1. PARTI - TRUE AND FALSE QUESTIONS (ANSWER ALL QUESTIONS IN THE SPACES PROVIDED ON THE EXAMINATION) (2 points each) Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the Consumer and Society. 2. Market Segmentation is the identification of like-minded clusters of consumers who can be expected to behave in similar ways, making similar decisions in the marketplace in similar situations. 3. Countersegmentation is defined as a reduction in the number of Market Segments served from current levels. The idea that every product has four components: a basic core of functional benefits, an accessory ring of added value benefits, a psychological ring of benefits tied to consumer feelings, and benefits of time saved or taken by a product is called the Total Product Concept. Product Positioning is the means through which marketers seek the right fit between a product's actual or perceived benefits and the benefits sought by one or more consumer segments. 6. If two Needs are in conflict, people will tend to act to fulfill the higher level Need before the lower level, or more Physiological Need. 4. S. 7. All products should have a Brand Personality, which is a framework of human traits that consumers attach to products and services when they position the latter in the marketplace against other products or services; also called Brand Image. 8. One of the main objectives of the Marketer is to change the Usage Volume of users by decreasing the amount of the product that they consume by increasing the level of activity at every level throughout the Promotional Mix. -1