中山大学吴柏林教授 “广告心理学”绝密资料_schiffman04_tif.docVIP

Chapter 4: Consumer Motivation Multiple Choice Questions: _____ is/are the essence of all modern marketing. Profit growth Human needs Technology Psychology (b; Difficulty 3, p. 85) The key to a company’s survival, profitability and growth in a highly competitive marketplace is: to continue to increase quality and forgo profits. to continue to identify and satisfy unfulfilled consumer needs better and sooner than the competition. to sell what it’s good at making. to convince consumers that they should buy more products. (b; Difficulty 2, p. 85) When a marketer defines their market in terms of the needs they presume to satisfy, not in terms of the products they sell, this is known as the _____. selling concept marketing concept product concept production concept (b; Difficulty 1; p. 85) When GM introduces new auto models every year, and Revlon introduces new nail polish colors every season, these two companies are following a _____ strategy that encourages people to update their outdated models and purchase newer ones. modernization planned obsolescence materialism madness updating (b; Difficulty 2, p. 86) Savvy companies define their missions in terms of the _____, rather than the products they produce and sell. prices they charge services they offer with the product social goals they expect to achieve consumer needs they satisfy (d; Difficulty 2, p. 87) “Pfizer Inc. is a research-based, global pharmaceutical company. We discover and develop innovative, value-added products that improve the quality of life of people around the world.” This is an example of: how a company can lure customers into thinking they are a socially responsible company. consumer need-oriented definition of the company. a product-oriented definition of the company. a product related mission. (b; Difficulty 3, p. 87) _____ is the driving force within individuals that impels them to action. Consumption Motivation Money Status (b; Difficulty 1, p. 87) Marketers must view _____