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MKT 304 Extra Credit Questions
University: Central Michigan University
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● When Karen Realized her dog had fleas, Karen was faced with [an unsatisfied need]
● Tomas, a bank employee, doesn’t feel that his coworkers accept him. He decided to
dress more casually, as they do, hoping to be accepted. Which level of Maslow’s
Hierarchy of Needs is Tomas trying to work on? [love]
● When Magda decided to buy a new computer, she considered all the brands she could
recall seeing advertised. This represents Magda’s [retrieval]
● Joanna lives according to her own rules, unconcerned about her designer labels, brand
names, and luxury items. Joanna is at which level in Maslow’s Hierarchy of Needs?
[Self-actualization]
● A Key to successful marketing is determining how to meet the correct balance of ___
needs that best appeals to the firm’s target markets. [functional and psychological]
● To attract and maintain habitual purchasers, marketers spend considerable effort
[creating strong brands and store loyalty]
● Americans often equate “bigger” with “better,” and prefer larger cars, TV screens,
homes, even meals, Researchers suspect that in doing so, we are trying to
reduce____risk in the consumer decision process. [psychological]
● Limited problem solving usually relies on [past experience more than external
information]
● After Sharon graduated from college, she found a steady and well paying job, got
married and began to raise a family, and began to receive recognition at work and in the
community. Eventually, she began to devote more time and effort to intellectual and
aesthetic pursuits. Sharon is moving up to which level on Maslow’s Hierarchy? [self-
actualization]
● Consumers use and process different aspects of advertising or messages. _____yeilds
greater attention and deeper processing, and leads to strong attitudes and purchase
intentions. [high involvement]
● Television advertising has recently expanded to include “mini-ads,” which are short ads
lasting 5 to 10 seconds. These ads are most useful in advertising to men, since men are
more likely than women to channel surf during commercial breaks. Given this fact, this
type of advertising will be more useful to marketers engaged in ____ segmentation.
[demographic]
● Sally is in the new marketing department of a mid-sized lawn and garden company. She
is working on the first marketing plan the firm has ever used. She has defined the
mission and objectives, and she just finished a situation analysis for the firm. The next
step is to [identify and evaluate opportunities by conducting segmentation, targeting, and
positioning analysis]
● “Corporate pilot fish” are former employees who start a new business based primarily on
contacts and contracts with their old company. A corporate pilot fish would probably
pursue a _____ targeting strategy. [micromarketing]
● Four frequently used targeting strategies are the micromarketing, undifferentiated,
differentiated, and ____ targeting strategies. [concentrated]
● Marketers have found that ____ segmentation is often more useful for predicting
consumer behavior than ____ segmentation. [psychographic, demographic]