中山大学吴柏林教授-“广告心理学”绝密资料-schiffman04-tif.docVIP

Chapter4:ConsumerMotivation

MultipleChoiceQuestions:

_____is/aretheessenceofallmodernmarketing.

Profitgrowth

Humanneeds

Technology

Psychology

(b;Difficulty3,p.85)

Thekeytoacompany’ssurvival,profitabilityandgrowthinahighlycompetitivemarketplaceis:

tocontinuetoincreasequalityandforgoprofits.

tocontinuetoidentifyandsatisfyunfulfilledconsumerneedsbetterandsoonerthanthecompetition.

tosellwhatit’sgoodatmaking.

toconvinceconsumersthattheyshouldbuymoreproducts.

(b;Difficulty2,p.85)

Whenamarketerdefinestheirmarketintermsoftheneedstheypresumetosatisfy,notintermsoftheproductstheysell,thisisknownasthe_____.

sellingconcept

marketingconcept

productconcept

productionconcept

(b;Difficulty1;p.85)

WhenGMintroducesnewautomodelseveryyear,andRevlonintroducesnewnailpolishcolorseveryseason,thesetwocompaniesarefollowinga_____strategythatencouragespeopletoupdatetheiroutdatedmodelsandpurchasenewerones.

modernization

plannedobsolescence

materialismmadness

updating

(b;Difficulty2,p.86)

Savvycompaniesdefinetheirmissionsintermsofthe_____,ratherthantheproductstheyproduceandsell.

pricestheycharge

servicestheyofferwiththeproduct

socialgoalstheyexpecttoachieve

consumerneedstheysatisfy

(d;Difficulty2,p.87)

“PfizerInc.isaresearch-based,globalpharmaceuticalcompany.Wediscoveranddevelopinnovative,value-addedproductsthatimprovethequalityoflifeofpeoplearoundtheworld.”Thisisanexampleof:

howacompanycanlurecustomersintothinkingtheyareasociallyresponsiblecompany.

consumerneed-orienteddefinitionofthecompany.

aproduct-orienteddefinitionofthecompany.

aproductrelatedmission.

(b;Difficulty3,p.87)

_____isthedrivingforcewithinindividualsthatimpelsthemtoaction.

Consumption

Motivation

Money

Status

(b;Difficulty1,p.87)

Marketersmustview_____astheforcethati