Lecture 1

Question 1

needs

Answer 1

We experience a need from an internal state of
tension caused by a disequilibrium between
desired and actual states

Question 2

desired consumer lifestyle

Answer 2

the way the consumer would like to live and feel

Question 3

current situation

Answer 3

temporary factors affecting the consumer

Question 4

desired state

Answer 4

the condition the consumer would like to be in at some point in time

Question 5

actual state

Answer 5

the condition the consumer perceives him/herself to be in at some point in time

Question 6

how are needs created?

Answer 6

the difference btw the desired and the actual state

Question 7

nature of discrepancy

Answer 7

difference btw the consumer’s desired and perceived state

Question 8

active need

Answer 8

is one the consumer is aware of or will become aware of in the normal course of events. The discrepancy is noticed.

Question 9

Marketing strategy for an active need

Answer 9

Only require the marketer to convince consumers that its

brand is the superior solution

Question 10

inactive need

Answer 10

one of which the consumer is not aware. The discrepancy is NOT noticed

Question 11

Marketing strategy for an inactive need

Answer 11

The marketer must convince consumers that they have the problem AND that their brand is a superior solution.

Question 12

biogenic needs

Answer 12

Food, Water, Shelter

Question 13

psychogenic needs

Answer 13

Status, Power, Affiliation

Question 14

need for achievement buying behavior

Answer 14

• Value personal accomplishment

- Place a premium on products that signify success (luxury brands, technology products)

Question 15

need for affiliation buying behaavior

Answer 15

• Want to be with other people

- Focus on products that are used in groups (alcoholic beverages, sports bars)

Question 16

need for power buying behavior

Answer 16

• Control one’s environment

- Focus on products that allow them to have mastery over surroundings (muscle cars, loud speakers)

Question 17

need for uniqueness buying behavior

Answer 17

• Assert one’s individual identity

- Enjoy products that focus on their unique character (perfumes, clothing)

Question 18

Actual

Answer 18

Actual self is your representation of the attributes that you believe you actually possess, (intelligence, athleticism, attractiveness, etc.)

Question 19

Ideal

Answer 19

Ideal self is your representation of the attributes that you would like, ideally, to possess (i.e., a representation of someone’s hopes, aspirations, or wishes). The “ideal-self” is what motivates individuals to change, improve and achieve.

Question 20

Ought

Answer 20

Ought is your representation of the attributes that someone (yourself or another) believes you, should or ought to possess (i.e., a representation of someone’s sense of your duty, obligations, or responsibilities)

Question 21

utilitarian needs

Answer 21

emphasize the instrumental, functional and practical, such as:

• microwaves,
• minivans,
• personal computers

Question 22

hedonic needs

Answer 22

primarily experiential; here we might look to a product to meet our needs for, fun, pleasure, excitement and fantasy, such as:

• designer close
• sports cars
• luxury watches

Question 23

consumers care more about _________products/features when it means giving-up on something they already have

Answer 23

hedonic

Question 24

hedonic vs. utilitarian implications

Answer 24

• If you need to cut existing product attribute or service level, avoid cutting hedonic aspects
• At the same time, adding a hedonic (vs. utilitarian) feature may have a weaker effect

Question 25

Trial period, samples and low introductory price might be more effective for ________ products (e.g., cable TV) than for __________goods (e.g., security alarm system)

Answer 25

hedonic; utilitarian

Question 26

maslow’s hierarchy of needs

Answer 26

physiological, safety, belongingness, ego needs, self actualization

Question 27

ego needs

Answer 27

prestige, status, accomplishments

Question 28

self-actualization

Answer 28

self fulfillment, enriching experiences

Question 29

primary needs

Answer 29

physiological + safety