CPM Buyers & Markets 3

Question 1

Which of the following is an example of a secondary reference group that influences consumer behavior?

Accepted Answer

A professional trade association

Answer

Secondary reference groups, like professional associations, have less frequent and less intimate contact with consumers but still shape attitudes and behaviors.

Question 2

The concept of 'cognitive dissonance' in consumer behavior refers to:

Accepted Answer

Doubt or discomfort felt after a purchase decision

Answer

Cognitive dissonance is the post-purchase anxiety consumers feel when they question whether they made the right decision.

Question 3

A 'derived demand' in B2B markets means that demand for industrial goods is:

Accepted Answer

Dependent on consumer demand for end products

Answer

Derived demand means B2B demand originates from consumer demand; for example, demand for steel rises when demand for automobiles increases.

Question 4

Which market segmentation approach targets customers based on the benefits they seek from a product?

Accepted Answer

Benefit segmentation

Answer

Benefit segmentation groups consumers by the specific advantages or benefits they desire from a product, such as whitening toothpaste buyers seeking cosmetic benefits.

Question 5

In Maslow's hierarchy of needs, which level must be satisfied before a consumer seeks esteem needs?

Accepted Answer

Social/love and belonging needs

Answer

According to Maslow, social needs (belonging, love, friendship) must be fulfilled before esteem needs such as status and recognition can be pursued.

(CPM) Certified Professional Marketer Practice Test

(CPM) Certified Professional Marketer Practice Test

CPM Buyers & Markets 3