Chapter 1

A(n) ________ is an individual who recognizes a need or desire, makes a purchase, and then disposes of a product.

• marketer

• consumer

• influencer

• content creator

Karim's old iPhone is slowing down after the IOS update . He searches for the price and stores of the new iPhone 14 . After spending hours searching online , Karim found a store near his home and decided to visit the store , finally the sales person convinced him with the gold edition and made the purchase . Now he is trying out the new features of his iPhone and cant wait to share his thoughts with his friends . This story is an example of how consumer behavior is a(n) ________.

• industry

• process

• art form

• theory

All of these are stages in the consumption process EXCEPT?

• post-purchase

• desire

• purchase

• pre-purchase

Redbull targets youths in universities in their marketing efforts , Redbull uses ............ to segment consumers.

• Lifestyle

• Age

• Roles

• Geographic

A marketer uses ________ to target a brand only to specific groups of consumers who are most likely to be heavy users of the marketer's brand.

• asynchronous interactions

• the 80/20 strategy

• market segmentation strategies

• economies of information

Answer explanation

80/20 best explains how a minority of a product's users make up a majority of sales of that product

Clothing brands in Egypt began numerous campaigns to sell Hijabi modest swimming suits . In emphasizing how the market has been under serving the hijabi consumers over the decades , and the recent adoption and popularity of modest clothing items by celebrities and influencers , the campaigns are an outcome of ....................

• Interdependence

• Behaviors

• Popular Culture

• Emotions

Dina's eyes glow up when she sees Sephora , she feels passionate towards the store and hold strong emotions towards it , the type of relationship Dina has with Sephora is .................... .

• Interdependence

• Self-Concept

• Nostalgia

• Love

According to Maslow’s Hierarchy of Needs , the Mercedes-benz brand aims to manufacture prestigious cars in order to satisfy consumer's ............. needs .

• Ego

• Self actualization

• Safety

• Belongingness

Mustafa always purchases all his sports wear from Nike , he feels that Nike's products resembles his personality , the type of relationship Mustafa has with Nike is................. .

• Love

• Envy

• Self-concept

• Interdependence

Bonus Question : The key term that defines Marketing is ............ .

• Advertising

• Value

• Sales

• Promotion