SPMT 370 UNIT 1 EXAM QUESTIONS AND ANSWERS
WITH COMPLETE SOLUTIONS GRADED A++
Motivation
Driving force behind action needed to achieve a goal
motivation influences
Consumer wants and needs
Consumer Personality
(individual characteristics)
values, motivation, personality, lifestyle, self-image, emotions
regulatory focus theory
consumer behavior is centered around two primary motivation orientations
What are the two primary orientation within consumer motivation
Homostasis and self improvement
Homeostasis definition
Prevention focused
self-improvement
Promotion focused
Sport consumer motivation
Participant and achievement mastery social
Spectator Motivation what are different two categories
,Social- affiliation, family time
, individual - appreciation, entertainment, self- esteemI
Creating sport _________ the consumer wants _________ those products
products and promoting
what are the two types of consumer
participants and spectator
examine consumers
wants (segmenting)
what is the best way to meet those wants
target and positioning
what are the three different types of segmentation
behavior, demographic, psychographic (predictable/ they do not very)
psychographic characteristics
- believer
- experiencer
- innovator
- impulsive
- socialite
- wanderer
demographic characteristics
, - age
- race/ethnicity
- sex/gender
- social class/income
psychographic
- believer
- experiencer
- innovator
- impulsive
- socialite
- wanderer
what are the two primary sources of consumer info
quantitative and qualitative
quantitative
- survery/questionnaire
- large amount of data but you not get deep into info
qualitative
more quality less people more info
- ethnography, interviews, focus groups, secret shoopers
what are the two approaches to gatherig data
primary and secondary
secondary
WITH COMPLETE SOLUTIONS GRADED A++
Motivation
Driving force behind action needed to achieve a goal
motivation influences
Consumer wants and needs
Consumer Personality
(individual characteristics)
values, motivation, personality, lifestyle, self-image, emotions
regulatory focus theory
consumer behavior is centered around two primary motivation orientations
What are the two primary orientation within consumer motivation
Homostasis and self improvement
Homeostasis definition
Prevention focused
self-improvement
Promotion focused
Sport consumer motivation
Participant and achievement mastery social
Spectator Motivation what are different two categories
,Social- affiliation, family time
, individual - appreciation, entertainment, self- esteemI
Creating sport _________ the consumer wants _________ those products
products and promoting
what are the two types of consumer
participants and spectator
examine consumers
wants (segmenting)
what is the best way to meet those wants
target and positioning
what are the three different types of segmentation
behavior, demographic, psychographic (predictable/ they do not very)
psychographic characteristics
- believer
- experiencer
- innovator
- impulsive
- socialite
- wanderer
demographic characteristics
, - age
- race/ethnicity
- sex/gender
- social class/income
psychographic
- believer
- experiencer
- innovator
- impulsive
- socialite
- wanderer
what are the two primary sources of consumer info
quantitative and qualitative
quantitative
- survery/questionnaire
- large amount of data but you not get deep into info
qualitative
more quality less people more info
- ethnography, interviews, focus groups, secret shoopers
what are the two approaches to gatherig data
primary and secondary
secondary
