Basic Concepts of Marketing
STP
Consumer Learning
Consumer Behavior
Market Research
100

When consumers desire specific satisfiers of their needs, shaped by culture and personality, these are called...

What are wants?

100

Dividing the market based on variables such as age, gender, income, or education level is known as this type of segmentation.

What is demographic segmentation?

100

The two main types of behavioral learning are classical conditioning and this one.

What is operant (instrumental) conditioning?

100

The need for security and protection from harm belongs to this level in Maslow’s hierarchy.

What are safety needs?

100

The process of selecting a subset of the population to represent the whole is called...

What is sampling?

200

Customer satisfaction is determined by comparing a product’s performance with this.

What are customer expectations x reality?

200

A company that focuses on serving one specific segment market, rather than trying to appeal to everyone, uses this strategy.

What is concentrated (niche) marketing?

200

When a brand pairs its logo or jingle with positive emotions repeatedly until consumers automatically associate them, it’s using...

What is classical conditioning?

200

Buying products like designer clothes or luxury cars to feel respected by others satisfies this level of Maslow’s hierarchy.

What are esteem needs?

200

Focus groups, interviews, and observations are examples of this type of research method.

What is qualitative research?

300

When a customer repeatedly chooses the same brand and recommends it to others, this behavior demonstrates...

What is customer loyalty?

300

This concept involves designing a company’s offering so that it occupies a distinct and desirable place in the minds of target customers.

What is positioning?

300

When marketers use loyalty points or discounts to reward repeat purchases, they rely on this learning concept.

What is operant (instrumental) conditioning?

300

The set of basic values, perceptions, and behaviors learned from family and other key institutions defines this influence on consumer behavior.

What is culture?

300

The first step in the marketing research process is always this.

What is defining the problem and research objectives?

400

CRM systems collect and analyze customer data to improve relationships and drive sales. CRM stands for...

What is Customer Relationship Management?

400

A company that decides to ignore market segment differences and targets the whole market with one offer is using this strategy.

What is undifferentiated (mass) marketing?

400

When a consumer is deeply engaged and motivated in the purchase process—such as buying a car or house—this type of involvement occurs.

What is high involvement?

400

Family, friends, and coworkers who influence an individual’s purchasing decisions are examples of these social influences.

What are reference groups?

400

In a focus group, the moderator asks participants to imagine they are customer service agents explaining why a customer should buy a new smartphone model. The goal is to uncover hidden feelings and attitudes toward the product. This research method applyed to the question structure is an example of...

What is the role-playing technique?

500

This metric estimates the total worth of a customer to a business over the entire period of their relationship.

What is customer lifetime value (CLV)?

500

Segmenting consumers based on their knowledge, attitudes, or responses toward a product is known as this type of segmentation.

What is behavioral segmentation?

500

When a consumer responds in the same way to slightly different stimuli — for example, buying a store-brand cereal because it looks like their favorite brand — this is called...

What is stimulus generalization?

500

Motivation, perception, learning, and beliefs are all considered part of these internal influences on consumer decisions.

What are psychological factors?

500

In a customer satisfaction survey, respondents are asked to rate their agreement with the statement “I would recommend this brand to a friend” using options from 1 = strongly disagree to 5 = strongly agree. This type of measurement scale is known as a...

What is a Likert scale?