or self-expression.

Question 14

When a marketer defines their market in terms of the needs they presume to satisfy, rather than in terms of the products they sell, this is known as the:

Accepted Answer

The marketing concept is centered around identifying and satisfying the needs of the target market. By defining the market in terms of needs, rather than products, the marketer is better able to understand and meet the demands of their customers. The selling concept focuses more on aggressively pushing products onto customers, while the product concept emphasizes the quality and features of the actual product. The production concept prioritizes efficiency in manufacturing and cost reduction.

Question 15

The needs for food, water and shelter are:

Accepted Answer

The needs for food, water, and shelter are innate needs as they are basic necessities required for the survival of all living beings.

Question 16

If a person tells her colleagues she wants to go on a holiday, without specifying where to, she is stating a _____ goal.

Accepted Answer

The person's goal of going on a holiday without specifying the destination is a generic goal, as it is not specific or targeted towards a particular product or achievement.

Question 17

Our perception of ourselves also serves to influence the specific goals we select. The products we own, would like to own or would not like to own are often perceived in terms of how closely they reflect (are congruent with) our:

Accepted Answer

Our self-image influences how we perceive the products we own or would like to own. For example, if we perceive ourselves as fashionable, we may be more interested in owning designer clothing or accessories. If we perceive ourselves as environmentally conscious, we may be more interested in owning eco-friendly products. Our self-image influences our goals and desires.

Question 18

______ is/are the basis of all modern marketing.

Accepted Answer

Human needs are the basis of all modern marketing, as businesses aim to fulfill these needs and create products and services that improve customers' lives. Without an understanding of human needs and desires, marketing would not be effective in reaching and engaging with customers. Profit growth, technology, and psychology are all important aspects of marketing, but they are not the foundation of modern marketing in the same way that human needs are.

Question 19

When a particular need is satisfied by a single brand of shirt, that goal is a:

Accepted Answer

A product-specific goal is when a particular need is satisfied by a specific brand or product. In this case, the need for a shirt is satisfied by a single brand, making it a product-specific goal.

Question 20

Which of the following is not a way in which needs are generally classified?

Accepted Answer

Physiological, innate, and primary are all commonly used classifications of needs, while "generic" is not commonly used.

Quiz 3: Consumer needs and motivation