MKT 435 Wk 2 - Practice: Assignment

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MKT 435 Wk 2 - Practice: Assignment

2. Motivation describes the processes that cause people to behave in a particular way. Why do some people watch the Olympics but no other sporting events? Why do some people follow celebrities on social media while others search their family genealogy? Marketers want to know the answers to such questions to appropriately communicate the needs and wants that their products will fulfill.

Consumers enter a drive state that influences their feelings and emotions. These feelings and emotions motivate consumers to fulfill their utilitarian and hedonic needs. Utilitarian needs provide a practical benefit.

What do hedonic needs provide?

• An alternative benefit
• An unusual benefit
• An experiential, emotional benefit
• A pragmatic benefit

3. Maslow’s hierarchy of needs is one of the most frequently quoted theories of motivation. As stated in the text, Maslow’s hierarchy is built on our major premises:
4. Our motives are acquired through genetic endowment and social interaction.
5. Our motives or needs on the first levels of the pyramid are more critical than the top ones.
6. We must satisfy those bottom motives before moving to the upward ones.

4. Fulfilling one motive then activates another motive.

Which of the following represents a motive for marketers to utilize Maslow’s hierarchy when analyzing human behavior and building marketing campaigns?

• It emphasizes biological needs in relation to human motivation.
• It recognizes the cultural differences of consumers and their influence on human motivation.
• It helps marketers craft specific messages based on a consumer’s physiological need level.
• Its flexibility allows for shifts in consumer demand and need fulfillment.

4. Consumers face many motivational conflicts when making purchases.

Which of the following scenarios is an example of an avoidance-avoidance conflict in purchasing?

• You dropped your phone and cracked the screen yesterday. The phone still works, but the crack is annoying and gets in the way of some of the phone’s important functions. However, you know that replacing the screen or getting a new phone is very expensive and might not be in your budget right now.
• Your brother is in town and just invited you to see the new summer blockbuster movie tonight, but you’ve already been talking about going to the pool with a friend. The cost is equivalent, and both options are appealing to you.
• Your friends want to go out for a night on the town and hit a few clubs. You don’t really like the clubs they will choose and are prone to migraines from overexposure to high stimulus. However, you don’t have anything else to do this weekend, and you have a fear of missing out.
• Your favorite band just announced their tour schedule, and you see that they’ll be coming to a city near you! You’re very excited for the performance but kind of nervous about the price tag.

5. At the most basic level, your attitude is what you think, feel, and do. It is a learned predisposition to respond in a consistently favorable/unfavorable manner in relation to some object. Attitudes have a link to behavior, giving a predisposition to act in a certain way. It is this link with behavior that makes the study of attitudes important for marketers. Your text described the ABC Model of Attitude as constituting three interrelated stages.

You may be familiar with the Livescribe Smartpen, which includes an embedded computer and digital audio recorder. Its main function is to save written words (through transferring them onto a computer) and to synchronize these notes with any audio recording that is made.

Which of the following components of the ABC Model of Attitude is activated by consumers motivated by the Livescribe Smartpen’s functionality and ability to improve a user’s notetaking skills?

• Affect
• Saliency
• Behavior
• Cognition

6. You are planning a three-day family vacation and are trying to decide whether to stay at a hotel or use Airbnb.

Which of the following would help you make your decision?

• Maslow’s hierarchy of needs
• The VALS framework
• The ABC model of attitude
• The multi-attribute model